May 2019(vol.283) by AgroTrade aT

The Monthly Magazine of Korean Agriculture & Food

May 2019 vol.283

K-Food That The Muslims Can Trust & Consume

Into The Farm

Win-Win

Well-being Food

Hansik Shown on Media

Yellow Color & Sweet Taste, Seongju Chamoe

A Healthy Ramyeon That Carries Taste and Mouthfeel

Pure Formula by ILDONG FOODâ&#x20AC;&#x2122;IS

Spicy Galbijjim, The More Spicy, The More Scrumptious

May 2019 vol.283

CONTENTS

COVER Owing to the Hallyu (K-Wave), K-Food draws attention from overseas markets. The halal market sees rising popularity of the Korean agricultural products. Youtube presents a lot of videos showing Muslims enjoying the spicy Korean ramyeon. It is increasingly commonplace that Muslims enjoy halal-certified Korean agricultural products. So, we present the halal-certified K-Food here.

Export Story

Special

Photo Story

2019 K-Food Fair in Shanghai, Integrated Marketing Events

2019 K-Food Fair in Shanghai Reaps the Best Achievement So Far

Cover Stor y

Into The Farm

Seongju Chamoe Gives Off Double Charm of Impressive Yellow Color and Sweet Taste

Win-Win Korean Native Wheat Products Which Moms Can Safely Give to Their Children

Well-being Food Pure formula by ILDONG FOODâ&#x20AC;&#x2122;IS, capturing the attention of the global market

K-Food That The Muslims Can Trust & Consume

Keywords for Halal market, Red & Hot

Halal certified Samgyetang makes a way into the Middle East

K-food captures Muslimsâ&#x20AC;&#x2122; taste

Halal Restaurants in Korea

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. CEO Lee Byung-ho EXECUTIVE VICE PRESIDENT Shin Hyun-gon (Food Industry &

CONTENTS

May 2019 vol.283

Trade Division) EDITORS Lee Young-ju REPORTERS Lee Hyun-woo (leehw@agrinet.co.kr)

Hansik Story

Lee Ki-no (leekn@agrinet.co.kr) Choi Yeong-jin (choiyj@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho

TRANSLATORS Korea Institute of Industrial Tranalation

K-Food Recipe Jeyukbokkeum with Its Addictive Red Taste

Park Hye-yun, Sue Cheon

EDITORIAL BOARD

BEIJING Chung Yeon-su 86-10-6410-6120 (beijingat@at.or.kr)

Hansik Shown on Media Spicy Galbijjim, The More Spicy, The More Scrumptious

SHANGHAI Park Seong-kook 86-21-3256-6325 (shanghaiat@at.or.kr) CHENGDU Seo Byung-kyo 86-28-8283-3376/86

(chengdu@at.or.kr)

Monthly People Song Yun-dae, President of Agricultural Corporation KOPA

HONGKONG Lee Ji-jae 852-2588-1614/16 (hkatcenter@at.or.kr) HANOI Kim Chang-kuk 84-4-6282-2987 (hanoi@at.or.kr) HOCHIMIN Choi Jung-ki 84-28-3822-7503 (atcenterhcmc@gmail.com)

K-Tour Korean Baseball Stadiums Where You Can Experience Unique Cheering Culture and Assorted Food

BANGKOK Yang Jae-seong 66-2611-2627~9 (bangkok@at.or.kr) JAKARTA Lee Seoung-bok 62-21-2995-9032~3 (jakarta@at.or.kr) TOKYO Kim Ho-dong 81-3-5367-6656 (tokyo@at.or.kr) OSAKA Oh Dong-hwan 81-6-6260-7661 (osaka@at.or.kr) NEW YORK Kim Kwang-jin 1-516-829-1633 (newyork@at.or.kr) L.A Paik Yu-tae 1-562-809-8810 (losangeles@at.or.kr)

Extras

DUBAI Song Bong-seok 971-4-246-0212 (dubai@at.or.kr) PARIS Kim Min-ho 33-1-4108-6076 (paris@at.or.kr) VLADIVOSTOK Shin Jae-hun 7-924-007-1528 (chekov@at.or.kr)

(qingdao_logistics@at.or.kr) EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News

K-Food Big Data Nourishing Abalone Exported to the World Markets

QINGDAO Kim Boo-young 86-50-6026-0530

aT Briefing

#60, Jungdaero 9-gil, Songpa-gu, Seoul, Korea Tel +82-2-3434-9072

Fax +82-2-3434-9077

You can see all the contents on Korea Agrafood at the website, www.agrotrade.net.

Vietnam

Indonesia

Thailand

China

Ho Chi MIn 10.31~11.3

Jakarta 7.25~28

Bangkok 9.26~29

Shanghai 4.9~11

Japan

USA

France

Tokyo 9.4~5

NY/LA 7.6~7/7.9~10

Paris 6.13~14

Nourishing Abalone Exported to the World Markets

4 Korea Agrafood

KFo od

The Main Foreign Markets of Korea Abalone in 2018

Japan

Big Da ta

US$ 4.647m / 1,712tons

China

US$ 759m / 387tons

Singapore

US$ 285m / 83tons

Hong Kong

US$ 206m / 58tons

U.S.A

US$ 164m / 48tons

Abalone is one of highly nutritious foods with a high protein content, and is also called the king of shellfish. This wholesome seafood is believed to be effective in enhancing stamina and liver function, and relieving fatigue. It is also notorious as being a pricey food ingredient in Korea. However, it was not that long ago when abalone became the popular food that can be enjoyed by all. It had not been seen on the ordinary dining tables until the mid-2000s when the sea food started being cultivated in earnest. From the waters of Wando in South Jeolla Province which consists of 265 islets, about 80% of cultivated abalone is produced in Korea. It is an uncontaminated area of the sea boasting its clean environment. Cultivated abalone has soft flesh and is thus good for all including children, elderly and infirm people, and patients.

The Export Volume of Korea Abalone From 2014 to 2018

6.624m US$

6.293m US$ 5.218m US$

4.551m US$

3.857m US$

1,168 tons

1,125 tons

2,301 tons

1,738 tons

2,379 tons

2014

2015

2016

2017

2018 May 2019 5

Cover Story

K-Food That the Muslims Can

Reliable Korean agricultural products in quality and safety

6 Korea Agrafood

eople continuously gulp down water. They don’t stop devouring although they know it’s spicy. This is the scene that swept over YouTube since a few years back―people challenging themselves with spicy instant noodle, Ramyeon. The origin of this Ramyeon is Korea. And quite a few Muslims feature as the main characters of these video clips. With the ‘Korean Wave (Hallyu)’ craze, the agricultural products from Korea has also surged in popularity. At its heart exists the Halal markets, such as Malaysia, and Indonesia. The Halal food market has already reached USD1.303 trillion in 2017 that is forecast to expand markedly worth of USD1.863 trillion by 2023. It is a market that fascinates the world with an average growth rate of 96% a year. Korea’s agricultural products export companies are also entering the global Halal market. As a result, the export volume has skyrocketed from USD669 million in 2013 to USD1.04 billion in 2017. The top seller has always been ramyeon. But lately, fruits such as pear, strawberry, dried persimmons are also selling well among

Halal food refers to food which is permitted to Muslims while keeping the Islamic law of Sharia.

Trust and Consume

Muslims, as well as red ginseng and Kimchi which are widely known for healthy food. The Korean government is implementing a number of policies to increase the export of Korean agricultural products to the Halal market. To show their support, they participate international yearly fairs such as MIFB in Malaysia, Sial Interfood in Indonesia, Gulfood in UAE along with Korean companies. Furthermore, the K-Food Fair was held to promote Korean agricultural products in Indonesia, Malaysia, and UAE. Once again, the K-Food Fair will be held in Jakarta, Indonesia this July for overseas buyers and consumers. Not to mention the Korean young people, who are actively involved in promoting the Korean agricultural products. In Malaysia, the members of AFLO (Agrifood Frontier Leader Organization) organized â&#x20AC;&#x2DC;Taste K-Food Festivalâ&#x20AC;&#x2122; at Malaya University on 27 March, to promote strawberries from Korea.

May 2019 7

Cover Story Keywords for Halal market, Red & Hot

Oh Seung-yong, an expert of Halal market who works as the Chief of Agricultural Economist International Food Certification Support Center of Korea Food Research Institute picks ‘Red’ and ‘Hot’ as keywords for Halal export business. He predicts that exports of Korean agricultural products that suit the taste of Muslims whom enjoy the Korean style of spicy would definitely increase. Thus, we, <Korea Agrafood> recommend Korean agricultural products which fall under the theme of Red & Hot. Ramyeon is the most popular Korean agrifood for Muslims. Malaysia and Indonesia, the world’s biggest Muslim market are also the largest consumers of Ramyeon. The reasons why they are cherished by locals are because of chewy noodles, hot and tangy soup, and of course its spicy taste. Buldak-bokkeum-myeon (stir-fried noodles with spicy chicken) became exceptionally popular that people start creating a video called ‘Fire Noodle Challenge’ which illustrates the eating of that very noodle on YouTube. One of the strengths is that it is Halal certified. Shinsegae Food has established a joint venture in Malaysia for its DaebakRamyeon, and received Jakim certification. Samyang Foods’ Buldak-bokkeum-myeon has completed certification process for KMF of Korea and MUI of Indonesia. Strawberries and dried persimmons are new types of Halal foods that rise on the surface. Even President Moon Jae-in mentioned during his visit to Malaysia that “How could Korean strawberries arrive so fresh in Malaysia?” at Korean-Malaysian Hallyu and Halal Exhibtion, held on 12 March. Likewise, the quality of strawberries harvested in Korea is widely recognized. The Muslims are al-

8 Korea Agrafood

so interested in Halal-certified persimmon products. Nature Farm has introduced Mini Dried Persimmons, of which a whole persimmon is cut into three to four pieces and dried. Korea’s representative fermented food, Kimchi, has been best known as an effective food for prevention of cancer, obesity, and aging. As the benefits come to light, the volume of exports to the Halal market is escalating. As health is a growing interest for all, exports of processed ginseng products are also on the rise that the sales for Malaysia increased 79% year-on-year to USD150,000 and in 2018. Gochujang (red pepper paste) is the best ingredient for Muslims, who love spicy kick in their food culture. You can easily enjoy a variety of Korean cuisine with Gochujang such as Tteokbokki (stir-fried rice cake) and Bibimbap. In recent years, Muslims have also been able to eat Hoengseong Hanwoo (Korean beef) as it received KMF certification. Hoengseong Hanwoo can be now exported from Hoengseong KC, the first Halal-certified slaughterhouse in Korea.

