Using 'Mandu' Instead of 'Dumpling': Korean Signs Adopted Overseas

[Anchor]

Korean food companies targeting overseas markets are actively utilizing Hangeul (the Korean alphabet) for product names. As the popularity of South Korean pop culture grows, Hangeul itself is gaining attention as an element that enhances the appeal of products.

Chae Heesun reports.

[Reporter]

This is a domestic franchise bakery store in Singapore.

A logo written in Hangeul is visible on the product information board.

Following a pilot sale at one store last February, sales have expanded to all 28 stores in Singapore.

[Cally Tan / Pasir Ris, Singapore: I am very excited to check out the blue-label products. I am also glad that it is a brand from Korea. I usually like to look around the products.]

A Hangeul sign has also been hung up at a hamburger restaurant in the United States.

In the home of the burger, the company name as well as Korean menu items like the bulgogi burger and shrimp burger were introduced as signature menus.

The same goes for food sold in supermarkets.

Instead of using the English word "dumpling," the Korean pronunciation "mandu" is preserved as is.

[Caleb Lyall / Texas, USA: I've had the mandu twice, and both times it was really delicious.]

Snack packaging also features Hangeul to emphasize that they are Korean products.

Unlike the past, when companies entered overseas markets by forcibly changing names into terms familiar to local consumers—such as utilizing Korean and K-pop in ice cream advertisements—cases of promoting Hangeul as it is are on the rise.

This is largely influenced by the elevated global standing of K-culture.

[Jeon Mi-young / Research Fellow, Trend Korea Company: As global consumers' understanding (of K-culture) increases, Hangeul itself seems to be perceived as a premium. It seems to raise credibility somewhat. Also, Hangeul itself acts as a design element.]

In fact, in a study comparing original packaging with packaging redesigned by incorporating Hangeul involving 387 consumers across four countries including the United States, the new proposals received higher evaluations in terms of differentiation, aesthetics, and purchase intent.

Hangeul and the Korean language, made familiar through K-pop and K-dramas, are establishing themselves as new elements that reveal the charm of products.

(Video Journalist: Lee Jae-young | Video Editor: Choi Hye-ran)
※ Please note: This article was translated by AI and may contain errors.