ENG
www.agrafood.co.kr
The Monthly Magazine of Korean Agriculture & Food
November 2015 Issue 242
The Finale of the 2015 K-Food Fairs in Chongqing & Dubai First K-Seafood Fair to Be Held in Shanghai Korean Ginseng Berries High in Saponin A FrontHome-made Roasted Runner in
Fresh & Crispy
Korean Apples
Seaweed Yuja Tea in a Traditional Way Exports
Enoki Mushrooms with a Good Storability Goheung, the Hub of Yuja and Aerospace in Korea
CONTENTS November 2015 Issue 242 39 RICE BREAD in Japanese Soft, Moist Texture Similar to Wheat Bread, Petit Ami Gluten-free Rice Bread Founded in August, 1995, Published monthly by the
GLOBALIZATION of HANSIK 40 KOREAN FRANCHISE in Chinese OUTDARK is a fried chicken restaurant enterprise. Despite being a late starter, OUTDARK has emerged as a burgeoning franchise brand.
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)
44 DANIEL LEE GRAY’S HANSIK STORY Gwamaegi (half-dried herring or billfish): Korea’s Local Dried Fish Delicacy
Photo by Kim Ji-hoon of Toraii Republic www.toraii.com
COVER Thanks to the nutritional value of apples, the consumption of the fruit in Korea is very high. Korea also exports apples. The harvest of the most popular export variety, Fuji, starts in November. P.22~25
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) 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
34
TRANSLATORS Park Sung-eun, Kim Hyo-jin, Park Hye-yun (ENGLISH) Tamura Yoshihiro (JAPANESE) / Park Seo-ran (CHINESE)
08 THEME in Chinese The final events of <2015 K-Food Fair> will take place in Chongqing (in China) and Dubai (in the UAE) this November. The fair includes both B2B export consultations and B2C Korean food experience events.
26 ENOKI MUSHROOM in Chinese The Crispy and Chewy Enoki Mushrooms of Hampyeong Chon Ji Mushroom Agricultural Union Corporation
26
46
To raise the awareness of Korean seafood and explore new markets, <K-Seafood Fair> will be held in Shanghai, China, from November 13 to 15.
46 SIMPLE KOREAN COOKING A Simple Dish to Enjoy as a Side Dish, Gochujang-sausage-yachae-bokkeum
OSAKA Yoon Sang-young 81-6-6260-7661 (yoon@atcenter.or.jp) 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) CHENGDU Lee Jong-geun 86-28-8283-3376 (mailtoyou@naver.com)
30 GINSENG BERRY in Chinese Recently, it was proved that the berries of Goryeo ginseng also contain a plenitude of ginsenoside. The finding has motivated efforts to commercialize the ginseng berries.
30
48 K-TOUR in Chinese Goheung County, The Main Producer of Yuja (citron) and the Hub of the Aerospace Industry in Korea
34 TEA in Chinese The Leading Exporter of Yuja (citron) Tea, Hansung Food
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)
REGULARS 20 SPECIAL II Help Making No Mistakes on Exams, Korean Snacks for Passing an Exam
SEOUL Roh Tae-hak 82-2-6300-1521 (rho1008@at.or.kr) TOKYO Bae Yong-ho 81-3-5367-6656 (yongho@at.or.kr)
PROCESSED FOOD
16 SPECIAL I in Chinese
EDITORIAL BOARD
JAKARTA Lee Sung-bok 62-21-2995-9032 (insa@at.or.kr) BANGKOK Song Mi-jung 662-611-2627 (peosong@at.or.kr) ABU DHABI Lee Tae-hee 971-2-622-2195 (mumtaaz@naver.com)
06 NEWS
EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News Room 902, aT center, 27 Gangnamdaero, Seocho-gu, Seoul, Korea
FRESH FOOD 22 APPLE in Chinese Chungbuk Apples Supplied to the Royal Family of Dubai
IT’S NEW! 38 SAUCE in Japanese A Sauce to Cook Tasty Korean Dishes, Baekseol Korean Seasoning Sauce
52 FAIR 2015 VIETNAM INT’L RETAIL & FRANCHISE SHOW
Tel +070-8255-8384
Fax +82-2-6300-8385
www.agrafood.co.kr 54 LET’S SPEAK HANSIK in Seven Languages Haemul-tang (spicy seafood stew)
CONTENTS November 2015 Issue 242 39 RICE BREAD in Japanese Soft, Moist Texture Similar to Wheat Bread, Petit Ami Gluten-free Rice Bread Founded in August, 1995, Published monthly by the
GLOBALIZATION of HANSIK 40 KOREAN FRANCHISE in Chinese OUTDARK is a fried chicken restaurant enterprise. Despite being a late starter, OUTDARK has emerged as a burgeoning franchise brand.
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)
44 DANIEL LEE GRAY’S HANSIK STORY Gwamaegi (half-dried herring or billfish): Korea’s Local Dried Fish Delicacy
Photo by Kim Ji-hoon of Toraii Republic www.toraii.com
COVER Thanks to the nutritional value of apples, the consumption of the fruit in Korea is very high. Korea also exports apples. The harvest of the most popular export variety, Fuji, starts in November. P.22~25
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) 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
34
TRANSLATORS Park Sung-eun, Kim Hyo-jin, Park Hye-yun (ENGLISH) Tamura Yoshihiro (JAPANESE) / Park Seo-ran (CHINESE)
08 THEME in Chinese The final events of <2015 K-Food Fair> will take place in Chongqing (in China) and Dubai (in the UAE) this November. The fair includes both B2B export consultations and B2C Korean food experience events.
26 ENOKI MUSHROOM in Chinese The Crispy and Chewy Enoki Mushrooms of Hampyeong Chon Ji Mushroom Agricultural Union Corporation
26
46
To raise the awareness of Korean seafood and explore new markets, <K-Seafood Fair> will be held in Shanghai, China, from November 13 to 15.
46 SIMPLE KOREAN COOKING A Simple Dish to Enjoy as a Side Dish, Gochujang-sausage-yachae-bokkeum
OSAKA Yoon Sang-young 81-6-6260-7661 (yoon@atcenter.or.jp) 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) CHENGDU Lee Jong-geun 86-28-8283-3376 (mailtoyou@naver.com)
30 GINSENG BERRY in Chinese Recently, it was proved that the berries of Goryeo ginseng also contain a plenitude of ginsenoside. The finding has motivated efforts to commercialize the ginseng berries.
30
48 K-TOUR in Chinese Goheung County, The Main Producer of Yuja (citron) and the Hub of the Aerospace Industry in Korea
34 TEA in Chinese The Leading Exporter of Yuja (citron) Tea, Hansung Food
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)
REGULARS 20 SPECIAL II Help Making No Mistakes on Exams, Korean Snacks for Passing an Exam
SEOUL Roh Tae-hak 82-2-6300-1521 (rho1008@at.or.kr) TOKYO Bae Yong-ho 81-3-5367-6656 (yongho@at.or.kr)
PROCESSED FOOD
16 SPECIAL I in Chinese
EDITORIAL BOARD
JAKARTA Lee Sung-bok 62-21-2995-9032 (insa@at.or.kr) BANGKOK Song Mi-jung 662-611-2627 (peosong@at.or.kr) ABU DHABI Lee Tae-hee 971-2-622-2195 (mumtaaz@naver.com)
06 NEWS
EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News Room 902, aT center, 27 Gangnamdaero, Seocho-gu, Seoul, Korea
FRESH FOOD 22 APPLE in Chinese Chungbuk Apples Supplied to the Royal Family of Dubai
IT’S NEW! 38 SAUCE in Japanese A Sauce to Cook Tasty Korean Dishes, Baekseol Korean Seasoning Sauce
52 FAIR 2015 VIETNAM INT’L RETAIL & FRANCHISE SHOW
Tel +070-8255-8384
Fax +82-2-6300-8385
www.agrafood.co.kr 54 LET’S SPEAK HANSIK in Seven Languages Haemul-tang (spicy seafood stew)
Exporting News
Sweet & Sour Korean Grapes Exported to China for the First Time
Promoting Safe and Delicious K-Foods at an Internaional Agricultural Exhibition MAFRA (the Ministry of Agricultural, Food and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) set up a special promotion hall to promote the excellence of Korean foods such
permarket chains such as CP Mart. MAFRA (Korean Ministry of Agriculture, Food and Rural
10.5 tons of grapes from Cheonan and Sangju entered the Chinese market
Korean grapes have entered the Chinese market for the Last April, Korea and China reached an agreement to begin imports of Korean grapes to China. Korean fresh
on the grounds of the South Jeolla Province Agricultural Research
wards exporting grapes to China in large quantities. A big
Services. The event brought together representatives organizations
merit of the Korean grape is that it tastes sweet and sour,
and institutions to discuss agricultural trends and suggest a blue-
but not too strong either way. The fruit entered overseas
print for the future of agriculture. The special hall promoted K-Foods
markets in the early 2000s and can now be found in the
such as pears, bell peppers, yuja tea, and kimchi. It also offered
stores of more than 11 countries—including the US, China
consulting services in regards to cultivation techniques, expanding the market, and upgrading the overall market competitiveness of
(Hong Kong), and Singapore.
Korean companies. A member of the aT staff said, “The 2015 International Agricultural Exhibition became a good chance to promote Kfoods. We hope that exports of the Korean foods will continue to increase.”
to China, so that more local people can enjoy safe and high-quality fresh Korean foods.” MAFRA has made an official request to Beijing to permit imports of seven kinds of fresh Korean products:
cause there was no relevant agreement between the two
rice, bell peppers, tomatoes, oriental mel-
countries. Since the agreement was signed, the Korean
ons, strawberries, persimmons, and
grapes became the first fresh food to reach China.
satsumas. The Chinese
K-Seafood Shop Will Be Opened on a Chinese Online Shopping Mall, Feifan
government is known
550 tons of Fresh Sinan Pears Enter American Market
A K-Seafood Shop
Campbell Early, cultivated in the Cheonan Grape Export
to be reviewing im-
opened on Feifan (飛
This year 550 tons of the Sinan pear were ex-
Complex and Seosangju Nonghyup (North Gyeongsang
ports of the Korean
凡網), a Chinese on-
ported to the US and received a positive response.
Province), were exported to be distributed in Chinese su-
bell pepper.
line shopping mall,
K-Food Day in Thailand with a Hallyu Idol
The Sinan pear first entered the US market last
which was launched
September. The product boasts quality superior to
this year.
many other brands thanks to the ample sunshine,
On October 16, the Korean MOF (Ministry of Oceans and
foreshore soil rich in Germanium, and sea breeze
event of Korean fresh foods (melons, grapes, and peaches) and
Fisheries) signed at Wanda plaza, Beijing, an MOU with the Chinese
that the fruits receive during the cultivation. The fa-
popular K-foods (kimchi, seaweed snacks, instant noodles, and
Wanda Group and the Korean National Federation of Fisheries
vorable environment gives the Sinan pear its
beverages) also took place and ended with great success.
Cooperatives. The purpose of the MOU is to set up a cooperative
crunchiness and high sugar contents.
system to open a K-Seafood Shop on Feifan. The shop will start op-
Sinan County has been exporting its products to
MAFRA (the Ministry of Agricultural, Food and Rural Affairs)
erations in December. According to the agreement, the MOF will
Los Angeles and
and aT (Korea Agro-Fisheries & Food Trade Corporation) orga-
support the export activities, the National Federation of Fisheries
other areas of
nized a K-Food Day on September 19 in Thailand. The event
Cooperatives will supply the products, and the Wanda Group will
California since
promoted K-Foods with the help of a famous Hallyu (Korean cul-
distribute them.
1990. The coun-
The K-Seafood Shop will operate under the O2O (online to offline)
ture wave) group. aT invited BamBam (a member of GOT7) and 500 local people who enjoy K-Foods to a K-Food promotional event. The participants made gimbap (Korean seaweed roll) with kimchi and spicy bulgogi (thin slices of beef marinated in a soy sauce). A tasting
6
aT set up a special promotion hall and offered consulting services
doing our best to increase exports of Korean agriproducts
foods had not been exported to the Chinese market be-
Last September 22, 4,800kg of Kyoho and 5,720kg of
Exhibition. The exhibition was held from October 15 to November 1
Affairs) expects the shipment to become the first step to-
The Minister of MAFRA Lee Dong-phil said, “We are first time.
as pears and bell peppers at the 2015 International Agricultural
Korea AgraFood
BamBam, a member of the famous Hallyu idol group GOT7, is promoting K-Foods
ty is planning to
principle to ensure freshness and demonstrate the reliability of
hold promotional
Korean seafood products. Customers will place orders online and
events to further increase the
make the purchasing decision after checking the product’s quality in
export volume.
person at a distributor.
Issue 242 Nov. 2015
7
Exporting News
Sweet & Sour Korean Grapes Exported to China for the First Time
Promoting Safe and Delicious K-Foods at an Internaional Agricultural Exhibition MAFRA (the Ministry of Agricultural, Food and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) set up a special promotion hall to promote the excellence of Korean foods such
permarket chains such as CP Mart. MAFRA (Korean Ministry of Agriculture, Food and Rural
10.5 tons of grapes from Cheonan and Sangju entered the Chinese market
Korean grapes have entered the Chinese market for the Last April, Korea and China reached an agreement to begin imports of Korean grapes to China. Korean fresh
on the grounds of the South Jeolla Province Agricultural Research
wards exporting grapes to China in large quantities. A big
Services. The event brought together representatives organizations
merit of the Korean grape is that it tastes sweet and sour,
and institutions to discuss agricultural trends and suggest a blue-
but not too strong either way. The fruit entered overseas
print for the future of agriculture. The special hall promoted K-Foods
markets in the early 2000s and can now be found in the
such as pears, bell peppers, yuja tea, and kimchi. It also offered
stores of more than 11 countries—including the US, China
consulting services in regards to cultivation techniques, expanding the market, and upgrading the overall market competitiveness of
(Hong Kong), and Singapore.
Korean companies. A member of the aT staff said, “The 2015 International Agricultural Exhibition became a good chance to promote Kfoods. We hope that exports of the Korean foods will continue to increase.”
to China, so that more local people can enjoy safe and high-quality fresh Korean foods.” MAFRA has made an official request to Beijing to permit imports of seven kinds of fresh Korean products:
cause there was no relevant agreement between the two
rice, bell peppers, tomatoes, oriental mel-
countries. Since the agreement was signed, the Korean
ons, strawberries, persimmons, and
grapes became the first fresh food to reach China.
satsumas. The Chinese
K-Seafood Shop Will Be Opened on a Chinese Online Shopping Mall, Feifan
government is known
550 tons of Fresh Sinan Pears Enter American Market
A K-Seafood Shop
Campbell Early, cultivated in the Cheonan Grape Export
to be reviewing im-
opened on Feifan (飛
This year 550 tons of the Sinan pear were ex-
Complex and Seosangju Nonghyup (North Gyeongsang
ports of the Korean
凡網), a Chinese on-
ported to the US and received a positive response.
Province), were exported to be distributed in Chinese su-
bell pepper.
line shopping mall,
K-Food Day in Thailand with a Hallyu Idol
The Sinan pear first entered the US market last
which was launched
September. The product boasts quality superior to
this year.
many other brands thanks to the ample sunshine,
On October 16, the Korean MOF (Ministry of Oceans and
foreshore soil rich in Germanium, and sea breeze
event of Korean fresh foods (melons, grapes, and peaches) and
Fisheries) signed at Wanda plaza, Beijing, an MOU with the Chinese
that the fruits receive during the cultivation. The fa-
popular K-foods (kimchi, seaweed snacks, instant noodles, and
Wanda Group and the Korean National Federation of Fisheries
vorable environment gives the Sinan pear its
beverages) also took place and ended with great success.
Cooperatives. The purpose of the MOU is to set up a cooperative
crunchiness and high sugar contents.
system to open a K-Seafood Shop on Feifan. The shop will start op-
Sinan County has been exporting its products to
MAFRA (the Ministry of Agricultural, Food and Rural Affairs)
erations in December. According to the agreement, the MOF will
Los Angeles and
and aT (Korea Agro-Fisheries & Food Trade Corporation) orga-
support the export activities, the National Federation of Fisheries
other areas of
nized a K-Food Day on September 19 in Thailand. The event
Cooperatives will supply the products, and the Wanda Group will
California since
promoted K-Foods with the help of a famous Hallyu (Korean cul-
distribute them.
1990. The coun-
The K-Seafood Shop will operate under the O2O (online to offline)
ture wave) group. aT invited BamBam (a member of GOT7) and 500 local people who enjoy K-Foods to a K-Food promotional event. The participants made gimbap (Korean seaweed roll) with kimchi and spicy bulgogi (thin slices of beef marinated in a soy sauce). A tasting
6
aT set up a special promotion hall and offered consulting services
doing our best to increase exports of Korean agriproducts
foods had not been exported to the Chinese market be-
Last September 22, 4,800kg of Kyoho and 5,720kg of
Exhibition. The exhibition was held from October 15 to November 1
Affairs) expects the shipment to become the first step to-
The Minister of MAFRA Lee Dong-phil said, “We are first time.
as pears and bell peppers at the 2015 International Agricultural
Korea AgraFood
BamBam, a member of the famous Hallyu idol group GOT7, is promoting K-Foods
ty is planning to
principle to ensure freshness and demonstrate the reliability of
hold promotional
Korean seafood products. Customers will place orders online and
events to further increase the
make the purchasing decision after checking the product’s quality in
export volume.
person at a distributor.
Issue 242 Nov. 2015
7
Theme
2015 K-Food Fair in Chongqing & Dubai Chongqing is a representative city of the Chinese southwestern inland region, and Dubai is the largest trade and business center of the Middle East. In Chongqing, many local people like spicy foods. Thanks to the popularity of Hallyu (Korean culture wave) and the fact that a large trade fair for Korean agriproducts, <K-Food Fair>, was held there in 2013, the number of local consumers interested in Korean spicy foods—such as tteokbokki (stri-fried rice cake)—and Korean agri-products continues to increase steadily. In Dubai, until recently, only a few Korean agri-products (such as ramen and processed red ginseng) had been distributed on the local market. However, these days, more and more Korean agri-products that possess halal certification are exported to Dubai. To promote the taste and excellence of Korean agri-products to the people of Chongqing and Dubai, MAFRA (Korean Ministry of Agriculture, Food and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) will hold <K-Food Fair>, a large trade fair for Korean agri-products, in the two cities in November.
“
8
Korea AgraFood
”
he 2015 Chongqing K-Food Fair is being organized under the slogan “Table for Life.” It will be the second time since 2013 that the event has been organized in the city. The fair will take place from November 6 to 8 and host a variety programs to familiarize local consumers with Korean agri-products. The K-Food B2B event will take place at the Le Meridien Hotel Chongqing on November 6. About 40 big distributors and food importers from the Chinese southwest are expected to participate. To facilitate business negotiations, aT will set up a 1:1 matching system for the local buyers and 20 Korean food exporters. The Korean participants will promote promising items—such as instant tteokbokki, gochujang (red pepper paste), dairy products, yuja tea (citron tea), and fruit juices—in a bid to find new distri-
T
At the 2015 Chongqing K-Food Fair, there will be a demonstration using Korean agri-products that are already popular with local consumers
bution channels.
Promoting Promising Foods through K-Food Open Kitchen and K-Food Theme Hall The K-Food B2C event will take place from November 7 to 8 at Nanping Mandal Park. During the event, MAFRA and aT will try to attract the local people’s attention through various programs such as K-Food Open Kitchen and K-Food Theme Hall. At K-Food Open Kitchen, visitors will be able to see a Healthy Beverage Cocktail Show—which uses Korean beverages such as yuja tea and fruit juices—and participate in a tasting event for healthy and nutritious traditional Korean snacks including those made from rice. The K-Food Theme Hall will display Korean agri-products that are already popular with Chongqing consumers: sterilized milk, milk beverages, seaweed snacks, processed red ginseng, instant tteokbokki, and fruit juices. Kimchi, which is slated to enter the Chinese market soon, will also be part of the exposition.
