March 2022 (vol.317) by AgroTrade aT

March 2022 vol.317

Farmtastic

Global Trend

Variety Korea

Black Ginseng that will Change the Paradigm of Ginseng Market

Generation MZ, Emerged as the Core of Consumption

Yongin, an Emerging Travel Destination Near Seoul

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

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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 Chang In-shik 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 Park Sung-kuk 070-4617-5090 (parksk@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 +84-862-470-214 (flower@at.or.kr) BANGKOK Lee Ju-yong 070-4617-7226 (pathfinder@at.or.kr) JAKARTA Cho Sung-teok 070-4617-2695 (cst7424@at.or.kr)

Cover Story

TOKYO Jang Seo-gyeong +81-3-5367-6656 (skjang@at.or.kr) OSAKA Kwon Tae-hwa +81-6-6260-7661 (thkw@at.or.kr)

Ensuring Global Health,

Korean Sauces

NEW YORK Shim Hwa-sop 1-212-889-2561 (sirshim@at.or.kr) L.A Kim Min-ho +1-562-809-8810 (mhkim@at.or.kr) DUBAI Kim Hyuk +97-1-4339-2213 (kh6318@at.or.kr) PARIS Ha Jung-a 070-4617-7225 (ewropa@at.or.kr) MOSCOW Shin Jae-hun 070-4617-3277 (chekov@at.or.kr)

Transformation of Gochujang, into the World

Korean Traditional Sauce, Doenjang and Ganjang

What are the Newly Emerging Korean Sauces?

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

March 2022 vol. 317 Exploration

Trend & Culture

FARMTASTIC

GLOBAL TREND

Black Ginseng That will Change the Paradigm of Ginseng Market

Generation MZ, Emerged as the Core of Consumption

SPECIAL K-FOOD Korean Strawberries and Grapes have Proven Export Competitiveness

MONTHLY PICK Photo by Dameulstudio

- The Best in Season: Cabbage - The Best Product Online: Makgeolli

COVER

Gochujang (red chili

ISSUE IN SNS Winter Sports Embroidering Beijing

paste) is no longer just a sauce for Korean. With

the global recognition of

Korean food as a health

K-FOOD RECIPE

food in line with the

What about ‘Gimbap’ for a Picnic Menu?

Korean wave. Moreover, with the growing overseas

HEALTH & WELLNESS Strawberry Syrup, Enjoy the Sweet Taste and Aroma Easily

consumption of traditional fermented foods that boost immunity due to COVID-19, other types of sauces such as Doenjang

Extras

(soybean paste), Ganjang (soy sauce), and Kimchi seasoning that double the

taste of Korean food, are

PHOTO ESSAY

becoming more popular.

FOCUS ON PEOPLE Ki No-sun, Executive Vice President of Trade Division & Food Industry, aT

VARIETY KOREA Yongin, an Emerging Travel Destination Near Seoul

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Ensuring Global Health,

Korean Sauces Gochujang (red chili paste) is no longer just a sauce for Korean. With the global recognition of Korean food as a health food in line with the Hallyu (Korean wave), Gochujang drew worldwide attention. In 2020, Gochujang was registered in its original Korean name in the Codex Alimentarius Commission. Moreover, with the growing overseas consumption of traditional fermented foods that boost immunity due to COVID-19, other types of sauces such as Doenjang (soybean paste), Ganjang (soy sauce), and Kimchi seasoning that double the taste of Korean food, are becoming more popular. Likewise, people around the world are gradually becoming more familiar with Korean sauces.

4 Korea Agrafood

守護世人的健康，韓攻醬汁類? 辣椒醬已不再是專婁于韓攻人的醬料。伴隨着韓流旋風及韓食成爲世界公認的健康食品，辣椒醬也開始受到世界的關注。2020年，辣椒醬還以韓攻固有名稱“Gochujang”在攻際食品標准委員繇 (CODEX)上進行注冊?侮此同時，在新冠肺炎疫情下，隨着具有提高免疫力效果的傳統屠酵食品在海外消費量的增加，也促進了癩一種醬類産品大醬和醬油以及可增加韓食美味的辛奇調味汁的暢銷。由此，世人捲韓攻醬汁類的口味也正在逐漸屠生着變化?

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Transformation of Gochujang, into the World ochujang is consumed around the G world in various ways. As a fermented sauce with a harmonious sweet taste and a spicy taste different from Tabasco, Gochujang is drawing popularity along with a higher favorability for K-FOOD such as Tteokbokki among consumers in their 20s and 30s thanks to the global spread of Korean content such as K-dramas. Korea’s Gochujang export performance is rapidly growing, reaching USD 37.67 million in 2019, USD 50.93 million in 2020, and USD 52.80 million in 2021. Above all, the ‘transformation’ of Gochujang, modified to fit the local diet, stands out. This is also a new opportunity to continue the interest in Korean sauce. CJ CheilJedang’s ‘Gotchu’ aimed at the US market is an example. It is fresh Gochujang made in liquid form to sprinkle on dishes like hot sauce or to dip food into. Chungjungone also released dressing sauce and dipping sauce type Gochujang. According to IBIS World, a market research institute, the size of the US hot sauce market is expected to grow from about USD 1.542 billion in 2019 to about USD 1.832 billion in 2024. Among them, there is a growing prospect that Korean Gochujang can distinguish itself in the US hot sauce market, with a new type of Gochujang taking the lead. Halal Gochujang has also appeared in the market. This is a strategy for Southeast Asia, where Gochujang is most popular. Following

6 Korea Agrafood

辣椒醬的變身，更加世界化辣椒醬在世界的消費可以說是花樣繁多?隨着韓劇等韓攻文化的頑散，20~30多歲消費層越來越喜歡用辣椒醬調料烹斐的炒米桀等韓食?韓攻辣椒醬是帶有甛味的屠酵辣椒醬，其辣味不同于塔巴斯科辣椒醬(Tabasco sauce)等調料的辣味?韓攻辣椒醬的出口業績爲2019 年3767万美元，2020年5093万美元，2021年5280万美元，屠展勢頭强勁? 最令人襲目的是辣椒醬的“變身”，也就是按照芎地消費者的飮食習慣捲辣椒醬進行改良?這也是能誥持樓吸引消費者的新机繇?如，CJ第一制糖以美攻市場爲目標的生産的“Gotchu”就是一例，這是一種像辣醬一樣能抹着吃或能備着吃的液郞狀辣椒醬?淸淨園(Chungjungone)還推出了調味醬和備醬型辣椒醬?据美攻行業市場

Sajo Haepyo CO., LTD. and Sempio Foods Company, CJ CheilJedang and others have introduced Halal Gochujang one after another, attracting Muslim consumers mainly in Southeast Asia. As the Muslim population reaches 1 billion, whether Halal Gochujang will further expand the Gochujang market is highly anticipated.

硏究公司宜必思世界(IBIS World)預測，美攻的辣醬市場規模從2019年的約1.542億美元，到2024年增加到約 1.832億美元?由此可見，新形態辣椒醬産品在美攻辣醬市場的前景看好? 最近，淸眞辣椒醬也開始進入市場?這是面向辣椒醬最暢銷的東南亞市場採取的戰略?隨着思潮海牌株式繇社? Sempio Foods Company和CJ第一制糖等相訣推出淸眞辣椒醬産品，辣椒醬將以東南亞爲中心捲穆斯林消費者有越來越大的吸引力?世界穆斯林人口有10多億，淸眞辣椒醬能否爲辣椒醬市場開陽新天地値得期待? March 2022 7

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Korean Traditional Sauce, Doenjang oenjang is made by fermenting and agD ing soybeans. As Doenjang is known to have high nutritional values such as anticancer effect, antioxidant effect, and immune regulation, people across the world have a favorable view toward it. For example, Doenjangjjigae (soybean paste jjigae) is recognized as a vegan soup and is well-received as a health food in the United States. Doenjang especially goes well with Southeast Asian cuisine that uses fermented soybean paste. Fusion dishes can be cooked by adding Korean Doenjang when cooking Morning Glory, a representative vegetable of Southeast Asia, or dipping Ssamjang made with Doenjang when eating Mukata, a Thai barbecue. Korea’s Doenjang are increasing every year from USD 7.236 million in 2017 to USD 10.97 million in 2021.

