CONTENTS
May
2017 Vol. 259
www.kfoodstory.com May 2017
Colorful, Organic, &
08
in Chinese
A growing number of the Chinese are interested in Korean food products thanks to their high quality. Taking note of this trend, Korean government has published a kimchi recipe book and are going to participate in SIAL CHINA 2017 and promote Korean ginseng products that are registered as common foodstuff.
Functional Rice K-Foods Knocking
18
SIAL CHINA 2017 Is Coming! Korean Fresh Produce Comes into the Spotlight at 12th IPPC
SPECIAL
26
34
COVER Fresh Food
Sweet and Wholesome Korean Aloe Beverages
30 22
Vol. 259
FUNCTIONAL RICE Rice sporting yellow, red, green, and other colors has entered the global market.
Mixed grains and brown rice are highly nutritious but less delicious than white rice due to poor texture. Babijoa has succeeded in developing functional rice that takes the advantages of white rice, brown rice and mixed grains.
Processed Food 26
PROCESSED MILK in Chinese
Seoul F&B’s flavored and processed milk products have earned the hearts of many Chinese and Thai consumers.
BABY SNACK
in Chinese
The slogan of Korean baby snack company J:ON is “healthy snacks for babies.” It reflects the company’s focus on making healthy snacks with consideration of babies’ health.
in Chinese
Photo by Park Jong-hee of JH Photography
Golden Cheonggukjang yellow color, Rice Yuja Cracker tea Mini-sized Cup Coffee bell&pepper, Fresh Milk Raon New Year’s Mushrooms Dish, Tteokguk
30
The 12th Commission on Phytosanitary Measures of the International Plant Protection Convention (IPPC) was held in Korea and ended with great success. Korea Agrafood interviewed IPPC officials to hear their opinions of Korean fresh food.
on the Door of China:
A Trendy Producer of High-Quality Dairy
THEME
34
CHEONGGUKJANG RICE SNACK in Chinese Foreigners who are not used to fast-fermented bean paste (cheonggukjang) are repulsed by its strong smell. Inkun Food has been able to resolve this problem using a unique method and is now producing cheonggukjang rice snacks.
Founded in August, 1995, Published monthly by the 227, Munhwa-ro, Naju City, South Jeolla Province, Korea Tel +82-61-931-0967 Fax +82-61-804-4521 Government Registration Number : Ra-7210 Dated Apr. 26, 1995 Copyrightœ by the aT (Korea Agro-Fisheries & Food Trade Corp.) All rights reserved. CEO Yeo In-hong VICE PRESIDENT Lee Yu-sung EXECUTIVES Baek Jin-seok (for Food Industry & Export Promotion)
46
Cho Hae-young (for Marketing Support) EDITORS Shin Jang-hyun (Korea Agro-Fisheries & Food Trade Corp.)
CONTENTS
Lee Dong-kwang (The Korean Farmers & Fishermen’s News)
REPORTERS Lee Hyun-woo (leehw@agrinet.co.kr) Park Sung-eun (parkse@agrinet.co.kr)
42
K-FOOD SPOTLIGHT
in Japanese
Korean aloe beverages are bestsellers overseas because they are made only with organic aloe and contain aloe gel.
Kim Hyo-jin (hjkim@agrinet.co.kr)
GRAPHIC DESIGNER Jang Yeon-ho
ENGLISH EDITOR Chae Ria, Charles Junn
Globalization of Hansik
TRANSLATORS Park Sung-eun, Kim Hyo-jin, Park Hye-yun (ENGLISH) Tamura Yoshihiro (JAPANESE) / Park Seo-ran (CHINESE)
44
GLOBAL YAFF TALKS ABOUT K-FOOD in Japanese
YAFF members of aT Osaka discuss the popularity of Korean food in the Kansai region of Japan.
EDITORIAL BOARD NAJU Sohn Yong-gyu 82-61-931-0960 (sohnyg@at.or.kr) TOKYO Kim Ho-dong 81-3-5367-6656 (hodong@at.or.kr)
46
HANSIK & HALLYU A Representative Korean Dish Featured at Banquets, Bibimbap (rice mixed with vegetables and beef)
OSAKA Oh Dong-hwan 81-6-6260-7661 (tora1974@at.or.kr) BEIJING Seo Byoung-kyo 86-10-6410-6120 (bgseo@at.or.kr) SHANGHAI Lee Sang-kil 86-21-3256-6326 (trimy@at.or.kr) QINGDAO Kim Boo-young 86-50-6026-0530 (kby608@at.or.kr) CHENGDU Lee Jong-geun 86-28-8283-3376 (jglee@at.or.kr) HONGKONG Lee Ji-jae 852-2588-1616 (jejelee@at.or.kr)
Regulars
TAIPEI Kim Mi-hyoun 886-2-2740-5040~1 (jinykim44@at.or.kr) NEW YORK Kim Kwang-jin 1-516-829-1633 (imlkim@at.or.kr) L.A Yi Chu-pyo 1-562-809-8810 (ycp1234@at.or.kr)
04
PHOTO ESSAY
L king f r Tasty N dles?
Chamoe (Korean melon)
PARIS Kim Min-ho 33-1-4108-6076 (mhkim@at.or.kr) HANOI Choi Jung-ki 84-4-6282-2987 (sgtchoi@at.or.kr)
Check the Nearest Supermarkets or the Online Store for
JAKARTA Nam Taek-hong 62-21-2995-9032 (redface73@at.or.kr) BANGKOK Song Mi-jung 662-611-2627 (peosong@at.or.kr)
06
aT BRIEFING
38
2017 NATIONAL BRAND AWARDS
48
ABU DHABI Seo Myung-gu 971-50-620-6034 (myung9gu@at.or.kr)
EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News
Korea Agrafood introduces you to nineteen brands of Korean agriproducts that received National Brand Awards this year.
#60, Jungdaero 9-gil, Songpa-gu, Seoul, Korea Tel +82-2-3434-9074
Fax +82-2-3434-9077
www.kfoodstory.com
48
MONTHLY K-FOOD
in Japanese & Chinese
May K-Food: Mushrooms
Korean Ramen! Spicy, Extremely Spicy, Sweet-and Sour Soup,Black Bean Sauce, Cheese, Low-Calorie, Gluten-Free and Many More
Photo Essay
Seongju County is the largest producer of chamoe (Korean melon) in Korea. Farmers, including Kim Cheol-gon (on the right), President of Seongju Chamoe Export Center, harvest sweet yellow melons.
5 Korea Agrafood
May 2017 6
aT Briefing
aT Briefing Wando Seaweeds Expo 2017 started on April 14 at a
Enjoy Korean Seafood at Wando Seaweeds Expo 2017
major producer of seaweed, Wando County, and will last until May 7. This international event is hosted by the administrations of South Jeolla Province and Wando County and sponsored by the Korean Ministry of Oceans and Fisheries (MOF). Opened under the theme, “Promise of Seaweed, Challenge the Future!” the expo takes place at Wando
On Wando until May 7 under the Theme of “Promise of Seaweeds, Challenge the Future”
Expo-Belt connecting Wando harbor, coastal park, and the Jang Bo-go historical site. It is comprised of an exhibition aiding in the understanding of seaweed, an ocean mystery exhibition, a health and mankind exhibition, a future resource exhibi-
The inauguration ceremony for AFLO (Agrifood Frontier Leader Organization) was held on April 4. Kim Jae-soo, Minister of MAFRA and participants shout “Go, go, go!”
