Globalization of hansik bearing fruit

At the open kitchen of the Asian Live restaurant, Margaret Key learns to make hobakjuk from chef Shin Hyun-joon of the COEX InterContinental Seoul.

Korea’s efforts to promote its food in the global market are bearing fruit, according to Margaret Key, chief executive of Burson-Marsteller Korea.

“I honestly think that the perception of Korean food around the world has become much better,” the 37-year-old said.

Burson-Marsteller Korea is the local unit of one of the world’s largest global communications promotion firms.

Hobakjuk, or pumpkin porridge

As an example, she read an article recently about two brothers in Los Angeles selling tacos with bulgogi stuffing, or marinated beef, appealing to Americans’ tastes.

“For me, even if I’ve traveled all over the place and lived in different places, Korean food is the most fantastic cuisine, and people are becoming more aware of that,” Key said. “If you think about all the nations around the world that are conscious about their diet and the burden of healthcare around [obesity]-related diseases, Korean food is naturally healthy. And you never get bored.”

When Key visited Busan, she was amazed to see such diversity of dishes.

“I’m always surprised that I eat something new in Korea.”

Korean food has endless possibilities to be enjoyed by the global public, including one of her favorite specialties, hobakjuk, or pumpkin porridge.

“When people in the United States have lunch, many people eat sandwiches and soup. You go to New York and delis are always soup and sandwiches,” she said and added that hobakjuk could be part of that health-oriented trend.

COEX InterContinental Seoul hotel chef Shin Hyun-joon added: “Hobakjuk could be a great appetizer as well as a main meal for Westerners.”

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