July 2018 (vol.273) by AgroTrade aT

Agrafood Korean Food Trend Magazine

2018 JULY vol.273

KOREA

Globally well-known traditional

Korean rice wine Baehaejungdoga

So Fresh, So Korea! K-Fresh Zone in Singapore

2018 K-Food Fair in Hanoi, Vietnam

I Like K-Food

Smaller and Sweeter

Colorful Korean watermelons

Korean tips on how to beat a heat wave A

2018 JULY

Paris

Abu Dhabi

Seoul Beijing Qingdao Tokyo Chengdu Shanghai Osaka Hongkong (Taipei) Hanoi

Los Angeles

New York

Bangkok (Singapore) Jakarta

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

(100102 中國北京市朝阳區广顺北

大街 33号院 1号楼 1单元 6层 603室)

E-Mail : beijingat@at.or.kr TEL : 86-10-6410-6120 INTERNET PHONE : 070-4617-5090~1, 7377 050-6026-0534 FAX : 86-10-6410-6122

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(200336 中國上海市長寧區婁山關路 83號新虹橋中心大厦 3201室)

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TEL : 886-2-2740-5040 INTERNET PHONE : 070-4617-7229 FAX : 886-2-2740-3977 Qingdao Trade Office Room 1603, Zhongshang Building, No.100, Hongkong Middle Road, Qingdao, 266071, China

(中國山東省靑島市市南區香港中路 100號中商大厦 1603號)

E-Mail : qingdao@at.or.kr TEL : 86-532-8890-0721~2, 0724 INTERNET PHONE : 070-4617-5092~3 FAX : 86-532-8890-0725 Qingdao aT logistics Co., Ltd Qingdao aT logistics Co., Ltd West Shuangyuan Rd., Liuting Street, Chengyang, Qingdao, China (青岛市城阳区流亭街道双元路西青岛爱特物流有限公司)

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

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 INTERNET PHONE : 070-4617-2694~5 FAX : 62-21-2995-9034

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(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., Viet Nam E-Mail : hanoi@at.or.kr TEL : 84-4-6282-2987 INTERNET PHONE : 070-4617-7224~5, 7101~2 FAX : 84-4-6282-2989 Bangkok Trade Office #2102 Level 21, Interchange 21, 339 Sukhumvit Road, North Klongtoey, Wattana, Bangkok 10110 Thailand E-Mail : bangkok@at.or.kr TEL : 66-2611-2627~9(내선 12) INTERNET PHONE : 070-4617-7226~7 FAX : 66-2611-2626

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Europe Paris Branch Office Korea Agro-Trade Center, 89 Rue du Gouverneur Général Eboué (1er etage), 92130, Issy-les-moulineaux, France E-Mail : paris@at.or.kr TEL : 33-1-4108-6076 INTERNET PHONE : 070-4617-2698~9 FAX : 33-1-4108-2016

JULY 2018

Contents 04

aT news in July

aT Briefing

News of the aT Korea and overseas branches

Issue Data

Ginseng export status

Explore the trends in global ginseng exports

Story

2018 K-Food Fair in Hanoi, Vietnam

The K-Food Fair, which began in 2013, took place in Vietnam this year

18 Item

Thailand’s fresh-pressed juice market Fresh-pressed juice is becoming popular in Thailand’s market

New Product

Meal replacement powders

No matter how busy you are, you shouldn’t skip your meals

07 Cover Story

Korean tips on how to beat a heat wave The July issue of Korea Agrafood introduces how to beat hot summer with Korean way.

Local special foods to boost energy

Most popular energy-boosting foods in Korea

Various delicacies you can enjoy in midsummer

Trend

1 2018 JULY

Food

Idea

JULY 2018

Contents

Founded in August, 1995, Published monthly by the

Korea Agro-Fisheries & Food Trade Corp.

People

Samgyetang (chicken soup with ginseng) Storytelling of Korean food experience by foreigners

Processed Food

Sempio Noodles (Guksi)

Sempio’s special noodle brand “Sempio Noodles” is celebrating its 40th anniversary

Farm tour

Komega unroasted perilla seed oil processing company Unroasted perilla seed oil is gaining popularity as a healthy food

Fresh Food

Colorful Korean watermelons

Korean watermelons not only are tasty but also come in a variety of sizes and shapes to enjoy

Processed Food

Baehaejungdoga (traditional Korean rice wine)

Baehaejungdoga aims to offer a high quality, globally well-known traditional Korean rice wine

Into The Media

JTBC <Please, Take Care of My Refrigerator> The secret of its popularity lies in the process of cooking foods

Antenna Shop

So Fresh, So Korea!

The K-Fresh Zone sells 30 kinds of fresh Korean agricultural products in Singapre

Korean perilla leaves

Ask us anything

Fresh Food

Product Information Request

There has been a rising interest in Korean perilla leaves abroad

Ask us anything! Our experts will answer anything 2 Korea Agrafood

CEO Lee Byung-ho EXECUTIVE VICE PRESIDENT Baek Jin-seok (Food Industry & Export Promotion Division) EDITORS Lee Sun-jeong, Shin Jeong-eun REPORTERS Kim Byung-hoon, Lee Sun-min, Lee Jin-rang, Yang In-sil, Kim San-dl GRAPHIC DESIGNER Lim Sang-hyun TRANSLATORS Kim Jin-yeong Reviewer Kimberly Paul

EDITORIAL BOARD BEIJING Seo Byung-kyo 86-10-6410-6120 (beijingat@at.or.kr) SHANGHAI Park Seong-kook 86-21-3256-6325 (shanghaiat@at.or.kr) CHENGDU Park Jin-kyung 86-28-8283-3376/86 (chengdu@at.or.kr) HONGKONG Lee Ji-jae 852-2588-1614/16 (hkatcenter@at.or.kr) TOKYO Kim Ho-dong 81-3-5367-6656(tokyo@at.or.kr) OSAKA Oh Dong-hwan 81-6-6260-7661(osaka@at.or.kr) JAKARTA Nam Taek-hong 62-21-2995-9032~3 (jakarta@at.or.kr) HANOI Choi Jung-ki 84-4-6282-2987(hanoi@at.or.kr) BANGKOK Yang Jae-seong 66-2611-2627~9 (bangkok@at.or.kr) DUBAI Song Bong-seok 971-4-246-0212 (dubai@at.or.kr) NEW YORK Kim Kwang-jin 1-516-829-1633 (newyork@at.or.kr) LA Lee Chu-pyo 1-562-809-8810(losangeles@at.or.kr) PARIS Kim Min-ho 33-1-4108-6076(paris@at.or.kr) QINGDAO Kim Boo-young 86-532-6696-2229 (qingdao_logistics@at.or.kr)

EDITED & DESIGNED BY The Korea Economic Magazine 15F, 463, Cheongpa-ro, Jung-gu, Seoul, Korea Tel +82-2-360-4816 Fax +82-2-360-4850

3 2018 JULY

aT news in July

Briefing Korea

Fall buckwheat to sell

Transformation of rice To develop new tastes in rice and promote rice

aT plans to sell 145 tons

consumption, a “Rice Cooking

of buckwheat. Through

Contest” was held on May 15th.

a cultivation contract

This contest consists of two

with farms, the 2017 fall

parts: a “Live Contest” in which

buckwheat bought from

MiraCle Project

participants create dishes using rice, and “the Processed

Jeju, Jeonbuk and Jeonnam

Through the MiraCle

Food Show” in which participants show processed rice food.

will be put up for public sale

K-Food Project Items

Through the contest, a range of new recipes that reinterpret

(electronic bid) targeting

Selection Committee, aT

familiar rice dishes have been released.

grain companies signing

decided to choose and

up to bid and companies

support 9 new potential

of actual demand. Thanks

products for export,

Opening Eco-Friendly Department An “Eco-Friendly Department” has just opened in the agricultural and marine products cyber exchange POS-mall (www.pos-mall.co.kr). As the demand for eco-friendly foods has continued to grow, aT’s POS mall has added a special

in part to the North Korean

including king’s berry, which

and South Korea Summit

are directly connected

held lately, Pyeongyang

to the incomes of farms.

naengmyeon (cold noodles)

New MiraCle items will

has become popular, and

be selected based on

demand for buckwheat has

standards such as unique

also been increasing.

