Wine as a Luxury Brand: The Path for K-Food to Lead the World Through Culture
Bernard Arnault, chairman of LVMH, which leads the global luxury industry, is known not only as the emperor of fashion but also as a cultural strategist. Rather than resting on the success of Louis Vuitton and Dior, he acquired wineries throughout France. The reason is clear: wine is not merely an alcoholic beverage, but "a combined result of culture created through time, tradition, and craftsmanship." Through a single bottle of wine, he conveyed French aesthetics and philosophy of life to the world.
This session seeks to explore the global cultural direction K-Food should pursue by examining LVMH's winery strategy. Kimchi, Korean cuisine, traditional liquor, and Korean confectionery have already captivated the tastes of people worldwide. Now, we must expand beyond "taste" to "cultural experience." K-Food should not be positioned as health food or exotic cuisine, but as a cultural brand embodying Korean aesthetics and sensibility.
This forum proposes a "luxury branding strategy for K-Food." We will present a new model of cultural leadership, centered on how to convey to the world the philosophy of Korean cuisine, which embodies the patient art of fermentation, the aesthetics of restraint, and the spirit of 'jeong' (affection and human connection).
This session envisions a future era in which Korea moves the world not only through technological prowess but also through culture—competing not by GDP but by GCP (Gross Cultural Power).
If wine symbolized the elegance of France, K-Food will represent Korean identity.
In an era where culture itself becomes national power, K-Food will stand at the center.