The Monthly Magazine of Korean Agriculture & Food
February 2021 vol.304
Into the Farm
Special
Win-Win
Value-Added Persimmons, Shinnong Agriculture Corporation
Fascinate the World, K-SEAFOOD
Healthy Herbal Honey Preserved, Admired by the World
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CONTENTS
February 2021 vol. 304
Photo by Dameulstudio
COVER Mandarin oranges are varieties of citrus fruits, as large as oranges with high sugar content. It is cultivated in Jejudo of Korea, among which, hallabong and cheonhyehyang are the most representative Jeju citrus.
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12
SPECIAL
Cover Story
Fascinate the World, K-SEAFOOD
Korea’s Special Citrus,
Export Story
Mandarin Orange
16 16
06
Value-Added Persimmons, Shinnong Agriculture Corporation
Named after Hallasan Mountain, Hallabong 20
08 10
INTO THE FARM
WIN-WIN
The Scent of the Heaven, Cheonhyehyang
Healthy Herbal Honey Preserved, Admired by the World
Mandarin Oranges Pioneer the Overseas Markets
Shin Dam-ho The Assistant Manager of New Southern Business Department at Overseas Business Office of aT
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WELL-BEING FOOD Growth in Export & Increased Awareness by Non-Contact Sales
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
Cha Eun-woo, Aka Face Genius
EXECUTIVE VICE PRESIDENT Shin Hyun-gon (Food Industry & Trade Division) EDITORS Lee Young-ju
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REPORTERS Kim Young-min (kimym@agrinet.co.kr)
K-FOOD RECIPE Dubu-kimchi, A Good Combination of Spicy Kimchi and Soothing Dubu
Lee Ki-no (leekn@agrinet.co.kr) 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)
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TOKYO Jang Seo-gyeong 81-3-5367-6656 (tokyo@at.or.kr) OSAKA Kwon Tae-hwa 81-6-6260-7661 (osaka@at.or.kr) NEW YORK Shim Hwa-sop 1-212-889-2561 (newyork@at.or.kr) L.A Han Man-woo 1-562-809-8810 (fmcwoo@at.or.kr) DUBAI Song Bong-seok 971-4-339-2213 (dubai@at.or.kr)
Extras
PARIS Ha Jung-a 070-4617-2699 (paris@at.or.kr) VLADIVOSTOK Shin Jae-hun 070-4617-3277 (chekov@at.or.kr)
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QINGDAO Lee Sang-kil 070-7938-0863 (qingdao_logistics@at.or.kr)
CULTURE & TOUR Traditional Korean Holiday, Seollal
EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News #60, Jungdaero 9-gil, Songpa-gu, Seoul, Korea
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PHOTO STORY
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NEWS IN NEWS
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You can see all the contents on Korea Agrafood at the website, www.agrotrade.net.
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K-FRIENDS STORY
C over Story
Korea’s Special Citrus
Mandarin Orange
4 Korea Agrafood
Mandarin oranges are varieties of citrus fruits, as large as oranges with high sugar content. It is cultivated in Jeju-do of Korea, among which, hallabong and cheonhyehyang are the most representative Jeju citrus. Mandarin oranges are called mangam in Korean which means it ripens relatively later than common citrus. Most mandarin oranges are grown in vinyl greenhouses and are more expensive than general citrus. In recent years, the United States, the producer of oranges, are importing this particular variety recognizing its commercial value. Above all, it is excellent in storage and can be exported anywhere in the world. Hereby, we present Korea’s special citrus, mandarin oranges.
February 2021 5
C over Story
6 Korea Agrafood
Named after Hallasan Mountain
Hallabong allabong is a winter fruit that symbolizes Jeju-do, which H was farmed since 1997. As its name suggests, the shape of the stalk end resembles the peak of Hallasan Mountain in Jeju-do. It is similar in size and shape to oranges, but it has rougher surface and higher sugar content. The soft and juicy flesh is also another feature. Hallabong is rich in carotenoids, the antioxidants, and is good for anti-aging by removing harmful active oxygen. In addition, it is a great source of vitamin C, so it has excellent effects in skin care and cold prevention. Compared to other citrus of the varieties, the rind is thicker but it peels rather easily by hand.
Additional Information Remember one thing when selecting Hallabong: the thinner the skin, the higher the sugar content. So it’s always worthy to check the thickness of the fruit. If the rind is raised or wrinkled, it may have a strong sour taste or low in sweetness. Hallabong is mainly consumed fresh without being processed or cooked. After cleansing the surface of the skin with salt, rinse it under running water and peel it off to eat. As a matter of fact, the peel can be made into tea. Wipe the peel thoroughly with salt water or vinegar and leave it dry. After drying, put it in a glass bottle with sugar at 1 to 1 ratio and age up to 15 days to complete Hallabong Peel Cheong.
February 2021 7
C over Story
The Scent of the Heaven
Cheonhyehyang heonhyehyang, grown in Jeju-do in the early 2000s, is a hyC brid of oranges and tangerines, and is the latest variety developed after hallabong. The sweet juice that bursts in the mouth is exceptional with its thin rind and soft texture. It is particularly famous for its aromatic scent, so it’s called cheonhyehyang, meaning the scent of the heaven. With the flat oval shape like a tangerine, it is two to three times bigger, and is harvested in February to March. The fruit has good storage capacity and can be stored for about 2 months after harvesting at the end of March. Cheonhyehyang is more difficult to cultivate than hallabong, but recently there are more farmers who produce cheonhyehyang than hallabong.
Additional Information Cheonhyehyang claims admirable in quality with thin and slick rind, and smooth skin pores. Similar to hallabong, cheonhyehyang is also rich in vitamin C as well as carotenoids. According to a joint study between the Rural Development Administration and Jeju National University, carotenoids have been shown to help suppress obesity, reduce cholesterol levels, and improve metabolic diseases such as anti-diabetes. While cheonhyehyang is generally eaten fresh, it is also enjoyed as a selection of dessert such as juice, shake, parfait, sorbet and other cafe beverages, or as a jam and marmalade served with bread.
8 Korea Agrafood
February 2021 9
C over Story
Mandarin Oranges Pioneer the Overseas Markets eongsan Ilchulbong Peak in Jeju-do is one S of the world’s best tourist destinations. Seongsan is also the largest producer of hallabong and cheonhyehyang, which are shipped to the United States every year through Seongsan Nonghyup. The finest quality of fruits are selected with sugar content of 12 Brix or more, and an acidity of 1.2% or less.
10 Korea Agrafood
Kang Kuem-ran, manager of Seongsan Nonghyup, said, “We are pushing aggressive marketing to expand exports. In the first year, 13 tons of mandarin oranges were exported to the United States. Along with exports of mandarin oranges, cheonhyehyang were added, and the volume increased to 60 tons last year. While mostly sold at Korean grocery stores in the U.S,
er of oranges.” Oh added that cheonhyehyang has been shipped to the United States since last year and the possibility remains extremely high. He said, “The full-scale harvest takes place from the beginning of February to the end of March, and the cultivation area is expanding as the unit price is higher than hallabong. Cheonhyehyang has the good advantages of mandarin orange varieties: thinner rind, full of juice, and fragrant. I am very confident of the quality that it would be the first-rate in the world.”
it remains as a steady-seller as it is palatable and easier to peel than oranges. Recently, export inquiries from Hong Kong and Russia are coming in, and we are working to diversify our exporting countries.” The fruits maintain their freshness even in the United States despite their long delivery period of more than a month, as they have excellent storage capacity. As it can be stored for up to 3 months, it has the advantage of being able to ship anywhere in the world. Currently, Seongsan Nonghyup is carrying out contract farming for U.S. exports, with 7 hallabong and 15 cheonhyehyang producers. As the business is getting successful, farmers who wish to sign a contract is on the rise. Oh Wonyong, the grower of hallabong and cheonhyehyang, said, “There are many people who visualize hallabong when it comes to Jeju-do. From the past, Seongsan hallabong has always been famous for its taste, as the soil and sunlight are suitable for cultivation of all mandarin oranges. To distribute to the United States, quality standards such as sugar content and acidity as well as pesticide residue inspection must be met. It is a lot of work for farmers, yet it is rewarding to export our fruits to the U.S., the leading produc-
Seongsan Nonghyup +82-64-780-3112
ran923@nonghyup.com
seongsan.nonghyupi.com
February 2021 11
Special
Fascinate the World,
K-SEAFOOD Korean seafood is getting popular in the global market despite the effects of COVID-19. In fact, the export reached to USD 2.32 billion in 2020. In particular, laver was largely purchased by overseas consumers, recording the highest export value ever. The <Korea Agrafood> introduces the three representative Korean seafood products that are in worldwide demand: laver, abalone, and oyster.
