November 2017 (vol.265) by AgroTrade aT

CONTENTS

2017 Vol. 265

www.kfoodstory.com

A New Healthy Food, Ginseng Sprouts

November 2017

November

Not Like Any Other

Aloe Beverage

THEME To expand export markets for Korean food products, the Korean government selected 25 emerging nations and dispatched young people from AFLO (Agrifood Frontier Leader Organization) to five of them―India, Brazil, Kazakhstan, South Africa, and Italy―this year. Korea Agrafood introduces our readers to export activities of AFLO in these emerging markets.

You Know

énak K-Food!

Korean Products Captivate Indonesian Consumers

SPECIAL

in Chinese

Indonesians can encounter a variety of Korean food products at two consecutive events held in Jakarta: K-Food Fair Indonesia and Indonesia Food Fair.

Geochang Apples Actively Pioneer the Vietnamese Market The Dish loved by Foreigners, Japchae

COVER

Opening the Way for K-Food in New Emerging Nations Vol. 265

Fresh Food

in Japanese

With its healthy image, aloe beverage is the most popular type of Korean beverages exported overseas. It is distributed in over 150 countries in North America, Europe, and Southeast Asia.

APPLE

in Chinese

Beautiful Cymbidium Cultivated Based on 20 Years of Know-how

Processed Food

ALOE BEVERAGE

in Japanese

Aloe products of Aloe Farm Agricultural Association are not like any other aloe product you know.

in Chinese

Geochang apples succeed in entering the Vietnamese market. Golden yellow Apple color, Yuja tea Mini-sized Ginseng bell Sprouts pepper, Raon New Sweet Year’s Persimmon Dish, Tteokguk

FLOWER

GINSENG SPROUTS Ginseng sprouts are coming into the spotlight as a healthy food in Korea and abroad. They are used as an ingredient for various dishes including salads.

Photo by Park Jong-hee of JH Photography

NURUNGJI

in Chinese

A Traditional Korean Food Made of Scorched Rice

I Am So Hot! Korean Hot Sauce

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.

) er Paste p p e P d (Re

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) REPORTERS Lee Hyun-woo (leehw@agrinet.co.kr) Park Sung-eun (parkse@agrinet.co.kr)

K-FOOD SPOTLIGHT

in Chinese

Thanks to Korea’s geographic proximity, fresh milk from Korea is exported to China and Southeast Asia. Korea Agrafood introduces you to fresh Korean milk products that have earned recognition as premium products abroad.

Kim Hyo-jin (hjkim@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho ENGLISH EDITOR Chae Ria, Charles Junn TRANSLATORS Park Sung-eun, Kim Hyo-jin, Park Hye-yun, Park Seo-yeong (ENGLISH) / Tamura Yoshihiro (JAPANESE)

A Great Accompaniment to Drinks, Nakji-bokkeum

Globalization of Hansik

/ Park Seo-ran (CHINESE)

EDITORIAL BOARD

A Perfect Dish for Anyone’s Palate, Bibimbap

HANSIK & HALLYU It is difficult to find a foreigner who does not like japchae (mixed dish of boiled bean threads, stir-fried vegetables, and shredded meat).

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

K-TOUR

in Japanese

Andong―a.k.a. a city of Neo-Confucian scholars―boasts many cultural heritage sites and a variety of foods. Let’s take a trip to Andong, a rich repository of cultural artifacts and foods from different epochs.

QINGDAO Kim Boo-young 86-50-6026-0530 (kby608@at.or.kr) CHENGDU Lee Jong-geun 86-28-8283-3376 (jglee@at.or.kr) HONGKONG Lee Ji-jae 852-2588-1616 (jejelee@at.or.kr) TAIPEI Kim Mi-hyoun 886-2-2740-5040~1 (jinykim44@at.or.kr) NEW YORK Kim Kwang-jin 1-516-829-1633 (imlkim@at.or.kr) L.A Yi Chu-pyo 1-562-809-8810 (ycp1234@at.or.kr) PARIS Kim Min-ho 33-1-4108-6076 (mhkim@at.or.kr) HANOI Choi Jung-ki 84-4-6282-2987 (sgtchoi@at.or.kr)

Regulars

JAKARTA Nam Taek-hong 62-21-2995-9032 (redface73@at.or.kr) BANGKOK Yang Jae-seong 662-611-2628 (jamal@at.or.kr) ABU DHABI Song Bong-seok 971-2-622-2195 (bizman@at.or.kr)

aT BRIEFING Spicy Korean Fried Chicken

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

ADVERTISEMENT FOR PYEONGCHANG OLYMPICS 2018 48

www.kfoodstory.com

MONTHLY K-FOOD

in Japanese & Chinese

November K-Food, Sweet Persimmon

A Representative Korean Snack, Tteokbokki

aT Briefing

aT Briefing MAFRA (the Korean Ministry of Agriculture, Food, and

Korean Vegetarian Food Meets Singaporean Consumers MAFRA and aT Host the K-Vegetarian Food Show at Suntec City Mall in Singapore

Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade

Fresh Korean Pears Head to Brazil for the First Time

Corporation) hosted the K-Vegetarian Food Show at the Suntec City Shopping Mall in Singapore from October 9 through 15, with sights set on advancing Korean vegetarian products to the Singaporean market. With 11% of its population believed to be vegetarians, Singapore can serve as an indicator of Korean vegetarian food’s chances in other overseas markets. At the show,

Korean pears have been exported to Brazil

aT organized sales, tastings, and other promotional

for the first time.

events. It sought to bring the attention of local consumers

According to MAFRA and aT, two contain-

to Korean vegetarian products by inviting visitors to up-

ers full of pears were shipped to Brazil, one

load pictures using hashtags on Instagram and

on September 26 (from Ulsan Horticulture

Facebook.

Cooperative Union) and the other on October

Many local consumers purchased fresh farm products

11 (from Naju Pear Farming Cooperative

such as apples, pears, and shine muscat grapes as well

Union). Previously, there had been no export

as balloon flower & pear juice, vegetarian ramen, and wheat chocolate pies at the show. It is anticipated that once consumers try these products, they are likely to look for them in the future. Baek Jin-seok, Director of Food Export at aT, said, “Korean vegetarian foods naturally use a lot of Korean farm products as ingredients. We hope to increase overseas sales of Korean vegetarian foods through various marketing tools including the operation of a store exclu-

aT Holds “My Favorite K-Food” Video Contest for Foreigners

of fresh fruit from Korea to South America

to their account on social media

due to high logistics costs, such as long-dis-

(Facebook, YouTube, Youku

tance transportation and complex customs

Tudou, etc.), and post the link on

clearance procedures. The achievement rais-

the event application window.

es hopes that exports of pears, which are

Submissions will be evaluated

currently limited to Taiwan and the US, can

in terms of their artistic quality and

be expanded to other markets. It is also pos-

the volume of interactions they at-

sible that other fresh fruit from Korea can

tract. The first prize is KRW 10

reach South America.

sively for Korean vegetarian foods at Red Mart,

million and a five-day trip to Korea.

Singapore’s top-ranked online grocery.”

Each of the two winners of the

aT, said, “We will do our best to secure a firm

second prize will receive KRW 5

position for Korean pears in the local market

million and a voucher for a five-

through promotions and sales events at large

Meanwhile, with the aim of advancing Korean dining brands, MAFRA and aT participated in Franchising &

From September 25 through

Baek Jin-seok, Director of Food Export at

Licensing Asia 2017, which took place in Singapore from

November 15, aT (Korea Agro-

day trip to Korea, while five win-

supermarkets. Starting with Brazil, we will

October 12 through 14. aT set up a Korea Hall there in

Fisheries & Food Trade

ners of the participation prize will

work on expanding the market further to

partnership with eight promising Korean dining enterpris-

Corporation) is holding a video

each receive KRW 2 million and a

Peru, Mexico, and other countries in Central

es which engaged in brand promotion and business ne-

contest for foreigners under the

five-day trip voucher. There is a

and South America.”

gotiations. As of 2016, 28 Korean dining services entered

topic “My Favorite K-Food.”

variety of smaller prizes as well.

the Singaporean market and are operating a total of 72

To enter the competition which

Winners will be announced on

stores. The market is evaluated as promising and steadily

is open to all nationals other than

November 24, and the tour of

growing.

Korean citizens, applicants are to

Korea for the winners of the first

create a video (maximum 3 min-

three prizes will take place on

ing trends, and we hope that by participating in the fair,

utes) related to purchasing, pro-

December 11 through 15. More

more Korean dining brands will be able to break into the

moting, presenting as gifts, ex-

details are available on the event

Singaporean market.”

hibiting, tasting, or cooking Korean

webpage (www.yumyumk-

food which they experience in

food.com).

Baek said, “Singapore leads the Southeast Asian din-

5 Korea Agrafood

their daily lives, upload the video

November 2017 6

Theme

K-Food Reaches the

Cultivating Emerging Markets for Korean Products

Emerging Markets

MAFRA and aT Establish Offices in India, Brazil, and Three Other Countries First Export of Kimchi to India and Soybean Milk Distribution in South Africa Achieved through Efforts of AFLO Team 1

As part of their efforts to stimulate a demand for Korean agriproducts and expand export markets, MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs) and aT (Korea Agro-Fisheries Trade Corporation) have been prioritizing market cultivation in India, Brazil, Kazakhstan, South Africa, and Italy. aT established offices in the five countries and dispatched young people from AFLO (Agrifood Frontier Leader Organization) there. AFLO members have been carrying out Korean food promotions and export consultations and already achieved considerable success.

7 Korea Agrafood

AFRA and aT strive to raise the awareness of Korean agriproducts in emerging markets through various events such as Korean food experiences for local consumers, promotional activities at big distributors, and export consultations between local buyers and Korean food exporters. In Italy, MARFA and aT focus on promoting Korean fermented foods―such as gochujang (red pepper paste), doenjang (soybean paste), kimchi, and makgeolli (rice wine)―to local opinion leaders and famous chefs. In India, the second most populous country in the world, the two agencies promote Hansik (Korean traditional cuisine). AFLO members have introduced local young consumers to Korean spicy dishes, such as tteokbokki (stir-fried rice cake), dak-gangjeong (sweet and spicy chicken), and kimchibokkeumbap (kimchi fried rice), and received positive reviews. In the Republic of South Africa, promotional activities are held at the country’s largest retailer, SPAR. Local consumers appreciate the high quality of Korean processed foods such as ramyeon (instant noodles), snacks, and beverages. Korean traditional foods and alcoholic beverages are attracting much attention in Brazil.

