Kimchi has become one of the most recognizable symbols of Korean cuisine, appearing widely in European supermarkets and cooking shows. Yet its growing presence has also revealed how frequently the dish is misunderstood outside Asia. The latest controversy emerged in Spain, where a local company released a “kimchi sauce” featuring an illustration of a woman in a Japanese kimono. The label also displayed Chinese characters commonly used for pao cai (泡菜), a pickled dish distinct from Korean kimchi. Images of the product spread online, sparking debate about cultural appropriation.
Professor Seo Kyung-duk of Sungshin Women’s University, known for his efforts to promote Korean culture abroad, said he learned about the issue through a tip from a consumer. He noted that pairing Japanese imagery and Chinese terminology on a product labeled as kimchi creates confusion about its cultural origin. Kimchi, he emphasized, is a uniquely Korean fermented food with a long historical tradition, and mislabeling can distort public understanding of it.
The incident follows a similar case in Germany earlier this year. ALDI, one of the country’s largest supermarket chains, introduced kimchi products on its site with descriptions categorizing them as Japanese or Chinese. The listings drew criticism from Korean communities and international consumers, pressuring the retailer to revise the wording.
These recurring cases highlight Europe’s broader misrepresentation of Asian food culture. As Korean cuisine gains global attention, accurate labeling and cultural clarity are becoming increasingly important. Seo said he plans to launch a “Global K-Food Awareness Campaign” across Europe to help prevent similar misunderstandings in the future.
Blair For The Junior Times junior/1764139498/1613367844
1. Who reported the Spanish kimchi issue to Professor Seo Kyung-duk?
2. What imagery appeared on the Spanish product labeled as kimchi originally?
3. Where did similar kimchi mislabeling occur earlier this year within Europe?
4. When did ALDI face criticism for mislabeling kimchi on product listings?
1. Do you think accurate food labeling matters for better understanding today?
2. Have you seen Asian foods misrepresented in supermarkets, restaurants, or various media?
3. How would you feel seeing kimchi labeled with incorrect foreign cultural imagery?
4. Do you believe campaigns like Seo’s could reduce future global cultural misunderstandings?
Kimchi has become one of the most recognizable symbols of Korean cuisine, appearing widely in European supermarkets and cooking shows. Yet its growing presence has also revealed how frequently the dish is misunderstood outside Asia. The latest controversy emerged in Spain, where a local company released a “kimchi sauce” featuring an illustration of a woman in a Japanese kimono. The label also displayed Chinese characters commonly used for pao cai (泡菜), a pickled dish distinct from Korean kimchi. Images of the product spread online, sparking debate about cultural appropriation.
