MADE IN KOREA

NO.1 BRAND Bibimbap

Summary
As Korea brand or enterprise, among sample of no.1 brands in world,
Marketing sample study about why bibimbap becomes world-class’
 Team name: The Bibimbap
Brand name: Bibimbap
Team: Beak chul min
Kim Tae gyun
Lee young hyun
Summary

No.1 Brand Bibimbap

Chon buk National Univ.

Beak chul min with 2 others

Global eating-out market scale has grown to 4.9 trillion dollars in 2009e. One of growth
background is emergence of the corporate foodservice enterprise. They built a large network of
direct sales while expand their area of business with being based on franchise business.

Recent analysis of global food trends show that bibimbap was only selected as world food title
among Korea food. Bibimbap’ cooked process is easy as well as can be standardized. So bibimbap
have been thoroughly studied and national support has been as a no.1 brand.

Even though Junk food take the devaluation, fastfood market has shown a steady growth of 4-6%
per year. They also prefer to low-fat,low-carb diet, low-clrorie,. Particularly traditional Asian food is
preferred to.

In the trend bibimbap is in accordance with world trend(well-being and fast) and menu itself is
not inferior for world food. So if bibimbap released in overseas markets, this food is very popular
and then awareness to Korea food is risen.

1
 This case study is targeting overseas market to know if Korea traditional food, bibimbap, can be
world no.1 brand in food market within next 100years. So we present method how to be no.1
brand by analyzing several examples and advance company’s strength and weakness

Contents
Chapter 1 Intro ···································································· 3
Sector 1 Introduction······································································································3
Sector 2 Globalization of Korean Food······································· 3
Sector 3 Reason for selecting subject········································· 4
Sector 4 History and the challenges of Bibimbap························· 5

Chapter 2 Body······································································· 5
Sector 1 Survey on overseas Expansion of Bibimbap·····················5
Sector 2 Bibimbap early days marketing (crisis, adversity)·············8
Sector 3 Turning point···························································· 8
Sector 4 Marketing Example···················································· 10

Chapter 3 Conclution····························································· 17
Sector 1 Successful factors of Bibimbap···································· 17
Sector 2 Direction to go future················································ 20
In Conclution········································································ 21

# Reference

Chapter 1 Introduction

2
Sector 1 intro
Food could be a symbol of a country cultures. Food which is blended with the natural
environment, created a unique culture and lifestyle is different from country to country. Now, the
food culture has become a symbol of country beyond to solve hunger. So each country
considered important to their country's food culture globalization movement. Korea has shown a
similar movement. Korean food for a long time is spent with our people, and other famous
journals introduce high quality of Korean food. However, despite the excellence of Korean food,
the value of Korean food has not been properly evaluated. So now taking advantage of Korean
food, we have to give a chance to world people to experience about eating Korean food. A few
years ago, Korea government has focused on the possibility of the globalization of Korean food.
They want to stand for global food with the Korean food. Through the globalization of Korean
food, many kinds of value-added business and employment are produced. The opportunity to
experience the Korean culture can make strengthened relationships with the world. As a result,
Korean industry makes a lot of brands to join world food industry.

Sector 2 Need for the Globalization of Korean

The world food market is larger than IT, automobile, steel market and has potential to improve.

World food market : food 4.9 > IT 3.5 > automobile 1.6 > steel 0.5 (billion dollars

Korean food has features like slow and well-being. So it fits well in the world market today. This
has the potential to enjoy the world. Korean food is going to develop their food nutritional
balanced food and historical culture

Sector 3 Reason for subject selection

3
After Korean went through Japanese occupation, independent and the Korean war, just 60 years
ago, Korea economy was least developed country even enough to receive aid from Philippines.
However, after time past, Korea has developed its economy which was received many support by
many country but, today they became a donor country. The growth of industrial development is
main reason to Korea export with Samsung, Hyundai and LG. In addition, the World Cup, the
Olympic and UN General Assembly was held at Peninsula in Northeast Asia. So, it proves Korea
has high quality brand power. However, in economic development of Korea’s national brand index
sector (traditional culture sector) has been undervalued compared to other sectors. You can see
the table below. Overall rates are high but, traditional cultural, natural exponential rise little bit
compared to the other sector

As you can see, country brand index belong to the lower part should highlight the characteristics
of weakness sectors. So, we are going to examine Bibimbap which is traditional part.

