Koreaagrafood8 en 최종 by KOCIS

ENG

www.agrafood.co.kr

The Monthly Magazine of Korean Agriculture & Food

August 2015 Issue 239

Seasoning sauces for Cooking Korean cuisine 2015 K-Food Fair in Malaysia & Qingdao Nutritious & Sweet Hessare Peach

Bibimbap Using Gochujang Sauce

Gochujang Sauce

Korean Tonic Foods Beat the Summer Heat

Galbi-gui Using BBQ Sauce

A Korean Tea Master Offers Wild Green Tea

Korean Summer Desserts for Foreign Tourists

Japchae Using Japchae Sauce

CONTENTS August 2015 Issue 239

37 TEA in Japanese Made of Nutritious Fruits such as Yuja and Schizandra, Bokumjari Blended Tea Founded in August, 1995, Published monthly by the

GLOBALIZATION of HANSIK 38 KOREAN FRANCHISE in Chinese YUMSEM, a Korean franchise brand, serves bunsik (snack foods). Three YUMSEM franchisees will open in China by the end of this year.

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 Korean Summertime Ice Desserts: Patbingsu (shaved ice with sweetened red beans), Hwachae (fruit punch) and so on.

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

COVER Thanks to Hallyu (Korean culture wave), the number of foreign people interested in traditional Korean sauces is steadily increasing. What’s more, a variety of seasoning sauces for Korean dishes are developed and actively entering the global market. P.28~31

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 seven cities in five different countries this year. The first location is Kuala Lumpur, the capital of Malaysia, and the next event will be held in Qingdao, China.

PROCESSED FOOD

EDITORIAL BOARD

24 GREEN TEA in Japanese The Green Tea Product Myeongin Shin Gwangsu Cha Made with the 500-year-old Tradition

In the hot summer, Koreans enjoy energy-boosting dishes to recover physical strength and enhance health. On a sultry day, Koreans have some special dishes such as samgyetang (ginseng chicken soup) and jangeo-gui (grilled eel) to invigorate the body.

FRESH FOOD 20 PEACH in Chinese Hessare is a peach brand that implies that the peaches grow in abundant sunlight and ripen appetizingly.

TOKYO Bae Yong-ho 81-3-5367-6656 (yongho@at.or.kr) OSAKA Yoon Sang-young 81-6-6260-7661 (yoon@atcenter.or.jp) BEIJING Lee Pil-hyung 86-10-6410-6120 (phlee@at.or.kr)

16 SPECIAL in Chinese 28 SAUCE in Chinese Maeil Foods recently developed the Ajumma Republic seasoning sauces for Korean dishes that appeal to the tastes of foreign consumers.

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

44 SIMPLE KOREAN COOKING Cool Taste of Kimchi Stimulates the Appetite, Nabak-kimchi (chilled water kimchi)

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) TAIPEI Kim Jin-seop 886-2-2740-5040~1 (suphaji@at.or.kr)

46 K-TOUR in Chinese Recently, the Korean government selected Korea’s top 10 experience and resort farm villages. At each of the spots you can have fun in the water activities.

32 SOY MILK in Chinese Drinking Tofu A of Donghwa Food is made with beans and tofu.

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) 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

IT’S NEW!

36 BEVERAGE in Chinese Green Tea Beverage with Carbonic Acid, Boseong Green Tea Sparkling

06 NEWS 50 LET’S SPEAK HANSIK in Seven Languages Jaengban-guksu (jumbo sized buckwheat noodles)

Tel +82-2-70-8255-8384

Fax +82-2-6300-8385

www.agrafood.co.kr

CONTENTS August 2015 Issue 239

37 TEA in Japanese Made of Nutritious Fruits such as Yuja and Schizandra, Bokumjari Blended Tea Founded in August, 1995, Published monthly by the

GLOBALIZATION of HANSIK 38 KOREAN FRANCHISE in Chinese YUMSEM, a Korean franchise brand, serves bunsik (snack foods). Three YUMSEM franchisees will open in China by the end of this year.

42 DANIEL LEE GRAY’S HANSIK STORY Korean Summertime Ice Desserts: Patbingsu (shaved ice with sweetened red beans), Hwachae (fruit punch) and so on.

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)

PROCESSED FOOD

EDITORIAL BOARD

24 GREEN TEA in Japanese The Green Tea Product Myeongin Shin Gwangsu Cha Made with the 500-year-old Tradition

FRESH FOOD 20 PEACH in Chinese Hessare is a peach brand that implies that the peaches grow in abundant sunlight and ripen appetizingly.

TOKYO Bae Yong-ho 81-3-5367-6656 (yongho@at.or.kr) OSAKA Yoon Sang-young 81-6-6260-7661 (yoon@atcenter.or.jp) BEIJING Lee Pil-hyung 86-10-6410-6120 (phlee@at.or.kr)

16 SPECIAL in Chinese 28 SAUCE in Chinese Maeil Foods recently developed the Ajumma Republic seasoning sauces for Korean dishes that appeal to the tastes of foreign consumers.

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

44 SIMPLE KOREAN COOKING Cool Taste of Kimchi Stimulates the Appetite, Nabak-kimchi (chilled water kimchi)

46 K-TOUR in Chinese Recently, the Korean government selected Korea’s top 10 experience and resort farm villages. At each of the spots you can have fun in the water activities.

32 SOY MILK in Chinese Drinking Tofu A of Donghwa Food is made with beans and tofu.

REGULARS

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

IT’S NEW!

36 BEVERAGE in Chinese Green Tea Beverage with Carbonic Acid, Boseong Green Tea Sparkling

06 NEWS 50 LET’S SPEAK HANSIK in Seven Languages Jaengban-guksu (jumbo sized buckwheat noodles)

Tel +82-2-70-8255-8384

Fax +82-2-6300-8385

www.agrafood.co.kr

Exporting News

Which K-Foods Have Captivated the Hearts of Italians?

Korean Ginseng Is Registered as a Codex Global Standard Korean ginseng products have become the world standard and are no longer categorized as medicine but as food products. It is expected that Korean ginseng will now be more actively exported overseas. The 38th meeting of the Codex (Codex Alimentarius Commission) Committee was held in Geneva, Switzerland in June. At the meeting, the global standards for ginseng products proposed by the Korean government were accepted. The Commission’s approval serves as evidence that Korean ginseng reached the highest standards of quality. It also recognized Korea as the birthplace of ginseng. What’s more, the decision opened doors for Korean ginseng to enter Europe, Central and South America, Thailand, and other markets as a general food.

Korean Seafood Gallery Opens on Chinese SNS On July 7, the Korean MOF (Ministry of Korean food exporters promoted to foreign buyers and local people the products that are popular among Europeans such as red ginseng, seasoned seaweed, kimchi and so on

Oceans and Fisheries) opened a Korean seafood gallery on major Chinese SNS (Social Network Service): Weibo (www.weibo.com/kseafood) and Wechat

K-Food Promotion Event Linked to Expo Milano Ended with Great Success From June 24 to 26, aT (Korea

ested in K-Foods participated. The

3,000 visitors, it included a K-pop

success shows a good potential for

performance, a tteokbokki (spicy stir-

selling diverse K-foods in Italy.

fried rice cake) cooking show, a

The B2B event took place at the

Korean Dairy Products Go to Malaysia

(www.wechat.com/ID:K-SeaFood). In cooperation with local power bloggers and chefs, MOF is posting on Chinese SNS the information related to Korean seafood cuisine, export items, and product safety.

Korean Dairy Products will enter the Malaysian market. Recently, Korea and Malaysia reached an agreement to begin exports of Korean dairy products to Malaysia, so Malaysian consumers will be able to taste

Hanbok (Korean traditional clothes)

Korean dairy products very soon. Korean

NH Collection President Hotel. aT

dress-up activity, and several tasting

dairy producers who want to export fresh

and KOTRA invited local buyers from

events. Diverse K-Foods were on

Gruppo PAM (a large Italian super-

display and spicy dishes, such as in-

market chain) and Union Trade (a

stant noodles and tteokbokki, en-

major food import enterprise) as well

joyed the highest popularity.

Agro-Fisheries & Food Trade Corp.),

as foreign buyers (from the

the Korea Trade Investment

Netherlands and Czech Republic) to

could buy Korean foods. Korean gin-

Promotion Agency (KOTRA), and 11

the fair. There, it set up a 1:1 match-

seng emerged as the bestselling

Korean agriproduct export compa-

ing system for the buyers and 11

item. Korean ginseng is rich in

nies held a K-Food promotion event

Korean food exporters. The noodles,

saponin and effective in preventing

linked to Expo Milan. The event in-

sauces, pears, and seasoned sea-

cardiovascular disorders such as low

cluded both B2B export consulta-

weed received a particularly positive

blood pressure. It is likely for that rea-

tions with buyers and B2C Korean

response and Korean food exporters

son that it received a positive re-

food experience activities for local

recorded USD$15 million in export

sponse from the local consumers,

consumers. Both event types ended

business consultations.

especially the elderly. Pears, kimchi,

with great success and many buyers

The B2C event took place at

and Italian consumers who are inter-

Piccolo Teatro Grassi. Attracting

Aside from the main stage, visitors

seasoned seaweed, and aloe beverages were also in the spotlight.

Lactic Acid Bacteria in Kimchi Scientifically Proven to Be Good for Preventing MERS Lactic acid bacteria in kimchi have been scientifically proven to be efficient in preventing novel swine-origin influenza A (H1N1) and coronaviruses such as MERS (Middle East Respiratory Syndrome Coronavirus). Yeungnam University, in collaboration with multinational corporation 3M and scientists from other countries, examined the effects of lactic acid bacteria in kimchi under the research project “Study on Lactic Acid Bacteria, Substitution Antibiotic for Chicken.” The tests yielded positive results. The chickens that were given acid bacteria found in kimchi had stronger immune systems and were better able to fight off coronavirus and novel swine-origin influenza in comparison to the chickens given ordinary feed. Considering the fact that MERS is a type of

milk to Malaysia must first obtain halal certification from the KMF (Korea Muslim Federation) and then register their items in the Malaysian DVS (Department of Veterinary Service). Two Korean dairy producers—Seoul Milk and Biggrae—obtained permits from the Malaysian Government last March to export their fresh milk to Malaysia. Biggrae will start shipping its Banana Flavored Milk Drink this month and Seoul Milk plans to make inroads into Malaysia later in the year with its sterilized milk products.

coronavirus, kimchi can be said to be effective in preventing MERS.

Korea AgraFood

Issue 239 Aug. 2015

Exporting News

Which K-Foods Have Captivated the Hearts of Italians?

Oceans and Fisheries) opened a Korean seafood gallery on major Chinese SNS (Social Network Service): Weibo (www.weibo.com/kseafood) and Wechat

K-Food Promotion Event Linked to Expo Milano Ended with Great Success From June 24 to 26, aT (Korea

ested in K-Foods participated. The

3,000 visitors, it included a K-pop

success shows a good potential for

performance, a tteokbokki (spicy stir-

selling diverse K-foods in Italy.

fried rice cake) cooking show, a

The B2B event took place at the

Korean Dairy Products Go to Malaysia

(www.wechat.com/ID:K-SeaFood). In cooperation with local power bloggers and chefs, MOF is posting on Chinese SNS the information related to Korean seafood cuisine, export items, and product safety.

