Agrafood 201506 238

ENG

www.agrafood.co.kr

The Monthly Magazine of Korean Agriculture & Food

July 2015 Issue 238

Fresh & Safe Korean Dairy Foods The Best Fermented Food, Charms of Kimchi Scientific Efficacies of Korean Ginseng as a Healthy Food Hwaseong Grapes Anticipated to Enter China Premium Baby Foods Made with the Daddy’s Heart

Cheorwon Red-crowned Crane Peace Village and Security Attractions

CONTENTS July 2015 Issue 238 37 SAUCE in Chinese Sauce for the Summer Delicacy Bibimguksu (spicy mixed noodle), CJ Cheiljedang Sauce with Apple Founded in August, 1995, Published monthly by the

GLOBALIZATION of HANSIK 38 KOREAN FRANCHISE in Chinese The strongest point of The cafe cen‘a’cle is its brunch menu, which people can enjoy eating from all day long.

227, Munhwa-ro, Naju-si, Jeollanam-do, Korea Tel +82-2-6300-1529 Fax +82-2-6300-1615 Government Registration Number : Ra-7210 Dated Apr. 26, 1995 Copyrightⓒ by the aT (Korea Agro-Fisheries & Food Trade Corp.) All rights reserved.

CEO Kim Jae-soo VICE PRESIDENT Kim Jin-young (for Planning & Management)

42 DANIEL LEE GRAY’S HANSIK STORY Organic Korean Foods and a List of Some of the Representative Organic Food Brands in Korea

Photo by Kim Ji-hoon of Toraii Republic www.toraii.com

EXECUTIVES Yoo Chung-sik (for Food Industry & Export Promotion) Kim Dong-yeol (for Marketing Support) EDITORS Shin Jang-hyun (Korea Agro-Fisheries & Food Trade Corp.)

Lee Dong-kwang (The Korean Farmers & Fishermen’s News)

COVER Korean dairy foods have been steadily receiving good responses from Chinese consumers. The reasons are the geographic location, the good quality, the high food safety, the sophisticated designs, and the popularity of Hallyu (Korean culture wave). P.8~13

44 SIMPLE KOREAN COOKING Korean Sauces Instead of Chinese Chilly Bean Sauce, Korean Style Mapa Tofu with Rice

REPORTERS Woo Jung-soo (woojs@agrinet.co.kr) Park Sung-eun (parkse@agrinet.co.kr) Kim Hyo-jin (hjkim@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho ENGLISH EDITOR Chae Ria, Sohn Hae-young, Jeremy Schaar

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TRANSLATORS Park Sung-eun, Kim Hyo-jin, Park Hye-yun (ENGLISH) Tamura Yoshihiro (JAPANESE) / Park Seo-ran (CHINESE)

08 THEME in Chinese Chinese consumers are often seen purchasing Korean dairy foods at big local marts. Korean powdered milk is popular with the Chinese and Korean pasteurized milk will soon be exported to China.

14 SPECIAL I in Chinese The Representative Korean Healthy Food, Kimchi, and a Variety of Kimchi-Based Dishes 20 SPECIAL II in Japanese Korean Ginseng, Both the Perfect and the Ideal Tonic Food for Modern Man Overburdened and Stressed at the Office

PROCESSED FOOD

EDITORIAL BOARD

28 FISH MEAT SAUSAGE

SEOUL Roh Tae-hak 82-2-6300-1521 (rho1008@at.or.kr)

in Chinese

TOKYO Bae Yong-ho 81-3-5367-6656 (yongho@at.or.kr)

Cheonhajangsa sausage is wellknown as the premium nutritious snack among Chinese consumers and has been leading a Sausage Hallyu (Korean culture wave).

OSAKA Yoon Sang-young 81-6-6260-7661 (yoon@atcenter.or.jp)

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BEIJING Lee Pil-hyung 86-10-6410-6120 (phlee@at.or.kr) SHANGHAI Lee Sang-kil 86-21-3256-6326 (trimy@at.or.kr) QINGDAO Sung Gwang-don 86-532-6696-2229 (afmcsgd@at.or.kr)

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32 BABY FOOD in Chinese Hanyang F&D has begun actively introducing to the Chinese market diverse baby food products from weaning food made with high-quality ingredients to snacks and sauces.

CHENGDU Lee Jong-geun 86-28-8283-3376 (mailtoyou@naver.com)

46 K-TOUR in Chinese Cheorwon Red-crowned Crane Peace Village is a town located in the Baengma High Ground Battlefield. Now the place has become a tourist attraction where foreigners can take part in a variety of experience programs.

HONGKONG Lee Seung-hoon 852-2588-1616 (afmchoon@at.or.kr) TAIPEI Kim Jin-seop 886-2-2740-5040~1 (suphaji@at.or.kr) NEW YORK Shin Hyun-gon 1-516-829-1633 (newyork@at.or.kr) L.A Lee Chu-pyo 1-562-809-8810 (losangeles@at.or.kr) PARIS Kim Young-bum 33-1-4108-6076 (remix@at.or.kr) HANOI Kim Dong-kwan 84-4-6282-2987 (dkkim@at.or.kr) JAKARTA Lee Sung-bok 62-21-2995-9032 (insa@at.or.kr) BANGKOK Song Mi-jung 662-611-2627 (peosong@at.or.kr)

REGULARS

DUBAI Lee Tae-hee 971-50-620-6034 (mumtaaz@naver.com) EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News

FRESH FOOD 24 GRAPE in Chinese The Hwaseong grapes that have satisfied the Chinese quarantine conditions are expected to enter China.

Room 902, aT center, 27 Gangnamdaero, Seocho-gu, Seoul, Korea

IT’S NEW!

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36 KIMCHI in Japanese A Delicacy Made of Fresh Fruits and Vegetables, Pulmuone Salad Kimchi

06 NEWS 50 LET’S SPEAK HANSIK in Seven Languages Bibim-naengmyeon (spicy mixed buckwheat noodles)

Tel +82-2-70-8255-8384

Fax +82-2-6300-8385

www.agrafood.co.kr

Exporting News

Korean Strawberry Will Enter the Canadian Market in November quarantine of the Korean strawberry last May 27.

The harvesting season for the

K-Foods Actively Promoted through TV Home Shopping Channels in China MAFRA and CJ Eastern Home Shopping Signed MOU MAFRA and CJ Eastern Home Shopping signed an MOU on June 9 at the headquarters of CJ Eastern Home Shopping and set up a cooperative system to provide diverse K-Foods for the Chinese people. In the mean-

Korean agriproducts will be introduced on the CJ Eastern Home Shopping network

Korean strawberry that will be ex-

time, CJ Eastern Home Shopping is selling a limited number of items, such

ported is from November to May of

as tuna, that have been introduced through the CJ Eastern Home Shopping channel. Following the conclusion of the contract, it will find

the next year.

other products and actively promote them through TV home shopping channels and in online shopping malls.

From this November, Canadians will be able to enjoy the fresh and delicious Korean strawberry.

Thanks to the excellent taste and

K-Food Promotion Hall Opens in Busan International Terminal

quality, Korean strawberries are receiving a very favorable response overseas—in Hong Kong, Korea and Canada completed the examinations for the import quarantine of the Korean strawberry

Singapore, and ASEAN. The most actively exported variety of the fruit is

The K-Food Promotion Hall opened in

Maehyang, a native Korean species The Korean strawberry will enter the Canadian market for the first time in November.

According to the Animal and Plant

strawberry to Canada.

The negotiation process took five years after the Korean government authorities first made an inquiry to

that has a hard flesh and high sugar content (12-14°Bx) and can be stored for a long time.

The Korean government is also

According to the Korean exporters KOPA Inc. (Korean Paprika

diences are foreign tourists who enter Korea through the Busan port.

The K-Food Promotion Hall exhibits the products that have received a positive re-

Quarantine Agency (QIA), Korea and

their counterparts in Canada in June

negotiating with other nations—like

Canada have reached an agreement

2010. The Canadian authorities final-

China, Australia and New Zealand—

Exporting Organization), a Korean bell pepper promotion event was held

sponse abroad, such as seaweed (and sea-

to begin exports of the Korean

ized the conditions for the import

for Korean strawberry exports.

at the big local distribution companies PanknShop and Wellcome.

soned seaweed), canned tuna, abalone,

K-Food Promotion Event linked to Expo Milano

The B2B event took place on June 24

took place at Piccolo Teatro Grassi.

at the NH Collection President Hotel. aT

Traditional Korean foods and seafood

and KOTRA invited buyers from Gruppo

were promoted and several tasting

PAM and Union Trade to the fair and set

events were carried out.

up a 1:1 matching system for the buyers and eight Korean food exporters.

From June 24 to 26, aT (Korea Agro-

The Korean food exporters will pro-

Thanks to its various vivid colors and crispy texture, the Korean bell pep-

kimchi, red ginseng, and hangwa (a type of

per is actively exported abroad and receives a positive response.

traditional Korean sweets). The promotion

Another advantage is that the sugar content of the Korean bell pepper is

hall is planning to hold a variety of promo-

higher than that in the products from other countries.

tional events on the days when cruise ships enter the dock.

