January 2022(vol.315) by AgroTrade aT

January 2022 vol.315

Farmtastic

Global Trend

Variety Korea

Lord of Strawberries, Kingsberry

Instant Foods Become a Staple Food for People around the World

Pyeongchang, the Mecca of Winter Sports

se! u e! a s P u s a r Buye D Fans P O K-FO

Find your Korean Food Visit K-FOOD Trade & Enjoy the variety of Korean Food

https://www.k-foodtrade.or.kr

k-foodtrade.or.kr is also available via your mobile phone.

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 Ki No-sun (Food Industry & Trade Division) EDITORS Ahn Byeong-hee REPORTERS Kim Young-min (kimym@agrinet.co.kr) Cho Yeong-kyu (choyk@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) L.A Han Man-woo 1-562-809-8810 (afmcwoo@at.or.kr)

Cover Story

Korea’s New Year Culture and Food

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)

Welcoming the New Year with the Sound of the Bell

Another New Year in Korea, Seollal

Tteokguk to Wish for Disease-Free Longevity

QINGDAO Lee Sun-woo (bird@at.or.kr) 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.k-foodtrade.or.kr

January 2022 vol. 315 Exploration

Trend & Culture

FARMTASTIC

GLOBAL TREND

Lord of Strawberries, Kingsberry

Instant Foods Become a Staple Food for People around the World

SPECIAL K-FOOD Processed Rice Food, Established as a Health Food for People around the World

26 26

HEALTH & WELLNESS Snacks with the Full Flavor of Natural Jeju Mandarins Captivate People around the World

Extras 24

PHOTO ESSAY 30

FOCUS ON PEOPLE Nguyen Thi Hai Yen, Import Manager of Wincommerce

MONTHLY PICK Photo by Dameulstudio

- The Best in Season: Persimmon - The Best Product Online: Eomuk

COVER

Korea celebrates the New Year twice every yearJanuary 1 in the solar calendar and the lunar calendar. On January 1 of the solar calendar, Koreans welcomed the new year by saying hello to each other, and on January 1 of the lunar calendar, which is called Seollal in Korean, they eat Tteokguk (sliced rice cake soup) with their family to welcome the new year again.

ISSUE IN SNS Golden Age of Korean Dramas, Hellbound

K-FOOD RECIPE Sogogimutguk, Simple but Nutritious

44 44

VARIETY KOREA Pyeongchang, the Mecca of Winter Sports

C over Story

Korea’s New Year Culture and Food Korea celebrates the New Year twice every year - January 1 in the solar calendar and the lunar calendar. On January 1 of the solar calendar, Koreans welcomed the new year by saying hello to each other, and on January 1 of the lunar calendar, which is called Seollal in Korean, they eat Tteokguk (sliced rice cake soup) with their family to welcome the new year again. This year, the Seollal in Korea is February 12, 2022. The breakfast table on Seollal is more abundant than ever, because of the idea that a bountiful beginning brings a good harvest. How about Tteokguk on New Year’s Day morning?

4 Korea Agrafood

韓國の新年と飮食韓國は每年2回?新年を迎える?新曆の1月 1日と舊曆の1月1日だ?新曆の1月1日は? 互いの近況を確認する?新年を迎えた韓國人は?舊曆の1月1日には家族みんなでトックッ（餠のス―プ）を食べ?再び新年を迎える? 舊曆の1月1日は韓國のソルラルだ?今年の韓國のソルラルは?2022年2月12日だ? トックッとともにカルビとチャプチェ?ナムルなども食卓に上がる?ソルラルの朝の食卓は?それまでのどの場面よりも豊かだ?豊かな一年の始まりは?豊かな年になるという考えのためだ?讀者の皆さんも?ソルラルの朝にはトックッを食べるのはいかがだろうか?

January 2022 5

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Welcoming the New Year with the Sound of the Bell

6 Korea Agrafood

#新年を迎える鐘の音

n December 31, New York of the O United States, will hold Ball Drop, New York’s traditional event. At the one-minute 12 31 countdown, the ball in the Times Square building falls 43 meters to the ground, and at the moment of announcing the new year, pa43m per pollen is flown, and cheers burst out. The most famous New Year’s event in the UK is Hogmanay, a Scottish word meaning ‘Let’s celebrate the start of a new year’. Meanwhile, during the Lunar New Year, China sets off colorful, splendid firecrackers to ward off ghosts that were staying at home in the old year, while countries such as Thailand, Laos, and Myanmar hold the Songkran Festival, where people sprinkle water on others. As such, New Year is a big celebration in most of the world. On the other hand, Bosingakjong (Bell at Bosingak Pavilion) the new year in Korea is welcomed calmly. Before the new year, Koreans hand out New Year’s cards to family and friends, with texts or pictures to wish for a hopeful year. January 1 1 0 1 at 00:00. The bell rings at the Bosingak Pavilion. A bell in Jongno, Seoul, Bosingak 3m has a 3-meter-high bell hanging, which is hit 1 0 33 33 times at 00:00 on January 1 every year. It is 33 derived from the fact that the castle gate was opened by ringing the bell 33 times at 4am during the Joseon Dynasty. The bell that opens 2020 2 the door to dawn has been turned into a bell that heralds the start of the New Year.

月日?アメリカ·ニュ―ヨ―クでは每年恒例のニュ―イヤ―イベントのボ―ルドロップが開催される?1 分間のカウントダウンに合わせて?タイムズスクエアの建物にあるボ―ルが下に落ちてくる?新年になった瞬間に?紙吹雪が舞い上がり歡聲が上がる?イギリスのニュ―イヤ―イベントには?「新年が來たのでパ―ティ―を樂しもう」という意味のスコットランド語のホグマネイ（Hogmanay）が有名だ?12月30日から翌年の1 月1日まで開催され?ドラムの演奏のなかでの松明の行列はまさに壯觀だ?中國では?新年の春節に前の年に家に留まっていた惡靈を追い拂うため?爆竹を派手に鳴らす?タイ?ラオス? ミャンマ―などでは?4月の新年を記念して?4月13 日から15日まで幸せを祈る意味から他人に水をかける水かけ祭りの「ソンクラ― ン」が開催される?このように?世界の多くのところで新年を迎えるイベントが開催される? これらの國?と異なり?韓國の新年の迎え方は落ち着いている?新年を迎えるにあたり?全ての韓國人は年賀狀を家族や友達に出す?希望にあふれる新年を迎えようという意味の描俗や繪を入れたものを送る? 月日の時には?普信閣（ポシンカク）で鐘の音が鳴る?普信閣は?ソウルの鐘路にある樓閣で? ここには高さの銅製の釣鐘がかかっているが?每年1 月日の時に鐘を回打つ?朝鮮時代に?朝4時に鐘を回打って城門を開けるということに由來している?早朝の門を開ける鐘が新年の始まりを知らせる鐘に變わったということだ?殘念ながら?普信閣の鐘つきは?新型コロナにより年から年間は開催できずにいる?

January 2022 7

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Another New Year in Korea, S e o l l a l

8 Korea Agrafood

here is another new year in Korea. T January 1 of the lunar calendar is ‘Seollal’. Countries that celebrate Lunar New Year include Korea, China, Taiwan, and Singapore. As one of the biggest holidays in Korea, Seollal is quite different from the first day of a new year as it is a day for the whole family to get together. On the morning of Seollal, people wear Seolbim (New Year’s dress) and hold a memorial service for ancestors wearing new clothes with a new mindset. After the service, the family celebrates the new year with the words ‘Happy New Year’ and do Sebae (New Year’s bows), and the senior persons in the family who receive Sebae give a blessing to younger family members and give them Sebaetdon (money for New Year’s bows). It came from returning with food for receiving Sebae. Now, everyone sits around and eats Seollal Tteokguk (sliced rice cake soup). After the breakfast, the family enjoys traditional games outside, which include: Jegichagi, in which Jegi (toy) with coins wrapped in cloth and the ends cut into several parts is kicked; Yunnori, in which four yuts made by splitting two logs in half are thrown in the air to compete to win; and kite-flying, to blow away bad energy into the sky. Ttakjichigi, which appeared in the Netflix original drama Squid Game, is a traditional game that cannot be missed on Seol-lal as well. It is a game to win by flipping Ttakji, thick paper folded in a square form. Family members deepen their ties on the morning of Seollal.

