October 2017 (vol.264) by AgroTrade aT

CONTENTS

2017 Vol. 264

www.kfoodstory.com

Which K-Foods Have Captivated the Hearts of Muslims? American Buyers Fall in Love with K-Food at a

High-Quality Korean Mushrooms

K-Food Fair in NY

Top Management of Chinese Convenience Stores Give K-Food Two Thumbs Up

October 2017

Exciting to Your Taste Buds,

Enoki Mushrooms

Exciting Kimchi

October 06

THEME Safe, Halal-certified Korean food products are in the spotlight in the Islamic world. The Korean government will host the 2017 KFood Fair in Dubai in an effort to promote Korean food products and culinary culture in the region.

SPECIAL I The 2017 K-Food Fair in New York ended in great success. A reporter of Korea Agrafood went to the fair to take a field sketch and interview American buyers.

SPECIAL II

in Chinese

Korean food products fly off the shelves in Chinese convenience stores. Korea Agrafood met managing directors of Chinese convenience store chains to hear their opinions on what is behind this popularity.

King Oyster Mushrooms

COVER

Taste Once, Enjoy Forever, Korean Instant Coffee

Fresh Food

Oyster Mushrooms

Noodles Made with Onion & Garlic Vol. 264

Golden yellow color, Yuja tea Mini-sized Kimchi Miyeok-guk bell pepper, Raon New Year’sJangajji Dish, Tteokguk

in Japanese

Korea Mushroom Council is a mushroom exporter accredited by the Korean government. The company exports various kinds of mushrooms to overseas markets under its own brand, “K-MUSH”.

Photo by Park Jong-hee of JH Photography

Korea produces a variety of flavorful and fragrant mushrooms. Most of them are cultivated in large-scale modernized production facilities. Thanks to their high quality, Korean mushrooms are actively exported to foreign markets such as the US, Europe, and Southeast Asia.

MUSHROOMS

Processed Food

KIMCHI

in Chinese

Traditional Flavor in a Modern Package, Exciting Kimchi

NOODLES

in Chinese

Functional Noodles Made with Onion and Garlic

PICKLED VEGETABLES in Chinese

Jangajji stands for Korean traditional pickled vegetables. BUKHA ASQE has customized jangajji to the tastes of foreigners.

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.

Brighter Home, Cleaner Air with Korean

CEO Yeo In-hong VICE PRESIDENT Lee Yu-sung

CONTENTS

EXECUTIVES Baek Jin-seok (for Food Industry & Export Promotion) 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)

K-FOOD SPOTLIGHT

in Japanese

Many foreigners have been fascinated by Korean “coffee mix.” There are many video clips where foreigners give positive reviews to this Korean version of instant coffee. Korea Agrafood introduces you to coffee mix products that are exported overseas.

REPORTERS Lee Hyun-woo (leehw@agrinet.co.kr) Park Sung-eun (parkse@agrinet.co.kr) Kim Hyo-jin (hjkim@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho 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 YAFF Jeju held a Korean food promotional event at Laos National University. Find out the response of young Laotians to Korean food through an interview with Lee Min-ji, leader of YAFF Jeju.

EDITORIAL BOARD

Succulent Plants & Spray Roses

NAJU Sohn Yong-gyu 82-61-931-0960 (sohnyg@at.or.kr) TOKYO Kim Ho-dong 81-3-5367-6656 (hodong@at.or.kr)

HANSIK & HALLYU Miyeok-guk, a Breakfast Dish for Newlyweds Hallyu (the Korean wave) Star Chu Ja-hyeon & Chinese Celebrity Yu Xiaoguang

OSAKA Oh Dong-hwan 81-6-6260-7661 (tora1974@at.or.kr) BEIJING Seo Byoung-kyo 86-10-6410-6120 (bgseo@at.or.kr) SHANGHAI Lee Sang-kil 86-21-3256-6326 (trimy@at.or.kr) QINGDAO Kim Boo-young 86-50-6026-0530 (kby608@at.or.kr) CHENGDU Lee Jong-geun 86-28-8283-3376 (jglee@at.or.kr) HONGKONG Lee Ji-jae 852-2588-1616 (jejelee@at.or.kr)

K-TOUR

in Japanese

Four Grand Palaces of Seoul: Gyeongbokgung, Deoksugung, Changgyeonggung, and Changdeokgung

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) Vivid Colors

ABU DHABI Song Bong-seok 971-2-622-2195 (bizman@at.or.kr) 06

aT BRIEFING

Delicate Fragrance

EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News

No Thorns

#60, Jungdaero 9-gil, Songpa-gu, Seoul, Korea Tel +82-2-3434-9074

Fax +82-2-3434-9077

www.kfoodstory.com

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aT Briefing

aT Briefing demonstrate a rapid growth in import of

Expanding Korean Food Export Market to Cambodia & Laos aT Dispatches Market Pioneers between Aug 28 and Sep 1

Korean agriproducts. The market pioneers conducted an export consultation session on August 28 in Phnom Penh, Cambodia, where fifteen local buyers were matched with seven Korean suppliers. On September 1, the pioneers held negotiations with local buyers in Vientiane, Laos. In addition, they engaged in market surveying and touring the distributors and customs clearance on the two countries’ borders with Thailand.

Baek Jin-seok (aT director in charge of food exports, the left of center) and the inaugural teams of the AFLO take a commemorative photograph.

AFLO Contributes to Creating Export Markets MAFRA Hosts a Briefing to Report on AFLO Team 1 Achievements

Dispatched this year to promising

Food Trade Corp.) hosted a session

supporting role in negotiations be-

to report on the achievements of

tween Gwangcheon Laver and Italian

AFLO in the first term of its activities.

buyers, which led to a successful

The session was held at the aT

sales contract.

Center in Yangjae-dong, Seoul on

aT Director in charge of food ex-

August 28. Starting from May, the

ports, Baek Jin-seok, said, “I’m

first batch of AFLO teams were dis-

pleased that AFLO Term 1 members

patched for three months to five

achieved results beyond our expec-

promising export markets including

tations.” He added, “I hope this pro-

India, South Africa, and Brazil and

ject helps both to open overseas

engaged in pioneering local markets

sales routes for Korean farm food

with Korean agricultural products.

and to provide young people with job

AFLO members gave presenta-

MAFRA (the Korean Ministry of

Jack Tan of KC Trading, which partic-

Agriculture, Food, and Rural Affairs) and

ipated in the sales talks in Cambodia,

aT (Korea Agro-Fisheries & Food Trade

said, “There is a growing demand for

Corp.) announced that they sent market

Korean food in Cambodia, so we came

pioneers to Cambodia and Laos for five

here to find good Korean products.” Kim

days from August 28 to September 1 for

Joon-hyeon, a team manager at

the purpose of diversifying the export

Singgreen FS and one of the market pio-

markets for Korean agricultural products.

neers, positively evaluated the pioneer

According to aT, Cambodia and Laos

Seven Korean food exporters and fifteen local buyers participate in export consultations on August 28 in Phnom Penh, Cambodia.

project, saying it was helpful not only to

are promising countries with respect to

understand the local distribution system

export market diversification, as they

but also to develop a better strategy for

have relatively low export barriers and

exporting chicken products.

A seminar on the expansion of Korean food export in Cambodia

opportunities in international mar-

tions on their results. Jo Sang-woo,

kets.” Based on the evaluation of

who worked in South Africa, strove

AFLO Term 1’s activities, the Grand

to connect Yonsei Dairy to South

Prize (KRW 1 million) was given to

Fermented brown rice has been ex-

Korean Fermented Brown Rice Exported to China

verified the limits on the addition of nutri-

ported to China for the first time.

ents and conducted a trial customs

According to aT (Korea Agro-Fisheries &

clearance for actual products after the

Food Trade Corp.), the agency has been

Chinese-language labels were created.

supporting the Korean exporters since

Korean brown rice will be promoted and

July by offering advance review of cus-

supplied to all regions of China through

export markets, teams of the

African buyers. His contribution land-

Kim Seon-gyeong and the

Agrifood Frontier Leader Organization

ed Korean soy milk in SPAR stores,

Excellence Awards (KRW 500,000

(AFLO) have surpassed expectations,

the largest local distributor. Kim Bo-

each) were presented to Ham Si-

achieving the first sales of processed

go, who was sent to India, carried

hong and Lee Tae-hee. Kim Bo-go,

toms clearance, creating Chinese-lan-

Benlai Life, China’s biggest B2C e-commerce platform specializing in food. Baek

rice products to Italy, export of kimchi

out a kimchi-exporting project with

Noh Yong-jin, and Jo Sang-woo re-

guage labels, matching the exporters

to India, and other impressive results.

Daesang, which resulted in Korean

ceived Participation Awards (KRW

with buyers, etc. As a result, 3.5 tons of

Jin-seok, aT Director in charge of food

MAFRA (the Korean Ministry of

kimchi passing clearance of Indian

300,000 each). The awardees will re-

fermented brown rice were shipped to

export, said, “We will continue do our

customs for the first time. Kim Seon-

ceive additional credits if they apply

China on August 29. Meanwhile, aT also

best to provide support in the localization

for regular job positions in aT.

worked with customs authorities so that

of value-added products, such as rice,

fermented brown rice would be classified

whose export can directly increase farm-

as processed grain rather than rice. It

ers’ incomes.”

Agriculture, Food, and Rural Affairs) and aT (Korea Agro-Fisheries and

4 Korea Agrafood

gyeong, dispatched to Italy, played a

Fermented brown rice

October 2017 5

Theme

K-Food Safe for Muslims 2017 K-Food Fair in Dubai Is Held on October 24-25 A Korean food company negotiates with a local buyer at Gulfood 2017.

he 2017 K-Food Fair in Dubai will take place at the Westin Dubai Al Habtoor City. On October, the events of the fair will include a seminar on Korean ginseng and the export of Korean products to the Middle East, a presentation of promising products as well as a buyer reception. Approximately 80 buyers from the Middle East, Africa, Europe, and other regions will be matched with 24 Korean exporting companies though individual consultations on October 24. Visitors of the fair can also look around promotional exhibitions of pears, tangerines, dairy products, and other Korean agricultural products. They can also watch promotional videos of Korean companies participating in the fair. A presentation of health products such as ginseng, which are

The growth of Dubai in the United Arab Emirates is largely due to its role as an intermediary trade base where big merchants from the Arab world gather together. Currently, the city is the center of finance in the Middle East and an important air transportation hub connecting all continents. If a product wins the hearts of consumers in the Dubai area, there is a high possibility for the expansion of its sales to nearby countries in the Middle East and even the African continent. In order to promote Korean food in those areas, MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs) and aT (the Korea Agro-Fisheries & Food Trade Corporation) will host the 2017 K-Food Fair in Dubai for two days on October 24 and 25.

