Korea agrafood '15 june

ENG

www.agrafood.co.kr

The Monthly Magazine of Korean Agriculture & Food

June 2015 Issue 237

Qingdao Distribution Center for K-Foods Will Open Korean Pavilion at Expo Milano 2015

Crunchy & Sweet

Seongju Chamoe Online Chinese Buyers Gave K-Foods High Marks

Enjoy Bibimbap Anytime and Anywhere

Made with 100 Percent Honey Honeybee Wine Byword for Healthy Food Black Garlic

All about Kimchi, the Museum Kimchikan

CONTENTS June 2015 Issue 237 37 BEVERAGE in Chinese Inner Beauty Foods, Inner B Aqua Stick and Water Sparking Founded in August, 1995, Published monthly by the

GLOBALIZATION of HANSIK 38 KOREAN FRANCHISE in Chinese PUDAGI serves various types of crispy baked chicken and fried chicken using rice powder. It is actively promoting the Korean style fried chicken.

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

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

42 DANIEL LEE GRAY’S HANSIK STORY Profiles of the Three Korean Restaurants that Have Made Asia’s 50 Best Restaurants List

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

08 THEME in Chinese MAFRA (The Ministry of Agricultural, Food and Rural Affairs) established the Distribution Center for Korean Agri-Products in Qingdao, China. It will allow K-Foods to expand into the China.

12 SPECIAL I in Japanese Expo Milano 2015 is taking place in Milan, Italy.

The Korean Pavilion has become the best hall thanks to splendid media exhibitions and delicious dishes.

16 SPECIAL II in Chinese Chinese online food distributors participated in the <2015 Korea-China FTA Trade Fair>. <Korea AgraFood> met buyers and heard about the possibilities for K-Foods to advance into the online market.

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 Chamoe (oriental melon) is a relatively new fruit to foreigners.

This yellow fresh food has a harder flesh than melon. It is a representative summer fresh food in Korea. Recently, this yellow fruit has been advancing into Japanese and Southeast Asian markets, including Singapore and Hong Kong.

P.20~23

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

44 SIMPLE KOREAN COOKING A Rendezvous of Squid and Samgyeopsal (pork belly), Osam-bulgogi

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

28 PROCESSED FOOD

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

24

EDITORIAL BOARD

24 ALCOHOLIC DRINK

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

in Chinese

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

Excellence Recognized at International Wines and Spirits Expo, Honeybee Wine

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

44

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)

28 HEALTHY FOOD in Chinese Uiseong Black Garlic is receiving attention from overseas markets as a healthy food.

46 K-TOUR in Chinese The Museum Kimchikan has opened in Insa-dong.

This place is the reopened Pulmuone Kimchi Museum, which was selected as one of the world’s top 11 Food Museums by CNN. At this new place, you can experience the charm of kimchi with all five senses.

32 CONVENIENCE FOOD in Chinese

Delicious Bibimbap is Ready with Just a Cup of Hot Water and Easybab Woori Bibimbap!

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 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)

REGULARS

EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News Room 902, aT center, 27 Gangnamdaero, Seocho-gu, Seoul, Korea

FRESH FOOD 20 ORIENTAL MELON in Japanese The yellow Seongju chamoe is enjoying increasing popularity in Japan and ASEAN countries

IT’S NEW!

Tel +82-2-70-8255-8384

32

36 SNACK in Japanese Healthy & Low-Calorie Snack, Pulmuone Crispy Seaweed Snack

06 NEWS

Fax +82-2-6300-8385

50 FAIR

www.agrafood.co.kr 54 LET’S SPEAK HANSIK in Seven Languages Kalguksu (fresh knife-cut noodles)

Exporting News

K-Food Shop Opened in Tmall Global, Run by Alibaba Group

MAFRA and Lotte Group Signed MOU on Exporting K-Foods MAFRA (Ministry of Agriculture, Food and Rural Affairs) and Lotte Group set up a cooperative system to provide diverse K-Foods for for-

The First Country Pavilion Shop in Alibaba’s Online Platform

eigners.

MAFRA and Lotte Group signed an MOU on May 28 at Lotte Hotel.

In a win-win partnership, an MOU to expand Korean agriproduct con-

Global, by the Alibaba Group” was held on May 18 at aT center in Yangjae-dong, Seoul. The K-Food shop in the Tmall Global site (http://korea.tmall.com/) is a country shop that has consolidated the diverse and scattered online KFood shopping malls. These include Tmall, or Taobao, of the Alibaba site. The K-Food shop sells 1,500 Kinds of Korean agriproducts such as yuja tea, seasoned seaweed,

sumption and exports was embedded in the contract between the Ministry of Agriculture, Food and Rural Affairs (MAFRA) and Lotte Group.

Following the conclusion of the contract, Lotte Group will start to in-

MAFRA is expanding the distribution network using the overseas networks of Lotte Group

crease the export volume and supply of goods abroad using the overseas networks of its conglomerates such as Lotte Mart and Lotteria. Meanwhile, last year, Korean onions and mushrooms were selling at Lotte Mart stores in China and received a positive response from local consumers. In 2011, promotion events for Korean agriproducts took place in Beijing, Indonesia, and Vietnam. They received a particularly favorable response.

snacks, and so on.

Ma Yun, the president of the Alibaba Group said, “This Alibaba group opened a K-Food Shop on the Alibaba site and facilitate the advance of Korean agri-products into China

K-Food shop is Alibaba Group’s first official country pavilion and this means that K-foods are receiving a favorable evaluation among the Chinese. We will continue to work with

A K-Food shop was opened overseas by the direct purchase site Tmall Global. It is run by Alibaba Group, one of the world’s largest internet commerce companies with its headquarters in China.

many Korean small businesses to offer diverse Korean products to the Chinese people.”

In addition, last October 27, a Korean Food Store was

Demand for Korean Instant Ramen in Eastern Europe is Growing

established on Alibaba (www.1688.com), China’s largest

The opening ceremony for the “K-Food Shops in Tmall

Korean pork exports to Hong Kong from

B2B (Business to Business) shopping mall.

Korean instant ramen has received a

Korean Grape Makes Inroads Into China The Korean grape will enter the Chinese market for the first time as a fresh

Korean instant ramen has earned many fans among European

Korean grape is the first fresh food that can enter China. A big merit of the

Jeju Island have restarted after five years.

According to the Korean Animal and Plant

positive response

Quarantine Agency (QIA), a sample product of

from Eastern Europe

Jeju pork, which was produced by a local

with the Czech

meat export factory, has been exported to

Republic at the cen-

Hong Kong. Exports began last January 13

ter. Its export volume

and have occurred over six times.

there has been steadily increasing.

Thanks to Hallyu (Korean culture wave), Korean instant ramen en-

One of the staff members of QIA said, “To keep the status of a clean nation, free of footand-mouth disease, we have set the special

Korean grape is that it tastes sweet and

tered the Korean supermarkets in Eastern Europe in cities such as

controls and we will set even stronger sanitary

sour, but not too strong either way. It en-

Prague in the Czech Republic and in local hypermarkets such as

measures. We have worked hard to ensure

tered overseas markets in the early

TESCO. At Asian supermarkets in Prague, Korean ramen products

the safety of the pork production area and to

Animal and Plant Quarantine Agency

2000s and can now be found in the

from Shin Ramyun to Neoguri can easily be found.

gain permission to

(QIA), Korea and China have reached an

stores of more than 11 countries—in-

agreement to begin imports of the

cluding the US, China (Hong Kong), and

was recorded at USD$129,000 in 2010 and USD$306,000 in 2014.

of other parts of

Korean grape to China. Korean fresh

Singapore.

Its scale is relatively small, but the export volume has increased nearly

Jeju pork.” These

five times in just two years.

include tenderloin,

fruit.

According to the Korean

foods haven’t been exported the Chinese

6

the export of Korean fresh foods to China. Thanks to this agreement, the

Jeju Pork Restarts Hong Kong Exports

The Chinese government is also

market because no agreement had been

known to be reviewing imports of Korean

reached between the two countries on

persimmons.

Korea AgraFood

The export figure of Korean instant noodle to the Czech Republic

Chinese inspection staffs visited the Korean grape farm

The products receive favorable evaluations—especially from those in

restart the exports

sirloin and so on.

their 20s and 30s—for the simple taste and low calories.

Issue 237 Jun. 2015

7

Theme

orean agri-products continues to increase steadily in the Chinese inland as well as in major Chinese cities. But some parts of China don’t yet have the cold-chain distribution transport infrastructure and lack cold storage facilities. The result is that there is not a large quantity of Korean agri-products supplied to the Chinese inland area. MAFRA (The Ministry of Agricultural, Food and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) recently established the Distribution Center for Korean Agri-Products in Qingdao, China. Here, <Korea AgraFood> introduces the Qingdao Distribution Center for Korean Agri-Products to our readers.

K

Qingdao Distribution Center for Korean Agri-Products Offers a Distribution Service for the Stable Supply of Korean Agri-products to China…Will Hold an Opening Ceremony This July

8

Korea AgraFood

Secures Cold Storage Facilities and Cold-Chain Distribution Infrastructure…Will Establish the Distribution Network for Korean Agri-Products with Chinese Distributors The Qingdao Distribution Center for Korean AgriProducts (the distribution center) is the first overseas distribution complex for Korean agri-products. The whole size of distribution center is 14,482㎡ and both the distribution facilities as well as the office are there. The main building of the distribution center is for distribution facilities, which are on a 12,426㎡ site. The distribution facilities are divided into storages: at fixed temperature and room temperature storage (6,540㎡), cold storage (5,721㎡), and cryogenic refrigeration storage (165㎡).

The biggest role of the distribution center is to offer “One-Stop Distribution Service.” For Korean agri-products exported to China, it supports all processes from transportation and customs clearance to storage and delivery. Of special importance, the distribution center secured a coldchain distribution network through cooperation with a local transport company. It is expected to keep the quality of the product—for example, the freshness—and effectively cut the time and cost of transporting agri-products from Korean food exporters to Chinese distributors. Qingdao aT Logistics Co., Ltd. runs the distribution center for Korean agri-products. By the end of this year, the company will establish a distribution network for Korean agri-products with major Chinese distributors.