Jayeonilga, Samgyetang Successfully Exported to Middle East

For the first time, Samgyetang has been exported to the Middle East. Jayeonilga, a chicken producer, became the first to export fully Halal-certified Samgyetang to UAE. The volume of export is 1 ton. Jeong Kil-ho, the Director of Jayeonilga said, “The Halal market is a gigantic consumer. If the Middle East market securely settles down through UAE, the export to the whole Islamic market will be expanded.” Jayeonilga was completely prepared for the export of Samgyetang. First, the company acquired the Halal certification for slaughterhouse from JIT, an accredited certification body of UAE ESMA, in December 2017, and was registered as export worksite last June. The exclusive production line for Halal Samgyetang was created in order to register for export worksite and obtain the certification. Moreover, they arranged the dedicated vehicles to handle Halal products and employed five Muslims who hold the

Halal slaughter license. According to the Islamic law to minimize the suffering of livestock, Jayeonilga do not use machines in the process of slaughter. The factory also has a prayer room for Muslim employees. CCTV was installed in every corner of the site to film the production process. And the footage is open to the certification body. In addition to this, ISO 9001, ISO 22000, HACCP, UDSA organic certification and KMF HALAL certification have been completed. Before distribution, the cold chain system and production history system are carried out. Jeong emphasized, “The fact that we received the international Halal certification means that food hygiene and safety management are under total control.” Mahalo Samgyetang is the name of product Jayeonilga exports. Mahalo connotes the sense of gratitude. Jeong explained, “We will be able to develop and export Samgyetang according to Muslim’s appetite in the future.” The company’s export target for this year is USD 400,000. Through the Middle East market, it plans to aim for the Southeast Asian and the European market, where many Muslims reside.

Tel + 82-10-4931-0736 www.jayeonilga.com

E-mail okkjjung@jungdawn.co.kr

May 2019 9

Cover Story K-food captures Muslims’ taste

Daebak Ramyeon This is the product that 2 million units were sold in the month launched in Malaysia last year. The cumulative sales exceeded 4 million units over the past year. A key for success is that it was not only Jakim certified but also it maintained the unique Korean taste. Shinsegae Food has launched Kimchi and Sweet & Spicy Chicken flavors. For Kimchi flavor, you can taste the authentic Kimchi stew from liquid sauce which Shinsegae Food has developed itself. It is also fun to mix chicken flake for Sweet & Spicy Chicken flavored Ramyeon. In this March, Daeback Ramyeon has introduced Ghost Pepper Spicy Chicken flavor as their new item, which is extremely hot with 12,000 SHU. Shinsegae Food has conducted an online marketing to test their new product on Facebook and YouTube. As a result, 100,000 units were sold in two weeks of launch. One employee of Shinsegae Food said, “We are enjoying good sales performance thanks to growing interest in K-Food, cravings for hot spicy noodles, and viral contents on social media. The business inquiries are coming in from other countries after they hear about our Ramyeon.”

Tel +82-2-3397-6000 Fax +82-2-3397-6199 www.shinsegaefood.com / en / main.sf

Tip

The website to find the Korean agricultural products with Halal certification: Korea Halal Export Association www.kohea.org/eng/index.php Korea Muslim Federation www.koreaislam.org/en/mainpage Korea Food Research Institute www.foodcerti.or.kr/support/halalProducts/page/1 Korea Halal Association kohashalal.modoo.at/?link=8pulxdpg

10 Korea Agrafood

Strawberries Strawberries produced by Sugok Deokcheon Farming Association Corporation are highly recognized in overseas markets. This is the reason why the entire 500 tons of annual production is all being exported. Last year, the export sales amounted to USD3.5 million. It is exported evenly to Japan, Hong Kong, Russia, and the United States. It is also popular for Malaysian and Indonesian Muslims, and currently in business with Singapore and the UAE as well. As a result of strict quality control and safety management, the Strawberries of Suwok Deokcheon Farming Corporation is prominent in overseas. President Moon Soo-ho said, “Each

Onggojip Gochujang

country uses different types of pesticides, so we conduct our own pesticide residue test.” It is also for the same reason that IDs are issued to farmers. If any problems occur with the exported strawberry, the IDs become a tool to track the farm-

Onggojip Farming Association is a corporation that exclusively

house, who will stop exporting for a period of time until the

manufactures the fermented paste in traditional way using on-

problem is resolved. So to say, the strawberry traceability sys-

ly local ingredients from Korea. Onggojip selects locally culti-

tem is in operation. Moon said, “The pesticide residue test and

vated beans from contract farming and directly produces

traceability system conducted to improve trust in our products

Meju, a block of fermented soybeans. An excellent quality of

contributed to the expansion of exports.”

soybeans results in an abundance of calcium, minerals, and amino acids. Then these Meju are stored in a traditional pottery jar to mature. The chemical additives and artificial sweeteners are not used at all. It has already obtained Traditional Quality Certification and HACCP approved by the Korean government, in addition to the Halal certification to expand to Muslim countries. Here, we produce products that fit the taste of locals. The main products include fried Chunjang (thick black soybean paste), Tteokbokki sauce (spicy stir-fried rice cake), Gochujang (red pepper paste), and All-Purpose soy sauce. Each has been Halal certified by KMF. Fried Chunjang is a condiment to make Jajangmyeon, black bean noodle, by simply adding vegetables and stir fry. Onggojip has developed Tteokbokki sauce for spicy food lover Muslims, plus AllPurpose soy sauce to cook Bulgogi, for instance. This year’s export target is USD150,000. Lee Ki-won, the President of Onggojip Farming Association said, “We apply traditional fermentation methods to manufacture and export products that Muslims desire through market research.”

Tel +82-10-5385-9928 www.onggojib.com

E-mail jasemin@hanmail.net

Tel + 82-55-758-3781

Fax + 82-55-758-7161

May 2019 11

Cover Story Halal Restaurants in Korea Kervan It was featured on tvN’s program, Seoul Mate 2. You’ll notice that the interior design makes you feel like you are in Turkey upon your entrance. This restaurant offers a large selection of food. Shepherd Salad and Falasopy can be an option for salad. There are 10 appetizers including Humus and Green Tarator. Turkey’s famous kebab is also available for orders such as Chicken Shish Kebab, Lamb Shish Kebab and Mix Grill Kebab. Other menus include Pide, Curry, and Lavash. Kervan offers cheaper price if you visit between 11am and 3pm. Tel + 82-2-792-4767 www.kervan.co.kr How to get there: From Exit 3 of Itaewon Station on Line 6, walk straight for 100m.

Kampungku It was introduced on a TV program called ‘Yo! Welcome to Korea’ on MBC

Jilhal Bros

every1 channel, A Moroccan traveler was seen having Halal food at this

It is a restaurant where you can

restaurant during his visit to Korea.

pop in and quickly grab Halal

Here, you can order Korean Halal

food. Chicken Over Rice, Lamb

menus from Bibimbap, Bulgogideop-

Over Rice, and Combo Rice

bap (bulgogi with rice), Japchae (stir-

with chicken and lamb are

fried glass noodles with vegetables) to

available. You can simply mix

Eomukguk (fishcake soup). Above all,

rice with chicken (or mutton),

they use Halal chicken for Korean Fried

lettuce, tomatoes, jalapenos

Chicken. You can certainly taste

and cream sauce. They also

Malaysian and Indonesian food, as well

have sandwiches such as Chicken Wrap Sandwich, Lamb Wrap

as pizza and pasta. A prayer room is

Sandwich, Chicken Rice Wrap, and Lamb Rice Wrap. To quench

also available in the restaurant.

your thirst, soda, beer, and water are in store.

Tel + 82-2-310-9249 How to get there: From Exit 2 or 3 of Myeongdong station on Line 4 and walk for 300m in the direction of Myeongdong Community Center.

12 Korea Agrafood

Tel + 82-2-423-1422 www.instagram.com / jilhalbros How to get there: From Exit 1 Songpa Naru Station on Line 9, turn right at the first alley and walk for 250 meters.

Oh Seung-yong, Chief of Agricultural Economist International Food Certification Support Center of Korea Food Research Institute.

“I hope the domestic companies carefully prepare to start a business in the global Halal market”

We support Halal food certification and provide information for export business. We also analyze the food ingredients required for Halal certification. Any contents of alcohol and pork should not be detected in Halal foods. All analysis is conducted for free of charge.

why exporting spicy Ramyeon have been profitable for Halal market, which is a giant consumer of instant noodles. Buldak-bokkeum-myeon (stir-fried noodles with spicy chicken) can be an outstanding example. On YouTube, the video of eating Buldakbokkeum-myeon drew huge attention and became very popular. Shinsegae Food’s Daeback Ramyeon has also been lucrative after establishing a joint venture in Malaysia to receive the Halal certification.

Tell us the need for Halal certification.

Any piece of advice for Korean exporters who

The Muslims consume Halal-certified foods. Thus, Halal certification is essential for products from non-Muslim countries like Korea to export to Islamic countries. From the aspect of PR, Halal certification is very effective.

plan to enter the Halal market?

What does Agricultural Economist Interna-tional Food Certification Support Center of Korea Food Research Institute do?

What are the characteristics of the products that have been successful in the Halal market?

First, the export products are already Halal certified. Then we develop products that satisfy the Muslims’ preference. They have always been in fond of sweetness. And Korean Gochujang is a savory condiment with both sweet and spicy taste. This is

With the preference of sweet and spicy flavor in the Halal market, I assume any Gochujang-based products will be competitive. Also due to natural climate, fruits like strawberries don’t grow in their countries. Therefore, fresh fruits such as strawberries and pears are also promising export items. However, the exporters should pay attention to long-term distribution of fruits and processed foods. The food sector takes up the 60% of the Halal industry. I hope the domestic companies carefully prepare to start a business in the USD1.3 trillion global Halal market.

May 2019 13

Special

2019 K-Food Fair in Shanghai Reaps the Best Achievement So Far “2019 K-Food Fair in

上海”創曆史最佳成果

It drums up publicity for Korean agricultural products by tapping into the Centennial of the Provisional Government of the Republic of Korea

019 K-Food Fair in Shanghai was implemented splendidly, racking up its biggest sales agreements. The event, which was hosted by Ministry of Agriculture, Food

14 Korea Agrafood

& Rural Affairs (MAFRA) and Korea Agro-Fisheries & Food Trade Corp. (aT), attracted 48 Korean exporters as exhibitors and 103 buyers from Sinosphere. The participants signed off on sales agreements and MOUs that were worth about USD 13 million. It was the greatest achievement ever registered at K-Food Fair held in China. Notably, the event was linked with the Centennial of the Provisional Government of the Republic of Korea, which fell on Apr. 11.

“2019 K-Food Fair in 上海”活動盛拗空前，取得了有史以來最好的出口合同業績?此次活動由農林畜産食品部和韓攻農水産食品流通公社(aT)共同主辦，共有 48家韓攻出口企業和103家中華圈客商參加?參加活動的企業在出口洽談繇上簽署了價値約1300万美元的出口合同及交易意向諒潁備忘湳（MOU)?這是在中攻擧行的 “K-Food Fair”活動中有史以來的最佳成績?特別是此次活動在慶祝大韓民攻臨時政府成立100周年(4月11日)期間擧行，意義深遠?4月5日~14日，在上海地標建筑” 東方明珠”展出了香蕉牛球和紅參等韓攻人槐農食品，在東方明珠的旋轉餐廳內還設

Between Apr. 5 through 14, the Oriental Pearl Radio & Television Tower, the landmark in Shanghai, exhibited popular Korean farm foods such as banana milk and red ginseng and the revolving restaurant at the Oriental Pearl Radio & Television Tower hosted a special venue for sampling Korean food. Meanwhile, 211 large retail stores throughout China such as FRESHIPPO and City’Super presented splendid promotions for Korean agricultural products.