tion, and an earth environment exhibition. Visitors can explore everything about seaweed from its ecological value and history of its use by the mankind to seaweed prod-
One of the core government initiatives this year for pioneering new export markets is the establishment of a youth group named AFLO (Agrifood Frontier Leader Organization). The organization began its activities immediately after the inauguration ceremony which took place on April 4 at Seoul Millennium Hilton Hotel. AFLO members will be dispatched to
New Export Markets for K-Food Pioneered by Youth
countries with high potential for the export of Korean agricultural products. They will conduct market surveys, seek out potential buyers, and assist in export transactions. MAFRA (the Korean Ministry of
ucts of the future. The ocean mystery exhibition, in partic-
In the first-priority countries of India, Brazil, Kazakhstan, Italy, and the
ular, is unique in offering vivid images of seaweed in the
Republic of South Africa, their duties in-
ocean through a 360£water screen for the first time in
clude providing necessary information on
Korea.
the market to the Korean exporter they
Many experience programs and events await those
are matched with, promoting and mar-
who come with their families. At the experience and event
keting its products, and expanding the
pavilions, visitors can enjoy making food with seaweed,
sales routes, with the help of aT pilot
picking traditional seaweed, floating lotus lanterns, and
agents on the ground.
taking seaweed quizzes. Special events include the Day
AFLO members will receive a part of
Agrifood Frontier Leader Organization Launched on April 4, Focuses on India and Brazil
of Seaweed (April 18 to 19), an ocean tree planting event
As an incentive from MAFRA and aT, 1
(April 25), an international seaweed symposium (April 14
profits if a Korean exporter concludes a
to 17), and export consultations with invited foreign buy-
contract as a result of AFLO activities.
ers (April 18 to 22). Kim Young-suk, Minister of Oceans and Fisheries, said,
The two agencies will also help them get employment in the participating exporting
“By raising awareness of the value of seaweed at this ex-
companies.
po, we help the seaweed industry to grow.”
Kim Jae-soo, Minister of Agriculture,
Wando County produces various kinds of seaweed in-
aT (Korea Agro-Fisheries & Food Trade
Food, and Rural Affairs, who attended
cluding laver, sea mustard, and kelp. Laver is rich in pro-
Corporation) selected AFLO members by
the AFLO inauguration ceremony, said,
teins, calcium, and iron and contains 10 times the amount
Agriculture, Food, and Rural Affairs) and
reviewing documents and interviewing
education on exportation procedures for
unemployed young adults under the age
agricultural products and get field prac-
industry of the future, participation of tal-
of 34. A total of 100 people, 31 in the first
tice in exporting companies they are
ented young adults is very important. We
half of this year (20 in Korea and 11 over-
matched with. They will then be dis-
hope to advance further into India, Brazil,
seas) and 69 people in the second half of
patched overseas for about three
and other new markets with creative
the year, will participate in the initiative.
months, May to July and August to
ideas of AFLO members.”
AFLO members receive two weeks of
7 Korea Agrafood
of the vitamin C (which has an anti-aging effect) found in
“For the agrifood industry to become an 2
1. The first visitor of the Wando Seaweeds Expo 2017 (on the left) and Shin Woo-chul, the governor of Wando County 2. Foreign tourists enjoy a cooking event using Korean seafood at the Wando Seaweeds Expo 2017.
apples. Sea mustard abounds with calcium and iodine which promote metabolism and are considered effective in postnatal care and prevention of constipation and obesity. Kelp is known to be helpful in lowering the cholesterol level and blood pressure and preventing colorectal cancer.
October.
May 2017 8
Theme
K-Food Knocks on the
Doors of the Chinese Market
Preview of the Korean Pavilion at SIAL CHINA 2017 MAFRA and aT to Operate a Korean Pavilion at SIAL CHINA 2017 Korean Baby Food Expected to Receive Much Attention A Guide to Korean Ginseng Product Categorized as Common Foodstuff Six Fusion Dishes Combining Kimchi with Chinese Cuisine
9 Korea Agrafood
17 - 19 MAY 2017 SNIEC ™ SHANGHAI TH
TH
IAL CHINA, which takes place in Shanghai, is Asia’s largest B2B (business to business) food trade fair. MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) will participate in the fair for three days from May 17 to 19. The two agencies will operate a Korean pavilion and promote a variety of promising Korean products including baby food. Below, Korea Agrafood introduces our readers to the Korean pavilion of SIAL CHINA 2017, Korean ginseng products that are available in China as common foodstuff, and several fusion dishes combining kimchi and Chinese cuisine.
S
Some 3,200 food companies from 70 countries, as well as about 80,000 buyers and visitors, are expected to attend the SIAL CHINA 2017 fair. During the fair, MAFRA and aT will operate the Korean pavilion in collaboration with 101 Korean food exporters (as of April 12). The two agencies plan to promote to foreign buyers many different types of Korean agriproducts including baby foods, ginseng products, dairy foods, and kimchi. In 2016, the Korean pavilion was selected as one of the top 10 national pavilions opened at SIAL CHINA. This year, the pavilion will run several galleries to promote Korean agriproducts even more effectively. The Kimchi Gallery will serve as a place to make and taste kimchi as well as experience a variety of kimchi products. The Forest Products Gallery will focus on promising forest products such as dried jujube chips and chestnut snacks. The Baby Food Gallery will exhibit different kinds of baby food products including weaning foods and snacks for infants and children. The Miraecle Products Gallery will introduce Korean food products with good prospects in the Chinese market. The marketing approach of the Korean Pavilion will involve an active usage of QR (Quick Response) codes and bar-codes through which Chinese buyers will be able to easily obtain information on participating Korean food exporters and their products. In addition, MAFRA and aT will arrange export consultations between Korean food exporters and foreign buyers.
The Korean pavilion established at the SIAL CHINA 2016 fair
May 2017 10
Theme
Korean Food Products Expected to Receive Spotlight at
SIAL CHINA 2017
Ramyeon
Baby Foods These days, Korean baby food is receiving much interest in China. Most of the Korean baby food products exported to China use natural ingredients™such as rice, vegetables, and fruits™as the main ingredients. They are free of or contain a minimum of artificial additives and preservatives, and the packaging design is highly sophisticated. Chinese consumers are also attracted by the wide variety of choices among Korean baby foods: snacks, beverages, weaning foods, fish sausages, and so on. The consumption of baby foods that use popular Korean animation characters (such as Pororo and Roboca Poli) in China is steadily increasing. Local consumers can buy Korean baby food in specialty stores and online shopping malls as well as department stores and supermarkets.
11 Korea Agrafood
Korean ramyeon (instant noodle) products have earned many fans among the Chinese, as can be seen in numerous Chinese reviews of Korean ramyeon on social media such as Instagram and YouTube. These days, the hottest Korean ramyeon in China is Buldakbokkeum-myeon (with spicy chicken flavor). It is made with a special spicy sauce, sesame, and roasted seaweed powder and has captivated the Chinese taste buds with its spiciness and unique flavor. Other popular types of Korean ramyeon in China include those with red soup, black soybean sauce, or spicy fried ramyeon.
Red Ginseng Among Korean healthy foods in China, red ginseng has the biggest following. It is available mainly as roots, extract, or in capsules. Recently, the consumption of Korean red ginseng extract in stick-shaped pouches is increasing due to the convenience of the product. Other types of red ginseng products™coffee, extract for children, and beverages™are evaluated as having good prospects in the market.
Dairy Foods Korean baby formula is steadily gaining recognition with the Chinese because it is safe and of high quality. Korean fruit-flavored processed milk has earned the hearts of many Chinese in their teens and 20s with its sweet taste and beautiful color. Recently, there has been a favorable response among young Chinese women to Korean milk beverages containing coffee, so many Chinese buyers are looking for promising items in that category.
Korean Convenience Foods
As the number of single households and dual-earners in China is rising, the demand for convenience food is also increasing. Tteokbokki (spicy stir-fried rice cake), gimmari (seaweed fritter) are enjoyed by local consumers for their unique flavors.
