August 2017 (vol.262) by AgroTrade aT

CONTENTS

ugak B

2017 Vol. 262

www.kfoodstory.com August 2017

K-Food Wins the Hearts of Southeast Asian Consumers

Wholesome & Natural Chips

Hallabong from Jeju Island Enters the Russian Market

THEME Consumption of Korean food is steadily increasing in all major countries of Southeast Asia. Among the top 15 importers of Korean food last year, six were Southeast Asian countries― Vietnam, Thailand, Indonesia, and others. 22

Korean Seaweed Emerges as a Global Food Korea’s First Peach Export Complex

August

SPECIAL I

in Chinese

Korean seaweed is drawing attention in overseas markets as a lowcalorie, healthy snack that even vegetarians can enjoy.

ugak B

SPECIAL II

in Japanese

Korean Tonic Dishes that Will Help You Restore Your Strength and Appetite in the Summer

COVER Fresh Food 22

A-Pink Pigs Out on

Kimchi-bibim-guksu

The EnergyBoosting Korean Tonic Foods

Bugak is a type of chip in traditional Korean cuisine. It is made by covering vegetables or seaweed with glutinous rice starch, leaving them to dry, and then frying them in oil. These days, bugak is emerging in foreign markets as a wholesome snack.

PEACH

Processed Food

in Chinese

Korea’s first peach export complex, Sangju Peach Export Center was created with investments from 25 farmers confident of their ability to cultivate world’s most delicious peaches.

Photo by Park Jong-hee of JH Photography

Vol. 262

Golden yellow Peaches color, Yuja tea Mini-sized pepper, Raon New Vegetables Year’s Dish,Flakes Tteokguk Icebell Creams

HALLABONG

SNACK

in Chinese

Bugak is a wholesome snack from Korea. To make one 35g package of Chili Pepper Hanbugak, the producer uses 10 chili peppers, while Potato Hanbugak is made with three potatoes 130g in total.

in Chinese

Hallabong is a type of Korean citrus fruit. Sweet and sour, hallabong has recently entered the Russian market.

INGREDIENT

in Japanese

JOGUMJA Vegetable Flakes is made with various dried vegetables. It makes cooking with vegetables very simple.

Sweet

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

Juicy 42

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

CONTENTS

Cho Hae-young (for Marketing Support) EDITORS Shin Jang-hyun (Korea Agro-Fisheries & Food Trade Corp.) Lee Young-ju (The Korean Farmers & Fishermen’s News) 38

REPORTERS Lee Hyun-woo (leehw@agrinet.co.kr)

K-FOOD SPOTLIGHT

in Chinese

Korean ice-cream products receive excellent evaluations abroad for distinctive appearance, and wide variety of available flavors.

Park Sung-eun (parkse@agrinet.co.kr) Kim Hyo-jin (hjkim@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho ENGLISH EDITOR Chae Ria, Charles Junn

Globalization of Hansik

TRANSLATORS Park Sung-eun, Kim Hyo-jin, Park Hye-yun, Park Seo-yeong (ENGLISH) / Tamura Yoshihiro (JAPANESE)

/ Park Seo-ran (CHINESE)

GLOBAL YAFF TALKS ABOUT K-FOOD An Interview with Ms. Thao, a YAFF Member, about Popular Korean Foods in Vietnam

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

HANSIK & HALLYU The Dish that Korean Girl-Group A-Pink Pigged Out on: Kimchi-bibim-guksu (spicy noodles with kimchi)

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) SHANGHAI Lee Sang-kil 86-21-3256-6326 (trimy@at.or.kr) QINGDAO Kim Boo-young 86-50-6026-0530 (kby608@at.or.kr)

K-TOUR

in Japanese

With its breathtaking natural scenery, splendid cultural relics, and historical sites of the ancient Silla Kingdom, Gyeongju is a popular tourist destination throughout the year.

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) 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)

Regulars

BANGKOK Yang Jae-seong 662-611-2628 (jamal@at.or.kr) ABU DHABI Song Bong-seok 971-2-622-2195 (bizman@at.or.kr) 04

PHOTO ESSAY Melon farms of Iksan Horticulture Nonghyup

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 06

www.kfoodstory.com

aT BRIEFING

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High Sugar Content: 18-23°Bx High Quality and Food Safety Plenty of Varieties: Kyoho, Shine Muscat, Campbell Early, Delaware, and Many More

Photo Essay

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5 Korea Agrafood

August 2017 6

aT Briefing

aT Briefing aT Launches a “Go to Japan” Project to Boost Exports of Korean Agri-products

aT Gears Up to Advance into Scandinavia The First Korean Agrifood Promotional Event at a Gourmet Festival in Stockholm, Sweden

aT (Korea Agro-Fisheries & Food

Wave” (which refers to the popularity of

of local consumer trends, aT will also fos-

Korean products and interest in Korea

ter promising new products, such as bar-

among youth below the age of 19) is un-

ley, frozen dumplings, and jujube snacks.

derway. A K-Food Fair serving as a large-

Baek Jin-seok, aT’s Food Export

scale trade negotiation venue was hosted

Director, said, “By operating the export

on July 26 and 27. In the next few

expansion project targeting Japan,

months, the project will focus on promot-

Korea’s largest export market, we hope

ing the health benefits of “strategic prod-

to achieve the target of US$10 billion in

ucts,” such as makgeolli (rice wine), kim-

agricultural product exports early as pos-

chi, and ginseng. Based on the analysis

sible.”

Trade Corp.) has launched a “Go to Japan” project to achieve the sales target of US$10 billion in agricultural products. The Korean food pavilion run by aT at Smaka pa Stockholm―the largest food festival in Sweden―and Swedish consumers tasting Korean food at the festival.

The project is designed to ensure continuous growth of Korean agricultural exports to Japan, beyond the record made

dients in Korean food, such as doen-

foods. More than 50% of the respon-

Trade Corp.) has launched a cam-

jang (soy bean paste), and cham-

dents indicated that they were aware

digit growth in the exports in the next two

paign in the Swedish market, with a

gireum (sesame oil). Some 240 peo-

of and had a great liking for Korean

years, setting a new record in 2018. At

view to diversify the export market for

ple who came to the class positively

agricultural products but could not

project launch, the organization injected an additional KRW 1 billion into the effort.

aT (Korea Agro-Fisheries & Food

in 2012. aT plans to achieve a double-

Korean farm products. The cam-

evaluated Wallden’s lecture for its

purchase them because they did not

paign started with promoting Korean

content well-suited to the cooking

know where to buy or how to use

The project is worth KRW 5.8 billion in to-

agricultural products at Smaka pa

habits and palates of Swedish con-

them. To the question how they

tal.

Stockholm, the largest food festival in

sumers. Later, Wallden won the Duel

would recommend promoting

Sweden.

Chefs competition held at the center

Korean agricultural products, the

stage, where she demonstrated

largest group, 42% of the respon-

dishes using doenjang.

dents, responded “with sampling

According to aT, Smaka pa Stockholm―which opened from June 1 to 6―attracted about

aT set up a Korea Hall exhibiting

An online promotional marketing campaign tapping into the “Neo Korean

aT (Korea Agro-Fisheries & Food Trade Corp.) has launched a “Go to Japan” project to achieve the sales target of US$10 billion in Korean agricultural products.

events.” The Paris branch of aT announced

350,000 visitors and sold 200,000

and offering visitors to taste Korean

servings of food. The event was a

agriproducts―kimchi, ramyeon (in-

that it is going to participate in the

mega festival attended by 65 famous

stant noodles), sauces, snacks, and

Korean Cultural Festival to be held on

aT Spreads Awareness of Korean Trends in Thailand

a view to assist the advance of Korean

“We hope that this exhibition helps

dining brands into overseas markets.

Korean dining brands to gain a foothold

In cooperation with eight Korean franchises including BHC and Pizza Maru, aT

local chefs (including Michelin star

teas―that are already sold or likely to

August 12 at King’s Garden in down-

chefs) and many Swedish pop artists

enter the Swedish market. In addition

town Stockholm. With the catch-

who performed on stage during the

to bulgogi (grilled meat), visitors had

phrase “Healthy Korean Agrifoods,”

festival. The Paris branch of aT invit-

a chance to try a dish combining a

the organization will promote a selec-

events and business negotiations with

ed Jennie Wallden, a former

representative Korean sauce―red

tion of products suiting the prefer-

potential buyers. Baek Jin-seok, aT’s

MasterChef champion and a

pepper paste―and a typical Swedish

ences of Swedish consumers, such

renowned local chef with great pas-

food, meat balls.

as fermented foods (doenjang,

Agriculture, Food and Rural Affairs) and

country with a well-developed food cul-

gochujang [red pepper paste], and

aT (Korea Agro-Fisheries & Food Trade

ture and food manufacturing industry. Therefore, it is a crucial foothold for the

sion for Korean cuisine, to conduct a

Meanwhile, the Paris branch of aT

MAFRA (the Korean Ministry of

organized a Korea Hall at the exhibition. It functioned as a venue for promotional

Food Export Director, said, “Thailand is a

cooking class at the Culinary Theater.

conducted a survey of Swedish con-

kimchi), seaweed, black garlic, and

Corp.) participated in Thailand Franchise

The class focused on essential ingre-

sumers with regard to Korean agri-

dried fruit snacks.

& Business Opportunities 2017 which

advance of Korean dining brands to the

proceeded from July 13 through 16, with

Southeast Asian markets.” He added,

6 Korea Agrafood

in the Thai market and expand to neighboring countries.”

The Thailand Franchise & Business Opportunities 2017 fair was held in Bangkok City on July 13 to 16.

August 2017 7

Theme

Building a K-Food Road in

Southeast Asia I

n Vietnam, Youtube videos of young consumers trying famously spicy Korean buldak-bokkeum-myeon (instant

noodles with spicy chicken) are the talk of the town. In Thailand, an increasing number of consumers are fascinated with Korean strawberries. A growing number of halal-

Korean Food Products Win the Hearts of Younger Generations in Southeast Asia Southeast Asia is emerging as a new consumption market due to the region’s continuous economic growth, rapid urbanization, and the expansion of the middle class. Young people in the region are active users of the Internet and smartphones, and they tend to be open-minded towards foreign cultures and imported food. They take up over half of the total population of Southeast Asia, and are expected to grow into a major consumer group in the region. Since the late 2000s, the Korean Wave (Korean popular culture products such as TV dramas and K-pop)

has been forming a new culture among youngsters in Southeast Asia, leading to a rise of interest in Korean food culture and food products. Young Southeast Asians often look up information about ramyeon (instant noodles) and tteokbokki (stirfried rice cake) appearing on Korean dramas using the Internet on their smartphones and purchase, through online stores, Korean snacks they see on advertisements featuring Korean idol groups. Furthermore, many consumers share their experiences of tasting Korean food through social media such as Facebook and Youtube.