Korea-US Agreement on Shellfish Hygiene Concluded The MOF (Ministry of Oceans and Fisheries) and the USFDA renewed

Fisheries & Food Trade Corp.), the Korea

mote to foreign buyers the products that

Trade Investment Promotion Agency

are popular among Europeans such as

an MOU on a Korea-US Agreement on shellfish hygiene. The MOU took

(KOTRA), and eight Korean agriproduct

red ginseng, gochujang (red pepper

effect on June 15. To agree on renewing permissions, many organiza-

export companies conducted B2B (busi-

paste), seasoned seaweed, kimchi and

tions affiliated with the Korean government came together, set sanitary

ness-to-business) and B2C (business-to-

so on.

consumer) events in Milan, Italy.

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Korean Bell Pepper Promotion In Hong Kong

Busan International Terminal. The target au-

Korea AgraFood

From June 25 to 26, the B2C event

Many local people gave Korean foods high marks for their taste and quality

measures, and worked hard to ensure the safety of the shellfish produc-

The purpose of this event is to introduce of K-Foods by promoting them through diverse experience programs and exhibitions

tion area.

Issue 238 Jul. 2015

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Theme

he largest export market for Korean dairy foods is Greater China, including Hong Kong and Taiwan. More than 60 percent of all exports of Korean dairy products go to Greater China.

Chinese consumers are often seen purchasing Korean powdered milk and Korean processed milk at local big marts, such as Carrefour and RTMart, in major Chinese cities. Korean powdered milk is especially popular among local young moms as a premium powdered milk.

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n a e ods e r o K Fo nes i y h r i Da ate C uds v i t B p e Ca Tast

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Korea AgraFood

Korean Fresh Milk Will Be Supplied to China Later This Year Korean fresh milk (pasteurized milk) will be exported to China later this year. The fresh milk from three Korean dairy producers—Seoul Milk, Yonsei Milk, and Mail Dairies—was registered in China’s “Foreign Dairy Food Producers and Items” last June 2. The producers can now export fresh milk to China.

Since May 1, 2014, the Chinese Government has only allowed imports from foreign dairy food producers that have themselves and their items registered in the “Foreign Dairy Food Producers and Items.” The Korean Government and Korean dairy food producers adopted a fresh milk production line according to the Chinese fresh milk sterilization standards. The CNCA (Certification and Accreditation Administration of the People’s Republic of China) visited Korean dairy food producers who want to export fresh milk and checked their fresh milk manufacturing factories first hand last January. As a result, Seoul Milk, Yonsei Milk, and Maeil Dairies recently obtained permission from the Chinese Government to export fresh

Korean dairy foods have been steadily receiving good responses from Chinese consumers.

The reasons are the geographic location (viz. the short distance), the good quality, the high food safety, the sophisticated designs and the popularity of Hallyu (Korean culture wave)

milk to China. Here <Korea AgraFood> introduces our readers to the major Korean dairy producers, Korean powdered milk producers, and the Korean processed milk that is popular among the Chinese.

Issue 238 Jul. 2015

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Theme

Who Are the Hallyu Milk Quartet?

Seoul Milk

Seoul Milk is now promoting its variety of dairy products—such as sterilized milk and milk formula for chil-

Yonsei Milk only uses the first-grade raw ranch milk. Its quick delivery system is also a strong point. The company makes it a rule to produce its milk products, including processed milk, on Monday and have them supplied to the high-end Chinese department stores and big supermarkets on Thursday of the same week.

The flagship products of Yonsei are processed milk products (bananaand blueberry-flavored milk) and sterilized milk products (banana-,

response of Chinese consumers to the products is positive. Seoul Milk will export its fresh milk product later this year to the Chinese market according to the Chinese fresh milk sterilization standards.

dren—to consumers in big Chinese cities including Shanghai and Beijing. Every day, it exports to China an average of about 40,000 “Enfant” milk formula products for children. Sterilized milk products (original, strawberry-flavored, and milk chocolate-flavored) are actively supplied to Chinese online channels—such as Yihaodian (1號店)— as well as big Chinese marts. The

er, Maeil has also been making efforts to expand the exports of its milk products: processed milk, sterilized milk, fermented milk, and so on.

Maeil Dairies is mainly exporting its sterilized milk products—original, low fat, strawberry-flavored, and milk chocolate-flavored milk—to China

Maeil Dairies is already well known among Chinese and Southeast Asian consumers as a premium powdered milk producer. Lately, howev-

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and Southeast Asian countries. The producer is scheduled to export fresh milk products (produced with pasteurization equipment) and organic sterilized milk products to China later this year.

What’s more, Maeil Dairies has a plan to expand the exports of milkbased coffee beverages and fermented milk.

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Maeil Dairies

Nonghyup Moguchon

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strawberry-, and melon-flavored).

Yonsei Milk is scheduled to supply its fresh milk product (Fresh Farm Milk) to the Chinese market later this year.

Nonghyup Moguchon started making inroads into the Chinese milk market last year. The first export products on the Chinese market were Moguchon sterilized milk products.

Nonghyup Moguchon made a contract with the big Chinese dairy food distributor New Hope Dairy (新希望乳業) last January to export Moguchon milk products. It has supplied a variety of milk products—sterilized milk, milk formula, and processed milk—to big marts in Beijing since June.

Through close cooperation with New Hope Dairy, Nonghyup Moguchon has a plan to export

Yonsei Milk

1,000 tons of milk products this year, 5,000 ton next year, and 10,000 tons in 2017.

Issue 238 Jul. 2015 1 1

Theme

Korean Powdered Milk Producers orean powdered milk products are actively exported to foreign countries.

The main foreign export markets of Korean powdered milk are Greater China (including Hong Kong), Southeast Asia, and the Middle East.

Powdered milk is especially popular in the Chinese market. In China, the Korean powdered milk product is treated as a premium powdered milk because of its high quality and sophisticated image. The Korean powdered milk producers entering the Chinese market are Namyang Dairy Products, Lotte Foods, and Maeil Dairies.

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mium powdered milk products to Yihaodian—a famous Chinese online shopping mall.

Lotte Foods first made inroads into the Chinese powdered milk market in 2007. When first starting an export business to China in 2013, the producer released low and middle priced powdered milk products, while developing its premium items—“Grand

典名作 to target the wealthy Chinese

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The Hallyu Hot Seller Loved by the Chinese, Banana Flavored Milk Drink

Noble” and “With Mom”—to expand the Chinese customer base. Among the Korean powdered milk producers, Lotte Foods was the first to obtain the Chinese HACCP (Hazard Analysis and Critical Control Point) and GMP (Good Manufacturing Practice) certifications last January to raise the reliability of products.

Maeil Dairies released the premium powdered milk product Maeil 金

Namyang Dairy Products has been in the Chinese market since in 2010. It introduced its high-priced premium powdered milk products— such as “I’m Mother” and “Imperial XO”—to the Chinese consumers.

These products are coming into the spotlight among local young moms because the products have healthy and functional contents that strengthen the immunity and the brain development of babies. The powdered milk products are sold at department stores and high-end stores for infants in China. Since last year, Namyang Dairy Products has supplied the pre-

dered milk products (powdered milk products for premature infant and infants with protein allergies). Thanks to a great deal of effort, the powdered milk products of Maeil are getting a good response among the Chinese.

families in 2007. The launch of the product was accompanied with an aggressive campaign demonstrating the quality of the powdered milk. It was done through advertising (TV and magazine) and sales promotions in local high-end department stores. As a result, Maeil Dairies achieved USD$2 million in exports to China in two years. Maeil Dairies is expanding to develop its premium powdered milk products items— such as Absolute Gung —and is continuously releasing special pow-

Biggrae Banana Flavored Milk Drink was first introduced to the overseas market in 2004 and the processed milk product is actively exported to 10 countries including China, the US, and the Philippines.

Thanks to the novelty of the concept (a combination of banana and milk) and the sweet taste, a lot of Chinese are infatuated with this milk drink. Its unique “milk in a pot” package design is also one of the popularity factors in China. The price of Banana Flavored Milk Drink sold at convenience stores is Shanghai averages USD$1.40. Its price is two to three times more expensive than similar Chinese ones, but this yellow milk drink is exceedingly popular among

local young consumers.

Biggrae got great results from promoting its sweet milk beverage through a marketing strategy using Hallyu stars (such as the actor Lee Min-ho, the idol group Girl’s Generation, and the entertainer Lee Gwang-soo). What’s more, Biggrae is also actively promoting itself on Weibo—the most famous Chinese SNS (Social Network Service).

With its entrance into Tmall—the largest Chinese online shopping mall—last year, Binggrae Banana Flavored Milk Drink is targeting the online Chinese market. Recently Binggrae released sub-brand products—Strawberry-Flavored and Melon-Flavored Milks—into the Chinese market and these products are captivating the taste buds of Chinese consumers.

