The Monthly Magazine of Korean Agriculture & Food
February 2020 vol.292
Fall into the Flavor of Korean Traditional Liquors
Into The Farm
Win-Win
Well-being Food
K-Food Recipe
Differentiated High Quality Paprika Exported to World Market
Aim for Widely Recognized Global Brands
Wholesome Foods with Fathers’ Love
Kimchi-bokkeumbap, A Soulful Food for Koreans
February 2020 vol.292
CONTENTS
COVER Countries around the world have their own alcoholic drinks representing their unique cultures. The western world has whiskey and wine, Japan has sake, and China has kaoliang liquor. Korea has also its own liquors representing its unique culture. There are about 2000 types of traditional Korean liquors which are made at some 800 distilleries or breweries in all parts of the country.
20
Export Story
18
Special
20
14
24
Bringing Excellent Traditional Processed Foods in One Place to Celebrate Seollal, Korea’s Biggest Holiday
Win-Win Aim for Widely Recognized Global Brands
Into The Farm
28
Differentiated High Quality Paprika Exported to World Market
Let’s Get Intoxicated By the Charm of Traditional Korean Liquors
Cover Stor y
Photo Story
Well-being Food Wholesome Foods with Fathers’ Love
K-Food Enter New Northern Markets in Full-Scale
08
10
12
The Status of New Northern Markets
Attention on Agricultural Export Item, Korean Ginseng
Russia, a Key Word for New Northern Markets
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.
32
CEO Lee Byung-ho EXECUTIVE VICE PRESIDENT Shin Hyun-gon (Food Industry & Trade Division)
CONTENTS
February 2020 vol.292
EDITORS Lee Young-ju REPORTERS Kim Young-min (kimym@agrinet.co.kr) Lee Ki-no (leekn@agrinet.co.kr) Choi Yeong-jin (choiyj@agrinet.co.kr)
Hansik Story
GRAPHIC DESIGNER Jang Yeon-ho TRANSLATORS Park Hye-yun, Sue Cheon (ENGLISH)
32
Tamura Yoshihiro (JAPANESE) Park Seo-ran (CHINESE)
EDITORIAL BOARD
K-Food Recipe Kimchi-bokkeumbap, A Soulful Food for Koreans
36
BEIJING Chung Yeon-su 86-10-6410-6120 (beijingat@at.or.kr)
Hansik Shown on Media Enjoy Gourmet Food at Korean Convenience Stores
SHANGHAI Park Seong-kook 86-21-3256-6325 (shanghaiat@at.or.kr) CHENGDU Seo Byung-kyo 86-28-8283-3376/86 40
(chengdu@at.or.kr)
Monthly People Seo Jae-pil, CEO of Gochang Hwangtobaegi Clean Sweet Potato United Farming Cooperative Corporation
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)
42
BANGKOK Yang Jae-seong 66-2611-2627~9 (bangkok@at.or.kr)
K-Tour The World’s First Rice Culture Hall, Icheon Rice Culture Exhibition Hall
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 Han Man-woo 1-562-809-8810 (afmcwoo@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)
04
QINGDAO Kim Boo-young 86-50-6026-0530
K-Food Big Data Korean Ramyeon Fascinating the World
(qingdao_logistics@at.or.kr) EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News #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.
46
aT Briefing 04
Q: Tired? Got a cold? Rough skin stressing you out?
f o p u C a
Try Korean Citron Tea! Citron tea contains three times more vitamin C than a lemon and it’s good for fatigue. Korean citron tea has a beautiful yellow color and a wonderful sweet-and-sour taste that’s sweeter than Chinese citron tea.
Korean Ramyeon Fascinating the World
4 Korea Agrafood
KFo od
The Main Foreign Markets of Korean Ramyeon in 2019
China
Big Da ta
USD 113.586m / 37,840tons
USA
USD 48.761m / 13,562tons
Japan
USD 30.811m / 8,810tons
Indonesia
USD 21.861m / 5,979tons
Taiwan
USD 18.629m / 5,551tons
The export of Korean ramyeon(instant noodles) marked an all-time high last year. In addition to this record-high figure, a total supply of Korean ramyeon may increase considerably with the addition of ones produced by Nongshim for export. This is because Nongshim, which is the number one ramyeon maker in Korea, produces overseas all the ramyeon products to be exported abroad. Such an increased export is attributed to the influence of so-called Hallyu(Korean wave) and the high popularity of Korean ‘spiciness’ among more people around the globe who are enjoying a spicy type of Korean ramyeon, for example, Buldak Bokkeummyeon(hot chicken flavor noodle). In recent years, the popularity of Korean ramyeon is increasing in the USA. In the past, Korean ramyeon was consumed mainly by Southeast Asian and Hispanic people in the USA. What's more, the introduction of Geonmyeon of Nongshim which is non-fried and better for the health compared to existing fried ramyeon has helped attract a greater interest from many more people in the country.
The Export Volume of Korean Ramyeon from 2015 to 2019
380.991m USD
413.094m USD
428.104m USD
290.366m USD 218.799m USD 55,378 tons
79,586 tons
110,115 tons
115,977 tons
125,720 tons
2015
2016
2017
2018
2019 February 2020 5
Cover Story
Belarus Russia
Kazakhstan
Ukraine
Mongolia
Georgia
Uzbekistan
Kyrgyzstan Moldova
Armenia
Azerbaijan
Turkmenistan
Tajikistan
K-Food Enter New Northern Markets in Full-Scale The 30th anniversary of Korea-Russia diplomacy expects to expand exchanges with the new northern regions
6 Korea Agrafood
T
he Ministry of Agriculture, Food and Rural Affairs(MAFRA) and the Korea
Agro-Fisheries & Food Trade Corporation(aT) will begin to develop new northern markets starting this year to diversify the agricultural exports market. The new northern regions refer to 13 countries including the CIS(12 countries) and Mongolia. This market is an emerging economy which has not yet signed a free
this year marks the 30th anniversary of diplo-
trade agreement with Korea, thus possesses
matic relations between Korea and Russia,
a very high growth potential. In particular, as
which is the largest economic power among the new northern regions, it is expected that the exchanges will develop further. The Ministry is organizing a ‘K-Food Promotion Expedition Team’ and planning a range of events such as introducing Korean agricultural products and food culture by visiting major
New Nor ther nM arke ts
cities on the Trans Siberian Railway(TSR) line.
February 2020 7
Cover Story
The Status of New Northern Markets The population of the new northern regions, referring to 13 countries including CIS countries of Russia, Kazakhstan, Uzbekistan, Ukraine, and including Mongolia, is about 290 million, whose GDP is USD 2.2 trillion. The average economic growth rate for these countries has rebounded since 2015, with a growth rate of 4.4% in 2018. The main exporting countries are Russia,
Mongolia, Kazakhstan, and Uzbekistan, accounting for 97.7% of agricultural exports in the new northern regions. As a result of Russia’s economic recovery, the agricultural exports of new northern regions in 2018 rose 21.3% recording USD 280 million. The major export items are processed coffee products(18.6%), beverages(7.2%), and instant ramyeon(4.8%).
The K-Food Export Status of New Northern Regions
2014 2015 2016 2017 2018
8 Korea Agrafood
USD 335.388m
USD 232.687m USD 204.260m
USD 231.258m
USD 280.469m
New Northern Market Export Strategy The Ministry of Agriculture, Food and Rural Affairs(MAFRA) reported the ‘Strategy on New Northern Region Agricultural Exports Expansion’ to the Presidential Committee on Northern Economic Cooperation in November 2019, and is preparing to open a new northern market in full-scale from this year. The primary mission is to reduce the burden of high logistics costs caused by long-distance transportation. In response, the Ministry plans to lower logistics costs by establishing and supporting joint transportation systems for each region. In the Far East region, specialized logistics agencies will run a regular operation for fresh agricultural products
once a week on Busan-Vladivostok route, while creating export-oriented ‘Joint Logistics Promotion Team’ in the Central Asia and Mongolia regions to reduce logistics costs by considerably expanding export volume. An official from the Ministry said, “It is urgent to improve poor logistics conditions, and we plan to form ‘Joint Logistics Promotion Team’ in the near future to begin with the field survey to reduce logistics costs. This year, we will work on promotion and marketing in the new northern countries, and will open the aT offices in Moscow and Kazakhstan to achieve the best results.”
February 2020 9
Cover Story
Attention on Agricultural Export Item Korean Ginseng The Ministry of Agriculture, Food and Rural Affairs(MAFRA) and the Korea Agro-Fisheries & Food Trade Corporation(aT) selected Korean ginseng products to target the upper middle class of Moscow as strategic items. The Korean ginseng has long been known as ginseng produced on the Korean peninsula as Korean ginseng became famous in China since the Kingdom of Goryeo. Being one of Korea’s most representative health foods, ginseng has excellent anti-cancer and cholesterol-lowering effects. The Korean ginseng is typically decocted or consumed in the form of extract. However, in the recent years, various red ginseng products have been released such as in sticks, capsules, and slices, which are easy to consume and carry, to meet the busy modern lifestyle.