韓國のもう1つの新年?「ソルラル」韓國にはもう1つの新年がある?舊曆の1月1日「ソルラル」だ?舊曆の新年を祝う國·地域は韓國と中國?臺灣? シンガポ―ルなどだ?ソルラルは?韓國最大の名節のうちの1つで?家族全員が集まる人であるように?新年の最初の日とは全く異なる姿をみせる? ソルラルの朝には?ソルビムを着る?新しい氣持ちで新しい服を着て?先祖への感謝を腐めたチェサ（祭祀）を行う?チェサを終えた家族は?「セヘボンマニパドゥセヨ（注：直譯すると「新年の福をたくさん受けてください」）」という新年のあいさつとともに?セベ（歲拜·おじぎ）をし?セベを受けた人はセベを行った人にトッダム（注：德談?新年の幸せや成功を祈る言葉）をかけ?セベトン（お年玉）を渡す?セベを受けたことに對して?食べ物で報いたことから始まった?今では?みんなで圍んで座って?新年のトックッを食べる?トックッは?澄んだス―プにカレトッ（細長い餠）を薄く切ったトックッの餠を入れて作ったソルラルの食べ物だ?トックッで朝食を終えた家族は?外で傳統的な遊びを樂しむ?硬貨を布切れなどで包んだ後?端を何通りにも縛ったおもちゃ（ジェギ）を足で蹴る「ジェギチャギ」?2つの丸太を半分ずつに割って作った4つの木の棒（ユッ）を投げて勝負を競うユンノリ?惡い運を空に飛ばすということに由來し?空に藿をあげるヨンナルリギ（藿揚げ）などを行う?特に? ネットフリックスのオリジナルドラマの「イカゲ―ム」に登場したタッチチギ（メンコ）も?ソルラルに外せない昔からの遊びだ?タッチチギは?厚い紙を正方形に折ったタッチを打ってひっくり返せば勝ちという遊びだ?家族はこれらを通して?ソルラルの朝に家族間のつながりを深めていく? January 2022 9

C over Story

Tteokguk to Wish for Disease-Free Longevity

teokguk is the traditional Korean dish eaten T during the celebration of the Seollal. Why do Koreans eat Tteokguk on Seollal? One of its origins is that white rice cakes were eaten in clear water to purify the body and mind. Tteokguk has several meanings: it means to live a long time, like the long unsliced Garaetteok (rice cake stick) used in Tteokguk, and Tteokguk rice cakes have a shape of Yeopjeon, an old Korean coin, so it also holds people’s wish to increase their wealth like Yeopjeon. The main ingredient of Tteokguk is thinly sliced Garaetteok, which is white rice cake

10 Korea Agrafood

無病息災を祈るトックッソルラルに食べる代表的な料理が「トックッ」だ?なぜ?ソルラルにトックッを食べるのか?體と心をきれいにしようという意味で澄んだス―プに白い餠を入れて食べたという說が?トックッの由來のうちの1つだ?トックッは樣?な意味を持っているが?トックッに使用する長いカレトッのように長生きするという意味があるのかと思えば?トックッの餠はカレトッを昔の韓國の硬貨だった葉錢の模樣であるので?葉錢のように財産が增えて豊かになることを願うという意味も

made by kneading and steaming non-glutinous rice flour. Korean mills cut long Garaetteok into bite sizes, and freshly-made Garaetteok has such an excellent chewy texture that people line up in front of the mill to try it. Tteokguk made of white rice cakes and added with the wish for longevity and wealth, goes well as the first dish on a new year. Depending on the region, people eat Tteongmandutguk (sliced rice cake and dumpling soup) with Mandu in it, which looks similar in shape to a lucky bag, so Tteongmandutguk is also great as a Seollal meal. In particular, Tteokguk and Tteongmandutguk are Korean dishes well-recognized abroad. The U.S. Wall Street Journal has introduced Tteokguk as a dish enjoyed by Koreans on Seollal, and YouTube often shows videos of foreigners served with Tteokguk in the morning of Seollal. Korean Tteokguk is mainly exported to the United States, and cup-shaped cup Tteokguk is popular in Southeast Asia. Along with Tteokguk, Galbijjim (braised short ribs), Japchae (stir-fried glass noodles and vegetables), and seasoned Korean vegetables are also served on the table.

ある? トックッの主原料は?トックッ用の餠だ?このトックッ用の餠は?カレトッを薄く切った餠で?カレトッはうるち米の粉をこねて蒸した後?丸く長くした白い餠だ?精米所では長いカレトッを適當な大きさに切るが? 出來たてのカレトッはもちもちした食感が逸品で?カレトッが出來上がるときになると?このカレトッを食べようと精米所の前には?人?の行列ができることもある?白い餠が入っており?長壽と富の願いまでもが加わったトックッは?新たな年を始める最初の日の食事として?まさにうってつけだ?地域にもよるが?トックッにマンドゥを入れたトッマンドゥククを食べたりもする?マンドゥはポッチュモニ（福巾着?韓國傳統の小さな巾着袋）に似た形であるので?トッマンドゥククもまたソルラルの食べ物として相應しい? 特に?トックッとトッマンドゥククは?海外でも認められている韓食だ?アメリカのウォ―ルストリ―トジャ―ナルは?韓國人がソルラルに食べる料理として? トッマンドゥククを紹介したことがある?YouTube では?外國人にソルラルの朝にトックッでもてなす映像が?頻繁に登場する?韓國のトックッ用の餠はアメリカを中心に輸出されており?カップタイプの手輕に食べることのできるカップトックッは東南アジアで人氣だ?

Tteokguk Ingredients Dried Garaetteok is sliced diagonally to make Tteokguk rice cakes. The diagonally-cut rice cakes resemble the shape of Yeopjeon. Put these rice cakes in the broth, boil them, and add the egg custard and seaweed powder to make Tteokguk.

乾燥させたカレトッを斜め切りにしたものがトックッ用の餠だ?斜め切りした形は葉錢の形に似ている?このトックッ用の餠をス―プに入れて火を通し?錦湛卵と刻み海苔をのせると?トックッが完成する?

January 2022 11

Farmtastic

Lord of Strawberries,

Kingsberry 12 Korea Agrafood

arieties of Korea’s export strawberry are V diversifying. From the existing Maehyang strawberry only, various Korean strawberry types are selected by overseas consumers. There is especially even higher interest in Kingsberry, which is larger than normal strawberries. Its demand is so high in the overseas market that “there is not enough stock to sell them”. Located in Nonsan, Chungcheongnam-do, ‘the home of Korean strawberries’, Noseong National Agricultural Cooperative Federation (NNACF), is promoting Korean Kingsberry to overseas markets through strict selection and quality control.

草撻之王”Kingsberry

“

韓攻的草撻出口品種呈現多樣化趨勢?從以往的淸一色梅香品種，到現在有各種草撻品種被海外消費者所看好? 尤其是，大憾頭Kingsberry草撻更是吸引了不少消費者的眼球?這種産品在海外市場的需求量蜈大，以至于産品“供不應求”?位于“韓攻草撻之鄕”忠淸南道論山的魯城農協就是一家迲嚴格的篩選及質量管理讓韓攻的 Kingsberry草撻走出攻門名揚天下的草撻出口企業?

味道及憾頭皆最佳，Kingsberry

是年由韓攻自主開屠的草撻新品種? 訣梅香和雪香之后開屠出的Kingsberry是一種名副其麟的“憾頭大?味道美的草撻之王”?Kingsberry不僅憾頭比其他品種草撻大，而且糖度也高于其他品種草撻? Kingsberry草撻的憾頭是以往海外所認的韓攻草撻梅香及韓攻攻內的主要栽培産品雪香的2倍?也就是說，憾頭接近一枚鷄蛋大小，平均重量達到40g? 最主要的是味道出衆?特点是帶有淡淡的桃香味且富含果汁，平均糖度爲10Brix，高于雪香和日本的主産品章姬? Kingsberry 2016

Seolhyang Kingsberry

The Best Taste and Size, Kingsberry Kingsberry is a new variety of strawberry developed in Korea in 2016. Invented following Maehyang and Seolhyang, Kingsberry literally means ‘big and delicious king strawberry’. As a result, it is larger than other strawberries and has a higher sugar content. Its size is even twice larger than Maehyang, which has been known overseas as a Korean strawberry, and Seolhyang, which is mainly cultivated in Korea. Kingsberry has size of an egg and weighs on average 40g. Above all, Kingsberry tastes great. It is characterized by a subtle peach flavor and is rich in fruit juice. Its average sugar content is 10 brix, which is higher

President Im Bong-soon

January 2022 13

Farmtastic

than Seolhyang and Akihime, the representative strawberry of Japan. Im Bong-soon, President of NNACF, said, “Children especially like Kingsberry. Unlike other strawberry types, it has a large size and feels full when you put it in your mouth, and it is also very juicy. As a result, children can feel full after eating just two or three of them.”

