Familiarity and Acceptance of Selected Korean Foods by Vietnamese and Brazilians

Abstract

The speed of cultural exchange, including the adoption of novel foods, has accelerated with increased internet use and international travel. As the number of studies demonstrating the clear health benefits of Korean cuisine continues to grow, the resulting governmental efforts to promote Korean cuisine has also increased. We aimed to evaluate the familiarity and acceptance of Korean foods by randomly selecting 90 local foodies in Hanoi and Ho Chi Minh City in Vietnam and 203 local foodies in Sao Paulo, Brazil between June 2010 and August 2012. SPSS 12.0, t‐tests and Chi‐square tests were performed to compare the findings. Korean foods were consumed ≥2/wk by 42% of Vietnamese (VT) vs. <1/yr by 32% of Brazilians (BZ, p<0.001). Most frequently consumed by VT were Kimchi (7.7%), Kimchi Jjigae (7%) and Bibimbop (7%). BZ consumed Bulgogi (13.4%), Kimchi (10.7%), and Samgyeopsal/Galbi (6.3%), with Samgyetang (12.4%) and Bibimbap (15.5%) as desired items to try in the future. Preferred flavors of Korean foods were cited as spicy, strong spicy‐marinated flavor by VT, and sour taste by BZ. Disliked flavors were oily and sour by VT and smell, texture and spicy‐marinated flavor by BZ. The differences between VT and BZ should be considered in developing and introducing country‐tailored and localized menus and services.Grant Funding Source: Korean Rural Development Administration (20120501–030‐503–001‐02–00)