Food is something that nutritional that will gives the nutrients to human’s body, which will makes the human’s body to growth and provide the body with energy so that humans can do their work perfectly. In cultural perspective, food and culture are something that cannot be separated. Cooking traditional food is a way of preserving their culture when they move to new places for examples an immigrants will bring the food of their countries with them wherever they go.

The Korean fever which is recently hit in Malaysia which is known as hallyu in Korea have symbolising the rapid growth of Korea’s culture and have continued to develop several forms of popular culture that penetrated other parts of the world (Kim And Ryoo,2007). Malaysian went crazy about the Korean wave that have been dominated the entertainment industry, started with Winter Sonata that broadcast on 2002 in Malaysia. Then continue with the charming heroes from Boys Over Flower drama that attract more teenagers to enjoy the Korean drama.

After this drama got a welcome, there are many dramas that have brought in to Malaysia. From that, Malaysian started to talk about Korean culture, learn Korean language and eat Korean food. From day to day this phenomenon keeps rising mostly among the teenagers. We believe that Korean drama are much popular than Chinese and Japanese drama where mostly the Korean drama only have one series rather than Chinese and Japanese drama. Following that, a wave of Korean pop bands that form from the handsome and pretty boys and girls with catchy songs and dance moves made its way such as Super Junior, EXO, Big Bang and Girls’ Generation has winning many hearts of Malaysians.

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Furthermore, Korea has their own way to present their food, which is different with China and Japanese, that able to attract more people to try it. Nowadays, more business people start to gain profit from selling famous Korean food such as rice cake, ramyeon, kimchi and Korean spicy chicken. Business people take this opportunity to get more profit as they know that Malaysian love to try something new especially thing that related to Korean.

According to 11street, the demand of Korean food has been doubled, between the 26 to 35 age group contributing on Korean food sale in 2016.   Pepero; a cookies dip stick chocolate, ramyun; instant noodles, kimchi; fermented Korean side dish, toppoki; soft rice cake, and milkis; favourite beverage in Korean are among of the top five items often purchased from this platform.

Problem Statement

To make Malaysian accept the Korean food, it is important to know which platform can introduced the Korean food better. The previous study has indentified the causes, actual experience and consequences of Korean food by Sweden people. This section will discuss the problems that faced by Food and Beverage in Malaysia.

Korea has introduced their food and culture through dramas, music videos and variety show and has attracted more people. Food is at the centre of cultural content which is developed based on certain social, cultural, religious environment and geographical context. Furthermore, food also plays an important role in the generation to value the tourism through the local agricultural and supply chain and the local food system (Hall and G?ssling, 2016). Food is like a tool that will differentiate the destination and will be attract the tourists with its own unique taste and distinct cuisine as all people around the world are eager to introduce their own ethnic food.

Even though Korean food is under-researched, Korean food has appeared the need of research regarding consuming Korean food in Sweden and recently been considered a trendy cuisine in the Swedish food market. There is no evidence that shows the reason of the interests and purchase of Korean food in Sweden are increasing, to what extent Swedish consumers are satisfied and what consequences are led after they try the Korean food (Kim, 2018).

As in Malaysia, many Malaysian loves to try Korean food, but it is hard to find the Korean’s restaurant at the specific places. Mostly the restaurants in Malaysia only sell traditional food. Even in Kota Bharu, Kelantan it is hard to find the place or restaurant that selling Korean food. So, the business person must take the opportunity to change the culture by come up with the new cuisine. For example, to increase the variety of food and beverage in Malaysia, the business person should follow the new trends that loved by Malaysian people especially teenager such as Japanese food, Thailand food and Chinese food. This is because nowadays the highest demands to buy food follow up the trends are coming from the teenagers. This is happen because of the technology advances that occur in worldwide which all information can be found in social media. Only a few place that offer Korean food such as Seoul Garden in KB Mall and K-Grill in Jalan Hamzah, Kota Bharu. So, this opportunity must be pay more attention to help Food and Beverage department in Malaysia to be well-known and attract more tourists to visit Malaysia because of the variety of food.

As the alternative to overcome this issue, it is worth to investigate that the usage of social media and the influence of entertainment will affect the acceptance of Korean food among Malaysian. Thus, this study aims to develop a relationship between social media and entertainment with the acceptance of Korean food among Malaysian.

Research Objective

To study the relationship between social media and the acceptance of Korean food among Malaysian.

To study the relationship between entertainment and the acceptance of Korean food among Malaysian.

Research Question

What is the relationship between social media and the acceptance of Korean food among Malaysian?

What is the relationship between the entertainment and the acceptance of Korean food among Malaysian?


Acceptance of Korean Food among Malaysian

Social Media



Adapted by Kim Dohee, (2018)

Cite this page

Korean Food. (2019, Dec 18). Retrieved from

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