August 2020 (vol.298) by AgroTrade aT

The Monthly Magazine of Korean Agriculture & Food

August 2020 vol.298

Special

Processed Food

Win-Win

The Rebound of ‘K-Wave on Agricultural Product’ Via Online Marketing with Influencers

Spoon Sweet Potatoes are Getting Popular in the Global Market

Healthy & Delicious Infant Food Loved by Both Parents and Children

INVITATION

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CONTENTS

August 2020 vol. 298

Photo by Dameulstudio

COVER July to August is the high season to deeply inhale the pleasant fragrance of grapes in Korea. A range of grape varieties is preparing to greet global consumers.

The Rebound of ‘K-Wave on Agricultural Product’ Via Online Marketing with Influencers

Cover Story

Fall in Love with Refreshing & Sweet Korean Grapes Added with High Quality & Safety

Export Story 12

Korean Grapes You Can Encounter Abroad

The Leading Exporter of Korean Shine Muscat

The Core of Korean Grape Exports, Korea Grape Export Association

SPECIAL

PROCESSED FOOD Spoon Sweet Potatoes are Getting Popular in the Global Market

WIN-WIN Healthy and Delicious Infant Food Loved by Both Parents and Children Won So-hyun The senior staff of Food Trade Department at Food Business Office

WELL-BEING FOOD Korean Healthy Food with Omega-3, ‘Perilla Oil’

Founded in August, 1995, Published monthly by the

227, Munhwa-ro, Naju City, South Jeolla Province, Korea Tel +82-61-931-0963 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.

K-Food Story 26

K-FOOD BIG DATA Korean Pears Going Global

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

Trade Division)

ISSUE IN SNS SF9, A Dark-horse Idol Group Shone at KCON

EDITORS Lee Young-ju

K-FOOD RECIPE

GRAPHIC DESIGNER Jang Yeon-ho

Hot Chicken Flavor Mushroom Carbonara: SF9 Introduces a New-Version Ramyeon

TRANSLATORS Park Hye-yun, Sue Cheon (ENGLISH)

REPORTERS Kim Young-min (kimym@agrinet.co.kr) Lee Ki-no (leekn@agrinet.co.kr) Choi Yeong-jin (choiyj@agrinet.co.kr)

Tamura Yoshihiro (JAPANESE) Park Seo-ran (CHINESE)

EDITORIAL BOARD BEIJING Chung Yeon-su 070-4617-5090 (beijingat@at.or.kr) SHANGHAI Park Seong-kook 070-7077-6197 (shanghaiat@at.or.kr) CHENGDU Chung Yeon-su 070-4617-5090 (chengdu@at.or.kr) DALIAN Koh Jung-hee 86-134-7856-3887 HONGKONG Kim Suk-ju 070-4617-2696 (hkatcenter@at.or.kr) HANOI Kim Chang-kuk 84-24-6282-2987 (hanoi@at.or.kr) HOCHIMIN Park Il-sang 84-28-3822-7504 (atcenterhcmc@gmail.com) BANGKOK Yang Jae-seong 070-4617-7226 (bangkok@at.or.kr) JAKARTA Lee Seoung-bok 070-4617-2695 (jakarta@at.or.kr) TOKYO Jang Seo-gyeong 81-3-5367-6656 (tokyo@at.or.kr)

OSAKA Kwon Tae-hwa 81-6-6260-7661 (osaka@at.or.kr) NEW YORK Shim Hwa-sop 1-212-889-2561 (newyork@at.or.kr) L.A Han Man-woo 1-562-809-8810 (fmcwoo@at.or.kr) DUBAI Song Bong-seok 971-4-339-2213 (dubai@at.or.kr)

Extras

PARIS Ha Jung-a 070-4617-2699 (paris@at.or.kr) VLADIVOSTOK Shin Jae-hun 070-4617-3277 (chekov@at.or.kr) QINGDAO Lee Sang-kil 070-7938-0863 (qingdao_logistics@at.or.kr)

CULTURE & TOUR Enjoy Korean Taste and Charm in Jeollanam-do

EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News #60, Jungdaero 9-gil, Songpa-gu, Seoul, Korea

PHOTO STORY

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.

K-FRIENDS STORY

C over Story

“July, is when the green grapes are ripening in my hometown” It is a verse from the poem called ‘Cheongpodo’ by Lee Yuksa, one of Korea’s most famous poets. As you can grasp the idea from Lee Yuk-sa’s poem, July to August is the high season to deeply inhale the pleasant fragrance of grapes in Korea. A range of grape varieties, including shine muscat, is preparing to greet global consumers. As a representative summer fruit, Korean grapes are not only beloved by Koreans but also sought-after in the world market. Hereby, the <Korea Agrafood> presents the story of quality Korean grape cultivation sites, grape varieties, and export policies of Korean grapes visualizing the export of USD 100 million.

4 Korea Agrafood

Fall in Love with Refreshing & Sweet

Korean Added with High Quality & Safety

August 2020 5

C over Story

The shine muscat is the most popular variety in Korea at the moment. Its value is recognized not only at home but also abroad. Unlike the existing grape varieties such as campbell early or kyoho, it is not purple in color but rather radiates bright green, which is good enough to feel a sense of freshness. This grape is much-loved by men and women of all ages due to its high sugar content,

Grape Export Cash Cow,

Shine Muscat

6 Korea Agrafood

crispy texture, and the absence of seeds. Therefore, the purchase rate among Korean consumers remains high even if itâ&#x20AC;&#x2122;s costly than other grape varieties. It is mainly consumed as fresh, but also presented in many different forms such as iced fizzy drink or baked tart. With such high preference of consumers, the cultivation area of shine muscat in Korea is rapidly increasing. In fact, it is estimated that 278ha of cultivation area in 2016 have reached 1,867ha in 2019. The shine muscat grown from Korea has a high sugar content of 18 Brix or above, which is greater than that of bananas. The Korean varieties are exported from early July, and can be found until February of the following year as a result of the outstanding development of storage technology. The main export countries are Vietnam, Hong Kong, and China.

Kyoho Signifies a Big Peak Kyoho has a larger berry size than other grapes. Also it has a strong sweetness and lesser seeds, which makes it easy to eat, and highly preferred. Kyoho is a nutrient-packed variety, rich in minerals and vitamins, calcium, potassium, and iron. Therefore, you can have a balanced diet if you eat grapes as a dessert after consuming meat. It is recommended that you select grapes with elastic berries and white stains that are constant in size. The Korean kyoho with Brix 16 or above are exported, and the weight should range between 400g to 800g. The cultivation area in Korea is 3,150ha, and the main export countries are Australia and Singapore.

Koreaâ&#x20AC;&#x2122;s Representative Grape Variety,

Campbell Early The campbell early is the most cultivated grapes in Korea. The domestic cultivation area is 6,041ha as of 2019, accounting for 48% of the total grape cultivation area. It is also the most familiar grape variety after more than 100 years of cultivation. The campbell early is highly preferred among consumers due to the right proportion of combination of sweetness and sourness. The Korean campbell early is characterized by its easy separation of rinds and contains abundant juice. In particular, this variety is produced into wine in Korea unlike other countries. The main export countries are the United States and Singapore.

August 2020 7

C over Story

President Choi Young-sik

The Leading Exporter of

Korean Shine Muscat imcheon, Gyeongsangbuk-do, is one of G the largest producers of Korean grapes. Being a region with the most grape producing in Korea, many varieties are available. In 2016, the shine muscat varieties in Gimcheon area, was exported to overseas for the first time at home. Let us hear the story of Saegimcheon Nonghyup and the Export Grapes Trade Union who are writing the myth of Koreaâ&#x20AC;&#x2122;s shine muscat exports.

