Dec 2022 (vol.326)

Korean Alcohol

Processed Food Farmtastic Trend & Products Strawberry, the Star of Exported Korean Agricultural Products

Captivating the appetite of the World, Korean Yuja Tea

Steady Growth of Health Functional Food Market After COVID-19

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COVER

Drinking culture is changing. The younger generation is preferring to enjoy even a glass of alcohol, a shift in drinking culture with the in crease of drinking alone at home due to COVID-19. This is also the reason the traditional liquor market in Korea is growing rapidly. Recently more consumers are looking for new drinks such as fruit Makgeolli and distilled Soju as well.

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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

Drinking culture is changing. The younger generation is preferring to enjoy even a glass of alcohol, a shift in drinking culture with the in crease of drinking alone at home due to COVID-19. This is also the reason the traditional liquor market in Korea is growing rapidly Recently more consumers are looking for new drinks such as fruit Makgeolli and distilled Soju as well. At the end of this year, how about celebrating the end of the year by drinking Korean alcohol with your significant other, family, or friends?

The Most Popular Korean Alcohol, Makgeolli

Makgeolli is a traditional liquor representing Korea. It is made by brewing the alcohol with rice, fil tering and squeezing clear alcohol without scooping it out. So Makgeolli is white and has a sweet, delicate fla vor, unlike other alcoholic beverages. Its alcohol percentage is not that high at 5-6%. Makgeolli is consumed as a popular liquor in Korea.

In Korea, Makgeolli is produced in each region. For this reason, it is said there are as many types of Makgeolli as the number of regions in Korea. Makgeolli is made with local special

最も大衆的な韓國の酒? マッコリ

マッコリは韓國を代表する傳統酒だ?米で酒 を作った後?澄んだ酒を汲みださず?そのま ま濾す?そのためマッコリは白い色で?他 の酒と異なり?甘みと香ばしさがある?度 數は5~6%と高くない?韓國でマッコリは 大衆的な酒として消費されている? 韓國では地域ごとにマッコリを生産してい る?マッコリの種類は韓國の地域の數ある という言葉もあるほどだ?各地域の特産物 を加えてマッコリを作るが?例えば加平 （カピョン）の松の實マッコリ?公州（コン

ties, such as ‘Fyeong Pine Nut Makgeolli’, ‘Gongju Chestnut Makgeolli’, ‘Goheung Yuja Makgeolli’, and ‘Jeju Mandarin Makgeolli’. Among them, ‘Gapyeong Pine Nut Makgeolli’ produced by Woorisool Co., Ltd. won the first place in the Rice Processed Product Fair in 2020; it can be felt the nutty taste of the pine nuts as it is.

Unique Makgeolli has also appeared. A repre sentative example is ‘100 Billion Freebio Makgeolli’ of KookSoonDang Co., Ltd. With growing interest in health due to COVID-19, at tention is drawn to Makgeolli containing lactic acid bacteria. KookSoonDang also launched Makgeolli with the taste of famous ‘Banana Flavored Milk’ in Korea, which is known to have grown the fruit Makgeolli market. Such Makgeolli is also popular overseas. Korea’s Makgeolli exports in 2021 were USD 15.804 mil lion, up 27% from the previous year and have been growing since 2019. With the mission of ‘Pursuing the Globalization of Makgeolli’, Woorisool is making Makgeolli that meets the tastes of local consumers, such as mango and blueberry Makgeolli. In addition, KookSoonDang developed canned Makgeolli in 1993 for the first time in Korea, opening the horizon of Makgeolli export. Jipyeong Brewery is prepar ing to contribute to the exportation as well. It makes Makgeolli in a traditional way at Jipyeong Brewery which was established in 1925 and has introduced Korean Makgeolli at the world’s largest food expo ‘SIAL Paris 2022’ held in Paris, France this year.

Lately, premium Makgeolli is also being pro duced and it has opened its luxury market. New brand Weather Brewery produces and sells Makgeolli for each season in traditional ways without artificial sweeteners in champagne bot tles. For example, in spring it sells ‘Bombi’ con taining Hallabong and mandarin peels.

そのうちの（株）ウリ スルが生産する加平松の實マッコリは?2020年の米加 工品品評會で1位を獲得した?松の實の香ばしさがその まま感じられる商品だ? 異色のマッコリも登場した?代表的なものが（株）麴醇堂 （クッスンダン）の「1000億マッコリプロバイオ」だ?新型 コロナで健康への關心が高まるなかで?乳酸菌を含んだ マッコリに注目が集まっている?麴醇堂は韓國で有名な 「バナナ牛乳」の香りを加えた「バナナマッコリ」も發賣し た?これは?果物のマッコリ市場を成長させた製品とし て知られている?こうしたマッコリは海外でも人氣だ? 2021年の韓國のマッコリ輸出は?1,580万4,000ドルと 前年比で27%增加した?2019年以來の成長を示してい る?ウリスルは「マッコリの世界化を追求する韓國の酒」 との使命のもと?マンゴ とブル ベリ のマッコリな ど?現地の消費者の嗜好に合わせたマッコリを製造して いる?麴醇堂は?1993年に韓國初の罐マッコリを開發 し?マッコリ輸出の道を開いた?砥平（ジピョン）マッコ リも輸出に加わる準備をしている?1925年に設立された 砥平酒造で傳統製法により製造された砥平マッコリは? 今年フランスのパリで開催された世界最大の食品エキス ポ「SIAL Paris 2022」に參加し?韓國のマッコリを披露 した? 最近では?「プレミアム」マッコリも生産され?高級化も 進んでいる?新興酒造メ カ のナルシ（譯者注：韓國 語で天氣の意）釀造は?人工甘味料を

oju is a must when it comes to Korean alcohol. ‘Donghae Soju’ has been ranked the best drink in ‘Soolmarket’, a traditional Korean alcohol online shop ping mall. As of October, ‘Donghae Soju’ is ranked No. 1 in daily, weekly, and monthly sales. A traditional dis tilled Soju produced by Seorak Provence Pear Flower Village, ‘Donghae Soju’ uses clean deep-sea water 600 m from the East Sea and preserves the raw rice flavor by using the uncooked rice fermentation technique devel oped in-house. Thus, it has a soft and clean aftertaste. There is a drink that has been very popular in Korea this year: ‘Wonsoju’ from Mowol Brewery A traditional liquor launched by singer Jay Park, it is a premium dis tilled Soju that uses 100% Korean rice and has no addi tives. Last February, on its first release date, ‘Wonsoju’ had a queue of people waiting in line even before the pop-up store opened.

