Sensory characteristics and cross-cultural acceptability of Chinese and Korean consumers for ready-to-heat (RTH) type bulgogi (Korean traditional barbecued beef)

Abstract

Bulgogi (Korean-traditional barbequed beef) is one of the most popular Korean traditional foods. China, the world's most populous country, is a huge market that has the biggest market potential in the world. The purpose of the study was to understand the preference of Chinese consumers for bulgogi products in comparison to that of Korean consumers. Sensory characteristics of bulgogi samples that differed in levels of main marinating ingredients were examined using descriptive analysis and results were connected to hedonic information collected from Chinese (n=72) and Korean (n=76) participants. Bulgogi samples were prepared in ready-to-heat form. Chinese consumers' overall acceptability was negatively affected by sweet taste, and green onion, black pepper, cooked onion, and sesame flavors. Chinese consumers tended to report that tested bulgogi samples were 'too sweet', while Korean consumers thought that sweetness levels were 'just-right'. The results implied the influence of cultural expectation playing a role in consumer acceptability.

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Understanding the drivers of liking for fresh pears: a cross‐cultural investigation of Chinese and Korean panels and consumers

“…Cross‐cultural variations in food acceptance are often reported for novel foodstuffs. Differences in food familiarity such as the liking of insect‐based foods or ethnic foods in particular drive the disparity in acceptance levels for foods in different cultures . Conversely, small cultural differences are observed for foods that are familiar and commonly available across cultures.…”

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“…Park et al [89] conducted a cross-cultural study between Korean and Japanese consumer sensory perception and hedonic responses, from which they suggested that cultural background affected sensory perception. They mentioned, as other authors suggested, that cultural background affected food experiences and familiarity which could moderate consumers' sensory response to ethnic foods [53,79,90,91]. Heo and Lee [92] determined the acceptability of different brands of soy sauce and Bulgogi by U.S. consumers who were unfamiliar with the specific samples that were tested.…”