CONTENTS
www.kfoodstory.com April 2017
Will Make a Call on F&H
Plenty of Wholesome K-Foods for
Vietnam 2017
Vegetarians
K-Foods
April 08
2017 Vol. 258
THEME Korea Agrafood would like to introduce our readers to vegetarian dishes that can be made with Korean agricultural products, some Korean ingredients that can be used to cook vegetarian dishes, and major vegetarian products.
16
SPECIAL INTERVIEW
26
Baek Jin-seok, the Executive Vice President of aT in Charge of Exports
Interview with an Executive Vice President of aT
Baek Jin-seok
18
SPECIAL Inspired by the increasing number of the Vietnamese interested in Korean food, the Korean government has opened a promotional hall for Korean food in Hanoi and plans to participate in the F&H Vietnam 2017 fair.
Sweeter and Less Bitter
Baked Ginseng
22
Perilla Oil
34
COVER
Rich in Omega-3 Fatty Acid
Fresh Food 22
GINSENG
30
A Wise Choice of Snack for Infants, Tuna Sausage Photo by Park Jong-hee of JH Photography
A Vegetarian Sandwich Made With Korean Ingredients
Golden Convenient yellowBaked color,Ginseng Yuja tea Mini-sized Seowondang bell pepper, Perilla Oil Raon New Dakgalbi Year’s with Mozzarella Dish, Tteokguk Cheese
Vol. 258
A vegetarian sandwich made with Korean fresh produce such as tomato and cabbage. In addition to produce, Korea actively exports rice snacks, sikhye (sweet rice punch), and other finished goods that suit vegetarian preferences.
Processed Food 26
FROZEN FRIED RICE in Chinese
Frozen fried rice products of Hanwoomul are made with various wholesome ingredients including vegetables and quinoa.
in Chinese
A tuna sausage product developed in Korea has entered the Chinese online market. The sausage is rich in unsaturated fatty acids, such as DHA and EPA, which are good for infants.
in Chinese
A unique baked ginseng has entered the Chinese market. Other types of baked ginseng products are preparing to advance to Japan, Vietnam, the UAE, and other countries.
TUNA SAUSAGE
34
PERILLA OIL
in Japanese
Seowondang’s perilla oil is produced using a low-temperature pressing method. It does not contain any benzopyrene and the iodine and acid contents do not exceed the recommended allowable levels.
œKorea Tourism Organization
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)
44
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)
Korea’s Spicy Taste Gochujang
REPORTERS Lee Hyun-woo (leehw@agrinet.co.kr) Park Sung-eun (parkse@agrinet.co.kr)
38
K-FOOD SPOTLIGHT
in Japanese
Convenient Use Anytime and Anywhere, Red Ginseng Extract in Stick-Shaped Packages
Kim Hyo-jin (hjkim@agrinet.co.kr)
GRAPHIC DESIGNER Jang Yeon-ho
ENGLISH EDITOR Chae Ria, Charles Junn
Globalization of Hansik
Cool Taste and Scent, Spicy and Sweet Delicate Harmony of Tastes Created through Fermentation
TRANSLATORS Park Sung-eun, Kim Hyo-jin, Park Hye-yun (ENGLISH) Tamura Yoshihiro (JAPANESE) / Park Seo-ran (CHINESE)
40
GLOBAL YAFF TALKS ABOUT K-FOOD A YAFF member from Los Angeles discusses the merits of Korean agriproducts.
EDITORIAL BOARD SEOUL Sohn Yong-gyu 82-61-931-0960 (sohnyg@at.or.kr)
42
HANSIK & HALLYU Cheese-dakgalbi is a spicy stir-fried chicken dish with mozzarella cheese. Cheese gives it a milder and creamier flavor.
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)
Stimulates the Appetite, Promotes Digestion, Even Helps with Weight-Loss
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)
44
K-TOUR
in Japanese
When the spring comes, many Koreans take a trip to see pink azaleas. Korea Agrafood recommends to our readers three travel destinations famous for azaleas.
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) PARIS Kim Min-ho 33-1-4108-6076 (mhkim@at.or.kr) HANOI Choi Jung-ki 84-4-6282-2987 (sgtchoi@at.or.kr)
Regulars
JAKARTA Nam Taek-hong 62-21-2995-9032 (redface73@at.or.kr) BANGKOK Song Mi-jung 662-611-2627 (peosong@at.or.kr) ABU DHABI Seo Myung-gu 971-50-620-6034 (myung9gu@at.or.kr)
04
PHOTO ESSAY The Greenhouse Culture of Dangjo pepper
48
Rich in Nutrients: Capsaicin, Protein, Fat, Vitamins B2 and C
EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News #60, Jungdaero 9-gil, Songpa-gu, Seoul, Korea Tel +82-2-3434-9074
Fax +82-2-3434-9077
www.kfoodstory.com
06
aT BRIEFING
48
MONTHLY K-FOOD in Japanese & Chinese
April K-Food: Chamoe (Korean melon)
Base for Bibimbap, Tteokbokki, Yukgaejang, and Many More
Photo Essay
Korean Dangjo pepper is coming into spotlight as a healthy food effective in curbing elevated blood sugar. Recently, a glass greenhouse for cultivation of Dangjo pepper was built in Seocheon County. It is expected that the new facility will significantly increase the production volume of high quality Dangjo pepper.
5 Korea Agrafood
April 2017 6
aT Briefing
aT Briefing ed clinical tests of Dangjo pepper in
Korean Dangjo Pepper, Highly Recognized in Japan
MAFRA (the Ministry of Agriculture, Food, and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) took part in Foodex Japan (left), IFE UK (right), and Antad Alimentaria Expo.
A Japanese Academic Journal Introduces Dangjo Pepper as Effective in Inhibiting Increases of the Blood Glucose Level after Meals
two phases: a pilot study phase in 2015 and in a pivotal study phase in 2016. The tests have scientifically proven the effectiveness of the mild pepper in inhibiting increases of blood glucose levels after meals. aT plans to use the results of the study to register Dangjo pepper as a functional food in the Japanese functional food indication system. Baek Jin-seok, the head of the export division of aT, said, “We’re
K-Food Experts Set to Research Foreign Markets
delighted by the news that the excellence of Korean fresh produce soup with thistle and jjajang-bap (rice with black bean
K-Food Shows Off Its Merits in Japan, the UK, & Mexico
sauce) were in the spotlight in the convenience food category, whereas perilla oil, rapeseed oil, red ginseng, schizandra extract, organic jams, and bay salt were on display as healthy, premium food products. Twelve Korean exporters exhibited ramen, sauces, beverages, and other products in the Korean food promotion hall organized at Expo Antad & Alimentaria 2017. Several tasting events for dishes made with Korean and local in-
Last March, MAFRA (the Korean Ministry of Agriculture,
gredients, such as bulgogi-taco (thin slices of beef mari-
Food, and Rural Affairs) and aT (Korea Agro-Fisheries &
nated in a soy sauce) and cheese-ramen were hosted
Food Trade Corporation) promoted the excellent taste,
during the exhibition and received a positive response
freshness, and safety of Korean food products at exhibi-
from visitors. From March 19 to 22, MAFRA, aT, and 17
tions in Asia, Europe, and Latin America.
Korean food exporters participated in IFE 2017 (the
The two organizations participated in Foodex Japan 2017 and Expo Antad & Alimentaria 2017 (Mexico) from March 7. Japan is the biggest importer of Korean food, and
International Food & Drink Event) in the UK with the objective of expanding exports of Korean food in Europe. The Korean gallery, running under the theme “Traditional, Healthy, Innovative,” displayed promising products such
Foodex Japan, as befits its reputation as one of Asia’s
as organic food, fermented sauces, ginseng products,
largest food exhibitions, attracts as many as 80,000 visi-
snacks, and seafood.
tors and 3,000 companies from 80 countries every year.