Soju is divided into two types: distilled Soju made by fermenting grains and diluted Soju made by diluting spirits in water Recently, more con sumers are looking for dis tilled Soju, which is made only from grains without mix ing alcohol and thus gives the ‘Hwayo’, receiving much attention in Korea, is also a distilled Soju. It uses Korean rice and natural bedrock water

Called the three major liquor of Joseon Dynasty, ‘Lee gangju’, ‘Jukryeokgo’, and ‘Gamhongro’, are also dis tilled Soju. ‘Leegangju’ is a fermented liquor made from strong ingredients including rice, pears, ginger, cinna mon, and turmeric, so it has a rich flavor ‘Jukryeokgo’ is a liquor made from the sap of bamboo, known as an alkaline health food. ‘Gamhongro’ has a harmonious aroma of flowers and cinnamon. ‘Green bottle’ Korean Soju are still popular, including ‘Chamisul’ of Hitejinro Co., Ltd. and ‘Chumchurum’ of Lotte Chilsung Beverage Co., Ltd. These are types of diluted Soju.

した傳統酒で?100%韓國産の米を使 用し?添加物を使用しないプレミアム蒸留式燒酎だ?初め て發賣したのが今年2月?ポップアップストアの開店前に 列ができた?2回目のポップアップストアでも完賣した? 燒酎は穀類を發酵させて蒸留した蒸留式燒酎とアルコ ル を水で希釋して製造した希釋式燒酎に分け るが?最近に入って蒸留式燒酎 を購入する消費者が增えてい る?蒸留式燒酎はアルコ ルを混ぜずに穀類だけで作 った酒で?穀類の味と香り が感じられる?韓國で多く の 關 心 を 集 め て い る「 火 堯 （ファヨ）」も蒸留式燒酎だ? 「火堯」は國內産の米と天然 の 岩 盤 水 を 使 用 し ? 原 材 料米特有の香りを釀し出 している? 朝鮮三大銘酒と呼ばれる「梨薑酒（イガンジュ

Korea’s Famous Drinks

When you think of Soju in Korea, Andong, Gyeongsangbuk-do comes into mind first. ‘Andong Soju’ is a traditional Korean liquor that has continued for more than 1,200 years in Andong. It is a distilled Soju made from rice and yeast that is served when very important guests visit Andong city ‘Hansan Sogokju’ is also a traditional liquor boasting 1,500 years of tradition. Originally from Seocheon, Chungcheongnam-do, this Soju uses var ious ingredients such as rice, wheat, ginger, wild camomile, soybean, malt, and red pepper and is aged for 100 days. ‘Hansan Sogokju’ is called as sit ting drink in Korea because people usually continue to drink it once they start without getting up from their seat, due to its excellence in tastes and smells.

There are also different types of Makgeolli: ‘Naroo Makgeolli’ from Hangang Brewery. High in rice content, it has the natural sweetness of the rice, and at the beginning of drinking, it can be felt the sweet taste of vanilla and pear These characteristics fit the tastes of young consumers. Sulseam Co., Ltd., ‘Leehwaju’, a Makgeolli with a thick texture, also stands out. Suitable as a dessert drink, this Makgeolli can be made without water and eaten with cool water in the summer or eaten with a spoon like yogurt.

Various alcoholic beverages such as wine, dis tilled liquor, and brandy are produced in Korea. Durae Co., Ltd. produces ‘DureAng’ with local grapes, by distilling and maturing the wine in oak barrels to serve as brandy ‘Chusa’, also called Korean Calvados, is also worth notice. Calvados is a distilled brandy made from Calvados apples in France. Like French Calvados, ‘Chusa’ is an apple

韓國の有名な酒

韓國で「燒酎」といえば?慶尙北道の安東（アンドン）が頭に浮か ぶ?「安東燒酎」は安東で1,200年以上にわたり續いてきた韓國 の傳統酒だ?安東燒酎は米と麴で釀造した蒸留式燒酎で?安東 地域で重要な客人が來たときに出す高級酒だ?「韓山素?酒（ハ ンサンソゴクジュ）」も1,500年の傳統を誇る傳統酒だ?忠淸南 道の舒川（ソチョン）の韓山素?酒は?米をはじめとして小麥?生 姜?野菊?大豆?麥芽?赤唐辛子などの樣?な材料を使用し? 100日の熟成期間を經る?韓山素?酒は?韓國で足をとられる 酒と呼ばれる?味と香りに優れ? 度飮めば座った席から立ち あがらずにずっと飮むという意味からだ? 異色のマッコリもある?ハンガン酒造の「ナル生マッコリ」だ? 「ナル生マッコリ」は?米の含有量が高く?米本來の甘味が殘って おり?ボトリングの初期ではバニラと梨の甘さも感じられる?こ うした特性は?若い消費者の嗜好にピッタリだ?やや硬めの質 感のマッコリのスルセム梨花酒も目を引く?水なしで釀造し? 夏に冷水を入れて飮んだり?ヨ グルトのようにスプ ンです くって食べることのできるマッコリだ?デザ トの酒としても 打ってつけだ? 韓國にもワインと蒸留酒?ブランデ など樣?な種類の酒を生 産している?（株）トゥレ釀造は?「トゥレアン」という製品を生 産しているが?地域で生産された巨峰でワインを釀造し?この ワインを蒸留し?この蒸留酒をオ ク樽で熟成させたブラン デ を出している?韓國のカルヴァドスと呼ばれる「秋史（チュ サ）」も注目に値する?カルヴァドスはフランスのカルヴァドス

spirit that distilled apples grown on their own and aged in oak barrels. It is not that only Koreans should make Korean Soju. ‘Tokki Soju’ is an American-made Korean liquor brand. Brandon Hill, an American inspired by Korean traditional liquor, founded a brewery called ‘Tokki Soju’ in Korea and has been making Soju in a traditional way using Chapssal (glutinous rice). Last year, he made and released Koreanstyle Western liquor ‘Sonbi Gin’ using this Soju.