Korean differentiation in products and suitability

category for eco-friendly foods to its 7 menus. The eco-friendly

for export. Selected items

food department, which features 100 products from about 30

will receive funding at

companies, will expand the online direct transaction of eco-

different stages through

friendly food through developing growing areas.

aT’s support program, as well as marketability tests,

Youtuber Maangchi

test exports and export

Famous American Youtuber Maangchi, who introduces Korean

settlement assistance,

food recipes on his Youtube channel, is going to promote Korean

along with support for the

food ingredients to American consumers. Youtuber Maangchi,

diversification of export

who lives in New York, has been showing Korean food recipes

markets by utilizing the

that are easy enough for Americans to follow. So far, he has

trade platform provided by

already uploaded 340 recipes, and his channel has a total of 280

a special trade company.

million cumulative views.

4 Korea Agrafood

Overseas

Italy

Poland

Korean tastes and flavors

Polish breakfast

2018 Milano Korea Week

On May 2nd, the promotion event “Smaczna Korea (delicious

took place for 5 days

Korea)” was held at the “Breakfast festival (Targ Śniadaniowy)”

starting on May 28th,

taking place at the outdoor park in Warsaw, Poland. This

during which an event

breakfast festival first started

called “Korean Tastes and

in 2013 in order for people “to

Flavors” was also held. With

find time to enjoy breakfast,”

the theme “Korean Tastes and Flavors,” aT ran an agricultural

and is held from May to June

food promotion event around three concepts: Korean lunch

every year at the outdoor park

box, high-end full course meals, and popular street foods.

in Warsaw.

Myanmar

Thailand

Korean food in Myanmar

THAIFEX 2018

The “2018 Food & Hotel

From May 29th to June 2nd,

Myanmar” was held

the Korean pavilion was

in Yangon, Myanmar

opened in the “Bangkok

from June 6th to 8th. aT

Food Expo (THAIFEX

China

participated in the event

2018)”. 68 exporting

a third time this year and

companies participated

Korean franchise to open in Guangzhou

introduced Korean foods in cooperation with 18 agricultural

in the Korean pavilion and

products exporting companies at the Korean pavilion, with a

promoted strawberries,

focus on strategic exports items, fresh fruits such as pear and

apples and mushrooms

sweet persimmon, and instant foods like smoked chicken –

targeting premium fruit

China. At this franchise

which drew a lot of local attention – and tteokbokki (stir-fried

and vegetables markets

expo covering the Chinese

rice cake), as well as traditional Korean foods such as kimchi

in Thailand, along with a

southern areas, aT offered

and ginseng.

variety of potential export

consultations in cooperation

items such as red ginseng,

with 8 leading restaurant

black garlic and instant

franchise brands. At the

soup considering the

expo, a signing ceremony

health food and instant

for an MK contract between

Indonesia

From May 23rd to 25th, the “2018 China Franchise Expo” was held in Guangzhou,

Jakarta Fair taking place for 40 days

convenience foods trends,

For a 40-day period from May

Korean company and

which show growing

23rd to July 1st, the “2018 Jakarta

Guangdong province was

demand.

held, which helped to build

Fair,” which is the country’s largest

the sense of enthusiasm

consumer goods expo, is held in

among franchise companies

Jakarta, Indonesia. The Korean

seeking to enter Chinese

pavilion features a “K-Halal zone” with Halal certified foods, a

markets.

“Red & Hot zone” representing Korean flavors and a “MiraCle promotion zone” with potential export items.

5 2018 JULY

Issue Data

Ginseng export status World TOP 5 importing countries of Korean Ginseng (For the accumulative records from January to May, 2018, $ 1,000 per unit) China

20,189 Hong Kong

13,140 Japan

12,981 America

12,696 Taiwan

8,684 Ginseng production status in Korea Classification

2014

2015

2016

Cultivated area(ha)

14,652

14,213

14,679

Output(tons)

20,978

21,043

20,306

Export volume(tons)

1,898

1,891

2,151

Data 2016 collection of statistics on ginseng

Punggi red ginseng from Yeongju attracts Japan Punggi red ginseng from Yeongju has been chosen as a â&#x20AC;&#x153;return present item for hometown taxâ&#x20AC;? in Fujinnomiya, an international-friendly exchange city in Japan, and will be exported. The export contract finally came through, and 10 tons of Hwangpungjeong products such as Hongsamjeong Maister of Punggi Ginseng Nonghyeop, 100mg Hongsam (red ginseng) concentrate, Hongsamjeong Allday as well as 10 tons of products of Kim Jeong-hwan Hongsam of Punggi Insam Gongsa (ginseng corporation) such as 1 box Hongsamsunaek (red ginseng liquid type), Hongsam Gift Hanwool and Hongsam concentrate will be exported. Punggi red ginseng, which is grown in the ideal environment for ginseng production, is expected to be the best return present for Japanese people who are very interested in health because it is rich in saponin which is good for health and has excellent efficacy in terms of enhancing the immune system. Contact: Punggi Insam Nonghyeop 054-636-2714

JA KO

, www.kpgnh.co.kr

6 Korea Agrafood

Cover Story Intro

Korean tips on how to beat a heat wave s People get easily tired in hot summer, because in hot weather, people have a hard time sleeping comfortably, and also stay active for longer hours due to the days getting longer. At this time of the year, it is wise to eat healthy foods to build strength. These are the most popular energy-boosting foods Koreans have eaten since the old days to beat the heat waves, and some summer delicacies to whet your appetite. 7 2018 JULY

Cover Story Trend

Local special foods to boost energy In hot summer, people can lose their appetites and get easily exhausted. To get through the summer’s heat, it is essential to have moderate exercise, adequate rest and a balanced diet. Since the old days Koreans have fought heat waves by eating energy-boosting foods which can warm the body.

Which foods do you want most on a hot day? People usually choose naengmyeon (cold noodles) or cold drinks to quench their thirst and cool themselves down. But having too much cold food can decrease your appetite more and harm your health, because it makes your body cold. According to the best Joseon Dynasty medical book “Donguibogam (Principles and Practice of Eastern Medicine)”: “In summer, the hot weather makes people sweat more, and the body’s warm energy comes out of the skin and scatters, which makes the abdomen weaken.” In other words, according to Korean medicine, summer is the most vigorous season, and warm energy fills the body and broadens its boundaries even to the skin, which also means the warm energy in the body will be lost. Because the body now lacks warm energy, if that person eats too much cold food, he or she is likely to have an upset stomach. That is why the warmer the weather gets, the more warm food people should eat. So since the old days, Korean people have enjoyed highprotein, energy-boosting foods such as chicken, eel, abalone and red ginseng during summer.

8 Korea Agrafood

Fight the heat with hot soup Since the old days Korean people have eaten energy boosting foods to beat the heat during the hottest three days of the year, referred to as â&#x20AC;&#x153;Sambok Deowi.â&#x20AC;? In the Joseon Dynasty era, the royal court supplied aristocrats with ice to help them get through hot weather, while common people used to go to valleys in the mountain to drink and eat and soak their feet. The most popular summer food to boost energy, samgyetang (chicken soup) was eaten only by well-off people. Still today, people line up in front of samgyetang restaurants during the hottest days. Samgyetang uses chicken rich in good protein and glutamic acid with fine, soft meat, which tastes light and is easy to digest. In addition, there are many types of energy boosting foods that use locally grown food ingredients in summer. In the Seoul and Gyeonggi areas, there are a variety of high energy foods that used to be enjoyed by the royals and aristocrats and were handed down to people, such as chogyetang (chilled chicken soup), chogyotang (battered meat and vegetable soup) and imjasutang (chicken and white sesame soup). In addition, Yongbongtang (chicken/carp soup), the spicy mandarin fish stew of Yangpyeong, and croaker stew are also well-known. In mountainous Gangwon-do, highly nutritious foods using fresh fish from the deep valley have been popular. Braised catfish, bok chuetang (loach in hot bean paste soup) and floating goby soup have been eaten a lot during the hottest days.

