South Korea has launched a major campaign to promote its ancient culture and traditions internationally.
We asked one of the top executives of the Korea Tourism Organisation to explain why choose cuisine as a way to represent his country. Bong-Ki Kim (KTO’s Vice President for Global Marketing) “I think this is the gateway to enter a new kind of special culture. I must say it’s very hard to promote Korean food because food is a very competive area. Chinese cuisine and Japanese cuisine are very famous Asian cuisines. We have to compete with those two other Asian food cultures. I’ve always believed that Korean food is very unique in terms of balance, and nutrition. Have you ever tried kimchi or pibimpa? If you haven’t, I think you still have a long way to become a real gourmet. So many people come to Korea. They find that trying Korean food is really a great adventure in itself. Please, come to Korea and just try, and have a great adventure!”