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ENG

y c i u J & Sweet

r a e P n Korea

Delicious Makeover of Korean Rice Lavelee Ice Cream with Exceptional Home-made Taste & Quality Roasted

Seaweed in a Traditional Way Seaweed Roasted by Hand in a Traditional Way

www.agrafood.co.kr

The Monthly Magazine of Korean Agriculture & Food

October 2015 Issue 241

Preview of 2015 Korean Food Fair in Indonesia Halal Buyers Talks About K-Foods Kimchi That The Korean Grand Kimchi Master Makes The Delicious Harmony of Spareribs and Special Sauce

The Silk Road Cultural Festival in Gyeongju 2015

CONTENTS October 2015 Issue 241 37 FRUIT BEVERAGE in Chinese Obtaining Halal Certification to Enter the Halal Market, Miojeju Satsuma Beverage Founded in August, 1995, Published monthly by the

GLOBALIZATION of HANSIK 38 KOREAN FRANCHISE in Chinese LEEHYEJOO SUJEGALBI is a franchiser that invokes in Koreans nostalgic memories by serving dwaeji-galbi (spareribs).

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 Regional Specialties throughout Korea: Walnut Cake, Andong-jjimdak, and More

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

COVER Consumers overseas appreciate the biggest advantages of the Korean pear—the sweet juice, refreshing taste, and crispiness. Anseong City boasts the optimal environment for pear growth. It is an inland area with abundant sunshine, a huge daily temperature range, and the proper amount of rainfall. P.20~23

EXECUTIVES Yoo Chung-sik (for Food Industry & Export Promotion) Kim Dong-yeol (for Marketing Support) EDITORS Shin Jang-hyun (Korea Agro-Fisheries & Food Trade Corp.) Lee Dong-kwang (The Korean Farmers & Fishermen’s News) REPORTERS Woo Jung-soo (woojs@agrinet.co.kr) Park Sung-eun (parkse@agrinet.co.kr) Kim Hyo-jin (hjkim@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho ENGLISH EDITOR Chae Ria, Sohn Hae-young, Jeremy Schaar

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

08 THEME in Chinese <K-Food Fair> will be held in Jakarta, Indonesia this October. The fair includes both B2B export consultations and B2C Korean food experience events.

PROCESSED FOOD

18 SPECIAL II Interview with Halal Buyers about K-Foods

FRESH FOOD 20 PEAR in Chinese Generally Anseong pears are exported from October until March of the following year. The main export market is the US.

24 ICE CREAM in Chinese Lavelee is popular among foreign consumers based on the knowhow of 60 years in ice cream production. 28 SEASONED SEAWEED in Chinese

14 SPECIAL I in Chinese This Year’s Popular Korean Processed Rice Foods That Can Be Eaten Healthily and Easily

EDITORIAL BOARD

TOKYO Bae Yong-ho 81-3-5367-6656 (yongho@at.or.kr) OSAKA Yoon Sang-young 81-6-6260-7661 (yoon@atcenter.or.jp)

44 SIMPLE KOREAN COOKING The Delicacy of Spicy Soup and Chewy Dough, Eolkeun-sujebi (spicy Korean pasta soup)

Master Hee’s Roasted Laver snack: Roasted Seaweed, Home-made in a Traditional Way

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

46 K-TOUR in Chinese The Silk Road Cultural Festival in Gyeongju 2015 opened from August 21 to October 17 at Gyeongju City. 20 countries that formed the Silk Road in the past are recreating on the festival grounds their glorious cultures of ancient times.

32 KIMCHI in Chinese Six types of Hansung kimchi products that possess halal certification are becoming popular with the Muslim.

IT’S NEW!

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

TAIPEI Kim Jin-seop 886-2-2740-5040~1 (suphaji@at.or.kr) NEW YORK Shin Hyun-gon 1-516-829-1633 (newyork@at.or.kr) L.A Lee Chu-pyo 1-562-809-8810 (losangeles@at.or.kr) PARIS Kim Young-bum 33-1-4108-6076 (remix@at.or.kr) HANOI Kim Dong-kwan 84-4-6282-2987 (dkkim@at.or.kr) JAKARTA Lee Sung-bok 62-21-2995-9032 (insa@at.or.kr) BANGKOK Song Mi-jung 662-611-2627 (peosong@at.or.kr) ABU DHABI Lee Tae-hee 971-2-622-2195 (mumtaaz@naver.com)

REGULARS

EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News Room 902, aT center, 27 Gangnamdaero, Seocho-gu, Seoul, Korea Tel +070-8255-8384

36 FROZEN FRIED RICE in Chinese Easy to Cook and Full of Nutrition, Delicious Bokkeumbap of Ottogi

Fax +82-2-6300-8385

06 NEWS

www.agrafood.co.kr 50 LET’S SPEAK HANSIK in Seven Languages Tteok-galbi (grilled short rib patties)

CONTENTS October 2015 Issue 241 37 FRUIT BEVERAGE in Chinese Obtaining Halal Certification to Enter the Halal Market, Miojeju Satsuma Beverage Founded in August, 1995, Published monthly by the

GLOBALIZATION of HANSIK 38 KOREAN FRANCHISE in Chinese LEEHYEJOO SUJEGALBI is a franchiser that invokes in Koreans nostalgic memories by serving dwaeji-galbi (spareribs).

42 DANIEL LEE GRAY’S HANSIK STORY Regional Specialties throughout Korea: Walnut Cake, Andong-jjimdak, and More

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

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

08 THEME in Chinese <K-Food Fair> will be held in Jakarta, Indonesia this October. The fair includes both B2B export consultations and B2C Korean food experience events.

PROCESSED FOOD

18 SPECIAL II Interview with Halal Buyers about K-Foods

FRESH FOOD 20 PEAR in Chinese Generally Anseong pears are exported from October until March of the following year. The main export market is the US.

24 ICE CREAM in Chinese Lavelee is popular among foreign consumers based on the knowhow of 60 years in ice cream production. 28 SEASONED SEAWEED in Chinese

14 SPECIAL I in Chinese This Year’s Popular Korean Processed Rice Foods That Can Be Eaten Healthily and Easily

EDITORIAL BOARD

TOKYO Bae Yong-ho 81-3-5367-6656 (yongho@at.or.kr) OSAKA Yoon Sang-young 81-6-6260-7661 (yoon@atcenter.or.jp)

44 SIMPLE KOREAN COOKING The Delicacy of Spicy Soup and Chewy Dough, Eolkeun-sujebi (spicy Korean pasta soup)

Master Hee’s Roasted Laver snack: Roasted Seaweed, Home-made in a Traditional Way

32 KIMCHI in Chinese Six types of Hansung kimchi products that possess halal certification are becoming popular with the Muslim.

IT’S NEW!

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

REGULARS

EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News Room 902, aT center, 27 Gangnamdaero, Seocho-gu, Seoul, Korea Tel +070-8255-8384

36 FROZEN FRIED RICE in Chinese Easy to Cook and Full of Nutrition, Delicious Bokkeumbap of Ottogi

Fax +82-2-6300-8385

06 NEWS

www.agrafood.co.kr 50 LET’S SPEAK HANSIK in Seven Languages Tteok-galbi (grilled short rib patties)

Exporting News

Lee Dong-phil, Minister of MAFRA, Creates Second Boom of K-Food in Japan

2015 Buy Korean Food Ended with Great Success Buy Korean Food 2015 (BKF 2015)—was held on September 8 at the aT Center in Yangjae-dong, Seoul. It ended with great success. Over 220 Korean export food companies and 151 buyers from 25 countries attended the trade fair this year and active export business consultations (estimated at USD$120 million) took place during the event. The figure is higher than the amount attained last year (USD$90 million). Many participating buyers gave Korean foods high marks for the taste and quality. The companies of several items—such as rice noodles, hangwa (Korean traditional cookie), and instant tteokbokki (spicy stir-fried rice cake)—made contracts with overseas buyers on the spot. A Korean mushroom export consultations hall was organized separately and received a lot of attention from Chinese buyers. Diverse Korean mushrooms and processed mushroom products were on display. Those included matari

To introduce K-foods to Japanese consumers, Lee Dong-phil, Minister of MAFRA, organized various promotion events. Makgeolli Pop-up Store (first and second) and Hansik Concert (third)

The Korean government held a variety

healthy foods such as low-sodium kimchi

foods under the topic of “health and

of promotional events in Japan from

products, premium makgeolli (Korean

beauty.” Minister Lee, in particular, intro-

September 14 to 15 to revitalize K-Food

rice wine), and dangjogochu (a type of

duced and recommended the fresh gin-

exports to the country. The events in-

Korean chili pepper). Perilla oil and gluten

seng shake and received a positive re-

cluded the largest ever trade fair, a

free bread were also spotlighted.

sponse from the local housewives.

Hansik Talk Concert, the opening of a Makgeolli Pop-up Store, and more.

At the Hyatt Regency Tokyo Hotel,

Korean Dairy Products Enter Malaysia for the First Time

A Makgeolli Pop-up Store was opened

there was a Hansik Talk Concert for 200

in the Korean Town located in Shinjuku,

Japanese housewives. The event was

the core of the Hallyu (Korean culture

consultations took place in Cerulean

held in a concert-like style. The Minister

wave) area in Japan. At the opening cer-

Tower Tokyu Hotel in Shibuya. Almost

of MAFRA Lee Dong-phil, a Korean food

emony, Minister Lee gathered a lot of at-

100 Japanese buyers and 79 Korean

columnist of Asahi Asia, and actress

tention from the guests when he intro-

food exporters participated in the trade

Fueki Yuko (known in Korea as You-min)

duced a yuja-makgeolli cocktail (made

fair and actively took part in sales meet-

interacted with the audience. They ex-

with makgeolli and citrus jam), which he

ings. Korean exporters promoted several

plained the characteristics of Korean

called “Shinjuku in September.”

On September 14, export business

mushroom, mangadak mushroom, golden enoki mushroom, shiitake powder, dried and sliced king oyster mushroom, and so on.

