Joohan Ryoo

Bridging Cultural Heritage and Sustainability: An AI-Driven Framework for Integrating TCM Foods into Mainstream Diets in Qatar

Joohan Ryoo

Hanyang University - Seoul Campus

cxlavj@hanyang.ac.kr

Dr. Xiuli Chen

Hanyang University - Seoul Campus

Purpose: This conceptual paper explains how AI can change consumers' perceptions of TCM foods and beverages to build a more equitable, ecologically sound, and reliable global food network. More specifically, it analyzes the role of TCM-oriented technological integration to boost the degree of confidence, market penetration, and socio-cultural acceptance of TCM foods among different players in a food system at the organizational (micro), industry (meso), and policy (macro) levels in Qatar.

Design / Methodology / Approach: The study develops a conceptual model of AI-powered approaches with TCM food systems for Qatar based on consumer behavior theories, helix innovation systems, circular competitive entrepreneurship, and meta-geopolitics. Instead of meaningful empirical data, the research investigates principles of illustration, such as whether standardization approaches, marketing frameworks, orientation tools, policies, and other methods are enacted and what is assumed to change consumers' understanding and usage.

Findings: The conceptual framework highlights that on a micro-scale, AI can meet information needs and support cultural identity to meet consumers’ expectations, closing the attitude-behavior gap and preventing overconsumption in Qatar. On a meso scale, AI-enhanced communication technologies and defending legislation may help to clarify and monitor brand specifications, maintain consistent quality thresholds, and combat greenwashing. On a macro level, AI systems and international collaborations should enable the integration of TCM-based eating habits with global warming and sustainability strategies.

Practical Implications: This framework will assist industry practitioners, policymakers, and stakeholders in applying AI-based solutions to the intersection of cultural heritage and sustainability goals in Qatar. This would include implementing label best practices, advocating for environmentally friendly certifications, and designing marketing techniques that respect cultural values and enhance trust and consumer relationships.

Research Limitations / Implications: Since this is conceptual research, the framework must be tested in other frameworks in different markets, regulations, and consumer cultures. Future work needs to include empirical testing, more cross-sectional research sites, and longitudinal studies to test and define the relationships stated.

Social Implications: Building trust and including cultural aspects and AI-based approaches can help people adopt TCM-based dietary practices in Qatar's more intended, sustainable, and ethical food culture. This can help support low-income and marginalized consumers by ensuring that their concerns and values are considered in the design of the products and the formulation of policy guidelines.

Originality: This paper's originality lies in integrating aspects of AI, culture, and the food system's sustainability in Qatar. It presents other ideas and practice problems and shows how AI could help reposition TCM-based food products from culturally specific items to widely accepted and easily accessible food products in the changing global food market.

BIOGRAPHIES

Joohan Ryoo is a Professor of International Business in the Division of International Studies at Hanyang University. Before joining the DIS, he worked for several companies and governments, such as UMA Investment Corporation, Samsung Electronics, and the Ministry of Foreign Affairs and Trade. His work experience covers the areas of venture capital, strategic planning, foreign direct investment, negotiation, and public relations. He has also taught at Dankook University’s Center for Dispute Resolution. His research interests are international mergers and acquisitions, strategic alliances, and corporate-level strategies. He is currently working on several management issues, including post-merger integration, international joint ventures, competitive market analysis in electronic industries, cooperative synergy creation, and strategic decision-making. He has a BS (Business Administration) and MA (Mass Media) from New York University, an MBA (International Management) from the University of London, and a Ph.D. from the London School of Economics.

Xiuli Chen, a former Senior Lecturer at Beijing Institute of Technology, Zhuhai, received her Ph.D. degree in Global Strategies and Information Studies at the Graduate School of International Studies, Hanyang University in Seoul. She holds a master’s degree in educational leadership, Policy, and Development from the University of Bristol in the UK. Passionate about promoting multicultural diversity, Xiuli has contributed to various projects such as "Live Green," "Voice of Peace," and "Love and Hope." She has also shared her academic expertise and initiated the 1st Bright-heart Sustainability Walk in Shenzhen. Xiuli has been a credited producer for critically acclaimed films like "Hacksaw Ridge" and has co-authored numerous papers, including "Accessibility of Korean Cultural Values at Screens: Decoding Patterns of North American Audiences"(2022), "Sustainable Agricultural Branding in Digital Asia: A Comparative Analysis of TWG Singapore and the Tea Industry in Guizhou, China” (2022), "The Potential of the Digital Economy: a Comparative Assessment of Key Countries’ Cybersecurity"(2022), "Navigating Sustainable Governance For A Resilient Pacific Vision" (2023), etc.