Aim To investigate the relationship between the colors of vegetables and fruits and the risk of colorectal cancer in Korea. Methods A case-control study was conducted with 923 colorectal cancer patients and 1846 controls recruited from the National Cancer Center in Korea. We classified vegetables and fruits into four groups according to the color of their edible parts (e.g., green, orange/yellow, red/purple and white). Vegetable and fruit intake level was classified by sex-specific tertile of the control group. Logistic regression models were used for estimating the odds ratios (OR) and their 95% confidence intervals (CI). Results High total intake of vegetables and fruits was strongly associated with a reduced risk of colorectal cancer in women (OR = 0.32, 95%CI: 0.21-0.48 for highest vs lowest tertile) and a similar inverse association was observed for men (OR = 0.60, 95%CI: 0.45-0.79). In the analysis of color groups, adjusted ORs (95%CI) comparing the highest to the lowest of the vegetables and fruits intake were 0.49 (0.36-0.65) for green, and 0.47 (0.35-0.63) for white vegetables and fruits in men. An inverse association was also found in women for green, red/purple and white vegetables and fruits. However, in men, orange/yellow vegetables and fruits (citrus fruits, carrot, pumpkin, peach, persimmon, ginger) intake was linked to an increased risk of colorectal cancer (OR = 1.61, 95%CI: 1.22-2.12). Conclusion Vegetables and fruits intake from various color groups may protect against colorectal cancer.

Colors of vegetables and fruits and the risks of colorectal cancer

Owing to consumers' neophobic responses, successfully launching an ethnic food onto a foreign market is challenging. Information may increase the liking of an ethnic food by decreasing uncertainty about it. This study investigated whether information influences Malaysian consumers' acceptance of and familiarity with Korean ethnic food. Two traditional Korean noodle products were evaluated by 212 Malaysian consumers with different levels of prior experience with Korean food. Familiarity and overall liking were assessed in blind and informed settings. The results showed that previous experience, not information, significantly increased consumer acceptance and familiarity. Information moderated the effect of previous experience, increasing the liking of and familiarity with the ethnic food among frequent consumers of Korean food, but decreasing them among infrequent users. It seems that previous experience helps consumers to form favorable expectations and to expect product performance close to the actual performance, resulting in an assimilation effect in the presence of information. PRACTICAL APPLICATIONS: Successful market entry of an ethnic food requires a systematic approach based on understanding of consumers in a target country. This study presents results relevant to understanding of Asian consumers' liking and perception of ethnic foods. It was identified that information influenced liking by creating expectation rather than by familiarizing consumers, and also that the effect of information was moderated by personal experiences with cuisine of the country which the ethnic food product is originated from. Results of this study suggest that different strategies for delivering information, such as label and product description, should be developed according to the target consumers' level of experiences. Findings from the present study have implications for researchers and marketers in the ethnic food market with regard to presentation of information congruent to actual sensory performances to increase acceptance of an unfamiliar ethnic food.

Can information positively influence familiarity and acceptance of a novel ethnic food? A case study of Korean traditional foods for Malaysian consumers