Shine muscat introduced to consumers from 13 countries The first export of Korean shine muscat goes

8 Korea Agrafood

back to 2016. At this time, the lead character who succeeded in exporting domestic shine muscat was Saegimcheon Nonghyup. Back then, the shine muscat grapes were also trendy in Korea and was treated as a luxurious fruit. Thus, it was said that it is a difficult item to export among exporters. Nevertheless, based on the experiences of exporting kyoho since 2011, Saegimcheon Nonghyup has attempted to export shine muscat to Hong Kong. Initially, only a small quantity was traded along with kyoho. However, it was well received against everyoneâ&#x20AC;&#x2122;s expectation. The reason was very simple. Its high sugar content and constant quality were

the prime factors. As a result, exports to 13 countries including Taiwan, Thailand, China, Canada, as well as Vietnam, Hong Kong, and Singapore have been successful, which are currently the major export markets. In particular, there were several cases where demands from buyers in some countries were high enough to visit Korea and requested to expand export volume. Such response naturally led to export quantity and value. In the beginning of export in 2016, the amount increased from 3.2 tons to USD 25,800 to 157 tons to USD 2.334 million in 2019. Son Sang-pil, the director of Saegimcheon Nonghyup said, “We could have been the first exporter to trade shine muscat out of Korea thanks to the exceptional condition of production. There should be no problem in exporting abroad.”

Become the quality standards of Korean shine muscat Behind the Nonghyup’s lucrative export of

shine muscat, the Export Grapes Trade Union lies in the background. In 2012, the Union was formed consisting of professional growers especially for grape exports, with members of 41 elite farmers who are struggling to distribute grapes to the world market. The shine muscat varieties they export are produced through meticulous quality control. The product must pass a series of condition to be traded such as sugar content of 18 Brix or higher, the size of a single berry should be 15g or more, and the weight of a grape cluster must be between 600g to 800g. Before covering grape bags on the fruit, pruning must be done about three times. This is possibly to produce shine muscat grapes of a certain standard and quality. Also, the Export Grapes Trade Union is making effort to secure safety. In fact, all the members have obtained the GAP certification, and 10 farmers are waiting for the global GAP certification in this September. After all, every member aims to acquire a global GAP certification in the future. Another element that makes Saegimcheon Nonghyup’s grapes stand out is packaging. Currently, there are 7 types of different sized packaging for export from 350g, 450g, 500g, 600g, 1kg, 2kg, up to 4kg. This is to accommodate consumer’s different demand and local distributors in exporting countries. For example, Vietnam and Thailand prefer large clusters, while Hong Kong and Singapore prefer petite packages. These conspicuous efforts eventually led overseas consumers to find shine muscat products from Saegimcheon Nonghyup. Choi Young-sik, the President of the Export Grapes Trade Union said, “We will continue to do our best to produce shine muscats that can be trusted and enjoyed by consumers around the world.”

August 2020 9

C over Story

The Core of Korean Grape Exports,

Korea Grape Export Association

Explain the purpose of establishing Korea Grape Export Association and its function.

Hwang Eui-chang, the representative director

Korea Grape Export Association +82-54-532-7277

+82-54-533-7477

fortuna2015@naver.com

In May 2019, the Korean grape industry created a noticeable organization. With the goal of stable export of top quality Korean grapes, the Korean Grape Export Asso-

The Korean grapes are globally recognized for its excellence, and therefore, exports are growing year by year. However, when it comes to quality, it is still low and there is an issue of price competitiveness. As a result, the voice of competing with quality rather than price has risen to enhance the export quality of grapes, which resulted in cooperation with the Korean government. The primary responsibility is to gather opinions from member companies to determine the unit price for export. The bottom line is not to export below a certain price, which will reduce price competition. Another important role is to check whether the grapes fall under the quality standards. Currently, export grapes must exceed 17 Brix for shine muscat, 16 Brix for kyoho, and 15 Brix for campbell early. A norm was set so that exports can only be made when the product reaches a certain amount of weight. The Association is also strengthening education on cultivation techniques by visiting grape producing regions with the government and related organizations.

ciation, which is an integrated export organization with 50 Korean producers and 52

What are the advantages of Korean grapes?

exporters, was born. Hwang Eui-chang,

The domestic grapes are proud of its high quality and are excellent in safety. The export grape growers pay special attention to safety by acquiring Korean GAP certification as well as global GAP certification. All of us are putting

the representative director of the Association, shared the role and future plans of the organization.

10 Korea Agrafood

much effort to produce grapes that suit the tastes of consumers around the world. I would like to emphasize that Korean grapes are safe and reliable while maintaining its quality. What is the future plan the Korean Grape Export Association is focusing on?

At present, a wide range of grape varieties are being studied. The variety research is the most important part to develop grapes that satisfy the taste buds of consumers. Of course, we canâ&#x20AC;&#x2122;t neglect the fact it is time consuming. However, in order to expand varieties that can represent Korea, we must start now. Along with this, as most grapes are now exported as fresh fruits,

there is a plan to trade processed products in the future as well. For example, grape clusters that are not in a good form for export can be handled as grapes packed in handy cups for dessert, or manufacture processed products such as raisins.

Foster Grapes as a Leading Product for Korean Agricultural Product Grape is a significant export item

The Ministry of Agriculture, Food

ed with related organizations to

of Korea. The Korean grape ex-

and Rural Affairs(MAFRA) is plan-

enable grape cultivation according

ports increased substantially from

ning to develop a star product

to quality demands by country

USD 5.39 million in 2016 to USD

aiming to achieve USD 100 million

such as sugar content and size.

23.52 million in 2019. By expand-

within five years. To this end, in or-

Above all, in order to expand de-

ing the period, export growth of

der for Korean grapes to be prop-

mand in the export-oriented mar-

Korean grapes has widened by

erly recognized in the world, it

ket, department stores and premi-

26.2% per year for the past 10

aims to focus on preventing low-

um grocery stores are also being

years.

price and low-quality exports. In

promoted in China and Vietnam,

particular, as the Korea Grape

where grapes are becoming pop-

Export Association, an organiza-

ular as gifts.

tion for grape exports, has been

An Kwang-hyun, the secretary of

established last year, the Ministry

MAFRA, said, â&#x20AC;&#x153;We provide techni-

decided to support the research

cal training by region and by period

and development and maintain the

to upgrade the cultivation technol-

market order of export prices.

ogy of the field. We will also spare

Moreover, education and technical

no effort to encourage the expan-

assistance are periodically provid-

sion of Korean grape exports.â&#x20AC;?

August 2020 11

Processed Food

Spoon Sweet Potatoes are Getting Popular in the Global Market 用勺吃的地瓜，暢銷世界市場

12 Korea Agrafood

meshed, soft sweet potato product that A is made in a scoopable form for infants and toddlers to eat it more easily is getting popular in the global market. This sweet potato product is rich in dietary fiber and highly digestible and is also easy to eat with a spoon. It is receiving great reviews from overseas consumers as it has received attention from the South-East Asian market as a nourishing meal good for constipation in children.

First Export to Department Stores in Hong Kong Kim Ki-soo, CEO of The Goeun CO., LTD., an agricorporation, started growing sweet potatoes that require less labor and maintenance in Iksan in Jeollabuk-do back in 2006. The region has been one of the major sweet potato production sites from old times, and sweet potatoes produced there are highly evaluated for their excellent taste and nutrients. Kim decided that making raw sweet potatoes into processed food could be a highly profitable business and started the processing business right away. He founded an agricultural company, The Goeun, in 2013 and secured a 330,000 m2-sized sweet potato cultivation area. Then, the company purchased 100 tons of sweet potatoes to be processed into products and introduced the spoon sweet potato product in 2014. This sweet potato product is a new concept of a processed sweet potato product. After the introduction, it won the heart of consumers, and its sales are continued to rise. It raked in about 400 million won in 2017 as one ton of the product was first exported to a department store in Hong Kong. The spoon sweet potato product received a more favorable response from local consumers than expected and has been exported further afterward. Kim worked hard to make a product that does

CEO Kim Ki-soo

一種格細磨加工，柔軟可口，便于叛幼傅吃的地瓜産品正暢銷世界市場?該産品富含纖維質，易消化且能用小勺吃?産品尤其在東南亞市場，以其具有預防傅童便秘效果及富含營養，深受海外消費者的歡迎和好評?

首次出口香港百貨商場

農業企業法人The Goeun有限公司董事長金基洙，是從 2006年開始在全羅北道益山從事了使用勞力少且管理相捲容易的地瓜栽培項目?益山地袴自古以來就是地瓜的主産地，這裏生産的地瓜味道好營養酪富?金董事長在這裏做地瓜加工項目，也正是看准捲這裏的地瓜進行商品化加工和出口一定繇獲得高效益? 爲此，他于2013年成立了農業企業法人The Goeun有限 August 2020 13

Processed Food

not stick in teeth and is highly digestible and good in texture and taste. All his hard work paid off finally, and he succeeded in introducing the spoon sweet potato product to the market. Kim said, “I thought I could make a product that is easy to eat with a spoon for everybody by thinly grating sweet potatoes and, if I succeed, foreign consumers would also like it.”

