Korea should market its regional hansik

Mike Arcamone and COEX InterContinental Seoul chef Kang Youn-kyung, make bossam. By Oh Sang-min

It is time to change the perception of Korean food, said Mike Arcamone, president and chief executive of GM Daewoo Auto and Technology.

Based on his experience as a global business leader, Arcamone suggested the Korean government market its food by highlighting its main attributes, such as health benefits and flavor.

“Korean food should be perceived by the global audience as awakening their taste buds,” he said. “[French chef] Pierre Gagnaire does that by creating fusion cuisine between Korean and French. He’s pulling out the flavor. Those sorts of attributes of Korean cuisine should be marketed around the world.”

Bossam (pork wrapped in cabbage)

Arcamone also suggested promoting indigenous cuisine at global events.

“A lot of the countries I go to would have a food festival where all the chefs prepare local dishes,” Arcamone said.

For example, he said that when he visited the Paris Motor Show, a Spain-based company was serving tapas to the media. Tapas are different types of Spanish finger food, small in size but full of flavor.

“What a great idea to expose not only vehicles but also culture.” he said.

Arcamone suggested the Korean government utilize the upcoming Seoul Auto Show in April to mix in culture and food with cars and green technology.

“The Korean Grand Prix [in Yeongam, South Jeolla] is also coming up,” he said.

“Let people, instead of beer, the regular stuff, have some Korean food.

“Let people taste and experience what Korea is about.”