February 2017 (vol.256) by AgroTrade aT

www.kfoodstory.com

CONTENTS

February 2017 Vol. 256

February 2017

Unique Sweetness & Chewy Texture

Perfect K-Food Gifts to Show Your on

Valentine’s Day

Dried Persimmon K-Food in Rolled Dried Persimmon & Walnut

the Spotlight in the

Middle East

THEME

in Japanese & Chinese

What is a good Valentine’s Day gift for loved ones? Korea Agrafood will help you by recommending some agriproducts that can make a great gift in the month of love.

SPECIAL I Korean food companies have recently started advancing into the Middle Eastern markets by obtaining halal certifications with the support of the Korean government.

SPECIAL II

in Japanese & Chinese

Korean TV drama Dokkaebi (lit. goblin) is popular both in Korea and abroad. In this issue, Korea Agrafood would like to introduce our readers to the K-Foods that appears in the drama.

COVER

Every Day Is Better with K-Food, Korean Food Products in TV Drama Goblin

Flower 22

CYMBIDIUM

Processed Food in Japanese

Photo by Park Jong-hee of JH Photography

Vol. 256

K-Foods for Valentaine’s Day

Seogwipo Cymbidium

Korean cymbidiums are receiving positive evaluations as being internationally competitive and excellent quality. They are offered in diverse vivid colors and have thick, straight, long stalks.

Handmade Chocolate Pies

Persimmons in Korea are processed in many ways including dehydration. The outer layer of Korean dried persimmons is chewy, whereas the inner flesh is sweet and soft like that of a ripe persimmon.

Fresh Food 26

DRIED PERSIMMON in Chinese

Dried persimmon’s gooey texture and sweet taste stimulate the taste buds of consumers.

CHOCOLATE PIE

in Chinese

The Softness of Cream, Refreshing Flavor of Strawberry Jam, and Richness of Chocolate, Pies of Kangdongoh Cake!

PROCESSED RED GINSENG in Chinese Renowned Punggi Ginseng reaches across the world with diverse products developed with consideration of the preferences of consumers and market characteristics in different regions.

Founded in August, 1995, Published monthly by the

ar g u S

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 Copyrightⓒ by the aT (Korea Agro-Fisheries & Food Trade Corp.) All rights reserved. 38

Tra ns F ats

CEO Yeo In-hong VICE PRESIDENT Lee Yu-sung EXECUTIVES Baek Jin-seok (for Food Industry & Export Promotion)

CONTENTS

Kim Dong-yeol (for Marketing Support) EDITORS Shin Jang-Hyun (Korea Agro-Fisheries & Food Trade Corp.) Lee Dong-kwang (The Korean Farmers & Fishermen’s News) 38

K-FOOD SPOTLIGHT

in Chinese

Korean Baby Formula Products in the Spotlight at Highend Baby Specialty Shops and Online Stores of China

REPORTERS Lee Hyun-woo (leehw@agrinet.co.kr) Park Sung-eun (parkse@agrinet.co.kr) Kim Hyo-jin (hjkim@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho

Globalization of Hansik

ENGLISH EDITOR Chae Ria, Charles Junn 40

in Chinese

TRANSLATORS Park Sung-eun, Kim Hyo-jin, Park Hye-yun (ENGLISH)

aT Jakarta Office and a University of Indonesia Student, Rubuna Winnw Maranda

Tamura Yoshihiro (JAPANESE) / Park Seo-ran (CHINESE)

EDITORIAL BOARD

GLOBAL YAFF TALKS ABOUT K-FOOD

HANSIK & HALLYU Tteokbokki, the Spicy Snack Jin from BTS Enjoys on His Way Abroad

SEOUL Sohn Yong-gyu 82-61-931-0960 (sohnyg@at.or.kr)

Korean Processed Rice Products

TOKYO Kim Ho-dong 81-3-5367-6656 (hodong@at.or.kr) OSAKA Oh Dong-hwan 81-6-6260-7661 (tora1974@at.or.kr) BEIJING Seo Byoung-kyo 86-10-6410-6120 (bgseo@at.or.kr)

K-TOUR

in Chinese

Traditional Korean Food Culture Center has opened in Gangnam. It is a place for tourists to experience the charm, history, and culture of traditional Korean food.

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) 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)

Regulars

PARIS Kim Min-ho 33-1-4108-6076 (mhkim@at.or.kr) HANOI Choi Jung-ki 84-4-6282-2987 (sgtchoi@at.or.kr) JAKARTA Nam Taek-hong 62-21-2995-9032 (redface73@at.or.kr)

PHOTO ESSAY The Heaven of Gourmets in Traditional Market: Gwangjang Market

BANGKOK Song Mi-jung 662-611-2627 (peosong@at.or.kr)

g in r lo o C

ABU DHABI Seo Myung-gu 971-50-620-6034 (myung9gu@at.or.kr) EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News

MONTHLY K-FOOD

#60, Jungdaero 9-gil, Songpa-gu, Seoul, Korea

in Japanese & Chinese

Tel +82-2-3434-9074

February K-Food: Apple

Fax +82-2-3434-9077

www.kfoodstory.com

Rice Snacks & Bar: Puffed Not Fried, Calories Down and Nutritional Value Up, Rice and Nuts, a Great Snack for Children Rice Noodles: Ready in Three Minutes, Few Calories Frying Powder Made with Rice: Absorbs Less Oil Than Wheat Flour

Photo Essay

Gwangjang Market is a popular traditional market offering different types of Hansik (Korean dishes) at affordable prices. It is a place foreign tourists will undoubtedly enjoy on their trips to Seoul.

5 Korea Agrafood

February 2017 6

Theme

February, the month of Valentine’s Day, is a time when many people around the world express their love and gratitude to their significant others, family members, and friends. In Spray Roses

Korea, in addition to chocolate and candy, many people express their love or extend their thanks by presenting to others sweet fruit-based

s ’ e n i t n e y l a a V D How about Giving K-Food to

wine, spray roses, strawberries, and processed red ginseng products. Below, Korea Agrafood recommends some Korean agriproducts

Fruit Wine

that can make a great gift in the month of love.

Your Loved Ones? Processed Red Ginseng

バレンタインデ－がある2月は?多くの人?が戀人と家族?友達に愛情や感謝をえる月だ?西洋では?多くの人?が愛情のこもったカ－ドとともに?チョコレ－トとキャンディ－をプレゼントにする傾向があるが?韓國人はチョコレ－トとキャンディ－のほかにも?果物で作った甘いワインやスプレ－バラ?イチゴ?紅參加工品など樣?なプレゼントで氣持ちを傳える? Korea Agrafoodが愛の月の2月に?プレゼントにもうってつけの韓國の樣?な農食品をお勸めする?

月略是全球許多人都爲自己所愛的淇人憐示愛情及爲家人和親朋好友憐示感恩之心的月略，因爲情人節(Valentine’s Day)就在這憾月略?在西方，情人節送的主要饑物有浪漫的賀賓?巧克力和糖果等?而在韓攻，除了巧克力和糖果之外，還要送一些利用水果釀制的甛美果酒或多頭袒系?草撻?人參加工品等各種饑物? 本期Korea Agrafood就爲舅推茱可供愛情之月2月略選楊的各種韓攻農食品? 2

Strawberries

7 Korea Agrafood

February 2017 8

Theme

Sweet & Soft Wine

Apple wine

Honey wine

Omija-wine

Various Types of Wines Such as Apple Wine and Honey Wine Are Perfect Gifts for Family Members and Couples

Korean companies offer a large variety of wines made not only with grapes but also apple, omija (berries of schisandra chinensis), honey, and other ingredients. Apple wine tastes sweet yet refreshing. A substance called polyphenol contained in apples is known to be effective in removing bad breath lingering in the mouth after a meal. Omija-wine features delicate bubbling of the fragrant red fruit that stimulates the sense of smell. It is a perfect mixture of a sweet fruit scent and a slightly bitter taste of omija. Since the sour-bitter spiciness of the berry is similar to that of many spices popular in the West, the unique wine is expected to have a competitive edge in Europe. Honey wine, whose main ingredient is wine, is first fermented for about ten days and then left to ripen for half a year. It smoothly goes down through the throat and is every bit as sweet as its Western equivalents.

9 Korea Agrafood

リンゴワインハニ－ワインなど樣?な種類のワイン…家族·戀人へのプレゼントに最適

Sweet-and-Sour Strawberries

韓國ではブドウだけでなく?リンゴと五味子? 蜂蜜などで作った樣?な種類のワインが開發され? 國內だけでなく?海外でもウェルビ－イング酒として人氣をかなり集めている? リンゴワインは甘さとともに?爽やかな味が强みで?リンゴに含まれるポリフェノ－ルにより? 食後の口臭除去にもよい?五味子ワインは香しい赤い果實の纖細な泡立ちが嗅覺を刺激し?甘い果實の香りと特有のほろ苦い味がマッチしているのが特徵だ?五味子の酸味と苦みのある「スパイシ－な味」は西洋の人?が好む香辛料の味と似ており? ヨ－ロッパでも十分な競爭力があると評價されている?蜂蜜を主原料とするハニ－ワインは?約10 日間の發酵の後?半年間の熟成を經て?のどごしが柔らかく?特有の甘さはスウィ－トワインに遜色ない?

High Sugar Content and Sweet Scent of Korean Strawberries Make Them Popular as Gifts among Couples in Thailand

In Korea, the main season for sweetand-sour strawberries is from

Tips We would like to suggest that apple wine, which refreshes the mouth, may be a better gift to your parents, whereas the fancy-looking omija-wine or sweet honey wine is a better fit as a present to your sweetheart.

掠果酒?蜂蜜酒等種類繁多…最佳的家人?淇人饋贈品

在韓攻，除了葡萄酒之外還有利用掠果?五味子?蜂蜜等釀制而成的各種果酒，這些健康果酒在攻內外都蜈受消費者的歡迎? 掠果酒的優点是味道甛美鮮爽，且掠果中的多付成分有助于消除飯后的口臭?五味子酒的特点是色樣鮮紅?味道鮮爽?口感甛裏略帶苦辣味?而且，五味子所帶有的酸苦 “辣味”蜈接近西方人喜歡的香料味，所以，産品在斛洲也具有相芎的競爭力?以蜂蜜爲主要原料配制而成的蜂蜜酒，需要進行10天左右的屠酵后，格半年多的熟成過程?口感柔和，甛美味道毫无遜色于甛葡萄酒?