Cutting-Edge Production System for Safety and Hygiene The Goeun processes sweet potatoes purchased directly from sweet potato farms by employing a completely safety-oriented process, and then puts the processed products on the market. The purchased sweet potatoes, which were 800g or more, go through the processing process including sorting, storing for one month, cleaning, and baking in a stone-plate oven for two hours. The baked sweet potatoes then go through a manual process including peeling and taking out only the flesh. After the manual process, the sweet potatoes are cut lengthways into thin strips, sterilized, and

14 Korea Agrafood

公司，幷使栽培面積達到了共計33万㎡規模? 2014年通過收購100菫加工用地瓜，推出了一種新槪念地瓜加工食品用勺吃的地瓜?這憾産品上市后在市場上蜈暢銷，銷魔額也呈連年增長之勢，幷于2017年麟現年銷魔額4億韓元之多?尤其是在2017年首次捲香港百貨商場出口1菫産品后，産品在芎地的反響超出預期，使出口量不鉤得到推升? 金基洙董事長爲開屠不沾牙?易消化?口感好的地瓜産品而想出的点子就是要把用勺吃的地瓜變成商品化?金董事長說道，“我想，如果把地瓜細磨成男女老少都能容易用勺吃的産品，海外消費者也一定繇蜈喜歡”?

以安全及衛生爲重的尖端生産係統

從農戶手中收購的地瓜都要格過以安全爲中心的嚴格加工過程后思能成爲商品?所收購的地瓜都要達到800g以上，而且要格過篩選?儲藏一憾月?淸洗?在麥飯石勁箱中勁熟2憾小時左右等加工過程?勁好的地瓜還要做剝掉外皮挑出果肉作業后，然后再進行細磨粉碎及滅菌處理后裝入容器內?這一過程中不使用任何化縯添加芟，100% 利用純地瓜原料進行生産?爲了生産安全衛生的産品，在 132㎡的加工車間內裝備有地瓜淸洗机?麥飯石勁箱?粉碎机?充塡机?包裝机等各種衛生的尖端設備，用于加工食品的生産?

packed in containers. Throughout the whole process, only sweet potatoes are used as a raw ingredient without chemical additives. To produce a highly reliable and hygienic product, the company equips its 132m2-sized processing room with a hygienic cutting-edge facility including sweet potato washers, stone-plate ovens, cutters, fillers, and packing machines.

Advance into South-East Asian Market with High-Quality Premium Product The Goeun launched its own brand, Sweet Mee, which is easy to eat with a spoon, and is providing the product to department stores and large convenience stores in Korea through the original equipment manufacturer(OEM) method. The product tastes good with a high level of sweetness and is made with Korean sweet potatoes of which reliability is proved. That’s why the product is preferred also by local consumers in South-East Asian countries. What’s more, it is a natural food free of chemical additives. It has been recognized in the world market, and the export is on the rise. As its image as a high-quality premium product and the excellent mouthfeel have been recognized globally, the company is now receiving a great number of inquiries and requests from foreign buyers who want to discuss the export from many countries including China, Japan, the United States, and European countries. The company exported USD 1.50 million worth of the product last year, and the export is expected to increase up to USD 2 million this year. Kim said, “We have strengthened our marketing strategies to expand the export to the South East Asian region including Hong Kong, Indonesia, Thailand, Taiwan, and Singapore. Our product is highly rated as a brilliant, creative product by foreign buyers.”

以高質量高圭商品開拓東南亞市場

農業企業法人The Goeun有限公司用勺吃的地瓜自主品牌“Sweet mee”，是以代加工方式爲韓攻各大百貨商場及大型便利店等進行供貨的?用勺吃的地瓜不僅糖度高? 味道好，而且只使用安全性得到嗇明的100%純韓攻産地瓜?所以蜈受東南亞消費者的靑器?隨着産品成爲世界市場公認的不含任何化縯添加芟的天然食品，産品的出口也在呈現不鉤增長之勢?尤其是，隨着高質量高圭産品形象及卓越的口感得到消費者的認可，中攻?日本? 美攻?斛洲等海外客商的咨詢也絡繹不絶? 据此，訣去年150万美元的出口額，今年出口總額預計可麟現200万美元? 金基洙董事長憐示，“我們通過以香港?印度尼西亞?泰攻?臺膿?新加坡爲中心，加强捲東南亞地袴頑大出口的市場營銷，得到了衆多海外客商給予的創意商品好評”? The agricorporation, The Goeun CO., LTD. +82-63-841-9803

+82-63-842-9803

kks9803@naver.com

August 2020 15

Special

The Rebound of ‘K-Wave on Agricultural Product’ Via Online Marketing with Influencers

通過網紅直播營銷重振“農食品韓流” 16 Korea Agrafood

ith the spread of COVID-19, Stay-atW Home-Economy, to enjoy cultural and economic activities at home, is emerging as a new consumption trend. Among them, the promotion of K-FOOD through online live broadcasting is attracting attention as it hit the jackpot in China day after day. The number of online live shoppers in China has reached 265 million, and the sales through online live broadcasting has been skyrocketing lately, which is expected to reach 158 trillion won this year.

A parade of sold out, K-FOOD captured China The Ministry of Agriculture, Food and Rural Affairs(MAFRA) and the Korea Agro-Fisheries & Food Trade Corporation(aT) recently conducted a live promotion on mobile platform two times with China’s representative Wang Hong(Influencer), ‘Li jiaqi’. On the 13th of May, the promotion of Korea’s first premium dairy beverage was streamed live, which was joined by 13.14 million people, and 200,000 unit were sold out in 5 minutes at the beginning of the show. After the event, the number of online mall visitors increased by 318% and sales amount increased by 678% in early June compared to April. On May 17, the second episode of yuja tea live show was broadcast with 31.55 million people connected simultaneously, and 50,000 unit were sold out in 1 minute and 20 seconds. After the event, the number of online mall visitors increased 1,730% compared to April and sales amount increased 1,333%. Li jiaqi, who conducted the live show, is an iconic figure of the Chinese Wanghong industry, who is recognized as Super Wanghong with 74.81 million followers. In 2018, he recorded a complete sold out of 15,000 lipsticks for 5 minutes on the Singles Day, the largest online shop-

新冠疫情的蔓延使一種稱之爲的居家文化格上活動成爲了新的消費趨勢?其中，通過網絡在陸直播進行的韓攻食品廣告宣傳，連日在中攻出現爆棚效應令人値得關注?利用在陸直播購物的用戶在中攻多達2億6500万之多，今年的銷魔額預計可達到158兆韓元?近來，在陸直播銷魔已開始成爲一種新的潮流?

魔羹連連，讓中攻人信服的韓國食品

韓攻農林畜産食品部和韓攻農水産食品流通公社(aT)，最近侮中攻著名的網紅主播“李佳琦”兩度聯手進行了移動直播促銷活動?在5月13日進行的第一次韓攻高圭乳飮料促銷直播活動，觀看量高達1314万人次，開始直播僅5分鍾 20万盒乳飮料便銷魔一空?這次活動后，還出現了6月初的網購商城訪客瑠量比4月略增加318%，銷魔額增加 678%等后樓效應? 5月17日進行的第二次柚子茶直播，觀看量更是高達3155 万人次，開播僅1分20秒便魔羹5万件?活動后的網購商城的訪客人瑠和銷魔額也劇增，分別比4月略增加1730% 和1333%?

August 2020 17

Special

In June, Emma was featured on ‘SNS Live Cooking Show’, who made a simple and fun way to cook such as Yuja Bibimmyeon and Ramyeon Fried Rice on Yizhibo.

ping holiday in China, earning the nickname of ‘Lipstick Oppa’.

