The purpose of this study was to propose effective marketing communication strategies for overseas Korean restaurants through a multilateral comparison analysis of American, Chinese, and Japanese consumers' attitudes towards communication media and Korean restaurants. The survey was written in English, Chinese, and Japanese, with guideline for surveyors, and conducted using both online and offline methods. Samples were collected from five major cities - Los Angeles, New York, Tokyo, Beijing and Shanghai, which are the foothold for the globalization of Korean food. When it comes to attitudes towards communication media, word-of-mouth showed a high mean value, indicating it as the most useful and reliable media recognized by consumers who visited Korean restaurants. Furthermore, the necessity of recognizing the importance of visual communication in the physical environment of Korean restaurants and specialized websites, featuring restaurants and gourmet food, was observed. Consumers in all three nations chose word-of-mouth as the most useful and reliable media for learning about Korean restaurants. In addition, American consumers highly depended on signage and restaurant exteriors. Chinese consumers highly recognized the usefulness and reliability of offline media, such as newspapers, magazines, and events, while Japanese consumers considered online media, such as gourmet websites, blogs and social networks, as useful and reliable sources. A significantly positive attitude and high value was observed in all who had visited Korean restaurants. American and Japanese consumers had a significantly higher rate of intention to visit Korean restaurants in the future and to tell others about their satisfaction with Korean restaurants. Meanwhile, the average rate of prior preference for Korean restaurants (when choosing restaurants) was the lowest in all three countries. This study is useful for both the Korean government and food enterprises abroad to plan and develop marketing communication strategies properly for overseas Korean restaurants.

In order to obtain a good microorganism capable of degrading microcrystaline cellulose (avicel), the screening test was carried out from soil and brown-rot wood. 8 strains which had good avicel-hydrolyzing activity were isolated. Among them, HK 47 which exhibited the highest avicel hydrolyzing activity was identified as Trichoderma sp. HK 47. Maximum avicel-hydrolyzing enzyme production from Trichoderma sp. HK 47 was obtained with the optimum medium contained carboxymethylcellulose 1.5% as carbon source, NaNO_3 0.75% as nitrogen source, KH_2PO_4 0.5%, MgSO_4·7H_2O 0.1%, Tween 80 0.005% (V/V) during stationary cultivation at pH 6.0, 30℃. In this case, the production of avicel-hydrolyzing enzyme was 0.028U/㎖.