June 2021(vol.308) by AgroTrade aT

June 2021 vol.308

Farmtastic

Global Trend

Health & Wellness

Chamoe, the Charm of Crispiness and Sweetness

The World Enchanted by ‘Korean Kimchi’

Promoting Korea’s Healthy Taste Worldwide

and

’s

Zero Waste Zero Hunger Campaign Let us introduce ‘Zero Waste, Zero Hunger’, a campaign to protect the environment and help hungry people by reducing food waste.

If we reduce food waste, can take care of both IfIndividuals we reduce diet and health food waste,

Let’s reduce waste at home. your diet and buy only 01 Plan the food you need.

Quantity of Meals

Consider the expiration date and quantity of meals when purchasing food ingredients.

Restaurants can save the costs for food waste disposal

Divide food ingredients into portions and 02 store them in a transparent container.

We can protect the environment by reducing greenhouse gas

You can cook your meal easily based on the number of people and easily check where and what is in the refrigerator.

help people who are hungry by donating some of the savings.

Expiration Date

03 Ground dry ingredients to cook. Then, let’s find out how we can join the Zero Waste Zero Hunger campaign at home.

How close have you gotten to Zero Waste? Effort to reduce food waste can be practiced in daily life to overcome the climate crisis and hunger.

Ground dry ingredients such as anchovies, dried shrimp, and kelp to use to make broth easily and have a healthy meal, thereby having two benefits at one.

Let’s donate together in everyday life. Start WFP individual donation You can make an individual donation by accessing the WFP official website, ko.wfp.org, and clicking the Donate button.

Donate on ‘Share the Meal’ Zero food waste with one finished meal!

Saves 38,000 won (About USD 33) per year, more than 100 won (About USD 0.08) per day!

Share food to people who are suffering from hunger around the world with the saved expenses!

1/3 of the food on your table can save 1/10 of the world’s lives.

You can donate through the WFP donation app ‘Share the Meal’ and sharethemeal.org.

Founded in August, 1995, Published monthly by the

227, Munhwa-ro, Naju City, South Jeolla Province, Korea Tel +82-61-931-0963 Fax +82-61-804-4521 Government Registration Number : Ra-7210 Dated Apr. 26, 1995 Copyrightⓒ by the aT (Korea Agro-Fisheries & Food Trade Corp.) All rights reserved. CEO Kim Choon-jin EXECUTIVE VICE PRESIDENT Oh Hyung-wan (Food Industry & Trade Division) EDITORS Ahn Byeong-hee REPORTERS Lee Young-ju (leeyj@agrinet.co.kr) Kim Young-min (kimym@agrinet.co.kr) Lee Ki-no (leekn@agrinet.co.kr) Choi Yeong-jin (choiyj@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho TRANSLATORS Jennifer Shin, Han Hyo-jin (ENGLISH) Tamura Yoshihiro (JAPANESE) Park Seo-ran (CHINESE)

EDITORIAL BOARD BEIJING Chung Yeon-su 070-4617-5090 (djdaddy@at.or.kr) SHANGHAI Sung Si-chan 070-7077-6197 (sschan@at.or.kr) CHENGDU Wang Sung 070-4617-3267 (wangcheng@at.or.kr) DALIAN Koh Jung-hee 070-4617-3266 (kohjh@at.or.kr) HONGKONG Kim Suk-ju 070-4617-2696 (sukju71@at.or.kr)

CONTENTS

HANOI Park Min-cheol 070-4617-7257 (cheol@at.or.kr) HOCHIMIN Park Il-Sang +84-28-3822-7504 (flower@at.or.kr) BANGKOK Lee Ju-yong 070-4617-7226 (pathfinder@at.or.kr) JAKARTA Lee Seoung-bok 070-4617-2695 (insa@at.or.kr) TOKYO Jang Seo-gyeong +81-3-5367-6656 (skjang@at.or.kr) OSAKA Kwon Tae-hwa +81-6-6260-7661 (thkw@at.or.kr) NEW YORK Shim Hwa-sop 1-212-889-2561 (sirshim@at.or.kr)

Cover Story

Drunk on Korea, K-Liquor

L.A Han Man-woo 1-562-809-8810 (afmcwoo@at.or.kr) DUBAI Kim Hyuk +97-1-4339-2213 (kh6318@at.or.kr) PARIS Ha Jung-a 070-4617-7225 (ewropa@at.or.kr) VLADIVOSTOK Shin Jae-hun 070-4617-3277 (chekov@at.or.kr) QINGDAO Lee Sun-woo (bird@at.or.kr)

Korea’s Unique Drinking Culture and Trends

Korean Traditional Liquor Getting Younger

KOOKSOONDANG, A Representative Korean Traditional Liquor Company

KUALALUMPUR Jang Jae-hyung (jhjang@at.or.kr) EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News #60, Jungdaero 9-gil, Songpa-gu, Seoul, Korea Tel +82-2-3434-9072

Fax +82-2-3434-9077

You can see all the contents on Korea Agrafood at the website, www.agrotrade.net.

June 2021 vol. 308 Exploration

Trend & Culture

FARMTASTIC

GLOBAL TREND

Chamoe, the Charm of Crispiness and Sweetness

The World Enchanted by ‘Korean Kimchi’

TRADITIONAL K-FOOD Exporting the Finest Taste of Korea’s Ganjang to the World

MONTHLY PICK Photo by Dameulstudio

COVER

20 26

HEALTH & WELLNESS Promoting Korea’s Healthy Taste Worldwide

Extras

Soju, beer, and makgeolli are Korean’s most favorite alcoholic drinks. Some people mix soju and beer together in proper proportions to make ‘Somaek’, and makgeolli with pajeon (Green onion pancake) is a go-to treat on rainy days. Notably, soju is one of the bestselling alcoholic drinks in the world due to its high sales volume in Korea.

- The Best in Season: Maesil - Best Product Online: Spicy Ramyeon

ISSUE IN SNS ‘Korean Grandmother’ in Minari, Youn Yuh-jung

K-FOOD RECIPE Spicy, Hot and Soft Taste, Sundubujjigae

PHOTO ESSAY

40 30

FOCUS ON PEOPLE Oh Hyoung-wan, Executive Vice President of Food Industry & Trade Division, Korea Agro-Fisheries & Food Trade Corporation (aT)

VARIETY KOREA Andong, a Repository of Korean Traditional Culture

C over Story

Drunk on Korea,

K-Liquor Soju, beer, and makgeolli are Korean’s most favorite alcoholic drinks. Some people mix soju and beer together in proper proportions to make ‘Somaek’, and makgeolli with pajeon (Green onion pancake) is a go-to treat on rainy days. Notably, soju is one of the best-selling alcoholic drinks in the world due to its high sales volume in Korea. Makgeolli is a traditional Korean alcoholic beverage with a similar alcoholic content to beer, and it charmingly goes well with Korean traditional dishes such as pajeon and dubukimchi (Bean Curd with Stir-fried Kimchi). Recently, a variety of traditional alcoholic drinks have been produced, creating a traditional liquor wave among the younger generation.

4 Korea Agrafood

韓國に醉う?K-酒燒酎とビ―ル?マッコリは韓國人が最も好んで飮む酒だ?燒酎とビ―ルを適當な割合で混ぜ?「ソメク（譯者注：ソメクは韓國語の燒酎（ソジュ）とビ―ル（メクチュ）の頭文字をとった合成語）」を作って飮むこともあるし?雨が降れば言うまでもなく?パジョンにマッコリを求める?特に?燒酎は韓國での販賣量が元?多く?世界で最も多く販賣される酒に數えられるほどだ?マッコリは米で作った韓國の傳統酒で?アルコ―ル度數はビ―ルとほぼ同じだが?パジョンや豆腐キムチなど韓國の傳統料理との相性がよいという魅力がある?最近では?樣?な傳統酒が生産され?若い世代を中心に傳統酒ブ―ムが起こっている?

June 2021 5

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Korea’s Unique Drinking Culture & Trends work day ends at 6 p.m., and this is A when ‘Hoesik’ (office dinner) begins in Korea. There are much fewer Hoesik now due to COVID-19, however, the typical Hoesik includes moving on to the first and second rounds of drinking and eating together until late evening to relieve stress. ‘Somaek’ is the alcoholic drink that represents this Hoesik culture. Somaek, a mixture of soju and beer, is normally made by pouring a glass of soju into a beer glass and filling the rest with beer. Unlike cocktails, which are made by mixing various ingredients other than alcohol, the Korean way of mixing alcohol with another

6 Korea Agrafood

韓國オリジナルの酒文化とトレンド仕事が終わる午後6時?韓國で「會食」が始まる?今は? 新型コロナにより會食の機會は大幅に減ったが?1次會?2次會と場所を變えて遲くまで酒と料理をともに樂しみ?ストレスを解消する?こうした會食文化を代表する酒が?まさに「ソメク」だ?ソメクは燒酎とビ―ルを混ぜたもので?韓國燒酎のグラス一杯分の燒酎をビ―ルのジョッキに注ぎ?殘りをビ―ルで滿たして作る?酒のほかに樣?な材料を混ぜるカクテルとは異なり?韓國では酒に酒を入れるという点が異色だ? 最近では?新型コロナによる全世界的な「宅飮み」のトレンドとアルコ―ル度數が低い酒の流行などにより?

