The Impact of Korean Wave Cultural Contents on the Purchase of Han-Sik (Korean food) and Korean Product - Based on the Survey of Asia (Japan, China), Americas and Europe -

Abstract

This research investigated the relationship among Korean Wave Cultural Contents consumption of Korean food, Korean products, and Learning of the Korean language. The survey targeted non-Koreans who were either interested in or experienced Korean Wave Cultural Contents. Exactly 61.3% of subjects had traveled to Korea. The most common method of experiencing the Korean Wave was via the Internet (57.7%), followed by TV (21.1%) and Mobile (7.7%). The most popular Korean Wave Contents were K-pop (35.2%) and TV Dramas (31.0%). Movies were preferred in the Americas ( $3.63{\pm}0.83$ ) and Asia ( $3.63{\pm}1.09$ ), whereas K-pop was preferred in Asia ( $3.68{\pm}1.12$ ) and games preferred in Europe ( $2.50{\pm}1.56$ ). Regarding Korean food, most participants had tasted Kimchi (81.7%), followed by Bulgogi (74.6%), Bibimbap (66.9%), and Galbi (66.2%). According to the country-by-country survey, in the case of Galbi (p<0.05), Bibimbap (p<0.05), and Bulgogi (p<0.05), Asians had more experiences with Korean food compared to those from other regions. Meanwhile, in the case of satisfaction of Korean food, Bulgogi ( $4.22{\pm}1.05$ ) was ranked highest, whereas Kimchi ( $3.85{\pm}1.15$ ) was ranked lowest. According to the region-by-region survey, those from Oceania and other regions preferred Kimchi ( $4.25{\pm}0.71$ ) and Bulgogi ( $4.50{\pm}4.50$ ) while the Americas preferred Galbi ( $4.82{\pm}0.39$ ) and Bibimbap ( $4.54{\pm}0.81$ ). Bulgogi ( $2.76{\pm}0.06$ ) was highly ranked as a representative Korean Food while Kimchi ( $2.44{\pm}0.71$ ) was ranked the lowest. This research explained that among Korean Wave Cultural Contents, movies and music positively influenced on the 'Image of Korea', movies and K-pop effected 'Purchasing intention of Korean products', and TV Dramas, movies, and K-pop effected 'Purchasing intention of Korean Food'.

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