January 2021 (vol.303)

The Monthly Magazine of Korean Agriculture & Food

January 2021 vol.303

Into the Farm

Special

Win-Win

Premium Pear with a Harmony of Sweetness & Crunchiness

K-FOOD Popular in Overseas Online Malls

Premium Chocolate Products Entertain Our Tongue & the World

Meet K-FOOD Online U.S.A

France

China

Japan

Thailand

Vietnam

Indonesia

You can simply scan QR code above to visit Social Media run by Korea Agro-Fisheries&Food Trade Corporation(aT)

CONTENTS

January 2021 vol. 303

Photo by Dameulstudio

COVER In recent years, with the development of freshness-keeping technology, the varieties of Korean strawberries are also diversifying. Hereby, we introduce Korean strawberry, a KFOOD star item, beloved by people around the world.

16

12

SPECIAL

Cover Story

K-FOOD Popular in Overseas Online Malls

K-FOOD Star

Export Story

Strawberry

20 16

06

Premium Pear with a Harmony of Sweetness and Crunchiness

Elevated Taste, Bigger Size 20

08 10

INTO THE FARM

WIN-WIN

How to Enjoy Strawberries with Pleasure

Premium Chocolate Products Entertain Our Tongue and the World

Goheung Strawberry Farming Association Corporation

Kim Sun-kyung The Assistant Manager of New Southern Business Department at Overseas business Office of aT

28

WELL-BEING FOOD Growing Export with Highest Quality and Acquirement of US FDA Registration

227, Munhwa-ro, Naju City, South Jeolla Province, Korea Tel +82-61-931-0963 Fax +82-61-804-4521 Government Registration Number : Ra-7210 Dated Apr. 26, 1995 Copyrightⓒ by the aT (Korea Agro-Fisheries & Food Trade Corp.) All rights reserved.

K-Food Story 32

Founded in August, 1995, Published monthly by the

ISSUE IN SNS

CEO Lee Byung-ho

Best Days of Nam Joo-hyuk, A Handsome Anime Guy

EXECUTIVE VICE PRESIDENT Shin Hyun-gon (Food Industry & Trade Division) EDITORS Lee Young-ju REPORTERS Kim Young-min (kimym@agrinet.co.kr)

36

K-FOOD RECIPE

Lee Ki-no (leekn@agrinet.co.kr)

Kimchi Jjigae Perfect When Having No Appetite

Choi Yeong-jin (choiyj@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho TRANSLATORS Park Hye-yun, Sue Cheon (ENGLISH) Tamura Yoshihiro (JAPANESE) Park Seo-ran (CHINESE)

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

36

TOKYO Jang Seo-gyeong 81-3-5367-6656 (tokyo@at.or.kr) OSAKA Kwon Tae-hwa 81-6-6260-7661 (osaka@at.or.kr) NEW YORK Shim Hwa-sop 1-212-889-2561 (newyork@at.or.kr) L.A Han Man-woo 1-562-809-8810 (fmcwoo@at.or.kr)

Extras

DUBAI Song Bong-seok 971-4-339-2213 (dubai@at.or.kr) PARIS Ha Jung-a 070-4617-2699 (paris@at.or.kr)

40

VLADIVOSTOK Shin Jae-hun 070-4617-3277 (chekov@at.or.kr)

CULTURE & TOUR Trip to the Outskirts of Seoul by ITX-Cheongchun

QINGDAO Lee Sang-kil 070-7938-0863 (qingdao_logistics@at.or.kr)

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

26

PHOTO STORY

44

NEWS IN NEWS

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

K-FRIENDS STORY

C over Story

4 Korea Agrafood

K-FOOD Star

Strawberry If the representative K-POP star is BTS, the best star item in KFOOD is definitely strawberry. Currently, it is distributed to 26 destinations, and exports are growing at an annual average of 15% over the past 10 years. Accordingly, the Korean government designated strawberry as a star item and set a goal to achieve exports of USD 100 million within three years. The growth potential of strawberry is endless. It has a sweet and sour taste that anyone of all ages adore, and above all, only 2.8% of Korea’s total production is globally traded. In recent years, with the development of freshness-keeping technology, the varieties of Korean strawberries are also diversifying. Hereby, we introduce Korean strawberry, a K-FOOD star item, beloved by people around the world.

January 2021 5

C over Story

, e t s a T d e t a Elev Bigger Size K-Strawberry is Becoming More Varied Until now, ‘Maehyang’ varieties have been internationally traded among Korean strawberries.

Maehyang strawberries cultivated with the technology of domestic research institutes have the characteristics of maintaining their quality and freshness even during long-distance transportation due to their hard flesh. The sugar content is 11 to 12 Brix on average, so the texture and taste are admirable. However, the size is relatively small, and there is also the disadvantage that it is difficult to control pests during farming.

Recently, exports of new varieties-‘Sulhyang’ and ‘Kuemsil’-that have overcome the disadvantages of Maehyang are rapidly on the rise.

Sulhyang occupies the highest market share in

6 Korea Agrafood

the Korean domestic market, and is highly preferred by consumers due to its big size. Compared to Maehyang, although it is weak in storage capacity, exports are steadily growing with the recent development of freshness-keeping technology. When it comes to ‘Kuemsil’, it is created by crossing Maehyang and Sulhyang varieties, so it highlights the firmness of Maehyang and the size of Sulhyang. As a result, trading is gradually expanding. In fact, the export proportion of Maehyang in 2018 reached 95%, whereas in 2020, Maehyang occupied 54%, Kuemsil and Sulhyang accounted for 26% and 16%, respectively.

K-Strawberry Spreading to the World (Unit : USD 1,000)

Export

TOP 5

Hong Kong USD 17,280 Singapore USD 13,770 Vietnam USD 6,910 Thailand USD 6,730 Malaysia USD 4,660

Export Performance USD

54,450 USD USD

47,510

43,980 USD

33,000

2015

USD

34,120

2016

2017

2018

2019

Korea’s strawberry production is around 200,000 tons per year, mostly consumed domestically, but exports have increased dramatically in recent years. Until 2005, export performance remained at around USD 5 million. However, since then, exports have increased, exceeding USD 34 million in 2016 and USD 50 million in 2019. Hong Kong is the largest market for Korean strawberries, achieving an exceptional result of No.1 for over 10 years. Because strawberries are difficult to store for a long period of time, the proportion of exports from neighboring countries such as Hong Kong, Singapore, Vietnam, Thailand, and Malaysia remains high.

January 2021 7

C over Story

How to Enjoy

Strawberries with Pleasure

8 Korea Agrafood

When selecting strawberries, the crown should have a deep green color which stays hydrated. It is a sign of well ripen strawberry when the red tint of the flesh reaches to the top. Strawberries are vulnerable to humidity, so it is better to store them in a paper box as they tend to become soft or moldy when stored sealed. To eat right away, do not take off the crown, but cover it with plastic wrap and refrigerate it.

Strawberries have a thin skin that is easy to soften, so it is recommended to wash them lightly under running water. If you put it in water for more than 30 seconds, vitamin C will dissolve in the water. Also rinse quickly either with salt water, or vinegar-infused water as both vinegar and salt are effective for disinfection.

Additional Information

Why Strawberries are Delicious in Winter Strawberries are originally produced in spring, but strawberries picked in winter taste much better. This is because winter strawberries have high sugar content and low in sour flavor. The maturation period of strawberry varies depending on the temperature, while it takes about 50 to 60 days in winter. In addition, when the temperature is low in winter, the amount of night respiration is small and the consumption of nutrients is reduced, resulting in a larger and sweet-

Strawberries are Good for Health The vitamin C content of strawberries is 80mg per 100g, which is 10 times that of apples, making it the queen of vitamin C. Consuming 6 strawberries a day can meet your daily vitamin intake. It is also known as a mother’s natural nutrient because it is rich in folic acid and iron. Ellagic acid in strawberries helps suppress cancer cells with low calories, thus, it is effective in diet. Above all, strawberries are a great pair with dairy products. When eaten with dairy products such as milk, lactobacillus drinks, and yogurt, calcium is supplemented and osteoporosis can be prevented.

ened fruit. So to say, the higher the temperature, the shorter the maturation period. Accordingly, strawberries picked in spring contain stronger sour taste than sweetness due to the lack of time to reduce the organic acid content.