1. A large number of opinion leaders and chefs participated in the event “Sapori della Corea” (Taste of Korea) hosted in Italy last September. 2. Kazakhstan consumers take part in a kimchi experience event and show their interest in Korean kimchi-making culture.

They especially enjoy fusion cocktails made by mixing Korean traditional alcoholic drinks (such as makgeolli) with tropical fruits. A variety of Korean products including grapes, tangerines, tteokbokki, and traditional foods such as sauces and kimchi are being introduced to consumers in Kazakhstan where Korean pop culture enjoys high popularity. AFLO members are making considerable contributions to the promotion of Korean foods in emerging markets. Thanks to their efforts, Korean kimchi has been able to advance to India for the first time and Korean soybean milk products have appeared on shelves of the largest distributor of South Africa. AFLO members have also helped exports of Korean tteokbokki and seasoned seaweed to the Italian market.

November 2017 8

Theme

Promising Korean Agriproducts in the Five Emerging Markets

Italy

Interview

Kim Sun-kyung

Current Status & Consumption Trends With its signature pastas and pizzas, Italy is one of the leaders of European food culture. Due to a strong sense of pride in its own food, Italy does not import many foreign food products. These days, interest in ethnic foods and healthy foods such as gluten-free products is increasing in Italy. In addition, excellence of Korean food is touted in many local media. As a result, recognition of Korean food is on the rise. An increasing number of local consumers are frequenting Korean restaurants in big cities such as Milan.

A Member of the First Batch of AFLO in Italy

My main tasks were to conduct Italian

I mainly conducted research on the

food market research, find local buy-

Indian dining market and promoted

ers, and implement Korean export

Korean food products. An event held

marketing strategies. The experience

at the Korean Cultural Center

that I have found most rewarding was

introduced 14 kinds of Korean

aiding in the advance of four products

products including dak-gangjeong

into the Italian market including seasoned dried seaweed and processed rice products. A K-food tasting event

A Member of the First Batch of AFLO in India

India

(deep-fried crispy chicken), tteokbokki (stir-fried rice cake), kimchi, and mushrooms to about 100 Indian consumers. The

20s who are interested in Korean cul-

response was even more

ture was also memorable.

encouraging than what we expected;

Current Status & Consumption Trends

we received many purchasing inquiries from local buyers.

“Gluten-free, processed rice products have a high potential of advancing into the Italian market” Recommended products: seasoned seaweed, processed rice products, yuja tea, and yuja-ade

I believe Korean seasoned seaweed, processed rice products, and yuja (citrus) tea have a high potential to advance into the Italian food market.

“Spicy-sweet dak-gangjeong is popular among Indian consumers” Recommended products: yakgwa, dakgangjeong, and instant coffee

I recommend yakgwa (deep-fried honeyed cookie), dak-gangjeong, and instant coffee as the most appropriate products for the local

Seasoned seaweed can succeed be-

market. Yakgwa is similar in taste to

cause there is a great number of sushi

mithai, a traditional Indian snack; it is

restaurants in Milan, and I think sup-

offered in small packages and can

plying Korean seaweed as an ingredi-

be stored for a long time. Dak-

ent to these restaurants is a good idea

gangjeong is another candidate

since it beats its Japanese rivals in

because it turns out that Indians like

terms of price, taste, and quality.

spicy-sweet flavors. There is also a

Furthermore, Korean processed rice

growing demand in India for instant

products are gluten-free and thus suit-

foods. Korean instant coffee, sweet

able for this market where the de-

in taste and convenient in storage, is

mand for gluten-free food is high. At

expected to prosper given the recent

the actual tasting event, a rice-based

increase in India’s demand for coffee

beverage and rice snacks received

and the fact that local people tend to

many favorable reviews. Sweet and

add sugar and milk to coffee.

people who enjoy cool and sweet drinks.

9 Korea Agrafood

Noh Yong-jin

targeting consumers in their teens and

sour yuja-ade can appeal to Italian

The event “Sapori della Corea” (Taste of Korea) held in Italy

Interview

A member of AFLO, Noh Yong-jin, promotes Korean food to Indian consumers.

Due to this outstanding growth, the consumption imported food has greatly increased among young people in their 20s to 30s who account for more than half of the country’s population. In the last three years, exports of Korean food to India have been on the rise, recording an increase of 16% on average. The influence of the Korean Wave has made some Korean processed products such as ramyeon (instant noodles) and Chocopie (chocolate pies) quite popular among local young people. India is also a major importer of vegetable seeds from Korea.

November 2017 10

Theme

Interview

Brazil Terry Lee

Current Status & Consumption Trends Brazil is the biggest importer of agriproducts in South America. Many Brazilians consider imported food to be healthier and safer than domestic offerings. Strong-tasting foods with sweet and salty flavors are very popular in Brazil. Among Korean products, local consumers prefer ice cream, aloe drinks, and snacks. These products are distributed in large cities such as Sao Paulo and purchased mainly by young female consumers in their teens and 20s who are fascinated by the Korean Wave.

A Member of the First AFLO Batch in Brazil

Interview

I arranged export consultations and

My main responsibilities included

buyer meetings as well as provided in-

discovering promising products and

terpretation services to help Korean

analyzing customs clearance

exporters enter the Brazilian market. I

regulations on food in South Africa. It

engaged in all kinds of tasks related to

was an honor to contribute to the

export consultation: collecting informa-

very first export of Korean soymilk to

tion on the Brazilian food market, drafting promotional leaflets, inviting buyers, and interpreting at the actual

Hector A Member of the First AFLO Batch in South Africa

SPAR, the largest retailer in South Africa. It also felt rewarding to promote Korean snacks, ramyeon,

consultations. I made every effort to

and bulgogi (sliced and seasoned

help Korean foods such as seasoned

beef barbeque) sauces.

seaweed, traditional pastes and

Based on the market survey I choose ramyeon, red ginseng drinks,

“We need to introduce seasoned Korean seaweed to Brazilian consumers who enjoy having snacks with beer” Recommended products: seasoned seaweed, seaweed snacks, and vinegar drinks

sauces, and fresh pears enter the market. Although the awareness of Korean food in Brazil is not high, I think it has

“Helping the first export of Korean soymilk to South Africa” Recommended products: ramyeon, red ginseng drinks, and soymilk

and soymilk as Korean food products that have the best chance to succeed in this country. Vegetarian ramyeon, in particular, is

great potential. Considering the fact

attracting the attention of consumers

that many Brazilians enjoy beer with

with a higher income level, and I

snacks, more promotional efforts are

think the exports can be increased if

needed to advertise seasoned Korean

supported by continuous

seaweed and seaweed snacks.

promotional efforts. There is a variety

Vinegar drinks are also highly promis-

of functional health foods selling at

ing and have no rivals. They taste

drugstores around the country, and

sweet-and-sour and have few calo-

young people consume a relatively

ries, so they can be introduced here

large amount of energy drinks, so

as healthy drinks. It will also help to in-

promoting Korean red ginseng drinks

form Brazilian consumers how to

can yield good results. Offering

make cocktails using these vinegar

diverse types of soymilk products,

drinks and vodka.

such as pine nut soymilk and black sesame soymilk, based on consumers, can further accelerate the advance of Korean soymilk products.

11 Korea Agrafood

Current Status & Consumption Trends

conducted for three months, I would

preferences of South African

Brazilians demonstrate keen interest in a Korean food cooking show.

The Republic of South Africa

A promotional sale of Korean soybean milk is held in SPAR, a large retailer in South Africa.

The Republic of South Africa is one of the emerging countries collectively known as BRICS. South African consumers are generally fond of spicy-sweet food. However, the demand for healthy food is recently increasing among consumers in the middle-age and upper-income groups. The demand for special types of food such as halal, kosher, and vegan is also growing. Kimchi, ramyeon, and Korean beverages are currently distributed in South Africa, but the consumption is generally low due to poor awareness of Korean food overall.

November 2017 12

Theme

Interview

I think Kazakhstan is a valid target for Korean food exports because young people in the country like the Korean Wave and have a good image of Korea overall. A Korean festival was

Kazakhstan

held there under the theme “Vkusnaya

Ham Si-houng

Current Status & Consumption Trends

A Member of the First AFLO Batch in Kazakhstan

Korea,” which literally means “delicious Korea.” Hosted in the largest Kazakhstan city of Almaty last July, it attracted 3,000 consumers. They demonstrated interest in kimchi, bulgogi, tteokbokki, and several other

The popularity of K-pop and Korean dramas is very high there especially among young people, and many consumers have a positive impression of Korean food. The most actively distributed Korean product in the country is ramyeon, which has many fans among young people interested in the Korean Wave. aT hosted an event under the theme “Taste of Korea” in Almaty last September. It was designed to promote various products including grapes, ginseng, tteokbokki, and seasoned seaweed.

products.

“With over 3,000 participants, the Korean food festival was a great success” Recommended products: fresh fruit including strawberries and tangerines

For three months in Almaty, I conducted market surveys. Based on my findings, I would like to recommend Korean fresh fruit, some winter fruit in particular, such as strawberry and tangerine. In this country, the consumption of high-end fruit is steadily rising in the high-income bracket, and the consumer preference for imported fruit is also high. However, fruits selling in the winter season are few in variety and too expensive. Given this situation, I think Korean strawberries and tangerines which have a high sugar content

L king f r Tasty N dles?

can be highly competitive in the market.

Kazakhstan consumers taste japchae (stir-fried glass noodles and vegetables) and other Korean dishes.

Check the Nearest Supermarkets or the Online Store for

Korean Ramyeon! Spicy, Extremely Spicy, Sweet-and Sour Soup,Black Bean Sauce, Cheese, Low-Calorie, Gluten-Free and Many More

13 Korea Agrafood

November 2017 14

Special

Sial Interfood 2017 November 22-25, Jakarta International Expo

énak K-Food!

K-Food Fair in Jakarta November 14-15, Jakarta Hotel, Mulia Grand Ballroom

Demonstrating All Kinds of Korean Food Products Through Two Consecutive Fairs Which Korean Products Are Indonesians Fascinated With?

