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AN EXPLORATORY STUDY TO DEVELOP KOREAN FOOD AND WINE PAIRING CRITERIA
Despite the sales increase of wine in Korea, still fewer Koreans consume wine with Korean food and many Koreans believe that Western food pairs well with wine (Goodman, 2009; Lee, Zhao, & Ko, 2005; Stephens, 2003). This could reduce the opportunities of wine consumption in Korea and critically influence the future growth of Korean wine market. Therefore, this study aimed to develop Korean food and wine pairing criteria. According to the literature review, there is no cultural difference in people’s taste perception, but from the daily diet, people develop different taste preference (Bertino, Beauchamp, & Jen, 1983; Druz & Baldwin, 1982; Laing et al., 1994; Prescott et al., 1993; Prescott et al., 1997, 1998; Yamaguchi, Kimura, & Ishii, 1988). The preference gap is more obvious for beverages than foods (Chung et al., 2012). Food and wine pairing have evolved throughout the Western culinary history. Therefore, the pairing criteria are deeply connected with Western cuisine. As Korean food has its own flavour profile and Koreans have had different dining culture, it is unclear if the criteria are applicable to Korean palates. However, there is scant previous research on Korean food and wine pairing. This is an exploratory study using sequential mixed methods. The qualitative study was done first by performing twelve one-on-one interviewees and one focus group interview. The features influencing Korean food and wine pairing were discovered from the qualitative study. Then, the quantitative study followed by a questionnaire survey of Korean wine consumers. 151 questionnaires were distributed and 138 valid responses were achieved. The qualitative results were tested and generalised from the quantitative study. Hot spiciness, strong flavours and hot food temperature were identified as three unique characteristics. They were all hindrances to wine pairing according to the Western criteria. Wine-friendly Korean dishes commonly did not include those features. However, Korean daily diet has developed Koreans’ different wine preference. There was a segment of Korean wine consumers who enjoy the burning sensation in the mouth and prefer to match tannic red wine to hot spicy dishes. As a result, nine criteria of Korean food and wine pairing were developed. Seven criteria were from the Western criteria that could be applicable to Korean food. Two criteria were newly identified from this research. This study demonstrates Korean food and wine pairing criteria focusing on Koreans’ five primary tastes (e.g. sweetness, sourness, saltiness, bitterness and hot spiciness). However, there are other elements such as textures and flavours generated from a variety of cooking methods, fermented seafood sauces and spices. Thus, further researches are required to complete the criteria. In addition, an experimental study could further confirm the result of this study.