There are various special summer energy boosting dishes using eel, octopus, mudfish beside traditional samgyetang.

resources from Nakdonggang River and Namhae (South Sea), including popular summer noodle dishes like Geonjin noodles, Jinju naengmyeon (cold noodles) and Busanmilmyeon (Busan wheat noodles), as well as king crab soup, sweetfish rice and boiled sunfish (gaebokchi suyuk). Jeolla-do, a breadbasket of the country is famous for its abundant food ingredients from Noryeong Mountains, Geumgang River, and Seomjingang River as well as Seohae (West Sea) and Namhae (South Sea). There are highly nutritious foods that are worth a try, including roasted Pungcheon eel, steamed pigling (aejeojjim), goat soup (yangtang), goggle-eyed soup (jjangttungeotang), clam soup (baekhaptang) and shellfish soup (jaecheopguk).

Wonderful summer seafood Chungcheong-do uses local specialties from its marsh and inland areas to make good food combinations. Rice with acorn jelly in cold broth, saebangi stew, braised carp, ginseng and fish rice porridge, guard and octopus soup and seasoned neungjaengi (crab) are worth a try. In Gyeongsang-do, which has the most advanced noodle culture in the country, unique foods to enhance vitality were created based on fishery 9

2018 JULY

Cover Story Food

Most popular energy-boosting foods in Korea People in Korea fought the heat on the three hottest days in summer by having samgyetang to recover their strength, as described in the old saying, â&#x20AC;&#x153;fight fire with fire!â&#x20AC;? Here, the best three energy-boosting dishes made with the highest quality domestically grown meat and seafood that Koreans have enjoyed since the old days are introduced.

10 Korea Agrafood

Samgyetang (chicken soup with ginseng) Chicken, which has a warming property, is the best food when it comes to increasing stamina. In samgyetang, ginseng and jujube are also added, which make the body warm from the inside and boosts energy. In particular, the chicken wings are rich in mucin that promotes growth, improves sexual function and motor skills and raises protein absorption. Ingredients 1 (1kg) chicken, 2 roots (20g) ginseng (or fresh ginseng), 1cup (160g) sweet rice, 5 (50g) chestnuts (peeled), 6 cloves (30g) garlic, 2(6g) jujube, 7 cups(1.4L) water, a pinch of salt and pepper

Instructions 1 Wash sweet rice, soak it in water for 1 hour and drain in a strainer. 2 Cut off the first joint of wings and tail; scoop out the fat inside the neck skin; put your hand inside of the stomach; pull out chunks of fat and wash it out. 3 Stuff chicken half-full with soaked sweet rice, chestnuts, jujube, garlic and ginseng. 4 Screw chickenâ&#x20AC;&#x2122;s neck to prevent it from coming loose. 5 Make a hole through the skin of one leg; twist the legs, and wedge one leg into that hole. 6 Add water, chicken, ginseng, chestnuts, jujube and half of the garlic to the pot and bring it to a boil with the lid on (for about 1 hour). 7 Remove the foam that floats up during the boiling process. Season with salt and pepper before eating.

Stir-fried duck with garlic chives Because duck meat is rich in unsaturated fatty acid, it is a popular ingredient in energy-boosting dishes. Duck meat also has excellent detoxifying properties. It also promotes good urination, reduces swelling, prevents anemia and hypertension and is good for skin. When garlic chives which are excellent in strengthening liver functions are added, it becomes an outstanding healthy food in summer. Ingredients 500g smoked duck, 3 handfuls of garlic chives, 1 (small) onion, a whole bulb (big) garlic, 1 Cheongyang red pepper, seasoning (3 Tbsp red pepper powder, 1 Tbsp soy sauce and 1 Tbsp oligosaccharide)

Instructions 1 Combine the ingredients used for the seasoning in a bowl. 2 Dice the onion and cut the garlic chives into 5cm pieces. Slice the garlic in slices 0.5cm thick and chop the Cheongyang red pepper sideways. 3 Preheat skillet to medium and add the smoked duck, onion and garlic to the skillet and stir-fry. 4 When onions have been soaked in the fat from the duck, add â&#x2018; seasoning mixture to the skillet; mix well and stir-fry. 5 When it has been seasoned well, add the Cheongyang red pepper and garlic chives to the skillet; stir-fry for another 1 min.

Abalone rice porridge Abalones, the tonic of the sea, are highly nutritious compared to other clams and rich in vitamins and protein that are easily absorbed by the body, making them a healthy food for everyone including pregnant women, children and seniors. The glutamic acid and glycine in abalone makes it taste sweet. Even though it is highprotein food, it is low in fat, which makes it good for weight loss. Ingredients 1 cup (160g) rice, 300g abalones, 6 cups (1,200ml) water, 2Tbsp (30ml) sesame oil, 1Tbsp (10g) salt

Instructions 1 Rub abalones with a kitchen brush and clean them with running water. Insert spoon between the shell and flesh and take the flesh off. Remove mouth and amnion from intestines. Mince flesh and intestines. 2 Wash rice and soak it in water for 1 hour and drain in strainer. Add the soaked rice to the pot and pound it with a bat or put it in a food processor to ground it to 1/3 of the size of a grain. 3 Add sesame oil to the preheated pan, then put abalone flesh and intestines in the pan and stir-fry. When the abalones are cooked, add rice to the pan and stir-fry it until the rice becomes transparent. 4 Add water to the pan; stir with the rice paddle on low heat until thickened. Season with salt according to taste.

11 2018 JULY

Cover Story Idea

Various delicacies you can enjoy in midsummer When you feel exhausted and dehydrated and are suffering from loss of appetite in sweltering heat, you can wash away the summer heat with cold foods. In particular, delicacies made with fruits and vegetables that are in season can help cool you down, revive your appetite and boost your energy.

Watermelon salad Since watermelon has the highest water content of any fruit, it is the best fruit to rehydrate your body that is sweating heavily in summer. Watermelon is rich in lycopene, with 7 times the amount found in tomatoes. Lycopene helps quench your thirst and remove bad cholesterol. Watermelon also contains a plentiful supply of vitamins, minerals and antioxidant components, which are effective in fighting fatigue and help you stay healthy. And donâ&#x20AC;&#x2122;t just throw away the watermelon skin and seeds â&#x20AC;&#x201C; these are rich in citrulline, protein and unsaturated fatty acid, which are good for preventing hypertension and the complications of diabetes. Ingredients 200g watermelon, 2 and Â˝ cups (500ml) milk, 1 cup (200ml) cider, 1Tbsp (15ml) oligosaccharide, mint (a little, optional)

Instructions 1 Scoop out watermelon balls with a watermelon baller (or cut into pieces around in 1.5cm) 2 Combine milk, cider and oligosaccharide in bowl (it is easier to mix with oligosaccharide or honey rather than sugar). 3 Add watermelon balls to the bowl and keep it in the refrigerator for 1 hour. Pour into a bowl and top it with mint leaves. (You can add other fruits or replace watermelon with other fruits according to your taste.)

12 Korea Agrafood

Shaved ice with sweetened red beans (traditional patbingsu) Patbingsu is a must-eat food in summer. These days, a wide variety of patbingsu toppings can be found – fruit patbingsu, coffee bingsu, green tea bingsu and so on – but sweetened red beans are the still most popular topping. Because of the folk belief that red beans chase away diseases and ghosts, Koreans used to eat red bean porridge on the winter solstice to drive away devils. There are many Korean foods that use red beans, including danpatjuk (sweet red bean porridge), danpatppang (sweet red bean bun), and sticky rice cake. Red beans help you urinate well, reduce swelling and inflammation and relieve hangovers. And don’t throw away the water used to boil the red beans – drink it like a beverage. But it’s important to remember that even though red beans are effective for fatty liver and detoxification, long-term use of red beans can sap your energy. Ingredients 3 cups (360g) red beans, 6 cups (1200ml) water, 2/3 cups (100g) black sugar, 1 cup (150g) white sugar, a pinch of salt, 200g ice, sweetened condensed milk

Instructions 1 Wash the red beans and add 2 cups of water and the red beans to a pot and bring it to a boil. Discard water after boiling. 2 Rinse the red beans from ① and place the red beans and 6 cups of water in a pot and boil it for about 1 hour until the red beans are completely cooked. 3 Combine the red beans with black sugar, white sugar and salt. Stir with a spatula while simmering and put it in refrigerator to cool it down. 4 Grind ice with an ice grinding machine. Place ice in a bowl and top it with a moderate amount of red beans and sweetened condensed milk. You can add milk, jelly, bingsu rice cake, mixed grain powder, fruits or ice cream for toppings to taste.