6 Korea Agrafood

popular with local consumers, is expected to attract a lot of buyers. The head of aT office in Abu Dhabi, Song Bong-seok, says, “This event is hosted not only to expand the sales of Korean food in the Middle East but also to advance exports further into halal markets around the world. We hope that 1:1 consultations between Korean exporters and potential buyers will lead to larger exports.” He adds, “By organizing events such as a seminar on ginseng and inviting leading buyers who operate online shopping malls and distribute food ingredients, we reflect the demands of both the local consumers and Korean exporters. We are doing our best to prepare a fair that can yield solid results.”

2017 K-Food Fair in Dubai

The Korean pavilion at Gulfood 2017 (top) aT, OKCS, and Saad Othman group sign an MOU to build a cooperative system for the increase of Korean rice exports to Saudi Arabia (bottom).

Creating a Space for Exchanges between Korean Exporters and Middle Eastern Buyers

October 2017 7

Theme

Selecting Products in Line with Preferences of Middle Eastern Consumers

Buldak-bokkeum-myeon

Ramyeon (instant noodles) is one of the hottest Korean products in the Middle East. Exports of ramyeon to the UAE in the first half of this year amounted to US$2.4 million, which was 50% greater than the same period last year (US$ 1.35 million). Compared to the export amount in 2015 (US$0.8 million), it is a three-fold increase. The growth in popularity is related to the fame of Buldak-bokkeum-myeon, renowned for its spicy flavor, widely viewed on Youtube.com. At the upcoming fair, noodle products will be offered by KO-A Trading and Korinus International. KO-A Trading will promote NongShim products such as noodles with spicy flavor, vegetables, and beef. Korinus International will also focus on spicy products: Hot Chicken Ramen, Hot Chicken Ramen Cup, Hot Chicken Ramen Cheese, and Hot Chicken Ramen Stew.

As interest in healthy living is on the rise among consumers in the Middle East, the export of Korean health food is also growing. About US$321,763 worth of ginseng drinks were exported to the UAE in the first half of this year. It is an impressive start, given that such products were not offered to the market last year. Sales of processed red ginseng increased sharply from US$13,641 in the first Ginseng half of last year to US$77,326 during the same period of this year. In response to this trend, six Korean producers of ginseng products are presenting their products at the fair. The six companies are BrandAcumen, Dong-Jin Pharmaceutical, Kuan Industrial, Danurim, Bogoshinyak, and Daedong Korea Ginseng.

Company BrandAcumen Co., Ltd. Dong-Jin Pharmaceutical Co., Ltd. Kuan Industrial Co., Ltd. Danurim Co., Ltd. Bogoshinyak Co., Ltd. Daedong Korea Ginseng KO-A Trading Co., Ltd. Korinus International

Tel +82-2-703-0300 +82-41-751-9920 +82-2-3473-4051 +82-42-487-3287 +82-2-786-3991 +82-2-964-8808 +82-2-730-1251 +82-2-2274-2930

Product Ginseng products Ginseng products Ginseng products Ginseng products Ginseng products Ginseng products Noodle Noodle

If you search for Buldak-bokkeum-myeon on Youtube, you can find a great number of clips showing people tasting the product.

8 Korea Agrafood

Pear Visitors of the 2016 K-Food Fair in Dubai enjoy Korean pears.

Korean Agricultural Products Known for Their Freshness and Excellent Texture

Mushrooms

Dangjo pepper

Korean agricultural products boast excellent texture and freshness as they are produced in clean air and water, fertile soil, and the climate that has four distinct seasons. Furthermore, overseas consumers appreciate the effort Korean farmers put into producing safe agricultural products. The popularity of Korean pears is rapidly rising in the Middle East. The export amount in the first six months of this year reached US$31,238. For comparison, during the same periods in previous years, Korea exported US$9,322 worth of pears in 2014, US$14,907 in 2015, and US$22,227 in 2016. The export amount of Korean mushrooms in the first half of 2017 is estimated at US$5,569 which is an over 1,108% increase from the same period of last year. The trend of increasing interest among Middle Eastern consumers in Korean fresh agricultural products has attracted to the fair several major producers in that category. Korean Pear Export will promote high-quality pears. K-MUSH and E&B Trade are presenting enoki mushrooms, king oyster mushrooms, and beech mushrooms. Jeilseed will introduce Dangjo pepper, which is considered good for people with diabetes.

Company Korean Pear Export K-MUSH E&B Trade Jeilseed Co., Ltd.

Tel 070-4281-5831 +82-2-6402-8620 070-7803-9900 070-8871-1176

Product Pear Mushroom Mushroom Dangjo pepper

October 2017 9

Theme

Aloe beverage

Advancing Kimchi & Beverages Kimchi, Korea’s representative fermented food, is known for its efficacy of preventing cancer, aging, and obesity. Its sales in the Middle East are growing. The export volume to the UAE in the first half of this year reached 323,388 tons, which is twice the volume exported in the first half of 2014 (176,426 tons). Showing their kimchi products at this fair are

Gimbap (seaweed roll)

Seasoned seaweed

Hansung Food and Foodberry.

Seasoned snack

Seaweed sushi

Kimchi

Promoting Healthy Marine Products

Tea products

Two companies, OKF and Nokchawon, will participate in the fair to test the potential of Korean beverages and tea (citron tea) in the local market. OKF is scheduled to present its Aloe Vera King, Organic Aloe, and Farmer’s Aloe. Nokchawon will focus on promoting Citron Honey Tea and I’m Saengsaeng Lemon as well as organic products, which are popular in UAE, such as Organic Green Tea Powder and Organic Green Tea.

Company Hansung Food Co., Ltd. Foodberry Co., Ltd. OKF corporation Nokchawon Co., Ltd.

10 Korea Agrafood

Tel +82-32-684-5500 +82-54-822-7938 +82-2-491-1840 +82-2-597-3949

Product Kimchi Kimchi Beverage Beverage

The total export amount of Korean seaweed has exceeded US$300 million for the first time this year. It is one of Korea’s marine products that have won recognition overseas. In addition to seaweed, Korean oysters and abalones are highly evaluated abroad for their high safety and quality. The marine products emerging as health foods are expected to attract much attention from buyers at this fair. Haenong Food will promote a variety of products including Roasted Kimbap Laver and Seasoned Laver. Seastar plans to show its Cho Sal First Mi-yuk (sea mustard) and Yak Chan Dasima (kelp). An exporter specializing in sun-dried salt, Haeyeareum will feel out the possibility of exporting to the region its premium regular and flavored sea salts of the brand “Lo.” Hainong is going to introduce fish cake products which can be used as healthy snacks.

Company Haenong Food Company Seastar Co., Ltd. Haeyeareum Co., Ltd. Hainong Co., Ltd.

Tel 070-8787-5280 +82-61-741-5992 +82-31-985-1599 +82-2-2145-0001

Product Laver Sea mustard (Miyeok) Salt Sausage

Oysters

Abalones

October 2017 11

Special I

“The 2017 K-Food Fair in New York” was held for two days on September 4 and 5 at the Trump SoHo New York Hotel located in Manhattan of New York City. 28 Korean Food Exporters and a Hundred Buyers from North, Central, and South America participated in the fair. Export consultations were arranged as the main event of the fair. There were also other events such as export seminars, a Korean food tasting event, and so on.

The Introduction of Promising Korean Products Matching American Food Trends Leads to US$41.55 Million Worth of Potential Exports

of t r o p e R A Field

7 1 0 2 n i r i a F d o o F K k r o Y w Ne

held for ork was Y w e N d Fair in e Trump 7 K-Foo d 5 at th n a 4 The 201 r e e ptemb hattan, th s on Se d in Man te a two day c lo l o ote enter f w York H nd the c a y it SoHo Ne C w York US. The rt of Ne re in the u lt u c very hea d de, an n agripro e, financ of Korea s commerc rt o p x f the st e details o e d to boo e th im re a a ir fa as. Below d prode Americ orean foo K to e ucts in th s respon erts who with the and exp , rs e y fair along u b rs, consume ucts from t. the even attended

12 Korea Agrafood

he 2017 K-Food Fair was organized to introduce various promising products to foreign buyers and offer Korean food exporters a more effective means for entering the American markets. Export consultations between Korean companies and American buyers were arranged as the main event of the fair. There were also other events such as export seminars on customs clearance and US FDA FSMA (Food Safety Modernization Act), consultations on Kosher food, and a reception. The export consultations held on September 5 were attended by 28 Korean food exporters and about a hundred buyers from the American region―the US, Canada, Brazil, Peru, and other countries in North, Central, and South America. The Korean exporters introduced a variety of food products including the already popular aloe drinks, fresh pears, and dried seaweed as well as promising products such vinegar-based beverages, instant tteokbokki (stir-fried rice cake), brown

rice oil, and powdered yuja (citron) tea. The promising products received a great deal of attention from local buyers because they suit the recent trends among American consumers for spicy food and healthy yet convenient foods. Thanks to the outstanding performance of promising products, the fair recorded a staggering result of US$41.55 million worth of potential exports.

Rising Stars of the Fair: Vinegar-based Beverages and Instant Tteokbokki Brand Acumen, one of the participating Korean companies, introduced its sparkling vinegar beverage under the concept of a healthy drink with naturally-fermented ingredients. The company succeeded in signing a whopping US$10 million export contract with a local buyer, Chimex. Young Poong, a Korean tteokbokki exporter, concluded a contract worth US$1 million with T.UP Trading for an instant tteokbokki product emphasizing convenience and spiciness.

The consultations of Kosher food (top) and an export contract ceremony for Korean instant tteokbokki (bottom)

October 2017 13

Special I

Responses to Korean Food Products in New York

Interview

Kim Kwang-jin, President of aT Center in New York

Experts Matt Thomas and Jay Bhattacharjee, Senior Director and Manager of Specialty Food Association

Consumers Michael Allen and Meri Allen Michael Allen and Meri Allen are self-proclaimed Korean food enthusiasts. The couple said they buy Korean food more than once a week at a large supermarket called Food Bazaar located in their neighborhood. They like Korean instant noodles (ramyeon), kimchi, and gochujang (red pepper paste). According to the Allens, Korean products outdo their Asian rivals in terms of taste and quality and are also reasonably priced.

