October 2018(vol.276)

Agrafood Korean Food Trend Magazine

2018 OCTOBER vol.276

KOREA

Yesan Apple Wine Corporation

Taste sweet and sour wines, made with our very own apples!

Crunchy Korean cabbage

Capture the Japanese and Taiwanese markets

Meet K-Food online!

Online Korean food sales strategy

Korean mushrooms excellent tastes and textures

Judging a Food

by Its Cover A

2018 OCTOBER

Mobile Readerâ&#x20AC;&#x2122;s Survey <Korea Agrafood> would like to hear your opinion!

Check out the last page and get a chance to win amazing gifts.

https://www.agrotrade.net

OCTOBER 2018

Contents 04

aT news in October

aT Briefing

News of the aT Korea and overseas branches

06

Issue Data

Mushroom exports worldwide

Explore the trends in global Korean mushroom

14

Story

Meet K-Food online!

Online Korean food sales strategy

07 Cover Story

18 Item

Myanmar food market

Young consumers looking for highquality, safe foods

22

New Product

Judging a food by its cover The October issue of Korea Agrafood introduces new trends of food cover.

08

10

12

Development of food packaging

Packaging that goes beyond imagination

The green packaging boom seen around the world

Trend

A perfect meal for eating alone

Enjoy a good meal even when dining alone!

1 2018 OCTOBER

Idea â?ś

Idea â?ˇ

OCTOBER 2018

Contents

Founded in August, 1995, Published monthly by the

38

Processed Food

Meals made with whole, natural ingredients Orion’s Market O Nature

CEO Lee Byung-ho EXECUTIVE VICE PRESIDENT Baek Jin-seok (Food Industry & Export Promotion Division) EDITORS Lee Sun-jeong, Shin Jeong-eun REPORTERS Kim Byung-hoon, Lee Sun-min, Lee Jin-rang, Yang In-sil, Kim San-dl GRAPHIC DESIGNER Lim Sang-hyun

24

People

Korean fall meals

Storytelling of Korean food experience by foreigners

28

Farm Tour

Yesan Apple Wine Corporation

Taste sweet and sour wines, made with our very own apples!

32

Fresh Produce

Korean mushrooms

with excellent tastes and textures

40

TRANSLATORS Kim Jin-yeong Reviewer Kimberly Paul

Processed Food

Nourish your body with nutrient-rich food!

Korean granola products made with 100% homegrown brown rice

44

Into the Media

MBN <Altoran>

Presenting tasty and healthy homemade recipes

46

K-Food Shop

K-Food in Europe

A rising Asian food market

36

Fresh Produce

Crunchy Korean cabbage

Capture the Japanese and Taiwanese markets

227, Munhwa-ro, Naju-si, Jeollanam-do, Korea Government Registration Number: Ra-7210 Dated-Apr.26, 1995 CopyrightⒸ by the aT(Korea Agro-Fisheries & Food Trade Corp.)

All rights reserved.

48

Mobile Reader’s Survey

<Korea Agrafood> would like to hear your opinion!

Check out the last page and get a chance to win amazing gifts

2 Korea Agrafood

EDITORIAL BOARD BEIJING Seo Byung-kyo 86-10-6410-6120 (beijingat@at.or.kr) SHANGHAI Park Seong-kook 86-21-3256-6325 (shanghaiat@at.or.kr) CHENGDU Park Jin-kyung 86-28-8283-3376/86 (chengdu@at.or.kr) HONGKONG Lee Ji-jae 852-2588-1614/16 (hkatcenter@at.or.kr) TOKYO Kim Ho-dong 81-3-5367-6656(tokyo@at.or.kr) OSAKA Oh Dong-hwan 81-6-6260-7661(osaka@at.or.kr) JAKARTA Nam Taek-hong 62-21-2995-9032~3 (jakarta@at.or.kr) HANOI Choi Jung-ki 84-4-6282-2987(hanoi@at.or.kr) BANGKOK Yang Jae-seong 66-2611-2627~9 (bangkok@at.or.kr) DUBAI Song Bong-seok 971-4-246-0212 (dubai@at.or.kr) NEW YORK Kim Kwang-jin 1-516-829-1633 (newyork@at.or.kr) LA Lee Chu-pyo 1-562-809-8810(losangeles@at.or.kr) PARIS Kim Min-ho 33-1-4108-6076(paris@at.or.kr) QINGDAO Kim Boo-young 86-532-6696-2229 (qingdao_logistics@at.or.kr)

EDITED & DESIGNED BY The Korea Economic Magazine 15F, 463, Cheongpa-ro, Jung-gu, Seoul, Korea Tel +82-2-360-4816 Fax +82-2-360-4850

Fresh food of the month

Korean mushrooms The food for Octoberâ&#x20AC;&#x2122;s cover story is Korean mushrooms, which have mysterious shapes and many different health benefits. Among all Korean mushrooms, king oyster mushrooms, winter mushrooms and shitake mushrooms are actively exported abroad, and the types of mushrooms produced specially for foreign markets and unique mushrooms are all getting ready for exports. Korean mushrooms, gaining recognition abroad for their texture and flavor, are the treasure of our table that enriches our food culture.

3 2018 OCTOBER

aT news in October

Briefing Korea

Food service industry and farmers meet together

Are you familiar with global food trends?

From September 4 to 5, the “2018 Food Ingredients Direct

“Information Zip on Targeted Export Countries”

Dealing & Producing Area Fair” was held at Sancheong-gun,

is a recently launched guide for companies

Gyeongsangnam-do. The event provided a chance for food

in the beginning stages of agrifood exports

service buyers and farmers from across the country to meet

and small- and medium-sized

together. Buyers also had the invaluable opportunity to

export enterprises

purchase quality food ingredients at reasonable prices, and

interested in diversifying

farmers had the opportunity to cultivate stable markets.

their markets. This guide provides information on the export trends of 34 major countries that import Korean agrifood and

Korean agrifood available through the post office shopping mall

is expected to be a vital resource for interested companies.

“Information Zip on Targeted Export Countries” offers

The “Agro Industry Business

information on four regional groups: the Americas & Europe,

Center” recently opened as

Japan & the Greater China region, ASEAN, and Asia-Pacific &

part of the online shopping

other countries. The guide provides essential details on each

mall (mall.epost.go.kr), run

major export country’s: agriculture and import and export

by the post office. The post

status; agrifood markets and trade status; customs clearance;

office shopping mall is highly trusted by consumers and is

and quarantine processes.

expected to increase the sales of products from agro industry

Enhanced global food safety standards, an increase in the

manufacturers with which consumers might not be familiar.

number of vegetarians, the booming popularity of HMR

The opening of the new online shopping mall section is also

(Home Meal Replacements), and the growth of online food

expected to boost the farming industry by expanding the sales

markets have been emerging as recent megatrends of the

of products primarily made from homegrown farm produce.

global food market.

Slight price increase for Chuseok (Korean Thanksgiving Day) foods As Chuseok approaches, aT announced this year’s average costs of a Chuseok memorial service table. This year, the table of traditional foods will cost an average of 232,000 won at traditional markets and 329,000 won at large distributors, showing a 6.9% and 4.9% increase, respectively, from last year. According to analysis, this Chuseok there is a decreased availability of some high-demand items (namely, fruits and vegetables) due to an abnormally cool spring earlier in the growing season, an exceptionally hot summer, and localized torrential downpours beginning in late August.

4 Korea Agrafood

Overseas

Kyrgyzstan

Japan

K-Food Introduced to Central Asia

Collaborating with the biggest Japanese health food vendor

The “2018 World Nomad Games” were held in

aT is conducting an on-site sales marketing campaign

Kyrgyzstan from September 2

at the biggest export market in Japan to

to 8. The World Nomad Games,

increase the export of popular Korean

a biennial event, marked its

health and beauty foods, such as ginseng.

3rd anniversary this year and welcomed 3,000 players from

In 2016, aT entered into an agreement

80 countries participating in 36 events. At the games, aT set

with Alfresa Healthcare, a company with the

up a Korean agrifood marketing booth promoting a variety

largest health food retail network in Japan. The

of Korean foods such as ginseng drinks, yuja-cha (citrus tea),

agreement is expected is greatly expand the

tteokbokki (hot rice cakes) and dried seaweeds.

Korean health food market.

Turkey

WFI 2018 World Food Istanbul (WFI) 2018”, the largest food expo in Turkey, was recently held from September 5 to 8. The event, now in its 26th year, is a B2B specialized food expo and gathering place for food buyers from countries around the world including those in Europe, Asia, and

Hong Kong

Africa. Last year, the expo was visited by approximately 400

Asia Fruit Logistica 2018

companies and 13,000 buyers from 29 countries. This year, aT

Asia Fruit Logistica Hong Kong 2018 took place in the Asia

invited buyers from Turkey and nearby countries to Korea and

World Expo from September 5 to 7. This expo, marking its

organized consultations with participating Korean companies.

12th anniversary, is a specialized trade fair for the Asian fruit

In addition, local consulting agencies invited by aT led on-site

and vegetable market. Last year, about 820 companies from

export coaching and consultation sessions to help Korean

43 countries and 13,000 buyers visited, and this year, 27 fruit

export companies address and resolve some of their export

and vegetable companies participated in the comprehensive

and import difficulties.

Korean pavilion. For all buyers globally that are interested in Asian agricultural products, the Asia Fruit Logistica is a great

China

opportunity to build B2B networks with fresh produce buyers

China Franchise Expo

of the world and enter into European markets besides the

From August 30 to September 1, the “2018 China Franchise

Southeast Asia.

Expo” took place in Shanghai, an economic and trade hub of

aT ran a special information center to promote goods with

China. At the expo, aT set up a Korean pavilion with eight food

a focus on strategic items and hit products. The center

service franchises to promote the Korean food service culture

introduced the quality and taste of Korean fruits and

to expo participants. Various events—such as entry coupons

vegetables including strawberries, shine muscats, pears,

and coin events—were held for visitors to the Korean pavilion,

apples, mushrooms and tomatoes, not only to buyers from

further helping the Korean Pavilion stand out from among the

Hong Kong and other ASEAN countries, but also to ones from

numerous other booths.

around the world, including Australia and England.

5 2018 OCTOBER

Issue Data

Mushroom exports worldwide World’s TOP 5 mushroom exporters (based on accumulative records from January to August, 2018; unit: USD 1,000) King oyster mushrooms Netherlands

Canada

5,286

1,698

U.S.A.

Malaysia

2,418

811

Australia

Winter mushrooms U.S.A.

Shitake mushrooms

Indonesia

Hong Kong

5,471

1,180

Australia

Netherlands

2,246

561

U.S.A.

923

2,368

28

Singapore

247

Canada

Japan

11

Australia

1,277

137

Canada Netherlands

Japan USA Hong Kong

Malaysia Singapore

Indonesia

Australia

Mushroom production in South Korea King oyster mushrooms Cultivated area (ha)

107 (763)

Output (tons)

105 (467)

106 (726)

2014

2015

2016

Export volume (ton)

47,814 (182,561)

46,530 (167,336)

48,588 (162,292)

2014

2015

2016

4,116

4,755

5,086

2014

2015

2016

Data Korean Statistical Information Service (KOSIS), KATI

Winter mushrooms Cultivated area (ha)

18 (724)

2015

Output (tons)

28 (463)

2016

Export volume(tons)

37,554 (167,336)

38,092 (162,292)

2015

2016

Data Production of ‘Special Purpose’ Crops (Korean Statistical Information Service), KATI, KAMIS

6 Korea Agrafood

9,194

9,348

2015

2016

Cover Story Intro

Judging a food by its cover

With the increase of the number of single-person households and people who enjoy recreational activities such as camping and fishing, less and less people want to spend a lot of time and energy in the kitchen preparing meals. In keeping with this trend, various types of food products have emerged with â&#x20AC;&#x2DC;just the right amountâ&#x20AC;&#x2122; of product conveniently placed in small packages. The single-serving products, many of which are packaged in green, efficient paper bags and have differentiated packaging designs, are having a huge impact on purchasing power.

7 2018 OCTOBER

Cover Story Trend

Development of food packaging Today, food packagingâ&#x20AC;&#x201D;which once focused solely on storing foodâ&#x20AC;&#x201D;has many different functions. Product packaging now declares itself easy-to-open, reclosable, easy-to-pack, easy-to-carry, green, and more. Food packaging is developing according to the tastes and demands of consumers.

Increased popularity of highly convenient and efficient packaging Single-person households are expected to grow not only in Korea, but also worldwide, leading to big changes in packaging trends. As single-person households, nuclear families, and dual-income families, increase along with Koreaâ&#x20AC;&#x2122;s aging population (not to mention the increased number of people participating in camping, fishing, and recreational activities), more and more people are purchasing food in small packages. Consumers are also showing a preference for packing designed for long-term storage and that can

The purpose of packaging is more than just to show the name and image of the product inside. Based on packaging, consumers obtain information about the product inside, and use packaging to make a decision whether or not to purchase the product. As singleperson households and dual-income families increase along with aging populations, there is an increased number of people reevaluating how they want to spend their time, seeking work-life balance, and embracing the life philosophy of YOLO (you only live once). As a result, interest in food packaging has also been on the rise.

8

Korea Agrafood

Today consumers consider sustainable packaging using green materials and IT technology when they choose a product.

easily be carried. As the market for healthy, convenient food continues to grow, packaging technology has also greatly improved. In addition, labels clearly showing necessary product information in the form of an appropriate design are another packaging element attracting customers. Providing consumers with a sensible design that also reveals the true nature of the product is the basis of packaging.

reality are being implemented in packaging materials, enabling consumers to preview the product inside before opening the packaging. Even packaging with a freshness label that allows consumers to visually check the freshness of the item (such as meat, fish and vegetables in a cold chain system) has been developed.

Through social networks, packaging design has also become a factor influencing consumersâ&#x20AC;&#x2122; buying decisions Packaging development has had a huge impact on product exports. As BTSâ&#x20AC;&#x2122;s songs, despite the language barrier, have become popular worldwide, the sales of some products have risen as people have begun sharing images of related products on social media.

The American ice cream company, Van Leeuwen, also saw a 50% increase in sales after its eye-catching product design started being shared on social media. Consumers show high interest in new, rare products and expect a more unique and pleasant experience from products with exceptional packaging.

Recognizing this, it is important to develop and design packaging that befits the excellent taste of Korean food to inspire confidence and attract more customers.

Expectations of sustainable packaging using green materials and IT One of the things consumers consider when choosing a product is the sustainability of its packaging. With the emergence of worldwide movements calling for bans on disposable cups and other one-timeuse products, consumers are becoming more aware of the environmental problems caused by plastic packaging. As a reflection of these consumer concerns, even global enterprises such as Coca-Cola are now developing green packaging. Paper is currently thriving as a premium packaging material because it is generally recognized by the public as being biodegradable and easy to recycle, thereby reducing its impact on the environment. Furthermore, smart technologies such as QR codes and augmented 9

2018 OCTOBER

Cover Story Idea 1

Packaging that goes beyond imagination The saying, “What looks good, tastes good” emphasizes the importance of packaging. There are many different small-packaged food products, geared toward busy people living in modern society, that you can simply “grab and go” in the morning without having to heat up.

