Weber Shandwick, global public relations agency, released Food Forward Trends Report 2014 Korea, predicting the biggest trends in food industry for 2014. Food Forward Trends Report 2014 Korea surveyed more than 750 Korean consumers and food experts nationwide, including food critics, chefs, and cooking experts, to find how these food and lifestyle trends impact upon corporations, industry bodies and policy makers; and how these trends will fuel further discussion between retailers, brands and consumers. The objective of the report is to understand the biggest trends and changes in food industry to relative officials and consumers. In addition, Food Forward Trend Report 2014 study was also conducted in Australia, China and Singapore to help better understanding of the food trends on Asia-Pacific regions.

1. FOOD FORWARD
TRENDS REPORT
2014
KOREA

2. A country’s food culture – from health standards to trendy foodies
to social sharing – can be seen as a litmus test to the diversity of
that nation. Certainly it is food culture that has largely shaped
civilisations and will no doubt continue to be a measurement of
both living standards and social trends for generations to come.
As a global public relations agency, Weber Shandwick considers it
our mission to be at the forefront of trends that engage others, not
only in the communications sector but in each industry that we work
in. And food trends are no different.
Food Forward Trends Report 2014 draws on insights from food
experts across the country and from a survey of more than 750
Korean consumers, conducted by Weber Shandwick and survey
company Qualtrics, to predict the biggest trends this year.
“We are delighted to present our Food Forward report for the first
time in Korea,” said Ihn Chee, senior vice president, Weber
Shandwick Korea. “Our research outlines the most relevant trends
in the sector today, and we see it as a valuable resource for food
industry marketers and retailers.”
From Affordable Luxury to “Hip”-bab: The Taste of Home, both
expert insights and consumer trends suggest Korean diets are being
reshaped during 2014. The goal for our research is to provide
insights that can be shared among brands, retailers and consumers
and to engage our everyday thinking about Korean food culture.
Food Forward 201401
FOOD
FORWARD
2014

3. Food Forward 201402
TREND
Oneofthemostprominenttrendsthisyearwillbemoreoptionsin,andaccessibility
to, Korea’s modern premium food market. As Korean consumers continue to feel
the insecurities of long-term economic uncertainty, they are finding alternative
ways to treat themselves beyond high-end handbags, watches and international
holidays. Experts predict that this search for smaller splurges will lead to a rise in
preference for exotic, premium foods.
01
Affordable
luxury – new,
exotic and accessible
“Historically, Korea hasn’t had a major gap between
socioeconomic classes when it comes to food and dining,
and premium food products and r elatively expensive
imported ingredients were thought to be consumed by
only a select niche group of foodie trend setters,”
explained Eun-suk Lee, editor-in-chief of magazine
CookAnd. “Prior to the financial crisis, more Koreans had
begun to acquire a taste for both gourmet and foreign
options, as income levels, education, and overseas travel
rose- until 2008 reigned in big spending. In the midst of
prolonged economic recession, even as consumers
continue to hold off on major international travel or
purchasing designer bags, they now see gourmet foods as
one area where they can splurge. It’s a luxury that’s
psychologically satisfying at a low cost, and one place
that consumers will find immediate gratification and
pleasure, even as economic stresses continue.”
A mere 3% of respondents have seen no recent rise in the
variety of products and brands available in stores,
compared to 32% who said there has been ‘quite a bit’ to
‘an extreme amount’ of increased variety – a shift
consumers are seeming to embrace. Nearly two-thirds
(62%) of those surveyed say they shop for foreign
produced food at least sometimes. And despite higher
costs, while the majority of consumers do continue to
shop at local/conventional supermarkets, this 20%
is a noteworthy minority, considering the fact that
most premium markets only reached Korea in late
2012.
In the midst of prolonged economic
recession, even as consumers continue to
hold off on major international travel or
purchasing designer bags, they now see
gourmet foods as one area where they can
splurge.
Eun-suk Lee
editor-in-chief of magazine CookAnd

