The Monthly Magazine of Korean Agriculture & Food
Special
Splendid Result of Korean Agricultural Export Amid the COVID-19 Crisis
May 2020 vol.295
Into the Farm
Win-Win
Disseminate Charms of Korean Melon to the World
Black Garlic, Popular for Improving Vitality and Strengthening Immunity
2020 K-F
d
Online Exhibition www.agrotrade.net
What is Agrotrade Online Exhibition The Online Exhibition is an online page which categorizes and exhibits outstanding Korean agricultural products by theme. If you click on the desired products and leave an inquiry, a one-on-one video business consultation can be arranged with the company.
STEP 1
STEP 2
STEP 3
Click on the
Free samples of
A video
product of your
the concerned
consultation will
interest on
product will be
be arranged along
AgroTrade
sent by the aT
with interpretation
website to apply
service
�
�
CONTENTS
May 2020 vol. 295
Photo by Dameulstudio
COVER Diversity is one of the characteristics of Korean flowers. Depending on the season and region, colorful flowers show off their individual beauty.
14
18
Splendid Result of Korean Agricultural Export Amid the COVID-19 Crisis
Cover Story
Hypnotic Korean Flowers
Export Story 14
06
K-FLORA Took the First Step
08
Export the World’s Highest Quality Spray Roses
10
Seasonal Korean Flowers
SPECIAL
22
INTO THE FARM Disseminate Charms of Korean Melon to the World
22
WIN-WIN Black Garlic, Popular for Improving Vitality and Strengthening Immunity Jang Seo-gyeong The Director of aT Japan Regional Headquarters
30
WELL-BEING FOOD HMR Juk Filled with Mother’s Affection, Agricultural Happy Food Co., Ltd.
227, Munhwa-ro, Naju City, South Jeolla Province, Korea Tel +82-61-931-0964 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 12
Founded in August, 1995, Published monthly by the
K-FOOD BIG DATA Korean Yellow Melon, Charming Combination of Sweet Taste & Crunchy Texture
CEO Lee Byung-ho EXECUTIVE VICE PRESIDENT Shin Hyun-gon (Food Industry & Trade Division) EDITORS Lee Young-ju
34
ISSUE IN SNS
REPORTERS Kim Young-min (kimym@agrinet.co.kr)
Kim Dong-jun, Rolling up His Sleeves to Promote Consumption of Green Onion
Lee Ki-no (leekn@agrinet.co.kr) Choi Yeong-jin (choiyj@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho
38
TRANSLATORS Park Hye-yun, Sue Cheon (ENGLISH)
K-FOOD RECIPE
Tamura Yoshihiro (JAPANESE)
Paguette, A Different, Super-Simple Snack
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)
38
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) PARIS Ha Jung-a 070-4617-2699 (paris@at.or.kr)
42
Extras
VLADIVOSTOK Shin Jae-hun 070-4617-3277 (chekov@at.or.kr)
CULTURE & TOUR
EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News
The World has its Eye on Korea’s ‘Home Ludens’ Craze
#60, Jungdaero 9-gil, Songpa-gu, Seoul, Korea
QINGDAO Lee Sang-kil 070-7938-0863 (qingdao_logistics@at.or.kr)
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.
28
PHOTO STORY
46
NEWS IN NEWS
C over Story
Hypnotic
Korean Flowers
4 Korea Agrafood
Diversity is one of the characteristics of Korean flowers. Depending on the season and region, colorful flowers show off their individual beauty. About 17 flowers are exported, yet considering varieties and colors, there are hundreds of them. If you look at one of the exported flowers, ‘hydrangea’, for instance, there are more than 10 colors in 24 varieties. Although the consumption of flowers has decreased considerably at home and abroad due to the recent pandemic, Korean flowers continue to export in the Japanese market with excellent quality competitiveness.
May 2020 5
C over Story
Took the First Step
t the end of last year, K-FLORA CO., A LTD., an integrated organization for cut flower exports, was officially launched in Korea. It was established by over 300 farmers and 8 exporters nationwide to raise the quality of flowers to be exported and strengthen their competitiveness. The 17 items include rose, lily, cymbidium, chrysanthemum, hydrangea, and export channel is unified to K-Flora. In order to improve the quality, K-Flora is fo-
6 Korea Agrafood
cusing on modernizing facilities, and is putting enormous effort into maintaining freshness, including wet packaging method and comprehensive cold chain system throughout the export process. Chung Chang-ho, CEO of K-Flora, said, “We are striving hard to make the most of our geographical advantage to Japan, a major importer, and to further export fresh flowers through wet packaging. In particular, as the export channel
has been unified, we can produce all the flowers the buyers want, and quality is also stable.” Although the demand for flowers has been waned sharply due to nationwide state of emergency in Japan caused by the COVID-19, KFlora is fully prepared to turn the crisis into an opportunity. CEO Chung said, “Currently, most of the high-quality flowers traded to Japan are exported via air freight, but because of the spread of the virus, air transportation conditions are not smooth, and some items are suffering from shortages. The K-Flora can supply the desired products to Japan in one day by shipping it twice a week. We want to use this crisis as a stepping stone to expand supply as Japan prefers stable supply for items sold on order.” The K-Flora is also in pursuit of export market diversification. Although new markets such as Mongolia, Russia, and Australia have been temporarily suspended, the company plans to start penetrating new markets in earnest once the pandemic situation calms down. CEO Chung said, “The K-Flora is conducting
Chung Chang-ho, CEO of K-Flora
an R&D business to develop the international competitiveness by upgrading the quality of flowers. Our goal is to achieve USD 10 million annually by expanding markets and increase businesses in major exporting countries to strengthen marketing activities.”
K-FLORA CO., LTD. + 82-55-335-7717
kflora1231@naver.com
What is the Integrated & Leading Export Organization? An integrated and leading export organization refers to an export marketing organization that producers and exporters cooperate with each other by dealing with safety control, sorting, packaging, and overseas marketing in a consistent to export high-quality agricultural exports. Such a type of organization is currently established for 10 export items including bell peppers, mushrooms, strawberries, grapes, cut flowers, pears, apples, tomatoes, cabbages, and mandarin oranges.
May 2020 7
C over Story
Export the World’s Highest Quality Spray Roses
oses exported by Rosepia Co., Ltd., a R representative member company of KFlora Co., Ltd. boast a world-class level in color and quality. Since its establishment in July 2000 by 90 rose farmers, it has been selling about USD 8.1 million per year. Rosepia is an agricultural corporation established with the aim of improving productivity and added value through corporate management. Exports have been stable every year, including the export of USD 1.62 million worth of spray roses to Japan in 2019. The Japanese market accounts for more than 95% of exports, and Rosepia’s spray roses are so popular that it’s in a league of its own. It is very much desired by Japanese buyers because of its excellent color and quality, and a long duration of freshness in the distribution process. In particular, it is differentiated by maintaining freshness through a wet distribution that soaks a flower stand in water with cut flower life extension. A wet distribution requires more than twice the manpower and cost compared to dry distribution, but Rosepia underlines this technique to improve quality. In Japan, the cultivation area of roses is plunging as the rose farmers who cultivate the flower is aging. As a result, the roses that are
8 Korea Agrafood
Jeong Hoa-young, CEO of Rosepia
insufficient in Japan are imported from overseas, and yet the roses exported by Korea’s Rosepia are acknowledged for the best quality of all. The quality of the export rose is exceptional, and this is why there is a fixed consumption market to be traded at a high price to an extent similar to that of a Japanese rose. Roses produced by Rosepia are characterized by their long length, voluminous pulp, and colorful pigment, and more than 10 different colors of roses are exported. The company is trying to secure the management of export farms by contracting constant export prices yearround with Japanese importers. Jeong Hoa-young, CEO of Rosepia, said, “We will strengthen our price competitiveness by reducing production costs through largescale flower cultivation and produce high-quality spray roses with unique cultivation skills to build up our competitiveness in the export market.”