May 2017 12
Theme
Red Ginseng Jelly
Buy Healthy Korean Ginseng Products at the Supermarket! Thanks to its effects in energy recovery and skin care, Korean ginseng has become a world-famous heathy food, and many foreign consumers consider it a representative Korean food product. In China, Korean ginseng is rated very high in terms of its efficacy and consumer awareness. Despite its high popularity, purchasing Korean ginseng in China is not very easy. The Chinese government classifies ginseng products as health food, so they have to meet rigid quarantine requirements and can only be sold at health food stores. One exception, however, was allowed in August 2012, when ginseng standards were amended to categorize products made with ginseng five years old or younger as common foodstuff. Upon the registration, these products can be sold at any store, as a regular food product. Below, Korea Agrafood introduces processed Korean ginseng products made with ginseng five years old or less.
13 Korea Agrafood
6 Korean Ginseng Products Registered As Common Foodstuff in China
2
Placing priority on the high quality of its products, Kocheolnam Hongsam Co., Ltd. was the first company in Korea to introduce a deferred payment system where the consumer can try the product and then decide whether to purchase it. In its export strategy targeting the Chinese market, the company also emphasizes high quality. Three types of its products are made with ginseng five years old or younger: Red Ginseng Jelly, Red Ginseng Crunch, and Red Ginseng Candy. Among them, Red Ginseng Jelly is particularly popular for its distinctive sweet taste achieved by the addition of fruit, such as apple, in place of sugar.
1
Korean Ginseng Drink with Whole Ginseng Root This product is made with roots of three-year-old ginseng and fouryear-old red ginseng extract. Since each bottle contains a ginseng root, you can enjoy fresh ginseng and red ginseng at the same time. The bottles are made of transparent glass, so you can easily check the freshness of the ginseng root.
Inquiries Kocheolnam Hongsam Co., Ltd. Tel +82-2-2233-0801 (Lee Dae-ro, deputy section chief of Kocheolnam Hongsam Co., Ltd.) Email gcn003@hong3.co.kr Website www.gohong3.com
Inquiries Ebiche Co., Ltd. Tel +82-54-336-5300 (Chu Seong-tae, the CEO of Ebiche Co., Ltd, extension number 205) Fax +82-54-336-2589 Website www.ebiche.com
May 2017 14
Theme
Red Ginseng Extract
3
Sliced Korean Red Ginseng with Honey Due to their luxurious and unique packaging, ginseng products of Korea G.T.C Co., Ltd. are popular as gifts. Sliced Korean Red Ginseng with Honey uses five-year-old ginseng. Many Chinese consumers particularly like the octagon shape of the package.
Inquiries Korea G.T.C Co., Ltd. Tel +82-2-2602-3114 (Kim Tae-eung, director of Korean G.T.C Co., Ltd.) Email kte@koreagtc.com Website www.koreagtc.com
4
Legend of Hong Red ginseng capsules are a new type of processed red ginseng products. They use the principle of espresso where coffee is extracted from capsules under high pressure in coffee machines. Red ginseng capsules are perfect for those who want to enjoy drinking red ginseng extract in a luxurious way. They come in two types: strong and mild. Just as the names suggest, the flavor of the first type is more intense, whereas the second type tastes smoother.
Inquiries Brand Acumen Tel 070-4132-3443 (Park Jae-beom, the CEO of Brand Acumen, +82-10-8723-1472) Fax +82-2-703-3773 Website http://shop2.foodie1.cafe24.com/
15 Korea Agrafood
6
Established in 1992, Dongwon Korean Ginseng Co., Ltd. is a producer of healthy food with 23 years of experience in ginseng products. The company established a research institute in 2006 and has been focusing on the development of new products and the improvement of quality. These efforts have helped it to develop ginseng extract, tablets, and pounded ginseng cake with fiveyear-old ginseng. Its ginseng extract is one of very few extract products in the common foodstuff category.
5
Gusam Made by baking five-year-old ginseng in an oven, Gusam is a brand of natural products using only ginseng and no sugar, additives, colorings, or preservatives. The baking process increases not only the sugar content (to 23 Brix) but also saponin. Several types of products are available including a beverage with a whole root, pounded ginseng cake, and ground, baked ginseng diluted with water (Gusam Stick Mix). In China, Gusam is sold through online shopping malls such as We Chat and Alibaba.
Inquiries Dongwon Korean Ginseng Co., Ltd Tel +82-43-533-1772 (Kim Su-woong, the CEO of Dongwon Korean Ginseng Co., Ltd.) Fax +82-43-532-9316 Website http://dongwonkorea.en.ec21.com/
Inquiries Ginseng Biotech Tel +82-41-362-8819 (Direct line for export inquiries: Kim Sugyeom, CEO of Ginseng Biotech, +82-10-6420-6331) Fax +82-41-362-8899 Email ksk6331@hanmail.net
May 2017 16
Theme
Chinese Spring Rolls with Kimchi and Chicken
Kimchi Falls in Love with
Oil a wok, put in chicken, tiger shrimp, bean, ginkgo nut, kimchi, crushed garlic, and spring onion powder, and fry to make the filling of spring rolls. When the filling has cooled down, fill won ton skin with it. Dry for 30 min at room temperature. Deep fry spring rolls in oil.
Chinese Food
Kimchi and Garlic Pork Belly MAFRA (the Korean Ministry of
Soak pork belly in refined rice wine (or another cooking liquor) mixed with spring onion and ginger. Let it sit in a refrigerator. Cut the pork into 3x10x0.2cm pieces. Cut kimchi 8x2cm. Spread the pork and place kimchi on it. Roll them up. Make a thick sauce with spring onion oil, crushed garlic, soy sauce, sugar, and ginger.
Agriculture, Food, and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation), in collaboration with the Shanghai Industrial & Commercial Polytechnic Institute, have developed 32 recipes of fusion
Chinese dishes that use kimchi and published them as a recipe book titled Kimchi Falls in Love with Chinese Foods. Below, Korea Agrafood introduces you to the six most popular recipes of the book.
∞ ±
Stir-Fried Seafood with Abalone, Scallop, Kimchi, and Crab Half boil crab and remove its legs and shell. Make an omelet roll. Prepare a pot. Place kimchi and tofu at the bottom of the pot, then dove’s egg and rolled omelet. Add the crab broth and boil. Season with soy sauce.
Kimchi and Chicken Roll Slice the chicken and season it with soy sauce. Spread the chicken slices and place kimchi on top of them. Make into a roll shape and wrap it in plastic wrap. Boil the roll in hot water. Preserve the boiled roll in a sauce made with salt water (or soy sauce) and five-spice powder for 6 to 8 hours.
Korean Style Kimchi-Rice Soup with Jumbo Shrimp Remove the head and shell of jumbo shrimp but not its tail. Make broth with the shrimp’s head and kelp. When the broth starts boiling, remove the kelp and add cooked rice and shrimp. Boil again for 3 min. Add kimchi and boil for 1 more minute. Put the soup in a bowl and garnish with fried rice.
17 Korea Agrafood
Chinese Egg Pancake with Kimchi and Seafood Beat eggs, add kimchi soup, and whip them together. Chop the kimchi. Slice the pepper after removing its seeds. Oil a pan and cook the chopped kimchi, calm, and shrimp in it. Spread evenly and add the whipped egg. Pan-fry until the pancake’s surface takes on a pretty brown color.