4. Do you feel that there has been a recent increase in choice for food in Korea with regards to variety,
products and brands?
Food Forward 201403
65%
Some
6%
Anextreme
amount
3%
None
26%
Quiteabit
Today, Koreans often choose to splurge on exotic
desserts, as seen by the successful openings of local
shops featuring Belgium’s premium chocolates and
famous French macaroons. Experts predict that the
preference for premium sweets will continue, but that we
can expect to see new combinations offering a mix of
familiar and new high-end flavours.
“Retro foods with luxurious touches, such as premium soft
ice cream with honey chips, or ice flakes made with
organic local red bean paste and milk, are an increasing
trend in the local market,” explained Sung-yoon Kim, food
journalist from Chosun Ilbo. “Korean consumers are relying
on that kind of nostalgic soul food to provide a bit of an
escape from their stressful lives, and they’re willing to
spend more for those premium touches that provide
instant gratification. The result has been greater demand
for a wider variety of food options in the premium space in
Korea.”
Of course, costs will certainly continue to dominate most
purchasing decisions; 63% of consumers surveyed said
price was a key factor in their grocery choices. But as
experts such as Lee and Kim highlighted, we can expect to
see premium options become more accessible, as consum-
ers continue pampering themselves through purchasing
top-shelf treats and exploring new flavours and cultures
through food.
32%
Asubstantial
increasein
choice.
Whichofthefollowingmostaffectsyourgrocery
choices?
16%
Brand
53%
What’s in
season
63%
Price or
special offer
49%
Local produce
53%
I buy the
ingredients
I need
6%Idon’tcaresomuch
aboutthecost,
aslongasit’s
convenient

5. 88%
20% 4%
Where do you most commonly shop for your food?
Food Forward 201404
35%
ConvenienceStore&SmallRetailMarket
(e.g.7-Eleven,GS25,E-mart
Everyday,HomePlusExpress)
36%
33%
FreshFoodFarmersMarket
SUPERMARKET
62%
Do you shop at specialty supermarkets for foreigners?
4%
Atleast
sometimes
3%
Always
55%
SometimesMostofthetime
32%
Rarely
6%
Never
7
WholesaleMarket
(e.g.Costco,E-martTraders,BigMarket)
DepartmentStore/
PremiumFoodGroceries
(e.g.SSGFoodMarket,StarSuper,
Waitrose,Gourmet494)
OtherOnline
19%
Local/ConventionalSupermarket
&HyperRetailMarket
(e.g.E-mart,LotteMart,HomePlus)

6. K.I.S.S.
(Keep it simple and solo)
Food Forward 201405
TREND
Watch a dinner scene on any of Korea’s popular television programs, and it’s clear
that single living (and with that, dining for one) has become more the standard
than the exception – even more so than just a decade ago.
02
Whether it is a case of life reflecting art or vice versa,
Koreans are indeed living more independently than ever
before. The 2012 Korean Statistical Yearbook estimated
that rates of single households will rise further, from
25.3% of households to 32.7% (7.09 million households)
by 2030.1
We can expect to see this reflected in 2014
consumer food preferences.
According to Eun-suk Lee, editor-in-chief of magazine
CookAnd, single-portion packaged products are fast
becoming a necessity for those living on their own: “The
increasingly-influentialsingleadultconsumeroftenfinds
cooking meals at hometobeexpensiveandtimeconsuming.
They see semi-cooked individual food products to be an
option that saves costs while minimising both prep time
and food waste.”
Expect consumers to demand greater variety and new
flavours as small packaged products grow in popularity.
While 84% of all consumers surveyed purchase small
packaged products or fast food once a week or more,
35% also say that these products lack variety, and
another 33% noted a limited number of stores that carry
pre-cooked individual items. Both store owners and food
manufacturers would be wise to respond to this demand.
Interestingly, experts also highlight the fact that it isn’t
just young adults but Korea’s elderly (those 65 and
above) who will continue demanding easier options,
especially as Korea’s elderly is expected to rise from
7.2% of the population in 2000 to 14% by 2017. 2
As
cooking specialist Mi-kyung Jun pointed out, “Empty
nesters are buying small packaged products at increasing
rates, because seniors tend to purchase only the amount
of food needed and prefer items that require less effort
to prepare. Expect to see further demand for smaller,
pre-cooked items as this age group continues to expand.”
The increasingly-influential single adult
consumer often finds cooking meals at
home to be expensive and time consum-
ing. Theyseesemi-cookedindividualfood
productstobeanoptionthatsavescosts
whileminimisingbothpreptimeandfood
waste.
Eun-suk Lee,
editor-in-chief of magazine CookAnd
The trend toward solo mealtime can be expected to have
just as much of an impact on out-of-home dining. “The food
service industry will present diversity in single-dining
options and menus, targeting the increase in single diners
via take-out specialty stores and restaurants catering,”
explained Eun-suk Lee, editor-in-chief of CookAnd.