As the origin of ginseng, Korea has a lot of Insamju (ginseng liquor). Taepyungjuga’s Insamju is made by adding ginseng extract and red ginseng concentrate to Soju, and it contains a whole root of ginseng.

The Biggest Strawberry Specialized Complex, Daepyeong

Daepyeong-myeon, Jinju, Gyeongsangnamdo, is adjacent to the artificial Jinyang lake. Jinyang Lake is clear enough to be used as a water source. The groundwater of about 18℃ is warm, so it’s good for greenhouse heating in winter That’s why the largest strawberry specialized complex in Korea is located in Daepyeong and there, Daepyeong Agricultural Corporation is located. It produces strawber ries in a greenhouse of about 14 ha. It has been 16 years since the strawberry cultivation started in Daepyeong, and it is well regarded for its outstanding strawberry cultivation tech nology with the long experience added. It shows that Daepyeong has enough ability to make high-quality strawberry.

Daepyeong is exporting strawberry to Hong

In 2021, the total amount of export of Korea Agricultural and Fisheries Food reached USD 11.36 billion. It is the best export record so far. Strawberry has played a major role in breaking through the USD 10 billion hurdle. Strawberry, a representative exporting item of Korea, has achieved USD 64.678 million as of 2021. It shows 20% increase year-onyear. Especially, Daepyeong Agricultural Corporation has been exporting the Korean straw berry breed, Maehyang, to South East Asia, raising the reputation of Korean strawberries.

然蜈强勢，尤其是韓攻草撻的出口狀元慶尙南道晋州的農 業企業法人大坪(Daepyeong Co., Ltd)通過捲東南亞等出口 韓攻品種“梅香”不鉤提高韓攻草撻在攻際市場上的瀨譽? 韓攻最大的草撻特色園袴 大坪 慶南晋州的

CEO Yoon Gab-soo

Kong and Singapore. These areas account for 60% of its exports, and Thailand and Vietnam are other exporting countries.

Daepyeong CEO, Yoon Gab-soo, also a presi dent at Korea Export Strawberry Producer Association said with confidence that the name of Daepyeong, Jinju means “Big Fields”. Strawberry farmers began to settle in Daepyeong due to the fertile soil, and strawberries are proudly listed as a speciality of Jinju.

Maehyang, Strawberries for Export: Superior in Sugar and Storage

The major strawberry breed of Daepyeong is ‘Maehyang.’ Maehyang is a strawberry breeded at the Nonsan Strawberry Experiment Station in 2001. Maehyang has excellent sugar content, hardness, and is highly storable. For this reason, Maehyang has been promoted as export-only breed, and has been driving Korean strawberry exports. However, as the Korean strawberry breed diversifies, preference for Maehyang is declining. Despite this trend, Daepyeong has been loyal to Maehyang production. Taste explains why Exported strawberries should show the best taste in overseas local markets. In addition, there should be no softening in the export process.

出口用草撻梅香，糖度和儲藏性俱佳 大坪草撻的主品種是“梅香” ? “梅香”是2001年由韓攻論 山草撻試驗場培育出的草撻品種?梅香草撻糖度和硬度 都蜈高且具有良好的儲藏性，所以“梅香”不僅是出口專 用品種，同時也是拉動韓攻草撻出口的明星品種?近 來，隨着韓攻草撻品種的多樣化，梅香的受寵度也在下 降，但大坪依然在固守着梅香?其原因就在于“味道” ， 因爲出口草撻需要在海外以最佳的味道出現?癩外，在 出口過程中不能出現變軟現象?尹甲洙

Maehyang

CEO Yoon Gab-soo explains that Maehyang strawberry is the most suitable breed that satisfies these conditions. Even if Maehyang is harvested at maturity level of 50%, after ripening is possible during the exportingperiod. It reaches 13 Brix, the sugar level that brings out the best taste in straw berries. Above all, no softening of the fruit during the exporting process is the biggest advantage. Along with the taste, Maehyang is also perfect for widening the consumption base.

Prime Time to Launch Premium

Strawberry

Daepyeong is now getting ready to sell premi um products. It is selected and packaged with big ger and well-shaped strawberries than the regular Maehyang, therefore, the price is more than dou ble that of conventional strawberries. It is target ing the oversea upper class, on the other hand a strategy of Daepyeong to increase the consumer segment of the Korean strawberries. To that end, it is planning to increase the production quantity of other strawberry breeds such as ‘Kuemsil’ on top of ‘Maehyang’ little by little. ‘Kuemsil’ is a cross breed between ‘Maehyang’ and ‘Seolhyang’ which is a breed characterized by high-yielding ability and a great variety. It has strong sweet taste and a subtle scent of peach. Also, Global G.A.P certification is getting ready The main ground is for export expansion, and the Global G.A.P re search complex has been created for the second year and consulting is being received. Of course, all farms in Daepyeong have been G.A.P. certified and safety is already secured.

CEO Yoon Gab-soo emphasizes “Korean strawberries are famous for its sweet and sour taste. Moreover, Korean breeds have diverse char acteristics which make it fun for consumers to choose. I think it is our Daepyeong farm houses’ duty to grow the crops carefully so that consumers can enjoy Korean strawberries in safety.”

Daepyeong Agricultural Corporation

+82-55-762-1145

daepyong2560@naver.com

Product name: Korea Strawberry

ingredients: Maehyang Expiration date: 10 Days (Cold Storage)

size: 2 kg Certification: G.A.P. (KOR) Characteristics:

Clear water, fertile soil and long cultivation experience optimizes high quality strawberry cultivation.

The main strawberry breed, Maehyang, is high in sugar content, has excellent hardness, and is highly storable, making it suitable for export strawberries.