Issue 242 Nov. 2015
9
Theme
2015 K-Food Fair in Chongqing & Dubai Chongqing is a representative city of the Chinese southwestern inland region, and Dubai is the largest trade and business center of the Middle East. In Chongqing, many local people like spicy foods. Thanks to the popularity of Hallyu (Korean culture wave) and the fact that a large trade fair for Korean agriproducts, <K-Food Fair>, was held there in 2013, the number of local consumers interested in Korean spicy foods—such as tteokbokki (stri-fried rice cake)—and Korean agri-products continues to increase steadily. In Dubai, until recently, only a few Korean agri-products (such as ramen and processed red ginseng) had been distributed on the local market. However, these days, more and more Korean agri-products that possess halal certification are exported to Dubai. To promote the taste and excellence of Korean agri-products to the people of Chongqing and Dubai, MAFRA (Korean Ministry of Agriculture, Food and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) will hold <K-Food Fair>, a large trade fair for Korean agri-products, in the two cities in November.
“
8
Korea AgraFood
”
he 2015 Chongqing K-Food Fair is being organized under the slogan “Table for Life.” It will be the second time since 2013 that the event has been organized in the city. The fair will take place from November 6 to 8 and host a variety programs to familiarize local consumers with Korean agri-products. The K-Food B2B event will take place at the Le Meridien Hotel Chongqing on November 6. About 40 big distributors and food importers from the Chinese southwest are expected to participate. To facilitate business negotiations, aT will set up a 1:1 matching system for the local buyers and 20 Korean food exporters. The Korean participants will promote promising items—such as instant tteokbokki, gochujang (red pepper paste), dairy products, yuja tea (citron tea), and fruit juices—in a bid to find new distri-
T
At the 2015 Chongqing K-Food Fair, there will be a demonstration using Korean agri-products that are already popular with local consumers
bution channels.
Promoting Promising Foods through K-Food Open Kitchen and K-Food Theme Hall The K-Food B2C event will take place from November 7 to 8 at Nanping Mandal Park. During the event, MAFRA and aT will try to attract the local people’s attention through various programs such as K-Food Open Kitchen and K-Food Theme Hall. At K-Food Open Kitchen, visitors will be able to see a Healthy Beverage Cocktail Show—which uses Korean beverages such as yuja tea and fruit juices—and participate in a tasting event for healthy and nutritious traditional Korean snacks including those made from rice. The K-Food Theme Hall will display Korean agri-products that are already popular with Chongqing consumers: sterilized milk, milk beverages, seaweed snacks, processed red ginseng, instant tteokbokki, and fruit juices. Kimchi, which is slated to enter the Chinese market soon, will also be part of the exposition.
Issue 242 Nov. 2015
9
Theme
Popular K Foods in the Southwestern Region of China
Dairy Foods:
Tteokbokki:
Thanks to the popularity of Hallyu among consumers of the southwestern region of China, the number of local people interested in tteokbokki (a representative spicy Korean street food) is growing. The merits of tteokbokki are the dish’s spiciness and chewiness. Local buyers are most interested in instant tteokbokki products that can easily be made ready by heating in a microwave. Korean supermarkets and some big distributors in the southwestern region of China are now actively selling Korean tteokbokki products.
Many Korean dairy foods—such as processed milk, sterilized milk, and powdered milk—are distributed in the southwestern region of China. Thanks to the sweet taste and beautiful color, processed milk products (such as banana flavored milk drink) have gained popularity with consumers in their teens and 20s. Powdered milk is actively supplied to local postnatal care centers. The reasons Korean powdered milk products are popular there are the good quality and high food safety of the products.
Gochujang:
Korean spicy dishes are in demand in China and, as a result, exports of gochujang (red pepper paste, a representative traditional Korean sauce) to the country are growing steadily. The biggest advantage of gochujang is its spicy yet sweet taste. Gochujang products are now supplied to Korean and local supermarkets—such as Carrefour—in Chongqing City. Last year, Chinese first lady, Peng Liyuan, purchased gochujang during her visit to Korea. The news made headlines, so the awareness of gochujang in China has increased greatly.
To expand the exports of Korean agri-products to China, MAFRA and aT have been consistently carrying out various support projects. This year, such events are focusing on advancing into the Chinese premium food market and the Chinese inland market
The Main Projects to Support Expansion of Korean Agri-product Exports to China The most notable support project of this year is “Nurturing of Promising Items to Advance into China.” Last year, MAFRA and aT selected five items—ginseng, mushroom, flower, yuja tea, and dairy food—that have a good prospect to be exported to China in large quantities. And this year, the two organizations are carrying out promotion projects in earnest for the rising items. MAFRA and aT are also pushing forward various support projects targeting the Chinese premium food market. The activities include: △Supplying ginseng to the VIP lounges of major Chinese airlines △Running stores selling Korean mushrooms in local high-end supermarkets; and △ Promoting high-end yuja tea using a quality certification mark. In addition, MAFRA and aT are organizing sales events in cooperation with the big distributors in the inland regions of China and producing online advertisements to promote Korean dairy foods. Promotional events for Korean succulent plants have been held in the wholesale flower markets of inland regions, including Sichuan. They received a good response among local people. K-Food Shops have been being operated in six inland cities—in Inner Mongolia, Harbin, Xi’an, and Chongqing—
What’s more, a series of promotional events for Korean agri-products have been organized in the big supermarkets and department stores of Chongqing City and Chengdu City since October. The events are also receiving a positive evaluation from local consumers.
from last January to expand the market for Korean agriproducts to inland China. The shops are actively selling Korean processed foods that are popular with local consumers. These include dairy foods, gochujang, snacks, ramen, and yuja tea.
1 0 Korea AgraFood
Issue 242 Nov. 2015 1 1
Theme
Popular K Foods in the Southwestern Region of China
Dairy Foods:
Tteokbokki:
Thanks to the popularity of Hallyu among consumers of the southwestern region of China, the number of local people interested in tteokbokki (a representative spicy Korean street food) is growing. The merits of tteokbokki are the dish’s spiciness and chewiness. Local buyers are most interested in instant tteokbokki products that can easily be made ready by heating in a microwave. Korean supermarkets and some big distributors in the southwestern region of China are now actively selling Korean tteokbokki products.
Many Korean dairy foods—such as processed milk, sterilized milk, and powdered milk—are distributed in the southwestern region of China. Thanks to the sweet taste and beautiful color, processed milk products (such as banana flavored milk drink) have gained popularity with consumers in their teens and 20s. Powdered milk is actively supplied to local postnatal care centers. The reasons Korean powdered milk products are popular there are the good quality and high food safety of the products.
Gochujang:
Korean spicy dishes are in demand in China and, as a result, exports of gochujang (red pepper paste, a representative traditional Korean sauce) to the country are growing steadily. The biggest advantage of gochujang is its spicy yet sweet taste. Gochujang products are now supplied to Korean and local supermarkets—such as Carrefour—in Chongqing City. Last year, Chinese first lady, Peng Liyuan, purchased gochujang during her visit to Korea. The news made headlines, so the awareness of gochujang in China has increased greatly.
To expand the exports of Korean agri-products to China, MAFRA and aT have been consistently carrying out various support projects. This year, such events are focusing on advancing into the Chinese premium food market and the Chinese inland market
The Main Projects to Support Expansion of Korean Agri-product Exports to China The most notable support project of this year is “Nurturing of Promising Items to Advance into China.” Last year, MAFRA and aT selected five items—ginseng, mushroom, flower, yuja tea, and dairy food—that have a good prospect to be exported to China in large quantities. And this year, the two organizations are carrying out promotion projects in earnest for the rising items. MAFRA and aT are also pushing forward various support projects targeting the Chinese premium food market. The activities include: △Supplying ginseng to the VIP lounges of major Chinese airlines △Running stores selling Korean mushrooms in local high-end supermarkets; and △ Promoting high-end yuja tea using a quality certification mark. In addition, MAFRA and aT are organizing sales events in cooperation with the big distributors in the inland regions of China and producing online advertisements to promote Korean dairy foods. Promotional events for Korean succulent plants have been held in the wholesale flower markets of inland regions, including Sichuan. They received a good response among local people. K-Food Shops have been being operated in six inland cities—in Inner Mongolia, Harbin, Xi’an, and Chongqing—
What’s more, a series of promotional events for Korean agri-products have been organized in the big supermarkets and department stores of Chongqing City and Chengdu City since October. The events are also receiving a positive evaluation from local consumers.
from last January to expand the market for Korean agriproducts to inland China. The shops are actively selling Korean processed foods that are popular with local consumers. These include dairy foods, gochujang, snacks, ramen, and yuja tea.
1 0 Korea AgraFood
Issue 242 Nov. 2015 1 1
Theme
Korean agri-products. These include processed red ginseng, beverages, fresh fruits like pears and satsuma, kimchi, instant rice noodles, rice snacks, and many more. Special promotion halls will be set up for Korean halal foods (such as kimchi, fresh fruits, and beverages) and excellent forest products (such as chestnuts and shiitake mushrooms).
Introducing Korean Traditional Foods: Japchae, Kimchi, and Tteokbokki The K-Food B2C event will take place from November 27 to 28 at Zabeel Park, a large park in Dubai. The event aims to promote delicious and healthy Korean foods to Dubai consumers. To achieve this goal, MAFRA and aT prepared, as part of the event, several types of programs including a K-Food tasting event. A K-Food tasting event will include a Korean traditional food experience and a free sampling event of the products of participating Korean food exporters. MAFRA and aT will serve each visitor of the K-Food B2C event a disposable container with japchae (glass noodles with sautéed vegetables). The visitors will also be invited to take part in gimjang (kimchi) and tteokbokki making performances. What’s more, there will be a tasting event for unique Korean foods such as yuja (citron) beverages, rice noodles, and mat-kimchi (sliced kimchi).
The K-Food B2B event will be held on November 26 at Emirates Tower DIFC. About 40 local food buyers and vendors will participate in the fair. aT will set up a 1:1 matching system for local buyers and 20 Korean food exporters
A Large Trade and Promotional Fair for Korean Food Will Be Held for Three Days from November 26 at the Emirates Tower DIFC and Zabeel Park
U
AE (United Arab Emirates) consists of seven emirates including Dubai and Abu Dhabi. Korean restaurants have been popping up there as Korean construction companies have been advancing into Dubai since the late 1980s and various Hallyu (Korean culture wave) contents—such as the TV drama Dae Jang Geum—have been earning fans throughout the region. The number of Dubai consumers interested in Korean food culture continues to increase steadily.
1 2 Korea AgraFood
MAFRA (Korean Ministry of Agriculture, Food and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) will hold <K-Food Fair>, a large trade fair of Korean agri-products, in Dubai from November 26 to 28.
Focus on Promotion of Promising Items—Fresh Fruits, Kimchi, Rice Snacks, and More The 2015 Dubai K-Food Fair is being organized under the slogan “The Taste of K-Food with You, Experience KFood Life.” The fair will include both B2B export consultations with buyers and B2C Korean food experience events for local consumers. The K-Food B2B event will be held on November 26 at Emirates Tower DIFC. About 40 local food buyers and vendors will participate in the fair. aT will set up a 1:1 matching system for local buyers and 20 Korean food exporters. Participating Korean food exporters—such as Evergood, Jinju Horticultural Nonghyup, and CJ Cheiljedang—will promote a variety of promising
The 2015 Dubai K-Food Fair is being organized under the slogan “The Taste of K-Food with You, Experience K-Food Life.” The fair will include both B2B export consultations with buyers and B2C Korean food experience events for local consumers
Issue 242 Nov. 2015 1 3
Theme
Korean agri-products. These include processed red ginseng, beverages, fresh fruits like pears and satsuma, kimchi, instant rice noodles, rice snacks, and many more. Special promotion halls will be set up for Korean halal foods (such as kimchi, fresh fruits, and beverages) and excellent forest products (such as chestnuts and shiitake mushrooms).
Introducing Korean Traditional Foods: Japchae, Kimchi, and Tteokbokki The K-Food B2C event will take place from November 27 to 28 at Zabeel Park, a large park in Dubai. The event aims to promote delicious and healthy Korean foods to Dubai consumers. To achieve this goal, MAFRA and aT prepared, as part of the event, several types of programs including a K-Food tasting event. A K-Food tasting event will include a Korean traditional food experience and a free sampling event of the products of participating Korean food exporters. MAFRA and aT will serve each visitor of the K-Food B2C event a disposable container with japchae (glass noodles with sautéed vegetables). The visitors will also be invited to take part in gimjang (kimchi) and tteokbokki making performances. What’s more, there will be a tasting event for unique Korean foods such as yuja (citron) beverages, rice noodles, and mat-kimchi (sliced kimchi).
The K-Food B2B event will be held on November 26 at Emirates Tower DIFC. About 40 local food buyers and vendors will participate in the fair. aT will set up a 1:1 matching system for local buyers and 20 Korean food exporters
A Large Trade and Promotional Fair for Korean Food Will Be Held for Three Days from November 26 at the Emirates Tower DIFC and Zabeel Park
U
AE (United Arab Emirates) consists of seven emirates including Dubai and Abu Dhabi. Korean restaurants have been popping up there as Korean construction companies have been advancing into Dubai since the late 1980s and various Hallyu (Korean culture wave) contents—such as the TV drama Dae Jang Geum—have been earning fans throughout the region. The number of Dubai consumers interested in Korean food culture continues to increase steadily.
1 2 Korea AgraFood
MAFRA (Korean Ministry of Agriculture, Food and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) will hold <K-Food Fair>, a large trade fair of Korean agri-products, in Dubai from November 26 to 28.
Focus on Promotion of Promising Items—Fresh Fruits, Kimchi, Rice Snacks, and More The 2015 Dubai K-Food Fair is being organized under the slogan “The Taste of K-Food with You, Experience KFood Life.” The fair will include both B2B export consultations with buyers and B2C Korean food experience events for local consumers. The K-Food B2B event will be held on November 26 at Emirates Tower DIFC. About 40 local food buyers and vendors will participate in the fair. aT will set up a 1:1 matching system for local buyers and 20 Korean food exporters. Participating Korean food exporters—such as Evergood, Jinju Horticultural Nonghyup, and CJ Cheiljedang—will promote a variety of promising
The 2015 Dubai K-Food Fair is being organized under the slogan “The Taste of K-Food with You, Experience K-Food Life.” The fair will include both B2B export consultations with buyers and B2C Korean food experience events for local consumers
Issue 242 Nov. 2015 1 3
Theme
Korean Agri products that Captivated the Taste Buds of the UAE Consumers _ Instant Noodles: Korean instant noodles (ramen) is one of the most popular Korean agri-products with the UAE consumers. They are actively sold by big distributors in major cities of the country—such as Dubai and Abu Dhabi. The strongest points of Korean instant noodles are the spicy soup and chewy noodles. The UAE consumers’ response to kimchi ramen and vegetable ramen is especially good. What’s more, the convenient-to-eat cupped ramen products are also becoming popular.
Follow-Up Steps according to the MOU for the Cooperation in Halal Food between Korea and UAE During the trip of Korean President Park Geun-hye to the Middle East last March, the Korean government signed an MOU (memorandum of understanding) with the UAE for cooperation in halal food. Now, Korea is carrying forward a variety of follow-up steps for the development of the halal food industry. <Korea AgraFood> introduces the main undertakings to our readers.
Establishing a Halal Food Business Project Group:
Fresh Fruits: Korean fresh
Processed Red Ginseng:
These days, UAE consumers are interested in health, so the number of those who look for processed Korean red ginseng products—such as red ginseng extract and capsuled red ginseng—is steadily increasing. The consumers are mainly the local middle and upper classes, which purchase processed Korean red ginseng products at health food stores and department stores. The health products are also popular as gifts. The less expensive red ginseng drink products are enjoyed by local young consumers as energy drinks.
1 4 Korea AgraFood
fruits—such as pears, apples, and strawberries—have earned credit with UAE consumers for the high sugar content and food safety. This has led to the steady exports in the past few years. Since December 2014, the high quality and food safety of Korean apples has earned them a place at the table of the Dubai royal family. A sales event for Korean fresh fruits—including strawberries, pears, cherry tomatoes, and yellow oriental melons —was held at the 10 stores of the high-end food and beverage supermarket “Spinneys” in Dubai last April. It received a good response from local consumers.
Hosting an Expert Forum for Halal Food: “The Halal Food Business Project Group” was established last March as an organization under the aegis of the Korea Food Research Institute (KFRI). The organization has been exchanging information with the Emirates Authority for Standardization & Metrology (ESMA) in the UAE regarding the development of halal foods. What’s more, the organization will devise guidelines for the production of halal foods in accordance with the certification standards of halal countries such as the UAE. Those guidelines will be provided to Korean food companies.
The Expert Forum for Halal Food between Korea and the UAE was first held in Seoul last September. Halal food experts and Korean food companies from both countries participated in the forum and had heated discussions about the development of the halal food industry. A plan for the forum to be alternately held in the two countries each year is under consideration.
Establishing a Complex for the Production of Halal Foods: The Korean government will establish a complex for the production of halal foods (called Halal Park) by 2017. It is to become a major hub of the Korean halal food industry. One of the main objectives of Halal Park is to push forward R&D for the development of halal foods. The items will include traditional Korean sauces and Korean frozen foods. Another direction of research is towards finding food ingredients that can replace haram (forbidden) ingredients when making food products for Muslim people.
Issue 242 Nov. 2015 1 5
Theme
Korean Agri products that Captivated the Taste Buds of the UAE Consumers _ Instant Noodles: Korean instant noodles (ramen) is one of the most popular Korean agri-products with the UAE consumers. They are actively sold by big distributors in major cities of the country—such as Dubai and Abu Dhabi. The strongest points of Korean instant noodles are the spicy soup and chewy noodles. The UAE consumers’ response to kimchi ramen and vegetable ramen is especially good. What’s more, the convenient-to-eat cupped ramen products are also becoming popular.
Follow-Up Steps according to the MOU for the Cooperation in Halal Food between Korea and UAE During the trip of Korean President Park Geun-hye to the Middle East last March, the Korean government signed an MOU (memorandum of understanding) with the UAE for cooperation in halal food. Now, Korea is carrying forward a variety of follow-up steps for the development of the halal food industry. <Korea AgraFood> introduces the main undertakings to our readers.
Establishing a Halal Food Business Project Group:
Fresh Fruits: Korean fresh
Processed Red Ginseng:
These days, UAE consumers are interested in health, so the number of those who look for processed Korean red ginseng products—such as red ginseng extract and capsuled red ginseng—is steadily increasing. The consumers are mainly the local middle and upper classes, which purchase processed Korean red ginseng products at health food stores and department stores. The health products are also popular as gifts. The less expensive red ginseng drink products are enjoyed by local young consumers as energy drinks.
1 4 Korea AgraFood
fruits—such as pears, apples, and strawberries—have earned credit with UAE consumers for the high sugar content and food safety. This has led to the steady exports in the past few years. Since December 2014, the high quality and food safety of Korean apples has earned them a place at the table of the Dubai royal family. A sales event for Korean fresh fruits—including strawberries, pears, cherry tomatoes, and yellow oriental melons —was held at the 10 stores of the high-end food and beverage supermarket “Spinneys” in Dubai last April. It received a good response from local consumers.
Hosting an Expert Forum for Halal Food: “The Halal Food Business Project Group” was established last March as an organization under the aegis of the Korea Food Research Institute (KFRI). The organization has been exchanging information with the Emirates Authority for Standardization & Metrology (ESMA) in the UAE regarding the development of halal foods. What’s more, the organization will devise guidelines for the production of halal foods in accordance with the certification standards of halal countries such as the UAE. Those guidelines will be provided to Korean food companies.
The Expert Forum for Halal Food between Korea and the UAE was first held in Seoul last September. Halal food experts and Korean food companies from both countries participated in the forum and had heated discussions about the development of the halal food industry. A plan for the forum to be alternately held in the two countries each year is under consideration.