With its high economic growth and the population of over 260 million people, Indonesia is a key market in the ASEAN region, attracting the interest of businesses worldwide. Many foreign companies are investing in and trying to advance into the Indonesian food market because it is the largest halal market in the world. Korean products, which often enter the Indonesian market on the wings of Hallyu (the Korean Wave), are recognized by local consumers for their high quality and food safety. In November, two consecutive events will demonstrate Korean food in Jakarta, the capital of Indonesia. A K-Food Fair will be held on November 14 in Jakarta Hotel Mulia, and SIAL Interfood 2017 is opening at Jakarta International Expo on November 22.

15 Korea Agrafood

Thirty-five Korean exporters will demonstrate their products at Sial Interfood, one of the biggest fairs held in Indonesia. Each of the exporters will have their halal certificates exhibited in front of their booths. Several promotional events for Korean food will be hosted during the fair, including an event with Korean celebrities and food ambassadors Haha and Lee Kwang-soo, a product presentation by a professional Indonesian MC, and aT collection and miracle zone exhibitions.

印度尼西亞食品博覽繇月

日，雅加達攻際博覽繇

11 22-25

The K-Food Fair in Jakarta will be held in the Grand Ballroom of Jakarta Hotel Mulia Senaya on November 14 and 15. aT (Korea Agro-Fisheries & Food Trade Corporation) has invited buyers not only from Indonesia but also from Malaysia, Singapore, Australia, and New Zealand. By doing so, it expects to achieve a synergistic effect of expanding exports of Korean food products in Southeast Asia and Oceania. Forty Korean exporters are expected to participate in the fair to promote beverages, kimchi, ginseng, snacks, soy sauce, sweet persimmons, mushrooms, and other products.

年印尼食品飮料及食品配料展(Sial Interfood 2017)是印尼規模最大的食品博覽繇?本次食品博覽繇將有35家韓攻農食品出口企業參展，每家都將利用各自糾立的展位開展捲健康美味食品的宣傳?特別是，擁有淸眞 (Halal)認嗇産品的企業還將在展位前設立標牌以吸引穆斯林消費者? 而且，還將進行由韓攻農食品宣傳形象大使HAHA和光洙參加的宣傳活動，由芎地專業主持人進行的商品說明繇及aT Collection及Miraecle袴等各種附帶活動? 2017

雅加達韓攻食品展月

日，雅加達穆利雅史納延酒店大宴繇廳

11 14-15

雅加達韓攻食品展將于11月14-15日，在雅加達穆利雅史納延酒店(Hotel Mulia)大宴繇廳擧辦?韓攻農水産食品流通公社(aT)雅加達分公司管轄範圍內的印度尼西亞?馬來西亞?新加坡?澳大利亞及新西蘭等地客商將全部參加本次博覽繇?預計，本次食品展將捲韓攻農食品在東南亞及大洋洲的頑大出口産生積極的增效效應? 本次活動將有40多家韓攻農食品出口企業參展，捲飮料?泡菜?人參?零食?醬類?甘枾?菉慶等多種食品進行推介? November 2017 16

Special

onesia Popular K-Food in Ind

Fresh Foods Due to their high sugar content, safety, and quality, Korean persimmons, strawberries, and tomatoes are known in Indonesia as premium fruits. The name value of Korean mushrooms is also high.

Ginseng products As interest in a healthy lifestyle among Indonesian customers in increasing, the popularity of Korean red ginseng is also on the rise. Local consumers are especially attracted to ginseng products offered in stick-shaped pouches, which appeared in the Korean TV Series Descendants of the Sun.

新鮮食品: 韓攻産甘枾?草撻?番茄?菉慶等産品，以其高含糖

量及安全性，成爲印尼消費者眼中的高圭水果，産品的知名度也越來越高?

紅參加工品: 隨着印尼消費者健康意識的不鉤提高，韓攻紅參加工産品蜈受印尼消費者的靑器?韓攻電視劇“太陽的后裔”中出現的棒袋裝紅參加工産品就是芎地消費者蜈喜歡的産品之一?

Participating Companies

K Participating Companies (K-Food Fair=K / Sial=S) Hamyang Wood Cultivated Ginseng Co., Ltd. Kuan Industrial Co., Ltd. Korea Eundan Co., Ltd. K Taewoongfood Co., Ltd. Resh Anydoctor Healthcare Co., Ltd. Gangwha Red Ginseng S Haetter Co., Ltd. Ilhwa K&S Daedong Korea Ginseng Co., Ltd.

Beverages Korean aloe and yuja (citron) beverages have established themselves in Indonesia as high-quality beverages having a beautiful color and high fruit content. Beverages made with unique Korean fruits such as bokbunja (black raspberry) and Korean varieties of citrus fruits are also receiving positive reviews.

飮料: 蘆饒及柚子等飮料以其鮮艶的色彩及高含量果汁，在芎地高圭飮料市場占据了一席之地?利用覆盆子及柑橘等韓攻特色水果加工的飮料也蜈受歡迎?

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17 Korea Agrafood

Tel 070-7722-6559 +82-2-470-0950 070-7710-0711 +82-2-6670-9294 +82-64-780-3363 +82-31-948-9961 070-7726-9955

+82-62-381-6567 070-7803-9900 +82-2-515-7765 +82-31-966-0782 +82-31-671-8120

Convenience Foods & Korean Sauces Indonesian consumers are well-familiar with tteokbokki (stir-fried rice cake) and kimchi through Korean TV dramas, and the demand for Korean convenience food and sauces in the country is increasing.

方便烹調食品和韓食醬汁: 格常在韓攻電視劇和電影中出現，芎地消費者熟悉的炒米桀?泡菜等方便韓食及醬汁需求在不鉤增加? Participating Companies (K-Food Fair=K / Sial=S)

Bob Lee Burger System Co., Ltd. Dduckzziny Wellnessfarm Jinsung F.M Co., Ltd. Sajo Haepyo Corporation Hansung Food Co., Ltd. Kangsfood Co., Ltd. JK Food

Tel +82-2-577-8807 +82-2-529-1345 070-7841-3707 +82-2-575-0261 +85-2-2007-3250 +82-32-684-5500 +82-31-767-4516 +82-31-797-0056

Snacks Korean snacks are all the rage among young Indonesians interested in Hallyu (the Korean Wave). You can easily find reviews praising the taste of Korean snacks on Indonesian social media and personal blogs.

零食: 捲韓流感興趣的印尼年輕消費者蜈喜歡韓攻零食産品?在芎地消費者上傳的SNS及微博上格常能誥看到捲韓攻零食点獸的評語? Participating Companies

Participating Companies (K-Food Fair=K / Sial=S) SD Korea Co., Ltd. K Sambuja Company Sinbad Co., Ltd. Cho-A Pharm Co., Ltd. S Jeju Province Development Corp. Golden Citron Kkoh Shaem Food Co., Ltd.

Tel

(K-Food Fair=K / Sial=S)

Hando Food Gwangcheon Samwon Food Daeheung Co., Ltd. Han & Global Samsung Food Natural Choice Co., Ltd, Sahm Yook Sea Food Co., Ltd. Hyosung Food Co., Ltd.

Tel +82-54-337-3314 +82-41-641-1015 +82-53-811-5158 +82-31-8065-5993 +82-31-858-4555 070-7116-1612 +82-41-932-5916 +82-31-998-7364

November 2017 18

Fresh Food Ginseng Sprouts

セサクサムは?肝臟の保護と抗腫瘍の抑制?血小板の凝集抑制成分が多量に含まれた健康機能性食品として?國內はもちろん?全世界的に注目されている?高麗サムムルジセサク人參營農組合法人は?ファンリョン農協と協力し?米國?日本?中國?香港?シンガポ－ル?UAEなどへのサンプル輸出を契機として?全世界の消費者に新たな健康機能性食品のセサクサムを輸出商品として?集中的に育成している?

Offering a New Healthy Food, Functional

サポニンが豊富なセサクサムが人氣

Ginseng Sprouts Appear in the Global Market 新たな健康食品?機能性セサクサムで世界市場を攻略

Ginseng sprouts are coming into the spotlight as a healthy food in Korea and overseas.

inseng sprouts are drawing attention as a functional food whose components can protect liver, inhibits tumors, and suppress platelet aggregation. Goryeo Sammuruji Sprouting Ginseng Farming Co-op, in partnership with Hwangryong Agricultural Co-operative, is striving to open exports of ginseng sprouts worldwide. At this initial stage, it is sending product samples to the US, Japan, China, Hong Kong, Singapore, and the UAE.

Popular Thanks to Abundance of Saponin Ginseng sprouts were commercialized by Goryeo Sammuruji Sprouting Ginseng Farming Co-op. Its 35 farming households create an appropriate environment for ginseng’s growth in pots in greenhouses, planting ginseng rootlets, and

19 Korea Agrafood

applying hydroponics in tending for the sprouts for about two months. Ginseng sprouts, of which not only leaf and stem but also roots can be eaten in vegetable wraps and other dishes, are enjoying an increasing popularity in Korea and overseas. Co-op CEO Lim Seon-ho said, “The 35 households of professional farmers in this co-op cultivate ginseng sprouts as an eco-friendly product. Grown without pesticides, ginseng sprouts can be eaten in their entirety.” He added, “Leaves of ginseng sprouts contain 10 times the amount of saponin in its root.” Samples of ginseng sprouts the Hwangryong Agricultural Cooperative sent to the US, Japan, China, Hong Kong, Taiwan, Singapore, and the UAE have received an explosive reaction. It is anticipated that the current trial export worth KRW 10 million

高麗サムムルジセサク人參營農組合法人の35人の法人農家が生産するセサクサムは?溫室の鉢に植えられて成長できる環境を作り?ここへ苗を植えて水耕栽培で2∼ 3ヶ月栽培して商品化したものだ?セサクサムは?葉と莖はもちろん?根まで簡單に食べられる?國內はもちろん?海外でも最近になって人氣が高まっている作物だ?イム?ソンホ代表は?「全國の35人が專門栽培農家で生産されるセサクサムは?農藥を使用しない親環境商品で?サポニンが根より10倍ほど多く含まれ?葉まで食べることができる?」とし? 「セサクサムは健康食品として?海外の消費者が非常に滿足しており?今後最高の輸出商品になるだろう?」と述べた?