Captivating the Appetite of the World

Korean Yuja Tea Korean Yuja Tea

uja (citron) has 3 times more Vitamin C than lemon. It is protective against cold. So it is also called as the natural cure for colds. Moreover, it is rich in organic acids and good for preventing fatigue. That’s why Yuja Tea is rising as the next-generation super food. Especially, the Yuja Tea from Korea is widely acknowledged in the world market for its sweet and strong-scented quali ty. Nokchawon Co., Ltd. is one of the compa nies that is receiving attention. Nokchawon Co., Ltd., started with green tea business, is now raising public interest on Korean Yuja Tea in the oversea market.

Let’s Make The Tea that The Whole World Can Enjoy!

Nokchawon Co., Ltd. is a tea-specialized company established in 1992 with the motto of “Healthy Korean Tea and Beverage Enjoyed with The World.” Nokchawon Co., Ltd. is making premium green tea products with organic green tea leaf raised in its own tea gardens. The signature product is ‘Deli cious Green Tea Jakseol’.

Nokchawon is using vegetable tea bag. Not only the tea bag net, but also the threads and

柚子的維生素C含量是沂湛的三倍以

，具有預防感冒效果，所以也被稱

天然感冒葯?而且柚子還富含有机

具有抗疲勞效果，這也是近來柚子

成爲第二代超級食品的主要原因? 尤其是韓攻柚子茶以其甘甛香濃的特 色 得 到 了 世 界 的 公 認 ? 綠 茶 園 (Nokchawon Co., Ltd)便是 家生 産柚子茶産品的企業?芎初以生産綠 茶起步的綠茶園，現在通過生産柚子 茶引領韓攻柚子茶

CEO Kim Jae-sam

tags are made of biodegradable resin. It is harmlessto the human body. and no environ mental hormone was detected. Nokchawon is putting a lot of emphasis on ‘safety’ of the product from leaves to its final products.

Nokchawon has began to be interested in the yuja tea market since 2010. It all started when Nokchawon that has been releasing or ganic green tea decided to launch organic Yuja tea. Kim Jae-sam, the CEO of Nokchawon re called, “As the consumer’s attention for organ ic Yuja tea grew, it became distinguished in the Yuja Tea market.

The Secret is Goheung Yuja Grown in the Sea Breeze

After all, the quality of Nokchawon’s Yuja tea lies in ‘Yuja’. It purchases Yuja from Goheung, Jeollanam-do, the home of Korean Yuja production area. Because a lot of sun shine and sea breeze hit Goheung, Goheung Yuja is not only characterized by its big fruit and rich juice, but also known as the best for its taste and scent. It uses intact Yuja, not a fallen or wounded Yuja. Especially because of the nature of the Yuja tree which has thorns, it requires very particular work to select Yuja with no wound. Nokchawon’s Yuja tea is basi

核心是海風中生長的柚子 綠 茶 園 的 柚 子 茶 質 量 取 決 于“ 柚 子” ，他們所用的是韓攻柚子産地 全南高興郡産的柚子?高興地袴日 照量酪富?海風大，所以這裏産的 柚子不僅憾頭大?果汁酪富，而且 果香濃味道好?他們生産的産品全 部使用完好无損的柚子，絶不用落果和帶傷的柚子?由 于柚子樹帶刺，所以挑選无傷的柚子需要 憾精心篩選 的過程，綠茶園的柚子茶就是用這種柚子和韓攻産蜂蜜

cally adding Korean honey to this Yuja. It is di rectly shipped to a processing factory without go ing through frozen storage stage right after the har vest. This process shows why Yuja tea of Nokchawon receives high praise for keeping the natural taste of Yuja.

Nokchawon is producing various Yuja products such as Yuja preserves mixed only with and sugar, Yuja tea mixed with sweet-smelling Mogwa (quince), and Yuja tea added with fresh apple juice.

Nokchawon has established and has been oper ating its processing factory in Goheung from this year The decision is based on its confidence to raise marketability by processing the high quality Yuja of Goheung on the spot and the judgment that cost reduction can be realized by shortening shipping distance to export port.

Exporting to More than 30 Countries, and Now to South America

Currently, Yuja tea of Nokchawon is exporting to more than 30 countries such as Southeast Asian countries including Hong Kong and Singapore, as well as U.S., Japan, Australia etc. Nokchawon Yuja tea in particular has received a favorable re view from ‘SIAL Paris 2022’ held this year. Thanks to this popularity, the sales is showing an increasing trend despite the prolonged COVID-19.

Nokchawon is also paying attention to a new market. South American and Europe are its new targets. Recently, it is also knocking on the doors of African market. Since Nokchawon is launching various tea-related products with more than 100 types other than Yuja tea, tea marketing suited for local market seems plausible.

Co., Ltd.

+82-2-597-3949 leo@nokchawon.co.kr

Additional Info

Product name: 153 Honey Yuja Tea

Product ingredients: Yuja, Honey

Expiration date: None

Product size: 1 kg (per bottle)

Certification: HACCP (KOR)

Characteristics: 쪾The home of Korean Yuja production, Goheung is famous for its selection of Yuja without wound and processing method to keep the taste and scent. 쪾

Established the processing factory in Goheung in this year, expecting to improvemarketability and price competitiveness.

espri’, the world’s largest marketer of ki wi fruit. To counter this, one place has taken a leap for ward as a pioneer of Korean kiwi through continuous re search in varieties and qual ity improvement it is Hallagold Farming Guild Corporation (HFGC), estab lished in 2008. HFGC leads the kiwi industry by cultivating ‘Halla Sweet Gold’, a Korean kiwi variety It exported kiwi for the first time in Korea and is recently pro moting its own brand ‘Kiwirang’ to Japan, Hong Kong, Singapore, and Malaysia.

Steady Increase in Halla Sweet Gold Exports

The kiwi varieties that HFGC exports are Halla Sweet Gold, Green Kiwi, and Red Kiwi. Among them, Halla Sweet Gold has been well received by the market, so its export of only 10 tons in 2020, jumped to 40 tons in 2021. Last year, HFGC exported 150 tons of kiwi, 80 tons of green kiwi, and 30 tons of red. Thanks to the positive market response, Halla Sweet Gold production is also on the rise. According to HFGC, its expected production

色 營農組合法人是通過栽培韓攻搗銳桃品種“漢拏甛金奇異 果(Halla Sweet Gold)”引領韓攻搗銳桃産業屠展的地 方?這裏也是韓攻搗銳桃首次捲外出口的地方，目前他們 正以自主品牌“Kiwirang”捲日本?香港?新加坡?馬來

Assistant Manager Lee Jong-seon

What is Halla Sweet Gold?