A smash hit on SNS cooking show with WangHong In June, Emma, the famous Chinese Wang Hong of Guangdong Province with 3.55 million followers promoted Korean agricultural products under the theme of ‘Sensible Stay At Home Life with Korean Food’. The popular WangHong was featured on ‘SNS Live Cooking Show’, who made a simple and fun way to cook such as Yuja Bibimmyeon and Ramyeon Fried Rice on Yizhibo, the biggest Chinese livestreaming platform. As a result, a whopping number of 140 million people watched it in just one day. On May 30th, aT produced 3 cooking videos using ramyeon, milk, yuja tea, and ginseng products, the top export items to China, were livestreamed on Weibo, China’s most popular social media, to record 12 million views. As a

18 Korea Agrafood

這次活動的主播李佳琦是中攻網紅業界的著名人物，是擁有7481万粉絲的超級網紅?2018年，他在中攻最大的網上購物節光棍節，僅用5分鍾時間便魔出1万5000憾口紅，由此還得到了“口紅小哥”的雅獄?

借助網紅影響，社交網絡烹斐憐演大獲成功

今年6月，侮擁有3百55万粉絲的中攻廣東省著名網紅譚喬尹(Emma)聯手，進行了以“韓攻食品帶給舅多彩宅家生活”爲主郞的韓攻農食品宣傳活動? 在中攻最大的直播頻道“易直播”上，網紅名人通過“社交網絡直播烹斐憐演”捲柚子拌面和拉面炒飯等韓食方便有趣的烹斐方法進行了介紹?結果，僅在一天時間內看客便達到1億4000万人? aT于今年5月30日，也利用捲中出口的熱門商品拉面?牛球?柚子茶?人參制品等制作了3篇烹斐視頻，幷在中攻著名的社交網絡微博上屠布，創下了瀏覽1200万次的記湳? 從熱度上，直播烹斐視頻榮登“麟時網紅排行榜”第33位，微博屠布的3篇視頻榮登中攻“美食日排行榜”第120位，幷在中攻網民中引起了極大的反響? aT食品出口理事申賢坤說道，“我們還將根据中攻攻內的消費趨勢進一步頑大非接觸式營銷，再創食品韓流在中攻的新飛躍”?

result, the live cooking video ranked 33rd in the ‘Real-time Wanghong Rank’, and the 3 episodes of Weibo broadcasts were popular among Chinese online users, to hit the 120th place in the ‘Gourmet Daily Chart’ across China. Shin Hyun-gon, the director of aT’s Food Export said, “We will continue to expand the untact marketing for consumption trends in China and lead the rebound of the K-wave in food.”

K-FOOD craze in online concerts The promotion of Korean agricultural products in connection with the first online concert of ‘Boy Story’ has fascinated the peers. Boy Story is a Chinese male idol group newly produced by JYP Entertainment, who promoted instant food, yuja tea, and dairy products at their busking concert. This concert was an exclusive online live concert as the first Chinese idol, and there were 810,000 concurrent users. In particular, WangHong’s K-FOOD Promotion Live Talk Show, where Boy Story appeared as a guest, excited the audience so much that it exceeded 100 million hits in 12 hours. In addition, a scene where members were seen sipping banana-flavored milk during the performance and tasting yuja tea with WangHong in the dressing room was presented, and the product became the topic of conversation among fans. As this concert was broadcast through shortvideo mobile platform Tencent WESEE of China’s largest IT company, K-FOOD promotion is expected to be particularly effective for local viewers in their 20s and 30s with high purchasing power. Li ling, who enjoyed watching concert at home, said, “I was very happy that I could watch the performance online. I wanted to try and personally purchase Korean food from the online mall.”

陸上演唱繇也鰲起韓國食品熱風

“BOY STORY”首場陸上演唱繇聯手進行的韓攻農食品宣傳活動也蜈有成效?最近，在JYP娛樂公司制作的 BOY STORY組合街頭演唱繇上，也捲葉食食品?柚子茶?乳制品等進行了廣告宣傳?本次演唱繇是芎地偶像組合的首次陸上直播演唱繇，同時上陸人瑠達到了81万人? 尤其是，演唱繇特邀網紅嘉賓進行的韓攻食品廣告現場脫口秀憐演，在12小時內累計点擊率便突破1億次，熱度非凡?而且，歌手在演出過程中喝香蕉牛球及演出結束后在休息室和網紅一起喝柚子茶的場景等，都在直播過程中播出，使相關産品成了粉絲們的熱門話題? 本次演唱繇是通過中攻最大的IT企業騰訊微視平臺進行播出的，由此預計，韓攻食品的宣傳效果繇捲購買力較旺的芎地20~30多歲網民産生蜈大影響? 在家觀看演唱繇的中攻網友李玲(25歲)感言道，“這次的陸上演出令人十分滿意?同時也讓我産生了在網購商城親自購買和郞驗韓攻食品的想法”?

WangHong’s K-FOOD Promotion Live Talk Show, where Boy Story appeared as a guest, excited the audience so much that it exceeded 100 million hits in 12 hours.

August 2020 19

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Healthy & Delicious Infant Food Loved by Both Parents and Children 父母和孩子都滿意，捲身郞健康和好吃的叛幼傅食品

20 Korea Agrafood

he Korea Agro-Fisheries & Food Trade T Corporation(aT) executes a range of support projects for companies wishing to export agricultural products. The commercialization business for exports is one of which, consisting of product improvement and development, and overseas marketing, and it contribute greatly to the expansion of agricultural exports. The Fresh bell CO., LTD., is one of the companies that has received much support, who is now drawing attention for their healthy food products for infants and toddlers across the globe.

Can healthy food be more delicious? The Fresh Bell CO., LTD. generates safe and reliable food for infants and toddlers without any artificial additives, as the mission implies in its name that the freshness spreads all the way like the sound of bell ringing. In addition to HACCP and ISO9001 certifications, the company has received a commendation from the

韓攻農水産食品流通公社(aT)以希望出口農食品的企業爲捲象開展各種支援項目?出口商品化就是其中之一，此項目主要是爲企業開屠和改進商品及海外營銷等提供支援，以進一步頑大農食品的捲外出口?(株)富樂思貝得到了許多搗助，幷且這些産品現已成爲深受世人喜愛和關注的叛幼傅健康食品?

葉鹿能讓健康的東西更好吃？”

“

正如(株)富樂思貝的公司名稱所蘊含的使命――讓淸亮的鈴瀨傳遍四方一樣，公司所生産的都是不含任何人工添加芟的安全叛幼傅食品?公司不僅獲有 H A C C P 和 ISO9001認嗇，而且嚴格的安全管理能力還獲得韓攻食品秉葯品安全處的憐彰?尤其是侮其他食品企業形成鮮明捲比之處在于麟現了營養和味道俱佳的雙酪收? 主要産品是PAPA ZOOS?這是一種利用捲人郞有益的桔梗和絲瓜爲原料生産的“桔梗梨汁”和“絲瓜梨汁”飮料産品?産品通過在新世界等大型百貨商場銷魔保嗇了質量的可信度?2017年 8月，産品在樂天瑪特124種幼傅飮料産品中奪得頭籌?2020年2月3日，在NAVER(韓攻互聯網門戶網站)購物排行榜上絲瓜梨汁獲得部門第一，産品在市場上持樓暢銷? August 2020 21

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Ministry of Food and Drug Safety for its safety management performance. In particular, the key difference from other infant food products is that they have secured both nutrition and taste. Their signature product is Papa Zoos. It is a beverage containing pear and susemi, bell flower root and is recognized for its quality as it can be purchased in famous department stores such as Shinsegae. As of August 2017, Papa Zoos has ranked first among 124 infant beverage products sold at Lotte Mart. The CEO Bella Kim said, “Papa Zoos started with the question of how to have healthy food more pleasantly. I have conducted several taste evaluations on 540 children for 2 years and found the perfect flavor that was preferred the most.” The company has solely developed its iconic characters such as ‘Rudi’ and ‘Komi’, and promoted them through selling character goods.