The popularity of low-alcoholic fruit soju, rather than regular soju, is increasing in overseas markets.

alcohol is unconventional. Recently, in the wake of COVID-19 outbreak, the worldwide trends for ‘home drinking’ and for low-alcoholic drinks have generated the rise in consumption of fruit soju. Notably, the popularity of low-alcoholic fruit soju, rather than regular soju, is increasing in overseas markets. According to the Export-Import Trade Statistics of the Korea Customs Service, exports of regular soju such as ‘Chamisul’ and ‘Chum-Churum’ amounted to USD 85.6 million in 2020, which showed a decrease by 4.6% from 2019. On the other hand, exports of fruit soju such as ‘Jinro Grapefruit’ and ‘ChumChurum Flavored-Apple Mango’ soared by 71.8% year-on-year at USD 49.58 million the previous year. From this time forth, it is expected that sweet fruit soju, which is milder and easier to drink than regular soju, will grow in popularity based around overseas markets.

果實燒酎の消費が增えている?特に?海外市場で一般の燒酎に比べて?アルコ―ル度數が低い果實燒酎の人氣が高まっている? 關稅廳の輸出入貿易統計によれば?「チャミスル」や「チョウムチョロム」など一般の燒酎の2020年の輸出額は?約8,560万ドルで2019年より4.6%減少した? 一方?「ザモンエイスル」?「スンハリアップルマンゴ―」など果實燒酎の輸出額は?昨年は4,958万ドルで前年より71.8%も急增した?今後も?海外市場を中心に一般の燒酎より口當たりがよく?飮みやすいことから?甘い果實燒酎の人氣が高まるとの見通しがある?

June 2021 7

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Korean Traditional Liquor Getting Younger There is quite a variety of traditional alcoholic drinks in Korea. With the development of the time-honored custom of ‘home-brewed liquor’ in every house, various traditional alcoholic drinks came into being in different regions. There are wide varieties of famous brands of Korean liquor including Andong

8 Korea Agrafood

若返る韓國の傳統酒韓國では非常に多くの傳統酒がある?昔から家ごとに酒を造る「家釀酒（カヤンジュ）」の風習が發達しており? 地域別に樣?な傳統酒が誕生した?地域別の銘酒としては?慶尙北道·安東（アンドン）の安東燒酎?忠淸南

Soju of Andong, Gyeongsangbuk-do, Sogokju of Seocheon, Chungcheongnam-do, Song whabaekiljoo of Iksan, Jeollabuk-do, etc. While the alcohol content of regular soju, commonly sold in supermarkets, is less than 20 percent alcohol by volume, Andong Soju has up to 45 percent alcohol by volume. You can readily experience Korean traditional alcoholic drinks at the ‘Traditional Liquor Gallery’ located in Gangnam, Seoul. Each month, the traditional liquor from a different region is selected for a new theme, and a tasting experience program is operated. An employee at the gallery explained, “Recently, due to COVID-19, more and more people are enjoying ‘drinking alone’, and because it’s easy to buy traditional alcoholic beverages online, traditional liquors are getting more popular. In line with this trend, with a sense of youth added, Korean traditional liquors are becoming younger in taste and design. They’re popular with foreigners, and especially, many buy traditional liquors contained in porcelain for souvenirs.”

道·舒川（ソチョン）の素麴（ソゴク）酒?全羅北道·益山（イクサン）の松華百日（ソンファペギル）酒など非常に多種多樣だ?よく小賣店で賣られている一般の燒酎の度數が20度未滿であるのに反して?安東燒酎はアルコ― ル度數が45度に達するという? ソウルの江南の位置する「傳統酒ギャラリ―」へ行くと? 韓國の傳統酒を簡單に體驗できる?每月新しいテ―マで樣?な地域の傳統酒を選び?試飮體驗も行われている?ギャラリ―の關係者は「最近では?新型コロナにより家で「一人酒」を樂しむ人が增えており?傳統酒をオンラインで手輕に購入できことから?徐?に傳統酒の人氣が高まっている?こうした傾向に步調を合わせて?韓國の傳統酒も若い感覺が加わるとともに?味とデザインの全てが若返っている?外國人にも人氣があるが?特に陶磁器に入った傳統酒を記念品として購入することが多い?」と述べた?

The Traditional Liquor Gallery Hours of Operation: 10 a.m. to 8 p.m. Closed every Monday and holidays (Reservations are necessary)

Korean Drinking Etiquette

There are few rules to follow while drinking in Korea. First of all, you pour alcoholic drinks for one another, and not for yourself. So you need to check if the other person’s glass is empty. Also, you don’t fill up a glass before it is empty. You should pour more after the glass has been emptied. Lastly, when drinking with one’s elders, it is polite to turn around to drink, and use both hands to pour and receive liquor.

韓國の酒のマナ―

韓國では酒の席で守らなければならないル―ルがいくつかある?いったん酒を互いに注ぐと?本人が注ぐことはない?そのため?相手方のグラスが空いているかを注視しなければならない?また?チョムジャン(酒が殘ったグラスに酒を注ぎ足すこと)はしない?酒を全て飮んでから酒を注がなければならない?最後に?目上の人とともに酒を飮むときは?體を傾けた後で相手から見えないようにグラスを空けることがマナ―で?酒を注ぐときや注いでもらうときは?いずれも兩手で相手に注いだり?相手からの酒は兩手を添えて注いでもらう?

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KOOKSOONDANG A Representative Korean Traditional Liquor Company

韓國の傳統酒の代表企業? （株）麴醇堂（ククスンダン） ooksoondang Brewery CO., LTD., estabK lished in 1952, brews traditional liquors such as makgeolli, and is receiving the love of Korean people. Last year, for the first time in the traditional liquor industry, Kooksoondang received the Export Tower Award for USD 5 million from the Korean government. An employee at Kooksoondang said, “An estimated export amount for 2021 is USD 8 million, which is 18% increase compared to last year. This year as well, we will renew our highest exports since our founding.” Notably, Kooksoondang came to the fore by launching ‘Kooksoondang Draught Makgeolli’, to which the ‘Makgeolli Fermentation Control Technology’ was applied, in 2009. The ‘Fermentation Control Technology’ pertains to grafting, onto the fermentation of draught makgeolli, the Champagne fermentation method by applying the technology of controlling the activity of living yeast in draught makgeolli, and of blocking the inflow of outside air. Through this, health-promoting vegetable lactic acid bacteria, unique to Draught Makgeolli, were made possible to be kept alive for a long time.

10 Korea Agrafood

年に設立された麴醇堂は?百歲酒（ペクセジュ）? マッコリなど傳統酒を釀造し?韓國人の愛情を一身に受けてきた企業だ? 昨年?傳統酒業界では初めて政府から500万ドルの輸出塔を受賞した?主な輸出國は米國?中國?日本?ベトナム?オ―ストラリアなど5ヶ國だ?麴醇堂の關係者は? 「2021年の輸出予想金額は?前年比18%成長した800万ドルだ?今年もまた麴醇堂の創業以來最高の輸出額を更新することが確實だ?」と述べた? 麴醇堂は國內で初めて罐マッコリを開發するなど?マッコリ産業の發展に貢獻している?特に?2009年の「マッコリ發酵制御技術」を適用した「麴醇堂生マッコリ」を發賣し?注目を集めた?「發酵制御技術」とは?生マッコリ內に生きている酵母の活性を調節し?外部の空氣の流入を遮斷する技術で?シャンパンの發酵法を生マッコリの發酵に融合したものだ?これを通して?生マッコリ特有の體によい植物性乳酸菌が長い間生存するようにした? 麴醇堂の全製品は?大韓民國の淸淨地域である江原道の橫城（フェンソン）釀造所で釀造される?2007年以降?政府が選ぶ綠色企業に入るほど?環境にやさしい釀造所であり?生産される全ての製品はHACCPの認證を受け?衛生的な生産設備を備えている? 1952

