November 2018(vol.277) by AgroTrade aT

Agrafood Korean Food Trend Magazine

2018 NOVEMBER vol.277

KOREA

sweet and tasty TV Lively Korean food meokbang

KOREAN WAVE; K-POP&K-FOOD

Yuja(Korean Citron) Capture the Japanese and Taiwanese markets

Not an orange, It's a Korean tangerine! Sweet gift from clean Jeju

A new blue ocean market in our aging society

Silver food

A 2018 NOVEMBER

Mobile Readerâ&#x20AC;&#x2122;s Survey <Korea Agrafood> would like to hear your opinion! Check out the last page and get a chance to win amazing gifts.

https://www.agrotrade.net

NOVEMBER 2018

Contents 04

aT news in November

aT Briefing

News of the aT domestic and overseas branches

Issue Data

Yuja(Korean Citron) export status Explore the trends in global Korean citron (yuja)

Story

KOREAN WAVE; K-POP&K-FOOD

Whatâ&#x20AC;&#x2122;s up with the K-cluture craze?

Cover Story

A new blue ocean market in our aging society

18 Item

Indian food market

focused on vegetarian, low-sugar and diet food

New Product

China falls for Korean kidsâ&#x20AC;&#x2122; snack

Silver food

The November issue of Korea Agrafood introduces silver food

Trend

Idea

There is a country Silver food for the elderly industry around the globe

From health to design, nothing was missed

1 2018 NOVEMBER

Food

An easy to chew and healthy food for the silver market

NOVEMBER 2018

Contents

Founded in August, 1995, Published monthly by the

Processed Food

Nokchawon

Enjoy the Korean tea flavor

Processed Food

People

A perfect pairing, Bossam and Kimchi!

Storytelling of Korean food experience by foreigners

Farm Tour

Omija processing company

Let’s fall in love with 5 different flavors

Food company for babies and children, J.ON Big think for your baby

Into the Media

sweet and tasty TV

Lively Korean food meokbang

K-Food Shop

K-Food in Taiwan

A rising Asian food market

Fresh Produce

Korean tangerine Sweet gift from clean Jeju

Mobile Reader’s Survey

Fresh Produce

Yuja(Korean Citon)

CEO Lee Byung-ho EXECUTIVE VICE PRESIDENT Baek Jin-seok (Food Industry & Export Promotion Division) EDITORS Lee Sun-jeong, Shin Jeong-eun REPORTERS Kim Byung-hoon, Lee Sun-min, Lee Jin-rang, Yang In-sil, Kim San-dl GRAPHIC DESIGNER Lim Sang-hyun TRANSLATORS Kim Jin-yeong Reviewer Kimberly Paul

<Korea Agrafood> would like to hear your opinion! Check out the last page and get a chance to win amazing gifts!

Capture the Japanese and Taiwanese markets

EDITORIAL BOARD BEIJING Seo Byung-kyo 86-10-6410-6120 (beijingat@at.or.kr) SHANGHAI Park Seong-kook 86-21-3256-6325 (shanghaiat@at.or.kr) CHENGDU Park Jin-kyung 86-28-8283-3376/86 (chengdu@at.or.kr) HONGKONG Lee Ji-jae 852-2588-1614/16 (hkatcenter@at.or.kr) HANOI Kim Chang-Kuk 84-4-6282-2987(hanoi@at.or.kr) JAKARTA Nam Taek-hong 62-21-2995-9032~3 (jakarta@at.or.kr) BANGKOK Yang Jae-seong 66-2611-2627~9 (bangkok@at.or.kr) TOKYO Kim Ho-dong 81-3-5367-6656(tokyo@at.or.kr) OSAKA Oh Dong-hwan 81-6-6260-7661(osaka@at.or.kr) DUBAI Song Bong-seok 971-4-246-0212 (dubai@at.or.kr) NEW YORK Kim Kwang-jin 1-516-829-1633 (newyork@at.or.kr) LA Lee Chu-pyo 1-562-809-8810(losangeles@at.or.kr) PARIS Kim Min-ho 33-1-4108-6076(paris@at.or.kr) QINGDAO Kim Boo-young 86-532-6696-2229 (qingdao_logistics@at.or.kr)

EDITED & DESIGNED BY The Korea Economic Magazine 15F, 463, Cheongpa-ro, Jung-gu, Seoul, Korea Tel +82-2-360-4816 Fax +82-2-360-4850

2 Korea Agrafood

Korean Tangerine

Hwangkeumhyang

Fresh produce of the month

Not an orange,

It's a Korean Tangerine! On the cover of the November issue there are cute, small tangerines, loved at home and abroad for their refreshing flavor. You only need to peel them to eat, so they are very convenient. Since tangerines are grown in a clean area of Jeju island, they are recognized as a fresh and safe agricultural product. Tangerines, a sweet gift from Jeju of Korea, are exported to Hong Kong, Russia, Singapore, America and Canada. 3 2018 NOVEMBER

aT news in November

Briefing Korea

Smart agriculture in my hands

Buy Korean Food (BKF)

With safety awareness

A large-scale agro-industry trade show called Buy Korean

in the field of agriculture

Food (BKF) for the second half of 2018 was held at the

enhanced and the

aT center from October 24 to 25. Around 150 foreign

need for applications

buyers, representing 127 companies from 25 countries,

of smart technologies

participated in this fair. Export counseling was offered

in agriculture having

to help buyers and exporting companies to develop

grown around the world,

new business relations, along with a variety of programs

“NongZip” has become officially available from October to

such as a promotion hall, welcome banquet and

establish an innovative technological base for agricultural

export information seminars. Buyers from around the

exports. NongZip, a mobile farm management software

world, including Japan, China, Southeast Asia, America,

designed to replace the daily log book, is the beginning of

Europe, Middle East, South America and Africa, as well

smart agriculture. NongZip helps farmers collect and manage

as around 280 domestic exporting companies took part

detailed information on pesticide application, yield and the

in the show. They were domestic companies producing

amount of exports, as well as the entire process of producing

fresh agricultural products, kimchi, ginseng and sea

and exporting fresh produce. In addition, it allows farmers to

food, and came from all over the country, including

find information about farm produce exports that used to be

Gyeonggi, Gyeongsangbuk-do, Chungcheongnam-do,

difficult for individual farmers to get.

Chungcheongbuk-do, Gyeongsangnam-do, Jellabuk-do, Jeollanam-do and Jeju. Exclusively for this fair, KBS’s “Live

Korean Sool Grand Festival

Info Show” (SaengSaeng Jeongbotong) covered an export contract signing ceremony and BKF’s events as well as

From September 10-October 8, aT

exporting companies, which helped BKF become known.

holds the “Korean Sool (traditiona alcohol) Grand Festival 2018” to promote good traditional Korean alcoholic drinks and build their competitiveness. Celebrating its 11th anniversary this year, Korean Sool Grand Festival, the most prestigious state-certified alcoholic beverage contest, will select a total of 15 products, with 3 products each from 5 kinds of beverages: takju (unrefined rice wine) (both pasteurized takju and raw takju), yakcheonju (low-alcohol rice wine), spirits (general spirits), Korean distilled spirits (soju)) and other alcoholic drinks.

4 Korea Agrafood

Overseas

Malaysia

Korean red/hot flavor A “red/hot” - themed “Red/ Hot K-Food Festival” took place at Plaza Mon’t Kiara in Kuala Lumpur, Malaysia on September 29. Malaysia has the highest purchasing power of the ASEAN countries, and the Korean wave has been popular in the country. This year, Indonesia

aT chose Malaysia as its prime target for diversifying its market

Right up Indonesian college students’ alley!

and sent pilot agents and AFLO (Agrifood Frontier Leader Organization) members to ensure a strong awareness of

From October 4 – 5, a Korean food tasting event was held at UMN (University Multimedia Nusantra) located in the Serpong

Korean foods and focus on increasing fresh produce exports.

area of Jakarta, Indonesia. In its 5th year in Indonesia, this

At this event, aT created two zones, the red/hot zone and the

campus project provided local college students who lead

miracle zone, to introduce a variety of Korean foods.

local consumer trends with Korean foods that they can see, touch and taste. This event proves the potential for K-food to

USA

become a driver of the Korean wave that started with K-pop

Korean food story

and K-drama.

aT and the Korean American Society held a K-food

India

marketing event called

Food trends in India

“Korean Food Taste & Tell” on September 25, targeting college

“World of Food India 2018” was

students and faculty at the Cal State LA of California State

held in Mumbai for 3 days from

University, Los Angeles. The event took place right after

September 27 – 29. The fair, which

school began but before midterm exams started. In addition

is in its 13th year this year and

to kimpbap, bulgogi and Korean pears, there were popular

is co-hosted by Koelnmesse, a

snacks and beverages presented by leading Korean agrifood

host company of ANUGA expo

importing companies such as Jayeon Foods, Damtuh and

in German and Federation of

Lotte.

Indian Chambers of Commerce & Industry (FICCI), is a B2B expo

Brazil

intended for prospective export and import buyers. Last year, 232 companies from 21 countries and 8,300 buyers from

Hallyu Expo 2018

34 countries participated in the expo. 18 Korean exporting

From September 15 to 16, “Hallyu

companies presented instant foods such as ramen and

Expo 2018” was held in San Paolo,

tteokbokki (spicy rice cake) and health functional foods such

Brazil. The expo aimed to facilitate

as vitamins and functional drinks in the Korean pavilion, to

a Korean wave in Brazil. Idol bands

meet the convenience food and healthy food trends that have

and fusion-style traditional Korean

been spreading among the younger Indian generation in the

music shows as well as cocktail shows using traditional Korean

middle class.

alcoholic drinks and agrifood tasting events took place.

5 2018 NOVEMBER

Issue Data

Yuja(Korean Citron) export status World’s TOP 5 exporting countries (For the accumulative records from January to September, 2018, $ 1,000 per unit) China

13,241 USA

3,795

Japan

China

Hong Kong

3,558

USA

Taiwan Hong Kong

Japan

3,483 Taiwan

1,475

Korea’s citron yield status Cultivated area (ha)

Output (tons)

994

1,063

1,047

2014

2015

2016

9,326

Export volume(tons) 11,256

11,294

14,207

14,713

13,760

2015

2016

2014

2015

2016

2014

Data Agricultural areas enquiries (Statistics Korea), Fruit processing status by year (Ministry of Agriculture, Food and Rural Affairs), KATI

Traditional Korean citron tea recognized abroad With 30 years in the bee farming business, Korea Natural

Jiuringhous (the 90s generation). In October 2016, the

Food Co., Ltd. uses a cutting edge manufacturing facility

company received an offer from WILD, a company

to produce liquid teas such as citron teas and lemon

in charge of finished products and ingredients

teas as well as dietary supplements and bibimbap namul

suppliers for Chinese Starbucks. After meeting

(vegetables) to fit modern people’s tastes and preferences.

various difficult conditions, the company was

Since last year, as an ingredient supplier, the company

finally selected as an ingredient supplier. Korea

has been exporting its “Blended Citron Tea” to a global

Natural Food has exported a total of 2 tons of

coffeehouse chain, Starbucks stores in China. Unlike typical

products to Starbucks stores in Central China around

citron teas, this product uses citrons that are blended in a

Beijing.

way that suits the beverage consumption habits of Chinese

Contact: +82-63-211-4021, www.krnf.co.kr

6 Korea Agrafood

EN CN KO

Cover Story Intro

A new blue ocean market in our aging society

Silver food

Life expectancy is increasing due to advances in modern medicine and improvements in our standard of living, and at the same time, birth rates are falling and the world’s population is aging. These factors are driving the growth of the market for “silver food,” or food for the elderly. Beyond just food that is easy to chew, silver food is improving in terms of convenience, texture, taste, nutrients and even packaging to meet the tastes of elderly consumers. Let’s learn about silver food.

7 2018 NOVEMBER

Cover Story Trend

There is a country for the elderly With the aging of populations worldwide, the expansion of silver food is a global trend. Recently, Korea Industrial Standards (KS) for senior friendly foods were introduced, and with many different types of silver foods including prepared food, patient food, high calorie food and easy to digest food being released to the market, it is expected that the silver food market will grow.

Rapid growth of aging population According to the UN, when more than 7% of the population of a country is 65 or older, that country is considered an “aging society,” while over 14% makes it an “aged society” and over 20% a “super-aged society.” Last year, Korea officially became an aged society, which happened 17 years after it turned into an aging society. Thus, there has been a growing interest in “silver” food. As the 65-and-older population is growing fast, population aging is accelerating at a rapid rate as well. This results in a shift in the population age structure, from 7.2% of the population in 2000 to 13.8% in 2017, and 14.2% in 2018. By 2060, the 65-and-older age group’s share of the total population is projected to rise to nearly 42.5%. Korea, which had already become an aging society in 2000, entered the stage of an aged society in 2018. It took Korea 18 years to go from an aging society to an aged society. The transition of

Korea to a super aged society is presumably happening in 8 years. Compared with other advanced countries such as America, Japan and Germany, which required 73 years, 24 years and 40 years to become an aged country, respectively, the speed of population ageing in Korea is the fastest. Senior friendly food is silver food Silver food is senior-friendly food for the older population. It started to emerge with the aging of the world’s population, particularly in Japan, the country with the highest proportion of elderly citizens. Korean companies also have started to present silver food products. As many seniors often have low appetite, weak teeth and chronic disease, most silver foods are low-salt, low-sugar and high in calories. But this doesn’t mean that the foods are not tasty. Silver foods are easy to 8

Korea Agrafood

Changes in age structure of population 10 million people 6

(%)

Percent of population over 65 (right)

42.5

45.0

Aged 65 and above (left)

30.0

Aged 15-54 (left)

15.0 13.8

7.2 0 1960

Under the age of 15 (left)

1980

2000

2020

0.0 2040

2065

Data Statistics Korea (based on estimation of population median)

chew and swallow, as well as tasty and fun to eat.

is mostly soft food. Here, soft food refers to food that maintains its original form and taste while being easy to chew and swallow. Soft food is different from liquid food supplements for patients with trouble chewing and swallowing. Soft food is great for the very elderly, infants and toddlers with weak oral functions. Meal and food ingredient suppliers, including CJ Freshway, Hyundai Green Food and Ourhome, are releasing products specialized for the elderly such as soft fish, bar rice cake for roasting, steamed beef shank and foods to prevent constipation. As the number of companies showing an interest in silver food is growing, the government is speeding up the establishment of a foundation to facilitate a senior friendly food industry by making a senior friendly food Korean Standard (KS) that requires the marking of standard scales for food hardness on food packaging, and establishing related laws.