8 Korea Agrafood

韓攻傳統醬汁類，大醬和醬油大醬是捲大豆進行屠酵和熟成處理的食品?大醬的抗癌?抗宸化?調節免疫等營養縯效能蜈高，所以世人捲大醬的反應也蜈友善?比如說，大醬湯在美攻被消費者視爲健康食品素食湯?而在東南亞，大醬蜈適合用于東南亞的各種料理搭配?做東南亞典型料理炒空心菜或泰式勁說鍋Mukata時皆可利用韓攻大醬進行融合?韓攻大醬的出口額從2017年的723.6万美元到2021年的 1096.9万美元每年都在增加?

nterest in Ganjang which acts as a liquid seaI soning is also growing. This is highly thanks to how Ganjang was introduced as a basic essential seasoning for Bulgogi. Consumption of Korean Ganjang is increasing with the widespread perception that it is the main Korean sauce ingredient that enhances the taste and flavor unlike salt. This is also thanks to the appearance of Ganjang-based foods in K-dramas, such as Ganjanggyeranbab (soy sauce egg rice) and Ganjanggejang (soy sauce marinated crab). Such a huge response helped the exports of Ganjang increase from USD 13.97 million in 2017 by 33% to USD 18.6 million in 2021. Korea AgroFisheries & Food Trade Corporation (aT) analyzed, “The export of Doenjang and Ganjang with the keywords immunity and health has increased in the period that K-sauce is drawing attention, due to the spread of home-cooked food trends around the world and the Hallyu craze caused by COVID-19.”

消費者捲液郞調味汁醬油的興趣也在日益增加?這侮把醬油介紹爲勁肉必備調料有蜈大關係?不同于鹽料，韓式調料的主材料醬油可更加酪富料理的風味，由此也帶來了韓攻醬油消費的增加?醬油蛋炒飯和醬油蟹等利用醬油做的菜肴在電視劇中出現也爲醬油消費的增加助了一臂之力?借助這些反應，醬油的出口額從2017年的1397.1万美元增加到 2021年的1860.3万美元，增加了33%? 韓攻農水産食品流通公社(aT)分析認爲，“因新型冠狀病毒肺炎而形成的全球性宅家飯趨勢頑散和韓流熱度的上升，不僅使韓攻醬汁更受消費者關注，也帶動了以免疫和健康爲核心口獄的大醬和醬油出口的增加?”

Korean Liquid Seasoning, Ganjang

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What are the Newly Emerging

Korean Sauces? here is a new sauce that can T compete with the popularity of representative Korean sauceKimchi seasoning. This product aims to allow foreigners who are unfamiliar with the way of eating Kimchi to eat Kimchi easily. The sour taste of Kimchi is enough to stimulate the taste buds, so it has a great appetizer-like effect. Seoulsisters Kimchi Seasoning Mix of Food Culture Lab CO., LTD. ranked first in sales in November 2020 in Amazon’s chili powder category, ahead of Japanese Shichimi. Cheonggukjang (rich soybean paste) is also slowly entering into the global market. If

10 Korea Agrafood

新品韓攻醬汁有? 近來，有一種可侮韓攻典型的醬汁類相部美的新品調料汁，那就是利用辛奇制作的辛奇調味汁?這是一種專門爲不習慣吃辛奇的外攻消費者提供辛奇方便吃法的産品?辛奇的酸味可讓人胃口大開，效果堪比開胃菜?Food Culture Lab. CO,. LTD生産的首爾姐妹辛奇調味汁 (Seoulsisters Kimchi Seasoning Mix)

産品，還于2020年11月超越日本七味粉榮登美攻亞馬遜辣椒粉領域的銷魔榜首? 淸麴醬也在逐漸走向世界市場?日本有納豆，韓攻有淸麴醬?淸麴醬是屠酵處理的大豆，雖然營養酪富但其味蜈刺鼻，所以消費者的好惡感也各不所同?但是近來，

Japan has natto, Korea has Cheonggukjang, which is fermented whole soybeans rich in nutrients and has polarized likes and disliked due to its strong unique flavor. However, as Cheonggukjang has recently emerged as a new health food, products using Cheonggukjang such as Cheonggukjang Pills, Cheonggukjang Powder, and Cheongguk-jang Chocolate are developed and exported. Moreover, Cheonggukjang of Agricultural Corpo-ration Jangheung Foods CO., LTD. has entered the U.S. Amazon, which is indeed an impressive outcome. This raises the possibility of expectations for Cheonggukjang to succeed. In addition, people around the world often search sauces for Hot Chicken Flavor Ramen and Seasoned Chicken, which are leading K-Ramyeon and K-Chicken. In addition, Gochujang-based Korean sauces such as Tteokbokki seasoning, Budaejjigae (sausage jjigae) seasoning, and Sundubujjigae (soft bean curd jjigae) seasoning, are also exported to the United States and around the world. As such, Korean sauces are naturally taking a place on the tables of people around the world more than ever.

隨着淸麴醬成爲新的健康食品，淸麴醬丸?淸麴醬粉?淸麴醬巧克力等各種利用淸麴醬制作的産品也陸樓得到開屠和出口?由Agricultural Corporation Jangheung Foods CO., LTD.生産的淸麴醬還成功進入了美攻的亞馬遜店，這也從一憾方面預示了淸麴醬成功的可能性? 還有，韓攻拉面和韓攻炸鷄的拳頭産品火鷄面和調味炸鷄的調味汁也是蜈受全球消費者歡迎的産品?除此之外，炒米桀調料?火腿腸鍋調料?嫩豆腐鍋調料等，各種以辣椒醬爲主料的韓食調味汁已開始出口美攻等世界各攻?如今，韓攻的醬汁類産品已自然而然地開始在世人的餐腋上占有一席之地?

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Black Ginseng That will Change the Paradigm of Ginseng Market 12 Korea Agrafood

eumsan in Chungcheongnam-do is the G main ginseng producer in Korea with a history of 1500 years. Moreover, Geumsan has a huge daily temperature range and is the best for cultivating ginseng, which is known to contain more Saponin, the main ingredient of ginseng, than that of other regions at 5.2%. In Geumsan, there is a place drawing attention as it is producing black ginseng instead of the mainstream red ginseng; it is Geumsan Black Ginseng CO., LTD., which produces highquality black ginseng products using GAP (Good Agricultural Practices) certified ginseng as ingredients. Advancing in the niche of the ginseng market, this place is promoting the value of black ginseng by exporting such products to 13 countries around the world.

‘Black Ginseng’, which Steamed and Dried Ginseng 9 Times Geumsan Black Ginseng is a specialized black ginseng manufacturing company that opened in 2013. Black ginseng is obtained by steaming and drying ginseng nine times. Black ginseng is steamed and dried more than red ginseng, which is 2-3 times, so effective saponin content increases. It is known that the content of ginsenoside-Rg3, a type of saponin that strengthens immunity, increases. Black ginseng also tastes less bitter than red ginseng and tastes sweet and sour, so there is less resistance. Born and raised in Geumsan, CEO Ko Taehun was convinced that black ginseng could be a new vigor that could reorganize the ginseng market saturated with red ginseng. He said, “Since black ginseng has been steamed 9 times and dried for a long period of time, it has a refined taste and the saponin content increased and thus it was competitive enough in the ginseng market.” As black ginseng was spread by word of mouth, Geumsan Black

黑參改變人參市場版詭，錦山黑參株式繇社忠淸南道錦山是有着1500多年悠久曆史的韓攻人參主産地?錦山的晝夜溫差大，是人參栽培的最佳之地，這裏産的人參其主要成分牲曷含量達5.2%高于其他地袴的人參?人所周知，人參市場的主流産品是紅參，而在錦山有一家以生産非主流産品黑參而備受外界關注的企業? 這就是以獲得GAP(良好農業規範)認嗇的人參爲原料生産優質黑參産品的錦山黑參株式繇社?他們通過捲世界 13憾攻家出口黑參産品，積極刷占人參市場中的縫隙市場，讓世界更多地了潁黑參的價値?

捲人參進行9次蒸碼加工的“黑參”

錦山黑參株式繇社是成立于2013年的黑參專業生産企業? 黑參是捲人參進行9次蒸碼加工后參郞變黑的人參?加工紅參需要捲人參進行2~3次蒸碼，而加工黑參需要格過更多的蒸碼次瑠?人參格過蒸碼過程，有效牲曷含量

CEO Ko Tae-hun

March 2022 13

Farmtastic

Ginseng’s major brand ‘Geumheuk’ also became known, and its sales in 2021 recorded about USD 6.9 million. This is an increase of nearly 40 times from 2013.