10 Korea Agrafood
Red ginseng extract A concentrated solution that maximizes the efficacy of ginseng through processes such as extraction, filtration and concentration from ginseng as raw materials. The higher the ‘solid content’, which is the remaining content of the active ingredient when all the moisture in the liquid product is evaporated, the better the product. Therefore, choose a product that contains at least 60% of solid content. Recently, as products in stick are easy to consume, they are becoming popular.
Red ginseng tablets (capsules)
Red ginseng slices
Red ginseng tablets are pro-
This is thinly sliced red ginseng dried af-
duced after drying the red gin-
ter drained in honey, which can maxi-
seng concentrates which turned
mize the rich and sweet taste of red
into powder and some other
ginseng. As many small packaged prod-
contents are added to make it
ucts are available, it is handy and you can
into a capsule or compressed
enjoy at any time during outdoor activities.
tablets. The capsules must contain more than 20% of red ginseng powder. This product is suitable for foreigners who can-
Red ginseng tea
not tolerate the bitterness of red ginseng.
It is a product made after drying red ginseng concentrate in powder form. This is suitable for those who are new to red ginseng or want to take red ginseng concentrate easily as tea in a healthy way.
Red ginseng pill Red ginseng powder and red ginseng concentrate are used as ingredient to manufacture small round pills. You can take it with water just like any other pills in the market. Depending on the type of product, you can chew or slowly melt it in your mouth.
February 2020 11
Cover Story Russia, a Key Word for New Northern Markets
Russia is the core country in new northern regions policy. It is a huge market which exceed more than half of the entire population of the new northern area with a population of 150 million, accounting for 74.5% of the total GDP. In particular, most of the exports are directed to Russia because of the relatively high awareness of Korean agricultural products. Indeed, Russia accounted for 67% of the total exports from the new northern regions in 2018. Above all, the following factors classify as the strengths of target-
12 Korea Agrafood
ing Russia △geographical proximity of the Far East regions △superior quality and safety compared to Chinese products △competitive price over European and Japanese products △having successful brands such as Dosirak instant ramyeon, Choco Pie, Milkis and so on. In particular, this year marks the 30th anniversary of diplomatic relations between Korea and Russia, and is expected to increase exchanges with Russia. Accordingly, the expectation of the Korean agricultural exports is elevating.
Interview
Numerous Plans to Inform Korean Agricultural Products
In the Far East, especially Russia,
foodstuffs, featuring celebrated
has a good impression on
European influencers will definite-
Korean agricultural products. In
ly help to advertise Korean agricultural products.
particular, the Far East of Russia perceive Korean products as a food that is generally consumed
Shin Jae-hoon the Director of aT Branch in Vladivostok
Vladivostok in the Far East will be used as a test bed to enter
in their country rather than being
Russia. In fact, Korean agricultur-
recognized as an imported
al products recognized by con-
goods since Korean agricultural products have been
sumers in the Far East is spreading to the western
accessible for a long time. As a result, the con-
regions. This has proved that Korean products meet
sumers are highly willing to purchase the products
the taste and culture of local food. The aT will con-
although it can be a little pricey due to high quality.
tinue to discover these items and conduct commer-
In contrast, the Korean agricultural products are less
cialization projects where Korean items can be sold
familiar in the western regions of Russia.
at local stores through business cooperation with
Accordingly, in preparation for the 30th anniversary
major Russian distributors. In addition, the aT in-
of diplomatic relations between Korea and Russia,
tends to expand sales channels by increasing con-
several plans to introduce Korean agricultural prod-
tact with high-end and premium-class distributors
ucts to Russia are being arranged. First of all, some
who have been locally verified.
famous European influencers will be invited to Korea
These plans are expected to increase awareness of
to create the contents promoting Korean products,
Korean agricultural products to new northern coun-
with an aim to target the western part of Russia. As
tries, especially in the Russian market.
the region is familiar with European food culture and
February 2020 13
Special
Letâ&#x20AC;&#x2122;s Get Intoxicated By the Charm of Korean Traditional Liquors Countries around the world have their own alcoholic drinks representing their unique cultures. Korea has also its own liquors representing its unique culture. There are about 2000 types of traditional Korean liquors which are made at some 800 distilleries or breweries in all parts of the country. The traditional liquors differ from each region depending on the characteristics of each region in terms of fermentation and raw ingredients used. Among these many types of traditional Korean liquors, there are some special ones brewed by masters who are appointed as human cultural assets by the national government or local governments. <Korea Agrafood> introduces some traditional Korean liquors and places where you can taste some of the liquors made by a renowned Korean food master.
14 Korea Agrafood
Traditional Korean Liquors Better with Domestically Produced Ingredients Traditional Korean liquors are made with domestically produced agricultural produce including nonglutinous and glutinous rice as main ingredients. There are other ten grains including, for example, barley, millet, and sorghum that may be selectively mixed according to geographical locations and financial conditions. In any case, rice is used as the main ingredient. There are as many as eight methods to process traditional Korean liquors, which is unique to the Korean liquor making culture. The taste of a traditional Korean alcoholic drink varies depending on how it is made, which is the charm of traditional Korean liquors. Among various traditional Korean liquors, representing ones include jinyangju of Haenam in Jeollanam-do, sogokju of Hansan in Chungcheongnam-do, and bueuiju. Haenam jinyangju is brewed by making juk(gruel) with rice, and Hansan sogokju is brewed by making tteok(rice cake) with rice. Bueuiju is a rice wine made by brewing hard-boiled rice with less water in it. The traditional Korean liquors are classified by a brewing period. Gwahaju that is made usually in the summer and haepssalju that is prepared for ancestral rites on Chuseok(Korean Thanksgiving Day).
Additional Info
Colors of Traditional Korean Liquors Traditional Korean liquors are broadly classified into cheongju(refined clear rice wine), takju(unrefined turbid rice wine), and gwasilju(fruit wine). They are different in how to make them and which ingredients are used to make them, and they are identifiable simply by colors. Cheongju is transparent with fermented ingredients all removed. In contrast, takju is opaque or white in color with fermented ingredients remained. Gwasilju is colorful as the original color of fruit used is left.
February 2020 15
Special
Eeum Traditional Korean Food & Culture Center Eeum, a traditional Korean food and culture center, is a place established by the Ministry of Agriculture, Food and Rural Affairs(MAFRA) and the Korea Agro-Fisheries & Food Trade Corporation(aT) to promote the taste and the value of traditional Korean food. It occupies three floors. There are a gallery of traditional liquors in the first floor, a food master cafe in the second floor, and a hands-on food master experience space in the third floor. At the gallery, various traditional alcoholic drinks produced in all parts of the country are displayed and sold, and a standing testing event with five testing drinks being selected each month is held permanently. In particular, it provides explanations of tradi-
16 Korea Agrafood
tional Korean liquors, and the explanations are provided in Korean and Japanese at 1 pm, 3 pm, and 5 pm, and in English at 2 pm and 4 pm each day. While the explanations are being provided, visitors can sample traditional liquors they choose for free. The food master cafe is where visitors can have, at reasonable prices, tea and beverages made by food masters appointed by the national government or the local governments. Visitors can purchase the products directly, and look around what is displayed there. The handson food master experience space offers hands-on programs in which visitors can make their own traditional Korean foods such as yugwa(deep-
fried sweet rice cake) and yeotgangjeong(candy bar-like traditional Korean confection). The programs are provided every day except regular closing days, and so they welcome whoever wants to participate in the programs.
Add 51-20, Teheran-ro 5-gil, Gangnam-gu, Seoul Reservations & Inquiries +82-2-6927-3005 Operation Hours 10am - 8pm
White Bear Makgeolli Bar & Brewery White Bear Makgeolli located in Myeongdong and on Apgujeong Rodeo Street in Seoul is an urban-style brewery where various types of traditional Korean liquors made in breweries or distilleries in all regions of the country are served and sold. Makgeolli, a raw unrefined rice wine, is one of representative kinds of traditional Korean liquors. The pub appears like an old detached house on the outside, but is filled with an ambiance like a luxury Korean or European restaurant on the inside. So, the place is very popular among young people and also foreign customers. It serves as many as 170 types of traditional Korean alcoholic drinks including rare ones that even Koreans have never tried such as Namhae Darangyifarm Makgeolli, Drunken Monkey, and Homo Ludens. The traditional liquors and wines served in this pub retain their original
and traditional tastes with no artificial sweeteners such as aspartame. The pub serves also an assortment of tasty accompaniments that goes well with alcoholic drinks. It serves 12 types of dishes made with famous local products from each region in Korea. For example, it makes kimchi-jeon(kimchi pancake) with the addition of squid supplied from Sokcho in Gangwon-do, a region that is famous for squid in Korea. It operates a craft beer bar serving Korean craft beer in a basement level where you can taste about 10 types of craft beer.
