전통과 혁신의 융합 - 실크 단백질 커피의 K-Culture 상품화 전략 -

Abstract

This study examines the revitalization of Jinju's traditional silk industry through the development of 'silk protein coffee', exploring how traditional materials can create new consumer touchpoints amid industrial decline. The transformation from textile to beverage employed a patented protein coating technology. The production process, comprising raw material pretreatment, protein extraction, green bean coating, and roasting, successfully incorporated functional silk properties while preserving the coffee's original flavor profile. The commercialization strategy prioritized local brand recognition through public institution cafes and local souvenir shops rather than immediate mass distribution. Subsequent tasting events and initial exports to Taiwan demonstrated the product’s potential as a global K-Culture commodity, extending its appeal beyond regional specialty markets. The study also documents the rebranding and packaging redesign process aimed at reestablishing brand identity. The product hierarchy was restructured to emphasize the 'SILK COFFEE' line under the existing NDD corporate name. Traditional motifs were reinterpreted through contemporary design languages, employing a refined color palette (e.g., a cream background) and English naming conventions to reduce consumer psychological resistance and establish a premium image. Findings indicate that a stepwise market approach, validated by patented technology, is effective for transforming traditional materials into new product categories. Furthermore, the indirect expression of local identity through character collaborations may have achieved place marketing effects without excessive commercialization. This study suggests that branding strategies bridging traditional industry, F&B, and K-Culture can generate a potentially significant market impact. However, the research is limited to a case analysis of production and design. Future studies should incorporate sensory evaluations and consumer surveys, particularly in export markets, to quantitatively assess brand perception and the practical application of the proposed design strategies.