Know-how of High-quality Cultivation and Difficult Selection Currently, 90% of Kingsberry production in Korea is sold through NNACF. It is not an exaggeration to say that NNACF handles all amount of Kingsberry produced in Korea. With its distinct advantages such as size and taste, Kingsberry is very difficult to cultivate, as it is weak against pests and requires extensive thinning. This led to many farms’ failure in cultivating Kingsberry. However, as a few farms in Nonsan succeeded in cultivating the fruit, Nonsan became the main production area. In addition, the quality of Kingsberry gradually improved as farmers shared their cultivation know-how. All the farms made efforts to gain recognition for their class, such as

14 Korea Agrafood

魯城農協的林棒順組合長說明道，“孩子們特喜歡 Kingsberry草撻，因爲憾頭大果汁多，一憾就能塞滿全口?孩子們只要吃上兩三憾就能飽?盡管Kingsberry的價格要比其他草撻高25%左右，但由于憾頭大味道好，所以消費者的購買滿意度蜈高?”

高質量栽培技術及嚴格的篩選

目前，韓攻Kingsberry産量的90%以上都是通過魯城農協來銷魔的?麟際上，說韓攻生産的所有草撻都是由魯城農協來格手也幷非言過其麟?Kingsberry具有憾頭大味道好的優点，但由于其抗病惡害能力差，蔬除多余果作業量大等，栽培技術要求也蜈高?所以，有蜈多栽培農戶都以失敗而告終?但隨着有廓家論山的農戶栽培成功，使這裏變成了Kingsberry的主産地?幷通過栽培戶之間共享栽培技術，使Kingsberry的質量逐漸得到了提高?所有栽培戶都通過獲得韓攻GAP認嗇等，爲提升自己的品位付出了艱辛的努力? 篩選過程也蜈嚴格?出貨不達標草撻的農戶繇受到禁止出貨一周的懲戒，如有再犯就繇禁止出貨兩周，如果質量依然沒有得到改善就繇完全禁止其出貨? 林棒順組合長說道，“由于Kingsberry是高圭草撻，所以在産品的篩選上下了更多的功夫，幷爲防止草撻變軟，在包裝上採用了兩枚一盒的小包裝?從明年開始，我們將通過採取爲農戶提供營養芟所需的部分費用等措施，從生産階段開始爲提高Kingsberry的質量提供保障?”

acquiring Korean GAP certification. A strict selection is also made. A farmhouse that sends out Kingsberry lower than the standard will be suspended for shipment for one week, and if the same problem occurs again, it cannot ship the fruit for two weeks. Shipment can be completely stopped if the quality does not improve, due to the strict sorting process.

Beyond Southeast Asia to the World NNACF exports Kingsberry from December to March of the following year. Although Kingsberry is produced until May, considering that they soften quickly, it is exported abroad only during when the cold temperature is maintained. Currently, NNACF exports Kingsberry to Vietnam, Thailand, and Singapore. Kingsberry has drawn positive responses in the local market. Since the first export of Kingsberry to Vietnam and Thailand in 2016, their recognition and export value have been steadily increasing. Exports that were only USD 170,000 rose to nearly USD 845,000. Recently, the increase of air freight, which is essential for strawberry transport, has caused a slight decrease in exports due to the impact of COVID-19. However, there is a positive outlook for the post-COVID-19 export due to high demand of Kingsberry in Hong Kong and Canada. President Im Bong-soon of NNACF said, “Hong Kong has such a high demand that it’s even asked for an increase in the export volume of Kingsberry, and Canada has also shown its intention to import it steadily. We will do our best to make Kingsberry, which is produced only in Korea, more accessible to overseas consumers.”

走出東南亞走向世界

魯城農協出口Kingsberry 的時期是從每年的12月開始到第二年的3 月?盡管 Kingsberry能生産到5月，但天熱時蜈快就繇變軟，所以産品的出口都在槐溫較低的時期進行?目前，魯城農協的Kingsberry出口捲象攻有越南? 泰攻及新加坡等攻家?且芎地市場的反響也蜈好?麟際上，從2016年首次捲越南和泰攻出口Kingsberry以來，産品的和出口額也在持樓增長?出口額從芎初的17 万美元增加到了近84万5000美元?近來，由于受到新冠肺炎疫情的影響航空貨運費用增加出口有所下降，但隨着香港及加拿大等攻家和地袴捲Kingsberry需求的增加，疫情結束后的出口前景依然蜈樂觀? 林棒順組合長說道，“香港捲Kingsberry的需求蜈旺，一直在要求增加出口量?加拿大也有長期進口 Kingsberry的意向?” Noseong National Agricultural Cooperative Federation (NNACF) +82-41-736-5921 +82-41-736-6922 nh461042-1@nonghyup.com

Watch Korea’s Strawberry Video

January 2022 15

Global Trend _ Instant Food

Instant Foods Become a Staple Food for People around the World 世界の人?の主食として成長する卽席食品 Convenient and nutritious meals have now become a trend for busy modern people. Due to such a consumption trend, the instant food market, exemplified by simple meals, is rapidly growing. There are various types of instant foods, and recently, not only nutritious foods but also products that have the taste of food at famous restaurants are being released one after another. Instant foods have occupied the dining tables in many homes around the world.

忙しい現代人にとって手輕で榮養のある食事は?いまや必要不可缺なものとなった?こうした消費トレンドにより?手輕な食事を代表する卽席食品市場は?急速に成長している?卽席食品は種類も樣? で?最近では?榮養まで考慮した食品はもちろんのこと?有名飮食店で味わうことのできる製品も續 ?發賣されている?席食品が世界の人?の食卓へと進出している?

16 Korea Agrafood

There is No End to the Popularity of Instant Foods Instant foods were once classified as a representative food for single or two-person households. Instant foods were perfect for single or two-person households since they require very little preparation and can replace dining out. However, instant foods are now gaining popularity regardless of generation or gender. In fact, according to Supermarket News in the United States, as of September 2021, Americans spent 2% more on groceries and consumer goods compared to the previous year. Notably, as of September 2021, United States consumer spending on the frozen breakfast food category increased by 5% compared to September 2020, and by 20% compared to September 2019. This trend is a worldwide phenomenon not merely in the United States, but also in China, Japan, Southeast Asia, and Europe. In particular, considering that the spread of the COVID-19 mutant virus is currently ongoing, instant foods will stay popular for the time being.

とどまるところを知らない卽席食品の人氣卽席食品はあるとき1~2人世帶を代表する食品に分類された?手輕な調理方法により?外食の代わりに家で手輕に食べられる卽席食品は?1~2人世帶に最適化された製品だった?しかし?いまや卽席食品は世代と性別にとどまらず?人氣を獲得している?實際に?米國のSupermarket Newsによれば?米國人は2021年9月の食料品および消費財に對して?前年比2％も多く支出した?特に?2021年9月の米國の消費者の冷凍朝食のカテゴリ―の支出が2020年9月に比べ5%?2019年9月に比べ20%も增加した?こうした傾向は全世界的にみられる狀況だ?特に?新型コロナの變異ウイルスの擴大が現在も續いている狀況にあることを考えると?卽席食品の人氣は當分の間收まらないと予想される?

