Acceptance of Korean Food Culture among Young Generations in Malaysia: Health and Authentic Taste Perspectives

Abstract

The Korean Wave, also known as Hallyu, has significantly impacted global culture, and has affected people around the world. This influence has also become a trend in Malaysia, where Korean cultural products are widely embraced, especially by the younger generation. The authenticity of Korean flavors is essential for maintaining its unique culinary identity while health-conscious markets around the world have led to a surge in demand for Korean food Therefore, this study aims to assess the consumer acceptance of Korean food in Malaysia, particularly in Sungai Petani, Kedah, and Pulau Pinang. The Korean Wave, which represents the global popularity of South Korean culture since the 2000s, has exerted a considerable influence on various cultural aspects, including cuisine. Through a quantitative survey, data were collected from 150 participants in the northern area, specifically targeting Generations Y and Z through convenience sampling. The collected data was then analyzed for descriptive statistics, and the correlation to test the hypotheses. The results indicate a significant positive correlation between consumer acceptance of Korean food, health perspectives, and authentic taste variables. The findings of this study suggest that increased exposure to Korean culture through the Korean Wave boosts consumer acceptance and purchase intentions for Korean food culture in Malaysia. This information is valuable for marketers and restaurateurs seeking to capture the growing demand for Korean cuisine. This study offers a localized perspective on the global phenomenon of Korean cultural influence and provides practical recommendations for future research.