Four items™snacks, seaweed, teas, and sauces™were
This time, MAFRA and aT set up a promotion pavilion at
selected as having the biggest potential considering the
the exhibition in cooperation with 127 Korean food ex-
current food trends in Europe and were promoted most
porters. The displayed products were selected in line with
intensively. Several cooking events using these items were
the latest food trends in Japan, under the key words of
also organized. They introduced visitors to recipes for dish-
“convenience,” “health,” and “premium.” Soybean paste
es using Korean and local ingredients.
A research article introducing the
has been recognized once again
MAFRA (the Korean Ministry of Agriculture,
results of clinical tests on the func-
through a joint study with a rep-
Food, and Rural Affairs) and aT (Korea Agro-
tions of Dangjo pepper, a Korean
utable Japanese school. We will
Fisheries & Food Trade Corporation) plan to
functional vegetable, was published
continue our efforts to discover and
dispatch teams of experts in export market de-
in the March issue of a Japanese
promote benefits of Korean
velopment to India and Brazil from May to
academic journal, Journal of New
agriproducts.”
September this year, with the mission of identi-
Remedies and Clinical Studies. Faculty members of a renowned
Dangjo pepper has been actively sold since November 2016 in 53
fying promising products and cultivating new markets.
national university in Japan, Kyushu
stores of UNY, the third largest, in
University, in conjunction with
terms of sales, distributor in Japan.
entered markets of Europe, South America,
MAFRA (the Korean Ministry of
It is expected to become available
and India thanks to Hallyu (the Korean wave).
Agriculture, Food, and Rural Affairs)
in over 200 stores across Japan by
To advance further in the global market,
and aT (Korea Agro-Fisheries and
the end of this year.
MAFRA and aT organized an export task force
Food Trade Corporation) conduct-
Many Korean food products have recently
whose goal was to select target countries and facilitate the promotion of Korean agricultural products there. The task force suggested focusing on twenty countries in five regions, which are divided into two groups: first priority (India, Brazil, Italy, Kazakhstan, and the Republic of South Africa) and second priority (Myanmar, Cambodia, Laos, Mexico, Argentina, Turkey, Chile, Saudi Arabia, Sweden, Poland, the Czech Republic, Egypt, and Nigeria). In May, MAFRA and aT will dispatch twelve export market development teams with a total of 80 specialists from exporting companies and related organizations.
6 Korea Agrafood
April 2017 7
Theme
Go on a
Vegetarian Diet with Korean Agriproducts! Baechu-kimchi (napa cabbage kimchi)
A
Bangpung-namul-muchim (seasoned wild parsnip, which is a medicinal plant of the Umbelliferae family)
Chwi-namul-muchim (seasoned aster)
Japgok-bap (multi-grain rice)
8 Korea Agrafood
n increasing number of people prefer vegetables to meat. There are many reasons why they choose a vegetarian diet. Some are concerned about the destruction of the environment, global warming, or are animal lovers. There are also people who cannot eat certain types of meat for religious reasons. Others consider eating vegetables as a better choice for their health. As the number of vegetarians expands, so does the size of the vegetarian food market. According to a report by aT (Korea Agro-Fisheries & Food Trade Corporation), the market grew by 333% in the period from 1998 to 2006, reaching US$2.8 billion. In the next four years, until 2020, the vegetarian market is expected to show a steady growth averaging 10.16% a year. The estimated number of vegetarians in Korea is one million people, and the vegetarian food market is also growing. Many more restaurants and food companies now offer vegetarian choices. Two vegan festivals were held in Korea last year. In this issue, Korea Agrafood would like to introduce our readers to vegetarian dishes that can be made with Korean agricultural products, some Korean ingredients that can be used to cook vegetarian dishes, and major vegetarian food products exported from Korea to the global market.
Gochujang (red pepper paste)
Deonjang-jjigae (soy bean paste stew)
April 2017 9
Theme
Korean Food Ingredients That Can Be Used to
Tomato
Rice Korean rice received recognition overseas for its high quality and food safety. In the past, it used to be exported mainly to the countries with large Korean communities, but now, it is sold in Australia, Hong Kong, the United Arab Emirates, the US, and many other markets. China opened its market for the Korean rice last year. Awareness of Korean rice is growing fast in the Middle East, and it is anticipated that the sales volume in the UAE, Saudi Arabia, and other local markets that already import Korean rice will increase further.
Cook Vegetarian Dishes
Tomatoes are used to cook various dishes™salads, pasta, and many more. Korean tomatoes are a good choice as a food ingredient because they have a firm flesh and high sugar content. Particularly popular these days are cherry tomatoes, which are a tenth in size of a common tomato. To ensure food safety, Korean tomato farms specializing in exports carry out tests of soil components, water, pesticides residue, and so on.
King Oyster Mushroom The king oyster mushroom is a good meat substitute for vegetarians because of its soft yet chewy texture. It can be cooked in different ways™stir-fried, grilled, made into pancakes, and so on. At first, king oyster mushrooms were only used in higher-end restaurants overseas, as they were not familiar to the general foreign consumer. However, thanks to the active distribution and promotion of recipes using the mushrooms, their usage is growing in Europe, North America, Australia, and other regions.
Traditional Korean sauces are known for their excellent taste and nutrition which stem from long-term fermentation. The most common ones are soy sauce, soybean paste, and red pepper paste. Among them, red pepper paste is the most popular because many famous Korean spicy foods, such as tteokbokki (stir-fried rice cake) and bibimbap (rice mixed with vegetables and beef), are made with it. Korean red pepper paste is spicier and sweeter compared to Tabasco and Sriracha, and its share among hot sauces in the global market is rapidly growing.
Bell Pepper
Seaweed Korean seaweed is salty and crunchy. Even though its shape and color are not as pretty as those of common snacks, it is no less popular. Low in calories and good for the body, it receives much attention as a healthy snack and is attracting more foreign consumers, especially in the US, every year. The export volume of Korean seaweed increased threefold in seven years from US$3.5 million in 2010 to US$100 million last year.
10 Korea Agrafood
Traditional Korean sauces
The Korean bell pepper comes in bright, multiple colors and has a crunchy texture and high sugar content. For these reasons, it is a perfect ingredient for vegetarian dishes. Moreover, its safety and quality are ensured by aT (Korea Agro-Fisheries & Food Trade Corporation), a government agency which manages all steps of bell pepper production and distribution. The popularity of Korean bell pepper overseas is consistently rising, with the export volume going up by 10.1% to US$93.8 million last year, as compared to 2015.