Sector 4 History and challenges of Bibimbap

Bibimbap history is not derived from a well-known academic. From ancient times, bibimbap was
the main food, because mixing is easy to eat. Korean ate bibimbap from ancient times such as
“jeonju bibimbap”, “heju bibimbap” and “jinju bibimbap”. Today Korea bibimbap have the basic
elements of nutritional and that means bibimbap has hidden wisdom of our ancesteors.

Bibimbap is first mentioned in literature in the late 1800s. Since then, there are several hypotheses

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2010
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um le al ce y y fr
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la s op on en om li c in ltu i
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in many ancient books. Regardless of this hypothesis, bibimbap can do on behalf of our country.
Using these characters, bibimbap slowly became known to the world as pride of Korean best
famous food.

4
 1800s 1984Korea culture
Unknown report
Writer 是議全 Jeonju bibimbap
書

1849 1924 Joseon 1994traditional

Dongkukses book food Research
igi 骨董之飯 Bubimbap Jeonju bibimbap

Chapter 2 Body

Sector 1 Survey on overseas expansion of Bibimbap

To know more clearly the possibility of bibimbap’s overseas expansion, We conduct a survey
to foreign residents in Korea or foreign tourists.

<How to a survey> <Korea food awareness survey>

Division Contents Did you know Korea food?
Object Foreigners

Peirod 2013.7.30~2013.8.12 Yes

Place
Foreign tourists in Korean 78%
house village
No
Survey
contents See following results

Without distinction about

Etc 5
gender or nationality
 Because Foreigners who come to visit or tourists interest in other cultures, awareness to
Korea food is high. To know Korea eating habit foreigners think, We listed Korea’s food
cultures to know something and then ask their thinks. As a result, we find noticeable that’s

Hot food preference Spicy food preference Wishes to Fastfood

Very good Quick 23%

40 Easy to eat 20%
30
Very bad 20 Good Well-being 31%
10
Taste 16%
0
Hygiene 3%
Major one of Korea eating habits is eating hot food, spicy food. As blowing spicy and
pungent food, such as Spicy chicken, dduckbogie(Spicy rice cake), we see Etc. 7%
that easily.
However foreigners’ tastes is different. Of course Some of foreigners prefer to hot 0%
and 10%
spicy 20% 30% 40%
Bad So so
food, usually they have antipathy to hot and spicy food. The third picture is what people to
use fastfood restaurant want. As you see
What did you eat?
that fastfood’s merit connect preference. Also we see that foreigners wish fastfood to be
Well-being food. It is well known fact that Chinese foods, hamburgers is not good for health.
KimChi Through this survey we expect that quick and well-being
19.00% Kimchi food is popular
7.40% in the future

Bullgogie 23.00%Bullgogie 32.00%

Preference
Bibimbap 20.00% Bibimbap 19.00%
Chop 12.00%
suey Chop suey 14.00%
Gal-bi 17.00% Gal-bi 18.00%
Korea 2.40% Korea
pizza 1.00%
pizza
Etc 6.60%
Etc 9.00%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
0.00% 10.00% 20.00% 30.00% 40.00%

Very good
4 and what kind of food foreigners prefer
The table shows what kind of food foreigners face
to. 03
Very 020
As we see result above, we know most of foreigners Good
have eaten bulgogi, bibimbap, kimchi,
10
and ribs, and other Korean food and see that bullgogi and bibimbap is high ranked
0
b During staying in Korea intent of After returning home
Awareness Tasting Experience
Bbbb re-sampling intent of re-sampling
b bad
Bad So so
6

국제행사를 국제행사를 국제행사를 국제행사를

통한 한식 통한 한식 통한 한식 통한 한식
홍보 추진 홍보 추진 홍보 추진 홍보 추진
Through table above, we see clearly that foreigners have preference to Bibimbap. Bibimbap is
simple to eat and quick to create as well as consistent with recent trends,wellness. Through the
result of survey, firm’s global market expansion strategy could be rose color.

Sector 2 Bibimbap early days marketing (crisis, adversity)

In the 1980s and 1900s Korean culture was very strange and has also low brand presence. In this
situation, mixing the rice did not take into account the current tastes, so it does not welcome.
Traditional bibimbap did not overcome the cultural differences. Because of low brand position,
marketing had no effect on world. In contrast, Chinese and Japanese has hit the world market
through a specialized marketing. Japanese has formed high-class food culture. Many kinds of
Japanese food are treated at a nice restaurant. Chinese food which is based on the taste of home
was focused on high-class and popularity. Japanese and Chinese food solidify its position in the
world market, Korean went to become more difficult.