May 2017 18
Special
The 12th Commission on Phytosanitary Measures for International Plant Protection Convention was held at Songdo Convensia in Incheon from April 5 to 11.
he 12th Commission on Phytosanitary Measures (CPM) of the International Plant Protection Convention (IPPC) met at Songdo Convensia in Incheon, Korea, from April 5 to 11. This meeting was particularly important as it set the direction for IPPC for the next four years until 2020, which is designated as the International Year of Plant Health. The meeting received much attention because it was held not in Rome, Italy, where the IPPC headquarters are located, but in another member country for the first time in the organization’s history. The meeting was attended by 208 representatives of plant quarantine authorities from 118 countries, 14 representatives from FAO (Food
T
Meeting of the International Plant Protection Convention Successfully Held in Korea Plant Quarantine Experts from around the World Impressed by Korean Plant Quarantine Korean Fresh Produce Draws Attention 19 Korea Agrafood
and Agriculture Organization) of the United Nations and the IPPC Secretariat, and 15 workers from international organizations. As a result of in-depth discussions on international quarantine standards, five measures for reducing and controlling the risks of diseases and insect pests that may be caused by international movements of seeds, seedlings, and used vehicles and machines as well as ten measures for standardizing criteria for sterilization of fruit, lumber, and the like were introduced and adopted. Also discussed and decided at the meeting was the direction of future activities associated with designation of 2020 as the International Year of Plant Health. The initiative is designed by the United Nations to spread
awareness of the importance of plant protection. Furthermore, the attendees examined progress in the introduction of ePhyto, an electronic phytosanitary certification, and deliberated the subsequent steps. To celebrate the fact that the meeting, which had been held only in Rome for the past 65 years, was hosted for the first time in an IPPC member country, the Korean government embellished it with a variety of additional events. The IPPC operates under FAO, an umbrella organization, and was established on April 3, 1952 with the goal of building close international cooperation on the prevention of the influx and spread of plant diseases and insect pests.
May 2017 20
Special
IPPC Meeting Sketch 1
IPPC Meeting Sketch 2
At a Booth Promoting Korean Fresh Produce
A large number of booths were set up for the IPPC meeting to inform the attendees of the research findings of Korean plant quarantine, promote eco-friendly agriproduct certification systems and eco-friendly fumigation processing technology, demonstrate highquality seeds produced in Korea, etc. Among them, the booth dedicated to Korean agriproduct exports attracted many visitors. It offered them a chance both to learn about and taste Korean fresh produce such as bell peppers, ginseng, citron tea, sweet persimmons, tomatoes, hallabong (a variety of citrus fruit produced on Jeju Island), and cymbidium. All of these products are actively exported and praised abroad for their excellent quality. Mr. Kunnio Mikuriya, Secretary-General of WCO (World Customs Organization), and Ms. Kundhavi Kadiresan, an Assistant Secretary-General of FAO, visited the booth along with Mr. Kim Jae-soo, the Korean Minister of Agriculture, Food and Rural Affairs. They showed the greatest interest in chamoe and ginseng. Mikuriya and Kadiresan tasted chamoe (Korean melon) with curiosity after receiving an explanation from Kim that it is a yellow melon produced only in Korea. Kadiresan enjoyed the melon, saying, “The color is beautiful, and the fruit is crispy and tasty.� Since both guests displayed interest in ginseng as well, Kim presented each of them a root of the highest-quality ginseng as a gift.
21 Korea Agrafood
Views of the Commission Participants on Korean Food and Agriproducts
A booth introducing Korean fresh produce was set up at the 12th Commission on Phytosanitary Measures for International Plant Protection Convention.
Diego Quiroga, Argentina
Stavroula Ioannidon, Greece
Avetik Nersisyan, Hungary
Due to the geographic distance, it is not easy to find Korean agriproducts in Argentina and other countries of South America, with the exception of Korean ramyeon (instant noodles). Shin Ramyun, a famous Korean brand, is loved by many consumers, regardless of age and gender, thanks to its perfect combination of chewy noodles and spicy soup. I saw the Korean pear here for the first time. I tried it out of curiosity and enjoyed its sweetness and crispiness.
There are many Korean restaurants in Greece. While in Seoul, I am having a lot of Korean dishes such as Korean-style fried chicken and bibimbap (rice mixed with assorted vegetables and beef) that I have tried in Greece. They seem to taste even more delicious here, at the country of their origin. Among the foods I have tried in Korea for the first time, the most memorable one is chamoe. Recently, eating seeds for health is a trend in Europe, and the yellow melon is very unique because it can be eaten with seeds unlike many other fruit and is very delicious.
Through this meeting, I discovered that various types of fruit are produced in Korea. They are crispy, sweet, and of high quality. Korean pear, in particular, tops all others. Pears are produced in Europe as well, but the Korean one is the best. It is big in size and crispy and very sweet. I have also tasted another fruit, called yonggwa (dragon fruit, or pitaya), which is very unique in color, shape, and taste.
Korea Agrafood Homepage www.kfoodstory.com May 2017 22
Fresh Food Functional Rice
Babijoa Global Market ue to the healthy living trend, many people prefer mixed grains to white rice. To appeal to those consumers, producers are offering grains with functional components. One of those producers is Babijoa Corporation specializing in production and distribution of natural functional rice. The company has recently entered the foreign market and is rapidly expanding.
D
Challenges the with Its Functional Rice
Fun to Watch, Colorful Rice™Yellow, Red, Green, and More The CEO of Babijoa, Kim Se-won, explains, “Rice is often seen in a negative light, as a carbonate causing obesity and other diseases. However, concerns about the environment and recent findings in nutrition science shed new light on functionally reinforced rice.â€? White rice has a great texture but not enough nutrition. On the other hand, mixed grains and brown rice are highly nutritious but less delicious due to poor texture. Babijoa has succeeded in developing functional rice that takes the advantages of both, white rice and brown rice or mixed grains. In addition, the company applies an evaporative coating technology which minimizes the changes in rice tissue while preserving its texture.
23 Korea Agrafood
May 2017 24
Fresh Food Functional Rice
The Embryo bud rice of Gabajoa products
! " # $%
The Energy rice products
Babijoa offers several types of products: Hongkuk rice plus, Turmeric rice plus, Chlorella rice plus, Blueberry rice plus, and 16 Daily vegetables. Hongkuk rice plus is fortified with red yeast and calcium, an important ingredient for bones and metabolism. Turmeric rice plus and Chlorella rice plus are colored with healthy turmeric and chlorella. Blueberry rice plus is a combination of the superfood blueberry and organic black rice. 16 Daily vegetables is a grain mix containing beet, kale, spinach, and other healthy vegeta-
25 Korea Agrafood
bles.
$& % % ' ( The Today as well granola product
the additional ingredient: Gabajoa, Gabajoa hongkuk, Gabajoa turmeric, and Gabajoa pine needles. Embryo bud rice is highly nutritious and can be used for various dishes™rice porridge, side dishes, salads, yogurt, and many more. This February, the company launched yet another product series: Energy rice. It is a diet snack made with roasted brown rice and vegetables or fruits. “Fruits with brown riceâ€? contains hallabong, citron, and grapefruit. “Vegetables with brown riceâ€? uses spinach, lettuce, and broccoli. “Well-being with brown riceâ€? is a snack made with jujube, white lotus, and red yeast rice. Finally, “Today as well granolaâ€? brings together 31 types of vegetables. The caloric value is only 121 kcal per package (30g). Abundant dietary fiber (2.64g) makes the snack both nutritious and effective when dieting. All of the products come in small packages so are easy to carry and to have anytime and anywhere.
