Doenjang in the Air: Maangchi and the Mediation of Korean Cultural Authenticity

Abstract

In this article, I explore the ways that women of the Korean diaspora engage in cultural meaning-making through material culture in efforts to redefine what it means for people, things, and ideas to be considered “authentically Korean”. Using the case study of famous internet chef Maangchi, I examine one of her best-selling cookbooks and her digital presence to identify the tactics she uses to exert agency in the meaning-making and community-building process, using Korean food and her role as a maternal figure as vehicles for analysis. Due to her roles as a mother and her positioning as a quintessential immigrant subject in the US context, I argue that Maangchi challenges colonial and Eurocentric models of cultural authenticity as part of a long history of women of color that actively disrupt social perceptions of value, expertise, and knowledge production. By exploring her business ventures, I consider how embedded pieces of knowledge, racialization, perceived expertise, and cultural assumptions are all connected to challenge the historical concepts and applications of authenticity in favor of a more inclusive, radical, and politically potent understanding of what truly makes something “Korean”.