Silver food expected to grow rapidly thanks to diverse menus and recipes being newly developed According to the UN, any country where more than 7% of the population is 65 or over is considered an “aging society” – when this group reaches 14%, it becomes an “aged society,” and when it is over 20%, it is a “superaged society.” Korea has been an aged society since last year. Korea became an aging society in 2000, which was 17 years ago. As such, there is a growing interest in silver food. The Ministry of Agriculture, Food and Rural Affairs reports that the size of Korea’s “silver food” market increased by 54.8% from 510.4 billion won in 2011 to 790.3 billion won in 2015, and was estimated as exceeding 1 trillion won last year. Korea’s silver food 9

2018 NOVEMBER

Cover Story Idea

Silver food industry around the globe Countries that have become super-aged societies have already developed systems and industries for silver food. A variety of silver foods that are easy to chew and swallow while still maintaining their true form and taste are on sale here.

Developed countries with an aging population, such as Japan, the US, the EU and Australia, have already provided their senior citizens with various services. In terms of food, however, most countries other than Japan tend to see silver food as healthy functional food for elderly patients, or specially designed meals for patients. In Germany, silver foods such as fully or semi-prepared meals or preprocessed food started to be provided in the 1980s, while in France one could find meals in easy-to-open containers, meals that were fast and easy to prepare or meals for elderly people with low

appetites. Now, in France, not only are there silver meals that are highly nutritious and easy to prepare, but also Tropicana or juices with antioxidants for antiaging as well as Immortal Chocolates for beauty are gaining popularity. China offers silver foods described as being for middleaged and elderly people, with the emphasis being on high calcium, high protein and low fat content. Most silver foods on the market are provided in the form of powder you can mix with water, and are often sold with other powdered foods such as soy milk and sesame porridge. 10

Korea Agrafood

Japan

Developing food standards according to physical capability

Japan, which became an aged society in 1994, has been aging at a rapid rate. Now Japan is a super-aged society with 20% of its population 70 years old or above. That’s why the silver food industry has developed in Japan. Care food was first sold in the 1990s, but standards for care food were confusing at the time, and many different standards were used by producers. Care food means taking care of someone and also refers to food and services for older people with poor health. In particular, care food at the time was mostly porridge, with a focus only on supplying nutrients rather than taste. The UDF, which suggests standards for silver food in Japan, has classification standards for the food industry such as soft food, viscosity control food, multi-nutrient food, hydrating jelly and drinks. Taking it a step further in 2014, Japan’s Agriculture Ministry began the “Smile Care Food” system and started governmental management. The Japanese government tried to go beyond the concept of care food with “smile care food.” According to the research, many active seniors living at home have a nutrient imbalance, so sub-alimentation prevention measures are necessary. Accordingly, the “blue” category concept was added along with low-nutrient prevention food for “people who need nutrients to stay healthy, with no trouble chewing and swallowing.”

Germany

Introducing cuttingedge technology and a senior-friendly business strategy

Germany is one of the countries where changes in food markets started early. Kaiser’s, one of the large supermarket chains in Germany, widened its aisles and has reading glasses on shelves ready for seniors as part of its senior-friendly business strategy. It is believed that businesses have targeted the gray dollar generation, also known as Germany’s baby boomer generation, which is classified as a major consumer group. Among them, one German enterprise, which uses cutting-edge technology in the silver food business, stands out. Biozoon Food Innovations, a senior dietary food product producer, released 3D-printed “smooth food” targeting elderly people. Biozoon’s smooth food concept is to provide seniors who can’t digest hard food easily with personalized smooth food that has the essential nutrients that they need to address nutritional requirements. The 3D printers automatically check the nutritional conditions and weights of users using an algorithm and create personalized meals. The 3D printers allow Biozoon to make food for seniors that tastes good and has a smooth texture. So, Biozoon’s smooth food is gaining popularity with seniors who had to give up the pleasure of eating because of digestion issues.

U.S.A.

Silver food based on individual lifestyle

With an increase in the number of senior customers caused by population aging and the retirement of the baby boomer generation, Wells Fargo, an American multinational financial services company, offers the Elder Care Program to its senior members. The Elder Care Program assists customers aged 65 and older with assets of $350,000 to $1,000,000 to maintain their quality of life, helping with everything from medical services such as making appointments with doctors and caregivers to life services such as meals, chores and house repairs, and life planning. The meals the program provides are silver food that contain the ingredients that prevent adult diseases such as obesity, hypertension, diabetics and cancers. Also, sodium and fructose amounts in the meals are strictly regulated. The meals are personalized according to individual chewing ability as well.

11 2018 NOVEMBER

Cover Story Food

An easy to chew and healthy food for the “silver” market Despite the fact that Korea is rapidly becoming an aging society, the growth in the “silver” food market has not been particularly impressive. But food ingredient distribution companies are starting to expand its size, offering a wide range of products in order to achieve early dominance in the silver food market.

CJ Freshway HealthyNuri

CJ Freshway launched its silver dietary product brand HealthyNuri in 2015, and aims to make HealthyNuri a total food care brand that supplies not only customized food ingredients, but also service consulting and community contribution programs. Currently, the HealthyNuri line features a total of 20 kinds of products, including side dishes, prepared soups and stews and small packaged salad dressings. HealthyNuri is planning to focus on products such as low-sodium foods, foods designed for particular diseases and foods that customers can choose according to their level of digestive health. Contact: +82-2-2149-6020 Website: www.cjfreshway.com

12 Korea Agrafood

Pulmuone Foodmerce Softmade

Pulmuone Foodmerce launched Softmade, its dietary product brand for seniors, in 2015. Softmade benchmarked Japan’s UDF and presented products identical to the concept of “SmileCare”. Softmade divides chewing ability in the elderly into 4 stages, and offers customized products for different stages and nutritionally balanced diet foods. Softmade is supplying senior customized products and food ingredients to nursing homes and feeding facilities. Contact: +82-2-2040-4816 Website: www.pulmuone.kr

Hyundai Green Food Greating Soft

In 2016, Hyundai Green Food launched a soft food brand, Greating Soft. The company opened Korea’s first soft food specialized manufacturing facility, featuring a saturated steam cooker. Greating Soft even patented 2 softening technologies, including one for softening fish. On the outside, their food looks the same as regular food, but is in fact sufficiently soft for the elderly to chew and swallow. “Fish with bones” has been already supplied to hospitals for patients. The company plans to develop 100 soft food products. Contact: +82-31-525-2234 Website: hyundaigreenfood.com

Ourhome Haengbokhan Matnam Careplus

4 types of Soft Marinated Meats made by Ourhome’s Haengbokhan Matnam Careplus are designed in consideration of chewability, digestibility, taste and nutrients, enabling them to be easily enjoyed by the elderly as well as kids, hospital patients and people who prefer soft food. The technology Ourhome developed to tenderize meats and tteok (rice cake) is the first in Korea to feature an enzyme tenderizing method used in Japan - an advanced sliver food manufacturing country. This technology allows protease to permeate into meats through decompression, and can control the level of tenderness of meat from 30 to 70. Rice cake can also be softened by up to 50% using amylase and sugar. Contact: +82-2-6966-9722 Website: www.ourhome.co.kr

Maeil Dairies Maeil Sarcopenia R&D Center

To see what it could do to help Koreans overcome some of the difficulties of aging, such as muscle weakening, Maeil Dairies opened the Maeil Sarcopenia R&D Center in February of this year. Sarcopenia is the loss of skeletal muscle around the arms and legs. Maeil’s research in this area led to a new product line called Cellex. The line includes a high-protein, multi-vitamin drink, and 2 types of milk-based protein bars, which are designed to provide a complete protein for middle aged people, and are fortified with leucine, calcium and vitamin D to help strengthen their bodies and counteract some of the effects of aging. Contact: +82-2-3671-3674 Website: www.maeil.com

13 2018 NOVEMBER

Story

KOREAN WAVE; K-POP&K-FOOD There is a growing interest in K-food thanks in part to “K-pop” that is being called a new hallyu. Where does this explosive popularity of K-pop come from? Let’s look into K-pop’s appeal, a driving force behind the Korean wave and K-food loved abroad. 韓流の震源地、ユーチューブで強くなった新韓流

Beginning of the Korean wave, the new hallyu enhanced by YouTube Korean wave (hallyu,韓流) refers to the outflow of Korean culture to other countries abroad and its popular consumption. Even though it has recently been led by K-pop, the beginning of hallyu started way earlier, in the late 1990s. In the late 2000s the Korean wave experienced a gradual change. As of 2010, K-pop led by Korean idol bands started to gain popularity around the world through YouTube. In the past, Korean dramas or movies that had already been proven to be successful domestically were exported and ignited a Korean wave, but the consumption of new hallyu led by K-pop has occurred simultaneously around the world. That’s because YouTube has become the core medium for the spread of hallyu. PSY’s Gangnam Style, which reached a record 270 million YouTube views within the first 2 months of its release in 2012, is the classic example. Since then, releasing music videos on YouTube

韓流とは、韓国の文化が世界中の国々に広がり、絶賛消費さ

れる現象を指します。現在、K-POPに代表される韓流のはじまりは、今よりはるか昔の1990年代後半でした。その以前に海

外に進出して人気を得た韓国スターがまったくいなかったわけではありません。

2000年代後半に入ってからは韓流の様相も少しずつ変化して行きました。2010年を基準に、韓国アイドルがけん引する

K-POPがユーチューブを通じて世界中で人気を得るようにな

りました。過去の韓流は韓国で人気が立証されたドラマや映

画などが海外に輸出されてはじまりましたが、K-POPがけん引する新韓流は世界中で同時多発的に消費されます。ユーチューブが韓流を発信する中核的手段になったからです。2017年

に公開わずか2ヶ月でユーチューブでの再生回数が2億7000万回を超えたPSYの江南スタイルがその代表例であり、その前

後にも韓国歌謡界ではアルバムリリースに先立ちユーチュー

ブを通じてPVを先に公開することが一種の公式として根付いています。K-POPブーム当初から正式デビューもしていないア

イドルグループが米国・欧州・アフリカ・南米などで多くのファンを確保できたのもユーチューブの影響力のおかげです。

14 Korea Agrafood

before an album is even published has become established as a routine. Thanks to YouTube, some idol bands have been able to build a large fandom in the U.S., Europe, Africa and South America even before their official debut. What is up with the K-pop craze? Recently, Netflix, an American video streaming services provider, dedicated an episode of its original TV series “Explained” to digging into the topic of the keys to the success of K-pop. The episode shows Korean idols singing in Korean in front of tens of thousands of American teenagers who are singing along in Korean. The fact that this show, which covers interesting and enlightening topics from around the world spanning from races to the economy and sports, chose a country’s pop music as a topic, shows how enormous the popularity and influence of K-pop – hallyu – is. As well, the reasons for K-pop’s popularity have become a popular subject of discussion in newspaper columns and research papers, as well as on YouTube and other media. So, what makes people crazy for K-pop? If we consider only the music itself, the biggest factor might be the freshness that is created by mixing and matching multiple different genres of music. In the music of Korean idols, several genres of music such as hip hop, pop, EDM and rock are mixed together, and people around the world fall for a new style of music that goes beyond the limits of genre. When reviewing it from an emotional perspective, people say that they find comfort and healing in K-pop. It might seem like K-pop and the word ‘healing’ don’t belong together, but actually, foreign fans of K-pop identified comfort as the No. 1 reason why they love it. Unlike Western pop songs that often glorify drug and alcohol use, the topics of K-pop are mostly about happiness and love. The words of the songs help people in their teens and 20s build up confidence that they can do it; encouraging words in songs like “You are the best” boost their confidence and energy.

Psy’s Gangnam Style has gained more popularity from abroad, reaching 270 million YouTube views within the first 2 months of its release in 2012, BTS is now creating a craze all over the world.

なぜK-POPに熱狂するのか？

最近、米国の動画配信サービス会社ネットフリックスが制作したドキュメンタリー<世界の"今"をダイジェスト/Explained>で

は、K-POPの成功秘訣についてのドキュメンタリーを紹介しました。動画には米国の10代の前で韓国語の歌を歌う韓国アイドルと、その歌を合唱する数万人の米国の10代の姿が登場し

ます。人種から経済、スポーツに至るまで世界中の中心的で興味深い話題をテーマにするドキュメンタリーにおいて一国の大

衆音楽が素材になるほど、K-POP、韓流の人気とその影響は大

きいということでしょう。米国のドキュメンタリーだけでなく、ユーチューブやあらゆるメディアのコラム、研究論文でも先を争ってK-POPの人気要因を分析、研究しています。

では、人々はなぜK-POPに熱狂するのでしょうか？音楽そのも

のに注目すると、さまざまなジャンルのミックスマッチによる真新しさが最も大きな要因だと言えます。韓国アイドルの音楽に

は、一つの曲の中にヒップホップ、ポップ、EDM、ロックなど、い

くつかのジャンルがミックスされています。これ以上新しいところはないと思われた音楽ジャンルの限界を超え、新しいスタイルで世界の人たちを魅了したのです。

また、感性の面では、K-POPは癒しと慰めを与えてくれます。

一見、K-POPと癒しはかけ離れて見えますが、実際、K-POPに

熱狂する海外ファンはK-POPが好きな最も大きな理由として癒しをあげています。ドラッグやアルコールなどがまるでクール

なものであるかのように装う海外のポップスと異なり、多くの

K-POPは愛と幸せをテーマとして歌っています。「あなたならで

きる」という自信をつけ、「あなたが一番だ」と物語る自尊心を高める歌詞が10~20代の心のエネルギーになるそうです。韓国の美食ブーム、K-FOOD

K-POPが爆発的な人気を得たことにより、韓国文化に対する

15 2018 NOVEMBER

Falling in love with Korean food, K-food Along with the K-pop explosion, Korean culture is also getting attention. Korean TV shows, movies, beauty and travel have been in the spotlight, and now the interest in K-pop and dramas has even been spilling over to Korean food, as people want to try the foods Korean idols or actors and actresses enjoy, or the foods that appear in TV dramas In particular, there has been a string of food shows – called “meokbang” – in recent years in Korea, and through these Korean meokbang shows foreign fans naturally have become familiar with a variety of Korean foods. The popularity of these shows has spilled over to YouTube. In the countries where K-pop is popular, YouTubers’ videos about Korean food meokbang and their visits to Korean restaurants receive an abundance of views. As well, as the interest in Korean food is growing, people desire to cook the food themselves, and so the number of people who purchase food ingredients other than finished products is growing as well. The specific K-foods that are popular differ somewhat in each country. In the US, where there is a dislike of instant foods and an interest in green food or wellbeing food, Korean foods that are comparatively rich in vegetables and grains are considered healthy foods and have become popular. Sales of dishes such as bibimbap, bulgogi and sundubu (soft tofu) with healthy ingredients tend to be high. In Southeast Asian countries where K-pop is popular such as Vietnam, Singapore, Thailand and the Philippines, many different kinds of Korean foods such as ramen, tteokbokki (stir-fried rice cake), kimbap (Korean sushi roll), bulgogi (beef ) and chicken have become known as Korean casual foods. Fresh Korean produce such as strawberries have been gaining recognition because of their high price competitiveness and good taste. To boost sales, various events combining K-pop and K-food are being held in many countries. At the venues of events such as K-pop concerts and cover dance and singing contests, K-food promotion booths offer different tasting events to introduce Korean foods to many visitors.