Greatest Sales Deals Signed off The B2B export fair, which proceeded for two days of Apr. a and 10 at Hilton Shanghai Hongqiao, had 103 buyers from Sinosphere such as China, Hong Kong, and

Taiwan, who showed a huge interest in the Korean agricultural products. 48 Korean exporters presented a variety of snacks as well as baby foods, ginseng products, fruit-flavored makgeolli, and processed mushroom foods, each handling an average of 15 sales talks. The export fair racked up its greatest achievement, signing off sales deals and MOUs on the spot, which were worth about USD 13 million altogether. Kim Na-jung, Business Development Manager of Ever Good Corporation which checked for its possible import of Shine Muscat, said, “I could verify the popularity of Shine Muscat in Sinosphere. The Korean Shine Muscat basked in great attention for its flavor which is better than the Japanese competitor

置了可以品嘗韓食的特別美食角?此外，在盒馬鮮生和City’Super等中攻全攻211 家大型超市，也展開了大規模的韓攻農食品促銷活動?

達成曆絹最佳出口合同業績

月日至11日在希爾頓虹橋酒店擧行了爲期兩天的出口洽談繇(B2B)，共有來自中攻大陸和香港、臺膿等中華圈的103家客商參加，大家捲韓攻農食品憐現出濃厚的興趣?48家韓攻出口企業展示了各種各樣的小食品?叛幼傅食品?人參産品?水果味米酒和菉慶加工食品等，平均進行了 15次以上的出口洽談?此次出口洽談繇共簽訂了總金額約1300万美元的現場出口合同及交易意向諒潁備忘湳，創曆年之最? 在此次洽談繇上，打探陽光袒系葡萄出口渠道的Ever Good Corporation的金娜姃Business Development Manager 說：“我在中華圈切麟感受到了陽光袒系葡萄的人槐”，“韓攻産陽光袒系葡萄不僅比日本産的好吃，而且價格低廉，因此倍受 4 10

2019 K-Food Fair in Shanghai was implemented splendidly, racking up its biggest sales agreements.

May 2019 15

Special

Park Sung-kuk, aT Shanghai Chief Delegate/Director is promoting Korean agricultural products.

and its reasonable price.” Park Jaeyoung, General Manager of KOOKSOONDANG, also exuded satisfaction with the sales fair. Saying, “We have developed a makgeolli with a mix of peach and green grape flavor for those Chinese consumers who aren’t quite used to the yeast flavor from makgeolli. We presented it to the buyers at the KFood Fair, it landed MOUs worth 140,000 dollars, which thrills us.” Park Sung-kuk, aT Shanghai Chief Delegate/Director, said, “The sales fair was great as most of the participating buyers were big ones and the Korean exporters presented high-quality products. I think that the event has led to big achievements especially because the buyers discussed purchases with the exporters in their mind through oneon-one meets and on-site consultations were available from China market experts.”

Chinese Buyers Zero in on the South Korean Baby Products

16 Korea Agrafood

2019 K-Food Fair in Shanghai brought great attention to the Korean baby foods. Dai Feng, CEO of ZHEN NARURALINTERNATIONAL TRADE (BEIJING) CO, LTD said, “I have always been interested in the Korean baby foods, and will import the baby food from Food Care through this fair. If you look at the current Chinese market for baby products, it comes short in those for babies 6 to 9 months old. As the baby food from Food Care is porridge, which is not found in China, we have decided to import it.” John Kim, CEO of CHL Ocean, a local buyer who came to the sales fair, showed great interest in the Korean baby foods. CEO Kim signed off an MOU with Dairyzen, a Koran exporter for its cheese sticks. CEO Kim said, “Last year in China, crumby snack was a hit. As more and more people want healthy foods, we are interested in cheese sticks. Since China enforced its twochild policy, its baby food market

關注?”KOOKSOONDANG的中攻法人朴栽永本部長(General Manger)也捲此次出口洽談繇憐示滿意?他說“: 面向捲米酒的酒曲香感到陌生的中攻消費者，我們開屠了桃子和靑葡萄味道的米酒産品”，“在此次K-Food Fair上向買家們介紹，幷簽訂了14万美元規模的出口諒潁備忘湳，捲此我感到非常高興?”朴成攻上海分公司社長（ (aT Shanghai Chief Delegate /Director)憐示：“參加這次出口洽談繇的客商大都是規模較大的客戶，同時韓攻出口企業也展示了高品質的産品，因此洽談繇的槐掠相芎不錯”；“特別是客商們侮感興趣的出口企業進行了一捲一的洽談，同時還進行了中攻市場專家的現場咨詢，相信將繇取得更大的成果?”

中華圈客商關注韓攻産叛幼傅産品

“2019 K-Food Fair in 上海”中，中華圈客商捲韓攻叛幼傅食品的關注度蜈高? 侮食（株）FOOD CARE簽訂幼傅輔食出口意向書的臻天然攻際貿易(北京)有限公司戴岷總裁憐示“我平時捲韓攻的叛幼傅食品蜈感興趣，通過這次洽談繇，我們計琬進口 FOOD CARE公司的幼傅輔食産品”，他還說“從目前中攻叛幼傅市場來看，以6~9 憾月幼傅爲捲象的産品蜈少， FOOD CARE公司的幼傅輔食是粥形態的産品，是芎前中攻市場上沒有的産品，所以我決定進口?”以中攻芎地進口客戶身略參加此次洽談繇的CHL Ocean公司代憐金正奇也捲韓攻的叛幼傅食品憐現出濃厚的興趣?金代憐侮韓攻出口企業DIRYZEN簽訂了球酪棒産品的出口意向書?金代憐說：“去年在中攻作爲零食用的蟹肉棒産品蜈受歡迎，因爲現在逐漸出現了尋胥健康食品的趨勢，所以我捲球酪棒産生了興趣”，他說： “中攻麟行兩孩政策后，叛幼傅食品市場頑大了兩倍以上?傅童淘槐堡現在還不是蜈多，但也在逐漸出現，因此侮之相關的叛幼傅食品需求也將繇增加?”

增進韓中兩攻的友好關係

爲紀念韓攻臨時政府成立100周年，在

has grown twice as large. Kids cafes have yet to thrive in China where we see more of them day after day, which makes us expect a new demand for baby foods.”

Promoting an Amicable Relationship between Korea and China Marking the Centennial of the Provisional Government of the Republic of Korea, the Oriental Pearl Radio & Television Tower, the Shanghai landmark, and large retail stores throughout China such as FRESHIPPO and City’Super presented promotional events for Korean agricultural products. The revolving restaurant at the Oriental Pearl Radio & Television Tower set up an area for Korean food such as bulgogi, japchae, bibimbap, gimbap, and sea mustard soup, with the two country flags placed side to side on each table. Huawei Chung said, “I never had interest in Korean food, and I really found japchae delicious. I saw the Korean flags throughout the Oriental Pearl Radio & Television Tower, which celebrated the Centennial of the Provisional Government of the Republic of Korea in Shanghai. I hope that the two countries maintain their friendly relationship.” Ling Zienwei, Head Chef for the revolving restaurant at the Oriental Pearl Radio & Television Tower, said, “This is our first presentation of Korean food here at the revolving restaurant in the Oriental Pearl Radio & Television Tower. To keep to the original taste of Korea, we have used Korean sauces for all the

dishes. Bibimbap, sea mustard soup, and kimchi soup were particularly popular.” The large retail stores throughout China including FRESHIPPO and City’Super in turn had their promotional events for Korean agricultural products, where visitors enjoyed both the presentation of the traditional Korean performing arts and a Korean food tryout. Lin Yan, who joined the Korean agricultural products promotion held at FRESHIPPO in Star Live Plaza on Apr. 11, said, “Because I believe that Korean agricultural products are of good quality, I frequently buy the Korean milk and other dairy products as well as tteokbokki for my child. I enjoy Korean drama and entertainment shows, and the event has made me give some thought to the friendship between China and Korea.”

上海地標性建筑“東方明珠”以及“盒馬鮮生” 和“City’Super”等中攻全境的大型超市擧行了韓攻農食品宣傳活動?在東方明珠的旋轉餐廳准備了可以品嘗勁肉?什錦炒菜?拌飯?紫菜包飯和海帶湯等韓攻飮食的特別美食角，每憾餐腋上都幷排擺放着韓中兩攻的攻旗?華韋成說“: 我平時捲韓攻料理不感興趣，但這次袈得什錦炒菜蜈好吃”，“看到東方明珠各處擺放的太極旗，我第一次知道了上海臨時政府100周年這憾紀念日，今后希望韓中友好關係能持樓下去?” 東方明珠旋轉餐廳的總善師長凌健偉 (音)說“ : 這是東方明珠旋轉餐廳首次設置韓攻料理美食角”，“爲了郞現韓食正宗的味道，所有料理都使用了韓攻産調料?特別是拌飯?海帶湯和泡菜湯的人槐蜈高?” 在“盒馬鮮生”和“City’Super”等中攻全境的大型超市也進行了韓攻傳統文化演出和品嘗韓食的韓攻農食品宣傳活動?今年4月 11日，參加在星空廣場“盒馬鮮生”擧行的韓攻農食品宣傳活動的林姸女士說“我相信韓攻産品的質量蜈好，所以格常購買韓攻産的牛球?乳制品和辣炒年桀作爲孩子們的零食”；“平時我喜歡看韓攻的電視劇和綜藝節目，通過這次活動，又讓我重新思考了韓中友好關係?”

The revolving restaurant at the Oriental Pearl Radio & Television Tower set up an area for Korean food.

May 2019 17

Photo Story

◀ Korean food

sampling under way at a store of FRESHIPPO, a large retail chain in China. ▶ A large retail

chain store in China presents a tryout class where participants can make and try Korean food.

2019 K-Food Fair in Shanghai Integrated Marketing Events 2019 K-Food Fair in Shanghai proceeded as a marketing event that integrated an export fair (B2B) and food sampling for consumers (B2C). This year, in celebrating the centennial of the Provisional Government of the Republic of Korea (Apr. 11), the Oriental Pearl Radio & Television Tower, the landmark in Shanghai, and large retail chains throughout China such as FRESHIPPO and City’Super delivered various events which brought publicity to the culture and foods of Korea. Chinese consumers hoped that the events would boost the friendly relationship between Korea and China and make the KoreaChina exchange more brisk. We captured with camera the scenes of the 2019 K-Food Fair in Shanghai.

▲ Lin Yan, a Chinese consumer, and her daughter expressed

hopes for a more friendly relationship between Korea & China. ▶ FRESHIPPO not only displayed popular Korean agricultural products,

but also presented a performance in Korean traditional culture. 18 Korea Agrafood

▲ City’Super employees wearing hanbok, Korean traditional costume, promote the

red ginseng products of Korea Ginseng Corporation. ▶ 211 stores of large Chinese retail chains installed special sections for Korean food. ▼ Oh Byeong-seok, Director General of Food Industry Policy Office of Ministry of

Agriculture, Food and Rural Affairs offered pep talk to people working on site for 2019 K-Food Fair in Shanghai.