Young Southeast Asians even visit Korea to taste Korean food at its country of origin. In fact, the consumption of Korean food is steadily increasing in all major countries of the region. In Vietnam, one of Southeast Asian countries where the Korean Wave enjoys the highest popularity, the import of Korean food increased by staggering 227% in seven years, from US$153.13 million in 2010 to US$5 million last year. Among the top 15 importers of Korean food last year, six were Southeast Asian countries―Vietnam, Thailand, Indonesia, and others.

certified Korean products such as beverages and ramyeon (Korean-style instant noodles) are distributed in the rest of Southeast Asia, including the halal markets of Indonesia and Malaysia. These trends reflect a rise in the consumption of Korean food in the region. Korea Agrafood reports on the current situation of the distribution of Korean food Korean agriproducts―such as strawberry, ramyeon, and processed red ginseng―are actively distributed in Southeast Asia. Young people in the region are active users of the Internet and smartphones, and the Korean Wave has been forming a new culture among them, leading to a rise of interest in Korean food culture.

8 Korea Agrafood

products in Southeast Asia.

August 2017 9

Theme

Strawberry

Ramyeon is the most popular Korean food product among young Southeast Asian consumers interested in the Korean Wave. Experiences of trying Korean ramyeon are often shared through social media. Previously, instant noodles in spicy red broth, such as kimchi-ramyeon, were most popular, but these days, the consumers are fascinated by ramyeon with unique flavors, such as buldakbokkeum-myeon, cheese ramyeon, jjamppongramyeon (with the spicy Chinese-style seafood flavor), and sesame seed ramyeon.

The Korean strawberry sells well in large supermarkets and high-end stores in Southeast Asia especially during the harvest season, from December to April of the following year. Thanks to its high sugar content, pretty shape, and high quality, the Korean strawberry has established itself as a premium fruit in the region. It is hugely popular as a Valentine’s Day gift in Thailand.

Processed Red Ginseng Processed red ginseng products enjoy the continuous love of health-conscious consumers in Southeast Asia. A wide variety of products is popular, from red ginseng extract to powdered red ginseng tea and red ginseng candy. Many consumers purchase Korean ginseng products as luxury gifts. These days, red ginseng extract in single-serve stick-type packages, which appeared in the Korean TV drama “Descendants of the Sun,” is receiving a great deal of attention from consumers in the region.

Beverages Boosted by the Korean Wave, the distribution of Korean beverages is in Southeast Asia is in full swing, mostly through large supermarkets and convenience stores. Korean fruit juices such as aloe, pear, and apple juices are often given as deluxe presents. Korean energy drinks are popular among young consumers in the region. Beverage products featuring famous Korean animation characters such as Pororo are receiving favorable responses in infant food markets in Southeast Asia.

10 Korea Agrafood

Popular Dishes

Ramyeon

Tteokbokki A Korean street food made with chewy rice cake and spicy gochujang (red pepper paste), tteokbokki is well-known to Southeast Asians through frequent appearances in Korean dramas and movies. A relatively lower price, compared to other Korean dishes, further contributes to its popularity. Several Korean tteokbokki franchises have advanced to major cities in the region, including Ho Chi Minh City, Jakarta, and Bangkok. Cup-type instant tteokbokki products, which one can enjoy conveniently at any time, are sold in Korean food stores and large supermarkets throughout Southeast Asia.

Promising Products

Hot Sellers

Popular & Promising Korean Agripro ducts & Dishes in Southeast Asia

Peach Peaches in Korea are harvested mainly in the summer season, from June to August, and exported by air so they are delivered to Southeast Asia in the freshest condition. The biggest importers are Singapore and Malaysia, but the export market is expanding to include Thailand, Laos, Indonesia, Cambodia, and other countries.

August 2017 11

Theme

Interview

What Southeast Asian Buyers Think About K-Food Products

To open the way for promising Korean food products into Southeast Asia, MAFRA and aT signed an MOU with 7-Eleven―a convenience store franchise―in Indonesia last March. The two agencies also dispatched Korean food market development teams to Myanmar to conduct promotional activities targeting local buyers.

Vietnam

Thailand

Indonesia

Nguyen Van Minh

Rossukon Ittatirut

Kevin Lee

CEO of Our Farm

Managing Director of Prothai Co., Ltd.

Assistant Manager of MGH

“Young Vietnamese Are Interested in Ramyeon and Snacks Appearing in Korean Dramas”

“Korean Strawberry Is Popular as a Gift on Valentine’s Day”

“Halal-Certified Korean Food Is on the Rise”

The young generation in Vietnam, those who are interested in the Korean Wave and Korean culture, thinks highly of Korean food as well. They love Korean processed food products such as ramyeon, snacks, and ice cream that appear in Korean TV dramas. They are very open towards and curious about foreign food cultures. To increase the consumption of Korean food in Vietnam, I think it is important to continuously introduce the latest Korean food trends and new products to young consumers there, so that they do not lose their interest in Korean food.

12 Korea Agrafood

An increasing number of Thai consumers are looking for Korean food products. These days, the demand for ramyeon, ice cream, and snacks is growing, and a dried seaweed snack appearing in an ad that features Psy (a famous Korean singer) is also popular. However, since the Thai government is tightening the clearance inspections for imported food products to ensure food safety, Korean exporters need to closely follow the regulations enforced by the Thai government.

Now, more Korean food is purchased by local people than by Korean residents. Korean ramyeon and beverages, in particular, are receiving favorable responses from Indonesians, and the number of local people who look for Korean convenience food is growing. That is not only thanks to the Korean Wave but also because an increasing number of Korean products receive MUI (Majesta Ulama Indonesia) certifications. Thus, highlighting the halal certification marks on product packages can be an effective way to attract more interest from Indonesian consumers.

MAFRA and aT Are at the Vanguard of Cultivating Southeast Asian Markets for Korean Agriproducts MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs) and aT (Korea Agro-Fisheries and Food Trade Corporation) operate Korean pavilions at all major international food exhibitions held in Southeast Asia, including F&H Vietnam (Ho Chi Minh City), THAIFEX (Bangkok), and SIAL InterFood (Jakarta). Their goal is to introduce the latest Korean food trends and promote various Korean food products to Southeast Asian buyers. In addition, they host K-Food Fair series in Southeast Asian countries every year from 2013 to help strengthen the exchange between Korean food exporters and local buyers. This year, MAFRA and aT opened antenna shops in Vietnam, Malaysia, Indonesia, and Cambodia to determine what products look promising for export. An MOU (memorandum

of understanding) signed with 7Eleven, a convenience store franchise, in Indonesia last March is expected to open the way for promising Korean food products into the country. The two agencies are also making effort to pioneer the emerging markets in the region. They operated a Korean pavilion at Food & Hotel Myanmar, a food exhibition held last June, to promote Korean processed red ginseng, healthy beverages, and other products. Sampling events, organized at the exhibition to give its visitors a chance to try popular Korean dishes such as dakgalbi (spicy stir-fried chicken) received favorable responses. In the meantime, MAFRA and aT dispatched Korean food market development teams to Cambodia and Laos to conduct promotional activities targeting local buyers.

Helpful Info Get Assistance from aT Centers in Southeast Asia for Advancing Korean Food Products to Local Markets aT Hanoi Center, Vietnam Tel +84-4-6282-2987 Fax +84-4-6282-2989 Email hanoi@at.or.kr aT Jakarta Center, Indonesia Tel +62-21-2995-9032~3 Fax +62-21-2995-9034 Email jakarta@at.or.kr aT Bangkok Center, Thailand Tel +66-2611-2627~9 (Extension 12) Fax +66-2611-2626 Email atcenterbkk@gmail.com

August 2017 13

Special I

the Japanese use it for sushi. Chinese tourists in Korea never fail to buy seasoned seaweed as gifts for their friends and family back home. In the first half of this year, Korean seaweed export has exceeded US$200 million for the first time, registering a whopping US$268.9 million, which is 49.4% higher than the same period last year.

Seaweed a Korean Side Dish, Rises as a Global Food

In the Spotlight as a Healthy Food Low in Calories and Rich in Nutrition Seaweed’s appeal is in its ex-

紫菜可以說是深受韓攻人喜愛的攻民小菜之一?用紫菜包着剛出鍋的吃熱乎的米飯，味道咸中帶香，可使胃口大增?而今，紫菜的吃法花樣也在不鉤地潼新，調味紫菜侮其他食材相結合向着零食紫菜?紫菜干炸片等食品領域進行頑散? 紫菜在海外市場也蜈受關注?因爲紫菜不僅是熱量低的健康食品，而且也是適合素食者吃的食品?在美攻和斛洲等市場零食紫菜蜈暢銷，而中攻消費者更喜歡調味紫菜，在日本韓攻産紫菜則主要用于做紫菜飯卷?尤其是調味紫菜蜈受中攻消費者的靑器，是中攻游客到韓攻旅游最喜歡購買的旅游贈品之一?由此，今年上半年韓攻産紫菜的出口額也首次突破了 2 億美元大關，創下 2 億

cellent nutritional value and low calories. Five sheets of dried seaweed carry the amount of protein in an egg, while the amount of vitamin A in one sheet of seaweed is equal to that in 2 eggs. Also, seaweed has 16 times the amount of dietary fiber of cabbage and 30 times of that of tangerines. It abounds in iodine, which helps prevent thyroid diseases, and is rich in minerals, vitamins (B1, B2, B6, B12, C, and D), calcium, potassium, iron, and phosphorus. In contrast, it contains few calories and is therefore a perfect food

韓攻人的攻民小菜紫菜，成爲世人所愛

14 Korea Agrafood

o Koreans, seaweed is an endearing side dish to rice. One can finish a whole bowl of freshly cooked rice in a heartbeat by wrapping each spoonful of rice in a slice of roasted seaweed. Warm rice and salty seaweed make a terrific couple. These days, seaweed is undergoing many transformations, turning

into snacks, chips, and other products and pairing with food ingredients other than rice. In overseas markets, seaweed is drawing attention as a low-calorie, healthy snack that even vegetarians can enjoy. In the US and Europe, Korean seaweed is mostly sold in form of snacks whereas the Chinese like seasoned Korean seaweed and

1. Seasoned Seaweed 2. Seaweed Beef Carpaccio 3. Seaweed Sushi 4. India Styled Seaweed Naan 5. Grilled Greek Seaweed Shrimp Kebobs

August 2017 15

Special I

The processing of dried seaweed (top) and the production process of seasoned seaweed (bottom)

for dieters. Many adjustments have been made for the palates of consumers abroad. In addition to seasoned and dried seaweed, Korea now offers seaweed snacks, chips, and other types of seaweed products. The consumption of Korean seaweed snacks with additional ingredients, such as almond and cheese, is increasing in the US, China, Taiwan, Vietnam, and Russia. Bugak, a traditional snack where seaweed is deepfried in oil, is also getting favor-

16 Korea Agrafood

able reactions overseas. Its average saturated fat content is only 2-5% and the caloric value is 50-90㎉ per 30g. The head of Fishery Products Export Department at aT (Korea Agro-Fisheries & Food Trade Corp), Goo Ja-sung said, “Seaweed can be used as a subingredient in many dishes; it can be eaten as a side dish or snack. It has many other advantages as a food ingredient, too. For example, it seldom goes bad during storage or during shipment and has a long distrib-

6,890

美元記湳?侮去年同期相比出口額增加了49.4% ?

ution period.”