Add 39, Apgujeong-ro 48-gil, Gangnam-gu, Seoul Reservations & Inquiries +82-2-540-7644 Website https://whitebear.modoo.at/
February 2020 17
Photo Story
◀ A wide range of agricul-
tural and marine products sold at '2020 Welcoming Seollal Celebration with Traditional Processed Foods and Agricultural, Livestock, Seafood Products Feast' are on display. ▶ The consumers who visit-
ed the exhibition are looking at Yeonggwang gulbi (dried yellow corvina), a popular gift for Seollal.
Bringing Excellent Traditional Processed Foods in one Place to Celebrate Seollal, Korea’s Biggest Holiday Seollal is one of the most celebrated national holidays in Korea. It means the first day of the year, but since it is 1st of January in the lunar calendar, the date slightly change severy year. This year, Seollal falls on 25 January of the Gregorian calendar. During Seollal, ‘enmassemigration’ begins to visit hometowns and laughter blooms from house to house. On the morning of Seollal, family members gather for an ancestral rite, and eat abowl of tteokguk. Following the rite, it is a traditional custom to pay respect to relatives or neighbors by taking a deep bow called sebae. From 14 January, ‘2020 Welcoming Seollal Celebration with Traditional Processed Foods and Agricultural, Livestock, Seafood Products Feast’ was held at the aT Center in Yangjae, Seoul for nine days. The site where the busy preparation is ongoing for Seollal foods has been captured on camera.
▲ A staff from a company from Cheongju city is presenting
balloon flower root paste in sticks which can be easily consumed. ▶ For Seollal, boxes of apples and pears have been common
presents, but gift sets with exotic fruits such as Hallabong 18 Korea Agrafood are becoming more popular in the recent years.
▲ At the opening ceremony held on 15 January, domestic and foreign guests such as
members of National Assembly attended the ribbon cutting. ▶ Hong Moon-pyo(right), the National Assembly member, visited the site and carefully
looked at Seollal foods. ▼ Some snacks were also sold at the fair, where Hotteok, one of Korea's favorite
street foods, was particularly popular.
▶ One employee of a company who participated in the
event is dressed in hanbok and promotes pear balloon flower root juice for Seollal gift. ▼ A personnel from a traditional food company from Jeju
Island is demonstrating how to make homemade jocheong using Hallasan Cauldron.
February 2020 19
Into The Farm ODAE Trading Co., Ltd.
Differentiated High Quality Paprika Exported to World Market
優質彩椒，出口世界市場
20 Korea Agrafood
ODAE Trading Co., Ltd. has been able to develop export volume more systematically and effectively by securing export expertise since 2009 after engaging themselves into direct exporting.
DAE Trading Co., Ltd. is a corporation established by 17 paprika farmers, who produce and ship to overseas. The farmers cultivate the premium paprika and expand to overseas directly by themselves to improve farm income while reducing various costs. It is recently attracting attention as it started exporting to Taiwan based on its professional export competitiveness.
O
Export to Taiwan and China after the entry to Japan ODAE Trading Co., Ltd. is an export corporation established in 2006 by 17 farmers who were growing paprika in Pyeongchang. The annual production is about 3000 tons, most of which are exported to Japan. Lately, it is pushing forward to trade
with Taiwan in order to diversify export countries. When ODAE Trading started direct exporting to Japan in 2009, the export volume was merely 2.5 tons, which has increased to 3000 tons per year in 2018. The company has been able to develop export volume more systematically and effectively by securing export expertise since 2009 after engaging themselves into direct exporting. In 2017, it has exported 100 tons of paprika to Taiwan for the first time, expanding its export market to Taiwan after Japan. Through meticulous logistics management, exports are gaining the drive force while reinforcing trust with buyers, and maintaining the high level of reliability that Japan and Taiwan want at the production stage.
農業企業法人(株)五大(ODAE Trading Co., Ltd.)是由17戶彩椒栽培戶聯合成立， 進行彩椒生産和出口的法人企業?這些農戶 通過生産優質彩椒幷直接進行捲外出口，節 省各項費用?提高農家收入?近來，他們迲 强有力的出口競爭力開始捲臺膿進行産品出 口，備受廣泛的關注?
訣日本之后，開始出口到臺膿和中攻
株 五大是于2006年由平昌地袴的17家 彩椒栽培戶聯合成立的出口法人企業?他們 每年都生産3000菫彩椒，大部分用于出口 日本?爲了創造出口市場的多樣化，近來又 開始着手進行捲臺膿的出口?2009年産品 首次直接出口日本時出口量僅有2.5菫，而 在2018年, 出口量大增達到每年3000菫? 從2009年開始，(株)五大直接推進出口業 務，確保了出口的專業性，從而可以更加係 統有效地頑大出口量?因此，2017年捲臺膿 首次出口的彩椒瑠量就有100菫之多，從而 訣日本之后成功將出口市場頑大到了臺膿? ( )
February 2020 21
Into The Farm ODAE Trading Co., Ltd.
The ODAE paprika is especially popular among international consumers because of its thick skin and high moisture content. In order to expand exports, the company is trying to improve the image of ODAE Paprika by strictly complying with the selection criteria, and trading only the high-quality products.
Build up export competitiveness by improving system ODAE Trading Co., Ltd. is a corporation where production farmers take the lead and have expanded the market by fortifying export marketing. The company was able to strengthen the paprika export business and price competitiveness, especially in Pyeongchang. By reducing intermediate margins through direct trading with foreign buyers, it has the advantage in terms of price competitiveness and competitors in the export market. It is also possible to secure consistency in export volume demanded by buyers as farmers engage themselves in producing the crops. In addition to diversifying ship routes to Japan, the company has also shortened delivery time, which was helpful to increase the freshness of paprika and reduce logistics costs.
22 Korea Agrafood
As an example, the export port has been changed from Busan to Donghae, resulting in a 50% reduction in logistics costs and a significant improvement in buyers’ reliability. Based on the results of such direct exports, the goal is to increase the volume of over 4000 tons by 2020.
Enter the Chinese market by upgrading the quality to premium grade ODAE Trading Co., Ltd. has been developing its overseas market after successfully exporting to Taiwan in 2017 following the existing exporter, Japan. The company is pushing itself to fully prepare for export to China when the Chinese market opens this year. To this end, it has recently conducted an export market survey of Beijing, Qingdao and Shanghai to
他們通過嚴格的物流管理，不僅侮海外客商 建立起了誠信關係，而且還通過在生産階段 保嗇日本和臺膿所要求的安全性標准，提高 了産品的出口動力?
改善出口郞係，提高出口競爭力
株 五大通過以生産農戶爲主郞的法人加 强出口營銷，頑大了捲外出口的市場?尤其 是以平昌地袴爲中心，通過轝麟彩椒出口基 礎建設提高了産品的價格競爭力?同時還通 過侮海外客商進行直接貿易，癎少了中間環 節，在出口市場上比其他出口競爭攻占据了 價格優勢? 而且，産品都是由出口農家直接進行栽 培，所以能誥完全保嗇進口客商所需的穩定 貨源?捲日本的出口，還通過選楊多穡船運 陸路縮短物流時間，取得了提高彩椒新鮮度 及節省物流費用等成果?比如捲出口港，由 釜山港調整到東海港后節省了50%的物流 費用，而且還獲得了信譽度大大提高等多種 效果?以這些進行直接出口的成果爲基礎， 他們提出了今年將出口量頑大到4000菫以 上的目標? ( )
carefully target the Chinese market. ODAE Trading Co., Ltd. is located in Pyeongchang at an elevation of 500-700m above sea level, which is a perfect place to cultivate paprika. The ODAE paprika is especially popular among international consumers because of its thick skin and high moisture content. In order to expand exports, the company is trying to improve the image of ODAE Paprika by strictly complying with the selection criteria, and trading only the high-quality products. This year, it plans to focus on diversifying global markets. In order to enhance export competitiveness, joint overseas marketing for key exporting countries such as Japan, Taiwan, Hong Kong and China are under preparation. In particular, the company is getting ready to carry out various marketing strategies targeting China, the largest export market, and produce customized product according
to Chinese preferences. In addition, the company aims to secure the top quality products through thorough shipment inspection to satisfy buyers and consumers’ purchase needs. The company plans to ship out fresher products by opening up new export routes, reducing logistics costs and time to heighten the effect of direct exporting. Cha Young-tae, the Export Manager of ODAE, said, “We are receiving more detailed education on residual pesticides from Rural Development Administration(RDA) along with cultivation of the finest and selected paprika to enter the Chinese market. Above all, we will establish a strategy based on quality competition not price competition with Chinese paprika, and secure sales in local department stores and high-end stores in China.”
