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The Field Report of 2016 K-Food Fair in Bangkok

漢語日本語

www.kfoodstory.com

The Monthly Magazine of Korean Agriculture & Food

December 2016 Issue 254

Famous Chefs Use K-Food in Their Dishes

Enoki Mushrooms Restart Export to China

d d o o o F KK lobe in

e Gl h t d n u o r A s l Trave Uniquely Crispy

2016

Sweet Persimmon

A Big Hit in Korea, Healthy Sweet Potato Snack The Korean Kimchi the Custom of Making It, Kimjang Korean SoulSoul, Kimchi and&ofIts Making Custom Field Report: The Popularity Korean Agriproducts inKimjang Malaysia

CONTENTS December 2016 Issue 254

IT’S NEW! 38 CONVENIENCE NOODLE in Chinese No Need to Boil, Pulmuone’s Stir-Fried Noodles 39 CHEESE STICK in Japanese Wholesome Cheese Stick with Barley Powder

GLOBALIZATION of HANSIK

Founded in August, 1995, Published monthly by the 227, Munhwa-ro, Naju City, South Jeolla Province, Korea Tel +82-2-6300-1527 Fax +82-2-6300-1615 Government Registration Number : Ra-7210 Dated Apr. 26, 1995 Copyrightⓒ by the aT (Korea Agro-Fisheries & Food Trade Corp.) All rights reserved. CEO Yeo In-hong VICE PRESIDENT Kim Jin-young EXECUTIVES Lee Yu-sung (for Food Industry & Export Promotion)

Photo by Park Jong-hee of JH Photography

40 KOREAN FRANCHISE in Chinese Hansik Lunch Box Meals that Anyone Can Enjoy Even at Home, Speed Lunch Box

COVER Throughout the year of 2016 Korean food products have been receiving rave reviews around the world for their excellent quality and safety. This last cover of the year brings together the Korean food that has been in the limelight in 2016. P. 8-13

Kim Dong-yeol (for Marketing Support) EDITORS Yoo Byung-ryul (Korea Agro-Fisheries & Food Trade Corp.) Lee Dong-kwang (The Korean Farmers & Fishermen’s News) REPORTERS Lee Hyun-woo (leehw@agrinet.co.kr)

44 DANIEL LEE GRAY’S HANSIK STORY Meet four globally renowned chefs who use authentic Korean ingredients for their dishes.

Park Sung-eun (parkse@agrinet.co.kr) Kim Hyo-jin (hjkim@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho ENGLISH EDITOR Chae Ria, Charles Junn

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

08 THEME in Japanese & Chinese Thanks to their excellent quality, Korean agriproducts have been gradually expanding their market share in the world. This year is no exception. Korea AgraFood would like to introduce you to the hot topics in Korean food and the most popular Korean agriproducts among foreigners in 2016.

14 SPECIAL I in Chinese One of the World’s Healthiest Foods, Kimchi and Dishes with it that Hallyu Stars Enjoy

FRESH FOOD

EDITORIAL BOARD SEOUL Sang Byeong-ha 82-2-6300-1521 (bhsang@at.or.kr)

22 ENOKI MUSHROOM in Chinese Exports of Korean enoki mushrooms to China have restarted.

26 SWEET PERSIMMON in Chinese Carefully Selected, Crispy, Sweet Persimmons

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

46 30

BEIJING Lee Pil-hyung 86-10-6410-6120 (phlee@at.or.kr) SHANGHAI Lee Sang-kil 86-21-3256-6326 (trimy@at.or.kr) QINGDAO Sung Gwang-don 86-532-6696-2229 (afmcsgd@at.or.kr) CHENGDU Lee Jong-geun 86-28-8283-3376 (mailtoyou@naver.com)

46 SIMPLE KOREAN COOKING Magic Food Saving You from the Cold and Goblins, Patjuk

HONGKONG Lee Seung-hoon 852-2588-1616 (afmchoon@at.or.kr) TAIPEI Kim Jin-seop 886-2-2740-5040~1 (suphaji@at.or.kr) NEW YORK Shin Hyun-gon 1-516-829-1633 (newyork@at.or.kr) L.A Lee Chu-pyo 1-562-809-8810 (losangeles@at.or.kr)