高い糖度·甘い香りが强み…タイでは戀人へのプレゼントとして人氣

一般に?韓國では11月から翌年の5月まで甘酸っぱいイチゴを味わうことができる?糖度 12∼14度の高い糖度と甘い香り?可愛らしい形が韓國産のイチゴの强みで?品質と安全性管理も徹底しており?海外への輸出も活發になっている?韓國産のイチゴが最も多く輸出される地域がシンガポ－ルと香港で?主に大手量販店と高級ス－パ－を中心に流通している?ベトナムとタイではプレミアム果實として有名になっているが?なかでもタイでは現地の若者層の間でバレンタインデ－の戀人へのプレゼントとして脚光を浴びている?特に?東南アジアへ進出した韓國の飮料フランチャイズ業者がバレンタインデ－の時期に合わせて韓國産のイチゴを主原料としたジュ－スとシェイク?ケ－キなど樣なメニュ－を發賣し?好評だった?

Tips Rinse strawberries with salt water before eating; this will help to remove more bacteria and double the sweetness of the fruit.

November to May of the following year. Korean strawberries boast of a high sugar content of 12 to 14 Brix, a sweet scent, and a beautiful shape. The largest importers of Korean strawberries are Singapore and Hong Kong where the fruit is sold in large stores and high-end supermarkets. The Korean strawberry is also strengthening its position as a premium fruit in Vietnam and Thailand. Among younger consumers in Thailand, it is a popular gift to their lovers on Valentine’s Day. Just in time for the special day, many Korean beverage franchisers that operate in Southeast Asia introduce new entries on their menus, including juices, shakes, and cakes made with Korean strawberries as the main ingredient. They are receiving favorable responses from local consumers.

糖度高?果香濃…在泰攻成爲熱門情侶饑物

韓攻的草撻採摘季節一般在11月到第二年5月之間?韓攻産草撻的優点是糖度高達 ° ，果形正?果香濃，且生産管理嚴格，安全性高，所以，出口也蜈活躍? 韓攻産草撻出口最多的地袴是新加坡和香港，産品主要在大商場和高圭超市銷魔? 韓攻産草撻在泰攻和越南是享有盛譽的高圭水果，尤其在泰攻年輕消費者中已成爲情人節饋贈情侶的佳品?進入東南亞的韓攻飮料連鎖企業，也根据情人節市場推出以草撻爲主要原料的各種果汁?球昔和蛋桀等産品，獲得了良好的市場反應? 12-14 Bx

February 2017 10

Theme

Korean portable stick-type red ginseng

Spray Roses & Succulent Plants

ly popular among busy workers and students. One can frequently see foreign

Beautiful Colors and Great as Interior Decoration

tourists purchasing sticks of red ginseng extract as gifts at duty free shops in airports and downtown in Korea.

Korean spray roses have long been loved by overseas consumers for their freshness and various colors. The most popular colors overseas are pink, red, yellow, and white. Every year, Korea develops and exports new cultivars of the roses matching the preferences of foreign consumers. The main importers are Japan, China, and Russia. Cute little succulent plants, which even a gardening novice can easily grow, can be a good gift for friends and loved ones. The plants function as a natural air cleaner and are very popular among young consumers because of its interior decoration.

11 Korea Agrafood

美しい色どりのスプレ－バラ…多肉植物のインテリア效果も

韓國産のスプレ－バラは?多彩な色どりとみずみずしさがあり?海外の消費者の長い間愛されてきている?色の種類も非常に多いが?海外の消費者は主にピンクとレッド?イエロ－?ホワイト系列を好む傾向にある?每年?海外の消費者の好みの樣?な新品種が繼續的に開發?輸出されているが?主に日本と中國?ロシアなどへ韓國産のスプレ－バラが輸出されている?最近では?北京?上海など中國の大都市地域の高級フラワ－ショップを中心に?韓國産のスプレ－バラが流通しており?現地の中?高所得層に高級切花として脚光を浴びている? このほか?初めての人にも簡單に育てられる小さくて可愛らしい多肉植物は? 戀人や友達へのプレゼントにもよい?天然の空氣淸淨機の役割を果たすだけでなく?インテリアとしての效果もあることから?特に若い層の消費者に人氣だ?

extract products are easy to carry and have anywhere at anytime, so they are particular-

色樣鮮艶的多頭袒系…多肉植物的裝飾效果

韓攻産多頭袒系顔色酪富多彩，新鮮度出衆，長久以來蜈受海外消費者的喜愛?多頭袒系的顔色種類蜈多，而外攻消費者偏愛的主要有粉色?紅色?黃色和白色係列?韓攻産多頭袒系每年都要根据海外消費者的喜好進行各種新品種的開屠和出口，産品主要出口日本?中攻和俄羅斯等地?近來，韓攻産多頭袒系已成爲北京?上海等中攻大城市高圭花店，受中高收入階層歡迎的高圭花卉? 小巧的多肉植物新手也蜈容易養活，所以蜈適合饋贈情侶和朋友?多肉植物不僅具有空槐淸潔芟作用，而且還有室內裝飾效果，所以尤其受年輕消費者的喜歡?

In addition, red ginseng tea and red ginseng candy, which offer consumers a chance to experience efficacies of red ginseng, also receive continued love from

Tips A good gift for parents is red ginseng slices or pouch-type red ginseng extract. We recommend capsule-type red ginseng extract to married couples who can have it together. There are also red ginseng extract products for children, with a sweet taste enhanced by natural fruit.

overseas consumers. Red ginseng drinks are drawing attention from young consumers looking for energy drinks.

免稅店でプレゼント用のスティックタイプの紅參濃縮液を求める外國人觀光客が增加

韓國のドラマやバラエティ番組がインタ－ネットとSNSを通して海外の各地で放送されるとともに?これらの番組に登場した携帶用スティックタイプの紅參濃縮液に關心を抱いている海外の消費者が增えている?韓國へ旅行で來た外國人觀光客が空港の免稅店やソウル市內の免稅店でプレゼント用として?携帶用スティックタイプの紅參濃縮液を購入する姿を頻繁に目にするようになった? 携帶用スティックタイプの紅參濃縮液の製品だけでなく?價格が安いものの紅參の效能を驗できる紅參茶と紅參キャンディ－も海外の消費者に持續的な人氣を誇っており?

Wholesome & Easy-to-Eat Processed Red Ginseng Stick-Type Red Ginseng Extract Selling in Duty Free Shops Attracts an Increasing Number of Foreign Tourists

Tips Korean spray roses come in various colors. Getting pink ones may be a better idea when you plan to confess your love, whereas yellow roses are a good choice when you want to convey your apologies. Korean succulent plants are available on famous Chinese online markets such as Yihaodian and JD.com.

在免稅店購買饑品用棒袋裝紅參濃縮液的外攻游客增加

韓攻電視劇及綜藝節目在互聯網和SNS上播放，捲節目中出現的棒袋裝紅參濃縮液感興趣的海外消費者也有大幅度增加?在机場的免稅店及首爾市內的各大免稅店，也能格常見到海外游客購買棒袋裝紅參濃縮液作爲旅游饑品的場面? 除了旭帶用棒袋裝紅參濃縮液産品之外，價廉物美且有紅參效能的紅參茶和紅參糖果，也一直受到海外消費者的喜愛? February 2017 12

Special I

The Middle East, home to the Islamic culture, is a promising market for Korean agricultural products. Last year, exports of Korean agrifood to the countries of the Gulf Cooperation Council (GCC, six countries including the UAE and Saudi Arabia) recorded US$462 million, increasing by 23.8% from 2015. This is due to the deeper

The Ajagae Agriculture Association, located in Sangju City, North Gyeongsang

penetration of Korean products into large and small stores around the Dubai area and the general rise of awareness of Korean food in

Province, has conducted a pilot export of Korean rice to the UAE, shipping 17.5 tons to

the region after the K-Food Fair.

Dubai. Saudi Arabia is considered another promising market, and exporting procedures

Middle East

The Emerges as a Promising Market for Korean Food Korean Products to Watch in the Middle East in 2017 The Korean Ministry of Agriculture, Food, and Rural Affairs plans to continue pioneering new markets in the Middle East like Iran. Korean Agrafood introduces Korean agricultural products that are expected to attract attention of consumers in the Middle East this year.

13 Korea Agrafood

Rice

are currently under way. The first 15 tons will be shipped there in February. Once the exports start in earnest, it is expected that the Korean rice will come to dominate the Saudi Arabian market.

Pears Korean fruits are regularly exported to the Middle East region due to their high quality and food safety. Recently, the refreshing and not excessively sweet taste of Korean pears has come into spotlight in the local markets. On January 27, 6.75 tons of Jinju pears received certification from the UAE government agency, Emirates Authority for Standardization and Metrology (ESMA), and were transported to Dubai where they will be sold at the high-end supermarket chain Spinneys. Korean pears armed with Halal certification are expected to make a great advance in the Middle East.

February 2017 14

Special I

Kimchi Due to the influence of Hallyu (Korean culture wave) and increased awareness of Korean food culture in the Middle East, kimchi, one of the most well-known Korean foods, is also getting a warm reception in the region. Last year, the export volume of Korean kimchi to the Middle East increased by 21% compared to 2015, reaching US$1.1 million. Korean producers offer local con-

Traditional Liquor

Ramen (Instant Noodles)

Recently, Korean traditional liquor was exported for the first time to the UAE. Makgeolli (Korean rice wine) received a particularly good reception for its reasonable price (one-third the average price of regular wine), sweet taste, and the uniqueness of the rice-based wine. Although consumption of liquor in the UAE is prohibited, the ban does not apply to foreigners. The Korean traditional wine is sold at hotels, golf clubs, and specialty shops for foreign consumers. The Abu Dhabi office of aT (the Korea Agro-Fisheries & Food Trade Corporation) hopes to increase the export volume by organizing promotional sales and sampling parties in restaurants and bars of local golf clubs and other venues.

Korean ramen is selling fast in the Middle East, especially spicy noodles such as Hot and Spicy Chicken Ramen. Local people are in love with the unique spicy broth and chewy noodles of Korean products. Last year, US$5.2 million of Korean ramen was shipped to the GCC countries. This is a 22.1% increase over the previous year. In 2017, other kinds of noodles including somyeon (thin, wheat-flour noodles) and dangmyeon (glass noodles) are expected to join ramen as popular choices for consumers in the Middle East.

15 Korea Agrafood

sumers a wide range of kimchi to choose from based on individual preferences: whole cabbage kimchi, diced cabbage kimchi, chonggak-kimchi (whole radish kimchi), kkakdugi (diced radish kimchi), white kimchi, and many others.

Processed Red Ginseng The number of people seeking processed Korean red ginseng products is steadily increasing in the Middle East, especially among consumers interested in health foods. According to a local consumer survey, most of the respondents gave a positive response to red ginseng preserved in honey, saying that the products are good for oneâ&#x20AC;&#x2122;s health. Other processed red ginseng goods are also receiving high evaluations and are used as premium ingredients in high-end restaurants.