提高産品質量等級，進入中攻市場
株 五大訣原來的出口攻日本之后，從 年開始成功捲臺膿進行出口，使海外 市場得到了進一步的頑大?隨着今年開始中 攻市場的開放，他們正在爲進入中攻市場進 行積極的准備?爲此，他們最近已捲北京? 靑島及上海等地進行出口市場調査，開始係 統地攻略中攻市場? (株)五大地處適合彩椒栽培的海拔500700m的高原地袴平昌?尤其是，(株)五大 生産的彩椒果皮厚水分多蜈受海外消費者的 歡迎?爲了提高出口量，他們還通過嚴格遵 守篩選標准，出口最優質産品，力爭樹立 (株)五大彩椒的品牌形象?今年，他們將計 琬致力于麟現出口市場的多樣化?爲了提高 出口競爭力，他們還計琬以日本?臺膿?香 港?中攻等核心出口攻家和地袴爲捲象共同 進行海外營銷?尤其是計琬以最大的出口市 場中攻市場爲目標開展各種營銷戰略，生産 滿足中攻消費者質量要求的特色産品?同 時，還將通過嚴格的産品上市前檢査，努力 滿足客商及消費者購買優質産品 的需求?爲了進一步提高直 接出口的效果，他們還計琬 通過開陽新的出口航陸 及節省物流費用，降 低成本，縮短物流 時間，出口更加新 鮮的産品? ( 株 ) 五大出口部 格理車映泰說道，“爲 了進入中攻市場，我們在 栽培更有質量特色的彩椒産 品的同時，更加認眞地接受農村 振興廳有關殘留農葯的相關培訓?在侮中攻 産彩椒産品的競爭上，我們將樹立以質量競 爭取勝而非價格競爭的戰略，幷以中攻的百 貨商場及高級勒場爲中心打開産品的銷路”? ( )
2017
Inquiries ODAE Trading Co., Ltd. Tel +82-33-332-5406 Mobile +82-10-2642-3988 E-mail odae06@hanmail.net
February 2020 23
Win-Win
Aim for Widely Recognized Global Brands
全世界で認められたグロ― バルブランドを目標に
here is a place that challenged the world market with beverage power. The product may sound unfamiliar, however, it is something that we frequently encounter in our daily life. It’s easy to understand if you think of the powder added to latte products at cafe. There is a company which enhances the brand value by exporting this beverage powder product to Korean cafes, as well as to China and the United States. The ORANGE PEOPLE CO., LTD., located in Hanam City, Gyeonggi-do, is the one.
T
24 Korea Agrafood
飮料パウダ―で全世界の市場へ挑戰狀を出した企業がある?飮料 パウダ―は?馴染みがない製品のように感じるが?實際にわれわれ が日常で容易にとっている製品だ?カフェで飮むラテに加えられる パウダ―を考えると分かりやすい?この飮料パウダ―の製品を韓國 のカフェはもちろん?中國?米國などに輸出し?ブランド價値を高 めている企業がある?京畿道河南市に位置する（株）ORANGE PEOPLEが?まさにその主人公だ?
自分の家族が食べるという氣持ちで正直な製品を生産
は農産物を原料として?消費者が家でカフ ェのように樣?な飮料を飮めるよう?樣?な製品を生産している? ORANGE PEOPLE
Manufacture trustworthy products with a thought of feeding my family The Orange People Co., Ltd. produce beverage power using agricultural ingredients that consumers can create various drinks at home like being at a cafe. The typical powders are made from organic green tea, strawberries, dates, and hallabong. If you mix this powder with milk, it becomes a latte product, and it becomes ice cream when it’s frozen in the freezer. All the agricultural ingredients used by Orange People are 100% from Korea. The reason for sticking to domestic
代表的なものが有機綠茶?イチゴ?ナツメ?デコポンなどを原料と したパウダ―製品だ?このパウダ―製品を牛乳に混ぜればラテにな り?冷藏庫で凍らせればアイスになる? ORANGE PEOPLEが原材料として使用する農産物は?全て國 內産だ?國內産の農産物にこだわる理由は簡單だ?韓國や海外の消 費者に韓國の農産物のすぐれた品質をアピ―ルすることを目標とし ていることに加えて?韓國産農産物の品質がよいためだ?こうした ことから?良質の原材料を選擇したが?製品化する過程は容易では なかった?大部分のパウダ―製品は味と香り?色を出すために人工 の添加物や色素?香料を使用する?しかし?ORANGE PEOPLE はこうした添加物を加えずに?ひたすら原材料でのみ味と香りを出 February 2020 25
Win-Win
material is simple. The goal is to inform the consumers at home and abroad of the excellence of Korean agricultural products, which are indisputably of the finest. However, manufacturing process with such decent quality of ingredients was never easy as most powder products include chemical additives, artificial coloring, and/or artificial flavors to give a taste, scent, or pigment. On the other hand, the Orange People did not follow the mass, rather found its own way of producing the final product without any additives but only the raw materials to bring out the tastes and flavors. No wonder, the company had immersed itself nearly two years for product development. Kim Ju-sun, the Executive Vice President of ORANGE PEOPLE CO., LTD. Said, “Using chemical additives to add flavor and aroma to powder products is deceiving consumers. I have worked tirelessly to make reliable products with a belief that it’s the food my family eats.”
Recognized not only in Korea but also by overseas consumers The persistence of the Orange People is reflected well in the company’s motto, ‘The Best Effort for a Cup of Happiness.’ That the consumers should be able to drink a cup of latte or beverage without harming their body.
26 Korea Agrafood
す?したがって?製品開發には實に2年という時間がかかった? 金周宣（株）ORANGE PEOPLE副社長は?「パウダ―製品に味 と香りを出そうと人工の添加物を使用することは?消費者を欺くこ とだ?自分の家族が食べるという信念で正直な製品を作るために? たゆまず努力した?」と述べた?
韓國はもちろん海外の消費者にも認められる
ORANGE PEOPLEのこだわりは「一杯の幸せのための最善の 努力」という會社のスロ―ガンにもよく表れている?消費者が一杯の ラテや飮料を飮むときには安全なものを提供しなければならないと いうことだ? このような正直さが消費者に通じた?韓國のあるオンラインマ― ケットではORANGE PEOPLEの綠茶ラテ製品が販賣の上位圈に あがっている?また?韓國の1,600ヶ所のコ―ヒ―ショップでも ORANGE PEOPLEの製品に出會える? こうした製品の人氣は韓國にとどまらない?2015年に中國への 初輸出を契機として?現在は米國とベトナム?タイ?マレ―シアの 市場まで進出した?初期の輸出は平坦なものではなかった?各國ご とに輸入規制が異なり?製品ごとに異なるラベリングをしなければな らないなど?手續きが複雜であったためだ?この過程では韓國農水産 食品流通公社(aT)の支援が大きかった?製品の認證や商標登錄?通關 などの全過程をaTを通して簡單に解決することができ?費用も節減 できた? 金周宣副社長は「aTの支援が實に大きかった?万一?自社で進め
This morality definitely worked for consumers. Not only their green tea latte products are at the top of the list on an online market in Korea, but also the Orange People’s products can be found at 1600 local coffee shops. The popularity of these products does not remain only in Korea. It started its first export to China in 2015, and now has entered the U.S., Vietnam, Thailand, and Malaysia. The initial exports did not go smooth as each country has its own import regulations and complicated procedures which required, such as different labeling per item. In this process, the support from Korea AgroFisheries & Food Trade Corporation(aT) was very useful. With the assistance from the aT, the entire process including product certification, trademark registration, and customs clearance was easily solved, and costs were also reduced. Kim Ju-sun said, “The aT has been absolutely cooperative. If we had done it on our own, it would have taken more time and cost us more.” As the problems regarding export business were resolved, the export amount steadily improved. The export value, which amounted merely USD 30,000 in the early stage, increased from USD 190,000 in 2016 to USD 400,000 in 2018 and 2019. So to say, the Orange People’s honesty has been extended to overseas consumers along with the full-scale support from the aT.
Compete as a brand in the world market The Orange People is preparing for a bigger leap this year. The company’s brand ‘CUPFUL’ means a cup of drink. Their intention is to globalize the brand by creating a cafe serving drinks at affordable price in major countries or cities around the world to engrave the Cupful when overseas consumers drink a cup of lattes or beverages. In addition, the so-called home cafe culture, where people make their own cafe drink to enjoy at home, is settled and the demand for products is expected to increase. Hence, this year’s goal is also to export USD 1 million. Kim Ju-sun said, “We are small, but we will compete with our brand. In the long term, our objective is to create a full serviced brand from product research to manufacturing, and sales.”