48 K-TOUR in Chinese Some Places You Can Try Doing Kimjang, A Custom Inscribed on UNESCO List of Intangible Cultural Heritage

PROCESSED FOOD 30 SEAWEED SNACK in Chinese Seaweed snack Kimnori is offered in different flavors and popular as a nutritious snack. 18 SPECIAL II The 2016 K-Food Fair in Bangkok, Thailand ended with success. Korea AgraFood reporters came to the fair to find out about the popularity of Korean food products.

PARIS Kim Young-bum 33-1-4108-6076 (remix@at.or.kr) HANOI Kim Dong-kwan 84-4-6282-2987 (dkkim@at.or.kr) JAKARTA Nam Taek-hong 62-21-2995-9032 (redface73@at.or.kr) BANGKOK Song Mi-jung 662-611-2627 (peosong@at.or.kr) ABU DHABI Seo Myung-gu 971-50-620-6034 (myung9gu@at.or.kr)

REGULARS

EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News #60, Jungdaero 9-gil, Songpa-gu, Seoul, Korea Tel +82-2-3434-9074

Fax +82-2-3434-9077

06 News 34 DRIED SWEET POTATO in Japanese Soft Strips of Dried Sweet Potato Win the Heart of Chloe Grace Moretz

www.kfoodstory.com 54 LET’S SPEAK HANSIK in Seven Languages Sundubu-jjigae (spicy soft tofu stew)

Exporting News

aT Opens a Mobile App Featuring New

Korean Food Finds New Opportunity in the Halal Market

Korean Food Products for Chinese Buyers

開通中攻客商接洽移動應用程序

2016 Korean Food Fair Held in Dubai, UAE

aT,

中攻客商可通過手机麟時了潁韓攻新商品信息…可從手机網站下載 Chinese-language mobile application for new Korean foods, download) The 2nd Expert Forum for Halal Food gathered halal food experts from Korea and UAE and Korean companies to discuss the trends in development of the halal food industry

MAFRA (the Korean Ministry of

focused on promoting fresh Korean

Enthusiastic interest of Dubai

Agriculture, Food, and Rural Affairs)

pears, which are gaining popularity

consumers in Korean agriproducts

and aT (Korea Agro-Fisheries &

in Dubai, and on kimchi and red gin-

could be felt during the promotional

Food Trade Corporation) hosted the

seng products.

events that took place at the Jueirah

2016 Dubai K-Food Fair in the UAE

The 2nd Annual Expert Forum for

Beach Residence on November 25

for four days from November 23 to

Halal Food between Korea and UAE

and 26. Many people who wanted

26 in an effort to promote Korean

was held on November 23 and also

to taste japchae (glass noodles with

food products and culinary culture.

attracted attention. The participants,

sauteed vegetables), bibimbap (rice

The fair was organized under the

halal experts from the UAE and

mixed with vegetables, beef, and

slogan “Younger, Healthier, and

Saudi Arabia and Korean food com-

red pepper paste) and other Korean

Prettier, K-Food” and was com-

panies, discussed a variety of topics

dishes came to the K- Food Open

posed of B2B export consultations

including the understanding of halal

Kitchen. A variety of other events,

and B2C promotional events for

rules and the developing of strate-

such as a pear peeling competition

consumers.

gies for halal food industry. The

and spicy food eating competition,

Middle East Export Strategy

also received positive evaluations

and 30 buyers and vendors from

Seminar, which was organized on

from the participants. The Korean

the UAE and Saudi Arabia attended

November 24, was an opportunity to

Food Exhibition Hall played a key

one-to-one export consultations

share information on the import food

role in raising awareness about

which took place at the Waldorf

customs system of the UAE and the

Korean food culture by introducing

Astoria Hotel Dubai on November

success stories of Korean exporters

fresh fruit and precooked food prod-

23 and 24. The Korean exporters

entering the Middle East market.

ucts.

