Korea agrafood '15 april by KOCIS

ENG

www.agrafood.co.kr

The Monthly Magazine of Korean Agriculture & Food

April 2015 Issue 235

K-Foods Sold on Global Online Market Promising K-Foods at FOODEX JAPAN 2015 Chewy Refrigerated Noodles and Frozen Noodles

Popular Korean Halal Products

First Entry into the US for Sweet

Jeju Hallabong Healthy Ferula Oyster Mushroom Introduced in a Science Journal Korean Cuisine for the Chinese

A Variety of Spring Festivals in Korea

CONTENTS April 2015 Issue 235 41 RETORT FOOD in Chinese Tastes Just Like the Original Traditional Korean Dishes, Ottogi Retort Food Founded in August, 1995, Published monthly by the

GLOBALIZATION of HANSIK 42 KOREAN FRANCHISE in Chinese bubble pong—the first Korean bubble tea brand— serves a variety of bubble teas that feature unique Korean flavors such as sweet potato and yogurt.

27 Gangnamdaero, Seocho-gu, Seoul, 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)

46 DANIEL LEE GRAY’S HANSIK STORY Part II: Recommended Korean Restaurants for Chinese Travelers

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

08 THEME in Chinese <Korea AgraFood> introduces Korean agri-products that are receiving a lot of attention on online shopping malls around the world. 14 SPECIAL I Popular Korean Foods that Possess Halal Certification 18 SPECIAL II in Japanese Seaweed chips, onion kimchi…unique and healthy Korean foods have captivated the hearts of foreign buyers at <FOODEX JAPAN 2015>. 22 PEOPLE Interview with Mr. Park Wan-soo, General Director of the World Institute of Kimchi

FRESH FOOD 24 MUSHROOM in Chinese A Rare Ferula Oyster Mushroom with the Ample Beneficial Health Qualities

Kim Dong-yeol (for Marketing Support) EDITORS Shin Jang-hyun (Korea Agro-Fisheries & Food Trade Corp.) Lee Dong-kwang (The Korean Farmers & Fishermen’s News)

COVER Last July, the US Animal and Plant Health Inspection Service (APHIS) announced changes in government regulations to allow the import of the hallabong and cheonhyehyang produced on Jeju Island. The Jeju hallabong was exported to the US for the first time last March. It boasts the highest sweetness among all citrus fruits. P.28~31

EXECUTIVES Yoo Chung-sik (for Food Industry & Export Promotion)

48 SIMPLE KOREAN COOKING in Japanese Feel the Spring with a Refreshing Taste, Sigeumchi-bajirak-guk (soybean paste soup with manila clam and spinach)

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

ⓒKorea Tourism Organization

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

28 SATSUMA in Chinese Sweet satsumas, Hallabong and Cheonhyehyang produced on Jeju Island are exported to the US for the first time.

EDITORIAL BOARD SEOUL Roh Tae-hak 82-2-6300-1521 (rho1008@at.or.kr) TOKYO Bae Yong-ho 81-3-5367-6656 (yongho@at.or.kr) OSAKA Yoon Sang-young 81-6-6260-7661 (yoon@atcenter.or.jp) BEIJING Lee Pil-hyung 86-10-6410-6120 (phlee@at.or.kr)

PROCESSED FOOD 32 SNACK in Chinese Tium International is making efforts to produce safe and organic snacks for children with a daddy’s heart.

QINGDAO Sung Gwang-don 86-532-6696-2229 (afmcsgd@at.or.kr) CHENGDU Lee Jong-geun 86-28-8283-3376 (mailtoyou@naver.com)

HONGKONG Lee Seung-hoon 852-2588-1616 (afmchoon@at.or.kr)

50 K-TOUR in Chinese In April, when spring begins in earnest, flower festivals are held all around Korea for people to feel the warmth of spring with every fiber of their bodies. <Korea AgraFood> would like to introduce some landmarks where foreigners can enjoy the scents of the flowers to the fullest.

36 NOODLE in Chinese Soft and chewy Iga Natural Noodle enters overseas market.

SHANGHAI Lee Sang-kil 86-21-3256-6326 (trimy@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 Won-ki 1-562-809-8810 (losangeles@at.or.kr) PARIS Kim Young-bum 33-1-4108-6076 (remix@at.or.kr) HANOI Kim Dong-kwan 84-4-6282-2987 (dkkim@at.or.kr) JAKARTA Lee Sung-bok 62-21-2995-9032 (insa@at.or.kr) BANGKOK Song Mi-jung 662-611-2627 (peosong@at.or.kr) DUBAI Lee Tae-hee 971-50-620-6034 (mumtaaz@naver.com) EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News

IT’S NEW!

REGULARS 06 NEWS

40 INGREDIENT in Japanese Nonghyup Convenience Vegetables Ready to Be Cooked without Washing or Trimming

54 LET’S SPEAK HANSIK in Seven Languages Ttukbaegi-bulgogi (bulgogi in an earthenware pot)

Room 902, aT center, 27 Gangnamdaero, Seocho-gu, Seoul, Korea Tel +82-2-70-8255-8384

Fax +82-2-6300-8385

www.agrafood.co.kr

Exporting News

Rising Expectations for Kimchi Exports to China

MAFRA Sign an MOU with the UAE for Cooperation in Agriculture & Halal Food

It is expected that exports to China of kimchi produced in Korea will begin in the first half of this year. In January, the China Hygiene Authority reported to the WTO on its homepage about a plan to revise the hygienic standards for salted vegetables like Chinese pao cai. The news raised the expectations of Korean exporters and other re-

Promotion of Korean Food Exports through Active Exchange with Halal Food Research Center the Korean certification as equal to those issued by foreign halal certifica-

lated businesses that Chinese people will be able to enjoy Korean kimchi this year. The earliest time is set for June and the latest for the end of the year. Korean kimchi was selected as one of the world’s top five health foods by the renowned health magazine Health. Unlike in pao cai, the cabbage and seasonings in kimchi are fermented without boiling, so kimchi has a crispy texture and the distinct flavor of fermented food. Moreover, it is rich in lactic acid bacteria—there are 1 billion lactic acid bacteria per 1g of kimchi—so it is very good for the health, especially for recovery from im-

tion institutions. The Ministry has also embarked on

mune diseases and preventing cancers.

the program for reinforcing the competitiveness of Korean halal foods. Last March, the Halal Food Research Center was opened in the Korea Food Research Institute. In the future, this center will work jointly with UAE ASM It is anticipated that, thanks to the MOU, more Korean products will be able to reach halal markets in the future

As a result of President Park

MAFRA anticipates a more active

to lead the information exchange and technological cooperation for the development of halal food. Also, during

Geun-hye’s visit to the Middle East,

advance of Korean food to the

the first half of this year, the center

MAFRA (The Ministry of Agriculture,

Middle East market with the conclu-

plans to invite halal specialists from the

Food and Rural Affairs) and the UAE

sion of this MOU. The agreement will

UAE and hold a halal food specialist

(United Arab Emirates) Authority for

provide a chance to increase the

forum that will highlight the excellence

Standardization and Metrology (ASM)

awareness about the Korean halal

of Korean agrifoods.

concluded an MOU for Cooperation

certification and, through cooperation

in Agriculture and Halal Food on

with the UAE ASM, can become an

lish an aT office in Dubai and hold pro-

February 5.

important step toward recognition of

motional events and K-food Fairs.

In addition, there is a plan to estab-

USFDA to Acknowledge the Safety of Korean Shellfish Hygienic Inspections Conducted at Korean Shellfish Production Sites… Results “Satisfactory”

Korean functional rice is actively exported to the US. Dubo Co., Ltd., a Korean rice exporter, reported that it exported 20 tons of GABA Rice to the US in February. GABA Rice is rich in the brain activation material, Gamma Amino-Butyric Acid

The USFDA con-

(GABA), which is a neuro-inhibitor stimu-

ducted an on-site hy-

lating the metabolic function of brain cells.

giene inspection in

GABA Rice contains eight times more

the designated areas

GABA than the common brown rice does

of shellfish production

and four times more GABA than black

in the South Sea. The

rice does.

result was a positive assessment of the

In the US and Japan, GABA is certified The Korean government set sanitary measures and has been working hard to ensure the safety of the shellfish in preparation for the USFDA inspection

as a functional food additive and is used as medicine. In Japan, it is also used to

from in 2012, achieved the No. 1 position

Korean food businesses and Korean

hygienic status of the

in 2014. Exports of Korean sauces to

restaurants in the country. Noteworthy,

Korean coast. The USFDA Hygiene Inspection Team inspects the designat-

make food products such as beverages,

China last year were recorded at

President Xi Jinping’s wife, Peng Liyuan

ed waters biennially in accordance with the South Korea-US Agreement on

chocolate, and gum.

USD$12.83 million, which is an increase

purchased gochujang during her visit to

Shellfish Hygiene concluded in 1972. From February 4-11, the FDA

of over 60 percent as compared to

Korea. The news made headlines, so the

Inspection Team visited Korea and carried out the on-site inspection on the

2012. The reasons why the demand for

awareness of gochujang in China greatly

overall hygienic management of the seas from which the products are ex-

(red pepper paste) were selected as the

and consumption of Korean sauces in

increased. In fact, gochujang exports to

ported to the US. The inspection team examined the related areas and con-

favorite imported sauces by the Chinese

China is growing include the

people last year.

popularity of Korean dra-

cent from USD$2.18

These included the installation of portable toilets on ships and the processing

According to the local distributors,

mas and the expansion

million in 2013 to

plants’ management of the records of products. In addition, the inspection

Korea, which ranked sixth among all

of food supplies for the

USD$4.29 million last

team evaluated the production plants as being in good hygienic status.

countries that China imported sauces

increase in the number of

year.

What Imported Sauces Do Chinese People Like? Korean sauces such as gochujang

Export of Functional Rice to the US

Korea AgraFood

China jumped by 96.8 per-

firmed that the Korean side implemented well the FDA recommendations.