The owner of the finest technology The Fresh Bell develops numerous NFC(Not From Concentrate) juice products, which is produced by fruit juice extraction. The NFC juices are normally prepared directly from the fresh fruits and vegetables by mechanical processing. In this way, the destruction of nutrients is small, so that the original taste and can be maintained. Fresh Bell has its own research institute and continues to carry out related study, so they possess their unique juice technology skills and knowledge. Thus the company can quickly reflect different feedbacks from consumers. The Fresh Bell have also joined in the development of Private Brand(PB) products, which is being promoted as a part of the project to save local farmhouses by Hyundai Department Store. The CEO Bella Kim said, “There are six types of PB products from Hyundai Department Stores, such as ‘Cheongsong Apple’ and ‘Jeju

CEO Bella Kim

富樂思貝董事長金根華說道，“生産PAPA ZOOS是從回答葉鹿能讓健康的東西更好吃開始的?桔梗梨汁和絲瓜梨汁捲易患感冒的叛幼傅蜈有效果，我們所做的努力就是讓央更好吃?我們通過兩年的時間，以540名孩子爲捲象進行感官評價，最終胥到了孩子們最喜歡的味道”? 公司通過自主開屠“Ludy”?“Kkomi”等動物賓通形象及利用GOODS商品進行推銷等提高了廣告效果?

擁有最高技術能力

株富樂思貝是以NFC(Not From Concentrate)趺汁技術爲基礎進行各種産品開屠的?NFC趺汁方法不同于濃縮后再加水的濃縮工藝，採用直接捲果麟進行趺汁的工藝，具有營養破壞少，保留天然原味和效能的優点? 捲不同的果麟趺汁過程也都不一樣?富樂思貝有自己的硏究所幷通過不鉤的硏究擁有了自己的趺汁專有技術?産品的配方?賓通等品牌開屠及産品的生産等所有過程都是通過自己的硏究所進行，所以能誥以最快的速度回應來自攻內外消費者的反饋? 公司還加入了現代百貨開展的扶農項目之一自有品牌(PB)商品開屠項目，幷通過提高農産品産地知名度爲增加農戶收入做出了貢霙? 金根華董事長說道，“現代百貨店要求的PB商品共有靑松掠果?上州有机柑橘等6種?通過捲這些産品的加工生産我們的技術能力已得到攻內及海外客 ( )

Komi

22 Korea Agrafood

Organic Tangerine’. While producing these items, we have been credited for our technology by international buyers, as well as at home. We have a plan to further launch 3 to 4 new products this year.” In recent years, the company is working on products for adults by utilizing the ‘bioconversion’ technology, which is the conversion of organic materials to increase nutrition and absorption through microbial fermentation.

Exports ‘soar’ with aT commercialization business. With the success in the domestic market, Papa Zoos is currently being exported to the world. Here, aT’s commercialization business for export has been considerably helpful. The CEO Bella Kim said, “The aT took a meticulous care of trademark applications that could be neglected abroad, and we were also able to reach a number of buyers through the support of website setup and catalogue production, which have been very effective. Above all, it was great to be given a chance to improve the products after directly observing the responses from local consumers by conducting promotional events in foreign countries.” The Fresh Bell is currently making sales of 2 billion won, and it has started to expand sales in full scale by newly launching its own online shopping mall(https://papai. co.kr). The CEO Bella Kim said, “I feel super rewarded when I come across product reviews like ‘the cold symptoms of runny nose and sore throat have been eased even without taking any medicines’. We will continuously come up with healthy products using Korean ingredients and recipes that are always beloved by people around the world.”

商的認可?今年，我們計琬再推出3~4種新産品? 最近，還利用“生物轉化”技術，將産品開屠從叛幼傅産品頑大到了成人産品?生物轉化是一種利用微生物屠酵方式提高營養和吸收率的屠酵技術?

商品化項目爲出口“添翼”

借助在韓攻攻內的暢銷勢頭，目前已廣泛出口到中攻?越南?新加坡?澳大利亞?印度尼西亞?巴拉圭等世界各攻?捲此，aT的出口商品化項目功不可沒? 金根華董事長說道，“把握好在韓攻攻內銷魔的産品能否適合海外芎地的特点蜈重要，商品化項目在這些方面的搗助蜈大，如爲海外商標注冊提供周到的服務，通過支援網站和商品目湳制作在客商中進行有效的宣傳等?尤其是，在海外芎地組織的促銷活動爲我們提供了直接了潁消費者反應以改進産品的机繇”? 富樂思貝目前的銷魔額已達到20億韓元?最近，還通過開張營業自己的網上購物商城(https: //papai.co.kr)，進一步加大了頑大銷魔的步伐? 金根華董事長憐示，“沒吃葯，鼻喉的感冒症狀好了不少’ 等産品評語，給我帶來了一種成就感?今后，我們還將訣樓用韓攻的材料和配方，努力生産更多世人喜愛的健康産品”? PAPA ZOOS

Fresh bell CO., LTD. 070-8670-9249

thefreshbell@hanmail.net

www.thefreshbell.com

Rudi

August 2020 23

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Leading Export Expansion Through Customized Support

以定制型支援推動頑大出口 Won So-hyun the senior staff of Food Trade Department at Food Business Promotion Office of aT

Please briefly introduce the

farmers’ income.

commercialization business for exports.

What kind of support activities

The purpose of this business is to develop and improve ingredients and packaging according to the target market trend. Through various support activities including overseas promotion and marketing, we foster Korean food products appropriate for export. About 30 companies are assisted every year, and the most important part is whether it is a product that can be linked to escalate domestic

has a high satisfaction in the commercialization business?

The commercialization business is carried out in two stages. The companies are highly satisfied with the development of packaging design in the first stage of product development and improvement, and production costs for promotional contents and overseas promotional events in the second stage of overseas marketing.

請舅簡要介紹一下出口商品化項目? 出口商品化項目不是捲現有的商品進行直接出口，而是根据目標市場的流行趨勢捲商品的成分及包裝等進行開屠和改進，通過提供海外宣傳及營銷等各種支援，爲培育適合出口的韓攻食品提供支援的項目?每年有30家左右的企業獲得這項支援?所生産的商品是否以攻産原料爲主原料及所生産的品目是否捲提高農戶收入有關聯等是確定支援捲象企業最重要的穡件? 商品化項目中企業滿意度高的支援項目都有絞些？出口商品化項目分兩憾階段麟施，企業捲商品開屠和改進部分的包裝設計開屠，海外營銷部分的廣告制造費及海外促銷活動項目的滿意度比較高?其中，包裝設計開屠是制造出口用商品的必需項目之一，內容包括用芎地語言捲産品名稱等進行變更以及針捲不同的企業提供適合目標攻家的芎地化設計支援等? 株富樂思貝都得到了絞些支援，都有絞些成果？富樂思貝捲現有叛幼傅果蔬飮料産品的原料配比成分及配方等按照出口目標攻 (

24 Korea Agrafood

)

Which support was provided to

Please say a few words to over-

The Fresh Bell, and how is their

seas buyers interested in Korean

performance?

agricultural products.

The Fresh Bell has improved the existing infant fruit and vegetable beverages to meet the export target countries by changing ingredients and recipes. In addition, we put extra efforts to create product characters based on ingredients used, produce promotional videos, and enter large distribution channels in order to target the main consumption audience. As a result, Fresh Bell has been successful in entering over 100 premium stores for infants and toddlers across China, including Beijing, Qingdao, and Shanghai.

Currently, we support about 13 items such as HMR products, beverages, and fresh agricultural products for the business. There are many domestic companies with high export potential and capabilities, such as Hanwoomul, which is introduced to the U.S. HMR market with frozen fried rice, and Mush M, which is actively pursuing business to penetrate the fresh produce market in Mongolia. We look forward to your continuous interest in our business.

的標准進行了改進?而且，爲了攻克支援商品的主要消費目標群郞，在利用原料制作産品賓通?廣告視頻制作及進入大型流通渠道等方面下了功夫?結果，産品已成功進入北京?靑島?上海等中攻各地100多家叛幼傅高圭商品店?

請舅向捲韓攻農食品感興趣的海外客商說句話? 目前，出口商品化項目所支援的品目共有家庭代餐(HMR)産品?飮料類?新鮮農産品等約13種?除此之外，正在利用冷凍拌飯産品准備進入美攻家庭代餐 (HMR)市場的(株)Hanumul，正在爲進入蒙古新鮮農産品市場積極進行籌備之中的(株)Mushm等，還有蜈多攻內企業有出口産品的可能性和能力?希望海外客商能給予更多的關注?