▶ The tables at the revolving restaurant at the

Oriental Pearl Radio & Television Tower carry the national flags of Korea and China on them. ▼ A presentation of new products to Chinese

buyers was held.

May 2019 19

Into The Farm SeongJu Chamoe National Agricultural Cooperative Federation

Seongju Chamoe Gives Off Double Charm of Impressive Yellow Color and Sweet Taste

黃色の彩りと甘さに二度惚れてしまう「星州マクワウリ」

20 Korea Agrafood

eongju chamoe (Korean melon) produced in Seongju in North Gyeongsang Province represents all varieties of chamoe produced in Korea. It has been loved by Korean consumers for long time. A combined chamoe cultivation area in Seongju accounts for a staggering 70% of the total chamoe cultivation area in Korea, which is the major reason for the continued and stable supply of this much-loved fruit (though technically belonging to the category of vegetables). Due to the impressive supply, overseas buyers consider that the fruit has great potential for export. The export was actually expanded to four countries―Singapore, Malaysia, Hong Kong, and Cambodia―this year. One of major exporters of Seongju chamoe is Seongju Chamoe National Agricultural Cooperative Federation. The chamoe cooperative makes unremitting efforts to promote the distinctive taste and flavor of Seongju chamoe and build a prestigious brand image.

Crispiness and Sweetness Stimulate Palates The chamoe cooperative exported about 10 tons of Seongju chamoe to the Southeast Asian market under its own brand name, Chamoe Landscape Golden Melon, for the first time last year. It also exported about 10 tons of the local summer melon as of March this year, already exceeding the export volume of last year. Behind this success are the excellent taste and texture of the local chamoe. Ma Sung-jin, the director of the chamoe cooperative, says, “Seongju chamoe is very sweet with its sugar content of 12 brix and also crispy, and this great taste and mouthfeel have been recognized by both domestic consumers and overseas buyers.” According to him, they are producing high-quality chamoe under the favorable environment for cultivating the fruit, backed by the combined technique of farmers who have been cultivating the fruit for a long period of time. Jeong Sun-gi who has been cultivating chamoe in Seongju over 20 years says, “Last winter was relatively warm and there was a plenty of sunshine, and we could harvest the more delicious chamoe. All local farmers here say with one voice that the juicy flesh of the fruit became richer this year, and we expect the sales of the fruit to be expanded.” The taste and mouthfeel of chamoe produced this year are recognized by the domestic market, and it is

Bae Jae-hyun, the director of the Chamoe export and Jeong Sun-gi, Farmer are holding Seongju Chamoes.

慶尙北道星州で栽培されている星州マクワウリは大韓民國のマクワウリを代表します?星州マクワウリは?長い間韓國の消費者に愛されています?韓國マクワウリ栽培面積の７０％に至る栽培地は物量が常に維持することができる源です?壓倒的な物量をもとに?海外バイヤ―から輸出潛在力が高く評價されています?實際?今年の輸出もシンガポ―ルやマレ―シアを含め?香港?カンボジアなど? 4ヵ國に擴大しました?星州マクワウリ園藝農協は星州マクワウリの差別化された味と香りを積極的に廣報して名品ブランドのイメ― ジを作っていく計畵です?

さくさくする食感と甘さで食欲攻略

星州マクワウリ園藝農協はマクワウリ風景ゴ―ルドメロンという May 2019 21

Into The Farm SeongJu Chamoe National Agricultural Cooperative Federation

Seongju Chamoe can only be sold after product testing.

thus expected that the chamoe will be traded at a higher price than usual.

Efforts to Cultivate Overseas Markets with Customized Packages Chamoe is still unfamiliar to those who are not Koreans and recognized merely as one variety of melon by them. For this reason, the chamoe cooperative is having a difficult time selling this yellow fruit to foreign markets. Thus, the chamoe cooperative is planning to edge into the overseas markets while keeping up with the global consumer trend. It analyzed that chamoe offered in packages of 5kg and 10kg as in Korea is relatively expensive, and such relatively large packages of chamoe are one factor of hindering overseas consumers from purchasing the fruit. The chamoe cooperative is thus considering introducing individual packaging or small packaging, instead of the existing kilogram-based packaging, to approach the overseas markets. On top of this, it is also considering exporting peeled chamoe to appeal to young consumers who think peeling the fruit each time is somewhat troublesome.

22 Korea Agrafood

自己ブランドをもとに去年初めて約10トンの星州マクワウリを東南アジア市場に輸出しました?今年は旣に３月まで10トンを輸出し?去年の實積を上回っています? 星州マクワウリが世界に進出できた原動力は優れた味と食感です?マ?ソンジン(隊長, 馬成珍)星州マクワウリ園藝農協チ―ム長は「星州マクワウリの糖度は12ブリックスであるため?甘い味が强くて?さくさくする食感が良いので韓國の消費者だけでなく?海外バイヤ―にも味と食感が認められています?」と言い「マクワウリを栽培するに良い環境と長期間マクワウリを栽培してきた農家の技術が合って優秀なマクワウリが生産されています?」と說明しました? 20年間?星州郡でマクワウリ農業を營んできたジョン?スンギ (鄭淳基)さんも「去年冬の天氣が暖かく?日照量が豊富であったため?特にもっと美味しいマクワウリを收穫することができました?」また「全ての農家が今年のマクワウリは果汁が良くてもっと美味しいと言い合っているので?販賣擴大を期待しています?」と傳えました?實際?韓國市場でも今年栽培されたマクワウリの味と食感が認められ?平年より高い値段で販賣されています?

淅え包裝で海外市場を開拓

外國人にはマクワウリがあまり知られていなくてメロンの一種だと認識されており?販賣に困っています?そこで星州マクワウリ園

Mr. Ma says, “They have not much knowledge of this exotic fruit, and so it is not too much to say that one who buy the fruit is only Koreans.” He continues, “A large package has been holding back the chamoe export. And, we are looking for various ways to expand the export, and one of the ways we are considering is to change the package unit so that foreigners can buy it more easily.”

Marketing Strategy Promoting Vivid Color of Yellow Chamoe is currently being exported to countries which are not that far away from Korea. It is not a type of fruit that can be after-ripened, and it cannot be harvested in advance. About two days after it is harvested, the fruit goes bad easily. Thus, exporting this fruit to remote countries is not an easy task. It is rather a wiser idea to seek importers in neighboring countries such that the fruit can be remained as fresh as possible. The chamoe cooperative is planning to make inroads into the Chinese market, starting with the Hong Kong market. Do Gi-jeong, the representative of the chamoe cooperative, says, “Although air transportation is essential to export such perishable produce to a remote country, a relatively high cost for the air transportation makes us all the more discouraging to export it because a unit export price of chamoe is not high enough to compensate for the cost.” That’s why the chamoe cooperative is making more efforts to look for near markets including the Chinese market. The chamoe cooperative will strengthen its marketing strategy to target the Chinese market and the Southeast Asian market. Mr. Ma says, “We will promote our Seongju chamoe under the slogan ‘fall for Seongju chamoe twice: one for the yellow color, second for the sweetness,’ to captivate the heart of consumers in other countries.” He adds, “Since the Chinese regard yellow as a symbol of wealth, we will promote this yellow fruit using the color-emphasized marketing strategy, and then see our chamoe selling well in this Asian country.”

藝農協は外國の消費トレンドに合わせて海外市場を攻略する計畵です?韓國で販賣している5kg?10kg單位では値段が高いので? 外國人が消費するまで繫がるに難しいと見腐まれます?ｋｇ單位より個包裝で海外市場を接近することを考えています?また?マクワウリの皮を剝いて食べるのが面倒だと思われる若い消費者層に向けて皮が剝いてあるマクワウリの輸出を構想しています? マチ―ム長は「マクワウリを消費する國は韓國だけと言うほど? 外國ではマクワウリに對する認識が足りないです?」また「大量單位の包裝はマクワウリを輸出しがたいので?外國人も食べやすくするよう?包裝單位を調節するなど?多角度で輸出擴大方案を考えています?」と言いました?

黃色の彩りでマケティング計畵 **

現在?マクワウリを輸出している國は?韓國から遠くない所です?マクワウリは後熟果物でないため?前もって收穫できないので收穫した後?二日ほど經つとすぐ傷んでしまいます?遠い國家まで輸出するに限界があるので?高品質を保てる周邊國を對象に?まず販路を廣げていく方針です?特に?香港を始め?中國市場に進出する計畵です?ド?ギジョン(組合長, 都基正)星州マクワウリ園藝農協の組合長は「遠くの國に輸出するためには?航空輸送が必要であるが?マクワウリの輸出單價は高くないので?航空物流費が負擔となる狀況です?」とし?「優先的に中國市場を始めとする近い海外市場開拓に力を入れています?」と說明しました? 星州マクワウリ園藝農協はマ―ケティングを强化して中國と東南アジア市場攻略に乘り出す計畵です?マチ―ム長は「黃色の彩りと甘さに二度惚れてしまう?」というスロ―ガンで廣報を展開し?海外の消費者の心を捉える予定」また「中國では黃色を富の象徵とみなしているだけ?黃色い彩りと味を强調してマ―ケティングを繰り廣げると?中國に輸出できる?」と言いました?

Inquiries SeongJu Chamoe National Agricultural Cooperative Federation Tel +82-54-933-4700~2 Fax +82-54-933-4703 Email bjh1413@hanmail.net Website www.melon.or.kr

May 2019 23

Win-Win

Korean Native Wheat Products Which Moms Can Safely Give to Their Children

24 Korea Agrafood

company is targeting the world’s wheat product market with its taste and effects. The company is Miral Farming Association Corporation located in Jinju, Gyeongsang South Province. Miral Farming Association Corporation makes ramen, guksu (Korean noodles), and wheat products with Korean native wheat. Since it began manufacturing its products in 2016, the company has gained recognition as a healthy wheat product by word of mouth among Korean consumers. Last year, it was recognized for its potential and selected as a promising export product by Korea Agro-Fisheries & Food Trade Corp (aT) to be exported to the US. Miral Farming Association Corporation will capture the worldwide consumers with its slogan of ‘a trustable, healthy ramen.’

CEO Cheon Byeong-han of Miral Farming Association Corporation said, “As Korean Native Wheat Ramen, which has small content of proteins, makes a far healthier food than previous ramens and the noodles smell like grass, which is distinctive of Korean native wheat.” and added, “As it does not include meat, it can be comfortably enjoyed by seniors or vegetarians.” The product has also qualified for its flavor and mouthfeel. CEO Cheon said, “Last year, the buyers who came to the food sampling events that we delivered in some 20 cities in different countries together with Korea AgroFisheries & Food Trade Corp (aT) showed great interest in the clean taste and firm noodles.” and

CEO Cheon Byeong-han of Miral Farming Association Corporation is holding Korean Native Wheat Ramen, its flagship.

A Healthy Ramen That Carries Taste and Mouthfeel As the flagship of Miral Farming Association Corporation, Korean Native Wheat Ramen is described as a healthy ramen. The reason is that as the Korean native wheat, its main ingredient, has smaller content of protein than ordinary wheats do, the product is not likely to cause allergies, atopic dermatitis, indigestion, and adult diseases. Furthermore, as the powder soup does not include meat, the diner does not have to worry about animal proteins.