Rosepia CO., LTD. + 82-63-548-3113
rosepia2002@hanmail.net
www.rosepia.com
May 2020 9
C over Story
Seasonal Korean Flowers Freesia Freesia flowers mean purity and innocence. Above all, it is quite impressive with a subtle and clean fragrance.
Lisianthus Spring
It has been said that lisianthus flowers imply ‘unchanging love’, which is well blended with other flowers and is often used in bouquet gifts.
Summer
Sunflower The sunflower comes from the Greek words ‘helios’, which translates as ‘the sun’, and ‘anthos’, meaning flower. It is a flower representing the summer that likes sunlight and blooms from August to September, with a meaning of ‘loyalty’.
Carnation Carnations are presented to parents on Parents’ Day, with a slightly different meaning depending on the color. A red carnation means ‘love to parents’, a pink carnation symbolizes ‘thankfulness and beauty’, an orange carnation conveys ‘pure love’, a blue carnation means ‘happiness’, while a purple carnation signifies ‘elegance and pride’.
10 Korea Agrafood
Korea certainly has four distinct seasons, where you can come across flowers with numerous colors and unique attraction in each season. Last year, the Ministry of Agriculture, Food and Rural Affairs(MAFRA) and the Korea AgroFisheries & Food Trade Corporation(aT) introduced seasonal flowers selected for each season―spring, summer, autumn, and winter―to encourage the daily flower consumption.
Chrysanthemum The chrysanthemum represents autumn, and is often used for wreaths or bouquets, depending on the variety. A red chrysanthemum is a symbol of truth, while a yellow chrysanthemum has the meaning of devoted love and disappointment, and a white chrysanthemum implies sincerity and truth.
Lily With a subtle flower scent and elegant in color and shape, it is called the noble of flowers. Lilies are often used as a flower that beautifully decorates a wedding hall which symbolizes purity and devoted love.
Autumn Winter
Calla
Ranunculus
The calla represents is white, which is also called ‘The Queen of Bouquet’ with an elegant atmosphere. The most common meaning for this flower is triumph and passion.
Ranunculus has attractive double-layered petals, which is loved not only for bridal bouquets but also for gift with its colorful flowers in various shapes. It symbolizes charm and attractiveness.
May 2020 11
K-Food Big Data
Korean Yellow Melon Charming Combination of Sweet Taste & Crunchy Texture
Chamoe, which features alternating yellow and white lengthwise stripes, is a fruit that can be found only in Korea. It is thus dubbed as an international appellation “Korean melon�. The fruit is sweet and refreshing, and lower in price than watermelon. So, it is one of the most preferred fruits that people seek especially in summer. It has a similar taste as melon, but is crunchier in texture than the western counterpart. The fruit consists of 90% water, and is low in calories as it has about 30 kcal per 100g. It is thus helpful for those who go on a diet. What's more, it is rich in vitamin C and good for fatigue. Further, it is also rich in folic acid and perfect for expecting mothers, preventing potential anemia. Its golden peels and seeds contain a great amount of nutrients, and eating it as a whole is also recommendable.
Main Foreign Markets of Korean Melon in 2019 (Unit : USD 1,000)
Export
TOP 5
Singapore USD 506 / 140 tons Japan USD 386 / 131tons Hong Kong USD 314 / 96 tons
nogeju o m e a ehS t ten amoC
Vietnam USD 171 / 67 tons
in Conbuk I D u j V g arng ID - t O o g n t e C u n teo GSy r Ce OlVonn tenn e n e o o o o CS a C ugM m eskinrix S a o n e th ju B 9 Ch onrgejtwuCaithham g IyDu-p1 g n g o en K o t n e n S Co oelhSeaenNtoCnOgVhgazruyan moont u 19 haW u eS T jo C Ch
Malaysia USD 121 / 35 tons
Source : BIGKinds
2017 - 2019 Export Status
C
g oanm e h S C
K-News Trend
USD 1,512
A result of analyzing about Korean 500 major news articles and other media reports in the last three months shows that the major search keywords associated with Korean melon include Seongju in Gyeongsangbuk-do, Korean melon with the skin on, Wolhang Nonghyup, and Tzuyang.
USD 748
473 tons
USD 733
Seongju is the home of Korean melon. It is so famous for its signature fruit, Korean melon, that all the corners of the county are full of a sweet scent of Korean melon. Recently, an agricultural show of Korean melon that can be eaten with the skin on has attracted a great
2017
Wolhang Nonghyup has been on the list of the search keywords due to its export of Korean melon.
223 tons
259 tons
deal of attention.
2018
2019
Tzuyang, a popular Youtuber who is also called Mukbang Yeosin(literally means a goddess of eating show), has received attention as she visited Seongju to support and cheer up Korean melon-cultivating farmers.
Into the Farm
Disseminate Charms of
Korean Melon to the World
14 Korea Agrafood
ne of the main regions producing O chamoe, or Korean melon, is Seongju in Gyeongsangbuk-do where approximately 80% of the Korean melon is produced. This dominating production figure allows Koreans to automatically associate Korean melon with Seongju. The yellow fruit features the sweet taste and the crunchy texture, winning popularity among consumers. Korean melon produced in this region is now attracting a great deal of attention from overseas consumers, let alone domestic consumers. At the heart of the growing attention, there is Wolhang Nonghyup.
Ship Selected Korean Melon Carefully Wolhang Nonghyup produces Korean melon under favorable natural conditions and ships out ones that pass its thorough sorting process. The Korean melon of Wolhang Nonghyup is cultivated by 120 member farmers of the agricultural products processing center(APC) of Wolhang Nonghyup, and only the ones passing through the thorough joint sorting process at the APC can be provided to consumers. In this process, a person in charge of quality control of agricultural produce vouches for the quality of such thoroughly selected Korean melon to facilitate the production of the ones of highly reliable and uniform quality. However, the relatively high prices compared to other types of melon, and the inconvenience in peeling the fruit to eat it have prevented Korean melon from being exported abroad. In fact, the regional government and the agricultural association corporation tried to export Korean melon, but their efforts have not paid off greatly.
讓韓攻香瓜名揚天下 慶尙北道的星洲是韓攻最大的香瓜主産地，韓 USD 92.727m / 17,364tons 攻香瓜總産量的80都産自星洲地袴?星洲的香 瓜産量之大，如果說談及韓攻的香瓜就能讓人 想到星洲也不爲過?韓攻香瓜以其甛美香脆的 味道深受消費者的喜歡?星洲香瓜不僅在韓攻 受攻內消費者的歡迎，而且在海外也蜈受海外 消費者的靑器?位于星洲的月恒農協就是這裏 的主力瓜農之一?