7. Food Forward 201406
Over one-third of survey respondents (34%) eat
out alone at least once a week, although few find
it to be an enjoyable experience. When asked what,
if anything, had made them uncomfortable when
dining alone, only 19% said that they had not felt
uncomfortable, while 36% felt uncomfortable due
to the lack of options available for single diners
(dishes are typically shared in Korean cuisine), and
another 35% stated that they felt conscious of
other customers when dining alone. One popular
Japanese ramen restaurants has offered a solution:
installing partitions on tables like those in libraries
to offer private seats for single diners looking for
restaurants that cater to their needs.
How often do you purchase small packaged food or fast food?
14%
Afewtimes
amonth
2%
Lessthan
onceamonth
35%
Threetimes
aweekormore
49%
Onceortwice
aweek
84%
Onceaweek
ormore
33%
Never
15%
Afewtimes
amonth
20%
Lessthan
onceamonth
10%
Threetimesa
weekormore
24%
Onceortwice
aweek
34%
Howoftendoyoudineoutalone?
1. The Korean Statistical Yearbook: 2012 Korean Statistical Yearbook, Statistics
Korea, 2013.02
2. Composition of population by sex and age, Statistics Korea, 2013.07.17
Onceaweek
ormore

8. Food Forward 201407
Whenitcomestosmallpackagedfood,whatareaneedsthemostimprovement?
33%
Few stores carry it
35%
Lack of variety
20%
Difficultyobtaining
productinformation
8%
Portionsizesare
toobig,toomuch
waste
4%
Other
36%
Lackofvarietyof
foodIcaneatalone
35%
Consciousof
othercustomers
19%
Notuncomfortable
10%
Donotfeeltheneedto
dineoutwhenIcanorder
takeawayfoodinstead
Ifyoueverfeltuncomfortableeatingaloneatarestaurant,whatwasthereason?

9. “Hip”-bab:
The tasteof
home isback
Food Forward 201408
TREND
Just as international luxury flavours are growing in popularity as a way to
escape from everyday life, and solo dining is becoming more common due to
the realities of an urban lifestyle, a third trend in 2014 pulls Korean tastes in
yet another direction: Koreans are returning to their roots in 2014, exploring
the rustic, traditional home cooking they have until now ignored.
03
Korea’s Jip-bab refers to plain, everyday meals at home.
The flavours have been labeled unsophisticated and
pedestrian, with difficult and lengthy preparations. But
for today’s busy urbanites, traditional home-cooked
meals have become something of a rarity, and Jip-bab
will be thrust into the foodie spotlight this year
Eun-suk Lee, editor-in-chief of CookAnd, explained
“Contemporary Seoulites have started to take a greater
interest in Jip-bab, since the term stirs a sense of
comfort for urbanites seeking an escape from their
modern lives, and we can expect to see this interest
grow even further.”
Today’s Jip-bab is a more refined reflection of these
home-style foods, recreating the existing healthy dishes
made with love by our mothers with a twist, made in a
contemporary, modern way. Hip, stylish Jip-bab concept
restaurants are popping up throughout Korea’s urban
hubs, attracting young, trend-conscious consumers and
featuring high-quality ingredients that offer both
flavour and food safety assurance – particularly signifi-
cant to the 36% of consumers surveyed, who choose
their restaurant destination based on comfort foods or
the safety and cleanliness of the restaurant (though not
surprisingly, when it comes to choosing where to dine
out, the top factor is seeking out specialty dishes that
are hard to cook at home).
The interest in Jip-bab and traditional Korean dishes
and flavours is not necessarily leading to an increase
in family dinners at home.
Whatdoyouconsidermostimportantwhen
choosingwheretodine?
10%
Diet-consciousfood
24%
Safetyand
cleanlinessof
restaurant
12%
Comfortfood
46%
Specialtydishthat
ishardtocook
athome
6%
Price
2%
Other

10. Food Forward 201409
While most Koreans value the tradition of the meals
they grew up with – 84% of those surveyed believe
that passing down family recipes is moderately to
extremely important – when it comes to daily life,
they’re much more likely to dine out or purchase
convenient ready-made meals than to eat out. Nearly
a third of respondents (32%) rarely or never cook at
home for family and friends, compared to 11% who
rarely or never eat out.
Ho-sun Lee, former editor-in-chief of Lemon Tree,
explained, “It is true that small families and those
living alone often eat out or buy single portion
packaged foods and ready-made meals. However,
they still have a penchant for Jip-bab. As a result,
we’re seeing more people buying into the concept of
cooking that feels like home, even when it comes to
the preferred flavours of ready-made packaged
meals.”
Howoftendoyoudineout?
17%
Threetimesa
weekormore
41%
Onceor
twiceaweek
31%
Afewtimes
amonth
10%
Onceamonth
orless
1%
Never
How important do you think it is to share or pass down family recipes?
11%Extremely
important
33%Very
important
40%Moderately
important
13%Neitherimportant
norunimportant
2%Unimportant
1%Notatall
important
84%
Moderately
toextremely
important
Howoftendoyoucookforfamilyorfriends?
11%
Afewtimes
amonth
17%
Daily
23%
2-3times
aweek
17%
Oncea
week
31%
Onceamonth
orless
1%
Never
32%Rarely
ornever
11%Rarely
ornever