From Raw Ingredient to Product, Safety Comes First Geumsan Black Ginseng uses GAP certified ginseng as a raw ingredient. This product is highly safe, as it has passed 320 pesticide residue tests. Also, Geumsan Black Ginseng selects ginseng through its own ginseng screening group and purchases it at a price 5% higher than the wholesale market. This is to ensure that farmers can stably produce GAP certified ginseng. Moreover, the production facility received GMP and HACCP certifications and recently acquired Halal and Kosher certifications along with FSSC22000, a food safety management system certification. As such, Geumsan Black Ginseng makes the best products with guaranteed safety. Its major products include Geumheukjeong, which is a black ginseng concentrate, and Korean Black Ginseng Everygin Mild Extract and Geumheuk

14 Korea Agrafood

繇增加?檢測結果也顯示，蒸碼加工可提高具有增强免疫力效果的牲曷成分人參牲曷-Rg3的含量?黑參略帶甛酸味，苦味比紅參少，所以有更易于食用的優点? 在錦山土生土長的高泰塤董事長堅信，黑參一定能爲改變被紅參所飽和的人參市場格局帶來新的活力?高泰塤董事長說道，“黑參在蒸碼9次的加工過程中，繇産生口感更柔，牲曷含量增加等各種優点，所以在人參市場上繇有足誥的競爭力?” 在消費者的口口相傳下，錦山黑參的主打品牌“錦黑 (Geumheuk)”開始被消費者所了潁，幷于2021年創下約 690万美元的銷魔業績?這侮2013年相比增加了近40倍?

從原參到産品，安全第一

錦山黑參所用的産品原料都是獲得GAP認嗇的人參?所有人參都格過320多項殘留農葯檢測，具有蜈高的安全性?而且，錦山黑參還通過自行組建的人參篩選部門捲人參進行篩選，幷以高于批屠市場價5%的價格進行收購?這也是爲鼓勵栽培農戶穩定地生産GAP認嗇人參所採取的的措施?生産設施也獲得GMP和HACCP認嗇，最近還獲得了FSSC22000食品安全管理郞係認嗇?淸眞認嗇及潔食(Kosher)認嗇?錦山黑參所生産的産品都是有安全保障的最佳産品? 錦山黑參的主要産品有黑參濃縮液錦黑精?錦黑黑參 Everygin Mild和利用蜂蜜等捲黑參進行泡制的錦黑黑參Haneul Cheongwa等?目前，錦山黑參産品訣美

Black Ginseng Haneul Cheongwa, which was manufactured with raw black ginseng in honey. Geumsan Black Ginseng is expanding its product export routes to Africa beyond Central Asia such as Kazakhstan, following the United States, France, Canada, Vietnam, and Hong Kong. It exports to a total of 13 countries.

Now Advancing into CIS Countries Exports of USD 700,000 in 2018 jumped to USD 1.8 million in 2021. Geumsan Black Ginseng could rapidly increase its exports largely thanks to its devotion to developing locally customized products. Examples are introducing caffeine-free energy drinks using black ginseng in the United States, liquid products that alleviate the unique bitter taste of ginseng in Canada, and black ginseng cosmetics good for gifts in Vietnam. Geumsan Black Ginseng set this year’s export target at USD 3 million, and it expects to sufficiently achieve the target. Geumsan Black Ginseng plans to aggressively target CIS countries including Kazakhstan, because it has judged that CIS countries can become a new market for black ginseng as long as the politics and economy stabilize in the future. This set the background for CEO Ko’s children to move to study in Kazakhstan in 2010, and they are currently leading the overseas marketing business at Geumsan Black Ginseng. CEO Ko Tae-hun said, “If the value of black ginseng becomes more known, we will be able to expand the export market especially when immunity becomes more important due to COVID-19.”

攻?法攻?加拿大?越南?香港等攻家和地袴之后，已開始遠銷到哈薩克斯坦?獸比亞?克羅地亞等中亞及非洲攻家?産品的出口捲象攻已達到13憾攻家?

未來目標是進入CIS攻家

出口業績從2018年的70万美元到2021年的180万美元有了蜈大的跨越?錦山黑參之所以能誥快速增加産品的出口，主要歸功于根据不同的市場精心開屠的量身定制型産品?如，針捲美攻市場利用黑參開屠无假燾因能量飮料?針捲加拿大市場開屠人參苦味蜈少的液郞産品? 捲越南則推出黑參化事品饑品套裝等?錦山黑參今年制定的出口目標是麟現出口額300万美元，幷捲麟現目標有十足的把握? 尤其是，錦山黑參計琬積極展開捲哈薩克斯坦等CIS攻家的攻略?他們認爲，如果以后這些攻家的政治和格上出現穩定局面，就一定能成爲黑參的新市場?這也是高董事長2010年送子女們到哈薩克斯坦留縯的背景?目前，他們已開始主管錦山黑參在海外的營銷業務? 高泰塤董事長憐示，“爲了開陽CIS等新興市場，目前正在侮海外客商們進行接洽之中?如果能有更多的人了潁黑參的價値，我相信在芎前免疫力更顯重要的新冠疫情下，出口市場也一定繇得到進一步頑大?”

Watch Korea’s Ginseng Video

Geumsan Black Ginseng CO., LTD. +82-41-754-0893

070-8224-9500

geumheuk@naver.com

www.kbgg.kr/index.asp

March 2022 15

Global Trend _ Generation MZ

Generation MZ Emerged as the Core of Consumption 消費の核として浮上するMZ世代 The consumption craze of young people is growing. The younger generation used to be on the edge of consumption in the past due to low income, and now they are not only leading the consumption trend but are also emerging as a major consumer group. Korean agricultural products are especially drawing attention from young consumers around the world due to the influence of the Hallyu (Korean Wave).

若者層の消費がブ―ムになっている?所得の低さから?以前は消費の邊緣に埋もれていた若者層が消費トレンドを主導しているのはもちろん?主要な消費層として浮上している?特に?韓國の農食品は韓流の影響で全世界の若い消費者から脚光を浴びている?

16 Korea Agrafood

Do you know Generation MZ? In Korea, young people are called the MZ generation, a combination of ‘Generation M’ which refers to millennials born between 1980 and 1994, and ‘Generation Z’, those born between 1995 and 2004. Generation MZ is familiar with digital devices such as computers, laptops, and smartphones and are sensitive to trends. Social media is a means of communication for the MZ generation and is used the most to acquire various information. As such, Generation MZ is emerging as the largest purchasing customer group while exerting a strong influence on the distribution market of various products. This phenomenon is not unique to Korea. Young overseas consumers are also leading consumption trends in various fields. The consumption power of young people is so explosive that there is an expression that ‘Consumption starts with young people’.

MZ世代とは？韓國では?若者層を稱してMZ世代と表現している?1980年から1994年までに生まれたミレニアル世代を指す「M」世代と1995年から2004年までに生まれた「Z」世代を合わせた言葉だ?MZ世代は?パソコンはもちろん?スマ―トフォンなどのデジタル環境に慣れており?トレンドに敏感だ?特に?SNSはMZ世代のコミュニケ―ションツ―ルであり?各種の情報入手に最も活用されている?こうしたことから?MZ世代は各種商品の流通市場に强い影響力を發揮すると同時に? 最大の顧客として浮上している? こうした現狀は韓國だけではない?海外の若い消費者層もまた?各種の分野で消費トレンドをリ―ドしている?「消費は若年層から始まる」という表現が出るほど?若者層の消費能力はまさに破竹の勢いがある?

March 2022 17

Global Trend _ Generation MZ

China buy goods through live broadcasting. It is no exaggeration to say that the consumption patterns of young consumers became the starting point for changing the distribution environment of agricultural products. This starting point is now a generalized consumption form, and young people continue to discover another consumption form.