Banana Flavored Milk Drink (of Binggrae, In consideration of the tastes of local consumers—their preference for spiciness—the promotional events focused on spicy dishes

tel: +82-2-2022-6096) was exported to Malaysia on September 12.

aT Promotes Korean Foods in Mumbai, India

Binggrae had applied for halal certification for its Banana Flavored Milk Drink through KMF (Korea Muslim Federation) and then registered the item with the Malaysian DVS

Building the Foundation for Healthy Korean Foods Exports in the Middle East

Dubai on September 2. The shop is located in the hyper-

Last September 16 to 18, <World of Food India> was held in

(Department of Veterinary Service) last

market Al Maya. The operations will continue from

Mumbai, India. MAFRA (the Ministry of Agricultural, Food and Rural

March. In June, Korea and Malaysia

September to December 15. The antenna shop in Dubai

Affairs), aT (Korea Agro-Fisheries & Food Trade Corporation), and 12

reached an agreement to begin exports of

is currently selling about 100 items including rice, noodles,

Korean food exporters (including Kooksoondang Brewery Co., Ltd. and

Korean dairy products to Malaysia, so

snacks, and beverages.

Saltn Co., Ltd.) participated in this international fair and actively promoted

Malaysian consumers are now able to taste

high-quality Korean agri-products such as makgeolli (rice wine), snacks,

Banana Flavored Milk and other products.

In order to expand exports of Korean food to the Middle East, aT (Korea Agro-Fisheries & Food Trade Corporation)

and beverages. A special promotion hall for Hansik (Korean cuisine) was

opened an office in Abu Dhabi and established an antenna

set up for tasting events. The promotional events focused on spicy dish-

to export 50 tons of

shop in Dubai. The opening ceremony for the Abu Dhabi

es such as dakgangjeong (chopped up fried chicken in red pepper

the product (worth

aT office took place on September 1. The new office will

paste), kimchi-jeon (kimchi pancake), and bibimbap (rice mixed with veg-

USD$120,000) to

strive to expand awareness of outstanding Korean foods

etables and beef). aT collaborated with LG Electronics Inc. to install a

Malaysia by

among the people of the Middle East through promotional

special space called “LG-aT Jazz Bar.” The bar displayed the hot-selling

December of this

products of LG Electronics and served makgeolli cocktails. It got a good

year.

and sales events. aT also established an antenna shop in

aT opened an office in Abu Dhabi

Biggrae is planning

reception from the participants.

Korea AgraFood

Issue 241 Oct. 2015

Exporting News

Lee Dong-phil, Minister of MAFRA, Creates Second Boom of K-Food in Japan

To introduce K-foods to Japanese consumers, Lee Dong-phil, Minister of MAFRA, organized various promotion events. Makgeolli Pop-up Store (first and second) and Hansik Concert (third)

The Korean government held a variety

healthy foods such as low-sodium kimchi

foods under the topic of “health and

of promotional events in Japan from

products, premium makgeolli (Korean

beauty.” Minister Lee, in particular, intro-

September 14 to 15 to revitalize K-Food

rice wine), and dangjogochu (a type of

duced and recommended the fresh gin-

exports to the country. The events in-

Korean chili pepper). Perilla oil and gluten

seng shake and received a positive re-

cluded the largest ever trade fair, a

free bread were also spotlighted.

sponse from the local housewives.

Hansik Talk Concert, the opening of a Makgeolli Pop-up Store, and more.

At the Hyatt Regency Tokyo Hotel,

Korean Dairy Products Enter Malaysia for the First Time

A Makgeolli Pop-up Store was opened

there was a Hansik Talk Concert for 200

in the Korean Town located in Shinjuku,

Japanese housewives. The event was

the core of the Hallyu (Korean culture

consultations took place in Cerulean

held in a concert-like style. The Minister

wave) area in Japan. At the opening cer-

Tower Tokyu Hotel in Shibuya. Almost

of MAFRA Lee Dong-phil, a Korean food

emony, Minister Lee gathered a lot of at-

100 Japanese buyers and 79 Korean

columnist of Asahi Asia, and actress

tention from the guests when he intro-

food exporters participated in the trade

Fueki Yuko (known in Korea as You-min)

duced a yuja-makgeolli cocktail (made

fair and actively took part in sales meet-

interacted with the audience. They ex-

with makgeolli and citrus jam), which he

ings. Korean exporters promoted several

plained the characteristics of Korean

called “Shinjuku in September.”

On September 14, export business

mushroom, mangadak mushroom, golden enoki mushroom, shiitake powder, dried and sliced king oyster mushroom, and so on.

Banana Flavored Milk Drink (of Binggrae, In consideration of the tastes of local consumers—their preference for spiciness—the promotional events focused on spicy dishes

tel: +82-2-2022-6096) was exported to Malaysia on September 12.

aT Promotes Korean Foods in Mumbai, India

Binggrae had applied for halal certification for its Banana Flavored Milk Drink through KMF (Korea Muslim Federation) and then registered the item with the Malaysian DVS

Building the Foundation for Healthy Korean Foods Exports in the Middle East

Dubai on September 2. The shop is located in the hyper-

Last September 16 to 18, <World of Food India> was held in

(Department of Veterinary Service) last

market Al Maya. The operations will continue from

Mumbai, India. MAFRA (the Ministry of Agricultural, Food and Rural

March. In June, Korea and Malaysia

September to December 15. The antenna shop in Dubai

Affairs), aT (Korea Agro-Fisheries & Food Trade Corporation), and 12

reached an agreement to begin exports of

is currently selling about 100 items including rice, noodles,

Korean food exporters (including Kooksoondang Brewery Co., Ltd. and

Korean dairy products to Malaysia, so

snacks, and beverages.

Saltn Co., Ltd.) participated in this international fair and actively promoted

Malaysian consumers are now able to taste

high-quality Korean agri-products such as makgeolli (rice wine), snacks,

Banana Flavored Milk and other products.

In order to expand exports of Korean food to the Middle East, aT (Korea Agro-Fisheries & Food Trade Corporation)

and beverages. A special promotion hall for Hansik (Korean cuisine) was

opened an office in Abu Dhabi and established an antenna

set up for tasting events. The promotional events focused on spicy dish-

to export 50 tons of

shop in Dubai. The opening ceremony for the Abu Dhabi

es such as dakgangjeong (chopped up fried chicken in red pepper

the product (worth

aT office took place on September 1. The new office will

paste), kimchi-jeon (kimchi pancake), and bibimbap (rice mixed with veg-

USD$120,000) to

strive to expand awareness of outstanding Korean foods

etables and beef). aT collaborated with LG Electronics Inc. to install a

Malaysia by

among the people of the Middle East through promotional

special space called “LG-aT Jazz Bar.” The bar displayed the hot-selling

December of this

products of LG Electronics and served makgeolli cocktails. It got a good

year.

and sales events. aT also established an antenna shop in

aT opened an office in Abu Dhabi

Biggrae is planning

reception from the participants.

Korea AgraFood

Issue 241 Oct. 2015

Theme

2015 K-Food Fair in

Jakarta, Indonesia These days, the Hallyu (Korean culture wave) contents—such as K-Pop and TV shows (including Running Man)—are becoming increasingly popular among Indonesians in their 20s and 30s. Also, more local people are showing an interest in Korean food culture. A major Indonesian newspaper, The Jakarta Post, reported that the number of restaurants selling Korean dishes is on the rise and many Indonesians are learning to cook Korean dishes through the internet and SNS. To promote the Korean food culture and delicious Korean agri-products to Indonesian consumers, MAFRA (Korean Ministry of Agriculture, Food and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) will hold <K-Food Fair>, a large trade fair of Korean agri-products, in Jakarta from October 16 to 18.

For Three Days from October 16 at Mulia Hotel and Kota Kasablanka Mall

he 2015 K-Food Fair in Jakarta is being organized under the slogan “Let’s Eat K-Food.” The fair will include both B2B export consultations with buyers and B2C Korean food experience events for local consumers. The K-Food B2B event will take place at the Mulia Hotel on October 16. About 40 big distributors and importers of halal food are expected to participate. To facilitate business negotiations, aT will set up a 1:1 matching system for the local buyers and 20 Korean food exporters. Participating Korean food exporters will offer halal buyers a variety of Korean agri-products: processed ginseng products (such as ginseng beverage and red ginseng extract), Korea-specific foods (such as the instant stir-fried rice cake tteokbokki, rice noodles, mat-kimchi [sliced kimchi], and yuja [citron] tea), promising items (like rice snacks). What’s more, a Korean Halal Food Business Pavilion will be set up to promote many different types of Korean halal foods including kimchi, ramen, and beverages.

Preparing a K-Food Halal Zone and a Variety of Other Programs The K-Food B2C event will take place from October 17 to 18 at Kota Kasablanka Mall. It will focus on promoting Korean food culture. During the event, various programs will be carried out to attract the interest of local people. For example, there will be demonstration and tasting events of Korean dishes made with the products of the participating Korean food exporters. A K-Food Quiz and Online KFood Game will be organized to help the visitors’ understanding of Korean agri-products through a quiz and an online game. To celebrate the 42-year anniversary of the establishment of diplomatic ties between Korea and Indonesia, “Gimbap of Friendship between Korea and Indonesia” is being planned to be cooked. (Gimbap is a Korean seaweed roll.) The K-Halal Food Zone will introduce Korean halal foods and Korean halal food policy.

“

Korea AgraFood

The 2015 K-Food Fair in Jakarta will include both B2B export consultations with buyers and B2C Korean food experience events for local consumers

”

Issue 241 Oct. 2015

Theme

2015 K-Food Fair in

For Three Days from October 16 at Mulia Hotel and Kota Kasablanka Mall

“

Korea AgraFood

The 2015 K-Food Fair in Jakarta will include both B2B export consultations with buyers and B2C Korean food experience events for local consumers

”

Issue 241 Oct. 2015

Theme

Kimchi:

In general, the Indonesians enjoy eating stir-fried and deep-fried dishes such as fried rice and fish. Local consumers who are interested in Korean cuisine frequently purchase the crispy and spicy types of kimchi as a side dish for fried foods. The most popular size is small packages of 200g. Among the many different kinds of Korean kimchi products, mat-kimchi (sliced kimchi), baechu-kimchi (napa cabbage kimchi), and kkakdugi (radish kimchi) record the highest sales in Indonesia.

of Indonesian K-Foods that Captivate the Taste Buds Consumers _ Processed Red Ginseng: Instant Noodle: Korean instant noodle products are the best known Korean agri-products among Indonesian people. They are actively sold in the major cities of the country, including the capital of Jakarta. The strongest points of Korean instant noodles are the spicy soup and chewy noodles. Recently, buldakbokkeum-myeon (instant noodles with spicy fried chicken) and jajang-ramen (instant noodles with black soybean sauce) are in the spotlight on Indonesian YouTube channels and SNS. They are becoming increasingly popular with the local people.