只上市格嚴格篩選的香瓜
慶尙北道星洲水質淸澈，日照酪富，洛東江沿 岸平原遼闊，水資源酪富，農業用水使用的是 干淨的地下水?而且，土壤是富含植物生長所 需營養成分的粉砂土，且具有良好的排水性， 可以說是栽培香瓜的最佳之地? 在這種自然穡件下生長的月恒農協香瓜，格嚴 格的篩選過程思能上市?由月恒農協農産品産 地流通(APC)所婁120戶瓜農生産的香瓜都要 在APC進行統一篩選，幷將格過嚴格挑選的 優質香瓜提供給消費者?在此過程中，農産品
May 2020 15
Into the Farm
In the meantime, Kang Do-soo was appointed as the association representative, and Wolhang Nonghyup started making a full-scale effort to export Korean melon from 2015. Mr. Kang pointed opening a new market as the most challenging part of the export. “We started exporting Korean melon in 2015, but it was not easy to win the heart of foreign buyers who were not familiar with Korean melon back then. So, we had to make unremitting efforts to promote the excellence of our Korean melon by visiting the buyers one by one.” he recalled the past.
Take a Step Forward to Achieve Million Dollar Export Korean melon produced by Wolhang Nonghyup is now receiving a great deal of attention from consumers abroad. The export amount increased to USD 386,000 in 2018 from USD 280,000 in 2015. The export amount increased further to USD 977,000 in 2019 and
16 Korea Agrafood
質量管理師捲香瓜的質量進行嚴格把關，保嗇爲市場供應 優質均等的商品? 格過這些過程上市的優質香瓜是韓攻消費者最喜歡的瓜果 之一?但是，由于香瓜相比其他瓜果類水果價格高，削皮 還麻煩，所以出口幷不容易?麟際上，星州郡和組合共同 法人也曾試詭進行過香瓜的出口，但效果幷不理想?后 來，在姜道洙組合長上任后，從2015年開始月恒農協正 式跨入了捲外出口行列? 出口香瓜遇到的最大困難是什鹿郡？按姜道洙組合長說法 就是市場開拓?姜組合長回顧道，“出口業務是從2015年 開始的?芎初，由于海外消費者不太了潁香瓜，所以說服 客商幷不容易?我們是通過直接侮客商見面反復捲香瓜的 好處進行宣傳的”?
可麟現出口額100万美元
克服出口初期困難后的月恒農協香瓜，現在已開始得到海 外消費者的靑器?從出口額的變化上也能直觀地看到這些 成果?從2015年的28万美元，增加到2018年的38.6万美 元及2019年的97.7万美元，出口額在持樓增長?預計， 今年的出口額將達到100万美元? 月恒農協香瓜的出口量之所以能誥持樓增長是有其理由
is expected to reach USD 1 million this year. The continued rise of the export of Wolhang Nonghyup Korean melon is attributed to the thorough quality control at the producing spots. Wolhang Nonghyup produces a unified variety of Korean melon and harvests only the ones with 11 brix or higher in sweetness. It provides its own farming education to enhance the overall cultivation technique of the member farmers. In addition to these efforts made by the agricultural cooperative, the packaging technology for maintaining the freshness, which is developed by the Rural Development Administration(RDA), is of great help for the export. Further, the agricultural cooperative holds promotional events by inviting overseas buyers over for the purpose of expanding the export and is steadily raising the brand image of Wolhang Nonghyup Korean melon.
Increase Recognition for Korean melon by Developing Processed Products Wolhang Nonghyup is receiving favorable responses from overseas buyers for its inventive, and original ideas related to Korean melon. The agricultural cooperative released facial mask sheets made by processing Korean melon. The mask sheets were initially given away as a gift to overseas buyers as part of an effort to promote its Korean melon. The giveaway was so popular among the buyers who used it themselves afterward that they made inquiries about how to purchase the mask sheets. Boosted by the popularity, the mask sheets have now become a cash cow, creating added values along with the export of Korean melon. Mr. Kang added, “We are planning to develop various Korean melon-based processed products including oil made with Korean melon seeds in addition to the mask sheets while exporting raw Korean melon abroad, and create more added values with these products.”
的?那就是在原産地進行嚴格的質量管理?月恒農協在捲 農戶提出統一香瓜品種的基本要求下，只上市糖度達到 11brix以上的香瓜?而且，還通過開展農協內部營農培訓 敎育，提高農戶的栽培技術，以麟現一致的技術水平?同 時，香瓜的出口運輸一般都用船舶進行，所以，保持香瓜 在流通過程中的新鮮度蜈重要?農村振興廳爲保持新鮮度 而開屠的包裝技術，也爲香瓜的出口助了一臂之力?此 外，月恒農協還爲了頑大出口攻，通過邀請海外客商擧辦 洽談活動及開展促銷活動等，努力在海外提高月恒農協香 瓜的知名度? 姜道洙組合長說道，“出口量增加要歸功于我們有一批能 誥生産優質香瓜的農戶，這些農戶都是讓世界了潁月恒農 協香瓜的主人公”?
開屠加工産品，提高香瓜的知名度
月恒農協開屠利用香瓜的糾特創意也吸引了海外客商的關 注?這就是利用香瓜加工出的面膜貼?芎初開屠這種面膜 貼的主要目的是爲了讓海外客商更多地了潁月恒農協的香 瓜?但是，許多用過面膜貼的客商都在咨詢能否銷魔這種 面膜貼産品?由此，月恒農協也在出口香瓜的同時，生産 加工面膜貼，以提高産品的附加値? 姜道洙組合長說道，“我們通過加工香瓜開屠出了面膜貼 産品，海外消費者捲此也憐現出了濃厚的興趣?我們將在 訣樓出口香瓜的同時，還計琬開屠面膜貼及香瓜旴油等各 種加工産品，爲不鉤提高産品的附加値而努力”?
Wolhang Nonghyup +82-54-932-9191
kjd@damga.co.kr
Chamoe
May 2020 17
Special
Splendid Result of Korean Agricultural Export Amid the COVID-19 Crisis With the recent outbreak COVID-
and France, which are major
19 pandemic, there has been an
exporters, have stopped operations of flower shops.
emergency in trading business
In such circumstances,
for Korea and other major exporting
Korean agricultural products are
countries. In fact, the Netherlands, famous for tulips, is said to have scrapped 400
attracting attention as the exports has been
million tulips due to a slowdown in the do-
steadily rising amid worldwide COVID-19 cri-
mestic market and the exports of Italy, Spain,
sis.
18 Korea Agrafood
year, have recovered, and the U.S. market, where ramyeon and other items have become popular, continued to escalate. In fact, the January exports to the Greater China regions decreased by 12.2% from last year as logistics and distribution conditions deteriorated due to the spread of COVID-19. However, as exports of Korean agricultural products to Hong Kong and Taiwan started mounting again in March, exports to the Greater China regions grew by 2% in late March. The United States has been on a steady rise since this January, thanks to strong exports of Korean kimchi, ramyeon, and snacks. It is analyzed that Korean processed products and convenience foods have become widespread, as COVID-19 has shifted the trend towards readyto-eat meals at home by reducing eating out.