The objective of this study is to investigate the constitutive relationship how globalization factors of korean food affect country image, attitudes and product buying intention toward Korea. The findings are summarized as follows; First. the globalization factors(marketing exposure, excellence perception, product quality, experience participation) of korean food affected to country image of Korea. This is previewing that Korean image-building is enough available through globalization of Korean food. Second, The Korean image affected to the attitude regarding Korea namely, to be having good impression and emotion to korea. Third, Korean image affected to the Korean product buying intention. Forth, the attitude regarding Korea affected to the Korean product buying intention. In conclusion, it was verified that the globalization factors(marketing exposure, excellence perception, product quality, experience participation) of korean food affect korean country image and the good attitude regarding Korea plays important role in Korean product buying intention. Moreover, it was also verified that the higher globalization of korean food is, the higher Korean image and attitude are, thereby increasing Korean products bought by Chinese and Japanese. key words : Globalization, Korean Food, Country Image, Attitudes, Product Buying Intention * 경주대학교 관광학부 외식조리전공 교수 <yeonjung@gju.ac.kr> ** 교신저자, 경희대학교 호텔관광대학 교수 <lesoobum@khu.ac.kr> I. 서 론 최근 국내외에 한류확산과 더불어 웰빙에 대한 관심 증가 등으로 한식의 세계화에 대한 요구가 증 대되고 있는 실정이다. 특히 정부에서는 한식, 한지, 한복 등 우리 고유문화를 세계에 알리기 위한 ‘한 (韓) 브랜드 정책’을 진행하는 등 문화관광부와 농 림부 등 관련 부처를 중심으로 세계에 우리 음식의 한식의 세계화전략이 국가이미지, 한국태도, 한국제품 구매의도에 미치는 영향 연구 118 우수성을 알리는 동시에 국내 외식업체들의 해외 진출 및 이미 해외에 진출해 있는 한식업소들의 성 공적인 영업을 위한 지원 프로그램을 마련하고 있 는 중이다(농림부, 2004; 문화관광부, 2005). 음식은 가장감성적이며 파급효과가 큰대표적인 민간외교 아이템으로 최근 고부가가치 산업으로 떠 오름에 따라 세계 여러 각국은 자국 음식의 세계화 에 전력을 기울이고 있다(고경일.노승재.임효창, 2007). 한식의 세계화 가능성과 관련해 많은 학자들이 한식이 다른 국가의 음식에 비해 상대적으로 건강 식이고, 육류 중심에 튀기는 조리법이 대부분인 고 칼로리의서양 음식에비해 곡류, 채소류, 해산물·어 류를 주로 사용하는 저칼로리·기능성 음식으로 웰 빙 트렌드에 부합되어 세계화가능성이 높다고 전한 다(이연정 2005, 김재수 2006). 특히 외국인을 대상 으로 한식 메뉴에 대한 기호도와 관심도를 조사한 결과, 김치, 불고기, 비빔밥, 장류 등의 세계화 가능 성이 매우 높다고 언급하고 있다(심영자.정복미. 김은실.주나미 2000; 장문정.조미숙 2000; 이연정 2005). 특히 김치는 2000년 이후 한류열풍, 2002년 월드컵, 사스, 조류독감 등으로 인해 아시아권을 중 심으로 그 수출이 증가하고 있는 추세이고, 장류, 식혜, 수정과 등 음청류와 한과류, 전통주 등도 국 제화 가능성이 매우 높은 음식으로 나타났다(김재 수, 2006; 이연정, 2006) 더욱이 한식은 전통을 가지고 있을 뿐 아니라 특 수한 철학적 뿌리와 세계관도 가지고 있고 사물의 조화 특히 자연과의 조화를 강조하는 한식 문화의 특징은 한국을 세계에 알리는데 좋은 자산이다. 게 다가 월드컵 성공적 개최에 따른 한국 문화와 상품 에 대한 관심증대(이수범.이은용.송영은, 2007)와 일본 및 중화권 국가에서의 한류 열풍은 시기적으 로 지금이 한식의 세계화를 위한 좋은 기회임을 보 여주고 있다. 일찍이 해외 타 국가들은 식문화의 수출이 자국 문화의 수출이라는 점을 깨달고 자국의 식문화를 산업화하여 국제무대에 진출한(예 태국의 Global Thai Restaurant Project, 베트남 쌀국수전문점 ‘포호 아’의 미국 진출, 일본의 스시 육성책 등) 반면에 우 리나라는 우리 식문화상품의 가치를 인식하고 본격 적인 상품개발에 나선 것은 얼마 되지 않았다. 그리 고 상품으로 개발한 문화상품의 범위도 전통 문화 에 대한 공연과 전시회 개최가 전부였다고 해도 과 언이 아닐 것이다(Cattani D, 1999; 문화관광부, 2005). 이제 우리도 문화교류의 첫발자국이 음식문화관 광으로부터 시작된다는 점을 간과하지 말고 영양학 적으로 그 우수성이 인정되어 있고, 웰빙푸드로도 세계적으로 인정받고 있는 우리의 한식을 해외에 전파하여 한국의 음식 문화를 외국인들에게 경험하 게 하고 우리문화의 고객이 되도록 하여야 할 것이 다. 특히 중국, 일본은 지정학적으로 우리와 가장 가 까이 살고 있어 언어, 기후, 식생활 문화 등이 유사 한 것으로 나타나고 있고, 최근 한류열풍에 가속화 를 가해 국내 음식의 가장 큰 송출시장인 중국, 일 본인의 한식 섭취증대를 위한 세계화 전략에 대한 연구가 그 어느 때 보다도 절실한 시점이라 할 수 있다. 더욱이 중국인, 일본인을 대상으로 하여 한국 음 식에 대한 홍보, 체험참여, 우수성 인식을 통한 세 계화 전략을 펼치는 것은 우리의 식생활 문화를 직 접적으로 전달하고 한국 및 한국문화에 대한 이해 와 친숙함을 밖으로 확대할 수 있는 계기가 되리라 고 본다. 하지만 한식의 세계화가 한국문화 이해 증 진에 매우 중요한 과제임에도 불구하고 기존의 한 식의 세계화 전략과 관련한 연구는 매우 부족한 실 정이다. 더욱이 한식 에 대한 세계화 전략이 한국의 국가이미지, 한국태도, 한국제품 구매의도에 미치는 영향 관계에 대한 거시적인 연구는 전무한 실정이 다. 선행 연구들에서 홍보, 체험 등을 통한 세계화가 국가이미지와국가에 대한 선호도에 영향을미치고,

