Abstract
Despite the increased sales of wine in Korea, fewer Koreans consume wine with Korean food, although many Koreans believe that Western food pairs well with wine. This could reduce wine consumption in Korea and critically influence the future growth of the Korean wine market. Therefore, this study aims to develop Korean food and wine pairing criteria by examining the adaptability of food and wine pairing guidelines to the Korean palate. This exploratory study uses sequential mixed methods. The qualitative study was done by performing 12 one-on-one interviews and one focus group interview. The characteristics influencing Korean food and wine pairing were identified from the qualitative study. The quantitative study was followed by a survey of Korean wine consumers. Of the 151 questionnaires distributed, 138 valid responses were received. The qualitative results were tested and showed the following outcomes: spiciness, strong flavors, and hot food temperature were identified as three specific characteristics that hinder wine pairing. Although wine-friendly Korean dishes did not commonly include those features. Koreans’ daily diet has influenced their different wine preference. A segment of Korean wine consumers enjoy the burning sensation in the mouth and prefer to match tannic red wine to spicy dishes. As a result, nine criteria of Korean food and wine pairing were developed. Among them, two criteria were newly identified from this research, and are the main focus of this study: wine with an oak flavor pairs well with food that has a soy sauce flavor; and dry, tannic wine can be paired with spicy dishes.
Highlights
Due to globalization, wine drinking as part of the lifestyle in Asian countries has increased, especially after the 1990s [1]
Most Koreans think that Western food combines better with wine than Korean food, and few Koreans drink wine with Korean dishes [3,4]
This might hinder the wine market growth in Korea. Both wine and beer are of Western origin, but Koreans far prefer beer to wine with Korean food
Summary
Wine drinking as part of the lifestyle in Asian countries has increased, especially after the 1990s [1]. Most Koreans think that Western food combines better with wine than Korean food, and few Koreans drink wine with Korean dishes [3,4] This might hinder the wine market growth in Korea. In 2011, the share of wine in the Korean alcoholic drinks market was only 4.5%, spirits accounted for 33.6%, and beer (including cider and flavored alcoholic beverages) accounted for 61.9% [5]. This indicates that frequent consumption with local food could be a key factor to increasing market share
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