These days, many Indonesians are interested in health, so the number of local consumers who look for Korean processed red ginseng products —such as red ginseng extract—is steadily increasing. A high price tag makes such products mainly a choice of the local middle and upper classes. Korean processed red ginseng products are also popular as a gift. The less expensive powdered red ginseng tea and red ginseng candy record good sales among common consumers as healthy functional foods.

Tteokbokki: Chewy and spicy tteokbokki is especially loved by Indonesian consumers who are fans of Hallyu (Korean culture wave). The instant tteokbokki products that can be easily prepared by heating in a microwave are actively sold through the Korean supermarkets and big distributors of Jakarta. The tteokbokki sauces are also steadily supplied to the ingredient markets of the country. What’s more, local consumers have demonstrated a positive response to a spin-off dish, rabokki, which combines tteokbokki with instant noodles.

d Indonesia Popular Korean Franchises that Entere

Bibigo:

Bibigo (http://english.bibigo.co.kr) is a Korean cuisine franchiser selling bibimbap (rice mixed with vegetables and beef) and other Korean dishes under the concept of “freshness and health.” Since the first restaurant opened in Jakarta in May of 2013, the Korean franchiser has developed a variety of dishes made of beef and chicken to suit the palates of Muslim consumers. The hot sellers include Chicken-kimchibokkeumbap (kimchi fried rice with chicken), Jangjorim-bokkeumbap (stir-fried rice with beef boiled down in soy sauce), and Tteok-galbi (grilled short rib patty).

Caffébene: Caffébene (http:// caffebene.co.id) is operating four franchisees in Indonesia. The company is striving to spread among the Indonesians the Korean style coffee culture and Korean fusion desserts. Caffébene is also making efforts to develop new beverages and dishes that can captivate the taste buds of the local people. Among their creations, K-Coffee (Korean style coffee), Kimchi-pasta (pasta with kimchi), and Tteokbokki-gratin have earned a lot of fans among the Indonesians. Recently, the franchiser has been using Hallyu star Lee Gwang-su as an advertising model and the awareness of the brand in the country is rising.

Caffébene

1 0 Korea AgraFood

Caffébene

Issue 241 Oct. 2015 1 1

Theme

Kimchi:

d Indonesia Popular Korean Franchises that Entere

Bibigo:

Caffébene

1 0 Korea AgraFood

Caffébene

Issue 241 Oct. 2015 1 1

Theme

September and similar shops are planned to be set up in other halal regions. What’s more, the two agencies regularly hold export consultations with halal buyers and develop and distribute the recipes of Korean dishes for Muslim people.

MAFRA and aT Spur a Boost in the Halal Food Industry Setting a Goal of Reaching USD$1.5 Billion in Exports of Agri-Products to the Halal Market by 2017

ost halal countries, including those in the Middle East and Southeast Asia, are actively importing agri-products due to the geographic constraints. Interest of Muslim consumers in Korean foods has been rising recently on account of the popularity of Hallyu (Korean culture wave). MAFRA (Korean Ministry of Agriculture, Food and Rural Affairs) and aT (Korea AgroFisheries & Food Trade Corporation) are taking note of the halal market as

1 2 Korea AgraFood

a new blue ocean for the export of Korean agri-products. The two agencies have set a goal of reaching USD$1.5 billion in agri-product exports to the halal market by 2017, and they are putting a lot of effort into developing the Korean halal food industry. <Korea AgraFood> would like to introduce our readers to the main policies designed to boost exports of Korean halal foods.

Supporting Acquisition of Halal Certification and Providing Information about the Halal Market MAFRA and aT support the expenses of obtaining halal certifications (such as JAKIM for Malaysia and MUI for Indonesia) by Korean food exporters who desire to advance into the halal market. The two agencies are currently making an “Export Manual for the Halal Market.” It will

contain information about market trends, quarantine, non-tariff barriers, and other aspects of the four major halal countries (Malaysia, Indonesia, UAE, and Saudi Arabia). The manual will be published by November and distributed to Korean food exporters. To raise the public confidence in Korean halal certification, MAFRA and aT are regularly carrying out forums and seminars in cooperation with the countries—such as UAE and Malaysia—that lead international halal certification.

Establishment of Infrastructure for Halal Food Production In order to expand exports of Korean fresh agriproducts to the halal market, MAFRA and aT are focusing on nurturing, by 2017, about 30 halal horticultural product export complexes that use ICT (Information and Communications Technologies). The process of establishing livestock and

MAFRA and aT are making many efforts to develop the halal food industry: nurturing halal horticulture agriproduct export complexes, establishment of a special production complex for halal foods, and export consultations with halal buyers

poultry slaughterhouses that possess halal certification is also under way. What’s more, a complex for production of halal foods (called Halal Park) will be established by 2017 as a major hub of the Korean halal food industry. The R&D business is being pushed forward to develop halal foods. These include non-alcoholic traditional Korean sauces for Muslim people; Korean frozen foods for the halal market such as tteokbokki (spicy stirfried rice cake) and bibimbap (rice mixed with vegetables and beef); and more. Another direction of the research is towards finding food ingredients that can replace haram (forbidden) ingredients.

Promoting Korean Agriproducts and Korean Food Culture among Halal Consumers This year MAFRA and aT are organizing a large trade fair, K-Food Fair, for Korean agri-products in major halal countries such as Malaysia, Indonesia, and the UAE. A K-Food Shop that sells a variety of Korean agriproducts first opened in Dubai in

Many Indonesian people visited in the tasting event for Korean agriproducts

Issue 241 Oct. 2015 1 3

Theme

MAFRA and aT Spur a Boost in the Halal Food Industry Setting a Goal of Reaching USD$1.5 Billion in Exports of Agri-Products to the Halal Market by 2017

1 2 Korea AgraFood

Many Indonesian people visited in the tasting event for Korean agriproducts

Issue 241 Oct. 2015 1 3

Special I

he demand for foods made of healthy ingredients is increasing. Against this backdrop, more and more foreign consumers are looking for Korean processed rice products. Many of the consumers are attracted by the fact that Korean processed rice products actually contain a high percentage of rice. In addition, such products are low in trans fats and use a minimal amount of chemical additives such as MSG (monosodium glutamate). Every year since 2008, MAFRA (the Ministry of Agricultural, Food, and Rural Affairs) and the Korea Rice Foodstuffs Association (KRFA) have collected data on processed rice foods that use more than 30 percent rice. They evaluate those products against several criteria: taste, package design, consumer awareness of the product, and its potential for expansion in the market. This is done to provide Korean and foreign consumers with information on reliable processed rice products. In this issue, <Korea AgraFood> introduces consumers overseas to processed rice foods produced for export and promising items.

Rice Can d e s ces at You t o r P ts th rus T c u h t d Pro Buy wi

The Biggest Merits of Processed Rice Foods The biggest reason for the popularity of the processed rice foods is the nutritional excellence. Rice is a representative carbohydrate food. But, unlike many other grains, rice can prevent obesity because it does not promote insulin secretion. In addition, rice is also good for preventing diabetes as it does not sharply increase the blood sugar level. According to a study of the Korea Food Research Institute, the insulin secretion rate of

Delicious and Healthy Korean Processed Rice Products 1 4 Korea AgraFood

â&#x201C;&#x2019;Korea Rice Foodstuffs Association

processed rice foods such as cooked rice is below the rate of bread. Moreover, the study found evidence that rice reduces body fat and can therefore prevent obesity. Duke University in the US also released a report on efficacy of a rice diet. The researchers kept the experiment participants who suffer from obesity on a rice diet and at the end of the experiment the participants were found to have lost weight (men 13.6kg and women 8.6kg on average). Whatâ&#x20AC;&#x2122;s more, rice is rich in amino acids, essential fatty acids, and dietary fibers. It is an effective anti-aging food because it is rich in vitamin B-complex (B1, B2, and niacin).

Issue 241 Oct. 2015 1 5

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Rice Can d e s ces at You t o r P ts th rus T c u h t d Pro Buy wi

Delicious and Healthy Korean Processed Rice Products 1 4 Korea AgraFood

â&#x201C;&#x2019;Korea Rice Foodstuffs Association

Issue 241 Oct. 2015 1 5

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Taste Clean and Spicy, Cooksi Rice Noodles with Seafood Flavor

Products Exported from Korea _ Adds Flavor and Crunchiness, Rice Flour for Frying Rice Flour for Frying, produced by Nongshim Mils, is a gluten-free product that doesn’t contain any wheat at all. It is made with rice, which gives crispiness and chewiness to the dishes cooked with it. What’s more, the rice flour absorbs only a third of the oil absorbed by wheat flour. It is also more digestible, so consumers can eat the foods fried in this powder with an easy mind. In addition, the food fried in this flour has a seasoned taste, so there’s no need to prepare the seasonings separately. The product is actively exported to the US, China, and Japan.

Inquiries: Nongshim Mils Co., Ltd. Tel +82-41-540-4900 Fax +82-41-540-4859 Website www.nongshimfm.com

1 6 Korea AgraFood

Cooksi Rice Noodles with Seafood Flavor is an instant noodle product that can be cooked in just three minutes by adding hot water to the container. But the greatest virtue of the product is its rich rice contents (60 percent). The noodles are made using a 62-hour low-temperature ripening method. The producer has the motto of “aiming at healthy food culture by producing natural foods.” The motto reflects the company’s focus on making healthy rice noodles that, in consideration of consumers’ health, do not contain any chemical additives. Cooksi Rice Noodles with Seafood Flavor is exported to Japan, Canada, China, and other countries.

Spicy and Sour, Kkeutpan-tteokbokki It uses the technology developed by the Korean Rural Development Administration, which prevents the rice cake from hardening without applying any artificial preservatives. Thus, the tteok (rice cake) remains chewy for a long time. The sauce in the product is enriched with tomatoes. Asher is also producing other processed rice foods and exporting them to Canada and China. Those include rabokki (stir-fried Korean instant ramen noodles with gochujang, the red pepper paste), tteokguk (rice cake soup), and many more.

Inquiries Han’s Korea Co., Ltd.