April 2017 11
Theme
Sikhye
Korean Vegetarian Products Exported Overseas
Gimmari
Eco-friendly Rice Cracker Mereal Corporation succeeded in exporting US$18,000 worth of its rice crackers to China last year. Its rice crackers made by cultivating mycelia of shiitake mushrooms were supplied to a Chinese food distributor. With a good reception of the first shipment, the company started exports of a larger variety of the rice crackers including those with kimchi, turmeric rice, and black garlic. Negotiations with buyers from Poland, Indonesia, and Hong Kong are underway. Inquiries Mereal Tel 070-8810-0343 Website www.mereal.kr
A Vegetable Sauce for Rice The Bab Corporation developed a series of spicy sauces marketed as ideal for rice dishes and made with only natural ingredients. The products are exported to Japan, China, and the US. The ingredients include hot pepper, dried anchovy, dried kelp, and plum extract. The sauces have entered famous online shopping malls in Asia, such as Qoo10 in Singapore and Taobao in China, and are going to be sold online in Vietnam and Indonesia as well. Inquiries The Bab Co., Ltd. Tel 070-7931-9979 Website www.thebab.kr
Gimmari (seaweed fritter) is made by rolling up soft, high quality glass noodles in seaweed and frying the rolls until crispy. Its clean taste make it a good ingredient for vegetarian dishes. Exports of deep-fried seaweed rolls with glass noodles are led by Saongwon Corporation. It offers different kinds of seaweed rolls™with seafood, chlorella, and so on™under the brand name Arumi. Inquiries Saongwon Tel +82-43-883-0100 Website www.saongwon.com
Inquiries Sejun Food
Tel +82-31-761-4564
Website www.sejunfood.co.kr
Vegetable Ramen A ramen product targeting vegetarians is offered by Nongshim. Only vegetables and no meat are used to flavor the instant noodles. Since the noodles are not fried, the vegetable ramen is popular not only among vegetarians but also other consumers who want to enjoy simple, spicy, and light instant noodles. The product is exported mainly to Indonesia and the UAE, countries with a large number of Muslims who do not eat meat. Inquiries Nongshim
Tel +82-2-820-7114
Website www.nongshim.com
Vegetarian Chocolate Pie In 2009, two years after entering the Indian market, Orion Corporation released a chocolate pie that suits the vegetarian culture of Indians, 82% of whom are Hindu and 11% are Muslim. Generally, marshmallow in chocolate pie is made with pigskin gelatin, but the vegetarian chocolate pie uses carrageenan and milk protein extracted from agar-agar. Inquiries Orion Corp.
12 Korea Agrafood
Sikhye (sweet rice punch) is a traditional Korean drink made by fermenting rice with malt. Rice punch products of Sejun Food are exported to the US, Canada, Taiwan, and Hong Kong under the brand Haneulcheong. They are made with carefully selected, highquality, and pesticide-free rice and malt, which ensure the excellent taste and food safety of the drink. Along with the original flavor, the producer offers rice punch with banana, sweet pumpkin, and other flavors.
Tel +82-2-710-6000
Website www.orionworld.com
April 2017 13
Theme
Delicious Vegetarian Dishes Recommended by Cookme
Additional Information
Korean vegetarians often introduce vegetarian dishes made with Korean agricultural products via social media. Cookme (www.cookme.co.kr), a blogger on leading Korean portal site Naver, is a naturalist who enjoys making Korean dishes with fresh vegetables.
Sandwiches with Soybean Soup-Puree, Cream Cheese, and Spring Flowers This sandwich can be made with vegetables and tofu residue left after cooking other dishes. If young greens are added, the sandwich will let you feel the scent of the spring. It can make a great dish for brunch and is very easy to cook. ÁMix together soybean soup-puree (kong-biji in Korean, 100g), salt (1/4 tsp.), white wine vinegar (1/2 tsp.), agave syrup (1/2 tsp.), soy sauce (1/4 tsp.), and soybean milk (1 tbsp.). ËAdd olive oil (1/3 tbsp.), mix, and spread on bread. ÈBlanch shepherd’s purse and mustard greens in boiling water for 3 seconds. ÍPut them on the bread and add few drops of balsamic vinegar.
Lotus Root Hamburg Steak This is a great dish for vegans. Its most outstanding feature is that the steak is made with lotus roots and burdock weed which have a similar texture to meat. ÁGrate the lotus root (150g). ËSqueeze the grinded lotus root using a net to separate the juice. ÈThinly slice a carrot (15g) and onion (15g). ÍMix 1/8 cup of the lotus root juice with starch (1/4 tsp.), wheat flour (1tbsp.), and salt (1/4 tsp.) to thicken it. ÎMix the lotus root, carrot, and dough together. ÏMake it in a round and flat shape. ÌHeat olive oil in a frying pan and broil the steak until well-done. Do not use high heat. ÓPut the steak on a dish and decorate with vegetables of your choice. ÔWith a chopstick, make several holes in the steak and pour a little bit of herb soy sauce in them.
14 Korea Agrafood
Bell Pepper & Garlic Fried Rice
Delicious Vegetarian Restaurants in Seoul Salad Seller is a highly popular
Cookme makes fried rice using the Korean bell pepper, which has a crispy texture and high sugar content. She believes the dish tastes best if you mix white rice with brown rice. She also emphasizes that high-quality bell peppers add crispiness to fried rice. To cook this dish: ÁThinly slice one clove of garlic and mince two more cloves. ËHeat olive oil in a frying pan and stir-fry the minced garlic. È After stir-frying the garlic for 30 seconds, put in rice and soy sauce (1/3 tbsp.) and continue stir-frying. Í Add a thinly-cut bell pepper (1 ea) , sprinkle with salt (1/4 tsp.) , and stir-fry all the ingredients together.
Barugongyang is a restaurant specializing in temple foods. The restaurant received one Michelin Guide Seoul star in 2017. Temple foods usually do not contain meat, seafood, green onion, garlic, chives, wild chives, and onion. They use red pepper paste, soybean paste, soy sauce, and fresh and organic ingredients prepared by monks in a temple. The menu varies because the dishes are made with ingredients of the season. Barugongyang is a three-minute walk from Anguk station Exit 6 of subway line 3.
salad restaurant in Hannam-dong, close to Itaewon. It offers various types of salads such as Seller’s Salad with kale, arugula, sweet pumpkin, tomato, and walnut, and Rainbow Salad with apple, Asian pear, green grape, orange, mango, arugula, and cucumber. The restaurant is a tenminute walk from Itaewon station Exit 3 of subway line 6. Tel +82-7-794-0282
Chaegeundaam is a Korean vegetarian table d’hote restaurant whose menu includes a daily special. A vegetable lunch set consists of fried glass noodles, seasonal salad, assorted organic kimchi, veggies with pine nut seasoning, grilled spicy burdock, fried mushrooms with sauce, hot pot rice, and bean paste stew. It takes seven minutes on foot to get to the restaurant from Samseong station Exit 3 of subway line 2. Tel +82-2-555-9173
Tel +82-2-733-2081
Korea Agrafood Homepage www.kfoodstory.com April 2017 15
Special Interview
Baek Jin-seok Executive Vice President of aT in Charge of Food Exports
aT Strives to Stabilize Domestic Prices for Agriproducts and Raise Farm Incomes by Exporting Korean Agriproducts
What tasks are aT focusing on this year?
It is important to expand the scale of sales of Korean products abroad. Hence, our plan is to strengthen the support system at each stage, from the production to the development of new markets. This will help increase incomes of farmers and related businesses. Also, in the areas with poor conditions for distribution of products exported from Korea, we will enlarge our local offices to use them as base centers for storing refrigerated and frozen foods. To diversify export markets, we plan to build a new marketing strategy for each of the countries with a good potential for export of Korean goods. What are your expectations of
Baek Jin-seok (right), Executive Vice President of aT in charge of food exports, is checking the current status of sales of Korean agriproducts in the Japanese market.
Why is the export of Korean agricultural and fishery products so important?
In the globalized world, most countries now have agricultural and fishery products from abroad in their markets. Korea is no exception; it can’t help facing the imbalance between supply and demand when it comes to major food products. Hence, it is necessary to find foreign markets for Korean goods, so that domestic prices are stabilized and farm incomes grow.
export markets for agricultural
aT (Korea Agro-Fisheries & Food Trade Corporation) is a public enterprise specializing in exports. It strives to advance Korean agricultural and fishery industries by helping their products gain their own competitive power in the global market. The organization offers information and support to food, agricultural, and fishery companies trying to extend their business overseas. Baek Jin-seok, an Executive Vice President of aT, heads the food export department. As a person in charge of export business, he works hard to promote Korean agricultural and fishery products in foreign markets. Korea Agrafood interviewed him on aT’s plans for 2017.
16 Korea Agrafood
and fishery products in 2017?