January 2021 9

C over Story

K-Strawberry Cultivation Site oheung Strawberry Farming Association G Corporation is newly established. That is, 22 local farmers joined together to establish a corporation to export strawberries. Recently, it was qualified as a ‘specialized agricultural product production complex’ designated by the Korean government, and signed up for the ‘Kberry’, an integrated strawberry export organi-

10 Korea Agrafood

zation. It means that it has completed preparing for export in full scale. The key competitiveness is unquestionably the quality. They produce Sulhyang varieties, and are already recognized for their quality in overseas markets.

Shin Sun-sik, general manager of Goheung Strawberry Farming Association Corporation, said, “Goheung Strawberry has a history of 40

years. The Goheung area of Jeollanam-do offers a good amount of sunshine and the sea breeze doubles up the flavor. Sulhyang strawberry particularly stands out in its sweet and sour taste, and you can feel the unique characteristics of Korean strawberries. Since Maehyang strawberries have excellent storage properties, they were usually shipped off abroad, but recently, with the development of freshness-keeping technology, it is now possible to distribute Sulhyang strawberries worldwide.”

The Goheung Strawberry Farming Association Corporation introduced the ‘Gosul cultivation’ method to enhance the quality of strawberries. This technique applies nutrient solution at the height of an adult’s waist in a facility house rather than general soil, which is good for improving quality and productivity. Not to mention, it is a great process for pest management.

To reduce the use of pesticides, sticky traps are installed to prevent pests, and GAP certification is also being prepared.

In addition, all strawberries are produced in

the facility house, which features a high ceiling.

This improves air circulation and creates a pleasant environment. The house is constructed with a double film and a single layer of thermal insulation curtain. The house is managed not to fall below 7 degrees even in the cold winter, in order not to interfere with growth. The LED lighting is also installed in case the amount of sunlight is insufficient.

Currently, the Corporation is spurring exports to Hong Kong. Mr. Shin, the general manager, mentioned, “Korea accounts for 40% of the strawberry market in Hong Kong, and the popularity of Sulhyang strawberries is extremely high that even local consumers are familiar with the name. It is true that Hong Kong’s supermarket chains keep on demanding the expansion of volume. And I can confidently comment that our strawberry products are competitive in terms of freshness as it arrives in a day if transported by air.”

Agricultural Corporation of Korean Strawberry +82-55-761-4564

kberry3785@daum.net

January 2021 11

Special

K-FOOD Popular in Overseas Online Malls

As non-face-to-face transactions have become a trend due to COVID-19, food purchases through online malls are on the rise. Here, Korean agricultural products are not to be singled out.

Although spicy flavor products are popular for all, Korean agricultural products has topped sales in online malls in each country with its own reasons. Accordingly, <Korea Agrafood> looked into the motives for consumers purchasing Korean products, and the best-selling Korean items on Amazon, Jingdong shangcheng, and Shopee, the leading international online shopping sites.

12 Korea Agrafood

Attention for Home Cooking & Convenience Amazon Korean products on Amazon are gaining popularity for their convenience and spicy taste. In particular, paste products have emerged as extra special ‘Asian sauce’. Recently, ‘ChungJungOne Sunchang Gochujang’ has been gaining popularity in Amazon’s Best Sellers in Asian Sauces, which rose to the top in sales volume. This paste received a high star rating of 4.5 out of 5, with 6,376 customers participating in product evaluation.

Nazeli, who bought the paste, said, “It’s perfect for cooking. I often make a lot of Asian food, and recently I’m into Korean cuisine. I found that most Korean dishes contain gochu-

jang like this, and it’s really yummy.”

In the category of Best Sellers in Packaged Noodle Soups, ‘Korean Spicy Ramen 18 Variety Pack’ topped the list among many kinds of noodles. It received 4,570 purchase reviews and a 4.5 star rating, with an outstanding reputation for its deliciously hot flavor. In particular, ShinRamyun is being praised for being ‘the best ramyeon’ compared to the most popular Maruchan ramen products in the United States. In addition, it was commented that adding meat and vegetables would make a scrumptious bowl of meal.

<See Amazon’s Top 10 Popular Products>

Gochujang

Hot Chicken Flavor Ramen

Shin Ramyun

Coffee Mix

Olive Green Tea Laver

4.5 out of 5

4.5 out of 5

4.8 out of 5

4.8 out of 5

4.6 out of 5

Hot Chicken Flavor Sauces

Cooked White Rice

Jjajangmen

4.6 out of 5

4.6 out of 5

4.0 out of 5

Korean Beef Bone Honey Butter Chips Broth Soup(Gomtang) 4.4 out of 5

4.6 out of 5

January 2021 13

Special

Popular for Health Function & Safety Jingdong Shangcheng On China’s Jingdong shangcheng Korean products with excellent health functions and safety are sought-after. Red ginseng, which was considered as a traditional health food ingredient in the past, has become a top-selling item with increasing interest in health. In addition to the fact that it is easy to consume, consumers mentioned that ‘Korean products can be trusted’ and ‘the packaging is attractive’. Above all, ‘Korean Red Ginseng Drink D’, a red ginseng beverage, is soaring in popularity as a product with good value for money. Also, ‘Korean Red Ginseng Extract Everytime Balance’, which contains red ginseng extract concentrate on a stick, receives considerable attention. These

products were favorably received by 99% in 67,000 purchase reviews.

The Hansungfood Citron(yuja) Tea, which has 560,000 purchase reviews, also rose to the top of sales on Jingdong shangcheng.

Consumers cited that the sweet taste, subtle scent, and good skin care as the reasons for the purchase. Yingzibobode726, who bought the product, said, “Citron tea is delicious. It has a moderate sweet and sour texture and contains much citron peels, so it is tasty. This product is brilliant for your skin. In the summer, I drink a cup of citron tea every day, and it stimulates the appetite and helps digestion!”

<Buy popular Korean products on Jingdong! >

Hot Chicken Flavor Ramen

Sausage

Yuja Tea

Banana Milk

Chacharoni

98 out of 100

99 out of 100

98 out of 100

97 out of 100

95 out of 100

Crab Sticks

Gochujang

Hot Chicken Flavor Sauces

Seasoned Laver

Korean Red Ginseng

98 out of 100

99 out of 100

96 out of 100

99 out of 100

98 out of 100

14 Korea Agrafood

Spotlight Along with Korean Food Shopee In Shopee Vietnam, products related to tteokbokki are in great demand. Among the products labeled ‘Favourite’ in Shopee’s Cooking & Baking category, about 145,000 ‘Korean Chili Sauces’ were sold. In particular, Korean chili sauce received a star rating close to a perfect score in 33,000 reviews, realizing its high popularity. Other related tteokbokki products, such as, rice cake, fish cake, red pepper powder, and gochujang also received the Favourite label. Bunny_mon, who bought these products, said, “The quality is decent for all products. Rice cake with cheese inside is especially delicious. I want to cook it well one day.”

In addition, hoo2, who bought the rice cake and

sauce, said, “The rice cake is really tasty while being cooked quickly, and the sauce is less spicy than I thought. If you add extra pack of sauce, it will taste better.”

Laver products also received rave reviews that they can effortlessly help out a meal of the day. It was mainly evaluated that the children enjoyed eating as a substitute for a meal.

Garimi Natural Olive Oil Laver, which sold 38,000 units, received a top score of 4.9 stars.

Dung0411, who purchased the product, said, “My baby likes to eat laver and rice mixed together. All three meals a day are eaten with laver mixed with rice.”