Nonghyup (Korean Agricultural Cooperative Federation) opened its office in the distribution center last April to expand the exports of Korean agri-products to China. Nonghyup launches the products to develop new promising products suited to the taste buds of the Chinese

A panoramic view of Qingdao Distribution Center

people. What’s more, the distribution center’s cryogenic refrigeration storage will be used actively to expand the supply of high-quality, premium Korean seafood, such as tuna, to China.

Issue 237 Jun. 2015

9

Theme

One-Stop Distribution Service for Chinese Online Distributors

What Promising Products Will Be Exported to China mostly through the Qingdao Distribution Center for Korean Agri Products?

Instant Frozen Food

Seasoned Seaweed and Yuja Tea

Korean instant frozen foods are popular among the Chinese because the products are easy to cook and secure in their food safety. Among the Korean instant frozen foods, the Chinese consumers’ response to frozen dumplings and frozen fried rice is especially good. It is anticipated that the refrigeration facilities and coldchain distribution at the distribution center will allow Korean instant frozen foods to expand to the Chinese inland area as well as major Chinese cities.

Seasoned seaweed is one of the Korean foods that Chinese tourists never fail to buy on their trips to Korea. The popularity of yuja (citron) tea as a healthy beverage is never ending in China thanks to the abundant vitamin C. These products are usually stored and distributed at room temperature, but the products’ quality competitiveness can be raised with the cold-chain infrastructure of the distribution center.

Qingdao aT Logistics Co., Ltd. will push ahead with the business: “One Stop Distribution Service for Korean Agri-Products.” It is for the Chinese online supermarket Yihaodian. The distribution center will support all processes—transportation, customs clearance, storage, and delivery—for Korean agri-products, from the production in Korea to the warehouse of Yihaodian. With the support of the distribution center, Yihaodian anticipates securing a stable supply of Korean agri-products and Korean food exporters are look-

Mini Interview

“The Distribution Center Will Be the Distribution and Marketing Hub for Korean Agri-Products in China”

Ice Cream Korean ice-cream products are popular among the Chinese because of the sophisticated packaging design, and the good quality. They are mainly supplied to large marts and convenience stores in the major Chinese cities, but the supply of Korean ice cream is increasing lately as ingredient used by, for instance, coffee franchiser. It is anticipated that the consumption of Korean ice-cream will increase due to the cold storage of the distribution center.

1 0 Korea AgraFood

ing forward to easily entering the Chinese online food market.

Sung Gwang-don The President of Qingdao aT Logistics Co., Ltd.

Mr. Sung Gwang-don has been the president of Qingdao aT Logistics Co., Ltd. since January of 2014 and conducted the development of Qingdao Distribution Center for Korean Agri-Products. He explained, “The distribution center will provide a stable

supply of high-quality Korean agri-products to the Chinese market through the cold-chain distribution system. The complex will also be the hub of export marketing for Korean agriproducts. The distribution center was built last April and the opening ceremony will be held this coming July.” Last March, CIQ (China’s Inspection and Quaratine authorities) designated the distribution center as its official warehouse for product quarantine, so Mr. Sung anticipates that the export competitiveness of Korean agriproducts will be on the rise.

He said, “We can thor-

oughly manage Korean agri-products according to the Chinese quarantine standards. At the distribution center, we will offer a consulting service—such as product packaging and labeling—for Korean food exporters. As a result, the distribution center will contribute to boosting confidence in Korean agri-products among the Chine-se people.”

Issue 237 Jun. 2015 1 1

Special I

Korean Pavilion at Expo

1

Milano 2015 3

Thanks to its splendid media exhibition, Italian newspaper Il Giornale commented well on the Korean Pavilion, deeming it the most notable place in the expo pavilions. The organizing committee of the expo selected the Korean Pavilion as “one of ten places visitors should not miss at Expo Milano.”

2

T

1. “Science of the Times: Fermentation.” An exhibit made with a traditional vessel called onggi (clay pottery) 2. Full meal under the theme of Health 3. A panoramic view of the Korean Pavilion 4. Diverse dishes on the wall under “What are your favorite foods?”

5. The restaurant in the Korean Pavilion received positive responses

4

Introduced the Heathy Image of Korean Cuisine and Received a Positive Response from the Local Media

1 2 Korea AgraFood

5

he world’s largest expo, Expo Milano 2015, has been being held from May 1 with great success. It’s taking place in Milan, Italy, a city famous for fashion and delicious food. Under the theme “Feeding the Planet, Energy for Life,” 145 countries from around the world are participating. Colorful events and programs—such as sustainable agriculture, healthy food culture, and future food—are being carried out. The Korean Pavilion (organized by the Ministry of Culture, Sports and Tourism and the Ministry of Agriculture, Food and Rural Affairs) is the ninth largest among the pavilions participating in Expo Milano. It is promoting excellent Korean food culture and a variety of Korean cuisine to overseas visitors. In addition, in downtown Milan, events for the promotion and tasting of Korean agri-food are being held and have been well received. Now <Korean AgraFood> introduces you to the Korean Pavilion at Expo Milano 2015.

Korean Pavilion to Become the Best Hall in the Expo

The image of the Korean Pavilion installed in District N10, Rho Fiera, Milan—where the Expo is being held—symbolically shows the meeting and harmony between Eastern and Western culture. Ancient Italy’s architectural styles, such as Vault and Rotunda, were added to the shape of the traditional Korean pottery known as the “Moon Jar,” in which salted seafood and fermented sauces were kept. A Korean restaurant, located on the first floor, first welcomes visitors to the Korean Pavilion. This restaurant serves full meals with various themes such as harmony, healing, and health. Meals consist of Korea’s representative fermented food, kimchi, and traditional sauces. Bibimbap (rice mixed with vegetables and beef) and galbigui (grilled beef ribs) are also there and popular among foreigners.

Finally, there are salads made with fresh Korean seasonal vegetables.

They all focus on promoting the healthy image of Korean food.

Famous local media praise the menu items of the Korean restaurant highly. The biggest Italian daily newspaper, Corriere Della Sera, built

them up by saying, “Korea’s fermented food, such as kimchi, and fermented sauces are so valuable that many people line up for a long time to taste them.” Another newspaper, Il Giornale, made the favorable comment, “The Korean restaurant in the Korean Pavilion had some of the most delicious food in the event hall of Expo Milano.”

The exhibition hall, located on the second floor, is also receiving good responses. Through splendid media art, it is introducing three kinds of wisdom (harmony, fermentation, and preservation) in Korean food under the theme “Korean Food, Proposal for the Future: Food is Life.” In particular, a performance that introduces Korean food ingredients using two state-of-the-art robotic arms commands attention at once with its brilliant colors and sophisticated motions.

The art media named, “The Wisdom of the Earth, Preservation,” has 365 pots buried in the ground and seems to be alive and breathing. It shows the grandeur and it is not too much to say that it is the highlight of the exhibition space of the Korean Pavilion.

Issue 237 Jun. 2015 1 3

Special I

Don’t Miss This Event!

Diverse Events Show Off Korean Tastes and Charming Korean Food Culture Various events linked to Expo Milano are also being organized on site. The events started with “An Invitation to a Korean Dining Table” held in the Unification Memorial Hall in Rome in April. The “Kimchi Bus Project” was held in May with great appeal while promoting Korean food culture, including kimchi. From June, more colorful events will take place.

First, on June 5, special lectures on Korean food will be held at ALMA, a prestigious cooking school in Italy.

Korean food masters will show the process of cooking Korean food to students directly and spread the excel-

Don’t Miss This Place!

Promotional Events of K-Food will be held in Milan

A Korean seafood tasting event is held at the anchor shop

1 4 Korea AgraFood

lence of Korean food. For national day, participating countries declare one day as theirs to introduce their culture and June 23 will be Korea’s “National Day.” It will take place in Hotel Savoia. A special performance of Korean culture and a Korean food banquet will be held. With the theme of “Korean Food Culture and Gourmet Tourism,” a joint forum of OECD will also be held. All told, Korea and Korean food culture will be introduced with fervor.

In July, a lecture will be held to introduce the differences and similarities between Korean fermented food and Italian fermented food. Then, in September, a bibimbap party and a tasting event will be held with finger food made with Kimchi. October is the time for introducing Korean temple cuisine and one of the slow foods and foods with medicinal herbs will be provided.

From June 23 to 29, aT (Korea Agro-Fisheries & Food Trade Corp.) will hold 2015 K-Food Fair, a trade fair for Korean agri-products, at the square of the Piccolo Teatro Grassi theater in Milan.

With eight Korean food export companies, aT will also promote some promising items—ginseng, healthy foods, snacks, tea beverages, and mushrooms. In addition, special promotion halls (K-Food Collection) will be organized to induce participation from local people.

An anchor shop selling various Korean seafood products opened in Chinatown in Milan. Many local consumers regularly come to the shop to buy Korean seasoned seaweed products. The shop is located in the HU

The Korea Pavilion invited 40 of the expo’s commissioners and 70 of the participating expo directors. They were served healthy Korean dishes such as makgeolli (Korean rice wine)

The Kimchi Bus traveled around the Millan and served local people kimchi, kimchi fusion dishes, and Korean dishes to stimulate their taste buds

FOOD store and will operate until October 31. Tuna, oysters, seasoned seaweed, and noodles made with sea mustard are being sold and several tasting events will be carried out.

Additional Information Korean Pavilion Website http://expo.visitkorea.or.kr/eng/ Korean Pavilion Instagram https://instagram.com/koreapavilion2015/ Korean Pavilion Twitter https://twitter.com/koreapavilion20 Korean Pavilion Facebook https://www.facebook.com/koreaexpo2015

Issue 237 Jun. 2015 1 5

Special II

Online Chinese Buyers Are Highly Interested in Korean Convenience Food and Korean Baby Food “

The 2015 Korea-China FTA Trade Fair for The Excellent Korean AgriProducts Was Held

”

T

“Korean Convenience Food Is a Promising Entry in the Chinese Online Food Market” Yihaodian is China’s largest online supermarket.