以低熱量高營養健康食品走痢

The Target of US$1 Billion in Exports by 2024

紫菜之所以能誥在世界市場上占有一席之地，是因爲營養價値高及熱量低? 5片干紫菜所含的蛋白質含量相芎于一憾鷄蛋所含的量，每片紫菜所含的維生素A含量相芎于2憾鷄蛋所含的量?而且，膳食纖維的含量是卷心菜的16倍和桔子的30倍以上，還富含有助于預防甲狀腺疾病的惟成分?除此之外，紫菜還富含維生素B1?B2?B6?B12?C? D及鑒?鉀?鐵?累等无机物?盡管紫菜富含營養成分，但賓路裏却蜈低，是蜈好的癎肥瘦身食品? 紫菜産品根据海外消費者的口味進行變身也爲紫菜走向世界助了一臂之力? 其産品除了有韓攻人通常吃的調味紫菜和干紫菜等之外，還有紫菜零食?紫菜干炸片等各種形態的紫菜相關産品?紫菜侮杏仁?球酪等各種食材相結合的紫菜零食，在美攻?中攻?臺膿?越南? 俄羅斯等地都是蜈受歡迎的營養零食，産品的消費量也在不鉤增加?捲紫菜進行油炸加工的韓攻傳統零食紫菜干炸片，飽和脂肪含量平均不足2-5%，熱量也不過在50-90㎉(30g標准)左右，是蜈好的營養零食和健康的下酒菜? 韓攻農水産食品流通公社水産出口部 (Fishery Products Export Depart-

具滋星部長介紹道，“紫菜不僅可以芎零食吃，也可以用于小菜等各種食品的配料?且具有保存和運輸過程中不易變質，保質期長及可用于各種食材的優点”? ment)

年麟現出口目標10億美元

2024

韓攻農水産食品流通公社(aT)計琬通過面向世界消費者推出各種韓攻産紫菜，于2024年麟現出口額達到10億美元的目標? 据此，韓攻農水産食品流通公社提出的“新張保皐項目”把重点放在了在新型

aT aspires to achieve US$1 billion in overseas sales by 2024 by offering an even wider variety of Korean seaweed products to consumers worldwide. The organization has set up the “New Jang Bo-go Project” which focuses on promoting Korean seaweed to emerging markets. It dispatches representatives of seaweed exporters to India, Myanmar, Cambodia, Laos, Brazil, Mexico, Kazakhstan, Turkey, Italy, Poland, and South Africa, with the tasks of conducting surveys of local food markets and carrying out promotional fairs and other events. Several promotional events and participation in trade fairs are planned as part of the project in Vietnam, Indonesia, and Singapore. Another direction of the project is to boost promotional efforts by holding K-Food Fairs with the purpose of bringing more publicity in the existing

市場上積極宣傳韓攻産紫菜上?首先將紫菜出口企業派遣到印度?緬甸?柬璵寨? 老坰?巴西?墨西哥?哈薩克斯坦?土耳其?意大利?波蘭?南非等攻家，開展捲芎地食品市場的調査?促銷及宣傳活動?同時在越南?印度尼西亞和新加坡等地開展各種促銷活動及參加博覽繇等活動?在日本?美攻及中攻等現有市場上，也將通過組織開展匠人韓攻食品展 (K-Food Fair)等活動，進一步加强捲韓攻食品的宣傳，幷在美攻的亞馬遜及日本的樂天市場(Rakuten)等購物網站積極開展在陸宣傳? 中長期目標是，爲了保嗇餐飮業捲干紫菜的需求，進一步頑大生産適合壽司用紫菜的種子開屠及基礎設施建設，以海外的酒店及餐館爲捲象進行産品的推銷?除此之外，還計琬面向斛洲和巴西等新興出口攻持樓派遣市場開拓團，積極開展宣傳活動，爲形成紫菜消費文化助一臂之力?

markets of Japan, the US, and China. aT plans to carry out online promotional events on the US-based Amazon.com and Japan’s Rakuten. In the mid-to long-term, the project envisions the development of seeds and expansion of production facilities for sushi seaweed, followed by promotions targeting overseas hotels and restaurants, with a view to supply dry seaweed for dining services. aT will also continue to send market pioneers to emerging export markets of Europe and South America and carry out promotions to encourage the consumption of seaweed in different countires.

Gimbap (Korean seaweed rolls)

Seaweed Dressed Popcorn

<List of The Representative Korean Seaweed Exporters> Company

Tel

E-mail

The Person in Charge

Samhae Commercial Co., Ltd.

+82-2-431-2345

kodj@samhae.com

Ko Dae-jun

Shinan1004 Seaweed Co., Ltd.

+82-61-246-7312

koko9916@yemart1004.com

Park Woo-sung

Manjun Foods Co., Ltd.

+82-31-792-9911

beautifulride@manjun.net

Jung Dong-hoon

Kwangcheonkim Co., Ltd.

070-4333-4517

alexlee733@kckim.kr

Lee Kang-ho

Daechun Laver

+82-41-935-8595

ly60@naver.com

Lee Young-chan

Korea Agrafood Homepage www.kfoodstory.com August 2017 17

Special II

2 How to Beat the Sweltering Heat

Korean Tonic Foods

that Will Help You Restore Your Strength & Appetite in the Summer

n the summer heat, we sweat a lot and lose a lot of energy. One of the ways to replenish energy and avoid exhaustion in the face of this intense heat is to eat tonic foods. Consuming tonic foods to stay healthy in the summer is common in many cultures around the world. The Chinese eat fotiaogiang soup, the Thai resort to tom yum goong, and the Spanish enjoy gazpacho. Koreans also consume tonic foods to recharge themselves with energy in the summer. Many foreigners are already familiar with samgyetang, a Korean ginseng chicken soup which is actively exported overseas. Let us take a look at some other Korean tonic foods.

18 Korea Agrafood

暑さを吹き飛ばせ?食欲を蘇らせる韓國の夏の補養食列傳暑い夏は汗を多くかき?氣力も落ちて體調を崩しやすい?そこで?多くの人?は夏になると?健康維持する補養食を食べる?中國人は佛跳牆?タイ人はトムヤムクン?スペイン人はガスパチョだ?韓國人も氣力を補うための補養食を攝取し?夏を過ごす?今號では?世界的に有名な韓國の夏の補養食である參鷄湯のほかに?おいしく榮養價の高い樣?な韓國の補養食を紹介する?

The Summer Best-seller among Tonic Foods, Yukgaejang

Yukgaejang is a spicy soup made with beef, leek, green bean sprouts, and bracken. It is very common and popular among Koreans. Why do they have a hot and spicy yukgaejang? Hot dishes encourage blood circulation in the extremities and enlarge the blood vessels, thus helping the body release heat and feel cooler. Various kinds of pre-cooked yukgaejang products offered in retort-type packages are available on the market. Most of them are sterilized at a high temperature and pressure, so they can be safely exported abroad, including to countries with the strictest hygiene regulations. The biggest exporters of retort yukgaejang are CJ Cheiljedang (product: Bibigo Yukgaejang) and MDS Korea.

Makes Even a Weak Cow Stronger, Small Octopus

Many old Korean books record the efficacies of octopus. Jasan-eobo (The register of Heuksan fish) written in the early nineteenth century by Jeong Yak-jeon, for example, describes small octopus as follows: “It can be eaten raw, in soup, or as jerky, and helps restore one’s energy. Feed three or four small octopuses to a scraggy cow and the animal will soon become more robust.” A popular small octopus dish, yeonpotang (small octopus soup) features a clean stock and soft octopus meat.

牛もすっと起き上がるナクチ

韓國ではナクチの效能を書いた古文書が多いが?『玆山魚譜』では「ナクチを食べれば?元氣がでるほか?やせ細った牛にナクチを2∼3匹を食べさせれば?力が强くなる?」と記錄されている?ナクチを活用したス－プのヨンポタンは?しなやかなナクチと澄んだス－プがぴったりの料理だ?

夏の補養食の定番?ユッケジャン

ユッケジャンは牛肉とネギ?もやし?ワラビなど各種の野菜を入れ?辛く味付けたス－プだ? 暑い夏?熱くて辛いユッケジャンを食べる理由は何か?熱い食べ物を食べれば?體の隅?の血液循環が活性化され?血管が擴張される?これにより體內の熱が發散され?祺しさを感じるようになる? ユッケジャンは?韓國人が好む補養食であるように?いつでもどこでも簡單に食べられるレトルト製品も樣?發賣されている?高溫?高壓で滅菌處理したために檢疫の問題もなく?輸出も活發に行われている?主要な輸出製品は?CJ第一製糖のビビコユッケジャン?MDS Koreaのユッケジャンなどがある? August 2017 19

Special II

In the Spotlight among Vegetarians, Kong-guksu

Kong-guksu is a dish of cold noodles in a chilled soybean puree. These days, the dish is gaining recognition with foreigners residing in Korea. Samuel Okyere, a Ghanaian television personality active in Korea, appeared on an entertainment program introducing savory foods and shared his experiences with the dish: “When I saw kong-guksu for the first time, I felt it smelled strange and did not want to try it. But it was a big mistake. Kong-guksu’s strengths are in its creaminess and strong taste of beans. It is a really cool dish.” It also receives favorable evaluations from vegetarians.” An instant kong-guksu product has been recently released. Kong-guksu Ramyeon (Ottogi Co., Ltd.) is ready in five minutes.

ベリタリアンから脚光を浴びるコンククス

コンククスは水に戾した大豆を細かくすりつぶして濾して冷やした大豆のス－プをゆでた麵にかけて?キュウリを添えて食べる料理だ?大豆をそのまますりつぶして作ったことから?大豆の成分を全て攝取できる?夏の味覺であるとともに補養食として人氣が高い? 外國人の間でも體によい韓國の夏の味覺として認知度を高めている?韓國で活動中のガ－ナ出身のタレントのサム?オキアは?料理番組に出演して「コンククスを初めて見たときは?大豆の靑臭さがあり?奇妙だった?」と述べ?「でも?食べてみると本當に香ばしくさわやかだった?」と賞贊した?續いて?彼は「私の外國人の友人たちはコンククスを韓國代表の夏の補養食に擧げている?」と付け加えた?ベジタリアンの間でも?好評を博している?最近では?コンククスを簡單に食べられる製品が開發され?脚光を浴びている?オトゥギが開發した「コンククスラ－メン」がまさにその製品だ?ラ－メンのように5分だけで美味しいコンククスを作ることができる? 20 Korea Agrafood

Cool and Refreshing, Chogye-guksu

Chogye-guksu is made by putting cold noodles in a chilled samgyetang broth, adding vinegar and mustard, and putting shredded chicken on top. The flavor is similar to the hot samgyetang but is more sour and refreshing thanks to the addition of vinegar, mustard, and vegetables. Chogye-guksu is considered helpful in reviving the appetite lost due to the summer heat.