Sector 3 Turning point

Bibimbap brand captured the world slowly and become famous in the world. A great interest is
come from very 88 Olympics. Olympics boost value of the country. Depending on the higher
value, many people get interested in Korean cultures. At that time, all foreign visitors including
actors and singers for watching Olympics had a very good feeling about tasty of Bibimbap. They
gave the introduction to his friends or journals. The two representative food of Korea ( Kimchi and
bulgogi) is recognized as a large crowd and Bibimbap was not recognized as a representative of
Korean food. The turning point is Korea’s entertainment program. In December 2010, the program
made Bibimbap ads. Through using this ads, Bibimbap can be the representative food of Korea.

Colorful image like red, yellow, and blue is so impressive in the program ads. Ads start with
Nanta’s one of Korea performance. Variety of Bibimbap materials are metaphorically expressed
with Korea traditional music, taekwondo, fan dance, Ganggangsullae and mask dance. It is not
enough time to express many things but the process contains the meaning of harmony.

MBC program team suggested that the government and Professor Sekyoungduck make the ad
together. Starting with Now York Times Square outdoor advertising, the ads were broadcasted the
7
whole United States. America’s largest cable TV including CNN broadcaster ESPN, ESPN2, Food
Network, Cooking channel, TAN TV were exposed to a total of 273 times. Spread quickly on the
internet and the 75 million exceeded the number of YouTube Views. Related Videos more than
100 are registered in Europe, Asia, Middle East and Africa YouTube. Recently actress Lee Young-ae
joined the bibimbap advertising and it has been shown in seoul’s Gangnam station. Exposure to
150 times a day and is expected to continue until the end of the year.

Then, Bibimbap for young people was recognized with main brand in Korea food. Following such
an trends, Bibimbap is provided in the airplanes. Local tailored method makes Bibimbap the best
Korea brand without emphasis on tradition.

① Oversea situation
Jeonju Bibimbap since the early 2000s has promoted the globalization strategy. Jeonju city
cooperate with famous restaurants. So, ingredients and recipes were standardized. The Character
which is called BiBiMi was developed also. Korea Food Research Institute and Jeonju city invent
"Fast made Bibimbap" for convenient and sold about 2~3 billion in annual revenues. Exports
which began in 2005 from $ 100,000 in size grew gradually. Early days focused on the United
States and Japan. Later than the preferred locations for a vegetarian such as France, UK and
Europe were entering the business. However, international awareness about Bibimbap still has a
long way to go. Jeonju bibimbap budget is only 100 thousand dollars. The Amount budget is
lacking compared to Japan. This budget is not enough to supports international public relations
and sotores. Songhajin mayor of Jeonju said that he will support more economic capital and
develop a marketing strategy.

$ 0.1 $1
Million Billion

Jeonju Japan
bibimbap Sushi
Sector 4 Case of marketing
Archiving Marketing

Archiving is meaning that preserve the cultural resources so, precious tradition systematically
manages by government. Through this effect by the region’s food culture preservation is that can
make foundation of modern development. Jeonju development and tourism resources can be
seen as part of archiving marketing. The purpose of the archive is that Bibimbap leads food
culture as a resource of tradition. Jeonju is a city of great taste and fashion. Many kinds of

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traditional art and culture are well preserved in the city. We divide bibimbap into three main
elements( main element, process, derivation)

The process of archiving

Main element
Jeonju bibimbap

service
process Cooking &Circulation

Cultural content(Movie, Literature)

DerivationIndustry ( Food , Tourism)

Jeonju city own efforts

Jeonju has several efforts separate from other cities. Bibimbap Festivals which existing from 2009
has been totally reformed. Festival provides a lot of events like music festival in jeonju. Take
charge of Jeonju city, A company which is called Jeonju Bibimbap Factory produces 800~900
bibimbaps per hours export abroad as well as domestic consumption. Employees of the plant
classify ingredients into a container.

CJ
BIBIGO
① CJ BIBIGO

BIBIGO to easily pronounce for foreigners as a compound that is combined with ‘to go’ and
Korean ‘mix’ is Korean food global brand. Also it is Quick Service Restaurant that is DIY(Do is
yourself)food style to choose directly rice, source, topping for customer.