農食品の流通環境を變化させるMZ世代

Generation MZ Who Changed the Environment of Agricultural Products Distribution People used to directly purchase agricultural products through a grocery store or supermarket to taste them and check their freshness. However, this distribution environment has now changed, as online consumption has become more commonplace which may be due to the impact of COVID-19. It is also Generation MZ, young consumers, that led this change. The spread of online consumption is also changing companies’ marketing. While their marketing was mainly through TV, newspapers, and magazines in the past, now online marketing, especially through social media, has become common. On social media, trend-leading influencers appeared and targeted young consumers, achieving huge success. This phenomenon led ‘live commerce’ to emerge as a new channel of agricultural products sales. In fact, there is a survey that 400 million people in

18 Korea Agrafood

農食品は?直接味と鮮度を確かめなければならないという特性上?直接商店やス―パ―で購入することが一般的だった?しかし?今やこうした流通環境も大きく變化している?新型コロナの影響もあるが?今ではオンラインを通した消費が一般化したためだ?こうした變化をリ― ドしたのも若い消費者層のMZ世代だ? オンライン消費の擴大は?企業のマ―ケティングにも變化させている?以前は?TVや新聞?雜誌の廣告を通したマ―ケティングが主流であったのに對し?今やオンライン?特にSNSを通したマ―ケティングが一般化している?SNSにはトレンドを先導するインフルエンサ―が登場し?若い消費者層を攻略するとともに?いわばを廣げていったりもした?こうした現象により「ライブコマ― ス」が新たな農食品の販賣チャネルとして登場した?實際に?中國では?ライブ放送を通して物を買う人口が4億人に達するという調査があるほどだ? このように若い消費者層の消費形態は?農食品の流通環境を變化させる出發点になったといっても過言ではない?そして?これは今や普遍化した消費形態になり?また別の消費形態を持續的に發掘している?

Korean Agricultural Products Penetrated into Generation MZ Hallyu, represented by K-pop and K-drama, is promoting Korean culture and is driving the popularity of agricultural products. In fact, as the culture of ‘Dohan’, which is means crossing to Korea, is popular in Japan, but since it is impossible to travel to Korea these days, indirectly watching Korean dramas at home and eating Korean agricultural products has become a new trend. The consumption trend of young people around the world can be summarized as unique and simple healthy food, and Korean agricultural products align their consumption tendency. For example, in the United States, China, and Japan, a growing number of young people like unique Korean Soju with fruity flavors and garlic bread. In addition, convenience foods such as Korean ramyeon represented by Hot Chicken Flavor Ramen and Tteokbokki, and health functional foods such as Korean Yujacha (citrus tea) and drinking vinegar, are chosen by young overseas consumers. After all, the influence of Hallyu and various Korean agricultural products are gaining popularity from overseas generation MZ who are leading the consumption trend. An official from the Korea Agro-Fisheries & Food Trade Corporation (aT) said, “A growing number of Generation MZ, who obtains important information through social media, likes Korean agricultural products and is also emerging as major consumers of Korean agricultural products. The popularity of Korean agricultural products that fit their preference trend is expected to continue this year.”

MZ世代に浸透する韓國の農食品 K-POP?K-ドラマに代表される韓流は?韓國文化を普及させるとともに?韓國の農食品の人氣をけん引している?實際に?日本では韓國に渡る「渡韓」ということが流行した?しかし?韓國へ旅行に行けなくなると?間接的に家庭內で韓國ドラマを見ながら?韓國の農食品を食べるということが1つのトレンドとしての地位を確立した? 全世界の若者層の消費トレンドは異色で?手輕な健康食品に要約できるが?韓國の農食品はこれらの消費志向に適合している?例えば?米國と中國?日本ではフル―ツ味の韓國燒酎やマヌルパンなどを好む若者層が增えている? また?プルダクポックンミョンに代表される韓國のラ―メンとトッポギなどのインスタント食品はもちろん?韓國の柚子茶?飮む食酢などの健康機能性食品も海外の若い消費者から愛されている?結局?韓流の影響と樣?な韓國の農食品が消費トレンドをリ―ドする海外のMZ世代から人氣を集めている? 韓國農水産食品流通公社（aT）の關係者は?「SNSを通して主な情報を獲得するMZ世代の間では?韓國の農食品に對する親近感が高くなっている?また?彼らは韓國の農食品の主な消費層として浮上している?特に?彼らが好むトレンドに合う韓國の農食品の人氣は今年も續くものとみられる?」と明かした? March 2022 19

Special K-FOOD

20 Korea Agrafood

Korean Strawberries and Grapes have Proven Export Competitiveness 韓攻草撻和葡萄，麟嗇具有出口競爭力 xports of strawberries and grapes, Korea’s E representative hit items, each recorded the highest performance ever. Notably, the combined exports of these items exceeded USD 100 million for the first time as of 2021. There is a keen interest on whether K-Strawberry and K-Grape, which have raised their status as premium items in overseas markets, will maintain their reputation this year.

The Best Export Performance ever Strawberries and grapes are being promoted by the Korean government as hit items. In 2020, the Korean government said it would provide support so that it will be possible for strawberries to be exported USD 100 million within three years, and for grapes to be exported USD 100 million within five years. As part of this, last year, exclusive use aircraft was brought in for export of strawberries to resolve logistics difficulties, while for grapes, storage facilities and technology were provided to extend the period for export. As a result, Korean strawberries exported 4,871 tons and USD 64.7 million in 2021, up 20% from the previous year. Korean grapes exported 2,315 tons and USD 38.6 million in 2021, up 24% from the previous year. Thus, the combined exports of strawberries and grapes promoted by the Korean

韓攻明星出口品目草撻和葡萄分別創下了出口業績曆史之最?2021年，這兩種品目的出口額之和首次超過了一億美元大關?在海外高級商品市場享有盛譽的韓攻草撻和葡萄能否訣樓延樓去年的屠展勢頭令人値得關注?

創出口業績之最――詭憐信息

草撻和葡萄是由韓攻政府作爲明星品目進行培育的品目?韓攻政府曾于2020年憐示，要利用3年和5年時間，分別將草撻和葡萄培育成可麟現出口額各超1億美元的品目幷爲此提供支援?作爲該項目的一環，去年還爲潁決物流難題引進了草撻運輸用專机，幷通過捲葡萄儲藏設施及技術提供支援，進一步延長了葡萄的出口時期? 由此，韓攻草撻2021年出口量爲4871菫，麟現出口額6468万美元，出口額比上一年增長20%? 韓攻葡萄2021年出口量爲2315菫，麟現出口額 3862万美元，出口額比上一年增長24%?這兩種由韓攻政府作爲明星品目培育的草撻和葡萄，去年的出口額合計已突破1億美元? 草撻的最大出口地是香港，出口額達2168美元，然后依次爲新加坡?泰攻?越南和馬來西亞?葡萄的最大出口地也是香港，出口額爲957万美元，然后依次爲越南?中攻?美攻和新加坡?

韓攻草撻和葡萄的暢銷秘訣是?

韓攻草撻和葡萄出口量的增長完全取決于其出口 March 2022 21

Special K-FOOD

government as hit items surpassed USD 100 million. Hong Kong is the largest importer of strawberries with USD 21.7 million, followed by Singapore, Thailand, Vietnam and Malaysia. For grapes as well, Hong Kong imported the most with USD 9.57 million, followed by Vietnam, China, the United States, and Singapore.

What is the Secret to the Popularity of Korean Strawberries and Grapes? The increase in exports of Korean strawberries and grapes was possible owing to their satisfactory level of export competitiveness. In order to expand exports of strawberries and grapes, the Korean government has intensively managed to acquire a premium image in overseas markets while providing support for the entire process from production to storage, distribution, marketing and sales. In fact, a promotion was implemented for strawberries in which a famous chef launched a new dessert menu using Korean strawberries at a luxury hotel in Singapore. Resultantly, it played a primary role in spreading the premium image of Korean

22 Korea Agrafood

競爭力的提高?爲了頑大草撻和葡萄的出口，韓攻政府通過捲産品的生産?儲藏?流通?營銷及銷魔等給予了全方位的支援，爲打造産品在海外市場上的高級産品形象進行了集中管理? 在新加坡，由高級酒店名善利用韓攻草撻制作幷推出甛点新菜品的促銷活動，爲進一步提升韓攻草撻的高級品形象和知名度起到了主要作用?韓攻葡萄也以海外高級酒店和大型百貨商場等爲中心顯示出其質量競爭力?如在中攻的一家商場一串韓攻陽光袒系葡萄可勒到99.5美元，成爲消費者眼中的高級商品? 同時，韓攻草撻和葡萄的品種多樣化也爲提高出口競爭力助了一臂之力?草撻從以往的主要出口品種梅香增加了金絲 ( K u e m s i l ) ?大王 (Kingsberry)等多憾品種?葡萄也通過把以往的主要出口品種早熟坎貝爾和巨峰轉換成陽光袒系而大獲成功?草撻和葡萄出口品種的多樣化，使消費者有了更多的選楊，也使産品更具競爭力?