The Market Specializing in Korean Food has been open in the Yihaodian shopping mall since November 2013 and a variety of Korean foods have been sold there. Ms. Shirley Xue explained, “The Chinese online customers’ response to traditional Korean foods—such as seasoned seaweed and yuja tea (citron tea)—is good. Many online customers think the strong

beef) in their homes. We hope that many different types of Korean convenience foods will be actively sold in Yihaodian.”

Shirley Xue

“ ”

The Direct & Import Sourcing Buyer of Yihaodian

“The Number of Chinese Consumers Buying Baby Food on the Internet Is Growing”

he Ministry of Agriculture, Food and Rural Affairs (MAFRA) and Korea Agro-Fisheries & Food Trade Corp. (aT) held the

2015 Korea-China FTA Trade Fair for The Excellent Korean AgriProducts on April 27 at the KINTEX exhibition hall of Ilsan City. 51 Chinese buyers, including Chinese online food distributors such as Yihaodian, and 100 Korean food exporters participated in the trade fair and actively took part in sales meetings. Active export business consultations (estimated at USD$37 million) took place during the event and many participating Chinese buyers gave Korean foods high marks for their taste and quality.

Kathy Yao Manager of JD.COM

<Korea AgraFood> met buyers for several of the invited Chinese online distributors and heard about the possibilities of Korean foods to advance into the Chinese online food market.

1 6 Korea AgraFood

points of Korean foods are the good quality and friendly image.”

She said that Korean convenience foods have a high possibility of advancing into Chinese online food market. She said, “Thanks to the popularity of Korean dramas among the Chinese, there are many Chinese consumers who want to easily eat Korean dishes such as tteokbokki (stir-fried rice cake) and bibimbap (rice mixed with vegetables and

JD.COM is the second largest online food shopping mall in China. Last year’s sales figures of Korean foods sold on JD.COM were recorded at about USD$8.3 million.

Ms. Kathy Yao said, “The

number of Chinese online consumers purchasing Korean snacks on the internet for children, including fish flesh sausage, is increasing consistently. I think that Korean snacks for children are being received well in the Chinese online market because of the good quality, high food safety, and unique package design.”

But she thinks that the few types of Korean food sold in the Chinese online

food market leave a little to be desired.

She says, “Seasoned seaweed and yuja tea amount to about 70 percent of all Korean food items sold in our online shopping mall.

They lack of diversity.

Korean food exporters must make efforts to develop new products for the taste buds of the Chinese online consumers.”

“ ” Issue 237 Jun. 2015 1 7

Special II

“Banana Flavored Milk Product Is Popular Among the Young Chinese Online Customers”

Q: Tired?

Got a cold?

Rough skin stressing you out?

Yiling Zheng General Manager of Tianjin Ruifeng Technological Trade Co., Ltd.

Tianjin Ruifeng Technological Trade Co. Ltd. is a large supplier for JD.COM. Ms. Yiling Zheng said, “The number of local online consumers wanting Korean dairy is also steadi-

ly increasing. The banana flavored milk product especially is becoming a hot seller among local online consumers in their 20s and 30s because of its sweet taste and the popularity of Hallyu (Korean culture wave).” At this trade fair, she had a great interest in the baby food and beauty beverages. She said, “The number of Chinese mom consumers purchasing baby foods from online shopping malls continues to

steadily increase and the beauty beverage products are becoming popular among the young Chinese women. The improvement of the products’ package design for the Chinese will lead to the advance into the Chinese online food market for Korean baby food and beauty beverages.”

f o p u C a

Try Korean Citron Tea!

“

Citron tea contains three times more vitamin C than a lemon and it’s good for fatigue.

Korean citron tea has a beautiful yellow color and a wonderful sweet-and-sour taste that’s sweeter than Chinese citron tea.

”

“Online Promotion of Korean Food through SNS Will Be Strengthened” Shanghai Z-Club is the large supplier for Feiniu, which is an online shopping mall that RT-Mart, the largest Chinese distributor, runs directly. Shanghai ZClub provides Korean foods—such as snacks, instant noodles, and so on— for Feiniu. Mr. Xu Lu Ming emphasizes, “The general awareness of Korean foods is relatively low in the Chinese online food market. To raise the awareness of Korean foods in the Chinese online food market, the online sales

1 8 Korea AgraFood

event for Korean foods will be regularly prepared for the Chinese shopping seasons such as Chinese New Year. Online promotion of Korean foods are also needed through SNS (Social Network Service).”

He says, “The sales figure of traditional Korean sauces—such as gochujang (red pepper paste)—is on the rise because the number of Chinese people who like Korean cuisine has recently been increasing. We hope that the inroads of traditional Korean sauce prod-

ucts to the Chinese online food market will be forcefully expanded.”

“ ”

Xu Lu Ming Purchasing Manager of Shanghai Z-Club Co., Ltd.

aT’s quality certification logo for Korean citron Issue 237 Jun. 2015 1 9

Fresh Food _ Chamoe

150 Tons of Seongju Chamoe Exported Annually to Singapore & Hong Kong Wolhang Nonghyup at the Vanguard of Promoting the Taste of Chamoe to Local Consumers with Chamoe Sampling Events

2 0 Korea AgraFood

raditionally, in season fresh fruit is said to be a restorative that can stimulate your appetite and maintain your health.

Chamoe (Korean melon, Cucumis melo L. var. makuwa) is yellow when well ripened and one of the fruits that Koreans consume most as summer approaches. Due to the ample amount of water in it, this representative Korean summer fruit can be enjoyed more fully and with greater refreshment when it is eaten after being refrigerated. Toward the end of May, chamoe production increases rapidly and the chamoe price decreases accordingly. At the same time, the chamoe harvested in this season is high in sugar content.

Korean chamoe originated in India.

It is said to have been transferred through China and cultivated before the first century B.C. Thus, it is one of the most familiar fruits to Koreans due to its long history, after it was first eaten in Korea, of over 2,000 years. Currently, the yellow fruit is cultivated in Korea in a combined area of 10,000 hectares.

T

Seongju County in North Geongsang Province is the chief region in Korea for cultivating chamoe.

The county supplies approximately 70 percent of the chamoe produced in Korea. It is optimal for producing chamoe thanks to the climate, sunshine, and soil suitable for cultivating the fruit.

Chamoe has a harder flesh than melon, which is widely enjoyed in European and American countries. In Korea, chamoe is enjoyed after peeling its skin thinly and removing the seeds. To get a sweeter taste, however, some Korean adults eat the whole fruit without peeling the skin or removing the seeds.

Healthy Food with Various Nutrients and Effects Technically speaking, chamoe is classified into the category of vegetables. However, it is enjoyed as a fruit for dessert. It is wholesome food having various nutrients and beneficial effects. It is a low-calorie food with an ample amount of water and is good for quenching thirst. In addition, it is rich in a cancer-suppressing substance called cucurbitacin and is helpful in preventing cancers and alleviating sufferings caused by cancers. It also abounds in folic acid, which is known to ease anemia. It is a natural, healthy food that can be safely consumed by pregnant women who need folic acid in their pregnancies.

What’s more, the glucose and fructose contained in chamoe in particular are absorbed faster than those of other fruits, and the fruit is thus more effective in relieving fatigue. That’s why hikers take chamoe along as a snack when going hiking or climbing up a mountain. Chamoe is also an alkaline

The demand for the fresh Korean summer food chamoe abroad is growing

food. For people who sweat a lot and whose bodies are prone to acidification, it means that it’s helpful for keeping the balance. It is also helpful in eliminating harmful bacteria from the body. Due to such beneficial effects, young chamoe has been used as a medicinal ingredient from ancient times in Korea. According to Dongui Bogam (literally translated as “Mirror of Eastern Medicine”), compiled by the royal physician Heo Jun (15391615 A.D.) and first published in 1613, chamoe suppresses coughing and is good for constipation and jaundice.

Wolhang Nonghyup Exported 80 Tons of Chamoe to Singapore Last Year The chamoe loved by Koreans succeeded in entering the Japanese market ten years ago and is now advancing into Southeast Asian markets including Singapore and Hong Kong.

The annual amount of chamoe exported to the main markets—including Japan, Singapore, and Hong Kong—reaches about 150 tons.

Currently, the chamoe exports mostly come from Seongju County and the

Wolhang Nonghyup (agricultural cooperative) started exporting chamoe to Southeast Asian markets three years ago. Wolhang Nonghyup participated in promotional events held in Singapore in April of last year and had a meeting to discuss an export agreement with Century Global.

Through the meeting and discussion, Wolhang Nonghyup obtained a good result and was able to export 80 tons of chamoe at the equivalent price of USD$320,000. The promotional events for local consumers were held four times in the big market chains of Giant Vivo City and Giant IMM. Behind the brisk exports of chamoe are the enthusiastic support and effort made by the Seongju County Office.

The county office came forward to pioneer overseas markets because it needs to stabilize the domestic price of chamoe, especially when the fruit is distributed in large quantities.

Mr. Cho Gu-yeol, a managing director of Wolhang Nonghyup, said that the agricultural cooperative started exporting chamoe, which is a specialty of Seongju County, to promote the excellence of the fruit around the world and to rectify a structural issue

Issue 237 Jun. 2015 2 1

Fresh Food _ Chamoe

in which the fruit is only distributed domestically. He continued that, from the administrative aspect, the agricultural cooperative is applying an export policy to help to stabilize farmer incomes as the opening of the Korean agricultural products to foreign markets is accelerated.

