South Korea has undergone a significant dietary transition in recent decades, moving away from a traditional grain-based diet towards a Western-style diet heavy in animal proteins. This study examines the rise of two “new meats” -- sliced duck and canned tuna -- that have become important sources of animal protein for South Koreans, despite being relatively insignificant prior to the 1980s.
In both cases, it is noteworthy that the increase in supply of these meats preceded and drove the growth in domestic demand, rather than responding to pre-existing consumer preferences. The introduction of new duck breeds that were easier to raise, as well as the South Korean fishing industry’s diversion of canned tuna from export to the domestic market, facilitated this shift. Providers of these meats then actively promoted new recipes and consumption patterns to create and cultivate the emerging markets.
This historical analysis situates these dietary changes within broader socioeconomic and cultural contexts. It examines how South Korea’s export-led industrialization, the growth of the middle class, and the rising prominence of protein in dietary discourses intersected to drive the diversification of animal protein sources in the national diet. The study will contribute to understanding how international economic forces can interact with domestic social and cultural factors to reshape everyday consumption practices.