<What are the popular Korean products at Shopee?>

Rice Cake

Red Pepper Powder

Fish Cakes

Gochujang

Hot Chicken Flavor Ramen

4.9 out of 5

5.0 out of 5

4.8 out of 5

4.8 out of 5

5.0 out of 5

Canned Ham

Glass Noodle

Seasoned Laver Flakes

Doenjang

Kimchi

4.9 out of 5

4.7 out of 5

4.8 out of 5

4.6 out of 5

5.0 out of 5

January 2021 15

Into the Farm

Premium Pear with a Harmony of Sweetness & Crunchiness 又甛又脆的優質高圭梨 16 Korea Agrafood

Pears are leading the export of fresh agricultural products of Korea. As of October 2020, it achieved 16,000 tons of exports, worth of USD 47 million. This is the second highest export performance after paprika. The reason why Korean pears are so popular abroad is that they have a higher sugar content and excellent crunchy texture compared to Western pears. In such circumstances, Asan Horticulture National Agricultural Cooperative Federation has maintained the profile of Korean pears to the world since the kick off of export in 1995.

梨是牽引韓攻新鮮農産品出口的主力産品之一。截止到 2020年10月，已累計出口1.6万菫，麟現出口額4700万 美元，出口業績僅次于彩椒位居第二。韓攻梨之所以受海 外市場的歡迎是因爲韓攻梨的含糖量高于西洋梨且口感 蜈淸脆。据此，牙山園藝農協自1995年開始捲外出口梨 産品，讓韓攻梨走向世界名揚天下?

Asan pears exported to 10 destinations The Asan Horticulture National Agricultural Cooperative Federation began distributing pears to Taiwan in 1995. At that time, it was promoted to increase farmers’ income through exports, but it was not easy from the start. To meet the buyers’ expectations, the Federation had to repeatedly persuade the farmers that exports will be the future of the Korean pear industry, which will be also lucrative business for them. As a result of consistent local promotion of Asan pears through buyers every year in Taiwan, the export was successful.

In 2000, exports to the U.S. were also accomplished which was merely after 5 years of successful export to Taiwan. Based on such background, the Federation was fully engaged in

牙山梨出口世界10憾攻家和地袴

牙山園藝農協的梨出口是從1995年捲臺膿出口開始的? 芎初是想通過出口帶動農戶的增收，但事情幷非從出口之 初就一帆風順?首先遇到的問題就是爲滿足客商提出的要 求說服農戶?爲此，捲農戶進行反復的說服工作，說明出 口是韓攻梨産業的未來，也繇給農戶帶來更多的收入?同 時，還爲了讓臺膿芎地的消費者更多地了潁韓攻梨，每年 都要通過客商在芎地擧辦各種促銷活動?這些種種努力最 終成就了韓攻梨的成功捲外出口? 出口臺膿5年之后，于2000年又迎來了捲美攻的出口?捲 美正式出口是在捲臺出口的格曆基礎上，被美攻農業部 (USDA)指定爲出口園袴后開始的?捲美攻及臺膿的出口 格驗又爲捲其他攻家出口産品開陽了道路? 出口穡件最苛刻的攻家是印度?捲印度出口的梨都需要在 收獲后進行40天的低溫儲藏?在這憾期間，低溫冷庫出入 門要進行封門以防止空槐的流通?這也意在强調收獲后管 理的重要性?

January 2021 17

Into the Farm

Asan Horticulture National Agricultural Cooperative Federation’s pear are recognized for their excellent quality. Now that the pears are exported to 10 countries including Vietnam, Indonesia, and Malaysia.

trading after being designated of an export complex from the United States Department of Agriculture(USDA). These experiences certainly led to exports to other countries.

India is the country recognized for its challenging export procedure. To transfer pears to India, they must be refrigerated for 40 days after harvest. During this period, the cold storage is sealed to prevent external exposure, to emphasizes the importance of post-harvest management. Indeed, the United States have designated export complex for Asan pears and India has recognized the post-harvest management at the production stage, which are known to be very demanding. Now that the pears are exported to 10 countries including Vietnam, Indonesia, and Malaysia. As a result, the Federation was awarded ‘USD 3 million Export Tower’ in 2016, ‘USD 4 million Export Tower’ in 20172018, and ‘USD 5 million Export Tower’ in 2019. However, in 2020, despite the repercussions of COVID-19, it is predicted that an export of USD 7 million could be possible.

Ku Bon-Kwen, the President of Asan

18 Korea Agrafood

生産階段有美攻嚴格的出口園袴穡件要求，收獲后有印度 苛刻的保存管理要求，通過這些嚴格的管理，牙山園藝農 協的梨已成功麟現捲越南?印度尼西亞?馬來西亞等10憾 攻家和地袴的出口?出口業績也碩果累累，2016年獲300 万美元出口塔奬，2017~2018年獲400万美元出口塔奬， 2019年獲500万美元出口塔奬?2020年，盡管受到新冠 疫情的影響，但預計出口額依然繇達到700万美元? 牙山園藝農協組合長具本權說道，“海外客商捲我們從 1995年開始的出口格曆和牙山梨的質量憐示認可?嚴格 的管理貫穿于生産到儲藏等各憾階段是牙山梨的驕傲?”

先進的儲藏設施和嚴格的農戶管理

牙山園藝農協的梨在海外受歡迎的癩一憾原因在于据点産 地流通中心?2012年竣工的牙山園藝農協据点産地流通 中心具有可年處理2.93万菫及儲藏2600菫的能力?由230 戶繇員農戶生産的梨都要入庫在這裏進行篩選?只有糖度 達12brix以上，具有新高梨固有色樣和外觀的梨思能用于 出口?然后將格過嚴格篩選的出口用梨儲存在沒有空槐流 通的低溫冷庫之中?大部分的低溫冷庫都是只能調節溫度 的，而牙山園藝農協定据点地流通中心的冷庫還配有能以 噴霧方式調節陵度的恒溫恒陵係統? 牙山園藝農協常務李云微說道，“農戶捲成立定点産地流 通中心的滿意度蜈高?而且，嚴格的出口梨篩選管理也讓 海外客商獸不絶口?”

Horticulture National Agricultural Cooperative Federation, said, “The foreign buyers have acknowledged our export experience since 1995, as well as the excellent quality of Asan pears.

The systematic management from production to storage is also the pride of Asan pears.”

Excellent storage facilities and demanding farm management Another reason why the pears are globally recognized is the APC. The APC of Asan Horticulture National Agricultural Cooperative Federation was completed in 2012, with an annual processing capacity of 29,300 tons and a storage capacity of 2,600 tons. Here, pears from 230 member farms are carefully selected. Only those with 12 Brix or more Shingo pears with unique color and appearance are nominated and classified for export quality. Then, pears that have been prudently chosen are refrigerated in a storage that blocks outside air as much as possible. While most storage is only restricted to temperature regulator, their cold storage is equipped with a constant temperature control and humidity system that can manage humidity in the form of mist spray.

In addition, export farmers’ strict management of cultivation methods cannot be singled out. The Asan Horticulture National Agricultural Cooperative Federation not only prescribe and supply pesticides suitable for exporting countries, but also frequently pay a visit to sites with domestic quarantine officers. If the export cultivation method is not followed during this process, the farms are boldly excluded from exporting.

President Ku said, “Asan pear is produced in the excellent storage facilities. In the future, we plan to challenge exports to Europe so that the Europeans can also taste sweet and crunchy Korean pears.”

同時，出口農戶精心的栽培管理也功不可沒?牙山園藝農 協不僅爲農戶統一供應符合出口攻要求的農葯配方，而且 還侮攻內檢疫人員一道隨時深入現場?在這憾過程中，如 果屠現有人不遵守出口栽培方法，便繇果鉤地取消其繇員 農戶資格?通過這些努力，目前所有出口農戶都已獲得 GAP認嗇，其中還有13人獲得了全球GAP認嗇?農協計 琬今后還將訣樓頑大獲得全球GAP認嗇的農戶瑠量? 具本權組合長憐示，“希望海外客商及消費者，捲我們有 着20年捲美出口格驗及先進儲藏設施的牙山梨給予更多的 關注?爲了能讓斛洲消費者也能嘗到又甛又脆的韓攻梨， 我們還計琬今后要挑戰捲斛洲的出口?”

