Chapter 1

The problem and its background

I. Introduction

In today’s generation, trend has a big effect on a person’s daily lifestyle that it

sometimes becomes the basis on what people wear, eat and act. The trend keeps changing the

Filipinos to adapt different cultures from overseas and it affects on how a person live in their

daily lives. Also, some people rely on the social media on what will they eat.

Food trend is a food that is usually talking about by people through Magazine,

newspaper, social media etc. It changes the preferences of people in food choice. These

trends will linger in a short time or a few years. Through social media, students are captivated

with some pictures of food from other countries and one of those is the Korean cuisine.

Korean cuisine is known for its nutritious and colorful ingredients and not just its appearance

but also the savor of the food was the one who attract the Filipinos to love it.

The Filipinos took it from a Korenovela which is Jewel in the palace, which

introduced the Korean cuisine to us (Tangtengco, 2013). The Korean dramas are one of the

reasons why Korean cuisine was promoted and gives everyone ideas on this kind of food. The

closer look you take, the more you get attracted by its varieties of side dishes. The Korean

food keeps captivating the Filipino’s vision and taste.

According to Park (2015) to his article “Korea town”, Filipinos are known to be easily

attracted to latest trends and issues around the world. The Filipinos are fond of patronizing

the imported goods also adapt the foreign norms. He also stated that South Korean artists

were amazed how warm Filipinos welcomed them and they also started to like the Philippine
culture that is why Koreans started to visit the country. As of now, Koreans started living in

the Philippines and that’s why Korean culture is spreading all over the Philippines.

Arayata (2018) stated that many people, especially in the Philippines, are big fans of

K-dramas and K-pop. Despite not understanding the lyrics, many can still sing along with K-

pop songs and claim these are among their favorites. Lee (2011) also stated that Filipinos

also showed awareness of Korean food and drinks such as kimchi, ginseng and soju, Korean

brands such as Samsung, Kia and LG and most knew of Taekwondo’s Korean origins.

Despite the culture and language barrier of the Korea, the Filipino’s seems to be connected to

our country.

The objective of the researchers is to discover the reasons why the students of

Mabalacat City College – Dapdap patronizing the Korean food and to know their insights

about food trends as one factor in choosing Korean Food.

Statement of the problem

The main concern of the researchers is to discover the reasons why Mabalacat City

College – Dapdap students patronizing the Korean food.

The researchers want to know the answers on the following questions below:

1. What are the reasons of the respondents towards eating Korean food?

2. How may the respondents view food trends as one factor in choosing Korean food?
Scope and Delimitation

The study that will conduct by the researchers will only be based on the Korean food.

Also, the study will only focus on the reasons of the twenty (20) students in Mabalacat City

College – Dapdap who experienced and liked the Korean foods.

Significance of the study

To the Businessmen. - It will help them to get ideas for their food business about the food

that are in demand and popular to the people

To the students.-This study may serve as a guide to them if they may have plans on making

food business and get some new knowledge about the connection of korea and Philippines

despite of the culture barrier

To the future researchers. -This study may be used as a reference data by the new

researchers. It will be also serve as a background study about the reasons of Mabalacat City

College – Dapdap students patronizing the Korean food

Definition of terms

Food trends. – foods that are often talking about through Social media, Magazines and etc.

This can change a person preference on choosing a food.

Korean food - is balanced and very healthy in a way that they can enjoy their food and at the

same time they are nourished because their side dish is vegetables (Dr. Adela Ruiz, June

2017).

Patronizing – to defend, protect or support.

 Conceptual framework

Input Process

Output
1. Food trends 1. Gathering datas and 1. The Korean food
I. Korean food information by using will expand more
a) Kimchi questionnaires and to the Philippines.
b) Bulgogi interviewing the 2. Discovered The
c) Kimbap respondents. solutions about
d) Bibimbap 2. Examine and interpret why students
e) Gimbap the gathered data patronize Korean
II. Perception of the and information. food.
students towards in
Korean food.
a) Spicy
b) Nutritious
c) Unique
d) Attractive
III. Factors that influence
the preference of
students in Korean
food
a) The
popularity of
K –dramas in
millenials
b) The
popularity of
k – pop or
Korean pop
music
c) The trends

CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

 This chapter presents the body of literature includes all studies and address regarding on

the food trends that helps the researcher to identify and illustrate the research problem of this

study.

Related Literature

Stated by Macfadden (2011), trends are evolving that force business to seek a variety of

new food genres. Many people change their attitude towards their food choice because of the

trends (Nutrition File Seminar, 2010). And as what Filipinos seen in their social media,

magazines, television and etc, it changes their preferences in many things.

According to TNS Global (2011), Korean culture was top among the three cultures that

the Filipinos attracted to, along with United States and Japan. According to Sung (2015),

Korean Cuisine and Japan Cuisine have a lot of influences to each other. Until, the

Philippines are also influenced by its culture which is Korean dramas, anime, traditional, and

Food Choice. Lee (2011) also stated that one of the most popular Korean activities that are

Filipinos are active to is pop concerts, food festivals, and Korean Telenovelas (koreanovelas).

