The food industry is increasingly interested in ethnic foods that satisfy sophisticated appetite of today's consumers. Korean cuisine is recently gaining popularity and perceived as "adventurous and spicy," appealing to researchers and marketers in the food industry worldwide. However, it is not easy to develop a new product based on ethnic cuisine because nonsensory factors, such as food neophobia and openness to new culture, can evoke adverse responses from the consumers. A systematic sensory approach can guide the product development by identifying both sensory and nonsensory factors affecting consumer acceptability. This study investigated sensory attributes of Bulgogi (Korean traditional barbecued beef), one of the most famous Korean foods, and compared consumer acceptability between Korea and the United States. The outcomes of this study, such as flavor profiles, consumer responses, evaluation procedure, and approaches taken for cross-cultural comparison, will provide the food industries with valuable information that will help to develop effective strategies for commercializing ethnic foods including recipe development for Bulgogi marinades.