Asan Horticultural Agricultural Cooperative +82-41-532-4853~4

+82-41-531-4833

lwh0220@hanmail.net

January 2021 19

Win-Win

Premium Chocolate Products Entertain our Tongue & the World

好吃又好玩的高圭巧克力産品，暢銷世界市場 20 Korea Agrafood

ounded in 2016, Han&Global specialF izes in producing premium chocolate sticks and character chocolates. It is expected to export for more than USD 2 million in 2020 following USD 920,000 worth of exports to China, Malaysia, the Philippines, and Mongolia as of 2019.

成立于2016年的Han&Global是一家專門生産巧克 力棒和賓通巧克力産品的企業?所生産的産品出口 中攻?馬來西亞?菲律賓?蒙古等攻家，2019年 出口額達到92万美元，預計2020年的出口額將超 過200万美元?

January 2021 21

Win-Win

Chocolate stick products for exports target the children and young generation with a delicious and fun concept. So far, it has been distributed to more than 20 destinations around the world.

Despite the global circumstances of COVID-19 at present, the company has maintained a good business with Malaysia, China, Indonesia, Mongolia, and Kuwait. The dominant customers are children and young people in their 20s and 30s, and the local response has been favorable, thanks to the decent design and taste of the products.

Chocolate-coated popular characters topped with almonds, peanuts, and cookies Large chocolate sticks are dipped in chocolate, first, which is coated with chocolate again after sprinkling various toppings such as almonds, peanuts, cookies, and popping candy on top. A range of various flavors are available such as Hot chicken flavor, green tea, honey butter, strawberry, and caramel. Han&Global quickly develops and adapts the taste desired by overseas consumers and releases it immediately to the market.

The most popular product is ‘Popping Candy

22 Korea Agrafood

巧克力棒産品主要是以好吃又好玩的産品槪念，以傅 童和年輕消費層爲捲象進行出口市場攻略的?溫今爲 止，産品已出口世界20多憾攻家?盡管目前因新冠疫 情遇到了一些困難，但捲馬來西亞?中攻?印度尼西 亞?蒙古?科威特等攻的出口依然沒有間鉤?産品的 主要消費群郞是傅童及20~30多歲的年輕人，産品的 設計及味道蜈受各地消費者的歡迎?

在杏仁?花生?曲奇及熱門賓通人物上包憬巧克 力

出口産品都是大獄巧克力棒，首先在餠干棒上包憬一 層巧克力，然后在上面撒上一些杏仁?花生?曲奇? 跳跳糖等各種配料后用巧克力再包憬一次?除此之 外，還有火辣鷄味?綠茶味?蜂蜜黃油味?草撻味? 焦糖味等各種味道産品?能誥方便快捷地開屠適合海 外消費者口味的産品幷能迅速推向市場是這憾産品的 一大優勢? 最熱門的産品是“Popping Candy Choco Stick(跳 跳糖巧克力棒)”?這是一種中攻和日本的出口産品中 所沒有的撒有跳跳糖配料的特味産品?跳跳糖在口中 腐跳的感袈妙不可言，蜈受消費者的喜愛? 除此之外，Sweet Dream賓通人物巧克力産品是利用 孩子們喜愛的蠟筆小新?誅樂樂等各種賓通人物形象 進行生産?這是以小縯生爲目標進行開屠，讓有趣的 賓通人物變成甛美巧克力且價廉物美孩子們都能吃得

Choco Stick’, sprinkled with popping candy as a topping, which stands exclusive among Chinese or Japanese exported items. It is receiving excellent reputation lately as a snack that pops and lets an amusing experience to happen in your mouth.

In addition, ‘Sweet Dream’ character chocolate products feature a number of characters such as Crayon Shin-chan and Pororo that small kids admire. As it was initially developed to target elementary school students, using adorable characters capture their heart and taste buds. The sweet chocolates can be easily bought at an affordable price. This product, in particular, has a licensing for world famous characters. It is what many foreign buyers are interested in and consult about the most. Generating up to 5 colors for multiple characters is definitely an advantage that distinguishes from competitors who produce 2 or 3 colors at most.

Worldwide distribution with its own brand CEO Han In-taek of Han&Global said, “We spoke to numerous overseas buyers at the online sales roadshow, a non-face-to-face consultation, which helped us continue talking to deliver samples.” The company also received support for the development of sugar-free almond chocolate and gift set designs to target the Mongolian market.

Thanks to the assistance, Han&Global finally entered Walmart in China. It also delivers to 7Eleven in Thailand, which has 11,000 stores across the country. Recently, it has been also promoting its private-labelled products called ‘Lovint’ to international consumers more effectively.

Han&Global is focusing on adding more export countries as chocolate products that pursue taste and fun at the same time are getting much attention in the export market.

起産品? 尤其是這憾産品還擁有世界著名賓通人物的許可嗇? 同時也是海外客商最關注和洽購最多的産品?賓通人 物最多可用五種顔色進行憐現，這捲以往只有2~3種顔 色的競爭産品，具有差別化的競爭優勢?

以自主品牌頑大面向世界市場的出口

的韓仁樣CEO憐示，“韓攻農水産食品 流通公社(aT)麟施的Frontier Incubating項目捲我們 的搗助蜈大?我們侮外商是通過非面捲面洽談繇網上 銷魔路演得到捲接幷通過屠送樣品進行出口洽談的?” 此外，在開拓蒙古市場的過程中，還得到了无糖杏仁 巧克力和饑品套裝的設計開屠支援? 借助這些支援，産品在中攻已進入沃爾瑪，在泰攻爲擁 有1.1万多家勒場的7-11(seven-eleven)進行供貨? 近來，還以自主品牌“Iovint”面向海外消費者展開更有 效的産品廣告宣傳? 隨着Han&Global所追求的好吃又好玩的巧克力産品 在出口市場上的熱度不鉤上升，公司也正在加緊頑大 出口攻的步伐?

Han&Global

Han&Global +82-31-334-7707

+82-31-334-7708

intaek7707@gmail.com

January 2021 23

Win-Win

aT Frontier Incubating Project

韓攻農水産食品流通公社的 Frontier Incubating項目 Kim Sun-kyung the Assistant Manager of New Southern Business Department at Overseas business Office of aT

The Korea Agro-Fisheries & Food Trade Corporation(aT) operates ‘Frontier Incubating Project’, which supports diversification of the export market of Korean agricultural products. The target destinations are a total of 20 countries, including Cambodia, Myanmar, Mongolia, Kazakhstan, and Brazil, where Korean agricultural exports are not active. The aT supports market development such as overseas sales, promotion, and marketing for companies that ship to these countries.

由韓攻農水産食品流通公社 (aT) 運營的“ Frontier Incubating項目”是一項支援韓攻農食品出口市場多仝化 的項目?主要捲象攻有柬璵寨?緬甸?蒙古?哈薩克斯 坦?巴西等20多憾韓攻農食品出口不活躍的攻家?本項 目旨在以面向這些攻家出口農食品的企業爲捲象，提供 海外銷魔?海外促銷?海外營銷等海外市場開拓支援?

24 Korea Agrafood

Please briefly introduce the Frontier Incubating Project.

This business arranges support to the development of an export market where Korean agricultural exports are not yet active. The aT selects 20 countries with strategies for diversification and finances domestic agricultural exporters to the destination. The goal is to further expand offshore distribution and secure stable export conditions. In fact, it is a comprehensive business which offers support projects in one package such as buyer consultation, youth intern matching, and candid product reviews by foreigners in Korea.

Please tell us about the achievements of the project in the field.