Striving to Increase Brand Awareness of Chamoe in

Southeast Asian Markets Chamoe is not harvested as a product to be domestically distributed or as a product to be exported. Around 106 member farms participate in the joint supply and sorting processes conducted at the regional agricultural product distribution center of Wolhang Nonghyup. Most member farms apply eco-friendly farming methods to minimize the use of chemical fertilizers and pesticides. This ensures the safety of the fruit. However, the exported chamoe is selected from only a few high-class farms in terms of cultivation techniques and quality. The chamoe produced by the farms recognized for the marketability of the shape and taste of the chamoe are exported. In addition, Wolhang Nonghyup recommends that the member farms select and cultivate any of three chamoe cultivars determined to be suitable for maintaining the chamoeâ&#x20AC;&#x2122;s uniform shape, color, and flesh.

Although the exports to the Southeast Asian markets are in the initial stage, they have a huge potential

for growth. Compared to tropical fruits with a soft flesh, chamoe features a crispy flesh that, while unfamiliar to the local consumers, actually receives a favorable response.

Mr. Cho said that, when Wolhang Nonghyup was promoting chamoe and targeting local children at a sampling event, the children liked it and their parents immediately took an interest in chamoe. He explained that, since chamoe is not a fruit local consumers frequently enjoy, Wolhang Nonghyup attaches a sticker indicating how to eat chamoe onto the packaging before exporting chamoe.

To expand the exports to Japan this year, he released a plan to individually package chamoe in plastic packing.

He also predicted that the Southeast Asian region would have high growth potential. According to Mr. Cho, Wolhang Nonghyup plans to make further efforts to raise the brand awareness of Seongju chamoe in overseas markets, including in Singapore and Hong Kong, in order to disperse the supply of chamoe and stabilize the incomes of chamoe farms.

Mr. Cho Gu-yeol, a managing director of Wolhang Nonghyup, explains the strongpoints of Seongju chamoe

Inquiries Wolhang Nonghyup

2 2 Korea AgraFood

Tel +82-54-932-9191

Fax +82-54-931-7890

Website www.whnacf.com

Issue 237 Jun. 2015 2 3

Processed Food _ IBEE Agricultural Union Corporation

Honeybee Wine Made with 100 Percent Environmentally Friendly Honey No Additives or Artificial Flavorings, Excellence Recognized at International Wines and Spirits Expo

Thanks to its delicate honey scent, Honeybee Wine receives a positive response, especially from female consumers

ncient Scandinavians were said to enjoy mead, which is honey wine made by adding malt, yeast, flavorings, and water to honey. According to Northern European and Greek mythologies, wine made by fermenting honey was offered to the gods as an elixir. The mead was believed to have aphrodisiac effects, enhance skin care, reinforce stamina, and encourage fecundity. The anecdote of a just-married couple having the sweetish honey wine every night for one month is told about such a belief. The word honeymoon was derived from the honey wine mead and to this day is still widely used. Honey wine is also produced in Korea. The IBEE Agricultural Union Corporation, located in Yangpyeong County in Gyeonggi Province, is the sole company in Korea that produces the sweet wine.

A

IBEE Agricultural Union Corporation Developing and Supplying Processed Bee-Farming Products Established in 2007, IBEE has taken the initiative in developing and

2 4 Korea AgraFood

promoting various processed beefarming products. These include the propolis and bee-sting liquid that develop Korean apiculture and increase the incomes of farmers engaged in apiculture. Honey wine is the fruit of strenuous efforts made by IBEE to develop an excellent processed product. Mr. Yang Gyeong-yeol, CEO of IBEE Agricultural Union Corporation, introduced his own honey wine based on research and development that was conducted starting from 2008. That research originated because bee-keepers traditionally made alcoholic drinks using honey residues and the drinks were always popular due to their tastes and sweetness.

Mr. Yang learned the technology for making wine from an agricultural institute and went through much trial and error. He finally succeeded in mass-producing the honey wine in 2014, four years after the research and development was first conducted.

Honeybee Wine, Sweet Wine Containing Eight Percent Alcohol The honey wine produced by IBEE is named Honeybee Wine. It is made

of 100 percent environmentally friendly Korean honey that beekeepers have harvested directly. Unlike other general types of wine made with fruits such as grapes, Honeybee Wine is made by adding only honey to a base liquor in which a lot of yeast is cultured and fermented. The method used is modified from one method of making traditional Korean liquor. Honeybee Wine is a sweetish wine containing eight percent alcohol and no preservatives, additives, and flavorings. It features a delicate honey scent and goes down the throat smoothly. Further, its sweet taste appeals to female consumers.

Mr. Yang explained that drinking Honeybee Wine before a meal can be helpful to enjoy the full tastes of the meal and drinking it after a meal can be good for removing the smells of food from the mouth after the meal.

He added, â&#x20AC;&#x153;A rich honey scent lingering in the mouth makes you happy.â&#x20AC;?

The quality of Honeybee Wine has been recognized. The wine won the grand prize for two consecutive years, 2012 and 2013, at the Korean Wine Fair. There, the Korean government itself evaluates the qualities of domestically produced alcoholic drinks.

The IBEE Agricultural Union Corporation won a prize for excellent quality at the Korean Wine Fair. (Mr. Yang is second from the left.)

Issue 237 Jun. 2015 2 5

Processed Food _ IBEE Agricultural Union Corporation

continued that, although IBEE gains less honey from harvesting every five days, the harvested honey has a higher concentration. According to Mr. Yang, IBEE is directly involved in the production of raw ingredients and can continuously maintain the high quality of the wine.

IBEE Agricultural Union Corporation has been producing its products at an automated production line

In addition, the wine won the silver prize last year and the gold prize this year at the Monde Selection, which is a worldwide exhibition of alcoholic drinks. The excellence of Honeybee Wine has been proven by the prizes it has earned.

Use of Honey, Environmentally -Friendly and Produced in Clean Areas As the taste and quality of Honeybee Wine have gradually become known, it is now being supplied to major Korean governmental organizations to be used as a gift to honored guests. It is also supplied to the main official residences and was used at a dinner party for the presidential inauguration. The favorable reviews of Honeybee Wine contribute to the high-quality honey being used as a main ingredient.

Honeybee Wine mainly uses honey produced by bee-keeping farmers in Yangpyeong County in Gyeonggi Province. The county, as Korea’s representative special zone of environmentally-friendly agriculture, boasts lucid water and clean nature.

It can thus produce all the more

2 6 Korea AgraFood

scrumptious honey. Also, the Gyeonggi provincial government to which the county belongs inspects and analyzes the hygiene, raw ingredients, and substances once every three months in conjunction with a consumer group. Only products passing the inspection and analysis can obtain a “G Mark” and improved reliability.

Mr. Yang said that the quality of honey is determined based on whether the honey is harvested from beehives in three or five days. He

Efforts to Expand Exports including Participation in Overseas Exhibitions Armed with the quality competitiveness of the Honeybee Wine, IBEE is now gearing up for fullfledged overseas exports. Currently, a small volume of the wine is being exported to Japan and IBEE is enthusiastically promoting the wine while continuously participating in exhibitions held abroad.

Mr. Yang said that various foreign countries, including China, are showing interest in Honeybee Wine and IBEE is examining the opportunities for exports. He added that the company will make further efforts to supply its signature wine to many more countries.

Mr. Yang is introducing his diverse wines (left) and Honeybee Wine gift set (right)

“ ”

Additional Information Other Honey Products on their Way to the World In addition to Honeybee Wine, IBEE is producing other high-quality processed bee-farming products. Among the various products, the honey products are receiving attention from overseas markets along with the honey wine.

Acacia and chestnut honey have been recognized for their excellence at an international honey competition. As chestnut honey is known as a healthy food containing a substance that can remove Helicobacter pylori, it is so popular that the supply cannot meet the demand.

“ ”

Inquiries IBEE Agricultural Union Corporation

Tel +82-31-775-0500

Fax +82-31-775-5020

Website www.ibee21.com

Issue 237 Jun. 2015 2 7

Processed Food _ Uiseong Black Garlic Farming Association

Uiseong Black Garlic Drawing Attention from Overseas Markets as a Healthy Food Uiseong Black Garlic Farming Association, Pioneering Overseas Markets since 2009

n this modern age, leading a healthy life is one of people’s biggest concerns. Working out on a regular basis can be the best way to lead a healthier live, but it is hard to make time to work out during hectic days. So, consuming healthy food is the next best plan. As much as possible, modern people try to consume traditional healthy foods such as olive oil and tomatoes as well as newly emerged foods such as blueberries and broccoli. <Time>, a weekly magazine in the US, selected the top ten superfoods of the world in 2002. The word “superfood” was first used in the book SuperFoods Rx by Dr. Steven G. Pratt, a renowned expert in the field of human aging. Superfoods contain low sugar and salt contents while being rich in nutrients. They are also able to heighten the immune system and slow down the aging process.

Garlic, one of Time’s top ten world superfoods, was classified into the Designer Foods category. Designer foods are foods fortified with health promoting ingredients that serve various purposes. Garlic gained attention as a new designer food because it is good to eat by itself and as an addition to various dishes.

I

Cancer Suppressing Garlic

Processed black garlic products

2 8 Korea AgraFood

A staff member checks the black garlic quality in the fermenting and ripening room

Classified as Top-Notch Healthy Food Garlic takes the top spot in a pyramid formed by arranging 40 cancer suppressing foods that have been discovered up to the present. It is believed to have cancer suppressing effects in addition to other effects that promote the production of hormones, improve blood circulation, prevent colds, strengthen the liver function, and ease hangovers. Due to such beneficial effects, garlic comes in first on the list of cancer suppressing foods recommended by the United States National Cancer Institute. It is also known to have anti-bacterial effects, especially when consuming animal fat.

Unfortunately, garlic gives out a unique smell when its cells are destroyed and a substance called allicin is created by enzymes. Although allicin is good for blood circulation and has anti-bacterial effects, the smell can be somewhat repellent to people.

The smell cannot be completely eliminated by brushing the teeth because approximately 30 percent of bodily wastes are discharged through the skin. That’s why black garlic was de-

veloped in Korea. Black garlic is made by ripening whole bulbs of garlic in a high, constant temperature oven for a certain period of time. This uses the garlic’s own substances and enzymes to change its color to black.

