Thesis Proposal Baker in South Korea Seoul – Free Word Template Download with AI

This thesis proposal investigates the transformative role of the modern baker within Seoul's urban landscape, examining how contemporary bakery businesses have evolved from mere food providers into significant cultural and social hubs. Focusing on South Korea's capital city, this research explores the intersection of traditional Korean baking heritage with global artisanal practices, analyzing how bakers navigate cultural identity, consumer expectations, and economic pressures in Seoul. Through qualitative fieldwork and market analysis conducted in Seoul's key neighborhoods (Myeongdong, Hongdae, Dongdaemun), this study aims to contribute a nuanced understanding of the baker's evolving craft within South Korea’s rapidly modernizing food ecosystem. The findings will provide actionable insights for culinary entrepreneurs and urban policymakers seeking sustainable models for cultural preservation and innovation.

Seoul, South Korea, has witnessed an unprecedented surge in bakery culture over the past decade, driven by rising disposable income, a burgeoning café economy, and growing consumer interest in high-quality food experiences. While Western-style bakeries dominated the market until recently, a new generation of Korean bakers is redefining the industry by fusing traditional Korean ingredients and techniques with global artisanal methods. This phenomenon represents more than just culinary evolution; it signifies a broader cultural negotiation within South Korea Seoul—a city where modernity coexists with deep-rooted traditions. The central research question guiding this thesis is: *How do bakers in Seoul actively shape and adapt to the socio-cultural dynamics of South Korean urban life while preserving elements of local food heritage?* This proposal outlines a comprehensive study to address this critical gap in understanding the baker's role as both artisan and cultural mediator.

Existing scholarship on Korean food culture predominantly focuses on street food (bunsik) or haute cuisine, overlooking the transformative potential of bakeries as cultural sites. Studies by Park (2019) and Kim & Lee (2021) document Seoul’s bakery boom but fail to analyze the bakers' agency in this shift. Global research on artisanal bakeries (e.g., Smith, 2018; Gómez, 2020) emphasizes European models but neglects East Asian contexts. This thesis bridges this gap by centering the baker’s perspective within Seoul’s unique socio-economic framework. Crucially, it engages with South Korea's "K-Culture" export phenomenon (Jang, 2022), arguing that bakeries like those in Seoul are not just commercial entities but vital nodes for cultural soft power—where Korean ingredients (such as black sesame, red bean paste, or rice flour) meet global pastry trends. The study also interrogates how Seoul’s high-density urban environment shapes the baker’s business model, from space utilization to community engagement.

1. To document the historical trajectory of baking practices in South Korea, contrasting pre-1990s traditional bread-making with Seoul’s current artisanal bakery scene.
2. To analyze how bakers in Seoul intentionally integrate Korean culinary heritage into their products (e.g., matcha-infused sourdough, tteok-inspired pastries) and marketing strategies.
3. To assess consumer perceptions of "Korean-ness" in bakery products through focus groups with Seoul residents across age demographics.
4. To evaluate the socio-economic challenges faced by bakers—such as rising rent costs in Seoul’s prime locations and competition from chain bakeries—and their adaptation strategies.

This qualitative study employs a mixed-methods approach tailored to Seoul's urban context. Phase 1 involves systematic ethnographic observation at 15 selected bakeries across diverse Seoul neighborhoods (e.g., Myeongdong for tourism-driven markets, Hongdae for youth culture, and Itaewon for multicultural influence). Key data collection includes:

• Field notes on product innovation and customer interactions
• Structured interviews with 20 bakers (40% foreign-trained, 60% Korean-qualified)
• Semi-structured focus groups with 50 Seoul consumers (divided by age: 18–35, 36–55, and over 56)

Phase 2 utilizes discourse analysis of social media content (Instagram, Naver) from bakeries in Seoul to identify cultural narratives. All data will be analyzed through a lens of cultural hybridity (Appadurai, 1996), examining how bakers navigate globalization versus localization. The research timeframe is set for 18 months, beginning in September 2024, with fieldwork concentrated during Seoul’s peak baking seasons (autumn and spring).

This thesis directly addresses a critical void in Korean food studies by placing the baker at the center of cultural analysis. For South Korea Seoul specifically, it offers practical insights for urban planners seeking to support small businesses through "food tourism" initiatives and policymakers aiming to protect culinary heritage. The research will produce a model for sustainable bakery entrepreneurship that resonates with South Korea’s national brand as a creative nation. Furthermore, findings will challenge stereotypes of Korean cuisine as solely "traditional," demonstrating how the baker actively reimagines cultural identity through accessible, everyday food experiences.

Academically, this work contributes to transnational food studies by extending the "cultural adaptation" framework beyond restaurants to include artisanal production. By grounding analysis in Seoul’s specific urban fabric—the city’s walkability, public transportation networks, and community spaces—the study reveals how physical geography shapes culinary innovation. This is particularly relevant as South Korea positions itself as a leader in creative industries (e.g., K-pop, K-dramas), with food emerging as a key pillar of its cultural diplomacy.

Focus groups & social media analysis

Data synthesis & preliminary findings drafting

Final thesis writing & submission to School of Culinary Arts, Seoul National University

Month	Activity
Sept–Oct 2024	Literature review & ethical approval (Seoul National University IRB)
Nov 2024–Feb 2025	Data collection: Bakery observations, baker interviews
Mar–Apr 2025
May–Jul 2025
Aug 2025

The baker in South Korea Seoul is no longer merely a producer of bread and pastries but a pivotal cultural actor shaping urban identity. This thesis proposal outlines a rigorous study to decode how these artisans navigate the complex interplay of tradition, globalization, and local demand within Seoul’s dynamic cityscape. By centering the baker’s voice and practices, this research will illuminate pathways for sustaining South Korea's culinary heritage while fostering innovation—a model potentially replicable across Asia. The outcomes promise not only academic value but tangible benefits for Seoul’s bakery sector as it continues to thrive in one of the world's most vibrant food cities.

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