What is the most Korean food? Many will think of kimchi. It's not surprising since the foundations of Korean cuisine, such as sauces and fermentation, are all gathered in one place. However, there is one more food that is gaining attention overseas. That is 'gimbap.'
Could it be due to its geographical features surrounded by the sea? Seaweed is one of the ingredients that penetrates deeply into the daily life of Koreans, going beyond simply being a side dish. In fact, it's disappointing to discuss Korean sentiment without mentioning seaweed. Everyone has at least one memory associated with it.
The scent of roasted seaweed teasing my nostrils while grilling it in the kitchen. The aroma of sesame oil blending with the carefully made gimbap before going on a picnic. The simple gimbap made only of seaweed and rice that my mother would place in my mouth when I rushed out the door. The shared memories across generations suggest that this food holds meaning beyond just 'taste.'
Few countries consume seaweed. If one had to name them, it would be Korea and a few places in Japan. However, Japanese seaweed and Korean seaweed are different. The rough and chewy texture of millet seaweed, and the rich flavor that dances in the mouth from Jangheung seaweed, which is mixed with green seaweed, exhibit charming qualities just as varied as Korea's colorful landscapes.
One of the methods to enhance that umami flavor of the seaweed is through 'bugak.' Bugak is not just simple fried food; it requires more care. The main ingredient is coated with glutinous rice paste, thoroughly dried, and then fried until crispy. As a form of traditional cooking, it might be the way to enjoy the most Korean ingredients in the most Korean way.
There is someone trying to convey the charm of this seaweed bugak to the world. That is Jeong-rina, the CEO of VASAK.
As a food director, Jeong has believed for a long time that seaweed bugak could appeal to the world's palate. She saw the potential in the deep flavor of the bugak made by her mother-in-law. To intuitively convey the charm of seaweed bugak, she named the brand 'VASAK.'
VASAK's seaweed bugak encompasses respect for tradition along with modern interpretation. The base is Jangheung's green seaweed, which is coated with glutinous rice paste and dried before being fried. A tip is to grind that glutinous rice paste once more, making the batter thinner and more even, resulting in a crispier texture.
Moreover, considering the diverse tastes of today, she has creatively used exotic toppings like Asian spices and basil tomato. In addition, various options such as coffee flavor, perilla leaf flavor, and curry flavor will be continuously released.
VASAK's goal is aimed beyond the domestic market and into the overseas market. She expressed a desire to introduce Korean flavor through bugak, beyond just the seaweed that has already captivated foreign palates.
Although it is still a distant dream, a small hope has emerged. Over 500 sets were pre-ordered for VIP gifts at Seoul Auction before domestic official launch. The number of locations looking for the product is gradually increasing.
In early March, a launch event was held at Hyundai Department Store Apgujeong. Following that, offline pop-ups are planned at locations such as Shinsegae Gangnam, Hyundai Department Store Pangyo, and Lotte Department Store headquarters. There has also been overseas interest. Last year, a preview pop-up was held in front of the Pompidou Center in Paris, France, showcasing seaweed bugak.
As reactions to seaweed bugak continue both domestically and internationally, CEO Jeong is pondering how to introduce this traditional snack to the world. Her flavorful dream is to introduce the most Korean snack, 'crispy,' to the global stage.
Please provide a brief introduction to VASAK.
VASAK is a brand that modernly reinterprets traditional seaweed bugak. It aims to offer a sensory and sophisticated culinary experience of the most Korean crispiness in everyday life. It all started about 8-9 years ago when I learned how to make seaweed bugak from my mother-in-law. At that time, she created umami flavor using natural ingredients like oat powder, shrimp powder, and shiitake powder, without using artificial sweeteners. The flavor was so good that I began sharing it with friends, observing their reactions. After receiving positive feedback, I launched it following a year of preparation.
What products are currently available for purchase?