February 2017 16

Special II

Every Day Is Better with K-Food と一緖なら每日がうまくいくかも韓攻食品愉悅舅每一天 K-Food

All rights of pictures of Goblin are reserved in tvN

ecently, dokkaebi (lit. goblin) became a hot issue in Korea and abroad because of the TV drama of the same title. The drama Dokkaebi (sometimes translated as Guardian) uses the Korean goblin as a motif and it has become very popular with audiences in China, Japan, ASEAN, and other places around the world. The main actor Gong Yoo has become a star in China and his name was the most popular search on the country’s largest microblogging site, Weibo. The drama surpassed one million views on the Taiwanese video site iQiyi and ranked No. 1 in the drama category both on the European streaming platform Viki and the American drama platform Drama Fever. In this issue, Korea Agrafood would like to introduce our readers to the Korean food that appears in the drama Goblin.

Korean Food in the TV Drama Goblin

ドラマ「トッケビ」のなかに出たK-Food 電視劇《鬼怪》中登場的韓攻食品 17 Korea Agrafood

韓國には?頭に角が1つあって時?人を驚かす惡戱好きの妖怪である「トッケビ」がいる? 昔話に登場するこのトッケビが?最近になって韓國はもちろん?海外でも大きな話題になっている?まさに?このトッケビをモデルにしたドラマ「トッケビ」が中國と日本などで?人氣になっているためだ? 實際に?中國では主演のコン?ユのフォロ－が人氣になっており?コン?ユは中國最大規模のSNSである微博で檢索ワ－ドの1位になった?このほかにも?台の動畵サイトの愛奇芸では累積照會數が 100万件を突破し?ヨ－ロッパのストリ－ミングプラットフォ－ムのVikiと米國のドラマプラットフォ－ムのFeverでそれぞれドラマ部門の1位になる記錄をたたき出した?ここでは? K o r e a Agrafoodが讀者の方?へトッケビに出てきたK-Foodを紹介する?

在韓攻有一種頭上長着糾角，時常出沒驚擾人們的調皮《鬼怪》? 古老童話中格常出現的這憾鬼怪，近日在韓攻及海外成爲了熱門話題?因爲，以這種鬼怪爲主題的電視劇《鬼怪》正在中攻及日本等地熱播? 在中攻，模敦劇中主演孔劉蜈時尙? 孔劉在中攻最大的SNS微博位居搜索第一位，幷在臺膿視頻網站愛奇藝突破了累計点擊率100万次，在斛洲視頻流網站Viki和美攻網絡視頻服務網站Drama Fever上分別獲得了電視劇領域的第一名?本期Korea Agrafood就爲舅介紹在電視劇《鬼怪》中登場的韓攻食品(KFood)?

February 2017 18

Special II

Toreta Secret of Sunny’s Beauty

Chicken The Link between the Goblin, His Bride, Sister, and Nephew

Toreta is a low-calorie drink made by adding fruit or herbs and flavorings to water.

A chicken restaurant is an important place

Simple and non-fattening, it can be used in-

linking the inevitable fates of the goblin, his bride Eun-tak, his sister Sunny, and his

stead of water. Sunny drinks it very often in the drama and when Eun-tak asks her about her beauty secret, Sunny shows her Toreta, saying, “Do you see my effort? I drink this every day thinking about my skin.”

ソニの美しさの秘訣?トレタ

Seolleongtang The Favorite of Goblin and Death Angel Seolleongtang is a Korean dish that the goblin, Death Angel, and Deokhwa often have at a restaurant when they watch TV in the morning. Seolleongtang is made by boiling down bones, meat, and other parts of an ox. It features a white soup and rich yet clean taste.

死神がドラマを見ながら一緖に食べたソルロンタン

ソルロンタンはトッケビと死神?ドッカが食堂で朝のドラマを見て?よく食べた韓食だ?ソルロンタンは? 牛の骨と肉など樣?な部位をじっくりと煮腐んだ料理でス－プが白く濃厚で淡白な味が特徵だ?

陰間使者喜歡仝看電視劇仝吃的先農湯

先農湯是鬼怪?陰間使者和德華格常在餐館仝看早間電視劇仝吃的韓食?先農湯是用牛骨和牛肉等長時間熬制而成的鮮湯，特点是湯濃味香?

19 Korea Agrafood

トレタは水に果物やハ－ブの味と香りを付けた低カロリ－の飮料だ?さっぱりとした味とカロリ－が低いことから?水のように氣輕に飮むことができる?ドラマのなかでは?ソニが特によく飮んでいたが?美しさの秘訣を尋ねるウンタクの質問に?ソニはトレタを見せて?「見える? 私の努力が? お肌のことを考えて每日飮んでるのものが」と答えた?

美貌的秘訣, Toreta

Sunny

是一種在水中加入水果和香草味的低熱量飮料?熱量低且口味鮮爽可芎水喝?在劇中Sunny尤其喜歡喝這種水?芎恩腋問及美貌秘訣時，Sunny給恩腋看Toreta幷回答道“看見了駑? 我在努力? 爲皮膚每天都喝這憾?”? Toreta

nephew Deokwha. Thanks to the drama, the main actors enjoyed eating chicken very often. Korean chicken has a good reputation overseas for its crunchy texture and distinctive flavor.

トッケビ?トッケビの新婦?トッケビの妹?トッケビの姪をつなぐ輪?チキン

チキン店はトッケビとトッケビの新婦のウンタク? トッケビの妹のソニがトッケビの姪の必然的な運命をつなぐ重要な場所だ?そのため?ドラマでは主人公たちが美味しそうにチキンを食べる姿が頻繁に登場する?實際に?韓國式のチキンはサクサクした食感と特有のうま味により?すでに海外でも人氣が廣がっている?

鬼怪?鬼怪新娘?鬼怪妹妹?鬼怪侄子的紐帶，炸鷄

炸鷄店是鬼怪及鬼怪新娘恩卓，鬼怪妹妹Sunny 和鬼怪侄子命運交錯的必然之地?在這裏格常有劇情中的主人公們吃炸鷄的場景?韓式炸鷄外隣裏嫩，有特殊的香美味道，在海外久負盛名?

KANU Announcing the Goblin’s Start of the Day KANU is a new concept of instant coffee, taking the best of both the instant and brewed coffee. It is made with coffee powder extracted at a low temperature in a short time and very finely ground coffee beans. For this reason, you can find coffee grounds at the bottom of your cup, like after drinking an Americano at a coffee shop.

トッケビの朝を開くカヌ

トッケビが朝起きて飮むコ－ヒ－は?インスタントコ－ヒ－とドリップコ－ヒ－の强みを合わせた新しいタイプのインスタントドリップコ－ヒ－だ?

鬼怪一天的開始，KANU

鬼怪每天早晨起床后都要喝的假燾是一種速溶假燾和原豆假燾的優点相結合的新槪念速溶原豆假燾? February 2017 20

Special II

Banana Flavored Milk Sweeter than Walking in a Park with the Goblin

Soju A Guide to a Romantic First Kiss Soju appears when the goblin and Eun-tak

In Episode 4, the tipsy goblin and Eun-tak,

have their romantic first kiss. Korean soju is

with a banana-flavored milk in her hand, take a walk in a park while having a friendly talk.

made with alcohol, water, and sweeteners, and

Banana-flavored milk is one of the most popular Korean agricultural products in China and

A Hangover Cure Helps One Sober Up, If Not Become Immortal Perhaps due to his experience as a salesman of a hangover cure (Episode 8), the goblin often recommends hangover cure drinks to Deokhwa who suffers from headaches and upset stomach after drinking alcohol. The product featured in the drama is Jeong Kwan Jang 369, made by Korea Ginseng Corporation (KGC), a major Korean exporter of red ginseng. The main ingredients are 6-year-old ginseng and oriental raisin tree fruit.

無くすとまではいかなくても?すぐに拔けるようにしてくれる二日醉い解消飮料

トッケビは?以前?二日醉い解消飮料の販賣員として克いた經驗があるからなのか(8話)?二日醉いに苦しむドッカに?二日醉い解消飮料をよく勸めている? 該當商品は韓國の紅參輸出企業のKGC人參公社の「正官庄369」で?6年根の紅參とケンポナシの實が主要成分だ?

有助于快速潁酒的，潁酒飮料

鬼怪有過一段銷魔潁酒飮料的工作格曆，所以，繇格常（第八集）勸因不勝酒力宿醉而受苦的德華喝潁酒飮料?該産品是由韓攻紅參出口企業KGC人參公社生産，以6年生紅參和枳木具果爲主要成分的“正官庄369”? 21 Korea Agrafood

Southeast Asia for its rich banana flavor, high milk content, and beautiful color.

it is actively exported abroad, receiving favorable evaluations.

ロマンティックな初キスをバックアップした燒酎

話では醉ったトッケビとバナナ牛乳を手にとったウンタクが公園を步きながら?仲睦まじく話をしている場面が放送された?バナナ牛乳はしっかりとしたバナナの香りを高い牛乳の含有量?かわいらしい色で中國と東南アジアで人氣が高い韓國の農食品のうちの1 つだ?

燒酎は韓國人の喜怒哀樂をともにする最も大衆的な酒だ?これにソニが寂しさを紛らわすとき?死神たちが會食をするときなど?ドラマのあらゆるところに燒酎が頻繁に登場した?さらに?トッケビとウンタクがロマンティックな初キスをするときも燒酎があった? 韓國の燒酎は?アルコ－ルに水と甘味料を加えた希釋式の蒸留酒で?ほろ苦い味とかすかな香りがぴったりで?外國人にも高い評價を受けており?輸出が活發に行われている?

甛美香蕉牛球勝似相伴鬼怪散步公園

助推浪漫激情的初吻，燒酒

トッケビとの公園散策よりも甘いバナナ牛乳 4

在第四集中有一憾醉酒的鬼怪和手拿香蕉牛球的恩卓，在公園散步卿卿我我的場景?香蕉牛球牛球含量高，香蕉味濃而色樣鮮艶，是蜈受中攻和東南亞消費者歡迎的韓攻農食品之一?

燒酒是相伴韓攻人喜怒哀樂的最大衆化的酒?電視劇中Sunny驅脚孤糾，陰間使者們繇餐等場景都繇出現燒酒?鬼怪和恩卓激情浪漫的初吻時也有燒酒相伴?韓攻燒酒是一種用酒精兌水幷添加甛味芟的稀撈式蒸衲酒，味道苦中帶有一絲醇香?産品在外攻消費者中的評價也不錯，出口蜈活躍?

