Revealing The Secrets of Tteok 1 Contents D efine What is Tteok and how does it taste like? 5 Something to Tteok about 8 Let’s go find Tteok’s secrets 10 D iscover Tteok is Sharing 15 Tteok is Memories 19 日 Tteok is Art 22 Tteok is Science 27 Tteok is Nourishing Dessert 31 光 Tteok is a Footprint of Nature 34 D evelop Solutions to popularize Tteok 37 To FROS, other solutions to take into account 44 To Conclude 46 References 47 2 Acknowledgements We would like to express our deep gratitude to LG group for organizing the LG Global Challenger competition. The competition was a great occasion for us to explore Korean culture more as foreign students and also provided us an opportunity to meet with a lot of people from different backgrounds, through which, we learnt and improved ourselves to become more professional and efficient at work. Participating in this competition was a great preparation step for our transition from school to work. In addition, we would like to express our very great appreciation to all the LG employees for their patient guidance and enthusiastic encouragement during our trip. Our sincere thanks also go to Mr.Yoon Wooseop for his enthusiasm and as- sistance when we were at Songcheon Tteok village, Mr. Park Hoseong and Mr. Kwon Soondong who provided us an opportunity to visit their company, Jaiso. Our grateful thanks are also extended to Mr. Kim Yongcheol, Mr Kim Kyusuk, Professor Park Jiyong as well as Professor Yoon Sookja, Mrs. Yoo Hyejeong for their insightful comments for our interviews. We thank our friends and families for their continuous support and lastly, our sincere thanks should be given to our four members for their stimulating discussions, for the sleepless nights we were working together before dead- lines, and for all the fun we have had during the trip. 3 Define What is Tteok and how does it taste like? Something to Tteok about Let’s go find Tteok’s secrets 4 What is Tteok? And how does it taste like? I was looking for souvenirs for my friends during the trip in Korea and another friend of mine suggested me this Korean traditional rice cakes. It was exactly what I was looking for. I loved that idea because the rice cakes are so pretty and colorful. It looks very tra- ditional but also not expensive. In my country, there is something with similar taste like rice cakes but it is not as pretty as these rice cakes; so I think people will like it! Dang Ha Linh (Vietnam) Oh ! I just knew that it’s the same thing that I’d tried in Budaejjigae? The sticky one. I just found out that there’re many kinds of Tteok not just only the spicy one Taechamahamongkol Paewa (Thailand) I never had something like this before! I think people in my country will like it Amarjargal Anujin (Mongolia) I feel exactly like I was chewing a chewing gum…the kind of gum that is very sticky and melts in your mouth so that you can swallow it. That’s exactly how it feels but actually the taste is not that nice. Daniela Grudinschi (Finland) It tastes weird…like from another planet. It’s like I’m eating a sponge. Saul Klemola (Finland) 5 TO FROS “ I think Tteok is a mean- “ We do not have “ I know that differ- “ It is called rice cake; ingful food. We do have Tteok in Mongolia but ent kinds of tteok have so are all types of Tteok rice cake like Tteok in I am thinking should different meanings. made from rice? ” Thailand but there’s no it be a good idea to Though, I am curious special meaning in it or promote Tteok as about all the messages particular occasion to Korean traditional of tteok “ eat. “ snack to foreigners? ” To Foreigners Apparently, the impression of foreigners about Tteok is not the same from people to people. For visitors from Europe or America, Tteok can be considered as the strangest textural food ever for them. It is chewy like gum but dense and heavy like dough. Many of them have mixed feeling about rice cakes. On the other hand, people from Asian countries where rice is the main ingredient in their cuisine, they are attracted by the colorfulness and light sweetness of Tteok. According to a survey conducted by The Korea Culture and Tourism Institute, among 810 foreigners who visited Korea in 2014. The survey showed that Tteok was not listed as famous Korean food among for- eigners. It is obvious that Tteok is promoted not as much as than Bibimbap or bulgogi. Many foreigners might know well about Tteokbokki but not many of them have heard of Tteok culture. Even the name “rice cake” does not well represent the nature of Tteok. It gives impression of Tteok basically being a kind of Asian cake made from rice. There- fore, for people that never encounter with Tteok-similar-food before, they expect Tteok to be soft and spongy like cake or bread, not some chewy texture like gum. Overall, Tteok and its culture need to be presented to the world properly. 