Effect of Familiarity on a Cross‐Cultural Acceptance of a Sweet Ethnic Food: A Case Study with<scp>K</scp>orean Traditional Cookie (<scp><i>Y</i></scp><i>ackwa</i>)

Abstract

Abstract This study was conducted to understand the relationship between familiarity and cross‐cultural acceptance for an ethnic sweet treat ( Y ackwa ; K orean traditional cookie) by K orean, J apanese and F rench consumers. Descriptive analysis and consumer testing were performed on six Y ackwa samples. Overall, the samples received favorable responses from the foreign consumers. K orean consumers liked samples with a soft and cohesive texture, whereas J apanese and F rench consumers liked flaky and crispy texture. French consumers rated stronger sweetness to be more appropriate for Y ackwa compared to K orean and J apanese consumers. Texture liking was strongly correlated with familiarity rating in all three countries, indicating that the consumers' previous experience with similar products might affect their preference for certain textural attributes. Familiarity was correlated with all hedonic ratings by K orean consumers, who are most familiar with Y ackwa , but with overall and texture liking by J apanese consumers and flavor and texture liking by French consumers. These results suggest that familiarity partly contributes to a foreign consumers' hedonic rating. Practical Applications Globalization and cultural diversity have increased interest in ethnic foods. This trend is motivating food industries to expand into the ethnic food market sector. In this study, the sensory attributes and the cross‐cultural acceptability of Y ackwa ( K orean traditional cookie) were evaluated and the potential role of familiarity in determining consumer acceptance was measured. The outcome of this study will help food exporters, R&amp;D scientists and food marketers in ethnic food market to optimize an ethnic food for other cultural communities by educating them to consider familiarity as an important factor for product development and promotion.