さわやかで?祺やかなチョゲククス

チョゲククスは韓國の夏の代表的な補養食の參鷄湯を冷たくして?食酢と辛子で味付けした後?細かく裂いた肉とス－プを入れて食べる料理だ?參鷄湯と似ているが?食酢と辛子?各種の野菜が入ったおかげで?さっぱりした味になり?暑さで衰えた味覺を蘇らせるのに最適だ? 輸出される參鷄湯を活用すれば?簡單にチョゲククスを作って食べることができる?

Byword of Stamina, Grilled Eel

Eel is a byword of stamina food. In Korea, the fish is used to make various dishes―jangeo-gui (grilled eel), jangeojjim (steamed eel), jangeo-deopbap (rice topped with eel), and many more. Among them, jangeo-gui is the most popular. Children enjoy the eel grilled with a simple salt seasoning, while adults prefer the spicy gochujang (red pepper paste) or salty ganjang (soy sauce) seasonings.

燒きウナギ

スタミナ食品の代名詞であるウナギ?ここに? 韓國人は暑い夏になると?ス－プや蒸し物?てんぷらなど樣?な種類のウナギを樂しむことができる?最も大衆的な料理が燒いたものだ?子どもたちは淡白な鹽燒きを?大人たちはコチュジャンを活用した甘辛いコチュジャンヤンニョムクイやカンジャンヤンニョムクイを好む?

Ginseng of the Sea, Abalone

Abalone is often called “the ginseng of the sea” and used throughout the world to recover physical strength. Korea is surrounded by the sea on three sides so it can offer a variety of seafood including abalones. The subtle fragrance of the sea, chewiness, and safety of Korean abalones have earned them a good reputation among overseas consumers. The product is actively exported. Koreans use the abalone in diverse ways. It is enjoyed fresh after trimming and made into steak (with butter and soy sauce). Jeonbokcho (abalone sauteed in soy sauce) is served in restaurants as a premium side dish and jeonbok-juk (abalone porridge) enjoys much popularity for its simple taste and pleasant combination of soft porridge and the chewiness of abalone. The abalone exporters include Chungsan Fisheries Co., Ltd., YJ Fisheries, and Wando Arafood.

海の山蔘?アワビ

韓國は三面を海に圍まれている半島で?アワビが生産されている?韓國産のアワビは日本と香港?東南アジアでその名聲が擴大している?きれいな海で漁獲され?安全で食感もよいためだ?そのおかげで?輸出された韓國産のアワビは?主に海外の有名ホテルやレストランで食材として使用されるほか?高級百貨店で贈答用として販賣されている?韓國人は?樣?な方法でアワビを食べる?生食?バタ－と醬油を活用してアワビステ－キとしても食べる?そのうち?アワビを醬油で煮翔んだアワビの煮翔みは昔から高級食品として名高く?アワビ粥はコリコリした食感と淡白な味が逸品だ?アワビを輸出する主要業者としては?チョンサンパダチャムアワビ營漁組合法人?ヨンジン水産?莞島アラフ－ドなどがある? August 2017 21

Fresh Food Peach

he ample amount of sunshine in Sangju and the climate favorable for the growth of peaches add sweetness and flavor to the fruit. Sangju peaches enjoy great popularity at home and abroad. Operated by the joint efforts of 25 peach farmers, Sangju Peach Export Center first shipped its products overseas in 2010, exporting 9.5 tons of the fruit to Hong Kong, Singapore, Malaysia, Indonesia, and Thailand. Since then, the export volume has been steadily increasing every year.

果汁甛美，在海外暢銷的尙州桃子

Sweet & Juicy Gaining the Spotlight among Consumers in Southeast Asia

尙州地袴酪富的日照量和適合桃子栽培的槐候，使尙州桃子更甛更好吃?味道甛美的尙州桃子在攻內及攻外都蜈暢銷?由尙州地袴的25 家桃子栽培戶聯合成立的尙州桃子出口園袴 (Sangju Peach Export Center)，自2010 年首次捲香港?新加坡?馬來西亞?印度尼西亞和泰攻等地出口9,515kg産品開始，桃産品的出口量都在逐年增加?

成爲在東南亞暢銷的水果

Sangju

Peaches

尙州桃子甛而酪富的果汁不僅深受攻內消費者的喜愛，而且還受到了東南亞地袴消費者的廣泛好評?在每年的桃子收獲期6月末到10月初，都要捲東南亞地袴進行出口，且出口量也呈逐年上升之勢?自2010年首次捲東南亞地袴出口9,515kg以來，到2016年出口量已增加到11万6,662kg，幷已成爲東南亞地袴消費者熱購的水果?隨着“尙州桃子”品牌在東南亞市場被認爲是味道最好果汁最酪富的優質水果，今年的出口量將輕松達到15万1,000kg?

Enjoy Popularity Overseas

Kim Jae-mog, CEO of Sangju Peach Export Center (top), Sweet Sangju peach is becoming popular in Southeast Asia. (bottom)

The sweet and ample juice and soft mouthfeel of Sangju peaches are favorably received not only by consumers in South Korea but also in Southeast Asia. The region’s import of Sangju peaches in late June through early October―the harvesting period of the peaches―consistently grows on a year-to-year basis. Last year,

22 Korea Agrafood

August 2017 23

Fresh Food Peach

Sangju peaches have a high sugar content thanks to abundant sunshine.

Southeast Asian countries imported over 115 tons of the fruit. The brand “Sangju Peach” is now firmly established there and are known for delicious peaches. This year, the export center expects to export over 150 tons of the fruit. Kim Jae-mog, CEO of Sangju Peach Export Center, said, “Sangju Peach Export Center was created with investments from 25 farmers capable of producing the world’s most delicious peaches. Our exports are growing fast these days as we are known to have the trust of many foreign buyers.”

Korea’s First Peach Exporter Compared to other fruits, peaches tenderize more easily because of the summertime respiration. This

24 Korea Agrafood

tendency makes the distribution period short as the fruit quickly loses its freshness and its storage is difficult. Export is thus an even more challenging task. To address these issues, Sangju Peach Export Center built a special distribution facility and introduced an automated fruit sorter. The center puts enormous effort into packaging to ensure that overseas consumers receive products of uniform high-quality in each and every box. Kim said, “We created the foundation for exports by focusing on marketability of the product through investments in sorting and packaging.” He added, “We strive to offer excellent products of uniform quality and maintain stable exports.”

尙州桃子出口園袴法人代憐金在睦說明道，“尙州桃子出口園袴是由具備生産世界最優桃子能力的25家栽培戶共同出資成立的出口園袴?我們生産的桃子在海外客商中有良好的口碑，所以近來出口量也在大增”?

被指定爲韓攻攻內第一獄桃出口園袴

由于夏季的呼吸作用，桃子具有比其他水果更容易軟化的特点?所以桃的保質期短新鮮度下降快且不易保管，因此桃的出口管理幷不容易? 爲了潁決這些難題，尙州桃子出口園袴通過建設桃子流通設施及引進自動篩選机捲産品進行了差別化?而且，爲了保嗇每箱産品的均等優質，在包裝上也下了蜈大的功夫? 金在睦法人代憐憐示，“爲了構建桃出口基礎設施，我們通過加大捲出口桃篩選及包裝的投資，在提高産品的商品性上傾注了心血?尤其是在保嗇沒有壞果的優質商品及持樓保持出口量上做了蜈多努力”? 爲了保嗇海外消費者捲産品的喜愛度，出

To continuously attract foreign consumers with its brand name, the export center offers overseas markets only the peaches with a high sugar content, sorting out all fruits with sugar content below 15°Bx. The food safety is guaranteed through regular pesticide residue tests and strict compliance with related regulations.

Pioneering the Markets of Taiwan and Vietnam Sangju Peach Export Center also places emphasis on the technique of cultivating peaches with the minimal sugar content of 17°Bx. Armed with this skill, the center has been able to advance to Hong Kong, Malaysia, and Singapore, and is now setting its sights on the

1. Sangju Peach Export Center is operated by the joint efforts of 25 peach farmers. 2. Sangju peaches have been exported to Southeast Asia since 2010.

markets of Taiwan and Vietnam. In the case of Taiwan, the center is planning to open exports based on a thorough analysis of the preferences of local consumers and market trends. Kim said, “Since the cultivation methods matter the most in the high-end peach export market, it is important to establish an in-house training facility and invite experts year-round to conduct training of the farmers.” He is convinced that the level of cultivation training decides the quality of the fruit.

Inquiries Sangju Peach Export Center Tel +82-63-238-6730, +82-10-2599-2359 (Kim Seong-jong, Researcher) Email ds5ksj@korea.kr

口用桃還要保嗇達到一定的糖度，糖度達不到 15-16。Bx的桃都要在篩選過程中篩選掉?捲殘留農葯的檢査也要進行2-3次，幷嚴格遵守規定標准，保嗇産品具有最高水平的安全性?

大力開拓臺膿?越南等海外出口市場

爲了保嗇能誥在侮日本産桃子的競爭中取勝，首先在擁有可生産糖度最高可達17。Bx 以上的桃栽培技術上做出了蜈多努力?幷以這些優質産品爲武器，訣産品出口香港?馬來西亞?新加坡等市場之后，將目標確定在了開拓臺膿和越南市場上?捲臺膿的出口，通過捲消費者捲桃産品的取向?口味及消費趨勢等嚴格的市場調査侮分析，得出完全有可能頑大出口量? 金在睦法人代憐憐示，“爲了在桃出口市場上保持最優的品質，最重要的是提高農戶的栽培技術?所以，最重要的是構建自我培訓設施及培訓係統，全年邀請各領域專家進行培訓?”他還强調說，“栽培技術的培訓水平決定産品的質量水平?” August 2017 25

Flower Hallabong

Hallabong Mesmerizes Russian Consumers 上州島柑橘漢拿峰受俄羅斯消費者靑器 Nonghyup Agribusiness Group Inc. on Jeju Island shipped hallabong to Russia on May 6. The fruit entered Azbuka Vkusa supermarkets in Moscow on June 5.

ranges and other citrus fruits are loved by people around the world. The fruits contain ample vitamins and are known to be effective in preventing cancer and obesity. A study conducted by Tohoku University demonstrated diverse efficacies of citrus fruits, including the reduction in likelihood of dementia by 75% if a person eats one citrus fruit every day. A popular Korean citrus, hallabong is drawing attention from overseas consumers for its sweet and sour taste and refreshing fragrance. Nonghyup Agribusiness Group Inc. on Jeju Island has recently started export of hallabong to Russia.

