Small, independent and privately owned luxury companies face a number of challenges in today’s globalized and increasingly digitalized luxury market dominated by big luxury groups. However, the Internet and Social Media also create new opportunities. They enable luxury brands with limited resources to reach out to an international clientele and build brand awareness. Moreover, new channels and platforms allow for multifaceted storytelling, interactive communication with customers and data analysis for quick and continuous learning and improvement of strategies. While many luxury brands have long struggled in the digital sphere, which in many cases represents the exact opposite (e.g. openness, accessibility, dynamic change, etc.) of what luxury stands (or stood) for, a growing number of young and daring luxury brands with no legacy and heritage, embraces digital technology as an important, if not vital part of their business model from day one. Given the often high investment needed to start and sustain a company in the luxury segment, “born digital” luxury start-ups need to show a great deal of creativity, pragmatism, flexibility and a good sense for the actual tastes and preferences of their globally dispersed target group in order to be successful and cut out their share of the market in due time and despite fierce competition. By analyzing the case of VAULT, a Swiss luxury watch brand founded in 2014, the present study explores the main challenges of the young luxury brand with regards to positioning, communication, distribution and business development and the role of the Internet and Social Media for the company’s success. By deriving recommendations for similar brands, the study aims at a practical, but also a theoretical contribution.

This paper provides a comprehensive description of previous studies of making and developing kimchi in terms of the origins of kimchi and the changes in the history of kimchi, along with newly discovered data, including the collection of works in Joseon Dynasty as well as old cookbooks discovered after the year 2000, and latest research in related disciplines, e.g., ancient history studies, archeology, and linguistics. Because new ruins and relics, such as the Liao-ho Civilization in the Northeast Asia continent, which was closely related to Dongyi tribes, have been discovered and studied, it is important to determine how to reflect the outcome of archeological studies on the origin of preserved vegetables. In addition, to describe the background and changes in the independent formation of making Korean kimchi chronologically, they were divided into the following: development from jjanji to singunji; formation of the basis for seokbakji dressed with fermented fish sauce; settlement of seokbakji culture for dressing seokbakji with fermented fish sauce and spices, including chili varieties when they were introduced; and establishment of the method for making whole cabbage kimchi, which is currently typical kimchi made by adding the seokbakji as the stuffing of the cabbage kimchi, to examine the time and specific details of the change.

This study aims to examine the contents of「Juchochimjeobang」, a cookbook about Jeotgal kimchi, and review its value in the history. This cookbook was published between about 1500s and early 1600s, and its book title is unknown because both the front and the back covers thereof are missing. However, the cookbook contains many wine and kimchi recipes, accounting for 66%, and「Juchochimjeobang」 was thus named after the recipes.「Juchochimjeobang」 has 126 recipes in 120 categories, and this study examines 20 kimchi recipes and 7 recipes for preserving vegetables.「Juchochimjeobang」 has a specific recipe for making Jahajeot and Baekajeot kimchi which are described in literature published between 1400s and 1500s. Although the recipes for making the aforementioned two types of Jeotgal kimchi are simple because jeotgal is just mixed with main materials, they are different from the recipe for Seokbakji described in Gyuhapchongseo, a cookbook written in the 19th-century Joseon Dynasty. Seokbakji described in Gyuhapchongseo is made by mixing spices of ginger, spring onion, chili powder with other materials. This implies changes of making Seokbakji over time. Moreover, 「Juchochimjeobang」is a very valuable historical cookbook because it has unique recipes, for example, adding sesame liquid, chinese pepper, willow and the like.

This study introduced 「Dongchundang Eumsikbeop」and examined its value as a reference. 「Dongchundang Eumsikbeop」is a recipe book from the Head House of Eunjin Song Clan. As the author is unknown, the book is named after where it was found.「Dongchundang Eumsikbeop」records the recipes for 32 total foods, including 12 types of fermented foods, eight types of liquor, and six types of side dishes, etc. In「Jusiksiui」, written by the same clan 100 years before, fermented foods account for 15% of its contents. On the other hand, this book assigns 34% of its space to fermented foods. It is assumed that the recipe book must have been compiled according to what households ate the most, as hostesses had to cook for their households due to financial difficulties at the time. In「Dongchundang Eumsikbeop」, baking soda and alum were used as leavening agents for confectionery while sugar-based caramelizing was used for making soy sources, implying that modern food techniques were already applied. In short, this book provides a glimpse into the wisdom of hostesses of the Head House who improved recipes to suit changing times while adhering to tradition.

