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Over the decades since the 1960s, street food in Seoul, South Korea, has undergone a journey of creativity and richness. From its early days with only traditional dishes like rice cakes, toasted bread, roasted chestnuts, and sweet potatoes... Today, with the emergence of new dishes like cheese tteokbokki and cheese sausages, Seoul's street food has become more diverse and appealing than ever before.
Exporting culinary culture around the world.
The Hallyu wave has not only brought the world great dramas and songs, but it has also been an incredibly effective campaign to promote Korean cuisine. Food companies and restaurant chains cleverly leverage the appeal of celebrities and food-themed scenes in films to stimulate the visual and taste senses of viewers.
Having originated as an agricultural nation, Korean cuisine is deeply imbued with the flavors of plants and the earth.
Social media has become a powerful tool for promoting Korean cuisine. Images of K-pop artists enjoying traditional dishes and short videos showcasing simple recipes have garnered millions of views and shares. Hashtags like #Kfood, #KoreanFood, and #먹스타그램 (#먹스타그램 means "Food Instagram" in Korean) are becoming increasingly popular, creating global food trends. Furthermore, the interaction between artists and fans through social media platforms also contributes significantly to spreading Korean food culture.
The film "Parasite," which won Best Picture at the 2020 Academy Awards, paved the way for Korean cuisine. With its prestigious Oscar win, "Parasite" elevated Korean food to a new level. The scene of eating Chapaguri noodles is not only impressive but also a prime example of the power of cinema in promoting culture. The appearance of Chapaguri on the big screen has made this dish a global phenomenon, loved and sought after by many.
The noodle dish that became a sensation in the movie.
Following the film's release, Nongshim launched a new product in 20 countries combining Chapagetti and Neoguri noodles into "Chapaguri" noodles. This dish continued to be a huge hit, appearing on the shelves of American retail giants like Walmart and Kroger. The product generated worldwide sales totaling 30 billion won (US$25.5 million).
A spokesperson for the Korea Trade-Investment Promotion Agency (KOTRA), a government-affiliated agency, stated, "As Korean entertainment content reaches a wider audience, the popularity of Korean consumer goods has increased. Dramas have helped boost people's interest in our country's cuisine, cosmetics, and fashion."
Koreans have always known how to take advantage of opportunities to promote their country's culinary culture.
A government official stated, "This is the result of our efforts to promote Korean culinary culture to the rest of the world."
Yin and Yang - The Five Elements in Korean Cuisine
The five main colors in Korean cuisine are black, red, green, white, and yellow. According to Korean beliefs, these five colors symbolize the five elements, each carrying a different symbolic meaning. The harmonious combination of these colors in food not only helps to balance yin and yang but also to harmonize all things.
A distinctive feature of Korean culinary culture is the exquisite blend of traditional culture and impressive artistry.
The five colors black, red, blue, white, and yellow symbolize the elements of water, fire, wood, metal, and earth, and also represent the directions north, south, east, west, and center. Furthermore, these five colors symbolize the five tastes: salty, bitter, sour, spicy, and sweet, and dishes with a balance of these five flavors are considered more delicious.
Obangsaek has a strong influence on Korean cuisine. Koreans believe that delicious food isn't about gourmet dishes, but about being healthy. For example, kimchi, made only from vegetables, comes in dozens, even hundreds, of different varieties, ensuring it's good for your health. Koreans also pay close attention to food presentation and decoration, always adhering to the Obangsaek rule, which includes five main colors.
The harmonious combination of these colors in cuisine not only helps to balance yin and yang but also helps to balance all things.
Korean cuisine is deeply rooted in the Obangsaek philosophy, especially in its familiar and famous dishes. A prime example is the kimbap (rice roll), which adheres to the five-color philosophy: black from seaweed, red from carrots, green from cucumber, white from rice, and yellow from egg. A dish that is both traditional and symbolic, yet imbued with the Obangsaek philosophy, becomes even more meaningful.
Red foods include red-colored foods such as red peppers, red bell peppers, etc. These foods help to enrich the blood and promote better blood circulation.
A traditional Korean dinner table with "more dishes than usual" partly reflects the fact that Korea is a resource-rich nation, with people who are tall and need to consume a lot of food to survive the harsh northern climate. A table overflowing with food also symbolizes the family's well-being and hospitality, their willingness to offer the finest dishes to their guests.
Through centuries of research and development, Eastern people have generalized the five attributes corresponding to the five elements (five internal organs, five visceral organs, five senses, five substances, etc.).
Korean cuisine is not just a part of daily life, but also a unique cultural symbol. Each dish carries within it a historical story, a cultural beauty, and a national spirit. From spicy kimchi and fragrant grilled meats to refreshing soups, everything reflects the diversity and richness of Korean cuisine. By enjoying the food, we not only experience unique flavors but also have the opportunity to delve deeper into the soul and culture of the Korean people.