14 Korea Agrafood

Thomas and Bhattacharjee pointed out that the range of consumers who are likely to purchase Korean food in the US has expanded from Koreans residing abroad to overseas Chinese and Hispanic consumers. Some Korean products such as aloe drinks, seaweed snacks, and instant ramyeon sell well in renowned hypermarkets like Costco. Kimchi and gochujang, both of which are fermented foods, have their merits and fit with the American trend for healthy living. Thus, with just a little change to existing products― for example, offering kimchi pickles or liquefied gochujang sauce― Korean producers can easily enter the mainstream American market.

Ramyeon, Aloe drinks, & Other Korean Food Products Are in the Spotlight in the US Buyer Hyo-eung Takao Roh, President of T.UP Trading Thanks to the popularity of Hallyu (the Korean wave) and the unique characteristics of Korean cuisine, Korean food products receive favorable evaluations from many consumers. Young Asian Americans are enthusiastic about Korean street food, which is the reason why T.UP Trading went ahead with a contract with Young Poong to import instant tteokbokki. Roh believes Korean sauces such as bulgogi (Korean barbeque) sauce and gochujang will become popular among American consumers for their unique flavors.

Kim Kwang-jin, who was appointed as president of the New York branch of aT (Korea Agro-Fisheries and Food Trade Corporation) last February, played a leading role in hosting the fair. He wanted the fair to be a place for the communication between Korean food companies and local buyers and for the discovery of highly marketable and promising Korean products. He said, “I hope the fair becomes a guide for helping promising Korean products advance into the US market.” Kim noted a continuous trend of increased consumption of Korean food in the US. Aloe drinks and instant ramyeon, in particular, are easily found in mainstream hypermarkets such as Walmart. Kim said, “Korean seaweed snacks are popular among health-conscious American consumers; they are also interested in crunchy, gluten-free rice snacks.” He added, “Another positive development is that in the last three years, the export volume of fresh food―such as

pear and ginseng―to the US has considerably increased.” Many Americans are familiar with Korean food, and it is common to see New Yorkers frequent Koreatown around lunch time. Kim said, “Korean food is no longer a novelty, at least not in New York where restaurant menus often include bulgogi, bibimbap (rice mixed with assorted

vegetables and beef), and sundubujjigae (spicy soft tofu stew).” Kim promised that aT will continuously promote Korean agriproducts through social media and famous YouTube bloggers. They will also hold promotional events in large distributors. “We will spare no effort to establish Korean food as part of the general food culture in the US.”

The president of the New York branch of aT, Kim Kwang-jin, gives a welcoming speech at the networking reception event of 2017 K-Food Fair New York.

October 2017 15

Special I

◀ A local con-

sumer looks at Korean seasoned seaweed products. ▶ Local con-

sumers visiting the Korean restaurant Five Senses.

▲ A Korean restaurant BCD Tofu House located at Manhattan of New York ▶ Korean instant tteokbokki and instant samgyetang (ginseng chicken soup)

sold at an H-Mart ▼ Korean pears sold at an H-Mart

Photo Stories of K-Food in New York Various photos of the K-Food Fair and large supermarkets and Korean restaurants in New York demonstrate the popularity of Korean food in the US.

▶ Korean seaweed snacks sold at a Whole

Foods Market ▼ American consumers look at Korean kimchi

products.

▲ New Yorkers tasting Korean dishes ▶ Korean instant ramyeon is becoming popular with the US

consumers.

16 Korea Agrafood

October 2017 17

Special II

農食品部?aT, 擧辦邀請中攻便利店MD韓攻食品入駐洽談繇

K-Food Catches the Eyes of Convenience Store Management in China 讓中攻便利店MD(商品企琬專員)心動的韓攻食品 MAFRA and aT Invite Chinese Managing Directors and Host Consultations rice t n ta Ins s age r e v Be

s ack Sn chi Kim

18 Korea Agrafood

MAFRA and aT invite Chinese managing directors and host consultations.

he convenience store market in China is rapidly expanding due to the large number of single-person households and an increasing middle class. The food sold in Chinese convenience stores is also becoming more diverse, with many Korean products being offered. Younger people, the main consumers, are familiar with Korean culture, so the demand for Korean products is high. In line with this trend, MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs) and aT (Korea Agro-Fisheries and Food Trade Corp.) invited managing directors of Chinese convenience stores to consultations with Korean companies. Fifteen major store chains operating in China―such as 7-Eleven, Lawson―35 supply buyers, and 55 Korean exporters participated in the consultations which focused on instant rice, cup kimchi, seaweed snacks, beverages, and other products popular in convenience stores. The negotiated volume is estimated at US$12.6 million. A reporter of Korea Agrafood also attended the event to hear about sales of Korean food directly from managers of Chinese convenience stores.

中攻便利店市場正在升溫?隨着城市單身族和中等收入群郞的增加，侮之相關的市場也在頑大?由此，各種食品也在不鉤進入中攻便利店?韓攻農食品進入中攻便利店的勢頭也蜈强?因爲，便利店的主要顧客爲熟悉韓流的年輕群郞，所以捲韓攻農食品的需求自然也蜈高?据此，農林畜産食品部(MAFRA)和韓攻農水産食品流通公社(aT)，于上憾月的4獄在首爾aT 中心擧辦了“邀請中攻便利店MD韓攻食品入駐洽談繇”?洽談繇上711?羅森?優客等15家中攻有麟力的便利店MD?35名供應商客戶及55家韓攻出口企業，就方便米飯?桶裝泡菜?海苔零食?飮料等進店銷魔容易的各種方便食品的出口進行了洽談，幷取得了約1,260万美元的出口洽談成果?繇議期間， Korea Agrafood到 “邀請中攻便利店MD韓攻食品入駐洽談繇”現場進行了採訪，幷通過中攻便利店 MD(商品企琬專員)了潁了韓攻食品的地位?

October 2017 19

Special II

Interview

K-Food Selected by Management of Chinese Convenience Store Chains The following products received the most positive reviews from managing directors of Chinese convenience store chains who participated in the consultations.

Seasoned Seaweed by Hanmirae Food Zeng Tao of Ministop in Qingdao

Wang Peng

北京全時思陸伍連鎖便利店有限公司)

Liling of 7-Eleven in Shanghai

“Korean coffee-flavored milk is a great coffee beverage for convenience stores”

“Popular among the trendy Chinese”

of ampm 365

(

“Sales are easy thanks to the outstanding design” We are interested in Korean products not only because of the Korean Wave but also because they are comparable in terms of quality to European products― which are considered high quality products in China―and surpass them in design. Many Korean products sell well in convenience stores because of the packaging.

我們公司是靑島地袴的日本流通企業，主要有迷究島便利店?吉之島 (JUSCO)便利店和等?格營的産品是日本産品相捲多一些?但是，近來捲韓攻食品也蜈有興趣，因爲，韓攻食品蜈受年輕消費者的好評?消費者喜歡韓攻食品除了沾了韓流的光之外，更是因爲韓攻食品的質量可侮在中攻受到高圭品待遇的斛洲産品相部美且設計更精美? 尤其是包裝，有蜈多便于在便利店銷魔的産品?如桶裝快餐?小包裝堅果類及海苔零食等，不僅設計精美?旭帶方便，而且食用也蜈方便?所以，自然繇引起便利店MD的興趣?

20 Korea Agrafood

My company sells Korean crackers and ice cream in over 350 stores in Beijing. Today, I came to the consultations looking for Korean milk products. Nowadays, high-end coffee products are very popular in Beijing’s convenience stores and Korean coffee-flavored milk can be sold as a premium coffee beverage. It is offered in luxurious packaging and, in contrast to other imported products, uses fresh milk.

我們已在北京的350家連鎖店銷魔韓攻産餠干和領淇淋等産品?這次參加洽談繇主要是來看一看韓攻産的乳制品? 近來，高級假燾産品在北京的便利店蜈走痢，而韓攻産假燾味牛球便是一款不錯的高圭假燾産品?韓攻産假燾味牛球不僅包裝蜈高圭，而且採用其他進口産品所无法做到的鮮牛球原料，所以消費者的喜愛程度幷不亞于在假燾店銷魔的假燾?

Products in this series received good reviews for a wide range of seasonings added to seaweed. Many buyers inquired about the product with tangy

We already carry Shin Ramyun and Shrimp Crackers of Nongshim and banana-flavored milk of Binggrae in 131 7-Eleven stores in Shanghai but we would like to find more diverse Korean products to sell. Chinese consumers are very sensitive to the latest trends and Korean products tend to reflect the trends quickly so when we display Korean products on the shelves, the sales volume tends to increase. I am curious about Korean traditional teas such as citron tea or Hallabong tea.

農心的辛拉面?蝦穡，賓格瑞的香蕉味牛球等韓攻著名食品企業出口的食品，正在上海的131家711連鎖店熱銷?但是，我們還想屠掘品種更多的韓攻農食品?因爲，韓攻農食品比其他任何進口食品更能快速反映食品的趨勢，而中攻消費者非常熱衷于新潮産品，所以，韓攻農食品在便利店上架后銷量都蜈高? 今天，我主要是在關注一次性柚子茶和漢拿峰茶等韓攻傳統茶産品?

wasabi flavor.

食品-便芎海苔

Hanmirae

Caramel with Perilla Seed and Red Ginseng by Gong Food Korea The use of perilla seed and red ginseng in caramel is unusual. Chinese managers es-

在一般調味海苔中添加各種佐料而受好評?蜈多客商捲辣根味海苔都蜈感興趣，紛紛詢問?

Pororo Crackers by True Trading Thanks to the efficient use of animation (Pororo and

pecially liked the unique nutty flavor of

Doraemon) characters, the product is praised for its

caramel with perilla seed.

design. There are also many positive evaluations of

蘇子?紅參焦糖

the crispiness of the thin crackers.

Gong Food Korea-

主要印象是産品使用了蘇子和紅參?蘇子焦糖具有特殊的香甛味道，所以繇吸引消費者的眼球?

銅露露餠干

True Trading-

利用銅露露和紳矜A夢等賓通形象的産品設計受到好評?捲産品的評價是，餠干薄而脆口感蜈好?

Fruit & Vegetable Juice by Podomaul This product caught attention of buyers with

Cereal Products of Babijoa

its strong grape flavor. They

Chinese managers pointed out that the

also appreciated its packag-

processed grain products were convenient

ing, appropriate for conve-

to eat anywhere and anytime. They estimate

nience stores sales.

the products can become very popular if Chinese consumers become aware

慶北大縯葡萄村-果蔬汁

about the health benefits of the embryo buds of rice.

