The Korean Food Foundation (KFF) joins the 2013 NYCWFF in an effort to spread greater awareness of social issues such as poverty while enhancing the globalization of Korean cuisine
The Korean Food Foundation will participate in the 2013 New York City Wine & Food Festival (NYCWFF) as a sponsoring partner of the renowned charity food festival. The sixth annual NYCWFF benefits the hunger-relief programs of Food Bank for New York City and Share Our Strength’s No Hungry Kid Campaign. Since the inaugural launch of the NYCWFF, the festival has raised $6 million with 100% of the proceeds directly donated to community-based programs combating hunger. The Korean Food Foundation (KFF) joins the 2013 NYCWFF in an effort to spread greater awareness of social issues such as poverty while enhancing the globalization of Korean cuisine.
The Korean food industry is enjoying growth and international attention as Korean government funded projects such as Hansik Globalization drive the development of Korean restaurants and suppliers in international markets such as the United States. Korean Cuisine is being branded to foreign markets as a harmonious food that delicately balances flavor and nutrition. Furthermore, food fermentation has been an iconic method of preparation to the Korean peninsula with Kimchi as the forefront talisman of the art.
As a part of the Hansik Globalization project, Korean Food Foundation is expected to present a detailed presentation of South Korea’s art of fermentation in the New York City Wine & Food Festival’s signature event, the Grand Tasting. The NYCWFF serves as an attractive platform of promotion as it has attracted more than 50,000 attendees in 2012. The wine and food festival is also aided by significant media attention with coverage partners such as the Food Network, New York Times, TimeOut New York, and many others.
As Korean cuisine becomes increasingly adopted by Western audiences, Kimchi exports to the United States in 2012 are estimated to a worth of $3.87 million (which is a 24.9% increase from the previous year), according to a study from the Korea Agro-Fisheries and Food Trade Corp. (aT).
Further branding efforts of Korean foods will continue to stimulate the growth of restaurant dining and exported ingredients related to Korean cuisine. The NYCWFF is appropriately hosted in New York City, a crossroad of commerce and culture where there are currently 255 restaurants dedicated to Korean cuisine (according to the New York City Health Department). Mainstream interest in Korean food continues to trend as more fusion dishes and celebrity chefs include ingredients that are typically native to Koreans in foods. By participating in widespread food events like the NYCWFF, Korean cuisine gains favorable exposure and potential market share in a city, where restaurant revenue is projected to account for $33 billion in annual sales (according to a study by the National Restaurant Association).
Chef de Cuisine Deuki Hong is expected to participate in the main attraction of 2013 New York City Wine & Food Festival, the Grand Tasting event as the guest chef that will promote Korean cuisine on behalf of the KFF. Deuki Hong is known for his sophisticated palette and modern approach to appraising traditional Korean flavors, developed through his past experiences with world-renowned chefs such as Jean Georges, David Chang of Momofuku and Aaron Sanchez. He began his education in the culinary arts at the ripe age of 15 in one of New York’s finest restaurants, Centrico in Tribeca, and studied at the Culinary Institute of America where he graduated near the top of his class.
Western audiences that are aware of Kimchi, often view the dish as an appetizer or side dish typically likened to salad. In an effort to expose Kimchi as a main dish food, Chef Hong is expected to prepare a Kimchi Dubu dish for the Grand Tasting event’s visitors. The Kimchi Dubu is prepared with stir-fried Kimchi, Dubu (tofu) and Gochujang seasoned Samgyeopsal (pork belly with Korean red pepper paste sauce) topped with perilla leaves. The Korean Food Foundation sponsored booth will also boast a Kimchi-making demonstration that expresses fermentation as a culinary art form. The Korean Food Foundation is highlighting Korean fermentation as their main presentation aided by Chef Hong’s Kimchi Dubu as the signature dish for Korean fermented food.
The Grand Tasting event will take place on October 18-20, 2013 at the Pier 94 where Deuki Hong showcases the cultural brilliance of Korean cuisine alongside culinary superstars such as Bobby Flay, Rick Bayless, and Masaharu Morimoto.