②CJ Overseas Expansion Current State of Affairs

9
 Opening a place of business simultaneously at China (Beijing), United States (LA), in Singapore,
CJ has promoted global eating out business in earnest May 2010. CJ Foodville’s sales scale is
about 1 trillion won, it is insignificant sales of 70 trillion won a year eating out market share of
the total market share.

Now, ‘BIBIGO’ launched Capital international airport fourth store in China (Beijing) February 2013
and then opened Indonesia first store as well as a total of 15 stores were open. Recently, they
were won award ( a partner of a year ) from Tesco, a large distribution enterprise.

This award that is eligible for brand that has acted marketing activity actively and gained good
result in sales as Tesco’s suppliers or brand is won from Tesco including Coca-Cola, Nestle,
Motorola, etc. that have won in their respective fields.

This year winning field BiBiGO has won is a new growth market and foreign food sector.
Last year, BIBIGO, not only one of new neighbor brand had first in sales but also had high record
by promoting steadily sampling event of customer’s agreement. And they had gained good
reputation in the way that rapid replenishment service provides customer with convenience.
Global food sector to which it belongs BIBIGO has taken the competition with the Japanese,
Chinese, Indian and other Asian food as well as food in various countries, such as Poland and
Mexico. In particular, after entering formally Tesco in Oct 2012, and it is taken 8 months for
BiBIGo to accomplish, which is significant.

In UK market, in compared to other countries of the European, residence to the new food
culture is known to be relatively small. Because of this, preference for Asian food market is high
and growth potential of relevant market is high.

⓷ CJ BIBIGO Overseas Marketing Strategy

ⒶBIBIGO Promote Group “BIBIMBAP Urangdan”

Led by Pro. Seo-kyeong-Duck, starting from Beijing for 8 months, rounding the major cities in

10
 40 countries, this group has announced brand by having about 100 tasting event. And they has

the role of volunteer by propagating “Meal Share” to citizens of world to eat a meal in a heartfelt.

Their activity give warm and positive image to citizens of world. July 2012, Also they target the US

and UK’s top universities and have promoted, rounding major cities including LA, Chicago, New

York, Boston.

Ⓑ K-pop culture and Marketing through SNS

Thanks to the Korea wave that blows around the world, CJ try to use Korean famous star as

marketing. By making channel including UCC, SNS, they approach customer.

ⒸSingapore World Vision and Social Contribution Agreement

Beginning of Singapore, CJ expand their social contribution activity abroad to contribute to local

community.

BIBIGO has signed agreement for social contribution with Singapore World Vision and then has

pledged to participate actively in boosting activities.

As a result, they will donate BIBIGO rice’s 2% of sales and sponsor alien children.

And they donated their 2% of sales of ‘Sharing lunch’ for ‘Love lunch business’ with CJ Sharing

Foundation, World Vision in Korea.

BiBiGO Official said that they expand CSR activities to communicate with the local community.

ⒹCJ SWOT analysis

Raw materials local distribution structure

Comes from fresh ingredients
Weakness Non-structured
Strength Healthy ingredients, taste
Of SWOT
Of SWOT United States, China, Due to the local distribution
Opportunity
Singapore a wide range of structure, difficulty of maintaining
Weakness ` freshness
Opportunity
Experience in overseas Threat
markets Due to replacing raw materials,
Strength
dilute the image of Korea
Threat Appropriate Localization Menu

`` Fresh take-out service Employees save serious difficulties

Valid until 2015,

Opportunity Well-being food, Threat Restriction of foreign capital
Of SWOT
Well-being industry increase Of SWOT
investment
Threat Strength
High tariff barriers
Strength Weakness
Weakness Opportunity Potential competitors
Due to wave of Korea, entering
11 Positive image to Korean food
Han’s Bibimbap

History

Match, 2002 July, 2002 Open

Established Dangdae branch
Chinese branch in China

2002
① Brand launching, the name ‘Whaban’
2002
Han’s bibimbap has announced a new menu called ‘Jinju bibimbap’ to carve a new trend in the
domestic market previously known of ‘Jeonju bibimbap’. In addition, to the start of full-fledged
franchise business with the aim of globalization and branding of local regional cuisine. In order to

2001 2002 2002

increase the competitiveness mutually exclusive of chain stores, brand name also filed a
trademark to "Whaban 'is an alias for Jinju bibimbap, in January 2006, Han’s Bibimbap has
Established June, 2002 Nov. Open
registered the trademark with the Patent Office.
Established AUS, domestic 32th
NZ branch branch, US and
AUS first branch
② Overseas Expansion of Han’s bibimbap

Han’s bibimbap, which operates a chain of 23 in the country, is provided to expand consumer
groups, eating and drinking in the store, also they provided takeaway their menu with use a
disposable container. As of the above, Han’s bibimbap was directed to a fast food of bibimbap.