There are lotus root sesame, Asian spices, and basil tomato flavors. Plans are in place to add coffee, soybean paste, and perilla leaf flavors by May. Ingredients like basil and coffee might seem like an unusual combination with seaweed bugak, but I aimed to provide a new sensation within that unfamiliarity. Careful adjustments were made to ensure it offers a unique experience for overseas consumers.
I'm curious about why you chose seaweed bugak.
First, I worked for LG Corporation for seven years in my professional life. Then I transitioned to the culinary industry, where I currently work as a food director, primarily consulting on fine dining brands. Through that experience, I often collaborated with French companies and became naturally interested in our traditions and heritage after observing how they cherish their culinary culture.
Also, collaborating with numerous Michelin-star chefs sparked a desire to present Korean cuisine in a sophisticated manner. While contemplating what I could do, I learned to make seaweed bugak from my mother-in-law and felt that this could be the answer I was looking for.
How is VASAK made?
I made slight modifications to the traditional method my mother-in-law used. I wanted to maintain the affection she had when preparing the dish for her children. Essentially, I make a glutinous rice paste, coat it on the green seaweed, dry it once, and then fry it. By finely grinding the glutinous rice paste and applying it, the texture on the seaweed becomes even thinner and more refined. The goal is to leave a longer aftertaste with each crispy bite.
What ingredients do you use?
I have a strong preference for the ingredients. I want to borrow the words of my close friend, Chef Jeong Hwan, who is a Michelin-starred chef. He told me once that 'good vegetables are excellent dishes even without cooking.' That saying always resonates with me. VASAK prioritizes using domestic ingredients such as Jangheung green seaweed, Namwon glutinous rice, and Jirisan shiitake mushrooms to enhance the Korean essence.
I'm curious about combinations that pair well with VASAK. Are there tips for enjoying it more deliciously?
Lotus root bugak pairs well with egg roe mayo. The Asian spice flavor is highly recommendable with mashed avocado guacamole and cream cheese. Basil tomato goes well with olive tapenade and other olive-based ingredients. For a healthier option, you could crush seaweed bugak with honey and add it to Greek yogurt instead of granola. It could also be a unique taste to top it on tteokbokki or serve it with vanilla ice cream and sesame oil.
What was the response during the France pop-up?
Before the official launch, VASAK first checked the market reaction in Paris, France. We met with local grocery buyers and held a pop-up event in front of the Pompidou Center. Since seaweed is an unfamiliar ingredient there, initial reactions were quite a bit unfamiliar as well. However, after tasting, there were positive evaluations that made us relieved, confirming its potential.
What are the current sales channels and future plans?
Currently, products are sold through Naver Smart Store and our own website. In March, a pop-up event was held at Hyundai Department Store Apgujeong, and in May, it will expand to Shinsegae Department Store Gangnam, and in June, to Hyundai Department Store Pangyo. In the future, I want to explore traditional and unique places like Gwangjang Market for pop-up events.
What has been the consumer response?
In fact, there had already been reactions even before the official launch. Over 500 sets were pre-ordered for the Lunar New Year gifts to VIPs at Seoul Auction, and I received warm feedback from well-known chefs in the country. Chefs such as Son Jong-won (Itanic Garden, La Mang Secret) and Joseph Lidgerwood (Evett) praised the crispy texture of VASAK, which made me feel proud.
In particular, Chef Edward Lee felt that 'it seems to do well in the American market.' In fact, there have been inquiries about selling VASAK in online markets in the U.S., Hong Kong, and Shanghai, and meetings are planned to be held soon.
What brand do you want to be remembered as?
I want to be a brand that embodies flavors and aesthetics that someone would want to gift. Similar to macarons or cookies, it would be nice to be remembered as something beautiful and healthy with meaning. I strive to convey the Korean aesthetic even in the detailed aspects, such as the packaging design that visualizes the texture of seaweed and the self-made wrapping.
Lastly, if you could say a word to the readers.
I recommend VASAK to those who want to enjoy healthy and delicious snacks. From the elderly to foreign friends, once you've tasted it, you won't regret it. I hope VASAK allows you to rediscover seaweed bugak and experience gourmet dining in your daily life.