Ginseng sprouts in display in a supermarket

November 2017 20

Fresh Food Ginseng Sprouts

will sharply increase to KRW 1 billion next year when exports gets into full gear.

Best Quality through Thorough Safety Management Goryeo Sammuruji Sprouting Ginseng Farming Co-op ensures the safety of ginseng rootlets by testing them for residual pesticides at the time of purchase. Furthermore, the sprouts are inspected against some 300 safety-related criteria before consignment. This is done in preparation for safety inspections at the exporting stage and to build an image of the best-quality ginseng sprouts in the import

markets. The co-op has set up its own screening and processing systems. With top-notch facilities, it has generated a highly hygienic work environment. Accurate classification and management of different quality levels is performed by invited experts. Aspiring to create a luxurious image for its product, the co-op has registered a trademark for its independent brand, “Sammuruji,” which stands for “ginseng grown in clean soil.” As the awareness of the health benefits of ginseng sprouts is growing, the co-op is receiving inquiries from around the world. Buyers from two dozen countries, including the US and Canada, have

また?ファンリョン農協を通して?最近では米國?日本?中國?香港?台灣?シンガポ－ル?UAEなどの國へセサクサムのサンプルを送った?その結果?期待以上に大きな反應があった?これにより?1,000万ウォン規模のサンプル輸出額は?輸出が本格化する來年には10億ウォンまで大きく增加するものと予想されるほど?海外のバイヤ－には好評だ?

に定着させている?選別と加工システムも自社で整備したが?各種の最新設備を購入して?衛生的な作業環境を備える一方?專門の選別士を招聘して品質別に正確に區分して管理するシステムも構築した? マ－ケティングでも?高級商品としてイメ－ジ確保のために?クリ－ンな土地で育った高麗人參を意味する「サムムルジ」を獨自のブランドとして?商標登錄して使用するなど? 高級ブランド戰略も體系的に進めている?さらに?セサクサムが肝臟の保護と抗腫瘍および血小板凝集の抑制などの機能性がすぐれたものとして知られるとともに?米國?カナダなど全世界の20ヶ國余りの輸入バイヤ－が事前購買を予約している?

徹底した安全性確保を通して?最高品質を維持

サムムルジセサク法人は?苗の購入時に農藥殘留檢査を實施し?1次的に安全性を確保する?また?出荷するときは300種類あまりの安全性の項目に對する檢査を實施し?完璧な安全性確保に注力している?輸出に伴い發生する安全性問題を徹底して遮斷し?最高品質のセサクサムというイメ－ジを輸出市場

CEO Lim Seon-ho (in the middle) and the head of Hwangryong Agricultural Cooperative, Kim Jinhwan (right), strive to increase exports of ginseng sprouts.

pre-ordered the product. Leaves of ginseng sprouts contain a large amount of saponin. They are widely used as an ingredient for various dishes such as salads.

21 Korea Agrafood

Cultivating Ginseng Sprouts into a Business Worth Billions of Won Lim emphasizes, “Vegetable sprouts are not only highly effective in preventing cancers, diabetes, reducing high blood pressure and raising immunity but are also very convenient for use in cooking.” He adds, “In hot climates, such as in countries of Southeast Asia and the Middle East, eating sprout wraps can help maintain homeostasis to beat the heat, so ginseng sprouts are rapidly becoming popular there.” These days, the Rural Development Administration (RDA) of the Korean government is trying to boost the competitive power of ginseng sprouts by designating it as a

promising export product and increasing the technological and policy support. It also organizes venues for negotiations with foreign buyers and hosts promotional fairs. Goryeo Sammuruji Sprouting Ginseng Farming Co-op plans to grow the ginseng sprout business over the next three years into an enterprise worth over KRW 5 billion. It will make efforts to achieve stable exports of the sprouts and create high value, processed products such as powder that can be used to make noodles and beverages.

Inquiries Goryeo Sammuruji Sprouting Ginseng Farming Cop. Tel +82-61-395-2058 (Lim Seon-ho, CEO) Fax +82-61-393-2092 Email 55dh@hanmail.net

年間10億ウォン代の輸出商品として育成する計畵

サムムルジセサク法人のイム?ソンホ代表は?「スプラウトはガンや糖尿病?血壓?免疫力の管理に大きな效果がある製品であるとともに?野菜として樣?な料理で食べることができる手輕さで?最近急成長する商品」とし?「特に?東南アジアと中東など多くの國では?セサクサムを食べれば?人體の恒常性を維持し?暑さに打ち勝つことができ?さらなる人氣を獲得している?」とセサクサムについて說明した? また?最近?農村振興廳が有望輸出品として?セサクサムを選定して技術と政策支援を大幅に擴大しており?輸出競爭力が强化されている?また?農村振興廳が自主的にバイヤ－と商談會を設けてプロモ－ションのためのイベントを開催するなど?樣?なレベルで國內外での認知度が大きく向上している? サムムルジセサク法人は?長期的にセサクサムを現物そのままで輸出することはもちろん?ライスヌ－ドル?コ－ヒ－ミックス?スム－ジ－などに活用できる粉末加工品も開發するなど?高付加價値商品化を通して?3年內に50億ウォン以上輸出する商品として?育成するという計畵だ?

Korea Agrafood Homepage www.kfoodstory.com November 2017 22

Fresh Food Apple

究好，居昌掠果!

以直銷出口方式降低魔價提高交易

掠果是世人都蜈熟悉的水果之一?因爲世界各地都生産和銷魔掠果，所以許多人都蜈容易吃到掠果?在世界各地産的衆多掠果中，韓攻産掠果被認爲具有優質的外形?味道及組織感?韓攻産掠果的質量也通過加强安全性管理和引進質量等級制度及認嗇制度等不鉤在提高?在臺膿?香港及俄羅斯等地，産品的優質性已得到了芎地消費者的高度評價?最近，隨着韓攻掠果的良好口碑傳到越南，在河內和胡志明市的永旺商城(AEON Mall)已全面開始了捲韓攻掠果的銷魔?

Xinzhao, Geochang Apple! Geochang Apple Pioneers the Vietnamese Market

質量幷不遜色于世界任何地方的掠果

Geochang apples are flawless in all aspects: sugar content, appearance, color, texture, and food safety. They are now available to consumers in Vietnam.

pple is one of the fruits familiar to people all over the world. It is grown in many regions and easily accessible. The strengths of Korean apples are in the excellent taste, appearance, and texture, and in the continuous efforts by Korean farmers to further improve the fruit’s quality through safety management, quality grade system, certification system, etc. Korean apples are already receiving favorable reviews from consumers in Taiwan, Hong Kong, and Russia. Recently, they have reached Vietnam and are

23 Korea Agrafood

now sold at AEON Malls in Hanoi and Ho Chi Minh City.

在河內和胡志明市永旺商城銷魔的韓攻掠果是産自韓攻五大掠果産袴之一居昌的掠果?居昌海拔在250-700m，自然環境純淨，晝夜溫差大，所以這裏的掠果具有糖度高?色樣鮮艶及果汁酪富的特点? 居昌掠果捲外出口是從今年的4月開始的?居昌聯合事業團金忠珍團長回顧說， “以往，居昌掠果相捲于其他地袴的掠果

Confidence in the Quality on Par with the World’s Best Apples The apples sold in Vietnam’s largest cities come from Geochang, one of the five major producing areas of apples in Korea. Thanks to the pure natural environment, the altitude of 250 to 700m above sea level, and a wide daily temperature range, Geochang apples have a high sugar content, beautiful color, and

Kim Chung-jin, director of Geochang branch (very left), and his staff introduce the Geochang apple.

November 2017 24

Fresh Food Apple

Geochang apples are harvested from late September to November and renowned for their superb quality.

a lot of juice. They were first exported to Vietnam last April. Kim ChungJin, a director of the Geochang branch of the National Agricultural Cooperative Federation Agribusiness Ltd. (hereafter, Geochang branch), explains, “We have been focusing on the domestic market and decided to export Geochang apples mostly for the sake of proving the competitiveness of Geochang apples in the world market.”

tration and technology center of Geochang County. Based on market surveys, the company decided to target the Vietnamese market because local consumers, thanks

主要集中在了捲內需市場的供應?但隨着居昌掠果質量的不鉤提升，爲了一試居昌掠果在世界市場上的競爭力，我們着手開始了掠果的捲外出口”?

Knocking on the Doors of the Vietnamese Market The Geochang branch started its export business by conducting an export market research project in cooperation with the adminis-

25 Korea Agrafood

Geochang apples are sorted and packed by experienced workers at a joint sorting center.

to Hallyu (the Korean Wave), have a favorable image of Korean products. Last April, in cooperation with the Geochang County administration, the Geochang branch sent a trial shipment of 4 tons for distribution in Dua Dua, Hanoi AEON malls, and other retailers. The attempt was successful. Geochang apples received positive reviews from consumers, and soon after, the Geochang branch singed an MOU with Dua Dua. Kim believes direct exports and good quality were the keys to the success. They were able to export apples without using a trade company as an intermediary thanks to the overseas trade consulting offered by Geochang administration. As a result, Geochang apples’ price became more competitive and incomes of local farmers increased. Surprisingly, tasting events revealed that the majority of Vietnamese consumers prefer large apples. Kim said, “Usually, overseas consumers look for small and medium-sized fruits, and we naturally thought the Vietnamese would also prefer those sizes. In contrast to our expectations, many consumers pointed out they liked big-sized apples which are not offered in the local market for imported apples.”

Raising Competitiveness with Appealing Packaging…Attempting to Advance to Neighboring Countries

敲開越南出口市場之門

Last April, the Geochang branch promoted Geochang apples at AEON malls in Vietnam and received positive reviews.

According to the agreement with Dua Dua, the Geochang branch will ship fresh apples from Korea to Vietnam every week starting from late October. The apples will be sold at AEON Malls in Hanoi and Ho Chi Minh. The Geochang branch hopes to increase its exports to Vietnam by strengthening its cooperation with Dua Dua and adjusting packaging to appeal to local consumers. Kim said, “We have noticed that local consumers like the color red, so we attached red stickers with Korean letters to the plastic containers for the fruit. We would like to expand the market further, to Cambodia, Laos, and Myanmar. Our experience in Vietnam will become a stepping stone to other markets in Southeast Asia.”