Functional Rice of Babijoa: Great Texture, Nutrition, and Taste
Focus on the Development of Products for Export
The Embryo bud rice series was released by Babijoa last September and is attracting a lot of attention from consumers. The products contain natural ingredients such as red yeast rice, turmeric, and pine needles in addition to embryo buds which are responsible for 66% of the nutrition in rice. There are several types of products depending on
To demonstrate to the consumer the high quality and safety of its products, Babijoa has obtained HACCP, ISO22000, and organic processed food certifications. Babijoa’s effort is widely recognized as its products were featured in mass media many times and selected in 2015 and 2016 as part of the so-called “Hit 500� products of small and medi-
Chinese consumers demonstrate a keen interest in functional rice of Babijoa at an exhibition for excellent Korean products in Jinan, China.
um enterprises with good business potential. They are now available at large grocery stores, major supermarkets such as Emart and Lotte-mart, and various shopping malls. The company broke into the US market in 2013 and plans to accelerate its overseas business in the near future. Currently, its products are sold in the US, the UK, and Taiwan. Kim says, “Since the Korean market is different from markets of other countries, we are focusing on developing products that fit the characteristics of each market.� He adds, “We are doing our best to attract foreign buyers by participating in trade exhibitions. We would like to sell our products in many markets in addition to the three existing ones.�
Inquiries Babijoa Co., Ltd. Tel 070-7817-1792 (Management supporting department) Fax +82-51-517-7834 Email master@babijoa.co.kr Website babijoa.co.kr
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May 2017 26
Processed Food Processed Dairy Food
Seoul F&B
Cup Coffee Products Advance to Thailand Approaching Consumers with Typical Korean yet Localized Product Concept
27 Korea Agrafood
A staff member checks the production lines for dairy products and cup coffee products (left). A panoramic view of Seoul F&B (right)
eoul F&B, a Korean producer specializing in processed dairy products, is advancing into foreign markets with coffee products with the mind as if made for one’s family member. The company is the first Korean producer taking up the challenge of breaking into the beverage market of Thailand which is dominated by Japanese products. Its flagship item is a cup coffee product with the brand name “Arabus.� It comes in three flavors: caramel macchiato, latte macchiato, and mocha. Since the first shipment to Thailand made in 2015, the export amount has increased to US$3 million thanks to favorable responses from consumers. The company develops products for export under the concept of “typical Korean yet localized.� Convinced that each product has to taste different depending on preferences of local people, F&B exerts
S
great effort to analyze local trends and improve its products even after entering the market. Last year, Seoul F&B penetrated the Chinese market with two brands, Eannae for fresh milk and Brewbean for cup coffee products. Negotiations over the export of frozen yogurt sorbet to China are underway. CEO of Seoul F&B Oh Duk-geun said, “With continuous effort, we have been able to obtain positive reviews from local buyers and consumers, and the sales are gradually increasing. We expect to reach US$ 5 million in exports.�
Rapid Growth through OEM Agreements with Large Korean Companies Established in 2005, Seoul F&B is located in an ecologically clean area of Heongseong County in Gangwon Province. It produces milk, fermented milk products, juices, and coffee
May 2017 28
Processed Food Processed Dairy Food
Seoul F&B’s exports: cup coffee and fresh milk
in hygienic, HACCP-certified facilities using fresh milk supplied by farms of Gangwon Province. The company’s first product was premium yogurt developed for a major milk company. Seoul F&B was the first in Korea to adopt the concept of refrigerated juices. Recently, it released 300ml cup products. The achievements can be at least partly explained by the ability to read the market, make decisions quickly, and immediately put them into practice.
29 Korea Agrafood
Rather than following trends, Seoul F&B strives to create them. Through its efforts, the company has grown into a medium size enterprise with annual sales of US$150 million. Recognizing its innovative spirit and high-quality products, several large Korean food companies concluded OEM agreements with Seoul F&B. The production scope currently includes about 180 products. The company’s pursuit of high-
Dairy food and cup coffee products of Seoul F&B
quality production is reflected in its slogan, “High Quality Starts with Me.� All employees do their best to make the best products. Although products are manufactured by machines, the production ultimately depends on the earnestness of employees. Seoul F&B, on its part, strives to make its workers happy. Oh said, “Our company is one of the few in the Korean beverage industry to use a system for diversified small-quantity production. In the rapidly changing trends of beverage industry, it gives us a competitive edge even against large companies.�
Plans for Market Expansion with the Company’s Own Brands Although Seoul F&B started as an OEM producer, it has been developing its own products. The company’s brands include Eannae Premium Milk (eco-friendly and
non-antibiotic dairy products), Ilike Juice (vegetable and fruit juices with original flavors), and Cafe Lemontree (flavorful coffee products). Seoul F&B plans to expand export of products under its own brands. To this end, it seeks out opportunities for entry to foreign markets through consistent market research. It explores strategies to promote its milk, coffee, fermented milk products, juices, and healthy functional products overseas. In addition, Seoul F&B has recently acquired Halal certification to advance into Islamic countries. Oh says, “Large companies can use consignment production because they possess manufacturing knowhow in production. Since our technologies are recognized even abroad, I am certain that our exports will increase.�
Inquiries Seoul F&B Tel +82-33-345-9550, +82-10-8669-4840 (Kim Dae-woong) Fax +82-33-345-9553 Website www.seoulfnb.com
CEO of Seoul F&B, Oh Duk-geun (right) participates in a promotional event for Arabus cup coffee in Thailand.
Korea Agrafood Homepage www.kfoodstory.com May 2017 30
Processed Food Cookies for Children
Chinese consumers look at Cuby Zoo cookies of J:ON.
ll parents would like to give their children scrumptious and safe snacks. That is why they tend to pick healthy snacks made with wholesome ingredients when looking for snacks for their kids. In response to parents’ demands, numerous snacks made with healthy ingredients and without chemical additives have been recently released in Korea and are quickly gaining popularity. A Korean baby food company, J:ON (pronounced “jei-on�), which makes cookies with seaweed, citron, and other healthy ingredients under the slogan of “healthy snacks for babies,� has entered the Chinese market and is receiving much attention.
A
J:ON ABC Cookies Fun to Eat and Learn for Children 31 Korea Agrafood
Safe Baby Snacks Made Just as Parents Would J:ON was established in 2014 to make baby snacks with highquality and healthy ingredients. As a relatively young start-up,
J:ON has no factory of its own and produces its products through an OEM (original equipment manufacturer) system. However, the professional workforce of J:ON including its CEO Justin Lee are actively involved in research and development, sourcing wholesome ingredients, packaging design, and exporting business. Lee explains, “Most snacks selling on the market use artificial additives, such as MSG, and consuming such additives may cause atopic diseases, child obesity, and ADHD (attention deficit hyperactivity disorder).� He continues, “Most staff here including myself have children, and we established this company to make safe and high-quality snacks that satisfy the expectations of parents who take care of their children with all their heart and soul.�
Highly Nutritious ABC Cookies for Children under
J:ON puts great effort in R&D for baby foods.
May 2017 32
Processed Food Cookies for Children
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Justin Lee, CEO of J:ON (third from the left), negotiates with Chinese buyers.
Seven The flagship product of J:ON is ABC Cookies. It is a series of functional snacks for children seven and under available in four flavors: citron, laver, cheese, and grain. The main ingredients, including citron, laver, cheese, and grain, are all locally produced in North Jeolla Province where the company is located. The cookies are made without any artificial colors or chemical additives, and contain no trans-fat. Each of the four types is unique in its own way. The citron cookies are sweet-and-sour and are abounding in vitamin C and calcium due to the addition of citron syrup. The laver cookies are rich in iron, protein, vitamin A, and dietary fiber and are good for the growth of children. The cheese cookies are the most popular among young children because of their sweet taste and the soft mouthfeel of cheese. Lee explains
33 Korea Agrafood
that since cheese is rich in calcium, minerals, and other nutrients, the cheese cookies are good for the health of children and also safe for babies who are not able to digest milk well. The grain cookies are made with various cereals and grains including brown rice, which is known to help the brain development of children, black rice, which is rich in dietary fiber, and glutinous rice containing an ample amount of vitamin D which strengthens bones. The grain cookies are receiving particularly favorable responses from parents.