Sweet Gold developed by the Rural Development Administration of Korea boasts high sugar content. When ful ly ripened, Halla Sweet Gold has an average sugar content of 18brix and is similar in size to the existing Hayward variety. Sweet gold has hairless outer skin with yellow-green, and soft flesh, so it is edible even if it is not fully ripened. Shelf life is 4 months at 1°C. It has twice as Vitamin C as oranges and six times more vitamin E than apples.

Sweet Gold developed by the Rural Development Administration of Korea boasts high sugar content. When ful ly ripened, Halla Sweet Gold has an average sugar content of 18brix and is similar in size to the existing Hayward variety. Sweet gold has hairless outer skin with yellow-green, and soft flesh, so it is edible even if it is not fully ripened. Shelf life is 4 months at 1°C. It has twice as Vitamin C as oranges and six times more vitamin E than apples.

this year is 700 tons and is expected to reach 1000 tons next year. Jeju’s sweet gold produc tion is rapidly increasing every year, such as 2 tons in 2016, 6 tons in 2017, 50 tons in 2018, 230 tons in 2019, and 360 tons in 2020. Assistant Manager Lee Jong-seon of HFGC said, “Halla Sweet Gold features a long cone shape and has an excellent sweet taste. This is why it is very popular in Southeast Asia and is especially loved by children. The biggest feature of Halla Sweet Gold is that it is grown only in Korea.”

Quality Improvement through Cultivation Training and Selection

To produce high-quality kiwi, HFGC strives to spread the cultivation methods and how to manage before and after harvesting. To improve the quality, it trains 230 union members once every three months and encourages farmers to acquire G.A.P (Good Agricultural Practices) and Global G.A.P certification. As a result, 70 farms have G.A.P. certifications and 20 farms have Global G.A.P. certifications.

HFGC also has a thorough kiwi selection

目前已有70多家農戶獲得了 G.A.P.認嗇，20多家農戶獲得了全球G.A.P.認嗇? 他們在搗銳桃的篩選上也下了蜈大功夫，以此更好地把 握后熟型水果搗銳桃從熟前銷魔到熟透時糖度達到標 准要求?爲此，他們採取了先捲整果搗銳桃的重量和 糖度?硬度進行測量，然后捲搗銳桃進行切片基碼后測 重的方法?据漢拏金色營農組合法人介紹，利用這種方 法可使搗銳桃的水分蒸屠?濃縮甛味，可以預測搗銳桃 熟透后

process to determine whether the sugar content will meet the standard when fully ripened, since it distributes before the kiwi matures. To do this, HFGC measures the weight, sugar content, and hardness of kiwi in its raw state, then it cuts the cross section of the kiwi, dries it, and weighs it. This allows HFGC to predict the sug ar content of ripe kiwis because the moisture in side the kiwi evaporates and the sweetness con denses through this process. Assistant Manager Lee said, “One strong point of Halla Sweet Gold is its sweet taste. Since we predict the sug ar content in advance due to the nature of kiwi, we carry out a very strict selection process. If the weight does not exceed 70 g, we boldly ex clude it from the sales volume.”

Expected to Penetrate the Premium Market

HFGC is predicting the high possibility of ex panding Halla Sweet Gold exports because there is a growing interest in Korean agricultur al products in Southeast Asia. It also judges that Halla Sweet Gold is easier to export due to the long storage period than that of red kiwi. While red kiwi is distributed from early October to November, Halla Sweet Gold can be purchased overseas from mid-November to up to February of the following year

To this end, HFGC holds annual promotional events for Hong Kong and Singapore and plans to make efforts to promote Halla Sweet Gold to other countries as well. Assistant Manager Lee said, “Thanks to our huge efforts for quality control, we have few complaints from import buyers. We can say with confidence that you will not regret it if you choose Halla Sweet Gold.

Hallagold Farming Guild Corporation

+82-64-746-4841 skyf01@naver.com www.kiwirang.co.kr

Importers: Hong Kong Singapore Malaysia

Additional Info

Product name: Halla Sweet Gold

Product ingredients: Gold Kiwi

Expiration date: 3~5 days (at room temperature storage), 15 days (reefer container), 4 months (when stored at 1°C)

Product size: 4 kg

Certification: G.A.P., GLOBAL G.A.P. Characteristics:

Has a similar sugar content to Zespri's Gold Kiwi and is edible even if it is not fully ripened.

Agricultural products only available in Korea at a lower price than Zespri’s Gold Kiwi fruit.

“Well-Aged Korean Paste Determines Flavor of Food”

Hello, <Korea Agrafood> readers! Have you heard of ‘Meju’ (fermented soybean lump)? In Korea, there is a custom to make Meju in every house after the harvest. The <Photo> shows a farmhouse making and fermenting Meju in traditional way in Okcheon, Chungcheongbuk-do. Meju is made by macerating, boiling and crushing the beans and fi nally shaping it into a lump. Meju is the base ingredient to make Ganjang (soy sauce), Doenjang (soybean paste), Gochujang (red chili paste). which is essential to bring out taste in Korean food. In Korea, there is a saying ‘food is all about well-aged Korean paste’, and the first step in flavoring the Korean paste is to make Meju.

-

With consumers’ growing interest in health after COVID-19, the market for health functional food is ex panding. Its market size in Korea is worth about USD 3.533 million as of 2021, and it continues to grow due to the accelerated pop ulation aging, increase in in come levels, and higher in terest in health. Red gin seng, which helps boosting immunity, and probiotics, which are great for intestinal health, are especially gain ing popularity.

More Consumers are Taking Care of Their Health Through Food

According to the Food Information Statistics System (FIS) of Korea Agro-Fisheries & Food Trade Corporation (aT), the global functional food market is worth about USD 187.1 billion as of 2020. It is showing an average annual growth rate of 5.3% and is expected to reach USD 229.7 billion in 2024. After COVID-19, consumer tendency by taking care of their health through food are intensifying.