Due to COVID-19, market testing for local consumers through overseas business trips has

become extremely difficult. Accordingly, the aT held an online review show for foreign residents in Korea to evaluate the products of exporters.

While they expressed their opinions on packaging and taste of the products, there was a case when an exporter learned to upgrade the product design and correct mistranslation. This example could grow into a new model for market testing in the era of COVID-19.

請舅簡要介紹一下Frontier Incubating項目?

項目就是爲開拓韓攻農食品出口 不活躍的出口市場提供支援的項目?韓攻農水産食品流 通公社(aT)通過選楊20憾多仝化戰略捲象攻，爲面向 這些攻家出口農食品的企業提供支援，以此麟現頑大出 口及保嗇穩定的出口穡件?這憾項目還包括有客商洽 談，靑年見習生捲接，在韓外攻人品評繇等綜合套餐支 援內容?

Frontier Incubating

項目在麟際操作中都有絞些

Frontier Incubating Please explain what kind of support Han&Global received from the project.

Han&Global pioneered the Mongolian market through the business offered by the aT. First, buyers were discovered through the online sales roadshow, which is a non-face-to-face buyer consultation. The samples have been sent to new buyers, which received positive feedback.

Additionally, potential buyers are brought to light by youth overseas pioneers and customized market research, and export consultations are continuously encouraged. Their product targeted Mongolian teenagers, and the company developed a gift set design as well as the label for sugar-free almond chocolate and functional chocolate products. Moreover, it is working on to raise the product awareness among local consumers by advertising promotional materials on TV. Please give your advice to the exporters who are to develop overseas markets.

For exporters who wish to export to a new market but are a little hesitant, the frontier incubating project is highly recommended. In addition to the cost required for market development, there are a number of related projects such as youth interns and buyer consultation, so you will be able to get a lot of help.

成果？

由于新冠疫情，直接出差到海外面捲芎地消費者進行市 場測試遇到了困難?爲了彌補這一不足，我們以在韓外 攻人爲捲象擧辦了出口企業産品網上品評繇?通過在韓 外攻人品嘗産品活動，征求了捲産品包裝設計?味道等 方面的意見，幷潁決了一些相關産品設計及潼矛錯誤 等方面的問題?我們認爲，這將成爲在新冠疫情特殊 時期進行市場測試的新模式?

通過Frontier 了絞些支援？ Han&Global

項目都得到

Incubating

通過支援項目Han&Global成功開拓了蒙古市場?首 先，客商的屠掘是通過非面捲面客商洽談繇網上銷魔 路演麟現的?目前，已向新客商屠出樣品幷得到積極 的反饋?作爲配套項目，還通過靑年海外開拓團及定 制型市場調査，持樓推進屠掘玭在客商和出口洽談工 作?幷以蒙古10多歲靑少年爲目標，開屠出无糖杏仁 巧克力産品，功能性巧克力饑品套裝設計和標簽?同 時，還通過制作電視廣告宣傳片，努力提高産品在芎 地消費者中的知名度?

舅捲打算開拓海外市場的出口企業有絞些建 議？

捲那些想進入新市場但又有所顧忌的出口企業，我要 積極推茱Frontier Incubating項目?通過這憾項目 不僅能在必要的費用方面得到支援，而且還能在靑年 見習生，客商洽談等各種相關業務上得到搗助?

January 2021 25

Photo Story

“May the Hope of the New Year’s Sunrise be Delivered to All”

Putting the unprecedented previous year behind us, a new chapter of 2021 has begun. Although the sun rises every day, we hope that the New Year’s Sunrise may bring wonderful expectations and hope. We, <Korea Agrafood>, look forward to the return of the daily routine of seeing each other without masks and having a meal together in the new year. Dear readers, we wish you a happy new year, and a year full of blessing. The photo presents the sunrise from Yongamsa Temple, located in Okcheon, Chungcheongbuk-do, Korea.

Well-being Food

28 Korea Agrafood

Growing Export with Highest Quality and Acquirement of US FDA Registration 最高品質と米國FDAの登錄で輸出擴大

ayeonfarm Farming Corporation was estabJ lished in 2016. It succeeded in exporting its products including sesame oil, pure perilla oil, and perilla seed powder under the name of JY farm for the first time back in 2017. It also succeeded in registering its products in the US Food and Drug Administration(FDA) back in September 2017 with the support from the Agro-Fisheries & Food Trade Corporation(aT) Korea to expand its export to the USA. As the level of awareness of the products in the US market increased, the company watched its export result increasing up to USD 500,000 in 2019. Such a great result was boosted by the registration in the US FDA.

FDA Registration for pioneering US Jayeonfarm started exporting its products to the US market after it succeeded in registering its products in the US FDA in 2017. It was able to complete all the preparation for the registration based on the information that the FDA registration is effective and helpful for the export in cooperation with local buyers in the USA. Lim Yang-won, CEO of Jayeonfarm Farming Corporation, said “At the request of an

ジャヨン（韓國語で「自然」の意）ファ―ム營農組合法人は 2016年に設立された?2017年に初めて香港へごま油、生 えごま油?えごまを輸出した?より大きな輸出市場の米國 輸出のために2017年9月には?韓國農水産食品流通公社 （aT）の支援を受けて?米國のFDAの登錄まで終えた?米 國市場で認知度が上がるにつれて?2019年には50万ドル まで輸出額が上昇するなど?米國のFDA登錄の效果が非 常に多く現れている?

米國市場開拓のためにFDA登錄

ジャヨンファ―ム營農組合法人は?2017年に米國のFDA への登錄を通して?米國へ初めて輸出を始めた?米國の現 地のバイヤ―と協力して?FDAへ登錄することが效果的 だという情報を聞き?順調に登錄作業を終えた? 林楊原（リム·ヤンウォン）代表は?「米國の現地バイヤ― の要請により?直接?米國のFDAのホ―ムペ―ジにアク セスし?8つの手續きを經て?登錄を終えた?」とし?「特 に?登錄手續上?米國の輸入バイヤ―が輸入承認をして FDAの登錄が可能になる?米國の現地の輸入バイヤ―と 親密な關係を維持することも重要だ?」と强調した?直接?

FDAへの登錄を行う場合?米國の現地 のエ―ジェントが 誰かを明確に記載しなければ?FDAへの登錄は完了でき ないということだ?

2017年9月のFDAへの登錄を終え?2018年5月に米國へ2 万5,000ドル相當のごま油とえごま?生えごま油を初めて 輸出することができた?FDAへの登錄を通して?米國の January 2021 29

Well-being Food

American buyer, we connected to the US FDA website ourselves and completed all the eight steps required for the registration.” According to Lim, keeping a close relationship with a local importer or buyer in the US is also important.

This is because, when a foreign company desires to register its products in the US FDA by itself, explicitly describing its US local agent is a vital part to finish all the steps for the FDA registration.

As the local awareness of its products in America increased considerably through the FDA registration, the export amount increased to USD 500,000 in 2019. Such a huge increase is, in fact, a great effect of the FDA registration.

High-Quality products containing ample amount of Omega-3 To improve the presence of its products in the American market, the company reinforced its promotional activities through various media including TV, radio, and newspaper for Korean residents living in the USA. This effort made the image of its brand “Chamdeul-naeeum” (meaning ‘scent from hills and fields’) grow, and the company watched its sales figure increase fur-

30 Korea Agrafood

現地での認知度が大きく高まるとともに?2019年には輸 出額が50万ドルへ增加するなど?FDAへの登錄の效果は 大きい?