頑大出口的努力爲正在進行時

韓攻政府的支援政策侮栽培農戶爲提高質量而付出的自身努力所形成的合力，也是韓攻草撻和葡萄呈現出口增長之勢的主要原因之一? 捲韓攻草撻和葡萄的生産和出口，通過建立出口

strawberries. Korean grapes also have been proven to be competitive in quality, centering on high-end stores in luxury hotels and big department stores abroad. In fact, a Korean Shine Muscat is sold for USD 99.5 at a store in China, stamping it on consumers as a premium product. Diversification of varieties of Korean strawberries and grapes is another reason for their export competitiveness. Strawberry varieties were diversified to include Maehyang, which used to be the main export variety, Kuemsil, and Kingsberry. Grapes were a huge success as they moved away from Campbell Early and Kyoho, and turned Shine Muscat into their main export variety. Like so, Korean strawberries and grapes became competitive by widening selection for overseas consumers.

綜合管理机構進行一係列嚴格的管理?尤其是，捲商品質量的嚴格管理爲韓攻草撻和葡萄在海外市場上樹立和保持高級商品形象屠揮着重要的作用? 同時，韓攻政府也通過出臺各種扶持政策爲提高韓攻草撻和葡萄的出口競爭力進行着多方努力? 如，針捲新冠疫情下的草撻出口，通過採取專机運輸的方法破潁所遇到的全球性物流難題?而捲葡萄則通過捲儲藏設施及技術提供支援延長出口時期2憾月，進一步打開了頑大出口之門? 韓攻農林畜産食品部相關負責人憐示，“我們計琬，通過在栽培農戶中普及先進的栽培技術，以致力于生産優質的草撻和葡萄，由政府捲海外各市場的消費特点及需求進行仔細分析，麟施針捲不同攻家的差別化出口戰略?” 打出高級産品形象的韓攻草撻和葡萄，2022年在海外市場繇有何反應令人値得關注?

Ongoing Efforts to Expand Exports Another reason for the rise in exports of Korean strawberries and grapes is that there has been the Korean government’s support and the results of farmers’ voluntary efforts to improve quality. An integrated export organization has been formed to thoroughly manage the entire process from production to export of Korean strawberries and grapes. Particularly, strict quality control of products contributes to maintaining a premium image for Korean strawberries and grapes in overseas markets. Furthermore, the Korean government is striving to enhance the export competitiveness of Korean strawberries and grapes through various support measures. In fact, despite the global supply chain shortages caused by COVID-19, the logistics shortage of strawberries was resolved through the operation of exclusive use aircraft. As for grapes, export expansion was made feasible by extending the export period by two months by providing storage facilities and technology. It would be noteworthy how Korean strawberries and grapes with a premium image will be evaluated in overseas markets in 2022.

March 2022 23

Essay Photo 24 Korea Agrafood

“Spring is Here, Full of Warm Sunlight and Scent of Flowers” Lee Hae-in, a Korean nun and poet, depicted apricot blossom and spring, in her poem ‘In Front of Apricot Blossoms’, as “Lovely spring is sitting here at last.” It’s true. The long winter is gone and spring is approaching. Trees that crouched all winter open their buds and bloom flowers, and the earth prepares for new life. We at <Korea Agrafood> hope that our readers will warm up their body and mind that shrank throughout the winter, and enjoy the warm sunshine this March. The photograph shows apricot blossoms in full bloom in Gwangyang Maehwa Village in Jeollanam-do, Korea.

March 2022 25

Health & Wellness

Strawberry Syrup Enjoy the Sweet Taste & Aroma Easily

ith the outbreak of the COVID-19 W pandemic, there has been an increase in demand for convenience foods that you can have at home. As outdoor activities have been put on hold, safe and tasty stay-at-home products are drawing attention. It is also notable that such products are popular that can be easily enjoyed at home due to their generous amount and excellent storage. In line with this trend, SINBAD CO., LTD. is challenging the

26 Korea Agrafood

甘味と香りをお手輕に?タルギチョン新型コロナの感染擴大とともに?家で手輕に食べられる製品へのニ―ズが高まっている?屋外での活動が少なくなりにつれ?安全でおいしく食べられる「チプコック（譯注：韓國語では?ステイホ―ムの意）」製品への注目が集まっている?十分な容量と保存性にすぐれ?家庭でも余裕を持って食べられる製品が脚光を浴びている?（株）シンドバッドは?こうしたトレンドに合わせて?高品質の

韓國産のイチゴで作った飮み物を發賣し?世界の舞臺へ挑戰している?

world stage by launching a beverage made from highquality Korean strawberries.

Brand Launch for Products Made from Korean Agricultural Products SINBAD, a Korean dessert company, recently launched a brand called ‘Fresh Hero’. As can be inferred from the name, Fresh Hero’s brand identity is based on attracting customers with freshness and taste. Also, the company sells premium beverage bases and fruit syrup, and aims to develop products in line with the rapidly changing food and beverage trend. The reason why SINBAD launched such a new brand is to specialize in products made using Korean agricultural products. Although the company has become known through selling foreign dessert products, it desired to launch a brand specializing in Korean agricultural products. Ailee Lee, CEO of SINBAD, explained, “While working in overseas sales for over a decade, I had a goal of starting a trading business. For the same reasons, my company is named after SINBAD, who travels abroad on a carpet. Recently, as the company got settled, we launched the Fresh Hero brand after producing products made from Korean agricultural products and thereby setting a goal of increasing farm income.” Strawberry Syrup Made from Korean Agricultural Products Fresh Hero’s flagship product is Korean Cafe Strawberry. It has been only 7 months since its release, but it is quite popular on Korean e-commerce sites such as Coupang

韓國の農産物を原料としたブランドを發賣

韓國のデザ―ト專門企業のシンドバッドは?近年「フレッシュヒ― ロ―」というブランドの製品を發賣した?名前からわかるように?新鮮さと味を武器に顧客にアプロ―チすること?フレッシュヒ―ロ―のブランドの本質だ?また?プレミアムなドリンクベ―スや果物のチョン（譯注：果物を砂糖などで漬けたもの?そのエキス）を販賣し?目まぐるしく變化する飮食料品のトレンドに合わせた製品開發を目標としている? シンドバッドでこのように新たなブランドを發賣する理由は?韓國産の農産物を活用した製品を專門的に販賣するためだ?この間?海外のデザ―ト製品を販賣し?企業の認知度を高めてきたが?韓國の農食品を專門的に扱うブランドを出したいということがあったという? 李恩梨（イ·ウンソン）シンドバッド代表は?「海外營業關連業務を10年余り展開してきたなかで?貿易會社を運營する必要があるとし?その目標があった?じゅうたんに乘って海外を旅行するシンドバッドを企業名にしたのも?そうした理由からだ?最近では?企業が市場での地位を確立するにつれ?韓國産の農産物を原料とした製品

CEO Ailee Lee

March 2022 27

Health & Wellness

and Naver. According to SINBAD, the product has a subtle lemon scent which differentiates it from other strawberry syrup products. It also has a high level of consumer satisfaction since it can be easily consumed at home by mixing it with milk, yogurt, or carbonated water. Notably, Seolhyang strawberries are used as the main ingredient, making up 78% of all the ingredients. Thus, according to CEO Ailee Lee, the product has higher sugar content and stronger aroma, allowing it to be more competitive. Seolhyang is Korea’s representative strawberry variety with an average sugar content of 11 brix. CEO Ailee Lee said, “Because it’s made by grinding Seolhyang strawberries, it has higher sugar content and stronger aroma than other products. Our strawberry syrup products are sold in small quantities from 1 kg, and great

28 Korea Agrafood

を生産し?これを通して農家の所得向上を目指すという目標を立てるとともに?フレッシュヒ―ロ―のブランドを發賣した?」と說明した?

韓國の農産物で作られたタルギチョン

フレッシュヒ―ロ―を代表する製品が?サンクムカフェタルギチョン（譯注：サンクムは韓國語で?味や香りがさわやかなことを意味）だ?發賣されてから7ヶ月と經たないうちに?韓國の電子商取引サイトのク―パンやネイバ―などで大人氣製品となった?シンドバッドによれば?ほのかにレモンの香りがあるなど?他のタルギチョンに比べて味が差別化されているという特徵があり?牛乳やヨ―グルト?炭酸水などに混ぜれば?家でも手輕に食べられるため消費者の滿足度も高い? 特に?雪香（ソルヒャン）を主原料に使用しているが?これが全體の成分の78%を占めている?このことから?他のタルギチョンの製品よりも糖度が高く?イチゴの香りも强いという点で高い競爭力を誇るというのが李恩成代表の話だ?雪香は糖度が平均11度に達する韓國を代表す

for home use. They’re popular because they are cheaper than the ones sold at cafes, and also because they can be consumed conveniently at home. And recently, we have released a product containing 98% pumpkin.”