For someone living in a single-person household, it doesn’t make sense to buy products in bulk, since in many cases, a single person wouldn’t be able to eat everything in a bulk package and would having trouble storing it. To resolve this kind of inconvenience, many

packaged products are being released in single-serving or small packages for single-person households. These types of packaging designs not only allow for longterm food storage, but also help make the food taste better and improve customer convenience.

Intake Morning Juk Before the convenience food trend, most products had to be poured into a microwavable container and heated in a microwave oven. Now, however, spout packages are being released that allow people to simply squeeze the food out and eat it at room temperature without heating it up. For this type of spout packaged food, there is no need to add extra water, so according to reviews, it is a good meal replacement when dieting. One pack of Intake Morning Juk is less than 100 kcal, and t it comes in many different flavors such as banana milk, nurungji (scorched rice), sweet pumpkin, sweet red bean, sweet potato, and oats.

Website: www.shopintake.com

10 Korea Agrafood

Premium Distilled Soju Ryeo To make this premium soju, sweet potatoes without any spot or flaws, newly harvested from the fields of Yeoju, are cut into pieces, and only the center pieces are used to brew soju. An atmospheric distillation method is used to enhance the flavor of the sweet potato, and a vacuum distillation method is used to maximize the savory taste of the rice. To make the soju even more full-bodied and flavorful, it is put into a pottery vessel to mature. There are currently two types of soju available: one with a 25% alcohol content, and the other with a 40% alcohol content. In addition to larger 500㎖ and 375㎖ packages, there is also a 75㎖ package, which is well-loved by many people who enjoy a drink at home after a hard day’s work.

Website: www.ksdyeoju.com

Apple watermelon Processed foods are not the only products targeted for single-serve packaging. This trend is also seen in the world of produce as growers seek to cultivate fresh produce that is more suitable for single-person households. Apple-sized watermelons were born out of this trend, based on the idea that it is hard for one person to finish a whole watermelon alone. Although an apple watermelon weighs approximately 2kg and is only one fourth the size of an ordinary watermelon, its average sugar content is higher than a regular watermelon at 13 brix. Since apple watermelons are cultivated about 1 meter above the ground, instead of on the ground like ordinary watermelons, they do not lose their sugar content, even during the rainy season. The skin of the apple watermelon is so thin that you can peel it off like an apple, and in this way, it also reduces the production of waste.

Website: farm.gochang.go.kr

Jayeonone’s 5 mu (no five food additives) juice for children The packaging for Jayeonone’s 5 mu fruit product series won the “Pack Star” award in the 26th Korea Package Design Award, the nation’s most prestigious award in package design, receiving reviews that said the packaging uses an appropriate letter style and characters for children along with the luxury of organic food.

The products received certification for children’s food from the Ministry of Food and Drug Safety as well as organic processed food certification. The juice does not contain artificial flavoring, citric acid, guar gum, sucralose and benzoin sodium as a principle.

Website: www.jyone.co.kr

11 2018 OCTOBER

Cover Story Idea 2

The green packaging boom seen around the world The biggest food packaging trends abroad are small packaged products, born out of an increased number of single-person households, and the “clean label buzz,” a response to consumers’ growing interest in food ingredients. The development of green packaging materials for sustainable consumption is also taking center stage worldwide.

12 Korea Agrafood

Asahi’s label-free mineral water In order to produce plastic bottles that are more environmentally friendly, Asahi, a major Japanese beverage company, has introduced label-free mineral water for limited test sale. Related information—such as nutritional content—for the bottled mineral water is written on the shipping box, so each bottle simply bares a recycling sticker instead of on an individual label. In Japan, labels and tops are removed from bottles before they are rinsed, dried, and recycled. Since the new label-free bottles eliminate the hassle of removing labels, they are gaining favorable responses from consumers. Previously, in 2016, Asahi released “Mitsuya Cider” made with plantderived ingredients, and in February of this year, Ashahi adopted the lightest plastic bottle cap in Japan in an effort to reduce CO2 emissions and reduce the environmental impact of its products. Website: www.asahiinryo.co.jp

Little Ducks Mighty Oats

Stacked Wines

Coca-Cola’s plant bottle

For Little Ducks Mighty Oats, a cereal

Stacked Wines are ideal for beginner

In 2009, Coca-Cola developed packaging

brand for kids made by Little Ducks

wine drinkers or people who may have

consisting of 30% eco-friendly materials.

Organics in the U.S.A., no amount

a hard time finishing a whole bottle of

Six years later, in 2015, the company

of packaging goes to waste. The

wine by themselves. Once the outer

developed “plant bottles”—green

paper packaging for the cereal is

packaging of the Stacked Wine box is

packaging containers made of 100%

biodegradable and has seeds inside of

removed, you will see 4 cups (187㎖

recyclable, plant-derived materials.

it, so the box can simply be discarded

each) of wine, individually sealed with

These containers are made of bagasse, a

in the garden after all the cereal is gone.

aluminum foil. Thanks to this unique

type of pulpy vegetable residue left after

The plastic cups included as part of the

packaging, there is no need to use a

the extraction of juice from sugar cane.

product can be used as compost, and

corkscrew or even get out a wine glass.

Coca-Cola aims to replace all its plastic

the ducks on the box convey a friendly

Stacked Wines are currently available

bottles with 100% green materials by

and eco-friendly image.

in Red Blend, Cabernet Sauvignon,

2020.

Website: littleduckorganics.com

and Chardonnay. The wines are quite

Website: www.coca-colacompany.

good for the price and even won a silver

com

medal in the 2013 Consumer Wine Awards, an awards program.

Website: drinkstack.com

13 2018 OCTOBER

Story

Meet K-Food online!

Online Korean food sales strategy

Online food shopping continues to become more and more popular, making social media an increasingly influential channel for food marketing. Since last year, aT has been actively using online platforms to carry out its sales strategies and promote Korean foods to the Middle Eastern market and Asian markets including those in China, Indonesia, and Vietnam.

与K-FOOD的线上“邂逅”！ 韩国食品的线上销售战略 14 Korea Agrafood

Indonesia www.lazada.co.id

Young people in their 20s are leading the online market in Indonesia

Indonesia is number four worldwide in terms of having the most internet users (approximately 140 million users); this number continues to grow.

With the steady increase of the number of smartphone users, Indonesia is a market in which viral marketing strategies focused on social media are highly effective. Recognizing the importance of the internet in Indonesia, dominated by users in their 20s and 30s, aT has been concentrating heavily on online marketing to enter the Indonesian market. In order to reach young internet users, aT has continued to implement its marketing strategies through social media such as Instagram, Facebook, BBM (Blackberry messenger), and YouTube and has held Korean food promotion events in connection with online shopping malls. aT plans to keep expanding its Korean agrifood sales channels by using the connections it forged during the Online K-Food Fair and collaborating with five major online shopping malls in Indonesia.

90后主导的印度尼西亚线上市场

印度尼西亚的网络用户数量位居世界第四（约1亿4千万人），并呈现出持续增加的趋 势，智能手机的使用率也不断增加，应用线上市场及SNS进行的病毒式营销效果较

好。aT为了攻占引领线上市场消费的20~30多岁年轻人比重较高的印度尼西亚市场， 将抢占线上市场作为第一目标，通过照片墙（Instagram）、脸书（facebook）、BBM （BlackBerry Messenger）频道、YouToBe等各种SNS进行的市场营销以及线上购

物商城相关的韩国食品促销展来持续促进线上消费。此外，通过今年与印度尼西亚

5个主要线上购物商城推进的线上K-FOOD FAIR，销售网络得到强化，今后也将持续 扩大韩国农食品的销售渠道。

Vietnam www.lazada.vn

Online market with big growth potential

Since Vietnamese people traditionally prefer to see a product in person before buying it, it seemed unlikely that online markets would experience big growth potential. However, in recent years, more and more people have been using credit cards, and the average annual increase of credit card use has even reached as high as 35%. Based on this increase, many believe that there is also a high growth potential for online markets. To work ahead of this trend, aT plans to expand its ASEAN online markets for Korean agrifood products, using Lazada as a bridgehead. After establishing a Korean agrifood promotional center in the Lazada Shopping mall, aT plans to create new demands using the internet and targeting local consumers who trust the excellence and safety of Korean agrifood. 线上市场的巨大潜力

越南消费者的消费习惯通常是看过之后再买，所以感觉线上市场发展的可能性较

低。但是，最近呈现出银行卡使用额增长率达到年均35%以上等急剧增长的趋势， 线上市场发展可能性较大。因此，aT计划以Lazada为桥头堡，进一步扩大韩国农食

品的亚洲线上市场占有率。首先计划在Lazada购物商城内开设第一个韩国农食品宣 传馆。将在网站访问扎堆的黄金时段，显示横幅广告，吸引访问者的关注，集中对泡 面、饮料、调料类等人气产品和人参、覆盆子等高档健康食品进行促销，以信赖韩国 农食品质量和安全性的消费者为对象，创造线上消费新需求。

15 2018 OCTOBER

UAE uae.souq.com

Online sales promotions launched for the first time in the Middle Eastern market

aT collaborated with SOUQ.COM this past summer to conduct an online sales promotion. The online sales promotion was carried out through a specialty Korean food department, the first time ever such a department was included as part of a UAE online shopping mall. Since infants and toddlers made up a large percent of the UAE’s population, aT focused its promotional strategies on infant and toddler drinks to enter the local market. The Red & Hot Food promotion also included processed food products such as ramen and sauces.

Also, in order to boost Korean food recognition among local consumers, a promotional article about the specialty Korean food department was written and advertised through social media such as Instagram and Facebook. 中东市场最早的线上促销

韩国出口农食品的线上市场攻略目前已超越亚洲，进入UAE市场。UAE最近3年间线 上购物商城规模年平均增长率在30%以上，移动交易占整个商品交易的37%左右， 是线上市场潜力较大的国家。去年夏天，aT联合中东市场最大的线上购物商城—— SOUQ.COM，开展了中东市场最早的线上促销。

本次线上促销，在线上购物商城中最早开设并运营了韩国食品专用馆。针对婴

幼儿人口构成比例较高的当地市场攻略，实现了婴幼儿饮料集中促销，为了宣传

Red&Hot Food，进行了泡面类、调味类等加工食品的宣传。此外，为了提高消费者

对韩国食品的认知度，制作了韩国食品专用馆宣传文章，在照片墙（Instagram）和

脸书（facebook）等SNS上进行宣传，播放应用知名食品博主的韩国食品介绍视频， 使当地消费者与韩国农食品更加亲近。

China www.xiaohongshu.com

Beauty functional food sold directly through Xiaohongshu

In China, aT found a way to expand its exports of functional Korean food, which hadn’t yet entered the Chinese market, by avoiding the non-tariff barriers of the Chinese food regulatory system (organic and health food) in collaboration with Xiaohongshu, a famous platform for direct overseas purchases. Companies must acquire separate Chinese organic and health food certifications when exporting organic or health functional food products to China. However, products purchased from overseas directly by consumers are exempt from the Chinese government’s organic and health food certification requirements. Xiaohongshu is the only social media platform in China through which consumers can buy products directly from overseas. Xiaohongshu is a mobile B2C UGC (User Generated Contents) platform where 7,000 members produce and share postings about products. 通过小红书，逆直购促销美容功能性产品

联合中国著名海外直购平台——小红书，避开对华出口非关税壁垒——中国食品认 证制度（有机‧ 保健），打开了扩大韩国产功能性食品（无法进入中国市场）对华出

口的渠道。韩国产有机及保健功能性产品对华出口时，需额外获得中国有机及保健 食品认证，才能作为有机及保健（健康功能）食品出口。 （但，逆直购产品无需中国

额外认证（有机‧保健食品））小红书作为中国唯一一个SNS形式的海外直购平台，

是7千万会员直接原创、共享产品相关帖子的UGC（User Generated Contents）形式 移动B2C平台。

16 Korea Agrafood

Japan www.yahoo.co.jp

K-Food campaigns launched on Japan’s biggest portal site

For the Japanese market, aT built a special Korean agrifood page on the Yahoo Japan shopping site, a popular Japanese portal. The campaign, which began in the middle of August and will run for two months until November, features 30 kinds of Korean agrifood products including kimchi, Korean melons, and beverages. To maximize local consumers’ exposure to the Korean agrifood page, advertising banner are being displayed on Yahoo shopping’s main page. Korean agrifood pages area also being launched at the same time on the PC and mobile versions of the Yahoo Japan shopping site for maximum impact.

From September to December, aT will conduct a K-Food campaign in collaboration with Rakuten, the second largest internet shopping mall in Japan. A total of 150 products including 13 types of agrifood such as processed food, kimchi, frozen food, tteokbbokki and noodles, will be offered. To boost the purchase of Korean foods, coupon points (worth 300,000 Yen) will also be awarded to customers who buy certain products at certain stores. To further expand the consumption of Korean food, participants in a related quiz event will be awarded coupon points (worth 100,000 Yen). These events are expected to maximize the promotional effects of the campaign. 日本最大门户网站开展的K-FOOD促销活动

日本代表性的门户网站——Yahoo Japane购物网站制作并公布了韩国农产品特设

页面。自8月中旬开始至11月为止，将实行2个月。展示泡菜、甜瓜、饮料等30多个品

种。为了提升当地消费者对韩国农食品的接近性，计划在Yahoo购物主页，公开宣传 横幅，在Yahoo Japane购物PC和移动设备网站、韩国农食品馆同时发布，将宣传效 果极大化。

预计9月到12月将与日本第二大网络购物商城——乐天（Rakuten）联合，开展K-Food 韩国食品促销活动。将推出加工食品、泡菜、冷冻食品、炒年糕、面类等13个农食品

品种，共150余件商品。以在相应店铺中购买相应商品的消费者为对象，同时开展积分 （共30万日元）促销活动，引导消费者积极购买韩国食品；以参与扩大韩国食品消费 竞赛的人员为对象，推进积分（共10万日元）促销活动，将宣传效果极大化。

USA www.freshdirect.com

Selling Korean rice crackers in the USA

In July of this year, aT advertised and sold rice crackers through Fresh Direct and Boxed, an American online shop. aT exposed consumers to the product using online banners and the search features of Fresh Direct. The banner for rice crackers appeared on the site’s main pages for a period of two weeks. aT advertised the rice crackers through the web and mobile site and through weekly events and also used the online banner and promotional emails to reach targeted consumers. 在美国销售的韩国米饼

7月，美国线上卖场——Fresh Direct和Boxed开始宣传并销售米饼。通过Fresh

Direc，利用线上横幅广告和搜索功能曝光产品，持续2周在网站主要页面显示米饼 横幅广告，从而对产品进行宣传。Boxed通过网络、移动设备、周间活动品目对米饼 进行宣传，通过线上横幅广告、针对消费者的电子邮件宣传，曝光产品。

17 2018 OCTOBER

Item

Young consumers looking for high-quality, safe foods

Myanmar food market

Myanmar is a young country, with people under the age of 30 representing 60% of the country’s population of 60 million. Ever since its market opened up to the world in 2012, Myanmar’s economy has been on the rise. The Korean Wave, in particular, has had a big influence on Myanmar, sparking interest in Korea’s excellent agrifood products among local consumers.