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A new cf model for Biggrae Banana Flavored Milk Drink, Lee Gwang-soo

Issue 238 Jul. 2015 1 3

Special I

Addictive Charms of Kimchi Representative Korean Healthy Food: Rich in Vitamins, Dietary Fibers, and Lactic Acid Bacteria

Chonggak-kimchi

Baechu-kimchi

Nabak-kimchi

Oi-sobagi

imchi is a representative Korean dish that never fails to be on the tables of Koreans. It is sour and spicy, yet crispy and refreshing, while giving a unique taste that can never be experienced with any other dishes in the world. Most Koreans are so deeply in love with kimchi that they can gulp down a bowl of cooked rice with only kimchi. Kimchi is thus not a simple Korean dish. Rather, with its long history, it has developed its own culture.

Recently, it has been introduced to foreign consumers who have an increasing interest in Korean cuisine due to Hallyu—the huge popularity of the Korean popular culture.

A few years ago, it drew a lot of attention when Michelle Obama, the First Lady of the United States, posted on her Twitter feed a picture and the recipe of some kimchi she had made herself.

Boosted by the great interest and attention, kimchi is now exported to around 80 countries in the world. A survey of overseas consumers was conducted by the Korean Ministry of Agriculture, Food, and Rural Affairs (MAFRA) and related organizations. It showed that even in China (where Korean kimchi has not been exported) dishes made with kimchi are found atop lists of preferred Korean foods that people want to try.

Due to Chinese consumers’ interest in kimchi-based Korean dishes, the Chinese government notified the World Trade Organization (WTO) earlier this year about a plan to amend hygiene standards for kimchi. The notification indicated that exports of Korean kimchi to China will happen imminently. <Korea AgraFood> introduces here the nutritional values and various types of kimchi as well as the Korean dishes made with kimchi.

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Kimchi, Selected as One of the World’s Top Five Healthy Foods

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Baechu

Kimchi is made with various fresh vegetables and recognized as a healthy food in Korea. When making kimchi, green and yellow vegetables—including napa cabbage, garlic, scallions, and ginger—should be added. Thus, kimchi is rich in the vitamins and dietary fibers helpful for good health. In addition, kimchi contains more than one billion lactic acid bacteria per 1g of kimchi. It is therefore believed to strengthen immunity, diminish cancer, activate the work of the intestines, and prevent aging.

In addition, kimchi is recognized for its nutritional excellence. In 2006, it was selected as one of the world’s top five healthy foods by Health, a world-renowned health magazine.

More than 100 Types of Kimchi including Baechu-kimchi, Kkakdugi, and Chonggak-kimchi Among the various types of kimchi, baechu-kimch (napa cabbage kimchi) is both most widely enjoyed by Koreans and known in countries overseas. It is made with various ingredients including napa cabbage, red pepper powder, garlic, salt, and jeotgal (pickled seafood). The taste of

Issue 238 Jul. 2015 1 5

Special I

Baechu-kimchi

Dongchimi

baechu-kimchi varies depending on the proportions of the ingredients, the fermentation method, and other added ingredients.

In addition to baechu-kimchi, there are more than 100 types kimchi is classified into. Still, while non-Koreans prefer baechu-kimchi the most, they also exhibit interest in kkakdugi (diced radish kimchi), chonggak-kimchi (young radish kimchi), and mul-kimchi (water kimchi). Kkakdugi is made with radishes, which are known to purify the blood and help digestion.

It is crispy and spicy and offers different charms from baechu-kimchi. It is also easy to eat because it is made with

Kkakdugi

radishes diced into bite-sized cubes.

Chonggak-kimchi is made with young radishes. It is made with a greater amount of anchovy jeotgal and red pepper powder. It thus features a spicier and richer taste compared to other types of kimchi. Mul-kimchi contains a lot of water (“mul” means water in English).

The most representative type of mul-kimchi is dongchimi (water-based radish kimchi). Dongchimi is made by pouring, over whole salted radishes, salt water boiled and cooled so as not to be too salty. It is eaten mainly in the winter and is accompanied with juk (rice porridge), tteok (rice cake), and steamed sweet potatoes.

Foreigners taking pleasure in making kimchi

Kimjang Culture Recognized by UNESCO In Korea, when early winter approaches, family members and neighbors get together to make kimchi to eat throughout the winter. This is called kimjang (kimchi-making). Kimjang is a big event in which people can share warm hearts as well as helping hands in making kimchi. Around the kimjang season, people help others to make kimchi and exchange kimjang-related information to allow others to learn a new kimjang technique. Through kimjang, people can exchange greetings and catch up on

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their everyday experiences.

UNESCO (United Nations Educational, Scientific, and Cultural Organization) registered the Korean kimjang culture as an intangible cultural heritage of humanity in December 2013. It evaluated the kimjang culture as a heritage of sharing, solidarity, and

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a sense of identity and belonging among Koreans. It also evaluated that the kimjang culture promotes conversations among communities that have eating habits around using natural ingredients creatively.

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Issue 238 Jul. 2015 1 7

Special I

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, s e h s i D d e s a b Kimchi

Kimchi-bokkeumbap, A Plate of a Square Meal

When you can’t think of any dish or there is no suitable side dish, kimchibokkeumbap (kimchi fried rice) is just the dish to prepare.

Bokkeumbap, made with various ingredients including vegetables and seafood,

Which One Do You Like?

is familiar to foreigners. Kimchi is added to a general type of bokkeumbap.

Kimchi-bokkeumbap is made by stir-frying chopped onions and carrots on a well-oiled frying pan and adding chopped kimchi and cooked white rice. When it

Although kimchi is delicious by itself, it can also be used as an ingredient in various scrumptious dishes. Numerous dishes can be made with various types of kimchi. Since kimchi goes well with other dishes, a variety of new dishes made by adding kimchi to existing dishes are being introduced. Here, Korean dishes made with kimchi and preferred by foreigners are introduced.

is too bland, a small amount of salt or ganjang (soy sauce) can be added.

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Kimchi-buchimgae, More Appealing on Rainy Days In Korea, the rainy season runs from around the end of June to the end of July. In such a wet season, buchimgae (pan-fried pancake) is much sought after. It goes well with makgeolli (raw rice wine), which is familiar to Chinese and Japanese people. Among the various kinds of buchimgae, the kimchibuchimgae is always delicious and never

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Dubu-kimchi, Enhancing Health In Korea, dubu (tofu in Korean) is used to make various dishes. Among

gets old. It can also appeal to other foreign-

the dishes, dubu-kimchi is very versatile. It is served as a side dish, a meal substi-

ers because the unique smell and taste of

tution, or an accompaniment to alcoholic drinks. It can be enjoyed by putting fried

kimchi is diluted by other ingredients.

kimchi on a slice of dubu boiled in water. It is the meeting of two healthy foods.

Kimchi-jjigae, Soul Food of Koreans

minced garlic are also added. Other in-

Kimchi-buchimgae is easy to make. It is

Dubu-kimchi can be prepared with only dubu and kimchi, and with other ingredi-

gredients such as tofu, potato, and

made by mixing chopped kimchi and other

ents including onions, garlic, and sugar. It is made by preparing bokkeum-kimchi

squash can be added depending on per-

vegetables, including onions and scallions,

(stir-fried kimchi) first. The bokkeum-kimchi is made by stir-frying kimchi, garlic,

Kimchi-jjigae (kimchi stew) was found in

sonal preference. Alternatively, fish such

into a flour dough and spreading the dough

and sugar on a well-oiled frying pan and adding the sliced onion last. Dubu is pre-

the upper ranks—along with just kimchi—

as mackerel and mackerel pike can be

onto a well-oiled frying pan in a flat circle. It

pared simply by boiling it in water for about ten minutes, cutting it into bite-sized

in a survey on the Korean cuisine prefer-

added to provide different tastes. If you

is also good to add cleaned squid and clam

pieces, and then putting it on a plate along with the prepared bokkeum-kimchi.

ences among people residing in large

find ramyeon (instant noodles) around

meat.

cities in China. It contends with other en-

you, adding only noodles without the ac-

tries on the lunch menu for the top title of

companied powered soup is recom-

most popular lunch dish among Korean

mendable.

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office workers. The workers can take comfort from a spoonful of hot and re-

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freshing stew and be encouraged by the thought that “we can manage to pass today.”

Kimchi-jjigae is made by stir-frying kimchi and pork together while pouring in water and boiling the mixture. Sliced onions and scallions, red pepper powder, and

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Issue 238 Jul. 2015 1 9

Special II

The best Healthy Food, Korean Ginseng Korean Ginseng Has 30 Kinds of Ginsenoside…Scientifically Proven to be Good for the Health

El Nino is affecting temperatures around the world. The Earth is getting hotter and this unexpected hot weather makes people physically exhausted and emotionally drained. When exhausted from the heat, Koreans say “eat the heat” and use healthy foods to boost their energy. Various healthy foods and tonic foods are actively sold in Korea. Among them, ginseng is a common healthy food.

orean ginseng has a long history and it is often called Goryeo ginseng. Long ago, Korean Ginseng was cultivated in Korea, Manchuria, and the Maritime Province area. At that time, these areas were under the control of ancient Korean empire Goguryeo. Sometimes, foreigner called empire Goguryeo as Goryeo. Since then, all the ginseng produced in the Korean peninsula has been called by that name. Korean

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ginseng’s scientific name is Panax ginseng C.A. Meyer.