Kim Ju-sun, the Executive Vice President
ようとすれば時間がさらにかかるだけでなく?費用も相當かかって いただろう?」と述べた? 輸出に必要ないくつかの問題を解決すると?輸出金額も繼續的に 增加した?初期には3万ドルに過ぎなかった輸出金額は?2016年の 19万ドルから2018年と2019年には40万ドルまで增加した?aTの支 援を追い風として?ORANGE PEOPLEの正直さが海外の消費者 にも通じたものだ?
世界市場でブランドで勝負
ORANGE PEOPLEは今年?より大きな跳躍のため準備してい る?會社のブランドである「カップフル(CUPFUL)」は一杯という意 味が腐められている?まさに?カップフルのブランドをグロ―バル化 することだ?世界の主要國家や都市にカジュアルなカフェを作り?海 外の消費者がラテや飮料の一杯を飮むとき?カップフルのブランド を刻み腐ませるという意志が腐められている?また?カフェで飮む ことのできる飮料を家庭で飮む?いわばホ―ムカフェの文化が定着 しており?製品の需要も增えていくものとみている?そこで?今年 の輸出目標も100万ドル達成だ? 金周宣副社長は「會社の規模は小さいが?ブランドで勝負をして いる予定だ?長期的には製品の硏究から製造?販賣までのフルサ― ビスのブランドを作ることが目標だ?」と述べた?
Inquiries ORANGE PEOPLE CO., LTD. Tel +82-31-790-1745 E-mail js99@nate.com Website www.cupful.co.kr
February 2020 27
Well-being Food
e v th ’ Lo i w ers s d th 品 o 食 a o 康 F F 健 的 e 就 造 m 愛 o 父 s le o Wh
28 Korea Agrafood
nzyme Farm, an agricultural cooperative, has a special story to share. There was a daughter who was suffering from an atopic disease and her father strived to make his daughter healthier. He poured a great deal of time and effort to make good food for her. All his efforts have finally paid off and he could introduce the wholesome foods he made for his daughter to the markets under the English brand name ‘Father’s Hill.’ Some representative products of Father’s Hill include Wholesome Grain Syrup and No Sugar Jam. Enzyme Farm developed and is selling natural grain syrup that can replace the sweet taste of artificial sugar, and fruit jam made without any additives and sugar. These are now receiving great responses from consumers.
E
一位父親爲了患有特應性皮炎的女傅制 作健康食品幷成功將其麟現商品化，成爲營 農組合法人Enzyme Farm的一段佳話?這 憾品牌名稱叫芭芭郎(Father-Hil)的産品 就是Enzyme Farm的主要産品“天然穀物 糖”和“无糖果醬”?他們通過開屠銷魔可替 代白糖的天然穀物糖及利用這種産品生産的 不含白糖及其他任何添加芟的健康果醬，得 到了市場的積極反響?
充滿父愛的健康食品
位于全南高興的Enzyme Farm曆格多年 的硏究最終硏屠出了不含糖的天然穀物糖甛 味産品?穀物糖含有有助于健康的膳食纖維 成分，侮面包同吃有易消化及舒胃等優点? 利用天然穀物糖制作的无糖果醬就是專門爲 患有特應性皮炎的女傅而制作的産品，不含 任何凝固芟?防腐芟?保鮮芟等成分，完全 是用純水果成分制作的健康産品? 爲了治療女傅的特應性皮炎而選楊回鄕 務農的金柱浩CEO說道，“芎我知道女傅的
The more father’s love, the healthier the life Enzyme Farm located in Goheung in Jeollanam-do finally developed the natural grain syrup that tastes sweet without the addition of sugar through trials and errors of many years. The grain syrup contains dietary fiber conducive to health, and helps digest well food made with wheat flour such as bread and soothes the stomach. The sugar-free jam made with the grain syrup was made for the daughter who suffers from the atopic disease and was thus made only with fruit without any additives such as
Kim Ju-ho, the father who decided to return to the rural life to take better care of his daughter.
February 2020 29
Well-being Food
coagulant and preservative. Kim Ju-ho, the father who decided to return to the rural life to take better care of his daughter, recognized that the cause of the atopic disease harassing his daughter was sugar and food additives, and began to pay attention to Korean jocheong(liquidform honey-like food) made with rice. However, it was a bit inconvenient to use jocheong per se and he decided to make it in a form of syrup. He was finally able to make the grain syrup, and other various processed foods including the jam.
Going viral and going abroad Enzyme Farm which was established in 2013 went into orbit just two years ago. It first sold a small number of products to the kindergarten to which his daughter went, and the products went viral and are now raking in about 900 million Korean won
30 Korea Agrafood
per year. Last year, it attained a great result equivalent to 60 million Korean won by exporting the products to the USA and China through foreign buyers who heard of the cooperative through the grapevine. The cooperative is now discussing the export with Japanese buyers, and the discussion about the export to Vietnam is in the final stage. Mr. Kim said that, as more Chinese consumers purchase bread, there are accordingly a growing number of consumers who are looking for a jam that goes well with bread. However, local people don’t know much about sugar-free products, and the cooperative is thus working harder to promote its sugarfree products through local importers. What’s more, a growing number of American consumers want some products that can be used in place of sugar, and the natural
過敏原因侮白糖及添加芟有關后，我便開始 捲利用大米制作的糖稀産生了興趣?因爲糖 稀有使用不便的缺点，所以開屠出了便于使 用的糖漿狀天然穀物糖産品?幷以此爲契机 開屠出了果醬等各種加工産品”?
良好的口碑成功促成出口
成立于2013年的Enzyme Farm的業務 是從兩年前開始進入正軌的?起初，只是在 女傅上縯的幼傅園銷魔少量的産品?后來， 借助良好的口碑産品的年銷魔額現已達到9 億多韓元?幷且，通過聞訊上門的海外客商 還麟現了捲美攻和中攻的出口，幷在去年麟 現出口額6000万韓元?目前，正侮日本客 商進行出口洽談之中，捲越南的出口事宜也 已到了收尾階段? 金柱浩CEO說明道，“隨着中攻的面包消費 量增加，需要果醬産品的消費者也越來越多? 只是眼下消費者捲无糖槪念還蜈陌生，所以我 們正在通過芎地進口商加强捲這方面的廣告? 美攻消費者蜈想用能誥替代白糖的産品，所以 天然穀物糖産品蜈受他們的關注?穀物糖捲 身郞有益，而且使用方便，甛味效果也蜈理 想，這些都是消費者捲産品的評價”?
grain syrup of Enzyme Farm is gaining attention as a great substitute for sugar in the local market. “Our grain syrup received a favorable response that it is good for health and convenient to use, and adds a deeper flavor to dishes.” he continued. The export of the sugar-free jam, which was first made only with 1,000 bottles, is expected to increase to 22,000 bottles this year. Although being relatively expensive, the jam product continues selling well as a premium product in the high-end market.
Diversified products going abroad Enzyme Farm is an agricultural cooperative having four member farms nearby and uses about 60 tons of agricultural produce including rice and sweet potatoes per year. The cooperative uses agricultural produce that is grown on their own farms as raw ingredients to make its products. For agricultural ingredients they do not cultivate themselves, it uses first ones produced in Jeollanam-do,
sticking to its principle to use ingredients produced domestically. Enzyme Farm is currently providing its products to premium bakeries and coffee shops, in addition to general consumers, under the brand name Father’s Hill. This prosperity is attributed to the trust and the reliability of the products that increased greatly by various certifications it obtained including the Hazard Analysis and Critical Control Points(HACCP) certification, the organic food certification, and the traditional food certification. On top of that, the technique of mass-producing jocheong that was transferred from the Rural Development Administration(RDA) was of great help. According to Mr. Kim, the technique transferred from the RDA enabled the cooperative to produce and commercialize its products in large quantities. Enzyme Farm is planning to make the best use of technical supports from the RDA and others to diversify more products and increase the export.
金柱浩CEO還補充道，“无糖果醬的出口 是從1000甁開始的，而今年預計可達到2.2 万甁?盡管産品價格蜈高，但捲高端市場的 出口依然蜈熱”?