During the ripening process, monosaccharides are involved in a browning reaction. This increases the fructose content by a factor of approximately 1.7. In addition, the pungent taste of garlic is gone and the process increases the stickiness. Thus, black garlic becomes a good ingredient that is used to make various processed products. Such brilliant black bulbs are produced by many Korean food companies, among which Uiseong Black Garlic Farming Association produces a representative black garlic brand.

Black Garlic Ripened at Consistent Temperature and Humidity Established in 2007, Uiseong Black Garlic Farming Association (UBGF) is located in Uiseong County in North Gyeongsang Province—a chief area for garlic production. The county pro-

Issue 237 Jun. 2015 2 9

Processed Food _ Uiseong Black Garlic Farming Association

The Uiseong Black Garlic Farming Association attended the International Exhibition of Organic and Natural Products and promoted its products

duces a large amount of garlic and the farming association can thus receive a stable supply of garlic.

Uniquely in Korean inland areas, the county has soil formed with volcanic dust rich in germanous substances.

The farming association only uses raw garlic cultivated in Uiseong County and produces black garlic by fermenting and ripening the raw garlic for 45 days at a constant temperature and humidity. While the raw garlic is fermented and ripened for 45 days, the sugars and amino acids of the garlic are converted into the black-colored melanoidin. Then the garlic becomes black. Meanwhile, Sallyl cysteine, a water-soluble sulfur compound, is created. This compound increases five to six-fold from the original garlic. It was proven to be effective in improving hyperlipidemia in animal tests conducted by the college of life sciences and biotechnology at Korea University.

Mr. Won Yong-duk, CEO of Uiseong Black Garlic Farming Association, introduced garlic as a functional, healthy food that has been believed to be beneficial in 99 out of 100 aspects from olden times. He

3 0 Korea AgraFood

said that the allicin of garlic has more potent anti-bacterial effects than penicillin. This is why the farming association developed black garlic: so that everyone can more easily enjoy the wholesome vegetable.

Easy-to-Eat Black Garlic without Pungent Smell and Taste The farming association produces a variety of black garlic products. The simplest form of the black garlic product is whole black garlic, which is provided in a chewy jelly condition. This condition is enriched with both sour and sweet tastes in the process of the fermentation and ripening. The simplest black garlic can be enjoyed by all. The most widely known black garlic product is black garlic concentrate. In addition to black garlic, it is made with jujube, oligosaccharide, and hovenia dulcis fruit. The concentrate sells in a pouch pack so many more people can easily enjoy it. Also supplied are black garlic pellets that can be enjoyed everywhere, even, for example, in a car or an office.

Thanks to efforts made to improve the safety and reliability of the products, in 2008 the farming association obtained the ISO 9001:2000 certificate for the quality management system from the International Organization for Standardization (ISO). It also completed registering its facilities and processes with the Food and Drug Administration (FDA). In 2013, it was designated a company applying Hazard Analysis Critical Control Point (HACCP), which is a scientific system for hygiene management.

Black garlic is gaining popularity as a healthy food in both domestic and overseas markets because it contains its original active substances, which remain intact even after the fermentation and ripening process.

The farming association started participating in exhibitions to pioneer overseas markets in 2009 and such efforts were rewarded last year with the conclusion of export contracts in China, Vietnam, and India.

Mr. Won said that black garlic has been receiving huge attention after winning a silver medal and a gold prize at international invention contests held in Germany and Switzerland (Geneva), respectively. According to him, the farming association will focus on developing products customized for local people as a brand awareness of black garlic as a healthy food increases in Southeast Asian countries.

Raw garlic is fermented for 45 days. Raw garlic at 10 days, 20 days, 30 days, & 45 days

Won Yong-duk, CEO of UBGF

Inquiries Uiseong Black Garlic Farming Association

Tel +82-54-834-7702

Fax +82-54-834-7724

Website www.blackgarlic.co.kr

Issue 237 Jun. 2015 3 1

Processed Food _ Chammifood Co., Ltd.

Healthy & Delicious Bibimbap Ready in Ten Minutes

Woori Bibimbap

ast year, aT (Korea AgroFisheries & Food Trade Corp.) conducted a survey on Hansik (Korean cuisine) preferences among foreigners living in the ten countries with overseas aT offices. The respondents were asked which Korean dishes they liked the most. The survey found that bibimbap (rice mixed with vegetables and beef) is the favorite dish.

Unfortunately, making bibimbap is a very difficult task for foreigners because it is not easy for overseas consumers to get Korean the ingredients needed for cooking bibimbap. These include gochujang (red pepper paste) and sesame oil as well as cooking Korean dishes by oneself. That’s why the Korean food exporter Chammifood Co., Ltd. released an instant bibimbap product to enjoy anywhere and anytime.

L

Instant Bibimbap Made with Dehydrated Rice Since the company was established in 2004 in Goryeong County, North Gyeongsang Province, Chammifood Co., Ltd. has been mainly specializ-

With Only a Cup of Hot Water, Delicious Bibimbap is Ready!

Kim Jung-hoon, the CEO of Chammifood Co., Ltd., has been inventing diverse flavors of bibimbap that cater to the tastes of foreigners

3 2 Korea AgraFood

Chammifood Co., Ltd. gained HACCP certification for the first time as a company producing a dehydrated rice product in a pouch. They produce safe products at the state-of-theart factory

ing in Korean convenience food products. The company distributes an instant rice product. It uses rice, which is the main staple food of Korea, under the concept of “produce a healthy and convenient product.”

By 2004, the instant rice products that customers eat by heating in boiling water or the microwave had already been widely circulated in the market. So, the company turned its eyes on the manufacturing of precooked rice made with dehydrated rice that consumers can enjoy without any separate utensils or equipment except hot water.

As the number of people enjoying leisure activities and single-person households are continuously increasing and the wellbeing food is getting popular, it invented the healthy products: Easybab Woori Bibimbap. It is made with dehydrated rice, dehydrated vegetables, and seasonings.

Comes in Three Flavors: Beef, Kimchi, Mushroom…Cook It like Instant Cup Ramen Easybab Woori Bibimbap comes in three flavors: beef, kimchi, and

mushroom.

Dehydrated beef, kimchi, and mushroom are respectively added to a base of dehydrated rice and various dehydrated vegetables. The biggest benefit of Easybab Woori Bibimbap is that anyone can cook it easily only with a cup of hot water, just like instant cup ramen. First, open it and take out the sauce and sesame oil.

Pour boiling water to the indicated line inside. Zip the pouch and leave it for 10 minutes. Open the pouch and then add the sauce and oil according to your taste. Mix it all up and the dish is done. Its similarity to the taste of real rice is another merit of Easybab Woori Bibimbap.

This is related to Chammifood Co., Ltd.’s technology for manufacturing precooked dehydrated rice. Precooked dehydrated rice is manufactured by first drying steamed rice at a low temperature and then drying that once again at a high temperature. All the moisture in the rice should be removed to maintain the glutinosity of the properly cooked rice when hot water is added. Kim Jung-hoon, the CEO of Chammifood Co., Ltd. said,

Issue 237 Jun. 2015 3 3

Processed Food _ Chammifood Co., Ltd.

Chammifood Co., Ltd. has steadily participated in foreign food trade fairs and promotional events overseas

“If steamed rice is dehydrated at a high temperature, only the moisture on the surface is removed and it becomes damp as time passes. With the method of drying with a cold wind at a low temperature that is similar to a roasting method, our rice boasts an excellent texture compared to any other instant rice products.” Chammifood Co., Ltd. uses aluminum foil packaging to keep the dehydrated rice fresh and dry until it reaches customers’ dining tables. This foil of film prevents the dehydrated rice from any contact with moisture. Many efforts are also made for hygiene manage-

ment and safety assurance. In 2013, the company’s hygienic facilities—air showers, foreign substance filters, and so on—gained HACCP (Hazard Analysis and Critical Control Point) certification for the first time as a company producing a dehydrated rice product in pouch. In same year they also succeeded in obtaining ISO9001 certification for the food safety management system. CEO Kim said, “We’ve received OEM (Original Equipment Manufacturing) requests from large Korean distributor. It shows that our product is perfect in all aspects: taste, quality and safety.”

This Year’s Goal Is to Achieve USD$100,000 in Sales The company is currently exporting its products to Hong Kong, the US, Singapore, and Japan.

Last year’s export volume was USD$32,000. Last May, the company exported products worth USD$60,000. While of note, actual exports have not increased to a high level.

CEO Kim said, “Last year, we started exporting our products abroad through an export agency. Our products received a positive response from the buyers. Luckily, some buyers contacted us directly and suggested an export contract, so we started to ship our product abroad directly.”

In addition, exports to the US have been progressing. Recently, they have been inventing a cheese-flavored bibimbap that caters to the tastes of Hong Kong people. Given the current rate of growth, the company has set the goal of achieving USD$100,000 in exports for this year.

CEO Kim said, “I will do my best to attend many food exhibitions such as the Fancy Food Show this month and to increase awareness about Easybab Woori Bibimbap.”

“

”

Woori Bibimbap products are on display in a Hong Kong supermarket

Additional Information New Products of Chammifood Co., Ltd.: Baro Bibimbap and JJamppong Bap Chammifood Co., Ltd. recently released new products: Baro Baro Bibimbap kimchi flavor (left) and beef flavor (right) Bibimbap and JJamppong Bap. They are receiving a positive response. Baro Bibimbap is the product that added Easybab Woori Bibimbap to deonjang-guk (soybean paste soup) in a mini pouch. You can enjoy hot soup and bibimbap at the same time. Thanks to its deep and spicy taste, the JJamppong Bap product is receiving a good response among consumers. Chammifood Co., Ltd. produces JJamppong Bap in a variety of flavors: kimchi, seafood, and ramen.

3 4 Korea AgraFood

Inquiries Chammifood Co., Ltd.

Tel +82-70-7636-3011

Fax

+82-505-603-1103

Website www.barobbb.co.kr

Issue 237 Jun. 2015 3 5

It’s New !

