Korean Samgyeopsal Dining in Urban Hospitality Settings: Nutritional Impact, Body Weight Awareness, and Sustainable Dining Practices among Filipino Consumers

The globalization of Korean cuisine, propelled by the Korean Wave (Hallyu), has significantly reshaped food consumption patterns in Southeast Asia. In the Philippines, samgyeopsal (Korean grilled pork belly) has evolved into a dominant urban dining phenomenon characterized by communal consumption and unlimited service formats. While its experiential and social appeal enhances market success, its high caloric density raises concerns regarding weight-related health outcomes. Simultaneously, sustainable dining practices are increasingly promoted within hospitality systems as mechanisms to encourage responsible consumption.
Grounded in consumer behavior theory and sustainability transition frameworks, this study investigates (1) the influence of samgyeopsal consumption behavior on consumer perception and nutritional/body weight awareness, and (2) the extent to which sustainable dining practices promote responsible consumption behavior.
Using a cross-sectional survey of 200 Filipino urban consumers in Bataan Philippines, data were analyzed through reliability testing, correlation analysis, and regression modeling. Results demonstrate that samgyeopsal consumption behavior significantly predicts consumer perception (β = .286, p < .001), nutritional/body weight awareness (β = .672, p < .001), and sustainable dining practices (β = .424, p < .001). Furthermore, sustainable dining practices exert a stronger influence (β = .406, p < .001) than consumer perception (β = .257, p < .001) in predicting responsible samgyeopsal consumption.
The findings contribute to hospitality sustainability literature by integrating health-related outcomes into sustainable dining discourse, highlighting how environmental and structural dining practices can mitigate the nutritional risks of high-calorie communal cuisines.

Globalized Cuisine; Samgyeopsal; Nutritional Awareness

1. Alosaimi, D., Alharbi, M., & Hassan, R. (2023). Consumer motivations toward Korean food consumption among international diners. Journal of Foodservice Business Research, 26(4), 455–472. [Google Scholar] [Crossref]

2. Choi, J., Kim, S., & Lee, H. (2020). Sensory evaluation and consumer attitudes toward Korean cuisine. International Journal of Gastronomy and Food Science, 21, 100230. [Google Scholar] [Crossref]

3. Creswell, J. W., & Creswell, J. D. (2021). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications. [Google Scholar] [Crossref]

4. Gössling, S. (2021). Tourism, sustainability and the COVID-19 pandemic. Journal of Sustainable Tourism, 29(1), 1–18. https://doi.org/10.1080/09669582.2020.1805937 [Google Scholar] [Crossref]

5. Ibon, J. R. (2024). Korean Wave influence on Filipino dining behavior: A study of samgyeopsal consumption trends. Asian Journal of Hospitality and Tourism Research, 6(1), 45–59. [Google Scholar] [Crossref]

6. Jang, H., Lee, S., & Kim, Y. (2024). Social networking services and dining behavior among young consumers. Journal of Hospitality and Tourism Technology, 15(2), 144–159. [Google Scholar] [Crossref]

7. Kim, Y., & Park, S. (2022). Cultural appeal and repeat patronage intention in Korean restaurants. Journal of Hospitality and Tourism Management, 52, 120–128. [Google Scholar] [Crossref]

8. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education. [Google Scholar] [Crossref]

9. Kwon, M., Lee, J., & Han, S. (2021). Social media presentation and restaurant patron behavioral intention. International Journal of Hospitality Management, 94, 102868. [Google Scholar] [Crossref]

10. Lee, H., Kim, J., & Park, M. (2021). Consumer satisfaction and behavioral intention toward Korean cuisine in Southeast Asia. Asia Pacific Journal of Tourism Research, 26(9), 1015–1028. [Google Scholar] [Crossref]

11. Lee, H. J., Kim, J. H., & Park, S. H. (2018). Association between frequency of Korean barbecue consumption and daily caloric intake among young adults. Journal of Nutrition and Health, 51(4), 345–354. https://doi.org/10.4163/jnh.2018.51.4.345 [Google Scholar] [Crossref]

12. Lee, S., & Lee, J. (2025). Communal dining experiences and consumer behavior in contemporary restaurants. International Journal of Hospitality and Tourism Systems, 18(1), 33–48. [Google Scholar] [Crossref]

13. Papargyropoulou, E., Lozano, R., Steinberger, J. K., Wright, N., & Ujang, Z. B. (2014). The food waste hierarchy as a framework for the management of food surplus and food waste. Journal of Cleaner Production, 76, 106–115. https://doi.org/10.1016/j.jclepro.2014.04.020 [Google Scholar] [Crossref]

14. Sandri, M., Lopez, A., & Cheng, W. (2025). Hedonic and utilitarian motivations in contemporary dining behavior. International Journal of Consumer Studies, 49(1), 88–103. [Google Scholar] [Crossref]

15. Santos, M. L., Cruz, J. P., & Delos Reyes, A. R. (2022). Dietary patterns and body mass index of urban Filipino adults. Philippine Journal of Nutrition, 69(1), 22–35. [Google Scholar] [Crossref]

16. Shin, Y., & Kim, M. (2020). Social dining, hedonic motivation, and health awareness in Korean barbecue consumption. International Journal of Hospitality Management, 89, 102570. https://doi.org/10.1016/j.ijhm.2020.102570 [Google Scholar] [Crossref]

17. SnapCalorie. (2024). Nutritional profile of samgyeopsal (Korean grilled pork belly). https://www.snapcalorie.com [Google Scholar] [Crossref]

18. Tilman, D., & Clark, M. (2014). Global diets link environmental sustainability and human health. Nature, 515(7528), 518–522. https://doi.org/10.1038/nature13959 [Google Scholar] [Crossref]

19. Wang, C., & Hsu, M. (2019). Food perception, sensory experience, and consumer behavior. Appetite, 135, 38–45. [Google Scholar] [Crossref]

20. Wang, X., Zhao, Y., & Chen, L. (2021). Commensality and emotional responses in shared dining experiences. Appetite, 162, 105176. [Google Scholar] [Crossref]

21. Wansink, B. (2015). Slim by design: Mindless eating solutions for everyday life. HarperCollins. [Google Scholar] [Crossref]

22. World Health Organization. (2023). Ethical standards and procedures for research with human participants. https://www.who.int [Google Scholar] [Crossref]

• Understanding Predictors of Continued Usage Intention Toward Online Food Delivery Services Among Malaysian University Students: A Technology Acceptance Model Perspective
• Green Hospitality Practices and Customer Satisfaction: A Study of Hotels in the Upper West Region of Ghana
• Sustainable Green Practices in Hotel Operations: Reducing Waste and Energy Consumption in Ghana Hotels
• Technology Implementation and Guests’ Visit Intentions: A Generational Analysis between Millennials and Generation Z in Malaysian Hotels
• A PRISMA-Guided Systematic Review of Business Model Innovation in the Hospitality Sector