Twenty Korean food exporters

Korea AgraFood

MAFRA (the Korean Ministry of

韓新食品 (hanshi.at.or.kr/app/

exporter, but now, the buyers can find

Agriculture, Food, and Rural Affairs) and

what they want simply with a touch on

aT (Korea Agro-Fisheries & Food Trade

a smartphone screen.

Corporation) recently developed a

Specification, image, manufacturing

Chinese-language mobile application,

韓新食品 (lit. new Korean food prod-

company, and other information about new food products is translated into

ucts), where Chinese buy-

Chinese. Buyers can

ers can easily access infor-

promptly send their in-

mation about new Korean

quiries about the product

food products. The app al-

Download

by email or call the person

so allows Korean food ex-

on Mobile

in charge using their smart

Website,

phones. By using this plat-

start selling their products

Check New

form, participating Korean

soon after each product is

Products in

food exporters have an ex-

porters to promote and

launched.

Real Time

The app can be downloaded on the mobile website hanshi.at.or.kr/app/download. Its

cellent opportunity to promote their products. About 90 Korean food

exporters and about 160 new food

biggest advantage is that Chinese buy-

products were listed on the application,

ers can check information about

and about 350 Chinese buyers used

Korean products in real time on a mo-

the app as of November 2016.

bile device. Until recently, the most

A staff member of aT said, “We hope

common ways to do that were to par-

the mobile app will hold its place as an

ticipate in an export consultation or to

online platform for the export of new

access the website of a Korean food

Korean agriproducts to China.”

韓攻農林畜産食品部和韓攻農水産食品流通公社(aT)，爲中攻客商和韓攻企業開屠出了，客商可方便獲取韓攻農食品信息及韓攻企業可及時向中攻客商推介新産品的 B2B(Business to Business)形態移動應用程“韓新食品”? 客戶可從手机網站(hanshi.at.or.kr/app/ download)下載“韓新食品” ?“韓新食品”的最大特点是中攻客商可通過手机麟時了潁韓攻的最新産品信息?過去，客商只能通過參加出口洽談繇或直接進入企業的網站思能獲得商品信息，而現在只需打開手机点擊一下便可通過手机怜面及時了潁韓攻的新商品信息?商品信息以中文進行登載，包括客商所需的産品特点?詭片及出口企業信息等? 而且，客商還可立葉捲感興趣的商品及問題直接向制造企業負責人的電子郵件及手机傳送，幷能迅速確認得到的回復? 加入移動應用程的韓攻食品企業，可利用新的在陸平臺面向中攻客商宣傳自己的新産品，幷在手机上直接侮中攻客商進行出口洽談，節省時間和格費? 截止到目前的11月略，移動應用程已收湳約90家韓攻食品企業和160種商品信息，加入的中攻客商達到350多家? 韓攻農水産食品流通公社(aT)相關負責人憐示，“我們期待移動應用程能誥成爲韓攻食品捲中出口的新平臺”? Issue 254 Dec. 2016

Theme

K-Food’ s 2016!

Adieu

Travels Around the Globe

This year, MAFRA and aT have organized a variety of promotional events to expand exports of Korean agricultural products around the world. The two agencies hosted the Global K-Food Fair in the regions such as China’s inland areas, Southeast Asia, and halal markets. They also held promotions for Korean food in India and Iran. All of the events received positive responses from foreign buyers and consumers

This Year’s Popular Korean Agriproducts by Export Market

Korea AgraFood

orean agriproducts have continued winning foreign consumers’ hearts this year, aided by the popularity of the Korean Wave (popular culture products such as K-pop and TV dramas, Descendants of the Sun, Love in the Moonlight, and so on). Awareness of Korean food and food culture has grown not only in neighboring China, Japan, and Southeast Asia but also in the relatively new markets of the Middle East and India as well as Brazil, the host of the 2016 Olympic Games and other countries of South and Central America. MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs) and aT (Korea AgroFisheries & Food Trade Corp.) have organized a variety of promotional events to expand exports of Korean