12 Korea Agrafood
The Semiconductor of the Sea,
Laver
aver is, indeed, a seafood product representing L Korea as it is the most popular side dish at a Korean dining table. It goes well with any type of food, and perhaps any Korean would love it for its salty yet light taste. Likewise, laver has a decent reputation abroad. The exports of laver reached USD 100 million in 2010 and USD 600 million in 2020, which is the highest export amount so far. With such performance, laver is often referred to the ‘semiconductor of the sea’ as semiconductors are the most exported item in Korea. While laver is produced only in Korea, China, and Japan; Korea produces the largest amount of laver, which is exported to 109 countries around the world. As such, Korean laver is internationally desired, which is generated into various processed productskimbukak and laver snacks are the typical examples. In addition, snacks in the form of biscuits with different sauces are being released, or even toppings with almonds and coconuts to suit the taste of overseas consumers.
海の半導體?海苔 海苔は名實ともに韓國を代表する水産物だ?なぜかといえば? 韓國の食卓で最も人氣のあるおかずは海苔だからだ?どんな料 理にも合い?鹽氣がありながらも淡泊な味は?韓國人誰もが好 きな味だ?こうした海苔は海外でも好評だ?實際に?海苔の輸 出は2010年の1億ドル達成後?2020年には6億ドルを突破し? 歷代最高の輸出額を記錄した?こうした輸出實績により?韓國 を代表する輸出品目である半導體になぞらえて?海苔は「海の半 導體」とも呼ばれている? 海苔は韓國?中國?日本でのみ生産されるが?韓國の海苔の生 産量と輸出額が最も多い?それは世界の109ヶ國へ輸出されるこ とからもわかる? このように全世界的に愛されている韓國の海苔は樣?な加工品 に變身を遂げている?揚げ海苔や海苔スナックは代表的な加工 品だ?これに海外の消費者の味覺に合わせて?ビスケット型で 各種のソ―スを添えたり?ア―モンド?ココナッツなどを加え た製品も發賣されている? 樣?な榮養成分が豊富な点も海苔の人氣を支えている?こうし たことは?キムチとともに韓國のス―パ―フ―ドとして紹介さ れることからもわかるほどだ? February 2021 13
Special
The Emperor of Shellfish,
Abalone
balone is definitely a nutrient-rich seafood that A it’s called the emperor of shellfish since it contains the highest protein. It is abundant in unsaturated fatty acids, which lowers cholesterol in the blood and prevents heart disease. Moreover, it is known to be excellent for skin care by improving immunity, promoting cell regeneration, and activating skin metabolism as abalone is rich in collagen. For this reason, it is loved by everyone, regardless of age or gender. Abalone can be cooked in a numerous ways; among which, abalone porridge is generally enjoyed. The key producer is Wando of Jeollabuk-do in Korea, which boasts 80% of domestic abalone production. In fact, it has been designated as a national marine park, offering uncontaminated surroundings. Lee Yu-sung, CEO of Wando Abalone CO., LTD., said, “Korea has the excellent conditions for growing abalones. As Wando and Haenam are designated as national marine parks, Korean abalones are produced in pristine waters. Therefore, when it comes to quality, I believe Korea is the best of all in the world.”
14 Korea Agrafood
貝類の皇帝?アワビ アワビは榮養學的にもすぐれている?代表的なのは?タンパク質 の含有量が貝類のなかで最も多く?貝類の皇帝とも呼ばれる?ま た?血中のコレステロ―ルを下げ?心臟疾患を予防する不飽和脂 肪酸の量が高い?これに加えて?コラ―ゲンの含有量も高く?免 疫機能の向上?細胞の再生産促進?肌の新陳代謝の活性化により 肌の美容にもすぐれていることが知られている?これらのことか ら?老若男女問わず脚光を浴びている?アワビは樣?な料理法で 脚光を浴びている?代表的なものがアワビ粥だ?お粥は白飯の代 用食として人氣があるが?アワビを入れて作ったアワビ粥は榮養 を補給するのに打ってつけだ?また?アワビのバタ―燒き?アワ ビの醬油漬けなど樣?な料理への利用も可能だ? 韓國でアワビの代表的な産地は全羅北道の莞島（ワンド）だ?莞島 は韓國のアワビ生産の80%を誇っている?特に?莞島は國立海 上地域に指定されており?クリ―ンな自然の生産條件が强みだ? 李有星（イ·ユソン）莞島アワビ株式會社代表は「韓國のアワビは 生産條件に惠まれている?特に?莞島や海南が國立海上公園に 指定されており?こうしたクリ―ンな地域で育っている?その ため?品質では世界のどの國に出しても最高の品質を誇ってい る?」と述べた?
ysters are called as the milk of the sea because it O is rich in many essential nutrients, such as protein, essential amino acids, and minerals. Oysters are also a great source of potassium and magnesium, which are known to lower blood pressure, and increase blood circulation and oxygen supply. Moreover, it contains calcium, phosphorus, and zinc, which are effective in protecting against osteoporosis. Oysters are considered to be the ultimate natural stamina food that even there is a Western proverb, ‘Eat oysters, love longer’. In Korea, oysters are seasonal, available from November to February when the weather starts to get chilly. The main production sites are Taean, Chungcheongnam-do and Tongyeong, Gyeongsangnam-do. Fresh oysters are succulent and full of taste, while oysters served as an ingredient to making kimchi add a rich taste. It pairs well with meat such as bossam, and a bowl of soup like seaweed soup becomes tastier with oysters, too.
海のミルク?牡蠣 牡蠣は各種の榮養成分が豊富に含まれており?海のミルクと 呼ばれる?牡蠣にはタンパク質と必須アミノ酸?ミネラルが 豊富だ?また?カリウムとマグネシウムが豊富に含まれてお り?血壓を下げて血液の循環と酸素の供給を向上させるこ とが知られている?ここに?牡蠣に含まれるカルシウムと リン?亞鉛などの成分は骨粗瑪症から骨を守る效果がある? 西洋のことわざに「牡蠣を食べよ?そうすれば長く愛するだ ろう」があるほど?牡蠣は最高の自然のスタミナ食材として 知られている? 韓國では寒くなる11月から2月まで牡蠣の旬となる?主な産 地は忠淸南道の泰安（テアン）?慶尙南道の（トンヨン）だ?牡 蠣を使った料理法も樣?だ?牡蠣そのものの新鮮さを樂しも うと生牡蠣を主に食べる?さらに?キムチを漬けるときも? 牡蠣はコクをプラスする?また?ポッサムのような肉との相 性もよい?また?牡蠣は鹽辛にして食べたりもする?ワカメ ス―プのようなス―プ料理にもよく合う?