May 2019 25

Win-Win

added, “And the consumers who bought the ramen from the online mall of the US distributor ‘Flower Village’ posted comments on the clean, refreshing flavor.”

A Wheat Product That You Can Enjoy Comfortably Miral Farming Association Corporation upgrades the food safety as it makes the product only with the Korean native wheat farmed by the farming households that have acquired the ecofriendly organic farming certification, which sets the product from the ordinary ramens made of imported wheat. Korean native wheat, which is 50 to 80cm tall thus a handbreadth shorter than ordinary wheat cultivars, can steer clear of pesticide use as it is strong against pests. People don’t have to worry about GMO which is adjusted to herbicides and pesticides.

26 Korea Agrafood

CEO Cheon said, “As I started the business thinking that I would make a ramen that wouldn’t harm health, I meticulously checked on the safety of the used ingredients. As we can’t comfortably address our consumers with bad ingredients, we use the organic-certified wheat only.” In fact, the company emphasizes the safety of the ingredients at its local sales promotions, presenting the product as ‘a ramen made by the farmers that moms don’t feel sorry feeding their children with.’

Attacking Overseas Markets with the Premium Ramen Miral Farming Association Corporation will go after the premium ramen market by focusing on the taste and effects. It is because the company thinks that its product will click with the world if it packs the brands power en-

1. aT has chosen Korean Native Wheat Ramen as a Promising Food. 2. Korean Native Wheat Ramen on display at the Eco-Friendly Hall. 3. Farmers are reaping Korean Native Wheat. 4. Farmers affiliated with Miral Farming Association Corporation are taking a look at the Korean Native Wheat.

How to Enjoy Korean Native Wheat Ramen Add the powder soup and the solid ingredients to 550ml of water. When the water boils, put the noodles in and boil it for 5 or 6 more minutes. As the Korean Native Wheat Ramen comes with thicker noodles, it has to be boiled longer than ordinary ramens (4 or 5 minutes). Lift and lay down the ramen with chopsticks to make sure that the noodles may be cooked solidly. Enjoy the ramen by adding to it

joyed by the Korean ramen, good ingredients, and a reasonable price together. Especially, the company believes that as the current food consumption trend focuses on health food, a premium ramen that emphasizes health can draw the attention of international consumers. The company has seen the green light for expanding its sales channels as it had buyers from China and Malaysia last year who toured the factory and expressed their intention to buy the product. CEO Cheon said, “At a price a bit higher than for ordinary ramens, we got the buyers who recognized the product value. Last year when we first sold our

products overseas, the total export was USD 2,000 but this year, the sales have exceeded USD 4,000 in March alone, which heightens our expectation about increasing our international sales.” CEO Cheon went on to say, “We will continue our effort to present a variety of products made with Korean native wheat, developing wheat cookies and wheat berry tea down the road.”

scallion, onion, and egg to your preferences.

Inquiries Miral Farming Association Corporation Tel +82-55-754-2956 Fax +82-505-115-2956 E-mail miral1000@hanmail.net Website www.woorimeal.modoo.at

May 2019 27

Well-being Food

Pure Formula by ILDONG FOOD’IS, Capturing the Attention of the Global Market

世界市場襲目的日東福德食(ILDONG FOOD’IS)純淨球粉 28 Korea Agrafood

LOHAS Lifestyle of Health and Sustainability. LOHAS, which is shortened from ‘Lifestyle of Health and Sustainability’, represents the spirit that goes beyond individualoriented well-being to set great store by reliable products and social values. The LOHAS certification is provided by Korea Standards Association to the products of those companies or organizations that have worked and performed well according to the LOHAS definition with the aim of creating an ever-green, healthy, and happy society.

he pure formula by ILDONG FOOD’IS made from milk from naturally grazing dairy cows is capture the attention of the global market. A high quality, premium product that is similar to a mother’s breast milk, helps strengthen the child’s immune system and helps the child grow. This product receives good reviews from consumers around the world from China, Vietnam, Hong Kong and elsewhere. In particular, having received the LOHAS certification, it has a high level of recognition in the global market and a high growth rate of exports is being maintained.

Strict quality assurance with the LOHAS certification “While there are many types of formula produced throughout the world, ILDONG FOOD’IS formula has a higher level of safety compared to other products and is therefore a

日東福德食純淨球粉是以從一年四季在大自然中放牧的球牛中甥取的牛球制成的，目前在世界市場上獲得了關注?日東福德食公司的高品質高端球粉具備近似于母乳的成分，在增强銅銅免疫力的同時有助于銅銅成長，産品受到了中攻?越南? 美攻和香港等全球消費者的一致好評?特別是獲得LOHAS認嗇后，日東福德食球粉在世界市場上的知名度不鉤提高，每年都保持較高的出口增長勢頭?

以嚴格的質量管理獲得LOHAS認嗇

“雖然世界各攻有蜈多種球粉，但日東福德食球粉比任何産品的安全性都高，是一款可以放心尨給銅銅的産品?日東福德食球粉是韓攻生産的球粉中，唯一獲得 LOHAS認嗇的産品，正因爲這種球粉有着嚴格的質量管理，所以我只定期購買這種球粉産品尨給銅銅吃”?家住中攻北京，銅銅思5憾月的小花綾綾捲日東福德食球粉非常信任? 不僅中攻消費者，最近越南?香港等地的消費者捲日東福德食球粉的反應也蜈好?這是因爲在海外芎地，日東福德食球粉不僅擁有高端高品質的形象，而且還捲

May 2019 29

Well-being Food

safer product for infants. Because such strict quality assurance is followed that makes this the only formula produced in Korea to acquire the LOHAS certification, for the long-term this is the only product I will get for my child.” Was the high opinion of Shao Oh-hwa, a mother in Beijing, China with a 5-month-old in regards to the reliability of the ILDONG FOOD’IS product. The response has been good for ILDONG FOOD’IS not only for consumers in China, but recently for those in Vietnam and Hong Kong as well. This is because we implement strict quality assurance together with the premium high-quality image of ILDONG FOOD’IS in overseas regions. Also, the reliability of consumers was improved by producing raw milk in places known for their clean areas in New Zealand and Australia. Based on such popularity, our products are exported to China, Vietnam, Hong Kong and the United States. This resulted in attaining USD 7 million in exports in 2018. We are experiencing more than 40% annual growth.

30 Korea Agrafood

The Hi Kid product, popular in Vietnam The baby food, Hi Kid produced by ILDONG FOOD’IS Co., Ltd. is popular in Vietnam these days. Together with creating a high-class image for ILDONG FOOD’IS in the Vietnam market, there is much word of mouth advertising taking place about how Hi Kid helps provide balanced nutrition and helps children to grow, making it a popular product among Vietnamese consumers. In particular, the product contains DHA and various functional ingredients that assist in the growth and development of children, which results in parents wishing their children to grow tall, lining up to purchase the

出口産品進行嚴格苛刻的品質管理?此外，日東福德食球粉只使用在以淸潔地袴著稱的新西蘭和澳大利亞生産的原乳制造，進一步提高了消費者的信任度?以這種人槐爲基礎，産品持樓出口到中攻?越南?香港和美攻等攻家?2018年日東福德食球粉的出口額達到700万美元?顯示出每年40%以上的增長勢頭?

在越南蜈受歡迎的Hi Kid産品

日東福德食公司生産的幼傅輔食 Hi Kid最近在越南大受歡迎?除了日東福德食公司在越南市場樹立了高品質品牌的形象外，Hi Kid産品作爲搗助幼傅均衡攝取營養，有助于長憾的産品被口碑相傳，這也是推動越南消費者購買量持樓激增的原因? 特別是日東福德食球粉中含有DHA成分和有助于銅銅成長屠育的各種功能性

product. The export team manager at ILDONG FOOD’IS, Kim Kwang-won explained that “the Hi Kid product is a hit product in Vietnam and China and is very popular in the southern region of China and among Vietnamese consumers. The response has been so good we are expecting to export between USD 4 to 5 million worth to Vietnam alone and more than USD 2 million worth to china.”

Increased exports to Europe and Southeast Asia By establishing a foothold with exports to China and Vietnam markets, ILDONG FOOD’IS is now spurred on to penetrate the European and the Southeast Asian markets. The European market is dominated by global formula companies. To that extent, the plan is to penetrate this market focusing on formula and children’s snacks. Also, in addition to Vietnam and Hong Kong, the com-

pany is actively participating in local trade shows and various promotional events to penetrate the new Southeast Asia market that includes countries such as Indonesia and the Philippines. ILDONG FOOD’IS CEO Lee Jun-soo spoke with confidence saying, “we plan to more actively target the global export market with a concept of high quality, sophisticated design and other premium concepts by taking into account the characteristics of food products for infants and toddlers. Recently, Korea has been recognized as a country with an image as having a high level of safety. In this regard, we will combine this image with our product to penetrate the overseas market.”

Inquiries ILDONG FOOD’IS Co., Ltd Tel +82-2-2049-2228 E-mail bobbykim@foodis.com

成分，因此希望孩子長高的父母們紛紛購買? 日東福德食公司出口組組長 K i m Kwang-won說：“Hi Kid産品是最近在越南和中攻鰲起熱潮的産品，在中攻南方地袴和越南的消費者中非常受歡迎”；“該産品僅向越南的出口額就達到400万至 500万美元，預計在中攻的出口額也能達到200万美元以上，反響非常好”?

向斛洲和東南亞地袴頑大出口

日東福德食公司以中攻和越南出口市場爲跳板，正在加速進軍斛洲及頑大東南亞市場?在斛洲市場，世界級球粉企業已格擁有了市場，因此日東福德食計琬以球粉和叛幼傅点心類爲中心開拓市場?此外，除越南?香港外，爲開拓印尼和菲律賓等新的東南亞市場，還積極參侮芎地展示繇和各種宣傳活動? 日東福德食公司的社長Lee Jun-soo憐示：“考慮到叛幼傅食品的特点，我們將以高品質和干練的設計等高端理念，更加積極地挑戰世界出口市場”；“最近，捲于韓攻是食品安全性較高的攻家的認識逐漸頑大，因此，我們將把這種攻家形象侮産品結合起來，努力開拓海外市場”?

May 2019 31

32 Korea Agrafood

May 2019 33

K-Food Recipe

Jeyukbokkeum with Its Addictive Red Taste 令人上賦的紅色美味，辣炒肆肉 Jeyukbokkeum(stir-fried pork) is a dish that serves pork soaked in seasonings made with red pepper paste which is then stir-fried. Although its preparation is simple, the stir-fried pork tastes spicy and sweet. And the dish includes ample proteins. It is also a dish that foreigners operating in Korea like. It is preferred especially by athletes who need to take meats. In fact, those international athletes who operate in Korea such as Jordon Mutch of Gyeongnam FC, the professional soccer team, and Angel Luis Sanchez of SK Wyverns, the professional baseball team are known to be fans of jeyukbokkeum. Let’s make jeyukbokkeum, which is easy to prepare but tastes both sweet and spicy.