Inquiries National Agricultural Coopoerative Federation Agribusiness Ltd. Tel +82-55-940-6711 (+82-10-89923276, Kim Chung-jin, Director) Fax +82-55-94-4182 Email omega12@naver.com

居昌聯合事業團通過侮居昌郡和居昌郡技術中心共同聯手，捲出口市場進行調査后做出了進入越南市場決定?進入越南市場是因爲在韓流影響下消費者普遍看好韓果産品，所以居昌掠果也一定繇有銷魔玭力?由此，居昌聯合事業團和居昌郡于今年的4月，通過芎地的銷魔企業Dua Dua 在河內的永旺(AEON)商城捲儲藏掠果(4 菫)進行試銷?結果蜈成功?促銷活動在消費者中引起了良好的反響，所以品嘗活動一結束便侮Dua Dua簽署了出口居昌掠果的協議(MOU)?金團長分析道，“成功的秘訣在于直銷出口和優良的品質”? 居昌聯合事業團是通過居昌郡提供的海外通商顧問制支援進行直銷出口的，所以在居昌掠果的價格競爭力及農戶收益的提高上獲得了雙酪收?除此之外，通過品嘗活動了潁到大部分消費者都喜歡大憾掠果的信息也爲居昌掠果進入越南助了一臂之力?金團長說道，“不同于韓攻消費者，海外消費者大都偏愛中小憾頭的掠果?所以我們原想越南消費者也繇喜歡中小憾頭的掠果?沒想到他們說‘令人滿意的是比在芎地銷魔的進口掠果憾頭更大’”?

以芎地消費者喜歡的包裝提高競爭力…嘗試進入周仝攻家

居昌聯合事業團根据侮Dua Dua簽署的出口合同，從今年的10月開始每周都要捲今年産的新鮮居昌掠果進行裝船運往越南，幷在越南的河內和胡志明市永旺商城進行銷魔?今后，還計琬進一步加强侮Dua Dua的長久合作關係，幷根据芎地消費者的喜好改進包裝，努力頑大出口?金團長說道，“我們將根据芎地消費者喜歡紅色的特点，在3口塑料包裝容器上粘貼印有韓文的紅色標簽進行出口”?除此之外，他們還計琬將出口市場頑大到柬璵寨?老坰?緬甸等周仝攻家? 金團長補充道，“我們將以進入越南市場爲契机，進一步打開捲柬璵寨及老坰的出口之門”? November 2017 26

Flower Cymbidium

Cymbidium

A new Korean variety of cymbidium, Lovely Smile

色彩鮮艶?生命力强的蘭花馬岩洋蘭出口法人，以20年栽培技術捲外出口高圭蘭花

A Charming Orchid with Beautiful Colors and Tenacious Vitality Goseong Maam Cymbidium Export Association with 20 Years of Cultivation Knowhow Exports Cymbidium Abroad

ymbidium, a flowering orchid plant which symbolizes nobility and beauty, is renowned for its colorfulness. It retains its gorgeous color and graceful shape even in the midst of winter, and is loved for this quality in many countries around the world―the US,

Japan, China, ASEAN, and many more. Another merit of cymbidium is its long lifespan. Once it blooms, you can enjoy its charm for over two months, and each plant has three to five peduncles with thirty to fifty blossoms overall. The orchid is popular for interior decoration and as a gift. One of Korean producers of cymbidium is Goseong Maam Cymbidium Export Association (MCEA) located in Goseong County of South Gyeongsang Province. Armed with cultivation skills accumulated in two decades, MCEA has been at the forefront of pioneering overseas markets.

27 Korea Agrafood

President Jeong Dae-young explains about potted cymbidium.

蘭花(Cymbidium，或洋蘭)是一種象征華麗的著名花卉，花語有“貴婦人”?“美人”等?葉便在冬季也依然繇保持華麗的色彩和美麗的花姿，蜈受美攻?日本?中攻?東南亞等世界各地消費者的喜愛?而且，花期壽命也蜈長，開花后可賞花兩憾月以上，每盆花可長出3-5支花徑，可開30-50多憾花朶，蜈適合用于室內裝飾及芎作饋贈饑品?蘭花在韓攻也有栽培，位于慶尙南道固城郡的固城馬岩洋蘭出口法人(Goseong Maam Cymbidium Export Association， MCEA)就是一家以20多年蘭花栽培技術爲基礎開拓海外市場的韓攻久負盛名的蘭花出口企業?

在自動化溫室中盆栽30多種蘭花…出口海外10多憾攻家

馬岩洋蘭出口法人生産的蘭花，95%以上都在持樓地捲中攻?日本?東南亞及澳大利亞等海外10多憾攻家進行出口?韓攻出口蘭花的季節一般是從11月到第二年的4月期間，而大部分出口主要集中在12月到2月這三憾月左右的時間內進行?馬岩洋蘭出口法人的鄭 November 2017 28

Flower Cymbidium

Cymbidium, a flowering orchid plant which symbolizes nobility and beauty, is renowned for its colorfulness. Varieties of cymbidium (from left): In the Mood, Yangguibi, and Purple star

Cultivating Over 30 Varieties in Flowerpots in Automated Greenhouses, Exporting to Over Ten Countries MCEA exports more than 95% of the cymbidium it produces to about a dozen countries including China, Japan, Australia, and ASEAN. The export season for Korean cymbidium generally spans from November to the April of the following year, with the climax falling between December through February. Jeong Dae-young, President of MCEA, said, “It takes three years on average to grow each cymbidium until it is ready to be exported.” The association cultivates more than 30 varieties of cymbidium. They grow in flowerpots in automated greenhouses of the total size of 13,200㎡, the largest among cymbidium export farms in Korea. The cymbidium produced by the association features flowers large in diameter, with gently-curved petals,

29 Korea Agrafood

and vivid, rich colors. Highly valued are their thick, long stalks. Other merits include the early flowering period and uniform quality. Jeong said, “To produce best-quality cymbidium, much effort and energy needs to be put into moving the seedlings to highlands in the summer for differentiation of flower buds and then moving them to areas with abundant sunshine so that they start to bloom.

Directly Running Stores in China, Introducing the Flower Reclaim System MCEA is more attentive to packaging than its competitors. For pots and vinyl wrapping, which preserve the cymbidium in its best condition, the association uses only products made in Korea. “We think that we can introduce our products to the world with pride as Korean only if everything in the product, including the accessories, is made in Korea,”

大槃董事長說明道，“蘭花從開始栽種到出口平均需要3年以上的時間?目前，我們的自動化溫室規模已達到1万3200㎡且盆栽有30多種蘭花?這在韓攻出口蘭花栽培農戶中是規模最大的 ”? 馬岩洋蘭出口法人生産的蘭花，花徑大而色彩鮮艶?又粗又長的花徑提高了商品的價値，挺拔的葉子自然彎曲侮花朶相互輝映更增添了花卉的美麗?而且還有開花早質量均衡的優点?鄭大槃董事長說明道，“爲了生産出更加優質的蘭花，我們在夏季將苗種移到高寒地帶進行花芽分化，然后再把央們拿到日照量多的地袴讓其開花”?

在中攻芎地格營直銷店…引進花卉回收制度

相捲于其他競爭商品，捲包裝材料的選楊也費了一番心思?爲了更加持久地保持蘭花的新鮮度，馬岩洋蘭出口法人捲花盆及包裝塑料等包裝材料全部使用韓攻産産品?鄭董事長說道，“我想，捲蘭花相關的所有附婁物，只有帶着全部由‘韓攻制造’的自信思能在海外市場上理直槐壯地推銷我們的商品?通過産品的高圭化營銷策略，我們的商品在海外市

explains Mr. Jeong. He adds, “We are able to sell our cymbidium at 25 to 30% higher prices than our competitors because we implement high-end marketing.” Operating a direct store in China is another factor adding competitiveness to MCEA’s strategy. By selling products without help of import vendors, the association can save on distribution costs, and Chinese consumers can purchase high-quality cymbidium at reasonable prices. MCEA’s brand, “Dami” (Chin. , lit. “many beauties”), enjoys recognition in the Chinese floricultural industry. Moreover, to earn trust of foreign consumers, MCEA was the first among Korean cymbidium exporters to introduce a flower reclamation system through which consumers immediately receive compensation for faulty products.

多美

markets of Vietnam, Thailand, and Malaysia. In Vietnam, flowers sell well all year round because most households have a family shrine which they decorate with flowers. In Thailand, consumption of flowers is traditionally high thanks to Buddhism. Malaysians purchase many ornamental flowers to adorn hotels and high-end restaurants. Last year, MCEA exported US$100,000 worth of cymbidium to Vietnam. It is also hopes to break into the Australian and Indian markets and is sending pilot shipments. Mr. Jeong said, “Our orchids received many compliments from Vietnamese buyers for their beautiful colors and multiple stalks.” He revealed his aspirations, “Boosted by successful exports to Vietnam, we will promote the excellence of Korean orchids in other markets of Southeast and South Asia.”

場上的價格高出其他競爭商品25-30% 以上”? 在中攻芎地格營直銷店也是具有商品競爭力的重要因素之一?由于蘭花的銷魔沒有進口商環節，所以可節省流通費用，使中攻的消費者能誥以更合理的價格購買到高圭蘭花?馬岩洋蘭出口法人在中攻銷魔的蘭花品牌是“多美”，該品牌已在中攻的花卉業內具有較高的知名度? 除此之外，爲了提高在海外市場上的信譽度，在韓攻蘭花出口農戶中首家引進捲不良商品立葉進行補償處理的“花卉回收(Reclaim)”制度也是馬岩洋蘭出口法人的癩一大優勢?

MCEA’s cymbidium sold in China

Starting Exports to Vietnam, Planning to Cultivate Other Asian Markets In addition to the Chinese market, the association plans to cultivate

Inquiries Goseong Maam Cymbidium Export Association Tel +82-10-3588-7510 (Jeong Daeyoung, President)

Additional Information Merits of Korean Cymbidium as an Ornamental Plant Cymbidium is a variety of orchids featuring colorful and glamorous flowers. It is attracting a great deal of interest as an air-filtering plant. It is known to emit a greater amount of anion than sansevieria, which is grown in many households for that purpose. If grown in a pot, it blooms for as long as three months. Even cut flowers do not wither for as long as one month if the optimal temperature of 21 to 25℃ is maintained.