A Treasury of Vitamins Produced in a Clean Natural Environment A major contribution to the beginning of hallabong export to Russia was made by Ivan Melnichenko, President of Russko Co., Ltd., who had lived on Jeju Island for seven years. He fell in love with hallabong when living in Korea and sought to import the fruit to Russia after his return to his home country two years ago. Heo Gyu, Director of Citrus Management

26 Korea Agrafood

橙子等柑橘類水果不僅富含維生素，而且捲抗癌及癎肥蜈有效，所以蜈受衆多消費者的喜愛?据日本東北大縯硏究結果，柑橘類水果具有各種功效，每天吃一憾柑橘類水果可使痴簞症的屠病率癎少1/4?韓攻柑橘類水果之一漢拿峰，以其甛酸鮮爽的味道蜈受海外消費者的靑器?近日，隨着農協金融控股上州地袴本部向俄羅斯出口漢拿峰柑橘，上州島的代憐性柑橘類水果之一漢拿峰也開始受到了全球消費者的關注?

天賜的自然環境中生産的維生素銅庫，漢拿峰

這次上州柑橘漢拿峰成功出口俄羅斯，蜈大的功勞在于在上州島生活7年左右的 (株)Russko董事長Ivan Melnichenko? 在上州島生活期間他就喜歡上了漢拿峰，幷在2年前回俄羅斯時促成了漢拿峰的進口事宜?農協金融控股上州地袴本部“柑橘名品化促進團”的許奎團長說道，“漢拿峰捲俄羅斯人是蜈有效的維生素補充芟?俄羅斯客商的進口意向和我們的出口意向都蜈强烈，所以，自然就麟現了這次的出口”? 這次出口的總量約有4.3菫?5月6日通過釜山港屠出的漢拿峰格俄羅斯的符拉迪沃斯托克，于6月5日到達了莫斯科的超市 August 2017 27

Flower Hallabong

Interview

Ivan Melnichenko, President of Russko Co., Ltd.

微訪談/Ivan Melnichenko (株)Russko董事長

with them.” After returning to Russia, Melnichenko tried to import the fruit and has just finished the first sales promotion for hal-

Ivan Melnichenko started import of hallabong to Russia for a simple reason. He fell in love with the fruit when he tried it while living on Jeju Island. His wife and son also like the fruit. Melnichenko said, “When we lived on Jeju Island, we brought hallabong with us every time we traveled to Russia. My Russian acquaintances tried it and liked the taste. It was very popular

Organization in Jeju Regional Headquarters of Nonghyup Agribusiness Group Inc., said, “Hallabong can be an excellent vitamin supplement to the Russian people. We were able to start sales to the country because the Russian buyer’s commitment to import and our commitment to export were equally great.” This time, the export volume was 4.3 tons. Departing from Busan on May 6, hallabong went via Vladivostok to Azbuka Vkusa, a supermarket chain in Moscow, arriving on June 5. It was a pilot project designed to bring publicity to hallabong in Russia. Heo said, “The consumer reaction was very positive. Russian consumers who tried hallabong at the promotional event noticed not only the unique shape of the fruit but also liked its taste and scent.” He added, “We received such a good reaction that Russian counterparts are ready to discuss next year’s sales volume.”

labong. He said, “Hallabong is my favorite among citrus fruits. Other Korean fruits such as strawberries and apples are also delicious.” He already suggested a contract for the next year’s hallabong harvest. Melnichenko shared his plans, saying, “Korean farm products have a good image in Russia as excellent in quality and affordable in price. We are going to promote Korean farm products to the Russian middle class. Having started with hallabong, I will try importing other Korean fruits, such as apples and strawberries later this year.”

董事長開始捲俄進口漢拿峰的契机蜈簡單?那就是在上州島吃過后喜歡上了漢拿峰的味道? 他的妻子和傅子也都蜈喜歡吃漢拿峰? 他回顧說，“每次從上州島回俄羅斯時，我都要買一些漢拿峰帶回去?俄羅斯的朋友們吃過漢拿峰后也都說漢拿峰又甛又好吃”? 他于2年前回俄羅斯后開始了漢拿峰的進口，幷成功擧辦了首次漢拿峰促銷活動?他說，“在俄羅斯市面上銷魔的柑橘類中漢拿峰的味道最好?不僅是漢拿峰，草撻、掠果等韓攻水果也都是眞的非常好吃”?他捲進口産品也蜈積極，已向農協提出要簽訂明年的漢拿峰出口合同? Ivan Melnichenko董事長還憐示，“韓攻産農食品價廉質優，在俄羅斯消費者中的印象蜈好?我們計琬以俄羅斯中高收入階層爲目標進行韓攻農食品的銷魔”?他還憐示，“以這次進口漢拿峰爲契机，今年將訣樓進行捲掠果? 草撻等韓攻産農食品的進口”? Ivan Melnichenko

With Hallabong as Pioneer, High Expectations for Other Korean Farm Products in Russia The positive reception of hallabong in Moscow indicates good potential for other Korean farm products in the Russian market. With a population of about 20 million people, Moscow is a large consumer market even by Russian standards. One additional boon for Korean exporters is that sales of farm products from 28 western countries are banned in Russia until December. Heo said, “Russian buyers are showing interest in Korean strawberries and apples as well, so we hope that we can export not only hallabong but also other fruits.”

Inquiries Nonghyup Agribusiness Group Inc. (Jeju Regional Headquarters) Tel +82-64-720-1342, +82-10-9074-1467 (Oh Jun-hyup, Manager) Fax +82-64-758-1726 Email junzone7@nonghyup.com

Additional Information A Story of a Delicious Citrus Fruit from Jeju Island The temperate oceanic climate of Jeju Island offers optimal conditions for cultivating citrus fruits, such as plenty of sunshine, fertile volcanic ash soil, and clear wind. Grown in this favorable environment, Jeju citruses abound in anti-cancer components, such as carotenoids and flavonoids, and have plenty of vitamin C, which is known to be effective for skin care and fatigue removal.

Hallabong literally means “the peak of Halla Mountain” and was named so for the bump on its top. Suitable for a diet because it contains few calories, hal2

28 Korea Agrafood

1. Hallabong just before harvesting 2. Only hallabong with high sugar content are exported. Their sweetness is checked with a non-destructive fruit grader.

labong can be eaten fresh or processed into tea, marmalade, and other types of food. The harvest period is from November to May of the following year.

A Russian buyer, Ivan Melnichenko, President of Russko Co., Ltd., examines hallabong.

連鎖店Azbuka Vkusa?這次出口主要是嘗試性的出口，意在讓俄羅斯消費者更多地了潁漢拿峰，結果蜈成功?許奎團長說道，“通過産品的促銷活動品嘗到漢拿峰的俄羅斯消費者，不僅捲漢拿峰特殊的形狀感興趣，而且捲其味道也憐現出了好感，反映良好?産品在俄羅斯取得了良好的結果?”許團長還强調說“已有客商提出要簽訂明年進口産品的合同”?

漢拿峰打頭陣，期待捲俄出口各種韓攻農食品

這次漢拿峰促銷活動的成功擧辦，爲今后漢拿峰及各種韓攻農産品的捲俄出口帶來了新的期待?莫斯科約有2,000多万人口，是俄羅斯內非常大的消費市場?到今年12月爲止，俄羅斯禁止進口西方28憾攻家生産的農食品也捲韓攻出口企業産生積極的作用? 許團長捲其他農産品的出口也充滿了期待?他說，“客商憐示，味道酸一点也完全可以在市場上銷魔，幷捲草撻和掠果也憐現出了極大的興趣?由此，除了漢拿峰以外，其他水果捲俄出口的可能性也蜈大”? August 2017 29

Processed Food Bugak

Have Healthy Vegetables in a More Delicious Way with A Wholesome Traditional Snack Adjusted for the Taste of Modern People

捲辣椒、胡蘿卜等蔬菜按照現代人的口味進行加工的健康零食

30 Korea Agrafood

Hanbugak 健康蔬菜的美味吃法!“韓-油炸蔬菜” N

Just a Year after the Release in Korea

Entering the Global Market

Bugak is made by covering vegetables or seaweed with glutinous rice starch, leaving them to dry, and then frying them in oil. It is often served as a side dish or accompaniment to alcoholic drinks at family events such as gatherings on traditional holidays or weddings. These days, bugak is coming into the spotlight as a nutritious snack for children and a low-calorie food for dieters. Established in 2015, Sobaeksan Arae is a company specializing in the production of bugak. It succeeded in exporting its products overseas just a year after launching its brand, Hanbugak, in the domestic market. Jeong Eui-do, director of Sobaeksan Arae, says, “Our products caught the eye of a foreign buyer thanks to a differentiated production technique, and we were happy to jump into export business so early. Our main advantage is that we use more natural ingredients than other bugak-producers. In addition,

owadays many consumers have a keen interest in safe and healthy food. They feel especially uneasy about processed foods that contain a lot of artificial additives. In addition, the demand for wholesome snacks that retains the flavor and color of the original natural ingredients is increasing around the globe. In light of those trends, bugak (vegetable or seaweed chips), a Korean traditional snack, is attracting great interest from foreign consumers. Korean company Sobaeksan Arae produces bugak under the brand name “Hanbugak.” Their products embody the concept of a traditional food recreated for the taste of modern people.

近來，消費者捲安全又健康的食品的關心在侮日俱增。由此，許多消費者躬心吃到含有各種人工添加芟的加工食品，且捲利用天然材料加工而成的原汁原味健康零食的需求在全球範圍內增加?韓攻的傳統零食“油炸蔬菜(Bugak)”也是近來海外消費者靑器的健康零食之一?本期 Korea Agrafood就爲舅介紹“小白山下(Sobaeks an Arae) ”食品企業按照現代人的口味進行加工的新槪念餠干“韓-油炸蔬菜(H anbugak)” ?

韓油炸蔬菜”上市不到一年進入海外市場

“ -

油炸蔬菜是捲收拾干淨的山菜類或海藻類，用構米糊進行棨漿基干后油炸出的韓攻傳統食品?油炸蔬菜也是以往過節或婚饑等家庭活動時餐腋上吃飯喝酒不可缺少的珍貴食品之一?近來，隨着油炸蔬菜成爲大衆化食品，已演變成傅童的營養零食和女性的癎肥食品?“小白山下”是一家2015年初成立的油炸蔬菜生産企業，其推出的“韓-油炸蔬菜”品牌産品上市不到一年便成功地麟現了捲外出口? 小白山下公司的鄭義道理事說道，“借助差別化的生産技術，我們的産品被海外客商所相中，這也使我們比預期更快地開始了捲外出口?原材料使用比例高于其他油炸蔬菜産品，廓乎沒有油宮性及脆感持久 August 2017 31

Processed Food Bugak

distribution or shipment. Due to the amount of time and effort to make the products, Sobaeksan Arae does not produce large quantities of bugak but focuses on the taste and quality that can satisfy the consumer.