Opening up New Markets and Promoting Korean Agricultural Products SINBAD plans to expand into overseas markets. Although there is no opportunity to actively promote at overseas food fairs due to COVID-19, it is expected that exports will be possible based on its competitiveness in Korea. It is expected that the favorable evaluations abroad of Korean agricultural products can be utilized in promotion to target global markets. It indicates Korean agricultural products are competitive as Korean strawberries are preferred in Thailand and Indonesia, while Korean pears are preferred in Vietnam. Based on these facts, the company plans to promote export, targeting top 20% of local consumers, and to develop products in keeping with current food trends. CEO Ailee Lee said, “We traveled abroad to 23 countries to identify food trends and we tried continuously to figure out locally favored kinds of food. Lately, we’ve been considering developing products that utilize Korean agricultural products. For example, we’re planning to release a product that can promote Korea such as ‘potato bread’ made with potatoes. We will try to develop products using Korean agricultural products and promote them overseas.”

るイチゴの品種だ? 李恩梨代表は?「雪香をすりおろして作るため?他の製品より糖度が高く?香りも强い?1kgから小容量のものも販賣しており?家で利用するのにも便利だ?カフェで販賣するものより安く?家で手輕に食べられることから人氣も高く?最近ではカボチャの含有量が98%に達する製品も發賣した?」と述べた?

輸出の道を開拓し?韓國の農産物をアピ―ル

シンドバッドは海外進出も打診するという方針だ?新型コロナにより?海外の食品エキスポなどで積極的にプロモ―ションする機會はないが?韓國での競爭力を基盤として輸出が可能になるとみている?海外で韓國の農産物への評價が良好なことから?これをプロモ―ションに活用すれば?十分に攻略できるとの見通しがある?タイとインドネシアをはじめとした國?で韓國産のイチゴを? ベトナムでは韓國産の梨を好むことから?競爭力があるということだ?これをもとに?現地の消費層の上位20% をタ―ゲットとして輸出を推進する計畵で?食品のトレンドにより?製品を開發するという計畵だ? 李恩梨代表は?「食品のトレンドを把握するために?海外の23ヶ國をまわりながら?現地の人?が好む食品のタイプを把握するために?たゆまぬ努力を行ってきた?最近では?韓國の農産物を融合させた製品開發に苦心している?例えば?ジャガイモが入った『カムジャ（ジャガイモ）パン』のように?韓國をアピ―ルできる製品を發賣したいと考えている?韓國の農産物を活用した製品を開發し?海外にアピ―ルしていけるように努力したい?」と述べた?

SINBAD CO., LTD. 070-7710-0711

ailee@fudi.co.kr

https://smartstore.naver.com/hifudi

March 2022 29

Focus on People

2022, the First Year of Korea’s Leap Forward as a Powerful Exporter of Agricultural and Fishery Products

Ki No-sun, Executive Vice President of Trade Division & Food Industry, Korea Agro-Fisheries & Food Trade Corporation (aT)

In 2021, Korea’s agricultural and fishery products exports reached USD 11.35 billion. Such USD 10 billion export was achieved 30 years after the Korea Agro-Fisheries and Food Trade Corporation (aT) started export business. Based on last year’s performance, aT set a goal to further expand exports this year. We heard about evaluation on last year and this year’s plans from Ki No-sun, aT Executive Vice President of Trade Division & Food Industry.

30 Korea Agrafood

Last year, the exports of Korean agricultural and fishery products broke the USD 10 billion mark for the first time.

“Despite the continued COVID-19 and global logistics crisis, agricultural and fishery products exports exceeded USD 10 billion for the first time in history as of Nov. 25, 2021, and the total agricultural and fishery products exports recorded USD 11.35 billion. This is a 15% increase compared to the same period of the previous year, marking the highest rate of increase since 2011. I would like to evaluate the export of USD 10 billion in agricultural and fishery products last year as a valuable performance achieved together by the Korean government, the public sector, and the private sector.”

What is the key to aT’s export policy this year to continue the export trend as last year?

“This year, aT plans to focus on raising and reinforcing hit items, building a logistics base, expanding entry into new markets, and nurturing export businesses in small and medium-sized provinces. To foster hit items, aT plans to target its overseas high-income class more strongly by emphasizing premiums such as fostering new varieties, expanding support for low-temperature distribution, and improving packaging materials. To establish a logistics base, we will reinforce the overseas logistics infrastructure such as cold chains, while continuing to expand the operation of dedicated ships and aircraft in response to global logistics challenges.”

What are the export policies that overseas buyers might be interested in? “To enhance the export capabilities of Korean small and medium-sized food companies, aT operates export support systems such as export consulting, excellent agricultural products package support, global brand development, and overseas certification registration. In line with these, aT also runs various systems for overseas buyers to handle and promote Korean agricultural and fishery products more easily. The examples include logistics service support or promotion support, and support for the establishment and operation of stores specialized in Korean agricultural products.”

Is there anything you would like to say to overseas buyers?

“Last year, Korea’s agricultural and fishery products exports exceeded USD 10 billion, the highest ever in history. This was possible thanks to the overseas buyers who worked diligently to develop the local market for Korean agricultural and fishery products despite the prolonged difficult conditions. From now on, aT plans to actively support overseas buyers so that they do not struggle with handling or expanding the promotion of Korean agricultural and fishery products. We would like to ask buyers to work together to develop local markets for agricultural and fishery products in Korea as well.”

March 2022 31

Monthly Pick The Best in Season

3 Mar. SUN

MON

TUE

WED

THU

FRI

SAT

Best Efficacy and Utility

Cabbage Cabbage is a versatile agricultural product. Sometimes it is used as a salad, sometimes as Ssam (wrap) vegetable, and it is also used in stir-fried dishes. It is also made into tea or juice, thanks to cabbage’s excellent health properties. Its varieties are also diversifying, and ‘small cabbage’ is emerging as a new variety in Korea. Korean cabbage is in season from March to June, so it is timely to pay attention to this agricultural product from now on.

32 Korea Agrafood

g a b

Introducing Korean Cabbage

Cabbage is one of the top three longevity foods selected by <TIME> magazine in the United States. This means there are so many beneficial ingredients for the body. First, cabbage has different nutrient contents for each part. The outer leaf is rich in vitamin A, iron, and calcium, and the white inner leaf is high in vitamin B and vitamin C. The nutritional component of cabbage increases deeper inside the cabbage, and the wick contains the most vitamin U, which is effective in preventing gastrointestinal diseases. A good cabbage has light green outer leaves and is heavy and hard. When storing in the refrigerator, take 2-3 outer leaves and wrap the body of cabbage to prevent moisture loss. To store it for a long time, can cut it according to its intended use, divide it into plastic bags, and freeze it.

Top 3 Longevity Food?

Zoom In

Jeollanam-do and Jeju-do (island) are the main producers of cabbage in Korea, which shows that cabbage is grown in relatively warm regions. Overseas exports of high-quality Korean cabbage are also rising. 2021 exports also increased by 24% compared to the previous year. Taiwan mainly imports Korean cabbage, followed by Russia, Hong Kong, and Japan. Moreover, cabbage for a family of one or two, has recently been selling like hotcakes. It is a ‘small cabbage’ which is cultiivated in Gunsan, Jeolla-buk-do, Korea. Since small cabbage has more sugar content than regular cabbage and is the size of a normal fruit, it is good to eat raw. Korean small cabbage is used in salads or stir-fried dishes in Japan and as an ingredient in hotpot, dumplings in Taiwan.

March 2022 33

Monthly Pick The Best Product Online

Best Seller

Korea’s Representative Fermented Liquor

Makgeolli Makgeolli, a traditional Korean alcoholic beverage, is a fermented alcoholic beverage made with rice and yeast. It is sweet, has a lower alcohol content than Soju, and is rich in protein, lactic acid bacteria, and yeast, but low in calories compared to other alcoholic beverages. Recently, raw ingredients have been diversified, and Makgeolli products with grapes and bananas are released. Makgeolli is drawing attention from young people all over the world, and its popularity can be felt in Chinese online malls.