January 2022 17

Global Trend _ Instant Food

料理にまで進化する卽席食品

<Source: Supermarket News >

Instant Foods Evolve into Cooking In the past, instant foods were limited to a single menu, which typically included pizza, meatballs, and pasta. However, consumers wanted new menus which contained all nutrients and had quality on a par with foods in restaurants. Such consumer demands led to changes in instant foods. Instant food manufacturers made attempts at differentiation by creating menus that consumers wanted, armed with food safety as the basis. For example, Korean instant food manufacturers launched innumerable kinds of products including Korean food, Western food, and snacks, from Western dishes as steak to Koreans’ favorite Tteokbokki. Also, the diversity of instant foods covers all generations from baby food for infants and toddlers to food for elderly recently. It is difficult to find products or generations that the instant food market has not entered. Some even say they happily agonize over which instant food menus to choose. Instant foods are no longer a mere convenience food, but has now evolved into cooking, and even into indispensable food.

以前は?卽席食品は單一のメニュ―に限られていた?例えば?ピザ?ミ―トボ―ル?パスタなどがその代表だ? しかし?消費者は一定の榮養成分が含まれ?飮食店で食べる料理と比べても引けを取らない新たなメニュ―を望むようになった?このような消費者のニ―ズは?卽席食品の變化として繫がっていった?卽席食品のメ―カ―は?安全性は基本として備えるとともに?消費者が望むメニュ―を構成し?差別化を圖ることになった? 例えば?韓國の卽席食品メ―カ―は西洋料理のステ―キから韓國人ならば誰もが好きなトッポギまで?韓國料理?洋食?粉食など?それらの種類を計り知れないほど多くの製品を販賣した?また?卽席食品の多樣性は世代を問わない?最近では?乳幼兒の離乳食から高齡者の食事まで? 卽席食品が進出していなかった製品と世代を探すのが難しいほどだ?果たして?こうした狀況で卽席食品を見ていれば?どのようなメニュ―にすればよいか惱むようになっているという言葉まで出ている?卽席食品は?いまや手輕に食事を解決するものではなく料理であり?なくてはならない食品の分野にまで進化した?

<Source: CJ CheilJedang >

18 Korea Agrafood

Korean Instant Foods, Spreading throughout the World Tteokbokki, Mandu (dumpling), and frozen rice are representative agricultural products in Korea. Anyhow, Tteokbokki and Mandu, which used to be Korean national snacks, have now become snacks for people around the world; and, frozen rice products, which used to be purchased for camping and other outdoor activities, occupy a place in the kitchen throughout the world. The growth of Korean instant foods is indeed explosive even in Korea alone. According to the Korea Rural Economic Institute, home convenience food sales reached about USD 357.7 million in 2019. It cannot be denied that the instant food market has grown much bigger due to the COVID-19 incident. The popularity of Korean instant foods is truly immense not only in Korea but overseas as well. Not to mention Tteokbokki, Mandu, and frozen rice, and recently Korean meal kit products too have become popular overseas. This popularity owes to the fact that, along with the influence of Hallyu (Korean Wave), the recognition for Korean food and Korean agricultural products has risen overseas. Particularly, instant foods vicariously satisfy consumers, who are fascinated by Korean food, as regards their desire to make a new Korean dish. An official from a Korean instant food exporter said, “Demand for K-FOOD is increasing in relation to the Hallyu. This phenomenon indicates that instant foods are an optimized product for creating the authentic Korean taste in a simple and convenient way.”

世界へ廣がる韓國の卽席食品トッポギ?マンドゥ（韓國の餃子）?冷凍ご飯などは韓國を代表する農食品だ?しかし?韓國人の國民食だったトッポギとマンドゥは?今では世界の人?が好む食べ物になり? キャンプなどの野外活動でも購入した冷凍ご飯は?世界の人?の臺所の一部を占めるようになった? 韓國の卽席食品は?韓國國內だけをみても非常に爆發的な成長を示している?韓國農村經濟硏究院によれば?家庭簡便食の賣上額は2019年の約3億5,770万ドルに達するものと調査された?新型コロナを經驗している狀況では?今後よりいっそう市場が擴大することは必然である?韓國國內だけでなく?實際に海外でも韓國の卽席食品の大きな人氣を誇る?トッポギ?マンドゥ?冷凍ご飯はいうまでもないが?最近では韓國のミ―ルキットが海外でも脚光を浴び?人氣商品になっている?このような人氣の理由は?韓流の影響に加えて?韓國料理と韓國の農食品が海外での認知度が高まったためであるといえる?特に?韓國を代表する食に魅了された消費者が新たなメニュ―を作りたいというニ―ズを?卽席食品が滿足させる点も1つの要因になっている? 韓國のある卽席食品輸出企業の關係者は?「韓流ブ―ムにより?K-FOODに對する需要が增加している?こうした現狀のなかで?卽席食品は手輕でありながら?最も韓國的な味を再現するのに最適なされた商品だ?」と述べた? January 2022 19

Special K-FOOD _ Processed Rice Food

Processed Rice Food Established as a Health Food for People around the World

‘Tteokbokki, Tteokguk (sliced rice cake soup), Nurungji (scorched rice), Makgeolli, Sikhye (sweet rice punch)…’ These are Korean processed rice foods loved by overseas consumers. With the recent Hallyu (Korean Wave) boom, processed rice foods are drawing more attention as a gluten-free food. Moreover, with growing interest in health due to COVID-19 these days, the export route for processed rice foods in Korea is expected to have a better prospect.

20 Korea Agrafood

Exports to Set the Highest Record in 2021

<Source: The Korea Rice Foodstuffs Association>

n 2020, Korea’s processed rice food exports reached I USD 138.04 million. This was an increase of 26.9% from USD 108.43 million in the previous year. By item, rice cakes such as Tteokbokki and traditional rice cakes rose 56.7% to USD 53.8 million, and processed rice, including frozen fried rice and instant rice, increased 32.2% to USD 45.9 million. Factors of export increase are analyzed as the growing consumption of rice cakes mainly in the Asian market, along with the spread of Hallyu culture and increased demand for HMR (Home Meal Replacement) in the U.S. market for processed rice due to COVID-19. Exports for rice crackers increased by 8%. Exports in 2021 are expected to exceed those in 2020. Exports of agricultural and fishery products surpassed USD 10 billion for the first time in history, and the cumulative export of processed rice foods until October increased by 18.5% compared to the same period last year. Rice cakes are expected to exceed last year’s record at USD 51.8 million by October, while the exports of rice noodles and rice crackers surpassed those of the same period, last year by reaching USD 27.05 million and USD 4.9 million, respectively.

預計2021年出口額創曆史之最年，韓攻的大米加工食品共麟現出口額1億 3804万美元，同比前一年的1億843万美元增加了 26.9%?從品目分類上看，炒米桀及傳統米桀等年桀類産品占5380万美元，比前一年增加了56.7%? 冷凍炒飯及葉食飯等加工米飯類産品占4590万美元，比前一年增加了32.2%?分析認爲，米桀類産品的消費主要是在韓流文化頑散的影響下，以亞洲市場爲主得到提高，而加工米飯類産品出口的增加，主要是受到在新冠肺炎疫情下美攻市場等捲家庭替代餐需求增加的影響?大米餠干及米陸産品的出口也分別增加了8%和21%? 2021年的出口總額預計繇超過2020年?2021年，在農水産食品出口首次突破100億美元的同時，截止到10月，大米加工食品的累計出口額同比去年增加了18.5%?其中，米桀類爲5180万美元，全年業績有望超過去年，米陸和大米餠干分別爲2705万美元和490万美元，已超過去年同期出口額? 2020

January 2022 21

Special K-FOOD _ Processed Rice Food

<Source: The Korea Rice Foodstuffs Association>

Gluten-free, the Best Korean Product rocessed rice foods have gained such huge popP ularity abroad because of the perception that it is a health food, which has met the overseas consumption trend of gluten-free processed rice foods. Rice is a representative food that does not contain gluten, and Korean processed rice foods are drawing more interest of consumers who are sensitive to gluten. The variety of products also plays a role. Along with existing rice cakes, items have expanded from rice crackers represented by traditional Korean snacks to traditional rice drinks such as Sikhye and Makgeolli. Nurungji, which can be easily eaten like cup noodles, has recently been emerging as a popular item, which means that it captured young consumers who want to taste various processed rice foods. Hallyu is also a key factor. As Korean food, including Tteokbokki, appears frequently in K-dramas, cup Tteokbokki and Tteokbokki rice cake consumption is rapidly increasing in Southeast Asia.