Hanbok (Korean traditional clothes)

Korean dairy products very soon. Korean

NH Collection President Hotel. aT

dress-up activity, and several tasting

dairy producers who want to export fresh

and KOTRA invited local buyers from

events. Diverse K-Foods were on

Gruppo PAM (a large Italian super-

display and spicy dishes, such as in-

market chain) and Union Trade (a

stant noodles and tteokbokki, en-

major food import enterprise) as well

joyed the highest popularity.

Agro-Fisheries & Food Trade Corp.),

as foreign buyers (from the

the Korea Trade Investment

Netherlands and Czech Republic) to

could buy Korean foods. Korean gin-

Promotion Agency (KOTRA), and 11

the fair. There, it set up a 1:1 match-

seng emerged as the bestselling

Korean agriproduct export compa-

ing system for the buyers and 11

item. Korean ginseng is rich in

nies held a K-Food promotion event

Korean food exporters. The noodles,

saponin and effective in preventing

linked to Expo Milan. The event in-

sauces, pears, and seasoned sea-

cardiovascular disorders such as low

cluded both B2B export consulta-

weed received a particularly positive

blood pressure. It is likely for that rea-

tions with buyers and B2C Korean

response and Korean food exporters

son that it received a positive re-

food experience activities for local

recorded USD$15 million in export

sponse from the local consumers,

consumers. Both event types ended

business consultations.

especially the elderly. Pears, kimchi,

with great success and many buyers

The B2C event took place at

and Italian consumers who are inter-

Piccolo Teatro Grassi. Attracting

Aside from the main stage, visitors

seasoned seaweed, and aloe beverages were also in the spotlight.

coronavirus, kimchi can be said to be effective in preventing MERS.

Korea AgraFood

Issue 239 Aug. 2015

Theme

2015 K-Food Fair in Kuala Lumpur &

MAFRA (the Ministry of Agricultural, Food and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) will hold <K-Food Fair>, a large trade fair for Korean agri-products, to raise awareness of Korean agriproducts in the global market. K-food fairs have been organized in different parts of the world since 2013. This year’s fair will be held in seven cities in five countries. The 2015 K-Food Fair focuses on promoting the excellent taste and high quality of Korean agriproducts in the Chinese inland market and the halal market. The events will take place between August and November. The first location is Kuala Lumpur, the capital of Malaysia. At the end of August, the K-Food Fair will also be held in Qingdao, China. In this issue, <Korea AgraFood> would like to introduce our readers to August’s 2015 K-Food Fair events.

Korea AgraFood

For Four Days from August 13 at the One World Hotel and Exhibition Centre of Mid Valley Mega Mall

K Qingdao

“

2015 K-Food Fair in Kuala Lumpur, Malaysia

”

-Food Fair in Kuala Lumpur will be the first ever held in a halal market. From August 13 to 16, 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 One World Hotel on August 13. About 40 halal distributors and online buyers 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. What’s more, a special promotion hall for Korean agriproducts that possess halal certification will be organized to help the foreign buyers’ understanding of Korean products. In addition, a K-Food Halal Seminar will be held for local opinion leaders and other invited guests.

A female Malaysian consumer looks at Korean foods displayed in a local supermarket

Preparing a Variety of Programs, such as K-Food Open Kitchen The K-Food B2C event will take place from August 14 to 16 at the Exhibition Centre of Mid Valley Mega Mall— the most famous landmark in Kuala Lumpur and Asia’s largest shopping mall. The visitors will have a chance to participate in the Korean food tasting event “K-Food Open Kitchen,” where foods will be cooked with Korean agriproducts such as kimchi, mushrooms, and tteokbokki (spicy stir-fried rice cake) sauce. There will be several special promotion halls as well: Korean Halal Food, Korean Seafood, Korean Food Franchisees, and so on. What’s more, a variety of programs related to Korean food culture (such as an experience cooking Korean dishes) will be prepared.

Issue 239 Aug. 2015

Theme

2015 K-Food Fair in Kuala Lumpur &

Korea AgraFood

For Four Days from August 13 at the One World Hotel and Exhibition Centre of Mid Valley Mega Mall

K Qingdao

“

2015 K-Food Fair in Kuala Lumpur, Malaysia

”

A female Malaysian consumer looks at Korean foods displayed in a local supermarket

Issue 239 Aug. 2015

Theme

e Major Korean Food Brands Cultivating th Halal Market _

t Promising K Foods in the Halal Marke

CJ Cheiljedang Nongshim After Nongshim built production facilities exclusively for halal ramen products in Busan in 2011, the instant noodle producer started actively exporting its ramen products—with powdered soup made of corn protein instead of beef—to countries of the halal region, including Malaysia. Among the Nongshim halal ramen products, Shin Ramyun, Kimchi Ramyun, and Vegetable Ramyun are the most popular with local consumers.

Dairy Foods

CJ Cheiljedang first obtained halal certification in 2012 for its products—kimchi, seasoned seaweed, and precooked dried rice—from the Malaysian halal certificate authority JAKIM. Now, the company is exporting about 40 different types of halal food products to the global market. This year, CJ Cheiljedang plans to obtain halal certification for its new products—frozen dumplings and Korean convenience foods—and release them to the Muslim market.

Tel +82-2-6740-1114

Banana Flavored Milk Drink (of Binggrae) and Sterilized Milk (of Seoul Milk) obtained halal certification last March. The

products will be exported to Malaysia soon and are expected to become popular in the halal market.

OurHome acquired halal certification for its seasoned seaweed in 2012 and for its kimchi product in 2014. Since then, the company has actively promoted traditional Korean foods to people of the Middle East and Southeast Asia. Last July, OurHome served halal box lunches for the Muslim players who participated in the 2015 Gwangju Universiade. What's more, starting from September, OurHome will operate a halal food court for Muslim visitors to Incheon Airport.

Binggrae_Tel +82-2-2022-6096 Website www.bing.co.kr Seoul Milk_Tel +82-2-2094-8371 Website www.seoulmilk.co.kr

Freshine are served to the table of the Dubai royal family. The Jinju pear succeeded in obtaining halal certification last May and will be supplied to the halal market from the second half of this year.

Tel +82-2-6966-9029

Chungbuk Horticulture Nonghyup_Tel +82-43-855-4100 Jinju Pear Export Association_Tel +82-055-763-6656

Additional Information MAFRA Spurs a Boost in the Halal Food Industry MAFRA is making many efforts to develop the halal food industry. In order to expand exports of Korean fresh agriproducts to the halal market, the ministry is focusing on nurturing horticulture agriproduct export complexes that use cutting-edge technology. A special production complex for halal foods will also be established. Korea and the UAE plan to co-organize the event “Halal Food Experts Forum” in Seoul this September. What’s more, MAFRA will regularly carry forward export consultations with halal buyers.

“

1 0 Korea AgraFood

Korean fresh fruits have been steadily exported to the halal market recently because they get credit with local consumers for their high sugar content and food safety. Thanks to the sweetness and thorough safety management of the fruits, the Chungbuk apples of the brand

Website www.cj.co.kr

OurHome

Tel +82-2-820-7114 Website www.nongshim.com

Korean infant powdered milk came to the attention of Middle Eastern mothers because it is safe and of high quality. That’s why exports of Korean infant powdered milk to the Middle East continue to increase steadily. What's more, the global hot-seller

Fresh Fruits

”

Website www.ourhome.co.kr

Issue 239 Aug. 2015 1 1

Theme

e Major Korean Food Brands Cultivating th Halal Market _

t Promising K Foods in the Halal Marke

Dairy Foods

Tel +82-2-6740-1114

Banana Flavored Milk Drink (of Binggrae) and Sterilized Milk (of Seoul Milk) obtained halal certification last March. The

products will be exported to Malaysia soon and are expected to become popular in the halal market.

Binggrae_Tel +82-2-2022-6096 Website www.bing.co.kr Seoul Milk_Tel +82-2-2094-8371 Website www.seoulmilk.co.kr

Tel +82-2-6966-9029

Chungbuk Horticulture Nonghyup_Tel +82-43-855-4100 Jinju Pear Export Association_Tel +82-055-763-6656

“

1 0 Korea AgraFood

Website www.cj.co.kr

OurHome

Tel +82-2-820-7114 Website www.nongshim.com

Fresh Fruits

”

Website www.ourhome.co.kr

Issue 239 Aug. 2015 1 1

Theme

2015 K-Food Fair in Qingdao, China A Large Trade and Promotional Fair for Korean Food Will Be First Held for Three Days from August 28 at the Shangri-La Hotel Qingdao and Olympic Sailing Center

The 2014 K-Food Fair event held at Wuhan City, China (top) and Chinese consumers inquire about makgeolli (Korean rice wine) products (bottom)

representative economic center of Shandong Province at China, Qingdao City is also one of the top three ports of China. Geographically, Qingdao is the closest Chinese region to Korea, so Korean agriproducts are easily seen in big distributors there and local consumers are highly interested in Korean foods. MAFRA (the Ministry of Agricultural, Food and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) will first hold a large, three-day trade fair for Korean food, <K-Food Fair>, in Qingdao City from August 28 to 30.

Focus on Promoting Promising Items—such as

1 2 Korea AgraFood

Seasoning Sauces for Korean Dishes—to 40 Chinese Food Buyers The K-Food B2B event will be held on August 28 at the Shangri-La Hotel Qingdao. About 40 local food buyers and venders will participate in the fair. aT will set up a 1:1 matching system for local buyers and 20 Korean food exporters. Participating Korean companies will promote a variety of Korean agriproducts. These include not only hot sellers—processed red ginseng, yuja tea (citron tea), and convenience tteokbokki (spicy stir-fried rice cake)—but also products with a good potential of becoming hits. These include chicken jerky, organic green tea, seasoning sauces for Korean dishes, and so on. In addition, several special promotion halls (for fresh foods, convenience foods, traditional foods, and healthy foods) will be organized. After the B2B event, a K-food reception will be held for about 100 local opinion leaders and buyers. Operating a K-Food Theme Hall and Korean Food Culture Promotional Hall The K-Food B2C event will take place on August 29 and 30 at the Olympic Sailing Center, which is a popular tourist attraction in Qingdao City. During that period, aT will introduce delicious and healthy Korean agriproducts to Qingdao citizens through special promotion halls: K-Food Theme Hall and Korean Food Culture Promotional Hall. The K-Food Theme Hall will display Korean agriproducts that are already popular with Qingdao consumers:

sterilized milk, milk beverages, seaweed snacks, infant powdered milk, processed red ginseng, and vinegar beverages. Kimchi, which is slated to enter the Chinese market soon, will also be part of the exposition. Furthermore, aT plans to organize a Korean food tasting event for the visitors. In the Korean Food Culture Promotional Hall, one can try Korean dishes that are well known in China: bibimbap (rice mixed with vegetables and beef), tteokbokki, and bulgogi (thin slices of beef marinated in a soy sauce). A promotional event for Korean traditional sauces and traditional liquor will also be held. To attract greater participation from local consumers, organizers are planning interesting performances such as a taekwondo performance, a K-Pop dance, and a traditional Korean play.

Additional Information

The Opening Ceremony of Qingdao Distribution Center for Korean Agriproducts Will Be Held The opening ceremony for the Qingdao distribution center of Korean agriproducts will take place during the period of the Qingdao K-Food Fair. The Qingdao center is the first overseas distribution complex specializing in Korean agriproducts. It will provide Korean exporters a “one-stop distribution service.” This means the center will offer all services needed to export Korean agriproducts— from transportation and customs clearance to storage and delivery. It is anticipated that the establishment of the Qingdao distribution center will help expand the exports of Korean instant frozen food, ice cream, and fresh milk.

