UNSRC Korean Cultural Society

KOREA HERALD

This is the 59th in a series of articles highlighting tourism spots in Seoul. The guide for planning weekend trips in the capital city will help readers rediscover Seoul. - Ed.

By Annabel Lee

On Nov. 29 the traffic in Gwanghwamun was blocked from 7 a.m. to 7 p.m. for the filming of the mega smash-hit KBS drama “IRIS.”

The scene being shot on this day was shocking to some passersby. It involved gunfights and spectacular car crashes.

It marked the first time that Gwanghwamun had been blocked-off for the making of a movie or drama.

To the delight of spectators, all actors and actresses - including stars Lee Byung-hun, Kim Tae-hee, Kim So-yeon and Kim Seung-woo - appeared at the shooting.

“IRIS,” a blockbuster spy action drama, is a story of betrayal and romance involving the spies of the NSS - Korea’s intelligence and security agency. The story is based on a struggle against IRIS, an unknown organization, during a time of subtle but measurable tension between the two Koreas.

This particular scene depicted IRIS terrorists attempting to detonate an atomic bomb using a Seoul City tour bus in Gwanghwamun (a la “24,” the hit U.S. TV series). The NSS agents Kim Hyun-joon (Lee Byung-hun) and Choi Seung-hee (Kim Tae-hee) and North Korean spy Kim Sun-hwa (Kim So-yeon) try to prevent the explosion.

As you would expect, a lot of preparation goes into each “IRIS” shoot. In this case, set preparation began at 3 a.m. Eighty vehicles and 4,000 bullets were procured. More than 150 extras played SWAT teams. Two vehicles were completely destroyed and several others were heavily damaged.

Although some morning rain added difficulty to the shoot, the scene was successfully finished.

The scene was aired over two episodes - on Dec. 3 and Dec. 9.

Exported to 16 countries

“IRIS” has been shot in several countries around the world, including Japan, China and even far-away Hungary.

It seems anywhere “IRIS” is shot becomes an instant tourist attraction. Travel agencies have been flooded with inquiries about Akita, Japan, which became well-known for romantic scenes between Lee and Kim.

The hype has even reached presidential proportions.

When Hungarian President Laszlo Solyom visited Korea in December, he reportedly invited actor Byung-hun to dinner in appreciation for an increase of tourists to Hungary thanks to the drama.

For the blockbuster, six production companies have provided direct investment and Korea Export Insurance Corporation put up 4 billion won ($3.5 million). Moreover, 29 businesses have sponsored the shooting of the drama and the budget has totaled more than 20 billion won.

Sixteen countries including China and Japan have already signed deals to air “IRIS.”

Other locations of ‘IRIS’ in Seoul

Seonyudo Park

Hyunjoon (Lee Byung-hun) talks to Moksori (Kim Kap-soo) on the phone.

Seonyudo Park, located in Yanghwa-dong, Yeongdeungpo-gu, is reputedly a location where Taoists stayed. Once used as a water treatment plant for Seoul residents, the park was remodeled as an eco-park with its water treatment facilities still preserved. Water flows along the courses of the treatment facilities and there are trees and flowers on the ground.

In a scene from “IRIS,” Hyun-joon talks to Moksori on a public phone in this park. Moksori, who knows the identity of IRIS, is later found to be a colleague of Hyun-joon’s father and is then killed by IRIS.

l Getting there

Exit 8, Hapjeong Station, Subway Line No. 2, Get on the green bus No. 5712 and get off at the entrance of Seonyudo Park. Operation hours are 6 a.m. to midnight.

For more information, call (02) 3780-0590 or go to http://hangang.seoul.go.kr

Cheonggyecheon

Lawmaker Cho Myung-ho is saved from sniper.

There is a scene in an early episode of “IRIS” where Cho Myung-ho, a presidential candidate, is saved from a sniper near Gwangtonggyo in Cheonggyecheon.

Getting there:

From Exit 1, Seoggye Station, Subway Line No. 1, get on Seongbuk microbus No. 14 for 10 minutes.

For more information, call (02) 2289-4001 or go to http://dreamforest.seoul.go.kr

North Seoul Dream Forest

Hyun-joon secretly meets the president .

Among the places that have spurred the question, “Where is that?” is the observatory of North Seoul Dream Forest.

Dream Forest, which opened on Oct. 17, is in Gangbuk-gu. It provides a pleasant walking trail surrounded by Opae Mountain and Byeoko Mountain.

The observatory is one of the locations of “IRIS.” When you get to the entrance, a monorail brings you to the observatory. As you ascend the stairs, there is a cafe and three observatories. You can see most of Gangbuk-gu, Sanggye-dong and even beyond Jangwi-dong.