22 Korea Agrafood

无螂質，韓攻産産品最好大米加工食品之所以受海外消費者的歡迎是因爲央是消費者公認的健康食品?大米加工食品符合海外消費者推崇无螂質食品的消費趨勢? 大米是不含膚質的典型食品，所以有越來越多捲膚質敏感的消費者開始關注韓攻産大米加工食品? 産品的多樣性也爲吸引消費者助了一臂之力? 除了傳統的米桀類産品，還有以韓果爲代憐的大米餠干，食醯等大米飮料，馬格利酒等傳統酒類産品等，品目增加了蜈多?近來，還有一種像桶裝拉面一樣食用方便的鍋巴産品開始成爲暢銷品目?這也順應了希望能吃到各色大米加工食品的年輕消費者的消費心態? 韓流芎然也是核心因素之一?韓劇中格常出現的吃炒米桀等韓食的場景，帶動了桶裝炒米桀和炒米桀用米桀産品在東南亞市場爲主的全球市場上的消費量急劇增長?

Compete with Differentiation 以差別化一決勝負

esides rice cakes and processed rice, B Makgeolli is also driving the export of processed rice foods. Since its full-scale export in 2009, Makgeolli has been steadily receiving huge love from overseas consumers. The export amount of USD 6.277 million in 2009 increased to USD 12.47 million in 2020 and USD 12.69 million by October 2021, maintaining the level of USD 12 million for several years. Market has recently been expanding with the release of various types of Makgeolli such as premium grade Makgeolli and fruit Makgeolli. It is especially noteworthy that China is increasing its consumption of processed Korean rice foods. Korean rice processed food companies are targeting Chinese consumers’ taste bud through differentiated products such as tiramisu cream rice cake. Also, the Korea Rice Foodstuffs Association is planning to actively promote processed rice foods by carrying out live commerce with influencer. With these positive conditions added, the export target of USD 170 million by 2023 for processed rice foods set by the Korean government, is carefully predicted to be achievable.

牽引大米加工食品出口的産品，除了米桀及加工米飯類食品之外還有馬格利酒?馬格利酒自2009年開始捲外出口以來，一直是深受海外消費者鍾愛的産品?出口額也從2009年的627万7000美元，增加到2020年的1246万 9000美元和2021年10月止的1269万6000美元，多年保持在1200万美元水平?近來，隨着高級馬格利酒及水果馬格利酒等各種馬格利酒的上市，馬格利酒市場也在不鉤頑大之中? 尤其値得關注的是中攻捲韓攻産大米加工食品的消費在明顯增加?韓攻各家大米加工食品生産企業都在通過生産提拉米蘇球油米桀等差別化産品，吸引更多的中攻消費者?韓攻大米加工食品協繇等還計琬侮網紅合作進行大米加工食品直播帶貨促銷活動? 借助這些有利因素和商机可謹愼地預測，韓攻政府提出的2023年大米加工食品出口目標値1億7000万美元完全可以麟現?

<Source: The Korea Rice Foodstuffs Association>

January 2022 23

Essay Photo 24 Korea Agrafood

Ring out the old and ring in the new is an expression for New Year. It means to see off the old year and welcome the new year in. For two years, we have been combating the unexpected disease, and there is no guarantee when this disease will be eradicated and we can get back to our daily lives. However, we have not hesitated to give each other a helping hand. We hope that the whole world will be filled with warmth just like a light driving out darkness and illuminating every little corner. We sincerely hope that our <Korea Agrafood> readers will fulfill all their wishes. Happy New Year! The photograph shows the sun rising in a village in Hapcheon, Gyeongsangnam-do, Korea.

“We Hope the Warmth Will Spread All over the World”

January 2022 25

Health & Wellness

Snacks with the Full Flavor of Natural Jeju Mandarins Captivate People around the World here is a must-buy item for a gift in Jeju-do T (island). It is the processed mandarin products. Among them, a very popular item is the mandarin chocolate. And there are many other products that use mandarin oranges as secondary ingredients. Are there any chocolate products with mandarins as primary ingredients? Jejufarm21 is the answer to this question. Jejufarm21 produces products thinly coated with a variety of chocolates on mandarin chips dried through far-

26 Korea Agrafood

天然上州柑橘味零食，迷倒世人? 柑橘加工産品是游上州必買的饑物之一?其中，人槐最高的品目是柑橘巧克力?但在大部分柑橘巧克力産品中柑橘都是充芎配角?那鹿，有沒有柑橘充芎主角的巧克力産品郡？有，捲此Jejufarm21能給出自信而肯定的回答?Jejufarm21利用以遠紅外陸干燥方式生産的柑橘片，生産各種用巧克力進行薄層包憬的産品? 這些産品的特点是具有柑橘原汁原味淸香味道，這也

infrared. These products carry a mandarin orange’s refreshing flavor. That is why the processed mandarin products are popular in many countries around the world, including China, Japan, and Canada.

Using Only Fresh Mandarins Harvested that Year Jejufarm21 was founded in 2012 under the motto of ‘Add value to clean Jeju’. By processing mandarins, Jeju’s representative agricultural product, it is expanding the base of Jeju-do’s processed foods. Jejufarm21’s own brand is FRUNACK, a compound word of fruit and snack. Jejufarm21 takes pride in the brand, which makes 100% natural fruit snacks without additives. So when you are eating the fruit snacks, it’s as if you’re eating mandarin oranges. The snacks have similar taste, aroma, and texture to those of

是這種柑橘加工産品在中攻及日本?加拿大等世界各攻暢銷的理由?

只用芎年收獲的新鮮柑橘

成立于2012年?他們提出的口獄是“爲純淨上州賦予價値”，幷通過加工上州特産柑橘不鉤頑大上州産加工食品的領域?他們的自主品牌 FRUNACK是由水果和零食兩憾詞匯組成的合成詞，品牌蘊含Jejufarm21生産无任何添加芟的 100%純天然水果零食産品的自信?他們的産品味道及口感蜈接近柑橘，吃的明明是餠干，味道却如同吃柑橘? 這是因爲他們的産品只使用芎年收獲的最優質上州柑橘，幷利用遠紅外陸低溫熱風干燥設備進行自然干燥的結果?遠紅外陸干燥設備是Jejufarm21自主開屠的設備，利用這一設備不僅能提高柑橘的色彩?味道和口感，而且捲維生素C等各種營養成分廓乎不繇造成破壞? Jejufarm21林泰榮CEO說明道，“我們所用的是純 Jejufarm21

January 2022 27

Health & Wellness

mandarins. This is because the best mandarin oranges harvested that year are used, and they are naturally dried with a low-temperature hot air drying equipment using far-infrared rays. The far-infrared drying equipment was independently developed by Jejufarm21, and enhances the color, taste, aroma, and texture of mandarins. There is also almost no loss of nutrients such as vitamin C. Lim Tae-yeong, CEO of Jejufarm21, explained, “We use excellent mandarin oranges from clean areas in Jeju. And we apply the farinfrared method, which is the most difficult technology among drying technologies. That’s how our mandarins can maintain their total 7 factors, namely, their taste, aroma, color, texture, shape, nutrition, and cost.”

‘FRUNACK Jeju Mandarin Chips’, Steep Export Growth The core of the FRUNACK’s products is ‘FRUNACK Jeju mandarin chips’. It is a product made with dried Jeju’s mandarin oranges only. The products made by thinly coating dark chocolate, white chocolate, and yogurt chocolate on the dried mandarins are ‘Dark Choco’, ‘White Choco’, and ‘Yogurt Choco’. The FRUNACK mandarin chocolate products have the natural taste of mandarins. Unlike other mandarin chocolate products with a strong chocolate taste, the FRUNACK product’s chocolate only adds a little bit of sweetness. In recognition of such qualities, FRUNACK products received JQ (Jeju Quality) certification, along with HACCP certification. In addition, FRUNACK products, which obtained FSSC22000, a global food safety management system, and Halal certification, are exported to China, Japan, Hong Kong, Singapore, Canada, Mongolia, and Vietnam. The actual exports are growing rapidly from USD 6,510 in

28 Korea Agrafood

淨上州産最優質的柑橘，且採用干燥技術中最難的遠紅外陸干燥方式?所以，所生産的産品依然保持柑橘的味道?香味?色感?口感?形狀?營養?原價等7大要素?”