Noodles in cold soybean soup (kongguksu) It is said Korean people used to eat noodles in sesame soup in summer since the old days. While noblemen ate noodles in white sesame soup with expensive chicken, common people fought the heat with inexpensive kongguksu (noodles in cold soybean soup). Kongguksu has been an energy boosting food for common people in the summer since the old days. That’s because beans have the highest protein of any crop, and also have many different types of amino acids, making them as beneficial for health as meat. Beans are especially rich in vitamin B along with vitamins A and C, but have little vitamin C. However, when beans are raised into bean sprouts, they become high in vitamin C. Ingredients 4 handfuls (280g) noodles (thin noodles), 3 cups (320g) beans (soybean), 1/3 (70g) cucumber, seasoning ingredients (1 Tbsp (10g) salt, 1 tsp (3g) sesame, 6 cups (1,200ml) water.

Instructions 1 Wash the beans, soak in water for 4-5 hours and remove the bean skin. Cover the soaked, skinless beans in boiling water for about 15 min then rinse with cold water. Put the boiled beans and the water used to boil the beans in a blender and blend. 2S train the finely blended beans through a sieve with water and season with salt. Put in a refrigerator to chill. 3 Wash the cucumber and cut it into strips. Spread thin noodles in boiling water and when the water is bubbling up, add ½ cup water 2-3 times to the pot. Rinse noodles with cold water immediately to get rid of the starch. Drain the noodles in a strainer. 4 Place the cooked noodles and soybean soup in bowl. Top with cucumber and sesame.

13 2018 JULY

Story

2018 K-Food Fair in Hanoi, Vietnam

“I Like K-Food” 2018越南河内K-Food Fair

“I Like K-Food”

火爆的韩流热潮为六月加温，席卷越南首都河内。由农林畜

In the sunny June weather, a hot Korean Wave has swept over Hanoi, the capital of Vietnam. Hosted by the Ministry of Agriculture, Food and Rural Affairs as well as Korea Argo-Fisheries & Food Trade Corporation, the “2018 K-Food Fair in Hanoi, Vietnam” was held for 3 days from June 7 to 10.

产食品部和韩国农水产食品流通公司共同主办的“2018越南

河内K-Food Fair”在越南首都河内举行，展会进行时间从6月7 日至10日，为期三天。

出口企业和采购商济济一堂

为期两天的B2B展会在河内的JW Marriot Hotel举行，展会以扩大出口市场为目标，日程包括热点研讨会、一对一出口洽谈

Exporters and buyers gathered in one place The two-day B2B event was held in the JW Marriot Hotel in Hanoi with the purpose of expanding export markets. B2B consisted of an issue seminar, 1:1 exports consultation, and a banquet. In the issue seminar, 150 Korean exporters and buyers were invited to discuss Vietnamese food trends, market advance strategies, and recent import regulations. At the banquet, three contracts were signed among the participants in the exports consultation. It was a place to communicate with exporters and buyers gathered together and enjoy bokbunja (raspberry wine) and Korean food.

会和欢迎晚宴等。热点研讨会上，受邀的150余名韩国出口企业和采购商代表共同讨论了越南食品流行趋势和市场开辟战略、最新进口法规等内容。来自乐天玛特越南法人的尹炳秀主管在发表词中说“要认真细致地分析通过传统市场和折扣

店、流通超市等渠道销售的各种商品群后，再行进军市场”，并传授了他的市场开辟经验。

在欢迎招待会上，对通过此次出口洽谈会达成的其中三个项目举行了签约仪式。出口企业和采购商在享受现场准备的美味覆盆子和韩餐的同时，共同度过了颇有意义的沟通交流时间。

14 Korea Agrafood

“The ASEAN market to be the main market for Korean agrofood” Korean agro-fisheries and food exports to ASEAN markets achieved a record high in 2017. Using this event as our cornerstone, aT will put forth an effort to expand safe and healthy agrofood exports and boost local consumption by providing our capital and skills so that we will develop ASEAN markets to be our main markets. I expect the K-Food Fair in Hanoi to be a solid foundation for the expansion of Korean agrofood exports.

Lee Byung-ho, President of aT

Fresh produce exporting company

Healthy food exporting company

Evergood Corporation Manager

Bionutrigen Director Kim Eun-ae

Han Sang-jun While focusing on B2C promotion, we also came here this time

We are now introducing nine kinds of products to Vietnam and

to promote our products to general consumers. We plan to let

aim to find buyers of our products, but also put an emphasis

consumers know how to eat kyoho grapes (geobong) and store

on market research. It is good to be able to have the time to

them. In the case of pears, as we have had long experience

set a direction while communicating with buyers. I hope this

in exporting pears, we’d like to show our meticulous quality

event will be a chance to promote the technologies of healthy

control.

Korean foods.

新鲜食品出口企业

健康食品出口企业

我们公司一直致力于B2C的宣传，不过此次参展的主要目的在于扩大普通消

越南的发展速度比任何国家都要快，因此我们很看好越南市场。公司目前向

(株)恒久美好主任（音译）

生命营养有限公司（音译）理事

费者群。出口到越南的新鲜食品中，葡萄最受欢迎。我们计划借此机会，积

越南介绍九种产品群，与优质买家合作、顺利开通出口渠道固然是我们参展

极向采购商和普通消费者宣传巨峰葡萄的食用方法和保管方法等。另外，梨

的目标，但市场调查也非常重要。这个平台给了我们和买家沟通的机会，有

出口已经有相当长的时间了，我们想借此宣传公司在质量方面的严格把控操

助于确立今后的发展方向。也希望这次活动能够成为宣传韩国健康食品生

作。

产技术实力的一个窗口。

Cambodian buyer

Vietnamese buyers

Hung Hiep Co., Ltd. (Cambodia),

Ace Foods, Marketing Manager

CEO Pily Wong

Ngyuyen Manh Duc

It is good to show Korean characteristics through products, but

In recent years, there is growing interest in Hallyu culture and

since the products have been sold in global markets, I think it

Korean foods. As people are becoming more health conscious, a

would be better for the products to have packaging in line with

growing number of young people buy Korean fruit. In order to check

the local style. Also, since the fair is hosted by aT, I can put more

to see if Korean products would meet Vietnamese consumers’

trust in the participating manufacturers.

taste, I sampled some drinks and took a closer look at the products.

柬埔寨采购商

越南采购商

韩国食品对我们来说很新鲜，而且质量好。为了对韩国食品有更深入的了

近几年，韩国饮食和韩流文化在越南引起了很大的关注。随着国内对兼具味

洪希普（柬埔寨）公司黃世昌总经理（音译）

王牌食品阮满德营销经理（音译）

解，公司决定来参加这次博览会。来自韩国的生产商，在各方面体现韩国特

道和营养的食物愈发关心，购买韩国水果的年轻人群也逐渐增加。为了了解

色非常好，但从进军国际市场的角度来说，也希望包装部分能够结合当地

越南消费者对这些产品的满意度，我们通过试饮等方式仔细分析商品。这是

的特色。因为是aT主办的活动，在企业的筛选上也很慎重，我们对此非常信

一次近距离确认韩国食品的质量和价格、安全性的很好契机。

赖。

15 2018 JULY

At the Consumer Experience event held over the weekend at the Hanoi Midding Stadium, the Hallyu Cultural Festival was held, attracting 200,000 young people from Vietnam.

20万人的韩流文化庆典

20,000 people at the Hallyu Culture Festival To target young Vietnamese consumers, consumer experience events took place for 2 days over the weekend in the Hanoi My Dinh National Stadium. There were 80 companies including exporters, foods companies that have already entered the local market and related organizations, participating in B2C, and 20,000 Vietnamese also came to the fair and enjoyed Hallyu culture, various contests and cooking shows. Also, 80 motorcycle helmets with the logo, “I like K-Food” on them were given to Vietnamese visitors. At the opening ceremony, aT president Lee Byung-ho, Vietnam national soccer team coach Park Hang-seo, Ambassador of South Korea to Vietnam Kim Do-hyeon, Director General for food industry policy department of the Ministry of Agriculture, Food and Rural Affairs Kim Deok-ho participated in the ceremony. The cheering performance of Coach Park Hang-seo who is soccer hero in Vietnam and agro-food ambassador, made the place full of excitement. Hyun-ah and Highlight’s K-Pop performances attracted throng of people to My Dinh National Stadium, which proves popularity of Korean K-Pop.