Noeul Park

Agents of the two Koreas meet secretly.

Noeul Park is part of World Cup Park, in Sangam-dong. Korea-Japan World Cup games were held here in 2002. It opened on Oct. 4, 2005 and its name (Sunset) was given because it apparently provides the most beautiful sunset in Seoul.

In a scene of “IRIS,” Deputy Director General Baeksan of the NSS secretly meets his North Korean counterpart in this park. Walking along the wooden fence, you can enjoy the whole view of Seoul.

The sunset viewed from Noeul Park is beautiful beyond your imagination.

l Getting there

From exit No 1. World Cup Stadium Station, Subway Line No. 6, use the shuttle bus next to Mapo Farmer’s Center. The shuttle bus runs from 8:30 a.m. to 6 p.m. and costs 600 won. Forget about camping, as you cannot stay at Noeul Park after 7 p.m.

For more information, call (02) 300-5500~2

News Clippings

JoongAng Daily

Set aside a few minutes and think about which Korean dishes are best-suited to please foreign palates.

This is the question that the Institute of Traditional Korean Food - together with the Ministry of Agriculture and Forestry and the Ministry of Culture, Sports and Tourism - asked before compiling a list of the 12 dishes that best represent Korea.

The agencies surveyed Korean restaurants located in Western countries such as the United States to come up with the finalists.

Bibimbap, or rice mixed with vegetables and red pepper paste, was listed as the most popular Korean dish, followed by gimbap, dried seaweed rolls; hobakjuk, pumpkin porridge; and naengmyeon, cold noodle soup. Samgyetang, whole-chicken ginseng group, and sundubu jjigae, tofu stew, are also among the most-preferred dishes on the list.

With the growing problem of obesity gripping many areas around the world, the popularity of Korean cuisine that incorporates healthy ingredients will soar, according to Yoon Sook-ja, director of the institute. Yoon, a master of making tteok, or rice cakes, has also written several books on the traditional customs and cultures of Korean food.

“Most Korean dishes that were chosen as the best ones use fermented ingredients with beans such as soy sauce, doenjang [bean paste] and gochujang [red pepper paste],” Yoon said, noting that many of the vegetable ingredients are seasonal. “The art of Korean cuisine is that using different ingredients with numerous colors pleases the eye and reflects Korea’s dynamic culture.”

The current efforts under way to globalize Korean cuisine, however, aren’t enough, according to Yoon. More initiatives are needed.

“First of all, more culinary experts on Korean cuisine should be nurtured to be sent overseas,” she said.

“Also, instead of serving a countless number of side dishes all at once, the meal should be kept simple and we should come up with a standardized recipe format so that it can be utilized more easily by a variety of people.”

For example, many of Korean recipes use the word “a little,” “a handful” and “accordingly,” which Yoon suggests should be changed to a standard units such as grams, milliliters and minutes.

By Lee Eun-joo [angie@joongang.co.kr]

News Clippings

KOREA TIMES
12-30-2009 19:21

The advocates of “hansik,” or Korean cuisine, this year saw the debut of an ambitious promotion scheme. Some might be content with the results, others not, but some headway appears to have been made in the world’s recognition of the food, despite the fact the promotion also left something to be desired. The Korea Times has selected the top five news stories of the year in regards to Korean cuisine.

1. Makgeolli Popular at Home, Abroad

“Makgeolli,” a traditional Korean rice wine, was no doubt the biggest hit among Korean food and beverages this year, both at home and abroad.

Long regarded as a cheap, rustic drink, makgeolli has transformed its image into an alternative to beer and wine, and has benefitted from government campaigns this year to refine its appeal to modern consumers.

From airlines to fancy urban-style downtown restaurants, many places have started to serve the sweet, milk-colored drink. Meanwhile, in a surprised reversal, wine saw its imports plunge by nearly 30 percent for the first time in a decade or so.

Makgeolli exports have grown by an average 29.2 percent each year over the past five years, with exports totaling $4.4 million last year. Over 90 percent of exported makgeolli is heading toward the Japanese market, but the destinations now have diversified to 18 countries.

The soaring exportation of makgeolli is mainly attributable to the ever-rising demand in Japan, with exports there are expected to reach $4 million by the end of this year. Makgeolli exports to Japan currently trail only those of soju, thanks to its growing popularity driven by Japanese twenty- and thirty-somethings.

On the back of this popularity, variations from its original style are also being introduced using ingredients such as soybeans, barley and additions including fruit.