Bekseju

Draught Makgeolli

It is a representative Korean traditional liquor fermented with Seolgaengmi (one of the rice varieties), rice used exclusively for brewing, and good Nuruk (fermenting agent used for brewing liquor), and 12 healthful medicinal herbs. It’s made by fermenting uncooked rice, so it tastes simple and gives you the least hangover. It goes well with most Korean dishes. It was the first Korean liquor product to be designated as Excellent Cultural Product selected by the Korean government. (13% alcohol by volume)

It is a makgeolli that maintains its taste and freshness for a long time by blocking external air and by controlling activation of yeast through the ‘Fermentation Control Technology’ developed for the first time for Korean makgeolli. It contains health-promoting dietary fiber and vegetable lactic acid bacteria, and brewing with the non-heat Raw Rice Fermentation Method allows it to be rich in essential amino acids. (6% alcohol by volume)

百歲酒

大韓民國のマッコリでは初めて開發された「發酵制御技術」を通して?外部の空氣の遮斷と酵母の活性化を調節し? 長い間味と鮮度が維持されるマッコリだ?健康維持にもよい食物纖維と植物性乳酸菌が含まれ?熱を加えない生米發酵法で釀造されている?そのため? 必須アミノ酸が豊富に含まれている? (アルコ―ル度數6%)

釀造專用米の雪粳米(ソルゲンミ?稻の品種の1つ)と良質の麴?體によい12種類の韓藥材を加えて發酵させた大韓民國を代表する傳統酒だ?米に熱を加えず? 生米發酵法で釀造しており?酒の味もさっぱりしており?二日醉いも少ない? ほとんどの韓國料理との相性もぴったりだ?大韓民國政府が選定した優秀文化商品に大韓民國の酒類製品としては最初に選ばれた?(アルコ―ル度數13%)

100 Billion Prebiotics Makgeolli It is premium makgeolli, and contains prebiotics. A bottle of makgeolli contains more than 100 billion heat-treated lactobacillus cultures, and 1000mg of fructooligosaccharide, a prebiotic substance. In consideration of diversified consumption patterns for makgeolli, PET bottled products and small canned products are available as well. (5% alcohol by volume)

億プリバイオマッコリ

1000

生マッコリ

プレミアムマッコリで?プロバイオティクスが含まれている?マッコリの1 甁に熱處理乳酸菌培養體が1,000億以上含まれており?プロバイオティクス物質のフラクトオリゴ糖も1,000mgが含まれている?多樣化するマッコリの消費パタ―ンを考慮し?ペットボトル容器の製品と小容量の罐の製品もある? (アルコ―ル度數5%)

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Chamoe the Charm of Crispiness and Sweetness 12 Korea Agrafood

s chamoe (Korean Melon) one of I Koreans most favorite fruits of summer? Half right, half wrong. Chamoe is indeed a superstar in summer, but technically, chamoe is not a fruit but belongs to the fruit-vegetable family. Fruit vegetables refer to vegetables with edible pulp and seeds. For example, cucumbers, pumpkins, and tomatoes are classified as fruit vegetables. Nevertheless, the reason why chamoe is mistaken for a fruit is because it is tastier than a fruit. Especially, while most sweet fruits have a soft texture, chamoe is highly favored for its crispy texture.

Chamoe is Seongju, Seongju is Chamoe Chamoe with yellow stripes are mostly produced in Seongju, Gyeongsangbuk-do in Korea. That is why the international name for chamoe is ‘Korean Melon’. Koreans think of Seongju first when it comes to chamoe, and vice versa. Annual sales of Seongju Chamoe amount to approximately USD 485 million. Seongju Chamoe National Agricultural Cooperative Federation carries one-sixth of Seongju Chamoe production. It is the largest in Seongju. Once chamoe grown by 100 farmers are warehoused, they are washed, screened, and packaged in accordance with GAP standards, then cooperative shipping is carried out. Seongju Chamoe National Agricultural Cooperative Federation is equipped with facilities that can handle more than 30,000 boxes of 10kg per day. Do Ki-jung, President of Seongju Chamoe National Agricultural Cooperative Federation, said, “Seongju has a geographically best environment for chamoe production. Not only is it a basin surrounded by Gayasan Mountain like a folding screen, but it’s also situated along Nakdonggang River. The wind is kept out and

香甛脆口之魅力――甛瓜甛瓜是韓攻人夏季最喜歡吃的瓜果之一？這話可以說是捲一半錯一半?甛瓜是夏季最有魅力的瓜果這沒錯，但嚴格來說甛瓜幷不婁于水果而婁于果菜類?果菜類指的是蔬菜中的瓜果類及可食用的菜旴類?如，黃瓜? 南瓜?西紅枾等都婁于果菜類?雖然甛瓜也婁于果菜類，但由于甛瓜具有比水果更好的美味，所以人們一直誤認爲甛瓜就是水果?大部分甛水果口感都蜈軟，而甛瓜則相反，人們蜈喜歡甛瓜的脆口感?

甛瓜是星洲，星洲是甛瓜

帶有黃色穡紋的韓攻甛瓜大部分産自慶尙北道的星洲地袴?韓攻甛瓜在攻際上叫做“Korean Melon”?說道星洲韓攻人都繇想到甛瓜，說到甛瓜都繇想到星洲?星洲甛瓜每年的銷魔額高達約4.85億美元? 星洲甛瓜園藝農協所格手的甛瓜占星洲甛瓜總産量的六 June 2021 13

Farmtastic

there’s abundance of water, so it’s the perfect place for growing chamoe. This is the reason why, unlike other crops, chamoe is produced so much only in Seongju.”

Chamoe, beyond Korea to the world Production of chamoe goes in full swing from April, and they will be shipped to markets until September. This year’s crops are very good, and Seongju Chamoe National Agricultural Cooperative Federation achieved early sales of approximately USD 8.8 million in mid-May. The boost in online sales due to COVID-19 has incurred an increase in sales. Because of the excellent Korean market, chamoe exports are proceeding at a glacial pace; however, Seongju Chamoe National Agricultural Cooperative Federation has spared no effort in attracting investments to enter the overseas market since 6 years ago. It is because chamoe was assessed to be competitive enough in foreign markets. Do Ki-jung, President of Seongju Chamoe National Agricultural Cooperative Federation, said, “Currently, chamoe is being exported consistently to overseas markets such as

14 Korea Agrafood

分之一?這在星洲規模最大?由100多名瓜農栽培的甛瓜入庫后，要按照GAP(良好農業規範)標准格淸洗? 篩選?包裝等過程后進行統一上市銷魔?星洲甛瓜園藝農協備有可日處理3万箱10公斤裝甛瓜的設施? 星洲甛瓜園藝農協都基正組合長說道，“星洲具有生産甛瓜的最佳地理環境?這裏地處盆地，四周有屛風般環繞的伽椰山，還有洛東江穿流而過?不僅能倦風，而且水量還蜈酪富，所以說是生産甛瓜的最佳之地?不同于其他農作物，唯糾在星洲盛産甛瓜的原因也在于此?”

甛瓜，走出韓攻走向世界

從4月開始全面進入産瓜期的甛瓜可持樓上市到9月?今年的收成要比往年好蜈多，所以到了5月中旬星洲甛瓜園藝農協便提前麟現了約880万美元的出口額?在新冠疫情影響下，網絡銷魔更加活躍，這反倒成就了銷量的提高? 由于甛瓜的內需市場一直蜈好，所以出口進行得有所緩慢，但星洲甛瓜園藝農協從5年前開始便不惜投資進行海外市場的開拓，他們認爲星洲甛瓜在海外市場具有充分的競爭力? 都基正組合長說道，“現在，我們一直捲新加坡?馬來西亞香港等海外市場出口甛瓜?在2018年平昌冬奧繇期間，我們曾以外攻選手爲捲象組織過甛瓜品嘗活動，記得芎時俄羅斯選手們特喜歡甛瓜，甛瓜放在世界任何市場都有足誥的競爭力?” 今后，如果中攻市場一旦被打開，甛瓜的出口預計繇迎

Singapore, Malaysia, and Hong Kong. During the 2018 Pyeongchang Winter Olympics, we conducted a chamoe tasting event for foreign athletes, and I remember Russian athletes particularly seemed to like it very much. Chamoe has sufficient competitiveness in any foreign market.” It is expected that exports of chamoe will explode if the Chinese market opens. Do Kijung, President of Seongju Chamoe National Agricultural Cooperative Federation, said, “In China, the world’s biggest consumer market, a gold color is preferred. The gold color of chamoe is enough to attract attention of Chinese consumers, and the crispy and sweet taste also has sufficient competitiveness. I hope that the Korean and Chinese governments will conduct quarantine negotiations as soon as possible so that Chinese consumers can taste Korean chamoe.”