去年末首次出口越南…開拓目標東南亞市場

除了捲中攻市場之外，馬岩洋蘭出口法人還計琬進一步加大捲越南?泰攻? 馬來西亞等東南亞市場的開拓?越南家家有祠堂，全年的花卉消費量蜈大?泰攻婁于佛敎文化圈，自古以來花卉消費就蜈大?馬來西亞主要是酒店?高圭餐館等的裝飾性花卉消費較多?値得一提的是，去年末首次麟現了捲越南的出口，出口了10万美元的蘭花?除此之外，捲澳大利亞及印度也正在進行試出口，以努力頑大商品的銷路? 鄭大槃董事長憐示，“越南的客商都說，我們的蘭花花徑多，色彩鮮艶，市場前景非常看好?我們將以商品出口越南爲契机，在東南亞市場上積極推介優質的韓攻産蘭花”?

November 2017 30

31 Korea Agrafood

November 2017 32

Processed Food Aloe Beverage

Expand Export Market with Processed Aloe, Aloefarm アロエの天然加工品で輸出市場擴大に乘り出したアロエファ－ム營農組合法人

loefarm Agricultural Association (hereafter, Aloefarm) manufactures and exports natural foods made of pulverized fresh aloe vera gel and free from chemical additives such as artificial colors or coagulants. Having started its export business with aloe gel and aloe honey tea in 2011, Aloefarm recorded an overseas sales figure of KRW 600 million last year. Its products, sold in Singapore, Malaysia, France, the US, Canada, and China, are better known in overseas markets than at home.

Farming 450 Tons of Aloe Annually Located in Geoje of South Gyeongsang Province, Aloefarm produces 450 tons of aloe annually on the total territory of 16,500㎡. It also processes aloe to market and sell overseas. CEO Lee Woong-il, who established Aloefarm in 2006, said, “We started processing fresh aloe leaves to expand our market. Last year, we processed 250 tons of aloe.” The company strives to expand its exports targeting health-conscious consumers overseas. This year’s plan is to ship KRW 1 billion worth of products. In 2014, Lee built an aloe theme park where visitors can learn about beneficial effects of aloe and ways to use it. The park serves to attract tourists and expand the

33 Korea Agrafood

生のアロエベラを粉碎したゲルに?人工の色素や凝集劑などの人工の添加物を加えていない?天然食品を製造し?輸出するアロエファ－ム營農組合法人が注目されている．アロエファ－ムは? アロエのゲルとアロエの蜂蜜茶を2011年から輸出を始め?昨年には年間6億ウォン相當をシンガポ－ル?マレ－シア?フランス? 米國?カナダ?中國へ輸出するなど?國內より海外で人氣を獲得している?

年間450トン規模のアロエ栽培

慶尙南道の巨濟に位置するアロエファ－ム營農組合法人は?1万 6,500㎡の面積の農場で?年間450トンのアロエを生産するが?生産だけでなく加工とマ－ケティング?輸出も推進している?2006 年12月に法人を設立した李ウンイル代表は?「アロエ市場の擴大のために?生の葉を活用したアロエ加工品を開發し?販賣しているが?2016年には250トンのアロエを加工製品として生産し?販賣している?」とし?「アロエの健康機能成分を知っている海外の消費者を對象とした輸出も活發になっている?今年は?10億ウォンまで輸出できるだろう?」と予想した? 同時に?李代表は2014年には樣?なアロエの效能と活用法を體驗できるアロエテ－マパ－クを造成し?アロエのプロモ－ションと驗敎育の場として活用し?觀光客の誘致と消費市場の擴大のために努力している?特に?輸出は昨年6億ウォンから今年の10 億ウォンに擴大するなど?海外市場の開拓に拍車をかけるなど? 世界の中のアロエ專門企業として成長し續けている?

November 2017 34

Processed Food Aloe Beverage

which means they can be stored for up to 16 months even though they do not use artificial preservatives. Since the company uses homegrown natural ingredients, it has become a model of qualitative growth for other Korean aloe farms and is gaining recognition overseas as a producer of premium-quality products. By adopting eco-friendly cultivation methods, Aloefarm upgraded the ingredients, which allows it to sell its products at prices 3 to 4 times higher than those of its competitors. The current flagships of the company are aloe honey tea and aloe gel with citron, blueberry, and lemon. Both enjoy popularity abroad as functional healthy products.

Expanding the Base for High Value Exports by the Development of Processed Aloe Products Aloefarm possesses techniques for the cultivation of world’s best quality aloes.

Three types of aloe gel products of Aloefarm: Lemon, Blueberry, and Yuja (citron)

consumer market through promotions and experiential learning. Aloefarm is making big strides in pioneering and cultivating foreign markets, as evidenced in the increase of sales from KRW 600 million last year to a projected KRW 1 billion in 2017.

Natural Food Free from Chemical Additives Aloefarm differentiates its products from competitors by offering value-added products made with natural ingredients. Its aloe gel is produced by pulverizing fresh aloe vera, whereas most other products use imported powder gel. Thanks to the pulverization of fresh aloe, all the components of natural aloe are preserved. Moreover, by exploiting the functions of citric acid and vitamin C, Aloefarm keeps the acidity of its products below pH 4.0,

35 Korea Agrafood

人工の添加物なしの天然食品として人氣

アロエファ－ム營農組合法人が生産する輸出商品は?旣存のアロエ製品と差別化された天然成分で作った高付加價値製品という点が特徵だ?生のアロエベラを粉碎し?ゲルを生産するが?生のアロエ粉碎工程は?旣存の一般製品が輸入産の粉末のゲルを使用することと差別化されている? この工程を通して?アロエ100%の天然成分を維持できる?特に?クエン酸?ビタミンCの機能性を活用して?pH4.0以下を維持し?合成保存料なしに16ヶ月まで保存が可能だ? 國産の天然成分のみを原料に使用することにより?國內のアロエ農業の質的な成長モデルになるとともに?高付加價値製品を生産し?韓國産のプレミアム品質により世界市場で人氣を獲得している?また?アロエの栽培方法も親環境栽培方式を選擇し?原料の高級化の基盤を備えており?輸出價格も旣存の製品に比べて? 3∼4倍高い價格で輸出されているほどだ?現在?輸出の主力商品

Lee disclosed his plans, saying, “In addition to aloe gel and aloe honey tea, we will develop other high value processed foods such as aloe jam and aloe sauce. At the same time, I plan to launch more products that can appeal to anyone at a neighborhood grocery store in a foreign country. That is my two-track strategy.” Thanks to the global interest in a healthy lifestyle, an increasing number of consumers overseas regularly buy Korean aloe products. To meet the growing demand, Aloefarm will need to expand its production facilities. It is also going to offer its products in more convenient, small-volume packages. Since 2008, Lee has been attending six to seven international food fairs a year to build connections and have regular exchanges with foreign buyers.

Aloe Honey Tea

CEO Lee Woong-il explains about processed aloe products to participants of an international food expo.

はアロエ蜂蜜茶と天然アロエとそれぞれ柚子?ブル－ベリ－?レモンなどをミックスしたアロエゲルで?海外市場で健康機能性商品として?人氣を獲得している?

アロエの加工品開發で高付加價値輸出基盤を擴大

李ウンイル代表は?「現在の主力として?輸出しているアロエゲルとアロエ蜂蜜茶に加えて?アロエジャム?アロエソ－スなど? より多樣な高付加値加工食品を開發し?輸出量を持續的に擴大する計畵」であり?「同時に輸出國の一般のス－パ－でも簡單にわれわれの製品を購入できるように?大衆化された製品も開發して輸出するなど?ツ－トラック輸出戰略を進めたい?」と今後の輸出擴大計畵を明かした? また?海外消費者も健康に對する關心が高まるにつれ?最近? 輸出國で韓國産のアロエ製品に對する再購入も增加しているが? 急增する輸入のオ－ダ－に合わせて?生産量も增やすなど生産施設の擴大も推進するという計畵だ?同時に?輸出商品性を高めるために?飮みやすい小包裝で海外消費者が手輕に長期間飮めるようにパッケ－ジした? 李代表は?2008年にベトナムの國際博覽會の參加を契機として?每年6∼7回ずつ海外で開催される國際食品博覽會に參加するなど?輸入バイヤ－と定期的に會うことで?輸出市場を擴大するという計畵だ?

Inquiries Aloefarm Agricultural Association Tel +82-55-633-5575 (Lee Woong-il, CEO) Fax +82-55-633-5777 Email koreaaloe@gmail.com Website www.aloefarm.com

November 2017 36

Processed Food Nurungji

Nurungji Perfect as a Healthy Meal or a Nutritious Snack Parkssine Advances to Global Market with a Korean-Style Rice Product

可芎一頓健康餐及營養零食的鍋巴

朴氏鍋巴，韓攻鍋巴進入世界市場 urungji, a traditional Korean food made of scorched rice, used to be a favorite snack of many Koreans regardless of age or gender. As a great variety of cookies and sweets appeared in the market and electric rice cookers replaced iron pots, nurungji has become rare. Recently however, nurungji is in the spotlight again, touted for its benefits in dieting and preventing cardiovascular diseases. Countless recipes using nurungji have sprung up, including biscuits, fried dishes, and soups. One company specializing in nurungji, Parkssine Nooroongji, is offering domestic markets a variety of functional food products made with nurungji.

37 Korea Agrafood

Strict Quality and Hygiene Control in the Production of Nurungji from Fresh Rice The biggest merit of Parkssine Nooroongji is that the company uses newly harvested rice from Gimje in North Jeolla Province. The rice is obtained through oneyear contracts with a local farmer cooperative, Dongkimje Nonghyup. Starting from midSeptember, all of the company’s products are made with rice harvested that year. Park Chong-bog, CEO of Parkssine Nooroongji, said, “Rice products made with freshly harvested grain has a unique scent, and that aromatic fragrance seeps into nurungji, too.” When the new rice arrives, it is subject to strict inspections in

僅在30來年前，鍋巴還是男女老少皆喜歡的零食之一?但隨着餠干?糖果等各種零食越來越多及老式鐵鍋被電飯鍋和忘力鍋所代替，現在已蜈難見到鍋巴了?但隨着鍋巴的癎肥及預防腦血管疾病等效果被人們所了潁，人們看待鍋巴的視角也開始屠生了變化，市場上也開始出現了鍋巴淸沓?鍋巴餠干?鍋巴湯?炸鍋巴等各種各樣的鍋巴料理?由此，鍋巴專業生産企業朴氏鍋巴營農組合法人 ( P a r k s s i n e Nooroongji)也通過推出各種功能性鍋巴産品，開始了捲攻內外市場的攻略?