Panax means panacea in Greek and Korean ginseng takes pride in the best quality. Ginseng is divided into Korean ginseng and non-Korean ginseng, so it’s no surprise that the demand for Korean ginseng is steadily increasing abroadfor instance in Japan and China. Here, <Korea AgraFood> introduces the excellence of Korean ginseng to our readers because it is both the perfect and the ideal tonic food for modern man overburdened and stressed at the office.

Korean Ginseng is Scientifically Proven to Be Good for Recovering from Fatigue and Enhancing the Memory Ginseng has various names. First, it is named differently depending on the cultivation area. Ginseng cultivated in Korea is called Korean ginseng and that produced in the US or Canada is called American ginseng. According to the way it is processed, it is classified variously: susam (fresh ginseng), hongsam (red ginseng), and baeksam (white ginseng). The growth rate of the ginseng is very slow. It takes four to six years to produce ginseng with greater medicinal properties. The cultivation area is an important factor in ginseng quality. Ginseng is a very sensitive plant, so it rarely grows outside of a specific environment. And, even if it does grow, it is not perfect in all aspects: taste, quality, and medicinal effects.

Much Scientific Evidence Supports Korean

Baeksam

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Red ginseng

Ginseng takes four to six years to produce ginseng with greater medicinal properties

Ginseng’s Efficacies First, Korean ginseng is superior to American ginseng in terms of saponin content. Korean ginseng contains 30 types of saponins compared to the American’s 15 types.

Saponin’s other name is Ginsenoside. It is a compound word of gin (ginseng) and glycoside.

Taking into consideration all of the large amount of published research about the efficacies of ginsenoside, it was proven to be effective in strengthening the liver function, suppressing the propagation of cancer cells, stimulating the body’s production of adrenocortical hormones, and improving the studying function. The Korea Food & Drug Administration officially announced that the ginsenoside constituents (Rg1, Rg3, Rb1) of Korean ginseng are helpful for improving the body’s immune system and memory and for relieving fatigue. What’s more, these three constituents can only be found in Korean ginseng.

Korean Ginseng Never Raises the Body Heat The results of a study was released about several myths about ginseng. One myth is that Korean ginseng can raise the body temperature. A joint research project conducted from 2010 to 2012 by RDA (Rural Development Administration of Korea) and GZUCM (Guangzou University of Chinese Medicine) demonstrated that there are absolutely no grounds for the claim that Korean ginseng has a heat-raising function.

The researchers gave Korean ginseng and American ginseng to a selected pool of people and took measurements of 45 parameters. These included their body temperatures, xerostamia, breast malaise, and pulse. The results showed that neither Korean ginseng nor American ginseng changed the body temperature, but that some people may experience a subjective feverish feeling when they eat ginseng.

Recent research findings indicate that eating Korean gin-

Issue 238 Jul. 2015 2 1

Special II

seng can help alleviate stress. The Rural Development Administration (RDA), in collaboration with scientists from the Soonchunhyang University College of Medicine, examined the effects of ginseng on stressed pregnant mice.

The tests demonstrated a positive result. The mice that were given Korean ginseng extract (300mg/kg) every day for a week had their rate of stress reduced by as much as 51 percent in comparison to the rate of stress they had shown before consuming the ginseng extract.

Thanks to these merits, red ginseng is gaining the status of a global health food not only in Korea but also in other countriesâ&#x20AC;&#x201D;China, Hong Kong, Japan, the US, Vietnam and so onâ&#x20AC;&#x201D;and is actively exported. Among the various processed Korean ginseng products, red ginseng products have received a positive response from the foreigners. A variety of processed ginseng products are available on the market: concentrates, extracts, capsules, jeolpyeon (pounded red ginseng cakes), teas, candies, and powders.

The Main Ginseng Exporters of Korea

Korea Ginseng Corp.

NHhongsam Corp.

One Korean ginseng brand that is very

NH Hansamin is the red ginseng

familiar to foreign people is Cheong-

brand of NHhongsam Corp.

Kwan-Jang of KGC (Korea Ginseng

(www.hansamin.org). Despite the

Corp./www.kgc.co.kr). It boasts a long

fact that the NHhongsam Corp al-

116-year history. It produces products

ready possesses the know-how to

made with six-year-old red ginseng and

select high-quality six-year-old ginseng, the cooperative makes efforts to increase the

recorded the No.1 position in the ginseng

quality of the NH Hansamin by conducting education and training on purchasing six-

industry. Recently, it released a new

year-old ginseng. The main items are root red ginseng and extract, which boast high

product, Red Ginseng Tonic, made with

ginsenoside contents (6mg/g). It also offers the functional red ginseng product and

the red ginseng extract balanced with the

products that all family members, from adults to children, can enjoy.

Korean ginseng is so popular among foreigners thanks to its healthy effects

vegetable ingredients.

Chunjiyang Co., Ltd. Chunjiyang Co., Ltd. offers five types of products depending on the saponin content, from 7mg/1g to 23mg/1g.

The reason is that the company wants to focus on customizing the processed red ginseng products for different types of customers. It has received a positive response from Vietnam and the China region.

2 2 Korea AgraFood

Issue 238 Jul. 2015 2 3

Fresh Food _ Grape

Plan for Exports of Fresh Hwaseong Grapes to the Chinese Market Hwaseong grapes are strictly sorted at a low temperature to maintain the freshness

Agreement on Prerequisites for Grape Exports between Korean and Chinese Plant Quarantine Authorities

2 4 Korea AgraFood

R

ecently, a final agreement on the prerequisites for exporting Korean grapes to China has been made at a meeting between the two plant quarantine authorities of Korea and China. Until recently, no agreement had been made on the requirements for plant quarantines of Korean fruits and the export of Korean grapes to China.

Now that the agreement has been made, Korean fresh grapes are expected to be exported to China. After the outline for the exports of the Korean fresh grapes to China has been arranged in accordance with the agreement, the Korean grapes will be exported to China later this year.

The main grape export regions in Korea include Hwaseong in Gyeonggi Province, Yeongcheon and Sangju in North Gyeongsang Province, Yeongdong in North Chungcheong Province, Cheonan in South Chungcheong Province, and so on. Among these regions, Hwaseong Grape Association located in Hwaseong is at the vanguard of grape exports. Last year, the association

succeeded in exporting 26 tons of fresh grapes to Australia where quarantine and inspection conditions are rigid.

Hwaseong grapes received the recognition for their high level of safety and marketability to the extent that the price was set at AUD$28.00 per 2kg box in the Australian consumer market. Hwaseong grapes that have satisfied the Chinese quarantine conditions are believed to have the high possibility of further expansion into the Chinese market.

Construction of System Optimized for the Production of Export-bound Hwaseong Grapes Behind the recognized marketability of the grapes supplied by the Hwaseong association in the Australian market are production and selection processes and a transport system optimized for exports. For about 13 years, around 40 member farms affiliated with the association have been producing grapes to be exported to foreign countries including

the US, Australia, and Singapore.

Every month, the association visits the grape farms to check the progress of grape cultivation and exchanges related information with the farms in order to produce the grapes that will satisfy the local consumers in the import countries. In addition, the association offers the technical education required for improving cultivation techniques regularly on a yearly basis. Thanks to such efforts made by the association, most grape farms are armed with standardized cultivation techniques and capabilities for controlling disease and insects. In addition, the grape farms were able to obtain the GAP (Good Agricultural Practices) certification. The grape farms can provide consumers with reliability by controlling diseases and insects with only a standardized amount of agricultural pesticide that has had its safety guaranteed. The grape farms also conduct cleaning work using air compressors around the middle of June, before covering the grapes with bags to produce cleaner grapes.

Mr. Nam Youn-hyoun, CEO of the

Mr. Nam Youn-hyoun, the CEO of Hwaseong Grape Association

Issue 238 Jul. 2015 2 5

Fresh Food _ Grape

Hwaseong grapes supplied to a big mart in Singapore

Hwaseong Grape Association, said that the association started providing the air compressors three years ago to clean the grapes and thereby enabled the farmers to also conduct first cluster thinning work. According to Mr. Nam, the higher quality grapes can be produced with less labor.

Long-Term Retention of Freshness using Precooling Process In addition, cultivation techniques accumulated over many years and the precooling process allow the Hwaseong grapes to retain their freshness for 40-45 days. As this factor, retaining freshness of fruits for a longer period of time, is really important to the buyers who import the fresh produce, they are receiving recognition from the overseas markets. In addition to the cultivation techniques, a core part of the secret for the long-term retention of freshness is precooling. The precooling is a process of decreasing the internal temperature of grapes to a preset temperature immediately after the harvested grapes arrive at a distribution center. After being harvested, the

2 6 Korea AgraFood

grapes lose water rapidly and, accordingly, the tip of the fruit gets dry, and begins browning. The pulp shrinks so the clusters of the grapes are shattered. Thus, the precooling process is required to decrease the internal temperature of the grapes as soon as possible after the grapes are harvested.

