Abstract

Background This paper is to delve into how Busan food can be utilized by addressing the aspects and culinary practices of Korean food since the new wave of Hallyu (shin-Hallyu). While media and governmental attention centers on the emergence and underlying factors contributing to Korean cuisine's ascent into the global gastronomy, this study investigates the impact of hybridization. This phenomenon is exemplified by the practice of 'reinterpretation,' which considers both producers' and consumers' preferences and aesthetics.

Methods For literature review, this paper will examine data sourced from the Korea Agro-Fisheries & Food Trade Corporation (aT). This data will provide insights into the emergence of global Korean cuisine. Also, the case study will explore various restaurants and food products as primary sources. It will encompass an analysis of the diverse food offerings in real restaurants, the interior decor of these establishments, and a detailed examination of the narratives accompanying products on retail shelves. This multifaceted approach aims to illuminate the hybridization and reinterpretation processes within Korean food as it integrates into the global foodscapes.

Results The existing food system predominantly involved first-generation Korean Americans serving both as producers and consumers. However, a new trend since the 2010s has emerged, with non-Koreans now actively participating as consumers and producers. The nostalgic appeal for homeland representation has faded, replaced by a stronger inclination to mainstream gastronomic norms. Nevertheless, individual efforts persist to redefine the concepts of 'Korean' and 'traditional,' either aligning with or challenging mainstream gastronomic discourse.

Conclusion Conclusion The naming of Korean food, which is the national food, or local/regional is an inevitable product of nationalism, but it is also fostering homogenization. In this context, producers aiming to commercialize national or regional dish reinterpret them through the lenses of individual or group aesthetics, catering to their target audience's preferences. It becomes crucial to discern between foods favored in mainstream gastronomy, and those potentially overlooked, recognizing that sustainable gastronomy hinges upon individual aesthetic perceptions.

Keywords Korean food, K-food, Busan food, Re-interpretation, Hybridization, Aesthetics, Gastronomy