GABA rice entered the US market

Issue 235 Apr. 2015

Theme

Buy Korean Agri-Products with Just the Click of a Mouse

Europe Captivating the Taste Buds of Foreign People, Korean Instant Ramen Noodles are among the most popular foods around the globe. Recently, thanks to the popularity of Hallyu (Korean culture wave), many foreign people encounter ramen-eating scenes in Korean dramas and become curious about Korean instant ramen. Even though awareness of Korean food in Europe is generally low, lots of local consumers are familiar with Korean instant noodles. Korean instant ramen is actively sold on online shopping malls in France, Germany, the UK, and other European countries. In addition

Convenient Online Purchase of Korean Agri-products Thanks to the development of the internet, online shopping malls are becoming a key distribution network in the global food market. The same is true for the global food market. Korean food exporters have been knocking on the doors of the overseas online markets for several years. Last year, MAFRA (the Ministry of Agriculture, Food and Rural Affairs) and the Chinese online shopping mall Alibaba joined efforts to open a K-Food market on the Alibaba site and facilitate the advance of Korean agri-products into China. Below, <Korea AgraFood> introduces Korean agri-products that are receiving a lot of attention on online shopping malls such as Alibaba in China, Japan, Europe, and other markets.

Korea AgraFood

Drink in a Healthy Way, Korean Beverages Korean beverage products have been actively advancing into foreign markets in the last ten years. They are rapidly expanding their bases around the world. Now Korean beverages are briskly exported to 150 countries. Among the exported beverages, aloe beverage is the biggest hit. It has lots of aloe pulp and that adds the fun of chewing aloe to the drinking. What’s more, aloe beverage is sweet and known for beautifying effects. Due to

to conventional instant noodles in plastic bags, instant ramen products in ready-to-eat containers are also entering the market. In contrast to the ramen from Japan, the birthplace of instant noodles, Korean ramen has a spicy soup and chewier noodles. Many consumers particularly enjoy the deliciously spicy taste of Korean ramen and say they never grow tired of it.

these advantages, the number of European consumers seeking Korean aloe beverages continues to increase. The sales of Korean aloe beverages through local online shopping malls such as Amazon and eBay are also steadily growing. In addition, Korean juices that contain fruits—satsuma, apple, grape, and so on—are gaining popularity among European consumers.

Issue 235 Apr. 2015

Theme

The Best in Food Safety and Quality, Powdered Milk

To satisfy the requirements of fastidious parent consumers overseas, Korean powdered milk producers are putting a lot of effort into sanitation and food safety. What’s more, they have developed customized powdered milk products suited to the climate foreign infants live in and the physical constitution the infants have. The Korean products are quickly becoming the top milk formulas through fierce competition with the world’s most eminent powdered milk producers.

China Sweet-and-sour taste, Yuja Tea

sold as a powder, an extract, and in capsules.

Yuja tea (citron tea) is a traditional Korean beverage. The merits of this tea include its beautiful yellow color and the sweet-and-sour taste. Yuja tea contains three times the vitamin C found in a lemon, so it is effective in skin care and preventing colds. Yuja tea also has a lot of organic acid that has anti-aging and fatigue-relieving effects. Generally, this tea is served warm but drinking cold yuja tea in the summer also has its charm. Yuja tea is especially loved by the Chinese and its sales record the highest figures in China. Naturally, Korean yuja tea products are easily found in local food stores. Many different types of Korean yuja tea products are also available on Chinese online shopping malls such as Alibaba and Tmall. The yuja tea packed in bottles is the most popular type but it is also

Popularity Overseas Surpasses Domestic, Banana Flavored Milk Drink Banana flavored milk drink is enjoyed by many Chinese. It has appeared in many Korean dramas and China became its first export destination in 2008. It is now the most popular Korean beverage in the country. At the peak of its popularity in Shanghai—one of the major cities of China—local convenience stores could hardly meet the demand for the product. Banana flavored milk drink has become a representative Korean agri-product sold in Chinese food stores and it is also a hot seller on Chinese online shopping malls. Thanks to the popularity of the banana flavored milk, the sales of other Korean flavored milk products—strawberry, chocolate, and many more—are also on the rise.

1 0 Korea AgraFood

Korean powdered milk came to the attention of foreign consumers because it is safe and of high quality. The quality of Korean powdered milk is as good as that of the American, European, and New Zealand products, but the Korean powdered milk is more reasonably priced and thus more competitive. Thanks to these merits, Korean powdered milk products are actively sold in China, Southeast Asia, and the Middle East.

The Basics of Korean Foods, Traditional Sauces Korean traditional sauces—gochujang (red pepper paste), ganjang (soy sauce), and others—play an important role in determining the taste of Korean dishes. There is a saying in Korea that “Sauces decide how the food tastes.” Soybeans are the main ingredient of Korean traditional sauces. Ganjang is made with brine meju (fermented soybean lump), which is prepared by boiling soybeans. Gochujang is fermented with powdered meju, glutinous rice, and salt. Ganjang is sweet and salty, whereas gochujang is sweet and spicy. Among the Korean traditional sauces, gochujang is the most popular abroad. More and more overseas consumers are looking for gochujang and different types of this sauce are finding their way into foreign markets.

These include: gochujang in large packages (1-2kg), in small packages (400-800g), the tube-type, gochujang with reduced spiciness, and many others. In China, the number of local people interested in Korean cuisine is steadily increasing. When it became known that the Chinese First Lady Peng Liyuan purchased gochujang, the sales of the sauce skyrocketed both online and offline.

Issue 235 Apr. 2015 1 1

Theme

The Representative Korean Tonic Food, Samgyetang

Japan The Representative Korean Food, Kimchi Kimchi is the most important side dish on a Korean dining table. Kimchi, a representative Korean fermented food, is characterized by crispiness and spiciness. There are over 100 different types of kimchi, but among them baechu-kimchi is the most common in Korea and the best known overseas. The ingredients include napa cabbage, red pepper powder, garlic, salt, jeotgal (salted fish), and several seasonings. The taste of baechu-kimchi varies vastly according to the seasonings and the

cook. As foreigners have become more interested in the nutritious advantages of kimchi, it has reached the market of some 80 countries. Japan is the biggest importer of Korean kimchi. Many Japanese people buy Korean kimchi on online shopping malls as well as in big local distributors and department stores.

Chicken goes well with a variety of ingredients and, for this reason, it’s widely used in Asian and Western cuisines. In Korea, too, chicken is a common ingredient and the list of recipes that use it is endless. The most classic and representative of the Korean chicken dishes is samgyetang (chicken soup with ginseng). The soup is made by removing the

internal organs from a 500g chicken; inserting glutinous rice, garlic, jujube, ginseng, and so on; and boiling everything together into one serving. Ginseng, which never fails to be in the dish, is renowned for its effects in helping to recover from fatigue, enhancing physical strength, and promoting blood circulation. For this reason, Koreans enjoy samgyetang as a health food to boost their energy, particularly in the summer. The interest of foreigners in Hansik (Korean dishes) is steadily rising and samgyetang has also come into the spotlight. Diverse types of samgyetang products have been released. One such example is retort samgyetang. It contains chicken, glutinous rice, garlic, jujube,

and ginseng. All you need to do to enjoy the dish is simply heat it up. The retort product has been exported to Japan for several years. A variety of samgyetang products are sold on local online shopping malls.

The National Snack of Korea, Tteokbokki The Hot Seller in Foreign Markets, Seasoned Seaweed In recent years, salty and crispy seasoned seaweed has become popular both in the east and in the west. Nicknamed “the repository of minerals,” seaweed is rich in nutrition but low in calories. Thanks to this merit, the product continues to expand its base abroad as a healthy snack. Korean people usually eat seasoned seaweed as a side dish, but foreigners

1 2 Korea AgraFood

prefer it as a snack. To captivate the taste buds of the foreign consumers, low-sodium and crispier Korean seaweed snacks have been developed and are advancing into foreign markets. Korean seasoned seaweed products are popular on Japanese online shopping malls—including Rakuten— thanks to the long expiration date and convenient delivery service.

Koreans enjoy eating tteokbokki (stir-fried rice cake) regardless of age or gender. It is a stir-fried dish made with gochujang, finger-sized rice cake, and various seasonings. The dish is savory, sweet, and spicy. Tteokbokki is also popular among foreign people and it can be easily seen in Korean restaurants abroad. A variety of ready-to-eat tteokbokki products have been released on the market. Along with the frozen and chilled tteokbokki, a newly developed product that can be stored at room temperature is actively exported overseas. Many Japanese people who cannot get Korean tteokbokki products in their local stores, actively buy the products through online shopping malls.

Issue 235 Apr. 2015 1 3

Special I

Korean Government Revs Up Efforts to Enter the Halal Market

K-Foods that Possess Halal Certification—Ramen, Choco Pie, & More

K-Food Attracts Attention with Safety in Halal Market President Park Geun-hye’s visit to the Middle East concluded with the signing on February 5 of an MOU with the UAE for Cooperation in Agriculture and Halal Food (top). K-Foods received a positive response from buyers from Muslim countries at GulFood 2015 (right)

he popularity of halal foods is growing. Halal is an Arabic word corresponding to being allowed in English. The phrase halal foods is used to refer to the foods that have obtained halal certification. Such certifications are given to foods and industrial products that Muslims can eat or use without breaking Sharia (Islamic law). Muslims, who by religious law are obliged to eat halal foods, account for one-fourth of the world’s population, so the global market for halal food is quite extensive. It is estimated that in 2012 the market reached USD$1,088 billion or 17 percent of the total volume of the world food market. It is expected that Muslims will make up 30 percent of the world population in 2020 and the halal market will expand to USD$1,626 billion by 2018. Worldwide interest in halal foods is rapidly increasing, too. Halal food has become a keyword encompassing major trends in the food markets around

1 4 Korea AgraFood

the world. Not only Muslims, but other consumers as well are interested in halal foods because of the safety and high quality proven through rigorous certification procedures. Korean food exporters, while still in the early stages of exporting food to the Muslim world, have been interested in halal foods and developing

halal products for the past few years. Recently, Korean president Park Geun-hye visited the United Arab Emirates (UAE) and signed an agreement for cooperation in the fields of agriculture and production of halal food. It is anticipated that more Korean products will be able to reach halal markets in the future.