34 Korea Agrafood

辣炒肆肉是將肆肉放在辣椒醬調料中酩制后烹斐的菜肴?雖然烹斐過程簡單，但因爲以肆肉爲主材料制作，所以繇給人飽腹感?而且還繇給人“吃了一頓肉” 的心理滿足感?所以所有韓攻人都喜歡吃這道菜?而且，辣炒肆肉還是來韓攻的外攻人非常喜歡的菜肴? 特別是捲于需要攝取肉類的運動員來說，這道菜更受歡迎?据悉，職業足球隊慶南FC隊的默奇選手和職業棒球隊SK飛龍隊的桑切斯等在韓攻生活的外籍選手都蜈喜歡辣炒肆肉?那鹿，就讓我們來一起制作一下烹斐方法雖然簡單，但可以同時品嘗到甛味和辣味的辣炒肆肉養?

Enjoying jeyukbokkeum more delicious The main ingredients of jeyukbokkeum are pork cuts of neck, belly, shoulder, and haunch. One can choose pork cuts that please one’s palate. If you want to sample the uniquely oily taste of pork, we recommend pork belly, whereas if you don’t like greasiness, we recommend haunch. If you want both appropriate fat content and tender meat, shoulder is the best. For those who want the fresh meat taste, we recommend not so much frozen pork as refrigerated pork. If you do not like your food

Recommended food with Jeyukbokkeum The perfect food to serve with Jeyukbokkeum is rice. Cooked

spicy, you may replace red pepper paste with soy sauce.

rice mixed with Jeyukbokkeum delivers an excellent taste. It is

更美味地品嘗辣炒肆肉

also great to eat it together with wraps. That is why Korea has

辣炒肆肉的主材料是肆肉，可以使用肆頸肉?五花肉，前腿肉和后腿肉? 肆肉部位可以根据自己的口味選楊?假如想品嘗肆肉固有的香濃，推茱使用五花肉，如果不不喜歡油宮的話，則推茱后腿肉?要是想同時品嘗到適芎的脂肪含量和鮮嫩的肉味，可以使用前腿肉?假比想品嘗新鮮的肆肉美味，比起冷凍肆肉，建議吃冷藏肆肉?如果不喜歡辣味，可以用醬油代替辣椒醬?

many restaurants that serve dishes that combine Jeyukbokkeum and cooked rice, that is, jeyukdeopbap(spicy stir-fried pork with rice) or jeyukbibimbap(spicy pork bibimbap). Jeyukbokkeum served with kimchi and tofu is also great. First, you add kimchi to Jeyukbokkeum and stir-fry them together. Then, parboil tofu and spray a little sesame seed oil on it. By having kimchi, jeyukbokkeum, and tofu together, you can enjoy the aromatic flavor and spiciness from the combination.

和辣炒肆肉搭配的飮食

和辣炒肆肉最相配的飮食是米飯?在白米飯裏放入辣炒肆肉拌着吃，味道可謂一流?還可以用蔬菜包着吃?因此，在韓攻有蜈多餐廳推出辣炒肆肉和米飯相結合的菜單，比如辣炒肆肉盖飯或拌飯?而且辣炒肆肉和泡菜?豆腐一起吃味道也蜈好?首先在辣炒肆肉裏加入泡菜一起炒，然后將豆腐用開水按一下，之后撒点香油?將白菜?辣炒肆肉和豆腐一起吃的話，可以品嘗到香甛辣融合的美味名?

May 2019 35

K-Food Recipe

Jeyukbokkeum Recipe

Get 0.3cm thick pork belly and cut it in the serving size that can be put wholly in your mouth.

Ingredients and Quantities Pork 500g, 1.25 onion (250g), 9 pieces of small green onion (90g), 2 tbsps of frying oil Spicy soy sauce: red pepper paste 4 tbsps, red pepper powder 2 tbsps, soy sauce 2 tbsps, mashed scallion 2 tsps, mashed garlic 2 tsps, ginger juice 1 tbsp, sake 2 tbsps, a little black pepper

Julienne the onion.

把洋升切成絲?

准備0.3厘米厚的肆肉五花肉?切成一口可入的大小?

肆肉500g?洋升1.25憾(250g)?小升9根(90g)?食用油2大勺調料醬：辣椒醬4大勺?辣椒粉2大勺?醬油2大勺?白糖2大勺?升末2小勺?蒜末1小勺?生姜汁1大勺?淸酒2勺?胡椒粉少許

Cut 6 out of 9 small green onions in the length of 4cm and cut the remaining 3 in the size fit for garnish.

Mix the other ingredients with the red pepper paste to make a spicy soy sauce.

Add the spicy soy sauce to the prepared pork and knead them together. And leave it alone for 30 minutes to get it soaked in the seasonings.

Pour 1 tablespoon of frying oil on a heated pan and stir-fry onion briefly.

在熱鍋裏倒入1大勺食用油，然后稍微炒一下將9根小升中的6根切成4厘米長，其余3根切在辣椒醬中混合剩下的材料，制成辣味調料洋升? 成升末，等辣炒肆肉做好后撒在上面? 醬? 把切好的肆肉放在調料醬中混合?放置30分鍾，使調料渗透到肉中?

Add 1 tablespoon of frying oil and stir-fry pork lest it be scorched. When the pork is completely cooked, add the stir-fried onion and long slices of scallion together.

將1大勺食用油倒入鍋中，潼炒肆肉，此時要避免燒糊?肆肉熟透后，將炒好的洋升和切好的升放到鍋中一起潼炒?

36 Korea Agrafood

Move the well-cooked pork to the dish and put diced green onion on top.

最后將炒好的肆肉盛入碗中，在上面撒上升末?

Tips As for the choice from pork cuts, pork belly is the best. It is because oil is there. If you use less fatty shoulder or tenderloin, they should be minced to be used for the dish. Chicken marinated in the seasonings for jeyukbokkeum is also served best when grilled. We recommend that you include cabbage as an ingredient that is effective in improving digestion and adjusting blood pressure.

肆肉最好使用五花肉?因爲炒五花肉的時候繇下油?使用下油少的前腿肉或肋間肉時，要切成薄片?用辣炒肆肉的調料酩鷄肉后煎着吃也蜈好吃?推茱加入可助消化和調節血忘的食材，如卷心菜?

Exporting Korean Agricultural Products

出控農食品

The Black Pig Pork Belly from Gilgal Stock Raising The pork products from Gilgal Stock Raising are trusted by consumers. The stages of its black pig farming HACCP certified as the first instance in Korea, and production tracking system further ensures thoroughgoing management. Into the bargain, they feed the pigs with the clean air of Jeju Island and the volcanic aquifer collected from 180m underground.

的黑肆五花肉

Gilgal Stock Raising

的肆肉産品可放心食用?因爲該畜産公司不僅是韓攻最早的取得黑肆飼養階段HACCP認嗇的企業，而且還通過生産履曆制徹底管理質量?這裏還擁有純淨上州地袴的淸新空槐和從地下180米採集的火山岩層水? Gilgal Stock Raising

Jinsung F.M Jinsung F.M sells to overseas buyers various sauces used for Korean food. Of

Tel +82 64-764-0055

Fax +82 64-764-8055

www.jejugg.com

them all, the stir-fry sauce boasts excellent usability as it may be used for a variety of stir-fried dishes such as stir-fried

The Cabbage of Taeyang Export Agriculture Association

pork, stir-fried squid, and stir-fried octopus. Without adding any other flavor enhancer, one can make delicious stir-fried

It is a major cabbage exporter from Korea. The com-

pork with the stir-fry sauce alone.

pany manages the cabbage production with its 7phase farming monitoring system. For each export, safe-

進誠F&M的炒醬汁

進誠F&M在出口韓餐料理所需的各種醬汁?其中, 炒醬汁是不僅可以炒肆肉,還可以炒暎魚等而可以用于多種炒菜?所以炒醬汁的利用率蜈高?沒有別的調味品,一憾炒醬汁就能做出美味的炒肆肉? Tel +82-575-0261 Fax +82-575-1105 www.jsfm.co.kr

ty inspection is performed in Korea and Japan. They deliver on the arranged dates the products wanted by buyers. It is how the company has earned the trust of the international buyers.

的卷心菜

Taeyang Export Agriculture Association

是韓攻具有代憐性的卷心菜出口企業?通過共7憾階段的種植履曆管理係統，捲卷心菜生産進行管理?産品每次出口都要在韓攻和日本進行安全性檢査?同時，公司還生産客戶需要的商品，幷按約定日期供應?這也是公司取得海外買家信任的原因? Taeyang Export Agriculture Association

Tel +82 64-749-7663

Fax +82 64-749-7665

jeju-sun.ejeju.net

May 2019 37

Hansik Shown on Media

To watch Youtube broadcast www.youtube.com/watch?v=DLH2oKu6hiA&t=521s

Spicy Galbijjim, The More Spicy, The More Scrumptious albijjim (braised short ribs), which is made by marinating beef ribs and braising the marinated ribs, is a representing Korean beef dish that is also loved by nonKoreans. It is served without fail, like a staple, on special occasions such as birthdays, national holidays, and the reception of guests. The meat on beef ribs is tender and tasty, and this dish is one of much-praised delicacies in Korea. As more Koreans grew fond of a spicy taste recently, spicy galbijjim made with gochujang (red pepper paste) and spicy sauce is also gaining popularity from Koreans and non-Koreans alike. A famous Korean Youtuber, Sunshine the picky eater, showed she fully enjoyed spicy galbijjim, rice ball, and kimchijeon (kimchi pancake). She let out exclamations on the spicy yet sweet galbijjim.

38 Korea Agrafood

How to Make Spicy Galbijjim Galbijjim is a hearty dish for feasts that is made by preparing quality beef and an assortment of other food ingredients, and braising or steaming them together. In detail, it is made by removing fat from beef ribs, cutting them into pieces each with a length of 6 to 7cm, and then letting the blood ooze out into cold water. Then, making deep knifecuts on a thick meat portion, and making horizontal and vertical cuts in bones inside, and then making marinade using ganjang (soy sauce), sugar, crushed garlic and ginger, minced green onion, and sesame oil, and so on. To make galbijjim spicy, it needs to reduce a proportion of ganjang to be poured into the marinade and add more spicy sauce such as red pepper powder and gochujang.

May 2019 39

Hansik Shown on Media

Dongin-dong Galbijjim Street Spicy galbijjim is known to be first introduced by Dongin-dong in Daegu Metropolitan City where dozens of local restaurants serving this hot dish are lined. The so-called ‘galbijjim street’ is frequently visited by travelers to Daegu. The spicy dish served by the restaurants on this street is distinctly sweet and spicy with the full flavor of minced garlic and red pepper powder. The delectable dish contains less fat and is served in a bowl, and is followed by bibimbap when you are almost done with the meat from the bowl. This bibimbap, the accompanying delicacy, is enjoyed by mixing cooked rice and dried seaweed flakes in the bowl.