Establishing a Complex for the Production of Halal Foods: The Korean government will establish a complex for the production of halal foods (called Halal Park) by 2017. It is to become a major hub of the Korean halal food industry. One of the main objectives of Halal Park is to push forward R&D for the development of halal foods. The items will include traditional Korean sauces and Korean frozen foods. Another direction of research is towards finding food ingredients that can replace haram (forbidden) ingredients when making food products for Muslim people.
Issue 242 Nov. 2015 1 5
Special I
weed snacks—to Chinese buyers. aT is preparing a cooking show that will highlight several dishes made with Korean fresh oyster and thereby promote this high-end ingredient among the people involved in luxury hotel and high-class restaurant businesses in Shanghai. What’s more, aT will sign an MOU on the “Expansion of Supply and Sales Promotions of Korean Seafood in China” with the Chinese warehouse distributor chain METRO, which operates 83 stores across the country. In addition, a seminar that examines the strengths of Korean seafood will be held for local buyers and other invited guests.
For Three Days from Nov. 13 at the Hua Ting Hotel and Towers and Super Brand Mall
he Chinese interest in highend seafood is steadily going up thanks to an increase in income levels resulting from high economic growth. Most of the highend seafood in China is consumed in major cities such as Shanghai and Beijing. To advance into the Chinese premium seafood market, Korean seafood exporters are actively promoting their top-quality products to local consumers. These include seasoned seaweed, canned tuna, sea cucumber, and many more To raise the awareness of Korean seafood and explore the new markets,
T
1 6 Korea AgraFood
MAFRA (the Ministry of Agriculture, Food and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) will hold the first large fair for Korean seafood, <K-Seafood Fair>. The event will take place in Shanghai and go for three days from November 13 to 15.
Focus on Promoting High-end Korean Seafood to Chinese buyers <K-Seafood Fair in Shanghai> will include both B2B export consultations with buyers and B2C Korean seafood experience events for local
consumers. The K-Seafood B2B event will take place at the Hua Ting Hotel and Towers on November 13. About 30 big local distributors, online buyers, and franchisers are expected to participate. To facilitate business negotiations, aT will set up a 1:1 matching system for the local buyers and ten Korean seafood exporters. To cultivate the premium Chinese seafood market, the participating Korean seafood exporters will focus on promoting the high-end seafood products—such as processed abalone, smoked oyster, and seasoned sea-
A Place to Experience Famous Korean Seafood Markets & Street Seafood, K-Seafood Road The K-Seafood B2C event will take place from November 14 to 15 at the Super Brand Mall, a popular place with the local young consumers. The main event of the KSeafood B2C program is the “KSeafood Road Experience.” It recreates the atmosphere of famous Korean seafood markets such as Noryangjin (in Seoul), Jagalchi (in Busan), and Jumunjin (in Sokcho). The visitors will be able to taste the delicious Korean street seafood, including twigim-eomuk (fried fish cake), ojingeo-bbang (squid bread), and muneo-kkochi (grilled octopus skewers). What’s more, aT will prepare a cooking performance that will feature Korean seafood and run a Korean Seafood Hall that will demonstrate to visitors popular Korean seafood products, such as canned tuna and fish
meat sausage.
“
”
About 30 Chinese big distributors, online buyers, and franchisers are expected to participate in the K-Seafood B2B event
Issue 242 Nov. 2015 1 7
Special I
weed snacks—to Chinese buyers. aT is preparing a cooking show that will highlight several dishes made with Korean fresh oyster and thereby promote this high-end ingredient among the people involved in luxury hotel and high-class restaurant businesses in Shanghai. What’s more, aT will sign an MOU on the “Expansion of Supply and Sales Promotions of Korean Seafood in China” with the Chinese warehouse distributor chain METRO, which operates 83 stores across the country. In addition, a seminar that examines the strengths of Korean seafood will be held for local buyers and other invited guests.
For Three Days from Nov. 13 at the Hua Ting Hotel and Towers and Super Brand Mall
he Chinese interest in highend seafood is steadily going up thanks to an increase in income levels resulting from high economic growth. Most of the highend seafood in China is consumed in major cities such as Shanghai and Beijing. To advance into the Chinese premium seafood market, Korean seafood exporters are actively promoting their top-quality products to local consumers. These include seasoned seaweed, canned tuna, sea cucumber, and many more To raise the awareness of Korean seafood and explore the new markets,
T
1 6 Korea AgraFood
MAFRA (the Ministry of Agriculture, Food and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) will hold the first large fair for Korean seafood, <K-Seafood Fair>. The event will take place in Shanghai and go for three days from November 13 to 15.
Focus on Promoting High-end Korean Seafood to Chinese buyers <K-Seafood Fair in Shanghai> will include both B2B export consultations with buyers and B2C Korean seafood experience events for local
consumers. The K-Seafood B2B event will take place at the Hua Ting Hotel and Towers on November 13. About 30 big local distributors, online buyers, and franchisers are expected to participate. To facilitate business negotiations, aT will set up a 1:1 matching system for the local buyers and ten Korean seafood exporters. To cultivate the premium Chinese seafood market, the participating Korean seafood exporters will focus on promoting the high-end seafood products—such as processed abalone, smoked oyster, and seasoned sea-
A Place to Experience Famous Korean Seafood Markets & Street Seafood, K-Seafood Road The K-Seafood B2C event will take place from November 14 to 15 at the Super Brand Mall, a popular place with the local young consumers. The main event of the KSeafood B2C program is the “KSeafood Road Experience.” It recreates the atmosphere of famous Korean seafood markets such as Noryangjin (in Seoul), Jagalchi (in Busan), and Jumunjin (in Sokcho). The visitors will be able to taste the delicious Korean street seafood, including twigim-eomuk (fried fish cake), ojingeo-bbang (squid bread), and muneo-kkochi (grilled octopus skewers). What’s more, aT will prepare a cooking performance that will feature Korean seafood and run a Korean Seafood Hall that will demonstrate to visitors popular Korean seafood products, such as canned tuna and fish
meat sausage.
“
”
About 30 Chinese big distributors, online buyers, and franchisers are expected to participate in the K-Seafood B2B event
Issue 242 Nov. 2015 1 7
Special I
se ne hi C e th g on Am d oo af Se n ea or K r la Popu
The Korean Government Is Carrying Out Various Projects to Support the Advance of Korean Seafood to China transporting Korean agri-products to Chinese distributors such as big supermarkets and department stores.
Seasoned Seaweed:
Seasoned seaweed is on the list of Korean foods that Chinese tourists never fail to buy on their trips to Korea. In China, it is supplied by most major distributors in large cities as well as inland areas. The merits of Korean seasoned seaweed are that it has a distinctive, slightly salty taste and is low in calories. Recently, a number of new Korean products—such as seaweed snacks for children and powdered seaweed—have entered China and are receiving a positive response there.
A Korean seafood anchor shop opened at a high-end department store in Beijing from the end of last May
Running an Anchor Shop for Korean Seafood: A Korean seafood anchor shop opened at
Fish Meat Sausage: Korean Canned Tuna: These days, the consumption of Korean canned tuna products is steadily increasing in China. That is due to a rise in the income levels of the Chinese and the consequent expansion of demand for processed seafood products. The merits of Korean canned tuna—the portable size and the versatility of the product as an ingredient for many dishes —attracts local consumers in their 20s and 30s who enjoy leisure activities. In addition, Korean manufacturers have developed a variety of Korean canned tuna products to match the preferences of the Chinese consumers and are actively supplying those products to the local markets.
fish meat sausage has only recently started catching the eyes of Chinese buyers. The snack is made of fish and cheese and boasts an attractive scent and chewiness. It is also low in calories. The fish meat sausage has become the Korean snack of choice among local young mothers because it is rich in nutrition and highly secure in terms of food safety. Thanks to all these benefits, the product gained fame in a short period of time as a wholesome snack for Chinese infants and children.
the end of last May. In order to appeal to consumers in the high-income group, ZhuoZhan, a high-end department store in Beijing, was selected for its location. The shop is selling about 200 types of Korean seafood products. Included among the most popular ones are canned tuna, seasoned seaweed, fish meat sausage, instant dried pollack soup, crab stick, dried sea mustard, processed fish cake, and jeotgal (salted seafood).
Promoting Korean Seafood to Chinese Tourists: The Promotion Hall for Exported Korean Agri-products and Seafood was established at the Busan International Cruise Terminal last October. It offers a variety of Korean seafood products that Chinese consumers enjoy—seasoned seaweed, seaweed snack, processed abalone, smoked oyster, and many more. The most popular among them is seasoned seaweed, which Chinese tourists purchase to give as a gift. The demand for canned tuna gift sets is also large.
Operating Qingdao Distribution Center for Korean Agri-Products and Seafood: The biggest task of the recently opened Qingdao distribution center is to secure a cold-chain distribution network through cooperation with local transportation companies. This will allow Korean food exporters to keep the quality of the product—for example, the freshness—during the distribution process and effectively cut the time and cost of
1 8 Korea AgraFood
A variety of Korean seafood products that Chinese consumers enjoy are actively sold at the Busan International Cruise Terminal
Issue 242 Nov. 2015 1 9
Special I
se ne hi C e th g on Am d oo af Se n ea or K r la Popu
The Korean Government Is Carrying Out Various Projects to Support the Advance of Korean Seafood to China transporting Korean agri-products to Chinese distributors such as big supermarkets and department stores.
Seasoned Seaweed:
Seasoned seaweed is on the list of Korean foods that Chinese tourists never fail to buy on their trips to Korea. In China, it is supplied by most major distributors in large cities as well as inland areas. The merits of Korean seasoned seaweed are that it has a distinctive, slightly salty taste and is low in calories. Recently, a number of new Korean products—such as seaweed snacks for children and powdered seaweed—have entered China and are receiving a positive response there.
A Korean seafood anchor shop opened at a high-end department store in Beijing from the end of last May
Running an Anchor Shop for Korean Seafood: A Korean seafood anchor shop opened at
Fish Meat Sausage: Korean Canned Tuna: These days, the consumption of Korean canned tuna products is steadily increasing in China. That is due to a rise in the income levels of the Chinese and the consequent expansion of demand for processed seafood products. The merits of Korean canned tuna—the portable size and the versatility of the product as an ingredient for many dishes —attracts local consumers in their 20s and 30s who enjoy leisure activities. In addition, Korean manufacturers have developed a variety of Korean canned tuna products to match the preferences of the Chinese consumers and are actively supplying those products to the local markets.
fish meat sausage has only recently started catching the eyes of Chinese buyers. The snack is made of fish and cheese and boasts an attractive scent and chewiness. It is also low in calories. The fish meat sausage has become the Korean snack of choice among local young mothers because it is rich in nutrition and highly secure in terms of food safety. Thanks to all these benefits, the product gained fame in a short period of time as a wholesome snack for Chinese infants and children.
the end of last May. In order to appeal to consumers in the high-income group, ZhuoZhan, a high-end department store in Beijing, was selected for its location. The shop is selling about 200 types of Korean seafood products. Included among the most popular ones are canned tuna, seasoned seaweed, fish meat sausage, instant dried pollack soup, crab stick, dried sea mustard, processed fish cake, and jeotgal (salted seafood).
Promoting Korean Seafood to Chinese Tourists: The Promotion Hall for Exported Korean Agri-products and Seafood was established at the Busan International Cruise Terminal last October. It offers a variety of Korean seafood products that Chinese consumers enjoy—seasoned seaweed, seaweed snack, processed abalone, smoked oyster, and many more. The most popular among them is seasoned seaweed, which Chinese tourists purchase to give as a gift. The demand for canned tuna gift sets is also large.
Operating Qingdao Distribution Center for Korean Agri-Products and Seafood: The biggest task of the recently opened Qingdao distribution center is to secure a cold-chain distribution network through cooperation with local transportation companies. This will allow Korean food exporters to keep the quality of the product—for example, the freshness—during the distribution process and effectively cut the time and cost of
1 8 Korea AgraFood
A variety of Korean seafood products that Chinese consumers enjoy are actively sold at the Busan International Cruise Terminal
Issue 242 Nov. 2015 1 9
Special II
Help Making No Mistakes on an Exam, Korean Snacks for Passing an Exam ucK L d Goo
Yeot, Chapssal-tteok …Nutritious Snacks Facilitating the Brain Function
Most Popular Gifts for Test-takers, Yeot and Chapssal-tteok The Korean expression for “pass an exam” literally means “stick to an exam.” Thus, Korean taffy and glutinous rice cakes are favorite gifts for well wishing on a test because they are characterized by a sticky texture. The origin of the custom of associating Korean taffy, yeot, with exams goes back to the Joseon period. The Annals of King Yeongjo (Yeongjo-sillok) record that Confucian scholars entered the test site with yeot in their mouths. In fact, taffy has a positive impact on test takers’ physical condition as well as a psychological effect. The source of the brain’s energy is glucose. Taffy contains two parts of glucose—
PASS
Yutts
Porridge that Prevents Failing an Exam: Bulnak-juk Chapssal-tteok
twice as much as table sugar which combines glucose with fructose. The name of glutinous rice cake in Chinese is , and it means Each year in November, the College Scholastic Ability Test (CSAT) becomes the talk of the town. The CSAT is the Korean college entrance exam similar to the Scholastic Aptitude Test (SAT) in the US, the ), and the Japanese College Scholastic Aptitude Test ( ). In Korea, the Chinese National Higher Education Entrance Examination ( CSAT is one of the most important exams in one’s life. As such, during the exam period, families and school friends from earlier and later grades prepare gifts for test takers, wishing that they pass the exam. The most representative are food gifts such as yeot (Korean taffy), chapssal-tteok (glutinous rice cake), chocolate, and bulnak-juk (porridge with addition of barbecued beef and small octopus). According to the data of a 2013 survey conducted by Interpark, a popular Korean online shopping mall, during the CSAT season (midOctober to early November), the sales of taffy and glutinous rice cakes increase by 200 percent and 150 percent, respectively. In this issue, <Korean AgraFood> would like to introduce you to Korean snacks that Koreans give to test-takers to wish them success on an exam.
2 0 Korea AgraFood
“receive great fortune.” In terms of nutritional science, rice cake is not heavy on the stomach but gives the feeling of satiety, so it is good for test-takers to control their body condition on the day of an exam. The Yutts (produced by Sancheong Oriental Medicinal Herb Institute, +70-7727-7887, www.yutts.com), with its sensational package design and diverse flavors, is receiving a positive response in the US. Hobakyeot (sweet pumpkin taffy, produced by Taein Foods, +82-63-253-5530) is already actively exported to the American market. Jeongnam Agricultural Cooperative (+82-31-352-7521, www.didilhyang.com) produces chapssal-tteok under the brand name Didilhyang.
These highly hygienic products, made using a quick-freezing technique, have successfully entered the markets of the UK, the US, and Australia. These days in Korea, chocolate is becoming increasingly popular as a gift for test-takers. Among the diverse products on the market, MarketO Real Chocolate (Orion Corp., +82-2710-6000, www.orionworld.com /ENG) and chocolate with the specialties of Jeju Island—such as satsuma, orange, green tea, and cactus— are getting a good response from Japanese visitors.
Satsuma Chocolate
MarketO Real Chocolate
Bulnak-juk
Porridge digests well and does not irritate the stomach, so it is a perfect food for test takers. According to the porridge specialty store Bonjuk (BONIF, +82-1644-6288, www.bonjuk.co.kr), its sales on the day of CSAT and the day before the test increase by over 100 percent compared to ordinary days. Among the different types of porridges, test takers prefer bulnak-juk and jeonbok-juk (abalone rice porridge). Bulnak-juk, made of rice with bulgogi (thin slices of beef marinated in a soy sauce) and nakji (small octopus), is highly nutritious. But its greatest merit is in the name: bul-nak (a compound of the first syllables of the two ingredients) is a homonym of the phrase (bulnak) of Chinese origin, which means “does not fall.” The wordplay makes porridge something that prevents failure. Jeonbok-juk receives love for its nutritional value as abalone is a rich repository of minerals.
Issue 242 Nov. 2015 2 1
Special II
Help Making No Mistakes on an Exam, Korean Snacks for Passing an Exam ucK L d Goo
Yeot, Chapssal-tteok …Nutritious Snacks Facilitating the Brain Function
Most Popular Gifts for Test-takers, Yeot and Chapssal-tteok The Korean expression for “pass an exam” literally means “stick to an exam.” Thus, Korean taffy and glutinous rice cakes are favorite gifts for well wishing on a test because they are characterized by a sticky texture. The origin of the custom of associating Korean taffy, yeot, with exams goes back to the Joseon period. The Annals of King Yeongjo (Yeongjo-sillok) record that Confucian scholars entered the test site with yeot in their mouths. In fact, taffy has a positive impact on test takers’ physical condition as well as a psychological effect. The source of the brain’s energy is glucose. Taffy contains two parts of glucose—
PASS
Yutts
Porridge that Prevents Failing an Exam: Bulnak-juk Chapssal-tteok
twice as much as table sugar which combines glucose with fructose. The name of glutinous rice cake in Chinese is , and it means Each year in November, the College Scholastic Ability Test (CSAT) becomes the talk of the town. The CSAT is the Korean college entrance exam similar to the Scholastic Aptitude Test (SAT) in the US, the ), and the Japanese College Scholastic Aptitude Test ( ). In Korea, the Chinese National Higher Education Entrance Examination ( CSAT is one of the most important exams in one’s life. As such, during the exam period, families and school friends from earlier and later grades prepare gifts for test takers, wishing that they pass the exam. The most representative are food gifts such as yeot (Korean taffy), chapssal-tteok (glutinous rice cake), chocolate, and bulnak-juk (porridge with addition of barbecued beef and small octopus). According to the data of a 2013 survey conducted by Interpark, a popular Korean online shopping mall, during the CSAT season (midOctober to early November), the sales of taffy and glutinous rice cakes increase by 200 percent and 150 percent, respectively. In this issue, <Korean AgraFood> would like to introduce you to Korean snacks that Koreans give to test-takers to wish them success on an exam.
2 0 Korea AgraFood
“receive great fortune.” In terms of nutritional science, rice cake is not heavy on the stomach but gives the feeling of satiety, so it is good for test-takers to control their body condition on the day of an exam. The Yutts (produced by Sancheong Oriental Medicinal Herb Institute, +70-7727-7887, www.yutts.com), with its sensational package design and diverse flavors, is receiving a positive response in the US. Hobakyeot (sweet pumpkin taffy, produced by Taein Foods, +82-63-253-5530) is already actively exported to the American market. Jeongnam Agricultural Cooperative (+82-31-352-7521, www.didilhyang.com) produces chapssal-tteok under the brand name Didilhyang.
These highly hygienic products, made using a quick-freezing technique, have successfully entered the markets of the UK, the US, and Australia. These days in Korea, chocolate is becoming increasingly popular as a gift for test-takers. Among the diverse products on the market, MarketO Real Chocolate (Orion Corp., +82-2710-6000, www.orionworld.com /ENG) and chocolate with the specialties of Jeju Island—such as satsuma, orange, green tea, and cactus— are getting a good response from Japanese visitors.
Satsuma Chocolate
MarketO Real Chocolate
Bulnak-juk
Porridge digests well and does not irritate the stomach, so it is a perfect food for test takers. According to the porridge specialty store Bonjuk (BONIF, +82-1644-6288, www.bonjuk.co.kr), its sales on the day of CSAT and the day before the test increase by over 100 percent compared to ordinary days. Among the different types of porridges, test takers prefer bulnak-juk and jeonbok-juk (abalone rice porridge). Bulnak-juk, made of rice with bulgogi (thin slices of beef marinated in a soy sauce) and nakji (small octopus), is highly nutritious. But its greatest merit is in the name: bul-nak (a compound of the first syllables of the two ingredients) is a homonym of the phrase (bulnak) of Chinese origin, which means “does not fall.” The wordplay makes porridge something that prevents failure. Jeonbok-juk receives love for its nutritional value as abalone is a rich repository of minerals.
