Italian food suits Korean women
This paper analyses the negotiation transformation of Italian food tastes in Korea, focusing on how Koreans perceive Italian food (henceforth ITF), their evaluation criteria, how they adjust them into local taste in relation with the re-creation of glocal identity. It will highlight how the authenticity or the image of ITF and Italianness indicates that its defence is expressed along two lines: criticism of the “Koreanization” of ITF, but also the perception of Italianness in terms of a search for Koreanness in ITF.