寻找优质、安全食品的消费者

缅甸食品市场 18 Korea Agrafood

Young and lively Myanmar market gaining attention from abroad!

Ever since its market opened in 2012, Myanmar has experienced rapid economic growth, which has also caused the country’s food market to flourish as well. As of 2014, the food market in Myanmar was worth about USD 1.61 billion, a 3.7-fold increase from 2010. The import food market, especially, has grown by around 20% every year.

Recognizing this growth, leaders in the world food market are now focusing on Myanmar as a promising new market.

The number of nations and companies participating in the Food & Hotel Myanmar (F&HM) are also growing every year. This year in June, the “2018 Myanmar Food Exhibition” was held at Myanmar’s Event Park and welcomed 173 participating companies from 20 countries.

The Korean Pavilion, a booth in the international section of the exhibition, was one of the most popular booths, attracting a great deal of attention from both visitors and buyers. In the Korean Pavilion, products from 18 export companies were on display, and various export consultations were held. Popular fresh Korean produce such as apples, strawberries and sweet persimmons were also on display.

The pavilion also presented a selection of instant foods such as smoked chicken and tteokbokki and traditional Korean foods such as kimchi and ginseng. Among other foods, kimchi and samgyetang (boiled chicken with ginseng) have become well known among Myanmar consumers through popular Korean TV dramas and movies. As people in Myanmar have learned about the functions and health benefits of these foods, health-conscious consumers have begun to show increased interest in Korean products.

Myanmar’s younger generations are particularly familiar with and fond of tteokbokki. At the exhibition, a tteokbokki export company set up a photo zone for visitors, stirring up even more interest in one of Korea’s most popular foods. Korean processed foods have also started to become recognized as popular K-food due to the powerful influence of the Korean Wave.

Myanmar is young country with 60% of people under the age of 30 and their market is lively, gaining big attention from abroad.

年轻而又充满活力的缅甸市场，备受世界的瞩目！

缅甸自2012年市场开放以后，国家经济快速增长。食品市场 规模也急速扩大。以2014年为基准，食品市场规模约为16亿 1000万美元，与2010年相比，增长了3.7倍。尤其是进口食品 市场，每年增长20%左右。

因此，作为亚洲新兴前景市场，缅甸备受世界瞩目。参加缅甸

代表性食品展览活动——缅甸食品博览会（F&HM）的国家和 企业数量也呈现出每年增加的趋势，今年6月，在缅甸活动公

园中举办了“2018缅甸食品展览会”，有20个国家的173个企业 参加。

本次活动展出了全世界各种食品，尤其“韩国馆”成为了游客和

买家的关注焦点。韩国馆中不仅展出了18个出口企业的产品， 也可进行出口咨询。活动展品有新鲜农产品——苹果、草莓、 甜柿子等韩国代表性的新鲜水果。

Competitiveness of Korean food rises due to highquality and social media marketing strategies As Myanmar’s economy continues to grow, local consumers are showing more and more interest in food

还展出了熏鸡、炒年糕等即食食品和泡菜、人参等韩国代表 性的传统食品。其中泡菜、参鸡汤等是通过韩剧和电影等吸

引当地人气并被缅甸消费者所熟知的韩国传统食品。这些食

19 2018 OCTOBER

Many Korean companies had participated in the 2018 Myanmar Food Exhibition and introduced many kind of K-Food.

品的功能性和营养价值众所周知，备受重视健康的当地消

safety and quality. This safety-conscious trend first began in and around major cities such as Yangon and Mandalay.

There is an increase in consuming high-quality foodstuff and processed food. It is also expected that people in Myanmar will soon show an increased consumption of foods preferred in developed countries such as safe organic foods, milk, and high-quality meat.

Korean food has gained competitiveness in the Myanmar market thanks to its differentiated characteristics, excellent quality, social media marketing, and the power of the Korean Wave. 60% of Myanmar’s 60 million population is made up of people under the age of 30. Since consumers are so young, they show a high interest in the Korean Wave, and many are avid social media users. The unique characteristics of Myanmar’s youthful population can be effectively used to promote Korean food.

This year, aT enhanced the promotional effects of Korean food by aggressively using social media during the Myanmar Food Exhibition. The exhibition was broadcasted live in collaboration with aT’s Myanmar official fan website (50,000 followers) and the popular local online channel “May Food Myanmar” (4 million followers). The number of internet users in Myanmar has reached 19 million, representing 35% of the country’s entire population. 80% of internet users also use Facebook, making this form of SNS particularly effective for social media marketing.

Myanmar’s national broadcast (MITV) covered the Korean Pavilion during the exhibit and aired footage of the production site of Komega, a sesame oil company. aT also extended a special invitation to buyers in charge of purchasing goods for Myanmar’s major supermarkets City Mart, Orange Mart, and Sengeha Department Store

费者的关注。炒年糕是被缅甸年轻阶层所熟知的韩国食品。 本次展览会中，出口企业设置了拍照区，加重了炒年糕产品

的宣传效果。韩国加工食品与韩流衔接，逐步定位代表性的 K-FOOD。

韩国食品，高品质+韩流+SNS市场营销，具备竞争力

随着缅甸经济的增长，当地消费者对优质、安全小吃的关注不

断升高。以仰光、曼德勒等主要城市为中心，这种现象已经开始 出现。高级食材和加工食品的消费增加。预计有机农安全食品 及牛奶、高级肉类等发达国家型产品的消费也将会增加。

缅甸市场中韩国食品具备优质、韩流热风、SNS市场营销三大

差异化竞争力。缅甸6000万人口中60%以上为30岁以下的年轻

人。消费阶层较为年轻，所以对韩流关注度高，SNS市场营销用 户数量也较多。这些特点使韩国食品在缅甸市场的宣传效果显 著。

aT在今年缅甸食品展览会期间，积极应用SNS，提高了韩国食 品的宣传效果。关注者达5万人的aT缅甸官方粉丝页面与当地

知名线上频道——“My Food Myanmar”（关注者达400万人）等

联合，实况转播展览现场。缅甸网络用户为1900万人，占总人口 的35%。网络用户的80%为脸书用户，所以，应用社交网络服务 （SNS）进行的市场营销非常有效。

缅甸国营广播电视台（MITV）对展览期间韩国馆概况和参加

企业——Cormega苏子油生产现场进行取材并播放。除此之 外，aT还邀请了缅甸主要大型流通企业——城市超市（City

Market）、橙色超市(Orange Mart)、Senggeha 百货店的采购参

加展览，为实现优质的出口咨询提供支持。通过这些努力，韩国 馆的参加企业在展览期间取得了41单、177万6000美元的出口 成果。

高糖新鲜水果、常温流通炒年糕等前景佳

韩国食品兼具安全和优秀质量，竞争力较强。以水果为中心

20 Korea Agrafood

to participate in export consultations. Thanks to these support activities, participating companies signed a total of 41 contracts worth USD 1.776 million.

Promising items: sweet fresh fruits, and shelf-stored tteokbokki The competitiveness of Korean foods is being raised along with its safety and quality. Korean fresh produce, in particular, is known for its excellent sugar content and storability. This year, during the Myanmar Food Exhibition, strawberries were very popular. Many visitors even asked if they could buy the strawberries displayed by K-Berry Corp. and Joyfarm Agricultural Association Corporation on site. Mushrooms and processed mushroom products from the Jirisan Mushroom Farming Association Corporation likewise received much attention as health foods.

Korean processed foods are excellent in terms of taste, quality, and preservation. Products with a long shelf life are typically very attractive in Myanmar as many places lack proper refrigerating equipment. Tteokbokki and fish cakes are popular Korean processed foods sold at restaurants in Myanmar; once these products (many of which have a long shelf life) are exported, consumers in Myanmar can prepare their favorite dishes at home. As a result, these types of products are expected to have high competitiveness.

Korean food exports to Myanmar have expanded along with the popularity of the Korean Wave, which has spread the high recognition of Korean culture and Korean food among the nation’s young people. The powerful influence of the Korean Wave in Myanmar is good news for small and medium-sized Korean export companies and local import and distribution companies aiming to promote the sales of Korean products.

Although the number of supermarkets (marts) and convenience stores in Myanmar has exploded in recent years, most of these stores are still seeing increases in sales. Traditional markets still have more customers, but as the economy grows, the number of people utilizing modern distribution networks (including supermarkets and convenience stores) is expected to increase. When the distribution network shifts, sought-after consumer goods will also change, bringing added appeal to safe, high-quality, trendy Korean food items.

Korean fresh produce is known for its excellent sugar content and storability. Sweet fresh fruits, and shelf-stored tteokbokki are promising.

的新鲜食品糖度高，流通期较长。尤其是草莓、苹果、甜柿子 在缅甸当地市场上的关注度较高。韩国新鲜水果被评价为：

味道好、香气怡人和流通期限长。今年，缅甸食品展览会中大

多数的游客询问（株）Keiberry和Joyfarm农业协会的草莓是 否可以现场购买，可见草莓的人气之高。 （株）智异山蘑菇农

业协会的蘑菇和蘑菇加工食品也作为安全的健康食品而备受 关注。

韩国加工食品不仅味道鲜美，质量好，流通储存方便，期限较 长。其优点是：在冷藏、冷冻基础设施不足的缅甸当地可长时

间常温流通。在缅甸当地餐厅中，炒年糕、鱼丸等韩国加工食

品热销。如果出口可常温流通的食品，在当地家庭专用食品中 很有竞争力。

韩流在扩大韩国食品向缅甸出口中起到了巨大的协同效果。 以年轻阶层为中心，韩国文化和韩国食品的认知度越来越

高。缅甸韩流人气对于大部分中小规模的韩国出口企业来说

是件乐事，对于当地进口和流通企业来说，产品宣传效果也得 到了提高。

最近缅甸的超市、便利店等呈几何级数增长。尽管如此，大部

分卖场仍实现了销售的增长。到目前为止，传统市场的比重较 大，但随着经济的增长，超市、便利店等现代流通网用户有望

增加。如果流通网发生变化，消费产品也会随之变化。兼具安 全和优质、时尚的韩国食品在缅甸年轻消费者阶层中将会极 具魅力。

21 2018 OCTOBER

New Product

A perfect meal for eating alone

Enjoy a good meal even when dining alone!

Due to the growing number of single-person households, there is an increased number of people who typically “eat alone” (known as “honbap” in Korean). There are also many people who even though they are not single, still enjoy eating alone for various reasons. The meals you eat alone don’t have to be humble, simple food without any taste that merely fill you up.

Many people diet in the summer. What kind of tasty, low-calorie 完美的“一人食” snacks do dieters love?

一个人也可以享受丰盛一餐

In Korea, there is a newly coined word, “ilcomomy,” (a combination of the word economy and ‘il,’ the Korean word for one). This word refers to the economic phenomenon created by single-person households. The very existence of this word shows just how much the increase in single-person households has influenced the Korean economy. The increase in single-person households has made the act of eating alone a daily occurrence for many. As the number of people who enjoy eating alone continues to grow, single-serving packaged foods are also gaining popularity.

Eating alone, however, doesn’t mean you have to sacrifice great taste! The following products offer single diners an abundance of both taste and convenience.

22 Korea Agrafood

韩国有“一人经济（Ilconomy）”一词。是 在英文“Economy”前加上数字“1”的韩

文发音“Il”组成的合成词，是随着单人家 庭的增加而诞生的新词。可见单人家庭

对韩国经济造成的影响之大。单人家庭 的增多促进了“一人食”的普遍化。“一人

食”的家庭逐渐增加后，一人专用的小包

装食品也陆续上市，深受消费者的喜爱。 下面介绍一下兼具味道与便利性的产 品。

Yougaone mini cereals

Jonggajip Bokkeumbap (fried rice)

Organic mini cereals are being sold by the specialty organic food company Cored International Corp. through its affiliate Yougaone. The cereals are non-GMO and gluten –free, and there is a spoon included in the package so you can eat it on the go (just add milk!). One bag (40 g) is small enough for one person to be able to eat in one sitting.

Yougaone now sells around 150 products, including the mini organic cereals. All products listed for sale on the site are made with 100% organic ingredients and certified organic.

Fried rice is tasty by itself, but it is even better when you add kimchi.

The popular kimchi brand Jonggajip now offers kimchi Fried Rice and kkakdugi (cubed radish kimchi) fried rice in single-serving packages for added convenience. Simply put the contents of the package in a microwave oven for four minutes or reheat it in a frying pan for three minutes for freshly made fried rice that is ready to eat. The fried rice has also bacon and vegetables in it for added flavor and texture.

YOUGAONE迷你麦片

宗家府炒饭

机农麦片迷你产品。该产品是“非转基因（NON-GMO）”、“无谷蛋白(GLUTEN-

菜优质品牌——宗家府推出的泡菜炒饭和腌萝卜块炒饭，一人份小包装，提高

有机农产品生产企业（株）Cored International在自有网站商城上推出了有

加油炒出来的饭，肯定饭香浓郁，但如果再加上美味的泡菜就锦上添花了。泡

FREE)”产品。产品内带有汤匙，可以倒入牛奶后直接食用。产品为小包装，净重

了便利性。只需在微波炉中加热4分钟或用平底锅加热3分钟，即可品尝到犹如

40g，可以一次性食用。YOUGAONE目前除了有机农麦片以外，还销售约150余

刚出炉的香喷喷的炒饭。除了泡菜，还添加了培根和蔬菜等大块食材，吃起来

种产品，所有产品均是100%有机农产品，且已获得认证标志。

味道更香。

Saenggadeuk Naengdongguk (freshly frozen soup)

Hatban Cup Bap (instant rice)

In Korea, having a bowl of soup on the dinner table along with your main dish shows that you are ready to have a proper meal.

Pulmuone’s one-serving package of “Saenggadeuk Naengdongguk” is made with fresh ingredients and frozen using a quick-freezing technique. Currently, Pulmuone offers four different types of soups: sagol gomtang (beef bone soup), hwangtae gaejangguk (dried Pollack hangover soup), beef and seaweed soup, and beef yukgaejang (spicy beef soup). These products even fit on the shelf of your freezer, making them extremely easy to store.