Malaysian people enjoying Korean foods at the “Red/Hot K-Food Festival” held in Malaysia.

関心も高まっています。その関心は韓国のテレビ番組や映画、コスメ、観光へと'つながって'いますが、その中でも韓国の食

べ物が脚光を浴びており、K-POPに次いでK-FOODの人気も上昇しています。好きな韓国アイドルや俳優が好んで食べる韓国料理やドラマに登場した食べ物など、K-POPとドラマに対する愛情が食べ物にも影響を及ぼしているのです。

特に韓国では「モクバン(食べる番組の略語で日本で言うグルメ番組)」と呼ばれる食べ物関係のコンテンツ番組がここ数年量産され、韓国のテレビ番組で「モクバン」を見る海外のファ

ンに、自然とさまざまな韓国料理が紹介されるようになりました。その人気はユーチューブでも実感できます。K-POPが人気

を得ている国では、人気ユーチューバーたちがアップロードする韓国料理モクバンや韓国レストラン訪問動画などが驚異的

な再生回数を記録しています。他にも、食べ物への関心が高ま

るほど直接料理したいという需要も増え、完成品だけでなく食材料を購入する人が増えています。

このようなK-FOODの人気は国によって異なる様相を見せてい

ます。例えば、米国の場合、インスタント食品への反感から、グリーンフードと呼ばれる健康食への関心が高く、野菜と穀物類が比較的多い韓国料理がヘルシーフードとして認識され人気

を得ています。韓国のピビンパ、プルコギ、スンドゥブなど、健康的な材料で作られた食べ物の売上が高くなっています。

ベトナム、シンガポール、タイ、フィリピンなど、K-POPが人気の

東南アジア諸国では、ラーメン、トッポキ、キムパプ、プルコギ、チキンなど、さまざまな韓国料理が大衆的な食べ物として根を下ろしています。いちごなどの生鮮食品も日本や中国に比べ価格競争力が高く、安くて美味しいので人気です。このような状況から、K-POPとK-FOODを融合したイベントもさまざまな国

で開催されています。K-POPコンサートやカバーダンス・歌のコンテストなどのイベントにK-FOODを発信するためのブースを設置し、いろいろな試食イベントを通じて、イベント会場に訪れた人々に韓国料理を紹介しています。

16 Korea Agrafood

Korean foods become common foods overseas 海外で定番商品となった韓国食品

China

Russia

Brazil

Middle East

Orion Choco Pie

Orion Choco Pie ranked first in the pie section of “Chinese Brand Power Index (C-BPI)” in 2016 and 2017. Choco Pie is being sold in China under the Chinese name “Haoriyeou 好麗友),” meaning “good friend.” Choco Pie uses the value, “benevolent (仁)” that Chinese people consider most important in relationships, in its marketing strategy, and has earned the trust and affection of Chinese consumers. Also, in consideration of Chinese people’s daily habits, Choco Pies with a matcha flavor are available.

Let’s Be, Milkis

“Let’s Be” has become the “People’s choice of canned coffees” in Russia. This accomplishment seems to be even more significant because it was earned at a time when the world’s largest coffee maker Nestle withdrew its business, and the world’s largest beverage company Coca-Cola decided to reduce the number of facilities. The Korean carbonated drink “Milkis” also is very popular. Let’s Be and Milkis both have a 90% share of their respective markets in Russia. Both drinks were presented with many different flavors in Russia to reflect local tastes.

Melona

Carlos, a Brazilian representative of JTBC’s “Non-Summit” said “Korean ice cream products are very popular. Melona, with its melon flavor, is the most commonly loved ice cream.” It’s true that Binggrae’s Melona is really popular in Brazil. Melona was first introduced in 2008. Since then, it continues to be loved, and even luxurious restaurants serve Melona as a dessert. One report from Brazil’s state-operated TV station, EBC, claimed that Melona has changed Brazilian dessert and food preferences.

Chewing gum Spout

The chewing gum “Spout,” which was released in the 1990s in Korea but is no longer sold there, is a popular and muchloved chewing gum in the Middle East. This cube-shaped gum has fruit syrup in the middle of it. Spout first was presented in Middle East in 1977 and has been a steady seller product, ranking first in the chewing gum markets in Saudi Arabia, UAE, and Kuwait. Its marketing in the region targets the fact that people in Middle East often experience dry mouth due to the desert climate. Currently, there are 6 flavors, including mint and fruit flavors.

17 2018 NOVEMBER

オリオンチョコパイ

オリオンチョコパイは2016年と2017年「中国ブ

ランドパワー指数(C-BPI)」のパイ部門で1位となりました。チョコパイは中国語で「良い友だち」を意味する「hao li you(好麗友)」という名前で売られています。中国人が人間関係において最

も重視する「仁」をマーケティングに取り入れ、中国の消費者から信頼と親近感を得ました。ま

た、お茶を飲むのが好きな中国人の生活習慣を考慮し、抹茶味チョコパイも発売しました。

レツビ、ミルキス

レツビは、現在ロシアで「定番缶コーヒー」として根付いています。世界最大のコーヒーメーカーのネス

レが事業を撤退し、世界最大の飲料メーカーのコカ

コーラも工場数を減らしたロシアで出した成果なの

でより有意義です。炭酸飲料の「ミルキス」も高い

人気を得ており、レツビとミルキスは炭酸飲料と缶

コーヒー市場でそれぞれ90%という圧倒的なシェアを誇っています。両製品とも韓国では味わえない多

様なフレーバーをロシアで発売して、地域別に好む味が異なるロシアの特性に合わせています。

メロナ

JTBCの<アブノーマル会談>でブラジル代表だっ

たカルロスが「韓国アイスの人気がすごい。特に

メロン味のアイスのメロナが国民的に愛されるア

イス」だと述べたように、ピングレのメロナが非

常に人気です。2008年に本格的に進出し、今や高級レストランのデザートで提供されるほどで

す。ブラジルの国営テレビEBCではメロナがブラジルのデサートや嗜好食品文化に新しい変化を

もたらしたと報道しています。

スパウトガム

90年代に韓国で市販されていた今はなきガム

「スパウト」が、現在中東ではガムの定番商品に

なっています。スパウトガムは立方体のガムの中にシロップが入っており、噛むと果汁が出てきま

す。77年に中東に進出し、サウジアラビア、UAE、クウェートなどでガム市場1位の定番商品になりました。砂漠気候で常に口の中が乾燥する中東

の人たちの好みを狙い撃ちし成功を収めました。現在はミント、果物フレーバーなど6種類のフレ

ーバーを出しています。

Item

An Indian food market focused on vegetarian, low-sugar and diet food The number of Indian people with diabetes has reached 72,000,000, which is 49% of diabetics worldwide. For this reason, Indian people have become aware of the danger of diabetes and are highly interested in functional food for the regulation of blood glucose. As well, there is a rising demand for imported foods, mostly from young people who have the experience of living abroad.

对素食、低糖、减肥食品关注较高的

印度食品市场 18 Korea Agrafood

Paying attention to unique flavor and functional food for regulation of blood glucose As the Indian economy grows, the food purchasing power of Indian consumers is gradually growing as well. Because of their food preference for sweetness, there are many diabetics in their population. For this reason, Indians show a great interest in low-sugar food as well as functional food to regulate blood glucose and healthy vitamin food. Among the younger generation who have studied or worked abroad, imported food consumption is increasing. For this market segment, foods that have a unique taste unlike any of the foods generally sold in India have a competitive advantage. Because of the country’s recent economic growth and an increase in the number of foreign companies entering into India, a lot of imported goods have been flowing into the Indian market. As a result, local consumers’ interest in foreign goods they have never seen before has been increasing. Recently, the trend shows an increase in the consumption of retort food and ready-to-eat meals. With more women entering the workforce due to economic development, the demand for an easy, convenient meal has increased. Indian people usually have a simple breakfast and lunch, and thus food that busy people can enjoy easily and quickly has been gaining in popularity.

Indian people like to eat foods containing sugar. Sweet Indian milk tea “Chai tea”.

关注不同口味和调节血糖的保健食品

印度是一个随着经济增长，食品购买能力也在逐渐增长的国家。印度饮食文化的特点是食用大量含糖食物，人群中糖尿

病患者的比例很高。因此，人们对低糖、调节血糖的食品以及含维生素的保健食品比较关注。

以留学或者在外企工作的印度年轻人为中心，进口食品的消

费也在增加。特别是不同于印度现有食品口味的食品更是受到瞩目。进来，随着经济增长和外企的增加，更多进口食品

Hallyu craze moving on to Korean food The Korean wave hit India a bit later than other Asian countries. Since last year, local interest in Korean drama and K-pop has been increasing. If the Korean wave leads to the consumption of Korean food, as it did in other countries, the entry of Korean food into the Indian market will soon pick up speed. “World of Food India 2018” which was held in Mumbai demonstrated how the influence of the Korean wave has increased. Buyers and visitors coming to see the Korean pavilion showed great interest in Korean foods such as ramen and tteokbokki (stir-fried rice cake), which they have seen on Korean TV shows and movies. The tasting events also received a lot of attention. There, people enjoyed spicy stir-fried noodles fixed to the tastes of the Indian visitors, vegetable ramen fusion dishes, chicken gangjeong (sweet and sour chicken) and boiled chicken

进入到印度市场，这些进口产品吸引了当地消费者的极大兴趣。

最近软罐头产品和即食食品的消费也呈增长趋势。随着经济的发展，进入社会的女性人数不断增加，对食用方便的产品

的需求也在增加。印度人的早餐和午餐都是简单食用，所以让忙碌的上班族方便、快速食用的产品越来越受欢迎。韩流热潮延续到对韩国食品的关注

印度比其他亚洲国家，韩流起步较慢。自去年开始，印度对韩剧和K-POP的兴趣逐渐增加。如果与其他国家一样，韩流延

续到韩国食品的消费，韩国食品很可能加速进入印度市场。最近在印度举办的“2018年孟买食品博览会”是了解印度韩流

当前现状的一个机会。参观韩国馆的买家和参观者对通过韩

国电视剧和电影中看到的拉面或辣炒年糕等韩国食品表现出极大的兴趣。按照印度人的口味调制的辣炒面和素食拉面料

理、拉炸鸡丁、炖鸡料理的试吃活动的反响很不错。降低含糖

19 2018 NOVEMBER

The Mumbai Food Expo was held last September. Convenience food and healthy drinks in Korean pavilion have gained recognition.

量的食品和维生素、功能性饮料等也引起了人们的关注。由于

(jjim dak), along with food with low sugar content, vitamins and functional drinks. As there are many vegetarians in India, mushroom processed foods such as mushroom pickle received good responses. Also, because of the large percent of India’s population that is obese, diet food attracted buyers’ attention. Functional food for regulation of blood glucose as well as Korean fruits with natural sweetness also seem to have export potential. Fresh food that can help regulate blood glucose such as Dangjo pepper may have a chance to enter the Indian market, in which there are many people with diabetes. Since Indian people have already enjoyed eating oklana cucumber, whose texture is similar to pepper, the locals may feel familiar with crunchy peppers. Pears have become available for exports this year. Refreshing and juicy pear could be served as a luxurious dessert that is different from the tropical fruits that dominate India’s fruit market.

印度人中素食者较多，腌蘑菇等加工食品的反响也很好。印度肥胖比例很高，减肥食品同样也引起了买家的注意。

此外，调节血糖的食品和具有天然甜味的韩国产水果也有望

出口。韩国的调糖辣椒（意指可调节血糖）等帮助调节血糖的

新鲜食品，可以考虑糖尿病患者较多的印度市场。印度人喜欢吃的食物中有与辣椒口味类似的秋葵、黄瓜，相信鲜脆口感

的辣椒可以比较容易被当地人接受。梨从今年开始出口到印度，清新口感和富含果汁的梨将会是印度水果市场中与众不同的高级甜点。

进军印度市场时需减少与本土产品的价格差距

进入印度食品市场最为重要的是价格。虽然最近的经济增长已经很明显，但印度消费者购买力的增长速度却达不到经济

增长速度。目前，印度本土产品的价格相当低。将食品出口到

印度之前，首先要了解该产品的关税、GST（2017年6月开始适用的印度综合增值税）和印度竞争对手产品的消费者价格。

韩国和韩国食品的知名度还不高，即使是以富裕人群为目标，但与本土食品的价格相差过大，出口也会很困难。目前在印度

Reducing the price gap between exported foods and locally grown products when entering Indian market The most important thing when entering the Indian market is price. Although the growth of the Indian economy has been noticeable these days, the purchasing power of Indian consumers is growing at a lower speed. Right now,

中产阶级中流行的方便食品和即食品当中，虽然韩国产品的

味道和质量都很好，但是价格也是相对较高。因此，出口企业需要努力减少与印度本土食品的价格差距。而且新鲜食品的价格竞争力也非常重要。比如，梨产品应制定与中国产的价

格竞争方案，对于西瓜等类似产品也要做好应对方案后再出口。

20 Korea Agrafood

the price of Indian domestic products is considerably low. Before exporting food to India, make sure to first check the tariff on related items, GST (India’s value added tax taking effect as of June 2017) and retail prices of the products from competitors. Since Korea and Korean food still aren’t well known, even if your target is upper class, you might have difficulty exporting if the price gap with Indian domestic products is too wide. Even in the convenience food and instant food market, popular among younger Indians, Korean products, notwithstanding their excellent taste and quality, are still in a higher price range. Exporting companies must try to narrow down the price gap with Indian domestic products. For fresh produce also, price competitiveness is essential. For pears, you have to prepare a plan for a price competition against Chinese pears, and even provide substitutes such as watermelon. Developing food made with vegetables is essential The second most important thing is India’s religion. 85% of Indian people believe in Hinduism, and Hindus generally pursue vegetarianism. And even when they eat meat, they don’t eat beef because the cow is considered a holy animal. You should be careful here, as Korean processed foods usually use meat-based additives such as beef broth powder, which would mean that exporting such products to India could be impossible. At the Mumbai food expo, people who visited the Korea pavilion would first ask if the food was vegetarian. They tasted the food and had counseling after checking that out. Statistically, only 38% of people are vegetarians in India, but it is thought that there must be more than that in reality. Meanwhile, there is a growing interest in differentiated flavors and products in India, so any company that can make products that are not sold or not yet known in India may have a good chance in the export market. The customs procedure for food in India is quite thorough, so it takes a while for foreign food to get through. But it could be a chance for Korean food to lead the local market. Considering the market size, economic growth rate and the relationship between Korea and India, India is a promising market. With the help of the Korean wave that has just ignited in India, it is expected that more Korean foods, that are functional and high quality, will enter the Indian market.

Korean companies that handle instant foods such as ramen, held cooking studios at the Mumbai food expo. Tasting events were successful, attracting many people.