The objective of this study was to review Dasik’s recipe of Jong-Ga in the Gyeongbuk area. Main methods of this study were literature review and in-depth interview. To study the historical transition of traditional Dasik, analysis of 11 cooking books from the 1400’s to 1800’s was carried out. Jong-Ga was made using Dasik and main ingredients were Songhwa, Kka and Kong Dasik. Special Dasik was in nine of Jong-Ga (Ipjae’s head family of Pungyang Jo’s clan, Sojea head family Gwangju No’s clan, Sawoodang head family Uiseong Kim’s clan, Heobaekdang’s head family of Bukye Hong’s clan, Taechon’s head family of Gyeseong Go’s clan, Gwiam’s head family of Gwangju Lee’s clan, Songdang’s head family of Milyang Park’s clan, Haeweol's head family of Pyeonghae Hwang's clan, Galyam's head family of Jaeryoung Lee’s clan) and Dasik are Gamphi dasik, Heukimja dasik, Baksulgi dasik, Tibap dasik, Daechu dasik, Yukpo dasik, Misutgaru dasik, Dotori dasik and Omija Dasik. It was used as a ritual food and reception food for guests. These recipes are good examples of functional and modern of Korean food. In the future, Dasik as well as discovery of ingredients in other foods of Jong-Ga are needed.

In this study Muffins adding each 0, 1, 3, 5 7% of Acai Berry powder, which has very high anti-oxidant constituent, have been made, and its quality characteristics have been surveyed. From the volume and specific volume measurement, it has been decreased for MA1, 1% of Acai Berry powder added muffin, but the tendency thereafter has shown increasing (p<0.001). From texture characteristics gumminess and chewiness of MA0, reference group, was the highest by 885.86 g/ cm and 6645.71 g, and has shown decreasing tendency as per the adding rate of Acai Berry powder increased (0.001). The electronics scavenging activity of MA7, 7% added muffin, was the highest by 68.91%, and the ascending order was MA1 < Reference Group < MA3 < MA5 < MA7. From the preference test of Acai Berry powder added muffin, MA3, 3% added muffin, was the most preferable one from color, taste as well as total preference. As the added volume of Acai Berry powder is 5% or more, the typical taste and flavor of Acai Berry gives influence to the taste and flavor of muffin, so the preference level has been decreased. Thus the added volume of Acai Berry powder 5% or more is not recommendable.

The purpose of this research aims to reveal how radish kimchi (Jong-ga) differs in Jong-ga recipes and old cookbooks. To accomplish this, old cookbooks ( Soowoonjabbang , Jusiksiui , Eumsikbangmunnira , Siuejunsuh , Banchandeungsok , and Buinpilji ) were reviewed and 8 Jong-ga recipes (Seogye Park Se-dang from the Bannam Park clan Jong-ga, Myungsukgong from the Changnyeong Jo clan Jong-ga, Nampa Park Jae-gyu from the Milyang Park clan Jong-ga, Geunggudang Kim Joong-jeung from the Gwangsan Kim clan Jong-ga, Dongchundang Song Jun-gil from the Eunjin Song clan Jong-ga, Myeongjae Yun Jung from the Papyung Yun clan Jong-ga, Daeseunggong Ryu Cha-dal from the Munhwa Ryu clan Jong-ga, Inmukjae Son Sung-jeung from the Milseong Son clan Jong-ga) from five areas were reviewed. We classified the radish kimchi into five categories, radish kimchi, Dongchimi, kkakdugi, Seokbakji and Nabak kimchi and other kimchi. According to old cookbooks, most kimchi was made with radish, cabbage, cucumber, pear, yuju, fish meat, and salt. Modern Jong-ga is made of seasoned radish, sticky rice paste, seafood, sugar, powdered pepper, fish sauce and salt. This study helps to understand notable clans’ cultures via their recipes for kimchi.

This study compared recipes of Korean Traditional steamed dishes, Noodles, Rice cake & Confectionary in Choi’s Recipe (「Choi’s Eumsikbeop」) with those in other literatures written during the mid-Joseon Dynasty. Through this work, it aimed to explore the value of Choi’s Recipe (「Choi’s Eumsikbeop」) in the history of cooking and the meanings of its recipes. Choi’s Recipe (「Choi’s Eumsikbeop」) contains recipes for a total of 20 kinds of food. Specifically, there are seven kinds of Fermented dishes (kimchi (6), and salted fermented food (1)), four kinds of Steamed dishes, seven kinds of Confectionary and Sweet (rice cake (4), jeonggwa (1), and dang (2)), and two kinds of Noodles (dumpling (1), and noodle (1)). Among them, the steamed dishes revealed characteristics of 17th-century food as in other cooking books, and some of them utilized unique ingredients handed down only through head families. Moreover, some recipes showed different cooking methods using similar materials. This suggests the originality of the recipes in this cooking book.