Square-Shaped Cookies with Carved Alphabet, the Use of Animation Characters The ABC Cookies provide children with the pleasure of eating and learning at the same time. With English letters carved on square-shaped cookies, children can learn their ABCs while eating the snack. Recently, J:ON has
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added characters featured in Cuby Zoo, a popular TV animation that Korean babies enjoy watching, to the packaging design of the product to enhance its image as a baby snack. Lee says, “The biggest reason for using the English alphabet and animation characters in our cookies is our desire to enter the overseas market. Armed with this differentiation strategy, we are making great effort to pioneer the markets of China, Vietnam, and Indonesia.�
Continued Effort to Develop New Products Such as Milk Candy to Deal with Lactose Intolerance J:ON is eyeing the fast-growing baby food market of China. The company has been actively participating in major international food exhibitions held in China, such as SIAL China (Asia’s largest food innovation exhibition) and Beijing MICF (Mother-InfantChild Products Fair) to promote the ABC Cookies. As a result of these efforts, J:ON is now supplying its cookies to JUSCO, OLE, and other large supermarket
Cuby Zoo cookies of J:ON
chains of China along with baby product stores. Their products can also be purchased through online malls such as Yihaodian (yhd. com) and Taobao (taobao.com). Lee says, “We are developing new products such as milk candy for dealing with lactose intolerance as well as noodles for babies. We will introduce the unique snacks of J:ON at SIAL China in May in Shanghai and make unremitting efforts to win recognition of both Chinese buyers and consumers as a company specialized in baby food and snacks.�
Inquiries Jeion Co., Ltd. Tel +82-63-278-3200, +82-10-4658-5782 (Justin Lee, CEO) Email Jeion.kr@gmail.com, the.zustin@gmail.com Website www.jeion.com
Additional Information How to Enjoy J:ON ABC Cookies Even More - Add a scoop of ice cream or whipping cream on top to enjoy a richer flavor. - Enjoy the cookies with warm or cold milk. - Dip the cookies in citron syrup to add more flavor.
May 2017 34
Processed Food Cheonggukjang Rice Cracker
Do You All Know the Korean Super Food, Cheonggukjang? Inkun Food, Taking the Lead in Globalizing & Popularizing Cheonggukjang
ne typical Korean fermented food, cheonggukjang (fast-fermented bean paste), is in the process of radical transformation. Although many people are aware of the healthy efficacies of cheonggukjang, few enjoy eating it due to its strong, pungent scent. However, Inkun Food, a company specializing in production and distribution of cheonggukjang, has set out to develop products with the paste that anyone can enjoy in a convenient way. Inkun Food’s ambition is to become a leader in globalizing and popularizing cheonggukjang products, and the company is receiving a lot of attention for its effort.
O
Cheonggukjang Becomes Rice Cracker and Chocolate Ball Oh Ki-sung, CEO of Inkun Food, says, “cheonggukjang is good for the body, and we want to popularize it so that more Koreans and foreigners enjoy it.� He continues, “Many Koreans think that the only thing you can make with cheonggukjang is stew. Foreigners are not aware of the paste
35 Korea Agrafood
May 2017 36
Processed Food Cheonggukjang Rice Cracker
Focus on Producing High-Quality and Tasty Cheonggukjang
A staff member of Inkun Food checks the fermentation condition of cheonggukjang (left). Diverse products of Inkun Food (right)
altogether.” To change these perceptions, the company has developed a wide array of products: Gipeunsil Plus, Gipeunsil Chocoball, Munching Cheonggukjang Gipeunsil Ball, Organic Cheonggukjang Rice Cracker, Cheonggukjang Roasted Barley Flour, and Organic Cheonggukjang. “Gipeunsil” is the brand name of cheonggukjang products by Inkun Food. Gipeunsil Plus is made with organic cheonggukjang powder, 17 types of grains including brown rice and rye, 7 types of mixed germinates, and lactobacillus. The packages come in a small size convenient to carry and add to yogurt or other dishes. Gipeunsil Chocoball is balls of organic cheonggukjang coated with chocolate. The product is designed as a healthy snack for children. Organic Cheonggukjang Rice Cracker uses organic cheonggukjang and Korean rice. Containing no additives or preservatives, it is a snack that anyone can have regardless of age or
37 Korea Agrafood
gender. Cheonggukjang Roasted Barley Flour is another convenience product; it is ready to be served as soon as you mix it with water. In addition to cheonggukjang, it contains various grains including barley and corn and can be used as a meal substitute. Having cheonggukjang cannot be any easier with Munching Cheonggukjang Gipeunsil Ball. To make this ball-shaped product, Inkun Food suppressed the sharp smell of the paste and improved its texture. In addition, the company has developed and launched in the market Cheonggukjang Porridge, Cheonggukjang Rice Noodles, and Cheonggukjang Job’s Tears Tea. About Gipeunsil Chocoball, Oh explains: “This product is based on my idea. I wanted to give healthy chocolate to my daughter who is a huge fan of chocolate.” He adds, “Now, many daycare centers and kindergartens purchase this healthy snack.”
The cheonggukjang of Inkun Food is made through a series of steps including two fermentation periods, one 40 hours and the other one 12 hours. Only organic beans obtained through contract cultivation are used. The high quality of the company’s cheonggukjang has been confirmed with traditional food certification, organic processing certification, ISO 9001, and ISO 14001. Inkun Food’s products have attracted attention of foreign buyers. The company has exported US$10,000 worth of cheonggukjang products to Iraq and is making test shipments to China and Vietnam. Inkun Food plans to expand the range of products it offers overseas gradually, starting with Chocoball and Roasted Barley
Flour which are more palatable to foreigners. In addition, there is a plan to build a Gipeunsil Village in Jechon County of North Chungcheong Province as a place for visitors to experience a variety of things related to cheonggukjang, from a production exhibition to a museum. Oh said, “Initially, we are planning to offer to foreign markets the products that foreigners can easily consume. In the future, we will open cheonggukjang restaurants in foreign countries to familiarize overseas consumers with the taste of cheonggukjang so they would want to visit a cheonggukjang restaurant on their next trip to Korea.”
Inquiries Inkun Food Tel +82-10-5335-5604 (Oh Ki-sung, CEO) Fax +82-31-629-5340 Email buyikfood@gmail.com Website www.gipeunsil.com
Additional Information Why We Should Eat Cheonggukjang Cheonggukjang has been receiving attention for a variety of beneficial effects. First of all, the polyglutamic acid contained in the sticky substance of cheonggukjang is effective in promoting the growth of T-cells that suppress immune reactions and restraining the growth of allergy-causing cells. In addition, the fiber in cheonggukjang can absorb 30 times its own weight in moisture, which reduces the time digested food needs to pass through the large intestine and prevents the hardening of stool. Furthermore, having a lot of fiber leads to the feeling of satiety and hence is effective when dieting. Since cheonggukjang contains enzymes increasing blood pressure and ingredients suppressing the activation of ACE along with plenty of vitamin B2, the paste is recommended for patients suffering from diabetes.
A customer visiting a cheonggukjang restaurant of Inkun Food gets Gipeunsil Plus.
Korea Agrafood Homepage www.kfoodstory.com
May 2017 38
39 Korea Agrafood
Award of the Minister of Agriculture, Food, & Rural Affairs
Imgeumnimpyo Icheon Imgeumnimpyo Icheon is a brand jointly created by Icheon City in Gyeonggi Province, a local branch of the National Agricultural
Chungju Apple
Cooperative Federation, and the Imgeumnimpyo
Chungju Apples were the first in Korea to obtain the global GAP
Icheon rice movement, for
certification. They have been
the purpose of ensuring
actively cultivating the US mar-
the high quality of local
ket despite the challenges
specialties. Rice is the
caused by rigid quarantine pro-
most successful of the
cedures. This year, 60 tons of
brand’s products. It has
Chungju Apples are going to
been exported to Hong
be shipped to the US. The fruit
Kong since 2011 and ef-
is also consistently exported to Taiwan, Hong Kong, and other
Premium Korean Beef, Evergreen Hongcheon
markets in Southeast Asia.
Youngdong Wine Youngdong County of North Chungcheong Province is striving to cultivate the local wine industry with grapes produced in
brand for regional specialties of Buyeo County in South Chungcheong Province. Created by Buyeo County in 2003, it is only used for safe and high-quality products that are produced by outstanding companies and pass a three-step approval procedure. Chestnuts, shiitake mushrooms, and
As of April 2017, Mulmargeun Yangpyeong, a joint brand of eco-friendly agricultural produce of Yangpyeong County in Gyeonggi Province, is used by approximately 140 special regional products and processing organizations. Particularly wellknown are the brand’s leek, watermelon, pepper,
tomatoes of the brand are
and rice. Other fruits and
exported to Japan,
vegetables, such as straw-
Southeast Asia, and the
berry, blueberry, and mul-
US.
berry, are also receiving at-
Uiseongjin Uiseongjin ( ) was created as a brand for efficient distribution of outstanding agricultural produce of Uiseong County. The fertile soil created by volcanic ashes and limestone produces tasty garlic and onions, while long hours of sunshine and little precipitation increase the sugar content of the local fruit. Production of plums and garlic in Uiseong County is the highest in the nation.