According to research firm MINTEL, in China, the number of consumers who regularly include immune-boosting foods has re cently risen to 70%. 86% of U.S. consumers said a healthy diet is important for a strong immune system. Consumers in the U.S. and Europe are showing interest in efficacy they can gain in everyday life, such as boosting immunity and increasing energy.

Popularization of Health Functional Food in Korea

According to the Korea Health Supplements Association, the health functional food market in Korea is worth USD 3.533 million as of 2021, a 20% increase from about USD 2.922 billion in 2017. Growing interest in health and investment costs due to acceleration of aging and the spread of COVID-19 have led to such expansion of the market. Consumption of health functional food is becoming popular in Korea, with 81% of households purchasing health functional food at least once a year. The raw ingredients of health functional food sold the most are red ginseng, probiotics, and vitamins. Occupying more than 26% of the market, red ginseng is a processed product that concentrates the ingredients of ginseng while repeating the process of steaming and drying. Since it contains various saponins and biologically active substances, red ginseng helps restore vitality, enhance immunity, and has nourishing, tonic, and antioxidant func tions. At the same time, consumers’ prefer ence for foods with a high content of lacto bacillus, such as probiotics that help intestine health, are increasing. Food and beverages rich in vitamins and biologically active sub stances such as EPA and DHA are steadily growing in the food market as well.

も擴大し ている?韓國では健康機能性食品の攝取が普及し?年間 で1回以上健康機能食品を購入するという世帶が81.1% に達する? 最も多く販賣される健康機能食品の原料は紅參?プロバ イオティクス?ビタミンとなっている?市場のシェアの 26%以上を占める紅參は?高麗人參を蒸して乾燥させる 過程を繰り返して成分を濃縮させた加工品だ?樣?なサ ポニンと生理活性物質を含んでおり?氣力の回復と免疫 力增强をサポ トし?滋養强壯?抗酸化作用などの機能 がある?あわせて?腸の健康もサポ トするプロバイオ ティクスなどの乳酸菌の含有量が高い食品への消費者の ニ ズが高まっている?また?ビタミンの成分を含む食 品および飮料?生理活性物質のEPAおよびDHAなどを 含む食品市場も繼續的に成長している?

Popular Health Functional Food in Korea

The major red ginseng brand in Korea is CheongKwanJang of Korea Ginseng Corp. ‘Korea Red Ginseng Extract Everytime’, one of its brands, is a sachet-type product that can be easily consumed at once. ‘Hansamin Red Ginseng Extract Prime’ of NH Hansamin Co., Ltd. is 100% red ginseng concentrate and is a popular product made by deeply enriching 6year-old red ginseng at low temperature.

Kombucha, a beverage fermented by adding beneficial bacteria such as probiotics to black or green tea, is drawing attention as a great health drink for improving the intestinal envi ronment and skincare. Along with Teazen Co., Ltd.’s ‘Kombucha Lemon’, it also produces stick packaging ‘Kombucha’ in various fla vors such as berry, Yuja (citron), and green tea. In 2021, 80 million sticks were sold in Korea alone, and they are exported to 27 countries including U.S., Japan, Hong Kong, and Singapore. Maeil Dairies Co., Ltd. has al so introduced two types of ‘The Great Tea Kombucha’ (Original and Berry Lychee) that

help with intestine health, which have drawn high consumer satisfaction.

Other distributed products include vitamin drinks using fresh agricultural products such as apple, pear, Doraji (ballon flower root).

紅參の「紅參 精プライム」は?100%紅參濃縮液だ?6年根の紅參を低 溫でじっくりと濃縮させた製品で人氣がある? 紅茶や綠茶などにプロバイオティクスなど有益菌を加え て發酵させた飮料の「コンブチャ」の場合?腸內環境の改 善と肌の美容によい健康飮料として脚光を浴びている? （株）ティ ゼンの「KOMBUCHA LEMON」をはじめ として?ベリ ?柚子?綠茶など?樣?な味のスティッ ク型「コンブチャ」を生産している?2021年の韓國での み8,000万スティックを販賣し?米國?日本?香港?シ ンガポ ルなど27ヶ國に輸出している?メイル乳業（株） でも腸の健康をサポ トする「ザグレ ティ コンブチ ャ」の2種類（オリジナル?ベリ ライチ）を發賣し?消費 者の滿足度が高い?この他にも?リンゴエキス?梨エキ ス?桔梗エキス?キャベツエキスなど新鮮農産物を利用 したビタミン飮料?血糖調節をサポ トする糖調唐辛子 で作った粉唐辛子とコチュジャンなど?健康機能成分を 含んだ樣?な飮食料品が流通している?

Health Functional Food Products

Maeil Dairies Co., Ltd.’s

The Greatea KOMBUCHA

TEAZEN Co., Ltd.’s KOMBUCHA

Popular Healthy Drink ‘Kombucha’ via BTS

Korean agricultural products are attracting attention abroad thanks to the popularity of the Hallyu (Korean Wave). This is the same for beverages as well as noodles and sauces that have been in th spotlight. Kombucha is gaining popularity in Southeast Asia as BTS members are known to drink it often for health.

Fermented with beneficial bacteria in green or black tea with sugar, Kombucha is great for gaining both health functionality and refreshing feeling.

Spotlight on the Online Market

With the growing awareness of health, interest is also drawn to improving health functions through food. As people pay attention to immunity due to COVID-19, their preference has also shifted to agricultural products that can be consumed natural ly instead of nutritional supplements.

Kombucha is especially receiving strong atten tion as it is known to be effective for diet by in creasing metabolism. It is also assumed that Hallyu has had a significant influence. After BTS member Jung Kook was seen drinking Kombucha earlier during his V App live broadcast, it has emerged as a ‘must-try item’ among fans.

The popularity of Kombucha can also be con firmed online. At Shopee, a representative online mall of Southeast Asia, Kombucha received a ‘Pre fer’ label, meaning a popular product, and its sales reached 52,000 in the post.