Additional Information You Can Trust K-Food with KMF Certification Korea has its own halal certification. That is KMF issued by the Halal Commission of Korea Muslim Federation. The certification is gradually gaining recognition for its complex procedures and strictly authorized judgments. To promote KMF, the Korean government is making lot of efforts. These include organizing seminars with halal experts, etc. Thanks to these efforts, the KMF certification achieved equivalence with the JAKIM (Jabatan Kemajuan Islam Malaysia) certification of Malaysia in July 2013. This means all the foods that have the Korean halal mark can be distributed in Malaysia without restrictions. The Korean government is planning to reach an agreement, based on an MOU with the Emirates Authority for Standardization and Metrology (ESMA), regarding the halal mark equivalence with MUI (Majelis Ulama Indonesia).

Issue 235 Apr. 2015 1 5

Special I

Korean Halal Products

are obtaining haWith the current worldwide interest in Halal foods, more and more K-Foods s of Korea. lal certification. In this issue <Korea AgraFood> introduces the major halal product

K-Foods that Receive a Positive Response From Muslims There are also a great number of promising products that are just taking their first steps in the local markets.

Korean aloe beverages are attract-

Choco Pie

Chongga Kimchi

The most popular of the halal-certified Korean products that are exported abroad is Orion Choco Pie. Orion Corp. succeeded in making the marshmallow for Choco Pie with vegetable instead of lard extract. Nongshim Shin Ramyun is also actively exported to foreign markets. Nongshim obtained the halal certification for its flagship product in 2011 by removing the meat ingredients from it. Shin Ramyun is sold in nine Muslim countries including Indonesia, Saudi Arabia, Qatar, and the UAE. Nature is Delicious produced by Pulmuone obtained halal certification in 2013 and is exported as well. Dairy products are another type of Korean halal food being briskly shipped overseas. Namyang Dairy Products obtained halal certifi-

1 6 Korea AgraFood

Shin Ramyun

Mayonnaise

Nature is Delicious

Red bean paste

cation for its Sterilized Chocolate Milk and started supplying the product for school meals in Malaysia.

markets of the Muslim world such as the UAE, Indonesia, and Malaysia. Korean representative food company,

Sahmyook Soy Milk, another dairy exporter, acquired Singaporean halal certification for its main items: Black Bean Calcium Soy Milk, Strawberry Soy Milk and so on. Recently, Seoul Dairy Cooperative and Binggrae Co., Ltd. successfully passed the inspections of Malaysian authorities and received a permit to export their products. Kimchi, one of the world’s most famous fermented foods, also has halal certification. In 2009, Daesang FNF acquired it for Chongga Kimchi, its representative product. Recently, Our Home Ltd.

Daesang Chungjungone is going to

obtained halal certification for its seasoned seaweed and kimchi and is preparing to start shipments to the

red bean paste of Daedoo Foods

spur the expansion of halal foods. 13 kinds of products including mayonnaise and seasoned seaweed obtained MUI certificates and 6 products such as salt and sea mustard have the KMF halal certificates. Recently, the number of KMF halal certified KFoods has been increasing. It was recorded that 404 products had passed the KMF screening by December of last year, including

ing a lot of attention from Muslims. Aloe beverages are the biggest hit among the Korean beverages exported to the Muslim world. Milkis—a sweet, carbonated beverage made with milk—is also enjoying popularity. Korean ginseng is scientifically proven to be good for the stamina. Thanks to its healthy effects, it is very popular in the Middle East. Steamed and dried red ginseng is described in the Middle East as a “mysterious medicine.” Red ginseng capsules and tea products—offered to consumers who dislike the bitter taste of ginseng—are also attracting a lot of attention. Korean ramen, with its excellent harmony of spicy soup and chewy noodles, is one of the representative Korean export foods.

Recently, the products that are in the spotlight are being packed in bags that allow one to adjust the spiciness according to their taste. Coffee cream—which makes coffee smoother and less bitter—is enjoying popularity. The virtue of Korean coffee cream is that it does not leave sediment at the bottom of a cup. Lotte Confectionery’s Spout Gum is receiving a lot of attention in halal markets. This gum, which contains some syrup, is a steady seller in Saudi Arabia, Kuwait, and other Arabic countries. With the market share over 70 percent, the product holds an unrivaled position in the local gum markets. Infant formula milk powder, Maeil Mamma, is manufactured by Maeil Dairies. It is yet another influential Korean product in the Middle

East. Exported to the region since 1981, the product has strong brand power there. It is estimated that one out of five infants in the Middle East eats this milk formula. Recently, Korean producers started exporting fresh foods to the halal markets. Apples are the ones receiving the biggest spotlight. They are safe and delicious thanks to the thorough pesticide management, so even the royal family of Dubai requested that local distributors import Korean apples. The pear is an item expected to actively advance to the Middle East. It received a positive response from buyers who participated in GulFood 2015. The fruit has a high export potential thanks to its cool juice and crispy texture.

Aloe beverage

Korean ginseng

Ramen

Infant formula milk powder

Apple

Pear

Beaded Ice Cream of Tong Hark Food Co., Ltd. , red ginseng of Daedong Korean ginseng Co., Ltd., Co., Ltd., and the bread products of Paris Croissant Co., Ltd.

Issue 235 Apr. 2015 1 7

Special II

aT (Korea Agri-Fisheries & Food Trade Corp.) ran the Korean pavilion in cooperation with 56 Korean food exporters. In preparation for <FOODEX JAPAN 2015>, aT aggressively sought promising Korean foods that fit the Japanese food trends and, as a result, various Korean agri-products received a lot of interest from local buyers and other visitors to the exhibition

K-Foods with a Good Potential in the Japanese Market <FOODEX JAPAN 2015> Ended with a Great Success… Promising K-Foods—Seaweed Chips, Onion Kimchi, and More—Captivated the Hearts of Japanese Buyers

he trade fair <FOODEX JAPAN> is the biggest food exhibition in Asia and one of the top three food expos in the world. In 2015, <FOODEX JAPAN> celebrated its 40th anniversary. Almost 3,000 food companies from 79 countries and over 77,700 buyers and visitors attended the trade fair this year. aT (Korea Agri-Fisheries & Food Trade Corp.) ran the Korean pavilion in cooperation with 56 Korean food exporters. In preparation for <FOODEX JAPAN 2015>, aT aggressively sought promising Korean foods that fit the Japanese food trends and, as a result, Korean seaweed chips (with glutinous rice), onion kimchi, and convenience porridge received a lot of interest from

1 8 Korea AgraFood

local buyers and other visitors to the exhibition. On the wings of this popularity, aT recorded USD$91 million in export business consultations. Here, <Korea AgraFood> introduces promising K-foods that caught the eyes and whetted the appetites of buyers and visitors to <FOODEX JAPAN 2015>. We will also find out what Japanese buyers think of those products.

Haemilwon’s Seaweed Chips with Glutinous Rice

Haemilwon’s Seaweed Chips (gim-bugak in Korean) are a healthy, gluten-free snack with glutinous rice instead of wheat flour. Thanks to this merit, major Japanese distributors and venders (such as Aeon and Nippon Access) have made inquiries about importing the product. Hamilwon’s Seaweed Chips come in three flavors— original, onion, and shrimp—and the product contains no artificial additives.

Onion Kimchi of Young Ju Food

Onion Kimchi of Young Ju Food is made not with napa cabbage (the most common ingredient of Korean kimchi) but with onion. The Japanese are big fans of the onion, so it’s no surprise that the kimchi prepared with onion easily captured the taste buds of the Japanese. Onion Kimchi is made using a unique technology that adds crunchiness and freshness while reducing the pungent taste of the vegetable. The technology helped to overcome the characteristic softening of the onion. Onion Kimchi is a good side dish to noodles or fried dishes. Inquiries Haemilwon Food

Tel +82-70-4228-8358

Website www.haemilwon.net

Inquiries Young Ju Food Co. Tel +82-55-521-6000 Website www.bomnari.com

Issue 235 Apr. 2015 1 9

Special II

Seaweed Snack to Shake of Meokbo Fishery

Buyer Interview

Seaweed Snack to Shake, produced by Meokbo Fishery Union Corporation, is good as a low-calorie, healthy snack. In contrast to conventional seaweed snack products, Seaweed Snack to Shake comes with a stick-shaped sachet of seasonings. The idea is to sprinkle the seasonings on the seaweed according to your liking. The seasoning is offered in various flavors—nuts, black beans, honey mustard, and so on. With this variety, anyone will find the delicious formula that pleases their taste buds.

“Korean Porridge Has a High Potential for Export as a Healthy Convenience Food”

Osamu Shima /

Convenience Porridge of Bon I.F.

Convenience Porridge of Bon I.F. is easy to cook and can be stored at room temperature. The product also has a healthy image because porridge (juk in Korean) is a very nutritious food. During the fair, jeonbok-beoseot-juk (porridge made with abalone and mushroom), kkulhobak-juk (with sweet pumpkin and honey), and danpat-juk (with sweet red beans) received good responses from the visitors. Baby Porridge for infants also came into the spotlight thanks to the many advantages of the product—the variety of tastes offered, the long shelf life, and the small packaging size.

Inquiries Bon I.F. Tel +82-2-6908-6379 Website www.bonif.co.kr 2 0 Korea AgraFood

Assistant Manager of the Marketing Division of Kokubu

Inquiries Meokbo Fishery Union Corporation Tel +82-31-357-8592 Website www.meokbokim.com

Mr. Osamu Shima said, “Taste and high awareness of the products are commonly regarded by the Japanese as the strongest

Functional Beverage of Donguinara

Mulberry Water of Donguinara is made of mulberry leaves, which contain a lot of proteins and minerals. The product contains no caffeine or artificial additives such as food colorings and preservatives. The quality of the farm’s mulberry was proven when it obtained JAS (Japanese Agricultural Standard) certification in 2008. Donguinara’s new beverage made of burdock, which is effective for losing weight, already enjoys wide popularity among Japanese women.