It’s New !

Pulmuone “Crispy Seaweed Snack”

Inner B Carbonated Water and Jelly

Great as a Healthy, Low-Calorie Snack

Helping Skincare, Anytime and Everywhere

P

ulmuone has recently released a premium nutritious snack: Crispy Seaweed Snack. It is made of seaweed—a traditional Korean ingredient that is becoming popular as a wellbeing food among foreign consumers. A layer of nutritious ingredients—brown rice, almonds, anchovy—is added between two sheets of seasoned

I

seaweed and roasted until crispy. Thanks to the addition of the nutritious ingredients, the snack is rich in nutrition: dietary fiber, proteins, vitamin A, calcium, and so on.

Plans to Exports to the US and China Pulmuone Crispy Seaweed Snack is a finger-sized snack. The seaweed snack is also not fried, so each package of the product (20g) has few calories (75kcal). The snack is good both as a wholesome snack for children and an accompaniment to beer for adults. Pulmuone is getting ready to export the premium seaweed snack product to foreign countries such as the US. The company will hold

Inquiries Pulmuone Co., Ltd.

3 6 Korea AgraFood

nner beauty has recently been a household word among consumers concerned about skincare and keeping a good body shape. “Inner beauty” means perfect skin begins with good, consistent skincare from inside the skin—eating healthy food and correcting living habits. In other words, when good ingredients such as hyaluronic acid or collagen are absorbed by the body, the skin becomes smoother and more beautiful. What’s more, inner beauty foods are an effective way of preventing aging. One of the Korean beauty food brands is Inner B, which has been getting a positive response in China and ASEAN. Recently, Inner B released new products for the skin that are easy to use and manage: Inner B Aqua Stick and Water Sparking.

sales promotions this year for Crispy Seaweed Snack in Korean marts and big local distributors overseas.

According to a member of the Pulmuone staff, “The Crispy Seaweed Snack is a new type of nutritious snack.

The exports of our seaweed snack will contribute to promoting the taste and excellence of Korean seasoned seaweed to foreign consumers.”

Tel +82-2-2040-4872

Website www.pulmuone.co.kr

Hyaluronic Acid and Fish collagen in Products Inner B Aqua Stick is peach flavored jelly. This product contains 60mg of hyaluronic acid, which can store 1,000 times more moisture contents than its own body weight.

With sweet jelly, you can keep your skin moisturized.

With only 45 calories per pack, you can take it as much as

Inquiries CJ Cheiljedang Co., Ltd.

you want.

Inner B Water Sparking is carbonated water that offers a cooling sensation. It has an added green apple fragrance and boasts a refreshing taste. This product contains hyaluronic acid and fish collagen, which is good for making the skin supple.

Fish collagen, which makes up 70 percent of the protein content in human dermis, controls the moisture and suppleness of the skin. It is helpful both for skincare and quenching thirst.

Tel +82-2-6740-1114

Website www.eng.cjcheiljedang.com

Issue 237 Jun. 2015 3 7

Korean Franchise _ PUDAGI

The exterior of PUDAGI in Korea

T

Rice Baked Chicken

Wholesome Baked Chicken, Rice Powder Keeps The Fried Chicken Crispy Barbeque Flavor Boneless Baked Chicken

Dakgangjeong (fried chopped chicken in gochujang [red pepper paste])

Baked Chicken

he interest in Korean cuisine continues to increase among foreigners thanks to the popularity abroad of Korean culture and Korean dramas.

On the wings of the huge success in the Asian region of the Korean drama My Love from the Star (broadcast from the end of 2013 into the early part of last year), the chimaek that the leading actress of the drama enjoyed eating has received the attention of many Asian people.

Chi-maek is a compound word formed from chi (fried chicken) and maekju (beer). Simply said, the word refers to the unique food custom of Koreans enjoying fried chicken and beer.

Eating fried chicken is now a common eating-out custom for the Koreans. It’s easy to see many fried chicken franchisees on certain busy streets in Korea. What’s more, there is a keen competition among the Korean fried chicken franchisees. This competitive world means that only those with a strong point that captivates the taste buds of consumers can survive.

Established in 2008, PUDAGI is a Korean-style fried chicken franchiser that is captivating the taste buds of consumers with its unique menu.

Runs 32 Franchisees in Korea PUDAGI is the brand of Mr. Yoon Tae-kyoung, the president of PUDAGI. He has had a long career and possesses much know-how in the Korean food franchise industry. PUDAGI refers to the sound of chickens flapping

3 8 Korea AgraFood

The interior of PUDAGI

their wings. There were already a lot of fried chicken franchise chains in Korea when Mr. Yoon started the fried chicken franchise chain business, but he had confidence that a differentiated fried chicken menu had great potential for success.

Mr. Yoon said, “Korean fried chicken goes well with beer. It’s popular for enjoying eating out with the whole family in the early evening. It also matches well with alcoholic beverages as an accompaniment from the early evening into the late night. Fried chicken is a familiar dish for Korean people. When I started the PUDAGI franchise business, I tried to find ways—the dishes, the atmosphere— to differentiate ourselves from the competition.”

Thanks to a good response among consumers, PUDAGI is running 32 franchisees in Korea.

Serves Over 10 Chicken Dishes including Baked Chicken and Fried Chicken PUDAGI serves over 10 types of chicken dishes includ-

Issue 237 Jun. 2015 3 9

Korean Franchise _ PUDAGI

PUDAGI concluded an MOU with a Singapore company and thus it is planning to open the abroad stores

ing fried chicken, seasoned fried chicken, boned fried chicken, baked chicken, and so on. Among these chicken dishes, baked chicken is the most popular one among consumers. Baked chicken comes in various flavors: Original Baked Chicken (baked chicken with a spicy sauce), Rice Baked Chicken (baked chicken with a spicy sauce and rice powder), Cream Sauce Baked Chicken (boned baked chicken with a cream sauce and potato wedges), and so on.

Among the baked chicken dishes, Rice Baked Chicken is the best on the menu.

Mr. Yoon introduced it saying, “Generally, baked chicken has less crispness than fried chicken. Our rice baked chicken has a similar texture as fried chicken because we add a special powder made of rice powder and grains, but rice baked chicken is more wholesome than chicken fried in oil.”

Variety of Side Dishes and Beers from All Around the World in One Place PUDAGI serves over 20 types of side dishes such as Gorgonzola Pizza with extra cheese, Spooning Pizza (pizza eaten out of a frying pan with a spoon), assorted sausages, cheese sausages, salads, and so on.

PUDAGI also serves beers ranging from draft beer to beers from all around the world. The franchiser attracts people who love to drink. Mr. Yoon said, “PUDAGI is an interesting place to enjoy eating various dishes and drinking many different types of beers from around the world.

We create a comfortable atmosphere like a coffee bar, so customers can easily enjoy eating delicious chicken and other dishes.”

4 0 Korea AgraFood

Plans to Advance into Foreign Regions such as Southeast Asia Based on the accumulated know-how of stably running franchisees in Korea, the franchiser has begun preparing to advance overseas. The franchiser has started research and analysis to advance into foreign markets. It made efforts to promote the PUDAGI brand last year through participation in foreign franchise fairs.

Mr. Yoon emphasized, “I’m sure that Korean fried chicken is the most delicious among the fried chicken from all around the world. This is because many Korean chicken franchisers have steadily developed the taste of fried chicken. With only the differentiated taste and advantage of PUDAGI, we will actively carve out a space in the foreign market.

“

”

Cream Sauce Baked Chicken

Additional Information Fresh Salad Recommended by The President of PUDAGI Mr. Yoon recommended a fresh salad as a wellmatched side dish for fried chicken. PUDAGI prepares a variety of salad dishes such as chicken breast salad, Cajun chicken salad, cletvelle cheese salad, smoked salmon salad, and so on. Among the salad dishes, the Cajun chicken salad is the most popular among consumers. Cajun chicken is the harmony of fresh salad vegetables and smooth chicken breasts. Mr. Yoon explained, “Our salad dish matches the fried chicken dish well, but it is also a good for accompaniment for a drink. So, a salad dish is popular among customers.”

“

”

“ ”

Inquiries PUDAGI

Tel +82-2-3142-6003

Fax +82-2-3141-7003

Website www.pudagi.co.kr

Issue 237 Jun. 2015 4 1

Daniel Lee Gray’s Hansik Story

Located in the Shilla Hotel, La Yeon offers high-end Korean cuisine in an elegant atmosphere with spectacular

Korean Restaurants Named in Asia’s 50 Best Restaurants List

views of Namsan Mountain.

Chef Yim Jung-sik is no stranger to

#10 Jungsikdang

This restaurant opened in 2013 and

the international spotlight. I believe his

is currently led by the learned hand of

tour-de-force restaurant, Jungsikdang

Chef Kim Sung-il.

started the high-end restaurant trend

This restaurant sticks to tradition and places great emphasis on

outside of the hotels.

sourcing of ingredients according to season. It’s standout dish

Prior to 2009, very few high-end

is the Guljeolpan or the “10 Korean flavors made with the Best

restaurants could survive outside of the hotels. Plus, he is a

Seasonal Ingredients.” Other exemplary dishes include its

leader that has encouraged young chefs to excel in the restauChef/owner Ryu Tae-hwan’s fusion

rant field and follow a career in culinary arts.

Chef Yim’s whimsical interpretations of Korean cuisine are breathtaking to see and to taste.

#27 Ryunique

Standout dishes include his candied ginseng tree set in foie gras pate covered in green pistachio shavings, his grasshopper salad, his pork belly rice bowl, and William Drew, the group editor of the Asia’s 50 Best Restaurants said, “The awareness of Korean ingredients and cuisine is on the rise and it wouldn’t surprise me to see a Korean restaurant make it onto the Asia’s 50 Best Restaurants list.”

seafood paella with poppy barley rice. Oh, his chocolate and hazelnut jangdok shaped to look like Korean kimchi pots in winter is a dish that will stay embedded in your mind long after the meal has finished.