Issue 239 Aug. 2015 1 3

Theme

2015 K-Food Fair in Qingdao, China A Large Trade and Promotional Fair for Korean Food Will Be First Held for Three Days from August 28 at the Shangri-La Hotel Qingdao and Olympic Sailing Center

The 2014 K-Food Fair event held at Wuhan City, China (top) and Chinese consumers inquire about makgeolli (Korean rice wine) products (bottom)

Focus on Promoting Promising Items—such as

1 2 Korea AgraFood

Additional Information

Issue 239 Aug. 2015 1 3

Theme

Yuja Tea: Yuja (citron) tea has long been popular with consumers in the

northern region of China. Local people enjoy this healthy Korean beverage for its multiple merits: a beautiful yellow color, sweet-and-sour taste, and abundant vitamin C. Most local department stores and big supermarkets sell a variety of Korean yuja tea products: honey yuja tea, powdered yuja tea, yuja extract, and so on. These days, local buyers are highly interested in the organic and capsuled varieties of yuja tea.

Top 3 Hot Sellers

Seasoned Seaweed: Seasoned

seaweed is one of the Korean foods that Chinese tourists never fail to buy on their trips to Korea. Most distributors in the northern region of China sell Korean seaweed products. The merits of Korean seasoned seaweed are that it is slightly salty but aromatic and low in calories. Recently, new products—such as seaweed snacks for children and powdered seaweed—are being actively exported to China and receiving a positive response.

1 4 Korea AgraFood

Fish Meat Sausage:

Korean fish meat sausages only recently started catching the eyes of Chinese buyers. The snack is made of fish and cheese and boasts an attractive scent and chewiness. It is also low in calories. The fish meat sausage has become the Korean snack of choice among local young mothers because it is rich in nutrition and highly secure in terms of food safety. Thanks to all these benefits, the product gained fame in a short period of time as a wholesome snack for Chinese infants and children.

Fresh Milk:

Top 3 Rising Stars

These days, the consumption of Korean canned tuna products is steadily increasing in the major cities of China’s northern region, such as Qingdao. That is due to a rise in the income levels of the local people and the consequent expansion of demand for marine products. The merits of Korean canned tuna—the portable size and the versatility of the product as an ingredient for many dishes—attracts local consumers in their 20s and 30s who enjoy leisure activities.

China of on gi Re n er th or N e th in s od Fo K lar Popu

Canned Tuna:

Instant Frozen Food:

Korean instant frozen foods are popular among the Chinese because they are safe and easy to cook. Among the different types of Korean instant frozen foods, the Chinese consumers' response is especially good to frozen dumplings, frozen fried rice, and Korean traditional foods (such as the seafood and green onion pancake called haemulpajeon). Exports of Korean instant frozen foods are expected to rise with the opening of the Qingdao distribution center.

The export of Korean fresh milk to China was officially resumed last June. Since Qingdao is just a short distance from Korea, the region can get a supply of highquality fresh Korean milk products within three to four days after the production. Many Chinese consumers appreciate Korean milk products for the reliable quality, high food safety, and sophisticated design.

Issue 239 Aug. 2015 1 5

Theme

Yuja Tea: Yuja (citron) tea has long been popular with consumers in the

Top 3 Hot Sellers

Seasoned Seaweed: Seasoned

1 4 Korea AgraFood

Fish Meat Sausage:

Fresh Milk:

Top 3 Rising Stars

China of on gi Re n er th or N e th in s od Fo K lar Popu

Canned Tuna:

Instant Frozen Food:

Issue 239 Aug. 2015 1 5

Special

The concept of yak-sik-dong-won (藥食同源) (which means good food is equal to good medicine) is deeply rooted in the cultures of the East, including that of Korea. In fact, there is a belief that a good meal can surpass medicine in its efficiency. A lot of oriental medical books describe food as having medicinal qualities that prevent diseases and protect the body. Some representative invigorating Asian foods include Korean samgyetang (ginseng chicken

n the hot summer, Koreans enjoy energy-boosting dishes to recover physical strength and enhance health. In particular, they eat such dishes without fail on the three “dog days.” The latter expression refers to the three hottest days of the year according to the traditional solar calendar. The first of them is called chobok, the second is jungbok, and the last one is malbok. In the lunar calendar, the three days usually fall in the sixth and seventh months. On such sultry days, Koreans have some special dishes such as samgyetang and jangeo-gui (grilled eel) to invigorate the body. Here, <Korea AgraFood> introduces some Korean energy-boosting dishes that attract a lot of attention overseas.

soup), Chinese fo tiao qiang (shark’s fin soup), and Japanese eel dishes.

Samgyetang

Korean Invigorating Food For Summer “

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The Most Popular Invigorating Food in Korea

Samgyetang is a nourishing dish with ample protein and collagen. It is made by removing the insides of a young chicken weighing about 500g; filling it with glutinous rice, garlic, dates, and ginseng; pouring water over it; and boiling it for a long time. Chicken is good for physical fitness because it is known to contain a greater amount of essential amino acids than beef and is well absorbed by the body. What’s more, ginseng, one of the healthy ingredients, is helpful to overcome fatigue, improve physical strength, and circulate the blood. Glutinous rice, which is stuffed into the chicken, is soft and thus easily digested. That’s why it is

good to eat when you feel under the weather. Amid the high tide of Hallyu (Korean culture wave), foreigners are exhibiting increasing interest in samgyetang as well as in other Korean dishes such as bulgogi (Korean barbeque), bibimbap (rice mixed with assorted vegetables and beef), tteokbokki (spicy stir-fried rice cake), and kimchi. In a survey on the favorite Korean dishes among foreigners, which was conducted before the Brazil World Cup, samgyetang came in third, following bibimbap and kimchi.

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Ho w t o ma k e samgyetang Ingredients: chicken (500g - 1kg), two ginseng roots (20g), one cup of glutinous rice (160g), five shelled chestnuts, garlic (30g), dates (6g), water (1.4l), and a small amount of salt and ground pepper 1. Wash the glutinous rice and soak it in water for about one hour and drain through a sieve. 2. Cut the chicken at the first joints of the wings and tail. Remove the fat lumps in the neck and stomach and wash the chicken. 3. Insert the drained glutinous rice into the stomach of the chicken and add half of the chestnuts, dates, garlic, and ginseng. 4. Fix the neck of the chicken with a stick. 5. Make a hole in the skin of one leg of the chicken, cross the chicken legs, and put the other leg into the hole to tie the legs up. 6. Put the chicken in a pot and pour in the water; add the remaining half of the chestnuts, dates, garlic, and ginseng. Cover the pot; then boil and simmer the chicken for about one hour.

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soup), Chinese fo tiao qiang (shark’s fin soup), and Japanese eel dishes.

Samgyetang

Korean Invigorating Food For Summer “

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The Most Popular Invigorating Food in Korea

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H o w t o m a k e samgyetang Ingredients: chicken (500g - 1kg), two ginseng roots (20g), one cup of glutinous rice (160g), five shelled chestnuts, garlic (30g), dates (6g), water (1.4l), and a small amount of salt and ground pepper 1. Wash the glutinous rice and soak it in water for about one hour and drain through a sieve. 2. Cut the chicken at the first joints of the wings and tail. Remove the fat lumps in the neck and stomach and wash the chicken. 3. Insert the drained glutinous rice into the stomach of the chicken and add half of the chestnuts, dates, garlic, and ginseng. 4. Fix the neck of the chicken with a stick. 5. Make a hole in the skin of one leg of the chicken, cross the chicken legs, and put the other leg into the hole to tie the legs up. 6. Put the chicken in a pot and pour in the water; add the remaining half of the chestnuts, dates, garlic, and ginseng. Cover the pot; then boil and simmer the chicken for about one hour.

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Jangeo-gui

and DHA (docosahexaenoic acid). In particular, eel contains three times the amount of vitamin A required per day. In Korea, eel is used to make various dishes—jangeo-gui (grilled eel), jangeo-jjim (steamed eel), jangeo-deopbap (rice with eel), and many more. Among them, jangeo-gui is the most popular.

A Byword of Stamina Food “

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Eel is considered to be a wonderful ingredient to make dishes that help recover physical strength. Many Koreans enjoy this fish. Eel is known to contain plenty of digestible proteins and to be rich in vitamin A, as well as a complex of vitamin B, calcium, iron, and essential fatty acids such as EPA (eicosapentaenoic acid)

Abalone Ginseng of the Sea

Abalone is a marine product that is good for recovering from fatigue because it abounds with minerals, calcium, vitamins, and other substances that help the detoxification function of the liver. It also contains a large

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amount of collagen and is therefore helpful in bringing back the elasticity of the skin that can be exhausted due to intense ultraviolet rays in the summer. There are many ways to prepare abalone. It can be enjoyed raw after being trimmed in a fresh state, made into gui (grilled fish), or made into jjim (steamed fish). Alternatively, it can be a wonderful addition to other dishes such as samgyetang and haemultang (assorted seafood stew). In Korea, abalone is most popularly eaten raw and grilled.

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Additional Information

Korean Agriproducts that Boost Immunity Ho w t o ma k e yangnyeomjangeo-gui Ingredients: eel 1kg, 3/4 cup of eel broth (150ml), ganjang (soy sauce) (45ml), gochujang (45g), sugar (20g), starch syrup (20g), ginger juice (30ml), garlic (30g), and cheongju (refined rice wine) 1. Cut the stomach of an eel and gut the fish. Remove the bones and head. Wash the eel in running water. 2. Soak the removed bones and the head in water to drain the blood. Pour the water in a pot until it covers the bones and head and boil. Take the bones and the head out, using a sieve, to keep only the broth. 3. Add the ganjang and gochujang to the broth you made in Step 2 and mix it well to make a marinade. 4. Grill the eel on a heated grill, first on the side not covered by the skin and then on the other side, until the fish becomes yellowish. 5. Apply the marinade while grilling. When the fish is cooked, cut it into bite-size pieces.

How to make a raw and grilled abalone dish Ingredients: six abalones (400g), ganjang (22ml), sesame oil (5ml), and minced garlic (3g) 1. Wash the abalones thoroughly by rubbing them under running water with a cooking brush. Put a spoon between the shell and the flesh to take the flesh off the shell. Remove the entrails including the lips and sandbags. 2. Slice thinly some of the trimmed abalones and put the slices alongside the entrails on a plate. 3. Make cuts on the flesh of the remaining abalones. Mix the ganjang, sesame oil, and minced garlic all together. 4. Apply the mixture onto the front and the back of the abalones and put them back onto the shells. Grill the abalones on a heated grill while repeatedly applying the mixture.