agricultural products around the world. The two agencies hosted the Global K-Food Fair (a series of large-scale promotional events for Korean food) in the regions considered as a blue ocean for Korean agriproducts― China’s inland Southeast Asia, and halal. They also held promotions for Korean food in India and Iran. All of the events received positive responses from foreign buyers and consumers. In addition, MAFRA and aT have promoted many different types of Korean agriproducts on famous foreign online shopping channels such as Tmall and Amazon. The two agencies have also spared no effort to remove non-tariff barriers in advanced markets of the US and Japan. As a result of these efforts, Korean rice and samgyetang (ginseng chicken soup) were able to en-

ter the Chinese market. Korean rice snacks and seaweed snacks have received a lot of attention in the US as wholesome munchies. Dangjo pepper (functional pepper) is about to be registered as a healthy functional food in Japan. Thanks to the Korean Wave, the consumption of kimchi has greatly increased in the UAE and other markets of the Middle East. Moreover, Michelin star chefs have devised several dishes using Korean ingredients, such as gochujang (red pepper paste) and Korean beef, and their creations have attracted a lot of interest from foreigners. Below, Korea AgraFood would like to introduce you to this year’s most popular Korean agriproducts by region and to the promotional events that took place in the two largest export markets for Korean food, Japan and China.

Issue 254 Dec. 2016

Theme

Japan _

日本

The crispy bell pepper is becoming very popular among Japanese women, mainly in their 20s and 30s, as a salad ingredient. Compared to bell peppers exported to Japan by other countries, the Korean bell pepper receives a better response for its competitive price and high quality. It is also sweeter than its competitors, with the sugar content averaging 8.5° Bx. The Dutch pepper, for example, is 7.5-8° Bx, whereas the American bell pepper averages 6.5° Bx. Since the early 2000s, bell peppers from Korea have been occupying over 60 percent of the imported bell pepper market in Japan. Both buyers and consumers there give the Korean product favorable evaluations. Taking note of the steady growth in the consumption of healthy functional foods by the elderly in Japan, MAFRA and aT this year have supported studies examining the Dangjo pepper’s efficacy in curbing the rise of blood sugar. Promotional events for the product are going to be held at big Japanese distributors.

1 0 Korea AgraFood

There is a high possibility that the Korean Dangjo pepper will be recognized by the Japanese authorities as a healthy functional food next year.

シャキシャキした食感のパプリカは? 主に20-30代の若い日本の女性の消費者が好んで食べるサラダの主材料として?人氣を獲得しているが?特に韓國産のパプリカは他の外國産と比較して?價格が大幅に高くはないことに加え?高い品質で現地の人 ?の反應もよい?糖度は平均8.5。Bxで?オランダ産（7.5。Bx）?米國産（6.5。Bx）と比べて?高い方だ?2000年代の初めから?韓國産のパプリカは日本が輸入するパプリカの量の平均60％以上を占めるほど?現地のバイヤ－と消費者から高い評價を受けている? 日本で高齡者層を中心に?健康機能性食品の需要が增加している?ここへ?農林畜産食品部と韓國農水産食品流通公社（aT）は?今年?糖調唐辛子の血糖上昇の抑制效果に對する硏究を行う一方で?現地の大手量販店と連携して?販促イベントを開催した?早ければ來年?韓國産の糖調唐辛子が日本の健康機能性食品に登錄される可能性が高い?

Main Promotional Activities To stimulate the consumption of Korean agriproducts in Japan, MAFRA and aT organized a Korean Pavilion at the FOODEX JAPAN 2016 fair last March, where they promoted a variety of Korean products―such as functional food and convenience food―to local buyers and other participants of the fair. In May, the two agencies opened a gallery for makgeolli (Korean rice wine) in Korea town located in Shinjuku, Tokyo. Furthermore, the K-Food Festa was held in Tokyo and Osaka for the first time in November. It included both B2B export consultations and B2C food experience events.