What are aT’s plans for the expansion of the ex-
We estimate that the scale of trade and commerce will expand by 5 to 10% due to the recognition of the high quality of Korean products in foreign markets. Sales of Korean baby foods have dramatically increased in the markets categorized as newly advanced. The demand for fresh agricultural products such as strawberry and bell pepper is also rising. To continue this trend, we will strengthen our promotional activities targeting consumers and diversify our sales channels.
ports?
We plan to focus on raising the international competitiveness of Korean products. We will do our best to offer systematic support in different fields including the promotion of exporting companies, the implementation of local market research, the development of new goods, and the improvement of distribution. Using aT’s overseas network, we will continue to closely watch for and inform Korean businesses about changes in the exporting environment and consumption markets. We hope that our efforts will create good opportunities for Korean enterprises to export and foreign consumers to obtain Korean agricultural and fishery products.
April 2017 17
Special
Korean Cooking Class, The Highest Ranking Program
K-Food Shines in
Vietnam! Vietnam, Leaping Forward to Become One of the Top Four Importers of Korean Food Recognition of Korean Food Rises through Efforts of K-Food Promotion Hall in Hanoi
V
ietnam secured a robust position as a major market for Korean food in the late 2000s, when the volume of Korean food imported by the country surpassed US$100 million in 2009. With the further increase to US$275 million in 2011 and US$500 million last year, the country has become the fourth largest importer of Korean food. The continuous increase in imports of Korean products by Vietnam is attributed to the growing interest of local consumers in Korean food. Last year, the opening of a promotional hall for Korean food in Hanoi has also been of great help to Vietnamese consumers who want to know more about Korean food, agriproducts, and food culture. Let us take a closer look at the Hanoi K-Food Promotion Hall.
18 Korea Agrafood
Last year, the opening of a promotional hall for Korean food in Hanoi, the capital of Vietnam, has also been of great help to Vietnamese consumers who want to know more about Korean food, agriproducts, and food culture.
Make, Try, and Experience Korean Food at Hanoi K-Food Promotion Hall MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs) and aT (Korea Agro-Fisheries and Food Trade Corporation) opened the Hanoi K-Food Promotion Hall to promote the great taste and healthy image of Korean food products to Vietnamese consumers and offer them a chance to make Korean dishes by themselves. The promotion hall operated on the premises of the Korean Culture Center in Vietnam for about six months, from June 22 to December 31 last year. It received much attention, attracting some 700 visitors. Inspired by the success of the last year’s project, MAFRA and aT plan to open a promotional hall once again this year with many new and exciting experience activities.
The most popular program with visitors of the Hanoi K-Food Promotion Hall last year was the Korean cooking class. They were able to make and taste various Korean dishes that appeared on Korean TV series and attend lectures about the nutritional benefits of Korean food. Both the cooking activity and lectures received positive responses from participants. Local consumers selected tteokbokki (stirfried spicy rice cake), kimchi-jjigae (kimchi stew), gimbap (seaweed roll with rice), and japchae (stir-fried glass noodles with vegetables) as their favorites among Korean dishes. Tteokbokki is particularly popular among the young Vietnamese for its addictive spiciness. Kimchi-jjigae receives high evaluations as a fantastic combination of the sour taste of kimchi with the soft taste of pork. Many Vietnamese love gimbap because it is easy to cook with ingredients at hand. Japchae is the choice of Vietnamese homemakers for its delicious taste and healthy image as it is made with assorted vegetables.
Vietnamese homemakers are highly interested in Korean cooking classes.
April 2017 19
Special
Identifying Promising Products
Korean Products Most Popular Among Visitors of Hanoi K-Food Promotion Hall Dairy products The birthrate is on a steady rise in Vietnam, and the demand for high-quality baby formula is increasing accordingly, especially among young Vietnamese consumers with relatively high incomes. Recently, Korean dairy companies, such as Maeil Dairies and Namyang Dairy Products, have entered the local market and are supplying baby formulas to large supermarkets and online stores. The Korean fruit-flavored and fruit milk products are winning the hearts of Vietnamese youngsters in their 10s and 20s. Coffee milk and coffee beverages are receiving favorable responses from young female consumers and many local buyers demonstrate their interest in such products.
MAFRA and aT plan to open a Korean pavilion in the F&H Vietnam 2017 fair in cooperation with over 40 Korean food exporters.
Experience K-Food Culture at Food & Hotel Vietnam 2017 Food and Hotel Vietnam (FHV) 2017 will take place in Ho Chi Minh City, the economic capital of the country, for three days from April 25. MAFRA and aT plan to open a Korean pavilion there in cooperation with over 40 Korean food exporters.
Ginseng Korean ginseng is rated very high in Vietnam in terms of its efficacy and awareness among local consumers. However, the prices for Korean ginseng products are just as high, thus only those in the middle and higher-income brackets can afford to purchase them. They buy Korean ginseng as gifts or healthy food for themselves. Among such products, red ginseng extract, powdered ginseng tea, and red ginseng candy enjoy the highest popularity.
Instant noodles: Korean-style instant noodles, or ramen, are highly popular among young Vietnamese consumers. One can easily find major Korean brands, such as Nongshim, Ottogi, and Samyang, in large stores and supermarkets around the country. Currently, Buldak-bokkeum-myeon (with stir-fried spicy chicken) and kimchi-ramen are leading the popularity rankings.
20 Korea Agrafood
The Korean Pavilion Operation Plan
One of the goals of MAFRA and aT’s participation in food exhibitions in Vietnam is to examine the business potential of promising products. The two agencies will exhibit Miraecle products (such as freeze-dried baby food and green tangerine juice) and certified products of the so-called sextic industry and carry out market research to find ways to export these products to Vietnam. Here, “Miraecle”™pronounced similar to the English word “miracle”™combines the Korean words for “future” (“mirae”) and “to be greater” (“keul”), thereby expressing a hope for the miraculous growth of the Korean food industry. “Sextic industry” refers to integration of production with processing and sale in order to form a business eco-system encompassing production and tourism or other opportunities creating more jobs and added value in rural communities.
Promotion of Various Korean Food Products Also on display at the Korean pavilion will be unique Korean products such as processed red ginseng, kimchi, citrus tea with honey, and high-quality fresh farm produce including bell peppers, mushrooms, and strawberries. In addition, the exhibition will serve as a place to introduce healthy food products such vegetable soups, fruit marmalade, aloe juice, and other beverages, in line with the increasing number of health-conscious consumers in Vietnam.
At FHV 2017, MAFRA and aT will concentrate their efforts on exploring the market and promoting Korean food culture. To create new distribution channels, they will seek entry into online stores which are frequently used by local consumers in their 20s and 30s interested in Korean pop culture. The two organizations plan to promote beverages, snacks, and Korean convenience food products that are popular among young consumers. In addition, they will organize events such as a Korean cooking demonstration and tasting of tteokbokki (stir-fried spicy rice cake) and bulgogi (Korean-style barbequed beef) at a Korean cooking studio, which will operate during the exhibition under the name “K-Food Cooking Demonstration.”
April 2017 21
Fresh Food Baked Ginseng
Think You’ve Tried Every Kind How About
of Ginseng Product?
Baked Ginseng? K
A Ginseng Root, Anytime and Anywhere¶ Registered As Common Foodstuff Product in China
22 Korea Agrafood
orean red ginseng is well known as a healthy food. Saponin, one of the main components of ginseng, has been scientifically proven to be effective in preventing cancer and decreasing cholesterol levels, thus every Korean, regardless of sex or age, thinks red ginseng is very good for the body. Korean red ginseng products enjoy wide popularity both at home and abroad. Although traditionally ginseng is processed by decocting or extracting, these days Korean ginseng companies offer a wide range of products including capsules, candy, and jeolpyeon (pounded ginseng). Even in this variety, Ginseng Biotech’s baked ginseng product called “Gusam” is truly unique. It is a convenience product that can be consumed similarly to single-serving fruit snacks such as bite-sized banana pieces or a fruit salad sold in Starbucks stores. Gusam is receiving much attention in Korea and beyond.
