Korean wave effect towards growth of Korean food business : Korean BBQ/grilled restaurant in Bangkok, Thailand

Abstract

The purpose of this research was to study and analyze The Growth of Korean Grilled restaurant in Bangkok, Nowadays, Korean Barbeque restaurant has increased continuously from the past also gained popularity among Bangkok consumers in different age gap and various occupation then researcher wanted to study about landscape of Korean Barbeque restaurant in Bangkok such location , shop space , taste through interview with owner of Korean Barbeque restaurant that located in different area for various information and made survey of sample group from Bangkok consumer, about factors that led to customer satisfaction, behavior of consumption, expected to find out what factors that made Korean Barbeque restaurant gain a lot of popularity at the present.

Research findings were as follows Korean Wave is an important motivation for attract Thai consumers have more interest in Korean food or has Korean food in one of their selection. Due to increasing demand, led to increase of owners that came to run Korean restaurant business especially Grill restaurant in many different area in Bangkok. However, only Korean Wave through medias isn’t made Korean Grill restaurant business became successful but with maintained standard and quality of food which nearly or similar as original Korean food that can attract customers to visit again and can maintain good status of restaurant for the future.