來爆炸性增長?都基正組合長憐示，“世界最大的消費市場中攻捲金黃色産品情有糾鍾?金色甛瓜有足誥的魅力吸引中攻消費者，香甛脆口的味道也有足誥的産品競爭力?我們希望韓中兩攻政府能誥盡快達成檢疫協議，讓中攻消費者盡早吃到韓攻的美味甛瓜?” Seongju Chamoe National Agricultural Cooperative Federation +82-54-933-4700~2 +82-54-933-4703 bjh1413@hanmail.net www.melon.or.kr

The Efficacies of

Chamoe

Chamoe helps you lose weight because it is made up of 90% water, and low in calories at 30kcal per 100g. Chamoe is also good for recovering from fatigue due to its high content of Vitamin C, and it is high in folic acid, making it perfect for anemia or mothers. Its peel and seeds are good to eat as well because they contain a lot of nutrients.

甛瓜的功效

甛瓜90%是水分，每100g只有30kcal，熱量蜈低有助于癎肥?而且富含維生素C及葉酸，有助于恢復疲勞，適合于貧血患者及産婦食用?甛瓜皮和甛瓜旴中也富含各種營養成分，一起吃下也蜈有好處?

June 2021 15

Global Trend _ Kimchi

16 Korea Agrafood

The World Enchanted by

Korean Kimchi 世界を魅了した「韓國のキムチ」 Kimchi, Emerged as a Dish for the World Kimchi is a representative dish of Korea. Thus, kimchi, which represents Korea, has now become a popular dish around the world. The spread of Hallyu (Korean Wave), represented by K-Pop and K-Drama, and the study results indicating kimchi helps to boost your immune system are promoting consumption of Korean kimchi.

キムチは韓國を代表する食べ物だ?このように?韓國を代表するキムチが?今では全世界の人?から脚光を浴びる食べ物へと飛躍した? K-Pop?韓國ドラマに代表される韓流の廣がりと?キムチが免疫力の增進によいという硏究結果は?韓國のキムチの消費を促進している?

In 2020, approximately USD 230 million worth of kimchi were exported worldwide. This is an increase of 34.2% from the previous year. This export trend continued into this year. Kimchi exports in the first quarter of this year reached USD 46.6 million, up 53.3% from the same period last year. Of all the various reasons why Korean kimchi was chosen by the world, it has been analyzed that it was because consumers’ interest in health and immunity was high due to the spread of COVID-19. As kimchi, which is fermented food, was recognized as a healthy food that boosts immunity, it is chosen by people all over the world. Plus, the influence of Hallyu is a factor in having kimchi perceived as a representative of K-FOOD. It appears that these factors will continue for the time being, and an increasing trend of exports of Korean kimchi is also expected to continue.

世界の人?の食べ物として浮上したキムチ年?韓國のキムチは全世界へ約2億3,000万ドルが輸出された?これは?前年比で34.2%の增加となる値だ?こうした輸出の傾向は?今年も續いている?今年の第1四半期のキムチの輸出量は?4,660万ドルで?昨年同期に比べて53.3%の增加となった?韓國のキムチが世界の人?から選ばれた理由は樣?あるが?何よりも新型コロナの感染擴大により?健康と免疫力に對する消費者の關心が高まったためだと分析される?發酵食品のキムチが免疫力を高める健康食品として認識されるとともに?全世界の人?がキムチを食べるようになった?それに加えて?韓流の影響がキムチをK-FOODの代表へ押し上げる要因になったという?こうした要因は?韓國のキムチの輸出もまた?增加傾向が續くものと予想される? 2020

June 2021 17

Global Trend _ Kimchi

Kimchi, Entered as a Healthy Food for Japanese Consumers Japan is a major importer of Korean kimchi, accounting for 53% of exports of Korean kimchi in the first quarter of this year. Thus, the reason for the love of Japanese consumers for Korean kimchi is the efficacies of kimchi. Particularly in the COVID-19 era, the efficacies of kimchi are receiving even more attention. In fact, the research team led by Jean Bousquet, a professor of pulmonary medicine at the University of Montpellier in France, announced that kimchi was the reason why Korea had fewer deaths from the COVID-19 infections. Thus, as it was made aware that kimchi’s beneficial bacteria and metabolites, generated in the fermentation process, help boost immunity, kimchi consumption in Japan is increasing. Hence, owing to such merits of kimchi, which is a fermented food, there has been a recent increase in the number of Japanese consumers who eat dishes made with sour kimchi. For example, the representative dishes made using sour kimchi include Kimchijjigae (Kimchi Stew) and Dubukimchi (Bean Curd with Stirfried Kimchi). Jang Seo-gyeong, the director of Korea AgroFisheries & Food Trade Corporation (aT) Japan

18 Korea Agrafood

regional headquarters, explained “Korean kimchi is well known to consumers that it’s easily found in retail stores in Japan. Recently, the popularity of Korean kimchi has increased due to the reports in Japan that fermented foods help strengthening immunity during the COVID-19 pandemic.”

日本の消費者の健康食として浮上したキムチ日本は?韓國のキムチの主要輸出國として?今年の第1四半期の韓國産キムチの輸出額の53%を占める?このように?日本の消費者が韓國産キムチを好む理由は?キムチの效能のためだ?特に?コロナの時代において?キムチの效能はより一層注目されている? 實際に?ジャン·ブスケフランス·モンペリエ大學肺醫學科名譽敎授の硏究チ―ムは?韓國が新型コロナによる死亡者が少ない理由を?キムチによるものであると發表したことがある?これにより?キムチが發酵する過程で?有益菌と代謝産物が免疫力の增進を助けるということが知られるとともに?日本國內でのキムチの消費が增加しているということだ? このように?發酵食品のキムチの强みのおかげで?最近では酸味のあるキムチを活用した料理を食べる日本の消費者が徐?に增加していることが知られている? 張瑞卿（チャン·スギョン）韓國農水産食品流通公社·日本地域本部長は?「最近では?新型コロナの狀況もあり? 發酵食品が免疫力の强化を手助けするという日本國內の報道により?韓國のキムチの人氣が高まった?」と分析した?

Kimchi Evolves into Various Consumption Patterns American consumer’ love for kimchi is no exception. Exports of Korean kimchi to the United States are increasing steeply. Exports of Korean kimchi to the United States were USD 23 million last year, up 56% from the previous year. In the first quarter this year, exports of Korean kimchi to the U.S. were USD 8.5 million, up 80.6% compared to the same period last year. In the U.S. as well, due to COVID-19 ongoing since last year, with the spread of the recognition that kimchi is beneficial, and boosts immunity, the demand for kimchi has been analyzed to have increased. In addition, another reason for the raised degree of recognition for K-FOOD is the spread of Hallyu such as KPop and K-Drama. This is because, with the spread of Hallyu, more American consumers are visiting Korean restaurants; also, kimchi served as a side dish at Korean restaurants naturally allowed more consumers to try kimchi. One of the characteristics of the demand for kimchi in the U.S. is that kimchi is used in various local dishes. For example, kimchi seasoning is added to barbecue sauce, or kimchi is used as an ingredient for tacos. Han Man-woo, the Director of aT Los Angeles Branch Office, said “Kimchi is a fermented food and it’s good for health. And the effects of its being slow food and high in immunity are creating synergy. Moreover, various attempts are being made to use kimchi in local dishes in the U.S., raising the awareness of Korean kimchi.”

樣?な消費形態へと進化するキムチ米國の消費者のキムチ愛も例外にもれず?相當なものだ? 韓國のキムチの米國への輸出額もまた?急速に增えている?昨年の韓國のキムチの米國への輸出額は?2,300万ドルで?前年比56%の增加となった?今年の第1四半期もまた?米國への韓國産キムチの輸出額は850万ドルで?前年同期比で何と80.6%の增加となった? 米國でも?昨年から續く新型コロナにより?キムチが健康へよく?免疫力を高めるという認識が廣がるとともに?キムチの需要が增加していると分析される?ここで?KPop?韓國ドラマなどの韓流の擴散により?K-FOODの認知度が高まったことも?キムチの需要增加の理由だ? 韓流の擴散により?韓國料理店を訪れる米國の消費者が增え?韓國料理店のおかずにキムチが提供されるとともに?自然にキムチを食べる消費者が增えているためだ? 米國のキムチの需要の特徵のうちの1つが?キムチが樣? な現地の料理に利用されるという点だ?例えば?バ―ベキュ―ソ―スにキムチシ―ズニングを使用したり?タコスの材料にキムチを使用するということがある? 韓晩愚（ハン·マンウ）aT LA支社長は?「キムチは發酵食品として?郞にもよく?スロ―フ―ドであるとともに?免疫力の增進などにも高い效果があり?シナジ―效果を示している?さらに?米國の現地の料理にキムチを活用する樣?な試みが行われており? 韓國のキムチの認知度がさらに高まっている?」と述べた? June 2021 19