April 2017 23
Fresh Food Baked Ginseng
Ginseng Biotech operates its own ginseng farm.
tered and patented by KIPO (the Korean Intellectual Property Office) in 2012.
Sold Online and Offline in China Not as a Health Food but as a Common Foodstuff
Bringing Back Childhood Memories by Developing a New Product Baked ginseng is not a common way of preparing ginseng even in Korea. Kim Su-gyeom, CEO of Ginseng Biotech, says, “I was raised on a ginseng farm, which has been our family business for generations. We used to bake ginseng over a wood fire in the cold winter season while resting and warming up the body. The baking process removes the ginseng smell, softens the root, and makes it as sweet as a banana or sweet potato. It is delicacy of ginseng farmers. I wanted to introduce it to many people and that is why I invented a processed baked ginseng product.� It is easy to have baked ginseng roots for farmers who can cook them over the fire and eat them right away. However, commercializing the baked ginseng is much more difficult as evidenced in the fact that very few products on the market retain the original shape of the root. It took Ginseng Biotech two years of arduous research to create the baked ginseng
24 Korea Agrafood
product. Kim explains about Gusam: “It can be stored for 12 months. Despite the relatively long storage period, the original taste and texture of baked ginseng are maintained because we found the optimal drying time through much research and numerous experiments. Gusam is a natural product made only with fresh ginseng and without any sugar, additives, colorings, or preservatives. The processing method increases not only the ginseng’s sugar content (to 23.4 Brix) but saponin as well.� According to the component analysis conducted in 2014 by Chungcheongnamdo Agricultural Research & Extension Institute, the amount of saponin (32 ginsenoside elements) in Gusam is greater than that in fresh ginseng products. For example, there are 6.80mg/g of ginsenoside Rb1 and 1.73mg/g of ginsenoside Rb2. Both Rb1 and Rb2 are known to be excellent for preventing and treating diabetes, a major threat to human health in the modern era. Ginseng Biotech had its method of manufacturing baked ginseng regis-
To promote Gusam, Ginseng Biotech has been actively participating in food exhibitions in China, Japan, the UAE, and other countries since 2014. Thanks to these efforts, the company signed an exclusive contract with a big distributor in China last February. Gusam is now available at online shopping malls such as We Chat and Alibaba and will soon be distributed through offline stores as well. Kim says, “Gusam for the Chinese market is made with ginseng younger than 5 years. This allows it to be sold as regular food rather than health food, so Chinese consumers can buy it very easily at a local supermarket or an online shopping mall.�
Expanding Export Markets to the UAE and Other Countries by Diversification of Products Ginseng Biotech is working hard to develop new baked ginseng products for export. One such product is Gusam Stick Mix. It is baked ginseng first ground and then diluted with water, available in stick-shaped pouches. Consumers can add it to milk, juice, coffee, or yogurt, or simply squeeze it and have it as is. The company is currently exploring the possibility of exports of bitesized jeolpyeon (pounded ginseng cake) to Dubai. Kim says, “We participated in a food expo held in Dubai and received a positive response from local buyers. The product we offer them is pocket size, individually wrapped and easy to carry. We are also doing our best to further diversify our production line with products that can appeal to consumers in Vietnam, Japan, and other countries.�
Ginseng Biotech participated in many overseas food exhibitions to promote its baked ginseng products.
Inquiries Ginseng Biotech Tel +82-10-6420-6331 (Kim Su-gyeom, CEO) Fax +82-41-362-8899 Email ksk6331@hanmail.net Website www.brg.kr
The CEO of Ginseng Biotech, Kim Su-gyeom (right) and his wife
April 2017 25
Processed Food Frozen Fried Rice
Gondre Steamed Rice
Chicken Breast Fried Rice
Bulgogi Fried Rice
Hanwoomul Producing Processed Rice Products of Uniquely Korean Flavor Prawn Fried Rice
Mountain Herb Steamed Rice
E
ven though eating is one of the greatest joys in our lives, many of us do not or cannot cook. Busy couples working together to make a living, single people living by themselves, the elderly, and many others prefer having a delicious and convenient meal without having to cook. That is why so many frozen foods are consumed these days. When made with safe and healthy ingredients, they may feel like a godsend to many consumers. One company producing these products in Korea is Hanwoomul Agriculture Union Corporation (hereafter, Hanwoomul). Located in Gimje City of North Jeolla Province, it specializes in processing agricultural produce to make convenient-to-use sauces and frozen foods. Its processed rice products™different kinds of fried rice, rice mixed with seasoned vegetables, and rice soup™ retain a unique Korean flavor.
26 Korea Agrafood
Lobster Fried Rice
They use rice produced in North Jeolla Province and various vegetables and herbs including onion, bell pepper, thistle, and radish leaf. The main products are Prawn Fried Rice, Gondre (thistle) Steamed Rice, and Quinoa Steamed Rice. To make it into a meal, you need to microwave the product for 4 minutes and add a sauce. Hanwoomul’s sales in the domestic market exceed US$13 million a year. The high recognition of the products’ taste and quality can be evidenced in the fact that they are supplied to Costco Korea.
Taste and Quality Recognized by Costco Korea
Prawn Fried Rice
April 2017 27
Processed Food Frozen Fried Rice
A Rigorous Quality Management System When the company was first established in 2006, it started with frozen fried rice because it anticipated a rise in the consumption of convenience food. As its expectation came true, sales rapidly increased. At that time, several large companies entered the market, and Hanwoomul concluded an OEM (Original Equipment Manufacturing) contract with one of them. Ohm Sang-hee, the representative director at Hanwoomul, says, “We have been growing fast because our products suit the current trends. An increase in the number of people living by themselves and couples where both people work has led to an expansion of demand for our products. Furthermore, OEM contracts with large companies are significantly beneficial for us to develop our technologies.�
Since the very beginning, Hanwoomul has had an ambition of becoming a global company and hence made much effort to obtain various certifications. For example, the company obtained the ISO 9001 Quality Management System certification in 2008 and received the GAP (Good Agriculture Practices) certification in 2009. It has top-notch production equipment and operates under a rigorous quality management system in order to produce safe food. As a result of these efforts, Hanwoomul succeeded in exporting its products to Canada in 2010 and since then has expanded its markets to Taiwan, the US, and Japan. Last year’s exports amounted to US$35,000. The company is trying to advance further in Taiwan by offering Gondre Steamed Rice under its own brand. It also plans to make a test shipment of Jeonju-style
Hanwoomul’s frozen rice products™Fried Rice and Fried Rice with Green Vegetables™are best sellers at Costco stores in Korea.
Bibimbap and Quinoa Steamed Rice to the US worth US$ 30,000.
Securing the Market by Developing the World’s First Seasoned Rice with Thistle
Automated packaging facilities
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Consumers’ satisfaction with Hanwoomul’s products is very high. The company has been able to achieve it by integrating Korean traditional methods with cutting-edge technologies, using natural ingredients, and consistently investing in R&D. For example, it cooks rice, the basic ingredient of its products, through a traditional iron pot firing method, as opposed to steaming which is thought to produce less delicious rice. At the final stage, the products use IQF (Individual Quick Freezing), a latest technology for freezing foods at a very low temperature, -60‌, which helps to retain the original flavor of ingredients. Hanwoomul’s continuous investment in R&D led played a crucial role in the development of its products with thistle in 2013. Many Koreans enjoy the scent and flavor of rice mixed with thistle. It is also healthy because thistle is rich in Vitamin A, calcium, and other nutrients and contains cellulose which can help to reduce the level of blood cholesterol. By becoming the first in the field to launch a frozen rice
with thistle product, Hanwoomul opened a new market for Korean-style dishes using rice and vegetables and has been holding an unchallenged position in it ever since.
