Sharing Kimchi with Consumers Around the World In line with the recent research findings about the numerous health benefits of fermented foods, kimchi has received worldwide attention as an ideal health food. Indeed, this unassuming staple of Korea’s food culture, which has now been thrust into the international spotlight, is steadily finding its way to the dinner tables of people living far beyond the borders of Korea. Nam Sang-won Korea Agro-Fisheries Trade Corporation Export Strategy Team

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oday, there is no doubt that people around the world recognize kimchi as the representative food of Korea. Even if they might not have actually tasted kimchi, it is the first thing they think at the mention of Korean food. Nowadays, kimchi is regularly consumed in 40 or so countries worldwide. And in line with the fast-growing interest in kimchi from around the world, Korea has been pursuing the international standardization of kimchi since 1994. This effort has led to the adoption of standards for Chinese cabbage-based kimchi, in July 2001, by the Codex Alimentarius Commission, an international organization which oversees the establishment of international standards for specified foods. Kimchi is thus the first traditional Korean food to formally acquire such international recognition, which includes an acknowledgement that Korea is the originator of kimchi. More recent milestones in the globalization of kimchi include the designation of kimchi by the U.S. magazine Health as one of the world’s top-five healthiest foods (March 2006), and the launch of Korea’s first-ever astronaut into space, along with kimchi provisions (February 2008). Global Kimchi Market In Korea, about 150,000 tons of kimchi are produced and consumed annually. Of this amount, 70 percent, or some 100,000 tons, is Chinese cabbage kimchi, confirming its status as the favorite variety in Korea, and the bestknown type among foreigners as well.

Fusion dishes, which combine kimchi with French cuisine, such as wafers, pudding, and cheese, on display at the Global Food Marketplace (SIAL) in Paris, France. © Korea Agro-Fisheries Trade Corporation

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The remaining 30 percent is made from a variety of vegetables, such as white radish, young radish, and mustard leaf. Based on retail sales, the Korean kimchi market is valued at about 5 trillion won (about $5 billion) on an annual basis, involving the production of some 600 kimchi manufacturers. According to a survey by the Korea Agro-Fisheries Trade Corporation, the kimchi market outside of Korea is valued at an estimated $1 billion per year. Of this amount, about 10 percent, or $100 million, is produced in Korea, with Japan being the No. 1 importer of Korean-made kimchi. Japan’s kimchi market in 2008 is expected to reach some 66 billion yen (about $700 million), indicating that Korean-produced kimchi accounts for only a 20 percent share of the Japanese market. It is estimated that about 300 kimchi makers currently operate in Japan, of which about 50 firms market their products through

large-scale distribution companies. This clearly verifies that kimchi making, after being introduced from Korea, has become a thriving industry in Japan. In addition to Japan, countries in which kimchi is readily available include Taiwan, the United States, and China, and each of them maintain an annual kimchi market of about $100 million. The current share of Korean-made kimchi in the Taiwanese market is about 10 percent, while that in the U.S. market is a mere 5 percent. On the other hand, China exports about 95 percent of the kimchi it produces, primarily to Korea and Japan. In recent years, the global kimchi market has been enjoying steady annual growth. However, the global market share of Korean-produced kimchi is quite insignificant, even though Korea is the originator of kimchi. Promotional Efforts Kimchi festivals, both large and

Commercial kimchi-making process

Cabbage heads are trimmed, washed, and soaked in a low-salt solution for 20 hours.

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The salted cabbage is rinsed with water several times.

small, are regularly held in Korea, with the best-known being the Kimchi Love Festival, in Seoul, and the Gwangju Kimchi Festival, in Gwangju. Moreover, these events offer an overview of the historical evolution of kimchi from the Three Kingdoms period (1st century B.C.-A.D. 7th century) through the Joseon period (1392-1910), and provide samples of rare kimchi varieties that many people are unfamiliar with, such as the kimchi specially prepared for temple life, ancestral rituals, and ancient palaces. In addition, there are also fusion dishes that combine kimchi with foods from around the world in a bid to peak the interest of foreigners. As for various international food exhibitions held in Korea, kimchi tasting and product displays are supplemented by a variety of hands-on activities, such as kimchi-making sessions and demonstrations of preparing kimchi-related dishes, which provide Koreans and visitors

© Hansung Food Coporation

Each leaf of the cabbages is carefully examined.