If you look at the overseas situation of Hans bibimbap, established a U.S. subsidiary in October
2001, trying to U.S. expansion, No. 6 in July 2003, and the first store in Java town of LA in
December 2001 open the store, and to seek to expand into China, they established the China
branch, opened a Dangdae store in Beijing, China in June 2002 to March 2002. In June 2002,
Han’s bibimbap established Australia, New Zealand incorporation, signed a master franchise
agreement for that region. As a result, the first store opened in Sydney at the same year. Also
Han;s Bibimbap had negotiated with McDonald's JAPAN for sale the Bibimbap at McDonald's in-
store. As well as they was carried out negotiations with Thailand and Canada. Han;s bibimbap
which the first f\professional Bibimbap franchise was acclaimed worldwide unlikely any other
franchise. That it can be able to provide a food product in the form of Takeout, minimizing the
size of the store is to reduce the founding costs can act as a merit. Mainly LA in the USA, a total
of six stores opened. First store is located Java Town, second shop located in Japan Town, and 3,
and 4 shop is placed in Korean Town. LA Times that LA’s Regional Media introduced the Han’s
bibimbap in their top stories that called "Hot Bibimbap” as a main professional Bibimbap
restaurant.. At that time, to each store in the United States, to increase the income of $ 40,000 a
month or more. Store the United States, China, Australia and New Zealand, has been managed
through the local incorporation office. It operates ingredients other than major, such as red
pepper paste that is produced directly from headquarters, provides for each merchant to allow

12
the local procurement. In addition, to keep intact the concept of bibimbap, but it is also
responsible for the local menu development work, such as adding a topping that matches the
local.

③ Entry strategy in international market

Han’s bibimbap has followed these three slogans: Quickly provide Bibimbap, professionally and
variously provide, easy to enjoy. And their overseas expansion strategy is localized, low price and
distribution structure through the slogan of the above three. As part of the local strategy, the
United States advance at that time, we conducted a localization strategy to open stores around LA
that many Koreans are living, and to develop a source that meets the mouth of the local people.
In addition, they selected that vegetables and additional material that local people preferred to
take their taste. These strategies, was one strategy to maintain the freshness of food by selling
material in the field. Not just these efforts, they quick-frozen Materials when they delivered long
distance in order to maintain freshness. Korean to foreigners to give the familiar, Han’s bibimbap’s
designation of menu also use a distinguished Korean name such as bibimbap and Ttukbaegi.
However, to prevent people’s confuse, they written on the side additional explain as a local
language. Second strategy is price. In the average price of $ 10 within the price was formulated, it
was offered at a low price relative to fiber than local. Thus the reason to sell at affordable prices
can be found in the operating system. Stores open at least 1.5 flat as possible and precooked
foods while cooking, so I did not need a lot of manpower. Finally, the localization of distribution
methods and materials procurement through the rapid tried to maintain freshness. As a result,
cooperation with local trade area was also achieved.

④Limitations and failure factors of Han’s bibimbap

Nevertheless of the early prosperity of Han’s bibimbap, their position in the franchise market was
contracted in the international fields. Eventually, Subsidiaries in the United States and other major
countries have led to a situation in which the withdrawal. We try to point out some problems this
situation until. First, capital strength very small compared to the market size second, Marketing
strategy that emphasizes only publicity instead taste third, Public relations strategy that does not
take into account the characteristics of the local, Fourth, Lack of research infrastructure to acquire
continuously the taste of local, Last, Distribution network of material transfer. Initially, Han’s
bibimbap started with a small capital to expand into the U.S. market of $ 1,000,000. This scale to
the level of infrastructure could not to be continuous management and due to the shabby scale
of capital also make them just limited area nearby Korean town in Los Angeles when promoting.
They even relied on word of mouth from the local Korean. In a situation that was not able to
invest the constantly Development of taste various menus cause failed to ensure customer. Finally,
a limited-type of materials distribution range was not able to raise a large area on both the size
of the crowd was going to widen.