素食人口比例高，素食产品的开发极其重要

此外，85％的印度人信仰印度教，印度教通常是素食主义者。即使吃肉，也不吃被认定为神圣动物的牛肉，根本就无法进

口。大部分韩国加工食品中都添加了牛肉粉等牛肉添加剂，这种食物不能进口，需要注意。

事实上，在孟买食品博览会上，参观韩国馆的客户，都会先询

问是否为素食品。确认后，才会进行品尝和咨询。统计数据显

示，印度总人口中约有38％是素食主义，但是有当地实际的素食主义人数大于这个数据的说法。

另一方面，当地人对不同的口味和产品比较感兴趣。所以在印度市场中还没有销售，或生产尚不为人所知的产品的公司，可

以尝试出口到印度。由于印度的食品通关程序比较严格，外国食品的进军速度也是缓慢。但这反而会成为引领当地市场的一个契机。

就市场规模和经济增长率以及韩国与印度的关系来看，印度是一个未来值得期待的市场。随着刚火爆起来的韩流，具有卓越品质和功能的韩国食品，向印度市场的出口将更加活跃。

21 2018 NOVEMBER

New Product

China falls for Korean kids’ snack

From health to design, nothing was missed

Parents only want the best things in their kids’ snacks. China is paying attention to excellent Korean kids’ snacks and meal replacements.

俘获中国消费者的儿童食品

从健康到设计，面面俱到 Around the world, all parents are united in wanting the best for their children. With China showing an interest in high quality products for infants and toddlers these days, Korean products have been taking center stage. From baby formula to baby food, drinks, snacks and noodles, almost all kinds of Korean products for infants and toddlers have been growing in popularity. In particular, with China having put an end to its one-child policy in 2016, allowing up to two children per family, the market for products for infants and toddlers is growing at unimaginable rates. Let’s learn about the Korean products for infants and toddlers that are loved in the Chinese market, which had an annual growth rate of 15% as of 2017. 22 Korea Agrafood

天下父母一颗心，都想给自己的孩子最好

的东西。最近中国专注于高品质婴幼儿产品，随之韩国产品也在受到关注。从奶粉

到零食、辅食、饮料、饼干、面条等几乎包括了所有婴幼儿食品。尤其，中国在2016 年，将独生子女政策改为二孩政策后，婴

幼儿产品市场的发展速度已经到了不可思议的程度。下面为大家介绍，以2017年为

准，每年增长15%，在中国婴幼儿食品市场受欢迎的韩国产品。

Foodcare Baby Food

Seoul Milk Cooperative Association, Enfant

Foodcare is the first Korean company to sell its baby food in glass jars, winning over sanitary-conscious parents. Foodcare provides a variety of healthy baby foods for infants of different ages. The company already has been recognized for its tasty, nutritious food and quick delivery service. Foodcare has been gaining popularity in China, as its baby foods have been specially designed in consideration of Chinese people’s eating habits.

Long-loved children’s milk “Seoul Milk Enfant”. With its advanced milk processing system, Seoul Milk Enfant takes charge of Korean children’s health, supplying a premium milk with the essential nutrients growing children need. The milk has been loved for about 25 years since its release in 1994. Seoul Milk Enfant has been exporting to China since 2014. As people still remember the baby formula scandal, China has a high demand for safe baby formula and milk, which has helped Enfant make inroads into the Chinese market.

Food Care辅食

首尔牛奶合作社——Angpang（音译）

全敏感的宝宝父母的心。Food Care根据孩子的月龄制作不同的辅食，它的味

先进的乳制品加工系统，选用最顶级原奶，添加了成长期儿童的必须营养成

Food Care是韩国第一个将辅食装入玻璃瓶销售的品牌，成功俘获了对卫生安

婴幼儿牛奶“首尔牛奶Angpang”，长期以来一直深受韩国人喜爱，基于系统和

道、营养和快捷配送服务在韩国得到了认可。Food Care在中国尤其受到青睐

分，为孩子的健康保驾护航。自1994年上市以来，持续25年人气不减。2014年

的原因，就是因为它是根据中国人的饮食习惯设计的定制辅食。

开始出口到中国，引起了因过去奶粉事件等原因，对奶粉的安全性和原奶需求较高的中国市场的关注。

DellosF&B Co., Ltd. Dellos

J.ON ABC Cookies

DellosF&B Co., Ltd. makes premium healthy drinks that are high in natural fruit juice content. Unlike other drinks with artificial colors and high sugar content, Dellos juice has been gaining popularity for its taste and nutrients. Filled with sweet and sour fruit flavors and nutrients, it is perfect for children’s snacks. In addition to China which has recently been showing high attention, Dellos is exporting its products to 67 countries, including markets in Europe, Africa, Oceania and the Middle East.

J.ON sells cookies and noodles made with a mom’s love for infants and children. True to its principle of putting health first, J.ON only uses fresh ingredients and never uses chemical additives and artificial colors. Its most popular product is “ABC Cookies,” which are offered in 4 flavors: seaweed, citron, cheese and grains. J.ON also only uses ingredients grown in Jeollabuk-do, where J.ON’s factory is located. J.ON ABC Cookies are available at Chinese popular supermarket chains such as JUSCO and Ole, as well as through large online distribution channels like Taobao.

DELLOSF&B(株) DELLOS

智益安 ABC饼干

DELLOSF&B(株)的果汁是具有较高天然果汁含量的高级果汁品牌。其生产

智益安针对婴幼儿生产的曲奇和面条等全都承载着妈妈的心意。智益安的原

的婴幼儿果汁不同于色素多、高糖的普通饮料，注重营养和口味。酸甜水果

则是采用新鲜材料，不添加任何化学添加剂和人工色素。主打产品是“ABC饼

味道加上营养，是儿童零食的完美选择。DELLOS的产品除了近期反响较高

干”，有海苔、柚子、芝士、谷物等四种口味。仅使用工厂所在的全罗北道生产

的中国市场之外，还出口到欧洲、非洲、大洋洲、中东和美洲等67个国家。

的原材料。在中国，可以通过吉之岛、Ole等大型超市以及淘宝等在线流通渠道轻松购买。

Contact Information Foodcare : +82-1577-7003 KO Seoul Milk Cooperative Association: +82-80-021-5656 J:ON : +82-63-278-3200 KO

23 2018 NOVEMBER

Dellos F&B : +82-33-731-5003

People

A perfect pairing, Bossam and Kimchi! Koreans’ love for kimchi is well known. Take the “kimjang culture,” for example – the annual tradition of family members getting together to make kimchi for the wintertime. One day in early winter, I meet with two people at a bossam restaurant, where I can smell the aroma of ripening kimchi.

Do I like kimchi? I have even taken part in kimjang before! To Marie and Leonardo, bossam meat and kimchi are staple foods. Marie, who married a Korean man after a long period of dating, is from Belgium, and last year she took part in kimjang at her in-laws’ house. “My mother-in-law, my husband, my brother-in-law and I spent the day making kimchi with 20 heads of Chinese cabbage. It was really hard work!” As her husband’s hometown is Gyeongju, she has visited

there many times and thinks that Gyeongju is the most beautiful city in Korea. Even though she is very familiar with kimchi and has even made it herself before, she finds that spicy food doesn’t always agree with her. This is why she prefers white kimchi, which came with the bossam today. “My husband’s work is related to cooking, so he always cooks at home. Actually, he is quite good at it! Naengmyeon (cold noodle) and kalguksu (noodle) are his specialties.” Marie has almost turned into a true Korean! She says 24

Korea Agrafood

that her favorite Korean food is sundae gukbap (Korean sausage and rice soup). She lived in Belgium until she turned 18, after which she moved to England to study and to work. After staying there for 6 years, she lived in Italy and China, eventually settling down in Korea, her man’s country.

Engineering at Seoul National University. He was invited by the Korean government to study on a scholarship. He came to Korea for its education system. “Brazil’s education system was not for me. It is too loose, and teachers don’t have any authority. The media often covers Korea’s high educational achievements, and it made me think about studying in Korea.” Because of the college scholastic ability test, Leonardo took classes at a private institute and had a talk with a teacher about studying in Korea. That’s when the teacher told him about the scholarship program, and now he is studying in Korea just like he wanted to. Of course, studying engineering at Seoul National University is difficult, especially when he needs to work on learning Korean at the same time. But there are still many things he wants to do once he has settled in enough.

Living a life of travel Marie is a travel writer. She uploads 2 posts to her blog every week, in addition to writing a series of articles for magazines and travel agencies and managing the contents of their social media. Because of her job, she travels around cities in Korea other than Seoul more than twice a week. According to her, Gyeongju and Andong are the most beautiful cities in Korea. However, she said it is difficult to choose only one city because she likes every city. In Seoul, she often visits Gwangjang Market and Seoul Forest. Marie writes her articles in English, targeting foreigners preparing for a trip to Korea. One of her most popular articles is titled “How to get to Busan,” and her articles about regional transportation are frequently viewed as well. She also takes the photos for her posts herself. Managing to balance multiple jobs, she enjoys living in Seoul.

What are the soul foods that these two countries have? For Koreans, kimchi is their soul food. Some people won’t have a meal without kimchi. As well, in Korea, a good meal should have meat, and so Bossam can satisfy these two requirements. Eating well-cooked meat with kimchi is a heavenly experience. So, what are the soul foods in Marie and Leonardo’s countries, Belgium and Brazil? “For a Belgian, dessert is soul food. People enjoy dessert in every country, but it is different for a Belgian. A meal

I am going to be a Korean soon. Leonardo came to Korea from San Paolo in 2012, and now is a senior majoring in Electrical and Computer

Chestnut makgeolli

Best food pairing they ate today

Chestnut makgeolli is good with a combination of sweet and sour tastes. And the secret lies in the chestnuts. Traditional Korean alcohol is made with various ingredients, and this restaurant uses chestnuts for their makgeolli.

Bossam meat The meat is boiled with medicinal herbs to remove the meaty smell. What sets this restaurant apart is its sweet and hot meat dipping sauce made from garlic.

Stir-fried octopus Even though it is alarmingly red, it is not that hot. The octopus is plump and chewy. I can tell they used fresh ingredients right away.

Bossam kimchi There are mumallaengi (dried radish) kimchi and white kimchi. Dried radish kimchi is for people who enjoy hot spice, and white kimchi is good for foreigners who might not enjoy spicy food. Both types of kimchi are ripened for just the right amount of time, and the spices used are not too strong, which goes well with the meat.

Pajeon (green onion pancake) Pajeon goes well with chestnut makgeolli. It doesn’t get soggy over time and stays crunchy, which makes it hard to stay away from.

25 2018 NOVEMBER

Insa-dong Maneul Bossam Address: 12-5, Insa-dong 8 gil, Jongno-gu, Seoul Contact: +82-2-735-7885 KO

HMR

is not complete without dessert. The options for desserts are endless, including chocolate and cookies.” Koreans also eat desserts, but according to Marie the Belgian dessert culture is completely different. Belgians eat only very sweet things for desserts. “For a Brazilian, beans are our soul food. We hard boil the beans and mash them to eat as a side dish. It is good for health, and tasty. Brazilians have beans every meal, so I think we could call beans our soul food.” Brazil doesn’t have a cold season so there is no food preservation. Leonardo had never seen snow until he came to Korea in 2012, and was surprised at the cold, harsh Koran winter. Even though Leonardo has to endure another Korean winter, he will hang in there because he likes Korea. Meanwhile, Marie, putting her trust in her husband, is settling down in Korea. Just like bossam and kimchi are a good pairing, these two people and Korean life seem to be a good match.

Daesang Jonggajip Kimchi Daesang Jonggajip’s Kimchi is the best-known packaged kimchi brand. As there are many different types of kimchi, they have a range of kinds of kimchi on sale. From bite-sized kimchi for children to white kimchi and dongchimi (radish water kimchi) that are good for foreigners who want to avoid spicy food, there are many different options.

Peacock Delicious Suyuk Bossam meat is called “suyuk”. Peacock’s “Delicious Suyuk” are small packaged products good for single-person households. All you need to do is warm it up in a microwave oven, and the meat gets very soft, like it was just boiled.

Other popular seafood restaurants

Hwapyeong Kalguksu Bossam Wangmandu Address: 654, Samseong-ro, Gangnam-gu, Seoul Contact: +82-2-518-3232 KO

Eunseong bossam

Gaksi Bossam

Address: 297-6, Dokseodang-ro, Seondong-gu, Seoul Contact: +82-2-2297-9922 KO

Address: 25, Seongji-gil, Mapo-gu, Seoul Contact: +82-2-333-8786 KO

26 Korea Agrafood

2018 FOOD EXPO VIETNAM

Saigon Exhibition&Convention Center, Ho Chi Minh City 14-17 November 2018

Chungwoo food K9 Sweet Deeping Sauce, Korean Noodle Sauce

POCHEON GINSENG FARMER ASSOCIATION L9 Korean red ginseng extract

CNABIOTECH CO., LTD. L3a COLLAGEN

PUNGGI GINSENG COOPERATIVE ASSOCIATION L15 KOREAN RED GINSENG ROOT

CROWN CONFECTIONERY CO., LTD. L3b COUQUE DASSE

SAJO CORPORATION K10 Perilla Oil-Roasted Laver 4g

Daawon Co., Ltd. K6 Mojito Limemint Ade

Saongwon Co., Ltd. M11a Pancake(Jeon)

Daekyung Food Co., Ltd. M11b Red Pepper Powder DAMO Co., Ltd. K16 Kimchi, Fresh Fruits Decoria Confectionery Co., Ltd. M8 Character Jelly Lollipop Dongui Chosukjam F.A.C L4b Ginseng power energy drink DOORIDOORI CO., Ltd. M1 instant rice, instant ramen rice

GYEONG BUK CORPORATION K15 APPLES, PEARS, GRAPES

JNS GLOBAL CO., LTD. M6 Aloe vera drink, Sushi nori, Choco stick

GYODONG FOOD CO., LTD. M9 Chicken Stew with Ginseng

Jusungfarm Co., Ltd. L5 Sprout Jelly Nano Collagen

H FOOD K11b Snack (Hot Zag)

KEUMKANG B&F M7 Jelly B Konjac Jelly, RTD SOUP & COFFEE

HAN SUNG GAP L16 APPLE, PEAR

KOOKSOONDANG BREWERY CO., LTD. K11a BEKSEJU, KOOKSOONDANG DRAFT MAKGEOLLI

HANDK K14 Ready Q Drink, Ready Q Chew

Ecopanax Co., Ltd. M4a Dagajin Red Ginseng, Extract Harudongan

Hankook Tea Co., LTD. M14 Greentea

ESCALAB L1 capsule ice cream, capsule shaved ice

HANSARANG CO., LTD. K3b Strawberry, Shine Muscat

EVERGOOD CORPORATION M12a Korean Fresh Fruits, Korean Sweet Persimmon

Healing Co., Ltd. M3b Honey Collagen

EVERIT CO., LTD. M3a SLEEPTO(Healty fermented drinks)

KWANGDONG PHARMACEUTICAL CO., LTD. L13 Vita500, Cornsilk Tea Drink, Oriental Raisin Tea Drink Nature Farm K5 Dried persimmon slice, Semi-dried persimmon

HONESTFOOD Co., Ltd. K13 YABUL/KING SERIES

SEJONG BREWING Co., LTD. M13 IDO(distilled soju) SINBAD Co., Ltd. M10 Diet & Collagen functional jelly SM KOREA L7 AVETE MOCHA COFFEE MIX SOL NARA Co., Ltd. K1 Korea Red Pine Needle oil Capsule Soonsoobon K4a Babybon weaning food Taewoong Food L14 One A Day Korean Red Ginseng TEAZEN INC. L8 Matcha, Honey citron tea Trechan Co., Ltd. M12b Baechu Mat Kimchi, Got Kimchi

NEO CREMAR K4b Beauty Oligo

WEVE INTERNATIONAL K12a Probiotic Drink

NEXTURE E-ONE Co., Ltd. L4a NEO Congjolmi

WooriDo Co., Ltd. K12b Familac

NHS FOOD INC.(Black Garlic) L11a black garlic, black garlic extract

Yilip International Co., Ltd. K8 Pears, Strawberries, Shine muscat grapes YOU&I CORP. L12 Korean Red Ginseng, Korean Taekuk Ginseng

Farm Sosegol M5 Organic Aronia, Concentration Granule

Hwangsooyeon Traditional Food Ltd. M4b Soybean Paste Stew Seasoning, Gochujang

FineFT Co., Ltd. L6 Honey Citron Tea Powder, Aronia Concentrate Powder

Jeong Nam NH NACF Gyoenggi K3a Cheon Gyeong Sam-red ginseng products

Orange People Co., Ltd. K7 latte powder, diet powder

GEUMSAN DUKWON Co., Ltd. L11b Korean Red Ginseng Extract 240g

JINSUNG F.M CO., LTD. L2 BULGOGI MARINADE FOR BEEF

Otkane Corporation M2 Pomegranate&kudzu(concentrate)

27 2018 NOVEMBER

Farm Tour

Omija processing company “Mungyeong Omija Valley”

Let’s fall in love with 5 different flavors

CEO of Mungyeong Omija Valley Farming Association Corporation Park Jong-rak, which processes and sells omija extract and drinks, is the one responsible for the popularity of omija. Sweet and sour omija beverages have gained fans in America and Southeast Asia, and omija beverage exports are also growing.

