Korean cuisine getting a big PR push
Joongang Daily
March 18, 2009
Korean food is getting ready for a big push on the global stage.
The Presidential Council for National Future and Vision and the Ministry of Agriculture are set to launch a special government body responsible for globalizing and commercializing Korean food in April, according to a high-ranking government source yesterday.
The organization will be co-led by Agriculture Minister Jang Tae-pyoung and Kwak Seung-jun, chairman of the presidential council. First Lady Kim Yoon-ok will assume the tentatively named honorary chairwoman post. Officials from the Foreign and Culture ministries will also take part.
“As seen from Thailand’s success, support from the wife of the leader of the nation is crucial, and has proven most effective in promoting native food,” said the source.
In Thailand, Queen Sirikit serves a key role in the national Kitchen of the World campaign aimed at making the country a food powerhouse. Thai food is now touted as one of the world’s four major cuisines along with French, Chinese and Italian.
The organization will be doing market research, developing Korean food menus, establishing marketing strategies, managing Korean restaurants abroad and revising related rules.
The source said the organization will pave the way for another foundation that will work to globalize and commercialize Korean food. It will be jointly funded by the public and private sectors with an estimated 100 billion won ($70.9 million). A preparation committee for the body will be set up within the Korea Agro-Fisheries Trade Corp., under the Agriculture Ministry.
Separately, the Presidential Council will invite Edward Kwon, a Korean chef at the posh Burj Al Arab hotel in Dubai, and Charles Cointreau, vice president of Le Cordon Bleu Asia, to hold a seminar about the direction that Korean food should take.
By Seo Seung-wook, Seo Ji-eun Staff Reporter [spring@joongang.co.kr]

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