オンライン市場でも脚光を浴びるコンブチャ

健康への關心の高まりにつれ?食料品による健康機能改善に も關心が寄せられている?これは新型コロナで免疫機能など に氣を遣うなか?榮養劑ではなく自然に攝取できる農食品へ と嗜好が變化したものとみられる? 特に?コンブチャは新陳代謝を高めてダイエットなどへの效果 が期待されることが明らかになり?高い注目を集めている?ま た?韓流の影響も大きいとみられる?前述のBTSメンバ の ジョングクがVアプリのライブ放送中にコンブチャを飮み? ファンの間では「イッテム（話題のアイテム?マストアイテ ム）」に浮上したことがある?Vアプリは?韓國のポ タルサ イト「ネイバ 」が提供するインタ ネット方法のプラットフ ォ ムだ? コンブチャの人氣は?オンラインモ ルでも確認できる?東 南 ア ジ ア を 代 表 す る オ ン ラ イ ン モ ル の シ ョ ッ ピ （Shopee）では?コンブチャが人氣製品を意味する「prefer」 を獲得し?該當するリツイ トにより販賣量は5万2,000件に 達した?評点も5点滿点を獲得するほど?爆發的な人氣を誇 っている?

Idols Groups also Pay Attention to Health and Skincare

How was Kombucha evaluated by Shopee buyers? Health-related keywords such as ‘intestinal health’ and ‘skin beauty’ were the most common, and com ments comparing it to existing beverages stood out. One consumer said, “I bought it because a friend rec ommended it as a weight loss drink, and it’s much better than Coke. I liked it because I felt very com fortable and healthy inside after drinking it.”

Another consumer praised, “I bought a delicious lemon flavor and liked it because it was neither too sour nor too sweet. Now it has become my favorite drink. Much better than an iced tea.” Popularity due to the Hallyu could also be feltwith unique reviews such as photos of BTS members.

Korean Healthy Drink

Various Healthy Drinks in Korea

Korean beverages widely known abroad are Coffee Mix, OKF Aloe Vera King, and BananaFlavored Milk. However, in Korea, there are several healthy drinks that can become ‘future Kombucha’ if they are preoccupied. It is not right to think they don’t have great quality because they are not fa mous. A variety of health drinks are available for purchase such as juice made from compressed fresh produce like onions and pomegranates, drinks made with ginseng, and dairy products made from soy beans.

韓

國の樣?な健康飮料

外で廣く知られた韓國

飮み物には

コ ヒ ミック スとOKFのアロエベラキング?バナナ牛乳などがある? だが?先取りすれば韓國には「未來のコンブチャ」になり うる健康な飮料がいくつかある?まだ知られていないか らといって?品質が遲れをとっていると考えてはいけな い?タマネギとザクロなど?生鮮農産物を絞って作った エキスと高麗人參を加えた飮料?大豆で作った乳製品な ど?嗜好に合わせて樣?な健康飮料を購入することがで きる?

Korean Healthy Drink Products

Korean Idol Water Stick of Nokchawon Co., Ltd. Omida Pomegranate Juice of Samhwa Co., Ltd. Dr. Vegemil Black Bean of Chung's Food Co., Ltd.

Powdered Meal of Dooridoori Co., Ltd. Korean Fermented Herbal Tea Drink of Ido Co., Ltd. Dahada Hibiscus Tea of Herbnt

Jeon

The Most Korean Snack with Drinks, Jeon

If there are pancakes in the West, there are Jeons in Korea. Jeon is a Korean dish made by frying the thinly sliced ingredients like Kimchi and vegetables. There is no Korean Lunar New Year, Thanksgiving and feast hold without serving Jeon. and it especially goes well with Makgeolli. Makgeolli and Jeon combination is the first thing that comes to Koreans on a rainy day The combination of Makgeolli and Jeon is so familiar to Korean that it’s like cheese and wine. Let me introduce the recipe of the TOP 3 Jeon: Gamjajeon (potato pan cake), Buchujeon (chive pancake) and Kimchijeon (Kimchi pancake).

Jeon Recipe

Grind potatoes with a blender and cut Kimchi with scissors. Clean the chives and cut them. 01

Main Ingredients

3 potatoes, a pinch of salt, 1/4 head of Kimchi cabbage, a handful of chives, 2 cups of Korean pancake mix (190cc)

Sub Ingredients

3 tbsps of soy sauce, 1/2 tbsp of vinegar, 0.5 tbsp of Gochutgaru (red pepper powder)

02

Add 1 cup of Korean pancake mix, 2/3 cup of water, and chopped Kimchi into a bowl and mix it.

03

Add 1 cup of Korean pancake mix, 2/3 cup of water, and chopped chives into a bowl in the same way.

Put 3 tbsps of soy sauce, 1/2 tb sp of vinegar, 0.5 tbsp of Gochutgaru and make a sauce. 04

After the oil is heated in the fry ing pan, please put the ingredi ents 1, 2, and 3 separately. 05

Once the Jeon turns golden, turn it over and fry the other side as well.

Now, plate them in a dishes. and Gamjajeon, Buchujeon and, Kimchijeon are ready!

Tips

Check Out the Recipe in K-Food Recipe

in World.

Jeon-Related Export Products

Korean pancake mix by SAJODONGAONE Co., Ltd.

Korean pancake mix is the key ingredient when it comes to cooking Jeon. It is a type of flour specialized in making jeon, and it gives the crispy texture that Jeon has. In addition, be cause the mix is already seasoned, it is easy to use with no need to add salt. The mix can be used in other dish such as Sujebi (dough flakes) instead of flour SAJODONGAONE is a famous milling company in Korea, and it pro duces products safely with acquisition of HAC CP certification. Besides Korean pancake mix, frying powder and bread powder are also their specialty 080-370-3377 http://do.sajo.co.kr/

Jeon from Youngpoong Co., Ltd.

If it feels like too much work to cook Jeon, buy ing complete product can be an option. Youngpoong is specialized in Tteokbokki (stir fried rice cake) and Jeon production and sale. Vegetable Jeon, Haemulpajeon (seafood and green onion pancake), as well as Kimchijeon and Gamjajeon, can also be purchased. Since Haemulpajeon recipe is more complicated than that of Kimchijeon and Gamjajeon, buying com plete product is recommended. It is ready-to-eat food that people can easily enjoy by heating it for 3 minutes in microwave or 4~5 minutes in frypan. Other than Jeon and Tteokbokki, Youngpoong has various export items such as snacks, Kimchi and Tteok (rice cake).