What started as a bar conversation amongst foodies has became an internationally recognized list. Over 250 industry professionals curate the guide and they have been putting their list together since 2013.

While the Michelin guide focuses on specific cities and their print publication, the Asia’s Fifty Best focuses on the world and lives primarily on the Internet. The list has had its share of growing pains but its focus on curation by experts has made it an important and vested list among industry professionals. Plus being on the list brings customers and clients to the restaurants, which is the ultimate sign that the list does have clout.

In March 2015, Korea had its best showing. Three restaurants were added to the Asia’s 50 Best Restaurant List.

Here is a profile on the restaurants that have made it on the Asia’s 50 Best Restaurant List.

4 2 Korea AgraFood

This year, Chef Yim’s restaurant might even make it on the world’s list. Look for the awards in London, June 2015.

Jungsikdang _ Seolleung-ro 158 gil, Gangnam-gu, Seoul / +82-2-517-4654

perspective on cuisine from his ex-

seafood cold salad with pine nut dressing. The restaurant has

periences abroad and locally.

been garnering favorable reviews. One Tripadvisor reviewer, DoctorKim888 wrote, “Food is top notch. Ate at ultra high end Korean restau-

Each plate is beautifully presented and

times since 2010 and I

sine.

Island (located in Busan City), Galbijjim (braised beef) and their

“fusion” or “hybrid.”

restaurants at various

the evolution of his cui-

Chargrilled pork belly and sea cucumber produced in Gadeok

restaurant Ryunique offers his distinct

The chef himself classifies it as

I have eaten at his

have been witness to

#38 La Yeon

rant La Yeon for

the chef creates menus based on the seasons and the availabil-

dinner one

ity of ingredients, so there is always something new at his

night. Worth it

restaurant. He emphasis is on “fresh” ingredients and he goes

to try high end

to the fish market and the vegetable market daily to get his in-

Korean.” When

gredients. His flavor combinations are unique.

asked if the

His dishes are mosaics of local and international ingredients. For

restaurant

an amuse bouche, you could get seared foie gras topped with

would change due to its inclusion on the list, the chef answered,

anago eels, a confetti of

“Hopefully not much. La Yeon perfects the delicate refinement

tomato, dusted with

of Korean haute Cuisine. We want to capture the elegance, pro-

lemongrass and drizzled

priety and dignity of traditional Korean cuisine. Providing our

with anago tsume sauce.

guests with a dining experience that can be considered a cele-

His fish dishes are always

bration of Korean culture and history. The La Yeon team and I

a surprise, which is often

will continue to work hard to be able to share this with as many

presented by a chef in a

people as possible.

glass pot, contained a brilliantly steamed fish

La Yeon _ Shilla Hotel, Dongho-ro 249 gil, Jung-gu, Seoul

served atop a rice crack-

/ +82-2-2230-3367

er. He sometimes even does cheese macaroni but his macaroni has slowly poached salmon served on a cushion of white béchamel glazed macaroni and egg. Ryunique has been on the Korean food scene since 2012 and it has slowly gained a following among the gastronomic community of Korea.

We called the restaurant and asked if their inclusion on Asia’s 50 Best Restaurants have helped them. They humbly answered, “We are busier now than before.”

Ryunique _ Gangnam-daero 162 gil, Gangnam-gu, Seoul 82-2-546-9279

Issue 237 Jun. 2015 4 3

Simple Korean Cooking

Osam-bulgogi Enjoy Squid and Samgyeopsal Together quid is an indispensable ingredient, but this marine product is also very nutritious. It is rich in vitamin-B, niacin, and essential amino acids. Thanks to its creamy and soft taste, samgyeopsal (pork belly) is the favorite pork part of many Koreans.

Recently, it has been getting a positive response abroad as well. In this issue, <Korea AgraFood> would like to introduce you to a combination dish made with the above two ingredients. Osam-bulgogi is stir-fried pork belly and squid marinated in sweet and spicy gochujang (red pepper paste). You can get the chewy taste of squid and the soft taste of samgyeopsal at once. The sauce is not greasy, so the remaining sauce, when mixed with powdered seaweed and fried with rice, also tastes delicious. The dish can be a great accompaniment to alcoholic drinks. Squid boasts a large amount of taurine, which is helpful for recovering from a hangover. How about cooking osam-bulgogi? No matter the way it is eatenâ&#x20AC;&#x201D;as a side dish or an accompaniment to

1

2

3

4

5

6

7

8

S

Cooking Tips

alcoholic drinksâ&#x20AC;&#x201D;osam-bulgogi is a perfect food.

When cooking, do not heat the cooking oil in a pan. Lots of fat comes off samgyeopsal when you grill it, so the food is not easily burnt. Also, apply vinegar to the squid body and let it be for 3-5 minutes. Then you can more easily peel the skin off of the squid.

How to Make Osam-bulgogi (two servings) Main Ingredients: 250g pork belly, 120g squid, 100g onion, 20g red pepper, 100g cabbage, 100g carrot, 20g green onion Sauce Ingredients: 15g garlic, 30ml soy sauce, 45g red pepper paste, 15g red pepper powder, 10g sugar, 10g starch syrup, 2g ginger, a little bit of black pepper powder 1. Cut the pork belly into pieces 4cm long.

2. The squid should be clean. First cut it into trunk and leg. Remove the internal organs from the body and rinse the suckers in water.

Cut the squid body into pieces 1cm wide and 6cm long. Cut the leg into pieces 6cm long.

3. Julienne the onion, carrot, and cabbage into 1cm pieces. Slice the green onion and red pepper on the diagonal.

4. Put the sauce ingredients in the bowl and mix.

5. Put the pork belly, squid, vegetables, and sauce in the big bowl and mix them together.

6. Let the mixed ingredients sit in a refrigerator for 20-30 minutes.

7. Heat a pan, add all ingredients, and fry until the pork belly is done.

8. Serve the pork and squid on a plate with a sesame garnish.

4 4 Korea AgraFood

Issue 237 Jun. 2015 4 5

K-Tour

imchi is a representative food of the Korean people. The distinctive taste of kimchi is without analogy anywhere else around the globe.

Kimchi has received recognition throughout the world. In 2006, a magazine with global reach, <Health>, selected Korean kimchi as one of the world’s top five healthy foods. Generally 1g of kimchi contains over 1 billion lactobacilli, so regular consumption of kimchi is effective in improving immunity and preventing cancers. In this issue <Korean AgraFood> will introduce you to the place you can experience the charm of kimchi with all five senses.

K

Moving to Insa-dong…Composing Programs exciting Five Senses In last April, Museum Kimchikan opened in Insa-dong,

Full of Exhibitions & Experiential Activities for Foreigners

Various Kimchi Experiences in One Place…

Museum Kimchikan Generally 1g of kimchi contains over 1 billion lactobacilli, so regular consumption of kimchi is effective in improving immunity and preventing cancers. There are many other strong points as well.

At the Museum Kimchikan that opened in Insa-dong, you can see all the secrets of kimchi.

4 6 Korea AgraFood

“Kimchi Madang”, located on the 4th floor, boasts a big screen 7.3m wide and 4.1m long. It shows vivid images of kimchi (top).

Visitors can hear the crunching sound of kimchi on “Kimchi Road” (bottom)

a place competing for the first “attraction in Korea picked by foreigners” with N Seoul Tower. This place is the reopened Pulmuone Kimchi Museum, which opened in 1986 and was selected as one of the world’s top 11 Food Museums by CNN, in a new name and location by adding various programs in order to let the world know the excellence and nutritional values of Kimchi, effectively. The most noticeable fact among the changes of Museum Kimchikan is that it has actively introduced state-of-the-art knowledge about digital contents.

The existing Pulmuone Kimchi Museum, which was centered on exhibitions of relics, such as pottery like Kimchi jar and old kitchen gadgets, was born again as a space of digital Kimchi culture, in which interactive communication is possible.

Entering Museum Kimchikan located on 4th through 6th floor in Insa-dong Maru Building, “Kimchi Madang” with a screen sized 7.3m in width and 4.1m in height welcomes visitors.They can experience beautiful Kimchi images through the large screen.

Also, “Kimchi Play Tables” equipped with a Tablet PC have been installed, here and there, they can play various digital games related to Kimchi. In addition, in “Scientists’ Room,” they can see Kimchi lactic acid bacteria in Kimchi, themselves through an electron microscope.

Stairs named “Kimchi Road” have been installed in the way to the Second Exhibit Hall, on the 5th floor. Visitors can hear the crunch sound of Kimchi when you go up the stairs, which their auditory sense.

Exhibit Hall on the 5th floor is made so that visitors can look into Kimchi more in depth. You should first visit “Kimchium.” Here, you can see a variety of real Kimchi and other pickled vegetables throughout the world. In particular, this place always keeps the cool temperature of 4 ℃, so that the visitors can feel the smell, sound and temperature of Kimchi.

In “Kimchi Study Room”, located next to that, you can watch videos that recorded Kimchi cultures in the regions in Korea and Kimchi in the Royal Court during the Joseon Dynasty period. In addition, you can see an exhibition space where you can examine pickled vegetables in the world, similar to Kimchi.

Currently, a documentary about Japanese pickled vegetable, Tsukemono, is showing, and it is planned that videos about pickled vegetables in other countries will be showing.

Issue 237 Jun. 2015 4 7

K-Tour

Kimchi Cooking Class Programs For Foreigners On the 6th floor, the top of Museum Kimchikan, there is Kimchi Experience Center, where visitors can make Kimchi themselves. There have been many inquiries about the experiential activity of making Kimchi for foreigners to Pulmuone Kimchi Museum. By reflecting this actively, the newly opened Museum Kimchikan prepared various Kimchi Cooking Class Programs, in which they can make, eat and take Kimchi with you.

The programs now in progress are three in total: “Oh My Kimchi”, “Making Napa Cabbage Kimchi” and “Making White Kkakdugi (Cubed Radish Kimchi).” Of these, “Oh My Kimchi” is a Kimchi Class for foreigners only in which they can understand the process of making Kimchi, easily and pleasantly. On May 1, Jessy Mendiola, a famous actress in the Philippines attended the class and had a good time. From June, Spinach Kimchi Class will take place, using spinach, which people can easily purchase overseas.