After the precooling process, the grapes are sorted out and packed in a working area at 10â&#x201E;&#x192; or below. The association tries hard to retain the marketability of the grapes by applying a cold-chain system even during the containerization.

Mr. Nam explained that the precooling is the optimal process to reduce the amount of inhalation and retain the freshness of the grapes. He continued that, thanks to the precooling, the grapes can compete with other fruits in overseas markets; including in the US, Singapore, and Australia.

Exports of Hwaseong Grapes to the Chinese Market are Anticipated in the Middle of August Mr. Nam predicts that the quality of the Hwaseong

grapes can appeal to the Chinese market. The association is exporting more than 100 tons of the grapes to Singapore, which consists mainly of Chinese people. In the initial stage, the association had a difficulty exporting the grapes because they were unfamiliar to the local consumers.

The grapes belong to the Campbell Early cultivar, which contains seeds and whose skin needs to be removed first. However, seedless grape cultivars and other cultivars without the need to remove the skin abound in the world markets. The association had to give information on the characteristics of Korean grapes and how to eat the grapes.

Nevertheless, the association was able to secure local consumers due to the unique characteristics of the Korean grapes: rich scents and the combination of sweetness and sourness. The grapes sell at $3.30 for a 400g bunch of grapes.

According to Mr. Nam, the association began holding sampling events in Shanghai three years ago and the local consumers have shown favorable responses. Thus, the grapes can be exported to China after the middle of August. He emphasized that the debut of the Hwaseong grapes in the Chinese market will be successful if the association benchmarks the experience it had for nine years after entering the Singaporean market.

Inquiries Hwaseong Grape Association

Tel +82-31-357-3105

Fax +82-31-357-3110

Issue 238 Jul. 2015 2 7

Processed Food _ Jinjuham Corp.

he South Gyeongsang Provincial Hall held the event “Korean AgriProducts and Industrial Products Export Business Fair” in Shanghai, China last June 2. In the event, a variety of Korean agri-products that the Chinese like were displayed. Among them, a fish meat sausage, Cheonhajangsa (大力天將 or Da Li Tian Jiang in Chinese), produced by Jinjuham got the attention of many Chinese buyers. Cheonhajangsa is made of fish meat and cheese, which is also coming into the spotlight as a nutritious snack for Children in China because it has an aromatic taste and is low in calories. Thanks to the popularity in China, Jinjuham made an export contract worth USD$12 million with the Chinese buyer, Haidicun Food.

T The Byword for Fish Meat Sausage, Cheonhajangsa

Jinjuham Cheonhajangsa Leads the Korean Fish Meat Sausage Market…Popular as the Premium Nutritious Snack among the Chinese

The First Korean Fish Meat Snack The flagship product of Jinjuham is Cheonhajangsa, which is made of pollack flesh. Released in 1985, the product was the first snack made of

Mr. Park Jung-jin, the president of Jinjuham, explains the production process for Cheonhajangsa sausage products

fish meat in Korea. At a time that ham and sausage were unfamiliar, Cheonhajangsa became popular among many Korean children and the product became a hot seller in the heat. Its long stick shape and unique orange color package represent Cheonhajangsa itself. After the release of Cheonhajangsa, lots of metoo products poured into the market, but the originator has led the Korean fish meat sausage market for 30 years.

The Main Ingredient Is the High-end Pollack Flesh Jinjuham Cheonhajangsa has become a byword for fish meat sausage.

The main ingredient of Cheonhajangsa is fresh, high-end pollack flesh. To secure the food safety of the main ingredient, Cheonhajangsa already obtained FDA (Food and Drug Administration of the US) certification. What’s more, Jinjuham has been conducting radiation checks regularly on the fish flesh ingredients.

Jinjuham has released a variety of Cheonhajangsa sausage products according to the taste buds of consumers. The popular Cheonhajangsa items are Original, Premium, Black Label, Quatro, Misida and so on

2 8 Korea AgraFood

Issue 238 Jul. 2015 2 9

Processed Food _ Jinjuham Corp.

Cheonhajangsa sausage products sold at a big mart in Qingdao, China

Jinjuham uses pan salt instead of general salt to lower the sodium content in its product. Pan salt maintains the salty taste, but contains 40 percent less sodium than general salt.

Jinjuham is using pan salt in the premium Cheonhanagsa product line and has plans to use pan salt this year in the Cheonhajangsa for infants product.

Mr. Park Jung-jin, the president of Jinjuham, explains, “We manage the food safety of Cheonhajangsa thoroughly because the aim is to be the premium nutritious snack. Since in 2001, all the product lines of Cheonhajangsa have contained no synthetic preservatives.”

and cheddar cheese. Cheonhajangsa Premium contains more cheddar cheese contents than Original to strengthen the aromatic taste.

Cheonhajangsa Black Label uses Gouda cheese instead of cheddar cheese. Cheonhajangsa Quatro uses four cheeses (Camembert, Blue, Gouda, Cheddar) and honey. Those two labels are the high-end line among the Cheonhajangsa products.

Cheonhajangsa for infants strengthens nutritional contents—such as calcium and protein—for the growth development of three-to-six year-olds and uses animated characters that infants like: Thomas & Friends (a British cartoon), Pororo (a Korean cartoon), and so on.

Spicy Cheonhajangsa (for consumers who like a spicy taste) and Cheonhajangsa Corn Flavor (with aromatic corn) are also popular among foreign consumers.

Popular as a Wholesome Snack among the Chinese Children In China, Cheonhajangsa has been well known as the premium nutritious

snack among local consumers and has been leading a Sausage Hallyu (Korean culture wave) there.

Cheonhajangsa was released under the brand “Da Li Tian Jiang” in August of 2013. After its release in the Chinese market, the product became the Korean snack among the local young mom consumers that is rich in nutrition and highly secure in food safety. So, the fish meat sausage became the wholesome snack for the Chinese infants and children in a short period of time. The price of Cheonhajangsa is five times more expensive than any other Chinese fish meat sausage product, but, because of its taste and high quality, 74 million Cheonhajangsa sausages (about USD$7 million) were sold and topped the Chinese fish meat sausage market last year.

Mr. Park speaks of his aspiration, “We will achieve exports of USD$45 million in Cheonhajangsa sausage in China by 2020 and we will also make efforts to raise the awareness of Cheonhajangsa in the new markets such as inland China and Southeast Asian countries.”

“

”

Cheonhajangsa is the first sausage product supplied to Korean duty free shops

Additional Information Jinjuham Takes Account of Entering Inland China

Cheonhajangsa Comes in a Variety of Flavors: Original, for Infants, and So On Jinjuham has released a variety of Cheonhajangsa product lines according to the taste buds of consumers.

The popular Cheonhajangsa items are Original, Premium, Black Label, Quatro, for infants, and so on.

Cheonhajangsa Original is the flagship product made of pollack flesh

3 0 Korea AgraFood

Jinjuham will develop a variety of Cheonhajangsa products for infants to expand the base of Chinese consumption and cultivate new Chinese distribution channels such as convenience stores and department stores.

What’s more, Jinjuham is considering using the popularity of Cheonhajangsa among the Chinese as a steppingstone toward the promotion of its new products.

These will be convenience Korean street foods such as sundae (Korean style sausage) and gimmari (fried seaweed rolls), sausage made of chicken breast for consumers interested in sports, handmade premium processed meat sausage, and so on.

Inquiries Jinjuham Corp.

Tel +82-2-563-6166

Fax +82-2-568-4260

Website www.jinju.co.kr

Issue 238 Jul. 2015 3 1

Processed Food _ Hanyang F&D

f o Z o t From A s d o o F y Bab

Various Products

Porridge Rice snack

Seaso ned se aweed

orean baby foods came into the spotlight in China and ASEAN thanks to the many advantages of the products—namely their high quality and safeness. In Korea, the sales of organic baby food products containing no artificial additives are brisk. These days, buyers—especially the Chinese—are highly interested

K

in newly released Korean baby foods products. Hanyang F&D has begun actively introducing to the Chinese market diverse baby food products from weaning food made with high-quality ingredients to snacks and sauces.

Hanyang F&D Produces Diverse Baby Foods From Sauces to Snacks Entered Chinese Market Last Year

3 2 Korea AgraFood

Producing Premium Food Products with the Daddy’s Heart Established in 2009, Hanyang F&D is a Korean baby food product company whose slogan is “Offering convenience for mom and health for children.” When it first started its business, it just distributed baby foods. Since 2011, it has actively produced related food products for the market.

Mr. Yang Chang-sig, the representative of Hanyang F&D said, “As a dad nurturing my daughter, I want to produce and distribute safer and better quality snacks catering to children. I invented BeBe Food Porridge (a weaning food) in 2011 with the aim of producing all products only with Korean ingredients for safeness.” BeBe Food products entered the main Korean department stores (Lotte, Shinsegae, and Hyundai) thanks to the word-of-mouth that the product’s ingredients are carefully selected.