The Milk of the Sea,
Oysters
February 2021 15
Into the Farm
Value-Added
Persimmons Shinnong Agriculture Corporation 枾に付加價値をプラス、シンノン營農組合法人 16 Korea Agrafood
Yeongdong, also known as the ‘Alps of Chungbuk’, is a home of fruit thanks to the unpolluted natural environment and sufficient amount of sunlight. Persimmon is widely cultivated in this area, which has been designated as a special persimmon industrial zone, recognized for its quality. The Shinnong Agriculture Corporation is located here and has been using persimmons to increase added value by producing processed products for over 19 year.
「忠北のアルプス」と呼ばれる永同（ヨンドン）はクリ― ンな自然環境と日照量の多さにより?果物のふるさと として有名だ。代表的な果物は枾で?枾産業特區に指定 されるほど品質が認められている?この場所に位置す るシンノン營農組合法人は19年間?枾を利用した加工 品を生産するとともに?その付加價値を高めている?
Processed persimmons only with Dungsi Persimmons are divided into astringent persimmons and non-astringent persimmons. Astringent persimmons are processed and eaten dried or ripe; while non-astringent persimmons are eaten directly as they have a sweet taste. If astringent persimmons are left on a tree, they will ripen as hongshi. Once hongshi is picked, peeled off and dried, they become gotgam (Dried Persimmon). As there are 200 varieties for astringent persimmons, those to be processed slightly differ. The Shinnong Agriculture Corporation generates products using only ‘Dungsi’ persimmon, which is a traditional variety. The reason is to deepen the original flavor. Dungsi has been used to make dried persim-
ドゥンシ（傳統的な枾の品種）のみで枾の加工品を 生産
枾は甘枾と澁枾に分けられる?甘いのが甘枾で?熟枾や干 枾のように加工して食べられる枾が澁枾だ?澁枾は木にそ のままにしておけば?熟枾になり?これをもいで皮を薄く むいて干せば干枾になる?澁枾は品種が200以上に達し? 樣?な加工製品に使用されるが?それも少しずつ異なる? シンノン營農組合法人ではもっぱら「ドゥンシ」のみを利用 した枾の加工品を生産する?傳統的な品種で製造してこそ 本來の味を樂しむことができるという理由からだ?ドゥン シは丸い外觀となっていることから付けられた名前で?昔 から干枾を作るときに使用された品種だ? 鄭惠淑（チョン·ヘスク）シンノン營農組合法人代表は? 「ドゥンシは種をいちいち取ってこそ?枾の加工品を作る ことができる?加工作業に時間がかかり?人件費も多くか かる?しかし?傳統的に使用された品種で作ってこそ?本 來の味を樂しむことができると考えるため?ドゥンシを原 February 2021 17
Into the Farm
mons since ancient times because of its rounded appearance. Jung Hea-sook, CEO of Shinnong Agriculture Corporation, said, “Dungsi must remove all the seeds to make a persimmon product. The entire work takes time and effort, and labor costs are high. However, I believe that the authentic taste can be perceived only from a traditional variety, so we stick to this particular type as a raw material.”
Products carrying natural surroundings The flagship products of Shinnong Agriculture Corporation are Dried Persimmon, Sliced-Dried Persimmon, Ice Persimmon, and Semi Dried Persimmon. Dried persimmon contains 35% of moisture after a 60 day drying process, which is chewy and tastes sweet with 40-50 Brix. After drying for 40 to 50 days, the semi-dried persimmon can be pleasantly enjoyed with softer texture with its look like dried persimmon on the surface. The bite-sized sliced dried persimmons are easy to munch on, which are often consumed as a snack. Ice persimmon is gaining popularity with the concept of a
18 Korea Agrafood
料とすることにこだわって いる?」と說明した?
惠まれた自然環境がつま った製品
シンノン營農組合法人の主 力製品は干枾と枾の切干?アイス熟枾?半乾枾だ?60日ほ どの乾燥過程を經て水分の含有量が35%の干枾はねっとり とした食感と糖度40~50度に達する甘さが特徵だ?40~50 日間の乾燥過程を經た半乾枾は?表面は干枾のような食感 を樂しむことができ?中身は柔らかさを樂しむことができ る?一口大に切った枾の切干は食べやすいため?おやつの 代わりとして多く消費されている?アイス熟枾はアイスク リ―ムの代わりというヘルシ―なおやつというコンセプト で人氣を集めている?これらの全てが砂糖や防腐劑など? 他の添加物なしに製造されており?安全性の面でもすぐれ ている?最近では商品性を認められ?GSス―パ―に製品 を納品しており?ク―パンやマ―ケットカ―リ―などイン タ―ネットショッピングモ―ルでも販賣されている? 鄭惠淑代表は?「クリ―ンな地域で栽培された永同地域の 枾を使用し?高い品質を誇っている?永同は日較差が大き く?山間地域に位置し?果物もおいしい?永同は果物のふ るさととして有名で?それほど果物を栽培するのに適した 環境だ?日較差が大きく?果物の糖度が高いため砂糖のよ うな添加物を別に使用する必要がない?」と紹介した?
healthy snack as a substitute for ice cream. All the products are manufactured without any additives such as sugar or preservatives, so they are excellent in food safety. CEO Jung said, “Yeongdong is famous as a home of fruit, so certainly it offers a wonderful environment for growing fruit. Also, the bigger the daily temperature difference, the sweeter the fruit, so there is no need to put additives such as sugar.”
Develop export market with safety certification The Shinnong Agriculture Corporation entered the global market in 2013. At that time, Vietnam imported 3 tons of products and that’s when the overseas development commenced. Since then, export destinations have steadily increased such as Hong Kong and Australia, shipping off about 30 tons of products per year. In recent years, although exports have decreased to some extent due to the difficulties caused by COVID-19; fortunately, it is projected to recover to the previous year’s level. It is also expected to consume as a gift during the ‘Tet’, Vietnam’s biggest holiday, and the interest of K-FOOD poured out in Southeast Asia is still ongoing. The Shinnong Agriculture Corporation has acquired Halal certification last year for export to Islamic countries, in addition to updating safety certifications such as ISO22000 and GAP. CEO Jung said, “Vietnam is one of the countries that primarily consume processed persimmon products, and their reliability of Korean products is impressive. That is the safety and quality is highly evaluated. As interest is gradually increasing in Australia and the United States, we will try to produce first-rate persimmon products so that both manufacturers and buyers can win-win.”
安全性の認證により輸出市場を開拓
シンノン營農組合法人が海外市場に進出したのは2013年 からだ?當時?ベトナムに3トン程度の製品を輸出すると ともに?海外市場の開拓がはじまった?これ以後?香港? オ―ストラリアなど輸出國·地域が繼續的に增えるととも に?年間30トンほどの製品を輸出している?最近では新 型コロナにより輸出が對象減少したが?幸運にも例年の水 準を回復することができるものとの展望がある?東南アジ ア地域に吹くK-FOODに對する關心とベトナム最大の祝 祭日である「テト（Tet）」の期間?贈答用に消費されるもの とみている?ここで昨年?ハラ―ル認證を獲得するととも にイスラム國家へ輸出するための準備を終えた?また? ISO22000とGAPなどの安全性の認證も更新した?これ をもとに?マレ―シアとインドネシアまで輸出販路を擴大 する計畵だ? 鄭惠淑代表は「枾の加工品を主に消費する國の1つであるベ トナムで韓國製品に對する信賴が高い?安全性の部分と品質 に對して高い評價を受けているというものだ?オ―ストラリ アと米國などでも關心が徐?に高まっているほど?高品質の 枾の加工品を生産し?企業とバイヤ―の全てがウィン-ウィ ンの關係になるように努力していきたい?」と述べた?