Award for Joint Brands of High Quality Agricultural Products
Goodtrae is a combined
Mulmargeun Yangpyeong
Award for Joint Brands of Eco-Friendly Agricultural Products
Goodtrae
Award for Joint Brands of Horticulture Products
Not only are agricultural products and local brands the assets for producers, they are also the property of Korean society as a whole in the global market. Every year, the best Korean brands are selected and rewarded by the industry and regional area to promote the reputation of Korea products and boost their international competitiveness. The National Brand Awards marked their seventh anniversary in 2017. In the category of agricultural products, the awards were given to the following 19 brands.
Award for Joint Brands in the Sextiary Industry
2017 National Brand Awards
2017 National Brand Awards
tention from consumers.
forts are being made to increase the consumer awareness of the product through advertisements on Hong Kong buses, online, and in magazines.
The cattle for Evergreen
the area. In 2005, it was desig-
Hongcheon Korean beef are
nated as the one and only spe-
raised in an ecologically pure
cial zone for grape and wine in-
environment of coniferous
dustry promotion in Korea.
forests in Hongcheon County,
Much effort has been put into
Gangwon Province. In order to
establishing wineries that can
maximize the quality of the
be visited by tourists to appre-
beef, the breed is strictly con-
ciate the taste and beauty of lo-
Every watermelon producer in Korea would love to use a brand name as famous as
trolled and fed with alcohol-fer-
cal wine. Among the 43 winer-
“Gochang Watermelon.” Located in North Jeolla Province, Gochang County has the
mented feed developed in col-
ies of Youngdong County, 42
optimal environment for cultivation of watermelons: high-quality red-clay soil, wide daily
laboration with Kangwon
are of a farm type and one is a
temperature ranges, and a sea breeze from the west coast. For this reason, Gochang
National University.
company type.
watermelons have a high sugar content of 12.5 to 13 brix on average.
Award for the Watermelon Category
Gochang Hwangtobaegi Watermelon
May 2017 40
beautiful color thanks to the appropriate amount of rain, abundant sunlight, and clean environment of the Daecheong Lake area in North Chungcheong
producing functional high added-value products. Since then, the area has been developing its sex-
Gochang Sunyeon Sunyeon, the brand name of Korean raspberries grown in Gochang County of North Jeolla Province,
tiary industry focusing on
stands for the “nature of
mulberry. Forty companies
the Seonun Mountains.�
have been established in
Gochang County was
the area and applications
designated as an area for
Jeju Satsuma Highly popular among Korean consumers, Jeju Satsuma oranges come in a perfect size to peel and eat on the go. Fully ripened satsumas grown outdoors are released to the market from October
Province. Many con-
for 25 patents related to
bio-preservation by UN-
to March of the following
sumers are attracted by
the Buan Mulberry brand
ESCO. The brand is used
year; hallabong and other
Seosan Ginger Cookie (Seosan hangwa) is a specialty of Seosan City located in South Chungcheong Province. It entered the spotlight when the cookie was served to the table of Pope Francis when he visited Seosan in April 2014. In March 2015, the producers concluded an
Yeonggwang Gulbi Yeonggwang County in North Jeolla Province has been striving to make Yeonggwang Gulbi (dried corvina) into a luxurious brand. Authorization and production history tracing systems were introduced
MOU with major coffee
to uproot imitation prod-
the fact that Okcheon
have been filed as a result
for both fresh and
orange varieties are avail-
grapes are produced in
of research projects se-
processed raspberry. The
able from December to
chains to advertise the lo-
ucts. Parallel measures are
cal specialty nationwide.
taken to enhance the qual-
Gugija (Chinese matrimony vine) is known as an ingredient for the legendary medicine used by Emperor Qin to obtain perennial youth and long life. The fruit contains be-
Uljin King Crab Uljin king crab is a representative product of Uljin County (North Gyeongsang Province) with very high brand value. The county has been
taine, zeaxanthin, and vita-
making an effort to pursue
mins A, B1, B2, and C. A
sustainable development
recent study found that
in order to preserve its nat-
gugija is effective in im-
ural resources including
proving sexual function,
the king crab. The
memory, and liver function
Federation of Fisheries and
and can be used as an
Cooperatives in the Uljin
antioxidant, to treat hyper-
area work in conjunction
lipidemia, and for skincare.
with production and distri-
Okcheon County, an area
lected on a competitive
fruit is considered effective
June of the following year;
designated for water
basis.
in prevention of high blood
and greenhouse satsuma
ity of the dried fish by op-
pressure, myocardial in-
is sold from April to
erating the recalling and
fraction, and artery hard-
October. Satsuma is full of
quality management sys-
bution organizations to lim-
ening as it contains 30%
vitamins, citric acid,
tems.
it the distribution of low-
more polyphenol than red
carotenoids, and
wine.
flavonoids.
preservation.
Award for the Korean Beef Category Award for the Organic Rice Category
Millenary Flair Millenary Flair rice of Buan County in North Jeolla Province is cultivated according to a manual with 10 technological principles regulating the entire process, from soil care to harvesting. Only GAP-certified rice reaches the market. The GAP system guarantees the safety of rice through meticulous inspections for hazardous elements such as heavy metals, agricultural pesticides, and minerals at the growth, harvesting, and packaging stages.
41 Korea Agrafood
Seosan Woori Korean Beef
Award for the King Crab Category
high sugar content and
ture industry as a business
Cheongyang Gugija
Award for the Gugija Category
Okcheon grapes have a
for revitalization of sericul-
Seosan Ginger Cookie
Award in Ecologically Clean Seafood Category
Okcheon Grape
Award for the Grape Category
lected in 2005 as an area
Award in Korean Traditional Food Category
Jeolla Province was se-
Award for the Subtropical Fruit Category
Buan County of North
Award in Raspberry Category
Buan Mulberry
Award for the Mulberry Category
2017 National Brand Awards
quality crab in the market.
Mass production of high-quality Seosan Korean Beef is made possible through the continuous supply of
Award for the Bay Salt Category
calves of excellent breeds to farmers.
Sinan Bay Salt
To ensure the hygienic distribution of
Sinan Bay Salt has less sodium than Guerande salt of France but contains more minerals in-
delicious Seosan beef, the stores,
cluding calcium, potassium, and magnesium. It is produced in a natural mud flat by exposing
slaughter houses, and meat process-
sea water abundant in minerals and germanium to sun light and wind. With an annual pro-
ing areas have obtained HACCP cer-
duction of 230,000 tons, Sinan Bay Salt takes up 70% of the bay salt market in Korea.
tifications.
May 2017 42
K-Food Spotlight Aloe Beverages
OKF Aloe Vera King
Let’s Drink Healthily!
Korean Aloe Beverages Aloe beverages are the most popular type of Korean beverages exported overseas. Thanks to their healthy image, they are actively distributed in over 150 countries in North America, Europe, and Southeast Asia. Let us take a look at some major brands of Korean aloe beverage products.
OKF’s Aloe Vera King is a hot seller that commands a 76% share of the global aloe beverage market. Its impressive success is based on several factors including the use of only natural, organic aloe and the inclusion of aloe gel, which maximizes the consumption of wholesome aloe. The producer is regularly releasing new aloe beverages such as aloe with acai berry, ginseng, or other healthy ingredients to satisfy the taste buds of foreign consumers.