オメガ3が豊富に含まれた高品質な商品

ジャヨンファ―ム營農組合法人は米國市場への輸出が大き く增加した要因として?FDAへの登錄を擧げた?これを通 して製品の認知度の上昇と米國の消費者を對象としたパン フレットの制作と配布などを現地でのプロモ―ションを强 化したことも?その要因の1つだ?特に?消費市場の擴大の ために?米國在住の韓國人を對象として?TV?ラジオ?新 聞廣告を强化し?「チャムドゥルネウム」というブランドイ メ―ジが高まるとともに?賣上の擴大につながった? ジャヨンファ―ム營農組合法人が生産する生えごま油は? スプ―ン1杯に約350mgのオメガ3が含まれるほど?榮養 價が高い点が特徵だ?ジャヨンファ―ム營農組合法人は慶 尙北道の榮州（ヨンジュ）?豊基（プンギ）?奉化（ボンファ） 地域で生産されたごまのみを100%原料に使用している? この地域はごま栽培に適した高地帶の氣候で?この場所で 生産されたごまは大きく?榮養價も高いためだ?生産方法 はごまを炒らずに?洗淨後に乾燥させてすぐに壓搾して油 を製造する?この方法で製造しており?油の安全性や榮養 の面でもすぐれた品質を誇る?

スティック製品と小包裝で輸出品の多樣化を實現

ジャヨンファ―ム營農組合法人は「人爲的な要素をはずし

ther. Pure perilla oil produced by Jayeonfarm is nutritionally valuable as it contains about 350mg of omega-3 per spoon. The food company uses only perilla seeds produced in Yeongju, Punggi, and Bonghwa in Gyeongsangbuk-do. These regions are renowned for the upland climate which is desirable for the cultivation of wild seeds, and the seeds produced there are relatively large and highly nutritious. The company cleans and dries the seeds without frying them, and then squeezes them right after they are dried up to produce the oil of reliable quality. So, the oil is excellent in terms of safety and nutritional value.

Export products diversified with introduction of stick and small-packed products Based on its management philosophy that it represents nature through the least process without an artificial element, Jayeonfarm makes food that my family, not foreigners or others, would eat. The company reduces the heat treatment steps to retain the original scent and flavor of ingredients for its products.

Lim said, “We acquired the certificate that is granted to a traditional Korean food by using domestically produced ingredients and succeeded in registering our products in the US FDA. That’s why our products are highly recognized by consumers at home and abroad. We are planning to produce 5mg stick products and 120mg small-packed products that are convenient to eat to expand the export further.”

What’s more, the company is planning to expand the export of small-packed and stick products to enhance the competitiveness in the American market. It is also working hard strengthening its marketing activities for local consumers to promote the excellence of Korean sesame oil, perilla oil, and perilla seed powder more actively.

て最小限の過程を通している?ありのままを表現すること」 を經營哲學としている?外國人や他人ではない自分の家族 が食べる食品を製造するということを最大の原則としてい る?製造された製品は材料の香りと味を生かすために?熱 處理の過程を減らした?榮養素と鮮度をそのまま維持した 製品のみを生産し?他國の製品と差別化している? また?米國市場で低價格品との競爭强化のための小包裝や スティック製品の輸出を擴大する計畵だ?現地のマ―ケテ ィングも强化し?韓國のごま油と生えごま油?えごまのす ぐれた性質を積極的にアピ―ルする計畵だ? 林楊原代表は「國産原料を使用し?2019年の韓國傳統食品 認證を取得し?米國のFDAへの登錄まで完了しており? 國內外の消費者の製品への認知度は高い水準にある?」と し?「今後?輸出擴大のために?簡單に攝取できる5mgの スティックタイプの製品と120mgの小包裝の製品をパッ ケ―ジ化した製品も生産する計畵だ?」と明かした? また?米國市場で競爭强化のための小包裝やスティック製 品の輸出を擴大する計畵だ?現地でのマ―ケティングも强 化し?韓國のごま油と生えごま油?えごまのすぐれた品質の 積極的にプロモ―ションしている?

Jayeonfarm Farming Corporation +82-54-633-6350

jyfarm2016@daum.net

January 2021 31

Issue in SNS

#Kimchi Jjigae #Josee #Actor

Best Days of Nam Joo-hyuk A Handsome Anime Guy Nam Joo-hyuk is back. Nam, whose attractive height of 187cm and a beautiful boy-like look fascinate many girls, came back onto the big screen as he took a leading role in Josee, a recently released Korean romantic movie. His comeback is attracting all the more interest after he made a great hit as being starred in The School Nurse Files and Start-up on the small screen. He is undoubtedly a trendsetter now and what he wears and what he does are of great interest to fans. <Korea Agrafood> introduces Nam Joo-hyuk and the little things he feels happiness.

32 Korea Agrafood

Top As Actor Nam cannot be ruled out when it comes to actors who hit the small screen in Korea in 2020. He starred in The School Nurse Files and Start-up and received a lot of love from fans. In fact, he took the second spot in ratings of Korean TV actors last November. In the ratings, he is followed by big names like Lee Dongwook and Bae Su-ji who lead the Korean Wave.

His successful path is quite predictable. He won a huge popularity after the comet-like impressive appearance back in Who Are You: School 2015. He was then recognized for his acting in Cheese in the Trap adapted from a popular webtoon and Dazzling which is a story about time-transcending romance and gained his presence as an actor. He acted in Josee, a recently released Korean movie, as another leading role with Han Ji-min, an actress leading the Korean Wave too. He is now enjoying the high tide of popularity that has never ebbed.

Additional Information From Basketball Player to Model, and Then to Actor Although he is now established as one of the representing male actors in their 20s, he did not dream about being an actor. Nam who is tall and so had been dreaming about being a basketball player was thwarted by injury and had to change his goal to become a model. Soon, he appeared in a music video. His breathtaking look that dominated every scene in the video turned him into an actor.

January 2021 33

Issue in SNS

Good at Cooking & Busy at Commercials

Nam is known to have had dreamed of being a cook before he worked as a model. In an interview with a magazine, Nam said, “I like eating so much that, when I quitted basketball, I wanted to be a cook otherwise, if not a model.”

Having such great love for food, Nam proved his good cooking skill in Three Meals a Day, a TV show aired on tvN, a Korean broadcaster.

Three Meals a Day is an outdoor TV show of how Korean celebrities make three meals a day by themselves in a rural area. At the show, Nam took part in making some Korean dishes like kimchibokkeumbap(kimchi fried rice), dumpling hot pot, and noodles. He also appeared in commercials for Korean food and agricultural products, promoting the sales of Budae Jjigae Ramyeon, Shrimp Crackers, and Oriental Raisin Water(beverage good for a hangover).

These products can all be purchased online through famous e-commerce sites such as Hema Xiansheng(or Hema grocery service), Amazon, and Shopee.

Tip Check here for Nam Joo-hyuk’s recipe for kimchibokkeumbap.

34 Korea Agrafood

hard time not being able to eat Korean food when I have to be abroad for work. When I get back to Korea and eat kimchi jjigae and cooked rice, I feel energy gushing right after that, and I’m so happy that, I feel, I keep smiling.”

His affection for kimchi jjigae does not seem to be subdued. In a recent radio program, he introduced his secret for how to eat kimchi jjigae tastier. He said excitedly, “First, you should prepare a big bowl, and then put two bowls of cooked rice into the big bowl, and ladle kimchi jjigae onto the rice. Don’t forget to put a lot of solid ingredients. Then, tear a sheet of seasoned laver into small pieces and add a sunny-side-up egg atop, and mix them all.” Han Ji-min, who was in the radio program together with Nam, talked about his special love for kimchi jjigae, “He eats that food always, so I can even memorize the secret.”

Small but Sure Happiness The recent consumer trend in Korea is all about finding happiness in everyday life. Rather than chasing something unsure and hard to get, they realize that something small but easy to attain in everyday life can bring them happiness.

What is the small but sure happiness for Nam with that outstanding visual and enjoying a high popularity? He picked Kimchi Jjigae(kimchi stew) as a small source of his happiness.