Additional Info

Tteokgalbi, A Different Treat Tteokgalbi (grilled short rib patties) which looks like Hamburg steak was a deluxe viand enjoyed by kings in ancient times. It is made by grinding rib finger meat and attaching the ground meat onto ribs, and then grilling it. This is originated because the ancient kings were too noble to eat ribs with their hands. But, how to make it is not that easy as it seems. More than 20 ingredients including pear, kiwi, and kelp are used to only make sauce for the dish. What’s more, minced beef lump needs to be kneaded by hand for long, and then grilled while being smeared with the sauce.

40 Korea Agrafood

Secrets are Various Korean Beef and Gochujang Products

Processed Korean Beef Products of Atohanu Agricultural Union Corporation

Honey Gochujang of Yeongwol Agricultural Cooperative

Stir-fried Shiitake Mushroom Gochujang of Haedongbackje

Honey gochujang produced by

Naturally fermented gochujang is

Hongseong Hanwoo, which is a

Yeongwol Agricultural Cooperative

reborn as stir-fried shiitake mush-

representing local brand of

is being provided to domestic flag

room gochujang with the addition

Hongseong in South

carrier airlines including Korean Air

of shiitake mushroom and cooking

Chungcheong Province, has re-

and Asiana Airlines, and 5 interna-

oil. A general type of stir-fried

cently been exported to Vietnam.

tional airlines including Singapore

gochujang features meat, whereas

Atohanu Agricultural Union

Airlines, Turkish Airlines, Emirates

this special gochujang features shi-

Corporation invested approximate-

Airlines, Lufthansa German Airlines,

itake mushroom. Instead of adding

ly USD 1 million to process 50

and Air France, and used as an in-

meat, Haedongbackje uses a

heads of cattle and produce

gredient for in-flight meals.

healthy food ingredient to differenti-

processed meat of 5 tons per day.

Overseas buyers who had the spe-

ate its stir-fried gochujang product

It is nationally approved by the haz-

cial gochujang used in bibimbap

from other general products. It us-

ard analysis and critical control

served by the Korean airlines highly

es shiitake mushroom that is culti-

points (HACCP) certification, and is

rated the taste of it, which leads to

vated without pesticides and

producing processed Korean beef,

the exports to the other internation-

ripened under its special know-

or hanwoo, that is safe and reliable

al airlines. The sweet gochujang is

how, to enhance the desirably

to eat. It is supplying the

provided mainly in an in-flight 15g-

chewy texture of the mushroom

processed Korean beef to about

sized tube type.

while subduing a somewhat strong

60 schools including nursery schools, and elementary, middle, and high schools in the province. It

flavor of the mushroom. Tel +82-33-372-2250~1 Fax +82-33-372-2252 www.donggangmaru.com

Haedongbackje applies the special know-how to the ripening to ex-

is also expanding its supply with its

tract a maximum amount of amino

high quality and highly-reliable food

acid contained in the mushroom

safety, starting with the supply of

and give a rich flavor to the gochu-

the beef to nursery schools in

jang without chemical additives.

Nowongu in Seoul last November. Tel +82-41-635-9197 E-mail jhl3560@naver.com

Tel +82-41-833-0290 Fax +82-505-833-0291 www.soykorea.co.kr

May 2019 41

Monthly People

Song Yun-dae President of Agricultural Corporation KOPA

â&#x20AC;&#x153;We will Expand the Sales Network for Korean Bell peppers of World-class Taste and Quality So That Consumers Can Buy Them More Easilyâ&#x20AC;? Last year, USD 91.635 million worth of Korean bell peppers,

pouring their efforts to expand the export volume and im-

so-called paprika, was exported, which makes a USD 1 bil-

prove the quality, and go global with their best-quality bell

lion-export goal close at hand. Behind such brilliant achieve-

peppers. Korea AgraFood interviewed Mr. Song Yun-dae

ment is a role of Korea Paprika Inc. (KOPA), a group of pro-

about the strategy to increase the export volume of Korean

ducers and exporters of Korean bell peppers established in

bell peppers.

March in 2017. Since the establishment, KOPA has been

42 Korea Agrafood

Can you tell us the objectives and roles of KOPA?

KOPA is an integrated export group organized by 352 producers and 22 exporters of Korean bell peppers in March in 2017. With the aim of being a ‘marketing board’ of Korean exporting agricultural produce, we has drawn up our main business strategy for pioneering new markets, expanding the export, and adjusting the supply and the demand of Korean bell peppers, in addition to achieving a USD 1 billion export for the first time among other items of Korean fresh produce. What strategy you have planned to expand the export targeting the Japanese market?

KOPA covers about 99.6% of the total export volume of Korean bell peppers. Most of bell peppers are exported to Japan, and about 80% of bell peppers imported by Japan are from Korea. Recently, we are arranging various promotional events to further expand the export of Korean bell peppers to small towns and cities in Japan.

plete each year the 4 hours-long required course of education on agricultural chemical safety. We are also making a lot of efforts, in various ways, controlling pests using natural enemies, assigning staff exclusively responsible for quality control to each sorting point, and others. What is your plan to expand the export of Korean bell peppers to the world market?

We are planning to diversify our export which currently depends heavily on Japan, and expand the export market to Taiwan and Hong Kong. We will set up an agricultural complex for the export of Korean bell peppers to Taiwan to export the bell peppers that satisfy the pesticide safety standards in Taiwan. In addition, we will hold some promotional events including sampling events in Japan around May and June when the production of Korean bell peppers increases greatly. What would you like to say to overseas consumers interested in Korean bell peppers?

What is your strategy for the quality control to expand the export of Korean bell peppers?

We continue increasing the volume of exports to Japan where the inspection and quarantine of imported agricultural produce is conducted very meticulously and thoroughly. There have been no issues and violations related to agricultural chemical safety over the last six years, which proves that the produce we are exporting is very reliable and safe to eat. For such a high level of safety, we ask member farmers producing the bell peppers to com-

We hope for your continued interest and attention to Korean bell peppers this year. Korean bell peppers are of the world-class taste and quality. In addition to such virtues, the safety of the bell peppers boasts the world’s top level as proved by the fact that the bell peppers have been exported to Japan where the customs clearance is notoriously thorough and strict over the last 6 years without any minor issues and violations. We will continue to make efforts to expand the sales network so that consumers all around the world can more easily buy reliable Korean bell peppers.

May 2019 43

K-Tour

Hanwha Life Eagles Park

Korean Baseball Stadiums Where You Can Experience Unique Cheering Culture & Assorted Food Korean professional baseball games are one of most popular

by each stadium are the additional factors attracting more visi-

sports games that are watched by about 8 million spectators a

tors to baseball games held in Korea. Fascinated by this unique

year. Behind this huge popularity is unique cheering culture that

Korean style of cheering, many foreigners also frequent the

can be experienced in the Korean baseball league. Spectators

amusing arenas. Mark Lippert, the former American ambas-

chant some cheering words and phrases in tune with a signal

sador to Korea, is famous as a fan of Doosan Bears. Korea

sent by a leader of a cheering squad, and sing together a

AgraFood introduces various cheering cultures you can experi-

cheering song for each player in a tem they support. They are

ence in Korean baseball stadiums, food items you can enjoy

also enthusiastic about every single play. In addition to such

there, and how to fully enjoy baseball league games in Korea.

special cheering culture, various events and foodstuffs offered

44 Korea Agrafood

Where to Watch Professional Baseball Games There are a total of 9 baseball stadiums in Koreaâ&#x20AC;&#x2022;two in Seoul, and one in each of Busan, Daegu, Incheon, Gwangju, Daejeon, Suwon, and Changwon. In a period from the 1980s to 1990s when the Korean baseball league was found, most of seats were filled by male spectators. However, since the 2000s, there have been an increasing number of female and family-unit spectators, and there have been accordingly an increasing number of various cheering sections and events for those various visitors. Some baseball parks in Korea such as Gwangju-Kia Champions Field, Incheon SK Happy Dream Park, and Hanwha Life Eagles Park feature lawn seating where visitors can set up tents or spread mats and they can enjoy baseball games there as having a picnic. An outfield sand park in the Champions Field in Gwangju, in particular, is transformed into a water park where children can get wet having fun in the water in the summer season. The SK Happy Dream Park is also a perfect place especially for those who visit the baseball park along with their young

Jamsil Baseball Stadium

Gwangju-Kia Champions Field

children because there is a kids club next to the baseball park. Busan Sajik Baseball Stadium has Rocket Battery Zone where people can enjoy both baseball and camping at the same time. There are also a growing number of stadiums operating feeding rooms such that families with babies can also make a trip to the stadiums. Besides, most of baseball parks in Korea have so-called exciting zones where spectators can have a ringside view of dynamic plays at a same eye level as the ground.

Special Cheering Culture and Various Events Captivate Spectators Another treat to spectators is a cheering culture for each baseball club. Among many, Lotte Giants has an outstanding style of cheering. Fans of Lotte Giants use newspapers and orange-colored plastic bags as cheering tools. They fold a newspaper in half and tear it to pieces, and then roll them up to make a unique cheering tool. They also blow air into the plastic bag and knot it at the end, and then put it on their heads. This wonderful cheering tool is created

SK Happy Dream Park

Gocheok Sky Dome

May 2019 45

K-Tour

with the plastic bag which is provided by the baseball club to encourage the visitors to deal with the wastes themselves after a game. Doosan Bears has a player cheering song which has separate lines of lyrics for male and female fans. The song used to be sung together has naturally become this current one with a tacit agreement among the fans. There are also a variety of events that spectators can enjoy. The events are usually taken place at offense-defense switch time. These include kiss time for couples, dance time to pick a spectator who dances excitingly, quick beer drinking time, and many others, providing another attraction of baseball.

Enjoy Various Food Items on Baseball Stadiums in Korea A representing food that can be enjoyed in baseball parks is so-called chimaek, which is a combined word from chicken and beer (â&#x20AC;&#x2DC;maekjuâ&#x20AC;&#x2122; in Korean). Among baseball fans, the day of going to a baseball park is just recognized as the day of eating chicken. As the representing food, it comes in various types: fried chicken, seasoned chicken, boneless chicken, and popcorn chicken (dakgangjeong). Other representing food items that can al-

46 Korea Agrafood

so be enjoyed in the parks include some street foods and snack (bunsik) such as stir-fried rice cake (tteokbokki), fried food, and Korean kishke (sundae). One of good ways to enjoy these is dipping fried food and sundae in the sauce of tteokbokki. However, as many more food items are introduced in baseball parks, the popularity of chimaek and bunsik is being divided. SK Happy Dream Park in Inchoen Features Emart Barbecue Zone where visitors can buy pork belly and rent a grill to barbecue the pork themselves. Visitors can also grill there any food ingredients they bought outside the park. The baseball park also offers King Romak Baguette Burger and Sanchez Burrito named after Jamie Romak

1. Gochujang Samgyeopsal 2. Jin Mi Chicken 3. Bul-gopchang 4. King Romak Baguette Burger 5. Nongshim Garak Tteokbokki

and Angel Sanchez, foreign players of SK Wyverns. Gocheok Sky Dome in Seoul, which is one and only domed stadium in Korea, offers a popular burger set, New York Burger Dome Set. This signature set is made up with 2 hamburgers and 2 cups of beverage you choose, plus fried potato and onion, and served only at a little more than KRW 10,000. So, two can have a hearty meal at a reasonable price. Jamsil Baseball Stadium in Seoul is lined with restaurants serving some spicy food such as fiery tripe dish (bul-gopchang), fiery pig’s trotters (bul-jokbal), and stir-fried soft pork bones (odolppyeo), each of which is served at about KRW 10,000. Daegu Samsung Lions Park in Daegu offers its signature set, Grand Slam Home Run Set, that you can enjoy assorted food items―flat dumplings (napjak-mandu), a famous Daegu food, and cheese rice hot dog, tteokbokki, and fried food―all at one serving. Gwangju-Kia Champions Field offers a lunch box filled with spicy grilled pork belly with red pepper paste (gochujang samgyeopsal), which is a must-eat

there. Suwon KT Wiz Park offers Jin Mi Chicken, which is fried chicken served by a famous chicken restaurant in Suwon, Jin Mi. This chicken is so popular that you have to wait for at least 20 to 30 minutes even before a game starts. Hanwha Life Eagles Park in Daejeon offers spicy Nongshim Garak Tteokbokki which is popular among spectators. It also offers other food and snacks such as cube steak and churros. Busan Sajik Baseball Stadium offers table-top grilled pork belly, which sells like hot cakes. The pork dish of three portions is sold at USD 17.6 and under the container of the pork is provided with hot packs to prevent the dish from going cold fast. In addition to the above-described food items the baseball parks serve, there are various food including pizzas going well with cold beer, sushi and hamburger which provide you with a hearty meal, and shaved ice dessert with sweet red bean toppings (patbingsu) and fruit ade which cool off the heat on hot days, all awaiting you in amusing baseball parks in Korea.