First Export to the US…Advances into Canada and Southeast Asia

Sobaeksan Arae released Hanbugak in the domestic market in early 2015 and in less than a year made the first shipment of its products to a supermarket in New York City (the left). Due to the amount of time and effort to make bugak, Sobaeksan Arae does not produce large quantities of bugak but focuses on the taste and quality that can satisfy the consumer (the right).

our bugak has little fat, yet it retains its crispiness for a long time.”

Ten Chili Peppers in Each Package of Chili Pepper Bugak…An Abundance of Nutritional Benefits from Vegetables Hanbugak of Sobaeksan Arae comes in six flavors: chili pepper, carrot, potato, burdock, pumpkin, and seaweed. The main ingredients are produced in the environmentally clean areas of North Gyeongsang Province. Seaweed comes from the coast of South Jeolla Province, which is the main seaweed-producing area of Korea. Only natural ingredients and no artificial additives are used. Each package weighs 35g. To make one package of chili pepper bugak product, the company uses 10 chili peppers; the potato bugak is made with three potatoes 130g in total; the carrot bugak is made from 150g of carrots. Chou Koung-hee, CEO of

32 Korea Agrafood

Sobaeksan Arae, says, “Modern people have a low intake of vegetables. Hanbugak helps them to have more nutrition from vegetables. To differentiate our products from the rivals, we make them with a lot of natural ingredients, so our products are high-quality bugak. We use unrefined raw sugar instead of white sugar in consideration of consumers’ health. We also use only salicomia herbacea salt, which is a healthy type of salt. Although the cost of ingredients is high, we are happy to please the mouths of consumers with wholesome snacks made of good ingredients.”

Most of the Production Done by Hand Most of steps in the production process of Hanbugak are performed manually. Making half-finished bugak takes five to seven days. Then, the bugak is left to mature for about three months. The final product is prepared the day before the

等都是我們油炸蔬菜産品的最大優点”?

炸辣椒片每袋使用10憾辣椒…富含蔬菜營養

小白山下的“韓-油炸蔬菜”産品的種類共有炸辣椒片?炸胡蘿卜片?炸薯片?炸牛蒡片?炸面瓜片?炸海苔片等六種?“韓油炸蔬菜”産品所使用的辣椒?胡蘿卜?土豆?牛蒡?面瓜等原材料，全部都是産自慶尙北道的純淨農産品?海苔則採用在全羅南道沿海養殖的産品?如前所說，“韓油炸蔬菜”産品的特点是不含任何人工添加芟，且原材料的使用比例高?“韓-油炸蔬菜”所有産品的包裝重量都是35g，而麟際上，炸辣椒片每袋包裝使用10憾辣椒，炸薯片使用三憾130g大小的土豆，炸胡蘿卜片使用一整根150g重的胡蘿卜? 小白山下的董事長秋敬嬉說明道，“捲于缺少蔬菜攝取量的現代人來講，通過吃“韓 -油炸蔬菜”可以補充蔬菜酪富的營養?爲了郞現侮其他油炸蔬菜産品的差別化，我們不僅提高了主材料的使用比例，還爲了消費者的健康，利用未格提純加工的原糖( 甘蔗)代替白糖，幷用健康食鹽代替了精制鹽”?秋董事長還說道，“盡管這鹿做材料成本也繇提高，但是用更好的材料生産更健康的零食，讓消費者滿意是我們的心愿”?

Sobaeksan Arae released Hanbugak in the domestic market in early 2015 and in less than a year made the first shipment of its products to a supermarket in New York City. By early 2016, Hanbugak reached the stores of Seattle. Exports to the US were proposed by an American buyer who appreciated the taste and quality of Hanbugak products. Following its success in the American market, Sobaeksan

Arae started actively promoting its bugak to foreign buyers through export consultation events. As a result, the company has been able to expand its markets to Canada, Malaysia, Singapore, and Vietnam. Chou shared her aspirations, saying, “We will soon release new products―with apple and lotus root flavors―to appeal to diverse tastes of foreign consumers interested in healthy food. We will put much effort into raising the awareness of Korean bugak as a wholesome snack around the globe and promote our high-quality products.”

“韓-油炸蔬菜”的大部分生産過程都是由手工作業完成?通常，生産油炸蔬菜半成品需要5-7天時間?半成品的熟成時間大約在3憾月左右，最終的完成品是在銷魔或裝船的前一天生産?由于生産過程需要這鹿多的時間和努力，所以小白山下雖不能進行大量生産，但將重点放在了讓消費者滿意的産品味道和品質上?而且，爲了便于消費者食用，産品採用一次食用量的小包裝，幷且爲了保嗇産品的安全及保持産品的品質，包裝材料使用了聚丙臭(PP)? CEO of Sobaeksan Arae, Chou Koung-hee

Inquiries Sobaeksan Arae Co., Ltd. Tel +82-54-633-2488, +82-10-3484-2484 (Jeong Eui-do, Director) Email hanbugak@naver.com Website www.hanbugak.kr

Additional Information Hanbugak of Sobaeksan Arae comes in six flavors: Potato, Carrot, Chili pepper, Burdock, Seaweed, and Pumpkin

Various Hanbugak Products to Choose According to Your Taste Chili Pepper Hanbugak is recommended for spicy flavor lovers. Burdock Hanbugak is targeting female consumers interested in losing weight. Carrot Hanbugak and Pumpkin Hanbugak are good for children because they have a sweet flavor and are rich in vitamins. Aromatic and low in calories, Potato Hanbugak and Seaweed Hanbugak make a great accompaniment to alcoholic drinks.

生産過程大部分是手工作業

首次出口到美攻…進入加拿大? 東南亞市場

小白山下于2015年初推出“韓-油炸蔬菜” 品牌后，芎年年末便進入了美攻紐約市場? 幷于第二年初在美攻的西雅詭也開始銷魔“ 韓-油炸蔬菜”産品?這是由美攻的進口商首先關注“韓-油炸蔬菜”産品的味道和品質，幷提出進口産品要求所取得的成果?此后，格小白山下公司堅持不懈地參加各種出口洽談繇，面向海外客商積極宣傳油炸蔬菜，使出口市場頑大到了加拿大?馬來西亞?新加坡?越南等攻家? 秋敬嬉董事長憐示，“爲了滿足重視健康生活的海外消費者的各種口味需求，我們葉將推出炸掠果片?炸蓮藕片等新産品”? 翡還憐示，“我們將在海外市場上積極宣傳韓-油炸蔬菜”産品的味道和品質，以提高世人的健康零食油炸蔬菜的知名度”? August 2017 33

Processed Food Vegetable Flakes & Ball

verybody knows consuming a lot of vegetables is good for one’s health, yet it is not easy to have vegetables in every meal. Drawing the attention of consumers in Korea these days is a series of products developed to address such inconvenience and ensure everyone has easy access to vegetables. It includes Vegetable Ball, Vegetable Flakes, Vegetable Tea, and Ginger Slices developed by Clear Spring Nature Education Farm. Made with various dried ingredients, the products make cooking with vegetables very simple.

簡便な健康野菜? 加工食品として輸出市場を開拓

Pioneering Overseas Markets with Convenience Food Made with Healthy Vegetables

34 Korea Agrafood

Mixed Vegetable Ball and Vegetables & Mixed Grains, 9 Dried Vegetables to Add to Rice or Stew Cho Keum-ja, CEO of Clear Spring Nature Education Farm, explained, “We were trying to figure out how to help kids enjoy vegetables and started by experimenting with the adding of vegetables to rice.” She introduced JOGUMJA Vegetable Flakes, saying, “It took us three years to create Vegetable Flakes. The product is made with nine vegetables including burdock, carrot, radish, beet, sweet potato, potato, pumpkin, shiitake, and curcuma. All you need to do is to put it in a rice cooker when making rice.” The greatest merit of the product is that it promotes a healthy habit of eating vegetables and mixed grains. It is easy to make and the consumer gets a balanced nutrition from nine different kinds of vegetables and grains. When Vegetable Flakes appeared on a home shopping channel in 2016, it raked in a record KRW 2 billion in sales in just ten months. Another popular product of Clear Spring Nature Education Farm is JOGUMJA Vegetable Ball. Made

Vegetable Ball is made with nine wholesome vegetables.

野菜を多く攝ることが健康につながるという事實は?誰もが知ってはいる?しかし?實際に食事のたびにそれを守って食べるのは容易ではない?これらの不便さを解決し?誰もが簡單に野菜が食べられるよう?アイディア商品として開發された商品が注目を集めている? マルグンセンムル自然敎育農場が開發した混合野菜ボ－ルと野菜雜穀?野菜茶?ピョンガンは10種類あまりの野菜を乾燥させて?ミックスした商品で?消費者が容易に調理できるように作られたものだ?

簡便な混合野菜ボ－ルと野菜雜穀…9種類の乾燥野菜をご飯やチゲに

マルグンセンムル自然敎育農場（有）の趙金子（チョ ?クムジャ）代表は?「子どもたちが野菜に對する抵抗なしに?おいしく野菜を食べられる方法を硏究したところ?ご飯を炊くときに野菜を入れる方法をきっかけとして?多くの硏究を行ってきた?」とし?「3年間の硏究の末に開發した野菜雜穀はゴボウ?人參?大根?ビ－ツ?サツマイモ?ジャガイモ?カボチャ?椎茸?カブなどの9 種類以上の野菜で構成されて?食事のたびに戾さなくも? ご飯を炊くときに炊飯器に入れるだけの簡便な食品として作られた?」とし?「趙金子野菜雜穀」の開發過程を說明した? この製品は?子どもたちが幼いときから野菜に抵抗感なしに食べられるように?野菜雜穀として健康な食習慣を維持することが最大の强みだ?9種類の野菜の榮養成分をバランスよく攝取でき?雜穀のように簡單に食 August 2017 35

Processed Food Vegetable Flakes & Ball

CEO Cho Keum-ja developed Vegetable Ball and Vegetable Flakes to make cooking with vegetables easy for consumers.

with six essential vegetables―pumpkin, carrot, potato, onion, shiitake, and red onion―it is ready after 10 minutes of soaking in water, and can be used to make bibimbap (rice mixed with vegetables), japchae (potato noodles stir-fried with vegetables and meat), or doenjang-jjigae (bean paste stew). JOGUMJA Vegetable Tea (which lets you have 13 vegetables in an easy way) and JOGUMJA Ginger Slices (made with ginger fermented with licorice) are also receiving positive reviews.