Shinnong agriculture corporation +82-43-744-0090
+82-43-744-9339
www.gam114.com
February 2021 19
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Healthy Herbal Honey Preserved, Admired by the World ウェルビ―イング健康食品の韓方 エキス?世界市場で人氣 he Gagopa Healing Food CO., LTD. was T established in 2013. It exports herbal ingredients, herbal tea, and simple samgyetang (ginseng chicken soup) materials to 18 countries around the world, using major domestic herbs. While being recognized as a well-being health food, it exported more than USD 500,000 in 2020. The Gagopa Healing Food CO., LTD. produces and distributes Herbal Honey Preserved along with simple samgyetang ingredients as flagship products. There are six types of honey preserved, including ginseng, bellflower, omija, jujube, ginger, and burdock. As it contains herbal ingredients such as ginseng, honey, and oligosaccharides, it is evaluated as useful for human body and exports are growing. Ingredients for samgyetang were made with a tea bag containing mulberry, kalopanax, ogapi, oriental raisin tree, Mongolian milk vetch root, and Korean angelica. It is globally popular since it is easy to cook and tricky menus like samgyetang and suyuk(boiled pork slice) can be effortlessly consumed. The company also runs an R&D research center that continuously studies the efficacy of wild plants, focusing on eco-
20 Korea Agrafood
（株）カゴパヒ―リングフ―ドは?2013年に設立された? 韓國を代表する藥草を材料として?韓方食材と韓方茶?イ ンスタントの參鷄湯の材料などを世界の18ヶ國·地域へ 輸出している?ウェルビ―イング健康食品として認められ るとともに?2020年には50万ドル以上の輸出を行うなど の成果をあげた? （株）カゴパヒ―リングフ―ドは韓方エキス（Honey Preserved）とインスタント參鷄湯の材料を輸出の主力商 品として生産している?韓方エキスは高麗人參?桔梗?五 味子?ナツメ?生姜?ゴボウなどの6種類だ?高麗人參と 蜂蜜?オリゴ糖などと韓藥材の成分が含まれ?人體に有用 であるとの評價を受けるとともに?輸出量が增えている? インスタント參鷄湯の材料は?クワ?ハリギリ?五加皮? ケンポナシ?黃耆?當歸の成分を入れたティ―バッグとし た?これで簡單に參鷄湯?スユク（ゆで肉）などを調理して
F
friendly agricultural products. After releasing the products that have been researched for several years at the research center, positive feedbacks were given that they are now supplied to hypermarkets and department stores on a steady level.
A healthily made sugar-free herbal honey preserved The six honey preserved that Gagopa Healing Food exports are made with 100% fresh Korean ingredients. It is also sugar-free stored only with honey and oligosaccharides without adding sugar. This product is particularly popular in Southeast Asia due to the fact that it contains
食べることができるため?海外で人氣がある?親環境農産 物を中心に?繼續的に山野草の效能に對して硏究する R&D硏究所も直接運營している?硏究所で數年間硏究し た製品は發賣とともに好評を博し?大型マ―トや百貨店な どへ繼續的に納品している?
蜂蜜とオリゴ糖で作った砂糖不使用の韓方エキス
（株）カゴパヒ―リングフ―ドが輸出する6種の韓方エキス は?100%が新鮮な韓國産の原材料で作られている?ま た?砂糖が入っておらず?蜂蜜とオリゴ糖のみで作った砂 糖不使用のエキスだ?特に?東南アジアで高い人氣を誇る 高麗人參がそのまま入っており?茶として簡單に飮むこと ができることから大好評だ?また?安全性の高い韓國産の 高麗人參がそのまま入っており?ホットやアイスなど年間 を通して飮める点も强みだ?何より砂糖が入っておらず? February 2021 21
Win-Win
the original ginseng, and can be easily enjoyed as a cup of tea. In addition, it contains highly reliable Korean materials and is safe to take all year round as hot or lukewarm. Above all, it is a product that does not contain sugar and is made only of honey and oligosaccharides, which is an attractive point for buyers. Youn Geum-jeong, CEO of Gagopa Healing Food CO., LTD. said, “We were able to meet overseas buyers with no trouble by participating in the aT’s K-Food Fair, thereby improving export performance. We will continue to actively join a range of K-Food Fair organized by aT to further develop exports.”
Expand export markets with participation of overseas exhibitions The Gagopa Healing Food have been actively participating in the aT’s K-Food Fair. The project was started in 2013, and the company has been participating every year to establish more export networks. The participation of large overseas exhibitions such as Jakarta International Premium Consumer Goods Exhibition in 2018
22 Korea Agrafood
蜂蜜とオリゴ糖のみで作った製品である特長により?バイ ヤ―も繼續的に關心を示している? 尹錦貞（ユン·クムジョン）代表は「aTが開催するK-Food Fairに參加して?海外のバイヤ―により容易に出會うこと ができ?輸出成果を高めることができる?今後も?aTが 進める樣?な「K-Food Fair」に積極的に參加し?輸出を さらに擴大していきたい?」と明かした?
海外の博覽會へ積極的に參加し?輸出市場を擴大
（株）カゴパヒ―リングフ―ドは?aTが運營する「aT KFood Fair」 へ積極的に參加した?2013年に始まった同事 業に參加し?每年海外の博覽會へ參加している?輸出のネ ットワ―クを着實に構築してきた?特に?2018年のジャ カルタ國際プレミアム消費財展と2019年のベトナムプレ ミアム消費財展など大規模な海外博覽會へ參加し?バイ ヤ―に製品をアピ―ルした? aTが主催した「 K-Food Fair」ではウェビナ― (Web+Seminar)を通して?非對面の事前說明會とB2Cの オンラインの消費者體驗イベントも行われた?特に?トコ ペディア?Qoo10などのインドネシアの主要オンライン モ―ル內のK-Food Fairの總合的な販促と輸出業者の マ―ケットテスト品目のユ―チュ―バ―によるプロモ―シ ョン?マ―ケットテスト評價團の運營など?樣?な消費· プロモ―ション活動を推進した?
and Vietnam Premium Consumer Goods Exhibition in 2019 were such a great opportunity to inform buyers of their products. In the K-Food Fair hosted by aT, non-face-toface presentations and a B2C online consumer experience events were also held through a webinar(web+seminar). In particular, it supported various activities for consumption, such as comprehensive advertising of K-Food Fair in major online malls in Indonesia’s Tocopedia and Qoo10; YouTubers’ promotion for market test items of exporter and operation of market test evaluation teams. The Gagopa Healing Food CO., LTD. obtained ISO9001 and ISO14001 certifications in 2016 as a result of its efforts to improve product quality. The company continues to strive harder by acquiring ISO22000 and Halal certifications in 2017, and Kosher certification in 2018. Furthermore, they achieved direct exports at international fairs hosted by aT. CEO Youn said, “Jakarta’s 2020 K-Food Fair was held as an online expo with an untact method last year, we explained in depth to local interpreters so that they could fully understand our products. With the hard work, we could expand exports and raise product awareness in Southeast Asia.”