五味子加工メーカー「聞慶五味子バリー営農組合法人」

「紅色の五味子、5つの味の魅力にハマってみましょう」 28

Korea Agrafood

五味子は、血圧や咳を抑える効果があり、免疫力を高めてく

Omija helps bring blood pressure down, is good for coughs and boosts immunity. As people have learned about these efficacies of omija, it has been gaining recognition as a healthy food. There is a company that makes healthy omija drinks and is taking the lead in increasing omija exports to America and Southeast Asia in addition to Korea. “Mungyeong Omija Valley Farming Association Corporation” (also known as Mungyeong Omija Valley) located in Dongro-myeon, Mungyeong-si, Gyeongsangbuk-do, produces 45% of the total omija production amount in Korea. CEO Park Jong-rak has met many buyers though food fairs of aT and KOTRA for 10 years, and enhanced the corporation’s overseas marketing efforts. At one point the price of omija dropped due to overproduction, and Park encountered the limits of the corporation’s ability to expand its domestic market. After careful consideration, Park, who was looking for vendors for omija cheong (syrup), sent a menu suggestion to “Starbucks Korea” in 2015. Starbucks recognized the high quality of omija cheong that had been naturally matured and fermented, and presented “Mungyeong Omija Fizzio” in the following year. At first, the omija drink, offered as a summer limited-edition item, became a big hit, with 840,000 cups sold during the first year, and 38 tons of omija cheong. Last year, 62 tons of omija was supplied to Starbucks.

れる健康食品としても知られ、注目を集めています。五味子を健康飲料に加工して、韓国国内はもちろん米国や東南アジア

など、輸出の拡大に力を注いでいるところがあります。韓国の五味子生産量の45％を占めている慶尚北道聞慶市東魯面にある「聞慶五味子バリー営農組合法人」（以下、聞慶五味子

バリー）のパク・ジョンラク代表は、輸出市場の開拓に向けて

10年間、aＴとコトラ(大韓民国貿易振興公社)の食品博覧会を通してバイヤーに会い、海外マーケティングを強化してきました。

一時、五味子は過剰生産のために価格が下落し、韓国市場

拡大の限界にぶつかる危機にさらされていました。五味子蜜（参考：五味子発酵液・omija extract）の納品先を探していたパク代表は悩んだ末、2015年に「スターバックス・コリア」

にメニューの提案書を送りました。スターバックスは、自然熟成・発酵した五味子蜜の品質を高く評価し、翌年、「聞慶五

味子フィジオ」を発売しました。夏限定で発売した五味子飲

料が一年目に84万杯売れるという大成功を収め、五味子蜜を 38トン販売したのに続き、昨年は62トンをスターバックスに納品しました。

零細加工メーカーに過ぎなかった聞慶五味子バリーは、スタ

ーバックスへの進出をきっかけに立派な輸出企業に成長しました。パク代表は、「aTなど政府からの支援を受けて参加し

た米国、ドイツの食品博覧会でも、スターバックスの聞慶五味子のメニューが大きな注目を集めました」と語りました。その後、コーヒーチェーン店「Tom N Toms」のタイ支店34ヵ所と輸出契約を結び、五味子飲料を納品しています。

Starting from business with Starbucks as a momentum, CEO Bark Jong-rak signed a contract with Tom and Tom’s in Thailand, earning the annual sales of 1.5 billion won.

29 2018 NOVEMBER

No artificial color, artificial flavor, and sugar are added to Mungyeong Omija Valley’s products. Only authentic omija flavor is used.

聞慶五味子バリーは、農家との契約栽培を通じて年間70~100

With the Starbucks deal as momentum, Mungyeong Omija Valley, used to be just a small processing company, has become a respectable exporting company. CEO Park commented, “Even at the food expos in the US and Germany that we participated in with governmental support from aT, Starbucks’ Mungyeong Omija drink has won great attention.” Since then, the company has made contracts with 34 branches of “Tom and Tom’s” in Thailand and supplied them with omija drinks. Mungyeong Omija Valley is supplied with 70-100 tons of omija from contract farming and earns annual sales of 1.5 billion won by processing and distributing products. As CEO Park comments, “To ensure the safety of our ingredients, we only purchase omija that has passed the test for toxic elements such as pesticide residue and been certified under Good Agricultural Practices (GAP).”

TIP

Ways to use “Omija”

トン規模の五味子の供給を受けて加工・流通し、年間15億ウォンの売り上げを上げています。パク代表は、「特に、残留農

薬など危害要素の検査に合格した農業生産工程管理（GAPㆍ Good Agricultural Practices)認証を受けた五味子のみ買い上げ、原料の安全性を確保しています」と説明しました。

合成着色料・合成香料・砂糖など無添加、人気の五味子飲料

聞慶五味子バリーは、五味子発酵液とお酢、果物をブレンドした五味子飲料、五味子茶エキスなど約20種類の製品を生

産しています。五味子の健康飲料の「名作聞慶五味子」や「五味プレミアム」、「五味子レッド酢」などが目玉商品です。人気の秘訣は、合成着色料・合成香料・砂糖などを添加せず（３

無添加）、クリーンな地域で生産した五味子エキスを使っているところにあります。

パク代表は、「最初は、五味子と砂糖を半分ずつ混ぜて熟成・発行させた五味子蜜を販売しましたが、次第に砂糖への抵抗

1. Use omija to make healthy drinks. Omija has excellent flavor and efficacies. Omija got its name because it has 5 tastes - sweet, sour, bitter, salty and spicy. Omija is eaten mostly in the form of omija cheong, which is good for making healthy drinks. Sweet, sour omija cheong can be put into soda, iced tea and milk. Omija can be blended with vodka, soju and wine to make cocktails.

30 Korea Agrafood

2. Omija can be used to make sauces and marinades. When omija cheong is used in salad dressings and marinade instead of sugar, it adds a sweet and sour taste to the dish. When marinating meat, use less sugar and more omija cheong to make the meat more tender. Omija cheong goes well with Western dishes such as steak sauce as well as Korean marinade for bulgogi and galbi jjim (braised short ribs).

感が高まり、健康な甘みを欲しがる消費者のニーズに合わせ

Omija drinks with no artificial colors, artificial flavors or sugar grow in popularity Mungyeong Omija Valley produces 20 kinds of products, including omija drinks in which omija extract, vinegar and fruits are blended together, and undiluted liquid omija tea. Its most popular products are “Myeongjak Mungyeong Omija”, “Omi Premium” and “Omija Red Vinegar.” The secret to their popularity lies in the fact that no artificial colors, artificial flavors and sugar have been used, with only omija extract produced from the clean area included. As Park commented, “At first, we sold matured and fermented omija cheong made with a half omija and half sugar mix,” adding, “But as many people are avoiding sugar, to satisfy our customers’ need for healthy sweetness, we developed omija extract drinks with no sugar, which were quite successful.” “Myeongjak Mungyeong Omija” is popular for school lunches in Korea, and as an export item to Malaysia and Hong Kong. In addition, it doesn’t use any artificial colors and flavors, and uses honey and oligosaccharide instead of sugar, helping it to gain recognition as a healthy drink. For consumers in Southeast Asia who are not used to the unique taste of omija cheong, the company developed special omija drinks that fit their taste preference, and have received good responses. Omija extract and fruits such as watermelon, mango, pineapple and pear are blended together in these drinks to make a sweet and sour taste. To meet the recent consumer trend of tea blending, the company also offers the “OmiOgam Series (omi concentrate & extract series)” in which omija extract, lemon, lime, red ginseng, pear, ginger and balloon flower root are blended together. Park commented, “5 flavors of omija nourish our 5 internal organs, and omija is good for fatigue. We have been promoting these health benefits of omija to foreign buyers and consumers, and getting a great response,” adding, “We entered the American market last year and are now focusing on expanding our potential export markets. We are working hard to create a perception in the overseas market that Mungyeong omija is a high-quality product.”

て砂糖を入れない五味子エキス飲料を開発した戦略が功を奏しました」と話しました。

韓国の学校の給食用やマレーシア・香港への輸出商品として人気の「名作聞慶五味子」は、合成着色料・合成香料を使用

せず、砂糖の代わりに蜂蜜とオリゴ糖を入れた健康的な飲み物として人気があります。

特に、五味子蜜独特の味に馴染みのない東南アジアの消費者の味覚に合わせた五味子飲料を開発して手応えを感じています。五味子本来の味を活かしたエキスやスイカ、マンゴー、パ

インアップル、ナシなどの果物がブレンドされており、甘酸っぱい味が特徴です。

最近、ブレンド茶を好む消費トレンドに合わせて五味子エキスやレモン・ライム、紅参、ナシ・ショウガ・キキョ

ウなどをブレンドして作った「五味五感シリーズ」（Omi concentrate&extract series）も発売しました。

パク代表は、「五味子の５つの味が体の五臓を保護し、疲労

回復などの効能がある点をアピールして米国やカナダなどの海外バイヤーと消費者から人気を得ています」として、「昨年

の米国進出に続いて輸出市場の多角化に力を注ぎ、これから聞慶の五味子が世界市場においても名ブランドになることができるよう最善を尽くしていきます」と抱負を語りました。

Mungyeong Omija Valley produces 20 kinds of products including undiluted liquid omija tea and drinks in which omija extract, vinegar and fruits are blended together.

Company Information

Mungyeong Omija Valley Farming Association Corporation Address: 2371-5 Yeoumok-ro, Dongro-myeon, Mungyeong-si, Gyeongsangbuk-do Contact: +82-54-552-9000 EN KO Website: www.omijamall.co.kr

31 2018 NOVEMBER

Fresh Produce

Sweet gift from clean Jeju

Korean tangerine

The tangerine is a top-selling fruit in Korea because of its sweet and sour taste. As well, it is easy to eat – you only have to peel it. Jeju, famous for its clean environment, - produces Korean tangerines, and that’s why Korean tangerines are recognized by consumers from home and abroad as safe and tasty agricultural products.

清らかな自然を誇る済州島からの甘い贈り物

「韓国産みかん」

みかんは甘酸っぱい味と皮を剥くだけで食べれる利便性か

aT opened a “K-Fresh Zone” in an exclusive supermarket Jasons Market Place in Taiwan. “K-Fresh Zone” sells 20 kinds of Korean fresh produce. Korean tangerines made their debut at the K-Fresh Zone, where they captured the attention of locals. Tangerines will also be sold at 10 K-Fresh Zone shops in Thailand (Bangkok) and Singapore. Korean tangerines have been exported for the last 10 years. Every year, around 2000 tons of tangerines are exported, with 2013 being a particular strong year for

ら、韓国内で販売量1位に輝く果物です。米国と中国をはじめとするアジア地域に輸出されています。韓国産のみかんは清

らかなイメージで有名な済州島で生産され、国内外の消費者に安全で美味しい農産品として認められています。

種類の韓国産生鮮農産物を販売する「K-Fresh Zone」を設け

ました。この日、台湾K-Fresh Zoneには、みかんが販売され現地の人たちに注目されました。みかんはタイ(バンコク)とシン

ガポールなど、10カ所のK-Fresh Zoneでも販売される予定です。

32 Korea Agrafood

韓国産みかんは10年近く海外に輸出されている生鮮食品で

Korean tangerines at 3700 tons exported. This year, it is expected that 3000 tons of tangerines will be exported. Korean tangerines are exported mainly to the US, Canada, Russia, Singapore and Hong Kong. Southeast Asia also recently joined the list of locations to which Korean tangerines are exported. Recently, the US started to use Korean tangerines as a summer barbeque item and snack, and sales in this market have been rising. Korean tangerine exports are expanding to the US, Europe and Southeast Asia.

す。2013年産が3700t以上輸出されたほか、毎年2000t前後の輸出量を記録しており、今年は3000tのみかんが輸出を待っています。主な輸出対象国は米国とカナダ、ロシア、シンガポー

ル、香港などです。最近は東南アジアにも輸出されています。

みかんは最近米国で夏場のバーベキューアイテムやおやつとして紹介され、米国内での消費が伸びました。韓国産みかんも米国・欧州・東南アジアなどへ輸出を拡大しています。効能 1 ビタミンCたっぷり！一日3個で十分

100gのみかんには平均35mgのビタミンCが含まれています。

一日にみかんを3~4個摂取するだけで、冬場に不足しがちな一

Efficacy1 Full of vitamin C! Eating 3 tangerines a day is enough for our nutrient requirements. 100g of tangerine contains an average of 35mg of vitamin C. Eating just 3-4 tangerines a day will give you your recommended daily dose of vitamin C (100mg). Korean tangerines are so rich in vitamin C because Jeju, the main production site, has plenty of sunshine.