面向越南年轻消费者群的消费者体验活动在河内的美亭（音

译）国家体育场举行，为期两天（周末）。由出口企业、本土进军食品企业和有关机构等80家企业参加的B2C活动现场以韩流文化和各种大赛、料理秀等项目吸引了二十万越南市民的

热情参与。现场分发了800多个刻有“I like K-Food”标志的摩托车头盔，受到了越南市民们的极大欢迎。

aT李炳浩社长、越南国家足球队的主教练朴恒绪、韩国驻越

大使馆金道铉大使以及农林畜产食品部食品产业政策官金德浩局长出席了活动开幕式。越南的足球英雄、农食品宣传大

使朴恒绪主教练的助威仪式也把活动现场的氛围推向了另一个高潮。当泫雅和Highlight的K-Pop带来的舞台庆祝表演开

始后，美亭（音译）体育场前人山人海，再一次展现了韩国大众文化的人气。

16 Korea Agrafood

2018 K-Food Fair in Hanoi, Vietnam

Vietnam citizen

Event staff

Nguyen Ilu Hang

Pham Thi Minh Pheung

Nguyen Thi Khanh Huyen

I like K-Pop, so I naturally became

I have had an interest in Korean food,

I was worried because of the sudden

interested in Korean food too. I like spicy

so I often look for places to have Korean

heavy rain in the morning, but more

food like tteokboki (spicy rice cakes) the

food. Now I am happy that I can eat

people than I expected showed up to

most because it is unique. I enjoy trying

Korean food here. Also, I am a fan of

see the fair. I hope there will be more

many different kinds of Korea foods. In

coach Park Hang-seo, so I was having fun

cultural exchanges between Vietnam

particular, my favorite Korean singers will

watching soccer tricks and the concerts.

and Korea. I think I will remember this

be on stage, so I am looking forward to

I will keep up my interest in Korean food

festival for a long time.

seeing them.

and culture.

越南市民 Nguyen Ilu Hang

越南市民 Pham Thi Minh Pheung

食。我最喜欢炒年糕这种有特色的辣味美食。能

韩国美食店。现在能这样接触到韩国美食，真是

因为喜欢K-Pop，自然而然地开始关心韩国饮

尝到各种韩国美食不说，喜欢的韩国歌手们也会来，我很高兴，也很期待。

一直以来因为喜欢韩国美食的关系，经常探访

活动准备人员 Nguyen Thi Khanh Huyen

太棒了。我也是朴恒绪主教练的粉丝，活动还安

行，但实际来的人数却远远超出预期。希望未

排了花式足球秀等娱乐活动，所以很有意思。以后也会继续关注韩国美食和文化。

17 2018 JULY

上午突然下雨，所以很担心活动能不能正常进来，越韩两国能有更积极的文化交流。今天的庆典一定会长时间留在我的记忆里。

Item

Thailand’s fresh-pressed juice market

Korean products competitive in premium markets 泰国鲜榨果汁市场

韩国产品在高端市场颇具竞争力鲜榨果汁在泰国市场享有超高人气。aT曼谷分公司表示，近来

Fresh-pressed juice is becoming popular in Thailand’s market. According to aT’s Bangkok office, Thailand’s fresh-pressed juice market has recently expanded beyond street vendors that offer freshly squeezed juices to grow into a more structured market that involves many foods companies. A growing number of products in this sector now have extended expiration dates and use special methods to minimize nutrient loss. There are many Korean fresh-pressed juices that retain the flavors and nutrients

泰国鲜榨果汁市场已超过了街头小摊贩的规模，食品企业也纷纷加入，正逐步成长为系统化的市场。延长保质期并减少

营养破坏的产品也渐渐增多。韩国产鲜榨果汁中，完整保留原料味道与营养的同时提升保健功能的产品居多，有望在泰国鲜榨果汁高端市场受到关注。

健康和富有的象征“鲜榨果汁”引爆超高人气

在泰国，鲜榨果汁被认为是象征健康和经济富裕的饮料。泰

18 Korea Agrafood

of the ingredients as well as promote optimal health as functional food, so they are expected to gain attention in Thailand’s fresh-pressed juice market. Symbol of health and wealth, popularity of “freshpressed juice” Fresh-pressed juices are viewed as a symbol of health and wealth in Thailand. Thailand has plenty of tropical fruits, and fresh-pressed juices in Thailand are mainly sold by the street vendors. Today, there are thousands of street vendors selling fresh-pressed juices. The fresh-pressed juices sold at some markets are made by several medium and smallsized companies with single-digit market shares. The companies leading Thailand’s fruit juice market including fresh-pressed juices are large companies such as Coca-Cola or Tipco. As the demand for fresh-pressed juice has been steadily increasing, the growth of the manufacturers in this sector has been noticeable. Tisuchpco rang up 132 million dollars in yearly sales last year, and accounts for 30% of Thailand’s fruit juice market. As the number of consumers who want “healthy foods and drinks they can easily take in their busy life” is growing, more consumers are seeking safe and simple healthy freshpressed juice.

Pressed juice is gaining popularity among health - conscious Thai consumers.

国盛产热带水果，鲜榨果汁主要是在小摊贩现榨售卖。目前泰国售卖鲜榨果汁的小摊贩多达几千个。超市等中售卖的

鲜榨果汁产品是由几家中小企业生产，其市场占有率仅为个位数。包括鲜榨果汁，在泰国果汁市场中占据主导地位的是 Coca-Cola或Tipco等大企业。

近来，泰国的鲜榨果汁需求不断增加，生产企业的发展凸显。 Tipco等大企业也在加快推出多样化的鲜榨果汁产品。Tipco

去年创下了年销售额1亿3200万美元的新纪录，其份额占整个泰国果汁市场的30%。

泰国有机饮料市场上，越来越多的消费者追求“在繁忙的日常

Market expanding thanks to technology that enables extended expiration date Fresh-pressed juice is made by squeezing fresh fruit, and the ways that it is made do not vary from one maker to another. The design of the juice container or the amount of juice may differ but there is no difference in the ingredients or flavors. As such, it has been pointed out that there is a very limited number of ways to differentiate products According to aT’s Bangkok office, recently Thailand’s fresh-pressed juice manufacturers have been working to revitalize the market by improving quality. “Fresher Kitchen,” the maker of the fresh-pressed juice brand “Beep,” is one of these manufacturers . Fresher Kitchen announced they will compete in price with Tipco and Malee by introducing a technology to extend the expiration date and reducing manufacturing costs. The technology they introduced to their business is HPP (High Pressure Processing), which can extend the expiration date

生活中维护健康的餐饮”，预计将来对安全、便捷的健康鲜榨果汁的消费需求会越来越高。

引进保质期延长技术，市场规模逐渐扩大

鲜榨果汁是将新鲜水果直接压榨，其制作过程大同小异。只

是果汁容器设计或净含量不同，不同品牌和制造商的产品成分或味道几乎没有差别，因此也有人指出实现产品差异化存在局限。

根据aT曼谷分公司介绍的内容来看，近来泰国压榨果汁生产企业正在努力通过质量创新来振兴鲜榨果汁市场。其中就

有鲜压榨果汁（fresh-pressed juice）品牌“Beep”的制造商 “Fresher Kitchen”。

Fresher Kitchen表示，将引进保质期延长技术，通过量产降

低生产成本，进而与Tipco、Malee等大企业展开价格竞争。通过引进超高压灭菌技术（HPP: High Pressure Processing），可将不到3天的鲜榨果汁保质期延长10倍以上。HPP技术可

完整保留原料的味道、风味、营养成分等，可将保质期延长至

19 2018 JULY

40天。除Fresher Kitchen外，Suja Juice等企业也在通过引进

of fresh-pressed juice to 10 times longer than the usual 3 days. HPP technology enables juices to retain their taste, flavors and nutrients intact while extending the expiration date to 40days. In addition to Fresher Kitchen, Suia Juice also uses that technology in producing fresh-pressed juices.