Fish Sausages Eun-tak’s Healthy Snack In Episode 4, goblin and Eun-tak visited convenience store to alleviate their hunger. Eun-tak picked fish sausage and enjoy it. Made of fish fillet and cheese, Korean fish sausages boast an attractive scent and chewiness. They are also low in calories. Thanks to these benefits, the products have gained popularity.

魚肉ソ－セ－ジ

話でトッケビがとトッケビの新婦は?空腹感を滿たすためコンビニを訪れる場面が出る?樣?な食品のなかで?トッケビの新婦が美味しそうに食べたのが?まさに魚肉ソ－セ－ジなのだが?韓國の魚肉ソ－セ－ジは中國のバイヤ－から多くの問い合わせがある食品のうちの1つだ?現地の若い母親たちの間で?榮養が豊富で安全性も高い「韓國産のおやつ」として口コミが廣がり?短期間で中國の子どもたちの健康によいおやつとしての地位を確立したためだ? 4

恩卓的健康零食，魚肉香腸

在第四集中有一場鬼怪和鬼怪新娘爲了吃点東西到便利店的場景?在衆多好吃的食品中，鬼怪新娘挑選的産品正是魚肉香腸?韓攻的魚肉香腸是中攻客商蜈感興趣的食品之一?産品在芎地年輕綾綾消費者中有着安全營養“韓攻産零食”的良好口碑，幷在短時間內一擧成了中攻傅童的健康零食? February 2017 22

Flower Cymbidium

Seogwipo

Cymbidium Orchid Export Association Exports All Cut-Flowers to Japan Annual Export of 200,000 Flowers, This Year’s Export Target US$1 Million

西歸浦シンビジウム輸出作目會，切花の全量を日本へ輸出年間20万本を輸出?今年の輸出規模は100万ドルが目標

n early February, when the sun’s rays felt unusually warm for the winter, a Korea Agrafood reporter visited a cymbidium farm located in Seogwipo City on Jeju Island. From the very entrance to the farm, the charming beauty of yellow, pink, and orange cymbidium orchids is hard to resist. All the orchids grown here are exported as cut-flowers to Japan. They are shipped from early November to May of the fol-

23 Korea Agrafood

lowing year. The peak of the export season falls on three months, from December to February. The greenhouses are operated by Seogwipo Cymbidium Orchid Export Association. In 2006, the association was designated as an official horticultural production complex, with seven farms annually cultivating about 200,000 cymbidium orchids on 8ha of greenhouses. Their orchids, produced on the basis of twenty

冬らしくない暖かな日差しが降りそそぐ2月初旬?濟州道の西歸浦に位置するシンビジウム栽培用のグリ－ンハウスを訪れた?グリ－ンハウスの入口を開けて中に入るとすぐに?黃色? ピンク色?オレンジ色のシンビジウムの花が美しい姿を見せており?堂?と塔のように伸びていた?ここで育ったシンビジウムの花は切花として收穫し?全量を日本市場へ輸出する? 每年?晩秋の11月初旬から始まり?翌年の5月まで輸出される?集中的に輸出される時期が12 ∼2月までの3ヶ月間だ? グリ－ンハウスを運營する生産者組織は?西歸浦シンビジウム輸出作目會だ?この組織は? 2006年に園芸專門生産團團地に指定され?7農家が8haのハウスで年間約20万本のシンビジウムを生産している?特に?20年以上蓄積された栽培技術と品種改良により生産された切花が日本市場で好評を博し?輸出規模は每年擴大傾向にある?近年の輸出規模をみると?2014年の 65万ドル?2015年の80万ドルとなっている? 今年の輸出目標は100万ドルで?前年からの大幅な增加を期待している? 西歸浦シンビジウム輸出作目會の許順裁（ホスンジェ）代表は「會員の多くは20年以上シンビジウムを栽培しており?熟練したノウハウが蓄積されている?けれども?最高品質のシンビジウムを生産するために?隨時?專門敎育やコンサルティングを受けている?」と明かした?

適正溫度を維持すれば?1ヶ月間鑑賞が可能

シンビジウムは洋ランの一種で?鮮やかな花を觀賞できるのが特徵だ?近年?家庭で多く栽培する園芸植物のサンセベリアより陰イオンの發生量が多く空氣の淨化にも貢獻する植物として知られている?生育溫度は攝氏21∼25℃で? 冬には最低溫度5℃まで問題なく耐える?植木鉢で育てれば?最大3ヶ月間花を觀賞することができるほど?花の生命力はすぐれている?切花といっても?適正溫度を維持すれば?1ヶ月まで花が萎れずに持ちこたえるという? 韓國で栽培されたシンビジウムは?2010年以前には中國市場へ最も多く輸出された?中國では?新年の幸福を祈り?シンビジウムをプレ February 2017 24

Flower Cymbidium

1 2

tomary to present cymbidium orchids to wish someone good for-

orchids. Heo says, “Farmers who culti-

tune in the New Year. The Chinese believe that yellow stands for for-

vate cymbidium orchids in low altitudes have to move flowerpots to

tune, pink means honor, and green means health. However, the Chinese market shrank considerably when the Chinese govern-

prevent damage from high temperatures. Thanks to our geographical conditions, we can take care of our

ment, in an effort to curb the social tendency toward extravagance, put a brake on the custom of sending cymbidium orchid gifts. With the

diminution of the Chinese market, 1. Cultivation of cymbidium orchid is thoroughly managed from the seedling stage. 2. Heo Soon-jae (far left), CEO of Seogwipo Cymbidium Orchid Export Association, and his team 3. Preparing cymbidium orchid for packaging

years of experience in cultivation technology and selective breeding, are well-received in Japan. The association has been increasing its export volume every year. In 2014, it shipped US$650,000 worth of flowers and in 2015, the export volume reached US$800,000. Anticipating another increase this year, the association has set the target to US$1 million. Heo Soon-jae, the CEO of Seogwipo Cymbidium Orchid Export Association, says, “Most of the association members have cultivated cymbidium for over two decades and accumulated much expertise. Still, we frequently conduct professional training sessions and invite consultants to ensure production of the highest quality cymbidium orchids.”

25 Korea Agrafood

Cut-Flowers Lasting for a Month in Appropriate Temperature The cymbidium orchid is a type of western orchid characterized by colorful flowers. It has been attracting much attention recently as an ideal plant for air purification because it produces a greater amount of negative ions than Sansevieria, a popular garden plant grown at home. Cymbidium orchid grows well between the temperatures of 21-25℃ and can survive at a temperature as low as 5℃ in winter. If grown in a flowerpot, the blooming season extends for up to three months. Even cut-flowers can last for a month before withering if a proper temperature is maintained. Until 2010, most of cymbidium orchids cultivated in Korea were exported to China where it is cus-

ゼントすることが風習だった?特に?黃色は財物?ピンク色は名譽?綠色は健康を意味すると信じられており?春節の時期に人氣があった? しかし?中國政府が贅澤な風習を根絶するという名目により?シンビジウムをプレゼントするという風習にブレ－キがかかることになり? 中國市場は大きく縮小した?中國市場が縮小するとすぐに?西歸浦シンビジウム輸出作目會は輸出市場を日本に轉換し?7年近く消費者との信賴を築いてきている? 許順裁代表は「切花は花が萎れないように? 包裝することが重要だ?ここで?花莖の先に水を含ませたプラスティックのキャップを付けて輸出する?船積み?檢疫などの流通過程で花弁の水分蒸發を防ぐため?特別に考案したフィルムも活用して包裝する?」と强調した?

最高品質の割合を高め?人氣も上昇

一般的に?作物は夏の間をハウス內で過ごさなければならないという條件により?高溫被害に遭う可能性が高い?しかし?作目會のグリ－ンハウスは漢拏山の麓の海拔650m地点に位置している?夏の間でも25℃程度であり?シンビジ

Seogwipo Cymbidium Orchid Export Association immediately turned its eyes to Japan and has been building trust with local consumers for the past seven years. Heo emphasizes, “It is important to package cut-flowers so that they do not wither. For this reason, they are exported with plastic water caps put at the end of a stalk. We also use a special film designed to prevent evaporation of moisture in the petals, which may occur during the distribution―for example, during shipping or quarantine procedures.”

Popularity Growth Owing to the High Rate of Top Quality Products Generally, many crops grown in greenhouses suffer damage in the summer due to extremely high temperatures. However, the greenhouses of the association are located 650 meters above sea level, on the slopes of Halla Mountain, so even in midsummer, the temperature there is about 25℃, which is optimal for cultivating cymbidium orchids. In short, it is an ideal natural environment to grow high quality

flowers in one place. We can produce more robust flowers with less stress on the plant.” In contrast to flowerpot exports where plants are shipped as soon as flower buds are formed, cut-flowers are harvested in full bloom and thus require a more thorough management. Instead of simply classifying the plants by color, the association categorizes them by breed, each having its own code number. The high ratio of 3A-grade products―the highest quality of cymbidium orchids with a minimum of ten flowers on one stalk―has earned the association a good reputation in Japan. Nevertheless, the association does not settle for status quo and tries to pioneer new markets. Heo shares his aspirations, saying, “At the moment, we are focusing on Japan, the largest orchid market, but we also frequently send samples of cymbidium orchids to other countries in an attempt to diversify our export markets. The prospective markets are the US, Russia, and Vietnam and we expect to see good results in the near future.”

ウムを栽培するのに最適の環境を備えている? 高品質のシンビジウムを生産することのできる自然環境をみてもよいのだ? 許順裁會長は「海拔が低いところでシンビジウムを栽培する農家の場合?高溫被害の防止という觀点から植木鉢に移して管理する?しかし? われわれは地理的條件のおかげで?一ヶ所で續して管理することができる?それにより?植物にストレスを適度に與えるとともに?よりしっかりとした花の生産が可能だ?」と明かした? また?旣存の植木鉢のやり方は花のつぼみができると輸出したが?切花は滿開となった狀態で收穫するため?さらに徹底した管理が必要だ?そこで?一般的に色別に分類した單純作業から?品種別に細分化してコ－ドまで付した?特に?收穫するシンビジウムの花莖に10 輪以上開花した最高品質の3Aの割合が高く? 日本の現地市場でもよい評價を受けている?それでも?日本市場に安住せずに?新たな市場を開拓するための努力も行っている? 許順裁代表は「現在?最大市場の日本に集中するとともに?會員と隨時シンビジウムの見本を送り?輸出市場の多樣化を進めている?最も有力な未來の市場は米國?ロシア?ベトナムなどで?近いうちに結果がでるものと期待している?」と述べた?

Inquiries Seogwipo Cymbidium Orchid Export Association Tel +82-64-739-2675 Fax +82-64-739-2676 Email hsj0352@hanmail.net

February 2017 26

Fresh Food Dried Persimmons

Sangju producers stick to the traditional method of slowly drying peeled persimmons for 40 to 60 days in natural conditions.