Inquiries Donguinara Tel +82-61-335-5991 Website www.fgo.kr

points of Korean agriproducts. Kimchi and seasoned seaweed are already enjoying stable sales in the Japanese market.” Among the Korean agri-products exhibited at <FOODEX JAPAN 2015>, Mr. Shima was particularly impressed by convenience porridge. He considers it a promising item. Mr. Shima said, “There are many different types of Korean convenience porridge according to the ingredients and the product has a healthy im-

age. Samgye-juk (porridge with chicken and ginseng) and jeonbok-juk (abalone rice porridge) are known in Japan as tonic foods and they are very popular.”

“Many Japanese Like Sundubu-jjigae Because of the Few Calories and Simple Taste”

Riichi Sato / Assistant Manager of the Korean Cuisine Department of Ramla

Mr. Sato says, “Korean cuisine is the second most popular foreign food in Japan after Italian food.

We can easily see famous Korean dishes in casual local restaurants and in Korean restaurants.” According to Mr. Sato, sundubu-jjigae (soft tofu stew) is a rising star in Japan these days. He explains, “Sundubu-jjigae is becoming popular among all age groups. The Japanese enjoy different types of sundubu-jjigae— from the original spicy taste to fusion ones with additional toppings such as

curry and cheese. The few calories and simple taste make it a great healthy food.”

Issue 235 Apr. 2015 2 1

People

What are the nutritional advantages of kimchi?

The main ingredients of kimchi include green and yellow vegetables (such as napa cabbage), garlic, ginger, and green onion, so kimchi is rich in vitamins and dietary fibers. Generally 1g of kimchi contains over 1 billion lactobacilli. It is a well-known fact that regular consumption of kimchi is effective in improving immunity and preventing cancers. What’s more, lactobacilli help activate the work of the intestines and have an anti-aging effect. In other words, kimchi is the repository of lactobacilli, which are very good for your health. Some people say consuming kimchi may not be good for your health because kimchi contains lots of sodium.

That is a bit of a misconception. Kimchi contains lots of potassium,

“The Repository of Healthy Lactobacilli, Kimchi Is Effective in Preventing Cancers” As reflected in the fact that a magazine with global reach, <Health>, selected Korean kimchi as one of the world’s top five healthy foods, kimchi is receiving recognition throughout the world. The distinctive taste of kimchi is without analogy anywhere else. Thanks to the unique spicy taste and nutritious merits, the number of foreign people interested in kimchi continues to grow. <Korea AgraFood> met Mr. Park Wan-soo, general director of WIKIM (World Institute of Kimchi)—the world’s only government-funded research institute for kimchi—to hear about the nutritional excellence of kimchi and the globalization of this food.

2 2 Korea AgraFood

WIKIM (World Institute of Kimchi) has carried out a variety of promotional events to raise the awareness of kimchi: kimjang (kimchi making) experiences for foreigners, sessions introducing the excellence of kimchi, and many more. This year WIKIM will participate in the Milano Expo and hold an event that will highlight the nutritional value of kimchi

which excretes sodium. Usually, people who regularly eat salty food for a long time have a higher risk of getting gastric cancer, but studies show that steady consumption of kimchi is good for preventing high blood pressure. WIKIM is researching the best balance of potassium and sodium to prevent cardiovascular diseases and will develop technology to apply the research results in kimchi-manufacturing soon. What types of kimchi do foreign people like?

WIKIM conducted a survey entitled “Kimchi Preferences of Foreigners” in 2012. Out of the 200 foreigners residing in Korea who responded, the majority chose baechu-kimchi (napa cabbage kimchi) as their favorite. Kkakdugi (radish kimchi) came in second, followed by cucumber kimchi, and chonggak-kimchi (whole radish kimchi). There are also many foreigners who enjoy the dongchimi (radish water kimchi) and baek-kimchi (white kimchi), both of which

contain no red pepper powder. Some foreigners are reluctant to eat kimchi because of its strong fragrance and spicy taste.

It is necessary to keep the tradition of kimchi, but we are also making efforts to develop new kimchi products that can better satisfy the taste buds of foreign consumers. A low-sodium kimchi for those who dislike the salty taste is already on the market and being exported to foreign countries. Our institute is performing research on new techniques of kimchi-manufacturing that will allow the production of less spicy kimchi (with little capsaicin) and mild kimchi (that uses broth instead of the salted seafood jeotgal).

that the birthplace of kimchi is Japan or China. That is why it is very important to promote kimchi abroad. WIKIM will participate in the Milano Expo this May. 140 countries and 20 million people are expected to come to that exhibition. We will hold an event to introduce the nutritional value of kimchi. In preparation for the further advance of kimchi into the Chinese market, we plan to hold a number of business negotiation and promotional events in major Chinese cities later this year.

What efforts are needed to foster kimchi as a global food?

Korea is actively exporting kimchi products to some 80 countries, but there are still many foreigners who don’t know about kimchi. There are also foreigners who mistakenly think

Mr. Park Wan-soo, the general director of WIKIM

Issue 235 Apr. 2015 2 3

Fresh Food _ Mushroom

ushrooms are receiving attention as a healthy food and are a popular ingredient in every corner of the world. Among the numerous mushroom varieties, ferula oyster mushroom (pleurotus eryngii var. ferulae) is famous for its effectiveness in preventing cancers as well as obstetrical and gynecological diseases. It also relieves inflammations, maintains blood sugar, and improves kidney functions. Further, it contains a lot of dietary fibers, amino acids, and vitamins, so it is highly nutritious. Despite the ample beneficial health qualities, ferula oyster mushroom is relatively unfamiliar to consumers compared to other mushroom varieties. That is because the mushroom falls in the category of rare mushrooms. Only 1,000 tons of it are produced worldwide every year.

Chewy & Crispy

Ddle A Che Succeeds in Mass-producing Ferula Oyster Mushroom Ferula oyster mushroom is in the family of eryngii. While not exactly the same variety, it is very similar to the king oyster mushroom (pleurotus eryngii). The two are like cousins. Since the 1950s, a great deal of effort

MushMaru Mushroom oms with a A Cultivar of Ferula Oyster Mushro Wholesome Effect of Preventing Cancers 2 4 Korea AgraFood

The staffs are sorting and packing MushMaru mushroom

Mr. Kwon Kyung-yeol, CEO of Ddle A Che, is examining mushrooms

has been made to improve the breeding of ferula oyster mushrooms in France, Germany, and other countries around the world. Korea, too, has been making efforts to artificially cultivate the mushroom since 2003. At first, the mushrooms didn’t meet the standards in terms of appearance. But recently one private Korean company succeeded in mass-producing the mushroom. It is now distributing the ferula oyster mushroom in Korea and exporting it overseas. The company that improved the breed and commercialized the ferula oyster mushroom for the first time in Korea is Ddle A Che Co., Ltd. It is located in Cheonan of South Chungcheong Province. Mr. Kwon Kyung-yeol, CEO of Ddle A Che, introduces his company, “We started the research in 2007 while producing king oyster mushroom and succeeded in breeding and patent registration in 2009. That’s when we started mass-producing the ferula oyster mushroom.”

Containing Anti-aging Substances…Introduced in a

Science Journal Ddle A Che improved the ferula oyster mushroom so it has the taste, scent, and texture of the ferula oyster mushroom yet takes the shape of the king oyster mushroom, which consumers like. The company named the improved breed “MushMaru mushroom.” The MushMaru mushroom features a chewy and crispy texture. Its scent is not too strong. According to Mr. Kwon, even children who usually do not like eating mushrooms can enjoy the MushMaru mushroom due to the sweet taste that appears as they chew the mushroom. Another merit is that, unlike the king oyster mushroom, the MushMaru mushroom does not shrink in size during cooking. Mr. Kwon emphasizes, “The MushMaru mushroom was introduced in the Asian edition of Nature—a scientific journal with international fame—when it was discovered that the ferula oyster mushroom, in addition to the previously known effects, contains a substance good for anti-aging effects.” He added that the MushMaru mushroom

Issue 235 Apr. 2015 2 5

Fresh Food _ Mushroom

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MushMaru mushroom is sold in the US market

has also been proven to suppress hyperlipidemia and obesity.

One-stop System—From Production of Seeds and Culture Media to Cultivation and Distribution Ddle A Che, in association with five member farms, produces approximately eight tons of MushMaru mushrooms per month. The company manages all the stages of the production. First, Ddle A Che produces seeds and provides them to the member farms, which make culture media. The cultivating farms receive the culture media and grow the mushrooms.

Additional Information

MushMaru mushroom tasting event for foreign buyers was held at the food expo in abroad

Mr. Kwon said, “We implement a one-stop system where we divide with member farms the responsibilities for all the production processes including production of seeds and culture media, cultivation, and distribution.”

New Cultivar Developed Specifically for Export In 2010, Ddle A Che started exporting MushMaru mushrooms to the US, Hong Kong, and other markets. Although recognition of the MushMaru mushroom abroad is still low due to the small supply volume, the interest in it is quickly rising. For example, the entire volume that came

to the US during the first export shipment for a promotional event sold out in just three days. To increase the export amount, Ddle A Che has completed preparations for the production of a new cultivar of the ferula oyster mushroom, which has a better storability than the MushMaru mushroom. Mr. Kwon said, “The newly developed cultivar is not brown like the MushMaru mushroom, but is cream-colored. With the improved storability, it is produced exclusively for export.” He revealed that his plan is to enthusiastically pioneer the American and European markets with the new cultivar.

“ ”

Sliced MushMaru mushroom (left) and in packages (right)

How to Enjoy the MushMaru Mushroom

Mr. Kwon recommends grilling as the method to cook MushMaru mushrooms in the most delicious way. It is the simplest but most surefire way to enjoy the authentic taste of the mushroom. Cut the mushroom in half, put it on a frying pan with some olive or cooking oil, and spread some salt on it. It is important to turn the mushroom only once, when its color becomes yellowish. That way, the mushroom becomes more delectable and does not acquire other smells. Mr. Kwon added that the grilled mushroom tastes best if it is eaten when it is still hot.

2 6 Korea AgraFood

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Sliced MushMaru mushroom

Inquiries Ddle A Che Co., Ltd.