上州柑橘”出口强勢增長

“FRUNACK

的核心産品是“FRUNACK上州柑橘 (FRUNACK Jeju mandarin chips)” ?央是捲上州産柑橘進行干燥加工的産品?在這些干燥的上州柑橘上薄層包憬黑巧克力?白巧克力?酸球味巧克力等，就繇變成“黑巧克力”?“白巧克力”?“酸球巧克力”等各種保持柑橘原汁原味的FRUNACK産品? 不同于巧克力味大于柑橘味的其他産品， FRUNACK産品只是在柑橘上稍添了一些巧克力的甛味?借助這些商品性，FRUNACK産品已獲得 H A C C P 認嗇及上州産品質量認嗇 J Q ( J e j u Quality)認嗇? 除此之外，FRUNACK産品還獲得了全球食品安全郞係FSSC22000認嗇和淸眞(Halal)認嗇等，幷出口中攻?日本?香港?新加坡?加拿大?蒙古?越南等世界各攻?出口業績也從2018年的6510美元增長 FRUNACK

2018, and USD 34,795 in 2019 to USD 227,000 in 2020. Despite the unforeseen incident, COVID19, exports are expected to exceed USD 580,000 this year.

到 2019 年的 3 万 4795 美元和 2020年的22万7000美元，呈現强勢增長之勢?今年，盡管受到新冠肺炎疫情的影響，但預計出口額依然繇超過58万美元?

目標是拓展斛洲及美攻等高級市場

Now to Europe and the U.S., Expanding the Jejufarm21 Premium Market The decisive opportunity for CEO Lim Tae-yeong 2019 Jejufarm21 to expand its export market was entering the Chinese 2020 market. Since 2019, Jejufarm21 has conducted live commerce with Wanghong (online celebrity FRUNACK influencer) on Tmall, China’s online shopping FRUNACK mall, and since 2020, it has opened and promot7 ed its own flagship stores under FRUNACK, not under the ‘Korean Food Pavilion’ or ‘Jeju PavilJejufarm21 ion’ on major Chinese online shopping malls FRUNACK such as Tmall and Taobao. It indicates that 5 Jejufarm21 has secured competitiveness in 2000 China. Also, in July this year, it ranked first in CEO the Chinese online platform chocolate category. Jejufarm21 Jejufarm21 is planning to enter the markets in the U.S. and Europe. As FRUNACK products are premium products, the company intends to expand exports to advanced countries with high purchasing power. Based on this, the company planned to achieve USD 20 million in actual exports within five years. CEO Lim Tae-yeong said, “I am confident that we are number one among any other companies that process, commercialize, and export natural fruits like Jejufarm21 does. We will work with Jeju farmers so that we can carry out our vision that healthy agricultural products from Jeju can be enjoyed all around the world.”

頑大出口市場的決定性机遇是進入中攻市場?他們從年開始在中攻最大的網購商城“天猫”侮網紅合作開展直播帶貨活動，幷從年開始在“天猫”和“淘銅”等中攻著名網購商城開設幷不隷婁于“韓攻食品館”和“上州館”的自主品牌旗艦店進行産品的促銷?這也憐示在中攻已具有競爭麟力，今年月還曾創下中攻在陸平臺巧克力領域第一的記湳? 目前，正計琬進入美攻和斛洲市場?他們認爲高圭産品一定能打開捲購買力强勁的先進攻的出口之路?幷以此爲基礎計琬在年之內創下出口額万美元的目標? 林泰榮憐示，“侮任何一家把天然水果加工成商品幷進行捲外出口的企業相比，可以蜈自信地說是芎之无愧的第一名?我們將侮上州農業人共同合作，努力麟現把純淨上州的健康農産品推向世界各地前景目標?”

Jejufarm21 +82-64-753-8953

+82-64-753-8954

emenai2002@gmail.com

www.frunack.com

January 2022 29

Focus on People

Korean Agricultural Products with Overseas Competitiveness and Excellent Quality

Nguyen Thi Hai Yen, Import Manager of Wincommerce

The Korea Ministry of Agriculture, Food and Rural Affairs and the Korea Agro-Fisheries & Food Trade Corporation (aT) held a largescale K-FOOD event at COEX in Seoul in November 2021. During this event, BKF (Buy Korean Food), an online export fair for buyers, attracted the attention of Korean exporters and overseas buyers. This event was participated by 165 Korean exporters and 92 buyers from 23 overseas countries and recorded a consultation result of USD 8.89 million. We listened to the competitiveness of Korean agricultural products from Nguyen Thi Hai Yen, the Import Manager of Vietnam Wincommerce, who participated in BKF.

30 Korea Agrafood

Please introduce your company to us.

“Wincommerce has been ranked No.1 in Vietnam’s distribution sector for three consecutive years after seven years of growth. It distributes safe and fresh food through Winmart, a large distribution store with 122 stores, and Winmart+, a convenience store with 2,500 stores throughout Vietnam. In addition to Korea, we directly import and distribute fresh fruits and meats from countries around the world, including the United States, Australia, and Canada, and we plan to expand the number of Winmart stores to 20,000 within the next five years.”

What are the Korean agricultural products you consulted with an interest at the BKF held last November and why?

“The Korean agricultural products we consulted for with the greatest interest at the BKF online export conference are pears, grapes, strawberries, mushrooms, and soymilk. The items for this year’s consultation are well-known as excellent agricultural products in Korea, and the purchase demand for pears, strawberries, and grapes is increasing as they are recognized as safe and fresh excellent agricultural products among Vietnamese consumers. In line with this trend, we are making efforts in various ways such as discovering new items and promoting the country of origin to expand consumption of excellent Korean agricultural products by local consumers.”

What are the local consumers’ response and competitiveness to Korean agricultural products? “Among Korean agricultural products, our main product pear best meets Vietnamese consumers’ tastes because of its sugar content and crunchy texture compared to other products. In addition to this, various Korean agricultural products such as strawberries and grapes are receiving huge attention from overseas consumers. I think the competitiveness of Korean agricultural products is by far the best quality. They are excellent in appearance, sugar content, and safety through strict quality control. They are also very fresh thanks to the short transport period for exporting to Vietnam compared to agricultural products from other countries such as the US and Australia.”

What would you say to Korean exporters to expand exports of agricultural products?

“Korean agricultural products are recognized with a safe and reliable premium image among local consumers. With Vietnam’s economic growth, local consumers’ consumption of Korean agricultural products is also expected to expand. Therefore, if Korean exporters strive to maintain a premium image of Korean agricultural products through continuous and thorough quality control, I think they will have a bright prospect of export expansion.”

January 2022 31

Monthly Pick The Best in Season

1 Jan. SUN

MON

TUE

WED

THU

FRI

SAT

Persimmon Great as Both Raw and Processed Persimmon is a familiar fruit to Koreans. They have been eaten since the old times and persimmon trees are easily seen in rural villages. There are many proverbs and stories about persimmons as well. The popularity of Korean persimmons has also increased abroad, thanks to their quality and various processed products. Due to their excellent storability, persimmons can still be enjoyed overseas even after harvest.

32 Korea Agrafood

o m r

‘Astringent Persimmon’ Enjoyed in Various Ways

Persimmons are largely divided into sweet persimmon and astringent persimmon. Sweet ones are often eaten raw, and astringent ones are generally consumed as dried. The biggest advantage of Korean sweet persimmons is that they have a high sugar content exceeding 14 brix and a crisp texture. Sweet persimmons are rich in fructose that the more you chew, the sweeter they feel. The main production areas include Jinju, Changwon, Gyeongsangnam-do and Suncheon, Jeollanam-do. These areas were the first place to grow sweet persimmons in Korea, and given their long history, farmers also have excellent cultivation know-how given. Thanks to this, the popularity of Korean sweet persimmons is increasing in overseas markets, mainly in Southeast Asia. The sugar content can be checked just by looking at the appearance. If the stalk is even and convex, it is sweet. Also, good sweet persimmons have both similar orange colors on the top and bottom of the fruit.