以多樣化産品攻克海外市場
是由附近4家農戶聯合共 同成立的營農組合法人，每年需要使用大米 和地瓜等60菫左右的農産品?這些用于原 料的農産品包括自産産品在內，原則上優先 使用在全南栽培農産品和韓攻農産品? 現在，“芭芭郎”産品除了一般消費者外 還爲高圭点心店和假燾店等進行供貨?獲 得HACCP認嗇及有机加工食品認嗇?傳 統食品認嗇等都爲提高産品的信譽助了一 臂之力?尤其是，從農村振興廳得到糖稀量 産技術轉讓爲Enzyme Farm的成功起到了 決定性作用? 金柱浩CEO說道，“得到農村振興廳的 技術轉讓后通過産品的量産思得以麟現商 品化?今后，我們將最大限度地利用好農村 振興廳提供的技術支援，麟現産品的多樣化 以不鉤頑大産品的捲外出口”? Enzyme Farm
Inquiries Enzyme Farm Tel +82-10-7383-0864 E-mail hoju330@naver.com Website www.fathers-hill.co.kr
February 2020 31
K-Food Recipe
Kimchi-bokkeumbap A Soulful Food for Koreans 韓國人のソウルフ―ド?キムチポックンパプ he Koreans’ love for kimchi is quite special. Kimchi accompanies almost every meal served in Korea, and there are countless foods that use kimchi such as kimchi-jjigae, kimchi-jjim, kimchi-bokkeum, kimchi-jeon and so on. Kimchi is the most familiar side dish for Koreans, and is the main ingredient in various dishes such as mentioned above. In particular, kimchi-bokkeumbap is a typical hearty food that Koreans cook at home. As the recipe is simple, there is little chance of messing it up. There is a wide range of Kimchi-bokkeumbap as much as there are for kimchi varieties, but let us introduce the most tasty way to enjoy and some interesting facts about Korean kimchi.
T
32 Korea Agrafood
韓國人のキムチ愛は特別だ?每食缺かさずにキムチを食べ? キムチチゲとキムチチム?キムチポックン?キムチジョンなどキ ムチを活用した料理は數えきれないほど多い?キムチは韓國人に とって最も馴染みのあるおかずで?炒め物?チゲ?ス―プ?蒸し 物など樣?な料理の主材料となるものだ?特に?キムチポック ンパプは韓國人が家で直接作って食べる代表的な料理だ?作り 方も簡單で?失敗することもほとんどないためだ?キムチポッ クンパプのレシピもキムチの種類のように非常に多くのものが ある?そのなかで最も美味しく作れるレシピを紹介するととも に?韓國のキムチについて紹介する?
Kimchi Draws Attention as a Global Health Food
世界の人?から健康食品として注目を集めるキムチ Kimchi is characterized by spicy, sour flavor and crispy texture, which goes well with any dishes. Being a fermented food, it is good for body as well. In fact, 1g of kimchi contains 1 billion lactic acid bacteria and is known for its excellent immune and anticancer effects. Thanks to these
Flourishing Overseas Exports
海外輸出も展開中
advantages, the interest in kimchi continues to grow around the world. In 2006, the world-renowned health magazine <Health> selected kim-
Along with global interest, Korean kimchi is
chi as the world’s top five health food. In 2012, the Biomedical
shipped to all over the world, and last year
Research Institute under Roscosmos, the Russian Space Agency, has
alone the export amount exceeded USD
certified bokkeum kimchi as one of its space foods. In 2013, UNESCO
100 million. It is mainly exported to Japan,
has also listed Korean’s kimjang culture as an intangible cultural heritage
and the soaring popularity of the K- Wave
of humanity.
also encourages the consumption in the
酸味と辛味?シャキシャキした食感が特徵のキムチは?どの食品ともぴったり合 うという特別さがある?發酵食品であるために?郞にもよい?實際に?キムチ1g には10億の乳酸菌が含まれており?免疫力の向上やがん予防にすぐれていること が知られている?こうした强みにより?全世界でキムチに對する關心が高まって いる?2006年には?世界的權威のある健康關係の雜誌であるHealthでは? 世界の五大健康食品にキムチが選定された?2012年にはロシアの宇宙 廳傘下の生醫學硏究所はポックムキムチを宇宙食の1つに認定し? 2013年にはユネスコが韓國のキムジャン文化を人類無形文 化遺産に選定した?
United States, Hong Kong, Taiwan, and China.
こうした世界的な關心にバックアップされ?韓國 のキムチは全世界に輸出されている?昨年の輸出 額は1億ドルを突破した?主に日本へ多く輸 出されているが?韓流の人氣により米國と 香港?臺灣?中國などで消費が增 加している?
February 2020 33
K-Food Recipe
Kimchi-bokkeumbap Recipe
01
Main Ingredients(Two Servings)
02
Cut baechukimchi into 1cm wide.
Finely chop carrots and onions.
白菜キムチを1cm幅に切る?
にんじんと玉ねぎをみじん切りにする?
200g baechukimchi, 150g minced pork, 1/3 carrots(60g), 1/2 onion(100g), 2 eggs Sub Ingredients: 2 eggs, 4 tbsp cooking oil, 1 tbsp soy sauce, a pinch of salt and pepper
：白菜キムチ200g?細かく切った豚肉150g?にんじん1/3本(60g)?玉ネギ ?卵 個 Sub Ingredients：卵2個?食用油 大さじ4?醬油 大さじ1?鹽·胡椒 少? Main Ingredients 1/2 (100g) 2
個
03
Put the cooking oil in a heated frying pan. Add chopped onions and stir fry until it turns transparent at medium heat.
04
Add minced pork, carrots and kimchi. Stir fry it until the pork is completely cooked.
熱したフライパンに油を引き?玉ねぎのみじん 細かく切った豚肉とにんじん?キムチを追加 切りを入れて中火で透明になるまで炒める? で加え?豚肉に火が通るまで炒める?
07
Fry the eggs over medium.
半熟の目玉燒きを作る?
08
Put kimchi-bokkeumbap in each bowl and top each serving with a sunny-sideup egg.
キムチポックンパプをそれぞれの器に分けて盛 った後?目玉燒きを盛り付ける?
34 Korea Agrafood
05
Once the meat is cooked, add the rice.
豚肉に火が通ったら?ご飯を加えて炒める?
06
Season with soy sauce, salt and pepper.
醬油?鹽?胡椒で味を調える?
Tips In addition to pork, popular protein additions include processed meat such as bacon, ham, or beef, chicken, shrimps, and vegetables(peas, pumpkin, broccoli). You can be creative when adding the ingredients to suit your taste to enhance the rich and robust flavor of kimchi-bokkeumbap. Try to top with sliced cheese to double the savory taste.
豚肉だけではなく?お好みで牛肉や鷄肉などの肉やエビ?肉加工品?野菜（エンドウ豆? カボチャ?ブロッコリ―）を加えれば?樣?な風味のキムチポックンパプができる?とろ けるチ―ズを加えれば?香ばしさがさらに引き立つ?
The Origin of Kimchi
キムチの由來 Today’s kimchi appeared in the 1600s when chili peppers became commercially available. Human beings evaporated moisture through drying as a way to keep food long. Since then, the process has evolved into salting, which has developed to fermentation to take the food storage to the next level. Kimchi is also in line with such process of developing food storage. Since Korea was an agricultural society based on carbohydratepacked rice as a staple, vitamins and minerals were consumed from vegetables. However, as people could not eat vegetables in the winter due to distinct four seasons, the cabbages were pickled with salt from salt fields, which gradually shaped into today’s kimchi. Although there are similar pickles in China and Japan, Korean
今日のキムチの原型は1600年代に唐辛子が常用され始めるとと もに登場した?人類は食べ物を長期間保管するための方法とし て?乾燥により水分を蒸發させた?これ以後は?鹽漬けする方 法へ發展し?その次の段階として發酵を通した食品保存方法が 開發された?キムチもこのような食品保存の發展過程と軌を一 にしている?韓國は炭水化物が主成分の米を主食とする農耕社 會であったため?ビタミンと各種のミネラルを野菜から攝取し た?しかし?四季が明確な氣候という特徵により?冬の間に野 菜を食べることができなくなると?鹽漬けにより?生産される 鹽で白菜を漬けるようになり?これが徐?に發展して今日のキ ムチになった?中國と日本にも似たような漬物があるが?獨特 の風味を持った發酵野菜食品は韓國のキムチが唯一だ?こうし たキムチは韓半島の氣候?季節?各家庭の生活環境および食習 慣により樣?な形に發達した?
kimchi is the only fermented vegetable product with a unique taste. Korean kimchi has been formed in numerous ways according to the climate, season, surroundings, and eating habits of each family.
February 2020 35
Hansik Shown on Media
View the show Watch again: https://www.youtube.com/watch?v=2CAhj-TgMmA
Enjoy Gourmet Food at Korean Convenience Stores oreign visitors to Korea are startled at the convenience stores in Korea. The stores are open 24/7, and offer whatever you want to get every day and night. They are also close at hand. Above all, they are great in terms of cost-effectiveness. The stores are all the more so especially for people who have small pocket money including students and those who live alone apart from their families. That’s why so many chain convenience stores in Korea are competitively introducing their own private brand(PB) products. There is accordingly a numerous number of recipes using these products and shared online. Recently, a Korean Youtuber under the nickname ‘Tzuyang,’ who is also a broadcast jockey(BJ) becoming popular due to her eating shows, visited a convenience store and showed viewers a cook show in which she makes dishes only with ingredients bought from the convenience store. After tasting foods made using the ingredients, Tzuyang spoke very highly of the foods, saying “we don’t need to buy food at a restaurant anymore.”