Traditional K-FOOD

Exporting the Finest Taste of Korea’s Ganjang to the World 韓攻美味醬油出口世界

Safety assurance and thorough quality control The soy sauce produced by Singsong Food Corporation has a subtle aroma and an exceptional savory taste. Only the highest-quality beans are selected and used to make the soy sauce. The processes to make the soy sauce include high-temperature treatment, neutralization and sterilization of beans then mixing with salt and wheat flour. After that, it goes through a process in which the murky mixture is cleared. Here again the second filtration process takes place to make pure soy sauce. Singsong Food Corporation is equipped with HACCP-certified high-tech facilities, and complied with the hygienic process of raw materials. Hence, the soy sauce produced is highly safe and of superior quality. Shin You-sik, CEO of Singsong Food Corporation, explained, “The major importers of our products are Russia, the United States and China. In these countries, Japanese food is well known and Japanese food franchises are developed. So the consumption of soy sauce has steadily increased and a series of favorable reviews of Singsong Soy Sauce has

20 Korea Agrafood

保嗇安全及嚴格的質量管理

新松食品(株)生産的醬油具有淡淡的香味及甘甛的味道?制造醬油所用的原料都是格過嚴格篩選的質量最好的大豆?所採用的生産工藝是，首先捲大豆進行高溫處理?中和處理及滅菌作業后添加鹽和面粉?之后捲渾濁的混合液進行淨化處理?然后再在此基礎上在格過第二次過濾生産出高純度的醬油?新松食品擁有獲得 HACCP(危害分析侮關鍵控制点)郞係認嗇的最尖端生

The ganjang (soy sauce) made by SINGSONG FOOD CORPORATION has the taste of a 42-year-old tradition. Singsong’s soy sauce, produced in a Korean traditional method, was made by carefully selecting ingredients. Through thorough quality control and differentiated taste, it is not only recognized Korean but also captivating the taste buds of overseas consumers. Following the exports worth USD 332,000 in 2020, the export volume is steadily expanding with the aim of exports worth USD 449,000 this year.

新松食品(株)(SINGSONG FOOD CORPORATION)生産優質醬油已有42 年悠久的曆史?以韓攻傳統方式生産的新松醬油從選材開始就蜈嚴格?其嚴格的質量管理及差別化的産品味道蜈受韓攻攻內及海外消費者的歡迎? 産品的出口量也在不鉤提高，訣2020年麟現出口額33.2万美元，今年又提出44.9万美元的出口目標?

June 2021 21

Traditional K-FOOD

led to a continuous increase in exports.”

Expansion of supply to overseas franchise restaurants with differentiated taste There is a continuous increase in exports of Singsong Soy Sauce to the United States, China, and to Southeast Asian as well, with Russia as the center. Previously, exports were geared towards overseas Korean residents, however, as the influence of K-Pop and Korean movies spread, there has been a recent increase in demand by locals for the soy sauce products of Singsong Food Corporation. Singsong Food Corporation took note of the fact that the high retail prices, formed due to the use of the existing high-priced glass containers, incurred failure to expand the consumption base. Consequently, Singsong Food Corporation obtained price competitiveness

22 Korea Agrafood

産設施，幷嚴格遵守衛生的原料處理過程?所以，所生産的醬油不僅質量好而且蜈安全? 申儒植CEO說道，“我們産品的主要出口捲象攻爲俄羅斯?美攻和中攻?日本料理在這些攻家蜈普及且有不少連鎖格營店?所以，醬油消費量也在不鉤增加，同時隨着新松醬油知名度的不鉤提高，産品的出口量也在不鉤增加?”

以差別化的味道爲海外連鎖餐館頑大供應

新松食品生産的醬油不僅捲俄羅斯?中攻和美攻，而且捲東南亞攻家的出口量也在不鉤增加?以往，主要是以芎地的韓攻僑民爲捲象進行出口，但隨着K-POP(韓攻流行音樂)及韓攻電影影響力的頑散，現在不僅韓國人而且當地消費者也在購買新松食品生産的醬油産品?尤其是，用新松醬油配芎地消費者所吃的調料，可使調料的味道倍增，所以蜈受消費者的靑器? 新松食品注意到以往因採用茫貴的厓璃包裝，造成零魔價提高，无法頑大消費基礎的問題?幷捲此通過採用新的設計及用塑料容器代替厓璃容器的方法進一步提高了産品的價格競爭力?在俄羅斯市場，通過構建以傳統市

by replacing with plastic bottles while renewing the product design. In addition, for the Russian market, a huge success was achieved with a localization strategy in which local consumption is greatly increased by establishing supply chains mainly in traditional markets. Meanwhile, through the Singsong Soy Sauce logo with a drawing of two Jangdokdae (platform for crocks of sauces and condiments), consumers were allowed to easily identify the product. CEO Shin You-sik said, “From now on, we will expand supply by strengthening accessibility through local online channels, and by targeting franchise restaurants. We will try actively to promote the taste of Singsong Soy Sauce through the delivery of raw materials for local sauces.”

Korean Traditional

Ganjang

場爲主的産品供應網進一步頑大消費的芎地化戰略還取得了極大的成功?同時，還通過怜有兩憾醬缸臺的新松醬油標志，讓消費者更容易認識産品? 申儒植CEO憐示，“今后，我們還將通過進一步開拓芎地商場及在陸渠道等銷魔渠道，以連鎖餐館爲捲象頑大産品的供應?我們將通過爲芎地供應調料用原料産品，讓海外消費者更多地了潁新松醬油産品?” SINGSONG FOOD CORPORATION 070-7113-3132 chpark@singsong.co.kr www.singsongfood.com

Korean traditional soy sauce is made using fermented soybean lumps, water, salt, red pepper, jujube, charcoal, etc., and longer fermentation creates superb taste and color. Local consumers abroad, who have experienced the deep taste of Korean traditional soy sauce, show tendency to continuously buy Korean soy sauce products. In line with this trend, exporters of Korean traditional soy sauce are further strengthening their marketing, to overseas consumers, of Korean traditional soy sauce as a food sauce that elevates the flavor of food.

韓攻傳統醬油主要是利用大豆醬餠?水?鹽?辣椒?大棗?木炭等進行制作，陳年醬油味道和色樣更好?在海外，嘗過韓攻傳統醬油醇厚味道的消費者都有持樓再購的傾向?据此，韓攻傳統醬油出口企業也在以海外消費者爲捲象，突出美味調料産品的特点積極開展捲韓攻傳統醬油的營銷活動?

June 2021 23

Essay Photo

“The Season of Thick Greenery, Now is a Time We Need a Little Rest”

June has arrived already. The sunlight is getting hotter, and we need shade. So, a short rest under the shade allows us to look back on our daily life and becomes an opportunity to recharge our lives. The shade covered by the trees emitting greenery be a shade for a married couple to rest after work. They will also feel the change of the seasons as they walk this path every day. <Korea Agrafood> will also become a friend for our readers to rest with. This photo shows a couple walking along a street in rural Korea after they are finished with work.

24 Korea Agrafood

June 2021 25

Health & Wellness

Promoting Korea’s Healthy Taste Worldwide orean ginseng, insam has recently been K drawing attention from Korean and global consumers around the world for its excellent quality and various product lines. This is easily seen in numerical figures. In 2020, about USD 230 million of Korean ginseng products were exported to the world, an increase of 9.3% compared to the previous year. It is especially no exaggeration to say that the U.S. led the export of Korean ginseng products with 33.6% increase from the previous year. Geumsan Ginseng Cooperative is expanding worldwide by exporting various ginseng products to 15 countries including the U.S. and Europe.

Widening options for buyers with various products Prior to the establishment of the cooperative, CEO Jung Won-sic of Geumsan Ginseng Cooperative exported ginseng products to Japan himself. However, he felt that it would be difficult to expand the export market and buyers all on his own. Then he established a cooperative, deciding to collaborate with small business owners producing ginseng products in the Geumsan area. After the coop-

26 Korea Agrafood

韓國の高麗人參を世界へ韓國の高麗人參は優れた品質と多樣な製品により?韓國はもちろん世界の消費者から脚光を浴びている?これは?數字からも簡單に知ることができる?2020年の韓國の高麗人參製品は?全世界で約2億3,000万ドルが輸出され?前年比9.3%の增加となった?特に?米國は前年比33.6%の輸出額の增加とともに?韓國の高麗人參製品の輸出を主導したといっても過言ではない?錦山人參協同組合も多樣な高麗人參製品を米國?ヨ―ロッパなどの15ヶ國へ輸出するとともに?世界へと廣めている?