（株）カゴパヒ―リングフ―ドは?製品の品質向上のために 努力した結果?2016年にISO9001?ISO14001認證を獲 得した?これらに續いて? 2017 年にはハラ―ルと ISO22000?2018年にはコ―シャ認證を獲得するなど?製 品の品質向上にも万全を期した?aTが主管する國際博覽會 に參加し?直接輸出までつながるという成果を殘した? 尹錦貞代表は?「昨年の非對面方式のオンライン博覽會とし て開催されたジャカルタ『2020 K-Food Fair』に參加し?現 地の通譯が製品を十分に知ることができるように?說明し た?これにより?東南アジア地域での輸出擴大と製品の認 知度を高めることができた?」と明かした?
Gagopa Healing Food CO., LTD. +82-55-295-1611
+82-55-295-1671
Kangwon-han@hanmail.net
February 2021 23
Win-Win
aT K-Food Fair Business
事業
aT K-Food Fair
Shin Dam-ho the Assistant Manager of New Southern Business Department at Overseas Business Office of aT
The Korea Agro-Fisheries & Food Trade Corporation (aT) organizes K-Food Fair, which is an integrated marketing business that combines B2B export consultations and B2C consumer events. Initiated in 2013, it was prepared to create a Korean agricultural exports network and build up the local consumption base. Last year, a series of online and offline businesses were conducted along with COVID-19, and online video conference(B2B) and non-face-to-face, smallscale consumer experience(B2C) were carried out in five countries.
韓國農水産食品流通公社（aT）が運營する「aT K-Food Fair」は B2Bの輸出商談會とB2C消費者イベントをつなげた統合マ― ケティング事業だ?2013年に始まり?韓國の農食品輸出ネッ トワ―クの造成および現地の消費の龕野擴大のために準備され た?昨年は?新型コロナによりオンライン―オフライン事業が 同時に行われ?5ヶ國でオンラインの商談會（B2B）?非對面· 小規模直結の消費者體驗（B2C）で進められた?
24 Korea Agrafood
How satisfied were the exporters participating in the K-Food Fair?
The overall satisfaction of exporting companies was generally high. The purpose of their participation includes strengthening existing business partners, discovery of new markets, raising awareness of existing products, market tests, and acquiring local market information. Among which, it was found that the satisfaction with the promotion of existing products and raising awareness by strengthening existing customers was particularly high. However, in 2020, it was conducted as a hybrid fair combined with online and offline because of COVID-19, but due to the nature of the food industry’s preference to offline gathering, the satisfaction level was slightly decreased compared to the previous year.
Please explain the achievements of Gagopa Healing Food by participating in the K-Food Fair project.
The Gagopa Healing Food CO., LTD. is a company that handles samgyetang ingredients, ginseng honey preserved, and plum tea extract. We established our relationship through the 2020 Jakarta K-Food Fair; during the consultation period, they achieved USD 424,200 in consultation and signed an on-site contract of USD 150,200. In addition, the brand awareness was raised through the promotion of ‘K-Food Fair Special Sale Week’ in Tokopedia and Qoo10, the largest online shopping malls in Indonesia. Through the consultation, it was possible to grasp data on the marketability of samgyetang ingredients, which can brew thick soup without adding meat; this was essential information as Indonesia is based on a halal culture. Please give a piece of advice to exporters who are preparing to enter overseas markets.
As there is a saying, ‘only those who are ready will snatch a good luck’; we could learn that the prepared companies eventually lead to positive results as we prepared for the event. The K-Food Fair project provides customized support in three stages before and after the fair is held, from preparation work to on-site support, and followup management. During the preliminary period, corporate promotional materials and local market information are supported. On-site stage offers export consultations and market tests. Finally, in post-management step, promotional activities by influencers and inviting buyers to Korea are supported. In most cases, recruitment announcements are posted from late January to early February, so please pay close attention.
に參加した企業の滿足度はいかがでした
K-Food Fair
か？ 輸出企業の全體的な滿足度は相對的に高い結果となった? 輸出企業の參加目的は旣存の取引先との關係强化?新規市 場の發掘?旣存製品の認知度向上?マ―ケットテスト?現 地市場の情報收集などだ?このうち?旣存の取引先との關 係强化を通した旣存製品の販促および認知度向上の滿足度 が特に高くなった?ただし?2020年は新型コロナによりオ ンライン·オフラインで進められたが?食品業の特性上? オフラインが好まれるため?前年比の滿足度はやや低くな った?
カゴパヒ―リングフ―ドの場合?K-Food Fair事業に參 加してどのような成果を收めたのか說明をお願いします? カゴパヒ―リングフ―ドは參鷄湯の材料?高麗人參エキ ス?梅茶液などを取扱う企業で?2020のジャカルタKFood Fairを通して?初めて面識ができた?期間全體で42 万4,200ドルの商談實績と15万200ドルを現場で契約する という成果を收めた?また?インドネシア最大のオンライ ンショッピングモ―ルのtokopedia（トコペディア）と Qoo10で 「K-Food Fair Special Sale Week」の販促活動 を通して?ブランドの認知度を高めることができた?さら に?輸出商談會を通してハラ―ル文化圈のインドネシアで肉 類を加えなくても濃いス―プができる參鷄湯の材料が?市場 性があるという情報も把握できた? 海外市場の開拓を控えた輸出企業へ一言お願いします? 「準備した者だけが幸運をさらっていく」という言葉のよう に?イベントを準備するとともに?準備した輸出企業がよ い成果が續くことを知ることができた?K-Food Fair事業 は事前?現場?事後管理までフェア開催前後の三段階で狀 況にあった支援を行っている?事前段階では企業のプロ モ―ション資料と現地市場情報を支援している?また?現 場では輸出商談會とマ―ケットテスト?事後管理としては インフルエンサ―のプロモ―ションとバイヤ―の國內招請 支援を行っている?1月末~2月初めまで募集廣告を出して いるので?たくさんの募集をお願いしたい?
February 2021 25
Photo Story
â&#x20AC;&#x153;May the Hope Blossoms Like a Snowflakeâ&#x20AC;?
Heavy snow fell under the flawless sky. The mountains are now covered in pure white, creating a perfect winter wonderland. The scenes from The Frozen cross our mind. The tree, standing alone on the top of the mountain, has put white coat on and bloomed snowflake buds. May all our hopes each pile up and flower good results like a snowflake. The photo shows the snow-capped Taebaeksan mountain in Korea.
Well-being Food
Growth in Export & Increased Awareness by Non-Contact Sales 以非面捲面銷魔喜獲出口及知名度雙酪收 28 Korea Agrafood
orea Natural Food CO., LTD., a Korean K yuja(citron) tea company, is expanding its path for export while responding to a changing environment and consumer preferences. In particular, it has rolled out a product made by mixing high-quality yuja with other sub-ingredients to meet the tastes of overseas consumers. This newly released product is now gaining popularity.
Consumer preference-based product development Korea Natural Food is always conscious of a change in consumer preferences. It is because the company thinks failing to fathom what consumers want makes them fall behind. As part of its effort, the company regularly conducts a consumer survey of the Chinese market, one of its major markets that tends to follow what is trendy in Korea. The company was finally able to concoct a new product, a mixture of yuja, lemon, and ginger, as the fruit of this effort. It made the product by mixing yuja with other ingredients to meet the current Chinese trend of blending various ingredients. The company is now focusing on the non-contact promotion as
柚子茶生産企業高麗自然食品通過及時應捲環境的變化及 把握消費者的口味嗜好，不鉤開拓産品的捲外出口之路? 他們根据因新冠疫情屠生劇變的出口環境，侮網紅合作利 用網絡展開了非面捲面宣傳和銷魔活動，讓産品的知名度 和銷量有了新的提高?他們根据海外消費者的口味嗜好推 出的韓攻南海?巨上?高興産優質柚子侮其他原料混合的 新産品蜈受海外市場的歡迎?