Patented Manufacturing Process… Used in Various Dishes Clear Spring Nature Education Farm purchases ingredients for its products from nearby farms through contract cultivation and uses only the vegetables that meet safety requirements. The company also has its own, patented manufacturing technology. Through dehydration, the weight of the fresh vegetables is reduced by over 80%, and the distribution period is extended to one year, which is advantageous for both distribution and marketing. To have rice with JOGUMJA Green Flakes, there is no need to soak the flakes in water beforehand. The product is simply put in a rice cooker along with rice just before pressing the “start” button on the cooker. It can be also added to baby food or stew. Furthermore, Green Flakes can be used for stir-fried rice, bulgogi

36 Korea Agrafood

べることができる?2016年には?公營のホ－ムショッピングを通して?放映した結果?10ヶ月間で史上最高販賣額となる實に20億ウォンの販賣記錄を達成した? マルグンセンムル自然敎育農場（有）が市販する野菜雜穀に加えて?人體に必要な6種類の野菜であるカボチャ?人參?ジャガイモ?玉ネギ?椎茸?赤玉ネギなどを簡單に10分ほど水でし? ビビンバやチャプチェ?テンジャンチゲに入れて食べることができる「趙金子野菜ボ－ル」も大人氣となっている?最近では? 13種類以上の野菜をどこでもティ－バックで食べられる「趙金子野菜茶」の發酵したショウガを枾酢で熟成させて高級化した健康食品の「趙金子の健康ピョンガン」も好評を博している?

製造工程の特許を保有…樣?な料理へ使用

生産する商品の原料は近隣農家との契約栽培を通して買取を

Vegetable Flakes, containing nine different vegetables, can be used for doenjangjjigae (bean paste stew) or as toppings for rice.

(grilled meat), and pizza after soaking in water for over 5 minutes. One package of JOGUMJA Green Ball (no need to soak) is enough to make a delicious bean paste stew or vegetable jjamppong-ramen. To make vegetable pancakes or japchae, soak the contents of a JOGUMJA Green Ball package in water for 10 minutes.

Export to the US Started in March and Has Already Elicited Positive Reviews and More Orders Cho says with pride: “Our products are favorably received at home and are getting positive reviews as health food in the US. We shipped the first batch to a supermarket in New York City in March 2017. The repurchasing rate was so high that we shipped the second batch in May and are preparing the third shipment this month.” With its healthy image, JOGUMJA Green Ball is recording high sales in Korea through home shopping TV channels and online shopping malls. Clear Spring Nature Education Farm is planning to supply all four products to three supermarkets in New York and New Jersey. Moreover, it will also expand the production and storage facilities to meet a growing demand in local and foreign markets.

しており?安全性の面で徹底した管理を經た野菜のみを原材料として使用している?特に?マルグンセンムル自然敎育農場（有）は?他社が眞似できない製造方法を特許として保有しており?おいしさと食感の維持と一塊になった野菜が碎けることを防止し?それぞれの野菜の性質によるご飯と合う味などから優れている? 野菜を乾燥させて商品化したこの製品は?自然の野菜に比べて重量を80％以上減らすことができる?賞味期限も1年以上維持することができ?流通とマ－ケティングの面で多くの强みがある? 「趙金子野菜雜穀」は?炊飯時に戾すことなく?スイッチを押すときに入れて?食べることができる?また?おかゆや離乳食?チゲを作るときも食事の調理時からすぐに入れて食べることができる?このほかに?チャ－ハン?プルコギ?ピザに使用するときは?5分以上水で戾し?調理時に簡單に入れて食べられるように商品化された?「趙金子野菜ボ－ル」は?野菜のテンジャンチゲと野菜ちゃんぽんラ－メンに水で戾すことなく? 野菜ボ－ル1個を入れて食べることができ?野菜ジョンや野菜チャプチェには10分だけ戾して料理すれば?おいしく食べることができる?

今年3月に米國へ初輸出…現地の反應も良好で追加輸出も

マルグンセンムル自然敎育農場（有）の趙金子代表は?「最近? 製品が國內で消費者に好評を博したのに續き?米國でも本製品を求める消費者が增えている傾向」とし?「2017年3月に初めて?米國のニュ－ヨ－クの現地の小賣店へ初めて輸出したが?現地でリピ－タ－の需要量が增えるとともに?今年の5月に2次輸出? 7月に3次輸出が行われている?」と海外の消費者も健康食品として多く購入していると說明した? 國內外で「趙金子野菜ボ－ル」に對する健康食品という認識が廣がるとともに?ホ－ムショッピングとオンラインを通した販賣量も急速に增えている?これにより?マルグンセンムル自然敎育農場（有）は4種類の製品を米國のニュ－ヨ－クとニュ－ジャ－ジ－にある小賣店の3ヶ所で輸出量を追加で增やし?不足する供給量の擴大のために?生産施設と貯藏施設を大幅に增やして?輸出と內需擴大に積極的に對するという計畵だ? Inquiries Clear Spring Nature Education Farm Tel +82-63-533-3845 (Cho Keum-ja, CEO) Fax +82-63-537-3845 Email ks3845@hanmail.net

Cho actively participates in international food fairs to promote Vegetable Ball and Vegetable Flakes.

Korea Agrafood Homepage www.kfoodstory.com

August 2017 37

K-Food Spotlight Ice-cream

Ssamanco

Korean Ice-cream:

Ssamanco is an ice-cream sandwich shaped like a fish. It is filled with creamy vanilla ice cream and a sweet red-bean paste. Thanks to its unusual shape and great taste, it has been receiving love from Korean and foreign consumers alike for over 25 years, since the product was first released in 1991.

Unusual Shapes, Unique Flavors 形狀及味道糾特的韓攻領淇淋

閃魚Ssamanko: 閃魚Ssamanko是一種形狀似閃魚，在閃魚餠干內裝有香草領淇淋和整粒紅小豆糖漿的領淇淋?産品自1991年上市以來，以其糾特的形狀一直深受消費者的喜愛幷在海外也蜈暢銷?

Melona Melona ice cream delivers the soft sweetness of melon and features a unique chewy texture. The product is extremely popular in Brazil. The country’s public broadcast network EBC even filmed a report on the secrets of Melona’s flavor and popularity.

是一種高級水果甛瓜味十足的領淇淋?具有特殊的“筋道”嚼感也是産品的秘訣之一?巴西攻家傳播公司 (EBC)在電視節上還專門捲Melona的味道和暢銷秘訣進行了採訪和報道? Melona: Melona

Inquiries Binggrae Co., Ltd. E-mail expert@bing.co.kr

Tel +82-2-2022-6372 (China Dept.), 6373 (Americas Dept.) Website www.bing.co.kr

Snow Ice This is a premium slush offered in pouch-type packages. Flavor options include coffee, milk, banana, yogurt, and many more. Sold in Korea under the brand name Seolleim (which stands for “snowlike icy drops of dew”), it really feels like eating snowflakes.

是一種採用Tube領袋包裝的高圭領沙産品，有假燾?牛球? 香蕉?酸球等多種味道産品?産品的特点是領沙似雪花化露般柔和?

Snow Ice: Snow Ice Inquiries Binggrae Co., Ltd. Tel +82-2-2022-6372 (China Dept.), 6373 (Americas Dept.) E-mail expert@bing.co.kr Website www.bing.co.kr

ugust in Korea is a time of extremely hot weather. With the sweltering heat outdoors, sales of ice cream in the domestic market usually increase. August is also the peak of exports of Korean ice-cream to foreign countries. Korean ice-cream products receive excellent evaluations abroad for their reasonable prices, high quality, high food safety, distinctive appearance, and a wide variety of available flavors. They are popular both in the West (the US, Canada, Brazil, and Russia) and in Asia (China and ASEAN).

38 Korea Agrafood

月正是韓攻進入酷暑的季節，是甛美祺爽的領淇淋需求大增的月略，同時也是領淇淋捲外出口最活躍的月略?韓攻産領淇淋以其糾特的形狀和甛美的味道，還有低廉的價格及産品的安全性，在俄羅斯?美攻?加拿大?巴西等西斛攻家及中攻和東南亞市場非常走痢?本期Korea Agrafood就爲舅介紹廓種在海外市場上深受歡迎的韓攻領淇淋産品?

Inquiries Lotte Confectionery E-mail sarah@lotte.net

Tel +82-2-2670-6330 (America Dept.) Website www.lotteconf.co.kr/eng

Jeju Satsuma Ice Cream in Cups The main ingredient of this ice-cream product is fresh Jeju tangerines, which have a sugar content of over 13° Bx. The ice cream contains 73% satsuma juice. Using no water or artificial additives, colors or flavorings, the product receives recognition as a premium, healthy ice cream.

上州柑橘杯裝領淇淋: 上州柑橘杯裝領淇淋是一種利用糖度達13。Bx以上的上州柑橘生産的産品?鮮柑橘汁含量高達73%?且不含色素和人工香料，是高圭健康産品? Inquiries Fresh Jeju Farming Association

Tel +82-64-721-0111 (Sales Dept.)

Fax +82-64-749-4111

Website www.freshjeju.com

August 2017 39

Global YAFF Speaks K-Food

Global YAFF Talks About K-Food Vu Thu Thao

Vu Thu Thao, A Graduation from Hanoi Tourism Collage

Introducing K-Food to Vietnam Consumers in Hanoi, Vietnam

Vietnam is one of the

Tell us why you applied for the YAFF

What has been the most memorable

Southeast Asian countries

program.

part of your participation in YAFF and

most welcoming toward

I have been interested in K-pop and Korean TV dramas for a long time and naturally came to like Korean culture. I am into Korean dishes such as bulgogi (thin slices of beef marinated in a soy sauce) and tteokbokki (stir-fried rice cake). When I found out that aT office in Vietnam operates the YAFF program, I decided to participate because I wanted to meet peers who like Korean food through YAFF activities.

why?

Korean food culture. Many young Vietnamese like Korean food products thanks to the popularity of Hallyu (Korean culture wave). aT (Korea Agro-Fisheries & Food Trade Corporation) is operating the Global YAFF (Young Agri-Food Fellowship) program in

I greatly enjoyed taking part in the Korean Food Festival. It was held to promote various Korean food products and Korean food culture in general. I felt proud introducing visitors to Korean dishes and food products during the event. I also got to wear a hanbok (traditional Korean dress) and learn traditional Korean games.

Vietnam to further promote Korean food among the local people. In this issue, the status of Korean food in Vietnam is assessed by YAFF member Ms. Vu Thu Thao.

aT regularly hosts promotional events―such as the Korean Food Fair―to raise awareness of Korean agriproducts. Thanks to Hallyu (the Korean Wave), Korean food is especially popular with young Vietnamese.

What are some Korean food prod-

Why do the Vietnamese like

ucts and Korean dishes that are

Korean food?

gaining popularity among the

An increasing number of younger people have gotten to know Korean food through Hallyu. Most Korean dishes―such as kimchi, fried chicken, and tteokbokki―have unique flavors, yet they fit the taste buds of Vietnamese consumers very well.

Vietnamese these days?