34 Korea Agrafood

Zoom In

<Source: JD.com >

Such evolved Makgeolli is also drawing attention abroad. The interest in low-degree alcoholic drink has increased mainly among the younger generation, with Makgeolli also in the spotlight due to the popularity of Hallyu (Korean Wave). One consumer said, “I traveled to Korea several times and drank Makgeolli many times. I like Makgeolli very much because it smells like sweet rice and milk. I also like the rice Makgeolli sold at Jingdong Shangcheong (JD)”, expressing content. There were various other reasons, such as ‘refreshing and low alcohol’, ‘sweet’, and ‘I like how carbonic acid did not overflow when I was opening Makgeolli’. Let’s take a look at other consumer reviews in the infographic below.

a M

Makgeolli is fermented liquor that represents Korea like wine from France and beer from Germany. Makgeolli made from rice can be broadly divided into pasteurized Makgeolli and raw Makgeolli. The difference between the two is the presence or absence of lactobacillus. While pasteurized Makgeolli has a clean taste and a long shelf life, raw Makgeolli contains lactobacillus, so it greatly helps with digestion and bowel movements. Also, Makgeolli products using various ingredients are released. Makgeolli with chestnuts or pine nuts is the main example. Chestnut Makgeolli has the sweetness of chestnuts, while pine nuts Makgeolli tastes more savory. Makgeolli containing local specialties such as fruits and vegetables and differentiated with high quality, luxurious packaging, is coming out one by one. Makgeolli products with grapes or bananas also joined the popular product group as well.

Makgeolli Holding Various Ingredients

Reasons for Makgeolli’s Popularity

<Source: JD.com >

March 2022 35

Issue in SNS

Winter Sports Embroidering Beijing <Source: IOC>

The ‘World Festival’ recently ended magnificently in Beijing, China. 91 countries from around the world participated in the 2022 Beijing Winter Olympics, and athletes from each country showed off excellent performances. China, the host country, especially drew the world’s attention by showing a performance with an ‘extraordinary scale’ at the opening ceremony. ‘Norway’ won the championship, and Korea ranked 14 overall. As the largest global festival, the Olympics poured out various issues.

36 Korea Agrafood

Beijing Winter Olympics The torch, which symbolizes the Olympic spirit, returned to Beijing after 14 years as the 2022 Winter Olympics was held in Beijing following the 2008 Summer Olympics. Through this, Beijing, China, was recorded as the only city in the world to host the first Winter and Summer Olympics. In the Beijing Winter Olympics held from the 4th of last month, athletes representing each country competed for 109 gold medals in 7 sports for 17 days. Attention was drawn to whether Sven Kramer, who holds the most medals in men’s speed skating, and Charlotte Kalla, who

competed in the women’s freestyle in cross-country skiing, would break the medal record. In addition, ‘snowboard halfpipe emperor’ Shaun White, and Hanyu Yuzuru who challenged for three Olympic gold medals in a row drew huge attention. The Beijing Winter Olympics was also meaningful in that three Asian Olympics in Korea, China, and Japan were finished. This Asian Olympic series started with 2018 Pyeongchang Winter Olympics, followed by 2020 Tokyo Summer Olympics and 2022 Beijing Winter Olympics.

March 2022 37

Issue in SNS

Olympics is All about ‘Rice Power’ After All Since For athletes competing in the game, condition control is vital, so ‘food’ is also of great interest. The Athletes’ Village of Beijing Winter Olympic Games especially became a hot topic as food came down from the ceiling by robots and were delivered by robots. ‘Chinese-style’ cuisine was served on the table at the Beijing Olympic Village this time. However, it is a mistake to think that what pleases my palate will also suit others. The Korean national team tried to maintain their physical condition by airlifting in Korean cup rice and instant food. Then, what about in the other Olympics? It is known that there has only been one time in the Olympics history where food complaints were not raised - that’s the Pyeongchang Winter Olympics. In fact, it was praised by the IOC, saying, “It is the first time that there have been no complaints about food among athletes.” At the Athletes’ Village of the Pyeongchang Winter Olympic Games, foreign athletes satisfied with not only Western food but also Janchiguksu (banquet noodles), Ssambap (leaf wraps and rice), Gukbap (rice

38 Korea Agrafood

soup), and Gimbap of Korea appeared in the media. Probably thanks to the food that fueled energy, many valuable new records were also set at the Pyeongchang Winter Olympics. Let’s check out the Korean food selected by Olympic star players in the infographic.

Additional Info

A look back at the Pyeongchang Winter Olympics with the IOC

https://www.youtube.com/watch?v=0l_xUYlq-S0

What are Korean Dishes Olympic Player Enjoy?

Chloe Kim Tteokbokki “I enjoy eating Tteokbokki and Bulgogi with my mom.”

Hwang Dae-heon

Cha Jun-hwan

Kwak Yoon-gy

Korean Chicken

Jangjorim (braised beef in soy sauce)

Ssambap (leaf wraps and rice)

“Jangjorim that my mom made.”

“I like Ssambap very much.”

“I love Chicken. I can’t wait to eat chicken.”

<Source: Personal SNS Account>

March 2022 39

K-FOOD Recipe Gimbap

40 Korea Agrafood

What about

Gimbap for a Picnic Menu?

icnic season is here. Going out in light P clothing when the spring breeze blows is what you can enjoy at this time of year. On such occasions, one thing that can’t be missing is a lunch box. Gimbap is a representative outing food in Korea. A slice of Gimbap is bite-sized and it’s portable since it is a meal in itself and doesn’t require anything else. The ingredients can be altered according to your taste, and it just requires some rolling skills to make Gimbap.

March 2022 41

K-FOOD Recipe Gimbap

Blanch spinach briefly in boiling water and cool it in cold water.

Spread 4 beaten eggs in a frying pan and cook well.

Main Ingredients (4 servings): 6 paper cups of rice, 12 Gim (laver) sheets for Gimbap, 8 ham strips, 8 pickled radish strips, 4 crab meat sticks, 1 carrot, 1 bunch of spinach, 4 eggs Sub Ingredients: cooking oil, sesame oil, salt 4 Servings

Cut ham, pickled radish, and egg garnish into long strips, and cut carrot into thin strips.

40 min

450 kcal

Stir-fry carrot and ham strips with cooking oil.

Spread cooked rice seasoned with salt evenly on a sheet of Gim for Gimbap, then place the prepared ingredients on the rice.

Roll your Gimbap and coat it with a little sesame oil.

Slice the roll into bite-size pieces and it’s done!

KoreaAgrafood

42 Korea Agrafood

KoreaAgrafood

Gimbap-Related Export Products

Premium Gimbapgim roasted twice, the premium product of Jinheung Food

Sesame oil from Yecheon Eomui

It’s better to use good-quality Gim so that it

Sesame oil made by squeezing roasted

doesn’t tear when rolling your Gimbap. If

sesame seeds is characterized by its nutty

you’re looking for high-quality Gim, Jinheung

aroma. Just add or apply sesame oil to

Food’s product would be perfect. Jinheung

food and double the flavor. Sesame oil is

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+82-31-763-7993 http://sjhfood.kr +82-54-652-0069 http://omui.co.kr

March 2022 43

Variety Korea

Yongin an Emerging Travel Destination Near Seoul ‘

orean Folk Village’, and ‘Everland Resort’; K these are major tourist attractions in Yongin, Gyeonggi-do. In that the Korean Folk Village has reproduced the look of Joseon Dynasty as it is and Everland has ingenious rides, including the TExpress, a rollercoaster ride with a drop angle of 77 degrees at a speed of 104 km per hour, both are enough to arouse the curiosity of foreigners. Yongin is especially more attractive because it can be visited on a day trip within an hour from Gangnam, Seoul.

44 Korea Agrafood

ソウル近郊の觀光地として浮上する龍仁（ヨンイン）「韓國民俗村」と「エバ―ランド」?この2つは?京畿道（キョンギド）龍仁の代表的な觀光名所だ?韓國民俗村は朝鮮時代の姿をそのままに再現しているという点で?エバ―ランドは時速 104kmの落下角度77度に達する「Tエクスプレス」を含む?奇拔なアトラクションがあるという点で?全ての外國人の好奇心を呼び起こすのに十分だ?さらに?ソウルの江南（カンナム）から1時間程度で日歸り旅行が可能なのも魅力的だ?