Inquiries OKF Corporation Tel +82-2-6000-1877 (Overseas Sales Department)
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#
Dr. Aloe from Woongjin Foods comes in two types: Original and Premium 41%. The Premium 41% product contains 10 percent more aloe than its competitors, letting the consumer experience the taste of aloe to the maximum. Dr. Aloe beverages obtained halal certification (KMF) last year and are exploring the markets of the Middle East such as the UAE.
Website www.aloe.co.kr
Lotte Chilsung Aloe Vera Juice Lotte Chilsung uses high-quality aloe as the main ingredient of its Aloe Vera Juice but keeps the product’s price highly competitive. Recently, it has launched a new type of the juice with fortified skin-enhancing ingredients, such as collagen and hyaluronic acid, and the product is receiving a positive response from female consumers overseas. After obtaining halal certification (KMF) in 2015, Aloe Vera Juice has been actively exported to Malaysia and other halal markets in Southeast Asia.
Inquiries Lotte Chilsung Beverage Co., Ltd. Tel +82-2-3479-9431 (Overseas Sales Team)
43 Korea Agrafood
Woongjin Foods Dr. Aloe
! " # $% Inquiries Woongjin Foods Co., Ltd. Tel +82-2-3668-9114 (Overseas Sales Department) Website www.wjfood.co.kr
Website company.lottechilsung.co.kr
May 2017 44
Global YAFF Speaks K-Food
Global YAFF Talks About K-Food Jang Yun-hui, Ritsumeikan University
Jang Yun-hui Introducing K-Food to Japan Consumers in Kyoto, Japan
Korea and Japan are geographically close neighbors. so Korean food is common in Japan and many Japanese make Hansik (Korean dishes) at home. If you type “Korean food� or “Hansik� in a Japanese web search engine, you can obtain a lot of information including recipes and pictures of the Japanese enjoying Korean dishes. In this issue, the status of Korean food in Japan is assessed by Jang Yun-hui who studies in Ritsumeikan University, located in Kyoto.
45 Korea Agrafood
1. Is it true that Korean food products and Hansik are popular keywords on the internet in Japan?
Yes, it is true. Many Japanese search those words and get information on Korean food products and Hansik online because Korean food is a great hit in Japan. I am an active user of social media and frequently upload diverse contents there. Pictures and stories about Korean food products and Hansik are some of my most popular posts. Many friends share them and click the “Like� button. 2. What has been the most memo-
Many students came to Jang’s Korean pub to enjoy Korean spicy fried chicken every day during the festival.
rable of your YAFF activities and why?
Last October, I participated in the Korea Festival (an annual event introducing Korea in Japan) and introduced Korean products at a food promotion booth. I hosted a tteokbokki (stir-fried spicy rice cake) cooking show and invited visitors to make tteokbokki by themselves, offering them cooking instructions. Many people flocked to the event and it ended with great success. There is one more episode I would like to share with you. I ran a Korean pub at the school festival last year. Thanks to the Hansik trends, I made a big profit. My special dish was spicy Korean fried chicken, or “yangnyeom-chicken� in Korean. Many people praised it as the best chicken dish selling in Japan. 3. What Korean dishes do people in the Kansai region like?
Pictures Jang re-posted from the Facebook page of the aT center in Osaka receive very positive responses (left). The Korean food promotion event at Korea Festival (right)
Representative Korean dishes™ bibimbap (rice mixed with vegetables and beef) and tteokbokki™enjoy continuous popularity. These days, samgyeopsal (grilled pork belly) and bu-
dae-jjigae (spicy sausage stew) are in the spotlight. My friends told me they enjoy “meat on a sizzling stone pan� because it feels very Korean. They also think it is unique to wrap the meat in vegetables and add a special sauce such as ssamjang (soybean paste mixed with red pepper paste) and gochujang (red pepper paste) or salt. Budae-jjigae is similar to Japanese nabe (soup in a hot pot) but spicier and that is what attracts many Japanese. Among Korean processed foods, ramyeon (instant noodles) is very popular. Even though Japanese ramen is famous around the world, Korean instant noodle products are selling well here and receive positive responses. Spicy noodles in particular have earned many fans among local consumers as can be seen in numerous reviews. Kimchi is yet another star. Recently, the number of people who want to try different types of kimchi is increasing in Japan. Some Japanese order kimchi from Korean restaurants to enjoy kimchi with a more authentic flavor at home.
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May 2017 46
Hansik & Hallyu Bibimbap
Bibimbap Recommended by Yun Du-jun from Highlight œKorean Food Foundation
Bibimbap on TV A popular trend in Korea are food shows are referred to as “meok-bang” in Korean, which is a compound of the first syllables for “eating” and “broadcast.” The celebrities who can eat deliciously on TV shows are praised and called “meok-bang-dol,” where “dol” stands for “idol.” One of such “eating show idols” is Yun Du-jun of the band Highlight. On the Thai entertainment program Tee Nee Mo-Chit, he cooked bibimbap.
oreans and foreigners alike love bibimbap (rice mixed with vegetables and beef) for its beautiful appearance, excellent taste, and nutritious value. It is well-known as a health food and can be eaten while dieting since it contains a variety of healthy, lean ingredi-
K
ents such as vegetables, grains, and beef. Bibimbap is frequently served at banquets for international guests in Korea and has been featured in foreign mass media many times. Last year, the dish appeared in the main article of the food section of the New York Times.
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Two Servings Cooking Time: 1 hour 599kcal (one serving)
Main Ingredients 1 cup rice, 30g carrot, 30g beef, 1/4 cucumber, 2 shiitake mushrooms, an egg, 30g spinach, 30g balloon flower (optional), 1/6 green young pumpkin (squash, optional)
A Representative Korean Dish Featured at Banquets in Korea
Sub Ingredients 2 tbsp. soy sauce, 1 tbsp. sugar, 1/2 tbsp. crushed spring onion, 1/4 tbsp. crushed garlic, 1/4 tbsp. sesame oil, a sprinkle of sesame seeds and a dash of pepper
Sauce Ingredients 20g beef, 1 tbsp. gochujang (red pepper paste), 1 tbsp. sugar, 1 tbsp. water, a little bit of sesame oil and sesame seeds
1. Cook the rice using 1.2 parts of water for 1 part of soaked rice. 2. Shred green young pumpkin, balloon flower, spinach, and cucumber into 0.3 ø0.3ø5cm strips. Salt them down and drain the resulting liquid. Julienne carrots into strips of the same size. 3. Cut half of the beef into 0.3ø0.3ø7cm strips and mince the rest. 4. Mix the sub ingredients in a bowl and season individually the beef, balloon flower, and shiitake mushroom. 5. Put sauce ingredients in a pan and stir-fry. 6. Prepare another pan. Put oil on the pan and fry the carrot, cucumber, balloon flower, shiitake mushroom, and beef in this order. 7. After beating the egg, fry and cut it into thin strips. 8. Put the cooked rice in a bowl and garnish it with carrot, balloon flower, green young pumpkin, cucumber, beef, shiitake mushroom, and egg. Serve it with gochujang.
47 Korea Agrafood
May 2017 48 Korea Agrafood Homepage www.kfoodstory.com
Monthly K-Food Mushroom
May K-Food
Mushroom Unique Flavor, Pleasant Chewiness, Plenty of Proteins and Vitamins
Mushrooms are widely popular around the world thanks to their unique flavor and chewy texture. They are rich in nutrients such as proteins, vitamins, and dietary fiber. Synonymous with wholesomeness, mushrooms are known to strengthen immunity and have an anti-cancer effect. Since they are also low in calories (an average of 30ª per 100g), mushrooms are good for losing weight. In Korea, a variety of mushrooms™ king oyster, enoki, oyster, shiitake mushrooms, and many more™are produced throughout the year. The overall annual production is about 170,000 tons. Korea actively exports mushrooms overseas. King oyster, enoki, and other mushrooms produced in Korea are distributed in over 35 countries including the US, Canada, Australia, and Vietnam.