Many Filipinos learned about Korean cuisine through South Korean dramas like “Jewel In

The Palace.” In the story of Dae Jang Geum, Korea’s first female court physician was

portrayed as a palace cook-turned-doctor. The show featured the grand court cuisine of the

Joseon Dynasty—steaming hotpots, variety of vegetables served in a gujeolpan (nine-section

plate), and bowls of fine meat. However, the art of Korean cuisine goes beyond what we see

in historical epics and television dramas. A closer look reveals a cuisine that pays keen

attention to every part of each meal (Tantengco 2013).

According to Park (2015) to his article “Korea town”, Filipinos are known to be easily

attracted to latest trends and issues around the world. The Filipinos are fond of Patronizing

the imported goods and also adapt the foreign norms. He also stated that South Korean artists
was amaze how warm Filipinos welcomed them and they also started to like the Philippines

culture that why Koreans started to visit the country. As of now, Koreans started living in the

Philippines and with their influence with us, the Filipinos try and find ways to adapt their

culture.

Korean town continue to bloom as different kinds of Korean establishment started to appear

one by one. From restaurants, KTV bars, spas to hotel and shopping marts. Asians especially

South Koreans are deeply attached with their cuisines that are undeniably mouthwathering.

The top 10 popular Korean food that’s easily available in the Philippines

according to Javier (2016) are the following:

1. Kimchi

This dish is one of the world’s healthiest food. It is characterized by its spicy and

distinct taste but the taste is changes due to the fermentation process, ingredients and weather.

It can be partnered in any asian food and any western main dishes. In the Philippines, Korean

restaurants provide Kimchi as a complementary side dish for a main dish. Also, bottled and

packed Kimchi are available in supermarkets.

2. Bibimbap

It is a traditional food that consist a variety of vegetables and meat arranged on top of

the steamed rice and seasoned with gochujang. This is one of the most popular Korean food

in the Philippines that even non – Korean culture enthusiasts have already tried.

3. Samgyeopsal

Filipinos and Koreans are both love a great food and a fine meat is one of it. The taste

of this dish will depends on the mixture of the sauce which is the better sauce mixture, the

better it will taste. Samgyeopsal is a thin-cut slice of meat that is grilled and will served with
a lettuce and side dish as Koreans traditionally wraps the meat with the lettuce and puts many

ingredients on it to make a fantastic taste.

4. Kimbap

This dish has a various vegetable, rice and meat rolled in laver. You may add

different ingredients and customize your meal. It contains cheese, chicken, tuna, beef, or

pork. This is one of the considered Korea’s most consumed meals.

5. Ramyeon

This is known for the most consumed food for the easy going Koreans, Ramyeon

comes in so many flavors like seafood, pork, chicken, black beans and etc. Nowadays,

selections of Korean brand ramyeon are available in Philippines supermarkets’ imported

goods section.

Related Studies

The study of Kleinfelder (2004) entitled “ American influence Filipino food culture”

examines the effects what does the process of cultural influence have and determines what is

the cultural influences. In the beginning of fieldwork, eating-out places of all kinds were

frequented during participant obsservaion. The observation was focused at outlets of

Mcdonald’s and the filipino fast food chain Jollibee. The comparison of these two restaurants

chains was conducted in order to illustrate an American influence on Filipino food culture.

The study of Murimi et al. (2014) entitled “ Factors that influences students food

choices” explores what influences student’s food choice, and solicit suggestions for

improving the meals served on their school cafeteria. The study conducted among 7th to 12th

grade students in school calssrooms in the Lincoln Parish School District in Louisiana. The
students we asked about the factors that influence their food choices and where they get

nutrition knowledge. The results of the study is the multiple level of influence on students’

food choice were indicated, including taste, food appearance, the name of the food and/or

familiarity with the food, cultural preferences, and perceived food safety.

The study of Joven (2014) entitled “ Hansik and Hallyu: An Analysis of the

Filipino Appropriation of Korean Cuisine as a Function of Imagining Korean Culture”

explores the transmission and reception of hallyu through food production (cooking),

presentation, and promotion in commercial restaurants, popular media, and government

agencies such as the Korean Cultural Center in the Philippines and the Korea Tourism

Organization. This paper looks at the Filipino imagining of Korean culture through the

consumption of Korean cuisine, diluted or authentic. The finding in this study revealed that

the thirty two (32) respondents directly interviewed, surveyed, or otherwise contacted online

has many interesting feedback about the Korean food and one of the most mentioned about

Korean cuisine that it is “maanghang” or spicy/hot.

The following summarizes the reasons why these dishes were easily recalled by the

Filipino respondents:

I. Kimchi – because it is [in fact] the #1 side dish

II. Bulgogi – because [everybody knows] barbecue/grilled meat

III. Bibimbap – because it‘s [just another] tasty rice bowl

IV. Japchae – because [it looks like the] Korean ―version‖ of bihon or sotanghon

V. Kimbab – because it looks like sushi