김치 브랜드 경쟁력 강화를 위한 한국적 형태의 활용에 대한 연구

Abstract

There are a lot of examples that traditional foods of different na仕ons have been commercialized and turned into world-renowned foods. That has a good effect on not only increasing the profit of the nations but exporting their history and culture. ’Kimchi, one of leading Korean typical foods, has become one of global brands primarily by large corporations, but its competitiveness is on the wane because of the opening of agricultural market and diverse consumer needs.

In order to beef up the competitiveness of Kimchi brand in the world market, it’s needed to take a differentiated approach by using unique Korean-style container design, rather than by relying on linguistic elements marked by cultural specificity. For brand design, packing design has the most impact on brand image. Specifically, the design of container is very crucial in that it conveys the firsthand image of Kimchi to consumers. A thorough market survey should be conducted to find out when consumers need the product and how they use it so as to put Korean aesthetic consciousness into container design and let consumers feel what the container is meant to speak about.

Korean aesthetic consciousness can be found in the principles of Korean spatial construction. When the aesthetic consciousness of Korea was compared to that of China and Japan, the fact that subject matters depended on surrounding environments was identified as one of the unique characteristics of Korean aesthetic sense, and another feature was an asymmetrical style. All the countries are in pursuit of natural beauty, but those characteristics are the very Korean natural beauty. As for food culture, food is especially considered to promote health(healing) in Korea.

One of the representative cultural symbols that unveil the features of Korean aesthetic sense and food culture is an earthenware. An earthenware plays a critical role in producing and keeping Kimchi as its container.

If Kimchi container is based on the Korean aesthetic sense of earthenware, Kimchi brand will become more competitive in the global market.