F
36 Korea Agrafood
Share the Tzuyangâ&#x20AC;&#x2122;s Recipes Tzuyang introduced six recipes that do
easy to follow because they can be
not require some special sauces or
made only with products that can be
condiments and are so simple that
easily found even in foreign countries.
anyone can give them a shot with no
<Korea Agrafood> introduces the spe-
difficulty. So, the recipes are shared in
cial recipes for samgyetang(chicken
many portal sites. The dishes made ac-
soup with ginseng and other ingredi-
cording to the recipes use ingredients
ents) which is exported to European
that can easily get from a convenience
countries and China, for tteokbokki(stir-
store, and so are familiar even to for-
fried rice cake) which is in the vanguard
eigners who have once visited Korea.
of the promotion of Korean foods in
Among the recipes, three very popular
countries in South-East Asia and the
ones-Chicken rice porridge in milk,
Middle East, and for special latte made
Tteokbokki risotto, and Yori-jori latte are
with Jolly Pong, a first Korean snack re-
the representing examples that are
ceiving the halal certification.
February 2020 37
Hansik Shown on Media
Letâ&#x20AC;&#x2122;s Make a Convenience Store Food
Buldak-tteokbo kki Risotto Ingredients and Quantities 1 cup of Buldak-tteobokki(hot and spicy chicken and rice cake), 50g mayonnaise, 500ml milk, 2 sticks of string cheese, 1 bowl of cooked rice
Chicken Rice Porridge in Milk
Recipe 1. Pour 500ml milk into a cup of tteokbokki. 2. Mix the ready-made sauce and
Ingredients and Quantities 1 pack of samgyetang, 500ml milk, 3 spoons
50g mayonnaise. 3. Put one bowl of cooked rice into the mixed sauce.
of perilla seed powder, a pinch of salt and
4. Split string cheese into strings and add the strings.
pepper
5. Cook it in the microwave for three minutes.
Recipe 1. Separate broth and chicken from a pack of samgyetang. 2. Add 500ml milk to the separated broth. 3. Put three spoons of perilla seed powder
Yori-jori Latte
and stir well. 4. Bone out the chicken that is separated from the broth.
Ingredients and
5. Add a pinch of salt and pepper according
Quantities
to the taste.
1 bag of Jolly
6. Stir well for five minutes.
Pong(snack), 500ml milk, vanilla ice cream, 1 pack of Americano
Recipe 1. Pour 500ml milk into a cup and mix Jolly Pong with the milk. 2. Scoop all Jolly Pong out and warn up the remaining milk for 30 seconds. 3. Mix the warm milk with Americano. 4. Put vanilla ice cream into the mixture of milk and Americano to suit your taste. 5. Garnish it with a few new grains of Jolly Pong atop.
38 Korea Agrafood
Convenience Store Food That Can be Purchased Abroad
Harim Samgyetang
Samyang Buldak Tteokbokki
Crown Jolly Pong
ing chicken meat that is come out
Samyang Foods released its new
Korean snack maker, produces
on the market the very day it is to
product called Buldak-tteokbokki-
its representing snack, Jolly Pong.
be used to keep it as fresh as
cup, a spicy combination of buldak-
The main snack of Crown has
Harim produces its products us-
Crown Confectionary, a big
possible. It makes Harim Sam-
bokkeum-myeon(hot chicken flavor
been loved by Koreans for many
gyetang that is to be exported un-
noodle) and tteokbokki, in the midst
years, and features sweetness
der this principle. The sam-
of high popularity of Korean food in
with a flavor of grains. Crown ob-
gyetang product is made with ad-
South-East Asian countries. The ac-
tained the halal certification for the
ditional ingredients including gin-
cumulated sales of the product can
first time among Korean snack
seng, glutinous rice, and dates
be translated that one out of four in
makers and was thus able to ad-
that are domestically produced
the globe has tasted the Korean
vance into the South-East Asian
without any other artificial addi-
food product. Buldak-bokkeum-
markets, and is now planning to
tives. The broth of Harim Sam-
myeon has now become the flag-
expand its export markets to the
gyetang is made through an ad-
ship product of Samyang Foods.
American and European markets,
vanced technique the company
Buldak-tteokbokki-cup which has
targeting Muslims all around the
has accumulated so far, and con-
been selling since January last year
world.
tains a great amount of gelatin
is now being shipped out to many
and features a light and delicate
other countries including South-East
Tel + 82+2-791-9133
Asian countries such as Vietnam,
http://www.crown.co.kr/english/main/
taste without being too greasy.
Philippines, and India, and American Tel +82-63-860-2114
countries, and enjoying a growing
http://www.harim.com/main.hr
popularity there. Tel +82-02-940-3000 http://www.samyangfoods.com/eng/index.do
February 2020 39
Monthly People
Seo Jae-pil CEO of Gochang Hwangtobaegi Clean Sweet Potato United Farming Cooperative Corporation
Premium Honey Sweet Potato Loved by the World Seo Jae-pil, the CEO of Gochang Hwangtobaegi Clean
Gochang Hwangtobaegi started shipping to Southeast Asia
Sweet Potato United Farming Cooperative Corporation, is
with a pilot export to Hong Kong last year. As the excellent
cultivating sweet potatoes on the largest scale of 3.234 mil-
taste of top quality honey sweet potatoes is well accepted in
lionă&#x17D;Ą as domestic establishment. As it maintains the highest
export market, the export volume is steadily rising as it capti-
level of quality compared to those of Japan or China,
vates the taste bud of the world.
40 Korea Agrafood
What is the know-how of producing the finest and globally admired honey sweet potatoes?
After harvesting, we apply integrated technology system to drastically improve the quality of export products in a great deal. With such expertise, any spoiled sweet potatoes caused by mold during transfer has been reduced by more than 30%. In addition, the freshness has been extended by more than 30 days through the treatment of functional MA packaging materials which inhibits sweet potato respiration. As our sweet potato is comparable to Japanese products in terms of price and high quality in Hong Kong and Singapore, it is sought-after among local importers and consumers. With the exceptional quality and the sweetness of honey sweet potatoes, our product is soaring in popularity in Southeast Asian market. What are the characteristics of Gochang Hwangtobaegi as a health food?
Gochang is the producer of our sweet potato, which is the best place for growing crops with cool sea breeze and abundant amount of sunshine. In particular, it is rich in germanium and minerals contained in red clay, which doubles the nutrition of sweet potatoes. Such fact has enabled an exclusive supply contract to local hypermarkets in Korea, which will gradually expand the exports to Southeast Asian regions as well. Moreover, we are building high credibility by providing premium sweet potatoes through annual export contract with import buyers. And we are also working on strengthening marketing strategies to draw attention
as a health food that can be easily consumed anywhere in the world. What is your strategy for expanding exports?
For the time being, sweet potatoes have been traded by air only during the harvest season. We have moved away from this method and established a system that allows exporting to Southeast Asia throughout the year on highly competitive ships. Recently, our product has been evaluated for the excellence in quality compared to the competitors from Japan, Vietnam, Taiwan and Indonesia. What are your plans for expanding exports in the future?
In the recent years, sweet potatoes produced by Gochang Hwangtobaegi Clean Sweet Potato United Farming Cooperative Corporation have become the most popular Korean agricultural export item among Southeast Asian buyers. This is because the quality is superior to those of Japan, Vietnam, and Taiwan. We expect to see an increase in importing by overseas buyers, so securing stable export volume is also significant. The corporation is also expanding investment in developing high value-added processed products using sweet potatoes, and is working on marketing tactics to inform buyers about the merits of Gochang Hwangtobaegi sweet potatoes.
Tel +82-63-564-8910 E-mail gc28761@naver.com
Mobile +82-10-9078-3230
February 2020 41
K-Tour
The World’s First Rice Culture Hall, Icheon Rice Culture Exhibition Hall Rice is food you can never miss at Koreans’ dining table. Rice is the best source of energy and significant ingredient for Koreans who have been eating rice as a staple, just like there is an old saying that ‘Koreans live on rice.’ Among them, Icheon rice has the best taste, and it has continued its reputation until today as ‘Jin Sang Mi’, which was presented to the king. Recently, as the efficacy of rice is widely recognized, the world has been paying attention to rice and the consumption of processed foods using rice is increasing even in the West. In this regard, <Korea Agrafood> introduces Icheon Rice Culture Exhibition Hall, the world’s first ‘Rice Culture Hall,’ where you can see everything about Icheon rice, Korea’s premium rice.