This study explores the original text of a Korean recipe book written in the 17th century, which is hitherto unknown to food-related societies, and analyzes the characteristics of the recipes in this book. Choi’s recipes in Jasonbojoen (子孫寶傳) are significant, as it is a rare instance of a Korean cookbook written by a woman-few pre-17th century recipe books of this type are known to have survived. This study made some important discoveries after analyzing this book. First, by using pasqueflower and cockscomb, it was possible to identify the era-specific characteristics of kimchi recipes from the 1400s until after the 1700s. Second, this book has historical value, as it shows that the combination of kimchi with cockscomb and the recipe for stuffed eggplant kimchi made only with a small portion of garlic and salt have existed for longer than was previously believed. Third, this book can serve as a valuable database for studies on historical changes in Korean food recipes, as the recipes in this book besides those related to kimchi are representative of recipes in cookbooks before the 17th century. Additionally, it appears that some recipes in the book use very unique minor ingredients that cannot be found in other books.

This study attempted to develop a representative mild Korean food, including kimchi, bulgogi, galbi, and bibimbap, while maintaining existing images in order to spread Korean food worldwide. Tangpyeongchae is a mild healthy food with a nutritional balance of carbohydrates from cheongpomuk, protein from beef and eggs, and vitamins and minerals from water parsley, bean sprout, and laver. The food has a history of being favored by the political elite of the Joseon Dynasty and has features in Korean storytelling. Tangpyeongchae is an obangsaek food (five representative colors of Oriental philosophy). This study examined modern recipes of Tangpyeongchae in order to establish a standardized cooking method. Furthermore, the study examined customer interest and marketability of natural pigments to develop obangsaek cheongpomuk (mungbean gel) by adding black sesame, a traditional ingredient in Korea, to the cheongpomuk as well as traditional Korean pigments, chija and omija.

The aim of this study was to review Byung-Kwa-Ryu recipes in old cookbooks of the head & noble family (Jong-Ga). As for details and classification, we examined the materials and recipes of Byung-Kwa-Ryu. To accomplish this, old cookbooks of the head & noble family (「Soowoonjabbang」,「Eumsikdimibang」,「Onjubub」, and「Jusiksiui」) were reviewed. The introduced Byung-Kwa-Ryu recipes numbered 47 total; four from「Soowoonjabbang」, 18 from「Eumsikdimibang」, nine from「Onjubub」, and 16 from「Jusiksiui」. We classified the foods (Byung-Kwa_Ryu) into two categories, Tteok-Ryu (Korean rice cake) and Kwa-Jung-Ryu (Korean traditional cookie), on the basis of previous studies. These were further classified into 11 categories: Tteok-Ryu (Jjin-tteok, Salmeun-tteok, Chin-tteok, Jijin-tteok), Kwa-Jung-Ryu (Yumilkwa, Yukwa, Jeongkwa, Dasik, Kwapyun, Dang (Yeot), and others. The most common Byung-Kwa-Ryu type was Jjin-tteok in Tteok-Ryu (14). The next most common Byung-Kwa-Ryu types were Yukwa in Kwa-Jung-Ryu (6) and Yumilkwa in Kwa-Jung-Ryu (5).

Various Korean healthy foods containing Deoduk were developed and standardized recipe. Sensory evaluations of Koreans and foreigners for these developed foods were performed by using the 5-point hedonic scale. The results of the sensory test on foods containing Deoduk were as follows: Deoduk bap (2.90~3.91), Deoduk seolgidduk (3.19~4.40), Deoduk gangjeong (3.00~4.60), riasted Deoduk with red pepper paste (2.73~4.20), Deoduk pine nut juice salad (2.40~3.96), and Seopsansam (3.91~3.81). Deoduk seolgidduk, developed by using a recipe for Sansambyeong which in a Chosun dynasty cook-book, was highly preferred by Africans, Japanese, and Koreans. In particular, all foreigners except Southeast Asians liked Deoduk gangjeong, and both Koreans and foreigners liked Seopsansam. Foreigners’ experience of eating foods containing Deoduk was high at ‘No’ (68.9%), whereas Japanese (60.0%) had previous experience. Exactly 91.6% of Koreans responded ‘Yes’ to the question of whether or not Deoduk food is good for health, whereas the proportion of foreign respondents who said ‘Yes’ was 43.2%, ‘No’ was 5.4%, and ‘I don’t know’ was 51.4%. Deoduk seolgidduk was preferred by Japanese, and most foreigners preferred Deoduk gangjeong and Seopsansam. Therefore, Deoduk could be developed as a healthy food for globalization of Korean food. However, as foreigners’ awareness of Deoduk is low, we must positively promote the health function of traditional food ingredients and develop various menus suitable forforeigners’ tastes for the globalization of Korean food.

