Korea in the World: A Korean Cuisine Pioneer in Myanmar

For Jeong Ju-a, living in another country has helped her demonstrate her identity as a Korean, who bakes for a living. Ever since Myanmar opened its borders to foreign investments, Jeong has not only started her own bakery company but brought Lotteria to its waters, marking it as the first foreign fast food chain to take root in the country. Now managing 18 Moon Bakeries, thousands of employees and three Lotte Mart branches in Myanmar, Jeong has carved out a name for herself as the pioneer for Korean food culture in Myanmar.

Before diving into the food business, however, Myanmar was already familiar with Korean culture from the dramas that portrayed traditional Korean dishes, such as kimchi jjigae, kimchi and kimbap. “Because Burmese people love Korea and I love Myanmar, I’m always thinking of growing together a relationship between Myanmar and Korea. This is the only thing I can do in Myanmar,” Jeong affirmed.

Since both Korea and Myanmar share similar cultural qualities, in respect for elders, an emphasis on education and the idea of keeping a close-knit family, it was not hard for her to unite her heritage with the Myanmar citizens’ desire for new, imported products from overseas.

Jeong married into a Chinese family living in Myanmar whose business specialized in the garment-exporting business that formerly worked with the United States. When the Burmese government implemented a sanction to close its doors to the U.S., they had to look elsewhere for business, primarily Europe. Unfortunately, European consumers were not as interested as the American market was. “What business could I work with?” She asked herself. With the orders continuing to dwindle, Jeong had to act fast.

Reflecting upon her past experiences, she remembered her childhood and how her family would attend picnics and family gatherings where everyone shared and engaged in conversation over food, particularly with milk and bread. With that thought in mind and the influence of Korean culture already planted in Myanmar, the first Moon Bakery was born in Yangon, which still serves both bakery items and Korean food.

Before the Korean wave, however, Japanese and Chinese shows were more prominent among Burmese television. When Autumn Fairy Tale (가을동화) and other dramas debuted, however, hallyu, or a Korean culture wave, washed through the country like a tsunami, as did the demand for more Korean products. Consequently, many people kept asking Jeong for topokki, bibimbap and other traditional Korean dishes at her restaurant. Jeong added, “The government opened the gate to foreign investors. This was the right time, right chance, right item. Myanmar loves Korea and Korean culture.”

Jeong moved onto Lotteria when she asked Korea Trade-Investment Promotion Agency to contact her if any Korean investors were interested in opening any overseas branches. McDonalds, Kentucky Fried Chicken and Burger King had not even touched the country yet, so Jeong believed that Lotte was the right partner for her. Ever since the country reopened, the people of Myanmar have been waiting for new items and products from overseas. “My staff believes that Lotte is a good brand. [Myanmar] loves Korea, its food and its culture.”

As a large company, Lotteria has established itself in countries such as Japan, China, Indonesia, Vietnam and now, Myanmar. This restaurant chain serves traditional Burmese cuisine. “Lotte is very experienced and is always positively listening to the people’s opinions,” Jeong stated. “We give the best quality of food, reasonable prices and good service. We will carry on.”

For Jeong, food is not only a means to start a business and promote Korean culture, but also to have happiness and relaxation. When the government lifted its curtains, opportunities for more channels opened in mobile phones and car license imports, as well as for other businesses, she cited. But food was the key she used to take advantage of the market situation. “Food is the main thing to live, and it is the main thing for happiness. If you’re very hungry or tired, you’re thinking of: what you should drink, what you should eat or where you should go to relax after work with family, friends or other people.”

The main challenge for Jeong was and continues to be giving the people of Myanmar the right product after so many years of being closed off to the rest of the world. “Korea is an ocean and Myanmar is a lake. Lake fish cannot imagine the ocean, but the ocean fish can imagine a lake. The lake fish imagine that their world is it – they don’t know the world; people don’t have an idea.”

Jeong further explained this point, as she gave the Myanmar citizens a challenge.  “The world is judging the people of Myanmar. They are comparing. They prefer the developed countries because they are more experienced. As an owner, I challenge them and [I think of how I can help them] to develop themselves, because now more people are coming.”

When Jeong is not managing her restaurants, she is with her husband and triplet daughters, who speak English and Burmese and are learning Korean and Chinese, and cites that her family members are her “main fans.” “They know why Mommy is busy. They are very proud. They are supportive of me,” she stated.

Jeong has been both a bridge and an ambassador between Korea and Myanmar, as she has broadened her role and relationship overseas. From the start, Jeong hopes Korea and Myanmar will coexist in their economies, as well as develop their cultural relationships.