以新鮮的新大米和嚴格的質量及衛生管理生産優質鍋巴

朴氏鍋巴的最大優点是産品只使用全北金堤産的新大米?每年都要通過侮東金堤農協簽署合同購進新大米?從9月中旬開始生産的鍋巴産品也都是利用今年的新大米生産的?朴氏鍋巴的朴鍾福董事長說道， “用新大米物出的飯蜈香，鍋巴也一樣”? November 2017 38

Processed Food Nurungji

捲新大米的質量管理也蜈嚴格?從東金堤農協(Dongkimje Nonghyup)購買的大米全部採用20~30kg裝的小包裝，而不是廓百公斤裝的大包裝，以保嗇每斤米的質量?捲質量不達標的大米進行退回也是家常便飯?而且，産品不使用色素和防腐芟等任何人工添加芟幷完成了HACCP認嗇?有机加工認嗇和傳統食品認嗇?朴董事長憐示，“鍋巴的主原料大米的質量捲生産優質鍋巴至關重要?捲于廓百公斤裝的大袋大米難以做到仔細檢査質量，所以我們進的都是小袋大米”? Staff of Parkssine Nooroongji pack the company’s products.

terms of quality. The company insists on receiving rice in relatively small bags of 20 to 30kg each, so that it can check the quality of rice more thoroughly. Whenever a quality issue is discovered, the rice is returned. Parkssine Nooroongji uses no colors or preservatives and possesses HACCP, organic processing, and traditional food certifications. Park explains, “The quality of the rice, the main ingredient, is crucial to make good nurungji. We won’t be able to accurately tell how good the rice is if it is delivered in large bags hundreds of kilograms each, so we request that it comes in smaller bags.”

Making Products in Line with Consumer Trends Another strength of Parkssine Nooroongji is its ability to offer products in accordance with the newest trends. When health-conscious consumers started demon-

strating interest in brown rice, the company launched Crispy Germinated Brown Rice Crust and Crispy Brown Rice Crust. These days in the spotlight is its Crispy Lentils & Rice Crust product

生産適應消費趨勢的産品

朴氏鍋巴的癩一憾優勢是恰合時宜地生産各種消費者喜歡的産品?根据消費者關心健康捲鼠米感興趣的趨勢生産出的糖小偸屠芽鼠米鍋巴(Crispy Germinated Brown Rice Crust)和鼠米Jjang鍋巴 (Crispy Brown Rice Crust)就是其中的典型産品?近來，利用世界五大健康食品之一紅扁豆搭配出的紅扁豆鍋巴(Crispy Lentils & Rice Crust)也蜈受關注?

which combines rice with lentils, one of the world’s top five health foods. Park said, “Our products containing brown rice have a soft mouthfeel and are easily digestible. While most other producers make nurungji with 70% white rice and 30% brown rice, we have increased the ratio of brown rice to 1:1.” Recently, Parkssine Nooroongji introduced a cup product, Organic Crispy Germinated Brown Rice Crust. It becomes a traditionalstyle nurungji dish 7 to 8 minutes after hot water is added to the cup. Park suggested, “You can make it into an aromatic cereal by adding cold milk instead of water.” He is determined to continue developing products are nutritious, delicious, and in line with consumer trends.

Drawing Attention in Overseas Markets Products of Parkssine Nooroongji enjoy popularity in Korean communities abroad. The company started sales to the US in 2011 and to Australia in 2013. Last year, it shipped KRW 20 million worth of nurungji products overseas. Park said, “The overseas sales will increase further when we expand the production line next year.” He added, “We will do our best to expand overseas markets through steady participation in fairs attended by overseas buyers.”

Benefits of Nurungji

朴鍾福董事長說明道，“添加鼠米的鍋巴産品，口感更柔和且更容易消化?一般鼠米鍋巴的大米和鼠米的比例是70:30，而我們的産品則將鼠米的比例提高到了1:1”? 最近，還推出了食用更方便的桶裝産品屠芽桶裝鍋巴 (Organic Crispy Germinated Brown Rice Crust)?朴董事長憐示，“屠芽桶裝鍋巴只要泡上熱水待 7~8分鍾，便能吃到味道香美的傳統鍋巴? 用領牛球代替水還可芎香美的燕麥片一樣吃”?他還補充道，“今后，我們還計琬訣樓開屠營養高?味道好且適應消費趨勢的鍋巴産品”?

Nurungji refers to the crust of over-

海外市場開始關注朴氏鍋巴

Inquiries Parkssine Nooroongji Tel +82-63-545-9997 (Park Chong-bog, CEO) Fax +82-63-543-8509 Email pcb0827@hanmail.net Website www.parkssine.com

Crispy Brown Rice Crust

Additional Information

cooked rice that forms at the bottom in old-style iron pots. The dish contains embryo buds of rice, so it is effective in Crispy Germinated Brown Rice Crust

Organic Crispy Germinated Brown Rice Crust

CEO Park introduces nurungji products.

breaking down fats and can thereby be used as a diet food. Good-quality

nurungji digests well. In Dongui bogam (a Korean classic of Oriental medicine, compiled in the early 17th century), nurungji is mentioned as a remedy for people who have difficulty swallowing or regurgitate food before it reaches the stomach. The book also advises to try nurungji as medicine for almost any occasion.

以海外的韓人社繇爲中心朴氏鍋巴産品開始受到海外市場的關注?産品自2011年出口美攻及2013年出口澳大利亞開始，持樓保持了出口態勢?去年的鍋巴出口額達到約2,000万韓元?朴董事長說道，“如果明年增加生産陸的話，出口量還繇增加? 我們將積極參加各種邀請海外客商的博覽繇，通過侮海外客商的接觸訣樓頑大海外市場”?

Korea Agrafood Homepage www.kfoodstory.com 39 Korea Agrafood

November 2017 40

K-Food Spotlight Fresh Milk

Let’s Drink Safe & Highly Nutritious Fresh

Korean Milk

Maeil Dairies The sterilized milk of Maeil Dairies became the first product to be exported to China since the country introduced a registration system for foreign dairy products.

每日乳業: 中攻開始麟施“海外乳制品生産企業（品目）注冊制”后，根据相關法規最早捲中攻

出口的韓攻産滅菌球?

Inquiries Maeil Dairies Co., Ltd.

Tel +82-2-2127-2271

Website www.maeil.com

喝出健康! 安全而營養酪富的韓攻鮮牛球 Yonsei Milk

Namyang Dairy

Yonsei Milk sticks to the principle of delivering firstclass raw milk produced on Monday to Chinese luxury department stores and large supermarkets by the Thursday of the same week.

Delicious Milk GT produced by Namyang Products reaches Chinese supermarkets within five days from the production date. This is achieved through the company’s use of refrigerator containers, express ferries, and refrigerator trucks.

南陽乳業: 南陽乳業利用冷藏集裝箱?高速渡輪及冷藏貨車，

將南陽牧場牛球GT在生産5日之內在中攻商場上架? Inquiries Namyang Dairy Products Co., Ltd. Website company.namyangi.com

resh Korean milk is receiving steady love from Chinese and Southeast Asian consumers. In less than 10 years since the first export of Korean milk, it has earned recognition as a premium product thanks to Korea’s geographic proximity, high food safety, and sophisticated design. Let us take a look at the major Korean milk companies and the products they offer.

Tel +82-2-734-1305

韓攻産鮮牛球在以中攻和東南亞地袴蜈受消費者的靑器?韓攻鮮牛球正式出口海外市場的曆史還不到十年的時間，但韓攻産牛球以其地緣優勢（近距牢）?優良的品質?食品的安全性及精美的包裝，已成爲中華圈和東南亞地袴公認的高圭産品?下面，就韓攻主要球制品企業的鮮牛球特点梳理如下? 41 Korea Agrafood

Busan Milk

延世牛球: 信守的原則是，將周

一生産的優質一等原球，在周四供應給中攻高圭百貨等大型商場? Inquiries Yonsei Milk Tel 080-361-2000 Website www.yonseidairy.com/milk

Busan Milk Cooperatives adds vitamins A, B1, B2, D3, and E as well as iron, niacin, folic acid and iron sulfide to raw milk in order to boost its nutritional value.

釜山牛球: 在新鮮的原球中添加維生

素A?B1?B2?D3?E及鐵?烟酸? 葉酸?硫化鐵等人郞有益成分，使牛球含有更多的營養成分? Inquiries Busan Milk Cooperative Tel +82-51-640-1631

Website www.busanmilk.com

November 2017 42

Hansik & Hallyu _ Japchae

Japchae on TV Top Japanese model Yano Shiho is well-known in Korea thanks to her appearances on Korean TV. She is often shown having Korean food― especially japchae. In an episode of the variety show The Return of Superman, Yano Shiho whetted the appetites of many viewers by cooking japchae as a birthday dish for one of her family members.

Have You Seen a Foreigner who Does Not Like

Japchae?

apchae is a Korean dish made with potato starch noodles, thinly-sliced beef, and various vegetables―such as carrot, spinach, mushroom, and onion―and seasoned with soy sauce. The fantastic harmony of chewy noodles and salty-sweet soy sauce has won the hearts of many people in Korea and overseas. In fact, it is hard to find a person who does not like japchae, and that is one of the reasons why the dish never fails to appear on the table at Korean banquets and festivals.

Four servings Cooking Time: 30 min 150kcal (1 serving)

Main Ingredients 60g potato starch noodles, 50g beef, 20g shiitake mushroom, 30g carrot, 50g onion, 30g spinach

Sauce Ingredients 9g soy sauce, 2g sugar, 2g chopped

The Favorite of Top Japanese Star Yano Shiho

green onion, 1.4g chopped garlic, 1g salt with parched sesame, 0.1g pepper, 0.5g sesame oil

1. Get the noodles ready by soaking them in cold water and cutting them into pieces about 7cm long. 2. Mix the seasoning ingredients in a bowl. 3. Clean the beef of blood and cut into strips about 6cm long and 0.3cm thick. Marinate it in half of the seasoning prepared in step 2. 4. After removing their pillars, cut shiitake mushrooms into thin strips along with the onion and carrot. 5. Blanch the spinach in salted boiling water. Squeeze out the liquid and season the spinach with salt and sesame oil. 6. Oil a heated pan. Add the onion, carrot, shiitake mushroom, and spinach. Stirfry them and put on a dish. Fry the beef in oil on a pre-heated pan. 7. Put the noodles and the remaining seasoning on a pan and stir-fry them until the seasoning boils out. 8. Add the onion, carrot, shiitake mushroom, beef, and spinach. Finish by sprinkling sesame seeds on top.

