• International Area Studies Review
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• v.15 no.1
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• pp.391-423
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• 2011

This study was proceeded with interest on the influence of globalization factors of Korean traditional liquor on Korea national brand image and purchasing intention toward traditional liquor. Results show that the globalization factors except the superiority and special knowledge of Korean traditional liquor, the quality and promotion factors directly related to Korea brand image and purchasing intention toward traditional liquor. This fact improves the quality of Korean traditional liquor is most important factor deciding national brand image and purchasing intention. Also, Korea national brand image had influence on purchasing intention toward traditional liquor. And the quality factors of Korean traditional liquor had moderating effect on brand image and purchasing intention, which implies to improve quality and functional properties of Korean traditional liquor using promotion with Korean food to Japanese.

• Food Science and Industry
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• v.53 no.1
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• pp.84-91
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• 2020

In the Joseon dynasty one in seven houses enjoyed their home-brewed alcoholic beverages, which lead to the development of a variety of Korean traditional liquors throughout the country. However, when Korea was under Japanese rule, Korean traditional alcoholic beverages disappeared during this period. Since the 1980s, the Korean government has tried to revitalize the traditional alcoholic drinks unique to Korean culture and taste. Nevertheless, the development of traditional liquors is subjected to many constraints due to current market demand and liquor laws. To address this, we propose some suggestions that should be implemented ahead. First, it is necessary to revise the term traditional liquor including makgeolli as 'Korean sool' to expand the market size. Secondly, the use of koji and excellent yeast isolated from nuruk should be scientifically modernized. Lastly, the government should establish the National Korean Sool Research Institute. These practices will contribute to the succession of Korean liquor and its globalization.

• The Journal of the Korea Contents Association
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• v.14 no.3
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• pp.151-165
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• 2014

Korean traditional alcohol's growth gets declined after Makgeolli's boom and it's time to enter the takeoff stage using cup based on the characteristics of each alcohols in order to their globalization and quality improvement. For now, there are 3 features of Korean traditional alcohol's cup design development; subdivision, quality improvement, systematization. However, there's no product design case that reflect the characteristics of the alcohol from the planning phase. Therefore, it needs to establish process technology for storytelling and emotion based cup design. This research aims to extract the specification for cup design and to find out the visualization element of cup's shape and material by studying 5 senses and traditional alcohol's objective informations. Through the study, the elements that can maximize the specific traditional alcohol's marketability: cup's label, pattern, decorative element based on the storytelling like history and tale were found. As a result, those result can give a new export strategy by developing competitive design that has emotional element and storytelling from the traditional alcohol's characteristics in a situation of stagnant export of the small sized home-brewed liquor business.