2. Hansik Meets Entertainment

Following a string of contests and exhibitions, the promotion of Korean food has extended its reach to find a new medium ― television dramas and entertainment programs.

The trend traces back to when the television drama “Jewel in the Palace” became a mega hit in many countries. Unexpectedly, the sizzling popularity of the food-themed show caused some fans of the Korean wave, or “hallyu,” to become interested in Korean food.

Last year, another drama, “Sikgaek,” ventured into the theme of cooking by traveling around the nation looking for the best ingredients and recipes, telling the story of a rivalry between two hansik chefs.

This year, acclaimed chef Edward Kwon hosted and judged a reality cooking competition show called “Yes Chef.”

Last month saw episodes of MBC’s signature weekly show, “Infinite Challenge” (”Muhan Dojeon”), feature young and promising hansik chefs with the theme of food globalization. The program flew to New York with the mission of creating their own dishes with kimchi to better appeal to the tastes of Americans.

In October, a stage show premiered to promote “bibimbap,” or rice mixed with vegetables, meat and chili sauce.

Titled “Bibap Korea,” the performance depicts the story of eight young cooks initiated into the secrets of cooking bibimbap from a master chef. The show features beats created by using various cooking utensils as instruments, with break dance routines, beat-boxing and acrobatic moves spicing things up.

3. Foundation to Be Launched to Promote Homegrown Cuisine

In an exclusive interview with The Korea Times in October, Minister for Food, Agriculture, Forestry and Fisheries Chang Tae-pyong said a private foundation will be established this year as part of the country’s campaign to promote its cuisine, but the plan appears to have been delayed until next year.

A range of experts, from professors and entrepreneurs to government officials, will join forces for a drive to globalize hansik, Chang said.

The foundation will be in charge of charting strategies and implementing programs to make Korean cuisine popular worldwide. From next year, a more concrete campaign will start, including the commercialization of Korean foods and helping local firms and restaurants advance overseas.

This year was like a preparatory period for the promotion of Korean food, and the campaign progressed in a generally satisfactory manner, as foreigners have begun to appreciate the uniqueness of the local cuisine, according to the minister.

4. Standardized English Menus Introduced

When it comes to hansik, the lack of an organized system of describing its dishes, as well as a standardized system of Romanizing them, confuse foreigners the most.

Local Korean restaurants currently use different English translations for the dishes they serve.
To tackle the issue, the Ministry of Food, Agriculture, Forestry and Fisheries released in November a finalized edition of English translations of popular hansik dishes in a bid to streamline and better promote Korea’s traditional fare.

The list includes the names and descriptions of a total of 124 dishes, and simple translated recipes for the convenience of owners and foreign customers of Korean restaurants at home and abroad.

The project, which was conducted in collaboration with the Ministry of Culture, Sports and Tourism; the Ministry of Foreign Affairs and Trade; the Korea Tourism Organization; and the Korea Foundation, involved consultation with experts over Romanization issues at the National Institute of the Korean Language and the participation of other food and language specialists.

The translations will be published in booklets and supplied to local and overseas Korean restaurants. It will also be offered as an e-book file on the government’s official food information Web site (www.foodinkorea.co.kr).

Makers of the booklet also expect that future lists will be expanded to include more dishes and be translated into more foreign languages.

5. Food Industry to Be Nurtured

In November, an ambitious plan was unveiled to nurture Korea’s food industry with the injection of 5 trillion won ($4.3 billion) over the next three years.

According to the plan, overall sales of Korea’s food industry, currently around 100 trillion won in total, will grow 7 percent annually until 2012. Exports of farming and fisheries products are also expected to jump to $10 billion by then, from the current $3.8 billion.

Six traditional condiments and fermented foodstuffs will be promoted to strengthen their position in the global market. In addition, the Ministry of Food, Agriculture, Forestry and Fisheries says it will establish a new institute for kimchi and continue efforts to standardize three Korean food items: Korean chili sauce (gochujang), bean paste (doenjang) and ginseng.

Globally, the food industry has reached $4 trillion overall and is bigger than the auto and information technology industries. Growing interest in the cuisine and increased health consciousness around the world shows that the prospects are good for more growth in the industry.

Korea’s food businesses, however, are not mature enough to compete globally: of its 8,500 food makers, more than 90 percent have less than 50 employees.

The average annual sales of Korean restaurants here come to some 93 million won ($79,900), lagging behind those in Japan ($361,092) and the United States ($511,000).

Only eight local makers post annual sales of over 1 trillion won. Korea’s exports of processed food amounted to $1.9 billion last year, with some 40 countries ahead of it.

News Clippings