The purpose of this study was to investigate the literature in connection with the names and recipes of japgwabyung recorded between 1392 and 2000. The names of japgwabyung were classified into eight types, including japgwabyung, japgwapyun, japgwajumbyung, japgwago, and japgwadanja. The names of japgwatteoks, classified with recipes, were Jjjin-tteoks, Chin-ttoks, and Salmeun-tteoks. The main ingredients used for japgwabyung were glutinous rice, nonglutinous rice, and buckwheat. The subsidiary ingredients were fruits, spices, seeds, and sweeteners. This study classified the names of japgwabyung, depending on the recipes, as japgwabyung, japgwapyun, japgwadanja, and japgwainjulmi. In addition this study classified recipes, depending on names, as steamed rice cakes made of sedimentary rice, steamed valley rice cake, steamed rice ]cakes with stuffs filled in and with bean powder dredged after striking, and steamed or struck rice cake with bean powder dredged. The main ingredients were glutinous rice and nonglutinous rice. The subsidiary ingredients were chestnuts, jujubes and dried persimmons, with other fruits being added according to taste.

The aim of this research was to analyze changes in a Roasted Beef recipe through Sulhamyukjuk. In order to conduct this study, we investigated ancient and modern culinary literature published until 1950. The main method of research in this study was content analysis. There were 15 pieces of ancient and modern culinary literature used. In addition, the roasted beef recipes totaled 78. Analysis of recipe data published over the last 300 years showed two different types of Roasted Beef recipes: 1) Roasted Skewered Beef and 2) General Roasted Beef. In the case of Roasted type, the method was divided into three steps: 1) Coating of flour porridge after marinade in the source, 2) Three dippings into cold water during Roasting, and 3) Roasting again with Seasoning.

The main purpose of this study was to survey the various kinds of recipes for pheasant found in seventeen Korean cookbooks published from the 1800's to the 1990's. There were 95 pheasant recipes found in the literature which could be classified into three major groups: cooking with moist heat, cooking with dry heat, and other. The three major groups were then broken down into thirteen smaller groups. A detailed look at the frequency of terms in each recipe shows that Gui Sanjeok (grilled Korean shish kebabs) appears 24 times, Guk Tang and Jeongol (soup and stew) 23 times, Kimchi (fermented cabbage) 11 times, Po (jerky) 9 times, Jorim (boiled in soy sauce) 7 times, Jjim (steamed) 6 times, Bokeum (stir-fried) 5 times, Twigim (deep-fried) 3 times, Buchim (fried) 2 times, Jigae jijim (stewed) 2 times, and Jang (paste), Myeon (noodles), Gooum (boiled) and Yeot (Korean hard taffy) 1 time each. The main ingredient is always the pheasant. We investigated the use of the whole pheasant cooked, how to slice and tenderize pheasant meat, use the meat only, or use only certain parts. Depending on the characteristics of cooking recipes, pheasants with thin, soft bones and organs were investigated for cooking. Substituted materials were used for a few of the vegetables, meat, and seafood in the recipes, and seem to go well together. Garnishes used included pine nut powder and fried eggs. Seasoned salt, soy sauce, pepper, sesame, sesame oil, chopped onion, garlic, and ginger were also reported to have been used.

The main purpose of this study was to perform a literature review regarding bibimnaengmyeon (cold buckwheat noodles mixed with sauce)-related recipes. To conduct this research, we analyzed recipe data published in Korea from the 1800's to the 1980's. The research was conducted by content analysis and literature review. The documents used in the research were 30 books (dictionaries and recipe books). A total of 37 bibimnaengmyeon-related recipes were identified. The results of the analysis of documented data published within the last 200 years showed two different types of main ingredients for bibimnaengmyeon-related recipes; noodles based on buckwheat flour, and noodles based on wheat flour. Additionally, the bibimnaengmyeon-related recipes were divided according to the sauce; 1) noodles mixed with red pepper sauce and 2) noodles mixed with soy sauce.

The mainly purpose of this research was to investigate tendency of changes regarding the recipe of Naengmyeon (Korean cold noodles) based on water. In order to conduct of this research, we analyze the recipe data published in Korea from 1800's to 1980's. A method of mainly study was conducted by content analysis and literature review. The documents of recipe used research were 42 literatures (euigwae, recipe book, magazines, and dictionaries). In addition, the recipes of Naengmyeon based on water were total method of 84. The results of an analysis of recipe data published in the last 200 years showed 3 different types of the recipe of Naengmyeon based on water; 1) Naengmyeon based on water of Kimchi juice type 2) Naengmyeon based on water of (meat) broth type 3) Naengmyeon based on water of mixed (Kimchi juice+broth) type.