Gondre Steamed Rice
Ohm says, “We are advancing to foreign markets by offering products of the type common all around the world™fried rice™but with Korean characteristics. We also strive to obtain certificates in advanced countries such as the US and the UK. Since our goal is to become a global company, we will approach foreign markets with a long-term strategy.â€?
Inquiries Hanwoomul Agriculture Union Corporation Tel +82-10-9612-1077 (Ohm Sang-hee, Director) Fax +82-63-547-0017 Website www.hanwoomul.kr
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Korea Agrafood Homepage www.kfoodstory.com 28 Korea Agrafood
April 2017 29
Processed Food Tuna Sausage
A Wholesome Snack for Children
!
Tuna Sausage
The tuna sausage is a result of Director Choi Si-kwon’s efforts to find a wholesome snack for his son suffering from an atopic disease.
L
ast February, a series of sales events for Korean tuna sausages was held at four Chinese online stores for infants: (www.muyingzhijia.com) and three power-seller stores
(
, , and ) of China’s largest online shopping mall (www.taobao.com). The tuna sausage product features the Korean animated character Robocapoli, which is very popular with Chinese infants. Unlike other fish sausages, its main ingredient is tuna fillet, so it is rich in unsaturated fatty acids such as DHA and EPA important for infants. Thanks to these merits, the Korean tuna sausage is going viral on the Chinese market as a healthy snack for infants.
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Does not Cause Atopy, Good for Health A new hit in China, the tuna sausage is produced by Miju Mulsan, a food company with over 20 years of know-how in tuna production. The sausage is a result of one father’s efforts to find a wholesome snack for his son suffering from an atopic disease. Miju Mulsan’s director in charge of trade, Choi Si-kwon, ex-
30 Korea Agrafood
April 2017 31
Processed Food Tuna Sausage
The tuna sausage was able to enter the Chinese market thanks to the support of the aT office in Shanghai. Lee Sang-kil, the head of Shanghai aT office, is in the center of the picture (left). The packaging process of tuna sausages (right)
plains: “My son likes ham and sausages, but most of them contain many additives and preservatives, and children like my son, who have an atopic allergy, cannot eat them. My search for a suitable alternative led me to develop the tuna sausage.� He adds, “After many trials and errors, I was able to develop Korea’s first tuna sausage with minimal use of preservatives and additives and maximal tuna content. Recently, I have filed a patent application. My son loves this sausage and has shown no signs of allergic reaction to it.�
High in Tuna Content, Competitive in Price Tuna sausages of Miju Mulsan come in four flavors: original, crab meat, cheese, and yogurt. Even though they contain 58% of fresh, high-quality tuna fillet on average, the price is similar to that of common fish sausages. Choi explains, “The price of the main ingredient, tuna, is generally far higher than that of white fish, but Miju Mulsan, as a company specializing in processing tuna, is able to import the fish without intermediaries, thereby reducing the costs.�
Sold Out at a Chinese Online Market in Just Three Days With the tuna sausage, Miju Mulsan is targeting the steadily growing Chinese baby food market. The product was able to enter the Chinese market thanks to the support of the aT (Korea Agro-
32 Korea Agrafood
Fisheries & Food Trade Corp.) office in Shanghai. The agency discovered the tuna sausage when, at a Chinese buyers’ request, it was looking for a fish sausage different from existing products. It assisted in the process of negotiations between Miju Mulsan and Shanghai J. Holly International Trade Co., Ltd. for a joint development of a tuna sausage for the Chinese market. The test production of the tuna sausage customized for the taste of Chinese consumers took about four months. Featuring Robocapoli on its package, the product was first released on the market in February this year. The 1.9 tons prepared for sales through four online stores were sold out in just three days. Another 8 tons of tuna sausages were exported to China in March. They are mostly distributed through online shopping malls but a smaller volume is also available in duty free shops operated by China Duty Free Group. Miju Mulsan plans to supply the product to offline specialty stores for infants and department stores when the expansion of production facilities is complete. Lee Sang-kil, the head of Shanghai aT office which arranged the export of tuna sausages to China, shares his expectations: “After the sales event on online shopping malls, we have been receiving many inquiries from Chinese buyers about the sausage. I am positive that the product will become a best-seller in the Chinese market.�
Additional Information Health Benefits of the Korean Tuna Sausage - The tuna sausage is rich in healthy unsaturated fatty acids such as DHA and EPA, which are good for improving memory and learning ability. They can also help to prevent dementia and improve allergy symptoms. - Another unsaturated fatty acid contained in tuna, Omega-6, is effective in preventing the skin aging and female diseases such as menstrual pain. - Each tuna sausage has just 20 calories, so it can be used as a snack
Last February, a series of sales events for Korean tuna sausages was held at four Chinese online stores for infants. The unique product gained a positive response from Chinese consumers.
!
when dieting. - Since the sausage contains no sodium nitrite or other additives, it does not provoke allergic reactions.
Inquiries Miju Mulsan Co., Ltd. Tel +82-10-6485-1507 (Choi Si-kwon, Director) Email cns-vision21@hanmail.net
April 2017 33
Processed Food Perilla Oil
Seowondang,
Producing Perilla Oil Consumers Can Trust O
ver 60% of perilla oil is fatty acid and ¡ -linolenic acid (omega-3), which are well-known for their anti-cancer effects and the prevention and cure of arteriosclerosis and high blood pressure. The awareness of these benefits among consumers has given birth to a new trend of having 5 to 10¢ of perilla oil a day. Seowondang Food, located in Wonju City of Gangwon Province, presses this healthy oil in-house and exports it overseas. The company’s president, Kim Bonghyun, started his business because he wanted to offer children a natural, good-for-the-body seasoning in today’s world full of strong-tasting foods.
Production of Safe Oil The strongest point of Seowondang Food is that the company makes it products by low-temperature pressing. Generally, perilla oil is squeezed at high temperatures of 200 to 210‌, which increases the oil’s aroma but also adds benzopyrene, an agent that can cause cancer and other health problems. In contrast, Seowondang Food produces perilla oil at a low temperature of 140‌. The squeezing method also gives the oil its golden color. Kim says with pride, “Our oil does not contain benzopyrene, and the quantities of iodine and acid never exceed the standards.â€?
34 Korea Agrafood
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April 2017 35
Processed Food Perilla Oil
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Harvesting perilla
Perilla with rich scent and flavor Sesame oil is effective in preventing aging and hair loss and stimulating blood circulation.
Kim Bong-hyun, CEO of Seowondang Food, demonstrates the company’s perilla oil products.
Seowondang Food obtains the ingredients™perilla and sesame seeds™ from farms in Hoengseong, Gangwon Province, through contract cultivation. Currently, there are seventeen participating farms. The choice of the region is based on the fact that the clean natural environment and large daily temperature ranges make the flavor of local perilla and sesame particularly rich. In addition, thanks to the proximity, Kim is able to personally visit the farms and ensure no produce from other regions is mixed in. The oil is pressed only from perilla and sesame seeds, without any additives. Moreover, it is never produced in advance but always to order. Kim says, “We only use perilla and sesame grown in ecologically clean areas. I tell farmers, ‘I will take care of the distribution. Your responsibility is to supply good ingredients’.â€?