42 Korea Agrafood
Tip
Check the opening hours! 1 January, every Monday, Seollal and Chuseok are closed April to October operates from 09:30 to 18:30 November to March operates from 09:30 to 17:00
Icheon Rice Culture Exhibition Hall Reservations & Inquiries +82-31-632-6607 Address 48, Gongwon-ro, Moga-myeon, Icheon-si, Gyeonggi-do
ocated in Icheon, Gyeonggi-do, the Rice Culture Exhibition Hall is a themed space created in 2013 to promote agriculture and Icheon rice. The Rice Culture Exhibition Hall is a two-story building in the form of a traditional Korean style of tile-roofed house, where various exhibitions such as farming equipment and the history of
L
world rice culture are displayed. Here, it is very good to understand the rice culture as many interesting activities are available for experience such as rice polishing is a typical program. Once ripe rice is put into a rice vending machine, you can choose from white rice to brown rice to go through instant buffing, which can be enjoyed by anyone.
You can also cook with freshly milled rice in a cauldron on the spot to taste the sweet and savory Icheon rice, but pre-registration is necessary. In addition to this, there are coloring programs for children and rubbing art activity for famous paintings, so Icheon Rice Culture Exhibition Hall is an ideal place for families.
February 2020 43
K-Tour
Icheon Rice Produced Under the Best Natural Conditions The reputation of Icheon rice continues to grow as a premium rice to this day. Not only was it presented on the kingâ&#x20AC;&#x2122;s daily meals 600 years ago, but also it still maintains the finest quality. The first reason that Icheon rice was known of its good quality is clean water. As beer, soju, beverages, and soy sauce factories that utilize water as a basic source are clustered in Icheon, this implies that there are much clean water in the area which are also perfect for farming. The second element is the marvelous climate. As the city is a basin located in the middle of inland, it has a decent environment for growing rice due to ample amounts of sunshine caused by huge temperature difference between seasons, and day and night. Therefore, Icheon produces the incomparable surroundings to produce the finest rice. Finally, fertile soils with high clay content provide good water control and sufficient nutrition. Thanks to these features, the rice tastes better than those grown in other regions even same varieties are planted. Thus, a famous saying that â&#x20AC;&#x2DC;best rice is from Icheonâ&#x20AC;&#x2122; could have been born.
44 Korea Agrafood
Additional Info
Nutritious Crop, Rice Rice, one of the world's three major crops, is considered to have many health-improving functions. Rice contains linoleic acid, which helps treating atopic dermatitis, and vitamins B1, B2, and B6. Betasisterol is also known to be good for preventing colon cancer. In particular, gamma amino butyric acid in rice eyes was found to be effective in preventing adult diseases and improving learning ability.
Icheon Rice Processed Products that can be Purchased Overseas
Rice Processed Foods of Icheon Sweet Rice Puffs Sweet rice puffs is a traditional Korean food made from roasted or fried rice flour. As the products from Icheon Sweet Rice Puffs is made of 100% gluten-free Icheon rice, there is no need to worry about any issues of allergy or indigestion. As it also contains no synthetic sweeteners such as artificial colorings or preservatives, the products are reliable and safe to consume. Instead, it uses jocheong made of only freshly harvested Icheon rice, so that you can feel the sweet and savory taste unique to the rice. These features draw considerable attention from consumers both at home and abroad. Tel +82-10-6355-6633 E-Mail alwa1@naver.com
Peach Sikhye Made with Icheon Rice of Dreaming Uni Farm This is sikhye made with selected peaches cultivated at Changwon Farm, Icheon Janghowon and Icheonâ&#x20AC;&#x2122;s organic rice. The product does not include any artificial flavoring and peaches that have been harvested for less than two days are manufactured into puree, so it is packed with nutrients and fresh taste. You can feel healthy and light sweetness using only the natural glucose of Icheon rice without any additives. The content of organic Icheon rice is 10%, so it is a great substitution to a meal or used as a health drink, especially for young children. Tel +82-10-9450-3297 E-Mail jeon3297@naver.com
February 2020 45
aT Briefing
News in February
Korean Persimmons to Resume Exporting to Vietnam in 5 Years
After reaching an agreement to
quarantine agency. However, in 2015,
the 2019 persimmons.
Vietnam’s export quarantine require-
exports were suspended as Vietnam in-
The Ministry of Agriculture, Food and
ments for Korean persimmons, the ex-
troduced and executed a pest risk analy-
Rural Affairs expects that the agreement
port route to Vietnam has been re-
sis system.
will not only serve to export to Vietnam in
opened after 5 years. The exports of
In response, the Ministry of Agriculture,
a consistent manner but also to increase
Korean persimmons amounted to 200
Food and Rural Affairs has been negoti-
the export volume in the future.
tons per year until Vietnam ceased ex-
ating to produce necessary data for risk
An official from the MAFRA said, “The
ports in 2015.
analysis to Vietnam and reduce the bur-
sweet persimmon is a fruit cultivated at
The Ministry of Agriculture, Food and
den on farmers. Even if 3 types of pests
temperate regions, which is a popular
Rural Affairs(MAFRA) announced that the
are found among the 9 pests designated
item in Malaysia or Singapore due to its
‘Vietnam’s Export Quarantine Require-
by Vietnam, exports will still take place
crisp texture and sweetness unlike other
ments for Korean Persimmon Fruits’ has
after going through cold treatment or
tropical crops. As the public adores
been established and implemented as
disinfection are a typical example.
Korean fresh products in Vietnam, it is
an official statement of the Animal and
In particular, since the export season of
expected to export 300 tons this year,
Plant Quarantine Agency. In the past, the
Korean persimmons is October, the
and export volume is likely to increase
persimmons could be traded once quar-
quarantine certificate issued by the quar-
gradually in the future.”
antine certificate was issued by Korean
antine agency could also be exported for
46 Korea Agrafood
News in February Expectation of Young Overseas Pioneer Activities for Agricultural Products medium-sized agricultural exporters to penetrate the emerging markets in the overseas to diversify the Korean agricultural exports market. It is a fieldbased internship program in the area of food trade that closely assists export companies by 1-to-1 matching with agricultural exporters such as market
The aT Won the Grand Prize at Year-End Awards Ceremony of Post Office Shopping Online Marketing
The Ministry of Agriculture, Food and
research of target country, finding new
Rural Affairs and Korea Agro-Fisheries
buyers, local sales, and promotion.
& Food Trade Corporation(aT) will con-
Starting from 60 in 2017, a total of 260
The Korea Agro-Fisheries & Food
tinue the activities of Agrifood Frontier
people have been active, following 100
Trade Corporation(aT) won the
Leader Organization(AFLO) this year,
in 2018 and 2019 respectively.
Grand Prize for Sales Improvement
which will lead the diversification of
The aT plans to send more than 120
in recognition of its efforts to acti-
Korea’s agricultural exports market.
young overseas pioneers to 7 new
vate e-commerce for small and
The AFLO supports the small and
southern and new northern countries.
medium-sized food companies at ‘the 1st Year-End Awards Ceremony of Post Office Shopping Online Marketing.’ The aT is promoting a series of
The 2020’s First Auction at aT Flower Business Center
support projects to develop new markets, for agro-industrial converging SMEs who are undergoing
On 7th January, the Korea Agro-
each category attended to pray for the
lack of marketing personnel while
Fisheries & Food Trade Corporation(aT)
success of the 2020’s flower auction.
producing excellent items using
held ‘the first auction of flower market
The aT plans to actively engage in revi-
domestic agricultural products.
in 2020’ at Flower Business Center in
talizing the flower industry this year by
Since last year, the aT has created
Yangjae-dong, Seoul.
expanding the consumption of flowers
a section dedicated to agro-indus-
The aT Flower Business Center began
in everyday life.
trial enterprises in the post office
the first auction of the new year from
online shopping mall for their online
3rd January with cut flowers, 6th
market entry in cooperation with
January with orchid, to foliage plant on
the ‘Korea Postal Service
7th January. As it was held for the first
Promotion Agency’, as they face
time, the wholesale market officials in-
difficulties to penetrate large distrib-
cluding wholesalers and auctioneers of
ution channels.
February 2020 47
INVITATION
Are you interested in Korean Food? Dear Sir/Madam We appreciate your interest in K-Food Korea Agrafood magazine is specialized in promoting Korean Agricultural products to buyers in abroad. We cover Korean promising Agricultural products, dietary culture and export companies. We launched a new e-Agrafood(online newsletter) service to provide our exisiting offline magazine. If you are interested in K-Food or want to catch up latest food trend, donâ&#x20AC;&#x2122;t hesitate to join our e-Agrafood.
SUBSCRIBE How to subscribe online e-Agrafood(newsletter) 1. Please access to the QR Code below.
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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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