[New Wave] The Impact of Mandu on National Competitiveness

Recently, a famous article titled "How Korean Food Philosophy Can Reconnect Us" was published in the Washington Post in the United States. The article emphasized the importance of looking not only at the food itself but also at the philosophy behind it. It discussed the advantages of Korean cuisine that can be experienced at trendy restaurants, mentioning, for example, bibimbap alongside K-pop songs. Although the article seemed to be sponsored by a specific company, the part explaining that 'mandu' (Korean dumplings), rather than dumplings in general, are shaped in a wave pattern to symbolize the blessings of nature brought a smile. Watching various mukbang videos on YouTube or seeing famous chefs from home and abroad praising bindaetteok at Gwangjang Market on TV and social media clearly shows the cultural influence in the digital age.

Food is connected to national branding as well as philosophy, shared values, and metaphors. The image of Korea, once represented by the DMZ and North Korea, has recently evolved through the metaphor of 'kimchi' and is now symbolized by Gangnam Style, BTS (Bangtan Sonyeondan), and Parasite, as widely known. Various organizations worldwide measure national brands using different indicators, and Korea generally ranks between the top 10 and 20-30, with a growing positive image due to its so-called soft power. Importantly, beyond economic indicators, factors such as product and government trustworthiness, cultural influence, national friendliness and capability, tourism preference, and attractiveness for migration and investment are involved, showing that cultural influence is increasingly significant.

Alongside this, while Japanese comics, known as 'manga,' once dominated the world, the recent rise of Korean webtoons overtaking the Japanese market is also meaningful. In fact, the companies dominating the Japanese webtoon industry are Piccoma, Line Manga, and Korean firms, with about half of the top 10 webtoons being Korean works. Meanwhile, there are reports that the Japanese manga industry, which had been complacent and passive about digital transformation, is now paying attention to Korean webtoons. This phenomenon is even more significant considering that the MZ generation values storytelling, characters, social content, and community, prioritizing 'gajaembi'?a concept that goes beyond cost-effectiveness and emotional satisfaction to emphasize fun and enjoyment.

The words Korean food and philosophy, webtoons, changes in MZ generation preferences, and national competitiveness resonate meaningfully in the COVID-19 era, sharing similar implications and connections. As the true nature of major countries has been revealed due to COVID-19, it is worth contemplating what will constitute the power of competitiveness that guarantees sustainability. As the author of the Washington Post article suggests, in an era when we must unite again, the ritual of coming together with loved ones around a delicious shared meal may become another opportunity in the post-COVID era, a time preparing for a new leap forward. During a period filled with stress from COVID blues, it is crucial not only to supply nutrition through nourishing food but also to reconnect with the world around us. As hope grows with vaccines, preparing for the post-COVID era and defining what our competitiveness will be remains a challenge.

Byungmin Lee, Professor, Department of Cultural Contents, Konkuk University