In an interview with a magazine, Nam said, “I love Korean food, but sometimes I have a

January 2021 35

K-FOOD Recipe

Kimchi Jjigae Perfect When Having No Appetite

imchi is a staple Korean side dish. It K goes well with every food and stimulates appetite. It is fermented to taste sour in process of time. When kimchi is fermented to be just right, it can make perfect kimchi Jjigae(Kimchi Stew). The kimchi jjigae, when served with freshly cooked white rice, can work up an appetite even when you have no appetite at first. It is even picked by Nam Joo-hyuk, a Korean heartthrob, as a small but sure thing to make him happy. Letâ&#x20AC;&#x2122;s make this signature Korean soul food with <Korea Agrafood>.

36 Korea Agrafood

January 2021 37

K-FOOD Recipe

Kimchi Jjigae Recipe

One Serving Cooking Time: 10min 420kcal(one serving)

1

2

3

4

5

6

7

Main Ingredients 200g front leg pork, 300g kimchi, 70g large green onion, 550ml water, 1 spoon of sesame oil

Sub Ingredients(sauce) 1 tbsp of cooking wine, 1 tbsp of red pepper powder, 1 tbsp of minced garlic, 1 tbsp of soy sauce, 1 scoop of kimchi liquid

1

Mix pork with one spoon of cooking wine to get rid of the unique smell of meat.

2 3 4 5 6 7

Cut kimchi into bite-size pieces.

Slightly grease a pot with sesame oil and cook pork.

When pork is cooked, add kimchi and stir-fry them together.

Put water into the pot until the pork and kimchi are immersed.

Add one spoons of red pepper powder and one scoop of kimchi liquid.

Add minced garlic and one spoon of soy sauce, and finish with chopped large green onion.

Tip It is also good to add sliced rice cakes and instant noodles at the last minute. If you prefer a lighter taste, add tuna along with large green onion at the last moment instead of pork.

38 Korea Agrafood

KoreaAgrafood

KoreaAgrafood

Enjoy Various Types of Kimchi Jjigae in Different Ways

As being one of the Koreans’ favorite foods, kimchi jjigae is made with various ingredients. The kimchi jjigae is classified into various types according to ingredients added.

Representing ones include pork kimchi jjigae made with pork and tuna kimchi jjigae made with tuna. In addition to these,

ten fingers.

there is also special kimchi jjigae made with other fish instead

For each one of these many types of kimchi jjigae, fried eggs

of tuna, such as saury kimchi jjigae and mackerel kimchi jji-

and seasoned laver can be a perfect pair. The fried eggs can

gae. There are other modified versions of kimchi jjigae includ-

add more flavor that soothes the spiciness of the kimchi jjigae

ing one that is made by steaming kimchi and other ingredi-

with its tender texture and taste. On top of that, salty sea-

ents with less broth. There are so many types of Korean kim-

soned laver flakes can be a perfect garnish that makes the

chi jjigae that you would not count the number with all your

kimchi jjigae even more scrumptious.

Enjoy Kimchi Jjigae Abroad with Export Products for Kimchi Jjigae

Shinsagang exports its

Dongwon F&B’s Canned Tuna

Samhae’s Seasoned Laver

kimchi jjigae products to

Dongwon F&B sells various

Samhae is a specialized

the US, Australia, and

canned tuna products including

food company dealing

Malaysia. Kimchi, which

tuna for kimchi jjigae, mild tuna,

with laver for about 52

is the main ingredient to

lean tuna, and DHA tuna. It also

years. It is recognized for its reli-

make the products, is all

makes chili tuna featuring a spicy

ability as its seasoned laver

Shinsagang’s Kimchi Jjigae

from Korea and has a deeper taste as it is fer-

taste and vegetable tuna made

products obtained the organic

mented at a low temperature. Shinsagang

with various vegetables, providing

certifications from China and the

makes the products using a stock made with

a wider range of options for con-

US. The seasoned laver prod-

more than 15 fresh vegetables and ingredients

sumers to choose to their tastes.

ucts include traditional laver and

including radish, onion, and red pepper pow-

In addition to these tuna prod-

stone laver. Samhae is also sell-

der. The stock makes the products more deli-

ucts, it exports canned saury for

ing seasoned laver flakes and

cious with full taste. The food company sells

kimchi jjigae.

laver snacks. The laver snacks, in particular, are produced in

three types of kimchi jjigae: kimchi jjigae, pork kimchi jjigae, and tuna kimchi jjigae, which are

080-589-3223

various flavors including kimchi,

purchasable at KRW 4,900 per 340g.

www.dongwonfnb.com

bulgogi, wasabi, and almond.

+070-7699-6508

+82-2-431-2345

https://smartstore.naver.com/davin-

www.samhae.co.kr

cistyle/products/215399237

January 2021 39

Culture & Tour

Trip to the Out skir ts of Seoul by -Cheongchun

of fun ) t n e r ess diffe eXpr an a c u ain s yo rcity Tr l, you e in d i u o on t ov X(Inte e r h S p c IT at m ng ha n th alone, ITX fro nd Ga on in t e o i t h a a t mm ip to t por n a trip By the heon o s c n r t in a e. oo unc f tra s o n to g t choic d Ch s have go on n a pla me , an etâ&#x20AC;&#x2122;s gion rfec is a en you a pe ggi-do ese re rea. L n i o e a h h n A tr ling. W can b Gyeo our. T ns in K h n o e n i i . ne nat trav ngchu ong ut o t desti afood> e o o y e b p h r C Ga o in a touris ea Ag ch rea won-d mous h <Kor g fa it Gan are all eoul w S y the irts of k outs

40 Korea Agrafood

Gapyeong for Youth apyeong in Gyeonggi-do is called a spot G for a retreat for college freshmen in Korea. It is such a popular region, especially among college students, that there would be no one who never visited Gapyeong back in college. In fact, there are many groups of students in Gapyeong to have fun with their friends during the vacation season every year. Gapyeong is a perfect place for college students because of

its environment with clean water and air and its geographical proximity to Seoul. It is only 40 minutes away from Seoul.

It is highly popular because there are small and big festivals including one where you can catch trout by cracking ice in the winter. Whatâ&#x20AC;&#x2122;s more, there are many places where you can have unusual experiences, including Petite France that represents a vibe of a small town in France, and the Garden of Morning Calm where various kinds of flowers and trees await visitors. Thatâ&#x20AC;&#x2122;s why Gapyeong is crowded with many visitors including couples and families who want to have fond memories in addition to students. Namisum Island is also a representing tourist attraction in Gapyeong. It is undoubtedly one of the popular destinations at which as many as one million domestic and foreign tourists stop each year. It is a destination that can be reached by a small boat. On the island, you can be intoxicated by the verdure of Metasequoia Street, and you can take once-in-alifetime photos against the backdrop of the lined Metasequoia trees.

January 2021 41

Culture & Tour

Gangchon with Clean Nature and Leisure Sports angchon is pristine and wild, whereas G Gapyeong is tidy and neat. It features a combination of green nature and fun things.

There are famous destinations. One of these is Gangcheon Theme Land where you can have fun riding a four-wheel bike while looking over a great view in the daytime and have a great time refreshing your body and mind with a barbecue party in the nighttime.

When you feel like walking in the woods, Gugok Falls is a perfect destination. A path to the falls is not that rough, and phytoncide from surrounding trees offers the healing power of nature. It is on the ecological park full of silver

42 Korea Agrafood

grass, and it thus gives the great combined scenery of silver grass and fall foliage in the autumn. Right around the place, there is deep and clean water where you can enjoy various water sports including water skiing, canoeing, and jetboating.

However, there may be nothing better than bungee jumping. It is one of the thrilling sports that represent Gangchon. Giving oneself to a rope and dropping while passing through the wind may be one of the reasons why many tourists visit this region. How about looking over the natural environment and venting out the pent-up feelings with a bungee jump.

Chuncheon with Traces of the Past huncheon, which is the last stop of the C ITX-Cheongchun, is where the past and the present are combined. Although it is more developed than the foregoing two regions, it also retains the traces of the past in every nook and corner. Chuncheon is also famous for food to eat. Dakgalbi(spicy stir-fried chicken) and Makguksu(buckwheat noodles) are signature dishes of the region. The dakgalbi is now wellknown abroad but is originated from the 1960s when people grilled chicken ribs over a briquette fire due to their poor financial conditions.

