In this blog post, we will look at the meaning of the images and symbols contained in food consumption, and why we place such a high value on them.
Food is not just a means of survival, but also an important element that contains culture and social symbols. Humans instinctively maintain their lives through food, but in the process, they give various meanings and values to food. We do not simply eat to fill our stomachs, but also express ourselves and reveal our social status through certain foods. As such, food is closely related to our daily lives, and the meanings contained in it are becoming more complex every day.
When we eat food, we don’t just consume the food itself. We also eat the image that is attached to the food. And this trend is becoming a bigger social trend as food becomes more abundant and the mediaization of food expands. The most simple example of the image of food is coffee. Everyone has probably been surprised by the price of coffee at least once. Some coffee chains charge more than $4 per cup, and there is a consensus that coffee is expensive. Despite this consensus, there are a huge number of coffee shops in Korea, and you can easily find a cafe no matter where you go. This proves that there is enough demand for coffee.
So why do we pay $4 to $5 for coffee? Some may argue that it is not expensive at all when considering the cost of management, labor, and building rent. However, this is difficult to justify based on the price compared to other retail businesses in the same area. The price of coffee does not fully explain the takeout, which accounts for a significant portion of sales, except for the reason that people drink coffee for the sake of the place to sit and have a conversation. In the end, we are paying too much for coffee to be considered just the price of food.
The image of food like this is not limited to coffee. For example, the same is true for the dishes served at a particular restaurant. We are not only influenced by the taste and quality of the food itself, but also by the environment in which it is served, the atmosphere that can be felt there, and the image that the place gives. Meals cooked by famous chefs or meals at trendy restaurants provide an experience that is more than just a meal, and this makes us willing to pay more for the experience. This phenomenon is changing the pattern of food consumption across society, and consumers are seeking more than just a meal.
So what are we paying for? Why do we often take photos with a coffee cup when we take photos with an atmospheric concept, and why do some women carry Starbucks mugs around with them and leave them in plain sight? Doesn’t this appeal to the image of a stylish urban woman who is busy moving around with a takeout coffee in her busy daily life? In fact, it is not possible to objectively prove that the image is influencing food consumption. However, I don’t think there will be much disagreement that this phenomenon exists.
Although I have described this phenomenon humorously, the image of food may not necessarily be a bad thing. The image of food, which is a part of consciousness and a major element of culture, has become an unstoppable trend of the times before we can even judge whether it is good or bad. As long as food appears in the dramas we watch and there are foods that are more preferred by certain classes, this is a phenomenon that cannot be stopped. So, instead of going against this trend, shouldn’t we try to reduce its side effects and lead it in a more positive direction?
Ultimately, the way we consume food is becoming more and more image-driven. Of course, this poses the risk of blurring the essence and value of food. We must not forget that food is originally for people, and that taste and nutrition are its essential values. At the same time, however, we must not overlook the fact that in modern society, food has become a cultural and social symbol that goes beyond simple nutrition. The important thing is to find a balance in the midst of these changes. When consuming food, striking a balance between its image and its essence is the way to create a food culture that we can truly be satisfied with.
What I am concerned about is that if the weight of these images becomes too heavy in the decision-making process of food consumption, the fundamental value of food may be distorted. What if wine deliberately avoids popular tastes to become more sophisticated? What if coffee becomes more expensive to better represent the person who made it? We need to be aware of these things. If we recognize these phenomena, won’t we be able to prevent the situation where we have nowhere else to go when we’re looking for really cheap and delicious food?
