Miss Kim - Heejin No

If we return to Korean food, which is the center of the Miss Kim brand, at the moment, everyone's talking about Korean food.

It's this big trend that everyone's buzzing about.

Aseo's opening, Tesco's, Ocado, they're expanding their offering of Korean food.

Why do you think people are getting excited about Korean food now?

I think, like, if you talk about, like, I think it's just international trend because, you know, Korean government is really good at kind of pushing certain segment of, like, culture toward the world.

So they really believe cultural sector should be invested.

So with the tax, you know, they focused on film industry a lot, like 30 years ago.

And that kind of happened.

Then they kind of invested in K-pop.

And then they started to invest it in, I know, Korean contemporary art as well, like 10 years ago.

So, you know, lots of Viennales and, you know, like artists kind of being presented in Tate Modern and like Serpentine Gallery.

There has been a lot.

And I think part of it is the effort from the government.

uh because people know about the culture like naturally they see the food and then um i think the in 24th century uh enough crowd knows about international cuisine and they're curious because they're culturally really intrigued by korean pop songs korean dramas and korean art

it's interesting isn't it because so the way the korean government has promoted korean culture i think is is really really interesting and i think it's one of the things that, I mean, I think those of us in the food industry know a lot of, have sort of seen it, like they were the main sponsor for Nougat last year.

They really are showing up at all the big shows in quite a big way.

And I think if you watch K-pop videos, if you watch any of this stuff, you see people eating Korean food, right? And so I think you're right.

People are intrigued to understand, well, what is that Korean food? How can I bring some of that stuff into my life at home? And I think that's really kind of interesting.

What's the motivation behind the Korean government's desire to build an understanding of Korean culture and Korean food?

I remember, you know, I'm quite old enough to experience like 80s and 90s.

Good decades.

Yes, exactly.

The best.

I remember when I was young, I think a lot of my parents' generation...

they experienced Korean War and that was quite disastrous period for the population.