Garlic

Ginseng

A recent outbreak of MERS (Middle East respiratory syndrome) in many parts of the world has increased the interest in immunity-enhancing foods that can help fight off MERS and other diseases. In Korea, garlic, bell pepper, mushroom, ginseng, and kimchi are regarded as representative foods that help improve the immunity. Garlic contains a beneficial substance called allicin that has an antibacterial effect. In addition, the vitamin B contained in garlic has been proven to activate physical energy and improve the immune system. Bell pepper contains vitamin C, which improves the immune system. It also abounds with beta-carotene, which increases resistance against respiratory diseases and is good for preventing MERS. Recently, mushrooms are coming into the spotlight for the beta-glucan component, which also boosts the immune system. Ginseng, whose saponin has been

Bell pepper

Mushroom

Kimchi

proven to reinforce immunity and prevent the reproduction of viruses, is attracting a huge interest among Korean consumers. Healthy functional foods made by processing raw ginseng, such as red ginseng, are also popular in the domestic market. Kimchi generates lactic-acid bacteria that are effective in preventing and curing virus-induced diseases including coronavirus-related syndromes such as MERS and novel influenza such as type-A influenza. These efficacies have been supported by research results that have once again proven the excellence of the nation’s favorite food. Other foods also gaining recognition as agriproducts advantageous for preventing MERS include brown rice, sweet potatoes, and tomatoes.

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Jangeo-gui

A Byword of Stamina Food “

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Abalone Ginseng of the Sea

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Additional Information

Garlic

Ginseng

Bell pepper

Mushroom

Kimchi

Issue 239 Aug. 2015 1 9

Fresh Food _ Peach

Korean peaches cultivated in Eumseong County are exported to Singapore, Indonesia, and other countries

Peaches, a Fruit Enjoyed Worldwide, Enter the ASEAN Market estic Widely Recognized Dom Brand of Peaches, Hessare

eaches are some of the most common fruits around the world, along with apples and pears. They are grown in many countries—Korea, the US, Italy, France, China, South Africa, Argentina, Austria, and so on. This fruit is loved by people of all ages because of its soft flesh, sweet taste and fragrance, and, of course, juiciness. Korean people usually enjoy it fresh, but peaches can also be processed into jams or canned foods. Many regions in Korea cultivate peaches, with South Gyeongsang Province and Gyeonggi Province recognized as the main production areas. Korean peaches are exported to Southeast Asia, but the volume is not large. They are sold there under the Hessare brand—the name associated in Korea with the best quality. The quality of Hessare peaches is thoroughly controlled to live up to the brand’s reputation.

Export Farms Obtain GAP

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Certification to Produce Safe Peaches The main producer of Korean peaches for export is the Eumseong Peach Export Research Association (EPA) located in Eumseong County, North Chungcheong Province. The 19 member farms affiliated with the association cultivate peaches solely for export overseas. The farms possess GAP (Good Agricultural Practices) certification and, in order to pass the pesticide residue tests, use only the fertilizers permitted by the EPA. The association provides farmers with natural pesticides to help the cultivated fruit meet a certain ratio of sugar content. Every month, the association visits the peach farms to check the progress of peach cultivation and share the latest information on the production of peaches that can satisfy local consumers in importing countries. On a monthly basis, the association also offers technical education that is required for improving cultiva-

tion techniques. If a farmer has troubles keeping up with the safety requirements for the fruit, the EPA provides additional guidance. The sorting of peaches for export is also conducted in a strict manner. Only the peaches that have an 80 percent degree of maturity are delivered to the sorting facilities (Hessare Agricultural Products Processing Center). At the processing center, the fruits are sorted in the automated, nondestructive-saccharometer facili-

Nam Sang-bok, President of EPA, is at the vanguard of Korean peach exports

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Fresh Food _ Peach

Korean peaches cultivated in Eumseong County are exported to Singapore, Indonesia, and other countries

Peaches, a Fruit Enjoyed Worldwide, Enter the ASEAN Market estic Widely Recognized Dom Brand of Peaches, Hessare

Export Farms Obtain GAP

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Nam Sang-bok, President of EPA, is at the vanguard of Korean peach exports

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Fresh Food _ Peach

The peaches for export are sorted and packed at the Hessare Agricultural Products Processing Center

ties. Nam Sang-bok, President of EPA, said, “We export peaches of the size requested by buyers. During the packing process, the staff at EPA lines the boxes top to bottom with special packaging pads that are designed to keep the fruit fresh for two days during transportation. Thanks to these efforts, our peaches maintain freshness all the way from being picked at a farm to reaching a local supermarket.”

Smaller Packages for Price-conscious Consumers Most Korean peaches are exported to ASEAN markets—Hong Kong, Singapore, Indonesia, and so on. Eumseong peaches are now actively exported to Indonesia. Previously, EPA focused its exports on Taiwan, but the market was taken over by Chinese producers and only a small volume (5 tons) of Korean peaches is sold there now, mostly at the supermarkets frequented by Korean immigrants. This year, EPA is going to ship peaches to Singapore and Indonesia in 4.5kg boxes. To offer the fruit at a lower price, the peaches will be

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packed in groups of three in a bag, four bags per box. EPA will start exporting white peaches in mid-August and yellow peaches in September. Mr. Nam explains, “Korean peaches carry a sticker price of USD$51-69 (per a 4.5kg box) in a foreign market. That is more expensive than local products because of the air transportation expenses. Peaches easily go bad, so long-term distribution is not easy. That’s why we ship peaches by air— it allows us to keep the quality of the products at its best. The resulting price is double that in Korea. To alleviate the burden on consumers, we decided to offer the fruit in smaller packages.”

Helps Prevent Adult Diseases, Brightens the Skin Peaches are good for the health. They are known to prevent adult diseases caused by problems in the cardiovascular system and bad blood circulation. Peaches contain a lot of organic acid and vitamins that improve blood circulation, so they can also help prevent heart diseases and coronary arte-

riosclerosis. Moreover, the fruit is rich in potassium, which works to regulate the sodium balance in the body cells and keep one’s blood pressure down. Peaches are also known to have a skin-brightening effect. They inhibit the activity of tyrosinase, which produces melanin, the cause of skin darkening. The beta carotene in peaches has been linked to eliminating active oxygen and preventing aging. Mr. Nam said, “Peaches abound with dietary fibers such as pectin and polyphenol and are therefore effective at excreting waste matter from the intestines. The fruit is considered a strong alkali product that neutralizes acidity in the body. These healthy benefits appeal to consumers around the world, so the fruit has a good potential for export.”

Inquiries Eumseong Peach Export Research Association

Tel +82-10-7322-0389

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Fresh Food _ Peach

The peaches for export are sorted and packed at the Hessare Agricultural Products Processing Center

2 2 Korea AgraFood

Inquiries Eumseong Peach Export Research Association

Tel +82-10-7322-0389

Issue 239 Aug. 2015 2 3

Processed Food _ Myeongin Shin Gwangsu Cha

ave you ever listened to the sound of a waterfall and felt the scent of trees in the woods while taking a sip of tea? Have you ever tasted tea that has a beautiful hue and scent? The tea that with one sip makes you warm and full of energy—Myeongin Shin Gwangsu Cha is a Korean producer of jakseol-cha (a type of green tea made with young green tea leaves). The name of the company literally means “tea made by tea master Shin Gwang-su.” The tea company offers will make you feel the nature and give you the nature’s energy. The owner of the tea room Swan in the Czech Republic wrote in a letter to his acquaintance in Japan that he felt like he was listening to the sound of a waterfall and inhaling the refreshing air in the woods when he was drinking the tea produced by Myeongin Shin Gwangsu Cha. A Japanese person named Sakamoto Yoko sent to the tea master Mr. Shin a thank-you letter for producing the tea that makes people happy and encouraged. The sense of nature and the happiness that can be felt with a sip of jakseol-cha are attributed to the tea leaves that come from wild tea plants and Korean native varieties of green tea. Mr. Shin explains that his tea plants grow in harmony with nature, so their leaves have the original and genuine scent, taste, and effects of green tea.

Myeongin Shin Gwangsu Cha

Producing Beautiful Tea Imbued with Nature Wild Jakseol-cha Made Using the 500-year-old Gujeung-Gupo Method

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Native Tea Plants Grown in Mountainous Areas in the South of Korea Mr. Shin continues the tradition of making tea by roasting tea leaves in gamasot (iron pots). He has been representing the tradition for 49 years. All the leaves for the tea are harvested from organically grown tea plants. Mr. Shin inherited the unique roasting method from his father. Overall, the method—called gujeung-gupo (literally “ninetimes steaming and drying”)—is about 500 years old and has been preserved in a 1000-year-old temple, Seonamsa, in the Suncheon area of South Jeolla Province. Making the tea according to this method is an arduous process that requires roasting tea leaves in gamasot over a wood fire generated from oak and paulownia trees; rubbing and drying the tea leaves; and repeating those steps nine times. All the tea products offered by Myeongin Shin Gwangsu Cha are made using that method. In 1999, the Korean government awarded Mr. Shin the title of traditional Korean food master for his efforts to preserve the gujeung-gupo method. The selection of traditional Korean food masters is a rigorous procedure and the title is given only to individuals who

Mr. Shin explains jakseol-cha processing while surrounded by sun trees (retinispora) at his tea plantation

follow the traditional food making or processing methods. Those who win the title are regarded as human cultural assets in the field of food production. Mr. Shin harvests tea leaves at two plantations located in a mountainous area in the Suncheon region of South Jeolla province. One is a 15ha plantation of wild tea and the other is a 45ha plantation of native tea varieties. The native tea trees there have grown for several hundred years in environmentally-friendly conditions—with a favorable climate and soil. According to Mr. Shin, the tea plants grown for mass production live for about 30 years and have a lot of smaller roots due to the usage of fertilizers, so it is difficult to make a good tea with their leaves. He likened the native wild tea plants to wild ginseng and the improved tea plants to farmed ginseng.

Grand Prize at a World Tea Contest, Exports to Japan from 2006 Myeongin Shin Gwangsu Cha gained fame overseas when it received the grand prize at a world tea contest held in Tokyo, Japan in 1982. The company’s products have been exported to Japan in earnest since 2006. They are known as prestigious teas there. At a world tea festival in Shizuoka Prefecture, Japan in 2007, they received a huge amount of attention and were featured as jukro-cha (bamboo dew tea) in Japanese newspapers and TV programs. The excellence of the tea was proven by the fact that during the festival the Japanese emperor Tomohito personally

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Processed Food _ Myeongin Shin Gwangsu Cha

Myeongin Shin Gwangsu Cha

Producing Beautiful Tea Imbued with Nature Wild Jakseol-cha Made Using the 500-year-old Gujeung-Gupo Method

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Mr. Shin explains jakseol-cha processing while surrounded by sun trees (retinispora) at his tea plantation

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Processed Food _ Myeongin Shin Gwangsu Cha

sampled Myeongin Shin Gwangsu Cha tea and had a conversation with the master. A famous Korean actor, Bae Yong-jun (nicknamed “Yon-sama” in Japanese), added to the fame of Myeongin Shin Gwangsu Cha by visiting it in 2009 and spending about four hours sipping the tea. The visit of the actor to the tea house is featured in his essay book titled Journey in Search of Korea’s Beauty. Boosted by the attention, Myeongin Shin Gwangsu Cha organized an experience program that is attracting a lot of Japanese tourists. The company obtained an organic food certificate from the Korean government and passed the safety tests of a certification agency under the USFDA (US Food and Drug Administration) in order to demonstrate to consumers abroad the credibility of its products. For the same purpose, Myeongin Shin Gwangsu Cha acquired a JAS (Japanese

Myeongin Shin Gwangsu Cha offers wild tea experience activities that are very popular with Japanese tourists

Agricultural Standard) certificate for organic food and an ISO9001 certificate from the ISO (International Organization for Standardization). Mr. Shin explains, “The genuine tea has its own life and its color and scent come from the deep-rooted tea plants.” He added that the optimal way to make tea good for the body and soul is by roasting the tea leaves in gamasot, although the tea-making method may vary depending on the condition of the tea leaves.