Issue 242 Nov. 2015 2 1
Fresh Food _ Apple
T US Emerges as a Major Market for
Korean Apples
he apples of the Chungbuk Horticultural Cooperative are gaining recognition in the US for high marketability, and their export volume is expected to increase this year. The projection is based on the continuously growing number of orders after the clean Korean apples, which can be eaten unpeeled, were first introduced in the American market in 2012 and received a favorable response from local consumers. The cooperative also anticipates that it will export approximately 800 tons of apples, equivalent to USD$1.5 million, to Taiwan, Indonesia, and Malaysia by March of next year. Such trends are a big departure from a high dependence on the Taiwanese market in the past. The exported apples are sold under the brand name of Freshine, which is one of regional brands representing North Chungcheong Province. Freshine carries the meaning of fresh fruit grown under the bright sunshine.
Successful Export of Clean, Unpeeled Apples from Chungbuk Horticultural Cooperative Diversification of Markets for Korean Apples The emergence of the US as the largest import market of Korean apples happened because of the cooperativeâ&#x20AC;&#x2122;s vigorous efforts to pioneer new markets. Until 2007, over 90 percent of apples for export were shipped to Taiwan. Afterwards, due to the cutting of diplomatic relations between Korea and Taiwan and the occurrence of several safety issues, exports of Korean apples to the coun-
2 2 Korea AgraFood
An automated sorting system of the Chungju Agricultural Products Processing Center
try were suspended, and their share in the local market shrank. Despite several attempts to export the fruit to Southeast Asian markets such as Indonesia, Malaysia, and Singapore; nothing led to a long-term export contract. From 2007, Chungbuk Horticultural Cooperative started a preliminary survey of the American market, and finally made the first shipment to the US in 2011. The cooperative undertook rigorous efforts to start the exports. All apples bound for the US market have to go through fumigation-based sterilizing and insecticide cleansing processes. To learn about those processes, the managers of the cooperative visited facilities specializing in fumigation treatment in Yokohama, Japan, and set up the first such facility in Korea. The move allowed the cooperative to have the apples tested for food safety by the USDA (the US Department of Agriculture). As a result, the USDA gave the cooperative the green light to export apples and approved the fumigation facility. Nevertheless, at the initial stage of
the exports, the cooperative experienced considerable difficulties due to fierce competition with American apple producers and some issues associated with unit price. Contrary to expectations, the cooperative did not receive substantial numbers of orders from buyers. Meanwhile, the clean apples, which are packed individually and can be eaten unpeeled, were first exported to the US in 2013 and received a surprisingly good response from Korean residents and local consumers alike. It was the breakthrough that allowed the cooperative to establish a firm foothold in the market.
Unpeeled apples for export to the US
Issue 242 Nov. 2015 2 3
Fresh Food _ Apple
T US Emerges as a Major Market for
Korean Apples
he apples of the Chungbuk Horticultural Cooperative are gaining recognition in the US for high marketability, and their export volume is expected to increase this year. The projection is based on the continuously growing number of orders after the clean Korean apples, which can be eaten unpeeled, were first introduced in the American market in 2012 and received a favorable response from local consumers. The cooperative also anticipates that it will export approximately 800 tons of apples, equivalent to USD$1.5 million, to Taiwan, Indonesia, and Malaysia by March of next year. Such trends are a big departure from a high dependence on the Taiwanese market in the past. The exported apples are sold under the brand name of Freshine, which is one of regional brands representing North Chungcheong Province. Freshine carries the meaning of fresh fruit grown under the bright sunshine.
Successful Export of Clean, Unpeeled Apples from Chungbuk Horticultural Cooperative Diversification of Markets for Korean Apples The emergence of the US as the largest import market of Korean apples happened because of the cooperativeâ&#x20AC;&#x2122;s vigorous efforts to pioneer new markets. Until 2007, over 90 percent of apples for export were shipped to Taiwan. Afterwards, due to the cutting of diplomatic relations between Korea and Taiwan and the occurrence of several safety issues, exports of Korean apples to the coun-
2 2 Korea AgraFood
An automated sorting system of the Chungju Agricultural Products Processing Center
try were suspended, and their share in the local market shrank. Despite several attempts to export the fruit to Southeast Asian markets such as Indonesia, Malaysia, and Singapore; nothing led to a long-term export contract. From 2007, Chungbuk Horticultural Cooperative started a preliminary survey of the American market, and finally made the first shipment to the US in 2011. The cooperative undertook rigorous efforts to start the exports. All apples bound for the US market have to go through fumigation-based sterilizing and insecticide cleansing processes. To learn about those processes, the managers of the cooperative visited facilities specializing in fumigation treatment in Yokohama, Japan, and set up the first such facility in Korea. The move allowed the cooperative to have the apples tested for food safety by the USDA (the US Department of Agriculture). As a result, the USDA gave the cooperative the green light to export apples and approved the fumigation facility. Nevertheless, at the initial stage of
the exports, the cooperative experienced considerable difficulties due to fierce competition with American apple producers and some issues associated with unit price. Contrary to expectations, the cooperative did not receive substantial numbers of orders from buyers. Meanwhile, the clean apples, which are packed individually and can be eaten unpeeled, were first exported to the US in 2013 and received a surprisingly good response from Korean residents and local consumers alike. It was the breakthrough that allowed the cooperative to establish a firm foothold in the market.
Unpeeled apples for export to the US
Issue 242 Nov. 2015 2 3
Fresh Food _ Apple
The CEO (right) of Chungbuk Horticultural Cooperative is promoting apples at a Korean supermarket in the US
About 500 Tons of Apples will Reach US Market This Year The clean applies that can be eaten unpeeled are produced through a system of thorough management and control. They are cultivated by a handful of approved farms—about 25 in total. The selected farms obtained the global GAP (Good Agricultural Practices) certification to prove internationally that the quality of their apples is reliable. Every year, the farms are inspected by Control Union, a Dutch company, to confirm compliance with the global GAP standards. Mr. Kim Woon-haeng, a manager of Chungju Agricultural Products Processing Center of the Chungbuk Horticultural Cooperative, said that the farms should undergo the global GAP inspections every October to export their apples to the US market. Despite the cost involved, the cooperative decided to entrust a foreign company with the inspection task to earn the trust of the international public.
2 4 Korea AgraFood
Harvested apples go through a cleaning process in which foreign substances are removed from the fruit at a sorting facility in the processing center. The apples are sterilized and cleaned with electrolyzed water to ensure that consumers can, without concern, eat the unpeeled apples as are. The product also contributes to changing the common image of Korean apples as having to be peeled before eating. It is expected that approximately 500 tons of the clean apples will reach the US this year. The estimate is based on a steady increase in the number of orders from buyers since last year. Mr. Kim said, “Our efforts to reduce the dependence on the Taiwanese market paid off in the successful sales to the US.” He added, “The harvest of apples this year is good, so we expect to ship some 500 tons of apples overseas.”
First Entry into Dubai In order to further diversify its ex-
port markets, the cooperative is now planning to advance to the Middle East. Last March it became the first company in Korea to export apples to Dubai. On top of that, the cooperative supplied the fruit to the royal family of Dubai in December of the same year. The processing center of the cooperative is equipped with state-ofthe-art facilities—including a nondestructive sugar content sorter—and can thus offer apples of premium quality. The cooperative ships about 100 tons of apples to Dubai every year and hopes to utilize the area as a base for advancing into other regions of the Middle East. Notably, the cooperative exports apples to Dubai directly, without a mediator such as a trading company. The approach lets the cooperative accumulate experience and apply it toward cultivating new markets. Mr. Kim said that, although the Korean apples receive good evaluations in the Dubai market, their price still remains relatively high. He believes increasing the market share in the Middle East will be less cumbersome than doing so in the American or Taiwanese markets.
Kim Woon-haeng, a manager of the Chungju Agricultural Products Processing Center, is explaining the export strategy
Inquiries Chungbuk Horticultural Cooperative
Tel +82-43-855-4100~2
Fax +82-43-855-0054
Issue 242 Nov. 2015 2 5
Fresh Food _ Apple
The CEO (right) of Chungbuk Horticultural Cooperative is promoting apples at a Korean supermarket in the US
About 500 Tons of Apples will Reach US Market This Year The clean applies that can be eaten unpeeled are produced through a system of thorough management and control. They are cultivated by a handful of approved farms—about 25 in total. The selected farms obtained the global GAP (Good Agricultural Practices) certification to prove internationally that the quality of their apples is reliable. Every year, the farms are inspected by Control Union, a Dutch company, to confirm compliance with the global GAP standards. Mr. Kim Woon-haeng, a manager of Chungju Agricultural Products Processing Center of the Chungbuk Horticultural Cooperative, said that the farms should undergo the global GAP inspections every October to export their apples to the US market. Despite the cost involved, the cooperative decided to entrust a foreign company with the inspection task to earn the trust of the international public.
2 4 Korea AgraFood
Harvested apples go through a cleaning process in which foreign substances are removed from the fruit at a sorting facility in the processing center. The apples are sterilized and cleaned with electrolyzed water to ensure that consumers can, without concern, eat the unpeeled apples as are. The product also contributes to changing the common image of Korean apples as having to be peeled before eating. It is expected that approximately 500 tons of the clean apples will reach the US this year. The estimate is based on a steady increase in the number of orders from buyers since last year. Mr. Kim said, “Our efforts to reduce the dependence on the Taiwanese market paid off in the successful sales to the US.” He added, “The harvest of apples this year is good, so we expect to ship some 500 tons of apples overseas.”
First Entry into Dubai In order to further diversify its ex-
port markets, the cooperative is now planning to advance to the Middle East. Last March it became the first company in Korea to export apples to Dubai. On top of that, the cooperative supplied the fruit to the royal family of Dubai in December of the same year. The processing center of the cooperative is equipped with state-ofthe-art facilities—including a nondestructive sugar content sorter—and can thus offer apples of premium quality. The cooperative ships about 100 tons of apples to Dubai every year and hopes to utilize the area as a base for advancing into other regions of the Middle East. Notably, the cooperative exports apples to Dubai directly, without a mediator such as a trading company. The approach lets the cooperative accumulate experience and apply it toward cultivating new markets. Mr. Kim said that, although the Korean apples receive good evaluations in the Dubai market, their price still remains relatively high. He believes increasing the market share in the Middle East will be less cumbersome than doing so in the American or Taiwanese markets.
Kim Woon-haeng, a manager of the Chungju Agricultural Products Processing Center, is explaining the export strategy
Inquiries Chungbuk Horticultural Cooperative
Tel +82-43-855-4100~2
Fax +82-43-855-0054
Issue 242 Nov. 2015 2 5
Fresh Food _ Enoki Mushroom
Obtained Certifications for Pesticide-Free Produce and GAP…Thorough Hygiene Control and High Food Safety 2 3
4 1. Mr. Park, the president of HCMA, checks the growth of enoki mushrooms 2. Sorting and packaging lines for enoki mushrooms 3. Sorted and packed enoki mushrooms 4. Staff harvesting enoki mushrooms in a cultivation facility
1
Environmentally Friendly Enoki Mushroom with High Storability, Hampyeong Chon Ji Mushroom ampyeong County (in South Jeolla Province) is blessed with clean water and soil. Thanks to this clean natural environment, environmentally friendly agriculture is burgeoning in the area. Accordingly, the agri-products produced by Hampyeong County are well-known for their quality. For ex-
H
2 6 Korea AgraFood
ample, there has always been a plentiful yield of delicious, excellent rice. That’s why an old Korean saying goes, “Even the casket of a man who ate Hampyeong rice is heavier.” Capitalizing on these natural advantages, Hampyeong Chon Ji Mushroom Agricultural Union Corporation (HCMA) focuses on the
research, cultivation, and supply of high-quality enoki mushrooms to consumers at home and abroad.
Producing 12 Tons of Enoki Mushrooms a Day, 360 Tons a Month The crispy and chewy enoki mushroom is a high-protein, low-calorie
food that contains a lot of natural vitamins, so it is good for losing weight and helpful for children’s development. What’s more, the guanylic acid in enoki mushroom helps lower cholesterol levels and promotes blood circulation. Enoki mushroom helps stimulate the immune system of a human body, so the food is known to have an anti-cancer effect and to protect against virus infections. HCMA started to produce enoki mushrooms in 990㎡ production facilities in 1997. Thanks to the steady growth and consistent investment in facilities, the company has become a professional enoki-mushroom producer that manufactures 12 tons of enoki mushrooms a day and 360 tons
of them a month. Mr. Park Joon-ho, the president of HCMA, says, “We carry out all steps of the production process—culturing mushroom seeds, mixing badges, putting seeds in bottles, injecting seeds, growing and harvesting mushrooms, and distributing the product. HCMA was designated one of the ‘Top 100 Korean Star Farms’ by the Korean government because we produce high-quality enoki mushrooms.”
Only Uses High-Quality Seeds …Over 99 Percent Success Rate Culturing Seeds To produce fresh and high-quality mushrooms, the most important step is seed management. Mr. Park learned
the technique of culturing mushroom seeds in his university years and is famous in the Korean mushroom industry as an expert in the field. He thoroughly checks and tests mushroom seeds before planting. Mr. Park emphasizes the importance of meticulous control of the seed culture, “We carefully manage mushroom seeds, so that they do not get contaminated and check the mushroom seed-culturing facilities frequently. As a result, our success rate in culturing mushroom seeds is over 99 percent.” Mr. Park also pays a lot of attention to using clean water and clear air. HCMA only works with clean filtered water and has filters installed in
Issue 242 Nov. 2015 2 7
Fresh Food _ Enoki Mushroom
Obtained Certifications for Pesticide-Free Produce and GAP…Thorough Hygiene Control and High Food Safety 2 3
4 1. Mr. Park, the president of HCMA, checks the growth of enoki mushrooms 2. Sorting and packaging lines for enoki mushrooms 3. Sorted and packed enoki mushrooms 4. Staff harvesting enoki mushrooms in a cultivation facility
1
Environmentally Friendly Enoki Mushroom with High Storability, Hampyeong Chon Ji Mushroom ampyeong County (in South Jeolla Province) is blessed with clean water and soil. Thanks to this clean natural environment, environmentally friendly agriculture is burgeoning in the area. Accordingly, the agri-products produced by Hampyeong County are well-known for their quality. For ex-
H
2 6 Korea AgraFood
ample, there has always been a plentiful yield of delicious, excellent rice. That’s why an old Korean saying goes, “Even the casket of a man who ate Hampyeong rice is heavier.” Capitalizing on these natural advantages, Hampyeong Chon Ji Mushroom Agricultural Union Corporation (HCMA) focuses on the
research, cultivation, and supply of high-quality enoki mushrooms to consumers at home and abroad.
Producing 12 Tons of Enoki Mushrooms a Day, 360 Tons a Month The crispy and chewy enoki mushroom is a high-protein, low-calorie
food that contains a lot of natural vitamins, so it is good for losing weight and helpful for children’s development. What’s more, the guanylic acid in enoki mushroom helps lower cholesterol levels and promotes blood circulation. Enoki mushroom helps stimulate the immune system of a human body, so the food is known to have an anti-cancer effect and to protect against virus infections. HCMA started to produce enoki mushrooms in 990㎡ production facilities in 1997. Thanks to the steady growth and consistent investment in facilities, the company has become a professional enoki-mushroom producer that manufactures 12 tons of enoki mushrooms a day and 360 tons
of them a month. Mr. Park Joon-ho, the president of HCMA, says, “We carry out all steps of the production process—culturing mushroom seeds, mixing badges, putting seeds in bottles, injecting seeds, growing and harvesting mushrooms, and distributing the product. HCMA was designated one of the ‘Top 100 Korean Star Farms’ by the Korean government because we produce high-quality enoki mushrooms.”
Only Uses High-Quality Seeds …Over 99 Percent Success Rate Culturing Seeds To produce fresh and high-quality mushrooms, the most important step is seed management. Mr. Park learned
the technique of culturing mushroom seeds in his university years and is famous in the Korean mushroom industry as an expert in the field. He thoroughly checks and tests mushroom seeds before planting. Mr. Park emphasizes the importance of meticulous control of the seed culture, “We carefully manage mushroom seeds, so that they do not get contaminated and check the mushroom seed-culturing facilities frequently. As a result, our success rate in culturing mushroom seeds is over 99 percent.” Mr. Park also pays a lot of attention to using clean water and clear air. HCMA only works with clean filtered water and has filters installed in
Issue 242 Nov. 2015 2 7
Fresh Food _ Enoki Mushroom
“
”
The Hampyeong Chon Ji Mushroom company conducts seed research and thoroughly manages the seeds to produce high-quality enoki mushrooms
the ventilation system of the mushroom-production facilities. He says, “To produce high quality enoki mushrooms, it is important to create a stress-free environment, just like you do for humans.”
Selecting and Distributing Only the Best Quality Enoki Mushrooms In 2007, HCMA introduced the Agri-Products Traceability Management (ATM) system in order to secure the food safety and improve the quality competitiveness of enoki mushrooms. The company also obtained GAP (Good Agricultural Practices) certification. Last year, HCMA succeeded in acquiring certification for pesticide-free produce. Mr. Park explains, “Out of all the environmentally friendly and pesticide-free enoki mushrooms that we produce in cutting-edge automated facilities, we sort out and prepare for distribution only the best quality, freshest mushrooms. Consumers can eat our enoki mushrooms with an easy mind.” The staff cleans each mushroomproduction line before finishing the daily work, so that the mushrooms
2 8 Korea AgraFood
are always produced in hygienic conditions.
Entering Overseas Markets… Exporting to Australia, Vietnam, and Japan The main clients of HCMA are the wholesale markets and big distributors of Korea. However, in a bid to find new markets, the producer started its overseas business in 2009. It now ships its products to Australia, Vietnam, and Japan. To improve the storability of the enoki mushroom for export, HCMA has made it a rule to
cultivate mushrooms at low temperatures and cool them further before sending them overseas in a cold chain system. Based on these efforts, the producer has been able to earn the trust of foreign buyers in the quality of HCMA’s enoki mushrooms. Mr. Park says, “Mushrooms have a good potential for export expansion because they are widely used as an ingredient in many countries. We will make efforts to increase our exports to more countries by steadily improving and expanding the mushroomproduction facilities.”
Hampyeong Chon Ji Mushroom regularly participates in international food trade fairs
Additional Information Let’s Use Enoki Mushrooms as a Natural Seasoning Generally, enoki mushrooms are made into a grilled dish or boiled in water. They are also widely used as a sub-ingredient for various dishes. But only a few people know that enoki mushrooms make an excellent natural seasoning that adds flavor to soup dishes. Making such a seasoning is simple. Place cleaned and trimmed enoki mushrooms in a blender and grind them. You can add this seasoning when cooking soup, and you won’t need any other seasonings. Mr. Park explains, “There’s no need to use other seasonings if you have enoki mushrooms. The dishes prepared with enoki mushrooms are digested and absorbed really well.”
Inquiries Hampyeong Chon Ji Mushroom Agricultural Union Corporation
Tel +82-61-323-3090
Fax +82-61-323-3091
E-mail hjkl3090@hanmail.net
Issue 242 Nov. 2015 2 9
Fresh Food _ Enoki Mushroom
“
”
The Hampyeong Chon Ji Mushroom company conducts seed research and thoroughly manages the seeds to produce high-quality enoki mushrooms
the ventilation system of the mushroom-production facilities. He says, “To produce high quality enoki mushrooms, it is important to create a stress-free environment, just like you do for humans.”
