The Perceptions of Halal Food in South Korea

Open Access
Althowaini, Banan
Area of Honors:
Bachelor of Arts
Document Type:
Thesis Supervisors:
  • Susan G Strauss, Thesis Supervisor
  • Jessamyn Reich Abel, Honors Advisor
  • halal
  • marketing
  • South Korea
  • Muslims
  • Tourism
  • perceptions
  • views
  • Islam
  • Korean Wave
  • Youtube videos
  • cultural diffusion
This study documents the perceptions of halal food in South Korea. South Korea, through the Korean Wave phenomenon, began to gain popularity and become noticeable by many countries around the world which, as result, allowed South Korea to export its culture. In return, South Korea is able to import various cultures due to the rise of tourism. The importation of cultures can come in various forms, but in this study, it focuses on food as a form of cultural importation, particularly with halal food. While “halal” is an Islamic guideline on what is permissible to do, think, have, and consume, the idea that there are Muslims around the world means that halal food can virtually represent all kinds of cuisines of various countries and cultures. Since South Korea is currently working on improving its tourism marketing, one of which by meeting Muslims’ religious needs, the importation of halal food is becoming evident. Hence, for the study, I have gathered South Koreans’ perception on halal food by analyzing YouTube videos. I collected the data from the videos, coded them, grouped the themes, and then discussed the patterns I have found.