新技术来生产鲜榨果汁。

鲜榨果汁，也在韩国掀起解毒和减肥热潮

韩国的鲜榨果汁市场也呈增长趋势。重视健康、减肥及营养

均衡的健康一族是鲜榨果汁的主要消费群体。在双职工夫妻和单人家庭、20~30多岁的女性上班族中间更是享有超高人

Fresh-pressed juice gaining recognition in Korea, in line with the detox and diet trend The fresh-pressed juice market has been growing in Korea as well. The main consumers are conscious of wellbeing, and consider health, diet and nutritional balance as important. Juices are becoming popular among twopaycheck couples, single-person households and career women in their 20s and 30s. There is steady demand for fresh-pressed juice because it gives consumers the nutrients from the fruit intact. As well, thanks to the advanced skill of the manufacturers in pressing fruits, the juices can retain flavors, tastes and nutrients from various agricultural products intact. There are fresh-pressed juices made with soft fruits that are

气。

鲜榨果汁可以直接摄取蔬菜和水果的营养，因此消费比较稳

定。此外，企业的榨汁技术水平较高，可利用多种原料农产品生产保持原料味道、颜色及营养的果汁产品。适合榨汁的软

性水果、富含纤维的蔬菜或是有种子和果皮的水果等都制成了鲜榨果汁。

高端鲜榨果汁不添加水、糖或其他添加剂，是尽可能保存材料

原有营养成分的鲜榨果汁，其市场也在逐步扩大。使用的是安全、新鲜的韩国产蔬菜与水果。以国外产水果为原料的鲜榨

果汁有多个国家的产品。泰国Tipco公司的鲜榨果汁在韩国国内的线上线下卖场中也均有销售。

鲜榨果汁的价格竞争力也有所提高。近来乐天玛特推出了自有品牌（PB）商品半价鲜榨果汁。

20 Korea Agrafood

comparably easy to press, and even vegetables with a lot of fibers, seeds and skin. The premium fresh-pressed juice market has also been expanding. These juices have no water, sugar or additives of any kind, and only the nutrients from raw ingredients that are kept as much as possible. Safe and fresh Korean vegetables and fruits are used to make these premium juices. There are several fresh-pressed juices made in many different countries using fruits originally from foreign countries. Fresh-pressed juices by Thailand’s Tipco are on sale at its online and offline stores. The price competitiveness of fresh-pressed juices has also been getting higher. Recently Lotte Mart released a house brand (PB) of fresh-pressed juices at half the normal price. Korean fresh-pressed juices needed differentiation based on high quality Before Thailand, there already were specialized companies handling the production and distribution of freshpressed juices in Korea, so manufacturers have the production technologies and expertise needed to achieve distribution on a large scale. By utilizing these strengths, Korea has developed many functional juices and premium products targeting specific consumers. Korean pears that are good for respiratory disease, Korean grapes with their excellent antioxidant effects and other fresh produce recognized from abroad are mostly used in the freshpressed juices. There are many different types of freshpressed vegetable, fruit and mixed juices that are delicious even with no additives. Organic fresh-pressed juices for children also are competitive. Korean foods and drinks for children are popular across Asia because they are made with safe ingredients in certified facilities under close sanitation supervision. Thailand has felt the influence of the Korean Wave including K-pop, K-beauty and K-food. For this reason, it is expected that Korean fresh-pressed juices will be competitive if the differentiation of ingredients and technologies for production and packaging are available.

Korea's premium pressed juice is mainly made by combining high-quality ingredients with cutting-edge processing technology, launched by Lotte Mart in Korea this year.

韩国产鲜榨果汁，需要以高端化战略实现差异化

韩国比泰国更早地完成了专业化的鲜榨果汁生产与大规模流通。生产企业拥有适合量产的产品生产技术和大规模流通经验。利用这些技术与经验的功能性强化产品、瞄准特定消费

群体的高端产品众多，这些都是韩国产鲜榨果汁的优势。在海外市场上备受认可的出口新鲜农产品，如有助于缓解呼吸道

疾病的韩国产梨、抗氧化功能出色的韩国产葡萄等大部分都作为原料制成了鲜榨果汁产品。不含添加剂的美味蔬菜与水果混合鲜榨果汁产品也多种多样。

针对幼儿的有机鲜榨果汁也颇具竞争力。韩国产幼儿专用饮

食产品采用安全的原料，其生产设备得到了认证，而且卫生管理完善，在亚洲国家均有超高人气。

在泰国，K-Pop、K-Beauty以及K-Food等韩流人气火爆。倘若拥有差异化的原料和生产与包装技术，相信未来一定可以在当地市场赢得竞争力。

21 2018 JULY

New Product

No matter how busy you are, you shouldn’t skip your meals

Enjoy a simple meal Busy people can enjoy meal replacement powders anywhere and anytime. Meal replacements like these have been gaining popularity.

一日三餐不能误

代餐摄取的方便一餐——代餐粉 Healthy and delicious Referred to as the “meal of the future,” meal replacement powders, called sunsik products in Korea, are so popular that they are now even marketed at convenient stores and drug stores for customers to get easily. You only have to add water or milk to the powder and shake it. It is really a simple meal, but many are tasty and filled with nutrients. Korean people consume high amounts of carbs, and these products provide a balance of high protein and fiber to improve unbalanced diets. There are also a wide range of flavors to choose from, including blueberry, chocolate, yogurt and more. Highly nutritious and tasty sunsik are now captivating consumers.

美味&健康，一个都不能少

有“未来式餐饮”之称的代餐粉正在快速占领便利店和药房的

货架，便利性也为它们带来了急剧上升的人气。消费者只需在水或者牛奶等液体中加入谷物粉后摇晃，一顿简单又不乏口感和营养的产品就完成了。这类产品的种类也是丰富多样为

改善韩国人碳水化合物比重较高的饮食习惯推出的强化蛋白

质和膳食纤维比例的产品、还有添加蓝莓、巧克力、酸奶的各

种口味产品，各种营养、不同味道的产品正在俘获消费者的视线。

22 Korea Agrafood

Labnosh

Yokmang Nutrimeal

Labnosh is the brand that is making sunsik boom in Korea. Labnosh is particularly loved by women thanks to its sophisticated packaging design. There are a variety of flavors to choose from such as chocolate, grains, coffee, blueberry yogurt, cookies and cream, roasted grain powder, milk tea, and purple potato.

Yokmang Nutrimeal is a brand recommended by news anchor Park Ji-yun who is called “yokmang ajumma (Mrs. Yokmang (desire))”. A successful dieter, Park has been fully supported by women who trust her. Since one meal supplies only 160kcal, Nutrimeal is strongly recommended for people who are on a diet. The thin pouch packaging also appeals to women, who can easily slip it into their bag on their way out the door.

甜辣调味鸡

荞麦拌面

其感性的设计功不可没。巧克力、谷物、咖啡、蓝莓酸奶、奶油饼干、炒面

润本人的成功减脂经验也让这个品牌大受其女性粉丝群的支持。一餐仅含

Labnosh是掀起韩国代餐粉热潮的品牌。它深受女性消费者喜爱的理由中，

“贪心营养麦粉”是有“贪心大婶”之称的主持人朴芝润倾情推荐的品牌。朴芝

茶、奶茶、紫薯等等，相比于其他品牌，口味也是更加多样。消费者可根据自

约160kcal，是减脂代餐的理想选择包装小巧、轻盈，出门携带也方便。这也

己的喜好享受美味一餐。

是很多女性选择它的理由之一。

The Your Day

Good In Bad Out

The Your Day brand processes its products in the company’s own facility. Your Day has been recognized for the safety of its products, and has even been certified by HACCP. There are 7 flavors, such as mango and oats and nuts, and all of the Your Day meal replacements use grains as the basis. Among them, the oats and nuts meal replacement contains 39.7% oats, making it especially good for people who don’t eat enough fruits and vegetables and lack fiber.