Tel +82-41-553-6451

”

Fax +82-41-553-6452

Website www.ddleache.co.kr

Issue 235 Apr. 2015 2 7

Fresh Food _ Hallabong

g n o b a l l a Jeju H hest Sugar g i H e h t s t s Boa Content

ang Exported y h e y h n o e h C & Jeju Hallabong irst Time F e th r fo S U to the

The US government recently allowed imports of Korean hallabong and cheonhyehyang, and the two types of fruit were shipped to the US for the first time

he hallabong and cheonhyehyang produced on Jeju Island were exported to the US for the first time. The exporter, Seogwipo Nonghyup, sent a total of 13 tons of hallabong to Los Angeles and New York on March 3 and 4 (6.5 tons in each shipment). The fruits will be sold at supermarkets frequented by Korean immigrants. Another exporter, Hamduk Nonghyup, shipped 14 tons of hallabong and 1 ton of cheonhyehyang on March 9 in containers bound for New York City. For this shipment, the exporter selected mostly the middle- and small-sized fruits that weigh 200-300g. Cheonhyehyang was sent for the purpose of testing the response of local consumers. Hamduk Nonghyup is targeting common supermarkets rather than Korean stores. The intention is to prevent unnecessary competition for sales of Jeju Hallabong and to secure different types of consumers in the US market. Considering the time for shipping, quarantine, and transportation to local distribution centers, it is expected that the hallabong and cheonhyehyang exported this March will reach consumers in the US from April 3-10. The vendors who tasted Jeju hallabong are said to evaluate it as outpacing the American product in terms of taste.

Negotiations Led by Korean Animal and Plant Quarantine Agency Since 2011

2 8 Korea AgraFood

The export of Jeju hallabong and cheonhyehyang to the U.S. became possible after the Animal and Plant Health Inspection Service (APHIS) of the US Department of Agriculture announced in late January the revision of federal regulations to allow the import of the two types of fruit. The Korean Animal and Plant Quarantine Agency made an official request to permit imports of hallabong and cheonhyehyang into the US in 2011 and had been carrying on export quarantine negotiations with its American counterpart for several years. Thanks to these efforts, hallabong and cheonhyehyang became the firstâ&#x20AC;&#x201D;after satsuma (Onju mandarins), whose import was approved in 1995â&#x20AC;&#x201D; to receive the permit for the same import conditions as those for tangerines. The Korean Animal and Plant Quarantine Agency revised the guidelines for exports of Korean raw citrus fruits to the US in accordance with the revised US federal regulations and thereby prepared the legal procedures for export of the fruit to the US. Per the quarantine regulations, Jeju hallabong and cheonhyehyang go through a surface disinfection process in order to prevent the propagation of satsuma cancer, which is a matter of concern for the US. The fruits are completely soaked for 1-2 minutes in the surface disinfection solution designated by the US and then dried. After that, each hallabong is coated with wax.

Issue 235 Apr. 2015 2 9

Fresh Food _ Hallabong

ences. That is why the staff of Nonghyup feels the need to set up average standards for sugar content and acidity. Another big concern is the price competitiveness. According to a local vender, a citrus similar to hallabong is currently selling at USD$2 per three units or USD$17 for a 3kg box. In other words, it is 20 percent cheaper than Korean hallabong. Mr. Kim Jin-young, “Whether exports of hallabong will continue depends on the response of American consumers. We plan to visit local stores to analyze the patterns of consumer behavior and make the decision on the future direction of exports.”

The nondestructive-saccharometer is used for hallabong (up) A staff member of Hamduk Nonghyup is loading hallabong into a container bound for the US (down)

Kim Jin-young, the director of Hamduk Nonghyup, said, “Hallabong stays fresh for a long period of time but its skin is weak to scratches. That is why the selection, wax coating, and packaging of the fruit are done by hand.”

Price and Taste Will Determine the Success of Jeju Hallabong in the US To appeal to American consumers, Jeju hallabong will have to satisfy two conditions—taste and price. Currently, the fruits are stored for some time after harvesting to ripen until they meet a certain ratio of sugar content and acidity (sour taste). Generally, to be supplied to the market, the fruit’s sugar content should be over 13° Brix and acidity should approach 0.8-1° Brix. However, the evaluation of the taste of hallabong largely depends on personal prefer-

3 0 Korea AgraFood

Educating Farmers on Rigid Control of Agricultural Pesticides Educating farmers on the problems of pesticide residues is an important step toward expansion of Jeju hallabong exports. Several farms already had to drop out from the exporting enterprise due to the pesticide residue problem. When the shipping of the fruit was delayed, those farms used chemicals to prevent decomposition, just as they usually do when supplying the fruit to the domestic market. The problem could have been avoided if the farmers had managed the fruit with a focus on the American market and used the chemicals permitted in the US. Overall, exchange of information—between Korean farms that export hallabong and American farms that export oranges—on the chemical treatment to prevent decomposition of the fruit would benefit both parties as it would help resolve the pesticide residue problem. Korean fruits are praised in many countries for the excellent ratio of sugar content and acidity. That is why Korean residents abroad often look for the fruit produced in Korea. By March, hallabong loses a lot of acidity, so the fruits shipped at that time taste the best. If the Korean exporters find the golden ratio of acidity and sugar content preferred by American consumers, they will be able to set up a matching export strategy. Mr. Kim said, “We will do our best to increase exports to the US by focusing on preventing decomposition of fruit during shipment and by cultivating the fruit that meets the demands of American consumers. We believe there’s a good potential to expand the market because, for example, more and more of the Chinese in the US demonstrate a preference for Korean hallabong.”

Inquiries Hamduk Nonghyup

Tel +82-64-782-8841

Fax +82-64-782-8840

Website www.hamduknh.com

Issue 235 Apr. 2015 3 1

Processed Food _ Tium International

A Quartet of Good Snacks Catering to Children Foreign consumers are highly interested in “i Snack”—the flagship product of Tium International. The product comes in three flavors: spinach, strawberry and yogurt, and cheese

very parent wants to give their child a snack that is both tasty and safe. When choosing a snack for a child, it is no surprise that parents lay their eyes on more wholesome snacks made with healthy ingredients. In Korea, organic snacks and snacks containing no artificial additives are continuously released on the market and are attracting a lot of attention among Korean parents. Tium International is a Korean snack exporter whose slogan is “Offering healthy and good snacks for children.” Since last year, Tium International has begun actively introducing organic snacks to foreign markets.

Making Efforts to Produce Safe Snacks with the Daddy’s Heart Tium International was established in 2012 with the purpose of producing snacks that, out of considerations for consumer health, are made with somewhat more expensive but envi-

3 2 Korea AgraFood

ronmentally friendly ingredients. These ingredients are used instead of cheaper imported ingredients. The company is still a start-up and does not yet have its own snack-manufacturing factory. However, Tium International has reached out to several producers with its message and is currently producing organic snacks through OEM (original equipment manufacturing) at their factories. Mr. John Park, CEO of Tium International, explains, “As a dad with two daughters, I want to produce safe and good quality snacks catering to children. I am putting all my heart into this endeavor and that is why I established Tium International. My goal is to produce snacks—with Korean ingredients and in modernized manufacturing facilities—that can appeal to consumers worldwide.”

“i Snack” for Infants—Made with Organic Ingredients Such as Brown Rice Grown without Pesticides

Tium International is exporting overseas four types of snacks: i Snack, Kimstar, Natto Choco, and Simply Grain. i Snack is Tium’s flagship product. It is designed for infants and children. The main ingredient is brown rice grown without agricultural chemicals. The snack also contains dried organic strawberry, environmentally friendly spinach, organic yogurt, and organic sugar. What’s more, some powder of cheonggukjang (Korean fast-fermented soybean paste) is added to the snack to facilitate digestive absorption of the product by infants and children. The snack is produced through a puffing method in which high temperature and high pressure are applied in lieu of frying. The method allows the taste and nutrition of the ingredients to be maintained while also making the snack low in calories (about 120-130kcal per 30g). This is a mere one-third of the caloric value of common snacks. i Snack is as small as an infant’s finger, so it is easy for infants to grip

Mr. John Park, CEO of Tium International, talks about Tium’s organic snacks in an interview with the foreign press

Issue 235 Apr. 2015 3 3

Processed Food _ Tium International

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Natto Chocolate is chocolate-coated balls of freeze-dried fermented soybeans (cheonggukjang beans)

The i Snack products of Tium International sold overseas (left). i Snack is as small as an infant’s finger, so it is easy for infants to grip the snack with their hands (top). Kimstar product (bottom)

the snack with their hands. The product comes in three flavors: spinach, strawberry and yogurt, and cheese.

The Merit of Producing Wholesome Snacks— Featuring Seaweed, Cheonggukjang, and Grains Kimstar is a seaweed snack made with Korean seaweed, which is rich in minerals, vitamins, and dietary fibers. The main ingredients are seaweed, glutinous rice paste, and sesame oil. The product comes in three flavors: sesame, almond, and gochujang (Korean red pepper paste). Kimstar is crispy as it is also produced through the puffing method. What’s more, it is low in calories (below 100kcal per 20g). Natto Chocolate is chocolate-coated balls of freeze-dried fermented soybeans (cheonggukjang beans). Cheonggukjang—one of the Korean fermented foods—is rich in nutrition and effective in preventing cardiovascular disorders and osteoporosis. However, many people dislike

3 4 Korea AgraFood

cheonggukjang for its smell. Natto Chocolate does not have the smell of cheonggukjang but retains its taste, which is in great harmony with sweet chocolate. The healthy chocolate balls come in three flavors: original (chocolate), blueberry, and strawberry. Simply Grain is a healthy, lowcalorie grain snack. It is made mainly of organic brown rice and has a simple taste. There are three types of the product: original (brown rice), purple sweet potato and sweet pumpkin, and blueberry.

Making Inroads into Foreign Retail Stores and Organic Food Chain Stores To advance into foreign markets, Tium International has been participating in international food trade fairs and promotional events since last year. At the fairs, it has actively introduced its organic snack products to foreign consumers. The company is currently exporting its snacks to China (and Hong Kong), the US, Canada, Singapore,

”

New Zealand, and several other countries. The representative foreign distributors dealing in the snacks of Tium International are Ole (a highend retail store in China) and WholeFood Market (an organic food store chain in the US). Recently, the snacks of Tium International succeeded in entering China’s largest online supermarket ). What’s more, Yihaodian (1 Tium International products were featured on China’s No. 1 home-shopping channel—HappiGo—so it is anticipated that the exports of snacks to China will further increase. Mr. John Park speaks of his aspiration, “In the first half of this year, Tium International will participate in major foreign food trade fairs—FHI (Food&Hotel Indonesia), SIAL Shanghai, and Fancy Food Show (in New York)—to promote our snacks to foreign buyers and local consumers. We will use these opportunities to cultivate foreign distribution networks and further expand the market for our organic snacks into the US, China, and Southeast Asia.”