Selecting and Distributing Only the Best Quality Enoki Mushrooms In 2007, HCMA introduced the Agri-Products Traceability Management (ATM) system in order to secure the food safety and improve the quality competitiveness of enoki mushrooms. The company also obtained GAP (Good Agricultural Practices) certification. Last year, HCMA succeeded in acquiring certification for pesticide-free produce. Mr. Park explains, “Out of all the environmentally friendly and pesticide-free enoki mushrooms that we produce in cutting-edge automated facilities, we sort out and prepare for distribution only the best quality, freshest mushrooms. Consumers can eat our enoki mushrooms with an easy mind.” The staff cleans each mushroomproduction line before finishing the daily work, so that the mushrooms
2 8 Korea AgraFood
are always produced in hygienic conditions.
Entering Overseas Markets… Exporting to Australia, Vietnam, and Japan The main clients of HCMA are the wholesale markets and big distributors of Korea. However, in a bid to find new markets, the producer started its overseas business in 2009. It now ships its products to Australia, Vietnam, and Japan. To improve the storability of the enoki mushroom for export, HCMA has made it a rule to
cultivate mushrooms at low temperatures and cool them further before sending them overseas in a cold chain system. Based on these efforts, the producer has been able to earn the trust of foreign buyers in the quality of HCMA’s enoki mushrooms. Mr. Park says, “Mushrooms have a good potential for export expansion because they are widely used as an ingredient in many countries. We will make efforts to increase our exports to more countries by steadily improving and expanding the mushroomproduction facilities.”
Hampyeong Chon Ji Mushroom regularly participates in international food trade fairs
Additional Information Let’s Use Enoki Mushrooms as a Natural Seasoning Generally, enoki mushrooms are made into a grilled dish or boiled in water. They are also widely used as a sub-ingredient for various dishes. But only a few people know that enoki mushrooms make an excellent natural seasoning that adds flavor to soup dishes. Making such a seasoning is simple. Place cleaned and trimmed enoki mushrooms in a blender and grind them. You can add this seasoning when cooking soup, and you won’t need any other seasonings. Mr. Park explains, “There’s no need to use other seasonings if you have enoki mushrooms. The dishes prepared with enoki mushrooms are digested and absorbed really well.”
Inquiries Hampyeong Chon Ji Mushroom Agricultural Union Corporation
Tel +82-61-323-3090
Fax +82-61-323-3091
E-mail hjkl3090@hanmail.net
Issue 242 Nov. 2015 2 9
Processed Food _ Korea Ginseng Berry Corporation
Ginseng Berries
Contain 15 Times More Saponin than Red Ginseng
First Advances Overseas Are in the US & Vietnam
3 0 Korea AgraFood
Ginseng berries are harvested and processed before they have ripened red
T
he ginseng produced in Korea (panax ginseng) attracts the attention of people around the world as a functional healthy food due to the high concentration of saponin. It contains approximately 30 types of saponin—twice that of American ginseng, in which 15 types of saponin are found. Saponin is also referred to as ginsenoside, which is an amalgamation of ginseng and glycoside. According to pharmacological research, ginsenoside is effective in protecting liver functions, inhibiting the proliferation of cancer cells, stimulating production of adrenocortical hormones, enhancing learning ability, and fighting diabetes. The Korean Ministry of Food and Drug Safety (MFDS) has officially recognized the efficacies of ginsenoside Rg1, Rg2, and Rb1 in strengthening immunity, relieving fatigue, and improving memory. This is in addition to their antithrombotic and anoxidative functions. Ginsenoside elements such as Ra, Rf, Rg3, and Rh2 can only be found in Korean ginseng. A reference to the excellent medicinal qualities of Korean ginseng is found in its name.
Also referred to as Goryeo ginseng, Korean ginseng has the scientific name of “panax ginseng,” where panax is derived from the Greek word for panacea. Recently, however, it was proved that the berries of Goryeo ginseng also contain a plenitude of ginsenoside. The finding has motivated efforts to commercialize the ginseng berries. It took Korea Ginseng Berry Corporation ten years of arduous research and development efforts to succeed in releasing products with ginseng berries.
Registered Patent for Method of Manufacturing Ginseng Berry Extract Korea Ginseng Berry Corporation offers a variety of products including ginseng berry concentrates, ampoules, teas, confectioneries, soaps, shampoos, and hangover-relieving beverages. The products are sold under the brand name of “Millennium Masterpiece.” The raw ingredients are obtained by harvesting and processing ginseng berries from three- to four-year-old ginseng. Surprisingly, ginseng berries contain a larger amount of saponin than
red ginseng, a world-renowned healthy food. A component analysis conducted in 2013 by the Biotech Research Center of Joongbu University demonstrated that a ginseng berry contains 4.86 milligrams to grams (mg/g) of ginsenoside Rb1, 11.26 mg/g of ginsenoside Rb2, 10.52 mg/g of ginsenoside Rc, and 45.96 mg/g of ginsenoside Re. In other words, the volume of saponin in the berry is about 15 times larger than the volume in red ginseng products. The ginsenoside elements Re and Rb2, in particular, are drawing a lot of attention because they are known to be excellent for preventing and treating diabetes—a major threat to human health in the modern era. What’s more, the corporation filed a patent application for its method of manufacturing ginseng berry extract and had it registered in 2011 as a patent with the Korean Intellectual Property Office (KIPO). Mr. Youn Jin-chan, CEO of Korean Ginseng Berry Corporation, explained that red ginseng is made by steaming and drying ginseng. During that process, the ginsenoside concentration increases or decreases based on various factors. These include the applied temperature, the number of process repetitions, and overall time. He added that the process of making red ginseng is geared toward maximizing the ginsenoside contents, and the same process is applied to ginseng berries.
Developing Products for the Market with the Largest Potential: China The corporation’s products are mostly exported overseas—to the US, China, Vietnam, and other countries.
Issue 242 Nov. 2015 3 1
Processed Food _ Korea Ginseng Berry Corporation
Ginseng Berries
Contain 15 Times More Saponin than Red Ginseng
First Advances Overseas Are in the US & Vietnam
3 0 Korea AgraFood
Ginseng berries are harvested and processed before they have ripened red
T
he ginseng produced in Korea (panax ginseng) attracts the attention of people around the world as a functional healthy food due to the high concentration of saponin. It contains approximately 30 types of saponin—twice that of American ginseng, in which 15 types of saponin are found. Saponin is also referred to as ginsenoside, which is an amalgamation of ginseng and glycoside. According to pharmacological research, ginsenoside is effective in protecting liver functions, inhibiting the proliferation of cancer cells, stimulating production of adrenocortical hormones, enhancing learning ability, and fighting diabetes. The Korean Ministry of Food and Drug Safety (MFDS) has officially recognized the efficacies of ginsenoside Rg1, Rg2, and Rb1 in strengthening immunity, relieving fatigue, and improving memory. This is in addition to their antithrombotic and anoxidative functions. Ginsenoside elements such as Ra, Rf, Rg3, and Rh2 can only be found in Korean ginseng. A reference to the excellent medicinal qualities of Korean ginseng is found in its name.
Also referred to as Goryeo ginseng, Korean ginseng has the scientific name of “panax ginseng,” where panax is derived from the Greek word for panacea. Recently, however, it was proved that the berries of Goryeo ginseng also contain a plenitude of ginsenoside. The finding has motivated efforts to commercialize the ginseng berries. It took Korea Ginseng Berry Corporation ten years of arduous research and development efforts to succeed in releasing products with ginseng berries.
Registered Patent for Method of Manufacturing Ginseng Berry Extract Korea Ginseng Berry Corporation offers a variety of products including ginseng berry concentrates, ampoules, teas, confectioneries, soaps, shampoos, and hangover-relieving beverages. The products are sold under the brand name of “Millennium Masterpiece.” The raw ingredients are obtained by harvesting and processing ginseng berries from three- to four-year-old ginseng. Surprisingly, ginseng berries contain a larger amount of saponin than
red ginseng, a world-renowned healthy food. A component analysis conducted in 2013 by the Biotech Research Center of Joongbu University demonstrated that a ginseng berry contains 4.86 milligrams to grams (mg/g) of ginsenoside Rb1, 11.26 mg/g of ginsenoside Rb2, 10.52 mg/g of ginsenoside Rc, and 45.96 mg/g of ginsenoside Re. In other words, the volume of saponin in the berry is about 15 times larger than the volume in red ginseng products. The ginsenoside elements Re and Rb2, in particular, are drawing a lot of attention because they are known to be excellent for preventing and treating diabetes—a major threat to human health in the modern era. What’s more, the corporation filed a patent application for its method of manufacturing ginseng berry extract and had it registered in 2011 as a patent with the Korean Intellectual Property Office (KIPO). Mr. Youn Jin-chan, CEO of Korean Ginseng Berry Corporation, explained that red ginseng is made by steaming and drying ginseng. During that process, the ginsenoside concentration increases or decreases based on various factors. These include the applied temperature, the number of process repetitions, and overall time. He added that the process of making red ginseng is geared toward maximizing the ginsenoside contents, and the same process is applied to ginseng berries.
Developing Products for the Market with the Largest Potential: China The corporation’s products are mostly exported overseas—to the US, China, Vietnam, and other countries.
Issue 242 Nov. 2015 3 1
Processed Food _ Korea Ginseng Berry Corporation
ports before cultivating the domestic market because the absence of a domestic distribution network would mean high distribution costs. Moreover, ginseng berries are not yet registered as a functional food in Korea. That’s why the corporation decided to first knock on the door of the foreign markets where Goryeo ginseng is highly regarded. Currently, Korea recognizes the functionality of ginseng products when the contents of ginsenoside Rb1, Rg1, and Rg3 are 3.8 mg/g or more. In fact, ginseng berries are known to contain 15 mg/g
The ginseng berry ampoule product (top) and the ginseng berry tea (bottom) produced by Korea Ginseng Berry Corporation
Currently, the highest sales are in the American market where each year the corporation supplies 2,000 to 3,000 boxes of its products. These include ginseng berry concentrate, and the market is still growing. Shipments to Vietnam started earlier this year. In the midst of rising interest from local consumers in healthy food, the products there are receiving favorable evaluations for high marketability. However, the market that is thought to become the largest for the corporation’s products is China. For example, the corporation developed a ginseng berry tea based on the consumption patterns of Chinese people who love drinking teas. Ampoule products are also expected to sell well in the country due to the recent increase of interest in health. The corporation jumped into ex-
3 2 Korea AgraFood
of the ginsenoside elements. Mr. Youn said that the corporation seeks to expand sales of its products by pioneering more export markets, and negotiations to supply ginseng berry products to duty free shops and guide shops are under way. He explained that the prices of ginseng berry products are higher than those of red ginseng products because the ginseng berry contains a lot of ginsenoside.
Planning to Increase Added Value of Ginseng Berries by Developing Medicine Mr. Youn said he encountered ginseng berries by chance. He first succeeded in the softening treatment while he was engaged in producing red ginseng and was awarded a grand prize for making red ginseng kimchi at the Kimchi Expo in 2005. In the meantime, Mr. Youn met farmers to purchase ginseng. They said that ginseng berries were also good. That’s how his interest in ginseng berries started. When Mr. Young tried boiling ginseng berries in a caldron, a lid of the caldron flew off due to the large amount of foam that formed inside. The incident served as
a catalyst for his hard work developing ginseng berry technology. Mr. Youn explains, “The word ‘saponin’ is derived from a Greek word meaning ‘soap’ because it generates foam just like soap does. When you shake an ampoule product, it turns completely into foam.” According to Mr. Youn, the corporation is the only company to apply the process of steaming and drying ginseng berries, and it possesses the knowhow to clean and process the ginseng berries. Mr. Youn continues, “The ginseng berries used as a base ingredient for the products go through a process in which residual agrochemicals decompose. Plus, the corporation obtained a certification for its agrochemical-free products from the Korean government.” He emphasized plans to conduct more research on methods of extracting high-content saponin from ginseng berries and on the resulting efficacies. The corporation will also make continued efforts to increase the added value of Korean ginseng berries by conducting clinical tests to develop medicine and by pioneering new markets.
Mr. Youn Jin-chan explains processed ginseng berry products
Inquiries Korea Ginseng Berry Corporation
Tel +82-80-668-2304
Website www.ginsengberry.co
Issue 242 Nov. 2015 3 3
Processed Food _ Korea Ginseng Berry Corporation
ports before cultivating the domestic market because the absence of a domestic distribution network would mean high distribution costs. Moreover, ginseng berries are not yet registered as a functional food in Korea. That’s why the corporation decided to first knock on the door of the foreign markets where Goryeo ginseng is highly regarded. Currently, Korea recognizes the functionality of ginseng products when the contents of ginsenoside Rb1, Rg1, and Rg3 are 3.8 mg/g or more. In fact, ginseng berries are known to contain 15 mg/g
The ginseng berry ampoule product (top) and the ginseng berry tea (bottom) produced by Korea Ginseng Berry Corporation
Currently, the highest sales are in the American market where each year the corporation supplies 2,000 to 3,000 boxes of its products. These include ginseng berry concentrate, and the market is still growing. Shipments to Vietnam started earlier this year. In the midst of rising interest from local consumers in healthy food, the products there are receiving favorable evaluations for high marketability. However, the market that is thought to become the largest for the corporation’s products is China. For example, the corporation developed a ginseng berry tea based on the consumption patterns of Chinese people who love drinking teas. Ampoule products are also expected to sell well in the country due to the recent increase of interest in health. The corporation jumped into ex-
3 2 Korea AgraFood
of the ginsenoside elements. Mr. Youn said that the corporation seeks to expand sales of its products by pioneering more export markets, and negotiations to supply ginseng berry products to duty free shops and guide shops are under way. He explained that the prices of ginseng berry products are higher than those of red ginseng products because the ginseng berry contains a lot of ginsenoside.
Planning to Increase Added Value of Ginseng Berries by Developing Medicine Mr. Youn said he encountered ginseng berries by chance. He first succeeded in the softening treatment while he was engaged in producing red ginseng and was awarded a grand prize for making red ginseng kimchi at the Kimchi Expo in 2005. In the meantime, Mr. Youn met farmers to purchase ginseng. They said that ginseng berries were also good. That’s how his interest in ginseng berries started. When Mr. Young tried boiling ginseng berries in a caldron, a lid of the caldron flew off due to the large amount of foam that formed inside. The incident served as
a catalyst for his hard work developing ginseng berry technology. Mr. Youn explains, “The word ‘saponin’ is derived from a Greek word meaning ‘soap’ because it generates foam just like soap does. When you shake an ampoule product, it turns completely into foam.” According to Mr. Youn, the corporation is the only company to apply the process of steaming and drying ginseng berries, and it possesses the knowhow to clean and process the ginseng berries. Mr. Youn continues, “The ginseng berries used as a base ingredient for the products go through a process in which residual agrochemicals decompose. Plus, the corporation obtained a certification for its agrochemical-free products from the Korean government.” He emphasized plans to conduct more research on methods of extracting high-content saponin from ginseng berries and on the resulting efficacies. The corporation will also make continued efforts to increase the added value of Korean ginseng berries by conducting clinical tests to develop medicine and by pioneering new markets.
Mr. Youn Jin-chan explains processed ginseng berry products
Inquiries Korea Ginseng Berry Corporation
Tel +82-80-668-2304
Website www.ginsengberry.co
Issue 242 Nov. 2015 3 3
Processed Food _ Hansung Food
Be Healthy with Sweet & Sour Taste
Yuja Tea Lead Korean Yuja Tea Production Filed with Their Yuja tea with Honest Taste & Quality, Hansung Food
ith the health food craze, more and more consumers are looking for safe, wholesome foods. Recently, the trend has spread to all types of food— not only general dishes but also tea and beverages. Korean traditional healthy tea, yuja (citron) tea is characterized by a golden yellow color and a sweet and sour taste. It is one of the most popular healthy tea drinks among consumers overseas. In addition to the vivid color and refreshing taste, yuja tea has a lot of nutrition to offer. According to
W
3 4 Korea AgraFood
The modernized production facilities of Hansung Food ensure hygienic production and the safety of the tea products
Bencao Gangmu, a Chinese medical book, eating yuja removes a heavy feeling, refreshes the mind, and lightens the body. In fact, the fruit contains three times the amount of Vitamin C found in lemon. It is also rich in organic acids and hesperidin, so it is effective for fighting colds, neuralgia, and strokes. Moreover, it is good for the prevention of cancer. Yuja helps in the recovery from fatigue and is beneficial for skin care. <Korea AgraFood> would like to introduce our readers to Hansung Food, a representative yuja tea beverage exporter that is actively promoting Korean yuja tea in overseas markets.
The Largest Production Scale in Korea Hansung Food was founded in 2001 and started exporting its products in the same year. At first, the exports focused on the Japanese market, but now the company ships various kinds of tea—such as yuja tea and jujube tea—to about 20 countries including China, the US, and the countries of ASEAN and Europe. Hansung Food occupies an unrivaled position as a yuja tea producer
in Korea. Every year, it processes 6,200 tons of the fruit, which is equivalent to one-third of the entire yield of citron in Korea. Kim Jong Nam, CEO of Hansung Food, said, “At the time the company was founded, the manufacturing process of yuja tea in Korea was in the form of a cottage industry. Hansung Food aimed at the global market, so we built up modern automation systems and now have the best yuja processing facilities in the country.” Hansung Food is putting a lot of effort into managing its manufacturing facilities in a hygienic way in order to ensure the high food safety of its products. To keep the workplace clean, the company applies the CIP (Cleaning In Place) system. In recognition of those efforts, Hansung Food has been designated a “CLEAN Workplace” by the Korean Government. The company’s hygienic facilities—air showers, filters for foreign matters, and so on—possess HACCP (Hazard Analysis and Critical Control Point) certification. Hansung Food also succeeded in obtaining ISO9001, ISO22000, and UKAS (The United Kingdom Accreditation Service) cer-
tifications for the food safety management system.
Diverse Tea Products: Yuja Tea, Lemon-Yuja Tea, Strawberry Tea, and More Hansung Food produces a variety of tea drinks—some 25 kinds of products including its flagship, citrus tea— in state-of-the-art processing facilities. Each product is exported in four types of packages (2kg, 1kg, 580g, and 300g), to give consumers a wider choice. In China, the US, Hong Kong, and Taiwan, local people prefer large
Products of diverse sizes and flavors
Issue 242 Nov. 2015 3 5
Processed Food _ Hansung Food
Be Healthy with Sweet & Sour Taste
Yuja Tea Lead Korean Yuja Tea Production Filed with Their Yuja tea with Honest Taste & Quality, Hansung Food
ith the health food craze, more and more consumers are looking for safe, wholesome foods. Recently, the trend has spread to all types of food— not only general dishes but also tea and beverages. Korean traditional healthy tea, yuja (citron) tea is characterized by a golden yellow color and a sweet and sour taste. It is one of the most popular healthy tea drinks among consumers overseas. In addition to the vivid color and refreshing taste, yuja tea has a lot of nutrition to offer. According to
W
3 4 Korea AgraFood
The modernized production facilities of Hansung Food ensure hygienic production and the safety of the tea products
Bencao Gangmu, a Chinese medical book, eating yuja removes a heavy feeling, refreshes the mind, and lightens the body. In fact, the fruit contains three times the amount of Vitamin C found in lemon. It is also rich in organic acids and hesperidin, so it is effective for fighting colds, neuralgia, and strokes. Moreover, it is good for the prevention of cancer. Yuja helps in the recovery from fatigue and is beneficial for skin care. <Korea AgraFood> would like to introduce our readers to Hansung Food, a representative yuja tea beverage exporter that is actively promoting Korean yuja tea in overseas markets.