11. Into
the (urban) wild:
The case for camping
Food Forward 201410
TREND
Camping has become a popular social activity and it is having an impact on in-
store offerings and restaurant flavours in Korea. Food industry experts antici-
ipate this trend will continue, reaching even the most urban Korean foodies.
04
Camping appears to be a popular pasttime among
consumers with nearly seven in 10 consumers (67%)
saying they've been camping before. Within this group,
8% said they go regularly. Ihn Chee, senior vice
president of Weber Shandwick's consumer practice
explains the potential of this growing consumer
segment, “The increased camping culture will expand
the number, and type of handy camping foods avail-
able, as consumers seek easier ways to prepare food
when camping. All-in-one camping cookware and
instant foods customised for outdoor activities will
significantly diversify to meet the growing needs of
consumers.”
Within this growing market, Ho-sun Lee, former
editor-in-chief of Lemon Tree also adds that in
particular, “easy and handy camping equipment and
instant foods such as canned foods, pre-packaged
chicken and salmon, will likely diversify.”
Just last year, Korea’s largest e-commerce market
launched an all-in-one multipurpose pan, it’s key
selling points being that it was lightweight and
portable3
(thus ideal for camping). New food products
have come onto the scene as well, e.g. self-heating
canned meals, which have been positioned as ideal for
camping, rather than emphasising its convenience to
students and/or professionals on the go. Companies
have also launched, which center around delivering
The increased camping culture
will expand the number and
types of handy camping foods
available, as consumers seek
easier ways to prepare food
when camping. All-in-one camp-
ing cookware and instant foods
customised for outdoor activities
will significantly diversify to
meet the growing needs of con-
sumers.
Ihn Chee,
Senior vice president
Weber Shandwick's Consumer practice
customised camping meals including packaged
ingredients, meats, vegetables and utensils, so
consumers can skip the supermarket before heading
straight to the campgrounds. 4

12. Have you ever been or are you willing to go camping?
Food Forward 201411
27%
Neverbeen
butwillingto
6%
No,and
Idon'tintendto
8%
Yes,Igooften
59%
Yes,Ihaveexperienced
itbutIdon'tgoregularly
It’s not just those who seek refuge in the wilderness
who will be affected by this trend. Camping will also
widely impact dining culture in urban environments.
“Consumers living in city apartment buildings romanti-
cise gardening and dining outdoors, and their interest
will help to spread the concept of outdoor food culture
beyond just camping,” said Ho-sun Lee.
Experts foresee the number of camping concept
restaurants like Glamping and Outdoor Kitchen
increasing. These restaurants allow busy urbanites to
enjoy the feeling of camping with the convenience of
staying in the city. Chef Heung-mo Lee, founder of
Glamping, a pioneer camping concept restaurant in
Korea, was one of the first to spot this trend.
3. Mi-Young Park, “Functional cookware bursts through camping culture”, Digital
Times, 2013.10.27
4. Byung-ho Jang, Nolto Barbeque ‘Various camping foods become popular among
campers”, Economy Today, 2013.08.30
FinalThoughts
The Korean Food Forward Trends Report 2014 predicts some exciting food trends for the year ahead.
Looking closely at the trends, an underlying thread appears to weave throughout. It subtly points to a desire to
enjoy the very best of the modern Korean way of life. Whether that is through luxury and exotic food purchases,
relishing in the comfort of a home cooked meal, exploring solo dining options, or experiencing the freedom of
cooking on a camp stove, brands and organisations that tap this underlying desire and create ‘moments’ for Korean
people to escape their busy lifestyles, through food, will benefit. Combine those desires with current Korean
consumer and lifestyle trends that revolve around being familiar but trendy, luxurious but still offering value for
money, providing variety while still keeping it simple, and offering relaxation in stressful, ordinary lives, and the
opportunities are boundless.
67%
Havebeen
campingbefore

