A Study on Local Food Branding as a Strategy for Regional Revitalization in South Korea

Abstract

Objectives: This study aims to examine the role of local food brands not solely as commercial products but as cultural assets that foster experiential value within Korea’s tourism landscape. The research seeks to identify how such brands contribute to place-making, cultural storytelling, and participatory tourism, thereby reinforcing regional identity and sustainability. Methods: The study applies Pine and Gilmore’s theory of the experience economy alongside regional identity theory as its analytical framework. A comparative case analysis was conducted on 10 local food brands selected from national creator initiatives. Branding strategies were categorized into four experiential models: ritualized consumption, memory-based taste, co-creative gastronomy, and hyper-local storytelling. Results: Findings indicate that brands which successfully embed regional narratives and emotional resonance into the food experience generate higher levels of tourist engagement and exhibit stronger potential for brand longevity. The categorization into experiential models demonstrates the diverse yet converging ways in which local food brands are positioned as cultural and economic assets. Conclusions: The research concludes that local food brands play a significant role in shaping participatory and narrative-driven tourism. Embedding cultural storytelling and emotional resonance within branding strategies enhances not only the visitor experience but also the sustainability of local economies. Policy implications suggest that tourism frameworks should integrate support for experience-based cultural branding to strengthen both regional identity and economic resilience.