Development of New Korean Food Tourism Brand
Announcement of Regional Foods (15 Types), Seasonal Local Ingredients (15 Types), and Regional Traditional Liquors (3 Types)
The government is promoting gourmet travel through the creation of various contents utilizing K-Food.
The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on the 10th the launch of a new Korean food tourism brand, ‘Taste your Korea,’ along with the unveiling of 33 national representative food tourism contents.
The new Korean food tourism brand ‘Taste your Korea’ means ‘Enjoy the diverse flavors of Korea that you love’ and was created in connection with the integrated Korean tourism brand ‘Imagine your Korea.’
The brand identity (BI) features a continuous band shape symbolizing connection and communication with the world through Korean food. It also combines the colors of the traditional Korean sauces?soy sauce, ssamjang, and gochujang?with green representing freshness, emphasizing the delicious and healthy characteristics of Korean cuisine.
The ‘33 National Representative Food Tourism Contents’ are divided into three themes featuring food contents that represent each region and differentiate Korea from other countries: regional representative dishes (15 types), regional seasonal ingredients (15 types), and regional traditional liquors (3 types).
Regional representative dishes include ▲Busan Dwaeji Gukbap (pork soup with rice) ▲Gwangju Yukjeon (pan-fried beef slices) ▲Suwon Wang Galbi (king ribs), among others. Regional seasonal ingredients include ▲Yeosu Gaetjangeo (mud eel) ▲Hongseong Saejogae (new clams) ▲Hadong Jaecheop (small freshwater clams), and regional traditional liquors include ▲Andong Soju ▲Yangpyeong Makgeolli ▲Seocheon Sogokju.
The 33 selections were finalized through a food tourism advisory committee consisting of eight experts from the dining and tourism industries, academia, and promotional marketing fields, considering systematic development potential within the food tourism industry, appeal to different market targets, and foreigner acceptance.
The Korea Tourism Organization plans to increase Korea’s recognition and preference as a food tourism destination by utilizing the new Korean food tourism brand and the 33 selections. After researching the food culture, history, and stories related to the 33 selections and establishing segmented marketing strategies by type, an online campaign will be conducted in September through Google reservations and collaboration with OTAs.
The new Korean food tourism brand and the 33 selections can be found on the integrated Korean tourism platform VISITKOREA.
Yang Kyung-su, Director of the Tourism Industry Office at the Korea Tourism Organization, said, “Until now, food tourism promotional marketing has focused on providing information about Korean foods preferred by foreigners, such as gimbap, chicken, and bibimbap.” He added, “Starting this year, we plan to actively utilize the new Korean food tourism brand and the 33 selections to shift to systematic promotional marketing that introduces various regions as food tourism destinations.”
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