Improved Korean Agricultural Exports in the First Quarter
The Ministry of Agriculture, Food and Rural Affairs(MAFRA) said that exports of Korean agricultural products in the first quarter of this year increased 5.8% year-on-year. The agricultural exports in the first quarter began in a decline in January, but exports during the month of March rose to 15.8% year-on-year to USD 675 million, leading the overall exports in the first quarter. As a result, total exports in the first quarter of 2020 increased from USD 1.65 billion to USD 1.743 billion in the same period last year. Exports to China, Hong Kong, and Taiwan, which were inactive at the beginning of the
Exports of Korean Agricultural Products in the First Quater of This Year Increased 5.8% Year-On-Year
USD 1.743 Billion USD 132 million
USD 69.1 million USD 52.3 million
USD 30.2 million USD 20.1 million
USD 30.2 million
USD 28.4 million USD 22.5 million
Fresh Food
Processed Food
USD 329 million
USD 1.415 billion
May 2020 19
Special
Increased Exports on Processed & Fresh Products
The most remarkable point in Korea’s agricultural exports is definitely processed foods. The increase in demand for convenience foods, which is easy to store and cook in line with COVID-19, seems to have had a significant impact on export growth. In fact, Korean ramyeon exports amounted to USD 132 million, up 27.5% from the same period last year. Exports of processed rice products are also noticeable. Korean processed rice food has been recognized as gluten-free abroad and has been in the spotlight as a healthy food. As a result, exports amounted to USD 28.4 million. Along with this flow, exports of Korea’s processed rice product is expected to reach USD 100 million this year.
20 Korea Agrafood
Exports of powdered milk and daily necessities such as sauces for cooking at home have also increased. With the growing recognition that Korean powdered milk are of high quality, exports to China, Vietnam and Cambodia have continued to rise. The exports of sauces such as gochujang is also eye-catching as exports has amounted to USD 69.1 million. It is analyzed that the consumption of sauces required for cooking meals at home have increased due to the pandemic. Among fresh produce, kimchi and ginseng products have led the export growth. Kimchi, which recorded USD 30.2 million in exports, rose 19% from the same period last year, and the U.S. exports were well influenced. The interest in immunity with the recent COVID-19 also positively affected the export of Korean ginseng. The ginseng exports has increased by 5.9% to USD 52.3 million. Moreover, exports of pears, yuja tea, grapes, and mushrooms has also developed year-on-year.
Promotion of Export Through Customized Marketing
The MAFRA and the Korea AgroFisheries & Food Trade Corporation(aT) are trying to overcome the COVID-19 crisis through a wide range of sales. There was a quick transition to online marketing in preparation for the difficult situation of offline distribution. The distinctive examples are online mall promotion such as at Tmall and Jingdong in China and the urgent promotion event targeted at local buyers in March in line with easing lockdown limits in China. As a result, sales of Korean ginseng in March increased over 30% compared to February in Tmall. Furthermore, as a result of newly introduced fresh milk at 7-fresh, an O2O store, more than USD 280,000 was sold during the month of March.
With this achievement, the MAFRA and aT plan to support preemptive exports of agricultural products through the analysis of consumption conditions by country and item. In response to the proliferation of non-face-to-face consumption, marketing using new online channels such as online video transaction mediation, power influencer broadcasting sales, social media one-person market promotion, and delivery apps will be encouraged. They also plan to strengthen the promotion of functional diet by taking COVID-19 crisis as an opportunity to increase the demand for foods that boost immunity in Korea, such as ginseng. An official from the MAFRA said, “Amid the pandemic situation, we will actively utilize the non-face-to-face consumption trend and the demand for products improving immunity to continue the growth of exports to Korean agricultural products.�
May 2020 21
Win-Win
Black Garlic Popular for Improving Vitality & Strengthening Immunity イガラク黑ニンニク?活力回復と免疫力ア ップの健康食品として人氣
22 Korea Agrafood
arlic is a long-lived health food that is G popular with people around the world. Recently, fermented black garlic processed from raw garlic draws attention as an immuneenhancing food. The ‘Egarak Black Garlic’ is a functional food that removes the irritating smell and taste of garlic, which is greatly enhanced of the efficacy. The exports are steadily increasing while it is gaining worldwide popularity as a pleasant health food.
Export to over 10 countries Founded in Namhae, Gyeongsangnam-do in 2007, Egarak Black Garlic uses only 100% garlic grown in the Namhae region. It has earned reputation abroad as an immune-enhancing food that eliminates body fatigue, and is currently exported to more than 10 countries. The exporting countries continue to grow including Japan, the United States, Portugal, Hong Kong, Macau, Australia, and many more. In particular, the popularity has been established in Japan as well, which hit a record of 10 consecutive editions at home shopping channels. It can be even found in Japanese convenience store which proves that it is indeed a sought-after healthy
ニンニクは長壽の健康食品として全世界の人?に人氣の食 品だ?最近では生のニンニクを加工した發酵熟成黑ニンニ クが免疫力アップの食品として注目を集めている?「イガ ラク黑ニンニク」はニンニクの刺激的な臭いと味を取り除 き?ニンニクの效能を大幅に强化した機能性食品だ?おい しい健康食品として全世界で人氣を獲得するとともに?輸 出量も繼續的に增加している?
世界の10余りの國·地域へ輸出
2007年に慶尙南道の南海に設立されたイガラク黑ニンニ クは?100%を南海地域で栽培されたニンニクのみを原料 に使用する?疲れを回復する免疫力强化食品として?海外 で人氣を獲得するとともに?現在では10余りの國·地域 へ輸出されている?日本?米國?ポルトガル?香港?マカ オ?オ―ストラリアなどへの輸出が持續的な增加傾向を示 している?特に?最近では日本のホ―ムショッピングで10 回連續の完賣を記錄するほど?人氣商品となっている?日 本のコンビニエンスストアでも販賣されているほど?日本 人にとって健康食品としての地位を獲得している?また? 免疫力强化に效果的な健康食品として知られるにつれて? 米國への輸出も擴大するとともに?日本に續いて米國でも 健康食品しての關心が高まっている?
黑ニンニクの發酵熟成で機能性を强化
イガラク黑ニンニクは慢性的な疲勞感に惱まされたり?免 疫力が弱い人?に效果的な食品として注目されている?黑 May 2020 23
Win-Win
food product for Japanese people. In addition, as the benefits of Egarak Black Garlic such as immunity build-up has become widely known as a health product, the exports to the United States has been successful and interest in health food is certainly growing in the United States following Japan.
Functional enhancement through fermentation and maturation of black garlic Egarak Black Garlic is attractive and effective for people suffering from chronic fatigue or weak immunity. The manufacturing process of black garlic ensures that it is indeed a product with the upgraded functionality of raw garlic. After purchasing fresh garlics grown in the Namhae area, first, it undergoes a sanitary washing and fumigate with mugwort, which is a patented method. It is then aged in a box
ニンニクの製造過程をみると?生ニンニクの機能性をアッ プグレ―ドした製品であることがわかる? 南海地域の海風を受けて育った生ニンニクを買取り?衛生 的な洗淨過程を經た後?ヨモギの燻蒸を利用した特許製法 で1次加工を行う?續いて?ヒノキの箱の中で1ヶ月間熟 成させる?こうした差別化された製造過程を通して?ニン ニクの刺激的な臭いや辛味·えぐ味を取り除いた?こうし て作られたイガラク黑ニンニクは?甘酸っぱいドライフ ル―ツの味で誰もが氣輕に食べることができ?海外の消費 者の間で人氣となっている?
ヨモギ?ヒノキ?麥飯石の成分を活用
ヒノキの箱で熟成し?ヒノキの生理活性物質がニンニクに 染み腐み?黑ニンニクの活力成分と免疫力が强化される? ヨモギと同時に熟成し?ヨモギに含まれた强力な抗酸化成 分も黑ニンニクに吸收される?また?發酵熟成過程でニン ニクとヨモギの間に置いた麥飯石はヒノキとヨモギのすぐ れた成分がニンニクにしっかり溶け腐むように遠赤外線を 發散する? このように作られたイガラク黑ニンニクは?抗酸化物質の
Aged in a cypress box, the bioactive substances of cypress are soaked in garlic, enhancing the vitality and elements of immunity of black garlic. The strong antioxidants contained in mugwort are also absorbed by black garlic through aging.