What is aT’s Commercialization Business? It aims to expand agricultural exports and increase farmers’ income by fostering promising export items with support for developing export products. That can create high added value in the overseas market, as well as assisting a successful penetration of the new market, and marketing promotion activities. It is a 2-year support project that allows products to be developed and improved in the first stage of the first year, and to be successfully settled in overseas markets through selection in the second stage in the next year.

Product Development

Product Improvement

Overseas Market Establishment

Develop new products for exports and support overseas market test through new technology grafting

Improve previously developed export products and support overseas market test

Support overseas marketing of export products which cleared

Stage 1

Stage 2

August 2020 25

K-Food Big Data

Korean Pears Going Global Korean pears are sweet in taste and crispy in texture and have their unique cooling mouthfeel. Thatâ&#x20AC;&#x2122;s why the fruit is enjoying the global popularity. Korean pears are currently exported to about 30 countries. Among them, the major importers including the United States, Taiwan, and Vietnam have seen their demands for Korean pears rising steadily. In fact, USD 83.271 million worth of Korean pears were exported to these countries in 2019. Korean pears are produced mainly from Naju in Jeollanam-do, Cheonan in Chungcheongnam-do, and Anseong in Gyeonggi-do. They are sweet with 12 to 14 degrees of brix on average. Among various cultivars, Singo pears are receiving a favorable response from overseas consumers. In the meantime, the integrated pear export organization was established last April in Korea. Since the establishment, it has been trying its best to expand the export of Korean pears by increasing the quality.

The Main Foreign Markets of Korea Pears in 2019 (Unit : USD 1,000)

Export

TOP 5

U.S.A USD 34,222 / 11,238tons Taiwan USD 26,610 / 10,084 tons Vietnam USD 16,054 / 7,096 tons Canada USD 1,300 / 402 tons Hong Kong USD 1,111 / 470 tons

2016 - 2020. 6 Export Status

Korean Pears are Different!

(Unit : USD 1,000)

USD 80,059 USD 83,271

USD 65,528 USD 66,279

32,947ton 30,730 ton 25,684ton 27,218ton

6,156ton

2016

2017

2018

2019

2020.6

Korean pears are the same in name and color as their western counterpart, but totally different in taste. Pears that can be easily found in European countries and the United States look more like calabashes, while Korean pears are round looking more like apples. The western pears are soft in texture like butter, but Korean ones are crispy and are much sweeter than the western ones. As Korean pears have become more popular in Vietnam as they have been highly sought after as gifts, there are frequent incidents that Chinese pears looking similar to Korean ones are selling as Korean pears in disguise. Korean pears imported through an official and legal path sell at a relatively high price and are thus provided mainly to large distribution markets and fruit stores.

Photo Story

“I am in love with the mysteries and wonder that nature has created”

Nature’s greatness and mysteries are difficult to describe in words. Long before mankind was born, nature has maintained its place with very little change. A cave is a natural void in the ground, according to a definition in dictionary, and their entire size is too immense that it’s almost impossible for humans to assess. The picture is Hwanseongul Cave, which is situated in Samcheok, Gangwon-do in Korea, created about 530 million years ago. This particular cave is also extremely difficult to measure, that it’s considered the largest one in the East. Inside the cave is known to be as cool as being under an air conditioner in summer, and warm during the winter season. It is recommended to put down the tedious daily life and go to a cave where you can explore the mysteries and wonder of nature.

Well-being Food

Korean Healthy food with Omega-3,

Perilla Oil he Korean’s dining tables are often full T with dishes with ingredients unfamiliar to foreigners. According to the ancient literature, it’s been recorded that perilla is mentioned about 1,400 years ago, but it is estimated that Koreans have been eating it for more than 5,000 years. As the fact that perilla contains a large amount of omega-3 has been widespread, the world has focused its attention to the efficacy of perilla. In the meantime, Komega CO., LTD., located in Eumseong, Chungcheongbukdo, is exporting ‘Fresh Perilla Oil’ produced by low temperature compression method, boasting the power of Korean oil.

Export with 3-generations of craftsmanship The perilla, which remained as an ingredient merely prevalent among Koreans, came into the spotlight abroad, thanks to the efforts of Chung Hoon-baek, the President of Komega. As President Chung became fascinated by perilla, he suddenly turned himself into a preacher to inform foreigners of ‘perilla oil’. In fact, he could confirm the efficacy of perilla as his family ran the mill for three generations from his grandmother, and decided to enter the overseas market to be competitive beyond the oversatu-

30 Korea Agrafood

オメガ 3 が豊富な韓國のウェルビ―イング·フ―ド?「エゴマ油」韓國人の食卓には?外國人には見慣れない食材がいろいろと上ってくる?文獻に記錄されたのは1,400年前だが? 5,000年以上も韓國人が食べてきたものとして推定されるのがエゴマだ?最近では?オメガ3の成分が豊富に含まれることが知れられるようになるとともに?海外でもエゴマの效能に注目している?こうしたなか?忠淸北道の陰城にある「コメガ」は低溫壓搾法により製造された「生エゴマ油」を海外へ輸出し?韓國産の油の底力を示している? 3代にわたり續いてきた匠の精神で輸出

韓國人の食材としてのみとどまっていたエゴマが海外まで知られるようになったのには?鄭藕白（チョン·フンベク）コメガ代表の努力が大きかった?鄭代表がエゴマに魅了されるとともに?外國人に「エゴマ油」を廣める傳道師になったためだ?特に?彼の祖母から3代にわたり精米所を營むとともに?エゴマの效能を確認し?過飽和狀態の國內市場を飛び出して海外市場へ進出すれば?競爭力があると判斷した? 鄭藕白代表は「最初のころは?東京のFOODEXを1年たりとも缺かさず10年以上參加したが?賣れないものを持っている?普通の感覺ではないと冷やかされることもあった? しかし?エゴマ油の將來性を確信し?各種の海外の博覽會

August 2020 31

Well-being Food

rated domestic market. The President Chung recalled, “In the early days, I attended FOODEX JAPAN in Tokyo every year for 10 years, not a single year I missed. And I was often laughed at for exhibiting a product that is not making any money. However, I was convinced of the perilla oil, and I was able to export the product in the end only after participating in numerous international fairs for more than 200 times.” As a result of such efforts, Komega’s perilla oil can be now found in various large stores and department stores in the overseas.

Fresh perilla oil with excellent product competitiveness The major feature of perilla oil is that it contains a considerable amount of omega-3, that as much as 63% is contained. Considering the omega-3 content of the widely-used oil type, such as 1% for olive oil and 11% for rapeseed oil, it is certainly an outstanding figure. The omega-3 is essential unsaturated fatty acids that cannot be produced by the human body itself; therefore, it must be consumed as food. Here, Komega’s perilla oil product is extracted with a low temperature compression method, making it more special. It is a different tech-

32 Korea Agrafood

に200回以上參加した結果?輸出に結び付くことになった」と回想した?こうした努力の結果?現在は海外で開催される各種の量販店と百貨店などでコメガのエゴマ油が販賣されている?

製品競爭力にすぐれた生エゴマ油

エゴマ油の最大の特徵は?オメガ3の成分が豊富に含まれているという点だ?エゴマ油には63%のオメガ3の成分が含まれている?一般によく使用されるオリ―ブ油が1%? なたね油が11%である点を考慮すれば?非常に高い數値だ?オメガ3は必須不飽和脂肪酸で?體內で生成することができず?必ず食品から攝取しなければならない? ここで?コメガで販賣されるエゴマ油は低溫壓搾法で抽出され?より特別だ?旣存のものは?油を多く抽出しようとするため?エゴマの種を高溫で蒸しあげているが?これとは異なる方法だ?このため?韓國の農林畜産食品部から「新知識農業人」に指定されるという名譽も與えられた?味の面でも優秀で?韓國では唯一5年連續で國際味覺審査機構（ITQI：International Taste & Quility Institute）の「世界味覺賞」を受賞した?

