Korea today is recognised as an attractive travel destination with a trendy and innovative culture. At the same time, the proliferation of mobile devices has led to increased access to information, which has shifted the ownership from the tourism brand to tourists. Along with this changing paradigm of tourism, a promotion item was requested to stimulate the tourists’ imagination and to help them proactively engage with Korean food culture. Based on interviews with tourists and research on various channels, a final K-food list was compiled that allows tourists to experience “true Korea” rather than simply reading information in a paper book, as this book encourages the reader to engage actively with the culture. Moreover, the book is presented as a special souvenir for cherishable memories of Korea. The pages, with their highly elaborate design featuring various materials and printing techniques as well as a Korean cutlery set, are held together by a rubber band and thus represent more than just the culinary culture of Korea in an original manner.
Statement by the Jury
The concept book “Imagine Your Korean Food” lends itself as a kind of tool kit for tourists travelling to Korea, inviting them to emotionally and sensually experience the country and its specific dishes, as well as the cultural values and spirit behind them. Its design achieves a highly impressive and multifaceted solution with playfully visualised content that piques the curiosity of tourists to explore the country and its people.
Korea Tourism Organization, Wonju City, Gangwon Province
Uzin Hwang, Kyunghwan Lee, Eunah Kim, Miyoung Kim, Hyunsoo Lee, Dain Yoo