It is in terms of Korean Food globalization was the first through the franchising of bibimbap if
there is a significance of Han’s Bibimbap has the globalization of bibimbap.

ⒹHANS SWOT

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 The first globalization
Bibimbap
Weakness • Low brand power
Strength Of SWOT
• Absence of local C / K
Of SWOT Opportunity • lack of a unique operating manual
• Lack of differentiation compared
Weakness Completed the Threat others
Opportunity standardization of bibimbap Strength • Limits of Menu development

Threat ``

Low member rate

Opportunity • Case of globalization Threat
Of SWOT Of SWOT
• Non-preference of
Threat junk-food Strength
• Awareness of obesity
Strength Weakness
• Diet of the limelight
Weakness Opportunity

Chapter 3 Conclusion

Section 1 Successful factors of Bibimbap

1. Items that match the latest trends

People are rapidly increasing worry about the fast food health boom while blowing. A sale of
fast food has been decreased since 2002, increased interest in health and 36% of adults in the
United States "if there is a variety of vegetarian dishes choose vegetarian than meat-centered
menu will," they responded. Especially, McDonald's or Burger King, Wendy's, KFC and other fast
food companies had been claimed by obese patients because of responsibility that they has sold
obesity and disease-causing mills. Recently, in the United States, has increased interest in health
so Americans ate the usual food favorites, such as steak or hamburger declining demand, using
natural ingredients and vegetables is increasing demand such as Korean foods.

2. Standardization and individualization of Bibimbap

Bibimbap can be serving as fast as previous fast-food because all of ingredients are already
prepared and just put on the bowl when they ordered. In addition, the use of one-time container
14
can enjoy anytime, anywhere. Nestle dump a topping on rice to eat, so to be able to taste the
same everywhere has the advantage of standardization. The chaff that makes bibimbap follows
the recipe as a ‘Standard’ and Consumers based on the sesame oil, pepper, and put the rubbing
can be a new flavor 'Personality'. New taste of fusion in that it can be probably the world’s only
food is not it contain both of "Standardization and individualization '. Bibimbap may be ahead the
pizza or burger that only focusing on standardized. When foreign select toppings according to
their preferences, they can be personalized to be able to give a taste to suit the preferences of
individuals listed in significant benefits. Thus, bibimbap that having standardization and
individualization, has the advantage of easy recipes easy to employees employed by locals to be
one that is also worth noting.

3. Balanced nutrition

In terms of Ingredients, balance of acidic food such as rice and meat, and Alkaline Foods such as
vegetables is good for everyone’s health Particularly, vegetarians except meat.

< Bibimbap’s nutrition and mineral / vitamin content analysis >

1) Main Nutritional Analysis

1 Serving(g) Energy(kcal) Moisture Protein fats Sugars Fibers Carbohydrate

460 332 24.8 18.9 71.8 16.6 5.6

557
(100%) (70.0%) (5.4%) (4.1%) (15.6%) (3.6%) (1.2)

2) The main mineral content

Potassium
1 Serving(g) Calcium(mg) phosphorus(mg) Iron(mg) Sodium(mg)
(mg)

460 83 239 3.2 1156 529

(100%) (18.0%) (18.0%) (18.0%) (18.0%) (18.0%)

3) Major vitamin content

1 Serving(g) Vitamin A Vitamin B1 Vitamin B2 Niacin Vitamin C

460 83 1.01 1.52 17.9 32

(100%) (19.2%) (0.2%) (0.3%) (3.9%) (7.0%)

4. In combination with a variety of sources

One of the bibimbap’s sauce nutrients is Capsaicin that spicy red pepper flavor ingredients that

15
stimulate mouth and stomach, and increasing appetite. Also gives body to break down fat. Rich in
vitamin A is one of the advantages of bibimbap. Through the study of NWF the survey institute of
United State, the recent trend of tasty is spicy because that tasty can stimulate human’s appetite
and it is well known for diet. One more forecast study of NRA the institute of the United State,
there is also a result of tasty tend to pursue a new taste that have never experienced more and
more favorite food of American The source of spicy chili sauce, Tabasco, and other things, but
those sauces just having poignant flavor, but red pepper paste have sweet tasty not only spicy
compared others. This can be known to be the most appropriate time to can be globalized our
food exactly even when examining the change in status of the catering market in the United
States such.