將來を期待されるコメガ

日本と米國など7ヶ國にエゴマ油を輸出しているコメガが海外市場へ本格的に進出したのは?2011年からだ?約5万ドルの輸出實績を記錄し?海外開拓を開始した?以後? 2015年には日本でアトピ―が流行すると?オメガ-3が多く含まれるエゴマ油が皮膚疾患によいとの事實が知られるようになり?輸出實績が60万ドル近くまで急增した?最

nique compared to the one in which the perilla seeds were steamed at high temperature to extract plentiful oil. Thanks to this, President Chung took the honorary title as a ‘new knowledge farmer’ conferred by the Ministry of Agriculture, Food and Rural Affairs in Korea. With the exceptional flavor, Komega is the only Korean enterprise to have been awarded with the ‘Superior Taste Award’ by the International Taste & Quality Institute(ITQI) for the fifth consecutive year.

Komega looks forward to the future It is only in 2011 that Komega entered the global market in earnest, which is currently exporting perilla oil to 7 countries, including Japan, and the United States. The advancement into overseas markets began with exports of US D 50,000. In 2015, after perilla oil containing a substantial amount of omega-3 is good for skin diseases became extensively known, export performance surged to nearly USD 600,000 as atopy has swept across Japan. In recent years, exports have declined slightly in the aftermath of the COVID-19 pandemic, but the prospect for functional food is positive, and the situation is expected to improve gradually. Moreover, the ‘healthy oil-eating campaign’ is underway under the leadership of the government in Taiwan, so it is highly anticipated. Meanwhile, perilla oil has lately been selected as a ‘miracle item’ by the Korea Agro-Fisheries & Food Trade Corporation(aT), which has led to an opportunity to get acquainted with foreign buyers. The President Chung said, “I believe the perilla oil is very competitive as the vegetarian culture will expand in the future. With the belief that ‘selling agricultural product is selling myself,’ I would like to prove that it can reach the world’s dining table without using shortcuts.”

President Chung Hoon-baek

近では?全世界的な新型コロナウィルスの余波により?輸出實績がやや減少したが?機能性食品に對する見通しは明るく?徐?に狀況は好轉するものと予想している? 特に?臺灣で政府主導のもと?「健康な油攝取運動」が廣がっており?期待も大きい?または?シンガポ―ルではコメガの油が上流層のアイテムとして通じるほど?富の象徵としての地位を獲得しているという点でもその役割を果たした?ここへ來て?最近ではエゴマ油が韓國農水産食品流通公社（aT）から「ミラクル品目」に選定され?海外のバイヤ―の紹介を受けるなど?雰圍氣もよい? 鄭代表は「今後?菜食文化は廣がるものとみているため?エゴマ油の競爭力は高いとみている?『農食品は自分自身を賣腐むもの』との信念があり?便法を使わずとも世界の人?の食卓に十分に通用するものであることを證明したい?」と抱負を明かした? Komega CO., LTD. +82-43-882-6336 ssancho9@hanmail.net

www.komega3.com

Komega

August 2020 33

Issue in SNS

#KCON #Hot Chicken Flavor Ramen

SF9 A Dark-horse Idol Group Shone at KCON

â&#x20AC;&#x153;KCON:TACT 2020 SUMMER,â&#x20AC;? a hallyu(Korean Wave) festival, finished with great success on June 26. The concert, which was held for one week from June 20, was full of about 600 contents including ones about live-streamed impressive performances and K-culture. Among the contents, an eating show featuring SF9, a Korean boy band, drew a great deal of attention from fans all over the world. On that show, SF9 members ate Korean agricultural food. The show attracted viewers from 92 countries, and its cumulative views reached 1.6 million, making the festival even more successful.

34 Korea Agrafood

KCON, A Contributor to the Grand Integration into Hallyu Culture

The KCON hosted by CJ ENM is a new type of worldwide musical festival under the theme of “All Things Hallyu”. It is a great combination of large-scale hallyu conventions and concerts. It has been held a total of 24 times and has drawn so far more than 1.1 million audiences from the United States, France, Australia, and Japan since 2012 when it was first started. This year, the new form of the KCON was introduced due to the new COVID-19 pandemic. A page for “KCON:TACT 2020 SUMMER” was created on YouTube, and programs were aired continuously for 168 hours. The

KCON featured 33 teams of singers, and they performed live. There was also an augmented reality(AR)-based online fan meeting that was held for the first time in history. The Korea Agro-Fisheries & Food Trade Corporation(aT) also took part in the KCON by promoting agricultural products of Korea in cooperation with CJ ENM. It held an event that people could share recipes for Korean dishes, and information on online and offline local buying sources in the United States and the SouthEast Asian region, over SNS, to raise the awareness of Korean agricultural products. In particular, the cooking and eating show featuring SF9, a Korean boy band who is stepping forward as a big-name idol group, caught the eyes of fans around the world.

August 2020 35

Issue in SNS

SF9 Takes a Step Forward to Become an Idol Group Leading Hallyu SF9 is a 9-member boy band from FNC Entertainment to which popular groups like AOA and F.T.ISLAND belong. “S” of the group name stands for a sensation that the nine boys could create, and “F” stands for the first dance group that was ambitiously formed by FNC Entertainment. The group is expected to become the next idol group that can lead hallyu. Keeping with this group name, the boys shone brightly on the stage and their performance was indeed sensational at the KCON. After came onto the stage in strong red sleek suits, SF9 performed “Good Guy” and enthralled viewers in front of the screen. Along

36 Korea Agrafood

with the song, they performed a fan song “Life Is So Beautiful” and another song “Now or Never”, making a strong impression on their fans all over the world. SF9 has recently released a new mini album “9loryUS”, which ranked second in the iTunes K-POP Album Chart in 14 countries including the United States, the United Kingdom, Canada, and Thailand. Their continuing popularity does not stop there. The group also ranked third in the iTunes Top Album Chart in 9 countries including Russia and Norway. The boys will heat up the stage again with their title song “Summer Breeze” of 9loryUS.

Tip Watch how SF9 cooks https://www.youtube.com/watch? v=yDAJGYnpass

How About Trying Some Easy Korean Food Together with SF9? SF9 members became one-day cooks at the KCON, offering a real feast for the eyes and ears of their fans. On the show, “KCON STUDIO X K-FOOD”, which was created by the aT in cooperation with CJ ENM, SF9 members had a cooking and eating contest. They also played some games like “Guess What’s in the Bag” and “Hearing Things” using Korean agricultural products, intriguing more fans. SF9 members introduced various easyto-cook dishes including ramyeon with mushrooms, tteokbokki(stir-fried rice

cake), tuna and seaweed salad, and butterroasted abalone, and stimulated viewers’ appetites. They also made some Autonomous Sensory Meridian Response (ASMR) sound by eating the foods. A fan said, “The eating ASMR sound makes me wanna eat them too. It sounds sooooooo delicious.” Another fan showed interest, saying “I will make the Korean dishes myself while watching them on the show.” The SF9’s easy-to-follow recipe is introduced in the K-Food Recipe section.

August 2020 37

K-Food Recipe

Hot Chicken Flavor Mushroom Carbonara SF9 Introduces a New-Version Ramyeon

ot Chicken Flavor Ramen is all the H rage again after “KCON:TACT 2020 SUMMER,” a hallyu(Korean wave) culture festival. This is all because of SF9, a Korean boy band, who appeared in special contents made to promote K-Food to the world through the KCON and introduced its own recipe using Hot Chicken Flavor Ramen. After watching the contents, an SF9 fan showed interest, posting her review “you will never forget this ramyeon if you are a Fantasy(the name of SF9 fan club), XD.” And, another SF9 fan showed her affection for the idol group and the ramyeon, saying “I want to eat Hot Chicken Flavor Ramen even though it is 7am in the morning.” Let’s make Hot Chicken Flavor Mushroom Carbonara, a new yet more flavorful version of Hot Chicken Flavor Ramen that has captivated foreign fans, together with SF9.

38 Korea Agrafood

August 2020 39

K-Food Recipe

Hot Chicken Flavor Mushroom Carbonara Recipe

One Serving Cooking Time: 15min 890kcal(one serving)

Main Ingredients 1 bag of Hot Chicken Flavor Ramen, 1 sheet of sliced cheese, 2 strips of bacon, 3 cloves of garlic, 1 scallion, 1/2 onion, 3 button mushrooms, a bit of cooking oil

Sub Ingredients(sauce) 500ml milk and sauce for Hot Chicken Flavor Ramen

Slice garlic thinly, slice onion and button mushroom, and cut bacon into 2cm-thick slices.