濃重的葡萄味道一下子就征服了客商們的味袈?多瑠人認爲，尤其是包裝蜈適合在便利店銷魔?

穀類加工品

Babijoa-

最吸引眼球的是加工成可隨時隨地方便地吃到穀物的産品?如果能讓更多的消費者了潁胚芽的功效，有望産品在中攻大受歡迎? October 2017 21

Fresh Food Mushrooms

Korea

Mushroom Council

Supplies High-Quality Korean Mushrooms to Dining Tables Around the World 韓國のおいしいキノコを世界の食卓へ！韓國キノコ輸出事業

22 Korea Agrafood

orea produces a variety of flavorful and fragrant mushrooms including enoki mushrooms, king oyster mushrooms, and shiitakes. Mushrooms are broadly classified into two categories: farm mushrooms and forest mushrooms. The former are cultivated in large-scale modernized production facilities, and enoki mushrooms, king oyster mushrooms, and oyster mushrooms fall in that category. The Korea Mushroom Council, which brings together eight mushroom producers, is a leading exporter pioneering overseas markets with its own mushroom brand, “K-MUSH.”

Export of Mushrooms to 27 Countries including the US, Canada, and Australia The Korea Mushroom Council was established by a joint investment of six Korean mushroom producers in November 2009. It started exports in the following year and has been playing a leading role ever since as a mushroom exporter accredited by the Korean government. At first cultivating Asian markets like China and Vietnam, now it strives to expand its exports to the US, Canada, Australia, and countries in Europe. Heading the group since 2009, President of the Korea Mushroom Council Nam Sang-won said, “Enoki mushrooms and king oyster mushrooms are our flagship products. We also export beech mushrooms, which are

韓國ではエノキとエリンギ?椎茸など味と香りがよい樣な種類のキノコが生産されている?韓國のキノコは?大きく農産キノコと林産キノコに區分されるが?特に農産キノコは大規模の現代化された生産施設で栽培されるものをいう?エノキとエリンギ? ブナシメジなどがこれらに該する?8社のキノコ生産企業を會員とする韓國キノコ輸出事業は獨自のキノコのブランドである「KMUSH」を前面に押し出し?韓國産キノコの海外での販路を積極的に開拓する代表的なキノコ輸出先導組織だ?

米國·カナダ·オ－ストラリアなど27カ國にキノコを供給

韓國キノコ輸出事業團は?2009年11月に韓國の6つのキノコ生産者の共同出資で設立され?翌年から現在まで?韓國政府が公認する「キノコ輸出先導組織」として活動している?2000年代後半までは?中國?ベトナムなどアジア市場を中心に販路を開拓してきたが? 現在は米國とカナダ?歐州?オ－ストラリアなどへと輸出市場を繼續的に擴大している?韓國キノコ輸出事業を2009年から率いる南相源（ナム?サンウォン）代表理事は ?「韓國キノコ輸出事業團が輸出するコアとなる商品は?エノキとエリンギで?最近では老化防止に良い?機能性キノコであるブナシメジも積極的に輸出して

October 2017 23

Fresh Food Mushrooms

in large supermarkets overseas to promote the K-MUSH brand, and thanks to these efforts, the awareness about K-MUSH mushrooms has considerably increased.”

Introducing a Cold-Chain System, Obtaining a Global GAP Certification, and Other Efforts to Increase Competitiveness 2

1. Enoki mushroom is the flagship product of Korea Mushroom Council. 2. Among the eco-friendly mushrooms produced in the cutting-edge automated facilities, Korea Mushroom Council selects only the best-quality ones for export. 3. Nam Sang-won, President of Korea Mushroom Council

functional mushrooms known to prevent aging. In addition to our main market of the United States, we export mushrooms to 27 other countries including Australia, Canada, the Netherlands, and Indonesia.”

Accounts for 75% of the Total Exports of Enoki Mushrooms from Korea, Targets Overseas Chinese The Korea Mushroom Council boasts outstanding export performance. Last year alone, it sold US$12.5 million worth of enoki mushrooms overseas, which accounts for about 75% of the total volume of enoki mushrooms exported from Korea. The company also shipped out US$5.8 million worth of king oyster mushrooms and US$1.23 million worth of beech mushrooms, which corresponds to 40% of the total export volume of Korean king oyster mushrooms and nearly 90% of the total export volume of Korean beech mushrooms. Furthermore, exports of all three types of mushrooms in the first half of this year increased by over 40% compared to the same period last year. According to Nam, the main consumers of mushrooms supplied by the Korea Mushroom Council are overseas Chinese and other Asians, who appreciate the company’s mushrooms for their uniform quality and high food safety. He added, “We frequently hold events

24 Korea Agrafood

いる?」とし?「最大の輸出對象國は米國で?オ－ストラリアとカナダ?オランダ?インドネシアなど27カ國にキノコを供給している?」と述べた?

韓國産のエノキ?輸出全體の75%に…海外の華僑がコアの消費層

韓國キノコ輸出事業團は?キノコ輸出先導組織にふさわしく? 續的に成果をあげている?昨年の時点で?エノキの輸出實績は 1,250万ドルの規模だが?これは韓國産エノキの輸出全體の75％を占める値だ?エリンギの場合?580万ドルで輸出全體の40％を占める?有望商品のブナシメジの輸出は?123万ドルで?輸出全體の90％近くを占める?今年上半期のエノキとエリンギ?ブナシメジの輸出實績も前年比で平均40％以上增加した?南相源代表は「われわれのキノコの核心的な消費層は?海外の華僑およびアジア系の消費者で?これらは韓國産キノコの均一な品質と高い安全性が評されている?」とし?「また?海外の大型マ－トとス－パ－マ－ケットのチェ－ンでキノコの販促イベントを隨時開催し?KMUSHのブランドを集中的にプロモ－ションしたおかげで?認知度が大幅に上昇した側面もある?」と說明した?

コ－ルドチェ－ンシステムの適用·Global 獲得など品質競爭力に對する繼續的な努力

の認

GAP

海外でK-MUSHのキノコが認められる最大の理由は?まさに嚴格な品質管理にある?韓國キノコ輸出事業團は?キノコが海外消費者の食卓に上るまで?最高の鮮度を維持できるよう?コ－ルドチェ－ンシステムの適用しており?米國?歐州など長距離の國には?

Behind the increased recognition of K-MUSH mushrooms overseas are the company’s unremitting efforts to increase the competitiveness of their mushrooms through thorough quality management. A cold-chain system and transportation by air to remote markets like the US and Europe are used to maintain the freshness of mushrooms until they reach the dining tables of overseas consumers. Furthermore, all members of the Korea Mushroom Council have obtained the Global GAP (Good Agricultural Practice) certification and use the product history traceability system. Nam said, “Among the eco-friendly mushrooms produced in our cutting-edge automated facilities, we select the best-quality ones for export and pack them in different ways―small packages, combination packages with different types of mushrooms, and so on―to meet the various needs of consumers abroad.”

航空便でキノコを輸送している?また?會員企業が品質競爭力を高めようと?Global GAPの認證を受けており?農産物トレ－サビリティ?システムを導入し?輸出後の管理にも努力している?南相源代表は?「最新銳のオ－トメ－ション施設で環境にやさしい方式で生産したキノコの中で?最高品質のキノコのみを選別して輸出している?」とし?「最近では?小規模の世帶をタ－ゲットとした小包裝の輸出はもちろん?エノキ?エリンギ?シメジなどをミックスしたパッケ－ジで輸出し?海外の消費者の樣?な好みを反映している?」とえた?

韓國産キノコを活用した樣なレシピを開發

韓國キノコ輸出事業團は?北米と歐州?オ－ストラリアなど主な輸出市場で?現地の消費者を對象として?K-MUSHのキノコのプロモ－ションに注力する方針だ?特に?健康食材として韓國産のキノコのすぐれた点をアピ－ルし?韓國産キノコを活用した樣なレシピを開發するのに焦点を當てる計畵だ?また?有望市場として脚光を浴びているインド市場に韓國産のキノコが進出できるよう?現地のバイヤ－發掘にも乘り出す?南相源代表は?「キノコは世界の樣?な國?で愛される食材であるために?輸出市場を擴大する可能性が非常に高い品目」であるとし?「早ければ?今年の下半期からソ－ス?スナックなどキノコの加工食品のR&D事業を推進し?海外で韓國産キノコが活發に消費されるよう?最善を盡くしたい?」と抱負を明らかにした?

Development of Recipes Using Korean Mushrooms The Korea Mushroom Council focuses on promoting K-MUSH mushrooms to consumers in its major markets of North America, Europe, and Australia. An important part of this effort is the creation and dissemination of recipes using Korean mushrooms. The company is also looking for buyers in India, which is considered a promising market for Korean mushrooms. Nam believes that mushrooms have a great export potential because they are widely consumed around the world. He revealed that the Korea Mushroom Council plans to develop processed mushroom products, such as sauces and snacks, from the second half of this year to further increase the consumption of Korean mushrooms overseas.

Nam negotiates an export deal with Southeast Asian buyers.

Inquiries Korea Mushroom Council Tel +82-2-6402-8624~6, +82-10-4938-6904 (Nam Sang-won, President) Email swnam1234@hanmail.net, komushco@naver.com Website www.koreamushroom.co.kr

Korea Agrafood Homepage www.kfoodstory.com October 2017 25

Fresh Food Kimchi

ith kimchi exports from Korea to China having restarted in June last year, Chinese consumers can once again enjoy the taste of original kimchi and many do, as seen in a considerable increase in the volume of kimchi China imports. According to figures published by MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs), the export volume of kimchi reached its highest last year in over 25 years since the beginning of diplomatic relations between South Korea and China. Chinese consumers appreciate the authentic taste of Korean kimchi and the fact that it is produced in highly sanitary conditions. Yesodam’s “Exciting Kimchi” is one of the Korean kimchi products exported to China and receiving favorable reviews for its food safety.

