Gochujang: A Key Ingredient in Most Korean Dishes - Essay Example

11 October Gochujang: A Key Ingredient in Most Korean Dishes Koreans are known for their incredibly authentic food preparations like kimchi, galbi, bulgogi, samgyupsal, ddeokbokki and hemul pajeon. However, bibimbap (pronounced as pibimbap in Korean) is widely recognized as one of their signature dishes. Bibimbap is made of warm white rice, mixed with seasoned vegetables like cucumber, zucchini, mushrooms, soybean sprouts and spinach. Other ingredients include raw or fried egg and meat, typically beef. However, tofu, chicken or seafood may also be used instead of beef. These ingredients are mixed together thoroughly before eating and may be served hot or cold. This dish is however incomplete without the addition of the chief ingredient – gochujang. Gochujang is a spicy fermented Korean seasoning, which when translated means ‘hot pepper paste’ or ‘red pepper paste’. It is the main ingredient in most spicy Korean food. It has the consistency of a thick jelly and the flavor is a unique mix of savory, spicy and sweet. In fact, gochujang is one ingredient you will find in any Korean family’s pantry. Origin, Trade Flows and Distribution of Gochujang Gochujang was first made in Korea, in the latter part of the 18th century (Annie Chun’s). The preparation of gochujang followed the introduction of chili in the country from Japan, which began to be popularly cultivated during the 16th century (Annie Chun’s). According to folk tales, the Korean king of Joseon Dynasty once stopped for a meal at a farmer’s house. There he was served barley and rice mixed with gochujang. The king liked the food so much that he ordered the farmer to supply gochujang to his royal court frequently. It is from this point onwards that gochujang became a vital ingredient in Korean cooking (Annie Chun’s). Traditionally, Koreans have been known to make gochujang at home by adding powdered red chili peppers and a grain (typically rice, sweet rice or barley) to a fermented soybean paste (Kracklauer). This mixture is then placed in large earthen jars and kept in the sun to be naturally fermented for months. During this process, the proteins break down into amino acids and the starch hydrolyses into sugars. However, in recent years, most families prefer buying it from the Korean grocery store because of the time it takes to make it. Over the years, the popularity of gochujang has increased so much, that there is a definite market for ‘Americanized’ gochujang. One can even see it served with a course of bibimbap on KLM, Air Canada and Cathay Pacific flights (Huster). In fact Annie Chun’s distribution market in collaboration with the South Korean CJ Cheiljedang Corporation, the number one gochujang supplier in Korea, launched gochujang in America in 2009. With distribution throughout U.S., Canada and England, this has been a good opportunity to get gochujang into over 700 major grocery stores across American (Tamar). How Gochujang is Marketed, Packaged and Sold in the U.S Gochujang is more popular in America than one would think. The original pasty version is available in Korean markets, Korea Town and most Asian Markets. It can also be bought online through Hmart or Koamart. The packaging is usually red in color and the inscriptions are in Korean language. However, the white import label on the back would say ‘hot pepper paste’ or ‘red pepper paste’. There are few brands available like Wang, Haechandle and Chung Jung Won. The price ranges from $ 4.99 to $7.99 with some containers being larger than the others. Gochujang is also marketed in the United States as a dippable ‘sauce’, under the brand name of Annie Chun (Huster). This product has been made to look like a ketchup bottle and is called Annie Chun’s Korean sweet and spicy “Goes well with everything” sauce. Kim Joo-hyung, the vice president of CJ Cheiljedang’s food business division said, “We are aiming to foster our staple hot-pepper paste into a global hot sauce. With our latest product launch, we will localize our marketing campaigns and strengthen our sales activities so gochujang can become a globally enjoyed and loved sauce” (Wangkon). Currently, a 10 oz pack of Annie Chun’s gochujang is sold for around $3.49. Advertising and Commercials American media outlets like the FastCasual, Gourmet Magazine and Oprah Magazine have recognized the increasing popularity of gochujang and have advertised Korean cuisine and its ingredients (Tamar). In fact, AARP was also noticed to feature the recipe of Korean Beef Stir-fry (Tamar). Gochujang is extensively popular in Korean news feeds and individual blogs where people discuss about preparing gochujang at home and various dishes that one can make with it. Websites that provide recipes of Korean food have also been found to have a picture of gochujang next to it. Annie Chun’s gochujang that was introduced in the U.S. in late 2009 has been promoted as an alternative to traditional choices such as ketchup (Rafael). The company conducted a nation wide competition wherein participants were required to submit their recipe of gochujang burger and the winner would be awarded two tickets for a five day, four night visit to Seoul, South Korea, which would include hotel accommodations, airfare and a one-day guided culinary tour. The next five winners would receive a gift basket containing Annie Chun’s products. Positioning in Shops and Markets and Other Venues for Sale The market for gochujang is not very competitive since there are very few brands available within the United States. Authentic gochujang is found only in the Korean or Asian markets and there are about 6 to 7 different brands that supply this product. These stores keep different brands of gochujang together in their aisles and customers pick up the ones they like based on their preference, as some are more sweet while other are more spicy. The Annie Chun’s gochujang, as mentioned earlier, is not an authentic version of the Korean gochujang. They are available in mainline supermarkets in America and are kept on the aisle along side ketchup and tobasco as an alternative to these sauces. According to Korea Herald, gochujang has been positioned as “the next generation salsa and is a product that targets the average American consumer” (Huster). Although the integrity and authenticity of the original gochujang has been compromised, it has been done so keeping the American consumer in mind. There are some elderly Korean women, living in cities like New Jersey, who make extra money by selling home made gochujang. Promotion of this home made gochujang is usually done by word of mouth and because of the popularity of this important Korean ingredient, they have made a niche market of their own. Products in the United States That Mimic Gochujang As mentioned previously, Annie Chun’s gochujang is an American product that mimics the original gochujang. In this attempt, the original indigenous ‘paste’ has been converted into a ‘sauce’. Again, the original mix of savory, spicy and sweet flavor has been replaced by a nutty, sweet and not as spicy as the original flavor (Huster). Although, in this product, the integrity and authenticity of gochujang has been compromised, it has been done so keeping the American consumer in mind. Works Cited Annie Chun’s. About Gochujang. N.d. Web. 5 Oct 2011. Huster, Lindsey. Food For Thought: Should Korea Change the Face of Gochujang to fit More Easily into Western Mouths? 2 Jun 2010. Web. 6 Oct 2011. Kracklauer, Beth. Spoonful of Magic: Gochujang. 26 May 2011. Web. 8 Oct 2011. < http://www.saveur.com/article/Kitchen/Spoonful-of-Magic-Gochujang> Rafael, San. Annie Chun’s Celebrates New Gochujang Sauce With Spicy Korean Burger Contest. 17 May 2010. Web. 7 Oct 2011. < http://www.prnewswire.com/news-releases/annie-chuns-celebrates-new-gochujang-sauce-with-spicy-korean-burger-contest-93921199.html> Tamar, Jeff. Gochujang Coming to a Grocery Store Near You? Koreafornian Cooking. 20 Dec 2009. Web. 6 Oct 2011. http://www.koreaforniancooking.com/2009/12/gochujang-coming-to-grocery-store-near.html Wangkon. Annie Chun’s Gochujang Sauce. 16 Dec 2009. Web. 8 Oct 2011. Read More