主要なプロモ－ション活動

農食品部とaTは?日本での韓國産食品の消費促進のため?今年3月の「FOODEX JAPAN 2016」で韓國パビリオンを開設し?健康機能性食品と韓食のインスタント食品など樣?な種類の食品のプロモ－ションを行い?5月には新宿のコリアタウンで「マッコリギャラリ－」を開設した?また?11月には東京と大阪で「K-Food Festa」を初めて開催し?バイヤ－を招請した輸出商談會や消費者の體驗イベントを準備した?

China _

到韓攻旅游的中攻游客喜歡吃的韓食之一參鷄湯，是一種富含優質蛋白質和膠原蛋白及有益于人郞的人參?大棗? 大蒜等營養成分的補身食品?今年1月，中攻政府捲14家韓攻參鷄湯出口企業進行了麟地考察，幷從6月末開始韓攻産高溫蒸煮袋裝參鷄湯産品正式供應中攻市場? 近年來，中攻消費者最關注的韓攻産食品之一就是叛幼傅食品?叛幼傅零食?飮料及傅童調味紫菜?魚肉香腸等在中攻的百貨商場?大型超市及叛幼傅用品商城蜈暢銷?韓攻産叛幼傅食品以其使用天然原料?食品安全性高及精美的設計，蜈受中攻中高收入階層消費者的靑器?

中攻

Samgyetang (ginseng chicken soup) is one of the dishes Chinese tourists look for on their trips to Korea. Made with a variety of healthy ingredients (ginseng, jujube, garlic, and so on), it is a nourishing dish with ample protein and collagen. Representatives of the Chinese government visited 14 Korean samgyetang exporters in January to carry out on-the-spot inspections, and Korean samgyetang packaged in pouches has been steadily supplied to China since the first half of this year. Korean baby foods―snacks and beverages, seasoned seaweed and fish sausages―are in the spotlight in China. They are actively sold in local department stores, supermarkets, and online shopping malls. These products are particularly popular with the Chinese middle class and high-income group thanks to the merits of using natural ingredients, high food safety, and sophisticated design.

Main Promotional Activities MAFRA and aT hosted K-Food Fairs in China’s inland cities, Xi’an, Chengdu, and Wuhan. They also participated in the SIAL CHINA 2016 (the country’s largest international food fair) in May. Their main focus was on promoting promising products such as samgyetang, kimchi, processed rice products, and dried jujube snacks. In addition, the two agencies hosted a seminar and promotion events for Korean baby formula, targeting expecting mothers, and a large-scale tasting event of Korean samgyetang for Chinese football fans (Qiumi;

球迷). All these initia-

tives received good responses from Chinese consumers. Furthermore, Korean enoki mushrooms were recently exported to China’s western inland areas for the first time, thanks to the support of the aT Qingdao Distribution Center.

主要宣傳活動

農林畜産食品部和aT，在以西安?成都?武漢等中攻的內陸城市爲中心擧辦大型的韓攻産食品宣傳活動“K-Food Fair（韓攻食品節）”的同時，于今年5月還通過參加中攻最大的攻際食品博覽繇“SIAL CHINA 2016”，積極開展了捲參鷄湯?泡菜?大米加工食品?干棗等出口前景産品的宣傳活動。而且，還以中攻的孕婦爲捲象擧辦“韓攻産球粉硏討繇及宣傳活動”，以芎地球迷爲捲象開展大型參鷄湯品嘗活動等，在消費者中産生了良好的反響?除此之外，爲了使韓攻食品進入中攻手机購物市場，今年10月還專門開設了韓攻食品網購商城“韓食王”?最近，aT還通過靑島的物流中心，首次成功地爲中攻西部內陸市場供應了韓攻産金針慶産品?

