Lee Gyu-min, president of the Korean Food Promotion Institute (KFPI), poses with onggi, or traditional Korean clay pot used to contain Korean fermented sauces known as "jang," at the agency's headquarters in Seoul, Nov. 26. Korea Times photo by Shim Hyun-chul

Korea's efforts to promote "jang" — traditional fermented sauces — and the jang-making culture on the global stage have paid off, with their official recognition as a UNESCO Intangible Cultural Heritage. "Knowledge, beliefs and practices related to jang-making in the Republic of Korea" were added to the Representative List of the Intangible Cultural Heritage of Humanity, Tuesday (local time), during the 19th Session of the Inter-Governmental Committee for the Safeguarding of the Intangible Cultural Heritage in Asuncion, Paraguay.

"Jang-making culture is not just about food. This embodies Korea's unique lifestyle and communal spirit," Lee Gyu-min, president of the Korean Food Promotion Institute (KFPI), told The Korea Times at the agency's office in Seoul's central Jongno District, Nov. 26.

These fermented sauces — including the now globally recognized "ganjang" (soy sauce), "doenjang" (fermented soybean paste), and "gochujang" (red chili paste) — along with the culture surrounding their production, are deeply rooted in centuries of tradition. Passed down through families, temples, and communities, they serve as a cornerstone of Korean cuisine and culture.

"Its UNESCO designation will highlight the value of jang as a key component of Korea's cultural heritage. It will also draw attention to its role in sustainable food practices," Lee explained.

He emphasized that Korea's reliance on plant-based proteins in jang aligns with global concerns about environmental sustainability and the growing emphasis on eco-friendly eating habits.

Lee added that the recognition of jang-making culture would allow Korea to share its unique values with the world. The communal aspect of preparing and fermenting these sauces, often involving families or communities working together, reflects Korea's spirit of cooperation and deep-rooted traditions. This global acknowledgment could also enhance its relevance in contemporary discussions about sustainability, health, and the preservation of cultural practices.

Strategies for promotion

The KFPI has laid out a roadmap to promote the successful globalization of jang-making culture and to support its recognition by UNESCO. Since 2022, the institute has organized academic forums and seminars to explore the cultural, historical, and economic significance of jang.

These events not only shed light on the heritage of Korean fermented sauces but also explore their potential in international markets. For instance, a recent K-sauce seminar examined export strategies and innovative applications of traditional Korean condiments in global cuisine.

The KFPI also collaborated with Korean embassies in 13 countries, including Croatia, Thailand and Turkiye, to organize Korean cooking contests, encouraging local participants to cook with gochujang, doenjang and ganjang.

By introducing foreign chefs and food enthusiasts to the versatility of jang, these contests created opportunities for cultural exchange and created opportunities to find out versatility of the fermented sauces.

The KFPI's promotional efforts expand to hosting exhibitions, workshops and live cooking demonstrations across the globe. These events not only highlight the flavors and health benefits of jang but also educate global audiences about the traditional fermentation methods and the unique role of "onggi," or traditional Korean clay pots used to ferment and store the sauces.

Lee underscored the importance of maintaining Korean cuisine's authenticity while simultaneously making it more accessible to global audiences.

"In the past, quantitative growth was the main goal to raise awareness of 'hansik' (Korean food), but there is a clear trend toward qualitative growth nowadays," Lee said.

"The global market has created a favorable environment for Korean food and it is time for a brand positioning strategy that can lead the global gastronomic trend in the global gastronomic landscape."

To strengthen the global presence of Korean food, the KFPI has implemented a certification program for outstanding overseas Korean restaurants. This initiative aims to ensure that diners around the world experience the highest standards of Korean cuisine.

Certified restaurants receive support in obtaining high-quality Korean ingredients, tableware, and promotional tools. By maintaining consistency and excellence, the program fosters trust and loyalty among global customers while elevating the global profile of Korean cuisine.

The institute is also working to position Korean cuisine as a leader in the sustainable food movement. By emphasizing jang as a plant-based, environmentally friendly alternative to animal protein sources, the KFPI hopes to align Korean cuisine with broader global trends in health and sustainability.

Lee Gyu-min, president of the Korean Food Promotion Institute (KFPI), holds dummies of "meju," or fermented soybean bricks, at the agency's headquarters in Seoul, Tuesday. Korea Times photo by Shim Hyun-chul

Challenges, opportunities in globalization

While Korean cuisine has gained significant global recognition, Lee acknowledged that challenges remain.

One of the most pressing challenges is ensuring that the current enthusiasm for Korean food leads to a lasting and sustainable global presence.

"One of the challenges in globalizing hansik is to make the current Korean food craze a sustainable trend. While the popularity of K-content has increased interest in Korean food, it's important that the craze doesn't just become a one-off thing, but a culture that is consistently consumed and loved in the daily lives of people around the world," the president said.

To achieve this, Lee believes it is essential to promote not only the flavors of Korean food but also its traditional dining practices, such as "banchan" (side dishes) and "ssam" (lettuce wraps), which emphasize the communal and health-oriented aspects of Korean dining.

Another challenge is the lack of skilled professionals who can effectively represent Korean cuisine overseas.

As interest in Korean food grows, so does the demand for chefs, restaurateurs and culinary experts who can authentically and creatively introduce it to global markets. To address this, the KFPI has launched new training and mentorship programs, including internships for aspiring chefs and support for young entrepreneurs in the Korean food industry.

Food and restaurant industry experts from abroad sample Korea's "jang," or traditional fermented sauces, during the Hansik Conference 2024. The event was co-hosted by the Ministry of Agriculture, Food and Rural Affairs and the Korea Food Promotion Institute at Samcheonggak, a cultural and artistic complex in Seoul, on Oct. 25. Courtesy of Ministry of Agriculture, Food and Rural Affairs

Bright outlook

Looking ahead, Lee expressed optimism about the future of Korean cuisine on the world stage.

"With consistent efforts and strategic planning, Korean food will become a cornerstone of global gastronomy," Lee said. "Through our strategies to strengthen the competitiveness of the hansik industry, I am confident that Korean food will become a global favorite, cherished worldwide. We will work tirelessly to establish Korean food as a sustainable cultural force across the globe."

As the head of the Korean food promotion agency, Lee aims to highlight the cultural value of Korean food globally and, in doing so, contribute to the country's economic development.

"The anticipated UNESCO listing will help Korean food companies that make jang to reach a larger global market. This is the globalization of our culture. Imagine a girl in the mountains of Chile who becomes interested in Korean food after watching K-content, and the way she can experience Korean food is by making a recipe she watches on YouTube using sauces made by Korean food companies," Lee said.

In addition to the globalization of Korean cuisine, the president emphasized that promoting hansik also helps revitalize regional economies of Korea, highlighting the challenges faced by communities due to a declining population.

"The best tourism content in the future is gastronomy. The way to prevent the decline of provincial communities is not by having people from outside come and settle, but by encouraging them to visit frequently. The most important thing about it is the food," Lee said. "We will try to network with experts who serve hansik, which is unique to each region, so that there will be more food that represents the region."