2 3

Boil the noodles in boiling water, and then take out the noodles. Put a bit of cooking oil in a frying pan, and then stir-fry the sliced garlic and onion.

When the onion becomes transparent, put milk and sliced cheese, and then boil them together.

5 6

When the sliced cheese melts, put the bacon and button mushroom.

Put the food on a plate, and then garnish it with seaweed flakes and chopped scallion.

Put the sauce of Hot Chicken Flavor Ramen and the boiled noodles, and then stir them to mix them well.

Tip It will become more flavorful in taste when tuna, sausage, or others are added.

40 Korea Agrafood

KoreaAgrafood

Hot Chicken Flavor Ramen, A Korea’s Representing Spicy Ramyeon

Hot Chicken Flavor Ramen made by Samyangfoods is a type of Korean ramyeon that is made to offer a hot chicken flavor and can be eaten after mixing the sauce and the noodles provided inside a bag of the product. The ramyeon is notorious for being spicy yet delicious. Its spiciness stands at 4400 Scoville heat units(SHU) which indicate a simple measure of spiciness. This whopping SHU figure is about six times higher than that of chili pepper. The ramyeon draws a great deal of attention from overseas consumers due to its crazy hot taste. As such

There still are numerous videos of foreigners trying

a rumor that even Koreans who are accustomed to

the hot chicken flavor ramen on Youtube. Thanks to

spicy dishes were taken aback by the hot taste of

such unremitting interest, this ramyeon has estab-

the ramyeon has become widespread, so-called

lished itself as a representing Korean ramyeon prod-

“Fire Noodle Challenge” has caught on since 2016.

uct, and the export is renewing its record each year.

Add Distinctive Flavor of Hot Chicken Carbonara with Mushrooms Mushrooms are a Korean agricultural product that is loved by many as a versatile food ingredient for its unique fragrance and gummy texture. It is a byword for health food because it is rich in nutrients including protein, vitamins, and dietary fiber. It is believed to strengthen immunity and prevent cancers. What’s more, it is a perfect diet food because it is low in calories. It has only 30kcal per 100g. In Korea, various types of scrumptious and savory mushrooms including oyster mushrooms, king oyster mushrooms, enoki mushrooms, and shiitake mushrooms are produced throughout the whole year. They are highly marketable due to their consistent quality levels. The Korean mushrooms are exported abroad. They are currently selling in 35 countries including the Netherlands, the United States, Canada, Australia, and Vietnam.

August 2020 41

Culture & Tour

Enjoy Korean Taste & Charm in

Jeollanam-do Jeollanam-do, located in the south of the Korean Peninsula, is where you can visit many tourist attractions such as a national park, the sea, and a temple. In addition, it is where you can experience the most Korean taste. There, for whatever dish you order, you can enjoy a myriad of accompanying side dishes that could break the table legs. So, it is a highly sought-after region for a food trip. It is crowded with visitors who want to enjoy various foods, temples, and superb natural landscapes. It is, in fact, visited by some 35 million domestic and foreign tourists each year. Recently, boosted by the popularity as a tourist destination, various tour products including an overnight trip course and a day trip course have been introduced. <Korea Agrafood> introduces tour courses connecting major cities there and must-see destinations you would not want to miss out when you decide to make a trip to Jeollanam-do.

42 Korea Agrafood

Food Trip to Mokpo where You Can Enjoy the Pleasures of the Table okpo is a port city having an extensive M history of 110 years after opening its port. Abutting on the sea, it overflows with various seafoods caught from islets and mudflats of the west coast and the south coast of Korea. It is famous particularly for dishes made with longlegged octopuses, croakers, blue crabs, and skates. Among these, a skate fish is a popular food that is never left out from feast tables in Mokpo. It is so popular that there is a saying that, if there is no skate fish on a feast table, they storm out of the place where the feast is held. A Mokpo’s signature dish called hongeo samhap(fermented skate and steamed pork slices served with ripened kimchi) can offer you a unique experience that can make you feel as if your nose suddenly got wide open when you try some. In addition to the fish dish, kkotgejang(marinated blue crab) is so popular that it is called by its nickname ‘rice thief’. There are two types of blue crab dishes: blue crabs marinated in soy sauce and blue crabs marinated with a spicy sauce made of chili peppers. They are so delicious that no accompanying side dishes are needed. A croaker, which is a perfect fish in the summer season, is made into a dish of sliced raw fish and a bowl of soup and is considered a

high-end dish. Also, long-legged octopus, which is called the ginseng in the mudflat, is made into a dish of stir-fried octopus with a spicy sauce or a dish of octopus mixed with vinegar dressing. The tastes of which are to die for. Before you hit the road, how about filling your stomach with these delicious dishes.

August 2020 43

Culture & Tour

Healing Trip to Suncheon where You can Fully Enjoy Fascinating Natural Scenery & Traditional Culture uncheon is where there are many traS ditional and natural tourist attractions in Jeollanam-do. In the city, there are beautiful lakes like Juamho and Sangsaho where you can appreciate the mesmerizing scenery with a sunset glow. There is also the Suncheon Bay Wetland Reserve where you can fully enjoy an experience that can make you feel as if you were united with nature. The wetland reserve is the largest reed bed in Korea. Feathers of reeds billow in the sunshine and are viewed in different colors by the sunlight, which creates a spectacular sight. The wetland reserve is the first habitat for waterbirds in Korea, and it was registered as a Ramsar wetland in 2008 according to the Ramsar Convention on wetlands of international importance. It is indeed a treasury of nature where as many as 140 kinds of birds including snipes and mallard ducks inhabit. In addition, there is Naganeupseong Folk Village that is located nearby and offers visitors a

44 Korea Agrafood

chance to experience the traditional culture of Korea. It has been well preserved, and so you can look around many more historic remains. There are still many households residing in traditional houses, which offers a unique and special sight. Whatâ&#x20AC;&#x2122;s more, there is Songgwangsa Temple, one of the representing Buddhist temples in Korea. So, it makes Suncheon all the more special. You can stay at the temple which was built about 1,000 years ago by applying for the temple stay program. You can have peace of mind while you stay at the temple.

Romantic Trip to Yeosu where You can Get Soaked with the Romantic Beauty of the South Sea eosu is also a must-see Y tourist destination in Jeollanam-do that is next to Suncheon. In spring, cherry blossoms and azaleas are in full bloom. In fall, Yeongchwisan Mountain is clad in red with maple trees, and it is thus particularly popular among mountain hikers. From the peak of the mountain, you can see large and small islands and islets that spread down the ground like a beautiful picture. These islands and islets form Dadohaehaesang National Park, which is the largest national park in Korea. The national park consists of 463 islands and islets. The most famous island there is Heuksando, which is located at the end of the sea area at the southwestern tip according to the classification of administrative districts in Korea. Due to its geographical conditions, it is renowned as an island where Taiwanese and Japanese ships take shelter from bad weather for a short time. In Yeosu, there is another tourist attraction where you can see about 33,000 kinds of marine life. It is the very Aqua Planet where the Aqua Fantasy Show takes place five times a day. While passing through the aquarium tunnel, you can see sharks up close above your head. In Yeosu, you can also enjoy local foods and fresh seafood dishes at cart bars near the sea illuminated in various colors at night. At the end of your trip, you can take a rest from the fatigue at traditional Korean houses you can encounter in some places of Yeosu.

Additional Info â&#x20AC;&#x153;Namdo Wheel,â&#x20AC;? A Tour Product Offering A Convenient and Laidback Trip to Jeollanam-do Namdo Wheel is a bus tour product that associates a bus route with a theme of each city in Jeollanam-do. It offers various routes. Cities tourists can visit by bus are slightly different on each day of the week. The bus fare for the courses departing from Muan International Airport is 9,900 won for an adult. http://citytour.jeonnam.go.kr/course_12.html

August 2020 45

Friends Story Episode 3 Korean Laver

To be Continued...

Grapes

Sweet Taste & Crunchy Texture

Korean

Yellow Mellon

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Dubai

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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

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(100102 33

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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

August 2020 (vol.298)

Articles inside

K-FOOD RECIPE

PHOTO STORY

K-FRIENDS STORY

ISSUE IN SNS