The Voluntary Agency Network of Korea (VANK), together with the Korea Culture Foundation (KCF), held a seminar on May 30, 2025, at the foundation’s conference room in Yangjae-dong, Seocho-gu, Seoul, to mark the official start of the “Play K-Food World Cup” project. The seminar, attended by KCF Chair Kim Joon-il, focused on strategies and directions for the global spread of the project jointly promoted by KCF, VANK, and Sports Donga.
The global Hallyu challenge campaign jointly planned by KCF, VANK, and Sports Donga has entered its third year. The 2023 “Play Taekwondo Challenge” drew 10.7 million views on VANK’s official social media, while the 2024 “Play K-Food Challenge,” featuring celebrities, sports stars, and influencers, reached 27.45 million views. Building on this success, the more advanced “Play K-Food World Cup” was launched this year.
The campaign, which began May 30 and will continue until the end of December, aims to expand global interest in K-Food into participation and play, captivating both the tastes and hearts of fans worldwide. Evolving from the concept of a “challenge” into a “World Cup” format, the project seeks to encourage voluntary participation from people around the world.
During the seminar, Chair Kim Joon-il stressed that “standardization” is essential for the globalization of Korean food. He noted, “For most people abroad, their first encounter with Korean food is at a local Korean restaurant, and this first impression determines their perception of Korean cuisine as a whole. However, Korean restaurants differ widely in dishes, menus, interiors, and staff appearance, which often causes confusion.”
Kim pointed out, “Japanese restaurants, wherever you go, maintain a consistent style in food, tableware, atmosphere, and service. This completeness is the key reason Japanese cuisine is seen globally as refined and sophisticated.” He added that Korean food should also be delivered as a holistic “cultural experience” that includes taste, space, service, and etiquette, supported by government-level strategies.
He suggested creating a dedicated government task force to establish standardization policies for Korean cuisine, including systematic support for interior design, marketing, and restaurant operations. He further emphasized the need for an essential approach that highlights the philosophy, traditions, and cooking methods of Korean food before pursuing mass popularity.
Kim also questioned, “Why must we be recognized only through Western Michelin ratings?” and stressed the need for Korea to establish its own national standards, such as a “Korean Cuisine Grading System,” to present the dignity and standards of Korean culinary culture to the world. He urged that the spotlight should also shine on Korean culinary artisans, moving beyond idol-centered Hallyu to convey the true essence of K-Food.
VANK Director Park Ki-tae said, “Following last year’s successful K-Food Challenge, the newly launched Play K-Food World Cup focuses not just on popularization but on delivering the deeper essence and cultural value of Korean food.” He described the seminar as “a meaningful opportunity to seek concrete strategies for spreading the appeal of Korean cuisine worldwide and encouraging global participation.” He added that there was a strong consensus on creating content that preserves the authenticity and diversity of Korean food while remaining relatable and enjoyable, raising expectations for the campaign’s future.
Park also announced that VANK would continue to raise the issue of standardization through its “Ullim” policy proposal platform and “Yeolim” communication platform, seeking systematic cooperation between government and private sectors. He stressed that Korean food must go beyond simple promotion and achieve standardization in cooking, service, and dining spaces to become a sustainable, trusted brand worldwide.
VANK researcher Kwon So-young emphasized the need for specific policies such as a government-led “Korean Food Certification Mark System,” which would identify restaurants meeting authentic cooking methods and standards, helping overseas consumers find trustworthy establishments. She added that standardization must include proper ingredient use, authentic recipes, menu quality, and cultural expression.
Kwon also stressed the importance of systematic training programs for chefs and restaurant operators abroad, enabling them to understand Korean cuisine deeply and present “standardized Korean food” in harmony with local cultures.
VANK researcher Koo Seung-hyun shared her experience visiting a Korean restaurant in Switzerland last year, where the menu was far from authentic Korean cuisine. She cited examples such as bulgogi with herbs and kimchi stew made with Chinese spices, which left her shocked. While the growth of overseas Korean restaurants is positive, she warned that if inauthentic establishments continue to increase, it could harm the image of Korean food in the long term.
She pointed to Japan and Thailand as examples, noting that both countries provide government certification for restaurants that uphold authentic recipes and identity, which has helped protect their culinary traditions and establish global trust.
VANK youth researcher Lee Jeong-woo noted that while rice has always been central to Korean cuisine, rice consumption has declined below wheat consumption, calling for active efforts to reverse the trend. She proposed a campaign titled “Korean Food is Powered by Rice,” drawing on the familiar Korean expression “Koreans live on rice,” to highlight rice’s cultural and culinary importance through engaging content.
VANK youth researcher Park Ji-eun recalled ordering rabokki at a Korean restaurant in the U.S., only to be disappointed by bland seasoning and noodles served without sauce. She warned that such misrepresentations of Korean food risk disappointing foreigners and damaging the overall image of Korean cuisine, underscoring the need for standardized taste and recipes.
VANK youth researcher Jeong In-sung highlighted the growing global interest in Korean sauces such as doenjang, gochujang, and ganjang, following UNESCO’s listing of Korea’s “jang-making culture” as Intangible Cultural Heritage in December 2024 and the feature of jang in the Netflix series Chef in Black and White. He emphasized the importance of showing how these traditional sauces are combined with ingredients to create dishes, presenting them as the root of Korean cuisine with global value.
VANK youth researcher Hong Dan-bi stressed that the current global spotlight on K-Food is the right time to revisit its essential value. She pointed out that inconsistencies in tableware, menus, and interiors across restaurants could cause confusion about Korean food culture, and emphasized the need for unification based on Korean aesthetics to deliver its identity more systematically.
With the K-Food Global Strategy Seminar as a starting point, VANK and KCF plan to launch diverse projects to expand global interest in Korean culture into wider appreciation of Korean cuisine. Moving beyond collaborations with Hallyu stars, their efforts will focus on promoting the deep history and rich traditions of Korean food, ensuring that its essence and cultural value are properly conveyed worldwide.