Production of the Best Tea with Leaves from Tea Trees 300 to 600 Years Old Based on his principle of producing genuine tea, Mr. Shin puts a lot of effort into cultivating wild and native tea plants. Since the 1980s, he has been working on native tea plantations in Suncheon of South Jeolla Province and Gimhae of South Gyeongsang Province. Currently, the combined area of the newly cultivated native tea plantations reaches 670ha. Approximately 70ha of the plantations are directly managed by the master. They are treated as wild tea plantations and are the only such cases in the world. The tea trees over 600 years old occupy about 0.15ha of the plantations and yield 130 to 150 units (80g each) of tea per year. All of that tea is produced by order. The 300-year-old trees are grown in bamboo groves on 12ha of the plantations and yield 1,000 units (80g each) of jukro-cha annually. Most of the tea is exported to Japan and China where it is sold under the brand names given based on the harvest time. These are: Seungseol, Jinhyang, and Nanhyang.

Mr. Shin is roasting green tea using the gujeung-gupo method

申珖秀

Inquiries Myeongin Shin Gwangsu Cha

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Tel +82-61-754-5235

Fax +82-61-754-6165

Website www.jagsul.com

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Processed Food _ Myeongin Shin Gwangsu Cha

Myeongin Shin Gwangsu Cha offers wild tea experience activities that are very popular with Japanese tourists

Mr. Shin is roasting green tea using the gujeung-gupo method

申珖秀

Inquiries Myeongin Shin Gwangsu Cha

2 6 Korea AgraFood

Tel +82-61-754-5235

Fax +82-61-754-6165

Website www.jagsul.com

Issue 239 Aug. 2015 2 7

Processed Food _ Maeil Foods Co., Ltd.

A Brand of Korean Seasoning Sauces, Ajumma Republic, Is in the Spotlight in Foreign Markets

raditional Korean sauces— such as gochujang (red pepper paste) and doenjang (soybean paste)—are the basis of Korean cuisine. They are receiving recognition abroad for their excellence as fermented foods. And, thanks to Hallyu (Korean culture wave), the number of foreign people interested in traditional Korean sauces is steadily increasing. The Korean sauce producer Maeil Foods recently developed seasoning sauces for Korean dishes that appeal to the tastes of foreign consumers. It is also making efforts to enter the foreign markets such as China.

Japcahe (glass noodles with sauteed vegetables)

Galbi-gui (grilled beef ribs)

Bibimbap (rice mixed with vegetables and meat)

70 Years of Knowhow in Making Sauces Established in 1945 in Suncheon City of South Jeolla Province, Maeil Foods is a Korean sauce producer with 70 years of tradition. Behind such a long history are the incessant efforts to create sauces that meet consumers’ demands. Maeil Foods succeeded in developing the natural condiment, Ajimi, that can be a substitute for MSG (monosodium glutamate), which is known to enrich the flavor of dishes but is potentially harmful to the body.

Maeil Foods provided the World Korean Cuisine Contest with its Korean traditional sauce products

The company also developed a food material that reduces the sodium contents in sauces. Maeil Foods operates a sauce technology research institute and is evaluated highly for its contribution to the advance of Korean sauce making technology. To prove the safety of its products, the company obtained international certifications—ISO22000 and ISO 9001. It is planning to acquire FSSC22000 and HACCP (Hazard Analysis Critical Control Point System) certifications next year.

Korean Cuisine Seasoning

Maeil Foods Develops the Seasoning Sauces Designed for Korean Dishes Entered the Global Market The Korean seasoning sauces for Korean dishes “Ajumma Republic”

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Sauces That Suit the Taste Buds of Foreign Consumers The seasoning sauce products of Maeil Foods designed for Korean dishes entered the global market under the brand Ajumma Republic. The sauces come in five types: Yuzu Gochujang, Sweet & Sour Gochujang, Korean BBQ Sauce, Kimchi Seasoning Sauce, and Japchae Seasoning Sauce. Yuzu Gochujang is made of gochujang and citron juice. The sauce goes well with spicy bibimbap (rice mixed with vegetables and meat) and tteokbokki (spicy stir-fried rice cake). Sweet & Sour Gochujang is designed for raw fish and bibimmyeon (spicy noodles). The sauce can also be used as a dressing for salads. Korean BBQ Sauce is fit for meat dishes such as bulgogi (thin slices of beef marinated in a soy sauce) and galbi-gui (grilled beef ribs). The sauce has a great aromatic flavor. Kimchi Seasoning Sauce is developed for foreigners who like kimchi. It adds a kimchi flavor to dishes. Japchae Seasoning Sauce has a rich, salty taste, so it is Issue 239 Aug. 2015 2 9

Processed Food _ Maeil Foods Co., Ltd.

A Brand of Korean Seasoning Sauces, Ajumma Republic, Is in the Spotlight in Foreign Markets

Japcahe (glass noodles with sauteed vegetables)

Galbi-gui (grilled beef ribs)

Bibimbap (rice mixed with vegetables and meat)

Maeil Foods provided the World Korean Cuisine Contest with its Korean traditional sauce products

Korean Cuisine Seasoning

Maeil Foods Develops the Seasoning Sauces Designed for Korean Dishes Entered the Global Market The Korean seasoning sauces for Korean dishes “Ajumma Republic”

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Processed Food _ Maeil Foods Co., Ltd.

Foods are actively exported to 16 countries including China, Vietnam, Russia, the UK, and Australia. The products are sold under the brand Maeil Foods in big distributors— Carrefour, TESCO, and RT-Mart—in Shanghai, China and are contributing to raising brand awareness.

Maeil Foods participated in an international food fair held in Shanghai and promoted its sauce products to foreign buyers and visitors

good for cooking fried rice dishes and fried noodles as well as japchae (glass noodles with sauteed vegetables). Mr. Oh Su-min, a general manager of the 3rd Sales & Marketing Team, explains, “Our seasoning sauces for Korean dishes are based on traditional Korean sauces. They were developed for foreigners who want to cook Korean dishes—tteokbokki, bibimbap, bulgogi, and so on—easily at home. In the series, Kimchi Seasoning Sauce and Korean BBQ Sauce are the most popular with foreign consumers because kimchi and bulgogi are famous abroad.” The Ajumma Republic sauces were first exported to the North American market— the US and Canada—last year. This year, the exports have been expanded to Japan, the Philippines, Hong Kong, and Singapore. Maeil Foods will start selling its sauce products in Italy and Mongolia later this year. What’s more, the company has received inquiries from a Chinese online food buyer and a Chinese duty free shop.

Maeil Foods Exports Its

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Traditional Korean Sauces to 16 Countries Maeil Foods is consistently exporting its Korean traditional sauces to foreign markets. The flagship products are Maeil Doenjang and Maeil Shin Gochujang. The former is made of bricks of meju (fermented soybean) doenjang through a traditional method, so it has the unique flavor and scent of traditional doenjang. Maeil Shin Gochujang is made of taeyangcho red pepper and uses the company’s patented natural condiments. It also does a good job delivering the spiciness of traditional gochujang. The traditional sauces of Maeil

A Goal of USD$2 Million in Exports This Year Maeil Foods started exporting its traditional sauce products to the global market in 2008. This year, it set the goal of achieving USD$2 million in exports. The company plans to promote its Korean cuisine seasoning sauces and the excellence of Korean traditional sauces to foreign consumers by participating in sales events held at local distributors and in international food fairs. Mr. Oh Sang-ho, the CEO of Maeil Foods, speaks of his aspiration, “Our new factory (about 6,600㎡) will be completed in February of next year. Then, exports of our traditional sauces and Korean cuisine seasoning sauces will gain momentum. We are proud of being a traditional Korean sauce producer and we will do our best to become one of Asia’s top 100 food producers by 2020.”

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Oh Sang-ho, the CEO of Maeil Foods

Maeil Doenjang

Maeil Shin Gochujang

Additional Information What Is the Meaning of Ajumma Republic? Ajumma Republic is the Korean cuisine seasoning sauce brand of Maeil Foods. Ajumma stands for a Korean woman in her 40s or 50s. The seasoning sauces of Maeil Foods have a similar flavor to those made by middle-aged Korean housewives. In addition to the sauces, the company plans to release other products—seasoned seaweed, yuja (citron) tea, rice snacks, convenience japchae, red pepper powder, and so on—under the Ajumma Repuiblic brand and start exporting them overseas later this year.

Inquiries Maeil Foods Co., Ltd.

Tel +82-61-804-3313

Email osm@maeilfoods.com

Website www.maeilfoods.com

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Processed Food _ Maeil Foods Co., Ltd.

Maeil Foods participated in an international food fair held in Shanghai and promoted its sauce products to foreign buyers and visitors

Maeil Foods Exports Its

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Oh Sang-ho, the CEO of Maeil Foods

Maeil Doenjang

Maeil Shin Gochujang

Inquiries Maeil Foods Co., Ltd.

Tel +82-61-804-3313

Email osm@maeilfoods.com

Website www.maeilfoods.com

Issue 239 Aug. 2015 3 1

Processed Food _ Donghwa Food Co., Ltd.

Soy Milk Made with Soy & Tofu,

Drinking Tofu A Donghwa Food Co., Ltd. produces safe products in a state-of-art factory

he demand for soy milk is steadily increasing in China. Soy milk is coming into the spotlight as a milk substitute among female consumers whose babies were born with lactose intolerance or are sensitive to milk proteins. It is also popular with consumers who are interested in health. Thanks to this popularity, not only the domestic products but also foreign soy milk is actively sold in China. Korean soy milk came to the attention of Chinese consumers because it is safe, competitive, and of high quality. One such product is Drinking Tofu A produced by Donghwa Food Co., Ltd. It is offered at Chinese department stores and regarded as a premium soy milk.

Premium Product Made with Real Beans and Tofu, Not with Soy milk Extract

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45 Years of Processed Soy Food Knowhow Donghwa Food Co., Ltd. is a representative Korean tofu producer with a long history. The company was established in 1970 in Yangsan City of South Gyeongsang Province. Its production scale is quite large: it is No. 1 in South Gyeongsang Province and

No. 5 nationwide in tofu production. Donghwa Food produces 80 kinds of products and its daily output reaches 30 tons on average. The company produces and supplies its products to many food businesses through OEM (original equipment manufacturing). Its clients include the famous Korean food company CJ Cheiljedang Co., Ltd. In addition, Donghwa Food produces processed soy food products under its own brand, Donghwa, and sells them through local distributors such as Lotte Mart and Nonghyup Hanaro Mart. The company is putting a lot of ef-

fort into managing its manufacturing facilities in a hygienic way in order to ensure the high food safety of its products. To keep the workplace clean, Donghwa Food applies the CIP (cleaning in place) system. What’s more, it has been designated a “CLEAN Workplace” by the Korean Government. The company’s hygienic facilities—air showers, filters for foreign matters, and so on—possess HACCP (hazard analysis and critical control point) certification. Donghwa Food also succeeded in obtaining ISO9001 certification for the food safety management system.