+82-53-593-4788 http://www.ypfoods.co.kr/eng

Nick Name: Madelene Gemota Nationality: Philippines

Age: 34

Favorite Food: Strawberry

like Korean Strawberries with Great Taste and Texture”

From Philippines

Hello, I am a 34 year old woman from Philippines who likes Korean agricultural products. My favorite Korean fruit is straw berry. I really like it because it is sweet and not too soft or mushy. I’ve also attached a picture of the strawberry I bought. I get ex port information on Korean agricultural products through the <Korea Agrafood> Instagram account The ones I've seen recent ly are not only strawberries, but also fruits and vegetables in gen eral, such as ginseng. I became interested in Korean agricultural products because of their high quality and unique taste and tex ture I hope that <Korea Agrafood> introduces more Korean food and attractions in Korea. I would al so like to see information about the best fruit and vegetable stores (supermarkets) in Korea so that I can visit them when I go to Korea next time.

“I

Korea Agrafood magazine is specialized in promoting Korean Agricultural products to buyers in abroad. We cover Korean promising Agricultural products, dietary culture and export companies. We launched a new e-Agrafood (online newsletter) service to provide our exisiting of fline magazine. If you are interested in K-Food or want to catch up latest food trend, don’t hesitate to join our e-Agrafood.

China

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E-Mail : hkatcenter@at.or.kr TEL : 886-2-2740-5040

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E-Mail : qingdao@at.or.kr

TEL : 86-532-5566-8870~8872

INTERNET PHONE : 070-4617-5092~3

FAX : 86-532-5566-8873

Qingdao aT logistics Co.,Ltd

Korea Agro-Fisheries & Food Trade Corporation is leaping toward a new future. We celebrated our 50th anniversary in 2017 and we plan to take a big step forward. Having grown strongly since our establishment in 1967, we are becoming a force for globalization. Our bigger steps will be milestones for tomorrow.

Japan

Tokyo Branch Office Korea Agro-Trade Center, Tokyo Korea Center 5F, 4-4-10 Yotsuya, Shinjuku-ku, Tokyo, 160-0004, Japan (東京都新宿袴四穀4 4 10 KOREA CENTER 5F) E-Mail : tokyo@at.or.kr TEL : 81-3-5367-6656, 6693~94

INTERNET PHONE : 070-4617-7060~7062, 2689, 3265 FAX : 81-3-5367-6657

Osaka Branch Office 8F, Nomura Fudousan Osaka Bldg. 1-8-15, Azuchimachi, Chuou-ku, Osaka, 541-0052, Japan (大阪市中央袴安土町1 8 15, 野村不 動産大阪 B/D 8F)

E-Mail : osaka@at.or.kr TEL : 81-6-6260-7661

INTERNET PHONE : 070-7000-4138 FAX : 81-6-6260-7663

Middle East

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

Southeast Asia

Jakarta Branch Office

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

(Singapore)

Korea Agro-fisheries & Food Trade Corp Indonesia aT Center 16 Collyer Quay Level 20-00 Singapore 049318 TEL : 65-6818-9030

INTERNET PHONE : 070-4617-5094

Hanoi Branch Office #1213, 12th floor., Keangnam Hanoi Landmark 72 Tower, plot E6, Pham Hung Str., South Tu Liem Dist, Ha Noi., VietNam E-Mail : hanoi@at.or.kr TEL : 84-4-6282-2987

INTERNET PHONE : 070-4617-7719, 7724 FAX : 84-4-6282-2989

HoChiMinh Branch Office

CJ Building, Floor 3, 2 Bis 4-6 Le Thanh Ton Street Ben Nghe Ward, District 1, Ho Chi Minh City

E-Mail : sgtchoi@at.or.kr TEL : 84-28-3822-7503~4

USA

Los Angeles Branch Office 12750 Center CourtDriveSouth, #255, Cerritos, CA 90703, USA E-Mail : losangeles@at.or.kr TEL : 1-562-809-8810

INTERNET PHONE : 070-4617-2692~3 FAX : 1-562-809-1191

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

INTERNET PHONE : 070-4617-2690~1 FAX : 1-212-889-2560

Europe

Paris Branch Office

Korean Agro-Trade Center, 89Rue Du Gouvemeur Général Eboué (1er etage), 92130, lssyles-moulineaux, France E-Mail : paris@at.or.kr TEL : 33-1-4108-6076~8, 6096

INTERNET PHONE : 070-4617-2699 FAX : 33-1-4108-2016

E-Mail : chengdu@at.or.kr TEL : 86-28-8283-3376, 3387

INTERNET PHONE : 070-4617-3266~7 FAX : 86-28-8283-3396

Qingdao aT logistics co.,Ltd West Shuangyuan Rd.,Liuting Street, Chengyang, Qingdao, China (

E-Mail : qingdao_logistics@at.or.kr TEL : 86-532-6696-2229, 2280

INTERNET PHONE : 070-7938-0865 070-7938-0863 070-7938-0864 FAX : 86-532-6696-2181

INTERNET PHONE : 070-4617-7183 FAX : 02-838-227-503

Bangkok Trade Office #2102 Level 21, Interchange 21, 339 Sukhumvit Road, North Klongtoey, Wattana, Bangkok 10110 Thailand

E-Mail : bangkok@at.or.kr TEL : 66-2-611-2627~9(Extension 12)

INTERNET PHONE : 070-4617-7226 FAX : 66-2611-2626

Vladivostok Branch Office

Lotte Hotel Vladivostok 520-522 office, 29, Semenovskaya St., Vladivostok, Russia, 690091 E-Mail : chekov@at.or.kr

Qingdao

Bangkok

Beijing

Vladivostok Shanghai Chengdu Hongkong Hanoi Jakarta

Dubai

Paris Hochimin

Seoul Tokyo Osaka (Taipei) (Singapore)

Los Angeles New York