24 Korea Agrafood
made of cypress tree for a month. Through such a differentiated manufacturing process, the pungent smell of garlic and the spicy taste could have been removed. This black garlic is winning an immense popularity among overseas consumers with its taste like sweet and sour dried fruit, so anyone can enjoy it.
Use of mugwort, cypress, and stone plate Aged in a cypress box, the bioactive substances of cypress are soaked in garlic, enhancing the vitality and elements of immunity of black garlic. The strong antioxidants contained in mugwort are also absorbed by black garlic through aging. Also, the stone plate placed between garlic and mugwort during the fermentation and maturation process emits farinfrared rays so that garlic sucks up all the good ingredients of cypress and mugwort. Egarak Black Garlic is attracting attention as a new health food thanks to its augmented antioxidants and fructose content by 7 times, and anthocyanins that are not found in regular garlic is generated along with thrombolytic functions. Jung Yoon-ho, the Chairman of Namhaegun Black Garlic Co., Ltd. said, “The localization support project promoted by aT was helpful during the export process. As we were able to solve the problems related to local laws, packaging design, and trademark registration suitable for overseas markets.”
Chairman Jung Yoon-ho Egarak Black garlic has earned reputation abroad as an immune-enhancing food that eliminates body fatigue, and is currently exported to more than 10 countries.
增加と果糖含有量が7倍增加し?一般のニンニクにないア ントシアニンの成分が生成されるとともに?血栓溶解機能 まであり?新たな健康食品として注目を集めている? 鄭允鎬（チョン·ユンホ）南海郡黑ニンニク（株）會長は? 「輸出過程では?aTが推進する現地化事業が大きな助けに なった?海外市場に適合したパッケ―ジデザインや商標登 錄など輸出に必要な過程?現地の法律などと關連した問題 をaTの現地化事業を通して解決できた?」と明かした? NAMHAEGUN BLACK GARLIC CO.,LTD +82-55-863-2950
dsbnf@naver.com
www.powergarlic.kr
May 2020 25
Win-Win
Expand Japanese Export with Designs by Professional Designers 專門のデザイナ―によるデザインの支 援で日本への輸出を擴大 Jang Seo-gyeong The director of aT Japan regional headquarters
In the Japanese market, the exports of Korean
What is the status of the Japanese export mar-
agricultural product is declining due to the
ket and the promising Korean products follow-
spread of COVID-19. However, the demand for
ing the recent spread of COVID-19?
health functional foods that are effective in im-
Due to lockdown, including working from home, and cancellation of large-scale events, exports of fresh agricultural products are facing many difficulties whose main distribution channels are targeted for restaurants and businesses, while items such as kimchi with the retail market as the main distribution channel is rising due to the increase in household consumption. Above all, in the Japanese pharmacies dealing with health functional foods, sales of Korean ginseng products are expanding through pharmacies and online shopping malls with the emerging awareness that they are good for immunity.
munity is increasing. Jang Seo-gyeong, the director of aT Japan regional headquarters has announced plans to expand the consumption market of Korean agricultural products through non-face-to-face marketing at online shopping malls.
日本市場は新型コロナウイルスの擴大により?韓國の農食 品輸出が減少している?しかし?免疫力アップに效果的な 韓國の健康機能性食品の需要が增加している?張瑞卿（チ ャンソギョン）aT日本地域本部·本部長はオンラインショ ッピングモ―ルによる非對面のマ―ケティングで?韓國の 農食品の消費市場を擴大するという計畵を明らかにした?
When Korea’s Egarak Black Garlic Co., LTD. prepared for Japanese market, they received support through aT localization support project. How does the project work?
26 Korea Agrafood
In the case of Egarak Black Garlic, a specific request was made by Japanese importer Daega to improve the package design more appropriately for Japanese consumers. As a small and mediumsized exporter, it was problematic since the cost of design was too high, but through the aT Tokyo branch’s localization support project, they received support from a top-notch designer who designed a product for Coca-Cola in Japan. This item was successfully launched in Japanese home shopping through an annual contract. The localization support project provides Korean exporters with the necessary expenses for trademark search, application and registration to acquire intellectual property rights, as well as consulting throughout the export process, including customs, tariffs, hygiene, quarantine, and labeling. What are the plans to promote Korean agricultural exports in the Japanese market?
We are preparing special TV program production and advertisement for major export items such as paprika and kimchi. We will develop a recipe using Korean agricultural products in connection with young Japanese chefs and widely spread it through social networks. In addition, by switching to untact marketing via online shopping malls, we will carry on to make contact with Japanese consumers to promote the excellence of Korean agricultural products and expand the market.
最近?韓國の輸出有望食品の現狀はどうなっているのか? 外食·業務用市場を主要な流通チャネルとする生鮮農産物は 輸出が困難になった一方?小賣用市場を主要な流通チャネル とするキムチのような品目は自宅用消費の增加により?輸出 が增加している?また?健康機能性食品を取扱う日本の藥局 やドラッグストアで韓國の高麗人參製品が免疫力のアップに よいという認識が廣がることで?藥局やドラッグストアとオ ンラインショッピングモ―ルを通して販賣が擴大している? 韓國のイガラク黑ニンニクが日本進出當時?aTの現地化支 援事業により?aTの現地化支援事業はどのように進められ るのか? イガラク黑ニンニクの場合?日本の輸入バイヤ―の大家社か らパッケ―ジデザインをより日本市場に合った形に改善しよ うという要請があった?タイミングよくaT東京支社の現地 化事業で日本の現地のコカ·コ―ラの製品をデザインした實 績がある一流デザイナ―からデザインの支援を受けることに なった?同製品は現地市場の感性にあった製品包裝材のによ り日本のホ―ムショッピングでの發賣に成功した?現地化支 援事業は韓國の輸出業者に通關?關稅?衛生·檢疫?商標權 調査と出願·登錄に必要な費用を支援している? 今後の日本市場で韓國の農食品の輸出擴大のためのプロモ― ションの計畵とは? パプリカ?キムチなど對日輸出の主力品目を對象に?TVを利 用した特集番組の制作やCFを企畵している?日本の若いシェ フと連携して?韓國の農食品を活用したレシピを開發し? SNSを通して擴大していく?また?オンラインショッピング モ―ルによる韓國の農食品の魅力とすぐれた品質のアピ―ル と市場擴大のために努力していきたい?
May 2020 27
Photo Story
Green tea leaves are harvested four times a year in Korea. They were picked for the first time around Kogu(the sixth season of the 24 seasons by the lunar calendar, falling on April 19, 2020) this year. Since green tea made with green tea leaves harvested around Kogu is wonderful in taste and scent and the yield is smaller than ones harvested other three seasons, it is considered the cream of the crop. The photo shows Jeonggeum Green Tea Field in Hadong, Gyeongsang-nam do, where Korea’s oldest green tea trees are grown.
