[Anchor]
South Korean food companies targeting overseas markets are actively utilizing Hangul, the Korean alphabet, for product names. As interest in Korean pop culture grows, Hangul itself is drawing attention as a means to add appeal to products.
Reporter Chae Heesun has the story.
[Reporter]
This is a domestic franchise bakery store in Singapore.
A logo written in Hangul is visible on the product information sign.
Following a pilot sale at one store last February, sales have expanded to all 28 stores in Singapore.
[Kary Tan / Pasir Ris, Singapore: I am very excited to check out the blue-label products. It is also nice that it is a brand from Korea. I usually just look around at the products.]
A Hangul sign has also been hung up at a hamburger restaurant in the United States.
In the birthplace of the burger, the company name as well as Korean menu items like bulgogi burgers and shrimp burgers are being introduced as signature offerings.
Food products sold in supermarkets are no different.
Instead of the English word "dumpling," the Korean pronunciation "mandu" is maintained as is.
[Caleb Lyall / Texas, USA: I've had the mandu twice, and both times it was really good.]
Snack packaging also features Hangul to emphasize that they are Korean products.
Unlike the past when companies expanded overseas by forcibly changing names into terms familiar to local consumers, such as using Korean and K-pop in ice cream advertisements, cases of promoting Hangul as it is are increasing.
This is largely influenced by the elevated global status of K-culture.
[Jeon Mi-young / Research Fellow, Trend Korea Company: As global consumers' understanding (of K-culture) increases, Hangul itself seems to be recognized as a premium. Trust seems to be getting a bit higher, and Hangul itself also acts as a design element.]
In fact, in a study comparing existing packaging with redesigned packaging featuring Hangul targeting 387 consumers across four countries including the U.S., the new draft received higher ratings for differentiation, aesthetics, and purchase intent.
Hangul and the Korean language, which have become familiar through K-pop and K-dramas, are establishing themselves as new elements that reveal the charm of products.
(Video by Lee Jae-young | Video Editing by Choi Hye-ran)
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