Foreign buyers enquire about snacks of Tium International

Inquiries Tium International

Tel +82-2-6243-6345

Email john.tium@gmail.com

Website www.circlefood.co.kr

Issue 235 Apr. 2015 3 5

Processed Food _ Iga Natural Noodle

Iga Natural Noodle Enters Overseas Market with Maturation Technologies iverse Noodles Long-term Favorite, D

ne of the foods gourmets enjoy having is noodles. Although the names are different—janchiguksu (banquet noodles), jajang-myeon (Chinese-style noodles in black soybean sauce), udon, pasta, ramen, naengmyeon (cold noodles), rice noodles, etc.— all these dishes are noodles. The cultures are different, too, but people around the world love noodles, so we can often have noodles from other countries in local restaurants. In the past, noodles were rare. They became popular as a food people can enjoy at a low price after flour started to be mass-produced. Then, food companies began developing and launching noodle products that could be cooked easily in a restaurant or at home. That is how noodles became a familiar food to modern people. In other words, the growth of the noodle business reflected the expansion of the instant food market. One good example of this process in Korea is Iga Natural Noodle, a company that has been cultivating its brand power based on noodles.

Famous for Soft and Chewy Noodles Iga Natural Noodle, established some 15 years ago, is famous for producing soft yet chewy noodles. The praise the company receives for the excellent taste of its noodles is owed to 20 years of noodle fermentation and maturation know-how. Iga Natural Noodle is producing and supplying its products to many food businesses through OEM (original equipment manufacturing). Their clients include famous Korean franchise companies Nolboo and Chaseondang. Iga Natural Noodle produces a variety of noodles all of which can be cooked easily at home or in a restaurant. The

Lee Beom-soo, CEO of Iga Natural Noodle, is doing his best to produce soft yet chewy noodles

main products are: Old Jajangmyeon, Tongmil Kalguksu (soup with fresh flat whole-wheat noodles), Dongchimi Naengmyeon (cold noodles in radish water kimchi), Katsuo Udong, Bokkeum Udon (fried udon) and Naengmyeon (cold noodles). The types of the noodles— fresh wet noodles, frozen noodles, and refrigerated noodles—are offered depending on the needs of the market segment. Generally, the products that contain sauce can be fully cooked within 15 minutes. Lee Beom-soo, CEO of Iga Natural Noodle, said, “My major study was the culture of starch bacteria. I worked at a noodle company as the chief researcher and studied the technology of noodle drying. Making dry noodles for naengmyeon, for example, is a very difficult task because the product should have a storage period of about a year.”

Products with various flavors

(From left) Old Jajangmyeon, Tongmil Kalguksu, Dongchimi Naengmyeon, and Katsuo Udon

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Issue 235 Apr. 2015 3 7

Processed Food _ Iga Natural Noodle

ment of insect pests, personal hygiene, and so on.

The modernized production facilities of Iga Natural Noodle ensure the hygienic production and safety of the food products

Challenging the Overseas Market with Their Own Brand Recently, Iga Natural Noodle started producing noodles under its own brand in order to advance abroad. The company is betting on its advantage of possessing the technology to make tasty noodles. One of the reasons it wants to enter foreign markets lies in the difficulty of securing the domestic market with its own brand. Its first target is China, where sales of instant foods are steadily increasing. Because the country is geographically close, Iga Natural Noodle is focusing on refrigerated noodles. In the US and Australia, Iga Natural Noodle is planning to sell its frozen noodles. The company uses a freezing technology that keeps the taste of the noodles intact for a long time. To cultivate the market in China, the company has created the brand name CI, which comes from the Chinese letter meaning noodles, “ .” According to Mr. Lee, for the past five years, Iga Natural Noodle has been exporting naengmyeon to Japan, and other types of noodles to China, through OEM (original equipment manufacturing). He added, “We have also exported our products to Europe and received a positive response.” The company has proven the reliability of its products by obtaining several international certificates. For example, Iga Natural Noodle acquired FSSC 22000, which is based on ISO 22000, PAS 220, and ISO TS 22003. It is the No. 1 international safety system certification for food and food containers. One characteristic feature of ISO 22000 is that it uses PAS 220, an established program for food suppliers, to maintain the food safety standards during the production process. PAS 220 includes 18 requirements including the arrangement of the workplace, disposal of waste, cleaning and maintenance of equipment, manage-

3 8 Korea AgraFood

Opened the Korean Whole Wheat Noodle Restaurant Millac To make its products, Iga Natural Noodle buys 400 tons of Korean wheat every year. The company is using the Korean wheat in order to help revitalize domestic wheat production. In fact, the Korean wheat, which is used for Urimil (in Korean “our wheat”) products, is about 2.5 times more expensive than the imported wheat. However, it is also very safe. Last year, Iga Naural Noodle opened its first restaurant. Named Millac, it specializes in Korean whole-wheat noodles. Whole-wheat noodles are made with the flour containing the aleurone layer (the husk part of wheat). Whole wheat is good for modern people’s health because it is rich in nutrients such as dietary fibers, minerals, and vitamins. Korean wheat, unlike foreign types, is sown in the fall and harvested in the early summer, so it is safe because there is no need for insect pest control (pesticide treatment). Despite using the expensive whole-wheat noodles, Millac offers its dishes at the competitive price of KRW5,0007,000. Mr. Lee explains, “The first thing that comes to our mind when we think of whole-wheat noodles is that they are tough. However Urimil whole-wheat noodle are pleasantly chewy and soft thanks to the long kneading and fermentation time. Armed with years of experience and knowhow, we are offering the products that modern people prefer. We will do our best to expand overseas with the Millac brand and open a Millac franchise enterprise abroad.”

Millac restaurant specializes in Korean whole-wheat noodles

Jjajang-myeon

Kalguksu

Udon

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Inquiries Iga Natural Noodle

Tel +82-43-881-8395

Fax +82-43-882-7200

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Website www.igan.co.kr

Issue 235 Apr. 2015 3 9

It’s New !

Nonghyup Convenience Vegetables & Salads

Ottogi Kimchi-jjim & Galbi-jjim

Ready to Be Cooked without Washing or Trimming

Taste Just Like the Original Korean Dishes

onghyup (National Agricultural Cooperative Federation) has released convenience vegetables and salads targeting single households. The new products are receiving a good response from consumers. Nonghyup’s convenience vegetables are appropriatelysized, washed vegetables such as bell pepper, onion, carrot, and so on. Consumers can use the products instantly as soon as they buy them. There is no need to wash and trim these vegetables. The products come in four types according to the use: for doenjang-jjigae (soybean paste stew), fried rice, gyeran-mari (rolled-up eggs), and ramen toppings.

Four Flavors of Salad: Color, Vitamin, Lady, & Mix Nonghyup’s convenience salad is for consumers who are interested in health. The product comes in four flavors: color, vitamin, lady, and mix. Color salad is made with vegetables of different colors such as bell pepper and cherry tomato. Vitamin salad comprises vegetables and fruits that are rich in vitamins—carrot, romaine, and so on. Lady

Inquiries Nonghyup

4 0 Korea AgraFood

salad and mix salad are prepared with various low-calorie vegetables—cabbage, chicory, and so on. These two types are especially good for losing weight. One of the staff members at Nonghyup said, “Nonghyup will develop many different types of convenience fresh foods to suit the tastes of consumers. We are making a lot of efforts to expand sales of high-quality Korean agri-products.”

Tel +82-31-8046-5950

Website www.nonghyup.com

ecently, Ottogi—a representative Korean food company—released two new types of retort jjim (braised dish) products. These are spicy braised kimchi with pork and spicy braised short ribs. One remarkable feature of the products is the ingredients used. Thanks to the popularity of Hansik (Korean cuisine) overseas, the number of foreigners seeking original Korean dishes is increasing. To meet the demand of the consumers, Ottogi has maximized the use of Korean ingredients. Spicy braised kimchi with pork, for example, is made with Korean fermented kimchi (48.5 percent) and Korean pork (29.2 percent). The rest of the ingredients are also produced in Korea.

Spiciness Makes It a Delicious Side Dish Spicy braised short ribs are prepared in a spicy seasoning sauce that has Korean pork (36.4 percent), potatoes, carrots, and other vegetables. The product saves a lot of time because there is no need to clean the meat of blood, prepare the sauce, and so on. All you need to do is to open

Inquiries Ottogi Co., Ltd.

Tel +82-2-2010-0114

the seal and put the dish in the microwave oven for one minute thirty seconds. Yet another virtue of the product is that it is packed in small quantities—enough for one to two servings. One of the staff members at Ottogi Co., Ltd., said, “When we invented these products, we had in mind single households and consumers looking for a new dish that is convenient to make. With the new products, everyone—Korean or foreigner—can cook difficult jjim dishes in a simple and easy way.”

Fax +82-2-2010-0799

Website www.ottogi.co.kr

Issue 235 Apr. 2015 4 1

Korean Franchise _ bubble pong

, First Korean Bubble Tea Brand 25 Bubble Teas Featuring Unique Korean Flavors such as Sweet Potato and Yogurt

he root of cassava, a plant cultivated in tropical and subtropical regions, is 20 to 30 percent starch. The starch is made into tapioca by rinsing it with water, sifting out the deposit, and letting it dry. The tapioca can then be made into tapioca pearls—grains with a diameter of three to five millimeters. They are formed by putting processed tapioca starch in a fabric

4 2 Korea AgraFood

pocket and shaking it. The tea that contains tapioca pearls is called bubble tea. In addition to tea and tapioca pearls, it often has milk and assorted toppings. Bubble tea was first developed in Taiwan in the 1980s and from there spread in the 1990s to Southeast Asia, Australia, and North America. It is named after the shape of the tapioca pearls that look like bubbles in the infused tea.