日分のビタミンCを取ることができます。韓国産みかんの主な

産地である済州島で生産されたみかんは豊富な日照量からビタミンCの含有量がさらに高いです。

効能 2 機能性成分がたっぷり、骨粗しょう症にも有効

韓国産みかんにはヘスペリジン、ナリンギンなど、機能性成分のフラボノイドがオレンジの2倍以上含まれています。また、β

クリプトキサンチンなどのカロチノイド成分が骨粗しょう症の

Efficacy2 High in functional substances, good for osteoporosis Korean tangerines have functional substance flavonoids such as hesperidin and naringin in two times the amount found in oranges. As well, Korean tangerines contain carotenoids such as beta-cryptoxanthin that help prevent osteoporosis.

予防にも役立ちます。

効能 3 みかんで美味しいダイエット

韓国産みかんの果肉と皮には体脂肪・コレステロール値・BMI

を下げる効果があります。肥満と血中脂質の改善効果があるという研究結果もあります。特に韓国産みかんは糖度が高くジューシーなので、美味しく食べながらダイエットができます。

Efficacy3 Tasty diet with tangerine The Korean tangerine’s flesh and peel are helpful to reduce body fat and lower the cholesterol and body mass index. Some studies have shown that it is effective in improving blood lipids. Lose weight while eating sweet and juicy Korean tangerines.

Tangerines are mainly produced in Jeju. Models dressed as Jeju haenyeo (female diver) and promoting Jeju tangerines.

33 2018 NOVEMBER

Bigger and sweeter! Korean tangerine varieties より大きく、より甘く！韓国産みかんの品種

“Hallabong” (left) got its name from Hallasan of Jeju-do. Cheonhyehyang (right) is popular in Asia including China because of its thin peels and high sugar content.

韓国産みかんはその品種も豊富ですが、多くは「ウンシュウ

There are many varieties of Korean tangerines. Mostly “Onju milgam (tangerine)” is used to make hybrids. “Onju milgam” -weighing about 100g per unit- is the main export variety breed, but the improved varieties “Hallabong” and “Cheonhyehyang” are also exported.

ミカン」を交配して開発した品種です。輸出みかんは主に1個当たりの重量が100g前後の「ウンシュウミカン(柑橘)」です

が、改良種の「ハルラボン（漢拏峰）」・「チョンヘヒャン(天恵香)」も輸出されています。ハルラボン(漢拏峰）

Hallabong Hallabong tangerines weigh 200-300g and have a thick peel. It got its name because its hog-backed top reminds us of Hallasan in Jeju-do. Hallabong tangerines are very sweet and juicy. Today, Hallabong tangerines are exported to Singapore, Malaysia and Thailand, as well as the US.

ハルラボンは重量が200~300gで皮が分厚いです。ポコッと出っ張った上部が済州島の漢拏山に似てるということで「ハルラボン」と名付けられました。味はとても甘くてジューシーで

す。米国・シンガポール・マレーシア・タイなどに輸出されています。

チョンヘヒャン(天恵香)

チョンヘヒャンはハルラボンと似たような大きさで皮が薄い

Cheonhyehyang Cheonhyehyang tangerines are about the same size as Hallabong tangerines, but the Cheonhyehyang tangerine’s peel is thin and is high in sugar content. In a taste test, Cheonhyehyang tangerines received the highest score from the Chinese testers.

のが特徴です。糖度も高いです。中国の消費者を対象にした

味の評価で韓国産みかん品種のうち、最高得点を記録しました。

34 Korea Agrafood

韓国のみかんは島で育つ、輸出産地済州島

Korean tangerines grown on a clean island Jeju

韓国の済州島は中国などアジア人の間で「清らかな地域」

Korea’s Jeju has been known to Asian tourists as a “clean area” or a “mysterious island.” It is widely thought that agricultural products grown in Jeju are safe. This place, clean Jeju, is the main production site for Korean tangerines. Jeju maintains strict controls from the production stage to improve the quality of the tangerines it exports. Jejudo also ensures food safety by checking for pesticide residue before exporting. To expand its exports, Jeju is developing a customized distribution system to fit the standards of importing countries. Jeju is planning to build a special facility for fruit selection for exports to improve the level of quality control even more.

「神秘の島」として知られています。済州島で生産された農

産物は安全というイメージも強いです。韓国産みかんの主な産地がここ、清らかな島、済州島です。

済州島では生産の段階から徹底した管理を行って輸出みかんの品質を上げています。輸出前には残留農薬の分析を通じて食品安全も強化しています。現在、済州島は輸出拡大に向けて輸入国の条件に合

わせた流通システムを構築して

います。輸出専用の選果施設を

設け、品質管理レベルをさらにアップさせる計画です。

FARM STORY

“I am confident in both the taste and the safety of our tangerines.” Tangerine exporter Oh Mun-hak

only tasty and nutritious but also small and easy to eat, which is sort of the trend in fruit consumption now. Even though it is a winter fruit, thanks to the high cultivation technology of our farmers, you can enjoy tangerines all year long. As well as exports to the US, tangerine exports to Asian countries such as China and Singapore are growing. I would like everyone to know about our sweet and refreshing Korean tangerines.”

Oh Mun-hak grows Noji tangerines for export in Jeju. He has been tangerine and Hallabong farming for over 30 years, and started exporting his products to the US 4 years ago. “The tangerine is a top-selling fruit in Korea. It is not 「味にも安全にも自身があります」

蜜柑輸出農家のオ・ムンハクさん

オ・ムンハクさんは済州島で輸出用の露地みかんを栽培しています。みかんとハルラボンの栽培の経歴は30年以上で、米国への輸出は4年前から始めました。

「みかんは国内で最も消費される韓国の代表的な果物で

す。豊富な味と栄養、最近の果物消費のトレンドである小さいサイズ、食べやすさなどの長所を持っています。冬を代表する果物ですが、韓国農家の優れた栽培技術で今は一年

中味わうことができます。米国に続き、中国・シンガポールなどアジアの国々への輸出が増えているのですが、韓国産みかんの甘くて爽やかな味をもっと広めたいです」

35 2018 NOVEMBER

Fresh Produce

Golden fruit now going to America and Asia after fascinating Chinese customers

Yuja(Korean Citron) 中国消費者の心を掴み、米国・アジアへ進出している黄金の果実

ゆず

ゆずは韓国の南部海岸で主に生産される果物です。独特の酸

Citrons mainly grow in the country’s south coast. With a unique sour taste, citron is juicy and fragrant, and has been used for medical purposes as well. Because of its sour and bitter taste, citron is not eaten raw but must be processed to eat. Citron tea is the most popular way to eat citron. To make citron tea, citron is chopped without peeling it and sugar is added. Citron tea is especially popular in China. This is because citron is yellow, a favorite color among Chinese people, and has a refreshing flavor and fragrance. It is also good for beauty care and diet. China makes its own processed citron foods, including citron teas, but Korean citron tea contain 8-45% more citron content than Chinese citron tea, giving it a better taste and flavor.

味と豊かな果汁と香りで薬用・食用として利用されてきまし

た。ゆずには酸味と渋味があるので、生では食べず加工します。果物を皮ごと切り、糖を添加して作るゆず茶が代表的です。

ゆず茶は特に中国で大人気です。中国人が好む黄金色の実と

爽やかな味と香り、そして美容とダイエットにいいと知られてい

るからです。中国国内でもゆず茶などの加工品が生産されてい

ますが、韓国産は中国産に比べゆずの含有量が8~45%高く、ゆずならではの優れた香りと味を楽しめます。

aTによると、今年9月までのゆず茶の輸出は229万ドルで前年同期比で65%増加しました。

最近、米国内でゆず茶の消費が増え、韓国ゆず加工品の輸出も増えています。全羅南道高興地域などゆずの主な産地では

ジャムとソース、粉末などのゆず加工品を開発して、米国への輸出に拍車をかける計画を立てています。

Efficacy Golden fruit rich in vitamins and calcium Citron is high in Vitamins A and C, minerals and citric acid, making it effective for overcoming fatigue, promoting digestion and preventing common colds. Citron also contains functional vitamins such as thiamin, niacin, alpha-carotene and beta-carotene, which is good for relieving dermatitis. Significantly, citron contains more calcium than apple and banana, making it helpful for growing children in preventing osteoporosis and forming bones.

効能ビタミンとカルシウムが豊富な黄金の果実

ゆずはビタミンAとC、無機質とクエン酸が豊富で、疲労回復、消化促進、風邪の予防に効果があります。チアミン・ナイアシ

ン・αカロテン・βカロテンなどの機能性ビタミンが含まれてお

り、皮膚炎の緩和などにも役立ちます。特に、りんご・バナナよ

りカルシウム含有量が高く、骨粗しょう症の予防と成長期の子どもの骨格形成に役立ちます。

36 Korea Agrafood

Main export complexes Biggest citron production site, entering Chinese, Japanese and Hong Kong markets Goheung, Jeollanam-do

Organic processed citron products being exported to the US Wando, Jeollanam-do

Goheung is the biggest citron production site, holding 35% of

Wando grows and processes only organic citrons, which helps

Korea’s cultivation areas. Goheung’s main citron species are

differentiate their products from other general processed foods.

“Namhae No.1” and “Namchul.” These kinds of citrons are juicy

Wando’s most popular products are citron tea, citron extract

and fragrant. Citron is Goheung’s main export item, and many

and citron beverage. Recently, a citron processing company in

different processed citron foods such as citron juice are exported

Wando made a contract with Korean organic food distribution

to China, Japan and the US. Citron processing companies in

enterprise in New York (US), and is expanding citron exports

Goheung participated in “Hong Kong Food Expo 2018,” and their

to America.

processed citron products got favorable responses for their sweet taste and bright yellow color.

最大主産地、中国・日本・香港市場へ進出

主な輸出産地

オーガニックゆず加工品を米国に輸出全羅南道莞島

全羅南道高興

高興は全国のゆず栽培面積の35%を占める最大主産地です。主な品種は<南

莞島はオーガニックゆずを生産・加工する地域です。一般加工食品とは差別

海1号><南出>などで、ジューシーで香りが豊かです。ゆず茶を主な品目とし

化を図って、オーガニックゆずを原料に加工します。代表的な製品はゆず茶・

て、ゆず汁などさまざまな加工品を生産し、中国・日本・米国などに輸出して

ゆず原液・ゆず飲料などです。最近は莞島地域のゆず加工会社が米国ニュー

います。高興地域のゆず加工会社は「2018年香港食品博覧会」に参加し、甘

ヨークの在米韓国人オーガニック食品流通企業と輸出契約を結ぶなど米国

さと明るい黄色のゆず加工品で好評を得ました。

への輸出も拡大しています。

37 2018 NOVEMBER

Processed Food

Enjoy the Korean flavor of “Nokchawon” “Nokchawon,” a healthy tea and beverage brand, is celebrating its 26th anniversary. The healthy teas produced by Nokchawon are the result of old Korean food culture. By delivering its own unique values, Nokchawon has become loved in the trendy Korean food market.

全世界一起乐享的韩国味道 ‘绿茶园’ 从茶叶开始细心呵护，每一杯茶都洋溢快乐

The pleasure of a cup of tea made from carefully selected tea leaves Nokchawon started a tea business in 1992 by offering jakseol (meaning sparrow tongue) and various other healthy teas that carry on traditional Korean culture. That’s why there is a little sparrow in the Nokchawon logo. The curve of the emblem represents the natural curve appearing in the green tea fields of Korea, and the emblem’s green is the color of green tea. Green teas of Nokchawon are carefully controlled through all processes, including tea plant farming, making tea (using a traditional technique in which the tea plant’s buds, leaves and young branches are steamed, roasted or fermented to become materials for green tea and then go through the rubbing, tearing, pressing and drying processes), roasting and tea blending. “Nokchawon Delicious Green Tea Jakseol” has a strong and deep flavor that has fascinated many green tea lovers.

绿茶园于1992年茶叶事业，陆续推出形状类似麻雀舌头的雀舌

茶以及承载着韩国文化的各种健康茶。所以绿茶园的标志上有一只小麻雀。标志的曲线象征的是韩国茶园的自然曲线，并且使用了绿茶的绿色。

绿茶园的绿茶从茶叶的栽培到第一次加工（制茶：将茶芽、茶

叶、幼茎蒸炒或发酵等过程后，再通过搓、捣、压、干燥等工艺

做成饮用茶的传统制茶技术），到烘焙、混合，进行全面管理。“

绿茶园好喝的绿茶——雀舌”可感受丰富的香味与浓郁的风味，俘获了许多绿茶爱好者的味蕾。

38 Korea Agrafood

通过多种包装，将消费者便利性最大化

Maximizing convenience for the consumer by offering diverse types of packaging Nokchawon also offers liquid teas with authentic fruit flavors. “Nokchawon I’m SaengSaeng Lemon” and “Nokchawon Calamansi 100” are the most popular products in this line. A whole fruit is sliced and put in a “Nokchawon I’m SaengSaeng Lemon”. “Nokchawon Calamansi 100” is offered as an extract for the convenience of its customers. Nokchawon uses many different forms of packaging, including bottle, pouch, portion pack and spout, to make it as convenient as possible for customers to bring tea into their environments, whether it is the office, restaurant or home. Nokchawon also offers healthy teas in stick packets for customers who are used to have coffee stick packets. “Nokchawon Walnut Almond Chinese Pearl Barley Tea” or “Nokchawon Sweet Pumpkin Yam Tea” are the most popular products in this line.

绿茶园还推出了水果口味的液体茶。代表产品有柠檬等按照水果形状切片的‘绿茶园鲜鲜柠檬’，以及方便用户食用的浓缩液

“绿茶园卡曼橘100”等。绿茶园通过瓶装、袋装、剂型、自立袋等不同包装类型，力求给办公室、餐厅、家庭等不同使用环境的消费者提供最大便利。

绿茶园针对爱好条装产品（速溶咖啡）的消费者推出了健康茶速溶产品。代表产品有添加各种坚果的“绿茶园核桃杏仁薏米

茶”和“绿茶园南瓜麻茶”。选用全谷物或混合姜和梨，按照不同人口味推出的产品也很受欢迎。

MAIN PRODUCTS Honey Citron Tea

Organic Brown Rice Green Tea

Our Honey Citron Tea uses carefully

You can enjoy the savory, clean flavor of

selected citrons grown in the sunshine

green tea with brown rice. This product

and sea breeze of the south coast of

uses home-grown organic brown rice

Korea. There are 1 serving portion

and Korean green tea, which are blended

packages and tea pouches to choose.

using Nokchawon’s special technique.

韩国产有机糙米绿茶

蜂蜜柚子茶

采用绿茶园独有的混合技术，混合有机种植的韩国产糙米和绿茶制作而成，

精心挑选沐浴在韩国南海阳光和海风下生长的柚子，果肉多，口味香甜。还

味道更纯。

有含1次用量的条装和袋装产品。

Vita Schizandra Tea

Walnut Almond Chinese Pearl Barley Tea

Sipped before or after a meal, Korean

维他五味子茶

omija (schizandra) tea is a traditional tea

Enjoy the savory and smooth taste

known to have 5 different tastes. You

of blended varied nuts. This product

can conveniently enjoy schizandra tea

is offered in a convenient individual

with the individual serving stick packet.

serving stick packet.