A seasoning mixture, which includes salted seafood, red chili pepper powder, garlic, and other ingredients, is applied to the cabbage leaves.

© Kimchi Love Festival

Kimchi, a fermented food made with vegetables and seasonings, can adeptly harmonize and complement a vast array of foods enjoyed around the world. Due to this versatility, kimchi can easily be integrated into the food cultures of other countries, and can even spawn new food businesses, as has been the case in Japan.

from abroad with firsthand experiences of the preparation and uses of kimchi. The government is actively pursuing a number of efforts to promote the globalization of kimchi, including the implementation of public relations activities and marketing initiatives focused on boosting kimchi exports. For example, the Ministry of Food, Agriculture, Forestry, and Fisheries launched a comprehensive publicity program in 2007 for the purpose of introducing the world to the delectable foods of Korea, which included the publication of 300 Beautiful Korean Foods that contains standardized recipes of favorite Korean dishes. In particular, it provides 14 recipes for various types of kimchi, which include step-by-step instructions that can be easily followed by people with little or no familiarity with Korean food. Utilization of the Internet to disseminate information about kimchi includes the www.kimchi.or.kr website of the Korea Agro-Fisheries Trade Corporation, where you can find clear explanations of the techniques involved

with making kimchi, such as a recipe for the glutinous rice paste used for young radish kimchi (three cups of water combined with four tablespoons of glutinous rice powder), and also learn that the salted vegetables should be allowed to sit for three to four hours. There are also several recipes for preparing dishes with kimchi, such as kimchi shabu-shabu and kimchi tortillas. Promotional efforts involving the traditional media, such as TV specials in targeted countries, are underway as well, which have reaped huge dividends, in terms of expanding the market share of Korean kimchi products. In Japan, where Korean kimchi has enjoyed tremendous success, Japanese TV broadcasts have publicized the health and stamina benefits of kimchi, which have contributed significantly to its consumer popularity. Meanwhile, concerted efforts are being exerted to expand this kimchi boom to additional Koreanmade fermented products, such as soy bean paste and red pepper paste. Strategies have also been devised to identify

The wives of foreign ambassadors in Korea present their kimchi-fusion dishes at the 2008 Kimchi Love Festival, held at the Namsangol Hanok Village.

new markets for kimchi exports, which currently are heavily concentrated in Japan, Russia and Southeast Asia, by sponsoring publicity events in conjunction with leading distribution companies in the local markets. Standardization of Kimchi Of course, there are countless variations of noncommercial kimchi, which vary according to the ingredients and seasonings, and the fermentation process, as well as the personal preferences of a family or residents of a particular region. For commercially produced kimchi as well, the variety of factors that are involved with the making of kimchi can result in certain variations in taste and appearance. However, to gain wider consumer acceptance, it is necessary for kimchi manufacturers to offer a product with a consistent quality and taste, for which the standardization of kimchi is essential. For sometime now, the Korean government has been conducting extensive research on this matter, which has Winter 2008 | Koreana 29