A Modern Take on Traditional Kimchi Successful Export Deal with China after One Year of Preparations

What Makes Me Excited Exciting Kimchi

Yun Byung-hak, CEO of Yesodam

Known through Word-of-Mouth for Authentic Taste and Sophisticated Packaging Established in 2005, Yesodam is a kimchi producer located in Cheongju of North Chungcheong Province. While adhering to longstanding kimchi-making traditions, the company uses trendy packaging and the newest marketing methods. Yun Byung-hak, CEO of Yesodam, said, “We decided not to manufacture for large companies through OEM (original equipment manufacturing) contracts but to establish our own brand, Yesodam. That is because we cannot develop products with unique

26 Korea Agrafood

令人開心的泡菜, 開心泡菜捲傳統方式酩制的泡菜賦予現代感詮撈出口准備僅一年，成功出口中攻

隨着今年6月捲中出口泡菜之路重新被打開，泡菜宗祖攻生産的正宗韓攻泡菜開始摸向了中攻大陸? 麟際上，捲中泡菜出口也有了明顯的增加?農林畜産食品部屠憐的出口業績顯示，去年，捲中泡菜出口額麟現了韓中建交以來的最高紀湳?這是因爲，不同于中攻生産的泡菜，韓攻生産的泡菜不僅在衛生的工廠進行生産可放心吃，而且還具有屠酵特有的味道?本期所要介紹的Yesodam開心泡菜也是在衛生的工廠進行生産幷在中攻評價不錯的正宗韓攻泡菜?

傳統味道和精美的包裝口碑良好

位于忠淸北道淸州的Yesodam是一家成立于的泡菜生産企業，企業在利用傳統方式生産泡菜的同時，採用了具有現代感的包裝及市場營銷，以其新穎的屠展方式和良好的口碑吸引了消費者?Yesodam的尹秉縯董事長說道，“我們幷不依 2005

October 2017 27

Fresh Food Kimchi

Yesodam’s kimchi maintains its freshness and savory taste for a long time because it is made with a special broth cooked by heating and condensing kelp, anchovy, and the roots of green onion at high pressure for 12 hours.

characteristics under someone else’s brand. Yesodam kimchi has its own uniqueness, based on which we have grown into a stable business with annual sales of KRW 15 billion.” The company succeeded in signing an export deal after just one year of preparations. Yun said, “We started participating in exhibitions from the beginning of this year, after hearing that export route for kimchi to China has reopened. As a result, we have been able to advance to the high-end kimchi market and convenience stores of China through a contract with Jungback Group, a distributor in Wuhan (China).”

Catching the Eyes of Chinese Buyers with Traditional Taste and Modern Packaging What attracted Chinese buyers to the kimchi products of

28 Korea Agrafood

Yesodam? The main factors are the traditional production process, careful selection of ingredients, and trendy packaging. Due to differences in preferences and a longer distribution period, Korean kimchi products exported overseas are generally less crispy and do not have the spiciness or strong fermented flavor of products made for the domestic market. In contrast, the kimchi of Yesodam maintains its freshness and savory taste for a long time because it is made with a special broth cooked by heating and condensing kelp, anchovy, and roots of green onion at high pressure for 12 hours. Yun said, “A traditional way of making kimchi is to use broth as the base for seasoning. This process takes a long time but you have to do it if you want to have original kimchi.” The company also sticks to using only ingredients grown in Korea, such as

賴于大企業的OEM(代工)生産方式，而是以Yesodam糾立品牌格營企業? 現在，Yesodam已具備了擁有蘊含傳統的Yesodam特色泡菜的自生能力，而且也屠展成了每年可創造150億韓元銷魔額的麟力企業”? 借助企業的這種自生能力，僅用一年時間就麟現了産品捲中攻的出口?尹董事長自豪地說，“聽到捲中出口之門打開的消息后，我們便從年初開始積極參加了博覽繇?結果，侮中攻武漢市的流通集團中百集團成功簽署合同，産品開始進入了中攻的高級泡菜市場和羅森便利店”?

利用傳統味道和現代包裝吸引中攻客商

中攻中百集團客商爲什鹿繇看中的泡菜郡？其秘訣在于傳統的生産方式?精選的原料和精美的包裝?出口用泡菜不同于韓攻人普遍喜歡的泡菜，大都因外攻人的口味和流通過程，缺少脆口感?屠酵特有的鮮爽感和辣味?而Yesodam泡菜則以將海帶? 鳳尾魚?大升根等在高溫高忘下熬制12 小時濃縮而成的特制湯料作爲調味料， Yesodam

cabbage, radish, red pepper, garlic, and onion. However, the company does not follow the traditional way of packaging. On the contrary, they try to reflect the newest trends in technology and design. The name of the product series was changed from “Yesodam Kimchi” to “Exciting Kimchi” to make it easier to pronounce for foreigners. Smaller packages have been introduced to cater to the needs of single person households. Yun said, “We use plastic packaging material so it is easy to store and use the product. We have reduced the size of packages from 800g to 500g. We have also created cute characters and are using them in the

packaging design to project a luxurious and trendy image and to have a signature differentiating our products from others.” Yun shared Yesodam’s goals, saying “We plan to cultivate the kimchi market in China by utilizing our advantages of the authentic taste of traditional kimchi and high food safety. We will actively promote our products to healthconscious Chinese consumers in the higher-income bracket.” Yesodam attends an international food fair to promotes its kimchi products. Inquiries Yesodam Co., Ltd. Tel +82-43-266-5233 (+82-10-6431-0069, Yun Byung-hak, CEO) Email hy2665233@naver.com Website www.yesodamkimchi.com

Three Kinds of Exciting Kimchi Offered by Yesodam Creamy Sweet The product has a reduced spiciness and salted seafood flavor and is made sweeter with healthy maple syrup. It is popular among foreigners and children who dislike the spiciness and strong flavor of kimchi.

Soft Spicy Compared to Creamy Sweet, this product is spicier. The spiciness is achieved with a natural ingredient, red pepper, and without any artificial additives. Consumers enjoy the refreshing hot flavor of Korean Cheongyang red pepper, and the sales rate of this products is the highest among the three.

Traditional With the Traditional type of Exciting Kimchi, you can experience the original taste of Korean kimchi. The flavor is deepened with the addition of prawn and anchovy sauce which has been aged for over 2 years at low temperature. The more this kimchi ripens, the tastier it becomes.

所以泡菜的新鮮度及泡菜固有的鮮爽味可保持蜈長時間?尹董事長憐示，“這種利用長時間熬制的湯料酩制泡菜思是酩制泡菜的傳統方式?盡管過程蜈麻煩，但只有格過這一過程思能酩制出正宗的泡菜”? 而且，因爲泡菜是韓攻固有的傳統食品，所以，Yesodam捲白菜?蘿卜等主材料及辣椒面?大蒜?洋升等輔料也都堅持只使用精選的韓攻産原料? 但，幷非在所有的工序上都固守傳統方式的，如在包裝技術和設計上則積極反映了最新的市場趨勢?産品的名稱也沒有使用Yesodam泡菜，而是改用外攻人容易上口的開心泡菜，幷爲單身族開屠了500g小包裝産品?尹董事長說道，“産品包裝採用了便于保存和食用的塑料容器，容量也從800g癎少到500g”? 包裝設計則利用可愛的賓通形象，通過突出産品的圭次感和時尙感，設計出了開心泡菜所糾具的標簽? 尹秉縯董事長說道，“我們的最大目標是，利用再現傳統泡菜的味道優勢和突出産品的安全性，積極開拓中攻的泡菜市場?我們計琬將以關注健康的中攻高收入消費群郞爲目標，積極開展産品的宣傳活動”? October 2017 29

Processed Food Functional Noodle

nion and garlic are receiving great attention worldwide for their benefits to health, and Korea’s exports of functional food containing them as ingredients are expanding. Upobio-Food Co., Ltd. has grown to a mid-sized company by increasing its overseas sales of noodles and extracts made with onion and garlic. It cultivates, processes, and exports eco-friendly agricultural products that are beneficial to the human body.

Upobio-Food, An Exporter of Healthy Local Specialties to the World Market 洋升和大蒜健康功能産品麟現商品化

株牛浦生物食品營農組合法人利用慶北昌寧生産的農特産品洋升和大蒜，生産適合消費者嗜好的保健食品洋升汁和大蒜汁?幷以此爲原料開屠出了洋升面?黑蒜面?韓攻産小麥面和傳統面等四種面穡産品，銷往攻內外市場?(株)牛浦生物食品營農組合法人法人代憐金俊亨說道，“添加有各種健康功能性的面穡中，包含有我們利用洋升和大蒜只出口綠色健康産品的執着追求和努力?我們爲我們能誥生産葉有益于消費者健康，又能增加生産農戶收入的正直而正道的産品而自豪”?2017年7月出口的産品安全性得到了美攻食品葯品管理局(FDA)的認可，産品在功能性和安全性上都令消費者滿意，受到了消費者的歡迎?最近，産品以其健康功能食品的良好口碑，不僅在攻內暢銷，而且捲美攻?中攻及澳大利亞的出口量也在增加，尤其是首次進口后要求再進口的客商絡繹不絶? ( )

The CEO of Upobio-Food, Kim Jun-hyung, introduces his company’s noodle products.

Commercialization of Healthy Functional Foods Made with Onion and Garlic

株牛浦生物食品營農組合法人，利用地方特産生産健康食品出口世界市場 ( )

最近，令人關注的是利用洋升?大蒜等消費者喜歡的保健食品原料生産的健康功能食品的出口在不鉤頑大?(株)牛浦生物食品營農組合法人是一家自己栽培和加工人郞有益的農産品，專門出口綠色産品的企業?企業通過頑大以洋升和大蒜爲原料的面穡和湯汁出口，現已屠展成爲健康功能食品出口的中堅企業? 30 Korea Agrafood

Upobio-Food uses onion and garlic, local specialties of Changnyeong in North Gyeongsang Province, to manufacture health supplements, onion and garlic extracts. Furthermore, the company has developed with these ingredients four types of noodles― onion noodles, black onion noodles, whole wheat noodles, and traditional noodles―and is exporting them to other countries. The CEO of Upobio-Food, Kim

Jun-hyung, said, “We’ve put much effort and perseverance into creating noodles with a variety of healthy qualities because we want to export only eco-friendly, healthy foods by processing onion and garlic which are very good for the body. We are proud of making products that both benefit the consumer and increase farmers’ incomes.”