The Largest Production Scale in Korea Hansung Food was founded in 2001 and started exporting its products in the same year. At first, the exports focused on the Japanese market, but now the company ships various kinds of tea—such as yuja tea and jujube tea—to about 20 countries including China, the US, and the countries of ASEAN and Europe. Hansung Food occupies an unrivaled position as a yuja tea producer
in Korea. Every year, it processes 6,200 tons of the fruit, which is equivalent to one-third of the entire yield of citron in Korea. Kim Jong Nam, CEO of Hansung Food, said, “At the time the company was founded, the manufacturing process of yuja tea in Korea was in the form of a cottage industry. Hansung Food aimed at the global market, so we built up modern automation systems and now have the best yuja processing facilities in the country.” Hansung Food is putting a lot of effort into managing its manufacturing facilities in a hygienic way in order to ensure the high food safety of its products. To keep the workplace clean, the company applies the CIP (Cleaning In Place) system. In recognition of those efforts, Hansung Food has been designated a “CLEAN Workplace” by the Korean Government. The company’s hygienic facilities—air showers, filters for foreign matters, and so on—possess HACCP (Hazard Analysis and Critical Control Point) certification. Hansung Food also succeeded in obtaining ISO9001, ISO22000, and UKAS (The United Kingdom Accreditation Service) cer-
tifications for the food safety management system.
Diverse Tea Products: Yuja Tea, Lemon-Yuja Tea, Strawberry Tea, and More Hansung Food produces a variety of tea drinks—some 25 kinds of products including its flagship, citrus tea— in state-of-the-art processing facilities. Each product is exported in four types of packages (2kg, 1kg, 580g, and 300g), to give consumers a wider choice. In China, the US, Hong Kong, and Taiwan, local people prefer large
Products of diverse sizes and flavors
Issue 242 Nov. 2015 3 5
Processed Food _ Hansung Food
Hansung Food holds a tasting event for foreigners at an overseas food expo. Muslim consumers are especially interested in the tea products
volume products of 1-2kg. In Japan, on the other hand, small volume products receive a better response. The most important characteristics of Hansung Food’s Yuja Tea are its vivid yellow color and strong fragrance. The secret is in the ingredients: it is made with yuja of a firm texture. Kim Sang-jun, the head of the export department, said, “We try to stick to the basic principle of not using the fruits that were harvested more than a day before. Consumers can feel that when they see the texture of the sliced yuja in the tea is not soft.” The yuja contents in the tea is high: 80 percent. What’s more, considering the propensity of yuja to easily turn bad in the heat or under strong light, the company sterilizes the product instantly at a high temperature and then rapidly cools it down. This method helps maintain the unique flavor of yuja while minimizing the loss of nutrients. Consumers have shown a positive response to other tea drink products that are based on yuja tea and also contain lemon, ginger, aloe, and apple. Among such products, Lemon-Yuja
3 6 Korea AgraFood
Tea has a lot of Vitamin C, which doubles its sour taste. The product is especially popular among female consumers. The Strawberry Tea, Apple Tea, Jujube Tea, and Hallabong Tea made of Korean fruits are in the limelight in Korea as well as abroad.
Obtained Halal Certifications JAKIM and Kosher to Enter the Halal Market
Recently, Hansung Food has been making efforts to enter the Halal market. It is a huge market with a Muslim population of about 1.8 billion, and there is a high preference for healthy food. Hansung Food obtained Malaysian JAKIM certification in 2013 and has been continuously exporting yuja tea to Malaysian supermarket chains. Last year, the company also obtained Kosher certification. Mr. Kim of the export department said, “Yuja tea is attracting the attention of young ladies and the higher-income group in the halal countries as a healthy tea.” Hansung Food is also pioneering the Russian and European markets where the consumption of tea drinks is rising. Mr. Kim said, “We gathered the opinions of buyers whom we met at international food expos, and it turned out that the possibility of succeeding with fusion tea is high. That’s why we are planning to actively pioneer new markets with fusion tea products in which apple, ginger, plum, and strawberry are added to yuja.”
Hansung Food participated in an international food expo where it promoted its tea products to foreign buyers
Additional Information Tea Products Possessing Halal certification The Hansung Food items that have obtained halal certification are: Yuja Tea, Jujube Tea, Ginger Tea, and Aloe Tea. Except the last one, all of them use Korean ingredients. Thanks to the natural ingredients, Jujube Tea keeps the chewy texture of jujube. Ginger Tea also contains slices of ginger. It is popular with many consumers in the middle-aged group due to its unique spicy ginger fragrance. Aloe Tea boasts a high proportion of aloe gel. Not only the nutrition of aloe but also its unique gel-like texture remains intact.
Inquiries Hansung Food
Tel +82-61-830-1000
E-mail hansungfood@hanmail.net
Website www.hansungfood.co.kr
Issue 242 Nov. 2015 3 7
Processed Food _ Hansung Food
Hansung Food holds a tasting event for foreigners at an overseas food expo. Muslim consumers are especially interested in the tea products
volume products of 1-2kg. In Japan, on the other hand, small volume products receive a better response. The most important characteristics of Hansung Food’s Yuja Tea are its vivid yellow color and strong fragrance. The secret is in the ingredients: it is made with yuja of a firm texture. Kim Sang-jun, the head of the export department, said, “We try to stick to the basic principle of not using the fruits that were harvested more than a day before. Consumers can feel that when they see the texture of the sliced yuja in the tea is not soft.” The yuja contents in the tea is high: 80 percent. What’s more, considering the propensity of yuja to easily turn bad in the heat or under strong light, the company sterilizes the product instantly at a high temperature and then rapidly cools it down. This method helps maintain the unique flavor of yuja while minimizing the loss of nutrients. Consumers have shown a positive response to other tea drink products that are based on yuja tea and also contain lemon, ginger, aloe, and apple. Among such products, Lemon-Yuja
3 6 Korea AgraFood
Tea has a lot of Vitamin C, which doubles its sour taste. The product is especially popular among female consumers. The Strawberry Tea, Apple Tea, Jujube Tea, and Hallabong Tea made of Korean fruits are in the limelight in Korea as well as abroad.
Obtained Halal Certifications JAKIM and Kosher to Enter the Halal Market
Recently, Hansung Food has been making efforts to enter the Halal market. It is a huge market with a Muslim population of about 1.8 billion, and there is a high preference for healthy food. Hansung Food obtained Malaysian JAKIM certification in 2013 and has been continuously exporting yuja tea to Malaysian supermarket chains. Last year, the company also obtained Kosher certification. Mr. Kim of the export department said, “Yuja tea is attracting the attention of young ladies and the higher-income group in the halal countries as a healthy tea.” Hansung Food is also pioneering the Russian and European markets where the consumption of tea drinks is rising. Mr. Kim said, “We gathered the opinions of buyers whom we met at international food expos, and it turned out that the possibility of succeeding with fusion tea is high. That’s why we are planning to actively pioneer new markets with fusion tea products in which apple, ginger, plum, and strawberry are added to yuja.”
Hansung Food participated in an international food expo where it promoted its tea products to foreign buyers
Additional Information Tea Products Possessing Halal certification The Hansung Food items that have obtained halal certification are: Yuja Tea, Jujube Tea, Ginger Tea, and Aloe Tea. Except the last one, all of them use Korean ingredients. Thanks to the natural ingredients, Jujube Tea keeps the chewy texture of jujube. Ginger Tea also contains slices of ginger. It is popular with many consumers in the middle-aged group due to its unique spicy ginger fragrance. Aloe Tea boasts a high proportion of aloe gel. Not only the nutrition of aloe but also its unique gel-like texture remains intact.
Inquiries Hansung Food
Tel +82-61-830-1000
E-mail hansungfood@hanmail.net
Website www.hansungfood.co.kr
Issue 242 Nov. 2015 3 7
It’s New !
It’s New !
Baekseol Korean Seasoning Sauce
Gluten-free Rice Bread, Petit Ami
No Need for Other Seasonings or Additional Ingredients
Soft, Moist Texture Similar to Wheat Bread
J Cheiljedang recently released a new product, Baekseol Korean Seasoning Sauce. With the product, anyone can easily cook delicious Korean dishes, and many consumers give it favorable evaluations. Baekseol Korean Seasoning Sauce is designed for making bulgogi (thin slices of beef marinated in a soy sauce) and Korean seafood dishes—the favorites of many Koreans as well as foreigners. The sauce is offered in four flavors: ojingeo-bokkeum (spicy stir-fried squid), ttukbaegi-bulgogi (bulgogi in an earthenware pot), gochujang-bulgogi (spicy bulgogi with a red pepper paste), and godeungeo-jorim (braised mackerel). If you have some meat or seafood and Baekseol Korean Seasoning Sauce, you can easily make a Korean dish without any additional ingredients or extra seasonings.
luten is a vegetable protein present in wheat or barley. Recently, as it has become known that many Hollywood celebrities keep their bodies in shape with gluten-free foods, the consumption of such products has been growing. In Korea, too, there are various gluten-free products. Of them, the gluten-free rice bread series “Petit Ami” produced by Petit Ami is receiving favorable responses in both the domestic and foreign markets.
G
C
Pouch Packaging…No Artificial Additives Unlike the majority of Korean seasoning sauce products,
Inquiries CJ Cheiljedang
3 8 Korea AgraFood
Baekseol Korean Seasoning Sauce comes not it glass bottles but in pouches. Thanks to the packaging, the product is convenient to use in outdoor activities such as camping. What’s more, in consideration of consumers’ health, the sauce does not contain synthetic preservatives or any other artificial additives. The size of each package is 150g, which is enough to cook two or three servings.
Tel +82-2-6740-1308
Website www.cj.co.kr
No Preservatives or Artificial Additives… Diverse Products from Bread to Cookies Petit Ami uses rice flour to produce some 17 kinds of baked goods. The greatest strength of the products is their soft texture. In general, rice has less glutinosity and viscosity than wheat, so it is not suitable for baking bread. However, Petit Ami grinds rice into such a fine flour that it turns into a good ingredient for bread. It gives it a soft, moist texture similar to wheat bread while adding the mild
Inquiries Petit Ami
Tel +82-31-511-0052
taste and scent unique to rice. Another advantage of the products is that they use no additional ingredients. Thanks to these merits, the bread of Petit Ami received a positive response from the Japanese buyers at export business consultations that took place in Japan last September 14. Negotiations with local restaurants and convenience stores are under way.
E-mail ptami@naver.com
Website www.ptami.com
Issue 242 Nov. 2015 3 9
It’s New !
It’s New !
Baekseol Korean Seasoning Sauce
Gluten-free Rice Bread, Petit Ami
No Need for Other Seasonings or Additional Ingredients
Soft, Moist Texture Similar to Wheat Bread
J Cheiljedang recently released a new product, Baekseol Korean Seasoning Sauce. With the product, anyone can easily cook delicious Korean dishes, and many consumers give it favorable evaluations. Baekseol Korean Seasoning Sauce is designed for making bulgogi (thin slices of beef marinated in a soy sauce) and Korean seafood dishes—the favorites of many Koreans as well as foreigners. The sauce is offered in four flavors: ojingeo-bokkeum (spicy stir-fried squid), ttukbaegi-bulgogi (bulgogi in an earthenware pot), gochujang-bulgogi (spicy bulgogi with a red pepper paste), and godeungeo-jorim (braised mackerel). If you have some meat or seafood and Baekseol Korean Seasoning Sauce, you can easily make a Korean dish without any additional ingredients or extra seasonings.
luten is a vegetable protein present in wheat or barley. Recently, as it has become known that many Hollywood celebrities keep their bodies in shape with gluten-free foods, the consumption of such products has been growing. In Korea, too, there are various gluten-free products. Of them, the gluten-free rice bread series “Petit Ami” produced by Petit Ami is receiving favorable responses in both the domestic and foreign markets.
G
C
Pouch Packaging…No Artificial Additives Unlike the majority of Korean seasoning sauce products,
Inquiries CJ Cheiljedang
3 8 Korea AgraFood
Baekseol Korean Seasoning Sauce comes not it glass bottles but in pouches. Thanks to the packaging, the product is convenient to use in outdoor activities such as camping. What’s more, in consideration of consumers’ health, the sauce does not contain synthetic preservatives or any other artificial additives. The size of each package is 150g, which is enough to cook two or three servings.
Tel +82-2-6740-1308
Website www.cj.co.kr
No Preservatives or Artificial Additives… Diverse Products from Bread to Cookies Petit Ami uses rice flour to produce some 17 kinds of baked goods. The greatest strength of the products is their soft texture. In general, rice has less glutinosity and viscosity than wheat, so it is not suitable for baking bread. However, Petit Ami grinds rice into such a fine flour that it turns into a good ingredient for bread. It gives it a soft, moist texture similar to wheat bread while adding the mild
Inquiries Petit Ami
Tel +82-31-511-0052
taste and scent unique to rice. Another advantage of the products is that they use no additional ingredients. Thanks to these merits, the bread of Petit Ami received a positive response from the Japanese buyers at export business consultations that took place in Japan last September 14. Negotiations with local restaurants and convenience stores are under way.
E-mail ptami@naver.com
Website www.ptami.com
Issue 242 Nov. 2015 3 9
Korean Franchise _ OUTDARK
hicken is one of the favorite foods of Koreans regardless of age or gender. It goes well with Coke and beer, so it is the first dish that Koreans think of when they get together. Due to such huge popularity, chicken franchises and restaurants are mushrooming in Korea. However, those who dare to jump into this saturated market without a differentiated strategy may suffer big losses. OUTDARK, operated by the Korean corporation TEDS, is a Korean-style fried chicken restaurant enterprise. Despite being a late starter in the market, OUTDARK has emerged as a burgeoning franchise brand. It is steadily growing on campus streets in Busan and South Gyeongsang Province based on a strategy that targets young customers in their 20s.
C
Salad Twigim-modeum (assorted fried dish)
Fried chicken
OUTDARK Surprises Thrice: With Ambience, Volume of Servings, and Taste
OUTDARK, A Restaurant Where You Can Enjoy Chicken to the Fullest The brand name OUTDARK evokes in many people the image of the famous family restaurant Outback. And they spontaneously associate the restaurant with casual westernstyle interior decoration, pleasant music, and friendly service. OUTDARK sounds similar to the name of the Australian-themed American restaurant and also offers similar ambience and service. The menu of OUTDARK is in an unusual format—it looks like a newsletter or a magazine and includes information on tourist sites in the vicinity of the restaurant as well as various cultural and entertainment news. Mr. Cho Boo-ho, a director at the OUTDARK main office, introduced the brand, “OUTDARK is a newconcept chicken restaurant that diners can visit to enjoy chicken as a meal. It is different from the traditional concept of a pub in which people eat chicken merely as an accompaniment to alcoholic drinks.”
Enjoy Crispy Chicken and Fried Potatoes! Ramyeon (instant noodle)
4 0 Korea AgraFood
Gimbap (seaweed rolls)
Bibimbap (rice mixed with assorted vegetables and beef)
Main Customer Base Are Young People… Differentiation through Ambience, Taste, & Price About 80 percent of OUTDARK’s customers are young people. Thus, to appeal to young customers, including college students who have light pockets, the chicken restaurant serves ample helpings of dishes for the price. At the same time, it maintains a posh restaurant-like ambience. One of the fad phrases in Korea these days is “one person, one chicken,” meaning that you have to order one chicken for each person at the table. However, the servings of OUTDARK are so large that one chicken is sufficient for two robust men. Mr. Cho explains, “OUTDARK serves
The interior of a OUTDARK franchisee at Hong Kong (top), Local people are waiting in line to taste the dishes of OUTDARK in Hong Kong (bottom)
large helpings for the price. It includes fried potatoes along with chicken as a basic entry, and this attracts many students with light pockets.” Mr. Cho emphasizes that the ambience, pricing, and taste satisfying the young customer base are the strategies differentiating OUTDARK from other stores serving chicken.
Korean-Style Fried Chicken and Seasoned Chicken Served as Main Dishes Since OUTDARK is a restaurant specializing in chicken, its menu is quite simple. The dishes are divided into three main categories: fried chicken made using a special curing method, chicken seasoned in gochujang (red-pepper
Issue 242 Nov. 2015 4 1
Korean Franchise _ OUTDARK
hicken is one of the favorite foods of Koreans regardless of age or gender. It goes well with Coke and beer, so it is the first dish that Koreans think of when they get together. Due to such huge popularity, chicken franchises and restaurants are mushrooming in Korea. However, those who dare to jump into this saturated market without a differentiated strategy may suffer big losses. OUTDARK, operated by the Korean corporation TEDS, is a Korean-style fried chicken restaurant enterprise. Despite being a late starter in the market, OUTDARK has emerged as a burgeoning franchise brand. It is steadily growing on campus streets in Busan and South Gyeongsang Province based on a strategy that targets young customers in their 20s.
C
Salad Twigim-modeum (assorted fried dish)
Fried chicken
OUTDARK Surprises Thrice: With Ambience, Volume of Servings, and Taste
OUTDARK, A Restaurant Where You Can Enjoy Chicken to the Fullest The brand name OUTDARK evokes in many people the image of the famous family restaurant Outback. And they spontaneously associate the restaurant with casual westernstyle interior decoration, pleasant music, and friendly service. OUTDARK sounds similar to the name of the Australian-themed American restaurant and also offers similar ambience and service. The menu of OUTDARK is in an unusual format—it looks like a newsletter or a magazine and includes information on tourist sites in the vicinity of the restaurant as well as various cultural and entertainment news. Mr. Cho Boo-ho, a director at the OUTDARK main office, introduced the brand, “OUTDARK is a newconcept chicken restaurant that diners can visit to enjoy chicken as a meal. It is different from the traditional concept of a pub in which people eat chicken merely as an accompaniment to alcoholic drinks.”
Enjoy Crispy Chicken and Fried Potatoes! Ramyeon (instant noodle)
4 0 Korea AgraFood
Gimbap (seaweed rolls)
Bibimbap (rice mixed with assorted vegetables and beef)
Main Customer Base Are Young People… Differentiation through Ambience, Taste, & Price About 80 percent of OUTDARK’s customers are young people. Thus, to appeal to young customers, including college students who have light pockets, the chicken restaurant serves ample helpings of dishes for the price. At the same time, it maintains a posh restaurant-like ambience. One of the fad phrases in Korea these days is “one person, one chicken,” meaning that you have to order one chicken for each person at the table. However, the servings of OUTDARK are so large that one chicken is sufficient for two robust men. Mr. Cho explains, “OUTDARK serves
The interior of a OUTDARK franchisee at Hong Kong (top), Local people are waiting in line to taste the dishes of OUTDARK in Hong Kong (bottom)
large helpings for the price. It includes fried potatoes along with chicken as a basic entry, and this attracts many students with light pockets.” Mr. Cho emphasizes that the ambience, pricing, and taste satisfying the young customer base are the strategies differentiating OUTDARK from other stores serving chicken.
Korean-Style Fried Chicken and Seasoned Chicken Served as Main Dishes Since OUTDARK is a restaurant specializing in chicken, its menu is quite simple. The dishes are divided into three main categories: fried chicken made using a special curing method, chicken seasoned in gochujang (red-pepper
Issue 242 Nov. 2015 4 1
Korean Franchise _ OUTDARK
The exterior of a OUTDARK franchisee at Hong Kong
paste), and chicken in ganjang (soy sauce). Each of the categories also has a subcategory of boneless chicken. Finally, the menu includes some side dishes such as fried potatoes, fried rice cakes, cheese sticks, and sausages. Mr. Cho said that OUTDARK is focusing on serving delicious and hearty chicken dishes. In his words, “At OUTDARK, the chicken itself is the main dish, unlike other restaurants that serve chicken as one of several accompaniments to alcoholic drinks.”
Starts Overseas Expansion with Two Stores in
Hong Kong The brand has made steady progress by opening 34 stores in Korea. Seven of those are run directly by the OUTDARK headquarters. Since last year, the company has been making efforts to enter overseas markets based on the know-how accumulated by operating the stores in Korea. This February, the first overseas store of OUTDARK opened in Tsim Sha Tsui in Hong Kong. August marked the opening of another store in the Mongkok area. Boosted by the so-called chi-maek (chicken and beer) trend, which was fanned even more by the Korean TV drama My Love from Another Star, these overseas stores directly operated by the OUTDARK headquarters are thriving. They have long lines of customers waiting to get in. Based on the favorable response of local consumers, OUTDARK is planning to open a third store in the central district of Hong Kong in the first half of next year. The company has already constructed a distribution center in Hong Kong to expand its overseas business. What’s more, if it finds a partner in line with the concept and philosophy of OUTDARK, the company will cultivate its overseas business as a master franchise in lieu of the current direct operation structure. Mr. Cho said, “OUTDARK will make Hong Kong the base for entering into China and Southeast Asia.” According to him, the company’s staff relentlessly visits other countries to prepare for the expansion of overseas operations.