Well-being Food
HMR Juk Filled with Mother’s Affection 充滿綾綾愛心的家庭便利食品粥 n modern times, most people wish to have I quick and convenient meals as a result of the increase of single-person households and dual-income families. Due to the insufficient hours of sleep and early working hours, people find it burdened to spend long time on having meals. Such phenomenon has invented what we call the ‘Home Meal Replacement(HMR)’, also known as a futuristic meal. In line with this trend, the Agricultural Happy Food Co., Ltd., which has accumulated its recognition with infant products, is manufacturing HMR juk products for infants as well as for adults which has strengthened health functionalities.
Development of HMR Juk along with baby food Located in Iksan, Jeollabuk-do, Happy Food, is a notable company for creating food for babies with processed rice. The company has been supplying its private label products to renowned manufacturer and distributor such as ‘Ildong Foodis’, ‘Lotte Mart’, and ‘Chungdameun’. The products including ‘Poping’ cookies which are made for children to grab and eat by hand, and
30 Korea Agrafood
芎今，隨着單身家庭和雙職工家庭的增加，加之睡眠時間 不足，上班時間提早及做飯吃飯費時費事等，人們捲簡單 方便的快餐需求也在不鉤增加?由此也誕生出了一批稱之 爲未來型餐品的“家庭方便食品”?以生産叛幼傅食品爲主 的(農)深林幸福食品(株)也順應這一趨勢在生産叛幼傅家 庭便利食品(HMR)粥産品的基礎上，開屠和銷魔具有保 健功能的成人粥産品?
訣叛幼傅食品，開屠家庭便利食品粥産品
‘Finger’ type baby cookies to be picked up with their fingers are certainly the invaluable assets of Happy Food. CEO Jung Mun-ju, who came to develop juk products after assuming that the HMR food market will grow, said, “As dual-income families are increasing in the recent years, I was sure that the demand for gluten-free processed rice products would definitely increase not only for
位于全北益山的幸福食品是一家利用大米生産叛幼傅食品 的知名企業?長期以來以ODM方式爲人們所熟悉的“日 東福德食”?“樂天瑪特”?“CHUNGDAMEUN”等供應 叛幼傅食品?叛幼傅可用手握着吃的餠干及可用手嗇着吃 的手指餠干都是産自這裏的産品? 鄭文柱董事長說道，芎初開屠粥産品，正是考慮到家庭便 利食品市場有蜈大的屠展玭力?他說，“我想，隨着雙職 工家庭的增加，不僅是傅童食品，老年及年輕消費者捲沒 有面筋的大米加工食品的需求一定繇增加?尤其是以大米 May 2020 31
Well-being Food
Happy Food has obtained organic food certification in the United States, Europe and China in recognition of safety.
children but also for young generation and the elderly. The juk products are particularly good for health as they are made of rice, and convenient to serve as an HMR diet.”
‘Outstanding’ functionality and export competitiveness The Happy Food’s HMR juk products can be eaten instantly by pouring water without any cooking. While it is dissolved in cold water as well, the porridge can turn into a shake when mixed with milk, and small packaging makes it easy to adjust the amount. For the children’s products, only organic rice, sweet pumpkin, potatoes, carrots, and seaweeds are contained without any chemical seasonings, which makes it an excellent healthy food. The HMR juk product made of ‘Dodam Rice’ has just begun to sell for adults, and it is known to be effective in preventing adult dis-
32 Korea Agrafood
爲原料的粥産品，不僅捲人郞健康有益，而且還具有家庭 便利食品的便利性”?
功能及出口競爭力“皆佳”
幸福食品銷魔的家庭便利食品粥産品无需其他烹斐過程只 要加些水便能直接吃?用祺水泡也行，所以可用牛球等做 球昔吃，且包裝採用小包裝方式，調節分量也蜈容易?傅 童産品只用有机大米及面瓜?土豆?胡蘿卜?紫菜等輔 料，不含任何化縯調味料，是消費者放心的健康食品? 最近開始銷魔的成人家庭便利食品粥産品所用的原料是捲 成人病具有顯著預防效能的“DODAM米”?由韓攻農村 振興廳開屠的“DODAM米”中含有抗性澱粉，捲預防肥 獨及糖尿病等有明顯的效果?通過捲糖尿病老鼠尨食五周 DODAM米飼料的結果也顯示，具有分潁郞脂肪及改善 糖尿效果? 鄭文柱董事長說明 道，“通過消耗多達10菫 的大米和曆時兩年的時間， 我們最終開屠出粥産品幷成功 麟現了商品化?而且，其商業 價値也得到認可，幷于今年4月 榮獲入選韓攻農水産食品流通公 社(aT)出口前景品目的殊榮”?
eases. The ‘dodam rice’ developed by the Rural Development Administration(RDA) in Korea contains resistant starch, which is good for preventing obesity and diabetes. In fact, this effect has been confirmed through an experiment that feeding dodam rice to the rats with diabetes for 5 weeks resulted in the body fat breakdown and the improved status of diabetes. CEO Jung Mun-ju said, “After consuming 10 tons of rice and 2 years of time developing juk products, I was able to succeed in commercialization. As a result, it was recognized for its commercial value, which had the honor of being selected as a promising future export item by Korea Agro-Fisheries & Food Trade Corporation(aT) in April of this year.”
Pioneering export market with complementary products At present, Happy Food products are exported to China and Vietnam, which exports has been increased to nearly USD 82,100 last year alone. As demand from overseas buyers is expected to surge this year, better results are anticipated. To this end, making products using functional rice will be the main focus, as well as flavor diversification by adding ingredients such as mushrooms, potatoes, and chicken. In addition, the company plans to expand the consumer base from infants to the elderly by acquiring the certification for ‘aging-friendly foods’ to expand exports. When this process is completed, Happy Food envisions to launch and trade its own brand. CEO Jung Mun-ju said proudly, “It will fascinate the consumer by adding flavors to rice on top of health functionality as we have always produced baby food with mother’s care and warmth. We will certainly do our best to develop the export market include China and Vietnam with healthy HMR juk products.”
完善産品，開拓出口市場
目前，幸福食品捲外出口的攻家有中攻和越南，去年的出 口額接近8.21万美元?預計，今年海外客商的訂單還繇增 加，出口量也繇隨之提高?据此，他們計琬重点開屠以功 能性大米爲原料的産品，幷通過添加雙之慶?土豆?鷄肉 等材料酪富産品的味道和品種?而且，還計琬通過獲得 “老年友好食品”認嗇，將消費群郞從幼傅頑大到老年層， 以進一步助推産品的捲外出口?他們還構想待這些過程完 善成熟后，以推出自主品牌的方式進行産品的出口? 鄭文柱董事長憐示，“我們將一如旣往地像用綾綾的愛心 制作叛幼傅食品那樣，用具有健康功能優勢的大米及美味 産品吸引更多的消費者?我們還將進一步努力開拓新的出 口市場”?
The Happy Food’s HMR juk products can be eaten instantly by pouring water without any cooking. While it is dissolved in cold water as well, the porridge can turn into a shake when mixed with milk, and small packaging makes it is easy to adjust the amount.
Agricultural Happy Food CO., LTD. +82-10-2322-7065 ebyss@hanmail.net
www.happyfoodmall.com
May 2020 33
Issue in SNS
#Green onion #Show me what is a big Green onion boom
Kim Dong-jun, Rolling up His Sleeves to Promote Consumption of Green Onion or Korean cuisine, Green Onion, is second to none as a spice vegetable along with garlic. F However, since it is used mainly as a sub-ingredient and spice to make almost every Korean dish, the consumption of the vegetable can be hit hardest when the economy is suffering. The ongoing COVID-19 has stemmed the school feeding and crippled nationwide consumption. This double whammy dealt a blow to farmers who are cultivating green onion. As part of efforts to help the farmers, square of the taste , a TV show supported by the Ministry of Agriculture, Food and Rural Affairs(MAFRA) and the Korea Agro-Fisheries & Food Trade Corporation(aT), introduced a dish made with green onion. Kim Dong-jun, one of the cast in the show, is rolling up his sleeves to promote the consumption of green onion.