CJ Jeil Chedang, a brand famous for its packaged cooked rice, hatban (instant rice), now presents cup bap. Cup bap represents a unique part of Korean culture. People preparing for civil service examinations are so busy that they usually buy a cup filled with cooked rice and side dishes sold at street side stands for their meal; this practice has given birth to the cup bap food trend. Because of its convenience, cup bap is ideal for single-serving meals. CJ offers over 18 kinds of cup bap products, including premium products such as Mushroom and Gondre Herb Mixed Rice and Octopus and Bean Sprout Mixed Rice. Some of its most popular products are Seaweed Soup Bap and Gangdoenjang Barley Mixed Rice (rice with soy bean paste sauce).

鲜多多速冻汤

速食杯饭

对于韩国人的饮食习惯来讲，饭桌上有没有汤类，可以说是丰盛一餐的指

CJ第一制糖的速食米饭因便于包装而驰名，将其升级后推出了杯饭。杯饭是

标。只有摆上汤品，才能算是一桌完美的饭菜。圃美多推出的一人份“鲜多多

韩国的独特文化，因学业而忙碌的应试生为节省时间，食用路边摊销售的装

速冻汤”将选用新鲜食材熬成的汤速冻而成，可提高一餐的品质。有浸膏牛

在杯中的米饭，杯饭因此而流行。因其便利性，很适合一人食用。产品线有

骨汤、黄太鱼醒酒汤、牛肉海带汤、辣牛肉汤等4种。考虑到单人家庭的小型

18种以上的多样产品，最近又推出了蘑菇山蓟菜拌饭、章鱼豆芽拌饭等高级

冰箱尺寸，产品包装小巧，可轻松放在冷冻室保管食用。

产品。其中最畅销的是海带汤饭和酱炒大麦拌饭。

Contact Information Yougaone : +82-1522-4829 KO Pulmuone: +82-080-022-0085 Daesang FNF Jonggajip: +82-080-080-8866 KO

KO

CJ Jeil Chedang: +82-2-6740-1114

23 2018 OCTOBER

KO

People

Korean fall meals Fall is a great time to find seasonal ingredients harvested fresh from the land and sea. Two Korean food lovers—who are so in love with Korean food that they can make authentic doenjang jjigae (soy bean paste stew) at home—are invited out for a full Korean fall meal.

Tasting raw fish for the first time in Korea Seetha (from India) and Catalina (from Romania) tried plump jumbo shrimp along with raw, grilled, and fried gizzards, which are at their peak in fall.

People in India and Romania typically don’t eat raw fish, so this was the first time Seetha and Catalina had raw fish. Although they tasted slices of raw gizzards plain, they preferred dipping them in sauces made with doenjang, sesame oil, peppers, and garlic. In many ways, their food preference are similar to many Koreans.

Seetha, especially, is very good at cooking Korean food.

“I like doenjang jjigae very much. I make and eat Korean food, not Indian food, even at home. I am from South India, and the food in our region is very similar to Korean

food. The reason I like doenjang jjigae is because it is similar to a dish we have in South India. There is even a food in South India that is similar to the red pepperseasoned kkakdugi (cubed radish kimchi).”

Catalina—a true fan of spicy food—named tteokbokki as her favorite food.

“Romanian food is quite different from Korean food, but I still really like Korean food. One of my favorite types of fish is anchovies. I especially like gochujang stir-fried anchovies.”

We recommended to Catalina—who likes grilled fish— that she try grilled gizzards before the end of the season.

Among the grilled jumbo shrimp, fried jumbo shrimp, and raw gizzards, both Seetha and Catalina chose the 24

Korea Agrafood

fried jumbo shrimps as their favorite food. However, they discarded their shrimp peels, which are extremely good for you.

“For foreigners, it feels a little weird to eat shrimp peels.

Apparently, Koreans say shrimp peels are high in nutrients like chitosan.”

We’d like to stay in Korea for a long time.

Seetha, who is currently studying at the Business School of Dongguk University, has been living in Korea for only a year. Her Korean is too fluent for us to believe that she has only learned Korean through conversation, not through any formal text books. Seetha is a huge fan of Korean movies and told us that her favorite Korean movie is “Christmas in August,” released in 1988.

“There are many things that are similar between my hometown in South India and Korea in terms of food, culture, and even history. I think that’s why I am so attracted to Korea.”

Even though she was born in India, Seetha was raised in Dubai and speaks 4 languages: Hindi, Arabic, English, and Korean. She hopes to work in the fields of marketing or financial management in Korea after finishing her studies.

Catalina came to Korea for the first time 5 years ago.

She entered a contest targeting foreigners, hosted by the official Facebook of Seoul City and wrote an essay on the theme, “Reasons I want to come to Korea”. Her essay won her a special invitation by Seoul City to come visit Korea.

“I came to Korea to visit 5 years ago and moved here 2 years ago. At first, I was sent here for business by the company I worked for. Now I am preparing a startup business teaching social skills and creativity.”

Although they have different reasons for liking and coming to Korea, Seetha and Catalina both haven’t gone home much since they’ve moved here. They both say that they love Korea so much that they don’t feel lonely.

the Three Kingdoms Era of Korea. The place I want to go the most is Geojedo Island.”

There are many reasons why foreigners want to visit Jeolla provinces, but Catalina’s interest in the Mireuksaji Temple Site is truly exceptional. Seetha also agrees that there are not many places in Korea that Catalina hasn’t been.

“I even went to Dokdo. I have really traveled throughout the four corners of Korea, including to Busan, Goheung, Gwangju, and Jejudo. Out of all the places I’ve been, I like Yeosu the best.”

These foreigners are very familiar with all the rustic charms and beauties of the Korean provinces. So what do they think about the more glamorous city of Seoul?

And what is their favorite place in the city? Both Seetha

Fall foods in South India and Romania

“It’s time to eat figs” Koreans and Indians eat figs in the fall because it is fig season. In South India, figs are usually used to make a sauce.

Fig jams, in particular, are the most popular.

Seetha ranganath

“Let’s enjoy the fall meals” Romania is a farming country, a lot of grains and vegetables are harvested in the fall. Just like in Korea, Romanians also do things to “prepare for the winter.”

Usually, they make pickled cabbage, which is like white kimchi in Korea.

Catalina

Foreigners who know the charms of Korea hidden in every corner “Recently, I traveled around Jeolla provinces. I like history, so I went to see the Mireuksa Temple Site alone. I have a lot of interest in Korean history and am especially about 25 2018 OCTOBER

Ojingeo Cheongchun, Samseong Station branch Address: 104 gil 8, Teheran-ro, Gangnam-gu, Seoul Contact: +82+02-563-5585 KO

and Catalina chose Gwanghwamun Gate as their favorite place in Seoul because they can see the nearby palace. Catalina, especially, is so interested in palaces that she even worked as a volunteer at the night opening events at Gyeongbokgung Palace.

get to know you, they treat you like family. Catalina remembers that when she was invited to Korea and worked on the filming of the Seoul City promotional video, the director and his family took good care of her.

“I stayed at the director’s house for a month back then. It was not a homestay, but more like living with my family at home.

Eventually, I lived with them for a year, and then we became a real family.”

Hopefully, these foreigners who like Korea so much will make many good Korean friends and family members.

Koreans are like family to us now.

“It is hard to make friends with Koreans” Seetha said that it is actually something that many Asian people share, including Koreans. Catalina said she also experienced something of what Korean people are like. It is hard to get close to Koreans, but once they

Other popular seafood restaurants

Yeosuhang Address: 15 gil 18, Samildae-ro, Jongno-gu, Seoul Contact: +82+02-722-2577 KO

Jamae Susan

Hwanggeum Yeojang

Address: 77 gil 55, Seochodae-ro, Seocho-gu, Seoul Contact: +82+ 02-536-9292 KO

Address: Sinseong Building, 96 Achasan-ro, Seongdong-gu, Seoul Contact: +82+02-466-8806 KO

26 Korea Agrafood

SIAL Paris, international food exhibition Korean Pavilion Company Information Daon Food Co., Ltd. 4 L 147 Seaweed Rice Crisps

Jeju Farm Agriculture Association Corporation 4 L 161 Red Ginseng Yagwanmun

DELLOS F AND B 4 K 152 Aloe vera juice drink LOE

21-25 October 2018

JINSUNG F.M Co., Ltd. 4 K 174 BULGOGI MARINADE FOR BEEF

DNL Co., Ltd. 4 K 100 Young Mi Cup Toppoki

JKFOOD Co., Ltd. 4 L 139 Seasoned Seaweed snack

DongHwa Food 4 L 171 Salted Pollack Slices

JNS GLOBAL Co., Ltd. 4 L 129 Frozen Sanuki udon noodle

EVERFARM AGRICULTURAL Corp 4 K 097 Pears, Strawberry

KEUMKANG B & F Co., Ltd. 4 K 120 Aloe drinks & fruit drink

Agricultural Company Jayeonteo Corp 4 K 116 Eat slim, Rainbow cherry tomato

Extract & Food Co.,Ltd 4 L 183

AGRICULTURAL CORPORATION GROWTH DIGM FOOD & BUSINESS INC. 4 L 165 Roasted Sweet Potato powder

FOODBERRY Co., Ltd. **** Black Garlic

Ajumma Republic Co., Ltd. 4 K 114 Kimchi Sauce, Japchae Sauce ALOE FARM AGRICULTURAL ASSOCIATION 4 K115 AROMAVILLE COFFEE Co., Ltd. 4 L 127 Rainbow coffee mix ASIA FOOD Co. Ltd. 4 K 109 Asian Food Service Co., Ltd. 4 KL 156 BEOLGYOCODFISH.,LTD. I KKOMASI 4 L 175 Cooked cockle(remove shell) Biorhythm Co., Ltd. 4 L 151 Kimchi live lactobacillus BRANDACUMEN Co., Ltd. 4 K 146 Legend of Korean Red Ginseng CHAMMI FOOD Co., Ltd. 4 L 099 Woori bibimbap kimchi Chammiso Agricultural Corp. 4 K 172 NUBUD CHUNGHAK F AND C 4 KL 100 Sesame oil CHU SUNG KO UL 4 K 177 Corea traditional food. Inc 4 K 180 COWGOLD 4 L 149 Powder salt DAECHANG FOOD Co., Ltd. 4 K 092 Dried laver DAEDONG KOREA GINSENG Co., Ltd. 4 L 143 Red Ginseng Extract Plus Da Jung Co., Ltd. 4 L 153

JINSAN BEVERAGE 4 L 163

DK Foods Co., Ltd. 4 L 089 Cheese Sticks

KJ Co,. Ltd. 4 K 096 Yuza concentrated juice & mix

1STBIO Co., Ltd. 4 K 113

GARIMI Co., Ltd. 4 K 182

GODBAWEE FOOD Co., Ltd. 4 L 121 Seasoned Laver-Original

MINSOKJU ANDONGSOJU 4 K 179 Korean Folk Liquor Andong Soju 600ml

GREEN GAON Co., Ltd. 4 L 185

MISSLEE Co., Ltd. (remplaçait de leeganefood, désisté) 4 K 140 Tomato spaghetti sauce

GWANGCHEON SAMWON FOOD Co., Ltd. 4 L 095 Seasoned laver H&P INTERNATIONAL 4 K 130 Enoki Mushrooms Hae Yea Reum 4 K 184

NFOOD Co., Ltd. 4 L 181 Black Garlic Jelly

Hwangtorang Onion Extract Farming Association Corporation 4 K 166 Hwangtonara Undiluted Onion Extract

NHS FOOD 4 K 117 NP Beverage Co., Ltd. 4 K 134 Vita cap Green Apple

ILHAE Co., Ltd. 4 K 164 Semi-dried Mandarin Orange Snack

ORIENTAL F&B 4 L 137 Kimchi, Yuja pure juice, Yuzu Jam

Jabez farming association 4 L 179 Gold Deodeok Juice

Sangjuwonyenonghyup 4 K 153

SEMPIO FOODS COMPANY 4 L 145 Soy sauce SEVENCO SA 4 L 133 Bread Crumbs SHINHEUNG F&D 4 L 091 Rice Snack Shinkung Traditional Food 4 L 177 Yugwa( Gourmet pastry with puffed rice powder and grain syrup) SJ CORE Co., Ltd. 4 KL 134 COOK TOK ORIGINAL SLOWMOMFOOD Co., Ltd. 4 K 107

TAEKWANGFOODS Co., Ltd. 4 L 117 Organic rice crust

NATURAL CHOICE Co., Ltd. 4 K 154 Apple chip

HB CORPORATION 4 K 124 Sushi nori

SAMYANG Foods Co., Ltd. 4 L 115 HOT Chicken flavor ramen

MORE CO., Ltd. 4 K 151

NAMKWANGFOOD Co., Ltd. 4 L 113 Seasoned laver

HANSUNG FOOD Co., Ltd. 4 K 132 Cabbage kimchi

SAMJIN GLOBALNET Co., Ltd. 4 KL 140 Frozen dumpling

TaeBaek agricultural Co., Ltd. 4 K 170 Sesame oil

Namdofood Co., Ltd. 4 L 169 Easy Broccoli Jabchae (Spicy Taste)

HA NEUL NONG GA AGRICULTURE Co., Ltd. 4 K 168 dried vegetables

Samhae Commercial Co., Ltd. 4 K 133

MIWAMI Co., Ltd. 4 K 095 Honey citron tea

Munkyeong Omija Valley 4 L 173 OMI Premium Series

Handofood Co., Ltd. 4 K 142 Delicious Scorched Rice

SAHM YOOK SEA FOOD Co., Ltd. 4 K 122 Sweed Sensation

Sejonggongju Horticultural Nonghyup 4 L 097 Pear, Strawberry, Chestnut

Mi-Jung Co., Ltd. 4 L 119 Rice Jajang

Green Co., Ltd. 4 L 167 Pickled Mushroom

Pureplus 4 K 119

Korea Natural Food Co., Ltd. 4 K 135

KWANGCHEONKIM Co., Ltd. 4 L 125 Roasted seaweed

GOLDEN CITRON 4 K 177 Chia Seed Aqua Glucomannan Jelly

PKHFOOD 4 K 098

SAVIA International 4 L 093 Aloe Vera Drink

Kuan Industrial Co., Ltd. 4 K 150 FRG Extract Duo Gold

GMF Co., Ltd. 4 K 137

PALDO Co., Ltd. 4 K 118 Korean instant noodle

K-MUSH 4 K 144 Fresh enoki mushroom

KOREAN ONE GINSENG PRODUCTS Co., Ltd. 4 K 126 Korean one ginseng tea

G.EAST 4 K 128 Organic Rice Rolls

Organic Vegan Corp. 4 K 131

OTTOGI Corporation 4 L 141 OTTOGI JIN Ramen mild

27 2018 OCTOBER

TAEYOUNGFOOD 4 L 123 Chi-na chi-na TEAZEN INC. 4 L 131 Matcha Very Good Food 4 K 156 Wellfarm Co., Ltd. 4 K 094 JusReal Apple Juice Soda WOOMTREE CORPORATION 4 K 148 Premium fresh wasabi paste Young Poong Co., Ltd. 4 K 178 Topokki (rice cake with sauce) YOUMEONE 4 K 176 powdered tea

Farm Tour

Farm Winery, Yesan Apple Wine Corporation

Taste our sweet and sour wines, made with our very own apples!