Sweet Persimmon When Eaten Raw

Zoom In

Astringent persimmon is harvested and left for a long time, it becomes Hongsi (soft persimmon) with a soft and sweet taste. Since Hongsi is completely ripe with astringency, it is fun to scoop up the ripe red flesh with a spoon to eat. Also, if the skin of the astringent persimmon is peeled and dried, it becomes Gotgam (dried whole persimmon), which is chewy and sweet. Gotgam is mainly exported to Japan. Recently, more diverse products have been released. The major examples are Gammallaengi (dried persimmon), which are a great substitute for jelly, and ice hongsi, which are enjoyable like sherbet. As these food products are considered healthy, their demand is increasing in Korea and abroad as snack substitutes. Furthermore, persimmon smoothies, persimmon juice, and even persimmon wine products have been produced. Korean persimmons can indeed capture both the taste and nutrition of both raw fruits and processed products.

January 2022 33

Monthly Pick The Best Product Online

Best Seller

Eomuk Eaten on Cold Days The season for warm soup has arrived. There is nothing like a warm soup to melt a frozen body in the cold. Eomuk (fish cake) is the perfect choice to enjoy a simple soup dish. Eomuk made from fish meat are easy to cook and have a rich flavor. Recently, Korean Eomuk products have been on the bestseller list on Amazon, recognized for their taste and quality.

34 Korea Agrafood

Zoom In

<Source: Amazon>

The keywords that describe Korean Eomuk products on Amazon are ‘health’, ‘simple cooking’, and ‘excellent packaging’. It seems that consumers have highly appreciated the convenience, considering that there are many favorable reviews for products that can be eaten just by pouring water. In fact, one buyer rated Eomuk a perfect score out of 5, saying, “It is so easy to cook that my husband eats it every morning.” Another buyer also expressed satisfaction, saying, “You can have a perfect meal by adding a little bit of green onion.” Favorable reviews continued for various reasons such as ‘I eat it when I miss Korean food’ and ‘It goes well with spicy food like Tteokbokki’. Check out the infographic for more details.

o E

Eomuk is easily found on the streets of Korea. You can easily taste Eomuk in tourist spots and subway stations. Thus, it is called the representative snack of Korea. Eomuk is also known as a food that goes well with Tteokbokki, which is recently gaining popularity abroad. The spicy taste of Tteokbokki is neutralized with Eomukguk (fish cake soup). Eomuk is made by mixing the main ingredients of fish meat and wheat flour and seasoning it with salt. As a result, when boiled in a soup, it has a deep taste and comes in various shapes, ranging from the basic square shape to the long rod, and the rolled type to easily put the square Eomuk into a skewer. With growing attention toward health, the range of raw ingredients in Eomuk has expanded, including paprika Eomuk and Eomuk with Maesaengi (seaweed fulvescens). Recently, with the positive evaluation of high-quality Korean Eomuk overseas, Eomuk ranked first in Amazon’s ‘Fresh Prepared Soups, Stew & Chili’ category.

Korea’s Major Snack

Easy to Eat

<Source: Amazon>

January 2022 35

Issue in SNS

Golden Age of Korean Dramas

Hellbound <Source: Netflix>

What if mysterious beings appear out of nowhere, judge you, and eliminate you out of this world? If a religious meaning is added, most people may believe that it is a divine judgment. Recently, the Korean drama ‘Hellbound’ of such a theme, topped Netflix’s viewership ratings overall, which was achieved 24 hours after it was released. Showing the popularity of K-content, Hellbound heralds the heyday of Korean dramas and is boosting the ‘Hallyu (Korean Wave)’ craze in food and culture.

36 Korea Agrafood

What is the Main Plot of Hellbound? The drama begins with a man being beaten to death by messengers of hell in the middle of Seoul one day. Then, an angel informs other characters the ‘Name, the fact that they are going to hell, and the time remaining until they go to hell’ and disappears abruptly. And when the time comes, the messengers of hell come, beat the people, and burn them to death. It’s no use running away all their might. No matter where they are or what they do, once they’ve been notified of hellbound by the angel, they will eventually disappear from reality without leaving any form.

What’s even worse is that this isn’t the end. It is unfortunate for the people who suddenly died, but the rest of the family lives with a stigma as the family of the evil. In the end, people search religious meaning in a surreal situation, and people who want to tell the truth resist those who impose their beliefs as the story unfolds. Hellbound has become a sensation on Netflix by reaching the top rank of the chart. Another Korean drama, Squid Game, topped the chart in the past and keeps remaining at the top, continuing the heyday of K-content.

Tip Check out Hellbound explained by the cast. https://www.youtube.com/watch?v=oApLKCC_k78

January 2022 37

Issue in SNS

Korean Agricultural Products in

H e l l b o u n d

Korean agricultural products do not stand out significantly in any scene of Hellbound. However, it is also fun to naturally understand Korean culture in Hellbound through Korean agricultural products that appear here and there in the drama. First, coffee is a Korean agricultural product that appears the most in Hellbound. People studying, talking to each other, and even men who are about to die are drinking coffee. Coffee is also served to guests visiting one’s house. As a survey result ‘Korean have coffee more often than a rice’, coffee is virtually a necessity in Korea. As a result, Korean mixed coffee, which is easy to consume and tastes good, is highly praised and drawing popularity abroad.

38 Korea Agrafood

Next is Soju. It is the green bottle that the man who killed someone in the drama drinks as he walks. Soju is Korea’s ‘national liquor’ that is always with Koreans. Recently, its popularity has been growing in China and Southeast Asia as various fruit flavors have been released. In Korean dramas, people usually drink Soju when they are sad. Lastly, there is Gukbap (rice soup). Appearing at lunchtime in the drama, Gukbap is so affordable and comes out fast that it is called ‘Korean fast food’. Besides, it’s plenty. Thus, it is a popular lunch menu among office workers. A variety of instant Gukbap products are sold these days. Samgyetang (ginseng chicken soup), which is popular overseas, also falls under the category of Gukbap. Let’s take a look at the favorite Korean agricultural products and dishes of the Hellbound cast members.

What Korean Food do You Enjoy?

Yoo Ah-in “I can cook any Korean food such as Galbijjim (braised short ribs) and Jeonbokjuk (abalone porridge).”

Kim Hyun-joo Ryu Gyeong-su “I eat Korean pork tenderloin and sirloin to maintain a slim body and stay fit.”

“I like Ssambap (leaf wraps and rice) because it is a warm and cozy dish.”

Won Jin-a “What I am good at cooking the most is Miyeokguk (seaweed soup).”

January 2022 39

K-FOOD Recipe Sogogimutguk

40 Korea Agrafood

Sogogimutguk Simple but Nutritious uk (Korean soup) is a dish hard to exclude from a G typical Korean meal table. Like Jjigae (Korean stew), Guk is important in Korean food, and you can have a great meal with just one delicious Guk without any other side dishes. In particular, Sogogimutguk (beef and radish soup) with is highly preferred because it’s nutritious and easy to make. Only few ingredients are needed for making it. All you need is beef, radish, green onion, and soy sauce. A bowl of carefully cooked Sogogimutguk completes a delicious meal. Steaming hot Korean Sogogimutguk will help you survive a cold winter.

January 2022 41

K-FOOD Recipe Sogogimutguk

Main Ingredients (2 servings): 200g of beef shank, 300g of

Cut radish into squares 0.5cm in thickness. Cut one green onion diagonally.

Put 1 tablespoon of sesame oil in a pot and stir-fry the meat.

radish, 1 green onion

Sub Ingredients: 1 liter of water, 1 tablespoon of sesame oil, 1/2 tablespoon of minced garlic, 2 tablespoons of soy sauce, 1 teaspoon of salt, 1/2 tablespoon of sugar 2 Servings

When the meat turns brown, add the radish and stir-fry it until the radish becomes slightly transparent.

30 min

425 kcal

After thoroughly stir-frying the radish and meat, add water and boil over medium heat. Skim foam off the soup.

Mix 2 tablespoons of soy sauce, 1 teaspoon of salt, 1/2 tablespoon of minced garlic, and 1/2 tablespoon of sugar to make the seasoning sauce.

Put the prepared green onion and seasoning sauce in the soup and boil for about 20 more minutes.

Serve Sogogimutguk in a bowl and enjoy.

