A Study on the Authenticity-related Information Awareness of Korean-Style Kimchi and Acceptance of Localized Kimchi in the Japanese Kimchi Market
This study analyzed survey data from 1,200 Japanese consumers to determine the association between authenticity-related information awareness and acceptance of Korean-style and Japanese-style localized kimchi in Japan. Authenticity-related awareness was operationalized using four binary indicators: perception of kimchi as originating from Korea, awareness of Korean-style kimchi, awareness of the Codex Alimentarius standard, and awareness of UNESCO-listed Kimjang. Although general kimchi awareness was high (94.0%), awareness of the Codex standard (12.8%) and UNESCO-listed Kimjang (17.8%) remained low, indicating a gap between general familiarity and institutional authenticity knowledge. Korean-style kimchi showed significantly higher awareness and consumption experience than Japanese-style localized kimchi, whereas recent consumption within one month did not differ significantly. Among respondents who had consumed both types, Korean-style kimchi showed higher consumption frequency and satisfaction. Higher authenticity-related information awareness was associated with greater satisfaction, consumption frequency, and future consumption intention. Preference for Korean-style kimchi increased significantly across awareness groups, whereas preference for Japanese-style localized kimchi decreased correspondingly. This association remained significant after adjusting for sex, age, and Korean culture and food involvement in multivariable logistic regression. These findings suggest that systematic communication of institutional and cultural heritage authenticity may help enhance Korean-style kimchi preference in Japan.