Tel +82-32-933-9114

Fax +82-32-934-8923

Website www.hansbio.com

Promising Items for Export _ Inquiries Asher Fax +82-31-532-2004

Tel +82-31-532-2003 Website www.ascake.co.kr

Kimchi Meets Rice Noodles, Kimchi Flavored Rice Noodles Baekje Local Products Co., Ltd. obtained HACCP (hazard analysis critical control point) certification and ISO 9001. The taste of Kimchi Flavored Rice Noodles is clean and simple, and the dish is low in calories since the rice noodles are not fried but freeze-dried. The expiration date is at least a year after production. The powdered soup is made of kimchi soup.

Inquiries Baekje Local Products Co., Ltd. Tel +82-41-641-3431 Fax +82-41-642-0166 Website www.bj-noodles.com

Diet Snack, Gabyeowojineun Chips The chips are made with rice and are baked, not fried. Plus, the chips contain dietary fibers extracted from beans and oats, so the product helps intestinal movement and makes us feel full for a long time. The product tastes great with coffee or yogurt. Gabyeowojineun Chips come in three flavors: curry, blueberry, and green (chlorella).

Inquiries SDC Food Co., Ltd. Tel +82-62-512-8912 Fax: +82-62-512-8913 Website www.sdcfood.co.kr

Satiety with Just One Bar, Black Bean Rice Bar It is made with organic Korean brown rice, black beans, and various nuts. All ingredients are grown in Gyeonggi Province. The rice bar is low in calories (133kcal per unit) but rich in dietary fiber. What’s more, there is neither trans-fats nor cholesterol, so it can be a good snack for children. Thanks to the nutritious ingredients, this bar can substitute for one meal. Black Bean Rice Bar is supplied to Korean Starbucks stores.

Inquiries Midm Agricultural Union Cooperation Tel +82-31-681-2791 Fax +82-31-682-2792 Website www.blog.daum.net/3572790

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Taste Clean and Spicy, Cooksi Rice Noodles with Seafood Flavor

Inquiries: Nongshim Mils Co., Ltd. Tel +82-41-540-4900 Fax +82-41-540-4859 Website www.nongshimfm.com

1 6 Korea AgraFood

Inquiries Han’s Korea Co., Ltd.

Tel +82-32-933-9114

Fax +82-32-934-8923

Website www.hansbio.com

Promising Items for Export _ Inquiries Asher Fax +82-31-532-2004

Tel +82-31-532-2003 Website www.ascake.co.kr

Inquiries Baekje Local Products Co., Ltd. Tel +82-41-641-3431 Fax +82-41-642-0166 Website www.bj-noodles.com

Inquiries SDC Food Co., Ltd. Tel +82-62-512-8912 Fax: +82-62-512-8913 Website www.sdcfood.co.kr

Inquiries Midm Agricultural Union Cooperation Tel +82-31-681-2791 Fax +82-31-682-2792 Website www.blog.daum.net/3572790

Issue 241 Oct. 2015 1 7

Special II

“Healthy Korean Foods Are Very Popular in Indonesia”

Halal Buyers Talk about K-Foods

Lejel International runs Lejel Home Shopping—a famous home shopping channel in Indonesia—and imports a variety of Korean foods including water. Kim Sam-won, a representative of Lejel International, says, “Thanks to Hallyu (Korean culture wave), the number of local people interested in Korean foods is going up. Especially the demand for heathy Korean foods is sharply increasing in Indonesia.” The local media often report that Korean celebrities enjoy heathy foods such as collagen beverages, pomegranate extract, and rubus coreanus

juice to achieve a skin-brightening effect and keep a good body shape. Rubus coreanus is a species of raspberry native to Korea and it is commonly used in oriental medicine. The berry is rich in anthocyanin, lyphenols, and vitamins A and C. It is very effective in skin care. Korean companies are trying to make this healthy berry easily accessible to consumers through beverages. It contributed to the popularity of Korean heathy foods among young Indonesian women. Mr. Kim picked Korean pears, apples, and satsumas as the most promising items. He explained, “The crunchiness and fresh-

“Ginseng Candy Is a Promising Entry in the Halal Food Market”

“Korean Strawberry Is Receiving a Positive Response”

Al Ameera Foodstuff is a distribution enterprise suppling imported foods to the markets of the Middle East, including the UAE, Egypt, and Kuwait. Ossama Emam, an import manager of the company, says, “I’m interested in importing K-Foods that possess halal certification because the awareness of K-Foods is increasing in the UAE.” According to him, K-Foods are receiving a positive response and get credit with local consumers for the high quality and food safety. Of course, Korean foods are also very

KMT Trading is a major distributor in Malaysia. It is actively importing many different types of Korean agri-products (such as kimchi, instant noodles, and fresh foods) and supplying them to local supermarkets. Mr. Tan said, “Recently, the Korean strawberry has been becoming popular with Malaysians. It has achieved a dominant position among imported strawberries because of its high sugar content, firm texture, and reasonable price. Korean sweet persimmon is also becoming popular among local consumers because the

1 8 Korea AgraFood

delicious. Mr. Emam is looking forward to importing processed ginseng products, snacks, and instant noodles. He said, “Korean snacks and instant noodles are perfect in all aspects: good quality, high food safety, and unique package design. Korean ginseng candy and jelly have particularly good prospects for further expansion in the halal market.” 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.”

Ossama Emam Import Manager of Al Ameera Foodstuff, UAE

Red ginseng capsules and tea products—offered to consumers who dislike the bitter taste of ginseng—are also attracting a lot of attention.

fruit has a high sugar content and unique taste.” Thanks to the excellent taste and quality, Korean strawberries are receiving a very favorable response overseas—in Hong Kong, Malaysia, and ASEAN. The most actively exported variety of the fruit is Maehyang, a native Korean species that has a hard flesh and high sugar content (12-14° Bx) and can be stored for a long time. Mr. Tan has a positive evaluation of the trend of more Korean products, which possess Korean halal certification, being released on the market. He said, “If Korean fresh food—especial-

Kim Sam-won Representative of Lejel International, Indonesia

ness are the strong points of the Korean fruits. If I have a chance to import the Korean satsuma, I will definitely try.”

Kelvin Tan Kean Peng Marketing Team Manager of KMT Trading, Malaysia

ly strawberry—exporters put efforts into obtaining halal certification, Korean foods can be exported to Malaysia in large quantities.”

Issue 241 Oct. 2015 1 9

Special II

“Healthy Korean Foods Are Very Popular in Indonesia”

Halal Buyers Talk about K-Foods

“Ginseng Candy Is a Promising Entry in the Halal Food Market”

“Korean Strawberry Is Receiving a Positive Response”

1 8 Korea AgraFood

Ossama Emam Import Manager of Al Ameera Foodstuff, UAE

Red ginseng capsules and tea products—offered to consumers who dislike the bitter taste of ginseng—are also attracting a lot of attention.

Kim Sam-won Representative of Lejel International, Indonesia

ness are the strong points of the Korean fruits. If I have a chance to import the Korean satsuma, I will definitely try.”

Kelvin Tan Kean Peng Marketing Team Manager of KMT Trading, Malaysia

ly strawberry—exporters put efforts into obtaining halal certification, Korean foods can be exported to Malaysia in large quantities.”

Issue 241 Oct. 2015 1 9

Fresh Food _ Pear

Korean Pear,

the Representative Fruit of the Autumn Harvesting Season

Exported Abroad Thanks to Delicious Taste and Juiciness

2 0 Korea AgraFood

The Korean pear is crunchy, sweet, and juicy

orea has four distinct seasons and, when the cool fall wind starts to flow, Koreans know it’s the beginning of the season abundant in fruits. One of the representative fruits of the autumn harvesting season is the pear. Korean pears receive a lot of love because they are rich in juice and the fruit’s texture is crispy and soft. When the harvesting season starts, the Korean pear reaches the peak of its quality as the sugar content rises due to the huge daily temperature difference. In the years with low precipitation in the fall, like now in 2015, pears are considered to be even more delicious. In the past 30 years, since Korean pear was first exported abroad, it has been gradually expanding its share of the US, Taiwan, and other overseas markets. Among many exporters of the pear, Ansung Fruit Tree Agricultural Cooperative caters to the tastes of the American people. Every year, the cooperative exports its pears from October until March of the following year. The first shipment to the US was made in 1988. In the

beginning stages, the cooperative exported the fruit to the western part of the US where many Koreans reside. But now the exports are expanding to the eastern regions. The most essential distribution channel is the Korean supermarkets, but recently the fruit has reached the Chinese and Hispanic supermarkets of the US.

Every Year 800 to 900 Tons of Pears Exported to the US The pears for export are produced by the farmers who have applied for contract-based cultivation. This year, for example, there are 90 dedicated farms. All of the pears that they cultivate are for export, and those that are to be shipped to the US go through rigid quality control procedures at all stages—from the cultivation methods to pest inspections. When the harvesting season comes, quarantine officers are dispatched from the US to Korea for inspection. They make rounds visiting the farms dedicated for export to check the pest control status and observe the sorting process. Residues of agricultural chemicals

is the issue of biggest concern for Korean pear farmers. Since the detection of any agricultural chemicals remaining in the fruit results in the ceasing of exports, the cooperative regularly conducts educational sessions on safety in using agricultural chemicals. It also provides consulting services in regards to the cultivation techniques. The amount of pears produced by the 90 farms is expected to be around 2,500 tons. Among that, the amount expected to meet all the selection criteria is about 1,200 tons or roughly half of the amount produced. Depending on the situation in the local markets, 800 to 900 tons of the pear are going to be exported. The price of the Korean pear on the domestic market differs greatly depending on each year’s production amount, but the export price changes by no more than 5 percent compared to the previous year. In Korea, the cultivation of pears is geared towards the production of large fruits because the Koreans strongly believe that large fruits are more delicious. In many parts of the world, however, the rise in the number of nuclear families and single

K-pear sold at the American market

Issue 241 Oct. 2015 2 1

Fresh Food _ Pear

Korean Pear,

the Representative Fruit of the Autumn Harvesting Season

Exported Abroad Thanks to Delicious Taste and Juiciness

2 0 Korea AgraFood

The Korean pear is crunchy, sweet, and juicy

K-pear sold at the American market

Issue 241 Oct. 2015 2 1

Fresh Food _ Pear

Ansung Fruit Tea Agriculture Cooperative sorts and packages pears for export in state-of-the-art facilities

households has led to an increase in the consumption of small-and medium-sized fruits. For example, the popular large-sized pears in the Korean market typically weigh over 750g each, but local people in the US prefer the fruit to be under 500g. Kim Jong-bo, the person in charge of the cooperative’s export business, says, “The second on our list of priorities—after clearing the agricultural chemical residue issue—is to produce more delicious and better shaped pears. Through education sessions for farmers, we encourage the production of small-and medium-sized pears. But this year we may have difficulties in obtaining a sufficient amount of pears for export because the pollination ratio during the blossoming period decreased due to abnormal weather conditions.”

have a delicious taste and excellent quality. But the problem is in the difference between the ways Americans and Koreans eat the fruit. American pears are smaller in size and people eat or cook them unpeeled. In contrast, Korean pears have a different texture and are relatively larger than American pears. Therefore, to enjoy the taste of a Korean pear, it has to be peeled. Mr. Kim said, “In 2008, we tried to increase the supply of pears to the US by signing an MOU with an American distributor. But we were unable to settle in the market due to the cultural differences. It won’t be easy but the best strategy is to conduct steady promotions to let the American consumers know about and get used to the way of eating Korean pears in a delicious way.”

