Taste Your Korea: A Culinary Journey Through the Land of the Morning Calm

Date Jul 29, 2024

Taste Your Korea’s logo (Image courtesy of Korea Tourism Organization)

Taste Your Korea’s logo (Image courtesy of Korea Tourism Organization)


In a bold move to raise Korean cuisine onto the global stage, the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization recently unveiled the “Taste Your Korea” brand, promising to bring the cornucopia of Korean flavors to international palates. This ambitious initiative aims to celebrate Korea’s culinary heritage, boost tourism and make Korean food more popular worldwide. 


Until now, Korea’s gastronomic tourism initiatives have primarily concentrated on promoting and commercializing individual food items, rather than developing travel content with compelling narratives. However, the introduction of the new food tourism brand signals a shift in focus by the Korean government. The aim is to uncover gastronomic tourism content with rich storytelling potential and develop these experiences into full-fledged tourism products. By moving beyond simple food promotion and offering a deeper connection with Korean culinary traditions and their stories, the approach will hopefully create a more immersive and culturally resonant experience for visitors. 


A map of the 33 signature food tourism items promoted by the Taste Your Korea brand (Image courtesy of Korea Tourism Organization)

A map of the 33 signature food tourism items promoted by the Taste Your Korea brand (Image courtesy of Korea Tourism Organization)


Taste Your Korea’s logo is an ingeniously designed ribbon that symbolizes the seamless connection between Korean food and global audiences. It artfully combines the distinctively delicious and healthy qualities of Korean cuisine, fusing vibrant green (which represents Korean cuisine’s freshness and healthiness) with the colors of jang – the foundation of Korean cuisine: ganjang (soy sauce), gochujang (red chili paste) and ssamjang (a soybean paste-gochujang mix).

Taste Your Korea is built around 33 signature food tourism items, meticulously curated to showcase the breadth and depth of Korean culinary traditions. The main categories and items are as follows:

Busan’s dwaejigukbap (pork and rice soup) (Photo courtesy of Korea Tourism Organization)
Busan’s dwaejigukbap (pork and rice soup) (Photo courtesy of Korea Tourism Organization) 

Incheon’s ganjang gejang (soy sauce marinated crab) (Photo courtesy of Korea Tourism Organization)
Incheon’s ganjang gejang (soy sauce marinated crab) (Photo courtesy of Korea Tourism Organization) 

Damyang’s tteokgalbi (grilled short rib patties) (Photo courtesy of Korea Tourism Organization)
Damyang’s tteokgalbi (grilled short rib patties) (Photo courtesy of Korea Tourism Organization) 

Andong’s jjimdak (braised chicken) (Photo courtesy of Kim Byeong-gu, hongcomm.)
Andong’s jjimdak (braised chicken) (Photo courtesy of Kim Byeong-gu, hongcomm.) 

• Renowned regional dishes (15 items): Includes Busan’s hearty dwaejigukbap (pork and rice soup), Gwangju’s delicate yukjeon (pan-fried battered beef) and Suwon’s succulent wanggalbi (jumbo-sized grilled beef ribs).
• Hallmark regional seasonal ingredients (15 items): Includes Yeosu’s unique gaetjangeo (pike eel), Hongseong-gun County’s prized saejogae (common cockles) and Hadong-gun’s flavorful jaecheop (freshwater marsh clam). 
• Famous regional traditional liquor (3 items): Andong’s potent soju, Yangpyeong-gun’s refreshing makgeolli (unrefined rice wine) and Seocheon-gun’s aromatic traditional Korean liquor sogokju.


These selections were made by a food tourism advisory board consisting of eight distinguished experts from various fields. Their criteria included potential for systematic promotion within the food tourism industry, appeal to target markets and acceptability to international palates.


The Korea Tourism Organization has developed a comprehensive strategy to promote Taste Your Korea. This includes extensive research into the food culture, history and backstories of the 33 selections; segmented marketing strategies tailored to different types of culinary experiences; and a planned online campaign utilizing partnerships with online travel agencies and Reserve with Google.


Culinary enthusiasts can explore the Taste Your Korea brand and its 33 gastronomic treasures on the VISITKOREA website, Korea’s integrated tourism platform.


Taste Your Korea is more than just a brand or marketing campaign; it’s a gateway to the soul of Korean culture and an invitation to embark on a culinary adventure through the diverse, flavorful landscape of Korean cuisine. The initiative aims to cultivate a global appreciation for Korean food by showcasing an array of delectable dishes, each carefully selected to tell a story about the country’s deep traditions, innovative spirit and unique geography. Encompassing the bustling streets of Seoul and tranquil fishing villages of the coast, Taste Your Korea challenges perceptions, excites taste buds and fosters cross-cultural understanding through the universal language of food. 


Taste Your Korea is poised to make a significant impact on the international food scene by bridging cultures and celebrating diversity. As Korean cuisine takes its rightful place on the world stage, this initiative will invite food lovers worldwide – seasoned enthusiasts and curious newcomers alike – to savor the rich, vibrant and healthful flavors of Korea, proving that gastronomy has the power to bring people together and unite cultures.

Source Indication(Type 1)

The Ministry of Culture, Sports and Tourism's "Korea Here & Now" work can be used under the condition of "Public Nuri Type 1 (Source Indication)."

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