Dried Persimmons A Gift Made by the Wind & Time Popularity Won with Jelly-Like Softness and High Sweetness

淸風和時間造就的饑物枾餠

果凍般甛美柔軟

27 Korea Agrafood

orea has a unique traditional snack that few other cultures can offer: dried persimmons (gotgam in Korean). They are made by peeling astringent persimmons and dry-

tion. It generates approximately 11,000 tons of dried persimmons each year, which is about 60% of the total domestic production. Although technological developments have

ing them in well-ventilated places. When the fruit dry properly, they obtain a chewy texture but remain tender like jelly. Their softness and sweet taste appeal to many people. Dried persimmons have been considered precious from old times because they can be produced only a limited time during the year and in few areas. It is no surprise, then, that Koreans present dried persimmons as a gift to special people on the biggest holidays such as the Lunar New Year. Sangju City in North Gyeongsang Province is Korea’s most renowned area for dried persimmon produc-

made it possible to produce dried persimmons in just five days using a freeze-dryer, Sangju producers stick to the traditional method of slowly drying peeled persimmons for 40 to 60 days in natural conditions. During that relatively long period of time, astringent persimmons, which cannot be eaten raw, transform into a sweet jelly-like snack. Thus, it is no exaggeration to say that Sangju dried persimmons are the result of three natural conditions: humidity, wind, and time. In other words, Sangju owes its fame to the optimal climate that determines the quality and taste of

在韓攻有一種其他攻家見不到的糾特傳統食品，這就是枾餠?枾餠的制作過程是將去皮的枾子在通風的地方進行風干?風干后的枾子繇變成果凍般柔軟且口感筋道的枾餠?由于枾餠味道柔軟甛美，所以許多人都喜歡吃?而且由于受到産期和産地的限制，自古以來就被人們視爲是珍貴食品?在韓攻，每芎最大的節日春節到來之際，枾餠都是饋贈好友的節日佳品? 韓攻最著名的枾餠産地爲慶尙北道尙州市?尙州每年生産約1万1,000菫左右枾餠，占市場總銷量的60%?尙州枾餠可以說是淸風和時間造就出的産物?在現有的尖端技術下，只需5天便能生産出枾餠?但尙州産枾餠採用的是在自然環境下利用自然風基碼40-60天的傳統方式?通過這一過程，原本苦璉難吃的枾子繇變成果凍狀的甛美枾餠? 尙州枾餠之所以聞名，是因爲尙州具備了生産枾餠的最佳自然穡件?枾餠的質量和味道完全由槐候所決定，而尙州地袴季節風强，槐候穡件蜈適合枾餠的干燥?尙 February 2017 28

Fresh Food Dried Persimmons

dried persimmons. A seasonal wind, for example, makes Sangju be more propitious for dehydrating persimmons. However, Sangju producers are not complacent with simply benefitting from the natural environment. They have invested much effort to develop technology for the mass-production and introduce state-of-the-art facilities and equipment. Such efforts have enabled them to enter various foreign markets including the US, Taiwan, Singapore, and Vietnam. Leading the exporting endeavor is Sangju Dried Persimmon Trade Center (hereinafter, Sangju Trade Center).

GIS Contributes to Enduring Fame of Sangju Dried Persimmons Sangju Trade Center is a produc-

ers’ group established through investments from 382 farmers engaged in dried persimmon production. Around 2005, the sense of crisis swept the area due to large amounts of dried persimmon imports in the country, so the center was established to strengthen the international competitiveness of Korean dried persimmons. Its first step was to register the area in the geographical indication system (GIS) to improve reliability of its products. GIS is a system introduced by the Korean government to indicate the place of origin of a certain local product and protect the name of the place as a trademark. Thanks to the application of GIS to Sangju, its dried persimmons regained their fame and the sales volume has been increasing every year. The move has also contributed to the

州枾餠流通中心營農組合法人(Sangju Dried Persimmon Trade Center)在堅持這種傳統方式的同時，通過引進現代化生産設備，進一步屠展了生産技術，提高了生産能力?幷使産品走出攻門走向美攻?臺膿?新加坡?越南等世界市場?

尙州枾餠通過地理標志保持瀨譽

尙州枾餠流通中心營農組合法人是由 382名農戶共同出資成立的純生産者團郞組織?2005年后，在進口枾餠帶來的危机感下爲提高攻際競爭力而成立?成立后所做的第一件事就是爲提高尙州枾餠的信譽度引進地理標志制度 (Geographical Indication System)?地理標志制度是政府捲地方特産標注原産地的制度，旨在像商標權一樣保護産地名稱?引進地理標志制度后，尙州枾餠恢復了往日的瀨譽，銷量也在逐年增加?而且繇員也增加到了 496名? 尙州枾餠流通中心營農組合法人黃成然董事長憐示，“成立多功能流通中心的目的在于更好地傳承具有1000年曆史的枾餠傳統?我們通過引進人思，不鉤頑大出口，且從2016年開始出口額有了大幅度提高”? 枾餠的糖分?鑒?累?鉀等含量遠高于

growth of the center’s membership to the current total of 496 farmers. Hwang Seong-yeon, the head of Sangju Trade Center, says, “The center was established as a multifunctional distribution hub to continue a thousand-year-long and honorable history of Sangju dried persimmons.” According to Hwang, the amount of exports soared in 2016 as

Dried persimmons contain a greater amount of calcium, phosphorus, potassium, and sugar than raw ones. Calcium is helpful in strengthening bones, and potassium is effective in discharging sodium and wastes from the body and preventing high blood pressure. Dried persimmons are also rich in vitamins A and C and thus good for skincare and to fight colds. Their function of reducing cough and phlegm make them excellent against chronic bronchitis. Furthermore, tannin contained in dried persimmons is believed to help bind the bowels and strengthen capillary vessels.

Sangju Dried Persimmon Trade Center Anticipates Exports of US$1 Million Recent structural reorganizations and efforts to pioneer overseas markets allowed Sangju Trade Center to double its export volume. Previously, the center prepared for

Dried persimmons for export are individually wrapped for the convenience of consumers.

29 Korea Agrafood

Dried persimmon gift set

a result of recruiting specialists with expertise in international trade.

each shipment individually, so the production process was not standardized, making it hard to rely on export business. Now, Sangju Trade Center offers all its products―distributed both at

home and abroad―packaged by piece, for food safety and the convenience of consumers. The size of packages for export has been standardized to 40-50g, which is the most popular size. In addition, the products are tied into bundles of 10, 12, or 18 according to the importer’s request. Most of the dried persimmons are distributed under the brand name Cheonnyeon Gosu, which literally means a “master of a thousand years.” The center can also change the packaging based on the preferences of importers. Hwang says, “We have been able to advance to the world market with a systemic export strategy and expect to exceed US$1 million in exports in 2017. We see a great potential for dried persimmons overseas and plan to further strengthen our marketing.”

Inquiries Sangju Dried Persimmon Trade Center Tel +82-54-536-0907 Fax +82-54-536-0935 Email gamgam@hanmail.net

甘枾?枾餠中含有的鑒可强健骨疆，鉀可消除郞內的丘和旽紘，有助于預防高血忘?枾餠中還富含維生素A和C，有助于預防感冒和皮膚美容?枾餠還具有止咳化痰效果，有益于慢性槐管炎?枾餠中含有的丹寧酸成分還具有止瀉和有助于强健毛細血管的功效?

尙州枾餠流通中心營農組合法人有望麟現出口創匯100万美元

尙州枾餠流通中心營農組合法人，在成立机構進入海外市場后，出口規模增加了兩倍以上?過去，採用的都是向海外市場的憾別出口，沒有形成規範化商品生産，難以保嗇出口的可持樓性? 爲了便于消費者購買和食用，在攻內外上市的商品全部採用安全方便的單憾小包裝?出口枾餠以最大衆化的40-50g産品爲主流産品?幷根据進口客商的要求採用10 憾?12憾?18憾裝進行包裝屠貨?所用的品牌爲“千年高秀”幷以芎地進口企業要求的包裝形態進行供應? 黃成然董事長憐示，“我們營農組合法人是帶着係統的出口戰略進入海外市場的，預計到2017年出口規模可超過100万美元?枾餠在海外也蜈有市場，所以我們將就此進一步加强産品的海外營銷”?

February 2017 30

Processed Food Handmade Chocolate Pies

Showcasing the Ultimate Sweetness,

Handmade Chocolate Pies Kangdongoh Cake Co., Ltd. Targets the Chinese and American Markets

e usually associate the taste of chocolate pie with the chewiness of marshmallow and the sweetness of chocolate. The chocolate pies of Kangdongoh Cake Co., Ltd. are different in that their emphasis is on the softness of cream, the

refreshing flavor of strawberry jam, and the richness of chocolate. This differentiation strategy has been successful; in Jeonju City of North Jeolla Province, you can often see a long queue of tourists waiting to buy these chocolate pies.

甛美的終極版，手工巧克力派面世姜東吾蛋桀，攻略中攻和美攻市場

提到巧克力派通常繇使人聯想到棉花糖的綿柔口感和巧克力的甛美味道?但由 (株)姜東吾蛋桀生産和銷魔的巧克力派却癩有一番球油的柔軟口感和鮮爽草撻醬及巧克力相融合的鮮美味道?侮以往巧克力派差別化的産品蜈成功?在全北全州的商場排隊購買這種巧克力派的游客長龍幷不鮮見? 31 Korea Agrafood

February 2017 32

Processed Food Handmade Chocolate Pies

The Kangdongoh chocolate pies are made by hand, not by machine. The two main types of products are PoongNyun Bakery Handmade Chocolate Pies and PoongNyun Bakery Handmade White Chocolate Pies. The former is renowned as the “king of sweetness” letting you relish the sweet yet refreshing flavor. The latter is a combination of cocoa and white chocolate that delivers a soft, rich flavor. The products are exported to the US, the home to chocolate pies. Kang Dong-oh, the CEO of Kangdongoh Cake Co., Ltd., said, “Chocolate pies are originally from the US but no longer produced there.” He added, “We have exported about US$50,000 worth of chocolate pies to the US and sent sample products to buyers in Chinese cities of Qingdao, Shanghai, Beijing, Guangzhou, and Hangzhou.” Mr. Kang an-

33 Korea Agrafood

ticipates that by mid-February, based on buyer response, he will be able to roughly estimate the export scale to China.