Favorable Responses from
Japan, China, and North America The rigorous production standards have been duly appreciated by consumers. Even though the company started the production in earnest in January last year, its sales have already reached over US$140,000. Foreign buyers also show a positive response. The company’s exports™ perilla oil, raw perilla oil, and sesame oil™account for over US$53,000 in the overall sales volume. Perilla and sesame oil are shipped to the US and Canada, whereas raw perilla oil is exported to Japan. Kim explains, “A Japanese buyer asked us to reduce the package size from 170¢ to 120¢. We immediately fulfilled his request and he was highly satisfied. Since then, we have been steadily shipping the product to Japan.â€? Negotiations are also underway with a Chinese company. Kim says, “A Chinese manufacturer of walnut oil suggested that we jointly
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produce gift sets with both of our products inside. We are currently discussing the deal with them.� In addition, Seowondang Food operates an education and experience center for children to learn about perilla and sesame. Located at the Wonju Central Market, the center offers a variety of experiential activities including making fried glutinous rice crackers with sesame and perilla, making rice balls, and squeezing perilla oil and sesame oil.
A Promise to Continue Focusing on the Production of Good Products Seowondang Food’s goal for this year is to double its exports to US$ 100,000. To achieve this goal, Kim plans to develop new products and expand the factory and administra-
tive building. He says, “Through my recent experience of exports to Japan, I came to realize that we need more products in addition to Gat Raw Perilla Oil to appeal to the Japanese market. At FOODEX Japan 2017 held on March, I gained an idea to create sauces.� He emphasizes, “Good seasoning is like an invigorant. It is very important to make products in the right way, even if it takes longer to do so. Seowondang thinks beyond just the flavor and scent of a product. We have a mindset that we are responsible for the health of consumers.�
Inquiries Seowondang Food Tel 070-4177-4157 (Kim Bong-hyun, CEO) Fax +82-33-745-4157 Email gatoil@naver.com Website www.seowondang.kr
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An educational and experiential center where children can learn about perilla and sesame is located at Wonju Central Market
Korea Agrafood Homepage www.kfoodstory.com 36 Korea Agrafood
April 2017 37
K-Food Spotlight Portable Stick-Packaged Red Ginseng Extract
Convenient Use Anytime & Anywhere,
Red Ginseng Extract in Stick-Shaped Packages Korean red ginseng products that are offered in stick-shaped pouches are becoming popular among foreign consumers interested in health. The biggest merit of such products is their portability™they can be carried anywhere and consumed at any time. The popularity of Hallyu (Korean culture wave) has also contributed to the consistent rise in their exports. Below, Korea Agrafood introduces our readers to the major brands of Korean red ginseng extract products in stick pouches.
Cheong-Kwan-Jang Everytime
Chunjiin Plus One
Cheong-Kwan-Jang Everytime is the pioneer among portable stickpackaged red ginseng extract products, and the product is also the most popular with foreigners. First released in 2012, it is currently distributed in about 40 countries. The product appeared in Korean TV dramas such as Dokkaebi and Descendants of the Sun. It has many fans among younger consumers overseas in their 20s and 30s.
Chunjiin Plus One is made by diluting red ginseng extract with purified water, which does not affect the main effective components of red ginseng, especially ginsenoside. The producer has obtained the KMF (Korea Muslim Federation) halal certification for its red ginseng extract. The viscosity of Chunjiin Plus One is higher than that of Cheong-KwanJang Everytime and Hansamin Good Day Stick.
Inquiries Korea Ginseng Corp. Tel +1-562-860-2323 (USA), +81-3-5339-2310 (Japan), +86-21-5488-6682 (China) Website www.kgc.co.kr
Hansamin Good Day Stick The main ingredient of Hansamin Good Day Stick is red ginseng cultivated in Punggi County, an area famous for production of high quality Korean ginseng. Its ginsenoside content is about 10% higher than that of Cheong-Kwan-Jang Everytime, but the price is just half of its rival, making it a cost-effective choice for consumers.
38 Korea Agrafood
! " # $ % & ! Inquiries Nonghyup Red Ginseng Website www.hansamin.org
Tel +82-2-2144-7000
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Inquiries Dongwon F&B Tel +1-213-944-5567(USA), +81-3-5363-5376(Japan), +86-21-6278-0931(China) Website www.dongwonfnb.com
April 2017 39
Global YAFF Speaks K-Food
“Spicy and Wholesome Korean Foods Are Popular with the US Consumer”
placed with a delighted face; she seemed to be very fond of the snack and remained close by until the end of the fair. N: I have made quite a lot of memories: sharing Korean food with students on campus, tasting foods presented at the fair, and, of course, interacting with all the people who participated in the event. What are some Korean foods that
The US has been one among
Tell us why you applied for YAFF (Young Agri-Food Fellowship).
are getting positive responses
the top three export markets for
Jennifer Park: I thought it would be an enjoyable experience to hear and see the community’s responses to Korean food products. Whether or not those responses are positive, I thought this experience would provide me with an invaluable insight into the community’s thoughts about Korean food products. Natalia Jimenez: My reasons to join were to learn more about various Korean foods and to support raising awareness about the Korean culture. Also, since I plan to teach in Korea, this is a perfect opportunity to participate in Korea-related events.
these days?
Korean agriproducts for long time. Various kinds of Korean foods are actively distributed in the country through large distributors, supermarkets, and online shopping malls. In this issue, the status of Korean food in the US in assessed by two local univer-
Jennifer Park
What do you think is good about Korean cuisine?
J: For most Americans, it is a challenge to handle foods that are served in a way different from what they are familiar with. Koreans use a variety of cooking methods such as fermenting, boiling, seasoning, and pickling. Prepared in so many different ways, Korean dishes offer a new and different taste for Americans to experience.
most?
J: A growing number of Americans are paying attention to natural, organic, and vegetarian food products. With this in mind, I think Americans will benefit from the Koreans’ focus on raw ingredients that are free from harmful chemicals. They can also consume more nutrients. Furthermore, Korean snacks using sweet potatoes and grains™ingredients Americans are not accustomed to having as a snack™are simple, convenient, and a healthier alternative to the snacks we are used to.
YAFF and why?
J: The Korean food product getting an immense amount of positive exposure lately seems to be the brand of spicy noodles called Buldakbokkeum-myeon, which is going viral on the Internet. If you search “fire noodle challenge” on YouTube, you can find a great number of uploaded videos where people record themselves attempting to consume a bowl of insanely spicy instant noodles.
J: The most memorable incident was when a lady, possibly in her mid-40s, stopped by the 2016 K-Food Fair Los Angeles in Westfield Santa Anita Mall. She seemed very interested in a crunchy rice snack but had a somewhat questioning look on her face. But it was soon re-
N: Recently, I heard many people talk about Korean barbeque. Other dishes that are getting good reviews are bulgogi (thin slices of beef mari-
The 1st YAFF America Welcoming Ceremony hosted by aT office in Los Angeles in 2015
YAFF members helped to inform American consumers of the merits of Korean food through a variety of Korean food promotional events such as K-Food Fair.
sity students, Jennifer Park and Natalia Jimenez.
nated in a soy sauce), kimchi, and japchae (glass noodles with sauteed vegetables) as well as rice cakes and shaved ice desserts.
What has been the most memorable part of your participation in
N: I agree that the Korean dishes have a different flavor as opposed to other foods I have previously tried. Also, the way the food is presented is different. Above all, I love how Korean dishes can be shared with other people, which lets us see all together how great the flavor is and how appealing it is. Which aspects of Korean foods do you think Americans may like the
N: I believe Americans like the fact that you can cook the food yourself when you have Korean barbeque. Even when you order a side dish, it does not come on an individual plate but on a larger plate that can be shared with others. Since there are also many things about Korean barbeque that are similar to American barbeque, Americans may be attracted by those similarities first and from there, they can taste other Korean dishes and food products and come to like them.
