'Hangul' Product Names Head Overseas... "Retaining the Charm of Korea"

[Anchor]

South Korean food companies targeting overseas markets are actively utilizing Hangul, the Korean alphabet, for their product names. As interest in Korean pop culture grows, Hangul itself is drawing attention as a means to add charm and competitiveness to products.

Here is a report by Chae Heesun.

[Reporter]

This is a South Korean franchise bakery located in Singapore.

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

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

[Kari 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 tend to look around at the products.]

A Hangul sign has also been hung up at an American hamburger restaurant.

In the home of the hamburger, the company name as well as Korean menu items such as 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 used directly,

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

And snack packaging features Hangul markings to emphasize that they are Korean products.

Unlike the past when companies expanded overseas by forcibly changing names into words familiar to local consumers, an increasing number of brands are promoting Hangul as it is, even utilizing the Korean language and K-pop in ice cream advertisements.

This is largely driven 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. It seems to raise credibility somewhat. Also, Hangul itself acts as a design element.]

In fact, a study comparing traditional packaging with redesigned packaging featuring Hangul, conducted with 387 consumers across four countries including the United States, showed that the new designs received higher ratings in differentiation, aesthetics, and purchase intent.

Hangul and the Korean language, made familiar through K-pop and dramas, are establishing themselves as new elements that highlight the appeal of products.

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