Influences of Globalization Strategy Factors of Korean Food on Country Image, Attitudes toward Korea and Product Buying Intention of Chinese and Japanese Customers

The study aimed to identify the selection attributes and satisfaction of ethnic restaurants in a multi-ethnic society. It investigated 454 customers of Korean restaurants in Australia, concentratin...

Selection attributes and satisfaction of ethnic restaurant customers: a case of Korean restaurants in Australia

The aim of this study was to investigate the effects of guar gum on the rheological behaviors, sensory attributes, and consumer acceptability of soft tofu stew sauce. Five different soft tofu stew sauces were commercially manufactured with various levels of guar gum (0.0, 0.1, 0.2, 0.4, and 0.5%). Twelve sensory attributes of the stew sauces were identified by nine trained descriptive panelists, whereas hedonic levels of the stew sauces were assessed by a group of 51 consumers. Steady flow of the stew sauces were measured by a rheometer. Significant differences were observed in terms of sensory saltiness and viscosity among the products. For the consumer test, 0.1% guar gum-added product was most liked by consumers. Partial least square regression showed sensory shellfish, green onion, and shrimp flavors to be key factors affecting overall acceptability for the stew sauces. For rheological behaviors, 0.0, 0.1, and 0.2% guar gum-added products showed newtonian behaviors (R 2 =0.99 by power law model), whereas 0.4 and 0.5% products followed pseudoplastic behaviors (R 2 =0.99 by power law model). Based on the established equivalence table using rheological and consumer data, smaller than 0.0114 (Pa·s) of the apparent viscosity should be necessary to guarantee ‘slightly like’ category in a consumer hedonic test. It seems that addition of guar gum not only influenced rheological properties but overall acceptability for the stew sauces.

/pdf/guar-gumi-sundubujjigae-soseuyi-pumjil-teugseonge-micineun-2dsvpel45y.pdf

Guar Gum이 순두부찌개 소스의 품질 특성에 미치는 영향

The study sought ways to promote the global recognition of Korean food items. The Korean cuisine is one of the healthiest and well-balanced in the world. But, in contrast to countries including the United States, France, China, Japan, Thailand and Australia that have adopted food promotion and marketing strategies, Korea lacks a similar strategy. Development of indigenous sauces by Korean food manufacturers and processors is one route in the promotion of Korean cuisine. Korean restaurant franchising could also aid in export of Korean food items. The food manufacturing/processing sectors must work in concert with the Korean government to globalize the Korean cuisine. Brand chefs, Korean cuisine seminars and promotional efforts in foreign countries and foreign cooking schools (such as the 'Taste Korea' campaign) are prudent actions.

http://www.koreascience.or.kr:80/article/JAKO200804748555603.pdf

Globalization of Korean Cuisine through the Korean Food Items Promotion -Focus on Marketing Strategy of Korean Food Items-

