News in News K-Food in Japanese Restaurants are Well-Liked
The Ministry of Agriculture, Food and Rural Affairs and the Korea Agro-Fisheries & Food Trade Corporation(aT) has operated a pop-up restaurant using Korean ingredients in Asakusa, a symbolic tourist destination in Tokyo, Japan
Focus on ‘K-Food Master Challenge’ in Thailand
from 1 to 30 August associated with a restaurant called Rurubu Kitchen. The Rurubu Kitchen is a renowned restaurant for developing and offering menus cooked with major Japanese specialties. This time, menus
In Thailand, where Korean dramas are enjoying
tailored to the characteristics of Japanese con-
explosive popularity, the ‘K-Food Master
sumers was created through a culinary expert
Challenge’ went viral on social network, and
using fresh agricultural products from Korea,
Korean agricultural products are earning great
which received favorable responses.
attention from locals.
At the event, menus using paprika, kimchi, and
The Ministry of Agriculture, Food and Rural
ginseng, the key export items to Japan, and
Affairs and the Korea Agro-Fisheries & Food
sesame leaves which recently have been regis-
Trade Corporation(aT) held a cooking show
tered as functional foods in Japan, were pre-
challenge under the theme of ‘Eating’ from 13
sented under the theme of ‘K-Food of Beauty
August to 30 September, thanks to the expo-
and Health’. Moreover, Korean melons and
nential attention of the first cooking show chal-
dried persimmons were provided to customers
lenge with the theme of ‘Cooking’.
who visited the restaurant for tasting to inform
The second challenge promotion features the fa-
the diversity of Korean ingredients.
mous Thai entertainers Pat and Nicky to run a series of amusing game activities by using favorite Korean agricultural products like ‘Stuff shine muscat at a mouthful’ and ‘Eat tteokbokki blindfolded’. It’s definitely pleasing to the eat and has increased the fun to watch. In order to actively target the new generation of ‘Fun+Consumers’ who value experience, the Ministry plans to spread creative contents online that accelerate to enjoy Korean food more.
44 Korea Agrafood
