Only four years ago 100.000 South Koreans lined the streets of Seoul to protest the return of US beef to Korea. Consumer confidence in US beef was at an all-time low to the extent that media outlets would not even accept paid ads promoting the products for fear of getting pulled into the protest backlash – instead joining the outrage by declaring US beef to be unsafe from BSE (bovine spongiform encephalopathy) or ‘mad cow’.