以消費者的喜好開屠産品
高麗自然食品努力把握好消費者捲産品喜好的變化?他們 認爲塊不上急變的消費者的喜好變化就繇落伍?根据主要 市場中攻有塊風韓攻流行趨勢的特点，通過周期性地開展 消費者問卷調査活動，推出了利用柚子?沂湛?生姜等混 合配制的新産品?這也是根据近年來中攻流行多種原料混 合産品的趨勢開屠的柚子侮其他原料的混合産品?目前的 新冠疫情捲傳統的交易方式帶來了許多困難，爲此，他們 將産品銷魔的重点放到了非面捲面的網絡宣傳和銷魔上? 去年，通過侮中攻的著名網紅李佳琦合作進行的網絡銷魔 活動，使産品的銷魔率和知名度都有了酪碩的成果? 高麗自然食品的李棟熙代憐說道，“通過網紅的三次推廣 宣傳，共銷魔了23万甁柚子茶産品?這也讓我們看到了網 紅的威力?僅用一分鍾就魔羹7万甁，讓許多顧客未能如 愿?但以此爲契机所收獲的却是柚子茶産品知名度和購買 率的提高?”
February 2021 29
Well-being Food
the face-to-face transaction is unavailable now due to the COVID-19. In fact, the company organized non-contact sales events with Austin, a famous Chinese influencer. The events were quite successful especially in terms of both brand awareness and purchase rate. According to Lee Dong-hee, CEO of Korea Natural Food, 230,000 bottles of yuja tea products were sold out through three times of influencer-based promotional events.
Increasing competitiveness in overseas markets by branding Korea Natural Food started exporting its products abroad in earnest in 2015. Although the company exported its yuja tea products abroad before, the previous export was not that great. The company considered that this insignificant export is due to limited marketing, and it worked harder to make its products brand ones to strengthen its competitiveness in the global market. After applying for a trademark for Dooraeone, the company has been building up its brand awareness while doing business with
30 Korea Agrafood
以品牌化提高海外競爭力
高麗自然食品正式捲外出口産品是從2015年開始的?雖 然捲外出口柚子茶産品起步較早，但業績幷不顯著?爲了 打破這一營銷甁頸，提高高麗自然食品在海外的競爭力， 他們在麟現産品的品牌化上下了功夫? 他們以推出産品商標“Dooraeone”爲起点，通過加强侮 日本永旺?中攻星巴克和臺膿好市多等全球流通連鎖企業 開展交易提高了知名度?侮此同時，以嚴格的篩選過程精 選在南海?高興等海岸地袴在海風下生長的柚子作爲産品 的原料? 同時，爲了生産消費者信得過的優質産品，通過獲得 ISO22000?FSSC22000及有机認嗇提高了産品的安全 性?最近還獲得來了被稱之爲最嚴食品認嗇之一的猶太 (Kosher)潔食認嗇 ? 李棟熙代憐介紹說，“品牌化使我們得到了客商的信賴? 産品還在2019年加工食品博覽繇SIAL上獲得革新奬?爲 了吸引消費者的眼球，我們還努力獲得了各種食品認嗇， 而且在柚子茶行業最先獲得了猶太潔食認嗇 ?”
以新市場開拓及進軍中攻內陸頑大出口
高麗自然食品計琬通過進一步拓展銷路以頑大出口?他 們認爲目前的主要出口攻中攻今后還有更大的屠展玭 力，幷据此確定了進一步頑大銷路的方針?以往是以北 京?上海?天津等一陸城市爲中心進行銷魔的，而現在他 們又將目標確定在進入烏魯木齊等中攻的內陸二?三陸城
global distribution chains such as Aeon in Japan, Starbucks in China, and Costco in Taiwan. In addition to this, the company only uses yuja that are grown by the sea against the sea breeze in some famous yuja cultivating regions such as Namhae on the south coast of Korea and Goheung in Jeollanam-do, and are sorted out very carefully. Also, the company works hard to increase the reliability of its products. It obtained many certificates including ISO22000, FSSC22000, and the organic food certificate to gain recognition from consumers with the quality. Recently, it also obtained a Kosher food certificate which is a religious certificate and classified as one of the hardest ones to achieve.
Growing export by pioneering new markets and inland areas of China Korea Natural Food is planning to find more markets to expand its export. As part of its plan, it will expand the channels for exporting its products to China which is currently a major market to the company based on the consideration that the company has great potential to grow further in the large market. The company previously sold its products mainly to some major cities including Beijing, Shanghai, and Tianjin. It is thus planning to advance into relatively minor inland cities including Urumqi. According to the company, it is highly likely to be successful in China because, once there is consumption, it would increase exponentially afterward, and local consumers like sweet foods. In addition to China, the company is also eyeing Indonesia with a great population and Vietnam with relatively great economic power in Southeast Asia. Lee said, “ We will develop other products including powder or aroma products to increase the added values of high-quality Korean yuja.”
市?他們認爲，中攻具有一旦形成消費就繇出現爆炸性增 長的特点，而且甛食又是中攻消費者喜愛的食品，所以成 功的可能性蜈大? 除此之外，捲人口較多的印度尼西亞及捲韓攻的印象好和 格上狀拗較好的越南也看好屠展前景?爲此，他們計琬以 尙未開拓的攻家爲中心開展營銷活動，把握好消費者的口 味嗜好，積極推進新産品的開屠? 李棟熙代憐憐示，“日本利用柚子制茶的比率只有30%， 大部分則制成濃縮液幷將其用于各種食品及飮料的原料? 而目前在我攻柚子只用于制作柚子茶?我們計琬利用優質 柚子開屠柚子粉及柚子精油等産品以進一步提高柚子的附 加値?”
Korea Natural Food CO., LTD. +82-10-4652-3099 proactive1023@hotmail.com www.dooraeone.com
February 2021 31
Issue in SNS
#Cha Eun-woo #Astro #Dubu-Kimchi
Cha Eun-woo, Aka Face Genius Cha Eun-woo who is called â&#x20AC;&#x153;face geniusâ&#x20AC;? for his stunning looks has now become an all-around entertainer. He is playing all over the ground, appearing in variety shows, pictorials, and commercials while doing his main business as a singer. Recently, he is playing a male lead in a TV show, True Beauty, and receiving favorable reviews on his acting from viewers. Also, he took the first spot in a poll of idols who would be the hero of 2021 conducted for fans around the world. This result shows that he is undoubtedly a global trend.
32 Korea Agrafood
Hot on SNS Along with True Beauty Cha is now in a TV show, and his beauty enthralls fans. Recently, he uploaded a post that reads “Finally #True Beauty #Tune in live” on his SNS with photos. He posted it to mark his role in the show, True Beauty. The post received as many as 2.6 million likes and 47,000 replies just ten hours after being uploaded. Netizens reply like “I love you”, “You the best”, and so on. True Beauty is a TV drama adapted from a Korean webtoon that is popular online. It is a romantic comedy in which a girl who has an inferiority complex about her appearance finds a way to make herself look pretty with makeup on and meets a boy(played by Cha) who keeps secret wounds himself, and they grow together. In the meantime, Astro, a six-membered Korean idol group to which Cha belongs, is also very active, performing with songs including “One&Only”, “Gateway”, and “We Still”.
Additional Information Astro, Next-Generation Star Leading Korean Wave Astro is a Korean boy band with six members-Cha Eun-woo, Moon Bin, MJ, JinJin, Rocky, and Yoon Sanha. This idol group made its debut with its first mini-album, Spring Up, on February 23, 2016. Just in a week after the debut, the song ranked sixth on the US Billboard World Album Chart and came tenth on the KPop Chart of Tower Records Japan. Recently, the group was awarded at the Korean Culture and Entertainment Awards and has emerged as a next-generation star who is expected to lead the Korean Wave.