The name of the “Good In Bad Out” brand implies putting good things into our body for health and taking the bad things out. As this name suggests, the company aims to improve people’s health by correcting unbalanced diets. Based on the Mediterranean diet, the products contain nutrients of Mediterranean meals such as dietary fibers and lactic acid bacteria. Through the official website, various Mediterranean style recipes using powder are introduced.

是拉差辣酱炒面

真筋道拌面

赖。有芒果味和燕麦坚果味等共计七种口味，基本的杂粮口感尤为浓郁。其

习惯、改善减脂体质为目标。主打地中海式饮食，膳食纤维、乳酸菌等地中

“你的一天”产品均由自有工厂直接加工，且已获得HACCP认证，安全性值得信

“Good In Bad Out”正如它的名字一样，去粗取精，以纠正营养失衡的饮食

中，燕麦坚果系列中的燕麦含量达39.7%，特别适合因果蔬摄取不足而急需补

海式饮食营养成分丰富。通过官方网站分享各种利用代餐粉制作的地中海

充膳食纤维的人群。

饮食菜谱。

Contact Information Lapnosh: 82-2-544-0517 KO Your Day: +82-080-383-7257

Good In Bad Out : +82-1522-3902 KO Yokmang Nutrimeal : +82-050-7990-2000

23 2018 JULY

People

Foreigners talk about their Korean food experience

Samgyetang (chicken soup with ginseng) Tachikawa Akane from Japan and Robert Devico from the U.S. are hoping for a healthy summer as they eat samgyetang (chicken soup with ginseng), a popular energy-boosting food in Korea.

24 Korea Agrafood

Tasting energy-boosting foods for summer in Korea Robert from the U.S. and Akane from Japan are meeting for the first time to have a Korean food experience. After a slightly awkward introduction, they start to relax and chat about their lives in Korea and their favorite Korean foods. Robert’s playful gestures made Akane smile and laugh throughout their conversation. Robert, who is from New Jersey, had always been interested in Asia, so he majored in Asian literature in college. Looking for a suitable graduate program, he decided to choose Korea rather than Japan or China. This was a bit difficult for him at first, as he didn’t have much knowledge on Korea and felt a bit lonely. He is majoring in Korean language at the graduate school of Yonsei University, and as his Korean improves day by day, he has been making many new friends. In his spare time, he enjoys traveling around Korea, visiting Busan, Jeju Island, Gyeongju and many other provinces with his friends. He lives in a boarding house and has had many opportunities to try various Korean foods his landlady cooks.

How did our diners score this Samgyetang?

It’s a special food Robert Devico (U.S.A.) “There aren’t any special foods for summer in America, but here people eat samgyetang on the dog days of summer (boknal). Foreigners who don’t like to eat spicy food would enjoy samgyetang.”

I feel healtheir! Tachikawa Akane (Japan) “Samgyetang is one of the most popular foods in Korea. You can enjoy the thick chicken broth and chewy chicken meat, as well as the sweet rice. My friends told me that this is an energy-boosting food, and I really feel healthier after eating it. I have never had jujube in samgyetang before, but I liked it.”

25 2018 JULY

“My landlady makes many different kinds of Korean foods, including Gamjatang (pork back-bone stew), samgyetang (chicken soup with ginseng) and others. Thanks to her, I’ve had many Korean foods. I really like the range of side dishes served, in addition to the main dish,” Robert said. A Japanese college student, Akane came to Korea as a visiting student and has fallen for Korean foods these days. She even feels sorry that she has to go back to Japan next month. “I like Korean bossam (boiled pork wrapped in greens) very much. Samgyeopsal (pork belly) is a bit fatty, but the way that the excess oil is drained from the bossam gives it a light taste. That’s why I like it the most. I found it really wonderful wrapping pork, kimchi and ssamjang (sauce) in a green leaf,” she says. Akane wants to eat as much Korean food as she possibly can before going back to Japan. She is familiar with the Korean tradition of eating samgyetang in the summer. Her friends told her people should eat samgyetang on the hottest days, so she even went to a samgyetang

house that is a former president’s favorite place. In addition to samgyetang, she likes rotisserie chicken, because it tastes less greasy with its crispy skin and soft meat. The fact that a whole chicken is served also makes it look more appetizing. She recommends rotisserie chicken as a must-eat food, along with samgyetang. Tasting original samgyetang at the first samgyetang restaurant opened This time, these two foreigners are going to have Goryeo samgyetang at Seosomun. The present owner’s grandfather, who used to run a chicken distribution business, opened this samgyetang restaurant in 1960 in Korea. This family-run restaurant has been Goryeo samgyetang for three generations. It is this restaurant that first started crossing chicken legs when making the soup. For Goryeo samgyetang, 6-7 week old chickens are used, and the broth is made using an old method handed down from the first generation. Also, the restaurant generously offers ginseng liquor the restaurant makes every week, along with samgyetang. This place is so 26

Korea Agrafood

famous for samgyetang that many international visitors from Japan and Southeast Asia are known to visit. “In Japan, people usually eat chicken in a dish called yakitori, in which the chicken is cut into bit-sized pieces and grilled over a charcoal fire. But there are many different chicken dishes in Korea, like rotisserie chicken and samgyetang,” Akane said. Akane eats chicken meat with kkakdugi (sliced radish kimchi) offered as a side dish, just like Koreans do. The chicken is fully stuffed with sweet rice in Goryeo samgyetang, making it very filling. A fluent Korean speaker, Robert uses a Korean expression that translated into English means “fight fire with fire” to compliment the samgyetang, saying that enjoying hot samgyetang in the hot summer is like “fighting fire with fire. Haingotiana tries hard to eat her naengmyeon using chopsticks, but she hasn’t mastered them yet. She

Goryeosamgyetang address 11-gil 1, Seosomun-ro, Jung-gu, Seoul contact +82+02-752-9376 KO

says that naengmyeon tastes better when its eaten with mulkimchi (watery kimchi) served as a side dish. Mulkimchi is not spicy and can stimulate your appetite with its sweet and sour taste, much like pickles, and goes well with the blander taste of naengmyeon noodles.

Popular samgyetang restaurants

Suboksamgyetang address 66 Cunsanjung-ro, Seo-gu, Daejeon contact +82+042-489-8233 KO

Tosokchon

Dongraesamgyetang

address 5-gil 5, Jahamun-ro, Jongro-gu, Seoul contact +82+ 02-737-7444 KO

address 116-gil 39, Dongrae-ro, Dongrae-gu, Busan contact +82+051-555-2464 KO

27 2018 JULY

Farm Tour

Komega unroasted perilla seed oil processing company

Unroasted perilla seed oil is gaining popularity as a healthy food 生エゴマの加工業者「コメガ（Komega）」

「植物性オメガ３たっぷりの生エゴマ油、健康食品として人気」

28 Korea Agrafood

Komega's perilla oil is made from the technique of crushing and processing at low temperatures without frying the perilla seeds, creating differentiation from the existing products.

エゴマ油に抗がんや認知症予防、ダイエットなどの効果があ

As the efficacy of perilla seed oil in preventing cancer and dementia and losing weight have become known, it is gaining popularity as a healthy food overseas, including in Japan,. Komega in Eumseong, Chungbuk was the first company to advance into the Japanese market with unroasted perilla seed oil. Komega CEO Jeong Hun-baek learned oil extraction skills from his father, who used a perilla seed oil mill, and in 2003 he developed the technology in which unroasted perilla seeds are pressed at a low temperature and processed. CEO Jeong said, “In 2004, rather than competing with other general perilla seed oil makers, I chose unroasted perilla seed oil to enter overseas markets, targeting a niche market,” adding that, “I went to Japan 200 times trying to promote our products, and finally, in 2008, for the first time for this Korean product, we succeeded in exporting products through DHC, a health food and cosmetics company.” He obtained the necessary certification for food so as to be able to export it to Japan at the time, and his products passed all the tests such as a pesticide residue test. In addition, he even obtained certification from the FDA to raise consumer trust. One of the reasons for the success of unroasted perilla seed oil in the overseas market is that people had started paying attention to the omega-3 unsaturated fatty acid that perilla seeds contain a large quantity of. In effect, according to an analysis, unroasted perilla