13. Food Forward 201412
PARTICIPATING
FOOD EXPERTS
EUN-SUK LEE
THE EDITOR IN CHIEF OF
COOKAND
Eun-suk Lee has been the editor in
chief of CookAnd, one of the
widest-read monthly food magazines
in Korea, since it was founded15
years ago. The magazine features
diverse content such as 'History of
Food and Wine' and 'Big Mama's
Cooking Diary,' and it is seen as a top
influential media outlet for the food
and cooking industry.
HO-SUN LEE
FORMER EDITOR IN CHIEF
OF LEMON TREE
Ho-sun Lee is former editor in chief
of Lemon Tree, one of Korea’s
influential lifestyle monthly
magazines focusing on living and
lifestyle. Lemon Tree provides
practical and new food recipes,
cooking appliance and cookware
reviews, and restaurant reviews,
Ho-sun Lee is considered an
influential expert in trends for adult
consumers, 30 to 40 years old.
HEUNG-MO LEE
HEAD CHEF AT GLAMPING
Heung-moLeeisheadchefatGlamping,
oneofthebiggestcampingconcept
restaurantsinKorea.AgraduateofLe
CordonBleuinCanada,Heung-moLee
previouslyworkedinrenowned
kitchensinCanada,ItalyandtheUnited
States.Hehopespeoplecanenjoythe
joyofcampingculturethroughthefood
servedathisrestaurant.
Sung-yoon Kim is the food critic for
Chosun Ilbo, one of Korea’s leading
top-tier newspapers. He is also well
known for his food blog (Taste of Kim
Sung-yoon). After a decade as a food
critic, he spent significant time in
Italy to gain expertise in European
gastronomy, helping him to fully
provide and elaborate useful food
information to his readers.
MI-KYUNG JUNG
COOKING SPECIALIST
Mi-kyungJungisacookingspecialist,
particularlywith traditionalKorean
foods.Acelebritychef,Mi-kyungJung
hasdeliveredcookingclassesonvarious
televisionchannelsandservedasafood
consultantforvariouscookbooks,in
additiontopublishingmanycollections
ofherownrecipes.
SUNG-YOON KIM
THE FOOD CRITIC FOR
CHOSUN ILBO

14. WeberShandwick’s FoodForwardstudyidentifiesthelatestfoodtrendsthatarepredictedto
shape the food cultureofKoreainthecomingyear.Anationwidepollingof754adultconsumers
wasconducted byWeberShandwickandresearchagencyQualtrics.Leadingfoodexperts,food
editors and chefs werealsointerviewedbyWeberShandwick.Thisreportandthecomplementary
infographic are availablefordownloadatwebershandwick.asia/foodforward-kr
TheFood Forward 2014StudywasalsoconductedinAustralia,ChinaandSingapore.
Formore information,visitwebershandwick.asia/foodforward
WeberShandwickisaleadingglobalpublicrelationsfirmwithofficesin81countries,operatingin
SouthKoreasince2009.Thefirm’sdiverseteamofthinkers,strategists,analysts,producers,
designers,developersandcampaignactivatorshaswonthemostprestigiousawardsintheworldfor
innovativeapproachesandimpactfulwork,includingfour2013CannesLions.WeberShandwickwas
alsonamedPRWeek’sInternationalConsultancyoftheYear,TheHolmesReport’sBestHealthcare
ConsultancyintheWorldandAsiaPacificDigitalConsultancyoftheYearin2013,andTheHolmes
Report’sKoreaConsultancyoftheYearin2012,inadditiontoearningnumerousbestplacetowork
accolades.Thefirmdeploysdeepexpertiseacrosssectorsandspecialtyareas,includingconsumer
marketing,corporatereputation,healthcare,technology,publicaffairs,financialservices,corporate
socialresponsibility,financialcommunicationsandcrisismanagement,usingproprietarysocial,
digitalandanalyticsmethodologies.WeberShandwickispartoftheInterpublicGroup(NYSE:IPG).
FormoreinformationonFoodForward2014,pleasecontact:
TylerKim
ManagingDirector,Korea
+82262507007
Tyler.Kim@webershandwick.com
IhnChee
SeniorVicePresident,ConsumerPractice
+82262507004
Ihn.Chee@webershandwick.com
webershandwick.asia/foodforward-kr
facebook.com/WeberShandwickAPAC
twitter.com/engagingalways
Food Forward 201413
ABOUT
FOOD
FORWARD
ABOUT FOOD
FORWARD
ABOUT WEBER
SHANDWICK