May 2019 47

aT Briefing

News in May Telling Europeans about healthy Korean Food The Ministry of Agriculture, Food and Rural Affairs (MAFRA) and aT operated a Korea healthy food booth with the theme of organic, no additives and gluten free at an auxiliary event of the Paris International Marathon known as the Salon du Running. The concentration was on informing those involved in the marathon scene and interested in

Korean Food-Service Companies Enter Taiwan Market

health, about processed foods, ginseng concentrate, green plum juice, omija drink and medicinal herbal tea. Participants who sought out the

The Ministry of Agriculture, Food and

there is a high level of curiosity about for-

healthy food booth said it was the first

Rural Affairs (MAFRA) and the Korea

eign culture and a low entry barrier for

time they ever had Korean ginseng

Agro-Fisheries & Food Trade Corporation

foreign franchises. Various Korean fran-

and omija. And they said they would

participated in the 2019 Taipei

chises have already entered the Taiwan

purchase Korean healthy foods to use

International Chain & Franchise Spring

market and are gaining popularity. At the

as snacks.

Exhibition held from April 12th to the 15th

same time, Taiwan franchise companies

In relation to this, the aT Food Export

in Taipei, Taiwan.

are actively implementing entry into the

Director, Shin Hyeon-gon emphasized

The Taipei International Chain &

Korean market. One aT employee com-

that “we will continue to implement

Franchise Spring Exhibition is the largest

mented on this, “Taiwanese franchise

marketing activities at various sporting

scale franchise expo in Taiwan MAFRA

companies are popular in Korea because

events around the world.”

and aT created a Korea booth that con-

the two countries have a similar food cul-

sists of 7 Korean franchises and brands.

ture. Korean franchises that closely study

Taking into account the food-service

the Taiwan market can surely succeed in

trends of Taiwan, aT implemented sam-

Taiwan.”

plings, consultations, and promotional

Meanwhile, starting with the Taipei

activities for various menu items such as

International Chain & Franchise Spring

stir-fried rice cake, fried chicken, and

Exhibition, there are plans to take part in

braised short ribs.

the franchise expos held in Bangkok,

Taiwan has a large dining population and

Shanghai, Singapore and Ho Chi Minh

a developed franchise industry. Also,

City.

48 Korea Agrafood

Global Networks

Offices Overseas aT Center Bases

Paris Vladivostok Seoul Beijing Qingdao Chengdu Shanghai Hongkong Hanoi (Taipei) Hochimin Bangkok

Dubai

Tokyo Osaka

New York Los Angeles

(Singapore) Jakarta

Korea Agro-Fisheries & Food Trade Corporation is leaping toward a new future. We celebrated our 50th anniversary in 2017 and we plan to take a big step forward. Having grown strongly since our establishment in 1967, we are becoming a force for globalization. Our bigger steps will be milestones for tomorrow.

China Beijing Branch Office 603 Room, Block A, Fairmont Tower No.33 Guangshun North Street, Chaoyang Distract, Beijing, 100102, China

中攻北京市朝陽袴廣順北大街獄院1獄樓1單元6層603室)

(100102 33

E-Mail : beijingat@at.or.kr TEL : 86-10-6410-6120~1, 6210 INTERNET PHONE : 070-4617-5090~1, 7377 FAX : 86-10-6410-6122 Shanghai Branch Office Room 3201, New Hongqiao Central Plaza No.83, LouShanGaun Rd., Changning District, Shanghai, 200336, China

中攻上海市長寧袴婁山關路83 獄新虹橋中心大厦3201室) (200336

E-Mail : shanghaiat@at.or.kr TEL : 86-21-3256-6325~7 INTERNET PHONE : 070-7077-6197 070-7077-6199 070-7077-6205 FAX : 86-21-3256-6328 Chengdu Branch Office 2003 Room, Chengdu Ping An fortune Center No.1, Section 3, Renmin South Road, Wuhou District, Chengdu, Sichuan Province, 610041 P.R.C. China

中攻泗川省成都市武侯袴人民南路3段 1獄成都平安財富中心610041) (

E-Mail : chengdu@at.or.kr TEL : 86-28-8283-3376, 3387 INTERNET PHONE : 070-4617-3266~7 FAX : 86-28-8283-3396

Hongkong Branch Office Room 705, 7F Jubilee Centre, 18 Fenwick Street, 46 Gloucester Rd, Wanchai, Hong Kong E-Mail : hkatcenter@at.or.kr TEL : 852-2588-1614~16 INTERNET PHONE : 070-4617-2696~7 FAX : 852-2588-1919 (Taipei) SKYLINE BUSINESS CENTER 15F, No.159, Sec.1, Keelung Rd., Xinyi Dist., Taipei City, Taiwan

臺灣臺北市信義袴基隆路1段159獄15樓)

Japan

Southeast Asia

USA

Tokyo Branch Office Korea Agro-Trade Center, Tokyo Korea Center 5F, 4-4-10 Yotsuya, Shinjuku-ku, Tokyo, 160-0004, Japan

Jakarta Branch Office The Energy Building 20th FL, Zone F, SCBD Lot. 11A JL. Jenderal Sudirman Kav 52-53, Jakarta 12190 Indonesia E-Mail : jakarta@at.or.kr TEL : 62-21-2995-9032~3, 9035 INTERNET PHONE : 070-4617-2694~5 FAX : 62-21-2995-9034

Los Angeles Branch Office 12750 Center CourtDriveSouth, #255, Cerritos, CA 90703, USA E-Mail : losangeles@at.or.kr TEL : 1-562-809-8810 INTERNET PHONE : 070-4617-2692~3 FAX : 1-562-809-1191

(Singapore) Korea Agro-fisheries & Food Trade Corp Indonesia aT Center 16 Collyer Quay Level 20-00 Singapore 049318 TEL : 65-6818-9030 INTERNET PHONE : 070-4617-5094

New York Branch Office 15 East 40th Street Suite 701 New york NY 10016, USA E-Mai l : newyork@at.or.kr TEL : 1-212-889-2561 INTERNET PHONE : 070-4617-2690~1 FAX : 1-212-889-2560

東京都新宿袴四穀4-4-10 KOREA

(

CENTER 5F)

E-Mail : tokyo@at.or.kr TEL : 81-3-5367-6656, 6693~94 INTERNET PHONE : 070-4617-7060~7062, 2689, 3265 FAX : 81-3-5367-6657

(

E-Mail : hkatcenter@at.or.kr TEL : 886-2-2740-5040 INTERNET PHONE : 070-4617-7229 FAX : 886-2-2515-1160

Osaka Branch Office 8F, Nomura Fudousan Osaka Bldg. 1-8-15, Azuchimachi, Chuou-ku, Osaka, 541-0052, Japan

Qingdao Trade Office Room 705, Yuanxiongguojiguangchang Building, No.26, Hongkong Middle Road, Qingdao, 266071, China

E-Mail : osaka@at.or.kr TEL : 81-6-6260-7661 INTERNET PHONE : 070-7000-4138 FAX : 81-6-6260-7663

中攻山東省靑島市市南袴香港中路26獄遠雄攻際廣場705戶) (

E-Mail : qingdao@at.or.kr TEL : 86-532-5566-8870~8872 INTERNET PHONE : 070-4617-5092~3 FAX : 86-532-5566-8873 Qingdao aT logistics Co.,Ltd Qingdao aT logistics co.,Ltd West Shuangyuan Rd.,Liuting Street, Chengyang, Qingdao, China

靑島市城陽袴流享街道雙元路西靑島愛特物流有限公司) (

E-Mail : qingdao_logistics@at.or.kr TEL : 86-532-6696-2229, 2280 INTERNET PHONE : 070-7938-0865 070-7938-0863 070-7938-0864 FAX : 86-532-6696-2181

大阪市中央袴安土町1-8-15, 野村不動産大阪 B/D 8F) (

Middle East Dubai Branch Office (PO BOX 57528) Office #48, SunsetMall, Jumeirah Beach Rd, Jumeira 3, Dubai, UAE TEL : 971-4-339-2213

Hanoi Branch Office #1213, 12th floor., Keangnam Hanoi Landmark 72 Tower, plot E6, Pham Hung Str., South Tu Liem Dist, Ha Noi., VietNam E-Mail : hanoi@at.or.kr TEL : 84-4-6282-2987 INTERNET PHONE : 070-4617-7719, 7724 FAX : 84-4-6282-2989 HoChiMinh Branch Office CJ Building, Floor 3, 2 Bis 4-6 Le Thanh Ton Street Ben Nghe Ward, District 1, Ho Chi Minh City E-Mail : sgtchoi@at.or.kr TEL : 84-28-3822-7503~4 INTERNET PHONE : 070-4617-7183 FAX : 02-838-227-503 Bangkok Trade Office #2102 Level 21, Interchange 21, 339 Sukhumvit Road, North Klongtoey, Wattana, Bangkok 10110 Thailand E-Mail : bangkok@at.or.kr TEL : 66-2-611-2627~9(Extension 12) INTERNET PHONE : 070-4617-7226 FAX : 66-2611-2626

Europe Paris Branch Office Korean Agro-Trade Center, 89Rue Du Gouvemeur Général Eboué (1er etage), 92130, lssyles-moulineaux, France E-Mail : paris@at.or.kr TEL : 33-1-4108-6076~8, 6096 INTERNET PHONE : 070-4617-2699 FAX : 33-1-4108-2016 Vladivostok Branch Office Lotte Hotel Vladivostok 520-522 office, 29, Semenovskaya St., Vladivostok, Russia, 690091 E-Mail : chekov@at.or.kr

50 Korea Agrafood