February 2021 33
Issue in SNS
K-FOOD Charms Introduced by Cha Eun-woo
Recently, Cha has completed his activities as a public ambassador for Korean agricultural products and food after Astro took the role last year. Cha and the other Astro members, who were appointed as the ambassador due to their fresh and refreshing image, have worked hard to promote so-called K-FOOD. They worked as a model for pictorials for promoting fresh Korean produce including shine muscat, papri-
ka, and strawberry. At a setting for the shooting, Cha picked strawberry as his favorite fruit. They also appeared in a web-drama to promote the export of Korean agricultural products and food. This short film, which shows recipes for dak-galbi(spicy stir-fried chicken) and tteokbokki(stir-fried rice cake) that are also popular abroad, attracted a great deal of attention. Cha introduced a special type of tteokbokki made with strawberry jam. It is said that members who appeared in the drama made every effort to promote the hidden charms of K-FOOD by visiting local producers and production sites themselves, and did many other things to show how charming K-FOOD really is. The web-drama was produced targeting the global market for Korean agricultural products and food with subtitles in various languages including English, Chinese, Japanese, Vietnamese, Thai, Indonesian, and Russian.
Tip
Watch the Web-Drama Here! https://tv.naver.com/v/10584322
34 Korea Agrafood
Cha Eun-woo Eats Each Year
Cha Eun-woo is known as one of many Korean stars who love eating foods. Although he seems to control his diet as a K-Pop idol, he does not care very much about it in reality. This is backed by his group members. They said they witnessed Cha looking for food while hanging around a refrigerator when he is hungry, even at dawn. In fact, Cha did an eating show with Yoon San-ha, one of the Astro members, at V-Live, a Korean live video streaming service. He also showed that he has good taste in food, and Baek Jong-won who is a famous Korean chef and food researcher was admired for that. Cha, who is also such a gourmet, has some special soul food that he cherishes. It is dubu-kimchi, a dish made with dubu(tofu) and stir-fried kimchi. He said on a TV program that, ever since he was an elementary school kid, he has been eating the dubu dish each time a new year comes around. He reminisced, “I used to eat dubu-kimchi after seeing a sunrise on a hill around my grandma’s house on a new year’s day.” He continued, “So, I usually order dubu-kimchi when I eat out at a restaurant” showing his affection for the food.
February 2021 35
K-FOOD Recipe
Dubu-Kimchi A Good Combination of Spicy Kimchi & Soothing Dubu ubu-kimchi(bean curd with stir-fried D kimchi) is a dish that can be easily made with a handful of kimchi and a block of dubu. Anyone can make this simple yet tasty food only with a warm block of dubu with the addition of well-ripen kimchi or stirfried kimchi. The dish is very simple to make and low in calories. So, it is used as a diet food. Also, its spicy yet simple taste makes the food a good accompaniment to alcoholic drinks. Cha Eun-woo, aka â&#x20AC;&#x153;face geniusâ&#x20AC;?, introduces the simple recipe for dubu-kimchi that he never fails to eat every year.
36 Korea Agrafood
February 2021 37
K-FOOD Recipe
Dubu-Kimchi Recipe
Two Servings Cooking Time: 15min 300kcal(two servings)
2
3
4
5
6
7
Main Ingredients dubu 300g, kimchi 180g, pork shoulder 180g, 1/2 large green onion
Sub Ingredients(sauce) 1 tbsp of red pepper powder, 0.5 tbsp of minced garlic, 1 tbsp of sugar, 2 tbsp of soy sauce, 1 tbsp of sesame oil
Tip Dubu-kimchi can be tastier when it is made with well-ripened kimchi. When kimchi does not taste sour, add a small drop of vinegar to have a similar taste to that of well-ripened kimchi.
38 Korea Agrafood
1
1 2
Roast the prepared meat on a frypan. Cut large green onion and kimchi into bite-sized pieces before the pork is done.
3 4
Pour 100ml water when the blood is drawn out of the pork.
5
Put well-ripened kimchi and one tablespoon of sugar, and then stir-fry them.
6
Add the prepared large green onion and one tablespoon of sesame oil, and then stir-fry them altogether.
7
Cook dubu in boiling water for about five minutes and cut it into suitable-sized pieces, and then put the dubu and the kimchi on a plate.
When the water boils, put one tablespoon of red pepper powder, two tablespoons of soy sauce, and half a spoon of minced garlic, and mix them well.
KoreaAgrafood
KoreaAgrafood
Makgeolli, A Perfect Pair
Exported Makgeolli & Dubu Products Baehaejung Doga’s Buja Makgeolli Baehaejung Doga produces makgeolli of pre-
There are dubu-kimchi in Korea, while there are fish and
mium line Buja. Buja
chips in the United Kingdom. Fish and chips have their
makgeolli is excellent in
perfect pair with beer. Dubu-kimchi have their own pair,
fragrance and flavor of
and it is the very Korean rice wine, or makgeolli in Korean.
malt that is considered
With a little hyperbole, makgeolli cannot be ruled out
the life of makgeolli. It
when it comes to dubu-kimchi. This is highly associated
contains a great amount
with the Korean culture where people drink makgeolli to
of amino acid and dietary
comfort fatigue right after they do some arduous work or
fiber and comes in vari-
physical activities such as farming, hiking, and such. Dubu -kimchi that is easy to make and store naturally became the perfect mate with the makgeolli. The makgeolli is made with rice, and it is also good for a spicy dish. It can neutralize further the spiciness of kimchi along with dubu.
ous types with alcohol contents 10%, 13%, and 16%. In addition to Buja makgeolli, the drink company produces other types of makgeolli made with different ingredients such as grapes, purple sweet potatoes, and corns.
That’s why the makgeolli is all the more perfect for the dish.
+82-2-3462-7328
www.baedoga.co.kr
Girin Wondang Nonghyup’s Wondang Dubu Korean Soybean Girin Wondang Nonghyup produces dubu with 100% Korean soybeans. It makes dubu using only first-grade soybeans that are the main ingredient for dubu. It is equipped with a cutting-edge automated facility and obtained the Hazard Analysis and Critical Control Points(HACCP) certificate. It sells various dubu products including dubu for fried food, dubu for stew, and soft dubu. Dubu for fried food can be a good choice to make dubu-kimchi. +82-33-462-4919
kwnhtofu.nonghyup.com
February 2021 39
Culture & Tour
Traditional Korean Holiday
Seollal Seollal, Korean New Year’s Day, is one of the biggest national holidays that celebrate the first day of a year. It is based on the lunar calendar and differs slightly each year. This year, the day falls on February 12 by the solar calendar. Koreans perform ancestral rites in the morning of the day and pay visits to their elders and relatives to give their New Year’s bows. Also, they make various dishes to do the rites and greet their visitors. Tteokguk(sliced rice cake soup) is a dish that represents this big day of the year. That is why there is a saying that, when you eat one bowl of tteokguk on that day, you become a year older after the day. On or around the first day, Koreans enjoy various traditional plays such as yut-nori(four-stick game), neolttwigi(jumping game similar to see-sawing), and kite-flying. Let’s learn about some unique Korean cultures on New Year’s Day.
40 Korea Agrafood
Seolbim New Year’s Dress
hen a new year comes, most Koreans put on new W clothes after a bath, which is called ‘seolbim’. This is to greet a new year with a pure soul before their ancestors and elders. Seolbim depends on the ages and circumstances. Traditionally, those who are well off buy a new suit of clothes. But, others who are not buy a pair of traditional Korean socks at least. Koreans dress their children in colorful and bright-colored clothes, wishing for them to grow bright and successful.