Made with Beans and Tofu, Not Soy Milk Extract…Can Be Stored at Room Temperature for One Year Among the various products offered by the company, soy milk Drinking Tofu A is receiving a positive response from Koreans and foreigners alike. First released in 2005, Drinking Tofu A first gained awareness among Korean customers who are interested in health through word of mouth. Early this year, the product entered the Chinese market. The biggest strength of Drinking

The various tofu products of Donghwa Food Co., Ltd. are supplied under an OEM agreement to CJ Cheiljedang

Issue 239 Aug. 2015 3 3

Processed Food _ Donghwa Food Co., Ltd.

Soy Milk Made with Soy & Tofu,

Drinking Tofu A Donghwa Food Co., Ltd. produces safe products in a state-of-art factory

Premium Product Made with Real Beans and Tofu, Not with Soy milk Extract

3 2 Korea AgraFood

The various tofu products of Donghwa Food Co., Ltd. are supplied under an OEM agreement to CJ Cheiljedang

Issue 239 Aug. 2015 3 3

Processed Food _ Donghwa Food Co., Ltd.

From the left: Choi Seong-wook (a director of Donghwa Food), Son Choog-sik (president) and Lee Jae-hoon (head of the quality control department)

Tofu A is in its ingredients. The product is made not from soy milk extract (like the majority of products on the market) but with beans and tofu. Both of the ingredients have ACO (Australian Certified Organic) certification. Just a small amount of sugar and peanut powder are added for sweetness. Son Choog-sik, president of Donghwa Food Co., Ltd., said, “I tried hard to provide consumers with a simple way of enjoying healthy beans and tofu. The result is Drinking Tofu A. Unlike other general types of soy milk, Drinking Tofu A is made with real beans and tofu and not with soy milk extract, so the product retains the original creamy fragrance and strong taste of beans. No antifoaming agents (which are commonly used to remove the foam artificially), artificial colors, or synthetic preservatives are used in the process. It is a real and pure soy milk product.” Tofu easily goes bad at room temperature, so long-term distribution is not easy. But Drinking Tofu A can be stored at room temperature for one year. President Son, said, “I also invested a lot of effort into developing

3 4 Korea AgraFood

a soy milk processing method that would enable the long-term storage of the products. I had tried and failed several times but it did not discourage me. I finally succeeded and obtained a patent for the method (of manufacturing beverages with tofu) in 2005.”

Selling at High-end Chinese Department Stores Armed with the method that allows for long-term storage while preserving the original quality of the soy milk products, Donghwa Food started eyeing the export business. In 2007, it obtained certification from the Food

and Drug Administration (FDA) of the US, which paved the way for entering the American market in the same year. After that, the company successfully stepped into the ASEAN market. Last February, Donghwa Food started making inroads into China and is currently supplying Drinking Tofu A to a Premium Korean Food Shop in the Dayuecheng Department Store located in Shandong, Yantai, China. Choi Seong-wook, a director of Donghwa Food, explained, “Our product is treated as a premium soy milk because of its high quality. Thanks to this response, it was able to enter the Premium Korean Food Shop. Staff members of the shop tell me that the response of Chinese consumers to Drinking Tofu A is positive because the soy milk is thick and has a refreshing taste.” President Son said, “I observed favorable responses to Drinking Tofu A from Chinese consumers in person at the Premium Korean Food Shop. It has encouraged me to participate more actively in sampling and promotional events held overseas to promote Drinking Tofu A to more countries this year.”

“

”

As the popularity of Drinking Tofu is on the rise, Donghwa Food has decided to create various new flavors at its research lab

Additional Information New Flavors of Drinking Tofu A Are Coming The first one is Drinking Tofu made with lentils. Lentils have 10 to 12 times more water-soluble dietary fiber than sweet potatoes and bananas. The researchers are also working on fruit flavors. Korean banana flavored milk products are now a hit in China. Inspired by this success, Donghwa Food has created soy milk with a banana flavor. Another new product has a strawberry flavor. The company makes the fruit flavored soy milk with natural colors and fruit extracts, instead of artificial colors, in order to keep the heathy image of Drinking Tofu A.

Inquiries Donghwa Food Co., Ltd.

Tel +82-55-383-5304

Email cswok777@hanmail.net

Website www.donghwafood.com

Issue 239 Aug. 2015 3 5

Processed Food _ Donghwa Food Co., Ltd.

From the left: Choi Seong-wook (a director of Donghwa Food), Son Choog-sik (president) and Lee Jae-hoon (head of the quality control department)

3 4 Korea AgraFood

“

”

As the popularity of Drinking Tofu is on the rise, Donghwa Food has decided to create various new flavors at its research lab

Inquiries Donghwa Food Co., Ltd.

Tel +82-55-383-5304

Email cswok777@hanmail.net

Website www.donghwafood.com

Issue 239 Aug. 2015 3 5

It’s New !

Boseong Green Tea Sparkling

Bokumjari Blended Tea

Green Tea Beverage with Carbonic Acid

Made of Nutritious Fruits such as Yuja and Schizandra

representative Korean food company— Dongwon F&B—released a beverage with a new concept. Called Boseong Green Tea Sparkling, it is a green tea beverage that boasts a refreshing taste thanks to the addition of carbonic acid. The response of Korean consumers to the product has been positive. Dongwon F&B developed Boseong Green Tea Sparkling in an attempt to reflect the tendency of Korean consumers to drink carbonated beverages in the summer to deal with the heat. Thanks to this product, which combines soda with green tea extract, people can enjoy a cool green tea. Boseong green tea is receiving recognition for having a high level of catechin. The catechin constituent of green tea increases the basal metabolic rate and reduces body fat. If you drink green tea regularly, it can help you keep the body slim. For consideration of customer health, the product contains no caffeine or artificial additives.

Up with the Cool Taste, Down with the Astringent Taste

Inquiries Dongwon F&B

3 6 Korea AgraFood

orean processed fruits food exporter, Bokumjari, recently released a blended tea product that can be enjoyed as a refreshing and healthy summer drink. Bokumjari recently developed three types of blended tea products: Schizandra & Grapefruit, Yuja (citron) & Black Tea, and Acai Berry & Lemon. The products are easily diluted in cold water, so they are perfect for making healthy,

ice-cold beverages in the summer.

Boseong Green Tea Sparkling has also received praise for its neat taste. The beverage contains yuja (citron) juice, which adds sweetness and a refreshing sensation. The green tea extract for the product is made using a unique manufacturing technique known as LTE (Low Temperature Extraction). As a result, the beverage has a particularly delicate fragrance and taste of green tea. The product is offered in 340ml PET bottles that are easy to carry.

Tel +82-2-589-3196

Website www.dongwonfnb.com

Can Be Enjoyed in Iced Teas, Carbonated Beverages, & Cocktails According to Your Taste The Schizandra & Grapefruit blended tea is made of wholesome schizandra—a berry with five different tastes— and the low-calorie grapefruit. The ingredients make the beverage particularly good for female consumers who are interested in beauty and dieting. The Yuja and Black Tea product blends yuja—which is good for relieving fatigue

Inquiries Bokumjari INC.

due to the high concentration of vitamin C—with black tea—which is known to help the mind and body rest, and to prevent aging. The product can be a good substitute for coffee. The Acai Berry & Lemon one brings together a famous superfood for the eyes, acai berry, and lemon, which is good for skin care cold prevention. This product is recommended for children and middle-aged consumers.

Tel +82-31-360-8800

Website www.bokumjari.co.kr

Issue 239 Aug. 2015 3 7

It’s New !

Boseong Green Tea Sparkling

Bokumjari Blended Tea

Green Tea Beverage with Carbonic Acid

Made of Nutritious Fruits such as Yuja and Schizandra

Up with the Cool Taste, Down with the Astringent Taste

Inquiries Dongwon F&B

3 6 Korea AgraFood

ice-cold beverages in the summer.

Tel +82-2-589-3196

Website www.dongwonfnb.com

Inquiries Bokumjari INC.

Tel +82-31-360-8800

Website www.bokumjari.co.kr

Issue 239 Aug. 2015 3 7

Korean Franchise _ YUMSEM

’s Delicious Dishes You’ll Never Grow Tired Of Single-packaging System… Food Supplied to Franchises Is 80 Percent Pre-cooked

3 8 Korea AgraFood

The exterior and interior of a YUMSEM franchisee at Korea. Since opening its first store in 2001, the company has enjoyed steady growth and currently has about 100 franchisees in Korea alone

n Korean snack bars, typical foods include gimbap (seaweed rolls with rice and various fillings), tteokbokki (spicy stir fried rice cake), ramyeon (Korean-style instant noodles), and pork cutlets. The word used for a snack in Korean, bunsik, originally referred to a flour-based food. But over time it came to designate many different kinds of dishes cooked and served at snack bars, including pork cutlets and deopbap (rice with various toppings). The dishes there are usually reasonably priced and Korean men and women of all ages frequent those places. Amid the huge popularity of Korean pop culture known as Hallyu (Korean culture wave), numerous Korean dishes are being introduced to other countries. Foreigners are now exhibiting a growing interest in bunsik, which are some of the most affordable and easily available dishes. For example, Korean restaurants in China and other countries never fail to add to their menus a number of bunsik options, such as gimbap and tteokbokki. In an effort to capitalize on this trend, several Korean bunsik franchise companies are making in-

roads into foreign markets.

A Place Offering Eight Cuisines, Including Bunsik, Traditional Korean Cuisine, and Western Food YUMSEM, a Korean franchise brand, serves bunsik as the main cuisine on the menu. Since opening its first store in 2001, the company has enjoyed steady growth and currently has about 100 franchisees in Korea alone. Behind this success is the effort to differentiate the company from other bunsik-serving eateries. YUMSEM not only serves an assortment of bunsik dishes, but also appeals to consumers with seven other cuisines. The traditional Korean food category, for example, includes bibimbap (rice mixed with assorted vegetables and beef), kimch-jjigae (kimchi stew), and doenjang-jjigae (soy bean paste stew). In the western food category, one can find pork cutlets and hamburger steak. Ms. Choi Seung-jee, a manager of the business support team at YUMSEM, explains that the company’s name means “a surge of yummy

dishes.” She introduces YUMSEM as a franchise company serving various dishes that you’ll never get fed up with, even if you eat at YUMSEM every day.

Production Factories Equipped with Automated, Up-to-Date Facilities In one place, YUMSEM offers its customers as many as 80 options. These options can otherwise only be enjoyed separately in restaurants specializing in those dishes—a Korean traditional food restaurant, snack bar, pork cutlet restaurant, steak restaurant, Italian restaurant, noodle restaurant, and so on. To make such a wide range of dishes available, YUMSEM

The interior of YUMSEM manufacturing factory

Issue 239 Aug. 2015 3 9

Korean Franchise _ YUMSEM

’s Delicious Dishes You’ll Never Grow Tired Of Single-packaging System… Food Supplied to Franchises Is 80 Percent Pre-cooked

3 8 Korea AgraFood

The exterior and interior of a YUMSEM franchisee at Korea. Since opening its first store in 2001, the company has enjoyed steady growth and currently has about 100 franchisees in Korea alone

roads into foreign markets.

dishes.” She introduces YUMSEM as a franchise company serving various dishes that you’ll never get fed up with, even if you eat at YUMSEM every day.

The interior of YUMSEM manufacturing factory

Issue 239 Aug. 2015 3 9

Korean Franchise _ YUMSEM

new entries on a regular basis. Every two years, the menu is completely overhauled.

