Da mídia ao consumo: a tendência K-food no comércio de alimentos no Brasil

Abstract

The main objective of this work is to present the relations between consumption and media, pointing out the phenomenon of k-pop entertainment as a promoter of Korean culture, as its extension, called k-food, being a term given to the segment of South Korean cuisine . It is proposed, therefore, to reflect on the rise of Korean cuisine and its influence on gastronomic consumption in Brazil. In this sense, the bibliographic method was used for the research, based on a qualitative approach of an exploratory nature, followed by interviews with two enterprises in the Korean food sector in Juiz de Fora — MG. It was verified that the media is the main tool used to insert the 'K' culture, as well as the k-food product, in the commerce, inducing and attracting more consumers who not only buy their products, but who also relate to the korean culture.