The Korea Cultural Heritage Foundation (KCHF), which is leading the way in reinterpreting traditional culture, has made headlines this year by exceeding 10 billion won in sales of cultural products for the first time ever. The foundation experienced a drop in sales to 3.9 billion won in 2020 due to the pandemic but managed to rebound to 8.3 billion won last year through active product development. They finally achieved the milestone of 10 billion won in sales on Nov. 27.
Kohojae, a brand that specializes in courtly refreshments, has been instrumental in the foundation's success. Kohojae, which means "a house for lovers of the archaic," organizes tea ceremonies each season, where visitors can enjoy traditional Korean sweets made with seasonal ingredients along with traditional tea.
The Kohojae tea ceremony debuted in May 2020 at Korea House, a culture complex run by the KCHF, and has since gone viral on social media. It has become a popular attraction among the younger generation and is fully booked every season. The KCHF expects a total of 6,600 attendees for the Kohojae tea ceremony from spring through fall this year alone.
The director of KCHF Hallyu Cultural Complex, Park Seong-ho, revealed the secrets behind Kohojae's success during a chat with The Chosun Daily on Dec. 7.
– What are your thoughts on the foundation's milestones, especially with the significant contribution of the Kohojae tea ceremonies?
"[Laughs] Actually, the Kohojae tea ceremony is not a product that significantly affects overall sales. But it has a symbolic value as it has extended the age range of Korea House's primary visitors. Going forward, we intend to develop various contents that will help more young people learn about Korean traditions."
– Can you tell me more about how the KCHF came up with the idea and perfected it?
"The first Kohojae tea ceremony was held at Ugeumheon, an annex of Korea House situated on a back hill, just off the main building. Ugeumheon has a unique hanok ambiance and is usually reserved for traditional weddings. However, it remained unused on weekdays, and we wanted to explore a new way to utilize it. Then, the pandemic broke out, and we had to come up with content that one or two people could enjoy while adhering to quarantine rules.
During our brainstorming session, we came up with the idea of researching courtly refreshments, which eventually led us to the Kohojae tea ceremony. At that point, KCHF was already running a similar program at Gyeongbokgung Palace called 'Sengwabang,' so we took many references from it. We also received significant help from the books that the foundation had published on traditional Korean food since 2009."
– Was there anything specific the KCHF focused on to combine traditional and modern elements to appeal to younger generations?
"It can be challenging to predict how an old recipe will turn out due to differences in ingredients compared to modern times. For instance, an author might describe a dish as sweet, but it may not be as sweet as what people are used to today. So conducting numerous experiments to adapt recipes to current tastes was one thing.
Once we were confident with the flavors, we shifted our focus to the presentation. We believed that an appealing display that could be photographed was crucial to attract the younger generation who love to share food pictures on social media. To achieve this, we chose six colorful treats and searched for plates that would make them look even more attractive. We decided that plain white plates would be the best choice to serve as the best canvas for the treats, so we looked for plates that had been submitted to craft competitions and even customized some by traveling to Icheon, Yeoju, and other areas.
We decided to add an extra element of fun by using two-level side-dish boxes with lids. We believe that the act of opening them creates a sense of suspense and curiosity for visitors. Similarly, the flower-shaped treats in the moon jars are meant to surprise and delight visitors. In fact, most of our visitors don't realize that they are edible until we inform them."
– What percentage of the total visitors to the tea ceremony are in their 20s and 30s?
"According to our records, the majority of our visitors, which is about 70%, are in their 20s and 30s. The remaining 30% are usually parents, relatives, and foreigners who come with them."
– As seen with Kohojae's success, traditional refreshments are gaining popularity in Korea. What could be contributing to this trend?
"I think the reason behind this trend has to do with the increasing influence of social media. Many brands are now focusing on making their products visually appealing by adding unique toppings and attractive packaging, instead of just relying on the taste. This approach seems to be working well, especially for the younger generation who may not be familiar with traditional refreshments. By making the products look more appealing, it encourages them to try it out and share it on social media."
– This trend offers a chance for brands to achieve global success, as Korean culture gains more popularity on a worldwide level. Specifically, when young Koreans demonstrate interest in something, young people from other countries tend to follow. What steps can companies take to make the most of this opportunity?
"I strongly believe that it is essential to remove any unnecessary barriers. If the process is too complex or too focused on being historically accurate, it is more likely to fail. For instance, when I took over the management of this place earlier this year, I eliminated the rule that required visitors to take their shoes off when entering the building. This was done to make the experience less intimidating for foreign visitors. Additionally, I added more tables so that visitors could sit and eat comfortably without having to sit in the lotus position. Initially, some people were uncertain about these changes, but now they are fully supportive.
Another crucial factor for success is to come up with fresh and unique combinations that people wouldn't normally think of. Hanok cafes have gained immense popularity, but it's worth considering whether they would have been equally successful if they only served traditional refreshments. To stay ahead in the game, it's essential to constantly come up with something new, such as combining traditional elements with coffee. To achieve this, it's important to consider what makes something truly Korean. By presenting traditional elements in a fresh and innovative way, I believe brands can create a truly memorable cultural experience that stands out from the crowd."