43 Korea Agrafood

November 2017 44 Korea Agrafood Homepage www.kfoodstory.com

K-Tour _ Andong City

河回村：豊山柳氏が約600年間?代?生活してきた韓

A Trip to Andong City a Cultural Heritage and Museum without Walls Andong has a reputation of being a city of Neo-Confucian scholars and an important center of Korean intellectual culture. It houses many cultural heritage sites such as Hahoe Folk Village and Dosan Seowon Confucian Academy as well as many museums. Andong also boasts a variety of foods, many of which enjoy nationwide fame. Let’s take a trip to Andong, a rich repository of cultural artifacts and foods from different epochs. A representative single-family-name village in Korea, Hahoe has been the home of the Pungsan Ryu clan for over 600 years. It is the birth place of Ryu brothers, Un-ryong who was a prominent Neo-Confucian scholar and Seong-ryong who served as prime minister in the Korean royal court during the Imjin War in the late 16th century. Queen Elizabeth II of the United Kingdom visited the village in 1999. In 2010, Hahoe Folk Village gained worldwide recognition when it was included on the UNESCO World Heritage list. In short, the village offers a perspective on Confucian culture, Korean tradition, and the history of the Joseon

國の代表的な同姓村の河回村は?1999年に英國女王のエリザベス2世が訪問し?2010年には世界遺産としてユネスコに搭載されるとともに?世界的にさらに有名になった?この場所は?瓦葺きの家と藁葺きの家が長い歷史のなかでしっかり保存された場所で?朝鮮時代の儒學者の柳雲龍と文祿慶長の役の時の領議政を過ごした柳成龍兄弟が生まれた場所として有名だ?そこで?この場所では韓國の傳統的な儒敎文化はもちろん?韓國の美と傳統?朝鮮時代の歷史を一目で見ることができる?實際に?村には屛山書院?養眞堂?遠志精舍など當時の河回村の住民の生活を垣間見ることのできる建物と河回別神グッ假面舞 ?懲毖錄（チンビロク）などの文化を確認できる痕跡が至る所に殘っている?體驗プログラムも樣?なものが準備されている?傳統的な婚禮と禮節敎育?傳統料理作り驗?家訓書き體驗をはじめとして?世界文化遺産の特講? 着ぐるみショ－などもみることできる?入場料は?大人 3,000ウォン?靑少年1,500ウォン?子ども1,000ウォンだ?65歲以上は無料だ?

Hahoe Folk Village Website www.hahoe.or.kr/english/sub1/sub1.asp Hahoe Folk Village Tourist Information Center +82-54-852-3588, +82-54-840-6974

dynasty. The village is strewn with well-preserved tile-roof and thatched-roof houses and buildings, such as Byeongsan Seowon, Yangjindang, and Wonjijeongsa, that allow a peek at the life of its residents in the past. The traditional performances like the mask play Hahoe Byeolsingut Talnori are also maintained from old times. The village offers a variety of experiential activities. Visitors can take a class on traditional weddings and etiquette, learn traditional cooking and calligraphy, listen to a lecture on world heritage, and watch a mask puppet show. The admission fee is KRW 3,000 for adults, KRW 1,500 for adolescents, and KRW 1,000 for children. There is no charge for seniors the age of 65 and older.

45 Korea Agrafood

November 2017 46

Dosan Seowon

K-Tour _ Andong City

This Confucian academy was built in 1574 in memory of the scholarship and virtues of Yi Hwang whose pen name was Toegye. Composed of Dosan Seodang and Nongunjeongsa, the old Confucian academy has Andongho Lake in the front and a thick pine forest in the back, forming an ideal harmony of buildings and natural landscape. The admission fee is KRW 1,500 for adults, KRW 700 for adolescents, and KRW 600 for children.

陶山書院 : 退溪李滉の學問と德を妹ぶために

Website www.dosanseowon.com/english/main.asp Dosan Seowon Tourist Information Center +82-54-840-6599

Wolyeonggyo Bridge Korea’s largest wooden bridge, Wolyeonggyo commemorates a beautiful love story of a lady who pulled out her own hair to make a pair of shoes in memory of her deceased husband. The bridge is 387m long and presents a superb night view when it is lit with lights at dusk. The Wolyeongjeong Pavilion stands in the middle of the bridge.

月映橋：韓國で最大規模の木柵橋の月映橋は?先だった夫

のために髮の毛を拔いて?一足の靴（ミトゥリ：麻と苧麻?紐などで作った靴で?主に庶民層が使用した?）を作った妻?2 人の美しく?崇高な愛が詰まった橋だ?長さが387mの月映橋は?暗くなるころに?照明が点賞されるとともに?美しく趣のある夜景が演出されている?橋の眞ん中には月映亭がある? 47 Korea Agrafood

Diverse Foods of Andong

1574年に建てられた書院だ?陶山書堂と娘雲精舍などから構成され?前には安東湖?後はうっそうとした松林に圍まれており?自然と陶山書院の趣と敍情を余すところなく感じることができる?觀覽料は大人1,500ウォン?靑少年700ウォン?子ども600ウォンだ?

A great number of dishes in Korea carry the word “Andong” in their names. These include Andong Soju, Andong Jjimdak, Andong Salted Mackerel, and many others.

Andong Tourist Information Center: +82-54-856-3013, +82-54-840-6591

Andong Soju is a liquor enjoyed by local people since the Silla period about 1,200 years ago. The distilled liquor (at 45 degrees) is made according to a traditional recipe with highquality rice grown in the clean water and fertile land of Andong. Its biggest merit lies in the subdued scent and excellent palatability. In the past, local people also used it as medicine to treat cuts, stomachaches, and indigestion. Andong City houses Andong Soju Museum (website: www.andongsoju.net, Tel:+82-54858-4541) as well as several venues to taste and experience making Andong Soju.

安東燒酎は約1200年前の新羅時代から安東の人?が飮んできた酒だ?安東の澄んだ水と肥沃な土地から收穫された良質のコメを?傳統技法で釀造した純穀蒸留酒（アルコ－ル度數45度）で?かすかな香りとこくのある味わいにすぐれているという强みを持っている?また?以前から傷?腹痛?消化不良などを治療する藥用として使用したりもされた?安東市內には?安東燒酎の歷史を見て?直接安東燒酎を作ることのできる驗スペ－スと試飮スペ－スなどを保有する安東燒酎博物館(ホ－ムペ－ジ： www.andongsoju.net?Tel:+82-54-8584541)がある? PhotosⓒKorea Tourism Organization

Andong Salted Mackerel originated from the practice of peddlers salting fish so it does not go bad while being transported to Andong from the east coast where it was caught. The dish is made by disemboweling, cleaning, and marinating mackerel. Its taste differs depending on how the fish is salted.

安東鹽サバは?擔ぎ商人たちが慶尙北道の盈德で水揚げされたサバを安東まで運ぶ過程で?腐敗しないように鹽漬けされたサバを意味する?安東鹽サバは?腹を開いて內臟を取り除いたサバをきれいに洗った後?食鹽水に漬けるという方法で作られる?このとき? 食鹽をどれくらいまんべんなく振るかにより?サバの味が異なるという? Chicken boiled with various vegetables and seasonings, Andong Jjimdak is not greasy and boasts a clean taste. The dish can obtain different flavors depending on additional ingredients. There is a jjimdak alley inside the old market of downtown Andong.

鷄肉に樣?な野菜とヤンニョムを混ぜて煮翔んだ料理の安東チムダクは?高溫で調理するために?油分が少なく淡白な味が逸品だ?ここで?樣?な材料を入れるために?樣?な味を演出できるなど?誰もが樂しむことができる料理だ?安東市內の舊舊市場內にチムダク通りがある? November 2017 48

Monthly K-Food Sweet Persimmon

November K-Food

Sweet Persimmon Sweet and Crispy Korean Persimmon Exported to 20 Countries

Korean sweet persimmon is generally harvested from September. The peak of the exporting season falls between November and January of the following year. The advantages of Korean sweet persimmon include a high sugar content (over 14 Brix) and outstanding crispiness. The main production areas are Jinhae, Changwon, and Jinju in South Gyeongsang Province and Suncheon in South Jeolla Province. Last year, Korea exported about 6,820 tons of sweet persimmons to 20 different countries including Malaysia, China, and Thailand. Eleven new varieties of Korean persimmon, such as persimmon that can be eaten unpeeled, have been recently developed to meet the preferences of foreign consumers. These new varieties are expected to enter foreign markets in the near future.

甘枾は?一般に ∼ 月から收穫が始まり? 月から翌年月の間に集中的に輸出されている? 韓國の甘枾は糖度度を上回る高い糖度とシャキシャキした食感が最大の强みだ?代表的な主産地としては?慶尙南道の鎭海と昌原?晋州? 全羅南道の順天などが擧げられる?昨年は?マレ－シアと香港?タイなど海外のヶ國余りに?約トンの韓國産の甘枾が輸出された? また?最近では皮のまま食べる甘枾など?海外の消費者の樣?な好みを滿足させられる種類の韓國産甘枾の品種が開發され?今後はこれらの品種の輸出が期待されている? 9

6,820

甛枾子一般是從月開始收獲，幷從月到第二年的月期間集中進行捲外出口?韓攻甛枾子的最大優点是糖度達 ° 以上且口感鮮脆?主産地主要有慶尙南道鎭海?昌原?晋州及全羅南道順天等地?去年，韓攻産甛枾子麟現了捲馬來西亞?香港?泰攻等海外多憾攻家和地袴的出口，出口量達到了約多菫? 近來，又開屠出口可帶皮吃的甛枾子等能滿足海外消費者各種口味的種韓攻産甛枾子新品種，有望在不久的將來麟現捲外出口? 9-10

14 Bx

6,820