多樣な製品でバイヤ―の選擇の幅を擴大

鄭元植（チョン·ウォンシク）錦山人參協同組合代表は? 協同組合の設立以前に單獨で日本へ高麗人參製品を輸出していた?しかし?輸出市場とバイヤ―擴大のためには?1人では擔うことは困難と判斷した?しかし?高麗人參製品を生産する錦山地域の小商工業者と協業を行うことを決めるとともに?協同組合を設立した?その結果?錦山人參協同組合は輸出マ―ケティングを擔當し?組合員は製品生産と加工に專念するシステムを構築した?協同組合の設立後には?各組合員のブランドを統合した共同ブランドのジンコ―プ（GIN COOP）を誕生させた?共同ブランドには高麗人參キャンディ―?濃縮液?ゼリ―など100種類余りの多樣な製品が含まれている?錦山人參協同組合は?このように製品を多樣化するとともに?バイヤ―のニ―ズと選擇の幅を廣げてきた? June 2021 27

Health & Wellness

erative was setup, GIN COOP was created as a co-brand unifying the brands of each member. The co-branding includes over 100 different product lines such as ginseng candy, concentrate, and jelly. As such, Geumsan Ginseng Cooperative widened buyers’ needs and options while diversifying its products. CEO Jung Won-sic said, “It is not accurate to judge that the product has lower quality or safety because there are so diverse products. Export products are generally safe, since they all must meet the safety standards of the importing country. We are confident that our products are qualified enough to be exported to 15 countries worldwide.” The true value of Geumsan Ginseng Cooperative has been proven abroad. For example, a local buyer in the United States decided to open a ginseng store, so Geumsan Ginseng Cooperative offered various items and advice. As a result, the buyer opened a store specializing in Geumsan ginseng in New York, U.S. For export to Europe, Geumsan Ginseng Cooperative maintains a strong relationship with a buyer for Korean and Asian food products, whom Geumsan

28 Korea Agrafood

鄭元植代表は?「製品が多いと? 品質や安全性が落ちるというのは誤りだ?輸出製品は該當國の安全性の檢證が濟まなければならないため?安全性は基本に備えられている?品質もまた世界15ヶ國に輸出されることからも?自信はある?」と述べた?

バイヤ―が望む製品開發と信賴構築

錦山人參協同組合の眞價は?海外で立證された?米國では現地のバイヤ―が直接?高麗人參の店孃を開設し?助言とともに樣?な提案を行った?その結果?當該バイヤ―は米國のニュ―ヨ―クで錦山高麗人參專門の店孃をオ―プンすることになった?ヨ―ロッパ輸出は?韓國およびアジアの食品を取扱うバイヤ―としっかりとした關係を維持している?このバイヤ―とは韓國農水産食品流通公社（aT）の支援を受け?チェコで開催された輸出商談會に參加したときに出會ったのが緣で?現在までパ―トナ―シップ關係を維持している? 錦山人參協同組合がこのように海外のバイヤ―に認められた理由は?何だろうか?鄭元植代表は?「バイヤ―との迅速な意思疎通と彼らが必要な製品をしっかりと把握·開發し?提示したことが功を奏した?」と述べた?實

Ginseng Cooperative met at a trade fair held in the Czech Republic which the buyer attended with Korea Agro-Fisheries & Food Trade Corporation (aT)’s support. Both have been maintaining a partnership with each other since the interaction at the fair.

Development of products wanted by buyers and building trust Why is Geumsan Ginseng Cooperative is so widely recognized and accepted by overseas buyers? CEO Jung Won-sic said “Our prompt communication with buyers and the ability to properly identify, develop, and present the products they needed were effective.” Geumsan Ginseng Cooperative has an instant communication system with U.S. and European buyers despite the time difference with Korea. After, they conduct overseas market analysis and identify consumer needs, develop products, and send samples to test local responses. As a result, that they developed and offered the products wanted by the buyers worked effectively. Since two years ago, Geumsan Ginseng Cooperative has been sending members directly to Vietnam to conduct market research and sales jobs. Thanks to the success of this strategy, Geumsan Ginseng Cooperative exported USD 570,000 worth of ginseng products last year despite the adverse effects of COVID-19. It plans to export more than USD 650,000 worth of ginseng this year. CEO Jung Won-sic said, “Building trust with buyers based on safety and excellent product quality is the export strategy of Geumsan Ginseng Cooperative. From now on, we plan to expand our products from ginseng to health foods to promote the healthy taste of Korea to global consumers.”

際に?錦山人參協同組合は韓國と時差が發生するが?米國?ヨ―ロッパのバイヤ―とすぐに連絡を取ることのできる郞制を築いている?また?海外市場の分析と消費者ニ―ズを把握して製品を開發し?サンプルを送って現地の反應をチェックしている?最終的に?バイヤ―が望む製品をまず開發し?提案するやり方が信賴へと通じた?2年前からはベトナムへ組合員を直接派遣して?市場調査と販賣を擔當している? こうした戰略が功を奏し?錦山人參協同組合は新型コロナの影響にもかかわらず?昨年は57万ドルの高麗人參製品を輸出した?今年は?65万ドル以上を輸出するという計畵だ?鄭元植代表は?「安全性と優れた品質をもとにしたバイヤ―との信賴構築は?錦山人參協同組合の輸出戰略だ?今後は?高麗人參製品のほかの健康食品へとすそ野を廣げ?世界の消費者へ韓國のヘルシ―な食品を廣めていきたい?」と述べた?

Geumsan Ginseng Cooperative 070-5033-2362

gincoop@naver.com

June 2021 29

Focus on People

Continued OnlineOffline Hybrid Promotion Oh Hyoung-wan Executive Vice President of Food Industry & Trade Division, Korea Agro-Fisheries & Food Trade Corporation (aT)

With the outbreak of COVID-19 since the beginning of last year, the export environment of Korean agricultural and fishery products are expected to have continued changes this year. In response, Oh Hyoungwan, the Executive Vice President of the Food Industry & Trade Division, Korea Agro-Fisheries & Food Trade Corporation (aT), said “What is most important is to stay prepared preemptively by combining the advantages of online and offline promotion, so that the export trend of Korean agricultural and fishery products remain unchanged even when the export environment for agricultural and fishery products changes.” We learned about aT’s plans to revitalize the exports of Korean agricultural and fishery products this year as well as the direction of online business that has emerged as a new trend.

30 Korea Agrafood

We set an aggressive target of USD 10.6 billion for this year’s agricultural and fishery export target, an increase of 7.4% from the previous year. To achieve this export goal, we plan to provide all-round, comprehensive support. First, we have determined that it is important to consolidate the operation of export specialized organizations including 6 integrated export organizations, such as paprika and pears, and 11 leading fisheries organizations, such as laver and flatfish. Through this, we aim to focus on discovering and fostering new functional items and reinforce the basis for revitalizing the export of rural area income-related items. In addition, we will expand the digital market for promising export products by establishing 5 additional Korean food centers in online malls such as the New Southern region.

products or expand the online permanent Korean food center this year. For example, we are in the process of renovating our AgroTrade into an online B2B transaction brokerage site, through which we expect to reduce the cost of search for Korean agricultural products by overseas buyers and increase reliability by providing online support for product inquiries, sample requests, and quotation consultations. For online permanent Korean Food Center, we will have experts provide close support to korean export firms in the entire process from online shopping mall selection to store entrance. Through this, we expect to see Korean small and medium-sized exporters enter the online distribution network more actively.

Please explain what aT’s plans are to revitalize the export of agricultural and fishery products this year.

With COVID-19, changes seem inevitable in how Korean agricultural products are exported. What is the direction of aT’s non-face-to-face online business this year?

Due to COVID-19 last year, there were new attempts to reform the online and mobileoriented export support system away from offline or face-to-face marketing, such as the online export consultation meetings and the opening of T-mall Korean Food Center. Based on these attempts, we plan to build a B2B platform exclusively for agricultural

Last year, exports of Korean agricultural products increased while exports of seafood decreased. What are your plans to revitalize seafood export?

Seafood exports amounted to USD 2.3 billion last year, a decrease of 7.4% from the same period in the previous year. This year, aT will create an organization to lead each item in the fishery sector while strengthening the competitiveness in the entire process from the production stage to export for strategic export items, such as laver, flatfish, and fish cake, by systemizing the organization. We also plan to promote export voucher business in stages according to the capabilities of Korean exporters and solidify the development of high value-added fishery processed products, thereby fostering export products with potential to succeed.