34 Korea Agrafood
Dong-jun’s Surprise Transformation into Honorary Ambassador for Agricultural Products Kim Dong-jun is a member of ZE:A, an idol boy group, who is enjoying the popularity in all parts of Asia including Japan and China. He said hello to his fans all around the world through SNS. He posted photos taken with green onion with short mention “checked out green onion while I was in a mart to do my homework from square of the taste” on his Instagram. He also left some words with hashtags #plenty of green onion still left, you guys!, #show me what is a big green onion boom, #got to go to do my next homework, and #Daddy Long Legs at E-Mart is the best, on this post to help promote the consumption of green onion. His post received 33,130 likes from followers, and some of them left words like “I’m gonna get some green onion right now”, “I’m enjoying watching square of the taste”, and “please keep on going for it”.
This is not his first time to promote the consumption of agricultural products. Before this, he posted a recipe using Korean mussels when the consumption of this shellfish was reduced. He drew a great deal of attention from many followers back then, and had a positive influence helping raise the farm income.
May 2020 35
Issue in SNS
All the Things About Kim Dong-jun are in Dong-jun TV Korean celebrities use various image streaming services in addition to SNS to communicate with their fans. Among them, they use YouTube the most. They make Vlog which is a video showing their daily lives and post it on YouTube, and make other videos by editing some scenes in which they appeared. Joining this trend, Kim Dong-jun is pouring more effort to communicate with his fans and continues uploading videos from a year ago. Marking the tenth anniversary after his
debut, he uploaded a video featuring various activities he has done for the last ten years, and his fans are panting for the comeback of ZE:A all the more after watching the video, saying “I’ll be here always”. Recently, Kim Dong-jun has appeared in two commercials as the TV show became popular. He posted a clip of his interview in which he said he donated all he got from the commercials to help overcome the hardship caused by the COVID-19 pandemic, and it received great attention.
Tip Official Dong-jun Cannel on YouTube https://www.youtube.com/channel/UC134Mz3lsKOGLJ5Af4U7JvQ
36 Korea Agrafood
Square of the Taste Killing Two Birds with One Stone: Entertaining and Meaningful Square of the taste, a TV show broadcasted on one of the terrestrial networks in Korea, is produced for the purpose of encouraging the consumption of Korean agricultural products. It shows that the cast comes up with good recipes, and makes and introduces new dishes or items using local food ingredients. It is supported by the MAFRA and aT, and features some Korean stars including Kim Hee-chul who is an idol singer, Yang Se-hyung who is a comedian, and Kim Dong-jun, in addition to the main character Baek Jong-won who is a cook and also a food researcher. After aired several times up to now, it has become a stout supporter of all the farmers and fish-
ermen in Korea and the whole cast of the show is now called â&#x20AC;&#x2DC;Agrivengersâ&#x20AC;&#x2122;, a parody of Avengers, a superhero team from Marvel Comics. The TV show has introduced many recipes using various agricultural products including chestnuts, spinach, sweet potatoes, and seaweeds to promote the overall consumption of agricultural products. Recently, it introduced dishes made with green onion by those on the TV show to promote the consumption of green onion. <Korea Agrafood> introduces, in the K-Food Recipe section, a new green onion dish aired on square of the taste.
May 2020 37
K-Food Recipe
Paguette A Different, Super-Simple Snack baguette, a loaf of French A bread crispy on the outside yet soft on the inside, can be a versatile food ingredient used to make other dishes. It is delicious by itself, but can have different flavor profiles with butter, jam, or cheese. Representing variations of food made with this bread include garlic bread made by adding finely minced garlic and warm butter, and French toast made by soaking the bread in whipped eggs. Recently, another recipe using a baguette was introduced in Korea. It is for a dish called â&#x20AC;&#x153;paguetteâ&#x20AC;?. It is made with green onion(daepa). After tasting it, Baek Jong-won, a Korean Gordon Ramsay, extolled the dish, saying that he would like to sell it in his own restaurants. It is a cinch to make, and all you have to do to make the food is just follow the simple recipe.
38 Korea Agrafood
May 2020 39
K-Food Recipe
Paguette Recipe
Two Servings Cooking Time: 15min 295kcal(per piece)
1
2
3
4
5
6
7
Main Ingredients 7-8 pieces of a baguette, 2 green onions
1 2
Cut green onion slantly to keep it crispy.
3
Put minced green onion and butter in a pan, and fry it slowly over medium heat until it is about to go brown.
4 5 6
Put the fried green onion in the sauce, and mix them.
7
Be ready to eat paguette with a subtle scent of green onion.
Sub Ingredients Sauce: 2 tbsp condensed milk, 2 tbsp cream cheese, 2 tbsp mayonnaise, a pinch of salt
Tip While you are making paguette, it is good to check whether a corner of the bread is slightly burned by opening the oven or the air-fryer. When you make it using a frying pan, cook it over low heat throughout the whole time.
40 Korea Agrafood
Make sauce by adding two tablespoons of condensed milk, two tablespoons of cream cheese, two tablespoons of mayonnaise, and a pinch of salt, and then mixing them together.
Spread the well-mixed sauce on slices of a baguette. Cook it at 180°C in an oven or an air-fryer for about seven to ten minutes.
KoreaAgrafood
KoreaAgrafood
Green Onion having Different Virtues with Different Colors
Green onion with different colors in
joints healthy. A brown root of green
each portion has different substances
onion contains allicin that helps the
and it has nothing to be thrown away.
circulation of blood and raises immu-
A white stem of green onion contains
nity. What’s more, the root is also
approximately 65mg of vitamin C
known to be effective in insomnia and
which is two or three times more than
fatigue. It is thus good to make tea
potato known as a repository of vita-
with the root because all the nutrients
min C. A green leaf of green onion is
in it are not destroyed even by heat,
full of beta(β)-carotene good for anti-
owing to polyphenol.
aging, and calcium which keeps
Additional Info
How about having a cup of green onion tea when you feel under the weather?
The Secret of Tastiness of Korean Green Onion Jindo and Sinan in Jeollanam-do,
in its stem and leaves to withstand
which are the main regions of green
the freezing cold, and is thus sweeter
onion, are relatively warmer than oth-
than other ones grown in other sea-
er regions in Korea, and green onion
sons. Further, the winter green onion
is thus cultivated in these regions at a
can be enjoyed when it is softer in
relatively higher temperature in the
texture because it is harvested and
winter. The vegetable cultivated in
distributed before flower stalks start
these regions contains a plenty of
to rise. This is a merit because the
minerals because it is grown with tak-
flower stalks formed around April
ing in the sea breeze due to the geo-
makes the vegetable tougher to
graphical position near the sea.
chew. Korean green onion features a
What’s more, the winter vegetable
stem that becomes thicker down-
stores a great amount of nourishment
wards, and a neat root.