ることが分かり、日本などの海外では健康食品として人気を

集めています。生エゴマ油を初めて日本に輸出したのは、韓国・忠清南道陰城郡の「コメガ（Komega）」という企業です。

エゴマ油の製造所を経営していた父からエゴマ油の搾油技術を教わった同社のチョン・フンベク代表は、2003年に既存製品との差別化を図るため、エゴマを炒らずに低温で圧着して加工する技術を開発しました。

チョン代表は、「一般のエゴマ油と競い合うより、2004年から生エゴマを前面に出して、ニッチ市場をターゲットに海外進出に乗り出した。日本だけで200回訪れるほど進出に取り組んだ結果、2008年に韓国製品としては初めてサプリメント・化粧品メーカーの『DHC』と連携し日本市場に進出した」と述べました。

当時、日本輸出に必要な食品安全の認証を取得し、残留農薬

検査を経てようやく実現しました。消費者の信頼を築くため、アメリカ食品医薬品局（FDA）の認証も取得しました。

生エゴマ油が海外市場で成功を収められたのは、エゴマに多

く含まれている不飽和脂肪酸「オメガ3」が注目を集め始めた

からです。実際、コメガの生エゴマ油には、脳の発達や認知症予防に効果があるとされる「オメガ3」が60％も含有されてい

ます。とりわけ、生エゴマ油のオメガ3の含有量はリンシードオイルに比べても多く、「畑の青魚」とも呼ばれます。

生エゴマ油は日本の大型スーパーやデパートなどでも購入できるようになり、「ヘルシーな油」として売り上げが大幅に増

えています。エゴマ油の輸出先も、アメリカや台湾、シンガポ

ール、香港など７か国・地域に拡大しており、今年の輸出額は８０万ドル達成を目指しています。

29 2018 JULY

seed oil consists of 60% omega-3, which is known to be effective in brain development and dementia prevention. In particular, the amount of omega-3 in unroasted perilla seed oil is outstanding even when compared to flaxseed oil, so it is called the “oily fish of the fields.” Since unroasted perilla seed oil has been sold in supermarkets and depar tment stores and become popular as a “healthy oil,” its sales have dramatically increased. The number of countries where unroasted perilla seed oil is exported to also increased to seven, including the United States, Taiwan, Singapore, Hong Kong and so on. The export target for unroasted perilla seed oil is $800,000 this year.

The export goal of the CEO, Jeong Hoon-baek, which is gradually expanding the exporting target countries, is 80 million dollars.

高温で炒めず低温で圧着加工し、天然エゴマの香りとさっぱ

Not roasted at high temperature, only to be pressed at low temperature and processed – keeping natural perilla seed flavor and clean taste Komega oil’s competitiveness lies in the fact that it is not roasted at a high temperature, but pressed only once at a temperature lower than 40℃. Komega oil contains 10-15% less oil than the existing roasted perilla seed oil, and even though Komega oil is not that aromatic than the other ones, it is absorbed into

TIP information

How to use Komega’s unroasted perilla seed oil

り味を生かす

コメガのエゴマ油は、エゴマを炒らずに40度以下の低温で一

度圧着して搾り取りますが、これが高い競争力につながっています。香ばしい匂いは従来のエゴマ油より強くありませんが、炒る方法より油の量が10～15％少なく、体内への吸収力も優れています。

チョン代表は、「生エゴマ油は高温で炒らずに油を搾り取るため、熱による変質が少ない。また、ベンゾピレンという発がん

物質を発生しないうえ、炒めたエゴマ油より酸敗度が低いた

1. Eat one tablespoon of unroasted perilla seed oil every day. Healthy unroasted perilla seed oil can lower cholesterol and is effective in dementia prevention. Unroasted perilla seed oil is high in a component that breaks down body fat and prevent carbs from being absorbed into one’s body, so when one takes this oil on a regular basis, it can be effective in losing weight. 2. Unroasted perilla seed oil goes with various dishes. You can put unroasted perilla seed oil in bibimbap (mixed rice and vegetables), and if you use this oil when you make salad dressing, namul muchim (seasoned vegetables), soups, and stir-fry dishes, it will taste refreshing. You can also put one tablespoon (about 5 cc) of unroasted perilla seed oil in fermented milk and combine this oil with an egg and honey. 3. Unroasted perilla seed oil is good for skin and can be used as cosmetics you can apply with your skill and eat as well. When you apply this oil on your face and body, it can give your skin elasticity, and when you eat it, it helps your blood circulation, which gives you beauty benefits. Spread the oil across the palm of your hand, rub it on your face and then wipe it off your face with a wet towel after massaging your skin for about 5 min. It makes rough skin smooth and is effective in removing dead skin cells.

30 Korea Agrafood

the body well. CEO Jeong said, “Because this oil is not roasted at a high temperature, it becomes less denatured and has no benzopyrene, which can cause cancer. Moreover, the acidification rate of unroasted perilla seed oil is lower than the roasted one, so that’s why Komega’s oil has an expiration date of 10 months, which is more than two times longer than the roasted one. Also, it makes the color of Komega’s oil clear.” While general perilla seed oil is aromatic but heavy, unroasted perilla seed oil has a delicate, natural perilla seed flavor with a clean, light taste. CEO Jeong has dedicated his life to the study of perilla seeds and differentiated the raw ingredients that affect the quality of the product. In 2013, Jeong returned to Eumseong, Chungbuk and jumped into perilla seed farming. As a result of his search to find the best perilla seeds to make unroasted perilla seed oil, a perilla seed called “Dayu” bred by Rural Development Administration was chosen to extract oil. CEO Jeong said, “‘Dayu’ has been supplied to 200 farmers in Eumseong-gun, Chungbuk, and that way, perilla seeds for extraction have been unified,” He addedthat “We made contracts with farmers to grow perilla seeds over 9.91 ha (300,000 pyeong) and purchased them through the local nonghyup (agricultural cooperative). Our goal is to expand the contract cultivation region to 330 ha (1 million pyeong). His challenges in business don’t stop there. CEO Jeong has taken the lead in promoting perilla seeds as Eumseong’s specialty by forming a perilla seed crop plant group in cooperation with local farmers. In addition, he opened a “Perilla Seed School” (perilla seed experience center) next to the perilla seed oil factory, and about 3,000 people visit there a year in connection with an experience trip and purchase perilla seed oil. CEO Jeong said, “Every year, visitors with group travel programs on food culture experience from Japan, Taiwan and Singapore, as well as Korea, come and look around the factory and taste the oil with Korean food. This experience course is popular,” and he added, “Someday, I’d like to build a perilla seed research center and perilla seed museum.”

め、賞味期限が10か月と2倍以上長く、澄んだ色が目立つ」と

話しています。従来のエゴマ油は香りが強く脂っこさが感じら

れるのに対し、生エゴマ油はほのかな匂いとさっぱりとした味を楽しめます。

ひたすらエゴマの研究に打ち込んできたチョン代表は、生エ

ゴマ油の品質を左右する原料にも工夫を凝らしました。2013

年、忠清南道陰城郡に帰農しエゴマ農業を始めたチョン代表は、生エゴマ油の加工に適する品種を探し求めたところ、農

村振興庁が育種した搾油用の種「タユ」を選びました。チョン代表は、「タユという種を陰城郡の200余りの農家に普及し、

エゴマの原料となる品種を均一化した。今は9.91ha（30万坪）規模でエゴマを契約栽培し、地元の農協に買い取ってもらっている。今後、契約栽培を330ha（100万坪）まで増やすことを目指している」と述べました。

チョン代表はさらに挑み続けます。エゴマ組合を立ち上げ、地元農家と連携し、エゴマを陰城郡の特産品として育てること

に取り組んでいます。また、エゴマ油の加工工場の隣に開いた「エゴマ教室」（エゴマ体験場）は体験ツアーと連携され、年間3000人余りの訪問客がエゴマ油を買い求めています。

さらにチョン代表は、「毎年国内はもちろん、日本や台湾、シンガポールなどから食文化の体験チームが訪れ、自らエゴマを見たり、韓国料理と一緒に食べたりする体験コースが大き

な人気を集めている。今後、韓国産エゴマの優秀性を研究す

るエゴマ研究所とエゴマ博物館を作るのが目標だ」と意気込みを語りました。