Launched in 2011, bubble pong Now Operates 40 Franchisees in Korea Bubble tea reached Korea around 2010. It now enjoys a growing popularity as a diet food that is chewy and very satiating. Online sales of bubble tea in Korea have also

been increasing in the last few years. One famous internet shopping mall, for example, recorded a whopping 343 percent growth rate in the category of bubble tea last year alone. bubble pong is the first Korean franchise to specialize in bubble tea. It was created in 2011 with the idea of helping Koreans enjoy the globally popular bubble tea. Ms. Shin Song-hwa, CEO of bubble pong, says, “bubble pong runs about 40 franchisees in Korea. It serves a variety of bubble teas that suit the tastes of Koreans, so the bubble tea of bubble pong is different from the products offered by Taiwanese and Canadian brands in that we offer unique Korean flavors.”

Producing Its Own Tapioca Pearls The biggest merit of bubble pong is the use of raw ingredients whose food safety has been verified. Unlike the majority of food companies that sell bubble tea, bubble pong does not import tapioca pearls. The company made

1. Taro Milk and other types of bubble teas of Bubble Pong 2. The exterior of a Bubble Pong store 3. A variety of beverages sold in Bubble Pong 4. The interior of a Bubble Pong store 5. Bubble Pong stores have a lot of customers in the summertime

efforts to develop its own tapioca pearls from 2013 and succeeded in producing preservative-free tapioca pearls at its hygienic facilities. All the teas offered in bubble pong stores use those pearls, so they are highly reliable in terms of food safety. Ms. Shin explained that unsold leftover tapioca pearls are generally discarded, but the tapioca pearls produced by bubble pong can be made into one-cupful servings. This means in-house production of tapioca pearls contributes to the more efficient management of the enterprise. Another noticeable feature of bubble pong is that its research and development (R&D) team is making continuous efforts to develop recipes suitable for the tastes of Koreans and the company regularly expands its menu with the new types of bubble tea. Currently, bubble pong offers as many as 25 bubble tea variations. These include taro (tropical plant), chocolate, coffee, royal milk, oolong, earl grey, and other basic types. There are also sweet potato, yogurt, cookie and cream, white chocolate, rich, caramel, red

Issue 235 Apr. 2015 4 3

Korean Franchise _ bubble pong

“

Chocolate and milk bubble tea

Peach and yogurt

bean, and other kinds of smoothie-type bubble teas. Customers can therefore enjoy and choose from a great number of options. Ms. Shin says with pride, “Many smoothie-type bubble teas sold by other brands originate from the ones developed by bubble pong. But bubble pong remains the only place where you can enjoy the bubble tea rich in the pulp of various fruits such as peach, strawberry, and blueberry.” In addition to bubble tea, bubble pong offers fresh fruit juices—including strawberry, mango, blueberry, and kiwi juice—and regular teas such as oolong tea.

Participating in Exhibitions in Korea and Abroad and Preparing for Expansion Overseas With the success of operating a franchise enterprise in Korea under its belt, bubble pong is gearing up to expand to foreign countries. The endeavor is said to have a great potential because bubble pong stores in Korea already attract a large number of foreigners. The company has also received many inquiries from China about opening a bubble pong franchise there. Ms. Shin aims to run the first overseas store in a Southeast Asian country where bubble tea is very common. She revealed that her aspiration is to first reach the people in the Southeast Asian region with the unique teas of bubble pong that are different from the products offered by Taiwanese brands. To this end, bubble pong is actively promoting the Korean-style bubble tea at international exhibitions held at home and abroad.

4 4 Korea AgraFood

”

Honey due bubble tea

Additional Information Pastry Waffles Offered Only by bubble pong The pastry waffle is a dessert developed by bubble pong. It uses pastry dough and adzuki bean paste filling, so it is soft and crunchy at the same time. Ms. Shin says, “We have applied for a patent for the pastry waffle and plan to introduce another type with an apple filling.”

Bubble Pong is particularly popular among female customers

Inquiries bubble pong

Tel +82-2-333-0805

Fax +82-2-3144-8586

Website www.bubblepong.com

Issue 235 Apr. 2015 4 5

Daniel Lee Gray’s Hansik Story Chicken Soup at Jin Ok-hwa Halmae Dak Tteokbokki at Ma Bok-rim Halmeoni Tteokbokki

Part II : Recommended Restaurants for Chinese Travelers

This dish was popularized by the Korean dramas and often it is featured on the shows. Ma Bok-rim is the original one. Opened in 1953 by a woman known as Ma Bok-rim, the restaurant

China is the largest group of tourists to Korea by a large margin. According the Korean Tourism Association 6 million Chinese tourists came to visit Korea in the year 2014. I am sure that they spent some money on food, but popular dishes for Chinese are different from other nations. My Chinese guests seem to have a bucket list of places they must try in Korea. Some were popularized by Korean dramas and others are recommended by Chinese travelers. Price is factor. My Chinese guests prefer frugal meals for typical meals but will splurge for a special meal on one of the days. There is often a bucket list of must eat foods such as Royal Court Cuisine, tteokbokki (stir-fried rice cake), and samgyetang (chicken soup with ginseng). Also, I have found that the Chinese prefer to have marinated barbecue meats or plain meat. Or course, I am aware that this does not apply to every traveler that comes to Korea.

The place where I feel healthiest is at Jin Ok-hwa Halmae Restaurant.

takes pride in its 60-plus years of service. They

The broth has this lift of delicate herbs with a warming garlic note,

serve a Korean casserole dish called tteokbokki

which is accented by the fresh green onions. Honestly, I think an IV of

which has chewy rice cake noodles in a spicy

this broth could probably cure cancer. As the broth cooks the chick-

soup broth that has noodles, fish cakes,

en, you use scissors to cut it up into chopstick-managable pieces

seafood, dumplings and more. This restaurant

and then let the rice cakes and potatoes cook. The chicken-dipping

started as a small food stall that was serving

sauce at Jin Ok-hwa Halmae restaurant is a DIY affair and you can

snacks to guests going to the nearby theatre

add as much spicy sauce, mustard and soy sauce you’d like. After

when a mistake was made. A rice cake noodle

you enjoy eating the chicken, leave some broth to make some fresh

fell into the black bean sauce and Ma Bok-rim

noodle soup. This is a taste experience you must have while in Korea.

had an eureka moment. She cooked the noo-

Here is my bucket list recommendations for Chinese tourists to Korea.

Royal Court Cuisine at Philkyungjae

dles in a sauce and tteokbokki was invented. As

Jin Ok-hwa Halmae Dak

Ma Bok-rim gained popularity, other similar es-

#265-22, Jongno 5-ga, Jongno-gu, Seoul / +82-2-2275-9666

tablishments opened nearby, and eventually,

Price: KRW18,000 for 2-3

formed “tteokbokki street.” The elderly owner is well known. She even starred in a red-pepper

Korean Barbecue at Hongneung Galbi Noodles at Myeongdong Gyoja

paste ad in the 1990s. The secret of this restaurant’s tteokbokki lies in the sauce. Here red pepper paste is mixed with Chinese soybean paste for a sweet and spicy taste.

Ma Bok-rim Halmeoni Tteokbokki #5, Dasan-ro 35-gil, Jung-gu, Seoul / +82-22232-8930 / Price: KRW8,000

Popularized by Korean dramas, royal court cuisine is one of

Since 1966 this beef barbecue place has been serving top quali-

meals that you can only have in Korea. Nestled in a beautiful

ty beef barbecue over white hot wood charcoal. They have dif-

Myeongdong Gyoja is the Steve Jobs of noodle shops in Korea.

Korean traditional house that dates back to the 1400s, the

ferent cuts of beef but they are most famous for their thinly

There are many imitators, it’s more expensive than similar products,

restaurant oozes tradition. The foods are opulent and diverse and

sliced and sesame marinated beef bulgogi and their marinated

it has grown from a little store to many, and it has stubbornly stuck

you’ll have almost a hundred different dishes of difference foods,

beef ribs (yangnyeom-galbi). The sauce is the key as it has a se-

to its core principles while everyone else has changed. What they

sauces, soups, side dishes and main courses. The highlights of

cret mix of fruit juices, soy sauces, sesame oil, garlic, seasonings

serve is simple. They serve flavorful, steamed dumpling or silky noo-

the meal are the sinseollo: royal court stew served in a special

and much more. The sauce makes the meat very tender and it

dles in a pork broth. The noodles are silky and light and broth is sa-

bronze bowl that is used for cooking and serving. There is also

caramelizes the meat when it hits the grill. This is a classic bar-

vory and complex. This dish is has renown all over Asia as there are

tteok-galbi which is chopped and marinated grilled beef and gi-

becue place so you’ll get a wide range of Korean side dishes to

long queues of local and international diners at both locations of new

ant steamed shrimp that is adorned with a confetti of yellow and

accompany your meat along with shots of cold soju (Korean dis-

and returning diners. They are also known for their kimchi which is

white egg and red and green bell pepper.

tilled liquor). This is one of the most authentic places in Korea.

spicy and garlicky. This is one of the best noodle places in Asia.

Philkyungjae

Hongneung Galbi

Myeongdong Gyoja

Gwangpyeong-ro 205, Gangnam-gu, Seoul / +82-2-445-2115 /

#520-14, Cheongnyangni 2-dong, Dongdaemun-gu, Seoul /

#29, Myeongdong 10-gil, Jung-gu, Seoul / +82-2-776-5348

Price: KRW120,000-200,000 a person

+82-2-966-0420 / Price: KRW20,000-40,000 a person

Price: KRW8,000

4 6 Korea AgraFood

Issue 235 Apr. 2015 4 7

Simple Korean Cooking

Sigeumchibajirak-guk n Korea, April is the time when you can feel the spring in the air. For this reason, there is a plentiful supply of ingredients on the market. The representative in-season ingredients are spring greens such as wild chive, shepherd’s purse, shoots of fatsia, and spinach. Seafood ingredients such as webfoot octopus and manila clam are also abundant. In this issue, <Korea AgraFood> would like to introduce you to a Korean dish made with the in-season ingredients of manila clams and spinach. The dish is called sigeumchi-bajirakguk (soybean paste soup with manila clam and spinach). The two main ingredients are common in other countries as well, so this soup can easily be enjoyed by foreigners. Spinach is rich in beta-carotene, which is known for its effect in strengthening immunity, as well as chlorophyll, which thins the blood. Manila clams have loads of vitamin B2, iron, calcium, and boast a large amount of taurine (1,052mg per 100g). When the two come together, they are very effective in overcoming the common spring fatigue and drowsiness. Korean housewives often cook this dish to help their family members get over spring sleepiness. If you cook sigeumchi-bajirak-guk with the manila clam produced in Korea, you can achieve the best results. That is because the Korean manila clams are cultivated in clean and spacious mud flats, so the clams are large in size and have a good fragrance. Thanks to the excellent quality, manila clams are actively exported from Korea to foreign markets.