Ramyeon (instant noodles) is the most popular now. Young Vietnamese post numerous reviews of Korean ramyeon products―such as Buldak-bokkeum-myeon and Kimchi Ramyeon―on social networks. Kimchi, ice cream, beverages, traditional sauces, and other Korean products are also getting favorable responses. There are lots of Vietnamese who like Korean street food such as tteokbokki (stir-fried rice cake) and gimbap (seaweed roll). Korean spicy cheese fried chicken seems to be emerging as a new trend.

Young Vietnamese come to an event to taste Korean food products such as eomuk (fish cake) and instant cup ramyeon.

40 Korea Agrafood

Why is the interest especially high among the younger generation?

Younger Vietnamese do not mind trying foreign food because they have been experiencing foreign cultures since an early age. They are also curious about new food products and other cultures. Because of these characteristics, they usually become first to experience Korean dishes and food product and make a big contribution

to spreading the Korean food culture in Vietnam. In your opinion, which aspects of Korean food should be emphasized when promoting it to the Vietnamese?

Although the popularity of Korean food in Vietnam is rapidly growing among the younger people, the awareness of Korean food is not high in the country as a whole. I think it is necessary to strengthen promotional activities. One effective way can be to steadily introduce local consumers to promising Korean products―such as ramyeon, kimchi, beverages, tteokbokki, and strawberries. Another way is to provide more recipes using Korean ingredients.

August 2017 41

Hansik & Hallyu Kimchi-bibim-guksu

Kimchi-bibimguksu

Kimchi-bibim-guksu on TV Appearing on KBS (Korean Broadcasting System) entertainment program 1Night 2Days (episode: Tropical night tour of Seoul), members of girl group Apink put their innocent and girlish image behind them and pigged out on kimchi-bibim-guksu.

n the hot summer weather, many people prefer plain, cool dishes to hot ones. One of the summer delicacies in traditional Korean cuisine is kimchi-bibim-guksu. It is a dish of cold noodles with fermented kimchi. The dish is very popular among Korean housewives because, unlike many other noodle dishes, it takes a short time to prepare. Let’s get rid of the stress and heat and stimulate the appetite with cool kimchi-bibim-guksu!

Two serving Cooking Time: 40 min 649kcal per serving

Main Ingredients 150g baechu-kimchi (napa cabbage kimchi), 210g thin noodles, 15㎖ sesame oil, 50g cucumber, 50g carrot, 50g onion, 50g cabbage, 3 quail eggs (or one chicken egg)

Seasoning Ingredients 30g red pepper paste, 5g red pepper powder, little bit of black pepper and sesame, 22㎖ vinegar, 30g sugar

1. Boil quail eggs (or chicken egg) and remove the shell. 2. Put the seasoning ingredients into a bowl and mix them. 3. Slice the cucumber, carrot, onion, and cabbage.

A Sweetand-Sour Summer Delicacy

4. Cut kimchi into 1x1 cm squares and squeeze to remove the liquid. Put the cut kimchi into the bowl with other seasoning ingredients, add sesame oil, and mix. 5. Boil the noodles. 6. When the water starts boiling, add cold water and boil again. When the water starts boiling for the second time, remove the noodles and put them in cold water. Drain the noodles through a colander. 7. Put the noodles, vegetables, and seasoning in a bowl and mix. 8. Put on a plate. Slice the quail eggs (or an egg) and place on top. Kimchibibim-guksu is ready.

42 Korea Agrafood

August 2017 43 Korea Agrafood Homepage www.kfoodstory.com

K-Tour _ Gyeongju

Must

-See

The Oldest Astronomical Observatory in the East: Cheomseongdae The observatory was built in the middle of the 7th century and testifies to the remarkable level of astronomical knowledge achieved by the people of the Silla Kingdom.

東洋最古の天文台?瞻星台

National Treasures All Around,

Gyeongju

Places to See, Dine, and Shop in an Ancient City with Thousands of Years of History

世紀中盤に建てられ?東洋で最古の天文台としての石の1つ1つから新羅人の優れた天體觀測能力を確認することができる? 7

Korea’s Renowned Buddhist Temple: Bulguksa

Add #839-1, Inwang-dong, Gyeongju City, North Gyeongsang Province

Bulguksa houses numerous cultural assets such as pagodas Dabotap and Seokgatap as well as the seated gilt-bronze statue of Amitabha Buddha. In December 1995, the temple was added to the UNESCO World Heritage List together with the nearby Seokguram Grotto.

ⓒGyeongju City

韓國佛敎の代表寺院·佛國寺

With its breathtaking natural scenery, splendid cultural relics, and historical sites of the ancient Silla Kingdom, Gyeongju is a popular tourist destination throughout the year. It is a perfect place for a romantic journey to enjoy spring flowers or beaches and look around beautiful ancient sites such as Bulguksa temple. Recently, Gyeongju became a shooting location for the program “A Mysterious Encyclopedia of Miscellaneous Things You Don’t Need to Know,” produced by Na Yeong-seok who is famous for directing the program “2 Days & 1 Night.” Many more tourists have come to Gyeongju after the episodes featuring the city were broadcasted. Korea AgraFood would like to introduce you to the main tourist attractions and must-try dishes of Gyeongju.

國寺には國寶である多寶塔?釋迦塔?金銅阿彌陀如來座像など數多くの文化財があり?1995年12月に石窟庵ととともに?世界文化遺産として登錄された? Add #15, Jinhyeon-dong, Gyeongju City, North Gyeongsang Province Tel +82-54-746-9913 http://www.bulguksa.or.kr

ⓒGyeongju City

A Marvelous Night View: Anapji Pond Similarly to the Gyeonghoeru Pond of the Gyeongbok Palace, Anapji is a royal palace pond. It is beautiful during the day but many tourists come again in the evening to see its stunning night view.

すばらしい夜景をもつ雁鴨池

雁鴨池は?慶福宮の慶會樓の蓮池とともに?韓國を代表する宮廷の蓮池だ?晝に行っても?その景觀は美しいが?夜景が特に美しく夜にここを訪れる人?が多い? Add Inwang-dong, Gyeongju City, North Gyeongsang Province Tel +82-54-772-4041 44 Korea Agrafood

August 2017 45

K-Tour _ Gyeongju

Must

-Eat

Must

Hwangnam-bbang

ⓒGyeongju City

Yosokkoong

Since its opening in 1939, this bakery has been fascinating tourists with its pastries of red bean paste in a thin crust.

One of the tourist attractions in Gyeongju is Gyeongju Kyodong Choi’s house which includes the largest extant traditional wooden barn in Korea. Next to it, there is a restaurant named Yosokkoong, where you can enjoy traditional Korean food for aristocrats, prepared according to the recipes handed down in the Gyodong Choi family.

皇南パン:

年の開業以來?薄い皮のなかにぎっしり詰まった韓國のあずき特有の味で?慶州を訪れる觀光客の味覺を捉えている?

瑤石宮: 慶州の主要觀光地の1つである慶州校洞崔氏の古宅は?

Byulchaeban These are full-course sets of Korean dishes prepared with specialties of the Gyeongju area. The menu includes sets with Yukbuchon-yukgaejang (spicy beef and vegetable soup), Gondalbi-bibimbap (rice mixed with herbs), and Gondalbi tteok-galbi (grilled short rib patty with herbs). They are available at six restaurants around the city. Kyodong Ssambab is located in front of Cheomseongdae and Byulchaeban is at Shin Gyeongju Station.

現存する木材の藏のなかで最大規模を誇る?そして?ここがまさに橫にある飮食店の「瑤石宮」では?校洞崔氏の家で子孫が作る崔氏家でわってきた班家飮食を味わうことができる? Add #19-4, Gyochonan-gil, Gyeongju City, North Gyeongsang Province Tel +82-54-772-3347 http://www.yosokkoong.com

ⓒGyeongju City

星菜盤: 慶州市が慶州を訪れた觀光客のために開發した鄕土料理として?慶州で生産された食材で作られた1人用の食事だ?メインメニュ－は?ユクブチョンユッケジャンとコンダルビビビンバ?コンダルビトッカルビなどがある?瞻星台の前にある校洞サムパプと星菜盤新慶州驛店など6ヶ所で味わうことができる?

ⓒGyeongju City

城東市場: 慶州で最大の在來市場?最大規模であることから?飮食店も多い?最も有名なのは?

ゴボウキムパプと茹藺?ゴボウキムパプは?やわらかくほのかな甘さとゴボウ特有の香りが特徵だ?甘浦の海で捕獲された生きのいいタコを熱湯で茹でた慶州茹藺はシコシコした食感とやわらかな食感が逸品だ?

Add #783, Taejong-ro, Gyeongju City, North Gyeongsang Province Tel +82-54-749-7000 http://www.hwangnam.co.kr

Chalbori-bbang is made with barley and oat produced in Gyeongju. It looks like a pancake and tastes mildly sweet. The confection can be easily found in stores around Gyeongju.

チャルポリパン: チャルホリパンは?慶州で生産され

るチャルポリ（麥）とオ－トミ－ルを主原料として作ったパンだ?香ばしさとともに?やわらかなチャルポリパンのケ－キがポイントだ?慶州全域で販賣店を容易に見つけることができる?

ⓒGyeongju City

Gyodong Beobju This alcoholic drink nicknames the “secret wine of Silla” has been brewed by many generations in the Gyeongju Choi family. Only a small quantity is offered for sale as it is produced using the traditional method.

校洞法酒: 新羅の秘酒として稱される酒として?慶州崔氏の家で何代に

もわたって釀造されている?傳統酒造方式で少量生産にこだわっているため?慶州を訪問すれば?必ず買わなければ特産物だ?

Seongdong Market The largest traditional market in Gyeongju, Seongdong Market offers a great variety of food. The most popular dishes sold at the market are rolls with burdock and parboiled octopus. The soft, sweet rolls feature the unique flavor of lotus root. The octopus dish is prepared by parboiling fresh octopus caught off the shore in the Gampo area of Gyeongju. It is pleasantly chewy.

1939

Chalbori-bbang

http://byulchaeban.gyeongju.go.kr

-Buy

Add #19-23, Gyochonan-gil, Gyeongju City, North Gyeongsang Province Tel +82-54-772-5994 http://www.kyodongbeobju.com

An Easy Way to Enjoy Gyeongju

As a representative tourist destination in Korea, Gyeongju is easily accessible. There are direct buses from Incheon, Ulsan, Gimhae, and Pohang airports. You can also take a regular or express (KTX) train from Seoul Station and get off at Shin Gyeongju Station. Inter-city express buses to Gyeongju take 4 hours from Seoul Express Bus Terminal. An efficient way to travel inside Gyeongju is by using the Gyeongju City Tour Bus (www.cmtour.co.kr/tour) which runs along seven different routes and offers multilingual services. At the Gyeongju Tour Guide website (http://guide.gyeongju.go.kr/deploy/eng), you can find real-time information on cultural treasures, popular restaurants, and cultural performances of Gyeongju.

Add #11, Wonhwa-ro 281beon-gil, Gyeongju City, North Gyeongsang Province

46 Korea Agrafood

August 2017 47