P. J. Burgess1*, Dr Seong Il Lim2 & Dr Sung Hun Yi2,
1Campden and Chorleywood Food Research Association, UK
2Korea Food Research Institute, Korea


Gochujang is a Korean condiment made from glutinous rice powder mixed with both powdered, fermented soybeans and red peppers. It is characterised by a hot and spicy flavour and a thick consistency. The condiment is steeped in tradition and is deeply embedded in Korean cuisine and culture; jars of Gochujang are an essential staple of the Korean kitchen. It is used in various Korean stews and soups, to marinade meat, as well as a dipping paste among other applications.

Sunchang County (the primary producer district of Gochujang in Korea) wished to support local producers in exploring opportunities for the export of the condiment into Europe, primarily the UK as this region accounts for more than half of all ethnic foods consumed in the EU by value.

The key aims of this project were therefore to test reactions to the condiment in the UK market and to develop the product as appropriate for existing/potential ethnic food purchasers across a number of attributes including product positioning, packaging and pricing.

A multi-method approach consisting of qualitative consumer research, quantitative consumer testing, sensory profiling, choice-based conjoint and home-use tests were employed to address the project objectives.

The research identified that Gochujang in its traditional format would need to be modified for UK consumption. The development of a 'fusion food'  in a  format more familiar to UK consumers, notably a 'thin' speciality sauce, was supported as a way forward to develop the product, and its positioning as a premium, regionally authentic and natural product was recommended.  

The research also identified a number of other key considerations in developing the product such as the role of branding and origin, segmentation in terms of product acceptability and perceived use among UK consumers. These results and other observations will be discussed.