Approved by the FDA as an Eco-Friendly Functional Food Last July, the safety of UpobioFood’s products was confirmed with

獲得綠色功能食品美攻FDA認嗇

所生産商品的原料大蒜和洋升是通過侮附近農戶簽訂收購合同購買的，最重要的是原材料只選用格過嚴格的安全性檢査的蔬菜?而且，(株)牛浦生物食品營農組合法人還擁有別人无法敦冒的生産方法專利，且營養成分和味道堪比世界最高水平?以四種面穡産品爲主的主力出口商品是以洋升原汁?韓攻産小麥?黑蒜?傳統面穡爲 October 2017 31

Processed Food Functional Noodle

The drying stage in noodle processing 2

FDA approval. They are now growing in popularity as functional and safe at the same time. The products have gone viral at home and abroad, leading to an increase in export volume to the US, China, and Australia. The company is receiving a large number of repeat-orders. Upobio-Food purchases onion and garlic through contracts with neighboring farms and thoroughly checks them for safety before processing. Its unique, patented manufacturing method ensures that the products taste great and are highly nutritious. It focuses its exporting business on four types of noodles, which have strong merits for marketing in terms of functionality, eco-friendliness, and nutrition. Other products include Onion Tree and Hongsango. Onion Tree is a pure onion extract using firm onions. It is a functional product effective in cleaning blood vessels.

32 Korea Agrafood

Onion Noodle

Black Garlic Noodle

Hongsango contains concentrated red garlic extract and red wine and is aimed for adolescents and middleaged consumers. Upobio-Food is making a contribution to stabilizing the incomes of farmers in the area. It purchases veg-

原料進行商品化的産品，其功能?綠色? 營養等都具有市場營銷優勢? 而“Onion Tree”則是只選肉質密麟的昌寧洋升加工而成的純洋升汁，是捲人郞血管具有淸洗效果的功能性産品? “Hongsango”是濃縮紫皮蒜汁幷添加紅葡萄酒的産品，作爲守護靑少年?主婦及中壯年健康的産品麟現了商品化? 隨着市場捲産品需求的增加出口量也隨之而增加，幷通過集中收購周圍綠色洋升和大蒜栽培戶生産的産品，爲增加地方農戶的收入做出了貢霙?收購産品的價格高于市面價格的10-20%左右，不僅保障了農戶穩定的收入，還通過雇傭7名附近農民從事加工?包裝及運輸等作業，爲促進地方格上的屠展做出了貢霙?

面向美攻和中攻市場頑大出口

株牛浦生物食品營農組合法人的法人代憐金俊亨說明道，“産品不僅在攻內受到消費者的好評，而且在美攻和中攻也蜈受消費者的歡迎?産品自從2013年首次出口美攻以來，美攻芎地捲産品的再購量在不鉤增加，而且，産品還開始捲中攻和澳大 ( )

etables at prices 10 to 20% higher than market price. It also helps the local economy by hiring residents to process the ingredients and pack and transport the products.

Expansion of Exports in the US and China Kim said, “Our products have earned popularity among Korean consumers and are now receiving favorable feedback from American and Chinese consumers who are looking for health foods.” He added, “Since we made the first shipment to the US in 2013, the re-purchasing rate of our products by American consumers has been steadily growing and we were able to advance to the Chinese and Australian markets.” The increase in export volume of Upobio-Food’s products has been proportionate to their recognition in overseas markets. It rose from KRW

1. Upobio-Food’s office building 2. Production of noodles 3. Upobio-Food representatives attend a food expo in China and promote their noodle products.

20 million in 2015 to KRW 50 million in 2016, and is expected to reach KRW 70 million this year. The upward trend is likely to continue as the company’s products are attracting increased attention from visitors of food expos in Thailand, China, Japan, and the US. Kim shared his vision, saying, “With healthy living being such an important issue, an increasing number of consumers are and will become more interested in functional products made with onion and garlic. We will do our best to grow into a global company by diversifying our products and pursuing a more aggressive marketing strategy.”

Inquiries Upobio-Food Co., Ltd. Tel +82-55-521-2080 (Kim Jun-hyung, CEO ) Fax +82-55-521-3080 Email kjh7115@nate.com Website www.upobiofood.com

利亞等地進行出口”?海外消費者大都是作爲保健食品進行購買的?爲了保嗇長期穩定地增加出口量，牛浦生物食品還計琬面向最大的出口市場美攻和中攻，通過加强侮進口客商的一捲一進口洽談，持樓頑大産品的捲外出口?隨着牛浦生物食品的産品知名度在世界市場上的不鉤提高，銷魔量也呈現出了快速增長之勢，出口額從 2015年的2,000万韓元，增加到了2016年的5,000万韓元，幷預計在2017年將達到 7,000万韓元?最重要的是産品含有優質的健康功能性成分，因此在泰攻攻際食品博覽繇?香港食品博覽繇及在日本?中攻? 美攻等擧辦的食品博覽繇上，引起了參觀客的極大興趣，顯示出了全球化食品的屠展之勢? 金俊亨法人代憐憐示，“隨着消費者健康意識的提高，以最佳健康食品大蒜和洋升爲原料的功能性食品，在世界消費者中的關注度也越來越高?我們將通過麟現産品的更加多樣化及進一步加强市場營銷，努力把牛浦生物食品建設成全球化的食品企業”?

October 2017 33

Processed Food Jangajji (Pickled Vegetables)

ukha Article of Special Quality Enterprise (BUKHA ASQE) is a company exporting over 50 kinds of fermented foods such as pickled vegetables, pickled seafood, pastes and kimchi. Its annual sales amount to US$1.24 million, about US$26,600 of which comes from exports to the US, Australia, and Japan. The company is about to start shipping to China as well. Its products meet the preferences of overseas consumers in terms of flavor, nutrition, and functionality.

BUKHA ASQE Expands the Export Market with 30 Years of Knowhow in Traditional Food 以30年傳統食品生産技術和格驗頑大出口市場 34 Korea Agrafood

Traditional Production Method as a Means of Differentiation from Rivals BUKHA ASQE has procured two patents, one for the way it makes pastes and the other for the salting of vegetables. Both were developed through thirty years of experience in the field. According to Jung Byung-jun, CEO of BUKHA ASQE, the excellent taste of the company’s products has played an important role in its export success. He said, “All fifty kinds of products are made by hand by the 13member staff who are in their 60s and 70s, so you may count on their expertise in and devotion to traditional food, resulting in excellent products. When this became known to consumers, our products began to receive praise for safety, hygiene, and flavor, so this year, we decided to apply for the traditional food certifi-

CEO Jung Byung-jun introduces the products BUKHA ASQE exports overseas.

北下特品事業團(株)是以生産醬類産品開始，現已屠展到捲外出口美味醬菜?醬類?魚蝦醬?泡菜等50多種食品的出口企業?年銷魔額從芎初的 3,000万韓元，已達到目前的14億韓元，且其中的 5億韓元是捲美攻?澳大利亞?日本出口産品的收益?所生産的産品訣出口美攻和澳大利亞之后，正准備進入中攻市場，而且也具備了可滿足海外消費者捲産品味道?營養及功能性需求的生産和出口能力?

利用傳統方式生産的差別化味道

Gift set of BUKHA ASQE

北下特品事業團(株)擁有兩項相關醬類制作方法及酩制方法的專利?在曆格30年生産各種醬類?魚蝦醬及醬菜等50多種食品過程中，悟出了自己的一套美味食品酩制方法?鄭炳俊董事長認爲，出口增加的主要原因在于産品的優質味道，他說，“事業團的13名員工年齡都達到六七十歲，産品都是這些人利用多年的手工技術和格驗共同精心制作而成的傳統食品，所以口感和味道自然非常好?借助産品的味道和差別化的傳統制造方法，以及消費者捲産品安全性?衛生及味道的認可，今年已獲得了傳統食品認嗇”? October 2017 35

Processed Food Jangajji (Pickled Vegetables)

cation.” Pickled sesame leaves, pickled plum and pepper, salted heartwood hairtail, red pepper paste with roasted croaker, and other BUKHA ASQE products are popular both at home and overseas. In foreign markets, they won the hearts of many overseas Koreans and Chinese. The exports to the US, Japan, and Australia are consistently growing.

Pickled plum and pepper

Passing Rigorous Inspections of Department Stores One of the advantages of BUKHA ASQE is that it uses only Korean ingredients. This helps obtain consumers’ trust in safety, quality, taste, and nutrition of the products. Even department stores, which are known for conducting rigorous inspections before choosing a supplier, recognize the excellent safety and quality of BUKHA ASQE products. Furthermore, many of the ingredients are also eco-friendly, a feature attracting many foreign consumers. The products have been offered in standardized packaging and are produced in highly hygienic facilities ever since the company’s second factory was completed in 2010. As part of its effort to reflect the high quality of its products in the packaging, BUKHA ASQE recently started offering them in airtight containers that can be opened with one touch. It also increased its marketing activities emphasizing its long history and accumulated knowhow. As a result, the re-purchase rate has grown by 30% compared to last year and the company succeeded in creating a luxurious image for its products.

Expanding Exports through Localization Jung points out that to expand exports, a company needs to localize its products. He says, “We did not want to sell overseas

36 Korea Agrafood

Salted heartwood hairtail

Pickled sesame leaves

蘇子葉醬菜?靑梅辣椒醬醬菜?炒制干黃花魚辣椒醬等主力産品，隨着産品知名度的不鉤提高，不僅在攻內蜈暢銷，而且捲美攻?日本?澳大利亞等攻家的出口也在呈不鉤增加之勢?出口額也從2015 年的4億韓元，2017年預計能誥超過5億韓元?這些食品在海外不僅受芎地僑胞的歡迎，而且在中攻消費者中也以其美味，人槐大增?

through brokers, so we established an office in the US and built our own network of stores, storages, and distribution hubs. In Australia, we apply a sole distributor system where we deal directly with local buyers, delivering the products they demand, developing new products, and making other efforts to customize our products to the conditions on the ground.” An increasing number of consumers overseas regard pastes and pickles as healthy food, leading to a rise of interest in BUKHA ASQE products. The re-purchase rate in foreign markets is also growing. The company plans to expand its production facilities to meet the demand abroad. Thanks to the wider awareness of health benefits of fermented foods around the world, the consumers of BUKHA ASQE products now include not only overseas Koreans but also local Chinese, Vietnamese, Malaysians, Japanese, and others. The company plans to reinforce marketing, develop more products with properties of preventing adult diseases, and put more effort into customizing its products in accordance with preferences of local consumers.

Pickled sesame leaves make a good side dish to white rice. The dish whets the appetite of Koreans when they see it.

