In this blog post, we’ll explore the meaning behind the images and symbols embedded in food consumption, as well as why we place such high value on those images.
Food is more than just a means of survival; it is a vital element that embodies cultural and social symbols. While humans instinctively rely on food to sustain life, we also imbue it with various meanings and values in the process. We don’t eat merely to fill our stomachs; we use specific foods to express ourselves and reveal our social status. In this way, food is closely intertwined with our daily lives, and the meanings embedded within it are becoming increasingly complex.
When we eat, we do not simply consume the food itself. We also consume the image associated with that food. And as food becomes more abundant and its media presence expands, this trend is evolving into a major social phenomenon. Coffee serves as the most striking example of this visual culture surrounding food. Everyone has likely been surprised by the price of coffee at least once. With some coffee chains charging over $4 per cup, there is a growing consensus that coffee is expensive. Despite this consensus, a staggering number of coffee shops are thriving in Korea, and it is easy to find a café no matter where you go. This proves that there is sufficient demand for coffee.
So why do we pay $4 to $5 for a cup of coffee? Some might argue that it’s not expensive at all when you factor in overhead costs, labor expenses, and rent. However, considering that prices are high even compared to other retail businesses in the same area, it’s hard to accept this explanation alone. Even if we set aside the reasons for drinking coffee to pay for a seat or a place to talk, and consider takeout—which accounts for a significant portion of sales—the price of coffee still doesn’t fully explain the cost. Ultimately, we are paying an amount for coffee that is excessive for what is simply the cost of food.
This “image-driven” aspect of food is not limited to coffee alone. The same applies, for example, to dishes served at certain restaurants. We are greatly influenced not only by the taste and quality of the dish itself, but also by the environment in which it is served, the atmosphere we experience there, and the image the place conveys. A meal prepared by a famous chef or a meal at a trendy restaurant offers an experience that goes beyond a simple meal, which in turn makes us willing to pay more for that experience. This phenomenon is changing food consumption patterns across society, leading consumers to seek value beyond a simple meal.
So, what exactly are we paying for? Why do we often hold a coffee cup when taking photos in a stylish setting, and why do some women go out of their way to carry a Starbucks mug and place it where others can see it? Could this be an attempt to project the image of a sophisticated urban woman rushing about with a takeout coffee in her hand amidst a busy daily routine? In fact, it is impossible to objectively prove the proposition that imagery influences food consumption. However, I do not believe there is significant disagreement regarding the existence of this phenomenon.
Although I have described this phenomenon humorously, the visual representation of food is not necessarily a bad thing. As an element of gastronomy that occupies a significant part of our culture, the visual representation of food has become an unstoppable trend of our times, long before we can even judge whether it is good or bad. As long as food appears in the dramas we watch and certain social classes have their preferred foods, this is a phenomenon that cannot be stopped. In that case, rather than fighting this trend, wouldn’t it be better to minimize its side effects and steer it in a more positive direction?
Ultimately, the way we consume food is becoming increasingly image-centric. Of course, this carries the risk of obscuring the essence and value of food. We must not forget that food is fundamentally meant 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 mere nutrition. The key is to find a balance amid these changes. When consuming food, striking a balance between its image and its essence is the path to creating a food culture that truly satisfies us.
My concern is that if the influence of these images becomes too great in our food consumption decisions, the fundamental value of food could be distorted. What would happen if wine deliberately avoided popular tastes in an effort to become a more “premium” drink? What if coffee became more expensive simply to better represent the image of the successful? We must remain vigilant against such trends. If we recognize these phenomena, might we not be able to prevent a situation where, when we seek truly affordable and delicious food, there is nowhere left to turn?