The apple wine and brandy manufactured by the Yesan Apple Wine Corporation has been gaining popularity. The corporation, located on a unique “farm winery”, combines apple farming and experience activities with local cultural tours.

農場ワイナリー「礼山りんごワイン(株)」

「直接栽培したりんごで造る甘酸っ ぱいワインはいかがですか」

28 Korea Agrafood

Vice President Jeong Je-min witnessed Canadian farmers make homemade wine, learned how to make them himself, and then returned to Korea and developed sweet apple wine.

ワインの不毛の地である韓国で、甘いりんごワインを生産し

There is a place that is now receiving much attention in Korea (a country without a true wine culture) for its sweet apple wines: the Yesan Apple Wine Corp. At the Yesan Apple Wine Corp., an agricultural corporation in Yesan, Chungnam, wine maker and Vice President Jeong Je-min makes wines using apples grown by his father-in-law Seo Jeong-hak, CEO of “Eunseong Nongwon”. Engseong Nongwon started gaining popularity in 2001 when Vice President Jeong came back to Korea from Canada to which he immigrated.

Engseong Nongwon has cultivated about 5,000 apple trees on a plot of land measuring 39,669㎡ (12,000 pyeong) since 1985.

“While I was living in Canada, I saw farmers drinking homemade wines made from the grapes they grew, and I studied winemaking whenever I had time. After thinking for a long time about how I could make a wine that I could confidently present to the world wine market, I succeeded in crafting an apple wine that tastes somewhat like ice wine,” said Vice President Jeong.

After eight years of research, VP Jeong built a farm winery and in 2010, started manufacturing wine. Vice President Jeong explained that European grapes are highly suitable for brewing wine, but Korean apples are low in sugar content and are better for eating. Thus, it was hard for him to make wines of 12-13% alcohol

て注目を浴びている企業があります。忠清南道礼山の農業会

社法人礼山りんごワイン(株)では、義父の「ウンソン農園」ソ・ ジョンハク代表が生産したりんごを用いて、酒造専門家(wine maker)である婿のジョン・ジェミン副代表がりんごワインを

製造しています。1985年から3万9669㎡(1万2000坪)規模の畑 で5000本のりんごの木を育ててきたウンソン農園が有名にな りはじめたのは、カナダに移民していたジョン副代表が2001 年韓国に帰って来てからです。

「カナダで暮らしていたとき、農民たちが直接栽培したぶどう でホームメイドワインを造って飲むのを見て、暇を見つけては ワイン造りを学びました。どうすれば世界の酒類市場に堂々 と送り出せるお酒を作れるのか悩みに悩んだ末、アイスワイ ンのような甘いりんごワインを作りました」

8年間の長い研究の末、農場ワイナリーを立ち上げ、本格的な ワイン加工を始めたのは2010年からでした。ヨーロッパのぶ

どうはそのほとんどが酒造用ですが、韓国産りんごの場合、

食用品種であるため糖度が低く、アルコール度数12~13のワイ ンを作るのが難しいです。そのため、ふじ品種の中でも糖度

が格段に高い「キク8」を使い加糖(砂糖を添加)のりんごワイ ンを造っているとジョン副代表は説明してくれました。

酒精・水を入れずに発酵熟成させたりんごワインとブランデ ーの優れた風味

このワイナリーの代表的な製品には、秋史アップルワイン(商 品名)、秋史ロゼ、秋史ブルースイート、秋史40などがありま

す。アルコールを添加して造る果実酒とは違い、りんごワイン

29 2018 OCTOBER

はできあがるまで長い時間がかかります。ジョン副代表は、

by volume using only Korean apples. So, he also used “gikku8” apples, a fuji apple variety with a much higher sugar content, to make his apple wine.

「秋史アップルワインは、酒精(アルコール)や水を添加せず1 ヶ月間の低温発酵プロセスを経て、15℃で1年間熟成させて 造った純粋な発酵果実酒です」と話してくれました。

アイスワイン風に開発した「秋史アップルワイン」は、爽やか

Flavorful apple wine and brandy fermented and matured without added ethanol or water Chusa Apple Wine, Chusa Rose, Chusa Blue Sweet, and Chusa 40 are the most popular wines sold at the winery. Unlike other fruit wines made with alcohol, it takes a long time to make each of the apple wines.

Vice President Jeong said, “We don’t use any ethanol or water to make our Chusa Apple Wine. Our apples go through a cold fermentation process for one month and then are matured for one year at 15 degrees Celsius.

Our wines are pure fermented fruit wines.”

Chusa Apple Wine, made in a style similar to ice wine, has a fresh apple scent and a sweet, clean taste. Known as a dessert wine, it is often favored by women. Gold dust is also added to the apple wine, which makes it appear even more luxurious. Chusa Apple Wine is currently in great demands by Chinese tourists and has also gained recognition abroad for its high quality.

Chusa Rose, tinged with red, is gaining positive

TIP

Apple pie recipe

by Yesan Apple Winery

なりんごの香りと甘くてすっきりした味わいが特徴的な女性

好みのデザートワインです。金粉を添加したこの高級アップル ワインは特に中国人観光客に人気で、その品質は海外でも認 められています。

赤い果肉の「レッドラブ」品種で造られた今年新発売の赤い

ワイン「秋史ロゼ」ワインも良い反応を得ています。従来のり

The most popular wine from the winery is Chusa Apple Wine. No ethanol or water is added to the wine. This pure fermented fruit wine is made with a cold fermentation process and aged for a year.

Ingredients Pie dough: 500g flour, 315g butter, and 150g water Apple filling: 3-4 apples, sugar (30% of the amount of apple), half a lemon, a pinch of cinnamon Directions 1. Sift flour.

2. Cut butter into cubes; combine the butter cubes with the flour.

3. Dissolve salt in cold water; add the salted water to the butter and flour mixture (Step 2) to make the dough; knead the dough.

4. Divide the dough into parts measuring 60g and 40g; roll each part flat to form the bottom and top pie crusts; place the dough into the refrigerator to harden.

5. Slice the apples into pieces approximately 2 cm in length and 0.5 cm in thickness; boil the apples down with sugar and add lemon juice; add a pinch of ground cinnamon; simmer the mixture,

30 Korea Agrafood

and stir well.

6. Drain the water from the mixture (from Step 5) using a strainer; let it cool.

7. Remove the dough from the refrigerator (from Step 4) and use a rolling pin to roll the two pieces even flatter (approximately 0.5 cm thick for the bottom crust and 0.3 cm thick for the top crust).

8. Place the bottom crust in the pie pan (12 cm in diagram); press down to remove any air; prick the bottom with a fork.

9. Add the apple filling.

10. Cover the pan with the top crust; press the edges firmly against the side of the pan; trim any extra dough hanging over the edge of the pan; use a cookie cutter to make holes in the top crust.

11. Brush some egg yolk evenly over the top of the pie crust.

12. Preheat the oven to 180 C˚; bake for 30-40 minutes.

Yesan Apple Wine has popular experience programs. Around 30,000 visitors a year come to the winery to experience the apple wine.

responses from wine drinkers as well. The wine is made with “red love” apples (known for their red flesh) produced this year. Chusa Rose is a unique wine and has more acidity to balance out its sweet flavor than the other wines.

Vice President Jeong said, “Consumers nowadays are starting to buy things that match their own individual styles.” He added, “I plan to develop wines to suit future consumer trends, using new types of apples. I am planning to produce dry wines, too.”

Chusa 40, targeted at male wine drinkers and expensive wine markets, is also attracting attention.

This particular apple wine is distilled and aged in oak barrels for three years, just like French Calvados. Chusa 40 has different hints of flavor including vanilla and almond. To make 500㎖ of this flavorful, full-bodied wine, it takes more than 7kg of Fuji apples.

Along with its wine, Yesan Apple Wine Corp. is famous for its experience programs. Around 30,000 visitors and foreign tourists visit the winery each year. One of the favorite events is the Yesan Apple Wine Festival, which has taken on the first Saturday of November for the past 14 years. The festival is popular mainly because it offers visitors a wide range of winery experience events and musical performances. In its early days, the winery only earned 20 million won from wine sales a year, but last year, the winery raked in 450 million won, thanks to a winning combination of finely crafted wine and winery experience programs.

Vice President Jeong said, “I hope Yesan Apple Wine becomes the representative wine of Yesan.” He added, “Since our apple wines are getting such a good responses from the Chinese tourists visiting Korean duty-free shops, we plan to aggressively expand our exports to China and Vietnam.”

んごワインと比べ強い酸味に甘い香りが合わさったユニーク なワインです。

ジョン副代表は、 「今は消費者もユニークな消費をする時代

です。これからは消費トレンドの変化に合わせて新しい品種の りんごでワインを開発します。ドライワインも発売する計画で す」と述べました。

男性消費者と高級酒類市場を狙って開発したりんごのブラン

デー「秋史40」も目を引きます。りんごワインを蒸留したあと、 フランスのカルバドス(Calvados ノルマンディー地域で生産し ているりんごのブランデー)と同様にオーク製酒だるで3年間

熟成させたお酒で、バニラやアーモンドの香りなど、多彩な香 りを醸し出します。500㎖のボトル1本に7kg以上のふじりんご が入ったブランデーは、重みのある深い味(参考 :重みのある ボディ感)と豊かな香りが魅力的です。

体験コースがあるワイナリーで有名な礼山りんごワインには、 年間3万人の訪問客と外国人観光客が訪れます。11月第1週目 の土曜日に開かれる礼山りんごワインフェスティバルは14年

目を迎えており、ワイナリー体験やコンサートなどを楽しめる お祭りとして大人気です。当初、ワインの売上高は200万ウォ ンに過ぎませんでしたが、去年はワイナリー体験の収入を含 め、4億5000万ウォンを超える売上を達成しました。

ジョン副代表は、 「礼山りんごワインが礼山を代表するお酒

になればと思っています。韓国の免税店を訪れる中国人観光 客から良い反応を得ているので、今後、中国やベトナムなどへ の輸出拡大も積極的に進める計画です」と述べました。 Company Information

Yesan Apple Wine Corporation Address: 107-25, Daemong-ro, Godeok-myeon, Yesan-gun, Chungcheongnan-do Contact: 041-337-9584 EN KO Website: www.chusawine.com

31 2018 OCTOBER

Fresh Produce

Korean mushrooms, known for their excellent tastes and textures

Reach beyond Europe and America to Asia Korea exports many kinds of mushrooms such as king oyster mushrooms, winter mushrooms, shitake mushrooms and oyster mushrooms. Korean mushrooms have a high degree of competitiveness overseas and boast excellent textures and flavors. Mushrooms are also well known as a functional food.

優れた食感と風味の韓国産きのこ

欧米を越え、アジアに

aTによると、今年上半期の韓国産エリンギは去年より16％多

According to aT, in the first half of this year, Korea exported 3,513 tons of Korean king oyster mushrooms, representing a 16% increase from the previous year.

The mushrooms are popular in the Americas and Europe, particularly in the Netherlands (32%), the U.S.A. (18%), and Australia (17%). During the same period, 6,586 tons of Korean winter mushrooms were exported, showing an increase of 14% from the previous year. Korean winter mushrooms have also increased their market share in the U.S. (43%), Australia

い3513tが輸出されました。オランダ(32%)、米国(18%)、豪

州(17%)など、欧米で高い人気を得ました。同期間韓国産エノ キタケは6586tが輸出され、前年比14%増となりました。米国 (43%)、豪州(16%)、カナダ(10%)でシェアを伸ばしています。 韓国産きのこはアジア市場でも競争力を上げています。韓国

政府は輸出用きのこ品種の開発を積極的に支援しており、オ ーガニック・GAPなどグローバル品質認証を取得する生産農 家も増加傾向にあります。

きのこ主産地の自治体も海外市場の開拓を活発に行なってい

32 Korea Agrafood

(16%), and Canada (10%).

Korean mushrooms are also increasing their market share in the Asian market, as well. The Korean government is dedicated to supporting the development of new types of mushroom for export, and the number of mushroom farmers who obtain global quality certifications (organic certification and GAP, etc.) is continuing to grow.

The local governments of mushroom production regions are also playing an active role in developing the foreign market. Changnyeong-gun, Gyeongnam recently carried out mushroom promotional events at a local supermarket in Australia and succeeded in exporting 60 tons of king oyster mushrooms worth USD 200,000. Last year, 988 tons of Changnyeong king oyster mushrooms were exported to six countries, including the U.S.A, Malaysia, and Singapore.

Korean mushrooms are exporting to the USA, Europe, Japan and other Asian countries.

ます。慶尚南道昌寧郡は最近、豪州の大手スーパーでプロモー ション活動を行い、エリンギ60t、20万ドルの輸出増大を達成 しました。去年、昌寧郡が 米国・マレーシア・シンガポールな どの6カ国を対象に輸出したエリンギは988t(320万ドル)に達

Efficacy1 Oyster mushrooms for lowering cholesterol Oyster mushrooms are high in ergosterol, which is converted by the mushrooms into vitamin D2, which is effective in lowering cholesterol. Since Korean oyster mushrooms are cultivated in high-tech environments under natural light, the mushrooms are rich in important vitamins and minerals.

します。

効能 1 コレステロールを下げる「ヒラタケ」

ヒラタケにはビタミンD2の母体であるエルゴステリンが多い

ため、コレステロールを下げる効果があります。特に韓国産ヒ ラタケは自然光と先端施設のもとで栽培されており、有効物 質の含有量が高いです。

効能 2 精神安定効果のあるビタミンB6が豊富な「エリン

Efficacy2 King oyster mushrooms, rich in vitamin B6 for a calming effect King oyster mushrooms have more vitamin B6 than any other mushroom. Vitamin B6 is effective in calming your nerves, and promotes good skin health. King oyster mushrooms are also high in minerals such as calcium and iron, which help promote a healthy metabolism.

ギ」

エリンギにはビタミンB6が他のきのこよりたくさん含まれてい

ます。ビタミンB6は神経安定と肌の健康に役立ちます。カルシ ウム、鉄分など新陳代謝を活性化する無機質も豊富です。 効能 3 生活習慣病の予防を手助けする「エノキタケ」

エノキタケには各種アミノ酸とビタミンが豊富に含まれてお

り、血圧調節や免疫力アップの効果があります。韓国産エノキ タケは機能性物質の含有量も高く、生活習慣病の予防に効果

Efficacy3 Winter mushroom, helpful in preventing geriatric diseases Winter mushrooms are rich in many different types of amino acids and vitamins that are effective in controlling blood pressure and strengthening the immune system. Korean winter mushrooms have a high content of many vitamins and minerals, so they are effective in preventing geriatric diseases.