Sebae Bows for Good Health & Happiness n the morning of the first day of a new year, Koreans perform a rite for O their ancestors. They set the tables for the rites and wish for peace and happiness for their families in front of their ancestors. After the rite, they bow to their parents or elder members of their families. Some visit teachers or elders they respect to give greetings for the new year. The New Year’s bow is an act of kneeling and lowering their heads with their body bent to show their respect. The elders who receive the bows give cash gifts or words of blessing to the youngers in return.
February 2021 41
Culture & Tour
Tteokguk for Health & Financial Fortune ow to make the tables for the rites on H New Year’s Day differs from family to family. However, they observe a common tradition of eating tteokguk in Korean. Eating one bowl of tteokguk means growing a year older. Stick-like long rice cake, or garaetteok in Korean, which is a main ingredient for the soup, connotes a long life without diseases and financial fortune extending like the long rice cake. During the late Goryeo Dynasty, Koreans added pheasant meat to the soup, but ordinary people at that time could not afford to buy pheasants. So, they added a chicken instead of a pheasant, from which the famous Korean saying, “a chicken instead of a pheasant”(means similarly to “if you can’t get a horse, ride a cow”), came.
Bokjori Lucky Bag full of New Year’s Blessings oreans have the tradition of hanging a strainer that is made with woven K thin strips of bamboo high on a wall early in the morning on New Year’s Day. A strainer is originally a kitchen utensil used to sift grits out when cooking rice and is thus used as a good luck charm to scoop up all the lucks of a year to come. It is also originated from the wish for abundant food throughout the year.
42 Korea Agrafood
Folk Games with Special Meanings n New Year’s Day, Korean ancestors did various traditional plays such as yutO nori, neolttwigi, and kite-flying to strengthen their bonds with others. Yut-nori has not its accurate origin, but is said to be played to wish for a good harvest. Neolttwigi is believed to be started from women who had lived behind a wall or fence all year round and desired to see the world outside. Kite-flying is making a kite, and flying the kite with the wind while adjusting the string connected to the kite. It is said to be played to let bad luck fly off.
Magpie’s New Year’s Day, One Day Before Seollal The eve of New Year’s Day is called “Magpie’s New Year’s Day” in Korea. It is backed by an old saying that, when an(oriental) magpie cries, a welcome guest would come. Since family members, relatives, or friends who live away are all get together on New Year’s Day, they think there would be constant cries of magpies foretelling the arrival of the welcome guests on the day before the big day. There is even a children’s song entitled “Magpie Magpie New Year”, a song that comes to mind first when it comes to New Year’s Day.
February 2021 43
News in News Northeast Asia liked grilled pork belly(11.6%). Also,
Kimchi and Chicken Menus Prove the Popularity
Southeast Asia highly preferred kimchi(14.9%), and Oceania, South America, and Middle East enjoyed japchae(7%). Meanwhile, the countries with the highest recognition and satisfaction of Korean cuisine were China and Indonesia. An official from the MAFRA said, “With this survey, we were able to find out that the perception and base of Korean food among overseas consumers is developing. In the future, we will actively support Korean gastronomy and Korean restaurants by establishing strategies for each country to improve satisfaction.”
COVID-19 Influenced Consumption Patterns of French The top Korean dish that is often consumed abroad was kimchi, and the most preferred Korean food was Korean-style chicken.
The French consumers have been greatly affected by
The Ministry of Agriculture, Food and Rural Affairs
COVID-19 that their consumption and eating habits
(MAFRA) announced the results of an online survey of
changed. One of the distinctive phenomena is the de-
local residents in 16 major overseas cities. According
cline in the use of hypermarket.
to a survey, 57.4% of respondents said they knew
According to a survey by Lineaires, French food distri-
Korean food, and the satisfaction rate was found to be
bution magazine, the number of consumers shopping
81.3%. Overseas consumers perceived Korean cui-
online has skyrocketed. Last year, according to
sine as ‘spicy’, ‘exotic’, ‘savory’, and served with ‘a
Lineaires, 43% of French shopped their groceries on-
variety of side dishes’.
line, a 16% increase over the previous year.
Among those who have had Korean cookings before,
In particular, the drive service, which places online or-
kimchi(33.6%) was the highest followed by bibim-
ders on website and picks up the prepared items at
bap(27.8%) and Korean-style chicken(26.9%). The
the store at a fixed time, became very popular in
consumption of kimchi seems to have climbed as the
France. The use of such service minimizes the time
interest in health increased due to COVID-19.
spent at supermarket and delivery fee is free of
The most favored Korean food was Korean-style
charge. Also, the shopping at small independent
chicken(13.3%). It was also found that they take plea-
stores within residential areas such as butchers, wine
sure in eating kimchi(11.9%) and bibimbap(10.3%).
shops, and grocery stores climbed. It was revealed
In fact, food preferences varied by country. North and
that about 20% of people who did not go to these
Central America adored bulgogi(12.8%), while
stores before COVID-19 started having a habit of visit-
Europe’s first choice was bibimbap(12.6%), and
ing them since the pandemic.
44 Korea Agrafood
Processed Rice Products Achieved an All-time High in Exports In 2020, the export amount of processed rice products in Korea was increased by 27% compared to the previous year, reaching a record high. According to the MAFRA, the exports of processed rice products in 2020 reached USD 137.6 million, ten-
A Breakthrough by Organizing Fresh Agricultural Exports
tatively. The increase in exports seems to have been influenced by the growing demand for convenience foods and the support of the Korean government to advance into overseas markets. Among processed foods, rice cakes including tteok-
The MAFRA and the Korea Agro-Fisheries & Food
bokki increased in exports, mainly in Asian markets
Trade Corporation(aT) are focusing on strengthening
such as Japan and China, thanks to the spread of K-
the capabilities of export organizations to build the ex-
wave culture. In addition, processed rice, such as
port infrastructure for Korean agricultural products.
frozen fried rice and instant rice, surpassed the de-
To this end, it was decided to reinforce the capabilities
mand for HMR in the U.S. market due to the influence
of the integrated export organization, leading export
of COVID-19, leading to the expansion of exports.
organization, and specialized agricultural production
Exports by country reached USD 55 million for United
complex. In Korea, currently, there is an integrated ex-
States, USD 17 million for Japan, Vietnam with USD
port organization for six items including paprika, mush-
12.7 million, and China with USD 9 million. In particu-
rooms and strawberries. These export integration or-
lar, U.S. exports skyrocketed by 53.5% compared to
ganizations jointly manage everything from safety man-
2019, accounting for a whopping 40% of Korea’s
agement at the production stage to select, pack, and
processed rice exports.
international marketing. In addition to these export in-
An official from the MAFRA said, “We will actively pro-
tegration organizations, forming a new export item or-
mote support for companies entering overseas mar-
ganization will create a foundation for global export
kets to grow exports of processed rice products.”
competitiveness. Furthermore, 196 agricultural production complexes support incentives and organizational education, centering on excellent complexes using the NongZip system to prepare farming journals, input warehousing and export status. In fact, the NongZip system will be digitalized into agricultural exports safety management system to respond to the difficulties of non-tariff barriers in major exporting countries.
February 2021 45
Friends Story Episode 9 Strawberry
To be Continued...
Mandarin Orange
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Korea Agro-Fisheries & Food Trade Corporation is leaping toward a new future. We celebrated our 50th anniversary in 2017 and we plan to take a big step forward. Having grown strongly since our establishment in 1967, we are becoming a force for globalization. Our bigger steps will be milestones for tomorrow.
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