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The purpose of this study is to explore, in the context of globalization of Korean food, the possibility of introducing Korean food for campus dining service in USA which has one of the biggest food markets. In-depth interview with 10 managerial level of staffs in campus dining service was conducted to investigate the possibility and challenges of adopting Korean menus in their campus dining service and provide helpful information for the globalization strategy of Korean food. This study found that the critical factors they consider for introduction of new menu are ‘profitability’, ‘easy and speedy cooking process’, ‘stable food display’, ‘customers’ ‘preference’, ‘food characteristics’, and ‘ingredients & equipment’. They indicated several positive aspects of Korean food for campus dining service: ‘existence of potential demand’, ‘high interest of American in new food’, ‘good for catering & buffet service’, and ‘variety and health of Korean food’. They also suggested several potential challenges: ‘uncertainty of student customers preference over Korean food’, ‘no information about marketing methods’, ‘different style of cooking process’, ‘time required for cooking & service’, ‘lack of information on Korean food’, and ‘consistent ingredient supply’.


The purpose of this study is to explore, in the context of globalization of Korean food, the possibility of introducing Korean food for campus dining service in USA which has one of the biggest food markets. In-depth interview with 10 managerial level of staffs in campus dining service was conducted to investigate the possibility and challenges of adopting Korean menus in their campus dining service and provide helpful information for the globalization strategy of Korean food. This study found that the critical factors they consider for introduction of new menu are ‘profitability’, ‘easy and speedy cooking process’, ‘stable food display’, ‘customers’ ‘preference’, ‘food characteristics’, and ‘ingredients & equipment’. They indicated several positive aspects of Korean food for campus dining service: ‘existence of potential demand’, ‘high interest of American in new food’, ‘good for catering & buffet service’, and ‘variety and health of Korean food’. They also suggested several potential challenges: ‘uncertainty of student customers preference over Korean food’, ‘no information about marketing methods’, ‘different style of cooking process’, ‘time required for cooking & service’, ‘lack of information on Korean food’, and ‘consistent ingredient supply’.