California State University Long Beach/Business Administration
Natalia Jimenez California State University Los Angeles/Liberal Studies
40 Korea Agrafood
April 2017 41
Hansik & Hallyu Dakgalbi
œKorean Broadcasting System
Dakgalbi on TV The Return of Superman (broadcast by KBS, Korean Broadcasting System) is a very popular entertainment program where celebrity dads are left to take care of their kids by themselves for 48 hours, without anyone’s help. To celebrate its third anniversary, the program recently gathered all families that have appeared on it. The fathers cooked dakgalbi while their kids were playing in the playground. The children gobbled down their bowls of dakgalbi in the blink of an eye.
Mozzarella Cheese Creates a Milder, Creamier Flavor
The Dish Kids from The Return of Superman Gobbled Down in an Instant: Dakgalbi D
akgalbi™a spicy stir-fried chicken dish™is popular among many foreigners visiting Korea. When the Korean soap opera Winter Sonata made a big hit overseas, the place where the events of the drama unfolded, Chuncheon city, became a mecca for the fans of Hallyu (the Korean culture wave). On their visits to the city, many fans wanted to try local food and discovered the local specialty, dakgalbi, propelling it to the ranks of Korean dishes with global fame. One variation of the dish, which is enjoying popularity these days, is cheese dakgalbi. Topped with mozzarella cheese, it has earned many fans particularly among the younger consumers in Japan.
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Two Servings Cooking Time: 50min 875kcal (one serving)
Main Ingredients 6 chicken legs, a sweet potato, 10 sesame leaves, 100g cabbage, 1/4 onion, shredded mozzarella cheese
Sauce Ingredients 2 tbsp. soy sauce, 2 tbsp. starch syrup, 2 tbsp. refined rice wine, 2 tbsp. gochujang (red pepper paste), 2 tbsp. red pepper powder, 2 tbsp. sugar, 1 tbsp. crushed spring onion, 1/2 tbsp. crushed garlic, 1 tsp. ginger juice, 1 tbsp. sesame oil, 1/2tbsp. ground sesame salt, 1/4tsp. ground pepper 1. Roll sesame leaves and shred them. 2. Slice the onion into strips of 1x4 cm. 3. Wash the sweet potato and cabbage. Cut them into bite-size pieces. 4. Bone and cut the chicken legs. Season with garlic, ginger, and pepper. 5. Put the other sauce ingredients in a bowl and mix them well. 6. Put the chicken in the sauce and marinate for 30 mins. 7. Oil a pan and cook the seasoned chicken over high heat. Add vegetables after the chicken is almost fully cooked. 8. Put on a plate and top the dish with shredded mozzarella cheese.
Korea Agrafood Homepage www.kfoodstory.com 42 Korea Agrafood
April 2017 43
K-Tour _ Azaleas
A Spring Trip to Enjoy Flowers of a Trendy Color in Spring 2017
“Pink Azaleas�
Goryeo Mountain on Ganghwa Island
Fascinating pink has been selected as a color leading fashion trends in the spring of 2017. How about following this trend not only in your fashion style but also on a spring excursion? With Korean azaleas, it is not going to be difficult at all. Koreans have a special connection with azaleas. The flower appears in various literary works, such as “Azaleas� by Kim Sowol. It grows abundantly in the wild in many places you would not expect to see it. The sight of sprouting green shoots and the sweet scent of spring in the April air encourage many Koreans to take trips to view flowers. Let us set off for the places where you can fully enjoy the bold pink of the Korean azalea, a flower strongly associated in Korea with the spring.
44 Korea Agrafood
Ĺ“Korea Tourism Organization
Do Not Miss
Azalea Tea
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n the middle of April every year, the Goryeo Mountain Azalea Festival is organized on Goryeo Mountain of Ganghwa Island. In 2017, the event takes place from April 12 to 23. It is one of the most famous azalea festivals in the country because, due to its proximity to Seoul, it is easily accessible and also because azaleas there tend to stay in bloom longer than in other regions. Since the azalea habitat on Goryeo Mountain is located at the peak of the mountain, at the latitude of 436 meters above sea level, its pink color is very rich and intense. In addition, it makes the mountain a great trekking destination. Five different hiking trails lead to the top of the mountain, each with its own name and merits. You can select the trail matching your preferences and enjoy the beautiful blooming scenery at the mountain top. In addition, the festival hosts exhibitions of art and offers various experience activities, such as face painting with azaleas.
Azaleas can be eaten raw but they can also be made into a tea with multiple benefits for one’s health. To make the tea, remove the stems of azaleas, leave the flowers and leaves to dry, add some honey, and put in a jar for about 15 days. Azalea tea is said to be particularly good for bronchial tubes.
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K-Tour _ Azaleas
Yeongchwi Mountain in Yeosu
Ĺ“Korea Tourism Organization
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ocated in Yeosu, it is one of the three largest habitats of azaleas in Korea. At Yeongchwi Mountain, the flower has grown unrestricted for over 40 years and now covers the territory of 330,000≼, which corresponds to the size of 140 soccer fields. Various events™such as mountain concerts and rituals to pray to the mountain spirit for peaceful travel™hosted between the azalea fields attract many travelers. As a reward from reaching the peak, you have a full view of the sea surrounding the flowers. It looks as if someone painted a picture using just two colors, pink and blue, and the view is truly breathtaking. A courtesy shuttle bus runs between the event venues. In addition to enjoying the mountain and sea views, visitors can experience a marine cable car, marine rail bike, night city tour, and many other local attractions.
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Wonmi Mountain in Bucheon
Do Not Miss
Azalea Wine Along with the widely used “jindallae,� another word for azalea in Korean is “dugyeon-hwa.� It comes from the name of a bird, cuckoo (dugyeon), who is believed to have cried blood-
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f you do not want to leave the metropolitan area, you can travel to Bucheon, which is right next to Seoul. Wonmi Mountain of Bucheon is 123 meters high, so it is rather just a hill. Thus it is easy even for children and the elderly to climb, making it a perfect place for a family picnic. It is also frequented by groups of friends and couples who want to stroll and chat while enjoying the scent of azaleas. Even though the azalea habitat on Wonmi Mountain does not have as long a history as those of Goryeo and Yeongchwi Mountains, it is gaining much popularity these days through word of mouth. Moreover, very close to Wonmi Mountain is Dodang Mountain which features a tunnel created over two decades by 120 cherry trees. Thus, by traveling to Bucheon, you can enjoy two types of spring flowers at once.
soaked tears on the flowers, turning them red. The same word is used in the name of an aromatic wine made by adding azalea to refined rice wine. Dugyeon-ju tastes and smells sweet because azaleas generally can produce more honey than other flowers.
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Ĺ“Korea Tourism Organization
Do Not Miss Pan-fried Sweet Rice Cake with Azalea Petals In traditional Korea, people enjoyed the arrival of spring by going on spring picnics where they had pan-fried sweet rice cakes decorated with azalea petals. You can try those cakes at Yeongchwi Mountain. They are made by kneading glutinous rice flour with hot water, shaping the dough into balls, flattening them and putting the flower petals on top, and frying the cakes in a pan.
46 Korea Agrafood
April 2017 47
Monthly K-Food Chamoe
April K-Food
Chamoe Crispy and SweetÂś Exports Start in April
Oriental melon (Kor. chamoe) is mainly cultivated in East Asian countries™Korea, China, and Japan. Thanks to the abundant vitamin C and potassium, the fruit is considered effective in overcoming fatigue and quenching thirst. The oriental melon from Korea has a bright yellow color and is crispy and sweet. Last May, the Codex Alimentarius Commission registered it under the name “Korean melon.â€? The fruit is cultivated in greenhouses from January to August. Exports overseas™Japan, Hong Kong, Southeast Asia, and other markets™generally begin in April.
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