Feel the Spring with This Refreshing Taste

4 8 Korea AgraFood

Cooking Tips Remove the sand sediment from manila clams using a sieve. That way the manila clams won’t absorb back the sediment that has come out. When boiling the soup, don’t add too much soybean paste. The clam will make the soup salty enough during boiling.

How to Make Sigeumchi-bajirak-guk (One serving) Main Ingredients: 60g spinach, 50g manila clams, 10g soybean paste, 300g water Sub Ingredients: 5g anchovies, 2g crushed garlic, 5g spring onion, a little bit of salt 1. Wash the manila clams. Remove the sediment from the clams while keeping the clams in salted water. 2. Trim the fresh spinach and cut the part close to the root in a cross shape. Wash the spinach thoroughly. 3. Blanch the vegetables in boiling salted water. Squeeze out the excess water and cut into pieces of appropriate length. 4. Cut the tofu into bite-sized pieces. 5. To make the broth, put the dried anchovies in the water and boil. 6. Add the soybean paste to the broth. 7. When the broth starts boiling, add the other ingredients including the sliced spinach, manila clams, crushed garlic, and spring onion. Boil again. 8. Boil the soup for five minutes. Season with salt if needed.

Issue 235 Apr. 2015 4 9

K-Tour

e th l e e F to ls a v ti s e A Variety of Flower F

Spring in Korea

In April, when spring begins in earnest, flower festivals are held all around Korea for people to feel the warmth of spring with every fiber of their bodies. In this issue, <Korea AgraFood> would like to introduce some landmarks where you can enjoy the scents of the flowers to the fullest.

Azalea & Rape Blossoms

Cherry Blossoms

Jinhae Gunhangje

where. The Gyeongju Cherry Blossom Festival is held throughout the city—in Dongbu Historic Complex, Heungmu Park, Geumjangdae, Bomun Lake Resort, and other places. Anapji Pond is a particularly popular spot. Gyeongju Cherry Blossom Festival

capital of Silla, an ancient Korean kingdom that lasted for 1,000 years—is another popular tourist place to see the cherry blossoms. The shower of cherry petals falling on historic and cultural sites is a magnificent view not found else-

Don’t Miss These Foods: One of the specialties of the Jinhae Gunhangje festival is cherry blossom bread filled with jam that is made with cherry blossom extract. Visitors can also enjoy a variety of seafood. A famous seafood dish in the area is agu-jjim (braised spicy seafood). The Masan Odongdong Street in Jinhae City is lined with restaurants, many of which have a long history.

•April 1-10 •http://gunhang.changwon.go.kr •Jungwon Rotary, Tongsin-dong, Jinhae-gu, Changwon City, South Gyeongsang Province, Korea (Take the shuttle bus at the Jinhae train station)

Gyeongju Festival •April 5-13 •www.gyeongju.go.kr •Bulguksa Temple, Anapji Pond, Cheomseongdae, Seokguram Grotto in Gyeongju City, North Gyeongsang Province, Korea (Take

5 0 Korea AgraFood

Jinhae Gunhangje

bus number 10, 11, or 16 at the

Jeju Rape Blossom Festival

zalea is the flower that signals the arrival of spring in Korea. The Goryeosan Azalea Festival held on Goryeo Mountain of Gangwon Province is the best-known azalea festival in Korea. That is because the mountain is not far from Seoul and, along with the festival, you can also visit the Dolmen and Peace Observatory world heritage sites. Every year, various experience activities—such as azalea tea tasting, and a prehistoric village experience—are organized here. That makes it popular among families with babies and children. Jeju Island, which receives a lot of attention as a mecca for tourism in Asia, turns yellow in the springtime thanks to the bright rape flowers that bloom all around the island. The Jeju Rape Blossom Festival, where people can enjoy observing the flowers, is held on the island every year. This year it takes place on Udo Island, which is nicknamed “an island inside the island.” Visitors will see a picturesque scene of waves of blue sea

tarting April 1, Jinhae Gunhangje Festival is a large-scale cherry blossom festival with 360,000 blossoming trees presenting a majestic scene. The festival was selected by CNN as one of the “50 beautiful places to visit in Korea.” This year, the traffic will be restricted in the area to allow tourists to safely and freely stroll the roads and enjoy the spring flowers. Gyeongju City—the

Goryeosan Azalea Festival

rolling behind waves of yellow rape blossoms.

Don’t Miss This Food: This year’s Jeju Rape Blossom Festival is held together with the Udo Conch Festival. The latter event promotes murex, a specialty of this region. Murex, a type of molluscs, lives only in the deep and clean sea. It is large in size and has a chewy meat. Due to these merits, it is more expensive than ordinary conch.

Goryeosan Azalea Festival •April 18-30 •www.ganghwa.incheon.kr •Goryeosan-ro, Hajeom-myeon, Ganghwa County, Incheon City, Korea (Take bus number 70, 700, or 800 at Incheon Terminal)

Jeju Rape Blossom Festival •April 24-26 •http://udo.invil.org/index.html •Udo-ro, Udo-myeon, Jeju City, Jeju Island, Korea (Ferries from the Seongsan port depart every hour on the hour).

Gyeongju train station)

Issue 235 Apr. 2015 5 1

K-Tour

Tulip

Everland

Sinan Tulip Festival

Goyang International Flower Show

Seoul Land

the eighth time this year—is a tulip park spread along the beach for 12km. Tourists can enjoy the seascape and tulips at the same time.

everal festivals featuring tulips take place in famous theme parks in Korea. In 1992, Everland was the first to organize a tulip festival in Korea and has been steadily holding the event since then. This year’s Everland Tulip Festival will attract tourists with themed gardens and flower alleys that use some 1.2 million flowers. Seoul Land sets up a tulip street. Sculptures of different animation and movie characters are installed along the street, so that tourists can take pretty pictures with tulips and sculptures in the background. If you want to see a larger variety of tulips, visit Sinan County, where Korea’s largest tulip festival is held. The Sinan Tulip Festival—held for

5 2 Korea AgraFood

Everland

Everland Subway station, Everland line

•March 20-April 26

or Take bus number 5002 or 5700

•www.everland.com

from the Gangnam Station)

•Everland-ro 199, Pogok-eup, Cheoin-gu, Yongin City, Gyeonggi

Seoul Land

Province, Korea (Get off at the

•April 26-June 7 •www.seoulland.co.kr

Don’t Miss This Food: Sinan County is famous for skate. The type of skate served here is called heuksan-hongeo. It is has such a strong ammonia taste that just one bitesized piece can clear up your nose and throat.

f you want to enjoy all kinds of flowers, we recommend visiting Ilsan City. The Goyang International Flower Show held there every year in April is truly the largest flower exposition in Korea. Over 5 million tourists have visited the show since 1997. This year, the show is organized under the slogan: “Flowers and Peace, Chorus of New Korean Wave.” 120 flower companies from 35 foreign countries and 200 flower companies from Korea will participate and exhibit various types of flowers. Goyang International Flower Show catches the attention of visitors each year by introducing rare varieties of flowers. This year, it is exhibiting crystal flowers (whose leaves become transparent when exposed to water), Puya raimondii (which blooms once in a hundred years), and rainbow eucalyptus (whose flowers feature seven colors).

•Gwangmyeong-ro 181, Gwacheon City, Gyeonggi Province, Korea (Get off at Seoul Land station, line 4)

Sinan Tulip Festival •April 17-26 •http://www.shinantulip.co.kr •#216-17, Imja-myeon, Sinan

Don’t Miss These Foods: Visitors can satisfy their hunger with the local food called mikkuraji-teollegi. It is a Korean soup made with loach, noodles, freshwater shrimp, and vegetables. You can find information in English, Japanese, and Chinese about local restaurants that serve this and other dishes on the website “Let’s Goyang” (www.visitgoyang.net).

Many tourists from Korea and foreign countries have visited the Goyang International Flower Show held every year in April

Goyang International Flower Show •April 24-May 10 •www.flower.or.kr •Ilsan Lake Park, Ilsan-dong, Ilsanseo-gu, Goyang City, Gyeonggi

County, South Jeolla Province,

Province, Korea (Get off at

Korea (Take the shuttle bus at

Jeongbalsan Station, line 3)

Mokpo or Gwangju Station)

Issue 235 Apr. 2015 5 3

1 n so s Le

Let’s Speak Hansik (Korean cuisine)

뚝배기불고기 [Ttukbaegi-bulgogi]

Bulgogi in an Earthenware Pot Bulgogi (thin slices of beef marinated in a soy sauce) cooked with vegetables in a broth. It is cooked and served in an earthenware pot. Glass noodles may be added.

Bulgogi dans une marmite en pierre chaude Bulgogi (bœuf mariné a la sauce de soja) cuit dans une marmite en pierre oú l’on ^ verse du bouillon. Selon les gouts, on peut y ajouter des vermicelles.

Bulgogi en cazuela de barro Bulgogi marinado en soja cocinado con caldo en una olla de barro. Se le pueden añadir fideos transparentes.

Bulgogi im Tontopf In Sojasoße marinierte Bulgogi werden in einem Tontopf mit Bruhe gekocht. Glasnudeln können bei Bedarf hinzugefügt werden.

Bulgogi in un tegame di terracotta Bulgogi marinato nella soia e cotto nel brodo in un tegame di terracotta. Si possono aggiungere vermicelli cinesi.

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