安全性和質量也給予了認可? 而且，大部分原料都使用綠色農産品，以盡最大努力生産消費者需要的安全食品，所以産品在海外比攻內更受靑器?2010年還通過新建第二工廠，完成了其間停留在計琬階段的産品規格化包裝，幷新增了衛生的生産設施? 近來，隨着爲醬類和醬菜類食品的高圭化採用易拉罐式密封容器包裝材料，以及加强捲産品的宣傳，回頭客率比前一年增加了30%以上?而且，隨着13名事業團員工利用積累30年的生産技術和格驗生産的産品，成爲消費者眼中的最高圭産品，産品的味道和質量口碑在不鉤提高?

通過麟現海外開拓市場的芎地化頑大出口

北下特品事業團鄭炳俊董事長認爲，近來，出口量之所以能誥得到持樓的增加，最大的原因在于成功麟現了産品的芎地化，他說，“我們改變了以往通過進口商進行的間接出口方式，通過在美攻成立分公司，建立商場?儲藏庫?流通中心等方式改變了出口戰略?在澳洲也通過引進總格銷代理商槪念，建立侮客商的直銷關係，積極開屠和生産滿足芎地客商需求的新産品和供應方式，通過進行符合芎地情拗的産品化，嘗試了産品的芎地化”? 而且，隨着海外消費者捲醬類及醬菜類等健康食品越來越感興趣，進口攻芎地捲産品進口量的需求也在增加?由此，企業還計琬根据進口訂單瑠量的增加積極頑大生産設施? 尤其是，隨着屠酵食品開始成爲世界公認的健康食品，産品已不再局限于以往的韓攻僑胞市場，捲中攻?越南?馬來西亞?日本等地芎地人的銷量也在呈增加之勢?爲此，也大幅增强了捲芎地市場的營銷力度? 同時，企業還計琬進一步頑大捲預防成人病有益的功能性商品化産品的開屠，努力從芎地消費者的視角生産芎地人喜歡的産品?

通過百貨店苛刻的供貨審驗

所生産的50多種醬類?魚蝦醬類?醬菜類産品，最大的優点是這些産品所用的原料都是100%純韓攻産原料?所以，産品的安全性?質量?味道及營養等在消費者中的信譽度也蜈高?尤其是，必須要通過各種檢査，確保産品的安全性?這樣，接受供貨的韓攻攻內企業型百貨店捲北下特品事業團産品的

Inquiries Bukha Article of Special Quality Enterprise Tel +82-61-392-6331 (Jung Byung-jun, CEO ) Fax +82-61-392-6332 Email giaii@hanmail.net Website www.bukha.co.kr

Korea Agrafood Homepage www.kfoodstory.com October 2017 37

K-Food Spotlight Coffee Mix

Korean “Coffee Mix” Loved by Foreigners 外國人が賞贊する韓國の食品?コ－ヒ－ミックス

Maxim White Gold Maxim White Gold has a soft yet rich flavor. It is made with Columbian beans and uses profile roasting and SPR (specialized profile roasting) methods.

マキシムホワイトゴ－ルド: マキシムホワイトゴ－ルドは?コロ

ンビア産の豆とプロファイルロ－スティング?SPR(Specialized 製法により?口當たりの良さとともに?コ－ヒ－の味と香りが生きている?

profile roasting)

Inquiries Dongsuh Food

ccording to MAFRA (the Korean Ministry of Agriculture, Food, and Rural affairs), the annual consumption of coffee per adult in Korea is 377 cups. This means each Korean drinks more than one cup of coffee every day. The most popular type of coffee in Korea is the so-called “coffee mix.” It is individually packaged servings of instant coffee with cream and sugar and tastes as soft and delicious as drip coffee. Many foreigners have been fascinated by the Korean “coffee mix.” According to one survey conducted by a travel agency, 53% of foreign tourists, when asked what drink they liked the most during their trip, responded, “Coffee mix.” There are also many video clips with positive reviews of coffee mix by foreigners. In a video by famous YouTube blogger Josh Carrott, he introduces Korean coffee mix to the British and you can see how their initially negative reactions change to praise of the products once they have tasted them.

農林畜産食品部によれば?韓國の大人1人當りの年間のコ－ヒ－消費量は377杯だ?全ての大人が1日に1杯以上のコ－ヒ－を飮んでいるというものだ?こうしたなかで?韓國で最も一般的なコ－ヒ－がある?それがまさに?コ－ヒ－ミックスだ?コ－ヒ－とクリ－ム?砂糖を適な割合でミックスして?一回分のパッケ－ジにした韓國のコ－ヒ－ミックスは?口當たりのよさとともに甘く?コ－ヒ－の苦みと香りが生きており?まさに淹れたてのコ－ヒ－のようで? 人氣も高い?外國人の味覺もすぐに捉えた?實際に?ある旅行會社が韓國を訪問した外國人觀光客を對象にアンケ－ト調査を實施した結果? 最もおいしい韓國の飮み物の回答者53％がコ－ヒ－ミックスを擧げていたという?オンラインでは?韓國のコ－ヒ－ミックスにポジティブな評價をする外國人のコメントが途絶えていない?ユ－チュ－バ－のBJ Josh Carrottが韓國のミックスコ－ヒ－をイギリス人に紹介する動畵では?インスタントコ－ヒ－に對してネガティブなイギリス人が韓國製品を味見した後?賞贊する姿をみることができる?

Website www.dongsuh.co.kr

KANU

Frenchcafe

This product is made by adding coffee made from beans to coffee powder briskly extracted at low temperature using the espresso method.

This product uses genuine milk instead of the chemical compound sodium casein, which makes it taste soft and better for one’s health.

フレンチカフェカフェミックス: 化學的合成品のガゼインナトリウムの代わりに牛乳

を使用して健康にも配慮するとともに?やわらかな口當たりを樂しむことができる? Inquiries Namyang Dairy Product Co., Ltd. Website http://company.namyangi.com/

Tel +82-2-734-1305 (Overseas sales team)

My Tyche

カヌ: エスプレッソを抽出する方式

で?短時間に低溫で淹れたコ－ヒ－パウダ－に?細かく粉碎したレギュラ－コ－ヒ－を加えた製品だ? Inquiries Dongsuh Food Tel +82-2-3271-0114 (Primary number) Website www.dongsuh.co.kr

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Tel +82-2-3271-0114 (Primary number)

Made through a freeze-drying method with high-grade Arabica beans, My Tyche boasts the unique scent and flavor of Arabica coffee. Another advantage of the product is that it uses natural casein, a protein contained in milk.

マイティケ: 高級のアラビカ豆をフリ－ズドライで製造

し?アラビカ固有の柔らかな香りと味が生きている?牛乳の含まれる天然のタンパク質であるガゼインを使用した点も强みだ? Inquiries Taekwan Co., Ltd. Tel +82-32-766-7916 (Overseas sales Dept.) Website www.taekwan.co.kr

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Global YAFF Speaks K-Food

Global YAFF Talks About K-Food Lee Min-ji

“Kimchi Fried Rice and Dried Jeju Satsuma Chips Are in the Spotlight Among Young Laotians”

Introducing Various K-Foods to Laotian Consumers

In Laos, an emerging economy of Southeast Asia, an increasing number of local people are interested in Korean agriproducts due to the popularity of Hallyu (the Korean culture wave). Recently, the YAFF (Young-Agri-Food Fellowship) team of Jeju Island went to Laos to hold promotions of Korean food. Let us take a look at consumers’ response to Korean agriproducts through an interview with Lee Min-ji, the leader of YAFF Jeju.

What inspired you to promote Korean

What kind of promotional activities

agriproducts in Laos?

did you perform?

After watching the news that Southeast Asia is an attractive new export market for Korean food, my team members and I thought that visiting the country to promote Korean agriproducts there would be a good way to help out. Also, getting to know exchange students from Laos National University who study at Jeju National University gave us the idea of a promotional event for young students in Laos.

With support of Laos National University, we prepared a Korean food promotion event in a campus cafeteria on September 1. We introduced consumers in their teens and twenties to Dried Jeju Satsuma Chips, Jeju Satsuma Juice, kimchi fried rice, and yakgwa (a traditional Korean snack) and hosted a tasting event. We made a poster in Laotian for local consumers to under-

YAFF Jeju team prepared various events―such as a Korean food tasting and a Hansik (Korean cuisine) quiz―to promote Korean agriproducts to Laotian consumers. The events received favorable reviews from the participants.

stand Korean food better and posted our promotional event schedule on social media, such as Facebook and Instagram, ahead of the visit.

About YAFF Jeju Team The YAFF Jeju team that suc-

What was the response of the

cessfully carried out promotion-

young Laotians to your activities?

al events for Korean food in

There were more participants than we expected. We were surprised that many students wrote some words in Korean in their reviews of the events. Among the products we promoted, kimchi fried rice and Dried Jeju Satsuma Chips received the best response. Kimchi fried rice turned out to be a perfect dish for Laos consumers who love spicy food. The

Laos is made up of three members: Lee Min-ji, Kim Young-jin, and Woo Da-som. They all attend Jeju National University and are very interested in promoting Korean agriproducts abroad. They aspire to take a leading role in the development of Korean agricultural and food industry in the future.

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Many Laotian consumers came to the K-Food event to taste Korean foods such as kimchi and yakgwa (traditional Korean cookies).

chips received positive reviews for the combination of sour and sweet flavors as well as the crispy texture. As a result of this event, many students got to know about Jeju Satsuma, and some students became interested in Jeju Island. Also, Nivong Sipaseuth, a director in the Ministry of Agriculture and Forestry Department of the Agricultural Land Management of Laos, visited the cafeteria, participated in the event, had a meal, and showed a positive response to kimchi and other Korean foods.

In your opinion, what kind of approach to overseas consumers will be effective?

I think there can be diverse ways to promote Korean food so that foreigners become more familiar with them. One way is to participate in major food exhibitions overseas. In the long term, it is important to understand the tastes of young overseas consumers who are interested in unique foods and catch the consumption trends. I personally believe we should organize Korean food promotional events aimed at young people overseas more frequently.

October 2017 41

Hansik & Hallyu _ Miyeok-guk

A Soup for Postnatal Care and to Become More Beautiful

Miyeok-guk on TV Chu Ja-hyeon & Yu Xiaoguang made their sweet honeymoon life public through the TV program Same Bed, Different Dreams. Chu often makes Korean food for her Chinese husband and Wu enjoys eating it very much. His favorite is miyeok-guk. In one episode, he gulped down a whole pot of miyeok-guk at once, saying, “This is so delicious.”

arine plants are receiving great attention as healthy food because they are rich in alginic acid, dietary fiber, and other nutrients effective in treating adult diseases. One of these marine plants, sea mustard, abounds with zinc, calcium, iron, and iodine. Koreans enjoy it in different ways but the most popular is to make it into soup called “miyeok-guk.” Many restaurants serve it and many people cook it at home because the recipe is simple, the taste is delicious, and you do not have to worry about too many calories. Miyeok-guk is also popular as a health food. In fact, it has been used in postnatal care in Korea since old times.