Efforts to Overcome Cultural Differences and Expand in Local Markets Ansung Fruit Tree Agricultural Cooperative is striving to increase the export volume. It first succeeded in entering a non-Korean local supermarket in the US in 2003. Local people acknowledge that Korean pears

Competing Against Chinese Pears with Quality and Taste Furthermore, a factor recently emerged that threatens the penetration of the Korean pear into the local American market. Chinese pears of same breed started to be exported to the US three years ago. Since the production area of the Chinese pear is in

2 2 Korea AgraFood

the northeast region of China, where the precipitation is low, the sugar content of the Chinese pears is high. The texture that consumers feel when chewing the pear is somewhat inferior to the Korean pear, but the price is 40 percent lower, so its market competitiveness is quite high. The export of Chinese pears to overseas markets, including those of Europe and the US, reaches up to 15,000 tons a year. Some of the pears produced in China are marked as “한국배 (Han Kuk Bae; Korean pear in Korean)” on the boxes, so it is difficult for consumers to distinguish which of them are actually produced in Korea. To cope with this problem, the association of Korean pear producers is now marking the boxes as “K-Pear.” Mr. Kim explains, “Because of the excellent quality and taste of the Korean pear, Chinese pear farms are producing the same breed and promote their pears as Korean pears. After all, competition is inevitable in the market, so it will be best to secure the market share by focusing on the food safety and the taste of Korean pears.”

Inquiries Ansung Fruit Tree Agricultural Cooperative

Tel +82-31-676-7811

Fax +82-31-675-1636

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Fresh Food _ Pear

Ansung Fruit Tea Agriculture Cooperative sorts and packages pears for export in state-of-the-art facilities

2 2 Korea AgraFood

Inquiries Ansung Fruit Tree Agricultural Cooperative

Tel +82-31-676-7811

Fax +82-31-675-1636

Issue 241 Oct. 2015 2 3

Processed Food _ Lavelee Co., Ltd.

n Korea, there is a ice cream company that has been producing reliable products for about 60 years. This company is Lavelee. Located in Hwasun of South Jeolla Province, it has been able to stand firm for 60 years. This is thanks to continued purchases made by loyal consumers who are fascinated with the taste, quality, and reasonable prices offered by Lavelee. The company’s products are now also found in foreign markets—including the US, Taiwan, Australia, China, and Japan—where they promote the excellence of Korean ice cream. Lavelee produces about 200 iced products including premium spoon ice cream (which contains 12 percent butterfat), ice cream bars, and ice cones. These days, a lactic-acid fermented ice cream product of Lavelee is gaining huge popularity.

Captivated Taste Buds of the World with Exceptional Taste and Quality

to in rt o ff E l ta o T g in tt u P , Lavelee Ice Cream Production for 60 Years 2 4 Korea AgraFood

Securing Distribution Network by Cooperating with Franchisers Lavelee selected the business method of supplying large quantities of its products to franchise companies in order to avoid unnecessary and exhaustive competitions with large domestic companies that have their own distribution networks. The main Korean franchisers cooperating with Lavelee include bakery and confectionery companies, such as Paris Baguette and Tous les Jours, and convenience stores, such as GS25, 7-Eleven, and Ministop Korea. The Lavelee products are supplied through a combination of two selling types—private brand (PB) and national private brand (NPB). In the NPB type, Lavelee can display its brand name and thus promote the company while doing business with the franchise companies. Since 2008, the company has been directly supplying its products to post exchanges (PXs) in the army. In the meantime, cooperation with famous Korean franchises has brought the spotlight to many of Lavelee’s products. Among them, Double Ting, the first two-colored tube-type product in Korea, had record sales of 20 million items per year in Ministop Korea. Double Ting features two different tastes—strawberry and apple—and is now exported to the US. Another product, La Beaute’ Chocolate & Cookie, is supplied to the army and was selected as a best seller in the PXs. Mr. Choi Hyeon-suk, director of the planning office of Lavelee, is responsible for sales. He said that behind the continuous choice made by consumers is the fact that the company plays fair with reliable quality and best flavors. He added that, while applying rigid quality control and hy-

The staffs of Lavelee check the quality of sweet ice creams in the state-of-the art facilities

giene systems, Lavelee produces various kinds of ice cream and ice products according to the preferences of consumers.

Export of Ice Cream to Eight Countries Including the US Currently, Lavelee’s products are exported to eight countries including the US, Australia, Japan, China, Taiwan, and Hong Kong. Thanks to the knowhow accumulated through over 60 years in ice cream production, the company has been able to advance into foreign markets with products that reflect the preferences of local consumers. In 2001, it pioneered the export market, starting from Hawaii in the US. Since then, it has expanded the distribution channels to Los Angeles and New York—areas where many Koreans reside. Lavelee provides ice cream and ice bars through an original design manufacturer (ODM) method in cooperation with agricultural trading companies that have firm distribution networks in the US. What’s more, to demonstrate the reliability of its products, Lavelee obtained certification from the US Food and Drug Administration (FDA). Among the many Lavelee prod-

Issue 241 Oct. 2015 2 5

Processed Food _ Lavelee Co., Ltd.

Captivated Taste Buds of the World with Exceptional Taste and Quality

to in rt o ff E l ta o T g in tt u P , Lavelee Ice Cream Production for 60 Years 2 4 Korea AgraFood

The staffs of Lavelee check the quality of sweet ice creams in the state-of-the art facilities

giene systems, Lavelee produces various kinds of ice cream and ice products according to the preferences of consumers.

Issue 241 Oct. 2015 2 5

Processed Food _ Lavelee Co., Ltd.

on immediately achieving a high sales volume.”

Lavelee Co,. Ltd. attended the food expo hosted by GS25

ucts, the sales volume of the ice bar Richmond is increasing in the American market. Richmond was launched in 2012. It is a premium ice cream that contains 12 percent butterfat, 20 percent milk chocolate, and 5 percent almond. It continues to appeal to many consumers in the US with its good taste and high quality. When entering the Taiwanese market, Lavelee granted one buyer the right of exclusive sales and supplied products to the buyer using its own brand name of Lavelee. In the case of advancing into China in 2013, the company also gave its Chinese partner, BF, the right of exclusive sales and gradually expanded its sales in the local market. Mr. Choi says, “One goes through a lot of difficulties and tough times when trying to sell your products in foreign markets in competition with global companies. To earn the trust of the buyers who help us pioneer the foreign markets, we are approaching a target market with patience, from a long-term perspective, rather than simply focusing

Development of New Products with Lavish Investment in R&D The secret of the success with consumers amid fierce competition with global ice cream companies is in the reliable quality and good taste of Lavelee’s ice cream. Those features, in turn, are thanks to the lavish investment in research and development (R&D) that the company makes to develop new products. Another factor is the knowhow accumulated over a long period of time. Based on steady investment in R&D, and the consequent accumulation of knowhow, Lavelee was able to develop products containing mango and wild blueberry. It also became the first company in the field to create a lactic-acid fermented product. The company’s technical knowhow can also be seen in the case of the Australian market. With the onset of foot-and-mouth disease in Korea, Melona bar (a worldwide hit produced by Binggrae) was on the brink of being forced out of the Australian market. In the meantime, an Australian buyer requested that Lavelee develop a melon-flavored ice cream. The company immediately started developing a melon bar that maintains the same taste despite a reduced butterfat content and succeeded in exporting it to the country. With its confidence boosted by the promising entrance into Vietnam, Lavelee is planning to expand the export markets to Malaysia, Singapore, and other countries of Southeast Asia. Mr. Choi emphasizes, “While keeping in mind the management principle that Lavelee makes ice cream for everyone, we will make continuous efforts to make the Korean Lavelee ice cream the best product in the world.”

Inquiries Lavelee Co., Ltd.

2 6 Korea AgraFood

Tel +82-31-797-3501~2

Fax +82-31-797-3503

Website www.lavelee.co.kr

Issue 241 Oct. 2015 2 7

Processed Food _ Lavelee Co., Ltd.

on immediately achieving a high sales volume.”

Lavelee Co,. Ltd. attended the food expo hosted by GS25

Inquiries Lavelee Co., Ltd.

2 6 Korea AgraFood

Tel +82-31-797-3501~2

Fax +82-31-797-3503

Website www.lavelee.co.kr

Issue 241 Oct. 2015 2 7

Processed Food _ Han Baek Food Agricultural Co., Ltd.

he seaweed served with Korean meals is well known to many foreigners. Although it is often consumed as a snack, seaweed is rich in nutrition such as proteins, calcium, and vitamins. For that reason it is in the limelight overseas. Nowadays, most Korean seaweed products are mass-produced in automated facilities. Some Korean seaweed producers, however, are using the traditional methods that Korean mothers applied when roasting seaweed for their children in the olden days. Located at Goesan County of North Chungcheong Province, Han Baek Food Agricultural Co., Ltd. is one of the producers that aspires to preserve the taste of seaweed prepared in a traditional way. The company has reinterpreted the traditional method using modern facilities and is distributing a variety of seaweed products at home and abroad.

