IMPACT OF KOREAN CUISINE IN TRADITIONAL FILIPINO PALATES: FLAVOR FUSION BASIS FOR ACTION PLAN

Abstract

Filipinos are known for their love of food, with a palate open to new and exciting flavors, whether local or international. In recent years, Korean cuisine has gained immense popularity in the Philippines. Beyond the increasing number of Korean restaurants and food stalls, the influence of Korean cuisine is evident in Filipino households, where families are now experimenting with Korean dishes. This study explores the impact of Korean cuisine on traditional Filipino palates, assessing its reception and potential for flavor fusion. This study employed a quantitative research design to assess the impact of Korean cuisine. The respondents consisted of 40 Gen Z customers from a Korean BBQ and buffet restaurant. The researchers utilized a judgmental or purposive sampling technique to ensure relevant participation. The study examined various factors, including product quality, service, facilities, and pricing, using survey questionnaires. The demographic profile of respondents revealed that the majority (55%) were aged 22-27, with males comprising 60% of the sample. Most respondents (45%) were high school graduates. The study evaluated Korean cuisine’s impact based on several factors. In product quality, the most highly rated aspect was the variety of menu items, with a mean score of 3.38. In service quality, staff attentiveness ranked highest, with a mean score of 3.48. Facility-wise, business location accessibility was the top-rated factor, scoring 3.45. Regarding pricing, the clarity and ease of understanding of the pricing structure received the highest rating, with a mean score of 3.35. The most common issue encountered by respondents was the increasing price of food products. Overall, respondents expressed a favorable attitude toward Korean cuisine, ranking it highly in terms of ingredient quality, flavor accuracy, and variety. However, there is room for improvement, particularly in service quality, facility standards, and pricing. To enhance customer satisfaction and further develop flavor fusion, customer feedback should be carefully considered and utilized in improving the dining experience.