© Kimchi Love Festival © Kimchi Love Festival

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© Hansung Food Coporation

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© Lim Dong-jun

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resulted in a standardization proposal for assessing the spiciness and extent of fermentation of kimchi. In this regard, spiciness is defined by five levels, depending on the amount of capsaicin (the active component of red chili pepper), and Scoville ratings to measure hotness: mild, slightly hot, moderately hot, very hot, and extra hot. The extent of fermentation, which depends on the length of time of the maturation period, can now be regulated better as a result of recent advances in temperature-control during the distribution process. Based on the pH level and overall acidity, three levels of fermentation have been established to measure sourness: non-fermented, moderately fermented, and highly fermented. Under this system, consumers can select from among 15 combinations of kimchi spiciness and fermentation, based on their individual tastes. Standardization of the spiciness and fermentation of kimchi products will help to bolster appeal among a broader range of consumers, both at home and abroad. In this way, the standardization of kimchi will help to pave the way for the globalization of kimchi and the continued development of the kimchi-making industry. Path to Globalization The development of kimchi fusion dishes and the availability of a wide variety of kimchi products will be instrumental for attracting a broad base of consumers who are not well acquainted with Korean food. Fortunately, the combination of kimchi with Western cuisine has already gained considerable popularity. In particular, kimchi is an ideal complement to dishes that include cheese, the best-known fermented food of Western cultures, such as spaghetti, gratin, and tortillas, due to the fact that it provides an added crispness to the overall flavor and serves to offset any greasiness. Other fusion dish creations include kimchi with rice croquettes, spring rolls, and tofu burgers, while there are

numerous dishes that feature a kimchipuree sauce. In addition, food researchers are continuously devising kimchi with new flavors, appearances, and colors, in order to change existing attitudes toward kimchi. Examples of specialty kimchi types include good-health kimchi, such as versions made with broccoli, fruit extract, and ginseng, along with novel kimchi products, such as kimchi essence-infused chocolate, cake, and pudding. Kimchi is undergoing rapid change in and out of Korea. In Japan, where kimchi is firmly rooted in the local food culture, the combination of kimchi and Japanese foods has led to the creation of many new dishes. In fact, a growing number of Japanese restaurants now offer such kimchi-based items as norimaki, sushi, soba, misoshiru, nabe, and broiled-eel rice. Also noteworthy is the integration of kimchi into French cuisine at France’s Le Cordon Bleu, one of the world’s foremost culinary institutes, where 20 French-style kimchi dishes have been developed, including fried kimchi and Camembert, kimchi-salmon cannelloni, and kimchi-cauliflower soup. The recipes for these dishes have been published and are taught at the 26 Le Cordon Bleu affiliate institutes in 15 countries. Meanwhile, active research efforts are being undertaken to develop specialty kimchi products that are effective for the treatment of various diseases. The Korea Food Research Institute has joined forces with university research teams to pursue a variety of research initiatives in this regard. In November 2007, they developed a high-function kimchi with an S-Adenosyl methionine (SAM) content that is three times higher than regular kimchi. SAM, a natural biological element, is known to be helpful for mitigating the effects of liver toxicity, depression, neurological disease, dementia, arthritis, and high cholesterol. In March 2008, another high-function kimchi

© Korea Agro-Fisheries Trade Corporation

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was developed that increased the level of Gamma-aminobutyric acid (GABA), a neurotransmitter amino acid that has been shown to be effective in improving blood flow to the brain, relieving stress, improving memory, reducing blood pressure, alleviating depression, and relieving insomnia. Future Development of Kimchi The future appears bright for kimchi’s continued advancement into new world markets; however, it will also be necessary to satisfy the growing expectations of global consumers. In particular, a wider variety of kimchi products and kimchi applications need to be developed so as to keep pace with the diverse preferences of foreign customers. Although it will be essential to maintain

the traditional characteristics of the kimchi-making process, concerted efforts are required to boldly evolve and refine kimchi into a food with a truly global appeal. As such, R&D activities need to be stepped up to develop new varieties of kimchi, including products with reduced spiciness, refreshing tastes, and more tangy and savory flavors, for those consumers who are not receptive to the spicy taste and fermented smell of regular kimchi. This kind of product enhancement will help to open the door to a broader cross-section of customers in global markets. As the recognized originator of kimchi, it is incumbent upon Korea to assume the leading role in the efforts to globalize kimchi’s products and the kimchi-making process.

1 New kimchi-fusion foods include this cake made with kimchi. 2 Pudding with kimchi extract 3 Kimchi-flavored chocolate is a favorite with visitors at duty-free shops. 4 Broccoli kimchi, developed by Hansung Food Corporation, received two awards at the 35th International Exhibition of Inventions, New Techniques and Products, in Geneva in April 2007. 5 Various kimchi-fusion dishes prepared at a kimchi publicity event, held in conjunction with France’s Le Cordon Bleu, one of the world’s most prestigious culinary institutes.

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