绿茶园核桃杏仁薏米茶

韩国的五味子茶可在用餐前后享用，是因拥有五种口味而得名的传统茶，含

混合多种坚果，口感香浓柔滑，含1次用量的条状包装，饮用方便。

1次用量的条状包装，饮用方便。

Company Information Address: 84 Seocho-daero 4-gil, Seocho-gu, Seoul, Korea Contact: +82-2-597-3949(Ext.7) EN JP CN KO Website: www.nokchawon.co.kr

39 2018 NOVEMBER

Processed Food

Big think for your baby

Food company for babies and children, J.ON

J.ON is a company that is dedicated to producing baby and children’s foods, developing safe food to protect our precious kids and producing good foods that moms and children can both enjoy. J.ON also is exporting good foods that are nutritionally enhanced by using strictly selected local ingredients.

BIG THINK FOR YOUR BABY

幼儿及儿童食品企业，智益安株式会社 40 Korea Agrafood

A start-up enterprise that supplies safe, balanced and high-quality foods The name J.ON means ‘to fulfill the vision of our customers’. J.ON’s CEO Lee Hyeon-gi was asked what led him to the difficult and complex infant and toddler food business. Of the wide range of products related to infant and toddlers, the infant and toddler food business requires the most careful attention, in addition to all the burdensome regulations and standards that must be observed. In fact, even major food companies or infant and toddler products companies have tended to approach the infant and toddler food industry very cautiously. On this, CEO Lee Hyeon-gi explained, “One of the main reasons I started this business is because I was concerned about health issues affecting like atopic diseases, child obesity, ADHD (Attention Deficit Hyperactivity disorder) caused by additives, fructose and allergenic epitope in baby foods.” He added, “All parents naturally want to feed their child only good things, and the same goes for baby foods – parents want them to be made from good ingredients. J.ON goes beyond that and creates consumption value with safe foods by replacing allergenic epitome, reducing the use of additives and enhancing its management of manufacturing process through merchandizing and commercializing local resources.”

CEO Lee Hyeon-gi started his baby food business when he had witnessed varied social issues in baby food industry.

致力于生产健康、放心食品的初创企业

本着“将客户的愿景变为现实”为宗旨的智益安的Lee Hyeongi代

表理事在最初曾一直想着一个问题。就是“为什么自己会跳进这份繁琐、艰难的行业？”。事实上，婴幼儿相关的产品群从服装

到各种婴幼儿用品，非常多样。其中，婴幼儿食品的相关规定和

条件都比较苛刻，需要投入更多心力。因此，韩国国内外主要食品公司和专门从事婴幼儿产品的公司，对进入婴幼儿食品领域时多少有些畏手畏脚。

对此，Lee Hyeongi代表理事说道：“开始婴幼儿食品事业的最大动机是婴幼儿食品因添加剂、果糖以及由过敏因素等导致的过

Successfully entering the Chinese market through global competence and R&D Housed in the “Jeollabuk-do Micro-Enterprise Dream Center” in 2013, J.ON opened its business, and its bold entry into the infant and toddler food business gained great momentum with the changes that took place in the trade market at that time, as well as the policy change of one of the main importing countries: China. “PSY’s Gangnam Style ignited the Korean wave when I was preparing for business in 2012. Then, after we entered the Chinese market, global changes such as the Korea-China FTA in 2015 and China’s shift to a 2-child policy in 2016 greatly helped our infant and toddler food business to build momentum,” explained CEO Lee. But what truly enabled this growth was CEO Lee Hyeongi’s keen insight into the market and strategies. Having

敏症状、小儿肥胖、

ADHD(Attention Deficit Hyperactivitydisorder，注意力缺失和多动症)等引起的社会性问题。”

他还表示“就像天下所有父母理所当然地想给自己的孩子最好的食物一样，婴幼儿食品选择优质原材料也是理所当然的事

情。智益安是在此基础上，通过材料和技术的项目化来代替过

敏因素、减少添加剂；通过加强管理生产工艺等，创造放心食品消费价值的初创企业。”

通过全球竞争力和R&D成功进军中国市场

智益安于2013年入驻“全罗北道小型企业希望中心”后，开始了婴幼儿食品事业，凭借当时的时代背景和贸易市场的变化以及主要出口国之一的中国政策的变化得以发展。

李代表说 “在准备事业的2012年，由于PSY的《江南style》刮起了韩流热潮；创业后进军中国市场的2015年，中韩签署FTA协

41 2018 NOVEMBER

议；2016年中国全面施行二孩政策等，这些影响较大的全球话

majored in trade CEO Lee has long been focused on the importance of the Chinese market. He studied and analyzed the local laws, policy and various conditions, then incorporated his findings into his products. This was the driving force behind J.ON’s successful launch in the Chinese market. Significantly, J.ON’s popular product, children’s noodles, earned Chinese national standards (GB) certification in November 2017, achieving the localization and standardization of the product. J.ON’s successful entry into the Chinese market also involved persistent research efforts. J.ON was able to gain global competitiveness by replacing allergenic epitome through commercializing resource technologies such as lactic acid fermented rice powder processing technology and gluten-free rice cookie composition, rice noodle and fermented Dodam rice cookie manufacturing technologies.

题，推动了婴幼儿食品事业的发展。”

然而，智益安能有现在的成长，Lee Hyeongi代表洞察市场的

慧眼和战略可以说是主要推动力。大学攻读贸易专业的李代表早期就将焦点放在中国市场，为此他努力学习和分析当地的法

律、政策及各种条件，并将其运用到了产品当中，才得以成功进入中国市场。智益安的代表产品之婴儿面条在去年11月获得了中国国家标准(GB)认证，实现了产品本土化和出口国标准化。

此外，智益安能够在中国市场站稳的另一个原动力就是坚持不

懈的研发，这也从技术层面反映了李代表开始这项事业的动机。智益安通过乳酸发酵米粉加工技术和生产无麸质米粉曲奇合成物、米粉制造技术、生产发酵Dodam米（加工专用米）曲奇等产品材料的技术开发，代替了过敏因素，从而具备了全球竞争力。计划拓展东南亚等市场，目标是成为婴幼儿食品综合企业

目前，智益安已确保中国和香港地区等中华圈分销渠道，努力进一步开拓中国市场。现已向中国的百货店、大型超市、婴幼儿专卖店、在线商城、便利店等供应产品，而香港方面已拥有

Aeon, Citysuper, Yata, Uny, PNS, Wellcome, CRV等分销网络，

Planning to expand markets in Southeast Asia, aiming to grow to become a comprehensive infant and children’s food company Currently J.ON has secured a distribution network in China and Hong Kong and is targeting the Chinese market

并供应产品。

最后，对未来的计划和目标，Lee Hyeongi代表说道：“先以中华

圈市场为中心，未来将继续开发越南、泰国等东南亚以及蒙古、乌兹别克斯坦、哈萨克斯坦等中亚地区的新兴市场，同时将通

42 Korea Agrafood

过免税店、网上商城及社区、托儿所及幼儿园等既定目标渠道，

more aggressively. As a result, J.ON’s products are being supplied to department stores, major supermarkets, baby stores, online marketplace and convenience stores in China. In Hong Kong, Aeon, Citysuper, Yata, Uny, PNS, Wellcome, and CRV sell J.ON’s products. On J.ON’s plans and goals, CEO Lee Hyeon-gi states, “First, taking Greater China as a forward operating base, we are continuously developing and expanding new markets in Southeast Asia including Vietnam and Thailand, Central Asia including Mongol, Uzbekistan and Kazakhstan. We are also planning to develop domestic markets by utilizing custom channels for targets such as duty free shops, online markets and communities, daycare centers and kindergartens.”

进入韩国国内市场。”

他还表示，“从起初的饼干产品到普通食品、辅食、饮料等，将通过逐步加强产品组合，致力于发展成为放心食品领域的婴幼儿食品综合企业。”

Main Products

Cubyzoo Cookies

No artificial colors, no additives and no trans fats. Cubyzoo Cookies are made from popular Korean ingredients using custom nutrient design and lactic acid fermented rice powder processing technology. There are 5 flavors offered: citron, seaweed, cheese, grains and rice cookies.

酷比族饼干

无色素、无添加剂、无反式脂肪。采用韩国

代表性原材料，通过定制型营养设计和乳酸

发酵米粉加工技术生产的产品。产品种类有

柚子、紫菜、芝士、谷物、米粉曲奇等五种。

Yogurt Bites

This is a yogurt snack for toddlers over 12 months old. It contains over 400 million live lactic acid bacteria and 47% pure fruit. Freeze-drying technology enables the taste 4 and flavors of ingredients to be preserved and the destruction of nutrients to be minimized. It is easy to store and portable thanks to its triple film packaging and zipper bag. There are 5 flavors: yogurt, strawberry, blueberry, mango and lactic acid.

酸乳酥

适合12个月以上婴儿食用的酸奶口味零食。含

有超过4亿的活乳酸菌和47％纯果肉。经过冷冻

干燥技术，保留了食材的味道和香味，将营养素的破坏降到最低，并使用三重塑料和密封袋包

装，便于保存和携带。有酸奶、草莓、蓝莓、芒果、乳酸菌等五种口味。

Cubyzoo Baby Noodles

Noodles for kids aged 12-36 months old. To help babies swallow it easy, the length of a noodle is 10cm. It also has no artificial colors and no sodium. 30g single serve portion noodles are packaged in a zipper bag, which is easy to cook and safe to store. The noodles contain vegetables, calcium, zinc, iron, vitamin A, B and D. This product is certified under Chinese national standards (GB). There are 4 flavors: regular, carrot, pumpkin and spinach.

酷比族宝宝挂面

适合12~36个月婴儿食用的面条。面条长度

10cm，适合宝宝吞咽，是无色素、无钠产品。

一次用量30g，独立捆扎，烹饪简单。产品为密

封袋包装，可以放心保存。含蔬菜、钙、锌、铁、

维生素A、B、D，并获得中国国家标准(GB)认

证。有原味、胡萝卜、南瓜、菠菜等四种口味。

Address: 303 Cheonjam-ro, Wansan-gu, Jeonju-si, Jeollabuk-do, 55069, South Korea Contact: +82-63-278-3200 Website: www.jeion.com

43 2018 NOVEMBER

Into the Media

YouTube K-food meokbang (eating) channel “sweet and tasty TV”

Lively Korean food meokbang

A Korean food meokbang star with as many as 900,000 followers. The K-food that Korean-American Oh Mi-na – also known as “Professor Oh” – showcases on her YouTube channel is a hot topic these days.

Youtube K-food吃播频道‘sweet and tasty TV’ 生动的韩国美食吃播

“Meokbang” is a portmanteau combining the Korean words “eating” and “broadcast.” The term meokbang is now so popular even non-Koreans recognize it, as a unique cultural product in which “food” and “broadcasting” are combined. As the number of people who spend more time watching YouTube than TV is increasing, meokbang has also grown in popularity. Although there are many K-food meokbang channels on YouTube, one of the hottest channels is “sweet and tasty TV,” run by Korean-American Oh Mi-na. Oh communicates with her followers through her videos, in which she visits Korea and goes to places like Mangwon Market and Gwangjang Market to eat Korean food. During the Olympics she visited Pyeongchang, and when the Inter-Korean Summit Talks became an issue, she ate the North Korean food Pyeongyang naengmyeon (cold noodles). While she is a Korean, having spent most of her life abroad she is filled with curiosity about Korean food. Many people take vicarious pleasure in Korean food through her. You can check out what kind of Korean food she ate today at www.youtube.com/user/sweetandtasty . 44 Korea Agrafood

“吃播”是“吃饭直播”的缩写，成为了韩国国内外

常用词，是“食物”与“可视媒体”结合的固有文化。随着使用YouTube平台的人越累越多，通过

YouTube播放的吃播处于流行趋势。众多K-food

吃播频道中，最受关注的是‘sweetandtastyTV’，这是韩裔美国人吴美娜（音译，韩文发音Oh

Mina）的吃播频道，她在韩国的望远市场、广藏

市场等亲自品尝食物，将这些过程拍成视频与粉丝们进行互动。

在冬季奥运赛季，迎合来访平昌和南北韩首脑会谈议题等时期，品尝平壤冷面等朝鲜食物等，抓住各时期热门话题的一点也很引人注目。

有不少长期生活在海外的韩国人通过“professor Oh”频道享受韩国美食的吃播乐趣。访问www.

youtube.com/user/sweetandtasty，就可以观看到她今天吃的韩国美食。

Korean foods that are captivating foreigners 俘获外国人口味的韩国食品

Kimchijeon (Korean pancake)

Mayak gimbap (Addictive gimbap)

Kimchijeon is a Korean-style pancake commonly sold at the market and in restaurants. Its recipe is pretty simple, so anyone can make it easily. The ingredients are also simple. The basic ingredients are kimchi, flour and oil, and you can add vegetables or squid according to your tastes. Combine finely chopped kimchi and vegetables or squid with flour or pancake mix to make a batter, and scoop the batter onto an oiled frying pan. Dip it in a soy dipping sauce that includes chopped onion and pepper, and you can enjoy even stronger flavors.

Mayak gimbap translates into drugged gimbap, but here it just means it is highly addictive gimbap, hence the name. Mayak gimbap is sold at many places, but its birthplace is Gwangjang Market in Seoul. Mayak gimbap’s ingredients are very simple and easy to make. All you need is seasoned rice, carrots, spinach, danmuji (yellow pickled radish) and eggs; place them in a piece of dried seaweed and then roll it up. Usually you eat this gimbap with a mustard dipping sauce. Made from simple ingredients, it still tastes special. It is incredibly delicious so the name Mayak gimbap suits it just fine.

泡菜煎饼

麻药紫菜包饭

松享用。材料也很简单。基本材料需要泡菜、面粉、食用油，其他蔬菜和鱿鱼

怖的名字。在很多地方都有卖，但是最传统的应属首尔广藏市场。相比普通

饼粉拌在一起，然后在放油的平底锅中煎即可。蘸着切入洋葱和辣椒的酱油

条、菠菜、腌黄萝卜条、鸡蛋条后卷起来即可。再蘸上芥末酱汁味道一绝，材

Hotteok

Juktongbap

This is a popular winter street food hotteok. Its sweet taste is appealing to foreigners as well. Season the flour dough and add yeast to the dough to allow it to ferment. Make hotteok filling with sugar and sesame, then put the filling in the middle of a dough ball. Place the dough on to the preheated, oiled or buttered frying pan and then cook both sides evenly. These days, many different ingredients are used to make hotteok fillings, including seeds, red bean paste or ice cream.

Juktongbap looks like a complete meal in itself. Rice and other ingredients are cooked in a Juktong, which is a bamboo tube. Fill a clean juktong up to two-thirds with washed rice and add other ingredients that go with rice such as green peas, chestnuts, gingko nuts and mushrooms. Add a suitable amount of water to the juktong and cook it in a steamer for 30 min. – 1 hour. After adding kimchi or soy sauce, juktongbap becomes a tasty, nutritious meal.

