Consumers Perception of Korean Foods Compatible with Traditional Korean Liquors

The purpose of this research was to investigate consumers' perceptions of foods that are most compatible with traditional Korean liquors. The study participants were a total of 402 customers who visited traditional Korean bars. Thirty-eight percent of the participants drank alcohol once or twice a week, and overall, 79% drank with friends or co-workers. Forty-three percent spent 30,000-40,000 won on alcoholic drinks, and half of them frequently drank distilled Soju whereas 27% drank beer. Those who drank traditional Korean liquor chose to do so because they viewed it as good for their health and the beverage was tasty. Participants selected Yakju/Baekseju (47.5%), Bokbunjaju (21.1%), and Takju/Makgeoli (8.2%) as the most compatible Korean traditional liquors with Korean traditional foods. The most compatible foods with Yakju were identified as Haemulpajeon (11.8%), Dubukimchi (9.8%), and Bossam/Suyuk/Pyeonyuk (7.5%). Bokbunjaju was viewed as a good match with Jangeogui (8.1%), Hunjeori (6.5%), and Saengseonhoe (6.4%). The respondents perceived Deodeokgui (6.7%), Saengseonhoe (5.9%), and Dubukimchi (5.6%) as the most compatible foods with Yakju with mushrooms. Chengju was viewed as a good pairing with Eomuktang (9.2%), Altang/Maeuntang (7.2%), and Saengseonhoe (6.8%). The respondents thought Takju went well with Haemulpajeon (17.7%), Dubukimchi (14.2%), and Kimchijeon (11.7%). And finally, Altang/Maeuntang (11.8%), Samgyeopsalgui (8.7%), and Honghaptang/Jogaetang (8.1%) were mentioned as the most compatible foods with distilled Soju.

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