The Museum Kimchikan plans that it will provide various experience events, such as making Gimjang (kimchi-making ritual in preparation for winter) Kimchi.

Check out These Nearby Places!

“

”

The participants of the Museum Kimchikan’s cooking classes can learn several kimchi recipes that they can easily cook by themselves

Additional Information -The Museum Kimchikan provides English, Chinese, and Japanese audio services for the convenience of foreigners.

-The entrance fee is KRW5,000; for groups of more than 20 people the fee is KRW4,000.

-Individual visitors are always welcome. Internet reservations are necessary for group visitors.

-Operating hours are from 10:00 a.m. to 6:00 p.m. (open year round except on Lunar New Year’s Day, Chuseok (three days), Christmas, and every Monday).

The Museum Kimchikan offers kimchi cooking classes designed specifically for foreigners like Jessy Mendiola, a famous actress in the Philippines

Many restaurants are built in the style of Hanok (Korean traditional house), so visitors can feel the traditional “

lifestyle of Koreans. Among them, Sarangchae (+82-2-

”

737-1155) is a very popular place for foreigners with its competitive price. At Nwijo, you can enjoy Korean table d’hote made with wildflowers. Yeonbap (steamed rice wrapped in a lotus leaf) is best dish in this restaurant. “

ⓒKorea Tourism Organization

Add #35-4, Insadong-gil, Jongno-gu, Seoul Ssamzigil that opened on December 18, 2004 is a

Tel +82-2-6002-6546

shopping mall specialized in handicrafts, which is a fa-

Website http://www.kimchikan.com/

mous tourist attraction located in Insa-dong. You can

Transportation

purchase traditional finest handicrafts and modern craft

1. Go out Exit No. 6 of Anguk Station on subway Line 3

works made by Korea’s human cultural assets, and de-

→Go straight 300m following Insadong-gil→You will

sign products with vivid Korean styles and charms.

find Museum Kimchikan located in your right.

” “

”

2. Go out Exit No. 4 of Jonggak Station on subway Line

What to Eat

1→Turn toward the Kumkang Bd and following

Korean Table d’hote

Insadong-gil (200m)→You will find Museum Kimchikan

Insa-dong is representative traditional Korean food street.

located in your left.

4 8 Korea AgraFood

Issue 237 Jun. 2015 4 9

Fair

China Franchise Expo 2015: Chengdu, Franchise International Malaysia & International Franchise Expo aT (Korea Agro-Fisheries & Food Trade Corp.) will participate in local franchise expos to advance into the Chinese, Malaysian, and US food service markets. aT will first participate in <China Franchise Expo 2015-Chengdu>, being held at the Century City New International Convention & Exhibition Center (CCNICEC) in Chengdu, China from June 12 to 14.

It is anticipated that this year about 70 world famous companies and 100 franchise companies will participate in the expo. aT will establish the Korean pavilion with eight Korean food franchise companies including those specializing in Korean style pizza, coffee/dessert, brunch, chicken dishes, bibimbap (rice mixed with vegetables and beef), and grilled meat dishes. It will promote the delicious taste of Korean cuisine to foreign participants. aT will also participate in <Franchise International Malaysia> during the same days. It will be held at the Putra World Trade Center, in Kuala Lumpur, Malaysia. Over 10,000 participants come to the large-scale fair every year. aT and six Korean food franchisesâ&#x20AC;&#x201D;those specializing in chicken dishes, Hansik (Korean cuisine), noodles, and coffee/dessertâ&#x20AC;&#x201D;will promote the excellence of Korean cuisine to participants. They will also do their best to enter the Halal food service market.

In addition, from June 18 to 20, aT is going to participate in the <International Franchise Expo> in New York, USA. The <International Franchise Expo> is a representative franchise fair held in the US. About 400 franchises from 100 countries visit this fair every year. aT will establish the Korean pavilion with six Korean food franchise companies whose menus feature convenience Hansik, traditional Korean foods, Korean style chicken, and desserts.

Here, <Korea AgraFood> introduces the Korean food franchises that will participate in franchise fairs held in China, Malaysia and the US to our readers in advance!

5 0 Korea AgraFood

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

ChuncheonDakgalbi Farming Association Brand ChuncheonDakgalbi Main Menu Dakgalbi (spicy stir-fried chicken), makguksu (buckwheat noodles), bokkeumbap (fried rice), and so on Tel +82-33-255-2259 Fax +82-33-243-2258 www.ccdak.co.kr

Bonchon International Inc. Brand Bonchon Main Menu Hot spicy chicken, soy garlic chicken, and so on Tel +82-51-728-5900, +82-10-6575-2714 www.bonchon.com

ET & Zeus Brand Bulgogi Brothers Main Menu Bulgogi (thin slices of beef marinated in a soy sauce), galbi (braised short ribs), and so on Tel +82-2-526-7800 Fax +82-2-526-7888 www.bulgogibros.com

Bonworld F&B

Seoraester Co., Ltd.

Brand Bonjuk & Bibimbap Cafe Main Menu Porridge, bibimbap (rice mixed with vegetables and beef), and so on Tel +82-1644-6288 Fax +82-2-730-1586 www.allaboutcafe.com

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

Food Zone

ALL ABOUT Co., Ltd.

Daedae FC Co., Ltd.

Wonder Table

Brand Pizza maru Main Menu Combination pizza, bulgogi (thin slices of beef marinated in a soy sauce) pizza, and so on Tel +82-32-710-1082 Fax +82-32-710-1085 http://eng.pizzamaru.co.kr

Brand ALL ABOUT Main Menu Coffee, Korean special tea, green tea, black tea, and so on Tel +82-1688-6108 Fax +82-70-4738-3361 www.allaboutcafe.com

Brand Kkuldak Main Menu Honey-dakgangjeong (chicken in bite sized pieces with red pepper paste added honey), Karayake (Japanese style fried chicken with peanut), and so on Tel +82-2-454-9292 Fax +82-2-2201-9241 www.kkuldak.co.kr

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

Issue 237 Jun. 2015 5 1

Fair

SNOWBALL

Vine FC Inc

Brand SNOWBALL Main Menu Ice flakes, coffee, fruit tea, cake, and so on Tel +82-1670-4255 Fax +82-2-555-2446 www.sbbing.com

Brand Chef’s Noodle Main Menu Chef’s Noodle, Chef’s bibim-guksu (chilled thin noodles with vegetabls), daehandonburi (bowl of rice served with jeon [Korean pancake]) Tel +82-2-3144-0840 Fax +82-2-413-084 www.chefguksoo.co.kr

CENACLE Co., Ltd.

SWEETMONSTER Co., Ltd.

Brand The café cen ‘a’ cle Main Menu Coffee, tea, smoothie, cake, brunch Tel +82-2-3462-3773 Fax +82-2-3462-3774 www.cafecenacle.com

Brand Sweet Monster Main Menu Ice cream, popcorn, cake, beverage Tel +82-31-904-9233 Fax +82-2-6499-9233 www.sweetmonster.co.kr

Korea’s Spicy Taste Gochujang Cool Taste and Scent, Spicy and Sweet Delicate Harmony of Tastes Created through Fermentation

DELICE Co., Ltd.

JNT Co., Ltd.

Brand DELIMANJOO Main Menu Cream cake, snack, and so on Tel +82-31-777-4421 Fax +82-31-735-4505 www.sweetmonster.co.kr

Brand The Cup Main Menu Bibimbap (rice mixed with vegetables), bulgogi (thin slices of beef marinated in a soy sauce) with rice, and so on Tel +82-2-323-3023 Fax +82-2-323-3024 www.thecupfood.com

Chamimat Corpration

Yadllie F&C

Brand Chamimat Gamjatang Main Menu Gamjatang (porkbone potato stew), sogogibeoseot-jeongol (beef and mushroom hot pot), haejangguk (hangover soup) Tel +82-31-974-2001 Fax +82-31-974-5008 www.chamimat.co.kr

Brand Yadllie Chicken Main Menu Yadllie Chicken (fried chicken), Korean style spicy chicken, garlic chicken, chicken with spring onion Tel +82-2-2108-5680-1 Fax +82-2-2108-5682 www.yadllie.com

Stimulates the Appetite, Promotes Digestion, Even Helps with Weight-Loss

Rich in Nutrients: Capsaicin, Protein, Fat, Vitamins B2 and C

Base for Bibimbap, Tteokbokki, Yukgaejang, and Many More 5 2 Korea AgraFood

Issue 237 Jun. 2015 5 3

8

1 n so s Le

Let’s Speak Hansik (Korean cuisine)

칼국수

[Kalguksu]

Fresh Knife-cut Noodles Fresh knife-cut noodles, made by rolling flour dough and slicing into thin noodles, cooked in anchovy sauce. Zucchini, potatoes, and seafood may be added.

Soupe de nouilles coupées au couteau ^ de nouilles pétrie, étalée et coupée en Pate lanieres a l’aide d’un couteau. Les nouilles ainsi obtenues sont servies dans un bouillon d’anchois, avec des courgettes et des pommes de terre, une fois le tout porté a ébullition.

Sopa de fideos Fideos frescos cortados al cuchillo cocinados en caldo de anchoa. (La masa de harina se enrolla y se corta en fideos finos.) Se pueden añadir calabazas de verano, papas y mariscos.

Nudelsuppe

Zuppa di vermicelli

Frisch gemachte Nudeln (Kalguksu) werden in Sardellenfond gekocht. (Mehlteig wird gerollt und dann in dünne Nudeln geschnitten.) Zucchini, Kartoffeln und Meeresfrüchte können hinzugefügt werden.

Vermicelli freschi tagliati col coltello e cotti in un brodo di acciughe. (L’impasto di farina e arrotolato e tagliato in vermicelli sottili). Si possono aggiungere foglie di squash estivo, patate e frutti di mare.

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