KOREASCHOLAR

Despite growing interest in Korean foods, South-east Asian consumers’ perception and acceptance of Korean foods have not been well elucidated. This study was conducted to understand South-east Asian Muslim consumers’ perception and acceptance of Korean foods and the association with their food neophobia level. Ninety-three Muslim consumers (mean ages 25.2, men 35.5%, women 64.5%) from Malaysia (72%), Indonesia (16.1%), and Singapore (11.9%) rated their degree of food neophobia as well as recognition and acceptance of representative Korean menu items. Background data such as duration of stay and Korean food consumption habits were collected. Overall, participants perceived Korean foods positively (4.04 on a 5-point hedonic scale). Most well-recognized Korean foods were gimbap and bulgogi, whereas less-known spicy foods such as ojingoe deopbap were most liked among items that were actually consumed. A neophobic group rated Korean foods less favorably than neutral and neophilic groups (p<0.05). Future studies are required to identify whether or not South-east Asian Muslim consumers’ food neophobia is formed under the influence of religious regulations or reflect individual consumers’ personal traits.

• 박희정(국민대학교) | Hee-Jung Park (Department of Foods and Nutrition, Kookmin University)
• 심현규(국민대학교) | Hyun-Kyou Shim (Department of Foods and Nutrition, Kookmin University)
• 장성준(태경농산) | Seong-Jun Chang (Taekyung Nong San Co. Ltd)
• 홍재희(국민대학교) | Jae-Hee Hong (Department of Foods and Nutrition, Kookmin University) Corresponding author