The purpose of this study was to investigate perceptions and globalization of Korean food among university students with food related majors. Self-administer questionnaires were completed by 386 students, and data was analyzed using descriptive statistics, t-test, ANOVA and regression analysis. The students in food-related majors had positive perceptions of Korean food. They had perceptions of Korean foods as 'fermented foods', 'seasonal foods', and 'medical foods' and have 'various spices'. Most students agreed that Korean foods need to be 'creatively transformed' and 'localized' in order to globalize successfully. Localization, fusion and creative transformation of Korean food are more important than simple adherence to traditional Korean food. There were statistically significant differences in perception between students in different majors. Students majoring in traditional Korean cuisine showed a more positive perception and attitude toward globalization of Korean food.

A Study on Perception and Globalization of Korean Food among University Students with Food-Related Majors

This study sought to identify unique semiotic codes of Korean cuisine, including table settings, service styles, service wareselection, cooking techniques, and the logic behind menu composition. This research also aimed to verify thatyangnyomjang reflects the code of Korean food culture. One of key findings from this study was that hidden codes of Koreanfood were found in their daily set-up for bapsang (dining table), which was found to decodify polysemic characteristics withan emphasis on harmony. These semiotic codes were influenced by the yin and yang philosophy and impact diningactivities in our daily lives. Korean bapsang, composed of bap (rice), guk (soup) and banchan (side dishes), helps everyindividual diner share the semiotic codes of Korean cuisine within the context of paradigm and syntagm. Yangnyomjang, amajor component of the Korean menu, also represents a unique code of Korean cuisine in its structure, main ingredients,production, and usage. This study also mathematically verified that a synchronic table setting of Korean cuisine providesdiners with more opportunities for potential flavor combinations, compared to the Western service setting.Key Words: Korean food, semiotics, decodification, Yangnyomjang

/pdf/study-on-the-semiotic-characteristics-for-korean-food-591sxdcrvk.pdf

Study on the Semiotic Characteristics for Korean Food

The purpose of this study is to recognize the Brand chef(Star chef) in Korean society to globalize the Korean cuisine. There have been so many famous chefs in Europe, USA and Japan such as Auguste Escoffier, Paul Bocus, Pierre Gagnaire, Ferran Adria, Thomas Keller, David Bouley, Alain Ducasee and Nobu Matsuhisa. They have developed their own cuisine and food culture and delivered their food culture to the other countries. We must educate the Korean brand chefs to inform our Korean food and Korean culture to the foreign country. The school, the government and the industry must recognize the power of the Korean brand chefs.

The Globalization of Korean Cuisine through the Brand chefs -Focused on the Examples of Success in Japan-

The objective of this study was to examine the effects of relationships between food service companies and their client companies by surveying employees working at cafeterias among a food service companies' client companies. For this purpose, previous research was reviewed, and confirmatory research was conducted using a questionnaire. In the questionnaire survey, the subjects were sampled through convenience sampling from the client companies of A Food Service Company, and 182 valid questionnaires were used in the analysis. The results of this study are summarized as follows. First, the characteristics of the relationship between the food service company and its client companies, which were reputation, communication, operation skill, and contact-point employees' service quality, had a significant effect on trust, and the effect was high in the order of contact-point employees' service quality, communication, operation skill, and reputation. Satisfaction was significantly affected by reputation, operation skill, and contact-point employee' service quality, but not by communication. The effect was high in the order of contact-point employees' service quality, reputation, and operation skill. In addition, reputation, communication, operation skill, and contact-point employees' service quality had a significant effect on long-term orientation, and the effects were high in the order of reputation, contact-point employees' service quality, communication, and operation skill. Second, with regard to the quality of relationships between a food service company and its client companies, trust had a significant effect on satisfaction. Third, among the factors related to the quality of relationships between the food service company and its client companies, trust and satisfaction had a significant effect on long-term orientation, and the effect of satisfaction was higher than that of trust. This study has scientific significance as one of only a few studies on factors affecting the long-term relationship between food service companies and their client companies, along with managerial implications that contact-point employees' capabilities are most important in service businesses, and thus efforts should be made at employing and educating them properly.

A Study on the Effects of The Relationship Characteristics Between Contracted Foodservice Companies and Its Client Companies to Relationship Quality and Long-Term Orientation

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