분야
docxI. Background
A. Current State Observation
B. Reason for the State
C. Global Paradigm Shift and Possibility of Korean Tea Culture
II. Main Goal and Definitions of Concepts
III. Case Analysis on Korean Tea House Models
A. O’Sulloc
B. Minto(Min-dle-re-young-to)
C. Ogada : In-depth Interview
D. Tea Therapy
IV. Suggestions on Globalization Strategy of Korean Tea
A. The Results from Tea Tasting Event with Ogada in HUFS
B. Inspiration from Tea World Festival at COEX
V. Conclusion
If the social structure and cultural preferences were interconnected, understanding this relationship helps for anticipating and planning for globalization of specific cultural items. Especially, the possibility of Korean tea culture can be firmly recognized, as we examine the strategies reflected by the global paradigm shift. Three main explanations of paradigm shift in 21C are presented below.
1) Artisan Spirit: Uniqueness and High Quality
A lot of experts on global coffee market say consumers are now longing for uniqueness rather than standardized flavor of giant franchisers like Starbucks. Regardless of the price people wants high quality with fresh idea of culture. One reliable documentary takes an example of Starbucks at Seattle as a failure case of standardized coffee franchiser. Even if Starbucks at Seattle was the first open branch, they have lost popularity.
2) From Fast Food to Slow Food: Well-being Trend
With the industrialization and modernization, once fast food was indispensable and many restaurants offering fast food and takeout services opened all over the world including Korea. Since that time, people had started to seek for food which is immediately available regardless of its ingredients. But after experiencing a rapid change and having the better quality of life, people started to have deep interests in their health. As the first step to a healthy life style, recently people spend more time on cooking a nutritious meal with organic materials.
3) Broad Social Network: Self-independence (super broad and superficial relationship)
Along with development of online tools such as twitter, facebook and blog, it became much easier to meet new people online and to make them friends. However, the relationships based on these online tools are normally superficial and hard to last. In
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