Made with Carefully Selected Korean Ingredients Hanyang F&D has produced diverse baby food products from baby porridge to sauces under the brand name BeBe Food. President Yang said, “Thanks to the word-of-mouth among moms who were attracted by the high quality, we received many inquiries about other products. That’s why we added the new lines of products such as snacks. Picky moms consider even where the ingredients are from.

Because of that, we produce our products with safe Korean ingredients.”

Hanyang F&D’s flagship product is BeBe Food Porridge, a dehydrated porridge. Without any separate utensils or equipment, consumers can enjoy it in three minutes just by pouring hot water. Thanks to its special freeze-

Hanyang F&D has steadily participated in foreign food trade fairs and promotional events overseas

Issue 238 Jul. 2015 3 3

Processed Food _ Hanyang F&D

Hanyang F&D produces safe baby food products in a state-of-the art factory

drying manufacturing process, the porridge which has a lower salt content than common comes out with the real taste, texture, and nusalt and added calcium and chitosan. BeBe trients of the ingredients. Each one is pocket Food Soy Sauce contains green tea fermented size, individually wrapped, and easy to carry. liquor and smilax china juice. President Yang BeBe Food Seasoned Seaweed and BeBe said, “People who enjoy strong-tasting foods at Food Seasoned Seaweed Chops are both best an early age are likely to become unhealthy. selling items. They have only the best seaweed We invented these seasoning products to help Soy sauce cultivated on the west coast of Korea, in mothers develop healthy eating habits for their Seocheon County of South Chungcheong babies.”

Province. Then, to promote babies’ growth, Contract with Chinese Company red clay salt, DHA, calcium, and vitamin D are added to the seaweed. Red clay salt conLeyou tains lower salinity, but higher mineral content Hanyang F&D started its business with the than common salt. goal of exports in mind. Since 2011, it has proBeBe Food Snack products come in three moted and proposed exports to many Chinese Seasoned seaweed types: BeBe Food Rice Snack, BeBe Food buyers. With its efforts, it made an export conchops Tteok-bbeung, and BeBe Food Grain Bar. tract with the Chinese baby food distribution BeBe Food Rice Snack and BeBe Food Tteok-bbeung are enterprise Leyou last year and started exporting. The prodmade with brown rice and white rice. Each goes through a ucts are being sold at Leyou online and offline shops. puffing method in which high temperature and high presPresident Yang said, “Our products received positive resure are applied in lieu of frying. BeBe Food Rice Snack is sponses from the Chinese consumers. Last year’s export made with embryo rice, which contains vitamins and minvolume was USD$14,000. Last May, the company exporteral to help babies’ growth. BeBe Food Tteok-bbeung is a ed products worth USD$50,000. The success clearly perfect snack for babies whose teeth are just starting to deshows that our product is perfect in all aspects.” velop. BeBe Food Grain Bar is a strawberry-flavored wellRecently, the products are also being sold in local online being snack made with brown rice powder, white rice shopping malls (e.g. Taobao mall). powder, and whole milk powder.

Hanyang F&D is doing its best to make inroads into othThe BeBe Food seasoning products—salt, soy sauce, er countries including in ASEAN and especially in sesame oil, deonjang (soy bean paste), and gochujang (red Vietnam. President Yang said, “In the second half of the pepper paste)—are rising items. Among the five, the BeBe year, we will attend baby fairs held in Vietnam and introFood Salt is the bestselling item. It is made with solar salt, duce our products.”

3 4 Korea AgraFood

Bebe Food products are being sold in Taobao mall

Inquiries Hanyang F&D

Tel +82-31-737-6028

Email hdycs@hanmail.net

Website www.bebefood.biz

Issue 238 Jul. 2015 3 5

It’s New !

It’s New !

Pulmuone Salad Kimchi

Bibimguksu Sauce with Apple

A Delicacy Made of Fresh Fruits and Vegetables

Sauce for a Summer Delicacy, Bibimguksu

P

W

Foreigners and Vegetarians Can Easily Eat Kimchi Refreshing and Crispy White Kimchi is made of various vegetables—salted napa cabbage, onions, bell peppers, and yuja syrup, so it has a sweet-and-sour taste. Refreshing and Crispy White Kimchi with Beets is especially good for

the tasty noodles simply by adding it to the boiled noodles and mixing evenly. It receives favorable evaluations due to the unique flavor of the sauce and the ability to enhance the noodle texture through the technical partnership with the chefs of Korea’s leading noodle dish restaurant: Cheiljemyunso. The sweet and sour taste along with the sleek and clean taste is also one of the strengths of this mixture of sauces. For its distinctive taste, CJ Cheiljedang Co., Ltd. added Korean apple juice in place of sugar for sweetness and then added apple vinegar for the sour taste.

ulmuone recently released a new product, Salad Kimchi. The product is a low-calorie food with a refreshing taste, so it is a receiving a good response among consumers. Salad Kimchi is made of fresh Korean vegetables and fruits—napa cabbage, bell peppers, yuja (citron), apples, and so on. The product’s advantages are being crispy and having natural sweetness. Salad Kimchi comes in four flavors: Refreshing and Crispy White Kimchi, Refreshing and Crispy White Kimchi with Beets, Refreshing and Crispy Cabbage Kimchi, and Clean and Crispy Kimchi for Vegetarians.

hen summer comes, cold noodle dishes become popular in Korea. One of them is bibimguksu (noodles mixed with vegetables and gochujang [red pepper paste] sauce). Korean representative food company, CJ Cheiljedang Co., Ltd. recently released the sauce “Bibimguksu Sauce with Apple” to cook bibimguksu conveniently at home. The sauce is most characterized by the convenience of anyone being able to make

women as beets are rich in iron.

Refreshing and Crispy Cabbage Kimchi is made of cabbage, apples, and pears. The product is not hot, so it is good for children and foreigners tasting kimchi for the first time.

Clean and Crispy Kimchi for Vegetarians contains no salted fish. The product is good for foreigners who are reluctant to eat salted fish as well as vegetarians don’t eat fish.

Used in Other Noodle Dishes…Good Availability

Inquiries Pulmuone Co., Ltd.

3 6 Korea AgraFood

Tel +82-2-2040-4872

Website www.pulmuone.co.kr

Inquiries CJ Cheiljedang Co., Ltd.

The sauce can be used with jjol-myeon (Korean chewy noodles), naengmyeon (cold noodles), and golbaengisomyeon (spicy freshwater snails with thin noodles). It comes in two sizes: 290g (10 servings) and 470g (15 servings).

A member of CJ Cheiljedang Co., Ltd. says, “We will introduce many summer delicacy recipes made with this new product through SNS (Social Network Services) like Facebook and so on.”

Tel +82-2-6740-1114

Website www.eng.cjcheiljedang.com

Issue 238 Jul. 2015 3 7

Korean Franchise _ The cafe cen‘a’cle

“cen ‘a’cle” means like-minded writers and artists.

Consumers who felt fed up with the standardized interior of coffee shops responded well to the unique interior of the coffee franchiser. After four years, since first opening its franchisee in April of 2011, The cafe cen‘a’cle is now running 60 franchisees in Korea Mr. Yoo Jun-ho, a section chief of the franchise business headquarters of The cafe cen‘a’cle, says “To create a comfortable atmosphere, we make our cafe interior like the Bohemian styled attic where customers can lie and rest.

Our differentiated atmosphere is receiving a favorable evaluation from customers.”

However, not all franchisees of The cafe cen‘a’cle have the same concept. Mr. Yoo Jun-ho explains, “We consider the region from various angles before the open of the franchisee and we give variety to the interior style of our franchisee according to the regional character.”

Let’s Enjoy a Hearty Brunch All Day

All Day Brunch Cafe The Interior of The cafe cen‘a’cle in Korea (top). To serve the highquality coffee, The cafe cen‘a’cle only serves customers coffee made of very fresh coffee beans with its coffee-roasting factory (bottom)

F

or Koreans, just a few years, coffee shop generally meant the global coffee franchise brands such as Starbucks and Coffee Bean. However, coffee shops have become familiar places in daily life and now the number of Korean style coffee franchise brands are increasing. That’s why Korean franchise brands are addressing the strongholds of the global ones.

Based on the popularity of Hallyu (Korean culture wave), Korean coffee franchisers are launching forth to enter the global market. Ond of them is “The cafe cen‘a’cle”, established in 2011 with a brunch cafe concept.

Vintage Style Interior…Creates a Comfortable Atmosphere What did the artists’ attics look like in La Boheme of Giacomo Puccini? The beginnings of The cafe cen‘a’cle grew from this imagination. The cafe cen‘a’cle came out of the popular modern styled coffee shop of that time and the coffee franchiser made its vintage styled interior space with the passion and freedom of the Bohemian motif. The word

3 8 Korea AgraFood

Directly Runs a Coffee-Roasting Factory…Serves High-quality Coffee to Customers The most important thing of coffee shop is the coffee’s taste. To serve the high-quality coffee, The cafe cen‘a’cle established its coffee-roasting factory, which has Korea’s best coffee bean storage facility as well as Korea’s best coffee-roasting facility. In the coffee-roasting factory, coffee experts manage green coffee beans according to complicated standards. They only serve customers high-quality coffee made of very fresh coffee beans.