June 2021 31

Monthly Pick The Best in Season

6 Jun. SUN

MON

TUE

WED

THU

FRI

SAT

Maesil the Powerhouse Remedy to Recover from Fatigue As much as looking at its green color is beneficial, maesil (Korean green plum) is actually considered as the absolute powerhouse remedy to recover from fatigue. In Korea, maesil is used to make maesil-cheong (extract syrup), which is taken in the form of tea to relieve fatigue. The true value of Korean maesil-cheong and tea has been confirmed by consumers in the US and China.

32 Korea Agrafood

G r e e n ( K o r e a n

Maesil is a fruit that has long been used as a medicine. It has that many benefits. Maesil is rich in minerals, vitamins and citric acid. Citric acid among them promotes metabolism, relieves fatigue, and stimulates appetite. Because maesil is rich in citric acid, it is excellent for overcoming fatigue, and in Korea, maesil extract is a popular home remedy for an upset stomach. Also, maesil has excellent detoxifying properties, which help treat stomach problems and food poisoning. It is also good for indigestion and skin care, and is used as a fruit with a strong sterilizing effect. Because of these effects, in Korean homes, maesil extract is used in place of starch syrup or sugar to add flavor.

M a e s i l

Maesil with Various Efficacies

P l u m )

Zoom In

Korean Maesil Products, Drawing Attention of the World Maesil is generally consumed in various forms of processed products, rather than in its natural form. In Korea, maesil is usually used to make maesil-cheong for consumption. This is because maesil-cheong can be consumed for various purposes while retaining the nutrients of maesil. Maesilcheong can be easily found in the market. The processed products made with maesil have become prevalent overseas. In fact, Gurye, Jeollanam-do, exported maesilcheong to China, as well as maesil-tea from Hamyang, Gyeongsangnam-do, has been exported to the United States. In addition, Korean maesil-cheong can be purchased on Amazon as well. In fact, the Korean maesil-cheong on Amazon are highly popular as to have received 4.5~5 star ratings. As the efficacies and functionality of the maesil meet the needs of health-conscious consumers, the exports of Korean maesilbased products are expected to expand.

June 2021 33

Monthly Pick Best Product Online

Best Seller

Spicy Ramyeon Captivating the Continent It is no exaggeration to say that Korea’s ramyeon market at present is in the ‘Warring States period’. Although the tradition remains steadfast, the competition is becoming more intense due to the products released by new companies entering the ramyeon market. However, the situation of Korean ramyeon is different in China. Spicy ramyeon products are consistently in demand by consumers in China.

34 Korea Agrafood

Consumers in China often compared Korean ramyeon to Taiwanese ramyeon such as Tongyi and MasterKong. They found Korean ramyeon as tasty as Chinese ramyeon for which they had acquired taste. In particular, ‘chiewier noodles’, ‘less oily’, and ‘spicy and sweet taste’ were cited as the strengths of Korean ramyeon. One netizen posted an image of Shin Ramyun cooked with eggs, meatballs, and carrots, making an evaluation that “It’s my best favorite ramyeon. Very easy to cook, and the soup tastes amazing.” Here are some of the expressive reviews by Chinese consumers who purchased Korean ramyeon.

On T-Mall, the representative online shopping site of China, Korean spicy ramyeon products are massively popular. As of December last year, the monthly sales of Hot Chicken Flavor Ramen on TMall reached approximately 1.6 million. The monthly turnover was estimated to be around USD 7.942 million. This corresponds to about 8% of the monthly sales of ramyeon on T-Mall, and it ranks fourth in the ramyeon sales. On top of that, some of the internet celebrities as Wang Hong have contributed to the growing popularity of Hot Chicken Flavor Ramen in China by conducting mukbang. In addition, T-Mall’s online vendors bundle Hot Chicken Flavor Ramen with other Korean spicy ramyeon products. This is due to the tendency of consumers who purchased Hot Chicken Flavor Ramen online in China to generally prefer the hot and spicy taste. Chinese consumers evaluated that the unique Korean spicy taste was ‘invigorating’ and ‘refreshing’.

Korean Ramyeon, Deliciously Spicy

The Reason Why T-Mall Consumers Made the Purchases

Zoom In

June 2021 35

Issue in SNS

‘Korean Grandmother’ in Minari,

Youn Yuh-jung “Korean grandmother” Youn Yuh-jung won the Best Supporting Actress Award at the Academy Awards, creating a new history in global cinema. It was a fruitful success achieved with the recently released movie, ‘Minari’. As the first Korean actress to win the Academy Award, which was dominated by Western actors, Youn has been taking center stage at both Korea and abroad. Her fluent English speech at the award ceremony and communications with nonKoreans have especially been attracting attention.

36 Korea Agrafood

Great Actress Chosen by the Academy

Youn Yuh-jung made a mark in the history of Korean cinema, winning the Best Supporting Actress award at the Academy Awards. She became the first Korean actress to receive an Academy Award for Acting 102 years after the birth of the Korean film industry. She especially added value by winning the Academy Award for Best Supporting Actress despite acting in Korean. It was only six times in 93 years of history of the Academy Awards that an acting award was conferred for acting in a language other than English. It is also a marvelous record that Youn Yuh-jung was the only Asian actress among the five actors nominated this time. At the awards ceremony, Youn said, “I’m from korea. Usually, I’m living in the other part of the world and I just watch it on television. This Oscar event on the television. Just watching like a television program for us. But me being here by myself I can’t believe that I’m here.” expressing her amazement. Youn Yuh-jung, who is in her 55th year of acting career since her debut, first appeared in

the Korean film industry in 1971. Starting with starring in the movie “Woman of Fire”, she has played a wide variety of main and supporting roles and acted commercial and independent films. The number of movies that drew 1 million viewers is also a whopping seven, including ‘Minari’. This is a huge honor that only the best works and actors can achieve as if about 1 In 50 people watched her movie, given the Korean population.

Additional Info Check the Synopsis. Minari is the story of a Korean family who immigrated to a farm in Arkansas in the southern United States in the 1980s. Directed by KoreanAmerican director Lee Isaac Chung based on his own story, the film attracted numerous viewers from Korea and abroad and after it was released on March 3, 2021. Look movie clip https://tv.naver.com/v/18338121

June 2021 37

Issue in SNS

Korean Wave along Minari

Minari made its name known by winning an award at the Sundance Film Festival last year. Since then, the film has been receiving worldwide attention, starting with American Film Institute, Critic’s Choice, and by winning awards in 100 film festivals and awards. Accordingly, Korea AgroFisheries & Food Trade Corporation (aT) is promoting a K-Box marketing project in connection with Minari. The goal is to keep foreign consumers interested in Korean food that has recently been increasing in demand as well as the tourist boom to visit Korea, thanks to the Hallyu (Korean Wave) in the United States. Held under the slogan ‘Unbox Your Korea’, this project will be carried out at a drive-in theater to practice social distancing. It also plans to add to the fun of the movie by providing Korean snacks such as honey butter chips, ju-

38 Korea Agrafood

jube snacks, and Omija drinks. aT will also carry out on-offline hybrid promotions by conducting an online joint event with a leading local snack box marketing firm. Meanwhile, interest in Korean films and culture is growing all over the world with Parasite and Minari’s winning of awards at the Academy. Thanks to this, ramyeon and other Korean foods are also gaining more awareness and popularity.

Foreigners are Greatly Satisfied,

Youn-stay Recently, Youn Yuh-jung’s English award speech has come into the spotlight at home and abroad because her dignity from her fluent English and humble appearance could be felt by many people. In fact, Youn has already shown such charms in several TV entertainment programs. Even foreigners in the shows would be impressed. In particular, along with Youn’s English, the Korean food presented in the TV program with the lead actors of Parasite and Itaewon Class received great reviews.

ⓒtvN

Sweet & Spicy Meal, Gochujang Bulgogi Seasoning sauce Gochujang, which represents Korea. Your meal will taste delicious all the time if you add Gochujang. Gochujang bulgogi that amazed foreigners after a bite. https://www.youtube.com/watch?v=bPMQhy57oV4

Transformation of Dumplings, Mandu Soup (Dumpling Soup) Korean Mandu that drawing popularity in the United States. There soups made with Mandu? Mandu soup, which foreigners also love. https://www.youtube.com/watch?v=i24DF4mKK0Q

Korean Royal Food, Tteokgalbi (Grilled Short Rib Patties) Representative Korean royal dish is the main dish. How would you evaluate the taste of Tteokgalbi made like Western hamburger steak? https://www.youtube.com/watch?v=0C3Ifr9UA4E

Healthy Meat,

Garlic Suyuk (Boiled Beef or Pork Slices) A dish that added healthy garlic to Suyuk. How to eat meat healthy and delicious. https://www.youtube.com/watch?v=NfEwlCIA5p8

June 2021 39

K-FOOD Recipe Sundubujjigae

Spicy, Hot & Soft Taste,

Sundubujjigae oasting top-quality spicy and hot soup, Sundubujjigae B (Soft Bean Curd Stew) is best served with egg and by stirring with a spoon. The overboiling look and the boiling sound continue to stimulate the taste buds. As a result, it is loved by not only Koreans but also foreigners. As one of the most common dishes seen in Korean restaurants in the United States, Sundubujjigae was in the top 10 Korean foods liked by foreigners in 2015. On top of this, the popularity of Korean drama ‘Itaewon Class’ has spread Sundubujjigae much more widely, raising its awareness further among overseas viewers. Let’s make Sundubujjigae, which you can cook in 15 minutes, with <Korea Agrafood>.