The makguksu has also its own history. It was made by North Koreans who moved south during the Korean War. There is another famous spot in Chuncheon.

It is Nangman Market that retains the traces of the past. Although its outer appearance was transformed to look more modernized, the atmosphere of the narrow alley created in the

1950s has not been changed. Out of the market and passing through the alley with the scenery 30 years ago retained, you can reach Jukrimdong Cathedral which is designated as one of the cultural properties of modern times.

These two are tourist attractions that keep their former looks intact. And, last but not least, there is Kim Yu-jeong Literature Village where the traces of a prominent figure in the Korean literature are well preserved.

January 2021 43

News in News Private Jet to Exclusively Export Korean Strawberries to Singapore The MAFRA decided to send a private plane as the number of flights to Singapore, a major Korean strawberry exporter, decreased due to the prolonged COVID-19. To this end, aT and

Baby Shark Became an Ambassador of K-FOOD

View Music Video

the Agricultural Corporation of Korean Strawberry(K-Berry), and Korean Air signed a multilateral business agreement.

The K-Berry decided to focus on quality control such as safety inspection to con-

The Ministry of Agriculture, Food and Rural Affairs(MAFRA) and

tinuously supply high-quality strawberries.

the Korea Agro-Fisheries & Food Trade Corporation(aT) selected

In the meantime, Korean Air is responsi-

the popular global character, the Shark Family, as a promotional

ble for the regular operation of strawber-

model for Korean agricultural products. Accordingly, it will start

ry-exclusive aircraft for Singapore and the

promoting for young children and the parents around the world in

expansion of routes to other countries in

earnest. The Baby Shark ranked first in the world’s most viewed

the future. Lastly, aT will play a role in

videos with 7 billion cumulative views on YouTube with an addic-

managing participating companies and

tive melody and easy-to-follow dance. It is literally causing a global

supporting export projects.

syndrome. In response, aT released an animated music video for

Accordingly, Korean Air will deploy the

the ‘Enjoy Awesome K-FOOD with Baby Shark’ rewriting the

aircraft four times a week to Singapore,

Shark Family song. The video, released on 7 December, 2020,

where the demand for Korean strawber-

was watched by 130,000 people in a day, followed by 450,000

ries remains high, by April 2021. From

viewers a week later. This music video is about the shark family

the first departure on 11 December,

introducing fresh and delicious K-FOOD as a secret to health.

2020, about 80 times will be operated,

Especially, fresh Korean agricultural products such as strawber-

and the goal is to export 1,072 tons of

ries, shine muscat, pears, and mushrooms, and signature K-

Korean strawberries.

FOOD such as kimchi, ramyeon, and tteokbokki are turned into

Along with this, the MAFRA is reviewing

cute characters. They sing and dance with the shark family, ap-

plans to expand ship exports while con-

proaching the audience with a cheerful and bright image.

tinuing to implement trial shipping and

Starting with the announcement of the K-FOOD Song, Baby

develop the freshness-keeping technolo-

Shark will appear to promote on online and offline channels to in-

gies to increase domestic strawberry ex-

ternational consumers. In the near future, you can meet the shark

ports. In addition, the promotion is

family and K-FOOD friends characters at the K-FOOD Kids

planned in a numerous ways using online

Promotion Center, SNS promotion with influencers, and antenna

and offline media to major strawberry ex-

shops for agricultural products.

porting countries.

44 Korea Agrafood

New Southern Markets Drive Korean Agricultural Exports The New Southern countries such as Thailand, Indonesia, the Philippines, and Singapore were found to be leading exports of Korean agricultural products.

The MAFRA announced that exports of agricultural products to these countries recorded USD 1.39 billion in November 2020, an increase of 8.4% from the pre-

K-FOOD Live Broadcast Recorded 160 million Views

vious year. This is the first time it has surpassed Japan and emerged as the top export zone.

The Korean government has strengthened its export base, such as online and offline sales platforms, focusing on items that fit the characteristics of each New

With the spread of COVID-19, the K-Food online

Southern countries. Not to mention, marketing support

marketing craze is blowing around the globe. A live

to meet the rapidly changing online and non-face-to-

cooking show with Wang Hong, a popular Chinese

face distribution environment in the circumstances of

influnecer, received great attention, recording 160

COVID-19. As a result, the permanent sales office of

million views in one day. The aT and the MAFRA

Korean agricultural products is increasingly recognized

conducted a real-time K-FOOD broadcast with

as a window to purchase decent K-FOOD.

Emma, a famous Chinese Wang Hong, for Chinese

Accordingly, the Korean government actively utilizes

online consumers on social media. This live broad-

the Korean Wave, a key means of export, to promote

cast is the second episode of ‘The wise zip-

various marketing for local consumers to become

cock(home) life with K-FOOD’, which reached 140

more familiar with K-FOOD. By establishing a K-FOOD

million views in June last year. On behalf of locals

sales center on the largest e-commerce platform in

who cannot travel to Korea due to COVID-19,

Southeast Asia, it also plans to closely connect with of-

Emma conducted a live cooking show with Korean

fline platforms. Through this, support for entry and

ingredients and recipes such as tteokbokki, sam-

sales of promising Korean products suitable for each

gyetang, and kimchijeon. The 160 million views that

country’s market conditions will be expanded.

watched the live broadcast was the largest number of views on the day of online marketing production contents promoted by aT in 17 countries last year.

The secret to the success is following the Chinese online trends and that the interactive communication was possible through social media with famous Wang Hong whom people desired to meet.

Shin Hyun-gon, director of aT food export, said, “We will try to develop various online promotional contents for Korean agricultural exports.”

January 2021 45

Friends Story Episode 8 Asparagus

To be Continued...

Strawberr y

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.

2. Fill in the information and e-mail and apply for a subscription.

3. Receive online e-newsletters via e-mail once a month.

You can also join Agrafood on SNS. www.facebook.com/aTagrafood KoreaAgrafood â&#x20AC;ť Contact us to sdw@at.or.kr for cancellation of your subscription and inquiries.

Global Networks

Offices Overseas aT Center Bases

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

Dubai

Tokyo Osaka

New York Los Angeles

(Singapore) Jakarta

Korea Agro-Fisheries & Food Trade Corporation is leaping toward a new future.

We celebrated our 50th anniversary in 2017 and we plan to take a big step forward.

Having grown strongly since our establishment in 1967, we are becoming a force for globalization.

Our bigger steps will be milestones for tomorrow.

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

中攻北京市朝陽袴廣順北大街 獄院1獄樓1單元6層603室)

(100102 33

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

中攻上海市長寧袴 婁山關路83 獄新虹橋中心大厦3201室) (200336

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

中攻泗川省成都市武侯袴人民南路3段 1獄成都平安財富中心610041) (

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

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

臺灣臺北市信義袴基隆路1段159獄15樓)

Japan

Southeast Asia

USA

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

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

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

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

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

東京都新宿袴四穀4-4-10 KOREA

(

CENTER 5F)

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

(

E-Mail : hkatcenter@at.or.kr TEL : 886-2-2740-5040 INTERNET PHONE : 070-4617-7229 FAX : 886-2-2515-1160 Qingdao Trade Office Room 705, Yuanxiongguojiguangchang Building, No.26, Hongkong Middle Road, Qingdao, 266071, China

中攻山東省靑島市市南袴香港中路26獄 遠雄攻際廣場705戶) (

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

靑島市城陽袴流享街道雙元路西靑島愛 特物流有限公司) (

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

Osaka Branch Office 8F, Nomura Fudousan Osaka Bldg.

1-8-15, Azuchimachi, Chuou-ku, Osaka, 541-0052, Japan

大阪市中央袴安土町1-8-15, 野村不 動産大阪 B/D 8F) (

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

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

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

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