的です。

効能 4 干すと、ビタミンDの含有量が3倍アップ「シイタケ」

シイタケはカロリーが低いためダイエットにも効果的で食物繊 維も豊富に含まれており、便秘予防にもなります。韓国産シイ タケは一日の気温差が大きく、日射量が豊富な環境で生産さ れるため、ビタミンDの含有量が特に高いです。

33 2018 OCTOBER

A myriad of mushrooms!

Unique mushrooms getting ready to meet the world! きのこの種類がこんなに豊富？ 海外進出を待つ風変わりなきのこたち 現在、輸出が活発な韓国産きのこにはエリンギ・シイタケ・ヒ

Korea currently exports large quantities of king oyster mushrooms, winter mushrooms, shitake mushrooms, and oyster mushrooms and exports ganoderma mushrooms, grifola frondosas, and beech mushrooms in small quantities. However, there are hundreds of kinds of Korean mushrooms in existence! In addition to the more well-known kinds of mushrooms, there are also a wide variety of mushrooms with unique shapes, colors, and scents, such as the brown winter mushroom, yellow oyster mushroom, ball-shaped songgo mushroom, and yiseulsongi mushroom, a type of shitake mushroom with a pine mushroom scent.

Currently, new types of mushrooms are being developed to expand exports. The brown winter mushrooms “Summer Scent #1” and “Summer Scent #2” are now being considered for export because of their excellent texture, short cultivation period, and ability to be stored and maintain their quality. Farmers have begun exporting the white winter mushroom “Baekseung” to Australia; the mushroom have, so far, earned favorable reviews. Grifola frondosas and beech mushrooms, which are already somewhat popular in Japan, are ready to be exported to even larger markets.

ラタケ・エノキタケなどがあります。霊芝・マイタケ・ホンシメ ジなども少量輸出されています。韓国産きのこはその種類が 数十～数百種類に達するほどさまざまです。広く知られてい

る種類以外にも、ブラウンエノキタケ・タモギタケ、ボールの

ような形をした「松椎茸」、マツタケの香りがするヒラタケ「露 しいたけ」など、形や色、香りがユニークな品種もあります。 最近は輸出拡大のために、海外市場に合わせた品種の開発 が盛んです。ブラウンエノキタケの「Yeoreumhyang1号・2

号」は優れた食感と短い栽培期間、高い貯蔵性で、輸出用と

して注目されています。ホワイトエノキタケの「Baekseung」 は農家が自主的に豪州に輸出して好評となりました。日本で 大人気のマイタケとブナシメジは日本市場のさらなる拡大を 進めています。

Unique Korean mushroom with special taste and smell.

34 Korea Agrafood

Representative regions producing mushrooms for export 輸出きのこの代表的な生産地

Gwangju, Gyeonggi-do, an exporter of oyster mushrooms Organic oyster mushrooms from Gwangju-si, Gyeonggi are exported to the U.S., China, and Hong Kong. Mushroom exports to the U.S. started in 2011, and export volumes increased once the mushrooms obtained organic certification. Korean organic oyster mushrooms also acquired Chinese organic certification, the first time ever this type of certification was given

ヒラタケを輸出する

「京畿道広州」」

京畿道広州市のオーガニックヒラタケは米 国・中国・香港などに輸出されます。2011

年から米国へ輸出しており、米国農務部

（USDA）のオーガニック認証を受けて輸出 量が増えました。また、きのことしては韓

国初の中国オーガニック認証を獲得して、

中国への輸出競争力をつけました。現在は 中国消費者が好む有色きのこの輸出を進

めています。

to mushrooms from overseas.

Jangheung, Jeollanam-do, exporting shitake mushrooms Jangheung-gun,Jeollanam-do exports local specialty shitake mushrooms to Hong Kong and Japan. Jangheung’s shitake mushrooms are highly trusted in the Hong Kong market, so export volumes continue to increase every year. Last year’s exports totaled 1.3 billion won. This year, the region will export approximately 35 tons of shitake mushrooms, grown in hard

シイタケを輸出する

「全羅南道長興郡」

全羅南道長興郡は地域特産品であるシイ

タケを香港と日本に輸出しています。特に 香港市場で長興産シイタケへの信頼が高

く、契約量が毎年増加しています。去年の

輸出実績は13億ウォンに上りました。今年

は原木で栽培したシイタケを35t輸出する 計画です。

wood.

Cheongdo, Gyeongsangbuk-do, exporting winter mushrooms The Farming Association Corporation of Cheongdo-gun, Gyeongsangbuk-do,“GreenHapmyeong”exportswintermushrooms totheU.S.and10Europeancountries(England,GermanyandFrance, aswellasAsiancountries.Thecompanystoresandshipsmushrooms separately by type in order to keep them fresh. After the winter mushrooms started being sold at Tesco, Korean winter mushrooms became even more well recognized for their quality.

Changnyeong, Gyeongsangnam-do, exporting king oyster mushrooms Changnyeong exports USDA (U.S. Department of Agriculture) certified king oyster mushrooms. Changnyeong king oyster mushrooms are known for their high quality and are popular among locals and Chinese immigrants in the U.S. and Australia.

This year, in an effort to increase its export market, Changnyeong entered into a contract for 18 tons of mushrooms (worth USD 60,000) with the HK Produce Group in New York, in the U.S.A.

35 2018 OCTOBER

エノキタケを輸出する

「慶尚北道清道郡」

慶尚北道清道郡の営農組合法人「グリーン

合名」は、米国とヨーロッパの10カ国(英・

独・仏など)、アジア地域にエノキタケを輸

出しています。きのこは品目別に保管・輸

送することで新鮮度を維持しています。品

質基準が特に厳しい英国最大の流通会社

「テスコ」に入店して品質の高さを認められ ました。

エリンギを輸出する

「慶尚南道昌寧郡」

米国のオーガニック認証(USDA)を獲得し

たエリンギを輸出しています。昌寧のエリ

ンギは米国・豪州で高品質が認められてお り、現地の住民と中国人の間で高い人気を

得ています。今年は米国ニューヨークのHK Produce Groupと18t、6万ドルに上る輸出

協約を結ぶなど、輸出市場を拡大していま

す。

Fresh Produce

Capture the Japanese and Taiwanese markets

Crunchy Korean cabbage

日本・台湾市場を魅了したシャキシャキ感

韓国産キャベツ

Korean cabbage gained much attention at the Korean agrifood consultation meeting held in Malaysia and Taiwan in June this year. Local buyers praised the Korean cabbage’s high-quality, particularly its high sugar content and crunchiness, as well as its storability. During the consultation meeting, Korean producers signed US 140,000 worth of contracts with Taiwan.

Korean cabbages are produced mainly on Jejudo ( Jeju Island), an island with an abundance of sunshine and a wide daily temperature range, which makes the cabbage sweet and tasty. The major export targets for Korean cabbage are Japan and Taiwan. Since Japanese people typically eat cabbage raw, the Japanese market produces and imports types of cabbage that are high in sugar and have good storability. Taiwanese people, on the other hand, typically eat cooked cabbage, and grow and export types of cabbage whose nutrients are not destroyed by heat and that maintain their crunchiness.

In order to produce high-quality cabbage, exporting farmers are receiving education prior to planting and engaging in consultations about growing management during the growing season. By further increasing the quality of their already excellent produce, farmers are hoping to expand their export markets beyond Japan and Taiwan to Southeast Asia.

今年の6月、 マレーシアと台湾で開かれた韓国農産物輸出商談

会で、韓国産キャベツが大きな注目を浴びました。優れた食感 と糖度、貯蔵性で、現地のバイヤーたちに高い品質を認められ たのです。商談会の期間中に14万ドルの台湾輸出契約も結ば れました。

韓国産キャベツは主に済州島で生産されます。済州島は日射

量と一日の気温差が大きいため、糖度が高くて美味しいキャベ ツが育ちます。主な輸出相手国は日本と台湾です。ほとんどの

キャベツが生食用として消費される日本には、糖度と貯蔵性の 優れた品種を生産・輸出します。キャベツを調理して食べる食

文化を持つ台湾には加熱しても食感が保たれる品種を栽培し て輸出します。

各輸出農家はキャベツの播種前の事前教育、生育期間の栽培 管理に関するコンサルティングなどを受けて、高品質のキャベ

ツの生産に取り組んでいます。このような努力を通じて、日本・ 台湾を越え、東南アジアへと輸出市場を拡大しています。

Efficacy Cabbage is rich in diastase, pepsin, and trypsin, which aid digestion, which is why cabbage is known as a “natural digestive medicine”. The main nutrients in cabbage are vitamin U and sulforaphane, which effectively fight against helicobacter, a type of bacteria which causes gastritis. Cabbage is also high in fiber, potassium, and calcium, making it a truly nutritious vegetable.

効能 1 キャベツは消化を助けるジアスターゼ、ペプシン、トリ

プシンを多量含んでおり、 「自然の消化剤」と呼ばれています。 キャベツの代表的な成分はビタミンUとスルフォラファンで、

胃炎の誘発因子であるピロリ菌を除去する効果があります。そ の他に食物繊維、カリウム、カルシウムなども含まれた栄養豊 富な野菜です。

36 Korea Agrafood

FARM STORY

Exporting cabbage to Japan that is recognized for its quality and safety Lee Jeong-sook, a Jeju farmer growing cabbage for export Lee Jeong-sook has been growing cabbage for export in Harim-eup, Jeju for over 10 years.

“Japan has a high cabbage consumption and grows 1.4 million tons of cabbage domestically every year.

Despite this domestic production, Japan still needs an additional 70,000 to 80,000 tons of cabbage a year; the cabbage used to fill this gap comes mainly from Korea or China. Jeju cabbage is mainly produced in winter, and is more than enough to meet Korea’s domestic demands. Thanks to our cultivation technology and farming know-how, our cabbage is excellent in taste and has great storability,” Lee said.

Japan considers the safety of agricultural imports a top priority—food safety is even more important than price.

Therefore, when a product passes the strict quarantine and quality standards of local Japanese distributors, it can be exported and sold at a higher price than in Korea.

“Together with other local farmers, I set up an export agricultural association corporation for cabbage exports. Grown using 10 years of farming know-how and expertise, our cabbage has gained recognition in the Japanese market for its safety and high quality. Our cabbage is exported and supplied to 3,000 restaurants through our local buyers in Japan. I’d like to make a commitment to increase the world’s recognition of fresh Korean fresh produce by expanding our exports."

品質・安全性を認められ、日本に輸出しています

す。済州産キャベツは冬場に集中的に生産されますが、そ

さん

農家の栽培技術とノウハウで味と貯蔵性も優れてます。」

済州島の輸出キャベツ生産者のイ・ジョンスク

の量は韓国内の需要を満たしても残るほど十分です。生産 日本は価格より農産品の安全性を最優先に考えます。その

ため、厳しい検疫と現地流通会社の品質基準を通れば、韓

イ・ジョンスクさんは

国より高い価格で輸出できます。

済州島翰林邑でキャ

「地域農家とともに輸出営農法人を立ち上げ、キャベツを

ベツを生産して10年以

輸出しています。10年の輸出ノウハウが蓄積され、安全か

上、輸出しています。

つ品質の高いキャベツとして日本市場で認められています。

「日本はキャベツの

輸出されたキャベツは日本現地のバイヤーを通じて3000カ

消費が多い国で、毎年

所のレストランに供給されます。これからも輸出を拡大し、

140万tのキャベツを生産しています。それでも年間7~8万tの

韓国産生鮮農産物の知名度アップに貢献したいです」

キャベツ不足で、韓国産や中国産のキャベツで賄っていま

Exporting Korean mini cabbage

Gunsan-si,Jeollabuk-do exports mini cabbage to Japan. The first shipment was sent just a few weeks ago, at the end of June this year. Since then, 10 tons of cabbage have been sent every week.

The Gunsan cabbages that are exported to Japan each weigh only about 1kg, which is half the weight of a normal cabbage. The cabbage is known for its soft and crunchy texture and high sugar content.

At the tasting event held in Japan prior to the start of exports, the cabbage was very well received for its quality and taste. This year, Gunsan-si plans to export 10 tons of cabbage every week from its 8-ha cabbage cultivation area and next year, plans to increase exports to 40 tons from a 30-ha field.

37 2018 OCTOBER

Processed Food

Meals made with whole, natural ingredients

Orion’s Market O Nature

Orion ambitiously launched its brand Market O Nature, declaring its goal to become a global general food company with the brand. Market O Nature is a healthy meal replacement made with natural food ingredients that are minimally processed.

原材料がまるごとぎっしりの天然食 オリオン「マーケット・オー・ネイチャー」

マーケット・オーの品質とプライドに、自然と原材料を加える

Market O presents natural food with confidence in quality Based on confidence in the quality of Market O, Orion launched a convenient meal replacement brand, Market O Nature, and entered into the meal replacement market in earnest.

Designed to provide a healthy meal that busy people can have conveniently regardless of the time and place, Market O Nature first released three types of Oh! Granola (black bean, fruits and vegetables) and three types of Oh! Granola Bar (black bean, fig berry and sweet potato),

オリオンは、 マーケット・オーブランドの品質とプライドをベース

に、インスタント食品ブランドの「マーケット・オー・ネイチャー」 をローンチし、インスタント食品事業に本格的に進出しました。 忙しい現代人たちが時間と場所にとらわれず、簡単かつ便利に

健康的な食事ができるよう企画されたマーケット・オー・ネイチ ャーは、黒豆、果物、米など農協が提供する韓国産農産物や穀 物、野菜などの原材料をそのまま加工して製造した「オー! グ

ラノーラ」３種(黒豆、フルーツ、ベジタブル)と、 「オー! グラノー ラバー」３種(黒豆、イチジクベリー、カボチャ＆サツマイモ)を先 行販売しました。

38 Korea Agrafood

国内外におけるインスタント食品を代表するブランドへと飛躍

which are made with minimally processed, homegrown agricultural products, grains and vegetables such as black beans, fruit and rice provided by Nonghyup (the National Agricultural Cooperative Federation). Last September, the company presented two types of Pasta Chips (mushroom cream and oriental spicy) and has received favorable responses from consumers.

マーケット・オー・ネイチャーは簡単・便利かつ健康的に一食分 を十分補うことができるため、社会人や学生などから高い人気 を得られるとみられます。オリオンは、この勢いを得て今後5年

以内にマーケット・オー・ネイチャーを年間売上高1,000億ウォ

ンのメガブランドに育て上げることで、インスタント食品の代表

ブランドとしての地位を確立し、中国などに構築しているグロー バルネットワークを活用して海外市場を攻略する計画も立てて います。

Aiming to become most popular meal replacement brand Granola doesn’t require any cooking process such as boiling or heating up, it is gaining in popularity as a meal replacement in Japan and America. In Japan, where consumption trends are similar to Korea’s, the granola market started to grow explosively in 2011, and reached more than 430 billion won in sales in 2016. Nowadays, granola has become one of the most popular breakfast foods in Japan.