Master Hee’s Roasted Laver snack: Roasted Seaweed, Homemade in a Traditional Way 2 8 Korea AgraFood

gs… n i vor a l F or s r olo C ial ients c i f i Art ngred , s ive end I t a erv ighs e Pr ses H o N ly U On

From a Street Stall to a Company with Annual Sales of USD$5.15 million Han Baek Food is now a large company with annual sales exceeding USD$5 million, but it started as a small store in the Yukgeori Market of Cheongju City. The taste and quality of the seaweed that has just been roasted by hand went viral among the locals and the store was featured on a TV show. After the broadcast, the delicious seaweed got attention throughout the country. Mr. Hong Soon-won, the director of Han Baek Food, introduces the company, “We jumped into the franchise business in 2008 and our franchisees are now selling in large Korean supermarkets such as Lotte Mart, E-Mart, and Nonghyup Hanaro Mart. Their sales account for the largest portion of our profits.” Uses Best Quality Seaweed and Pure Salt,

Seasoned seaweed-production line of Han Baek Food

Squeezes Oil In-House But the seaweed of Han Baek Food is not only popular because it is roasted by hand. The company also only uses high-end ingredients—seaweed, salt, and oil—to make its products. Every winter, it receives a supply of seaweed from Sinan County in South Jeolla Province. To make the taste of the seaweed fresher, the company squeezes the oil immediately. Han Baek Food also uses the best quality salt, which is filtered in a special facility at a temperature of 1,000℃. Mr. Hong emphasizes, “Our roasted seaweed is a healthy food because no preservatives, artificial colors, or artificial flavors are used.” Obtained International HACCP Certification and ISO22000…Thorough Hygiene Control This year, Han Baek Food built a new factory where it installed cutting-edge seaweed-production facilities. The new factory is equipped with an X-ray scanner and metal detector to ensure thorough control over the food safety. Mr. Hong says, “Our manufacturing facilities are certi-

Korean dishes made with powdered seaweed: (from left) jumeok-bap (rice balls), juk (Korean porridge), and gyeran-mari (rolled omelet)

Issue 241 Oct. 2015 2 9

Processed Food _ Han Baek Food Agricultural Co., Ltd.

Master Hee’s Roasted Laver snack: Roasted Seaweed, Homemade in a Traditional Way 2 8 Korea AgraFood

gs… n i vor a l F or s r olo C ial ients c i f i Art ngred , s ive end I t a erv ighs e Pr ses H o N ly U On

Seasoned seaweed-production line of Han Baek Food

Korean dishes made with powdered seaweed: (from left) jumeok-bap (rice balls), juk (Korean porridge), and gyeran-mari (rolled omelet)

Issue 241 Oct. 2015 2 9

Processed Food _ Han Baek Food Agricultural Co., Ltd.

Han Baek Food participated in an international food fair where it promoted its powdered seaweed products to buyers

fied with international HACCP (Hazard Analysis Critical Control Point System) and ISO22000. What’s more, our seaweed products possess FDA (Food and Drug Administration of the US) certification, and the factory has been registered as a seaweed-production line with the Chinese government. We take pride in being the best among Korean seaweed-producers in food safety and hygienic standards.” Another, unique feature of Han Baek Food’s seaweed-production facilities is that they retain the traditional roasting method. All of the seaweed is roasted by hand, which means each worker roasts seaweed by hand at one of the 12 large stone-plate roasting machines. Mr. Hong says, “Our production lines are automated, but the roasting method is kept in the traditional way.”

Manufactures 10 Kinds of Products Including Seasoned Seaweed and Powdered Seaweed Han Baek Food offers 10 kinds of processed seaweed products—handmade roasted seasoned seaweed, powdered seaweed, gim-muchim (seaweed mixed with seasonings), and others. The main ingredient for all of them is seaweed roasted on large stone-plates. The powdered seaweed product is exported to foreign markets under the brand “Master Hee’s Roasted Laver snack.” The product comes in four flavors: with seeds and nuts, with shrimp, curry flavor, and original flavor. Master Hee’s Roasted Laver snack with seeds and nuts is a great accompaniment to beer. The snack with shrimp contains a lot of shrimp, onion, and shiitake; so it is good for children during the period of intensive growth. The product with the curry flavor harmonizes the original taste of roasted seaweed with the unique taste of curry. The original one is designed for those who enjoy the pure, classic taste of seaweed.

3 0 Korea AgraFood

First Went Abroad in 2012…Now Exports to the US, China, Japan, and Other Countries Han Baek Food launched its overseas business in 2012. Currently, the company is exporting its powdered seaweed products to Australia, the US, China, Japan, Singapore, and Canada. It is also eyeing the markets of Southeast Asia. Last April, Han Baek Food signed an MOU with an Indonesian distributor. What’s more, it is preparing to obtain halal certification in order to raise the competitive edge of its seaweed products. Mr. Hong says, “All the foreign buyers who tasted our seaweed products were satisfied. We have a plan to make inroads into India soon.”

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Additional Information

The Patented Product of Han Baek Food, Smokeless and Dust Collecting Stand The flagship product of the company, roasted seasoned seaweed, has to be roasted on the spot and sold at the stalls of a large supermarket right away. But, in the early days of Han Baek Food, it was problematic because roasting on the spot produced smoke. To resolve this issue, the company developed a “smokeless and dust collecting stand.” A mechanical device installed on the stand removes the odor and smoke during roasting. Thanks to this invention, it is possible to roast seaweed anywhere, even indoors. Mr. Hong says, “Foreign buyers are highly interested in our smokeless and dust collecting stand. We recently completed negotiations with a Chinese company for supplying both our roasted seasoned seaweed products and the stands.”

Powdered seaweed products with a variety of flavors

Inquiries Han Baek Food Agricultural Co., Ltd.

Tel +82-43-836-0885

Fax +82-43-836-0248

Website www.hanbaekfood.co.kr

Issue 241 Oct. 2015 3 1

Processed Food _ Han Baek Food Agricultural Co., Ltd.

Han Baek Food participated in an international food fair where it promoted its powdered seaweed products to buyers

3 0 Korea AgraFood

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Additional Information

Powdered seaweed products with a variety of flavors

Inquiries Han Baek Food Agricultural Co., Ltd.

Tel +82-43-836-0885

Fax +82-43-836-0248

Website www.hanbaekfood.co.kr

Issue 241 Oct. 2015 3 1

Processed Food _ Hansung Food

he 2015 K-Food Fair was held in Kuala Lumpur, Malaysia last August. A variety of Korean agri-products that local buyers and consumers enjoy were displayed at the fair. Among them, kimchi products produced by Hansung Food attracted a lot of Malaysian people. Hansung’s kimchi products have halal certification, so through active sales meetings with halal buyers, the company was able Kkakdugi (radish kimchi)

Baek-kimchi (white kimchi) The first Korean kimchi master, Kim Soon-ja

Mat-kimchi (sliced kimchi)

Korean Kimchi Grand Master Makes Entry to Halal Market Hansung Food Actively Exports Kimchi Products Possessing Halal Certification to Halal Markets such as Dubai, Malaysia, and Singapore

Chonggak-kimchi (young radish kimchi)

Miyeok-kimchi (sea mustard kimchi)

washed and salted kimchi

Staffs are mixing kimchi seasoning

Yeolmu-kimchi (young summer radish kimchi)

to gain the attention of many local buyers during the fair.

Operated by The First Korean Kimchi Grand Master… Hansung Kimchi Tasted by Pope Francis Established in 1986, Hansung Food has about 30 years of knowhow in kimchi production. The company is run by Ms. Kim Soon-ja, who is designated as a Korean food master (No. 29) by the Korean government

3 2 Korea AgraFood

and was the first among the experts in kimchi to receive the title. The company has three kimchi-production factories (located in Bucheon City of Gyeonggi Province, Seosan City of South Chuncheong Province, and Jincheon County of North Chung Cheong Province). The annual kimchi production is 22,000 tons. Some 200 kinds of kimchi are offered. Hansung Food is Korea’s second largest kimchi producer in terms of the production scale and has the largest share of the Korean kimchi ingredient market. Taking pride in the fact that its kimchi is made by a Korean kimchi grand master, Hansung Food puts a lot of effort into managing its kimchi manufacturing facilities in a hygienic way in order to ensure the quality and high food safety of its products. The hygiene facilities at all three factories—air showers, filters for foreign matters, and so on—possess HACCP (hazard analysis and critical control point) certification. The company also succeeded in obtaining ISO22000 certification for the food safety management system. What’s more, Hansung Food adheres to the principle of using only Korean ingredients to make kimchi since they are producing a type of Korean traditional food. The kimchi master, Kim Soon-ja, explained, “We have rules to use the selected ingredients and manage the quality thoroughly, so we’ve been able to supply our kimchi products to famous international events. These included the 2012 Yeosu Expo and the 2014 Incheon Asian Games. We also served our kimchi (a white kimchi product) to Pope Francis when he visited Korea last August.”

Additional Information Four Healthy Fusion Kimchi Products of Hansung Food Cabbage and Sesame Leaf Kimchi Wraps: The main ingredients are red cabbage and perilla leaves. The product attracts many people with the crispy taste of cabbage and delicate fragrance of sesame leaves. Mini Roll Kimchi Wraps: The seasoning of rolled kimchi is made with a variety of ingredients such as vegetables, seafood, and nuts. Thanks to the spicy flavor and unique taste, the product is especially popular with foreigners. Sea Mustard Kimchi Wraps with Gardenia: Sea mustard and various vegetables are wrapped in thin radish slices, which are colored in gardenia water. Thanks to its unique taste and creative cooking method, the kimchi received the second prize at the World Women Invention Contest held in Korea in 2015. Emperor Kimchi: Seven kinds of healthy finger-sized kimchi (including cabbage and sesame leaf kimchi wraps and mini roll kimchi wraps) of Hansung Food are arranged in a specially-made earthenware bowl. The product was a sensation when it was displayed at the 2010 Dabos Forum.

Issue 241 Oct. 2015 3 3

Processed Food _ Hansung Food

Baek-kimchi (white kimchi) The first Korean kimchi master, Kim Soon-ja

Mat-kimchi (sliced kimchi)

Korean Kimchi Grand Master Makes Entry to Halal Market Hansung Food Actively Exports Kimchi Products Possessing Halal Certification to Halal Markets such as Dubai, Malaysia, and Singapore

Chonggak-kimchi (young radish kimchi)

Miyeok-kimchi (sea mustard kimchi)

washed and salted kimchi

Staffs are mixing kimchi seasoning

Yeolmu-kimchi (young summer radish kimchi)

to gain the attention of many local buyers during the fair.