Mr. Yoo Jun-ho says, “Our coffee-roasting factory can produce 25 tons of coffee beans every month. The cafe cen‘a’cle supplies roasted coffee beans to other Korean

A panoramic view of the coffee-roasting factory that The cafe cen‘a’cle manages directly

Issue 238 Jul. 2015 3 9

Korean Franchise _ The cafe cen‘a’cle

A brunch menu of The cafe cen‘a’cle, Cheese Bread Pudding

A variety of coffees that The cafe cen‘a’cle serves

coffee franchisers as well as our franchisees.”

The cafe cen‘a’cle is serving 20 types of coffees—such as espresso and Americano—using its direct coffee-roasting factory. Among the coffees, Americano and Cenaccino (a mix of ice and coffee) are especially popular with consumers.

Brunch that the Patissier and Chef Cook Directly The cafe cen‘a’cle has a good coffee taste, but the strongest point of the coffee franchiser is its brunch menu, which people can enjoy eating from all day. In general, many coffee franchisers don’t make their bakery items, but just cook frozen bakery products supplied from a bakery manufacturing company. The cafe cen‘a’cle is supplying bakery products that its own patissiers and chefs knead everyday in the franchisees.

The cafe cen‘a’cle is serving customers 20 types of brunch menu items—sandwiches, toast, bread pudding, and so on. Among the brunch items, Cen‘a’cle Pancake (a pancake topped with banana, sausage, salad, and scrambled eggs) and Cheese Bread Pudding (soft bread topped with mozzarella cheese, cheddar cheese, and bacon) are receiving the best responses from customers.

The cafe cen‘a’cle is also serving a variety of bingsu (ice flakes with syrup). Bingsu used to mostly be known as a dessert for the summertime, but nowadays many Korean people often enjoy eating bingsu in all seasons. The bingsu of The cafe cen‘a’cle are basically made of soft ice flakes and various ingredients—fruits, ice cream, red beans, and

4 0 Korea AgraFood

Cen‘a’cle Pancake is receiving a positive response from custorners

so on. The coffee franchiser is serving 15 types of bingsu in consideration of the taste buds of customers. Among the bingsu, the most popular with customers is the Injeolmi Pat-Bingsu (ice flakes generously topped with powdered soybeans, red beans, and injeolmi—Korean traditional rice cake made from the glutinous rice and coated with bean flour). Mr. Yoo Jun-ho, says “The cafe cen‘a’cle has developed about 300 types of items, which is much more than the number of items sold at our franchisees. We are serving differentiated items—including beverages, brunch dishes, and bingsu—to customers according to the characteristics of each franchisee.

Accelerated Entrance into the Global Market…Running Four Chinese Franchisees The cafe cen‘a’cle organized its overseas business team last year after preparing to enter the global market in 2012.

The coffee franchiser is implementing the marketing strategies such as PPL (Product Placement Advertisement) and targeting Asian countries where the local people are highly interested in Hallyu (Korean culture wave). Thanks to the efforts, The cafe cen‘a’cle opened four franchisees in China.

Mr. Yoo Jun-ho emphasizes, “Our foreign franchisees also have different menu items, just like the Korean franchisees, according to the taste buds of foreign customers.

The cafe cen‘a’cle will knock on the doors of Asian markets—such as Malaysia and Singapore—through the acquisition of halal certification and the participation in foreign food fairs.”

The cafe cen‘a’cle actively participates in franchise fairs. In this picture, the coffee franchiser is having a sales meeting with participants

Inquiries The cafe cen’a’cle

Tel +82-2-3462-3773

Fax +82-2-3462-3774

Website www.cafecenacle.com

Issue 238 Jul. 2015 4 1

Daniel Lee Gray’s Hansik Story

uct is free of diseases and dangerous pesticides. It also makes sure the product is handled properly before being sold or delivered to the consumers. It distributes products according to the LOHAS standards. The company has now been sold to the

Koreans Demanding Organic, Sustainable, Local Foods In Korea, the food keywords are: organic, local, and sustainable. Organic grocery stores that were a novelty a few years ago are now everywhere. Even large department stores have a section dedicated to organic, local, and sustainable foods. Koreans are more curious about the sourcing and the means of production of foods these days. You’ll see more Koreans reading labels at the grocery stores and reading up on brands on the internet. Koreans will scrutinize what sort of oil is used, if there are artificial flavoring agents, and if GMO ingredients are used. Consumers are smarter now and want better ingredients that are produced in a healthy fashion. Just offering “bigger” or adding the moniker “Well-Being” to the label is not enough.

There is an emphasis on farms as people want to know the farming practices and there is more pressure on farmers to go pesticide free. Over in Yangpyeong county, the local government is supporting farmers by helping them become organic farmers and have created a “Special Zone for Environmentally Friendly Agriculture.”

They offer incentives and education for farmers to become organic. The Mayor, Kim Sun-kyo, says in his Mayor’s Message that Yangpyeong is, “an eco-city where there is a harmony of nature and people! A rich farming land that produces safe, eco-friendly agricultural products that result in high income for the hard working farmers!” Other places in the city are also putting an emphasis on becoming ecofriendly. There are urban farms such as in the Incheon Urban Agriculture Network (IUAN) and the rooftop gardens by Marche in Hongdae.

Here is a list of some of the leading organic companies in Korea.

Daesang Company.

Its top selling items include its organic rice, its line of kids juices such as its apple and strawberry juice, and its organic milk.

Hansalim

www.choroc.com

Hansalim began in 1986. It has more than 2,500 producers and nearly 1 million consumer members. Hansalim is among the world’s biggest and most successful farming cooperatives.

It created an alternative economy that supports organic farmers and local agriculture that produces healthy food while simultaneously protecting the environment. At Hansalim, customers and producers meet every year to choose what product and the amount of product they will deliver. Then they mutually decide on the price of goods for the accompanying season. These prices are locked in and even if, let’s say, a disaster occurs, such as the kimchi crisis in 2010 which raised the prices of cab-

iCoop started in 1998 under the name

bage to prohibitive levels. While non-Hansalim members were

of 21. Its current name, iCoop, stands

iCoop

looking at paying close to KRW10,000 (USD$9.00) per head of cabbage retail, Hansalim members paid the price that was

ative. iCoop is focused on being the

locked in the year previous at about KRW1,500 (USD$1.30).

bridge between farmers and con-

Hansalim also runs the only livestock-feed factory in Korea that

Orga Whole Food is the premium,

Orga Whole Food

for ideal, innocence, innovation, cooper-

sumers. Its belief is that through responsi-

uses only local feed sources from nearby farmers. Unlike the ma-

ble and ethically business practices—such as fair trade, fair trav-

jority of livestock farmers, Hansalim livestock is therefore not de-

el, human rights, and social enterprise—it can solve the agricul-

ticide-free bean sprouts, dried fruit chips and its organic line for

pendent on the feed imports that make up the majority of South

tural problem in Korea and solve the problems in Korean soci-

organic storefront for the Pulmuone

babies.

Korean grain imports. Its signature products include its local veg-

ety.

corporation. Pulmuone was has a

www.orga.co.kr

etables and grains as well as its barley pork and local beef.

Its signature products include its exclusive line of instant noodle,

www.hansalim.or.kr

dumplings, kimchi, and pancake mixes that use local flour.

long history of being one of the first organic food corporations in Korea.

www.icoop.or.kr

They started their company in 1981 as Pulmuone Chemical-free Product Market in Apgujeongdong. The founder Won Kyung-sun has strong ethics and principles of creating healthy, clean food. Because of this, his company has grown with an annual income of over KRW1 trillion (USD$1 billion). Founder Won was one of the first to show transparency in the sourcing and creation of food products. The

Choroc Maeul was started by the

Choroc Maeul

Hankyoreh Newspaper group in 1999. In 2002, it opened its first store in the Mapo area of Seoul. Its company motto is about how Choroc means organic and it supports local farmers. Now it has 380 stores in

company introduced LOHAS (Lifestyle of Health and

this country and an online shopping mall that sells around 1,500

Sustainability) standards to Korea and its aim is to become a

eco-friendly organic products. It believes in eco-friendly and en-

global company.

vironmentally conscious food distribution. Another pillar of its or-

Its signature products include its healthy and clean tofu, its pes-

ganization is its emphasis on food safety. It makes sure its prod-

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Issue 238 Jul. 2015 4 3

Simple Korean Cooking

Korean Style Mapa Tofu with Rice nd a g n ja u h c o G s Use ese in h C f o e c la p Doenjang in ce Chilly Bean Sau

orean sauces are made and fermented with soy sauce, which is good for the human body.

These are gaining attention from oversease consumers who look for healthy foods.