< Restaurants in the U.S. by people looking for the last two years, growth spicy food >

고객들의 매운음식 선호도 변화

Family dining
27 %
Ho t and Casual
33 %
spicy food Fine dining
31 %

0 10 20 30 40

5. Increasing awareness

.In the study a variety of foreigners, bibimbap is selected first place menu evaluation of Korean
food. One example that can prove the food served on the plane of the demands of bibimbap is
going higher day by day. From the point of being able to not only dish a comprehensive taste of
Korean food-specific hot pepper paste, vegetables, eat passenger is cooked directly on board,
popular with foreigners’” they wrote. The International Air Transport Association (IATA) to be
issued by the bi-monthly paper, "Air Line International" Bibimbap was awarded the "Mercury
Award", which is the honor of the best meals International flight Cruise Association (IFCA) in
February 1998 after six months of Korean Air into international menu. Likewise foreigners who to
travelling Korea or taking bibimbap as a flight meal get a good impression want to eat bibimbap
in their country, but they little regret because cannot find bibimbap restaurant in their country

Sector 2 Direction to go future

Like the example above, not only at the national levels, but companies contributing to improve
the national image and generating revenue by using Bibimbab in business. However, pizza in Italy,
"sushi" in Japan has effort to get tilted more than 50 years for globalization, bibimbap, we are not
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reach their effort to globalization as much as Japan or Italy. Thus, for making popular of
Bibimbap, marketing strategy is important to continue to develop. We must be able to be
localized through the development of fusion bibimbap or packed bibimbap to appeal to the
tastes of foreign.

We think about the way to register the name of “KoreaBibap” as a symbol to represent Korean
food. This symbolic word can make the bibimbap known for a representative food not only
domestic people, but also Foreigners.

Next, finding a paired item would expect synergies. As we know coke is paired item with burger.
If we find this kind of beverages or develop that, we can make a better result.

Third, we should make sub-menu’s Diversification and standardization. Namely, Strategy for once
allowed to fast food of the bibimbap itself, we developed a sub-menu to develop into a variety of
products to standardize for the masses of it is necessary. For example, we can find various types
of burger in the fast-food branches. Like this, if bibimbap be serve to meet the customer’s taste,
customer’s will be satisfy the bibimbap.

Last, Local fresh ingredients and the most that can deliver the best quality to consumers, it is
important to ensure distribution. That can be procured from local materials and local
procurement, if necessary to procure long distance, should gain the shortest distance of
distribution network for the freshness of groceries.

In conclusion
As mentioned above, Our traditional food bibimbap has a lot of possibility to get world market.
Bibimbap taste the same every everywhere, so you can be able to realize that he standardized
fast food can satisfy customers in accordance with toppings. There are many advantages of
Bibimbap such as Simple cooking methods and rich nutrients. Through this strong point,
bibimbap get the title of well-being food.

Fast food has the strong point like quick cooking time, time saving etc. However Fast food
declines in Asia since 2002 due to the well-being. As we saw in the previous study, steady growth
in the United States and Europe has been on the fast food market because bibimbap has rich
nutrients. So, bibimbap is considered a good franchise item on the overseas market. Marketing
was enough to cause world people concern by Lee Young-ae and PSY. Local firms developed
many kinds of menu to meet the demand. SNS is main strategy of maketing through person to
person. Using famous brand and MBC Program were very successful and now Bibimbap brand
value has continually risen.

<References>
“Other traditional food-related domestic• Analysis of tourism products” by Jang, Yang, Jung and Sin

“Creation of cultural content and cultural circles” by song

“Utilization of local culture industry” by Kim

“Poetics cultural property classification” by Jang

“Digital archiving issues and the direction” by Ham and Park
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“Local cultural Study on the Applicationof educational content” by Kim
“The spicy pepper correlation between composition and sensory” by Kim
“BBQ in Beijing's business success factors and market strategy research” by Jeon

“Restaurant Images Configuration Study of Factors” on Culinary Institute of Korea

“Cultural Circle of digital content Study on Development Model” by Hwang
“Jeonju Traditional Cultural tourism development initiative in the city center” by Chae

“Folk culture of Jeju - Jeju food culture” by Hu and Joo.

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