3 2 Korea AgraFood

Issue 241 Oct. 2015 3 3

Processed Food _ Hansung Food

The kimchi master, Kim Soon-ja is making kimchi with foreigners

Popular Among Young Muslim Females and Vegetarians Hansung Food is actively exporting its healthy kimchi products to 14 countries including Japan, the US, Russia, Australia, and European countries. It is investing a lot of effort into entering the halal market, which encompasses 1.8 billion Muslim people. Many of them prefer healthy foods and vegetarian foods for religious reasons. Since 2010, Hansung Food has steadily participated in international food fairs held in the Middle East to promote its kimchi products among the local people. From January 2011, it started supplying its products to a big distributor in Dubai. What’s more, Hansung Food’s kimchi is sold in the K-Food Shop that opened for the first time in Dubai last September. Through the shop, the company is helping to increase awareness of the taste and health benefits of kimchi among the people of the Middle East. Hansung Food possesses halal certification for six kimchi products: pogi-kimchi (napa cabbage kimchi),

3 4 Korea AgraFood

kkakdugi (radish kimchi), mat-kimchi (sliced napa cabbage kimchi), yeolmu-kimchi (young summer radish kimchi), baek-kimchi (white kimchi), and chonggak-kimchi (whole radish kimchi). The certification was obtained through KMF (Korea Muslim

Federation) in September 2013. Since then, the company has been exporting the certified produce to Southeastern Asian countries such as Malaysia, which is known as a hub of world halal food, and Singapore. In the halal market, pogi-kimchi and mat-kimchi are enjoying the highest sales. Crispy kkakdugi and chonggak-kimchi are also popular with local people. The response of Muslim consumers to white kimchi (which targets those who dislike spicy foods) is also good. Ms. Kim says, “Thanks to the popularity of Hallyu in the Middle East and Southeast Asia, the number of local people who know about kimchi continues to increase. Kimchi is becoming popular as a healthy food among young Muslim women and vegetarians, so we anticipate that the exports of kimchi products to the halal market will expand further.”

The kimchi master, Kim Soon-ja gives a kimchi-making performance and introduces the history and excellence of kimchi to the visitors

Additional Information Kim Soon-ja’s Kimchi Theme Park Established in Bucheon City of Gyeonggi Province in March of 2012, Kim Soon-ja’s Kimchi Theme Park is a destination for kimchi tours and experiences. Korean kimchi grand master Kim Soon-ja personally gives a kimchi-making performance and introduces the history and excellence of kimchi to the visitors. Several customized kimchi experience programs are prepared for different types of visitors such as preschoolers, school children, teenagers, and foreigners. Seasonal programs, including a kimchi experience weekend with the family, are organized every year from May to October. What’s more, a kimchi delivery service to Incheon Airport is offered for groups of foreign visitors. Reservations can be arranged by phone (+070-4251-1212) and on the internet (http://blog.naver.com/kimchik1).

Pogi-kimchi (napa cabbage kimchi)

Inquiries Hansung Food Co., Ltd.

Tel +82-32-684-5500

Fax +82-32-684-5234

Website www.hskimchi.co.kr

Issue 241 Oct. 2015 3 5

Processed Food _ Hansung Food

The kimchi master, Kim Soon-ja is making kimchi with foreigners

3 4 Korea AgraFood

The kimchi master, Kim Soon-ja gives a kimchi-making performance and introduces the history and excellence of kimchi to the visitors

Pogi-kimchi (napa cabbage kimchi)

Inquiries Hansung Food Co., Ltd.

Tel +82-32-684-5500

Fax +82-32-684-5234

Website www.hskimchi.co.kr

Issue 241 Oct. 2015 3 5

It’s New !

Delicious Bokkeumbap of Ottogi

Satsuma-ade, Miojeju

Easy to Cook and Full of Nutrition

Obtained Halal Certification to Enter the Halal Market

ttogi recently released a new product, Delicious Bokkeumbap. It is a fried rice dish that is rich in nutrition and easy to cook. The product is receiving favorable evaluations as a convenience food that satisfies consumers’ needs in taste, nutrition, and convenience. What makes the product especially easy to cook and store is the fact that it comes in individually packed portions. Delicious Bokkeumbap is offered in five flavors:

atsumas are one of the representative fresh foods exported from Korea. The unique sweet-and-sour taste, soft flesh, juiciness, and scent of the satsuma appeal to people irrespective of age and gender, Koreans as well as foreigners. Juyoung Internatioanal Corporation located on Jeju island (a major producer of satsumas in Korea) has recently released a satsuma beverage that can be enjoyed anywhere and anytime.

Chinese style, chicken breast, shrimp, beef, and pan-fried hot and spicy chicken.

A Perfect Nutritious Meal for Single Households and Busy Office Workers Chinese Style Bokkeumbap contains pork, cabbage, egg, and a special sauce. It has the original flavor of Chinese style fried rice but is not greasy. Chicken Breast Bokkeumbap is made of chicken breast, bell pepper, and carrot, and tastes simple and smooth thanks to the addition of Katsuobushi (dried bonito) and chicken broth. Female consumers especially like this product. Hot and Spicy Chicken Bokkeumbap is based on buldak (Korean spicy

Inquiries Ottogi Co., Ltd.

3 6 Korea AgraFood

chicken dish) and aimed at consumers who like spicy food. Beef Bokkeumbap is prepared with a variety of vegetables, button mushroom, oyster sauce, and Korean BBQ sauce. It reflects the most common preferences of the consumer. Shrimp Bokkeumbap is full of shrimp and vegetables and suits well kids’ palate and nutrition needs. The Delicious Bokkeumbap products have between 380 and 410kcal (for one 225g portion). The convenience product is perfect as a nutritious meal for single households and busy office workers.

Tel +82-2-2010-0778

Website www.ottogi.co.kr

Refreshing Taste Thanks to the Usage of Real Satsuma Juice Miojeju is a satsuma-ade made with green satsuma. Green satsuma is a fruit thinned out in August and September so that the rest of the fruit has a higher sugar content. Green satsuma contains a lot of flavonoids (10 times of that in ripe satsuma), which help decompose fat cells in the body. Miojeju is made with real satsuma juice, so consumers get the nutrients (flavonoids) and refreshing taste of the actual fruit. As a result, the beverage has a particularly delicate fragrance and taste of satsuma. If you drink miojeju

Inquiries Juyoung International Corporation

regularly, it can help you keep the body slim. The ade does not contain any synthetic additives, preservatives, or artificial colors. The product is offered in 350ml PET bottles that are easy to carry. Miojeju was first exported to China (Zhejiang and Guangdong) last June. It received a positive response and the exports have been expanded to Hong Kong, India, the US, and Canada. Last August, the producer obtained halal certification through JICC (Jeju Islam Culture Center) and is seeking to explore the halal market.

Tel +82-64-900-8980

Fax +070-4726-9029

Website www.querico.co.kr

Issue 241 Oct. 2015 3 7

It’s New !

Delicious Bokkeumbap of Ottogi

Satsuma-ade, Miojeju

Easy to Cook and Full of Nutrition

Obtained Halal Certification to Enter the Halal Market

Chinese style, chicken breast, shrimp, beef, and pan-fried hot and spicy chicken.

Inquiries Ottogi Co., Ltd.

3 6 Korea AgraFood

Tel +82-2-2010-0778

Website www.ottogi.co.kr

Inquiries Juyoung International Corporation

Tel +82-64-900-8980

Fax +070-4726-9029

Website www.querico.co.kr

Issue 241 Oct. 2015 3 7

Korean Franchise _ LEEHYEJOO SUJEGALBI

Using More than 2cm Thick Meat and Marinating It in a Special Sauce Made with Natural Ingredients

Serving Spareribs More Delicious than Beef Steaks thick iron plate is on a large drum heated by a fire from the burning briquette of coal inside the drum. Around the iron plate, there are several stools so small in size that a person can just manage to sit. That is a common scene from the dwaeji-galbi (grilled spareribs or pork ribs) eateries of Korea in the 1960s. The small restaurants provided a casual and relaxed ambience where people exhausted from arduous routines and college students with light pockets chatted about this and that while having a drink late into the night. LEEHYEJOO SUJEGALBI, a franchise brand run by Restaurant Doctor Co., Ltd., invokes in Koreans the nostal-

3 8 Korea AgraFood

gic memories of those days by offering dwaeji-galbi that is more delicious and affordable that the western-style steak.

Launched LEEHYEJOO SUJEGALBI in 2014 Based on Knowhow in Food Service Consulting The Restaurant Doctor is originally a food service consulting company helping food enterprises change the business type. First started in Changwon City of South Gyeongsang Province, it is gaining recognition nationwide. The company provides comprehensive consulting and training services on the details associated with the operation of restaurantsâ&#x20AC;&#x201D;opening or conversion of the business,

franchising, and solutions to poor sales and difficulty in developing a new menu. Based on the knowhow in consulting and training, the Restaurant Doctor created LEEHYEJOO SUJEGALBI in 2014 to demonstrate to aspiring entrepreneurs an example of a successful venture into the food service and restaurant business. Mr. Lee Chan-bae, a marketing team leader of LEEHYEJOO SUJEGALBI, said that the restaurant brand was created with minimal investment in interior design, which is in contrast to many franchisees that have to spend a huge proportion of their startup expenses on interior design. According to Mr. Lee, the company pursues the principle of reducing the cost burden and focusing on the food itself.

Special Sauce Made through 258 Attempts of Trial and Error In only one year, LEEHYEJOO SUJEGALBI is growing fast. Around 70 stores opened in Korea alone in the

1. A variety of delicious dishes of LEEHYEJOO SUJEGALBI: Steak Suje-galbi, vegetables, and so on 2. Bakpo-galbi 3. Steak Suje-galbi 4. Yukhoe-jaengbannaengmyeon 5. The interior of a LEEHYEJOO SUJEGALBI franchisee at Korea

five months after the brand was launched. Such fast growth is attributed to the excellent taste of the dwaeji-galbi it serves. LEEHYEJOO SUJEGALBI uses a meat portion different from the ones generally used to make sparerib dishes. Instead of the common picnic and ham portions, the company takes the upper ribs that are a perfect fit for marinated rib dishes. With this meat portion, the company developed a hot seller: Steak Suje-galbi (steak-like homemade dwaejigalbi). The dish is made with the meat that is more than 2cm thick. It is similar to the thickness of steaks but three times thicker than the average thickness of dwaeji-galbi. Despite the thickness, the texture of the meat is surprisingly tender. The soft feeling in the mouth is due to the cooking processâ&#x20AC;&#x201D;manually making cuts in the meat and marinating it in a palatable sauce for more than 48 hours. The special sauce is made with the juice of pears and onions in order to enhance the natural sweetness. Thus no

Issue 241 Oct. 2015 3 9

Korean Franchise _ LEEHYEJOO SUJEGALBI

Using More than 2cm Thick Meat and Marinating It in a Special Sauce Made with Natural Ingredients

3 8 Korea AgraFood

gic memories of those days by offering dwaeji-galbi that is more delicious and affordable that the western-style steak.