6 To Koreans While Tteok is liitle unknown to foreigners, it has always presented in the most significance and sacred po- sition on almost every special occasions and events of Koreans. From the day a baby turns 100-day-old to wed- dings, birthdays, funerals or the anniversary of ancestors’ death, each event is marked with a different type of Tteok. One can say that a Korean is not considered as real Korean if he does not try any piece of Tteok during his life. In general, Tteok has a very special position in Koreans’ life. And like any other traditional element, Tteok has gone through a long history of development and transition. Transition of Tteok Before the era of Three Kingdoms Most scholars believe that even before the establishment of the Three Kingdoms, Before 57 tribe people already made and ate Tteok. At that time, Tteok was made mainly with BC grains using various rudimental tools such as stone grinder (갈판과 갈돌) and steamer (시루), which have been excavated as proofs of these era. The period of Three Kingdoms and United Silla Starting from small tribes, ancient Three Kingdoms kingdoms were established with an agricultural industry engaged in rice farming. The use of ironware agricultural equip- 57 BC to 668 ment boosted the productivity of rice farming; thus, Tteok made from rice was also in- AD troduced. The united Silla came with robust of commerce as the living conditions became more and more stable. Tteok culture also developed and became to be diverse. People not only created different types of Tteok using seasonal products but also started to use Tteok in rituals, holidays and various events. Koryo Dynasty 918–1392 Koryo Dynasty marked the prosperity of Buddhism. The Buddhist concept of harmo- AD nizing between people and nature led people to vegetarian diet. Hence, diversified ma- terials were used to make Tteok as well as its culinary method and ingredient Joseon Dynasty 1392–1897 At the time of Joseon Dynasty, the development of agricultural techniques and cu- AD linary methods also caused the diversity of types and tastes of Tteok. By the end of this period, free commerce was legally set up, leading to a thrive market for lots of products including Tteok. The modern time Since the late nineteenth century, Korean society saw a remarkable change. The his- After tory of Tteok also turned to a new chapter. Tteok, for a long time, has been not only Ko- 1900 AD reans’ favorite snack but also a substitute for rice; now, is in a brink of being replaced by the western bread. Moreover, the new shift lifestyle refrains people from making Tteok at home. Tteok is made and sold aminly at store or by big companies; thus, narrowing down the variety of Tteok to that can be manufactured in large quantity. 7 Something To Tteok About In the modern Korean society, Tteok is considered a must-eat food on special occasions but paradoxically, people do not crave for it once the holidays end. Problems and Situations Change of consumers’ taste Scales of Tteok and bakery market 1 Unit : billion won Since latter part of 19th century, bakery was introduced into Korean society. Over few decades, development of baking technique created a great oppor- tunity for bakery market expanded with variety of products that can satisfy a wide range of customers’ tastes. On the other hand, Tteok industry shows slow reaction toward customers’ need. The industry prefers to stay in its small scale. In fact, more than 80% of Tteok companies have no more than 5 em- ployees. Tteok industry remains less competitive compare to bakery’s. 2 Change of social values Source : Korea Rural Development Administration, The modern lifestyle makes Tteok to become ‘take-out’ Financial Supervisory Service food. In the past, usually females in the house like mothers or daughters made Tteok at home. However, with the ameliora- tion of women’s status in the society, instead of making Tteok at home, people prefer to buy it from the store. The reason of decreasing in making Moreover, Tteok making requires culinary skills and time. Tteok at home Not many people, nowadays, are able to make Tteok at home due to their busy schedules. Hence, they prefer something 3.9% simple and common like bread over Tteok. 15% 3 Shot shelf-life 37.3% 16.1% There is an urgent need for advance in storing technique in order for Tteok to be mass produced.