. . the Koreans are winning?

One thing that happened here is that Japanese "experts" became very distressed by the situation in California sushi bars - especially all the non-traditional things they were serving. They came up with a certification scheme that all sushi chefs must be Japanese trained, and certified sushi bars would be inspected to be sure they were only serving properly authorized sushi items in the approved way.

Of course, the California sushi industry laughed them right back onto their boat.

Imagine a "certified" sushi bar. In comes a boat load of Japanese tourists, and the first thing they say is, "We want try California roll we hear so much in Japan".