To advance overseas, YUMSEM regularly takes part in franchise fairs

employs a unique system. The company operates a production factory equipped with automated, upto-date facilities certified with ISO (International Organization for Standardization) 9001 and ISO 14001. There, it produces all the ingredients including simple sauces. During the cooking process, the company follows the recipes created by experts in each type of food and uses only carefully selected ingredients. What’s more, each dish is individually packaged in a pre-cooked condition (usually, about 80 percent of the cooking is complete) and delivered to franchisees in a hygienic and safe way. Thus, the taste and quality of the dishes served in YUMSEM restaurants nationwide are the same and controlled by a single team of cooks. Ms. Choi emphasized, “All a franchisee has to do is add fresh ingredients such as vegetables and complete cooking the dish. In this way, even a complicated dish can be prepared easily.”

Most Popular: Gimbap, Pork Cutlets, and Jjigae Among the 80 dishes on the menu,

4 0 Korea AgraFood

the most popular ones are gimbap and pork cutlets (which are classic bunsik dishes) as well as various jjigae (stew) dishes. For hygiene and nutrition considerations, YUMSEM makes gimbap using only a limited amount of processed ingredients (such as pickled radish) and a greater amount of fresh vegetables, such as burdock, cucumber, and carrot. About a dozen kinds of gimbap are offered. Among them, the basic gimbap (with various vegetables, egg, and ham), pork cutlet gimbap (with vegetables and pork cutlet), and jeyukssam-gimbap (filled with stir-fried pork mixed with gochujang (red pepper paste)), enjoy the biggest popularity. To make pork cutlets, YUMSEM uses refrigerated pork, so the crust is crispy while the inner meat remains soft. Jjigae dishes such as kimchi-jjigae and doenjang-jjigae, along with bibimbap, also receive a favorable response from customers. Ms. Choi explains that the company has secured a pool of experts and they make efforts to improve the menu and develop

Preparing for Entry into Overseas Markets Including China Based on its stable growth in Korea, accumulated experience, and professionalism of the manpower resources; YUMSEM Gimbap is trying to expand its business to overseas markets. China has been selected as the first target because consumers there exhibit a great interest in Hallyu and the Korean cuisine is highly recognized there. To pioneer the Chinese market, this year alone YUMSEM has participated three times in food and food service related exhibitions held in China. The company plans to also use the single-packaging system in China, so local consumers can enjoy the dishes of the same taste and quality as those in Korea. In addition, YUMSEM is considering modifying the taste of certain dishes on the menu in order to appeal to the local consumers, although the choice of the dishes won’t be affected. Ms. Choi says, “At the three exhibitions we participated in this year, many Chinese companies showed interest. We expect that by the end of 2015, we’ll set up YUMSEM restaurants in three regions including Fujian Sheng.” She added, “YUMSEM will participate in exhibitions and make other efforts to break into the Chinese market and open franchise stores throughout the country.”

“ “

”

Pork cutlet

Inquiries YUMSEM

(

Tel +82-1644-3378

Doenjang-jjigae

Fax +82-2-3667-3379

Website www.yumsem.co.kr

Issue 239 Aug. 2015 4 1

Korean Franchise _ YUMSEM

new entries on a regular basis. Every two years, the menu is completely overhauled.

To advance overseas, YUMSEM regularly takes part in franchise fairs

Most Popular: Gimbap, Pork Cutlets, and Jjigae Among the 80 dishes on the menu,

4 0 Korea AgraFood

“ “

”

Pork cutlet

Inquiries YUMSEM

(

Tel +82-1644-3378

Doenjang-jjigae

Fax +82-2-3667-3379

Website www.yumsem.co.kr

Issue 239 Aug. 2015 4 1

Daniel Lee Gray’s Hansik Story

tea-patbingsu, coffee-bingsu, wine-bingsu, watermelon-bingsu, and more. There is even an old-fashioned patbingsu that has milk, beans, rice cake, and roasted bean powder. However,

Iced tea & Hwachae: Before There Were Ades

from my research this “old-fashioned” bingsu is a modern inven-

Korean Summer Desserts

Watermelon-hwachae

tion. In short, you can make this dish with anything and it is pretty easy to make. If you want to try making it yourself, all you need to do is take 1.5 cups of crushed ice topped with 1/8th a cup of cold milk. On top, add two tablespoons of sweetened con-

The concept of dessert in most cultures is arbitrary. I have found that most cultures don’t desire something sweet after having a meal. This is also the case in Korea. In Korea sweets were mainly considered to be fortifying or medicinal in nature. Honey is highly valued for it is believed to be a medicinal ingredient full of nutrients. A popular and sweet rice cake that Koreans have is called yaksik. It is made from glutinous rice, dates, chestnuts, honey, sesame oil, and soy sauce. Koreans would value this treat for it is made from many nutritious and fortifying foods. However, to my foreign guests, I simply explain that it is a “cinnamon honey rice cake dessert” rather than a medicinal, fortified rice cake. When I think of the disparity of thought between Asians and Westerners on food, I think of Mary Poppins when she sings, “a spoonful of sugar will make the medicine go down.” In my Asian household, I was told by my mother, “if it tastes bitter or bad, it means the medicine is working.” So, while Korea does not have “dessert” in the western sense, it does enjoy sweets, drinks, and desserts. Today, I’d like to introduce you to some Korean summertime ice desserts.

Seokbinggo: Ice Storage for the Rich Gives Birth to Patbingsu

densed milk and then three tablespoons of red bean paste. You can get the sweetened red bean paste at Asian groceries. Then you can top it with whatever else you would like: watermelon, apple, pineapple, corn flakes, rice cakes, cereal, whipped cream, ice cream, nuts, etc. The general rule is that crunchy or chewy works best.

It seems that these days, lemonade, blueberry-ade and other “ades” are used to beat the heat. However, before there were

Recently, the snow flake dessert trend has been booming. My

ades there were hwachae. These are traditional punches made

favorite place to get it is from Sulbing, which has fine ice that is

with fruit, berries, or other sweetened juices. Often they are

like sweet, milky, freshly fallen snow. Their famous bingsu is their

acidic and drunk as an after dinner digestive.

injeolmi bingsu, which has roasted bean and nut powder over

The most famous hwachae is made from omija (schizandra) or

the ice with almonds and chewy rice cakes. They are constantly

the red, five-spice berry. It is a brilliant red color and has a tart,

making new types of shaved ice such as strawberry, mango,

bitter, sweet, and salty taste. Another famous one is sujeongg-

sweet potato, and more.

wa, which is made by simmering ginger and

Iced beverages

cinnamon sticks and Patbingsu

Seokbinggo, a traditional “refrigerator” made of rocks

then sweetening the drink with sugar or hon-

According to the Korea Herald, Seokbinggo was the govern-

ey and adding dried

ment office in charge of the royal ice box during the Joseon pe-

persimmons. The

riod (1392-1910). The place would be underground or caves

punch is garnished with

where they would store ice. They would sometimes share ice

pine nuts.

with fellow officials, “who enjoyed it finely crushed and mixed with fruit for a granita-like dessert.” A long time ago, they didn’t

Maesil, or green plum,

have freezers to make ice so this was truly a luxury.

hwachae and iced tea

are also very common and popular. This is the fruit of the plum

Among the bingsu, the most popular one with Koreans is the Injeolmi-bingsu (ice flakes generously topped with powdered soybeans, red beans, and injeolmi—Korean traditional rice cake made from the glutinous rice and coated with bean flour)

4 2 Korea AgraFood

At the time ice during summer was something that only the priv-

tree. In early spring, clusters of small green plums can be seen

ileged could have but over time the costs of ice production went

hanging from the branches of trees amid the white petals.

down and it became a popular summertime treat. The Korea

Unfortunately, there is only a brief period when green plums are

Herald article places the origin of modern-style of red bean

available in the market. Maesil tea strengthens the digestive sys-

shaved ice at a famous bakery in Jangchung-dong. This place

tem and prevents diarrhea and constipation. It also helps

is also famous for its ice cream sandwiches. Its patbingsu (ice

cleanse the body of toxins and boosts immunity against food

flackes with red bean) has lots of milk over crunchy ice topped

poisoning. This is a very versatile ingredient and the syrup is

with red beans and fruit cocktail. The best part of its patbingsu

used in sauces, alcohol, and teas.

is the corn flakes and the sweet and chewy rice cake candy. If it gets too hot in Korea, now you know how you can reThese days there are many variations of this dish such as green

Oreo-bingsu

Melon-bingsu

fresh yourself.

Issue 239 Aug. 2015 4 3

Daniel Lee Gray’s Hansik Story

tea-patbingsu, coffee-bingsu, wine-bingsu, watermelon-bingsu, and more. There is even an old-fashioned patbingsu that has milk, beans, rice cake, and roasted bean powder. However,

Iced tea & Hwachae: Before There Were Ades

from my research this “old-fashioned” bingsu is a modern inven-

Korean Summer Desserts

Watermelon-hwachae

Seokbinggo: Ice Storage for the Rich Gives Birth to Patbingsu

It seems that these days, lemonade, blueberry-ade and other “ades” are used to beat the heat. However, before there were

Recently, the snow flake dessert trend has been booming. My

ades there were hwachae. These are traditional punches made

favorite place to get it is from Sulbing, which has fine ice that is

with fruit, berries, or other sweetened juices. Often they are

like sweet, milky, freshly fallen snow. Their famous bingsu is their

acidic and drunk as an after dinner digestive.

injeolmi bingsu, which has roasted bean and nut powder over

The most famous hwachae is made from omija (schizandra) or

the ice with almonds and chewy rice cakes. They are constantly

the red, five-spice berry. It is a brilliant red color and has a tart,

making new types of shaved ice such as strawberry, mango,

bitter, sweet, and salty taste. Another famous one is sujeongg-

sweet potato, and more.

wa, which is made by simmering ginger and

Iced beverages

cinnamon sticks and Patbingsu

Seokbinggo, a traditional “refrigerator” made of rocks

then sweetening the drink with sugar or hon-

According to the Korea Herald, Seokbinggo was the govern-

ey and adding dried

ment office in charge of the royal ice box during the Joseon pe-

persimmons. The

riod (1392-1910). The place would be underground or caves

punch is garnished with

where they would store ice. They would sometimes share ice

pine nuts.

with fellow officials, “who enjoyed it finely crushed and mixed with fruit for a granita-like dessert.” A long time ago, they didn’t

Maesil, or green plum,

have freezers to make ice so this was truly a luxury.

hwachae and iced tea

are also very common and popular. This is the fruit of the plum

4 2 Korea AgraFood

At the time ice during summer was something that only the priv-

tree. In early spring, clusters of small green plums can be seen

ileged could have but over time the costs of ice production went

hanging from the branches of trees amid the white petals.

down and it became a popular summertime treat. The Korea

Unfortunately, there is only a brief period when green plums are

Herald article places the origin of modern-style of red bean

available in the market. Maesil tea strengthens the digestive sys-

shaved ice at a famous bakery in Jangchung-dong. This place

tem and prevents diarrhea and constipation. It also helps

is also famous for its ice cream sandwiches. Its patbingsu (ice

cleanse the body of toxins and boosts immunity against food

flackes with red bean) has lots of milk over crunchy ice topped

poisoning. This is a very versatile ingredient and the syrup is

with red beans and fruit cocktail. The best part of its patbingsu

used in sauces, alcohol, and teas.

is the corn flakes and the sweet and chewy rice cake candy. If it gets too hot in Korea, now you know how you can reThese days there are many variations of this dish such as green

Oreo-bingsu

Melon-bingsu

fresh yourself.