泡菜煎饼在韩国一般市场和餐厅都很常见。制作方法简单，任何人都可以轻

因为吃完之后就像打了麻药一样会上瘾，所以就有了“麻药紫菜包饭”这一恐

等，可以根据自己的喜好添加。将切碎的泡菜、蔬菜、鱿鱼等材料，与面粉或

的紫菜包饭，材料简单，任何人都可以轻松做出来。调味的米饭，加入胡萝卜

汁一起吃，味道更佳。

料简单，却味道独特。一吃就会上瘾，可谓是名副其实的麻药紫菜包饭。

糖饼

竹筒饭

糖饼是韩国冬季最具代表的街头美食。味道香甜，也适合外国人的口味。在

可堪比丰盛一餐的竹筒饭。竹筒饭是在竹筒里放入米和各种材料蒸制而成的

在煎锅中放油或者黄油后，前后均匀地煎熟。最近在糖饼馅儿中加入瓜子、

豆、栗子、蘑菇等，根据个人喜好放入食材。将适量的水倒入竹筒中，在蒸锅

调味的面粉团里，放入酵母发酵。将糖、芝麻等做成馅儿，放在面团的中间。

饭。在清洗干净的竹筒中，放入洗好的米（约占竹筒的三分之二），再加入豌

南瓜子或红豆和冰淇淋等不同口味的糖饼也颇受欢迎。

中蒸30分钟~1小时即可。只需配点泡菜或者酱油，营养丰富的一餐就完成了。

45 2018 NOVEMBER

K-Food Shop

K-Fresh Zone opened at exclusive fresh produce supermarket Jason Market Place in Taiwan. A variety of fresh produce from Korea will be sold at Taiwan following Thailand and Singapore.

K-food in Taiwann

台湾で楽しむK-FOOD

今年9月、台湾の高級スーパーマーケットのJasons Market

Last September, K-Fresh Zone opened at Jasons Market Place, an exclusive supermarket in Taiwan. K-Fresh Zone sells 20 kinds of fresh Korean produce. Since fresh produce has a short shelf life and can encounter difficulties related to customs clearance, there can be high risk involved in importing fresh produce, even in Taiwan. For this reason, it is hard to find new buyers willing to handle Korean fresh produce. To solve this problem, aT has cooperated with a special fresh produce buyer in Taiwan to open K-Fresh Zone this year, for the first time in Taiwan. In addition to items that already have earned some market recognition, such as pears, melons and Chinese cabbages, Taiwan K-Fresh Zone is planning to sell new items including tangerines, sweet pumpkins and Dangjo peppers. The store also holds tasting events on a regular basis to offer local customers more opportunities to experience Korean fresh produce. Also, with online

Placeで、約20種類の韓国産生鮮農産物を販売する「K-Fresh Zone」がオープンしました。生鮮農産物は流通期間の短さや

通関の難しさなどがあり、台湾内でも輸入へのリスクが高いた

め、韓国産農産物を取り扱いたいバイヤーを見つけるのは困難なところがあります。aTは、これを解決するため、今年から生鮮

農産物を専門とする現地の輸入バイヤーと積極的に協力し、台湾初の‘K-Fresh Zone’を運営することに決めました。

台湾のK-Fresh Zoneでは、これまで輸出されていたナシ、メロ

ン、白菜など認知度の高い品目のほか、ミカン、カボチャ、糖調トウガラシなど新しい品目を入店・販売し、人気のある農産物を育成していく計画です。また、定期的な試食広報を通じて現

地の消費者が韓国産生鮮農産物に触れるチャンスを広げ、イン

ターネット・オフラインでの持続的なPRおよびマーケットテストで台湾を韓国産生鮮農産物の輸出の拠点にする予定です。

その他、韓国・農林畜産食品部とaTは、タイ(バンコク)とシンガ

ポールにそれぞれ4ヵ所と10ヵ所のK-Fresh Zoneを運営しています。こうして生鮮農産物を集中的に広報し、販売することがで

46 Korea Agrafood

and offline promoting events and market tests, Taiwan will be our advanced base for Korean fresh produce exports. As well, aT and the Ministry of Agriculture, Food and Rural Affairs, which are operating 4 and 5 K-Fresh Zones respectively in Thailand (Bangkok) and Singapore, are trying to develop a channel to promote and sell fresh produce and create an opportunity to introduce little-known Korean crops to the locals in order to diversify exporting items and create new income opportunities for farmers. aT’s director in the food export department Baek Jin-seok said, “K-Fresh Zone was designed to establish a new export infrastructure, which directly leads to income for farmers. Our fresh produce sales platform opened in Taiwan last year following Singapore and Thailand,” he stated, adding “aT will use K-Fresh Zone as a market base to introduce good Korean fresh agricultural products such as Korean blueberry, tangerine and cabbage in order to increase its customers.”

きる消費の窓口を作るために努力しており、現地にはあまり知

られていない韓国の作物も発信できる機会を作って輸出品目

の多角化だけでなく、農家の所得創出にも力を入れています。 aTのペク・ジンソク食品輸出理事は、「農家所得に直接的に貢

献できる様々な輸出インフラを作るためにK-Fresh Zoneを企画し、昨年にはシンガポール、タイに続き、台湾に生鮮農産物の

販売プラットフォームをオープンしました」と述べ、さらに「aTは K-Fresh Zoneを韓国型ブルーベリー、ミカン、キャベツなど優秀な作物が世界に進出する窓口とし、消費者の裾野を広げる基盤にしたいです」と話しました。

THE SPOT

Jason‘s Market Place The exclusive fresh produce supermarket that holds the K-Fresh Zone in Taiwan, Jason Market Place, was initially founded in 1975 in Singapore. Jason Market Place sells famous brands and high quality fresh produce such as seasonal fruits and vegetables as well as meats. Its first location opened in Taiwan in 2003. Now, there are 25 chain stores across the country and it is still growing. The chain stores are located mostly in the well-known, large department stores that cater to high-income Taiwanese, foreign residents and tourists. Although K-Fresh Zone is not that big, this Korean fresh produce promotion center is still expected to serve its purpose well. Taiwan Antenna shop Information JASONS 永和比漾廣場(Beyond Store) : 新北市永和區中山路一段238號 B2F (02-8231-5950)

JASONS 美麗華百樂園(Miramar Store) : 104台北市中山區敬業三路20號 B1F(02-2175-3666~8)

JASONS 大葉高島屋店(Takashimaya Store): 104台北市中山區敬業三路20號 B1F(02-2175-3666~8)

47 2018 NOVEMBER

Ask us about anything, from production to processing, distribution, imports, and exports. Our experts will answer all of your questions.

Q A

Which countries are designated for the labeling localization support project in 2018? <Korea Agrafood> would like to ask you to share your valuable thoughts and opinions about the <Korea Agrafood> magazine. Please scan the QR code below to open the survey page and answer a few short questions about <Korea Agrafood>. We will collect your opinions and use them to make our magazine even better. Thank you in advance for your participation and valuable feedback!

Currently, the designated countries include China, Taiwan, the U.S. and Spain. But depending on the demands of exporting companies and local conditions, the service may be expanded or reduced. We are planning to carry out the project targeting the countries for which the labeling system is considered to be important.

Q A

1) What was your favorite article in this monthâ&#x20AC;&#x2122;s issue?

When is the application deadline? Is there a limit to the amount of support that can be received?

We accept applications until early December of 2018. Before that, you can apply on demand throughout out the year. We are planning to provide 10 million won per company yearly. Copperplate or sticker making expenses are excluded from the support.

1 Cover Story

2Fresh Food

3 New Products

4 People

5 Other (

)

2) What areas are in need of improvement in this monthâ&#x20AC;&#x2122;s issue? 1 Timeliness of article topics 2 Cover and/or title page design 3 Translation of languages 5 Other (

4 Reliability of information

)

3) Are there any export products or information you would like to see in <Korea Agrafood>? 4) Are there any topics related to Korean agro-fishery food products or recent export issues that you would like to see addressed in <Korea Agrafood>? 5) If you have any suggestions about our magazine please leave your opinion.

Please scan the QR code for our survey.

48 Korea Agrafood

Paris

Abu Dhabi

Seoul Beijing Qingdao Tokyo Chengdu Shanghai Osaka Hongkong (Taipei) Hanoi

Los Angeles

New York

Bangkok (Singapore) Jakarta

China Beijing Branch Office 603 Room, Block A, Fairmont Tower No.33 Guangshun North Street, Chaoyang District, Beijing, 100102, China

(100102 中國北京市朝阳區广顺北

大街 33号院 1号楼 1单元 6层 603室)

E-Mail : beijingat@at.or.kr TEL : 86-10-6410-6120 INTERNET PHONE : 070-4617-5090~1, 7377 050-6026-0534 FAX : 86-10-6410-6122

Shanghai Branch Office Room 3201, New Hongqiao Central Plaza No.83, LouShanGuan Rd., Changning District, Shanghai, 200336, China

(200336 中國上海市長寧區婁山關路 83號新虹橋中心大厦 3201室)

E-Mail : shanghaiat@at.or.kr TEL : 86-21-3256-6325~7 INTERNET PHONE : 070-7077-6197 070-7077-6198 070-7077-6199 070-7077-6205 FAX : 86-21-3256-6328

Chengdu Branch Office 2003 Room, Chengdu Ping An fortune Center No.1, Section 3, Renmin South Road, Wuhou District, Chengdu, Sichuan Province, 610041 P.R.C. China (中国四川省成都市武侯区人民南路三段一号成都平安财富中心 610041)

E-Mail : chengdu@at.or.kr TEL : 86-28-8283-3376/86 INTERNET PHONE : 070-4617-3266~7 FAX : 86-28-8283-3396

Hongkong Branch Office Room 705, 7F Jubilee Centre, 18 Fenwick Street, 46 Gloucester Rd, Wanchai, Hong Kong E-Mail : hkatcenter@at.or.kr TEL : 852-2588-1614/16 INTERNET PHONE : 070-4617-2696~7 FAX : 852-2588-1919 (Taipei) Rm. 102, 10F., No.221, Sec. 4, Zhongxiao E. Rd., Da’an Dist., Taipei City 106, Taiwan (R.O.C.)

(台北市大安區忠孝東路 4段 221號 10樓 102室)

TEL : 886-2-2740-5040 INTERNET PHONE : 070-4617-7229 FAX : 886-2-2740-3977 Qingdao Trade Office Room 1603, Zhongshang Building, No.100, Hongkong Middle Road, Qingdao, 266071, China

(中國山東省靑島市市南區香港中路 100號中商大厦 1603號)

E-Mail : qingdao@at.or.kr TEL : 86-532-8890-0721~2, 0724 INTERNET PHONE : 070-4617-5092~3 FAX : 86-532-8890-0725 Qingdao aT logistics Co., Ltd Qingdao aT logistics Co., Ltd West Shuangyuan Rd., Liuting Street, Chengyang, Qingdao, China (青岛市城阳区流亭街道双元路西青岛爱特物流有限公司)

E-Mail : qingdao_logistics@at.or.kr TEL : 86-532-6696-2229 INTERNET PHONE : 050-6026-0530 050-6026-3539 050-6026-0589 FAX : 86-532-6696-2181

Korea Agro-Fisheries & Food Trade Corporation is leaping toward a new future. We celebrated our 50th anniversary in 2017 and we plan to take a big step forward. Having grown strongly since our establishment in 1967, we are becoming a force for globalization. Our bigger steps will be milestones for tomorrow.

Japan

Southeast Asia

USA

Tokyo Branch Office Korea Agro-Trade Center, Tokyo Korea Center 5F, 4-4-10 Yotsuya, Shinjuku-ku, Tokyo, 160-0004, Japan

Jakarta Branch Office The Energy Building 20th FL, Zone F, SCBD Lot.11A JL.Jenderal Sudirman Kav 52-53, Jakarta 12190 Indonesia E-Mail : jakarta@at.or.kr TEL : 62-21-2995-9032~3 INTERNET PHONE : 070-4617-2694~5 FAX : 62-21-2995-9034

Los Angeles Branch Office 12750 Center Court Drive South, #255, Cerritos, CA 90703, USA E-Mail : losangeles@at.or.kr TEL : 1-562-809-8810 INTERNET PHONE : 070-4617-2692~3 FAX : 1-562-809-1191

(東京都新宿区四谷 4-4-10 KOREA CENTER 5F)

E-Mail : tokyo@at.or.kr TEL : 81-3-5367-6656, 6693~94 INTERNET PHONE : 070-4617-2688~9, 3265 FAX : 81-3-5367-6657 Osaka Branch Office 8F, Nomura Fudousan Osaka Bldg. 1-8-15, Azuchimachi, Chuou-Ku, Osaka, 541-0052, Japan (大阪市中央區安土町 1-8-15, 野村不動産大阪Ｂ/Ｄ 8F)

E-Mail : osaka@at.or.kr TEL : 81-6-6260-7661 INTERNET PHONE : 070-7000-4138~9 FAX : 81-6-6260-7663

Middle East Dubai Branch Office (PO BOX 57528) Office #48, Sunset Mall, Jumeirah Beach Rd, Jumeira 3, Dubai, UAE TEL: 971-4-339-2213

(Singapore) Korea Agro-fisheries & Food Trade Corp Indonesia aT Center 16 Collyer Quay Level 20-00 Singapore 049318 TEL : 65-6818-9030 INTERNET PHONE : 070-4617-5094 Hanoi Branch Office #1213, 12th floor., Keangnam Hanoi Landmark 72 Tower, Plot E6, Pham Hung Str., South Tu Liem Dist., Ha Noi., Viet Nam E-Mail : hanoi@at.or.kr TEL : 84-4-6282-2987 INTERNET PHONE : 070-4617-7224~5, 7101~2 FAX : 84-4-6282-2989 Bangkok Trade Office #2102 Level 21, Interchange 21, 339 Sukhumvit Road, North Klongtoey, Wattana, Bangkok 10110 Thailand E-Mail : bangkok@at.or.kr TEL : 66-2611-2627~9(내선 12) INTERNET PHONE : 070-4617-7226~7 FAX : 66-2611-2626

New York Branch Office 111 Great Neck Rd, Suite 208, Great Neck, NY 11021, USA E-Mail : newyork@at.or.kr TEL : 1-516-829-1633 INTERNET PHONE : 070-4617-2690~1 FAX : 1-516-829-6521

Europe Paris Branch Office Korea Agro-Trade Center, 89 Rue du Gouverneur Général Eboué (1er etage), 92130, Issy-les-moulineaux, France E-Mail : paris@at.or.kr TEL : 33-1-4108-6076 INTERNET PHONE : 070-4617-2698~9 FAX : 33-1-4108-2016

New hopes for farmers' hands

Happy and healthy food on people's tables

As technology and culture advance, the value of agricultural industry increases. aT will strive for the better future of the agricultural and fishery industry. 50

Korea Agrafood

November 2018(vol.277)

Articles inside

Sweet gift from clean Jeju : Korean tangerine