“
”
~!
Seasoned fried chicken of OUTDARK
“
”
Additional Information Grilled Cheese Back Ribs Popular in OUTDARK Stores in Hong Kong The stores in Hong Kong—in addition to chicken dishes—sell various Korean dishes such as grilled cheese galbi (back ribs), gimbap (seaweed rolls), bibimbap (rice mixed with assorted vegetables and beef), tteokbokki (stir-fried spicy rice cakes), and ramyeon (instant noodles). The addition to the menu was done at the request of local consumers who wanted to try various Korean dishes at one place. Among the additional entries on the menu, the grilled cheese galbi is the most popular. It is made by spreading a sweet and spicy sauce on back ribs and putting mozzarella cheese on the top. The dish is served on a
large grill along with a steamed egg, stir-fried kimchi, sweet potato mousse, and mayonnaise corn. Mr. Cho said, “We added other Korean dishes to our menu in Hong Kong because OUTDARK is seen by local consumers as a Korean restaurant rather than a specialized chicken restaurant. The popularity of the cheese back ribs is almost as high as that of the chicken dishes.”
Inquiries OUTDARK
4 2 Korea AgraFood
Tel +82-2-6925-4666
Fax +070-4015-8030
Website www.outdark.co.kr
Issue 242 Nov. 2015 4 3
Korean Franchise _ OUTDARK
The exterior of a OUTDARK franchisee at Hong Kong
paste), and chicken in ganjang (soy sauce). Each of the categories also has a subcategory of boneless chicken. Finally, the menu includes some side dishes such as fried potatoes, fried rice cakes, cheese sticks, and sausages. Mr. Cho said that OUTDARK is focusing on serving delicious and hearty chicken dishes. In his words, “At OUTDARK, the chicken itself is the main dish, unlike other restaurants that serve chicken as one of several accompaniments to alcoholic drinks.”
Starts Overseas Expansion with Two Stores in
Hong Kong The brand has made steady progress by opening 34 stores in Korea. Seven of those are run directly by the OUTDARK headquarters. Since last year, the company has been making efforts to enter overseas markets based on the know-how accumulated by operating the stores in Korea. This February, the first overseas store of OUTDARK opened in Tsim Sha Tsui in Hong Kong. August marked the opening of another store in the Mongkok area. Boosted by the so-called chi-maek (chicken and beer) trend, which was fanned even more by the Korean TV drama My Love from Another Star, these overseas stores directly operated by the OUTDARK headquarters are thriving. They have long lines of customers waiting to get in. Based on the favorable response of local consumers, OUTDARK is planning to open a third store in the central district of Hong Kong in the first half of next year. The company has already constructed a distribution center in Hong Kong to expand its overseas business. What’s more, if it finds a partner in line with the concept and philosophy of OUTDARK, the company will cultivate its overseas business as a master franchise in lieu of the current direct operation structure. Mr. Cho said, “OUTDARK will make Hong Kong the base for entering into China and Southeast Asia.” According to him, the company’s staff relentlessly visits other countries to prepare for the expansion of overseas operations.
“
”
~!
Seasoned fried chicken of OUTDARK
“
”
Additional Information Grilled Cheese Back Ribs Popular in OUTDARK Stores in Hong Kong The stores in Hong Kong—in addition to chicken dishes—sell various Korean dishes such as grilled cheese galbi (back ribs), gimbap (seaweed rolls), bibimbap (rice mixed with assorted vegetables and beef), tteokbokki (stir-fried spicy rice cakes), and ramyeon (instant noodles). The addition to the menu was done at the request of local consumers who wanted to try various Korean dishes at one place. Among the additional entries on the menu, the grilled cheese galbi is the most popular. It is made by spreading a sweet and spicy sauce on back ribs and putting mozzarella cheese on the top. The dish is served on a
large grill along with a steamed egg, stir-fried kimchi, sweet potato mousse, and mayonnaise corn. Mr. Cho said, “We added other Korean dishes to our menu in Hong Kong because OUTDARK is seen by local consumers as a Korean restaurant rather than a specialized chicken restaurant. The popularity of the cheese back ribs is almost as high as that of the chicken dishes.”
Inquiries OUTDARK
4 2 Korea AgraFood
Tel +82-2-6925-4666
Fax +070-4015-8030
Website www.outdark.co.kr
Issue 242 Nov. 2015 4 3
Daniel Lee Gray’s Hansik Story ⓒKorea Tourism Organization
some dried seaweed and lettuce was a perfect morsel. Another must eat seafood in
ⓒKorea Tourism Organization
Pohang is mulhoe (raw fish in sauce) and steamed crabs. In
Gwamaegi: Korea’s Local
January and February local king crabs come into season and it is a time that Jukdo
Dried Fish Delicacy
Market is filled with people.
Mulhoe ⓒKorea Tourism Organization
The crabs are simply steamed
Steamed Crab Street
and served with sauces and Traditional method to make gwamegi
Pohang is known as the home of Posco Steel, but it is also a coastal city with the Jukdo Market, one of the most
leaves for wrapping. The innards of the crab are then
impressive fish markets in Korea. Its harbors are populated with boats of all sizes, and in the horizon you can see
the kitchens. The dry heat and the wood burning cauldrons for
made into fried rice. Mulhoe is
them reaping the bounty of the sea.
soups and rice would slowly dry and smoke the fish. After it
one of my favorite Korean
If you go to Pohang in November through February, you’ll probably encounter the city’s famous food: gwamaegi. It is mackerel that has been dried in the cool sea air to concentrate the flavors and oils of the fish. Gwamaegi
was dried, it would then be deboned and sliced. This method is
dishes since the sauce is piquant yet spicy, and it brings the
not common these days, but at Pohang’s famous Jukdo
raw fish to life. It is like Spanish cerviche, and it goes well with
looks like dried venison and has a texture that is similar to smoked salmon or herring. In your mouth, it tastes like a pop of
Market, I was lucky enough to find Ms. Jang Jong-Hyun still
rice. In Jukdo Market, I like to go to Yeonghae Hoesikdang.
rich mackerel flavor mixed with sea salt. This flavor is heightened by its velvety texture. In fact, I could see this dish replacing beef jerky as a snack for it is rich in flavor, high in DHA and Omega-3, and easily transportable.
ⓒKorea Tourism Organization
making the fish this way. I asked her why many people changed the processing method.
They say that everything tastes better at the source. This is especially true of Pohang. The rocky seacoast, the salt waves,
“Mainly, it’s because of time,” she said. “It takes 15 days to
and the wintry, northwest wind add flavor to the region’s delica-
make gwamaegi this way, but the new method only takes four
cies. It’s a taste that I will remember and will look forward to
to five days. The wood adds more flavor to the fish than just air
sharing with friends.
cabbage and green onion tugging against the sharp garlic, the
drying it, but I guess speed and quantity is more important.”
savory gwamaegi, and the cool taste of the vinegary chili paste.
I then asked her if the traditional way tasted better and she answered emphatically, “Of course,” as she handed me a piece.
Guryong Susan
According to Mr. Kim Jeom-dol, an executive of the local
The fish was indeed smokier.
Add #963-182, Guryongpo-ri, Guryongpo-yeup, Nam-gu,
Gwamaegi Association, the dish has been around for a long
Mr. Kim Jeom-dol of the Gwaemagi Association told me, “Tim-
Pohang City, North Gyeongsang Province
time but has only gained commercial popularity in the last 15
ing is everything. It is best to catch the mackerel in the months
Tel +82-54-276-6542
years. When I asked him who made the original gwamaegi, he
of September, November, and December for the mackerel are
told me everyone claims to be the original, but nobody knows
the plumpest and most of food they have eaten has trans-
Yeonghae Hoe Sikdang (Inside Jukdo Market)
for sure.
formed to fat. The mackerel are then prepared to become gwa-
Add #573-9, Jukdo-dong, Buk-gu, Pohang City, North
maegi in early winter when the temperature is between 5 and
Gyeongsang Province
According to Buemjin’s (a popular gwamaegi producer) Ms.
10℃.” This is why Pohang is perfect for making this delicacy. Its
Tel +82-54-231-3918
Kim Jin-hee, the origin of gwamaegi was a happy accident.
location by the sea and the essential northwest wind keep the
Long ago, Pohang’s harbors were famous for herring. As the
temperature stable. He said, “If the wind and the temperature
men pulled up nets of fish, a few would slip out on to the deck.
are not constant then the flesh becomes too black and doesn’t
The herring would naturally dry out in the sun. One sailor—we
have the best texture and flavor.” The highest-grade gwamaegi
Gwamaegi can be enjoyed with the crisp taste of Korean soju
don’t know out of curiosity or stupidity—decided to taste it.
has a reddish, brown hue.
(Korean distilled sprits), a vodka-like concoction that goes well
Surprisingly, it was good, so fishermen would leave the fish out
with savory dishes like barbecued pork belly and tuna belly. In
on purpose.
Gwamegi
I was lucky to try some of this high-grade gwamaegi at a local favorite restaurant, Guryong Susan. At first bite, the fish was al
Pohang, you’ll find hundreds of restaurants serving gwamaegi. The local way to eat this dish is to make a veggie wrap with the
Over time the preparation of the fish evolved. Herring was re-
dente, but then the texture softened and rounded; the flavor
cabbage, mackerel, garlic, chives, and a healthy dose of the
placed with mackerel for flavor. Originally, they would take straw
was savory yet salty—the essence evaporating in a smoky hale.
vinegared chili sauce. The wrap is a harmony of flavors: the crisp
and loop it around the heads of five to ten fish and hang them in
Dipping the dried fish in a tart chili sauce and then eating it with
4 4 Korea AgraFood
ⓒKorea Tourism Organization
Jukdo Market
Issue 242 Nov. 2015 4 5
Daniel Lee Gray’s Hansik Story ⓒKorea Tourism Organization
some dried seaweed and lettuce was a perfect morsel. Another must eat seafood in
ⓒKorea Tourism Organization
Pohang is mulhoe (raw fish in sauce) and steamed crabs. In
Gwamaegi: Korea’s Local
January and February local king crabs come into season and it is a time that Jukdo
Dried Fish Delicacy
Market is filled with people.
Mulhoe ⓒKorea Tourism Organization
The crabs are simply steamed
Steamed Crab Street
and served with sauces and Traditional method to make gwamegi
Pohang is known as the home of Posco Steel, but it is also a coastal city with the Jukdo Market, one of the most
leaves for wrapping. The innards of the crab are then
impressive fish markets in Korea. Its harbors are populated with boats of all sizes, and in the horizon you can see
the kitchens. The dry heat and the wood burning cauldrons for
made into fried rice. Mulhoe is
them reaping the bounty of the sea.
soups and rice would slowly dry and smoke the fish. After it
one of my favorite Korean
If you go to Pohang in November through February, you’ll probably encounter the city’s famous food: gwamaegi. It is mackerel that has been dried in the cool sea air to concentrate the flavors and oils of the fish. Gwamaegi
was dried, it would then be deboned and sliced. This method is
dishes since the sauce is piquant yet spicy, and it brings the
not common these days, but at Pohang’s famous Jukdo
raw fish to life. It is like Spanish cerviche, and it goes well with
looks like dried venison and has a texture that is similar to smoked salmon or herring. In your mouth, it tastes like a pop of
Market, I was lucky enough to find Ms. Jang Jong-Hyun still
rice. In Jukdo Market, I like to go to Yeonghae Hoesikdang.
rich mackerel flavor mixed with sea salt. This flavor is heightened by its velvety texture. In fact, I could see this dish replacing beef jerky as a snack for it is rich in flavor, high in DHA and Omega-3, and easily transportable.
ⓒKorea Tourism Organization
making the fish this way. I asked her why many people changed the processing method.
They say that everything tastes better at the source. This is especially true of Pohang. The rocky seacoast, the salt waves,
“Mainly, it’s because of time,” she said. “It takes 15 days to
and the wintry, northwest wind add flavor to the region’s delica-
make gwamaegi this way, but the new method only takes four
cies. It’s a taste that I will remember and will look forward to
to five days. The wood adds more flavor to the fish than just air
sharing with friends.
cabbage and green onion tugging against the sharp garlic, the
drying it, but I guess speed and quantity is more important.”
savory gwamaegi, and the cool taste of the vinegary chili paste.
I then asked her if the traditional way tasted better and she answered emphatically, “Of course,” as she handed me a piece.
Guryong Susan
According to Mr. Kim Jeom-dol, an executive of the local
The fish was indeed smokier.
Add #963-182, Guryongpo-ri, Guryongpo-yeup, Nam-gu,
Gwamaegi Association, the dish has been around for a long
Mr. Kim Jeom-dol of the Gwaemagi Association told me, “Tim-
Pohang City, North Gyeongsang Province
time but has only gained commercial popularity in the last 15
ing is everything. It is best to catch the mackerel in the months
Tel +82-54-276-6542
years. When I asked him who made the original gwamaegi, he
of September, November, and December for the mackerel are
told me everyone claims to be the original, but nobody knows
the plumpest and most of food they have eaten has trans-
Yeonghae Hoe Sikdang (Inside Jukdo Market)
for sure.
formed to fat. The mackerel are then prepared to become gwa-
Add #573-9, Jukdo-dong, Buk-gu, Pohang City, North
maegi in early winter when the temperature is between 5 and
Gyeongsang Province
According to Buemjin’s (a popular gwamaegi producer) Ms.
10℃.” This is why Pohang is perfect for making this delicacy. Its
Tel +82-54-231-3918
Kim Jin-hee, the origin of gwamaegi was a happy accident.
location by the sea and the essential northwest wind keep the
Long ago, Pohang’s harbors were famous for herring. As the
temperature stable. He said, “If the wind and the temperature
men pulled up nets of fish, a few would slip out on to the deck.
are not constant then the flesh becomes too black and doesn’t
The herring would naturally dry out in the sun. One sailor—we
have the best texture and flavor.” The highest-grade gwamaegi
Gwamaegi can be enjoyed with the crisp taste of Korean soju
don’t know out of curiosity or stupidity—decided to taste it.
has a reddish, brown hue.
(Korean distilled sprits), a vodka-like concoction that goes well
Surprisingly, it was good, so fishermen would leave the fish out
with savory dishes like barbecued pork belly and tuna belly. In
on purpose.
Gwamegi
I was lucky to try some of this high-grade gwamaegi at a local favorite restaurant, Guryong Susan. At first bite, the fish was al
Pohang, you’ll find hundreds of restaurants serving gwamaegi. The local way to eat this dish is to make a veggie wrap with the
Over time the preparation of the fish evolved. Herring was re-
dente, but then the texture softened and rounded; the flavor
cabbage, mackerel, garlic, chives, and a healthy dose of the
placed with mackerel for flavor. Originally, they would take straw
was savory yet salty—the essence evaporating in a smoky hale.
vinegared chili sauce. The wrap is a harmony of flavors: the crisp
and loop it around the heads of five to ten fish and hang them in
Dipping the dried fish in a tart chili sauce and then eating it with
4 4 Korea AgraFood
ⓒKorea Tourism Organization
Jukdo Market
Issue 242 Nov. 2015 4 5
Simple Korean Cooking
Gochujang-sausageyachae-bokkeum n the course meals of the Western cultures, dishes are served one after another. This is in contrast to Korean culture where all the dishes are served to the table at the same time. At least four or five side dishes appear on the Korean table for each meal. But cooking side dishes to set the table is sometimes a pain in the neck. The first thing that comes to the mind of a Korean housewife when she is sick of preparing side dishes is gochujang-sausage-yachaebokkeum (sausage and vegetables fried in red pepper paste). The main sauce when stir-frying sausages and vegetables is ketchup, but adding some gochujang (red pepper
I
paste) gives the dish extra flavor. As a result, you have a unique dish where three different flavors appear in harmony: the slightly salty taste of sausage, the spiciness of gochujang, and the crispiness of vegetables. As well as being a side dish, gochujang-sausage-yachae-bokkeum goes perfectly well as a snack, late-night meal, or accompaniment to an alcoholic drink. What’s more, the recipe is very simple and uses very few ingredients. The cooking time is also short—15 to 20 minutes. How about cooking gochujang-sausage-yachaebokkeum? No matter how you have it—as a side dish or as an accompaniment to alcoholic drinks—it is a perfect food.
ck, a n h, S s i D s ide Drink S s a holic a y njo o Alco E o t t ish iment D ple mpan m i S co c A or
1
2
3
4
5
6
7
8
Cooking Tips You can skip Step 3. However, blanching sausages in boiling water removes some oil from them and lets you have a lighter dish with fewer calories. Adjust the amount of red pepper according to your taste. The more you add, the spicier the dish will become.
How to Make Gochujang-sausage-yachae-bbokeum (two servings) Main Ingredients: 100g sausage, 20g onion, 10g carrot, 20g bell pepper, 5ml sesame oil, a little bit of sesame Sauce Ingredients: 7g red pepper paste, 40g tomato ketchup, 15g starch syrup, 5g garlic, 15ml cooking oil 1. Cut the onion, bell pepper, and cabbage into bite sized pieces. 2. Slice sausages on the diagonal. 3. Blanch sausages in boiling water. 4. Apply cooking oil evenly on the pan, add the garlic, and simmer until you feel its aroma. 5. Add the sausage and fry for one minute. 6. Put the sliced vegetables in the pan and fry them until they are wilted. 7. Add all the sauce ingredients and mix them with the rest of the ingredients for three to five minutes. 8. Turn off the heat, add the sesame oil and sesame, and mix well. The dish is ready.
4 6 Korea AgraFood
Issue 242 Nov. 2015 4 7
Simple Korean Cooking
Gochujang-sausageyachae-bokkeum n the course meals of the Western cultures, dishes are served one after another. This is in contrast to Korean culture where all the dishes are served to the table at the same time. At least four or five side dishes appear on the Korean table for each meal. But cooking side dishes to set the table is sometimes a pain in the neck. The first thing that comes to the mind of a Korean housewife when she is sick of preparing side dishes is gochujang-sausage-yachaebokkeum (sausage and vegetables fried in red pepper paste). The main sauce when stir-frying sausages and vegetables is ketchup, but adding some gochujang (red pepper
I
paste) gives the dish extra flavor. As a result, you have a unique dish where three different flavors appear in harmony: the slightly salty taste of sausage, the spiciness of gochujang, and the crispiness of vegetables. As well as being a side dish, gochujang-sausage-yachae-bokkeum goes perfectly well as a snack, late-night meal, or accompaniment to an alcoholic drink. What’s more, the recipe is very simple and uses very few ingredients. The cooking time is also short—15 to 20 minutes. How about cooking gochujang-sausage-yachaebokkeum? No matter how you have it—as a side dish or as an accompaniment to alcoholic drinks—it is a perfect food.
ck, a n h, S s i D s ide Drink S s a holic a y njo o Alco E o t t ish iment D ple mpan m i S co c A or
1
2
3
4
5
6
7
8
Cooking Tips You can skip Step 3. However, blanching sausages in boiling water removes some oil from them and lets you have a lighter dish with fewer calories. Adjust the amount of red pepper according to your taste. The more you add, the spicier the dish will become.
How to Make Gochujang-sausage-yachae-bbokeum (two servings) Main Ingredients: 100g sausage, 20g onion, 10g carrot, 20g bell pepper, 5ml sesame oil, a little bit of sesame Sauce Ingredients: 7g red pepper paste, 40g tomato ketchup, 15g starch syrup, 5g garlic, 15ml cooking oil 1. Cut the onion, bell pepper, and cabbage into bite sized pieces. 2. Slice sausages on the diagonal. 3. Blanch sausages in boiling water. 4. Apply cooking oil evenly on the pan, add the garlic, and simmer until you feel its aroma. 5. Add the sausage and fry for one minute. 6. Put the sliced vegetables in the pan and fry them until they are wilted. 7. Add all the sauce ingredients and mix them with the rest of the ingredients for three to five minutes. 8. Turn off the heat, add the sesame oil and sesame, and mix well. The dish is ready.
