OPINION: Why K-food must become trusted global brand

SEOUL, October 31 (AJP) - Korean food has become a fixture on dining tables around the world. In New York, restaurants serve gochujang-marinated steak. In Paris, supermarkets feature kimchi sections. Across Southeast Asia, spicy instant noodles have achieved near–pop culture status. Even in the United States, retailers like Costco and Walmart now boast bustling K-food aisles.

What began as a culinary curiosity has evolved into a living cultural experience — one that connects people to the broader phenomenon of the Korean Wave.

Yet the success of K-food remains fragile. For now, its global rise leans heavily on the momentum of K-pop, K-drama, and other cultural exports. Without strategic policy support and a cohesive national brand, its growth could prove short-lived. To endure, K-food must move beyond being a popular export and become a symbol of national philosophy and trust.

So far, the government has concentrated on expanding exports, from smart farming initiatives to the promotion of traditional liquors. But the focus has largely remained on boosting sales volume.

True competitiveness, however, begins not with quantity but with credibility. Korea should export not only its products, but also the values and identity they represent.

The most successful global industries do precisely that. K-beauty markets a philosophy of natural, sustainable self-care. K-content — from film to television — conveys Korean emotion and creativity. Likewise, K-food must sell trust: the assurance that what comes from Korea is not only delicious but also safe, healthy, and authentic.

In today’s markets, stories matter as much as products. To many abroad, kimchi is more than fermented cabbage — it is a symbol of well-being and national pride. To make that story compelling, scientific evidence must back it up. If research can prove the nutritional and probiotic benefits of Korean foods, then the narrative of “kimchi = health = K-food” will carry genuine power.

Trust in K-food should rest on two pillars: health and safety. Rigorous scientific data can affirm its health benefits, while internationally recognized certification systems can guarantee its quality and safety. When these two forms of trust converge, K-food will evolve from a culinary trend into a lasting global brand.

Thailand offers a valuable precedent. Its “Global Thai” campaign, launched in 2002, unified cuisine, culture, and tourism under the slogan “Thailand: Kitchen of the World.” In doing so, it positioned Thai food as not only flavorful but also reliable — and transformed Thailand into a trusted culinary nation.

South Korea stands at a similar crossroads. Its cultural exports — from pop culture to cuisine and traditional liquor — are shifting from the idea of “seeing Korea” to “tasting Korea.” The government is now strengthening brand strategies that connect food exports, cultural industries, and public diplomacy. K-food globalization is no longer just an industrial project; it has become a central pillar of national identity.

What South Korea truly needs to export, then, is not just food, but philosophy — the integrity and dignity embodied in the name “Korea.” The success of K-food will depend on whether the country can embed that philosophy into a brand the world can trust.

It is time for South Korea to move from being a nation that sells to a nation that is remembered — from a “K-food selling nation” to a “K-food trusted nation.”

* This article, published by Aju Business Daily, was translated by AI and edited by AJP.

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