*Editor’s note: The number of global Hallyu (Korean Wave) fans is approaching approximately 225 million, according to the 2024 report by the Korea Foundation. The surge in fans marks the dawn of the "Digital Silk Road" era, where communication transcends the limitations of time and space, enabling real-time interaction across the globe. Truly, we are in the era of "Hallyu 4.0."

 

Suk Soo-sun's Design Management Story: Essential Factors for the Globalization of K-Food

 

Contributed by Suk Soo-sun (professor at Yonsei Graduate School of Communication & Arts)

 

 

 

 

Korea's convenience stores, operating 24 hours a day, offer an environment where customers can easily purchase drinks, snacks, and meal substitutes at any time.

 

Products such as triangle gimbap, cup ramen, and a variety of desserts are typical of Korea's unique convenience foods. These items allow foreign visitors to experience new tastes and share their experiences, creating content on social media platforms.

 

In particular, convenience store lunchboxes have become highly popular among foreigners. With a wide variety of types and price ranges, these lunchboxes have become a must-try food for many tourists visiting Korea. Convenience stores provide various options in different flavors and styles, allowing tourists to buy them at reasonable prices without financial strain.

 

Social media plays a significant role in increasing awareness of convenience store products. Users share their experiences with Korean foods, showcasing their discoveries on visual platforms like Instagram, TikTok, and YouTube. The diverse visual appeal of Korean cuisine has sparked interest, drawing more people toward K-Food.

 

▲ This photo, provided by convenience store chain GS25, shows its Korean cuisine promotion event, "Oh, Bibimbap." (PHOTO NOT FOR SALE) (Yonhap)

 

As a result, trends surrounding Korean convenience store products are being actively created online. Social media challenges and hashtag campaigns related to K-Food have turned certain dishes or cooking methods into global trends.

 

◇ K-Food Challenges and Korean Language Fun

 

Foreigners particularly enjoy a few K-Food-related challenges during their visits to Korea:

 

Convenience Store Lunchbox Challenge: Trying various lunchboxes and sharing reviews on social media.

 

Convenience Store Product "Perfect Combination" Challenge: Mixing different convenience store items to create a unique dish and sharing photos.

 

Korean Product Label Reading Challenge: Attempting to read product labels in Korean.

 

Special Drink Challenge: Purchasing limited-edition beverages from convenience stores, reviewing their taste and fragrance.

 

These challenges offer fun and engaging ways for participants to experience Korean culture, while raising awareness of K-Food globally.

 

K-Food enthusiasts have formed a global community through social media, exchanging recipes and fostering a deeper understanding of Korean cuisine. These various challenges and online communities centered around convenience store products are essential in spreading the popularity of K-Food and promoting Korean culture worldwide. It can be said that convenience stores are unsung heroes and key contributors to the globalization of K-Food.

 

◇ Halal, Vegan, Gluten-Free... K-Food's Blind Spots

 

▲ A buyer receives a consultation on halal food at the Halal Industry Expo Korea held at COEX in Samseong-dong, Gangnam-gu, Seoul, on August 17, 2017. (Yonhap)

 

Despite the growing interest in Korean food, many foreign tourists face significant challenges in selecting products that meet their dietary restrictions, such as vegan, halal, gluten-free, and dairy-free options. Due to a lack of clear and accessible information, these tourists often experience discomfort and anxiety when choosing food products in Korea.

 

For tourists who require specific food information, convenience stores in Korea are not ideal places to find suitable products. Providing clear and accessible information is an urgent necessity.

 

One key concern is the growing number of Muslim tourists visiting Korea, but there is a lack of infrastructure and halal food information to accommodate their needs.

 

To make convenience stores more appealing to foreign tourists, it is crucial to provide information and develop products that meet the demands of various customer segments. By offering options like vegan, halal, gluten-free, and dairy-free foods, tourists will be able to enjoy a richer and more satisfying food experience in Korea.

 

With more comprehensive and detailed information for foreign visitors, convenience stores can provide a better shopping experience and enhance Korea’s attractiveness as a travel destination.

 

In conclusion, social media has become an essential channel for spreading the appeal of K-Food, allowing more people to experience and enjoy Korean cuisine. This phenomenon contributes to accelerating the globalization of K-Food, and convenience stores have become a unique space for foreign tourists to discover and experience Korean culture.

 

Going forward, the convenience store industry is expected to continue offering exceptional experiences. To achieve this, it must become a front-runner in providing specialized food information, such as halal and vegan options. Additionally, special designs to alert customers about these food choices will be essential. The success of any business often hinges on the smallest details.

[ⓒ K-VIBE. 무단전재-재배포 금지]