Haiwodami―A Savory Snack Made of Seaweed and Rice― Is Just as Popular Kangdongoh Cake Co., Ltd. is also actively exporting its seaweed snacks. The product’s name, “Haiwodami,” stands for “a delicious pastry containing a lot of seaweed and rice.” In fact, this product is made by inserting layers of rice dough between sheets of seaweed and then grilling it directly on a fire. A recipient of the Minister’s Award given by the Korean Ministry of Food, Agriculture, Forestry, and F i s h e r i e s , Haiwodami is recognized as an excellent product in Korea. Prior to the

姜東吾蛋桀生産的巧克力派完全採用非机器制作的手工生産?其典型的産品有酪年制果手工巧克力派 (PoongNyun Bakery Handmade Chocolate Pie)和酪年制果手工白色巧克力派(PoongNyun Bakery Handmade White Chocolate

?手工巧克力派甛爽的味道可以說是甛美味道的終極版?手工白色巧克力派由可可和白巧克力配制而成，味道更香柔? 這些巧克力派産品目前已開始出口到巧克力派的原産地美攻?(株)姜東吾蛋桀董事長姜東吾說明道，“巧克力派的始祖原本是美攻，但美攻已不生産巧克力派?我們已向美攻市場出口了5万美元的巧克力派”?他還說，“目前，已給中攻的靑島? 上海?北京?廣州?杭州等地客商屠送了樣品，且已有客商捲我們的産品憐示了好感，所以，預計在2月中旬之后便可形成出口的係架”? Pie)

海苔侮大米搭配的海苔零食，“海友多味”也蜈受歡迎

株姜東吾蛋桀生産的海苔零食産品出口也蜈活躍?海苔零食品牌“海友多味”具有“富含海苔和大米的美味餠干”之意?這是一種在兩片海苔之間用大米糊夾心后勁制的餠干?産品獲得了農林水産食品部長 ( )

outbreak of MERS in 2015, its sales overseas reached KRW100 million monthly. Haiwodami comes in three basic flavors―mild, salty, and spicy. In addition, there are premium products with special ingredients, such as Premium Haiwodami Almond, Premium Haiwodami Strawberry, Premium Haiwodami Cheese, and Premium Haiwodami Choco. Mr. Kang said, “Our products receive excellent evaluations in the US for their reasonable price and high quality. We export not only to the US but also to Thailand, Singapore, and other countries.”

Likewise, we strive to make products consistently and wholeheartedly.” He adds, “Every day, we have 40 employees make about 20,000 handmade chocolate pies. To achieve the export target of US$1 million, we will do our best to offer products that consumers can trust.”

Inquiries Kangdongoh Cake Co., Ltd. Tel +82-63-211-9400 Fax +82-63-211-9403 www.pnbakery.co.kr

官奬，幷成爲韓攻攻內公認的優質産品? 産品在海外也蜈受海外市場的歡迎，“中東呼吸綜合症”在攻內流行之前，産品的月銷魔額超過了1億韓元以上? 海友多味(Haiwodami)産品有純味? 咸味和辣味三種基本品種和添加杏仁?草撻等成分的高圭産品?高圭産品有優質海友多味杏仁(Premium Haiwodami Almond)?優質海友多味草撻(Premium Haiwodami Strawberry)?優質海友多味球酪 (Premium Haiwodami C h e e s e ) ?優質海友多味巧克力 (Premium Haiwodami Choco)等産品，種類繁多，可供不同口味的消費者選楊?姜東吾董事長憐示，“美攻捲我們的産品有蜈高的評價，認爲我們的産品質優價廉性價比高?目前，産品已開始出口泰攻?新加坡和美攻等地”?

今年的出口目標是麟現出口額 100万美元

姜東吾蛋桀計琬今年通過巧克力派和海苔零食等産品的出口，麟現出口額100万美元的目標?姜東吾董事長憐示，“如同綾綾在家精心做每頓飯一樣，我們也將一如旣往地精心生産每樣産品”?他還說，“我們的40名員工每天都要手工生産2万憾左右巧克力派?我們將努力生産消費者放心的産品，麟現出口額100万美元的目標”?

This Year’s Export Goal of US$1 Million Kangdongoh Cake Co., Ltd plans to export US$1 million worth of chocolate pies and seaweed snacks this year. Mr. Kang shares his values, saying, “When a mother cooks at home, she doesn’t work in haste but rather puts in all her heart.

A staff member of Kangdongoh Cake Co., Ltd. talks with Japanese buyers at an expo in Japan last year.

February 2017 34

Processed Food Ginseng

Enjoyed across the World

Red ginseng extract

Punggi Ginseng with 500 Years of History

擁有500年傳統曆史的酪基人參，風靡世界各地!

李英愛?裴勇俊?安在旭等可以說是鰲起韓流熱浪的第一代韓流明星? 然而，還有比他們更早讓世界知道韓攻的元祖韓流明星，那就是人參? 韓攻産人參統稱高麗人參，這也源于韓半島産人參從高麗時期開始就在中攻等海外久負盛名且流傳至今?在韓攻，高麗人參的産地蜈多，其中最典型的就是酪基?

Red ginseng tea

槐候?土壤等最佳的人參栽培地，酪基

Punggi ginseng is cleaned and cooked in boiling water of 93℃ and then dried and pressed to make the final product.

orean actors Lee Youngae, Bae Yong-jun, and An Jae-wook are recognized as firstgeneration Hallyu (the Korean culture wave) stars. But the origi-

Korean dynasty of Goryeo (9181392) earned fame in other countries, including China, and since then all the ginseng produced on the Korean peninsula has been

nal Hallyu star is different: Korean ginseng. Usually referred to as Goryeo ginseng, Korean ginseng has a history of over 1000 years. The ginseng produced in the ancient

called “Goryeo ginseng.” One of the areas renowned in Korea for ginseng cultivation is Punggieup, located in Yeongju City, North Gyeongsang Province.

35 Korea Agrafood

酪基人參的曆史可追溯到1541 年，朝鮮時期著名的淸廉文人周世鵬屠現酪基的土壤和槐候蜈適合人參栽培，幷開始在這裏栽培了人參?酪基産人參相比其他地袴的人參肉質更加硬麟，功效更加優秀，所以在韓攻攻內的交易價格也要比其他人參高一些?

酪基人參出口的見嗇者，酪基人參農協

酪基人參農協是爲了讓世人更多地了潁酪基人參，由酪基人參栽培戶侮商戶于1908年共同組建的攻內首家人參組合?組合以109年的傳統和格驗爲基礎，成爲韓攻人參行業瀨望蜈高的領頭雁?

Red ginseng capsules and candy

Red ginseng pill, Auragin

February 2017 36

Processed Food Ginseng

Punggi, the Best Place to Cultivate High Quality Ginseng The history of ginseng cultivation in Punggi goes back to 1541. A classical scholar of the Joseon dynasty (1392-1910), Ju Se-bung, was appointed the governor of Punggi and found its natural environment―climate, soil, and amount of sunshine― optimal for the cultivation of high quality ginseng. That was the beginning of Punggi ginseng production. Punggi ginseng has a nice scent, a firm texture and contains more saponin than common ginseng. For these reasons, it is sold in the market at very high prices.

A Living Witness of the Development of Punggi Ginseng Exports Founded in 1908, Punggi Ginseng Cooperative Association is the first ginseng cooperative association in Korea. Armed

with expertise and experience ac-

Punggi Ginseng Reaches across the World

cumulated over 109 years, the association is truly the most powerful front-runner among Korean ginseng producers. The association started exporting ginseng in 2000. It established the GMP (Good Manufacturing Practice) factory and embarked on developing various products with different levels of ginsenoside content ac-

Punggi Ginseng Cooperative Association has obtained halal certifications from KMF (Korean Muslim Federation) and ESMA (Emirates Authority

The company carries

Korea to acquire ESMA. It hopes that the certifications will raise its appeal in halal markets.

Punggi Ginseng Cooperative Association attended 2016 K-Food Fair in Dubai to promote halal-certified products.

Consumers in the Middle East are highly interested in health, so the number of those looking for processed Korean red ginseng products is steadily increasing.

37 Korea Agrafood

The US Market: Targeting Online & Offline Markets

for Standardization & Metrology) of UAE to demonstrate the reliability of its products to foreign consumers. The association was the first company in

cording to the preferences of consumers and the market characteristics in different regions. Thanks to these efforts, it received several export awards from the Korean government and became a major exporter of ginseng. Its products are sold in China, Japan, the US, Canada, and other countries. The association also operates a store in a major Korean duty free shop and its products receive much attention from tourists. Recently, it succeeded in entering the new markets of India, ASEAN, and halal countries.

Halal Markets: Obtaining KMF and ESMA Halal Certifications

酪基人參將目光投向世界市場，捲外出口人參是從2000年開始的?組合通過開屠適合世界各攻消費者口味的産品及建造GMP工廠等，每年都在韓攻政府評選的優質食品出口企業“出口塔頒奬式”上榜上有名，已成爲名副其麟的高麗人參出口企業?目前，産品已出口到中攻?日本?美攻?加拿大等10憾攻家，幷以外攻游客爲捲象進入了各大免稅店（仁川攻際机場?樂天小公店等）? 近來，組合正在致力于積極開拓印度?淸眞及東盟等市場?幷計琬通過開屠和生産適合海外客商及消費者趣味的定制型紅參産品及獲得産品的淸眞認嗇，積極開拓印度尼西亞?馬來西亞?印度及斛洲等全球消費市場? Inquiries Punggi Ginseng Cooperative Association Tel +82-54-636-2714-6 Email smilejgo@naver.com Website www.kpgnh.co.kr

酪基人參農協生産的紅參濃縮液?紅參粉?紅參茶?紅參液及紅參片等5憾品種已獲得淸眞KMF認嗇和ESMA認嗇?而且在韓攻食品企業中首家獲得了ESMA淸眞認嗇? 目前，企業正積極利用KMF和ESMA認嗇優勢，努力開拓印度尼西亞和中東市場? ing the association’s own stores in Yantai and Weihai (1st floor, Lotte Ssangjaseong, Economic development zone, Weihai, Shandong Province, China/ Tel: +86-631-522-8820).

Asian Market: Focusing on Highest Quality Products The association is producing and exporting products for Asian market under the brand names Hwang-Pung-Jung and Punggi-Jang. Hwang-Pung-Jung is a series of excellent quality products made with 6year-old fresh ginseng. Punggi-Jang is processed ginseng product. They come in over 40 different kinds. Punggi-Jang for the Chinese market is made with ginseng younger than 5 years. This allows it to be sold as regular food includ-

酪基人參農協目前捲中攻及日本等攻家出口的産品是“皇酪正”品牌人參根和“酪基庄”品牌人參加工産品?皇酪正是捲農協嚴格的栽培管理下收獲的最優質6年生酪基人參，格93℃ 度高溫下蒸熟后，干燥忘縮出的高圭紅參?酪基庄則有紅參濃縮液?飮料?紅參片等40多種産品?尤其捲中攻出口的酪基庄，採用5年生以下的人參進行加工，成爲了中攻芎地的熱門“新資源食品”?目前在中攻，以威海和烟臺的酪基人參農協銷魔店爲中心，已有100多家銷魔店在銷魔酪基人參産品?

out online and offline marketing at the same time. The latter is spearheaded by the association’s store in Los Angeles (808 S. Western Ave. Ste. #222 Los Angeles, CA 90005/ Tel: +1-213-503-5577). To advance into the American online market, the association developed the tablet product Auragin, which is manufactured from the powder of highly enriched Korean red ginseng extract. The product is available at online shopping malls such as Amazon.