4 6 Korea AgraFood
Issue 242 Nov. 2015 4 7
K-Tour
Goheung County
No.1 Yuja Cultivation Area in Korea
cultivating yuja, making yuja tea experiences, and export consultations with foreign buyers.
Main Producer of Yuja & the Hub of the Aerospace Industry Experience Yuja, Aerospace, & Primitive Life—All in One Place Goheung County is a small area located in the south of the Korean Peninsula. It is surrounded by the sea on three sides. Due to the geographical characteristics, the county offers a variety of foods and has a graceful scenery, so it is a popular tourist destination. Most tourists visit the county in November, when autumn is in full swing and the entire area turns a picturesque yellow. It is also the time for harvesting yuja (citron)—one of the specialties of Goheung County. Goheung County is also associated with the development of the Korean space industry. The launching of the first Korean Space Vehicle Naro 1 (KSLV-1) from the county in 2013 positioned the area as the central place in the Korean space industry. In this issue, <Korea AgraFood> would like to suggest a tourist course of Goheung County.
Yuja tree Picking yuja starts after a short explanation about the characteristics of Korean yuja A panorama view of the Naro Space Center Space Science Museum
L
ⓒKorea Tourism Organization
4 8 Korea AgraFood
ocated in Pungyang-myeon, the Goheung Yuja Park is the largest distribution center of Goheung yuja. It is surrounded by yuja trees, so visitors can feel the fragrance of the fresh fruits. The tourists especially frequently visit the Special Products Market located at the park entrance. There they can buy at affordable prices a variety of processed yuja products such as yuja juice and yuja tea as well as fresh yuja fruit. In addition, there is the Goheung Yuja Exhibition Hall where visitors can study everything about Goheung yuja including the cultivation history, special characteristics, and medicinal effects of the fruit. Many tourists flock to the observation site. They reach it as they walk on a trail set up in a yuja forest. From the observation site, you can see spacious yuja plantations below and the beautiful scenery of Goheung Bay (+82-61-830-5316). Eden Agricultural Association Corporation is popular among foreign tourists as a yuja tea experience site. The participants pick fresh yuja at a farm and then make tea with the fruit that they harvested. Of course, they can take the yuja tea they made with them. To participate in the experience event, reservation by phone is required (+82-61834-1003). The Goheung Yuja Festival is held in the county every November. It offers various events and services such as
Siho Island
Eden Agricultural Association Corporation is a popular place to experience yuja farming. Visitors can take home yuja tea (top). Yuja tea export consultation during the Goheung Yuja Festival (bottom)
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K-Tour
Goheung County
No.1 Yuja Cultivation Area in Korea
cultivating yuja, making yuja tea experiences, and export consultations with foreign buyers.
Main Producer of Yuja & the Hub of the Aerospace Industry Experience Yuja, Aerospace, & Primitive Life—All in One Place Goheung County is a small area located in the south of the Korean Peninsula. It is surrounded by the sea on three sides. Due to the geographical characteristics, the county offers a variety of foods and has a graceful scenery, so it is a popular tourist destination. Most tourists visit the county in November, when autumn is in full swing and the entire area turns a picturesque yellow. It is also the time for harvesting yuja (citron)—one of the specialties of Goheung County. Goheung County is also associated with the development of the Korean space industry. The launching of the first Korean Space Vehicle Naro 1 (KSLV-1) from the county in 2013 positioned the area as the central place in the Korean space industry. In this issue, <Korea AgraFood> would like to suggest a tourist course of Goheung County.
Yuja tree Picking yuja starts after a short explanation about the characteristics of Korean yuja A panorama view of the Naro Space Center Space Science Museum
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ⓒKorea Tourism Organization
4 8 Korea AgraFood
ocated in Pungyang-myeon, the Goheung Yuja Park is the largest distribution center of Goheung yuja. It is surrounded by yuja trees, so visitors can feel the fragrance of the fresh fruits. The tourists especially frequently visit the Special Products Market located at the park entrance. There they can buy at affordable prices a variety of processed yuja products such as yuja juice and yuja tea as well as fresh yuja fruit. In addition, there is the Goheung Yuja Exhibition Hall where visitors can study everything about Goheung yuja including the cultivation history, special characteristics, and medicinal effects of the fruit. Many tourists flock to the observation site. They reach it as they walk on a trail set up in a yuja forest. From the observation site, you can see spacious yuja plantations below and the beautiful scenery of Goheung Bay (+82-61-830-5316). Eden Agricultural Association Corporation is popular among foreign tourists as a yuja tea experience site. The participants pick fresh yuja at a farm and then make tea with the fruit that they harvested. Of course, they can take the yuja tea they made with them. To participate in the experience event, reservation by phone is required (+82-61834-1003). The Goheung Yuja Festival is held in the county every November. It offers various events and services such as
Siho Island
Eden Agricultural Association Corporation is a popular place to experience yuja farming. Visitors can take home yuja tea (top). Yuja tea export consultation during the Goheung Yuja Festival (bottom)
Issue 242 Nov. 2015 4 9
K-Tour
ince the successful launch of Naro, Goheung County has been standing Mecca for tall as the true central place of the Korean Aerospace space industry. Currently, many public institutions and industrial facilities related to aerospace—such as the Naro Space Center and the Goheung Aviation Center—are located in Goheung County. Accordingly, aero-space related cultural tourism is also growing. The Naro Space Center Space Science Museum (+8261-830-8700, http://narospacecenter.kr) is located in the Naro Space Center. It operates permanent exhibition halls under the themes of rockets and satellites and a 4D exhibition hall where visitors can observe various space-related phenomena. The National Youth Space Center (+82-61830-1500, www.nysc.or.kr), which opened in 2010, is a very popular place visited by an average of 4 million tourists every year. The visitors can experience zero gravity and view the earth and planets in the solar system through a planetarium projector, so the center attracts many children
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and teenagers. At the Goheung Astronomical Science Museum (+82-61-830-6690, http://star.goheung. go.kr), one can enjoy observing solar spots and having a virtual experience of the constellations.
Additional Information Goheung City Tour
Island of Primitive Experience, Siho Island
For the convenience of tourists, Goheung County offers Goheung City Bus services that allow the visitors to go sightseeing at a competitive price (KRW27,000, KTX ticket holder KRW22,000). The bus leaves at 10:30 from the front of the Suncheon KTX station, goes through Nokdong Harbor to Geogeum Island and Sorok Island, and returns to the Suncheon KTX station at 19:00. For more details call +82-61-743-2290 or visit http://tour.goheung.go.kr.
Experiencing the lives of primitive men. (Clockwise) Archery experience, mud hut, and building-amud-hut experience
oheung County designated Siho Island, where the natural environment is perfectly preserved, as “a primitive life experience site.” Operated since 2013, the island is a place where visitors can directly experience the lives of the primitive men who lived in harmony with nature. The main program includes a virtual reality experience of a castaway on an uninhabited island, wearing the garments of primitive men, making a tribal flag and name, electing the tribal chief, and making a fire. The entire program is very popular with the visitors. The charge for using the facilities is KRW5,000 for a one-day entrance and KRW15,000 for the experience program. There are a lot of inquiries from people who want to recharge their bodies and minds through the primitive life and forget about their complexes and civilized living for a moment. If you’d like to visit the island, it is necessary to make a reservation by phone in advance (http://sihodo.goheung.go.kr, +82-61-830-5224).
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What to Eat Goheung County is adjacent to the sea, so, in addition to yuja, it is rich in all sorts of dainties from the sea and mud flat. In Pungnam Heo Town, you can try a Korean seafood table d’hote with all kinds of fresh seafood—cockle, spoon worm (urechis unicinctus), cuttlefish, etc.—caught in the sea around Pungnam Harbor (+82-61-9339350).
ⓒKorea Tourism Organization
Visitors can experience zero gravity at the National Youth Space Center (left and right) and have a virtual experience of the constellations at the Goheung Astronomical Science Museum (bottom)
5 0 Korea AgraFood
Issue 242 Nov. 2015 5 1
K-Tour
ince the successful launch of Naro, Goheung County has been standing Mecca for tall as the true central place of the Korean Aerospace space industry. Currently, many public institutions and industrial facilities related to aerospace—such as the Naro Space Center and the Goheung Aviation Center—are located in Goheung County. Accordingly, aero-space related cultural tourism is also growing. The Naro Space Center Space Science Museum (+8261-830-8700, http://narospacecenter.kr) is located in the Naro Space Center. It operates permanent exhibition halls under the themes of rockets and satellites and a 4D exhibition hall where visitors can observe various space-related phenomena. The National Youth Space Center (+82-61830-1500, www.nysc.or.kr), which opened in 2010, is a very popular place visited by an average of 4 million tourists every year. The visitors can experience zero gravity and view the earth and planets in the solar system through a planetarium projector, so the center attracts many children
S
and teenagers. At the Goheung Astronomical Science Museum (+82-61-830-6690, http://star.goheung. go.kr), one can enjoy observing solar spots and having a virtual experience of the constellations.
Additional Information Goheung City Tour
Island of Primitive Experience, Siho Island
For the convenience of tourists, Goheung County offers Goheung City Bus services that allow the visitors to go sightseeing at a competitive price (KRW27,000, KTX ticket holder KRW22,000). The bus leaves at 10:30 from the front of the Suncheon KTX station, goes through Nokdong Harbor to Geogeum Island and Sorok Island, and returns to the Suncheon KTX station at 19:00. For more details call +82-61-743-2290 or visit http://tour.goheung.go.kr.
Experiencing the lives of primitive men. (Clockwise) Archery experience, mud hut, and building-amud-hut experience
oheung County designated Siho Island, where the natural environment is perfectly preserved, as “a primitive life experience site.” Operated since 2013, the island is a place where visitors can directly experience the lives of the primitive men who lived in harmony with nature. The main program includes a virtual reality experience of a castaway on an uninhabited island, wearing the garments of primitive men, making a tribal flag and name, electing the tribal chief, and making a fire. The entire program is very popular with the visitors. The charge for using the facilities is KRW5,000 for a one-day entrance and KRW15,000 for the experience program. There are a lot of inquiries from people who want to recharge their bodies and minds through the primitive life and forget about their complexes and civilized living for a moment. If you’d like to visit the island, it is necessary to make a reservation by phone in advance (http://sihodo.goheung.go.kr, +82-61-830-5224).
“
”
G
What to Eat Goheung County is adjacent to the sea, so, in addition to yuja, it is rich in all sorts of dainties from the sea and mud flat. In Pungnam Heo Town, you can try a Korean seafood table d’hote with all kinds of fresh seafood—cockle, spoon worm (urechis unicinctus), cuttlefish, etc.—caught in the sea around Pungnam Harbor (+82-61-9339350).
ⓒKorea Tourism Organization
Visitors can experience zero gravity at the National Youth Space Center (left and right) and have a virtual experience of the constellations at the Goheung Astronomical Science Museum (bottom)
5 0 Korea AgraFood
Issue 242 Nov. 2015 5 1
Fair
2015 VIETNAM INT’L RETAIL & FRANCHISE SHOW
MAXONEELINK Brand Selecto Coffee Main Menu Coffee, beverage, smoothie, bakery, and so on Tel +82-2-1600-5649 Fax +82-2-6340-1701 www.selecto.co.kr
Restaurant Doctor Co., Ltd. Brand LEEHYEJOO SUJEGALBI Main Menu Steak Suje-galbi (steak-like homemade spareribs), Bakpo-galbi (a bone and pork belly rib), and so on Tel +82-31-653-3934 Fax +82-31-651-3934 www.sujegalbi.com
aT (Korea Agro-Fisheries & Food Trade Corp.) will participate in a Vietnamese franchise expo in order to advance into the local food service market. Vietnamese people have demonstrated a consistent interest in Korean cuisine thanks to the ongoing popularity of Hallyu (Korean culture wave). The title of the Vietnamese franchise expo is <2015 VIETNAM INT’L RETAIL & FRANCHISE SHOW>. It will be held at the Saigon Exhibition & Convention Center from November 5 to 7. VIETNAM INT’L RETAIL & FRANCHISE SHOW marks its seventh anniversary this year. It is the country’s biggest distribution industry event and the largest franchise fair. 207 franchisers from 12 countries and 35,600 visitors participated in the fair last year. At the fair, aT will set up a Korean pavilion in cooperation with seven Korean franchisers specializing in grilled pork, gomtang (thick beef bone soup), desserts, sundubu-jjigae (spicy soft tofu stew), and other dishes. All the promotion activities and contract consultations with Korean food franchisers will take place at the pavilion. A Korean dish tasting pavilion, which will introduce visitors to the unique characteristics of Korean food franchises, will be operated separately. To attract greater interest from the visitors of the show, aT plans to hand out souvenirs and leaflets promoting Korean dishes. Given the continuous interest of the young Vietnamese in Hallyu, aT anticipates that the event will be a good opportunity for Korean franchisers to advance into the Vietnamese food service market. It is planned that the best follow-up services will be offered, so that the consultations between Korean franchisers and Vietnamese companies translate into actual contracts. Below, <Korea AgraFood> introduces our readers to the Korean food franchisers that will participate in 2015 VIETNAM INT’L RETAIL & FRANCHISE SHOW.
5 2 Korea AgraFood
SWEETMONSTER Co., Ltd. Brand Sweet Monster Main Menu Ice cream, popcorn, cake, beverage Tel +82-31-904-9233 Fax +82-2-6499-9233 www.sweetmonster.co.kr
Seoraester Co., Ltd. Brand Seorae Galmegi Main Menu Galmaegisal (skirtmeat), samgyeopsal (grilled pork belly), and so on Tel +82-1688-3450 Fax +82-2-2216-3450 www.seoraester.co.kr
Wonder Table
SG Food System
Brand Gomsotum Main Menu Gomtang (beef bone soup), red gomtang (spicy beef bone soup), and so on Tel +82-1670-0815 Fax +82-2-6397-889 www.enjoyw.com
Brand 1962 Tofu Menu Original sundubu-jjigae (soft tofu stew), saewu-sundubu-jjigae (soft tofu stew with shrimp), samgyeopsal-sundubujjigae (soft tofu stew with pork belly), and so on Tel +82-2-557-1965 Fax +82-2-557-1962 www.sgd1962.com
VSCOMPANY, Inc. Brand Bentorang Main Menu Black pepper chicken, red chili shrimp, barbecue chasyu, and so on Tel +82-2-6010-0098 Fax +82-2-6499-1087 www.bentorang.com
NOV.5 Thu -NOV.7 Sat , 2 0 1 5 SECC, HO Chi Minh City,
V i e t n a m
Issue 242 Nov. 2015 5 3
Fair
2015 VIETNAM INT’L RETAIL & FRANCHISE SHOW
MAXONEELINK Brand Selecto Coffee Main Menu Coffee, beverage, smoothie, bakery, and so on Tel +82-2-1600-5649 Fax +82-2-6340-1701 www.selecto.co.kr
Restaurant Doctor Co., Ltd. Brand LEEHYEJOO SUJEGALBI Main Menu Steak Suje-galbi (steak-like homemade spareribs), Bakpo-galbi (a bone and pork belly rib), and so on Tel +82-31-653-3934 Fax +82-31-651-3934 www.sujegalbi.com
aT (Korea Agro-Fisheries & Food Trade Corp.) will participate in a Vietnamese franchise expo in order to advance into the local food service market. Vietnamese people have demonstrated a consistent interest in Korean cuisine thanks to the ongoing popularity of Hallyu (Korean culture wave). The title of the Vietnamese franchise expo is <2015 VIETNAM INT’L RETAIL & FRANCHISE SHOW>. It will be held at the Saigon Exhibition & Convention Center from November 5 to 7. VIETNAM INT’L RETAIL & FRANCHISE SHOW marks its seventh anniversary this year. It is the country’s biggest distribution industry event and the largest franchise fair. 207 franchisers from 12 countries and 35,600 visitors participated in the fair last year. At the fair, aT will set up a Korean pavilion in cooperation with seven Korean franchisers specializing in grilled pork, gomtang (thick beef bone soup), desserts, sundubu-jjigae (spicy soft tofu stew), and other dishes. All the promotion activities and contract consultations with Korean food franchisers will take place at the pavilion. A Korean dish tasting pavilion, which will introduce visitors to the unique characteristics of Korean food franchises, will be operated separately. To attract greater interest from the visitors of the show, aT plans to hand out souvenirs and leaflets promoting Korean dishes. Given the continuous interest of the young Vietnamese in Hallyu, aT anticipates that the event will be a good opportunity for Korean franchisers to advance into the Vietnamese food service market. It is planned that the best follow-up services will be offered, so that the consultations between Korean franchisers and Vietnamese companies translate into actual contracts. Below, <Korea AgraFood> introduces our readers to the Korean food franchisers that will participate in 2015 VIETNAM INT’L RETAIL & FRANCHISE SHOW.
5 2 Korea AgraFood
SWEETMONSTER Co., Ltd. Brand Sweet Monster Main Menu Ice cream, popcorn, cake, beverage Tel +82-31-904-9233 Fax +82-2-6499-9233 www.sweetmonster.co.kr
Seoraester Co., Ltd. Brand Seorae Galmegi Main Menu Galmaegisal (skirtmeat), samgyeopsal (grilled pork belly), and so on Tel +82-1688-3450 Fax +82-2-2216-3450 www.seoraester.co.kr
Wonder Table
SG Food System
Brand Gomsotum Main Menu Gomtang (beef bone soup), red gomtang (spicy beef bone soup), and so on Tel +82-1670-0815 Fax +82-2-6397-889 www.enjoyw.com
Brand 1962 Tofu Menu Original sundubu-jjigae (soft tofu stew), saewu-sundubu-jjigae (soft tofu stew with shrimp), samgyeopsal-sundubujjigae (soft tofu stew with pork belly), and so on Tel +82-2-557-1965 Fax +82-2-557-1962 www.sgd1962.com
VSCOMPANY, Inc. Brand Bentorang Main Menu Black pepper chicken, red chili shrimp, barbecue chasyu, and so on Tel +82-2-6010-0098 Fax +82-2-6499-1087 www.bentorang.com
NOV.5 Thu -NOV.7 Sat , 2 0 1 5 SECC, HO Chi Minh City,
V i e t n a m
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Let’s Speak Hansik (Korean cuisine)
해 물 탕
[Haemul-tang]
Spicy Seafood Stew A spicy stew made of fish, blue crab, baby octopus, shrimp, and other seafoods. Seasoned with red chili powder sauce, giving it a hot, zesty flavor.
Ragoût de fruits de mer Soupe de fruits de mer (poisson, crabe, poulpe ou crevettes) relevée a la sauce de piment. Epicé et savoureux, ce plat laisse intact la saveur délicate de chacun des ingrédients.
Sopa picante de mariscos Un guiso picante a base de pescado, cangrejo azul, pulpo tierno, camarones y otros mariscos. Sazonado con salsa gochujang (red pepper paste) tiene un sabor muy picante.
Scharfe Meeresfrüchtesuppe
Zuppa di molluschi piccante
Ein scharfer Eintopf aus Fisch, Krabbenfleisch, jungem Tintenfisch, Shrimp und anderen Meeresfrüchten. Gochujang (red pepper paste) gibt der Suppe das scharfe Aroma.
Uno stufato piccante fatto con pesce, granchio reale, polipetti, gamberetti e altri molluschi. Condito con salsa gochujang (red pepper paste) per ottenere un sapore piccante e aromatico.
The descriptions of Korean dishes are based on the International Korean Menu Guide published by the Korean Food Foundation (KFF).