Last year, Korea achieved the No. 1 position among all countries from which China imports sauces. In this issue, <Korea AgraFood> would like to introduce you to a Chinese dish made with the Korean sauces gochujang (red pepper paste) and doenjang (soy bean paste). That is the Korean style mapa tofu with rice. Mapa tofu is a Chinese dish with tofu and minced fried meat in a chilly bean sauce put on the boiled rice. Korea style mapa tofu with rice is made with gochujang and doenjang instead of the Chinese chilly bean sauce, an essential ingredient. You can first have the sweet and hot taste of hot pepper paste and then the pleasant flavor of soy bean paste. Enjoy new style Mapa Tofu with this recipe!

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Cooking Tips Adding each vegetable in accordance with oneâ&#x20AC;&#x2122;s taste makes it a richer dish. To reduce calories, you can use tofu directly, without frying it in oil. In this case, however, be careful of cooking because tofu breaks easily.

How to Make Korean Style Mapa Tofu with Rice (one serving) Main Ingredients: 145g tofu, 10g spring onion, 80g pork, one bowl of rice, 1Tbsp starch flour Sub ingredients: 0.5Tbsp crushed garlic, 0.5Tbsp sugar, 0.5Tbsp soy sauce, 0.5Tbsp doenjang, 0.5Tbsp gochujang, a little bit of sesame oil and black pepper powder 1. After dicing the tofu, put it on the kitchen towel to remove the moisture.

2. Slice a green onion diagonally.

3. Apply cooking oil evenly on the pan and boil the green onion and minced garlic at a simmer to produce the aroma.

4. Put minced pork in the pan and fry it.

5. When the pork is cooked well, add the tofu and fry it until it becomes yellowish.

6. Add a glass of water and all ingredients except minced garlic, bring to a boil.

7. When the water boils, add the starch powder and stir it until it reaches a pulpy state.

8. Put the mapa tofu on the boiled rice, sprinkle sesame oil or green onion softly and thatâ&#x20AC;&#x2122;s it.

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Issue 238 Jul. 2015 4 5

K-Tour

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ⓒKo rea T ouris m Org aniza tion

3 1 tion aniza m Org ouris rea T o K ⓒ

1-2. A panoramic view of Cheorwon Red-crowned Crane Peace Village 3. Cheorwon Peace Observatory 4. DMZ train

Cheorwon Red-crowned Crane Peace Village ecently, small Korean provincial towns boasting of scenic beauty and regional specialties are in the limelight because of an increasing number of people who visit tourist attractions not just in Seoul but also in the countryside. MAFRA (The Ministry of Agricultural, Food and Rural Affairs), Nonghyup (Korean Agricultural Cooperative Federation), and KORAIL (Korean National Railroad) developed four package tours for foreigners to easily enjoy Korea’s clean nature and delicious traditional foods. Each of them is organized for a one-day visit to a rural village (Red-crowned Crane Peace

R

4 6 Korea AgraFood

Village in Cheorwon County, Yeoncheon Narutbae Village in Gyeonggi Province, Gangwha Doraemi Village in Incheon City, Jincheon Hwarangchon Village in North Chungcheong Province) and nearby attractions. To monitor the tourists’ reactions before the full-scale launch, MAFRA released one of the package tours—visiting Redcrowned Crane Peace Village in Cheorwon County and the Demilitarized Zone (DMZ) area. The name of the tour is “DMZ, Farming Villages Food Train Tour.” 130 Chinese people took part in this tour. Most tourists delivered the favorable opinion.

Peaceful Village Nearby Truce Line…Offers Diverse Kinds of Enjoyable Activities Cheorwon Red-crowned Crane Peace Village is a town located in the Baengma High Ground Battlefield. It was one of the bloodiest battlefields during the Korean War. This village is only 15km from the truce line. This region was a very dangerous place with the mines laid everywhere in the aftermath of the war, but now it has changed to become one of the representative resorts.

This happened by developing the strong points of a region nearby the demilitarized zone. It is a treasure house of clean nature. Residents provide diverse activities, including a food experience (cultivating Cheorwon Odae Rice, making rice cakes, and make home-made tofu) and a military life experience (searching for land mines in the wilderness and staying in a military tent).

The home-made tofu making program is very popular, regardless of age or sex. You can closely observe the process of making tofu from the very first step of making a fire with firewood. The rice-cake mullet experience is very popular among tourists because you can taste the injeolmi (Korean traditional rice cake made from glutinous rice and coated with bean flour) that has been made instantly with glutinous rice in a traditional way.

The military life experience is receiving a positive response from the young generation because it allows for an active military experience in a special place that borders the truce line.

MAFRA, Nonghyup, & KORAIL Invented a Rural Sightseeing Tour Enjoy Secure Sightseeing in Clean Nature

Visitors can enjoy various foods. Injeaolmi (top) and tofu (bottom) are delicacies in Cheorwon Red-crowned Crane Peace Village

Issue 238 Jul. 2015 4 7

K-Tour

Additional Information Foreigners can study the Korean War and its history on this Security Tour. The tour introduces diverse tourist spots in Cheorwon County related to the Korean War.

The House of Labor Party Ruins ⓒKorea Tourism Organization

“DMZ, Farming Villages Food Train Tour” provides Chinese language service for the convenience of the Chinese

This village provides tourists a free lunch consisting of the Cheorwon Odae rice that is famous for its high quality and healthy and tasty homemade food including tofu and cooked in-season vegetables. Of course, among the various programs, this is the most popular one among tourists.

One of the tourists, Lijun, who participated in “DMZ, Farming Villages Food Train Tour,” said, “I did not expect that the Korean rural area would be really clean and beautiful. The activities are really interesting and the food is really delicious. I got memorable experiences with this tour.”

Another Chinese person, Rén, added, “It was a good chance to study the Korean War and history. I hope to come again and enjoy the clean Korean nature.”

This three-story building with Russian style architecture was built in 1946 and used by the North Korean Labor Party until the Korean War broke out. It was destroyed during the war and now only the foundation and frame of this hollow building remains.

Looking closely, one can see bullet holes in the walls as well as tread marks from a tank on the front steps of the building.

Chinese took part in tour delivered the opinion that it was worthwhile to experience the rural Korean culture

Cheorwon Peace Observatory

ⓒKorea Tourism Organization

How To Get There Add: #40, Daema-gil, Cheorwon Town, Cheorwon County, Gangwon Province Transportation: Take a DMZ Train for the Baengma High Ground Battlefield at Seoul Station→Get off at the Sintanri Station→Take a bus for Dongsong-Sintanri at the bus stop in front of the train station→Get off at Daemari bus stop

It offers a panoramic view of the DMZ. From this observatory, one can see the Cheorwon plain, areas of the DMZ, and even North Korea. Photos of the 2nd Infiltration Tunnel, military barracks, checkpoints, and the DMZ are exhibited here. Visitors can easily get to the observatory using the 50-person monorail.

2nd Infiltration Tunnel ⓒKorea Tourism Organization

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W h at t o Eat

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Cold Wasabi Rice Noodle Soup This dish is a kind of mul-naengmyeon (cold noodles in a watery broth) with water wasabi added. The noodles are made with Cheorwon’s specialty, Odae rice. Water wasabi is a wasabi cultivated in water. It is only cultivated in a few areas like Cheorwon County. Unlike other general types of mul-naengmyeon, it has a pungent as well as a fresh taste. You can get it at the Areumdaundonghaeng restaurant (+82-33-455-3686) nearby Cheorwon Red-crowned Crane Peace Village.

4 8 Korea AgraFood

The 2nd infiltration tunnel was discovered in 1975. It had gone under the border and penetrated 3.5km into South Korea. It is thought that, had the North succeeded in completing the tunnel, about 30,000 soldiers armed with field artillery could have entered South Korea in an hour.

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Let’s Speak Hansik (Korean cuisine)

비빔냉면 [Bibim-naengmyeon] Spicy Mixed Buckwheat Noodles Chilled buckwheat noodles garnished with cold slices of beef, fresh skate, and radish or cucumber served with a spicy gochujang (red pepper paste).

Nouilles froides de sarrasin a la sauce épicée Nouilles de sarrasin froides mélangées a une sauce de piment rouge épaisse. Peut ^ etre garni de sashimi de raie assaisonné, de viande, radis ou concombres.

Fideos de trigo sarraceno picantes mixtos Plato de fideos de trigo sarraceno refrigerados adornado con rodajas de embutidos, peces raya frescos, rábano o pepino y mezclado en seco con una salsa picante gochujang (red pepper paste).

Scharfe gemischte Buchweizennudeln

Insalata di vermicelli di grano saraceno piccanti

Kalte Buchweizennudeln, garniert mit geschnittenem kalten Rindfleisch, frischem Rochen, Rettich oder Gurken und scharfer gochujang (red pepper paste) Soße.

Vermicelli freddi di grano saraceno guarniti con fettine di carne fredda, pesce razza fresco, rafano o cetrioli e mescolati con una salsa gochujang (red pepper paste) piccante.

The descriptions of Korean dishes are based on the International Korean Menu Guide published by the Korean Food Foundation (KFF).