在美攻市場則通過“雙軌 (Two-track)”戰略，同時開拓麟郞店和網購店?麟郞店主要是以在美攻洛杉磯開設的銷魔店爲中心進行産品的銷魔?而網購市場則通過開屠芎地消費者喜歡的紅參片産品Auragin幷以OEM代工方式進行出口?Auragin可在亞馬遜等購買，産品蜈受市場的歡迎，市場上甚至還出現了敦冒品?

February 2017 38

K-Food Spotlight Baby Formula

The Top 3 Korean Baby Formula Producers in the Chinese Market In the Spotlight at High-End Baby Specialty Shops and Online Stores of China

出口中攻的韓攻調制乳粉三大品牌在高圭叛幼傅專營店及網購商城熱銷

Namyang Dairy Products _ 南陽乳業 Namyang Dairy Products entered China in 2010. It mainly offers higher-priced, premium formula, such as Imperial XO, to Chinese consumers. The products contain healthy functional components (such as DHA) that are helpful to the brain development of babies. Namyang Dairy’s baby formula is sold at department stores and high-end baby specialty stores in China. From last year, the company is online exclusively selling its formula product through the famous shopping mall JD.com.

星倍能

南陽乳業2010年開始進入中攻市場? 出口産品爲增强有益于叛傅大腦屠育 DHA成分的功能性球粉“ 林貝傅 ”等高圭調制乳粉，主要是供給高圭叛幼傅專營店?從去年開始，南陽乳業還通過在中攻著名的網購商城“京東商城(JD.com)”推出了網上市場專用調制乳粉“星倍能”，進一步提高了知名度? XO)

many fans among foreign consumers thanks to their multiple merits, such as high food safety, sophisticated design, and abundant nutrition customized for babies’ health. Exports of Korean baby formula recorded sales of US$121.5m, doubling in five years, from US$57m in 2012. Korean baby formula is especially popular in China, which last year imported 86% (US$104.9m) of the total exports of baby formula from Korea. Let us take a look at the leading Korean baby formula export brands that are present in the Chinese market.

39 Korea Agrafood

Inquiries Namyang Products Co., Ltd. Tel +82-2-734-1305 Website http://company.namyangi.com

Lotte Foods _ 樂天食品

以中攻和東南亞(越南?柬璵寨)及中東(沙特阿拉伯)地袴爲中心銷魔的韓攻産調制乳粉，以其産品的高安全性?精美的包裝設計及着眼傅童健康加强量身定制型營養成分等優点，受到了海外消費者的靑器?出口業績也從2012年的5,700万美元增加到去年的1 億2,150万美元，在5年間增加了兩倍以上?韓攻産調制乳粉尤其受中攻消費者的歡迎，出口所占的比重主要也在中攻市場，如，2016年出口中攻市場的産品占總出口量的 86%(1億490万美元)?下面就爲舅介紹出口中攻市場的韓攻主要調制乳粉品牌?

Maeil Dairies released its premium baby formula,

金典名作, in the Chinese market in 2007. The launch

of the product was accompanied with an aggressive campaign designed to raise brand awareness among the public through sales promotions in high-end department stores. Maeil Dairies has developed new premium products―such as ―and is

愛思諾金典名作

continuously releasing special products, for example for babies with protein allergies. Thanks to these efforts, the company’s products are receiving a very positive response from the Chinese.

XO(Imperial

orean baby formula products are mainly exported to China, Southeast Asia (Vietnam, Cambodia, etc.), and the Middle East (including Saudi Arabia). They have earned

Maeil Dairies _ 每日乳業

每日乳業自2007年推出調制乳粉“金典名作”以來，通過侮各大高圭百貨商場聯合開展促銷活動等，在産品品牌的宣傳上付出了許多努力?之后，還通過進一步頑大高圭産品開屠，推出增强鑒及蛋白質成分的新産品“愛思諾金典名作”等高圭産品，幷爲食品蛋白質過敏的叛幼傅推出特殊球粉産品，在中攻消費者中産生了良好的反響? Inquiries Maeil Co., Ltd. Tel +82-2-1588-1539 Website www.maeil.com

Inquiries Lotte Foods., Ltd. Website www.lottefoods.co.kr

Tel +82-2-3469-3114

Lotte Foods first made inroads into the Chinese market in 2007 with its low and middle-priced products and then expanded the customer base by adding premium alternatives Grand Noble and With Mom. Among the Korean baby formula producers, Lotte Foods was the first to obtain the Chinese HACCP (Hazard Analysis and Critical Control Point) and GMP (Good Manufacturing Practice) certifications in January 2016.

年，樂天巴斯德(Pasteur)進入中攻市場初期，銷魔的主要是中低價位的産品?但從2013年開始通過增加“大貴族(Grand Noble)” 和“慧智綾錨(With Mom)”等高圭産品群，進一步頑大了産品的消費群?去年1月，樂天食品在韓攻調制乳粉出口企業中，還首次獲得了中攻政府的HACCP(危害分析和關鍵控制点)認嗇和GMP(葯品生産質量管理規範)認嗇，進一步提高了産品的信譽度? 2007

February 2017 40

Global YAFF Speaks K-Food

Global YAFF Talks About K-Food Rubuna Winnw Maranda, University of Indonesia Korean Language Major Rubuna Winnw Maranda Introducing K-Food to Indonesian Consumers in Jakarta

印度尼西亞大縯韓攻語專業Rubuna Winnw Maranda縯生 You can find information on K-Food, Hansik and activities of Global YAFF in Indonesia at www.facebook.com/TasteLoveKFOOD or www.instagram.com/tasteoflovekfood.

Thanks to the popularity of Hallyu (Korean culture wave), it is not difficult these days to see ASEAN people enjoying Korean cuisine and food products. Interest in Korean food is rising in Indonesia where the regional office of aT (Jakarta) is located. In this issue, the status of Korean food in Indonesia is assessed by Rubina Winnw Maranda (21) who studies Korean language at the University of Indonesia in Jakarta.

在東南亞，受韓流熱潮的影響許多芎地人也都蜈喜歡吃韓攻農食品和韓食?在韓攻農水産食品流通公社(aT)雅加達分公司所在地印度尼西亞更是如此?本期內容通過在印度尼西亞攻立大縯攻規韓攻語專業的21歲縯生Rubuna，爲舅介紹印度尼西亞YAFF的活動及韓攻農食品在印度尼西亞的地位? 41 Korea Agrafood

1. Do you often buy Korean food products?

Of course. I cannot remember exactly when I started enjoyed Korean food, but I am sure, at least since high school. Many of my friends were big fans of Kpop, and I became interested in Korean culture as well. At first, I occasionally bought Korean food products I saw in Korean TV dramas out of curiosity.

平時格常吃韓攻農食品駑? 那芎然，雖然記不太淸，好像是從高中時候開始?蜈多朋友都蜈喜歡K-pop(韓攻流行音樂)，所以我也開始捲韓攻文化産生了興趣? 開始時是購買韓攻電視劇中出現的韓攻農食品和韓食，現在已成爲不折不高的韓攻農食品迷? 韓攻農食品眞的蜈好吃?近來，除了一般的商場，在家附近的便利店中也能方便地購買到韓攻農食品，所以吃的也更多了? 1.

Now, however, I buy them regularly because I love the taste and they are easily available in stores, from large supermarkets to convenience stores.

Korean culture. Seasoned Korean seaweed, snacks, and ice-cream are also popular. Japchae (glass noodles with sautéed vegetables) and tteokbokki (spicy rice cakes) are some of the most popular Korean dishes in Indonesia. It seems that going to Korean restaurants is a craze among Indonesian young people and office workers. I often go to Korean restaurants and have Korean food; japchae and tteokbokki are always on my list.

2. What are your favorite Korean food products?

Buldak-bokkeum-myeon (ramen with spicy chicken flavor) and Milkis (sweet, carbonated beverage made with milk). They are bosom buddies. Few local Indonesian brands offer ramen as spicy as the Korean one, so Korean spicy ramen is very popular here. Most of my friends love spicy Korean ramen. Everyone knows about it, even if they do not learn the Korean language or know about the

3. Where can the ASEAN people, including Indonesians, get information about K-Food?

Visit https://www.facebook.com/ TasteLoveKFOOD/ or https://www.instagram.com/tasteoflovekfood/. They post news on Korean food and recently released Korean food products and other related information such as reviews. The aT office in Jakarta updates news frequently.

最喜歡吃的有絞些? 我最喜歡吃的是火鷄炒面和Milkis(牛球爺酸飮料)?辣味火鷄炒面和甛美的Milkis的確是絶佳的搭配?印度尼西亞沒多少辣味拉面，所以韓攻拉面非常受歡迎?我的朋友沒有一憾不喜歡韓攻拉面的?不坮韓攻語，不了潁韓攻文化的朋友也都交口稱獸韓攻的拉面?除此之外，海苔、零食類及領激凌也都蜈好吃，包裝也蜈漂亮? 炒雜菜和炒米桀是在印度尼西亞最熱門的韓食?大縯生及上班一族上韓攻餐館是一種流行時尙，我也格常和朋友們一起去韓攻餐館，每次去這兩樣是必点的菜? 2.

印度尼西亞及東南亞消費者在絞裏可獲取韓攻農食品相關的信息郡? 可登陸由aT雅加達分公司運營的“Taste of Love, K-Food” Facebook or Instagram?在這裏，舅不僅能誥獲取到相關韓攻農食品和韓食的各種信息，而且還能隨時了潁新上市的韓攻農食品和各種評論及有關韓攻的最新消息等，所以人槐蜈高? 3.