Issue 239 Aug. 2015 4 3

Simple Korean Cooking

Nabak-kimchi Cool Taste of Kimchi Stimulates the Appetite imchi is a representative food of the Korean people. It is served on the table every day and comes in hundreds of different kinds. The most common types of kimchi include baechu-kimchi (napa cabbage kimchi), kkakdugi (diced radish kimchi), and chonggak-kimchi (young radish kimchi). There are several types of kimchi that Koreans enjoy eating in the sizzling summer due to the clean and cool taste. Today we are going to make one of them. It is nabak-kimchi.

The greatest virtue of this kimchi is that it gives the body some respite from the heat and helps keep it healthy in the summer. The main ingredient is radish, a repository of a large amount of vitamin C. What’s more, radish is good for skin care and quenching the thirst, so there’s no better food to stimulate the appetite. Since nabak-kimchi isn’t spicy, it is popular with children and foreigners. Let’s overcome the heat of the sun during the day with nabak-kimchi.

Cooking Tips We put red pepper powder into a gauze pouch in order to make the kimchi liquid clean. If you think that is too cumbersome, mix the red pepper powder with water and then strain that water through a sieve. By using an anchovy or kelp broth instead of water, you can make the taste of the kimchi richer.

How to Make Nabak-kimchi (four servings) Main Ingredients: 300g napa cabbage, 200g radish Sub ingredients: 30g spring onion, 40g garlic, 10g red pepper powder, 20g crushed ginger, 40g salt, 15g sugar, 1,600ml water, 1/4 sliced apple, a little bit of shredded red pepper 1. Wash the radish thoroughly by scrubbing it with a brush under running water. 2. Strip each leaf from a cabbage and slice them into 3cm squares. Cut the radish into pieces 3cm wide, 2.5cm long, and 0.3cm deep. Cut the spring onion into pieces 3cm long. 3. Mix 1,600ml of water with the salt and sugar. 4. Place the sliced vegetables in a big jar and pour in the water from Step 3. 5. Prepare two gauze pouches. Put the red pepper powder into one of them. Put the ginger and crushed garlic into the other pouch. 6. Put both gauze pouches into the jar. Discard the red pepper powder pouch after it infuses enough red pepper powder into the mixture (it takes about 30 minutes). 7. Seal the jar and store it in a cool, dark room for one day. Remove the garlic and ginger pouch and add the apple. 8. Refrigerate for at least 3-4 days before serving. 4 4 Korea AgraFood

Issue 239 Aug. 2015 4 5

Simple Korean Cooking

Issue 239 Aug. 2015 4 5

K-Tour

Bonghwa Cheongnyangsan Binari Village

This village boasts scenic beauty and superb natural landscapes. A variety of enjoyable summer activities is another merit of this place. The popular activities are rafting and fishing. By rafting in the village area, you can enjoy the landscape to the fullest.

Fishing

Add #141, Binari-gil, Myeongho-myeon, Bongwha County, North Gyeongsang Province Website http://binari.invil.org What to eat Beef from the cows raised on oriental herbs: The cows in Bongwha County are fed oriental medicinal herbs such as Korean angelica root and wild grass from the mountains. Thanks to this feed, the beef produced there is high in protein and low in fat.

Catching trout

Yangpyeong Borigogae Village

At Yangpyeong Borigogae Village, you’ll find the regional specialties: barley rice cake and pumpkin rice. This place is famous for its clean water as well. The stream, called Yeonsu-cheon, is a great place to try trout fishing activities in the summer. The activities offered include catching trout with your bare hands or with a net.

Add #23-1, Yeonan-gil, Yongmun-myeon, Yangpyeong County, Gyeonggi Province Website http://borigoge.invil.org What to eat Raw trout and grilled trout Those who succeed in catching trout at the activity can take the fish home or cook and enjoy it in the village.

4 6 Korea AgraFood

Let’s Visit 10 Korean Provincial Towns for a Waterside Excursion Recently, small Korean provincial towns that offer farming experiences and other activities to cool off in the heat are in the limelight. This is because more and more Korean tourists are not heading to the seashore but to inland rural areas. MAFRA (The Ministry of Agricultural, Food and Rural Affairs) has selected Korea’s top 10 Experience and Resort Farm Villages. In this issue, <Korea AgraFood> would like to introduce you to the water attractions and other features of the 10 Experience and Resort Farm Villages.

Nonsan Deokbawi Village

Nonsan Deokbawi Village has an artificial seawater pool. In consideration of hygiene, the pool is sterilized with natural salts. The pool features an air slide that is very popular with children.

Trout fishing with bare hands

Jeongseon Gaemideul Village

The main summer activity of Jeongseon Gaemideul Village is trout fishing with bare hands. In a stream located in the middle of a splendid valley, participants try to catch trout with their bare hands. No fishing utensils can be used. The activity is hugely popular among all age groups—from children to adults. Those who succeed in catching a fish can have it raw in the village.

Add #354, Nam-myeon, Jeongseon County, Gangwon Province Website http://ant.invil.org What to eat Kotddeungchigi This is a noodle dish made with buckwheat. Kotddeung means the “bridge of the nose” in Korean. And chigi comes from the Korean word chi-da, which means “to hit.” The elasticity of the noodles is so high that when you eat them, you can feel them hit the tip of your nose.

Add #46-20, Seonbi-ro, Yeonsan-myeon, Nonsan City, South Chungcheong Province Website www.deokbawi.co.kr What to eat Salted seafood Nonsan City is a major producer of the Korean strawberry, which is generally harvested from December to May of the following year. Another specialty is salted seafood. Not far from the village, there is the Ganggyeong salted seafood market. There, you can try salted oyster and squid dishes that boast 200 years of history.

Seawater pool

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Bonghwa Cheongnyangsan Binari Village

Fishing

Catching trout

Yangpyeong Borigogae Village

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Nonsan Deokbawi Village

Nonsan Deokbawi Village has an artificial seawater pool. In consideration of hygiene, the pool is sterilized with natural salts. The pool features an air slide that is very popular with children.

Trout fishing with bare hands

Jeongseon Gaemideul Village

Seawater pool

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Rafting

Goesan Dunyul Olgaengi Village

This area abounds with marsh snails (daseulgi or olgaengi in Korean), which is the lightning bug’s prey. For this reason, visitors can see many lightning bugs there. At night, the bugs’ flashing brightens up the sky. A marsh snail festival is held in the village every summer. Activities such as organic farming, sailing, and catching clams are offered during the festival.

Rafting

Yeongdong Bidangang Sup Village

The most popular program in this place is rafting. Visitors can enjoy the beauty of the Geum River whose flow is often compared to silk (bidan in Korean, hence the name of the village). There is a car-free bicycle lane, so tourists of all ages can enjoy biking along the river.

Hoengseong Daesan Village

It has over five centuries of history as the clan village of the Cheongju Han. Every summer, rafting, catching marsh snails, and waterside excursions are organized in the stream of the village. There are various kinds of accommodations including camping facilities, homestays, and inns.

Add #142, Dunyul-gil, Chilseong-myeon, Goesan County, North Chungcheong Province Website www.seven.invil.org What to eat Olgaengi-haejang-guk (Hangover soup with marsh snails) Marsh snails are helpful for recovering from a hangover and strengthening the liver function.

Add #163-2, Okgye-ri, Seowon-myeon, Hoengseong County, Gangwon Province Website www.daesan.cc What to eat Samgyetang with sarcodon aspratus The chicken soup in this area is cooked with sarcodon aspratus, a type of mushroom that removes the chicken smell and enriches the flavor of the dish.

Add #20-42, Sudu-1gil, Yangsan-myeon, Yeongdong County, North Chungcheong Province Website www.bidangang.co.kr What to eat Fish porridge The porridge is made with river fish and rice. Gochujang (red pepper paste) and deonjang (soybean paste) are used as condiments to remove the strong fishy smell.

Inje Naetgang Village

Thanks to picturesque landscape, this village often appears on Korean TV programs. The village offers rafting activities in the summer season and many visitors enjoy it especially because the raft is made in a prehistoric style. Other programs—catching river fish, looking for wild flowers, and observing stars—are also popular. Rafting

Catching clams

Water excursion

Loach racing

Yangpyeong Mokkoji Village

Until September 30, Yangpyeong Mokkoji Village is inviting visitors to a “water excursion expedition.” This summer, the expedition includes catching trout with your bare hands or a scoop net, loach racing, harvesting potatoes and corn, and making garae-tteok (rounded sticks of rice cake) and chocolate flavored tteok (rice

Add #32, An-gil, Buk-myeon, Inje County, Gangwon Province Website www.wolhakri.go2vil.org What to eat Sweet and sour pork with beans The pork for the dish is made of fresh black beans (a specialty of this region), not meat.

Jinan Gamak Village

Thanks to the clean stream called Gamakcheon, this village is a great place to go on a water excursion. You can fish using a bamboo pole-and-line or make a bamboo water gun. Many villagers engage in cultivating ginseng on wood and visitors can try harvesting ginseng and making a ginseng liquor. What’s more, the Music Festival in Summer Nights is held there every year.

cake). All these activities can be enjoyed in just one day.

Add #13-6, Cheongyong-gil, Johyeon-ri, Yongmun-myeon, Yangpyeong County, Gyeonggi Province Website www.johyunri.cafe24.com What to eat Pyeongyang-style naengmyeon: In the village, you’ll find many restaurants specializing in Pyeongyang-style naengmyeon (cold noodles in a watery broth). This dish has thick noodles and a clean soup.

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Rafting

Add #571, Gamak-ri, Jinan-eup, Jinan County, North Jeolla Province Website www.gamaklee.kr What to eat Minmul-maeuntang Minmul-maeuntang is a spicy stew made with river fish. It has a spicy yet simple and refreshing taste.

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K-Tour

Rafting

Goesan Dunyul Olgaengi Village

Rafting

Yeongdong Bidangang Sup Village

Hoengseong Daesan Village

Inje Naetgang Village

Catching clams

Water excursion

Loach racing

Yangpyeong Mokkoji Village

Jinan Gamak Village

cake). All these activities can be enjoyed in just one day.

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Rafting

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Let’s Speak Hansik (Korean cuisine)

쟁반국수

[Jaengban-guksu]

Jumbo Sized Buckwheat Noodles Chilled buckwheat noodles with shredded cucumber, perilla leaves, and other vegetables. Served cold on a large platter with a vinegar-based gochujang (red pepper paste) dipping sauce.

Nouilles servies sur un plateau Sur une grande assiette, on dispose des nouilles de sarrasin cuites, des concombres et des feuilles de sésame. Le tout est assaisonné de pâte de piments rouges vinaigrée. Se mange froid.

Fideos de trigo sarraceno de tamaño grande Fideos de trigo sarraceno refrigerados mezclados con pepino picado, hojas de perilla y otras verduras. Se sirve frío en un plato grande con una salsa de vinagre gochujang.

Riesige Buchweizennudeln Kalte Buchweizennudeln mit geriebenen Gurken, Perilla-Blättern und anderen Gemüsesorten. Diese Nudeln werden kalt auf einem großen Teller mit einer fermentierten Gochujang-Soße serviert.

Grossi vermicelli di grano saraceno Vermicelli di grano saraceno freddi mischiati con cetrioli spezzettati, foglie di perilla e altre verdure. Serviti freddi su un grande piatto da portata con una salsa gochujang alla vinaigrette.

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