Green onion tea is believed to be effective in relieving an upset stomach, thirst, and vomiting or nausea. It can stimulate appetite, and help strengthen your stomach and increase energy. You can make the tea by mixing one root of green onion and 300ml of water and pouring the mixture in an earthen teapot, gently boiling it over low heat, and then scooping the solid ingredients out of the tea.
May 2020 41
Culture & Tour
The World Has its Eye on Koreaâ&#x20AC;&#x2122;s Home Ludens Craze A new lifestyle brought by COVID-19
42 Korea Agrafood
he Home Ludens refer to people T who enjoy spending time at home for doing such as cooking and cultural activities. With the recent COVID-19, social distancing is implemented to prevent the spread including working from home and online classes, which generated a significant number of ‘home ludens’, affecting the entire society. The demand for convenient food is increasing sharply, and the online shopping industry is also growing at a fast rate. In addition, home-baking, home-gardening, home-workout, and home-entertainment, home-cafe are all becoming a cultural trend as a part of being ‘home ludens’.
Evolving Home Ludens Culture In Korea, online shopping malls are releasing not only the coffee products, but also gadgets that can decorate a ‘home cafe’, such as coffee machines and coffee supplies. Sales of coffee appliances such as espresso machines, coffee makers and coffee grinders are increasing significantly. Moreover, ‘home drinking’ for those who enjoy sipping at home are also on the rise, creating new cultural trends. In fact, Jeju beer exceeded twice the sales during the first quarter of this year compared to the peak season last year. Although beer is not in the highest time of year, Jeju beer is enjoying the booming popularity and cited that the increase in ‘home drinker’ as one of the factors leading to rapid sales growth. As more people find pleasure in leisure life at indoors, items including board games, DIY items, and home cinema related products are also popular.
May 2020 43
Culture & Tour
Worldwide Trend,
Dalgona Coffee Dalgona coffee is made by stirring coffee 400 times with equal proportions of instant coffee, sugar and hot water. It is called dalgona coffee because its taste is similar to the sweetness of dalgona(a candy made with baking soda in sugar) that brings back old childhood memories. Starting from YouTube, ‘Dalgona Coffee, with 400 stirs’ is becoming popular and is recognized as a kind of killing time play for home ludens. The K-pop stars such as Kang Daniel and Twice are also uploading dalgona coffee making videos, and social media is gaining enormous popularity with over 220,000 related content uploaded. As a sequel of 1000 series, ‘souffle omelette with 1000 stirs’ and ‘ice cream with 1000 massage’ are also catching up with stay home movement.
44 Korea Agrafood
Making Dalgona Coffee Ingredients 2 tablespoons of instant coffee, 2 tablespoons of sugar, 2 tablespoons of hot water, 1 cup of milk
Recipe
1. In a medium bowl, combine sugar, coffee and hot water. Vigorously whisk until mixture turns yellow. 2. Fill a glass with milk. Then dollop the mixture onto the milk and swirl it. Now you’re done.
Korea’s Dalgona Coffee Lands in Europe The New York Times and BBC, as well as several leading European media outlets that bring up cool fashion style such as Vogue and Esquire, are introducing dalgona coffee saying that Korean coffee drink is the latest food trend to take over the internet which is globally popularized. Belgian Elle Magazine also drove for the #Dalgona CoffeeChallenge campaign. While wide COVID19 outbreaks have devastated Europe, and which is still happening, the Korean government’s effective response and its ability to control the pandemic is earning praises from European countries and their citizens. The positive impression, began with as a best practice to fight off the virus’ transmission, brings attention to other fields such as Korean democracy and ICT technology. There are some opinions that the new dalgona coffee trend is also part of it.
May 2020 45
News in News 1. A Real Digital Infrastructure at Last COVID-19 will spur the bigdatabased task of modeling complex supply and distribution networks for medical equipment vital for the maintenance of life. In addition, remote education or learning for which the fair distribution of online educational or learning tools is an essential prerequisite and will be accelerated further. All departments or sectors of each government in the world need to be transformed into cloud-, mobile-, and web-based software, and they need to recognize that such a transformation is essen-
Changes that COVID-19 Will Bring
tial to effectively change our societies. It is the right time to construct â&#x20AC;&#x153;a real digital infraâ&#x20AC;? in order to solve a complex issue such as a pandemic and an epidemic and help people lead a healthier life. This hardship we are suffering now can be a chance given to us to move our societies in a better direction.
The new coronavirus, COVID-19, has
- Eric Schmidt, former executive chairman and CEO of Google
changed many things in our daily lives. The Wall Street Journal reports on how the world would change after the covid-19 pandemic, with the opinions or essays of 17 personages
2. The Return to Dining Together COVID-19 has changed our
renowned in various fields including the press
thoughts on food. Social distancing has changed
and the media, information technology(IT),
greatly our eating habits. In the past, turning
healthcare, academia, and culture. The
down an offer to share food was considered
prominent figures predict that the devastating
rude, but things are different now. We do not
pandemic would bring inevitable changes in
know how long this change in eating habit lasts
our everyday life. <Korea Agrafood> looks at five of the changes mentioned.
after the COVID-19. However, I hope that a kind offer to eat together will not be changed regardless of whether you dine out at a restaurant or invite your friends over to your house to have a meal. We definitely need to do something to prevent the virus from spreading further. I still hope that restaurants will open again, and that we can restore trust to the extent that we can share food with others with(well-washed) hands. - Bee Wilson, British food writer and journalist
46 Korea Agrafood
3. Nations Push Back Against a Globalized World Due to COVID-19, the whole world is in lock-
5. A Workplace Attuned to the Humanity of Workers COVID-19 gave people who are working from
down. Countries are far too distant from each
home due to the outbreak of the pandemic an
other especially when it comes to traveling.
opportunity to peek at how we would work in the
Neighboring countries at a border strictly regulate
future. Through video conferences, people at
passings. The tradeoff and finance are paralyzed,
home can ask how others are doing. By asking
and each government in the world is establishing
whether they are good through such a type of
extensive financial and monetary policies to rein-
conference, albeit not face-to-face, we can more
vigorate its economy. When the virus is subdued,
take care of others. Sympathy and honesty at
the idea of globalization will be reconsidered.
work are no longer virtues required solely to lead-
After the crisis, each country will take the global
ers. These are what we need now to overcome
supply chain back into their own country and will
the crisis we face due to the virus. Keeping in
want to keep a base for producing equipment
mind that we all are merely human beings vulner-
needed for such a critical situation in their own
able to getting stressed, we need to talk with
country. The internal bond as a national commu-
each other candidly with an open mind. We all
nity will be consolidated. COVID-19 not only hit
need to be responsible as a leader. When we
the world economy hard but also made people
communicate with one another with sympathy
realize that a peaceful, cooperative global society
and honesty, our true humanity will work won-
may be merely a haze of illusion.
ders, and our life at work will steer in a better di-
- Gerard Baker, former editor-in-chief of the Wall Street Journal
rection after this crisis. - Kim Scott, author and consultant
4. Habits of Kindness That Will Endure
<Source : The Korea Economic Daily, https://www.hankyung.com>
COVID-19 has sparked a global epidemic of kindness. Although we are physically away from one another, we are still finding a way to help others and connect ourselves with others. A disaster teaches us that we cannot live alone but we are completely dependent on others. This is why we enthusiastically help others we do not know when we face a crisis. Our fight against the COVID-19 will allow us to cultivate a good habit of helping each other. COVID-19 made us need each other more than before. So, we need to keep helping each other. - Jamil Zaki, professor of psychology at Stanford University
May 2020 47
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