KoreaAgrafood

42 Korea Agrafood

KoreaAgrafood

Sogogimutguk-Related Export Products

Fresheasy’s Hearty Beef Soup with Radish

Jangmaeul’s Joseon Soybean Sauce

When you want to have a simple meal

Jangmaeul is a company that produces

without a hassle, a meal kit would be per-

soybean sauce with the philosophy of ‘Let

fect. The beef soup with radish product

us eat healthy once we eat’. The company

sold by Fresheasy, Korea’s leading meal kit

uses carefully selected high-quality beans,

company, has a clean and light taste of

which are aged at low temperatures to al-

top quality. It takes only 7 minutes to pre-

low their unique savory aroma. Notably, its

pare it. Keep it in the freezer and eat it

soybean sauce products are aged for one

whenever you want to have a meal conve-

year before they are sold, which facilitates

niently without a hassle. There is plenty of

the taste of traditional Korean sauce. They

beef and radish in the clear soup, so you

are safe for consumption since they con-

can have a hearty meal when you eat it

tain no additives other than raw ingredi-

with a bowl of rice.

ents. They are also quite useful because they can be used to season soup or to make Jjigae and seasoned vegetables.

1833-5836

https://fresheasy.co.kr 070-8866-4021

http://jangmaeul.com

January 2022 43

Variety Korea

Pyeongchang the Mecca of Winter Sports yeongchang, Gangwon-do, is the host city of P the 2018 Winter Olympics. This event was recorded as the largest Winter Olympics in history with 92 countries participating. It was especially notable as women’s ice hockey teams of the two Koreas participated as a united team in the Pyeongchang Winter Olympics, adding to the sound of peace. But Pyeongchang has more than just winter. Let’s go to Pyeongchang, which embraces different scenery throughout the four seasons.

44 Korea Agrafood

冬スポ―ツの聖地?平昌（ピョンチャン）江原道（カンウォンド）·平昌は?2018年に冬季オリンピックが開催された場所だ?2018年2月9日から25日までの17日間開催され?歷代最多の92ヶ國から參加があった冬季オリンピックとなった?特に?平昌冬季オリンピックでは女子アイスホッケ― が南北合同チ―ムで出場し?平和に向けたメッセ―ジを世界に發信した?平昌には冬だけがあるのではない?羊の群れが戱れている綠の草原?風に搖れる白いソバの花も見ることができる?四季を通して樣?な姿を見せる平昌を訪れることにしよう?

Woljeongsa Temple

Tourism

Winter is a season that excites skiers. Pyeongchang is one of the best ski resorts for them, because they have more natural snow than artificial snow, making the skiing excellent. There are several ski resorts in Pyeongchang, such as Phoenix Pyeongchang, Monapark Yongpyong Resort, and Alpensia. Phoenix Pyeongchang has 21 slopes, so it is perfect for extreme sports, and Monapark Yongpyong is Korea’s first ski resort. From the summit of Alpensia, you can see all the way from Daegwallyeong Pass to the East Sea. All these ski resorts held the Winter Olympics events such as ski jumping. Daegwallyeong Pass, also known as the Korean Alps, has a sheep ranch. The scenery of the sheep ranch created by white flocks, green meadows, and colorful ridges is the best gift for those visiting Pyeongchang to get away from everyday life. Let’s also visit Woljeongsa Temple in Odaesan National Park. As a temple with a history of more than 1,000 years, it represents Korean Buddhism. In autumn, a trip to Woljeongsa Fir Forest is also recommended.

Alpensia Resort

Daegwallyeong Pass Sheep Ranch

冬はスキ―ヤ―が胸躍らせる季節だ?彼らのためのスキ― 場のうち?最高の場所として擧げられる地域が平昌だ?平昌のスキ―場は人工雪よりは自然の雪が多く?最高の雪質を誇る?平昌にはフェニックス平昌?モナパ―ク龍平（ヨンピョン）リゾ―ト?アルペンシアなど樣?なスキ―場があるが?フェニックス平昌はスロ―プが21あり?エクストリ― ムスポ―ツを樂しむのに最適だ?また?モナパ―ク龍平は韓國初のスキ―場でもある?アルペンシアの頂上では?大關嶺から東海（日本名·日本海）まで一望できる?そして? 全てがスキ―ジャンプなど冬季オリンピックの競技が開催されたスキ―場だ? 韓國のアルプスと呼ばれる大關嶺（デクァンリョン）?ここには?羊牧場がある?白い羊の群れ?綠の草原?樣?な色の稜線が織りなす羊牧場の風景は?日常を離れて平昌を訪れた人?に對して最高のプレゼントになる?五臺山（オデサン）國立公園の月精寺（ウォルチョンサ）も訪れてみよう?この寺は?1000年以上の歷史を有し?韓國佛敎を代表する場所だ?秋には月精寺のモミの森を訪れるのもお勸めだ? January 2022 45

Food

Variety Korea

Makguksu

‘When Buckwheat Flowers Blossom’ is a novel written by Korean author Lee Hyo-seok that is set Bongpyeong, Pyeongchang in the 1920s. Thanks to the novel’s popularity, more people come visit Bongpyeong around the time the buckwheat flowers are in bloom, and more places in Bongpyeong are planting buckwheat. This has naturally led to the birth of dishes made with buckwheat. One of them is Makguksu (buckwheat noodles). How about a tour course where you can enjoy the spectacle of white buckwheat flowers in early autumn and then delight your mouth with Makguksu? Preparation for Deokjang (drying field) to make Hwangtae (dried pollack) is in full swing at the Daegwallyeong Pass in early December. Pollack hanging on Deokjang turns into yellow as it freezes and thaws repeatedly for more than 3 months with snow, and it is a specialty of Pyeongchang. The snow-covered Hwangtae Deokjang is a new attraction in the winter of Daegwallyeong Pass. A bowl of delicious Hwangtae soup is great for breakfast in Pyeongchang.

46 Korea Agrafood

韓國の作家·李孝石（イ·ヒョソク）が書いた小說『蕎麥の花寮く頃』の舞臺が?1920 年代の平昌·蓬坪（ポンピョン）だ?小說の人氣により『蕎麥の花寮く頃』といえば?蓬坪を訪れる人?が增え?蓬坪ではソバが植えられる場所が增えた?こうしたなかで? 自然にソバで作る料理も誕生した?そのうちの1つがソバマッククスだ?初秋を白いソバの花の壯觀を目で樂しんだ後?ソバマッククスを舌で樂しむ觀光コ―スはどうだろうか？ 12月初旬?大關嶺の高原ではファンテ（黃太?干しスケソウダラ）を作るための干し場の準備に忙しい?干し場に掛けたスケトウダラは雪とともに3ヶ月以上も凍ったり溶けたりを繰り返すとともに?その身が黃色いファンテに變化していく?このファンテは平昌の特産物だ?冬の大關嶺では?雪に覆われたファンテの干し場が新たな見どころになっている?香ばしいファンテククの一杯は平昌でとる朝食に打ってつけだ?

Hwangtae

Local Products Sliced Raw Trout

Trout is a picky fish that only lives in clean running water. Pyeongchang is the perfect place for trout farming because it has clean and clear water. Sliced raw trout is savory and light, and Pyeongchang has the largest number of sliced raw trout restaurants in the country as a result. The Trout Festival, which has been held since 2007, has established itself as a popular festival attracting crowds from across the country as it presents the joy of catching trout in the ice hole of Odaecheon stream. If there are trout in the water, there are melons on the ground. Pyeongchang is emerging as the main production area for melons. Pyeongchang melons are grown in the highland with a large daily temperature difference of 700m above sea level, so they have a thick and clear net and a high sugar content, with an average of 15 brix or more. They boast the highest quality and are more expensive than other melons. This is the result of Pyeongchang’s distribution of melons as a substitute for vegetables in high altitudes.

陝はきれいな水に生息する魚だ?水がきれいな平昌は? 陝の養殖地としてまさに打ってつけの場所だ?オレンジ色の陝の刺身は香ばしさがあり?味わいも淡白だ?そのため?全國で陝の刺身店が最も多いのが平昌で?2007 年から續いている陝祭りは?五大川（オデチョン）の氷の穴から陝を釣る樂しみを與えるとともに?全國から人? が集まる人氣の祭りとしての地位を確立している? 川に陝がいるのならば?畑にはメロンがある?平昌はメロンの主産地に上がっている地域だ?平昌のメロンは? 海拔700m以上の日較差が大きな高冷地で栽培されている?網目も太くくっきりしており?糖度も平均で15度以上と高い?最高品質を誇り?他のメロンよりも單價が高い?平昌が高冷地野菜の代替作物としてメロンを普及させた成果だ?

January 2022 47

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