40 Korea Agrafood

June 2021 41

K-FOOD Recipe Sundubujjigae

Main Ingredients: 1 bag of soft tofu, 1/2 onion, 1/2 stem of green onion, zucchini 3cm, 3 red peppers, and 1 egg

Chop half a stalk of green onion and half an onion thinly, and chop zucchini and red pepper to a bite size.

Add 1 tbsp of cooking oil and sesame oil, and fry over low heat until the green onions turn yellow.

Sub Ingredients: Sesame oil 1 tbsp, cooking oil 1 tbsp, red pepper powder 3 tbsp, soy sauce 1 tbsp, minced garlic 1 tbsp, and 3 sprinkles of black pepper 2 Servings

Add 1 tbsp of garlic, 1 tbsp of soy sauce, and chopped onions. Fry them over low heat, add the prepared red pepper powder, and mix them together.

15 min

230kcal

Add enough water to fully immerse the ingredients and boil them over a strong fire.

Put the prepared zucchini and red pepper and sprinkle black pepper three times.

Cut the soft tofu into an edible size and put the egg as well.

Now, set up the table, and Sundubujjigae is ready to eat!

KoreaAgrafood

42 Korea Agrafood

KoreaAgrafood

Sundubujjigae-Related Export Products

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June 2021 43

Variety Korea

Andong a Repository of Korean Traditional Culture n Andong, located in Gyeongsangbuk-do, you need to I do much legwork, more than any other region. It is because of its vast area, and also because there are plenty of attractions wherever you go. In particular, as a region that immensely flourished in the past, it is characteristic of Andong that the traditional heritage that still remains today can be found there. Thanks to this, four historic sites are registered on the list of UNESCO World Heritage, and its unique food and specialties are also a pride of Andong.

44 Korea Agrafood

韓攻傳統文化銅庫――安東位于慶尙北道的安東地域遼闊景觀衆多，所以比其他任何地方有更多的看点?由于安東曾格是一處蜈繁華的地袴，因此在這裏現在也依然能見到許多留存的傳統遺産?目前，被聯合攻敎科文組織列入的遺址就有四處?除此之外，傳統美食及特産也是安東的特色之一?

Tourism

Hahoe Village, Dosanseowon Confucian Academy, Byeongsanseowon Confucian Academy and Bongjeongsa Temple are the UNESCO World Heritage sites in Andong. There are as many as four of the extraordinary UNESCO World Heritage sites are in Andong. Among them, a World Heritage site famous for possessing the most Korean beauty is Hahoe Village, the name of which means that the river surrounds the village and flows in the shape of the letter ‘S’. In fact, Queen Elizabeth II of the United Kingdom, who held her birthday party in Hahoe Village, praised highly of it by saying, “It’s a village with the most Korean beauty.” Byeongsanseowon Confucian Academy, located nearby, is also a representative attraction of Andong. Byeongsanseowon Confucian Academy, a religious facility where people of talent were cultivated in the past, was designated as a World Heritage by UNESCO along with Dosanseowon Confucian Academy. It is good for experiencing the quiet and peaceful atmosphere unique to Hanok (Korean-style house), as well as the Confucian culture honoring one’s elders. You can take a closer look at the spaces where students lived and attended lectures, and where ancestral rites were held. Likewise, Bongjeongsa Temple, which is a wooden structure built around 800 years ago, was recognized by UNESCO of its value as having a long history.

河回村?陶山書院?屛山書院及鳳停寺是位于安東的世界文化遺産?在爲瑠不多被列入聯合攻敎科文組織的世界文化遺産中安東就占了四憾?其中，因河流以“S”型環繞村落而取名的河回村可以說是最具韓攻之美的聞名世界文化遺産?1999年，在這裏擧辦生日宴的英攻女王伊麗莎白二世還曾盛獸這裏是“最具韓攻之美的美麗村落”? 位于周仝的屛山書院也是安東典型的景觀之一?這是一處宗敎設施及過去培養人思的地方，屛山書院侮陶山書院一道被聯合攻敎科文組織指定爲世界文化遺産?在這裏不僅可以郞驗到韓屋特有的幽靜掠圍，而且還能感受到孝敬父母的儒敎文化?游客可在這裏詳細了潁縯生居所，縯習講堂，祭奠活動場所等?鳳停寺也一樣，這是一處建造于大約800年前的木制建筑?其悠久的曆史價値得到聯合攻敎科文組織的認可? June 2021 45

Food

Variety Korea

It is not only the UNESCO World Heritage sites that should not be missed in Andong. Andongjjimdak (Andong Braised Chicken) and Andong gangodeungeo (Grilled Andong salted mackerel) are the representative dishes of Andong. Andongjjimdak, braised chicken seasoned with thick soy sauce and added vegetables and glass noodles, is now a national dish, but it tastes extraordinary at Andong Traditional Market. Andong gangodeungeo is originated from adding a lot of salt to mackerel for long storage in Andong, an inland city. Its salty taste is exceptional. There is even a saying that if you are visiting Andong, it is a must to try grilled gangodeungeo. There are many gangodeungeo restaurants crowded around Woryeonggyo Bridge. In addition, Heotjesatbap (Bibimbap with Soy Sauce), a rice dish mixed with various vegetables, jeon (Korean pancakes), Saengseon jjim (Steamed fish) and soy sauce, is a delicacy found only around the Andong region. It is said to have originated from performing false ancestral rites in order to secretly eat rice when rice was scarce.

46 Korea Agrafood

除了聯合攻敎科文組織指定的世界文化遺産之外，安東還有以其地名命名的“安東沓鷄”?“安東鹽漬靑花魚”等安東典型的特色美食?利用濃醬油酩漬的鷄肉?蔬菜及粉穡等進行配制的安東沓鷄雖然已成爲全攻性的料理，但在安東老市場品嘗繇別有一番風味? 安東鹽漬靑花魚源于在內陸城市安東因无法長期保存靑花魚而採用的鹽酩靑花魚料理?略帶咸味的靑花魚別有一番絶佳的口味?人稱勁鹽漬靑花魚是安東之旅必嘗的美食? 月影橋附近便是鹽漬靑花魚專營店云集的地方? 還有一種搭配各種山菜?煎蔬菜餠?蒸魚等材料，再利用醬油混拌吃的“安東拌飯”是一種只有在安東一帶思能吃到的特色美食?安東拌飯又稱假祭祀飯，据說，在過去缺少粮食的年代，人們假借祭祀活動做這種飯吃，故稱其爲假祭祀飯?

Local Products

It would be regrettable to leave a travel destination without having bought the famous regional products. Andong Soju is a liquor that was used for entertaining guests and for medicinal purposes for generations by prestigious families in Andong. It is made by fermenting grains such as rice, barley, foxtail millet, sorghum and beans, then through the distillation process. Its alcohol content reaches up to no less than 45 degrees proof. Despite its high alcohol content, for its unique aroma and taste, it has become one of the representative traditional liquors of Korea, as well as of Andong. Apples are another representative specialty product of Andong. Currently, Andong apples are produced mostly in orchards in the mountains, and are characterized by firm pulp and high sugar content. Also, the shape of the Andong apple is not round, but spherically elongated and uniform, and its color is very clear. The quality varies slightly depending on the production area, but Andong apples are safe to eat since they are grown in an environmentally friendly way.

出門旅行不買一些芎地的特産總繇讓人有所遺憾? 安東燒酒是安東豪門世世代代用于款待貴客用的葯酒?安東燒酒是捲大米?大麥?小米?高粱?大豆等進行屠酵后蒸衲出的純粮酒，酒精度高達45度? 度瑠雖高但香濃味純，已成爲安東及韓攻的標志性傳統酒? 掠果也是安東典型的特産之一?目前，安東掠果大部分都産自山上的果園，其特点是果肉緊麟而富含糖分?而且掠果的形狀圓中帶長且具有鮮明的顔色?産品質量雖然因不同的地域有所不同，但都是綠色食品葉可放心吃? June 2021 47

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June 2021(vol.308)

Articles inside

Korean Traditional Liquor Getting Younger

Korea’s Unique Drinking Culture and Trends