とりわけ、グラノーラは、オート麦、米など様々な穀物と野菜など の原材料をそのまま焼いたものであるため栄養素の破壊が少量

にとどまり、煮たり温めるなどの手段を経ずに手軽に食べること

ができることから、日本やアメリカなどの先進国では食事に代わ る商品として脚光を浴びています。消費トレンドが韓国と類似し

ている日本ではグラノーラ関連市場が2011年から爆発的な成長 期に入っており、2016年には4,300億ウォンを超え、現在は日本

人の朝食を代表する食品のひとつとしての地位を確立するに至 っています。

MAIN PRODUCTS

Oh! Granola

Oh! Granola Bar

There are three flavors: black bean, fruit and vegetables.

The black bean granola bar is a high protein, healthy food

For the black bean flavor, three kinds of 100% domestically

made with 100% domestically grown beans. The fig berry

grown beans and Korean apples are used, and for the fruit

granola bar is a fresh beauty food made with antioxidant-

flavor, 100% homegrown strawberries, cranberries and

rich figs, strawberries and cranberries. The sweet pumpkin

coconuts. The vegetable flavor has four kinds of vegetables:

granola bar is an iron-rich food containing domestically grown

sweet pumpkins, sweet potatoes, green beans and corn.

corn and rice as well as four kinds of handpicked vegetables.

オー! グラノーラ

オー! グラノーラバー

産豆100%3種と韓国産リンゴ、フルーツフレーバーには韓国産イチゴ100%

イチジクベリーグラノーラバーは、抗酸化成分が豊富なイチジクにイチゴとク

黒豆、フルーツ、ベジタブルの3種類のフレーバーがあります。黒豆には韓国

黒豆グラノーラバーは、韓国産豆100%を使用した高たんぱくヘルシーフード。

とクランベリー、ココナッツ、ベジタブルフレーバーにはカボチャ、サツマイモ、

ランベリーを加えた甘酸っぱいビューティーフードです。カボチャ＆サツマイ

さやいんげん、トウモロコシの4種類の野菜がそれぞれ使用されています。

モグラノーラバーは、韓国産トウモロコシと米に厳選した4種類の野菜を加え た高鉄分バランスフードです。

Company Information Address: 13, 90 Da-gil, Baekbum-ro, Yongsan-gu Seoul, 04369 Korea Contact: +82-2-710-6000 EN KO Website: www.orionworld.com/main.asp

39 2018 OCTOBER

Processed Food

40 Korea Agrafood

Nourish your body with nutrient-rich food every day!

Korean granola products made with 100% homegrown brown rice Founded in the hope of offering delicious and healthy Korean food, agricultural corporation Neulgreen makes its best effort to provide its customers with reliable processed grain food.

日々、豊かな栄養が集まる!

韓国産玄米100%使用、韓国産原材料グラノーラ製品を 生産㈱ヌルグリーン 誰でも手軽に食べられる韓国産原材料を使用したグラノーラ

All-Korean granola brand Ograe that everyone can easily enjoy Among the persistent interest in well-being and healthy food, raw ingredients have been extensively researched, especially in relation to diet and diabetes. Most of all, brown rice, rich in fiber, is good for weight loss as well as effective in preventing constipation and arteriosclerosis, but it takes a long time to cook with cumbersome recipes, in addition to having a bad mouthfeel, which makes it hard for brown rice to become a popular food.

CEO Jang Jong-hyeon said, “I started my business with the idea of making brown rice food that anyone can enjoy and made granola products using homegrown brown rice,” adding, “The name of our brand, ‘Ograe, is made up of two words, the exclamation ‘oh’ and ‘grae’ from granola. It reflects our determination to provide our customers with reliable processed grain products by putting a consistent effort.”

「オーグラ」

ウェルビーイングとヘルシーな食べ物には昔から関心が寄せら れてきましたが、とりわけダイエットと糖尿に関連する原材料に 対する研究は長く続けられてきました。そのなかでも玄米は食

物繊維が豊富なためダイエットにぴったりで、便秘や動脈硬化

予防にも効果的な穀物ですが、調理法が難しく時間も長くかか

るという不便さに加え、食感もよくないという理由でなかなか消 費者の心をつかみづらい部分がありました。

チャン・ジョンヒョン代表は、 「誰でも手軽に食べられる親しみ やすい玄米製品が作れるはずだと考え、事業をスタートし、韓 国産玄米を主原料とする韓国産原材料グラノーラ製品を生産 するに至った」とし、 「独自ブランドである『オーグラ』は感嘆

詞の「オー」とグラノーラの「グラ」を合わせた名称で、 「オーグ

ラ」ブランド商品を選択したすべての顧客に対し常に信頼できる 穀物加工製品を提供するため、研究する姿勢と努力を重ねてい くという㈱ヌルグリーンの力強い覚悟を表している」と語りまし た。

独自開発による特許工法により、味と栄養をそのまま維持

Maintaining its taste and nutrients with a patented technology Neulgreen developed Recently, “gluten-free” products have been growing in popularity for people with gluten allergies who have

最近、グルテンアレルギーにより食べ物に頭を悩ませている人々 が多く存在することから、 「グルテンフリー」製品が紹介される 機会が増えています。

41 2018 OCTOBER

“Ograe” is a Neulgreen’s own brand that offers taste and health benefits at the same time by using nutritious brown rice.

ヌルグリーンが製造する玄米グラノーラは、小麦やトウモロコシ で製造した従来のシリアルと比べ、はるかに健康的な代案とな

る可能性を秘めています。とりわけ、ヌルグリーンが独自開発し

difficulty finding appropriate food.

Neulgreen’s grain granola can be a far healthier option than any other wheat or corn cereals. In particular, the patented technology Neulgreen developed enables grain to keep their nutrients and shape as much as possible by applying heat and pressure to the grain momentarily.

About this, CEO Jang said, “During the healthy puffing process we developed, natural powder and natural sugar are added to coat Ograe brown rice cereal, instead of color additives and synthetic sweeteners. We confidently present Ograe brown rice cereal as a safe food even for children and pregnant women.”

He added, “HACCP-certified Ograe products are not only safe to eat but also offer a variety of flavors to choose from. Superfoods like blueberries, oats, tomatoes and broccoli as well as GABA brown rice, which is good for concentration and memory, are used to make a nutritional meal replacement.”

た特許工法は、穀物に瞬間的に熱と圧力を加え、穀物が持つ独 自の栄養と形を最大限活かすことができるという特徴を持って います。

この技術についてチャン代表は、 「独自開発した健康的な膨化

工程を経て、着色料と合成甘味料を添加せず天然パウダーと天

然甘味料でコーティングしたオーグラ玄米シリアルは、子どもや 妊婦も安心して食べられる食品であるというプライドを持ってい る」と話しました。

さらに、 「オーグラ製品はHACCP認証を受けており、消費者が

安心・信頼して食べられるのはもちろん、好みに応じて選んで食

べられるようにバラエティ豊かな製品群が準備されている。スー

パーフードであるブルーベリー、オート麦、トマト、ブロッコリー、 集中力と記憶力を高めるギャバ玄米を使用しているため、一食

の食事代用だけで私たちの体に良い栄養素を供給できるように 作られている」と力強く語ってくれました。

世界中に「オーグラ」を周知するための努力は続く

ヌルグリーンは2015年に初めて輸出をスタートし、国内外の博

覧会を通して地道にオーグラブランドを紹介してきました。今年

Making a constant effort to let the world know about Ograe Since its first exports in 2015, Neulgreen has continued to present the Ograe brand in expos at home and abroad. Since early this year, Neulgreen has put more effort into advertising its brand through the company’s mall and online shopping malls. In addition, Ograe was on a TV home shopping network last July.

初めからは自社モールとオンラインショッピングモールを通じて ブランド周知のための努力を続けており、今年7月にはホームシ ョッピング放送も始まっています。

とりわけ、単独世帯と女性の社会参加率が増加するにつれ、イン スタント食品やダイエット商品に対する関心が高まっており、持

ち運びに便利で栄養素が豊富に含まれる食事代替食として摂取 できるオーグラグラノーラの小分け包装製品に対する需要も増

加傾向にあります。また、今年7月と8月に開催された台湾・香港

地域の博覧会では10万ドルのMOUを締結するなど、成果も着実 に積み上げてきています。

42 Korea Agrafood

チャン・ジョンヒョン代表は今後の計画と目標について、 「今年

As the number of working women and single-person households is growing, interest in convenience food and diet food is increasing as well. Accordingly, the demand for small-packaged Ograe granola products that can be used as a meal replacement is also rising.

Moreover, Neulgreen participated in expos in Taiwan and Hong Kong in July and August and signed MOUs worth $100,000.

CEO Jang also said, “We will make our best efforts to become a food company that leads a delicious and healthy food culture everyone can enjoy safely. Our big goals are to make a platform for exports with the Asia Highway currently in progress and independent mall business abroad and introduce Korea’s granola and cereal products to many different countries.”

から本格的にスタートさせたオンライン販売のさらなる活性化 に向け、SNSマーケティング活動を通じて自社ブランドである

「オーグラ」の認知度を向上させ、これにより段階的に様々な販 路を確保する計画」を立てているとし、さらに「現在主力として

いるグラノーラ製品以外にもコーンフレークやプロテインオーツ 製品などの発売を控えている。新製品の発売に合わせ、消費者 らにブランドをより周知することができるようクラウドファンデ ィングを積極的に活用する予定」であると述べました。

併せて、 「誰でも安心して食べられる、美味しく健康的なフード カルチャーをリードする食品メーカーに飛躍するため、最大限

の努力をしていく。現在進行中のアジアハイウェイと海外独立モ ール事業を通じて海外輸出プラットフォームを構築し、様々な国 に大韓民国で製造されたグラノーラとシリアル製品を紹介する ことが大きな目標」であると語ってくれました。

Main Products

1

Ograe Brown Rice Granola

Ograe Brown Rice Granola offers three flavors: fruit, cocoa and vegetable. The granola is made with 60% homegrown brown rice and organic sugar and coated with natural vegetable powder, cocoa powder and fruit powder, so even children and pregnant women can enjoy them.

Badaro 切片海带(80g, 20g×4ea)

这是韩国海带的最大生产地——莞岛的特

产，仅使用获得海洋水产部质量认证、今年

收获的100%大海海带。

2

Ograe Granola

There are four flavors: almond, strawberry and tropical fruit. Ograe Granola uses homegrown brown rice and 50% GABA brown rice, which boosts brain 4 metabolism as well as concentration and memory, and raw sugar. Superfoods like blueberries and oats are added, but no food dye or artificial flavoring is used.

Badaro 切片海带(80g, 20g×4ea)

这是韩国海带的最大生产地——莞岛的特产，

仅使用获得海洋水产部质量认证、今年收获的

100%大海海带。

3

Oh!Grae I like Granola

There are five flavors: almond, cacao, strawberry, fruit and green tea.

Homegrown brown rice, GABA brown rice, 40% roasted brown rice and natural sugar are used, and various superfoods and brain foods are added. The roasted brown rice adds crunchiness to the granola.

Badaro 切片昆布(150g)

吹着清净海域清净海风的高兴地区特产——

生日岛海带，叶体肥厚，用浓汤浸泡，散发浓 浓的味道。

Address: 3, Saenajeong-gil, Dasan-myeon, Goryeong-gun, Gyeongsangbuk-do, South Korea Contact: +82-54-956-7272 Website: www.ograe.co.kr

43 2018 OCTOBER

KO

Into the Media

MBN <Altoran>

Presenting tasty and healthy homemade recipes

Recently, there has been a growing interest in “home meals”. Get ready to experience the tasty home meals prepared by Korea’s top chefs, battling it out with their pride on the line!

MBN <Altoran> 美味又健康的家常饭食谱大公开 Are you tired of eating the same meal every day? Do you, by any chance, eat just to satisfy your hunger instead of actually enjoying your meal? If so, check out this TV show!

Even with the onslaught of cooking programs and eating shows that seem to fill the TV screen, there is one show among them all that has firmly proven its staying power.

That show is MBN’s “Altoran.” What is the reason that it’s so popular? The reason is that the foods featured on the show are not fancy foods found only in restaurants, but rather regular foods that viewers can easily make at home. Each episode is centered around a topic related to seasons or health, and the chefs on the show share several recipes for homemade meals and show how to make the meals, all the while talking and interacting with panels.

The clearly organized recipes introduced on the show can be found on the official website of “Altoran” . If there is a recipe featured on the show that particularly peaks your interest, simply visit www.mbn.co.kr for more information.

是否对每天吃的家常饭感到厌倦了呢？吃饭是不是只为了果

腹，不饿肚子呢？如果是的话，现在马上开始关注这个节目吧。

在韩国烹饪节目和吃播节目饱和的状态下，仍有维持较高人气

的节目。这个节目就是MBN频道的“Altoran”。原因是什么呢？ 原因就是它朴素不华丽，没有多余的炫酷表演，只是普通老百 姓常吃的饭菜，观众在家可以直接动手去做，且制作方法简

单。节目每次都会选定与季节或健康相关的主题，厨师试做几 道家常饭食谱后由评价团进行评价。

“Altoran”的官方网站上将节目中公开的食谱进行了清晰地整

理并与观众分享。如果想要按照节目的食谱制作料理，现在请 马上登录www.mbn.co.kr吧。

44 Korea Agrafood

Delicious food that’s simple enough for anyone to make 谁都能做的简单又美味的料理

Cuttlefish jorim (braised cuttlefish)

Seaweed and egg soup

To prepare cuttlefish, cut it in half and then slice it diagonally with a knife. Mix together moderate amounts of aged soy sauce (jin ganjang), refined rice wine (cheongju), and starch syrup, and bring the mixture to a boil to make a simmering sauce. As the sauce is boiling, add the sliced cuttlefish together with ginger and garlic cloves and allow the mixture to simmer for 5 to 10 minutes.

Seaweed is good for detoxification. Simply wrapping dried seaweed around a little bit of rice and dipping it in soy sauce is a tasty way to enjoy this healthy ingredient. To make this soup, just add stir-fried seaweed to a basic egg soup. To make the soup, beat some eggs and pour them into a hot vegetable broth, pouring evenly to avoid making egg lumps. After the egg soup is finished, pour it into a bowl and add your fried seaweed.