One serving Cooking Time: 30 min 81kcal

Main Ingredients 20g dried sea mustard, 100g shank of beef, 1.3ℓ water

Sub Ingredients 9g soy sauce, 2.8g garlic, 0.1g black pepper, 13g sesame oil, 6g salt

1. Soak the seaweed in water for 10 minutes. 2. Wash the seaweed thoroughly, squeeze to remove the water, and cut into pieces about 4cm long.

A Breakfast Dish for Newlyweds Chu Ja-hyeon & Yu Xiaoguang

3. Wipe off the blood from the beef and cut the beef into pieces 2.5cm long, 2.5cm wide, and 0.2cm thick. Sprinkle with black pepper to get rid of the unpleasant smell of the meat. 4. Put the sesame oil in a pan and cook the beef on medium heat for 2 minutes. 5. Add the seaweed and cook for 3 more minutes. 6. Pour water into a pot, add the seaweed and beef, and boil for 6 minutes on high heat. Then, reduce the heat to medium and boil for another 20 minutes. 7. Add soy sauce and salt and cook for 5 more minutes. 8. Put into a bowl and add two drops of sesame oil before serving.

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October 2017 43 Korea Agrafood Homepage www.kfoodstory.com

K-Tour _ Gogung (Ancient palace) in Seoul

During the Joseon period (1392-1910) of Korean history, Seoul was called Hanyang and was the capital of the Korean kingdom. It is home to many historic sites such as palaces, castle gates, and shrines. Gyeongbokgung Palace and Deoksugung Palace are some of the most popular attractions where visitors can get a glimpse of the daily life of the Joseon royal family. The clear sky and excellent weather in the fall make the atmosphere of Korean palaces even more enjoyable, which attracts a large number of visitors in that season and especially on Chuseok (Korean Thanksgiving) holidays. Let us take a look at the four grand palaces of Seoul.

Palace eokgung Changd

r u o T a n o a e r o K f l o u o m r e a S h f o C s e e h c t a l l a P Fee d n a r G r u o of F lace gung Pa Deoksu

朝鮮時代の首都であった漢陽は?現在のソウルの昔の名前だ?そのため?ソウルには王をはじめとした王族たちが住んでいた宮殿と4大門? 宗廟など樣?な遺跡が殘されている?そのうち?景福宮と德壽宮など?ソウルの古宮は朝鮮時代の王族たちの日常を垣間見ることのできる代表的な遺跡だ?特に?靑空と美しい月が見られる秋には?韓國の古宮の趣をより樂しむことができる?こうした場所は?韓國人の秋夕（チュソク）はもちろん?秋に多くの人?が訪れる觀光地でもある?そこで?Korea Agrafoodではソウルの代表的な宮殿を紹介する?

Gyeongbokgung Palace was built during the reign of King Taejo (1392-1398), the founder of the Joseon dynasty, and was the first palace of the era. It is famous for Geunjeongjeon (Throne Hall), its largest wooden structure; a beautiful pavilion called Gyeonghoeru (Banquet Hall); the Hyangwonjeong Pavilion which was the first place in Korea to get electricity in the late 19th century; and Gwanghwamun, the main gate to the palace. Visitors can see both the facilities for governmental affairs, which were used by kings and officials, and the living quarters of the royal family. They can also observe traditional performances, the changing of the royal guard as well as experience a Korean tea ceremony.

Hyangwonjeong

Chang gyeon ggung Palac e

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Gwanghwamun

Gyeongbokgung Palace

Gyeong bokgun g Palace

景福宮: 朝鮮時代の太宗の時代に創建された景福宮は?

朝鮮王朝の第1の法宮（王の住む宮殿）だ?ここでは?現存する最古の木造建築である勤政殿と美しい樓閣の慶會樓?韓國の最初の電氣の發生地である香遠亭?景福宮の正門である光化門などを見ることができる?これらの遺跡を通して?朝鮮時代の時の王と官吏たちの政務施設? 王族たちの生活空間などを垣間見ることができる?

Tel +82-2-3700-3900 Website www.royalpalace.go.kr/html/eng Opening Hours 9AM-6PM (in Sep and Oct), closed on Tuesdays Directions Subway Orange Line No. 3, Gyeongbokgung Palace Station, walk for 3 min. from Exit 5 Entrance Fee 19 to 64 years old KRW 3,000, 7 to 18 years old KRW 1,500. Free for children under the age of 6, seniors 65 years and older, and anyone wearing Korean traditional clothes (Hanbok). Also free every last Wednesday of the month.

October 2017 45

Junghwajeon

德壽宮: 德壽宮の元?の名前は?慶運宮だ?純宗

が王位を讓位した先代の王（高宗）の德と長壽を稱えるという意味を翔めて?德壽宮という名前が付くことになった?德壽宮のトルダムキル（石垣道）は?戀人たちのデ－トコ－スとして有名な場所だが?露館播遷?大韓帝國成立?第二次日韓協約（乙巳條約）など韓國の近代史の熾烈な時間がそのまま盛り翔まれている場所でもある?このように?韓國の近代史が感じられる德壽宮は?近代式の殿閣と西洋式庭園がある中世と近代がマッチした場所だ?

The panoramic view of Changdeokgung Palace

Previously known as Gyeongungung Palace, it was renamed into “Deoksugung Palace” by King Sunjong (r. 1907-1910) in commemoration of the virtues and long life of his father, King Gojong (r. 1863-1907). The walkway along the outside part of the stone wall of Deoksugung Palace is a famous dating destination. But the palace itself is a witness of the volatile early modern history of Korea, such as the king’s taking refuge in the Russian legation, the proclaiming of the Great Korean Empire, and the signing of the Protectorate Treaty in 1905. Visitors can feel the harmony of a Korean royal residence with a western-style garden.

Deoksugung Palace

昌德宮: 昌德宮は?北岳山左側の峰（鷹峰）の龕に構え

Changgyeonggung Palace

The panoramic view of Changgyeonggung Palace

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A bridge in Deoksugung Palace

Tel +82-2-771-9951 Website deoksugung.go.kr/eng/index.asp Opening Hours 9AM-9PM, Closed on Mondays Directions City Hall Station on Green and Dark Blue Subway Lines (No.1 and No.2), 1 min. Walk from Exit 2 Entrance Fee 19 to 64 years old KRW 1,000, 7 to 18 years old KRW 500. Free for children under the age of 6, seniors 65 years and older, and anyone wearing Korean traditional clothes (Hanbok). Also free every last Wednesday of the month.

Changgyeonggung Palace acquired its current shape in the late 15th century during the reign of King Seongjong who renovated the palace for three queen mothers, Jeonghi, Ansun, and Sohye. Located nearby Changdeokgung Palace, it was not considered an independent palace but rather played a supplementary role as a residential place. Visitors can appreciate Korean architectural styles of the 17th century through Myeongjeongjeon, which is the oldest main hall of all the palaces in Seoul, Myeongjeong Gate, and Honghwa Gate. Other attractions include Okcheongyo (bridge) and Tongmyeongjeon (hall).

る朝鮮時代の宮殿だ?文祿?慶長の役（壬辰倭亂）により? 全ての宮殿が喪失し?景福宮が修復される前まで?朝鮮の法宮の役割を擔ってきた昌德宮は?1997年に韓國國內の宮殿の中で唯一?世界遺産に登錄された?昌德宮の正門である敦化門と朝鮮王朝の樣?な王が卽位の儀を執り行った仁政殿?王と王室を補佐する闕內官廳である闕內各司（クォルネカクサ）などを見ることができる?

Changdeokgung Palace

K-Tour _ Gogung (Ancient palace) in Seoul

Changdeokgung Palace is located to the left of Mt. Bugak. When all royal palaces were burnt to the ground during the Japanese invasions of 1592-1598, Changdeokgung Palace was rebuilt first and acted as the primary palace for about 270 years. In 1997, Changdeokgung Palace was designated as a UNESCO World Heritage site. The main attractions include the Donhwamun Gate (the front gate of the palace), Injeongjeon where coronation ceremonies for several kings of the Joseon Dynasty were performed, and government offices which were located inside the palace to support the kings and the royal family.

Injeongjeon

Tel +82-2-3668-2300 Website eng.cdg.go.kr Opening Hours 9AM-6PM (in Sep and Oct), closed on Mondays Directions Subway Orange Line (No. 3), Anguk Station, 5 min. walk from Exit 3 Entrance Fee 25 to 64 years old KRW 8,000, 65 years old and older KRW 5,000. Free for persons 24 years and younger (excluding foreigners) and seniors above the age of 65, as well as anyone wearing Korean traditional clothes (Hanbok). Also free every last Wednesday of the month.

昌慶宮: 昌慶宮は成宗14年に貞熹王后?安順王后?昭惠王后など3人の大妃のために創建さ

Palace Sightseeing

Munjeongjeon

All four palaces are located in the Jongno District of Seoul and easily accessible by public transportation or walking. You can purchase a combined admission ticket for KRW 10,000, which includes entrance to the four palaces and Jongmyo Shrine. The combined admission tickets are sold at the ticket offices of each palace as well as the Jongmyo Shrine and must be used within three months from the purchasing date.

れた宮殿だ?昌德宮の近くに位置する昌慶宮は?獨立した宮殿の役割はもちろん?昌德宮の不足した居住空間を補充する役割を果たした?ここでは?朝鮮王宮の法殿のうち?最古の明政殿と明政門?弘化門などを通して?17世紀の朝鮮時代の建築樣式が確認できるのはもちろん?玉川橋?通明殿などの寶物にも出會える? Tel +82-2-762-4868 Website cgg.cha.go.kr Opening Hours 9AM-6PM (in Sep and Oct), closed on Mondays Directions Subway Blue Line (No. 4), Hyehwa Station, 15 min. walk from Exit 4 Entrance Fee 19 to 64 years old KRW 1,000, 7 to 18 years old KRW 500. Free for children under the age of 6, seniors 65 years and older, and anyone wearing Korean traditional clothes (Hanbok). Also free every last Wednesday of the month.

Tips

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