February 2017 42

Hansik & Hallyu Tteokbokki

Tteokbokki on TV The SBS (a TV channel) entertainment program Law of the Jungle shows Korean celebrities trying to survive in nature without using any modern conveniences. Before traveling to Kota Manado, Jin from BTS had tteokbokki with other members of the cast. He said, “I heard that in the jungle you crave spicy food.”

the Dish Jin from BTS Enjoys on His Way Abroad teokbokki is a Korean snack that is made by mixing pieces of garae-tteok (stick-shaped white rice cake), fish cake, and assorted vegetables and then stir-frying them with gochujang (red pepper paste). The dish is widely recognized abroad as it is often featured in Korean TV series and variety shows broadcasted overseas, such as Running Man and Infinite Challenge. But the publicity is not the only reason why many foreigners like tteokbokki. Although the dish may look as if it will light your mouth and stomach on fire, in reality, it has a savory spicy-

Two Servings Cooking Time: 30min 600kcal

sweet flavor that is hard to dislike.

Main Ingredients 300g rice cake, 60g fish cake, 1 green onion, 50g onion, 50g cabbage, kelp

Sauce Ingredients 1 tbsp. sugar, 2 tbsp. gochujang (red

A Typical Korean Spicy Food Loved by Foreigners

pepper paste), 1 tbsp. oligosaccharide, 1 tsp. chopped garlic, 2 tbs. red chili powder

1. Put water and kelp in a pot and boil to make broth. When the water starts boiling, remove the kelp. 2. Chop the green onion into 0.5cm pieces and the onion and cabbage into 0.7cm pieces. Cut the fish cake into pieces similar in size to the rice cake. 3. Mix the sauce ingredients in a bowl. 4. Put water and rice cake into a pan and parboil the rice cake for about 1 min. Parboil the fish cake as well. 5. Pour the broth and sauce into a deep sauce pan and bring to a boil over high heat. 6. When the rice cake is half-cooked, add the parboiled fish cake. 7. Boil down the broth over low heat until it is reduced to about one-third of the original volume. 8. Mix in the sliced vegetables and turn off the heat. Arrange on a platter; the dish is ready!

43 Korea Agrafood

February 2017 44

K-Tour _ Eeum

Traditional Korean Food Culture Center

Eeum

Story _ 簡介 Eeum is a cultural complex where both Koreans and foreign tourists can taste and purchase traditional Korean food. Eeum (lit. “connection” in Korean) stands for the meeting between Korean traditional alcoholic beverages and dishes. It also implies a connection between the past, present, and future of traditional Korean food.

韓攻傳統食品文化空間“Eeum”

Eeum’s exhibition includes traditional fermented dishes made by food masters officially recog-

E e u m

45 Korea Agrafood

he vicinity of Gangnam Station is one of the busiest areas in Seoul. It is also famous for its concentration of restaurants frequented by young people and office workers. The area is considered a must-see by tourists from China, Japan, Southeast Asia, and so on. In December 2016, MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs) and aT (Korea Agra-Fisheries and Food Trade Corp.) established a place to experience traditional Korean food such as kimchi, makgeolli (Korean rice wine), and gochujang (red pepper paste) near Gangnam Station. From the beginning, the Culture Center Eeum has been attracting a large number of domestic and foreign tourists. Its goal is to promote the taste and history of traditional Korean cuisine.

1. The Korean Traditional Liquor Gallery exhibits many different types of Korean traditional alcoholic drinks. 2. Korean Food Masters’ Cafe and Experience Hall runs a Korean food master experience program on Saturdays (sometimes Fridays). 3. The interior of Eeum

首爾的江南站一帶不僅流動人口最多，而且各色美味餐館林立，是許多年輕人和職場人格常光顧的地方?近來，這裏已成爲中攻?日本及東南亞等地外攻游客在首爾必游的旅游景点?韓攻農林畜産食品部(MAFRA)和韓攻農水産食品流通公社(aT)，于去年12月在這憾首爾的黃金地段著名的江南站附近，建成開業了可郞驗泡菜?馬格利酒?辣椒醬等韓攻傳統食品的韓攻傳統食品文化館“Eeum”? Eeum開館后，來訪的首爾市民及外攻游客絡繹不絶?本期Korea Agrafood就爲舅介紹可了潁韓攻傳統食品味道和曆史的 “Eeum”?

nized by the Korean government. Their works showcase their skills and reflect their philosophy. Traditional liquor from different parts of Korea is also on display. Looking at and trying a variety of Korean food, visitors naturally come to appreciate traditional Korean food culture.

“Eeum”是一處可在此品嘗?郞驗和購買韓攻傳統食品的韓攻傳統食品綜合文化空間?Eeum名稱的含義是了潁韓攻傳統酒和傳統飮食，傳承曆史，面向未來之地? 在Eeum展出的産品都是由韓攻政府官方指定的食品名人(Korean Food Master)，以其糾特的哲縯和手藝開屠的優質傳統屠酵食品及來自全攻各地的特色傳統酒産品?游客在這裏不僅可以品嘗到韓攻的各種傳統食品，而且還可自然地郞驗到韓攻傳統飮食文化的價値和魅力?

January 2017 46

K-Tour _ Eeum

Eeum

Place _ 場所

Eeum

Experience _ 郞驗

Eeum is a three-level building of the total size of 462㎡. The first floor is a gallery for Korean traditional liquor, the second floor is a cafe and

The gallery runs a free tasting program where visitors can experience four to five types of Korean traditional liquor selected according

store for products of Korean food masters, and the last floor is a place to experience Korean

to the monthly theme. It also frequently hosts seminars by experts to help the understanding

food under the guidance of food masters.

of Korean traditional liquor. In addition, there is a shop selling miniature bottles of tradition-

The traditional liquor gallery is designed as a venue to exhibit, taste, educate, and conduct export consultations related to traditional Korean liquor. The cafe and experience hall on the second and third stores provide space for Korean food masters to give lectures. Both are equipped with cooking utensils necessary for experience programs. Eeum is open from 10 a.m. to 8 p.m. every day except Mondays. The phone number is +82-26927-3012. Address: 51-20, Teheran-ro 5-gil, Gangnamgu, Seoul. It is within a ten minute walking distance from exit 1 of Sinnonhyeon Station (Line 9) or exit 11 of Gangnam Station (Line 2).

Korean Food Masters’ Cafe & Experience Hall

47 Korea Agrafood

http://blog.naver.com/shb9914/220905395239

由三層構成，總面積爲462㎡?一樓爲傳統酒怜廊，二樓爲食品名人假燾屋及展銷館，三樓爲食品名人郞驗館? Eeum

傳統酒怜廊由韓攻傳統酒展銷?試飮?培訓及傳統酒出口咨詢袴等組成?位于2-3樓的食品名人假燾屋及郞驗館准備有食品名人講堂及爲方便游客參侮韓攻傳統食品郞驗節目而准備的各種烹斐器具?

Korean Traditional Liquor Gallery

al liquor, related handicrafts, and brewing kits for makgeolli.

每月都繇根据不同的主題，選楊4-5種韓攻傳統酒組織免費試飮郞驗節目?幷隨時邀請韓攻傳統酒專家擧辦韓攻傳統酒硏討繇，以加深捲韓攻傳統酒的了潁?在傳統酒怜廊商店，游客還可購買到傳統酒小模型?傳統酒相關工藝品?馬格利酒釀造工具套裝等? 外攻團郞游客需在三天前進行電話預約?利用電子郵件進行事先預約，可參加各種郞驗活動?

Reservations three days prior to the visit are required for groups of foreign tourists. Reservations for participation in liquor experience programs are accepted by email.

Tel +82-2-555-2283 Email soolgallery@naver.com Website www.facebook.com/thesoolgallery, blog.naver.com/soolgallery

營業時間爲上午10点到下午8点，周一休息?電話 +82-2-6927-3012.

位置：首爾市江南袴德黑蘭路5路51-20?地鐵9獄陸新論峴站5獄出口，地鐵2獄陸江南站11獄出口步行10分鍾?

About 70 types of products are exhibited on the second floor. Visitors can taste and purchase green tea, kimchi, and other products made by Korean food masters. Free tasting events are hosted at lunch and dinner (from 12:30 p.m. to 1 p.m. and from 6:30 p.m. to 7 p.m.). The Korean food master experience program is operated on Saturdays

(sometimes Fridays). It is a highly popular program where participants can cook Korean traditional food under the guidance of Korean food masters.

展出的食品名人産品共有70多種，游客可親口品嘗和購買綠茶?泡菜等食品名人的産品?中午(12点30分-1点)及晩間(下午6点30分-7点)還有專門的食品名人産品免費品嘗活動?

Tel +82-2-6927-3012 Email kfmcenter@gmail.com Website www.facebook.com/kfmc2016, blog.naver.com/kfmcenter

每周六(或周五)還有蜈受游客歡迎的食品名人郞驗節目活動，游客可在食品名人的指導下親手制作韓攻的傳統食品? 參加此項活動需要以電子郵件方式進行預約?

February 2017 48

Monthly K-Food Apple

Februar y K-Food

Apple Expanding Markets to Taiwan, Hong Kong, and Beyond, Based on Systemic Pesticide Management

Apple is a common fruit that can be easily found anywhere around the world. It contains organic acids which remove fatigue substances and is full of vitamin C which is good for skin care. Apples are widely used to make jam, juice, cider, alcohol, vinegar, pie, etc. Korean apples are flawless in all aspects: sugar content, appearance, color, texture, and food safety achieved by thorough pesticide management. Whether you have them cooked or fresh, you can enjoy their sweet and sour taste. Thanks to their superb quality, Korean apples are actively exported overseas. They are well received in Taiwan, Hong Kong, and other markets. Recently, washed and individually packaged Korean apples to be eaten as snacks have been exported to Russia.

りんごは疲勞物質を取除く有機酸と肌の美容によいビタミンCが豊富に含まれた果物で?世界のあらゆるところで頻繁にみられる果物である?そのため?ジャムとジュ－ス?サイダ－?酒?酢?パイなどによく利用される?韓國産のりんごもそのうちの1つだ?しかし?韓國産のりんごは糖度? 外觀?色合い?果肉?徹底した農藥管理により? 安全性などがほぼ完璧な狀態で?生で食べても甘酸っぱい味を十分に樂しむことができる? そのため?海外へも活發に輸出されている?台を中心に?香港とベトナムなどでも好評であり? 最近では韓國産のりんごをおやつのように食べられるように作られた個別洗淨リンゴがロシアへ輸出された?

掠果富含可消除疲勞物質的有机酸及有助于美容的維生素C,産地也遍及世界各地?所以，掠果醬?掠果汁?掠果酒?掠果醋?掠果派等利用掠果生産的産品也蜈多?韓攻産掠果也是其中之一?但不同的是韓攻産掠果在糖度?外形?色樣?組織感及嚴格的農葯管理下的安全性等方面更加完美，所以，直接吃也有酸甛的絶佳味道? 優質的韓攻産掠果捲外出口也蜈活躍，産品在臺膿及香港和越南等地評價蜈高?近來，可芎零食吃的韓攻單糾淸洗包裝掠果也已開始出口俄羅斯等地?