酱墨鱼

紫菜鸡蛋汤

按斜线方向划刀。将浓酱油、清酒、糖稀等按适当的比例调配后用作调料，

推荐一道独特的料理，它可以将紫菜的功效全部发挥出来。这道料理就是紫

选用墨鱼做材料，相比普通鱿鱼肉质较坚硬、有嚼劲。将墨鱼的身体切半后，

紫菜有助于排毒。在紫菜里包饭后蘸点酱油吃，也是非常好吃的，但在这里

进行煮制。待调料煮开后，放入墨鱼、生姜、蒜头等蔬菜再煮5~10分钟即可。

菜蛋汤，在我们常吃的蛋汤里添加炒过的紫菜即可。在用各种蔬菜熬成的底

甜味和咸味交加，搭配米饭吃，咸淡适中，可堪比酱蟹的味道。加入2勺香油，

汤中淋入搅匀的蛋液。这是为了避免鸡蛋凝成大块。然后在放入炒紫菜的碗

可更添独有风味！

里倒入煮好的蛋汤即可。因为紫菜是炒过的，所以味道更香浓。

Pork Jjageuli (spicy pork stew)

Stir-fried gochujang sauce with beef

Jjageuli is the name for a jjigae (stew) with only a little bit water and is a traditional food of Chungcheong provinces. The part of the pig that is used for jjageuli is the front leg, which is chewy and relatively cheap. Prepare the pork by marinating it with sauce. After the pork has been marinated, bring the meat to a boil with radish and apple juices. Once the meat has been boiled, add vegetables as desired.

The radish and apple juices play an important role in making this dish flavorful and removing the odor typically associated with this cut of meat.

Stir-fried gochujang sauce with beef is an all-purpose sauce used in many different dishes such as jjigae (stew), muchim (seasoned vegetable), bibimbap, and bibim guksu (mixed noodles). Eye of round is used to make this sauce. First, bring some broth to a boil, adding finely chopped onions and vegetables. To increase the level of spice, add Cheongyang red pepper powder and doenjang paste. Set the broth aside. Stir fry the eye of round until it is golden brown. Once the meat has lost all pinkness, add vegetables as desired. Add the broth to the meat and stir well. Simmer for 3-5 minutes. This food can help you to regain your appetite.

猪肉炖汤（Jjageuri）

牛肉辣椒酱

没有胃口的时候，辣味食品可以提升食欲。而辣味料理要当属猪肉炖汤了。

牛肉辣椒酱可以用于汤类、拌菜、拌饭、拌面等多种料理中。牛肉选用牛后

韩语中“Jjageuri（炖汤）”是指汤水不太多的汤类，是忠清北道的家乡菜。用

腿肉。在底汤中加入洋葱等捣碎的蔬菜。加入青阳辣椒和辣椒面等，提升辣

于猪肉炖汤的猪肉是猪前腿肉，肉质筋道、价格也实惠。首先将猪肉放入调

味，再加一些大酱。将牛后腿肉炒至金黄色，没有血丝后，加入蔬菜一起炒。

味酱中拌匀后熟成，熟成之后加入鲜榨的萝卜、苹果汁与猪肉一起煮。然后

倒入底汤后，边搅拌边煮3~5分钟即可。这是没有胃口时，最好的下饭菜。

再放入其他蔬菜即可。萝卜汁和苹果汁可以去掉猪肉的杂味，味道更香浓。

45 2018 OCTOBER

K-Food Shop

Ireland and Poland have high growth potential as initial markets for Korean food. Online advertisements and other methods are used to let the Europeans know about a variety of Korean food.

A rising Asian food market, K-Food in Europe 「期待の星」アジア食品市場、欧州でも楽しめる K-FOOD

アイルランドには、2つの大手流通の店舗内にK－FOODアンテ

Currently, there are K-Food antenna shops located at two large-scale discount stores in Ireland. One of the stores—the K-Food Ballymount Branch—is located in the wholesale business district and is frequented not only by food service companies and hotels but also families buying in bulk. The other location—the K-Food Drury Street Branch—is situated in a neighborhood known for its large floating population; this area is often defined as a central business district, university town, and/or tourist attraction. Due to the unique characteristics of this area, the Drury Street Branch is expected to have a large promotional effect on various consumers including office workers, college students, and tourists. Dublin shows high growth potential for

ナショップが運営されています。Ballymount支店は、卸売商業 団地の中にあり、外食チェーンやホテルなどの関係者以外にも まとめ買いが必要な家族連れなど様々な買い物客が訪れてい

ます。Drury Street支店は、現地で流動人口が最も多い市内を 中心とした商圏、大学街、観光地にあり、ビジネスマン、大学

生、観光客など様々な消費者を対象にPR効果が高いと期待さ れています。ダブリンは韓国食品のみならず、アジア食品の最

初の市場となる可能性も見込まれ、さらに幅広い韓国食品の輸 入への強い意志を持っています。最近、発展しているネット通

販のトレンドに合わせ、ネットでのアンテナショップを同時運営 し、ダブリンのみにとどまらず全アイルランドに韓国食品をPR する予定です。

ポーランドもアジア食品市場が速いスピードで成長しています。

46 Korea Agrafood

Korean food and Asian foods in general, and the city as a whole shows a great willingness to import various Korean food products. In accordance with recent online purchasing trends, an online antenna shop will be operated in addition to the two brick-and-mortar locations, advertising Korean food not only in Dublin but all over Ireland.

Poland, particularly Wroctaw, is also fast emerging as an Asian food market. Wroctaw is a popular city known for its education and industry and is the home of the LG Electronics Manufacturing Plant as well as numerous subcontractors. Since the local people in Wroctaw have already been highly exposed to Korean culture, the K-Food Wroctaw Branch carries a variety of Korean products such as ramen, snacks, and beverages. The store is actively introducing Korean food to Polish people all over Poland through online sales, food trucks, cooking classes, tram advertisements, tasting events, and more.

その中でもウロツワフは代表的な教育および産業都市として

LG電子の生産工場や協力会社が密集しており、地元の人々に

韓国文化を紹介する機能もあります。ウロツワフにあるK-FOOD SHOPでは、ラーメン、飲み物、スナック類などいろいろな商品

が取り揃えられており、ネットでの販売、フードトラック、料理教 室、トラムでの広告、試食イベントなどでポーランド国内の人々 に韓国食品を積極的に紹介しています。

Special Items

The jury’s still out on Kimchi, but Korean pancake mix is a huge hit!

Since kimchi, a representative Korean food, is so spicy, people either love it or hate it—there’s no in between!. However, after the kimchi jeon (kimchi pancake) tasting events held at the store, many people have been asking for the jeon recipe and purchasing featured products. The store often sees high demands of frying mix, pancake mix, and bread crumbs since these ingredients can also be used for Polish food. Customers also ask for beef dasida (seasoning), as it is often used for noodle dishes in Asian restaurants.

Dublin Antenna Shop Information Drury Street Branch: 18 Drury Street, Dublin 2, D02 W017, Ireland Ballymount Branch: Merrywell Business Park, Ballymount Rd Lower, Dublin 12, D12 W327, Ireland Poland Antenna Shop Information ul. Biskupia 2, 50-148 Wroclaw, Polska

47 2018 OCTOBER

Ask us about anything, from production to processing, distribution, imports, and exports. Our experts will answer all of your questions.

Q

Are there any cases in which grants are cancelled or sanctioned while the applicant is benefitting from a localization grant? <Korea Agrafood> would like to ask you to share your valuable thoughts and opinions about the <Korea Agrafood> magazine. Please scan the QR code below to open the survey page and answer a few short questions about <Korea Agrafood>. We will collect your opinions and use them to make our magazine even better. Thank you in advance for your participation and valuable feedback!

A

A grant can be cancelled if an applicant hasn’t paid their share within a month of submitting their business application or if an applicant has exaggerated their business plans to receive the full amount of funding.

A grant may also be sanctioned or cancelled if an applicant asks for more than the funding limit or hasn’t submitted the proper documents for review.

Q A

1) What was your favorite article in this month’s issue?

How does an interim business report or operation management take place?

1 Cover Story

2Fresh Food

3 New Products

4 People

5 Other (

)

2) What areas are in need of improvement in this month’s issue?

A grantee should report their actual progress to Headquarters twice a year, in August and December. However, aT may adjust the time of the required report depending on present conditions and application status. Unfinished consultation projects are reviewed quarterly so that there are no tasks left undone for an extended period of time.

1 Timeliness of article topics 2 Cover and/or title page design 3 Translation of languages 5 Other (

4 Reliability of information

)

3) Are there any export products or information you would like to see in <Korea Agrafood>?

4) Are there any topics related to Korean agro-fishery food products or recent export issues that you would like to see addressed in <Korea Agrafood>?

5) If you have any suggestions about our magazine please leave your opinion.

Please scan the QR code for our survey.

48 Korea Agrafood

Paris

Abu Dhabi

Seoul Beijing Qingdao Tokyo Chengdu Shanghai Osaka Hongkong (Taipei) Hanoi

Los Angeles

New York

Bangkok (Singapore) Jakarta

China Beijing Branch Office 603 Room, Block A, Fairmont Tower No.33 Guangshun North Street, Chaoyang District, Beijing, 100102, China

(100102 中國 北京市 朝阳區 广顺北

大街 33号院 1号楼 1单元 6层 603室)

E-Mail : beijingat@at.or.kr TEL : 86-10-6410-6120 INTERNET PHONE : 070-4617-5090~1, 7377 050-6026-0534 FAX : 86-10-6410-6122

Shanghai Branch Office Room 3201, New Hongqiao Central Plaza No.83, LouShanGuan Rd., Changning District, Shanghai, 200336, China

(200336 中國 上海市 長寧區 婁山關 路 83號 新虹橋中心大厦 3201室)

E-Mail : shanghaiat@at.or.kr TEL : 86-21-3256-6325~7 INTERNET PHONE : 070-7077-6197 070-7077-6198 070-7077-6199 070-7077-6205 FAX : 86-21-3256-6328

Chengdu Branch Office 2003 Room, Chengdu Ping An fortune Center No.1, Section 3, Renmin South Road, Wuhou District, Chengdu, Sichuan Province, 610041 P.R.C. China (中国四川省成都市武侯区人民 南路三段一号成都平安财富中 心 610041)

E-Mail : chengdu@at.or.kr TEL : 86-28-8283-3376/86 INTERNET PHONE : 070-4617-3266~7 FAX : 86-28-8283-3396

Hongkong Branch Office Room 705, 7F Jubilee Centre, 18 Fenwick Street, 46 Gloucester Rd, Wanchai, Hong Kong E-Mail : hkatcenter@at.or.kr TEL : 852-2588-1614/16 INTERNET PHONE : 070-4617-2696~7 FAX : 852-2588-1919 (Taipei) Rm. 102, 10F., No.221, Sec. 4, Zhongxiao E. Rd., Da’an Dist., Taipei City 106, Taiwan (R.O.C.)

(台北市 大安區 忠孝東路 4段 221號 10樓 102室)

TEL : 886-2-2740-5040 INTERNET PHONE : 070-4617-7229 FAX : 886-2-2740-3977 Qingdao Trade Office Room 1603, Zhongshang Building, No.100, Hongkong Middle Road, Qingdao, 266071, China

(中國 山東省 靑島市 市南區 香港中 路 100號 中商大厦 1603號)

E-Mail : qingdao@at.or.kr TEL : 86-532-8890-0721~2, 0724 INTERNET PHONE : 070-4617-5092~3 FAX : 86-532-8890-0725 Qingdao aT logistics Co., Ltd Qingdao aT logistics Co., Ltd West Shuangyuan Rd., Liuting Street, Chengyang, Qingdao, China (青岛市 城阳区 流亭街道 双元路 西 青岛爱特物流有限公司)

E-Mail : qingdao_logistics@at.or.kr TEL : 86-532-6696-2229 INTERNET PHONE : 050-6026-0530 050-6026-3539 050-6026-0589 FAX : 86-532-6696-2181

Korea Agro-Fisheries & Food Trade Corporation is leaping toward a new future.

We celebrated our 50th anniversary in 2017 and we plan to take a big step forward.

Having grown strongly since our establishment in 1967, we are becoming a force for globalization.

Our bigger steps will be milestones for tomorrow.

Japan

Southeast Asia

USA

Tokyo Branch Office Korea Agro-Trade Center, Tokyo Korea Center 5F, 4-4-10 Yotsuya, Shinjuku-ku, Tokyo, 160-0004, Japan

Jakarta Branch Office The Energy Building 20th FL, Zone F, SCBD Lot.11A JL.Jenderal Sudirman Kav 52-53, Jakarta 12190 Indonesia E-Mail : jakarta@at.or.kr TEL : 62-21-2995-9032~3 INTERNET PHONE : 070-4617-2694~5 FAX : 62-21-2995-9034

Los Angeles Branch Office 12750 Center Court Drive South, #255, Cerritos, CA 90703, USA E-Mail : losangeles@at.or.kr TEL : 1-562-809-8810 INTERNET PHONE : 070-4617-2692~3 FAX : 1-562-809-1191

(東京都新宿区四谷 4-4-10 KOREA CENTER 5F)

E-Mail : tokyo@at.or.kr TEL : 81-3-5367-6656, 6693~94 INTERNET PHONE : 070-4617-2688~9, 3265 FAX : 81-3-5367-6657 Osaka Branch Office 8F, Nomura Fudousan Osaka Bldg.

1-8-15, Azuchimachi, Chuou-Ku, Osaka, 541-0052, Japan (大阪市 中央區 安土町 1-8-15, 野村不動産大阪Ｂ/Ｄ 8F)

E-Mail : osaka@at.or.kr TEL : 81-6-6260-7661 INTERNET PHONE : 070-7000-4138~9 FAX : 81-6-6260-7663

Middle East Dubai Branch Office (PO BOX 57528) Office #48, Sunset Mall, Jumeirah Beach Rd, Jumeira 3, Dubai, UAE TEL: 971-4-339-2213

(Singapore) Korea Agro-fisheries & Food Trade Corp Indonesia aT Center 16 Collyer Quay Level 20-00 Singapore 049318 TEL : 65-6818-9030 INTERNET PHONE : 070-4617-5094 Hanoi Branch Office #1213, 12th floor., Keangnam Hanoi Landmark 72 Tower, Plot E6, Pham Hung Str., South Tu Liem Dist., Ha Noi., Viet Nam E-Mail : hanoi@at.or.kr TEL : 84-4-6282-2987 INTERNET PHONE : 070-4617-7224~5, 7101~2 FAX : 84-4-6282-2989 Bangkok Trade Office #2102 Level 21, Interchange 21, 339 Sukhumvit Road, North Klongtoey, Wattana, Bangkok 10110 Thailand E-Mail : bangkok@at.or.kr TEL : 66-2611-2627~9(내선 12) INTERNET PHONE : 070-4617-7226~7 FAX : 66-2611-2626

New York Branch Office 111 Great Neck Rd, Suite 208, Great Neck, NY 11021, USA E-Mail : newyork@at.or.kr TEL : 1-516-829-1633 INTERNET PHONE : 070-4617-2690~1 FAX : 1-516-829-6521

Europe Paris Branch Office Korea Agro-Trade Center, 89 Rue du Gouverneur Général Eboué (1er etage), 92130, Issy-les-moulineaux, France E-Mail : paris@at.or.kr TEL : 33-1-4108-6076 INTERNET PHONE : 070-4617-2698~9 FAX : 33-1-4108-2016

New hopes for farmers' hands

Happy and healthy food on people's tables

As technology and culture advance, the value of agricultural industry increases. aT will strive for the better future of the agricultural and fishery industry.

50

Korea Agrafood