“Dae Jang Geum” and “Plai Jawak”: Communicating the Cultural Image of Ethnic Food

Abstract

This academic article aims to 1) study the communication of food culture images in the series “Dae JangGeum” and “Plai Jawak” and 2) examine the presentation of food culture content through female characters in these series. The study found that the communication of food culture images in “Dae Jang Geum” and “Plai Jawak” manifests in six aspects: 1) Food and Folklore,
2) Transmission of Culinary Knowledge from Home to Palace, 3) Identity of Local Ingredients,
4) Meticulousness in Cooking, 5) Culture of Eating, and 6) Food as Medicine. Regarding the presentation of food culture content through female characters, four aspects were identified: 1) Storytelling through female characters within historical periods, 2) Family Background of the Characters, 3) Character Personalities, and 4) Character Development. Although “Plai Jawak” was inspired by “Dae Jang Geum” and shares common characteristics in communicating food culture images, their presentation formats differ. “Dae Jang Geum” emphasizes intense storytelling in the form of fictional entertainment with food culture integrated into the narrative, while “Plai Jawak” adopts a more documentary-style approach to food. The study highlights that food is not merely one of the four requisites of human life but also a tool for reflecting identity, narratives, and ways of life. It serves as a form of soft power, playing a significant role in expressing national identity, presenting it to global society, and driving the country’s economy.