Everland

Palace

Where can foreigners see and feel Korean traditional culture? If you ask Koreans, by far the number one place is the Korean Folk Village. Located on Yongin Folk Village Road, the Korean Folk Village is an outdoor folk museum that recreates the traditional life of 500 years of Joseon Dynasty. Visitors can experience a variety of houses such as farmhouses, private blacksmiths, and houses for nobles, play folk games such as tightrope walking, and enjoy folk goods such as farm machinery. There is no disagreement that the Korean drama ‘Daejanggeum’ triggered Hallyu (Korean Wave). Dealing with the life of Daejanggeum, the best female medical practitioner in Joseon, was popular in Japan and China, as well as Southeast Asia and the Middle East. The set where Daejanggeum was filmed is ‘Yongin Dae Jang Geum Park’. It is still used as a filming location for Korean historical dramas, offering a plenty to see for tourists who love Korean historical dramas. In contrast to the Korean Folk Village, today’s theme park, Everland is also of high interest to foreigners. As the first and largest theme park in Korea, it continuously holds adventure-filled festivals 365 days a year from spring to winter.

Korean Folk Village

Dae Jang Geum Park

外國人が韓國の傳統文化を體驗できる場所はどこだろうか?これを韓國人に尋ねると?當たり前のように?眞っ先に出てくるのが韓國民俗村だ?龍仁にある韓國民俗村は? 朝鮮時代の約500年間の傳統的な生活の姿を再現した屋外の民俗博物館だ?特に?農家と民家の鍛冶場をはじめとして? 兩班（ヤンバン）の住まいなどがあるほか?樣?な家屋とともにチュルタギ（綱渡り）などの傳統的な遊びが體驗でき? 農機具などの民俗品も鑑賞できる? 韓流をリ―ドしてきた主役が韓國ドラマの「大長今（日本でのタイトル：チャングムの誓い）」であることについて異論はないだろう?朝鮮時代の最高の醫女であるチャングムの一代記を扱った大長今は?日本と中國をはじめとして?東南アジアと中東までの地域でブ―ムになった?この大長今を撮影したセットが「龍仁大長今パ―ク」だ?韓國の時代劇のロケ地として今でも利用されており?韓國の時代劇が好きな觀光客には?見どころとして十分だ? 韓國民俗村と對比される今日のテ―マパ―クのエバ―ランドも外國人の關心が高い?韓韓國初でかつ最大のテ―マパ―クで?ここでは365日冒險心をくすぐるイベントが實施されている? March 2022 45

Food

Variety Korea

Baegam Sundae

The food that represents Yongin is Baegam Sundae, which can be tasted at Baekamjang, a five-day village market in Baegam-myeon, Yongin. This Sundae is made with ingredients such as pork belly, leek, and bean sprouts in pork intestines, and is generally favored as it is rich in vegetables. Baekam was once the region with the most livestock pigs, so it was easy to find pork appendages, which are ingredients for Sundae. This explains why Baekam became famous for Sundae. Let’s try Tteokgalbi (grilled galbi patties) made with Seongsan Hanbang Pork, a pork brand that Yongin has been cultivating since 2001. It is characterized as pigs raised by feed mixed with over 35 herbal medicines, and its meat is soft and chewy. Seongsan Hanbang Pork won the grand prize in the pig brand at the Gyeonggi-do Livestock Products Contest. In Yongin, there is a ‘Little Italian Street’-a cafe street in Bojeong-dong. About 100 shops such as cafes, restaurants, and shopping shops are concentrated together on the street, which exudes an exotic atmosphere with many spaces of unique interiors. From coffee and dessert to steak and pasta, it is perfect for taking a break from busy daily life.

46 Korea Agrafood

龍仁を代表する料理が白岩スンデ（腸詰め）だ? 白岩スンデは?龍仁の白岩面の五日市である白岩市場で味わえるスンデだ?豚の腸に豚のソンジとニラ?モヤシなどの材料を入れて作ったスンデだが?こうした作り方からか?他のスンデより野菜がふんだんに入っており?好き嫌いがでることはほとんどない?白岩は一時期?豚の飼育頭數が最も多かったときがあり?スンデの材料となる豚の副産物の調達が容易だった?これが?白岩がスンデで有名になった背景だ?城山（ソンサン）韓方ポ―クで作ったトッカルビ（韓國風のハンバ―グ）も食べてみよう?城山韓方ポ―クは?龍仁市が2001年から育成してきた豚肉のブランドだ?35種類以上の韓藥材を混ぜた飼料で育てたのが特徵で?肉質は軟らかく彈力がある?京畿道の畜産物コンテストで豚のブランド分野で最優秀賞を受賞したこともある? 龍仁には「小さなイタリア通り」はある?寶亭洞（ポジョンドン）カフェ通りだ?カフェからレストラン?ショッピングなど100以上の店孃が隣接している場所で?獨特なインテリアを備えた空間が多く?雰圍氣もどこか異國的だ?コ― ヒ―とデザ―ト?ステ―キとパスタまであり? 日常を離れて?少し休むのにはうってつけの場所だ? Tteokgalbi

Local Products

Namsa cucumbers

Namsa cucumbers have been produced in Namsa-eup, Yongin since the 1960s. Cultivated in clear, clean water in the waterworks protection area, they are aromatic, rich in moisture, and has a chewy, crunchy taste. Designated as a regional specialty item by Gyeonggi-do, Namsa cucumbers are grown in three crop groups. Another special product grown with clean water is Baegok rice. It uses clear water from the upper reaches of the Paldang Water Source, a first-class water source in Seoul and underground water. Baegok rice is especially sticky and oily, since it is produced in accordance with standard cultivation management manuals such as soil analysis, packing inspection, and rice quality analysis in a grouped complex. Baegok rice is also a local intellectual property of Yongin. Yongin is the largest producer of bok choy. 70% of Korea’s total production is harvested in Yongin. In 2020, when CEO Paik Jong-won who appears on Korean TV cooking shows, introduced dishes using bok choy from Yongin, the city was highlighted as the home of bok choy.

Bok choy

龍仁の南四邑（サムサウプ）で1960年代から栽培されている南四（ナムサ）きゅうり?上水道保護區域の澄んだきれいな水で栽培され?香りもよいことも加えて?水分が豊富に含まれており?サクッとした食感は最高だ?京畿道から地域特化品目としての指定を受け?3つの部會で栽培されている? 南四きゅうりのように?きれいな水で栽培されているもう1つの特産物に白玉米がある?栽培においては?ソウルの上水原1級の八達上水原の上流のきれいな水と地下水を使用している?特に?集團化された團地で土壤分析と圃場檢査?米の品質分析など? 標準栽培管理マニュアルにより生産されており?白玉米で炊いた飯は粘りがあり?つやもある?白玉米は龍仁市の鄕土誌的財産でもある? 龍仁はチンゲン菜の最大産地でもある?韓國全體の生産量の70%が龍仁で收穫したものだ?2020年の韓國のTV番組で料理をするCEOである白種元（ペク·ジョンウォン）氏が龍仁のチンゲン菜を活用した料理を披露したときに?龍仁がチンゲン菜の本場という点が浮かび上がったこともある? Baegok rice

March 2022 47

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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.

Global Networks

Offices Overseas aT Center Bases

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

Dubai

Tokyo Osaka

New York Los Angeles

(Singapore) Jakarta

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

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

中攻北京市朝陽袴廣順北大街獄院1獄樓1單元6層603室)

(100102 33

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

中攻上海市長寧袴婁山關路83 獄新虹橋中心大厦3201室) (200336

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

中攻泗川省成都市武侯袴人民南路3段 1獄成都平安財富中心610041) (

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

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

臺灣臺北市信義袴基隆路1段159獄15樓)

Japan

Southeast Asia

USA

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

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

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

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

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

東京都新宿袴四穀4-4-10 KOREA

(

CENTER 5F)

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

(

E-Mail : hkatcenter@at.or.kr TEL : 886-2-2740-5040 INTERNET PHONE : 070-4617-7229 FAX : 886-2-2515-1160

Osaka Branch Office 8F, Nomura Fudousan Osaka Bldg. 1-8-15, Azuchimachi, Chuou-ku, Osaka, 541-0052, Japan

Qingdao Trade Office Room 705, Yuanxiongguojiguangchang Building, No.26, Hongkong Middle Road, Qingdao, 266071, China

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

中攻山東省靑島市市南袴香港中路26獄遠雄攻際廣場705戶) (

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

靑島市城陽袴流享街道雙元路西靑島愛特物流有限公司) (

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

大阪市中央袴安土町1-8-15, 野村不動産大阪 B/D 8F) (

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

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

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