Special Sauce Made through 258 Attempts of Trial and Error In only one year, LEEHYEJOO SUJEGALBI is growing fast. Around 70 stores opened in Korea alone in the

Issue 241 Oct. 2015 3 9

Korean Franchise _ LEEHYEJOO SUJEGALBI

LEEHYEJOO SUJEGALBI that participated in a international franchise fair

meat tenderizers or artificial caramel sauces are used. What’s more, some water boiled down with red-pepper seeds is added to the sauce. Mr. Lee introduces the sauce, “The sauce made with pear and onion juice and the special water is inspired by the sauce for ganjang-gejang (crab marinated in soy sauce). To find the optimal ratio of the ingredients, we went through 258 attempts of trial and error.”

Other Popular Entries: Bakpo-Galbi and Yukhoe-Jaengban-Naengmyeon In addition to the Steak Suje-galbi, the restaurants serve Bakpo-galbi and Yukhoe-jaengban-naengmyeon. Bakpogalbi is another name for bbeosamgyeop-galbi, a bone and pork belly rib dish featured in ancient books. It refers to a pork belly portion with ribs from the lower portion of spareribs. The dish thereby brings together two tastes—that of pork ribs and of the belly. The taste is softer than that of the general variety of grilled pork belly. LEEHYEJOO SUJEGALBI serves Bakpo-galbi slightly salted and without other sauces added. The Yukhoe-jaengbannaengmyeon was born as a combination of yukhoe (Korean-style beef tartare) and naengmyeon (cold noodles). Thus, it is also a harmony of two tastes: fresh yukhoe and spicy-sweet bibim-naengmyeon (spicy cold buckwheat noodles). It can also be enjoyed as mul-naengmyeon (buckwheat noodles in cold soup) with the addition of a chilled meat broth. Preparing to Enter Foreign Markets…Store Scheduled to Open in Shanghai in November Based on its fast growth in Korea and the startup-related

4 0 Korea AgraFood

knowhow, LEEHYEJOO SUJEGALBI is now preparing to enter foreign markets. It has been participating in franchise exhibitions held at home and abroad since June. By doing so, the company is trying to promote LEEHYEJOO SUJEGALBI to foreign buyers and people engaged in the food service and restaurant business. Currently, it is conducting negotiations to open a store with a Chinese company that approached LEEHYEJOO SUJEGALBI at a food exhibition. Mr. Lee mentioned that the first oversees restaurant will be set up in Shanghai and opened in November. He adds, “LEEHYEJOO SUJEGALBI is also involved in discussions with a Malaysian company and a Singaporean company about opening stores in those countries. We are planning to introduce some additional entries on the menu of overseas stores in order to appeal to local people.”

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Grilled Steak Suje-galbi

Additional Information

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Help Yourself in a Salad Bar LEEHYEJOO SUJEGALBI operates a salad bar for customers where they can eat as much as they want. The salad bar includes an assortment of vegetables such as lettuce and perilla leaves and a variety of simple dishes such as corn salad and tofu kimchi. It also provides other accompaniments such as potatoes, corn, and mushrooms that can be grilled together with meat on a charcoal fire. There is no separate fee for using the salad bar. Mr. Lee said that customers can enjoy the experience of selecting what they want to eat and how much. This is despite the little inconvenience involved with the inevitable feature of the salad bar, self-service. In addition to the salad bar, LEEHYEJOO SUJEGALBI operates small cafés inside the restaurants where customers can enjoy various coffees and teas free of charge.

Inquiries LEEHYEJOO SUJEGALBI

Tel +82-31-653-3934

Fax +82-31-651-3934

Website www.sujegalbi.com

Issue 241 Oct. 2015 4 1

Korean Franchise _ LEEHYEJOO SUJEGALBI

LEEHYEJOO SUJEGALBI that participated in a international franchise fair

4 0 Korea AgraFood

“

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Grilled Steak Suje-galbi

Additional Information

“

”

Inquiries LEEHYEJOO SUJEGALBI

Tel +82-31-653-3934

Fax +82-31-651-3934

Website www.sujegalbi.com

Issue 241 Oct. 2015 4 1

Daniel Lee Gray’s Hansik Story

the region’s famous chicken. They boil it to make a simple

Cheonan City: Walnut Cakes

chicken soup called dakhanmari, which translates to “one whole If you make it over to

Walnut cakes

chicken.” The dish is like poule le pot, a simple chicken soup

the central province

dish. Then they made a seasoned soy sauce reduction and

of Chungcheong,

used this to root vegetables like carrots, potatoes, and onions.

you should stop in

They also added chewy and glossy sweet potato noodles

Cheonan City to pick

called dangmyeon. Slices of cucumber and green onion were

up some walnut

put in for freshness and also some dried red chili pepper to add

cakes for your jour-

spice. The result is a flavor bomb that has sweet, savory, and

ney. These cakes are

spicy elements with many chunks of delectable chicken. At the

made in a “rube-goldberg-esque” machine that bakes a bread

market, each shop has its own recipe for the sauce and the

If you ask any random Korean which area or city they think has the best cuisine, you'll receive a myriad of answers. Koreans tend

in the shape of a walnut and then injects red bean paste and a

Andong-style sauce has a slightly herbaceous quality that tastes

to be nostalgic for their hometowns and say that area has the best food. Even though Korea is a small country—it’s about the

walnut inside. The walnut symbolizes good health, good for-

like oriental herbs such as licorice, yellow root, and cinnamon.

size of Indiana in the United States—the country has a diverse food culture. And it doesn’t apply just to the south. I have inter-

tune, and intelligence; and this city is supposedly where the first

After all, food is medicine in Korea. This dish became so popu-

viewed North Korean refugees and when I ask them if there is anything they miss from the North, they often say the food.

walnut trees in Korea came from. The story goes that a court

lar that now there are copycat franchises in every city and this

Regional food specialties are one of the reasons to travel. If you go to a place of prominence—let’s say to Gyeongju,

official brought a walnut tree seedling from Yuan, China. He

dish has been taken overseas.

Jeonju, or Jeju Island—your friends and family will expect snacks from that area to commemorate the journey. For business trips, you’ll often have to get snacks for your colleagues. Now if you do go to an area and don’t eat at the

planted the seedling on the Gwangdeoksa temple grounds and this tree grew and prospered, later fathering trees around the

Andong Traditional Market

area’s famous restaurant, your friends and colleagues might think you were foolish for wasting the opportunity.

country. In the year 1934 a couple from Cheonan near

Address:# 184-4, Seobu-dong, Andong City, North

In this article, I’m going to highlight several lesser known culinary destinations and not already popular tourist

Gwangdeok Mountain had too many walnuts. They had a

Gyeongsang Province

destinations. My belief is that the best foods are off the main path.

smart idea to make a walnut cake. Now this cake has become

Directions: It’s across the street from Andong Train Station.

Regional Specialties throughout Korea

a popular food to eat while traveling and you can find it at almost every car rest stop throughout the country.

Gwangmyeong City: Street Foods Yangpyeong County:

mented kimchi, soy-mari-

Dishes Made with Eco-friendly Agriculture

nated crabs, and rice

Andong City: Andong-jjimdak (soy-sauce

Speaking of hometowns,

steamed in a stone bowl.

marinated chicken)

this is my residence, and

The blood of Yangpyeong County is the Namhan River that

Gwangmyeong city hosts a

The other famous restau-

number of great food

flows heavily from the mountains and through the valleys. The

rant in this area is

This regional dish from the southeastern city of Andong was in-

city’s focus on eco-tourism and organic agriculture has helped

Okcheon Naengmyeon. It

vented in the 1970s to combat the rising popularity of fried

streets and a very impres-

build its city brand. Currently, it is one of the few small cities to

specializes in fresh made

chicken places. The latter were using up smaller chickens and

sive traditional market near

experience positive population growth and it has a robust or-

buckwheat noodles with

there was a surplus of older, boiling chickens. That is Andong-

Gwangmyeong Sageori

ganic farming industry.

wanja (seasoned meat

jjimdak. Out of necessity, a new dish was created.

Station. The market is a

Yangpyeong County is also home to famous Chef Yim Ji-ho

patties dipped in egg and

It is fabled that this dish got its start at the humble Andong City

glimpse of the past so you

and his destination restau-

fried). The savory wanja

Traditional Market. Since everyone in the market claims to be

can get pumpkin porridge, fresh tofu, medicinal herbs, ugly

rant: Sandang. The food is

pairs perfectly with the re-

the original, it is hard to know the true creator. The dish uses

donuts, Kalguksu (Korean noodle soup) and more. The prices

a combination of health,

freshing, chilled buck-

art, tradition, and modern

wheat noodle soup.

cuisine. Course meals

Fried lotus of Sandang

Kalguksu

seem to also be frozen in the past since a bowl of noodles costs just KRW3,000 and a whole fried chicken is just

Buckwheat noodle of Okcheon Naengmyeon

KRW5,000. On top of that, the city has Bam-il Village, which

consist of tea marinated

Sandang

hosts a number of gourmet Korean eateries. These include

pork with salted shrimp,

Address: #138-12, Gangnam-ro, Gangha-myeon, Yangpyeong

Cheongdam Bon Galbi, which is famous for marinated beef

delicately weaved fried

County, Gyeonggi Province

barbecue and beef bone soup with an exceptional broth.

Tel: +82-31-772-3959

baskets of potato with loYim Ji-ho, the Chef of Sandang

4 2 Korea AgraFood

Gwangmyeong Traditional Market

tus, and chestnuts set

Okcheon Naengmyeon

aflame. Meals end here

Address: #884-12, Okcheon-ri, Okcheon-myeon, Yangpyeong

with bowls of skillfully fer-

County, Gyeonggi Province

Tel: +82-31-773-3575

At Gwangmyeong Sageori Station Line 7 Soy sauce marinated chicken

Website: http://blog.naver.com/kmmarket901

Issue 241 Oct. 2015 4 3