Issue 254 Dec. 2016 1 1

Theme

Southeast Asia

The Middle East

1 2 Korea AgraFood

The popularity of Korean strawberries is rising in Singapore, Malaysia, Thailand, Vietnam, and other coun-

Low-calorie food made with natural ingredients is what many consumers in North America (the US and Canada)

tries of Southeast Asia. Local large distributors, high-end supermarkets, and department stores sell mainly the

are looking for. Korean rice snacks and seaweed snacks are capitalizing on that interest. They are sold at local large-

Korean winter strawberry varieties of Maehyang and Seolhyang between December and May of the following

scale discount stores and famous franchises such as Costco and Starbucks. Korean rice snacks have an advantage of

year. The consumers appreciate the Korean strawberry for

being gluten-free, having ample nutrition, and preventing

its sweetness, nice shape, and high quality. The fruit is ex-

obesity. Korean seaweed snack is in the limelight as a nu-

pected to become the next bestseller. Korean convenience food products, which can be made

tritious snack for children because it is in low in calories but savory and crispy.

into a meal by heating in a microwave, are also garnering much attention from Southeast Asian buyers. Thanks to the

Several reasons account for the great popularity of Korean aloe beverages among North

Korean Wave, more and more people there are interested in Korean cuisine, and the consumption of Korean conve-

American consumers. First, unlike many other aloe beverages, the Korean products are made

nience food products that one can easily cook at home has been rising. Particularly well-received in the region are spicy tteokbokki (stir-fried rice cake), gimmari fritter (deepfried seaweed rolls), and low-calorie rice noodles. Sweet persimmons, traditional Korean sauces, makgeolli (Korean rice wine), and ice cream are also selling well.

only with natural organic aloe. Second, the aloe gel contents lets the consumer enjoy the best part of aloe to the maximum. Furthermore, the beverages stimulate consumers’ curiosity by adding the fun of chewing aloe to the drinking sensation.

The Korean Wave has brought a rise in interest in the Korean food culture and consumption of kimchi in the Middle East. Several halal-certified kimchi products have recently entered the local markets. Consumers of the Middle East especially enjoy white kimchi (which is not spicy), bite-sized mat-kimchi (sliced kimchi), and crunchy kkakdugi (radish kimchi). A variety of Korean noodle products―instant ramen, plain noodles, glass noodles, etc.―are actively sold in major cities, such as Dubai and Riyadh (the capital of Saudi Arabia). Instant ramen is particularly popular with local consumers because of its spicy soup and chewy noodles. Kimchi ramen, vegetable ramen, and extremely spicy chicken ramen are also receiving positive responses. Plain noodles and glass noodles are the choice of fans of Korean traditional dishes.

Korean king oyster mushrooms are actively exported by air to the Netherlands, Germany, Spain, and many other European countries. They are used as an ingredient for many dishes, including pasta, thanks to its chewy texture, unique flavor, and high food safety. Frozen mandu (dumplings) have recently become a hotseller. Local people call them a “healthy frozen food” because the Korean dumplings are made with healthy ingredients such as vegetables and tofu. The ease of cooking is another merit of Korean frozen products. Most popular among the Korean dumplings distributed in Europe are spicy kimchi mandu. Coffee products, seasoned seaweed, and frozen manila clam are also exported to Europe in large quantities.

North, Central, & South America

Europe

Issue 254 Dec. 2016 1 3

Special I

Kimchi K orea’s representative food I mproves immunity and prevents cancers M ichelle Obama―the American first lady―posted a kimchi recipe on Twitter

C ontains over 1 billion lactobacilli H ealth magazine selected kimchi as one of the top five healthy foods

I mportant dish on a Korean dining table

imchi is an undying staple that is always served on the Korean dining table.

Kimchi is sour and spicy, yet crispy and refreshing. It has a unique taste making it different from dishes in other food cultures. Most Koreans are so deeply in love with kimchi that they can easily eat a whole bowl of cooked rice with only kimchi as a side dish. As a fermented food, kimchi is a recognized healthy food. Indeed, each gram of kimchi contains over a billion lactic acid bacteria. It is therefore believed to strengthen immunity, diminish cancer, activate the work of the intestines, and prevent aging. Given these strengths, it is no surprise that interest in kimchi has been increasing among foreigners. In 2001, it was registered as a CODEX (Codex Alimentarius Commission) global standard and in 2006 selected as one of the world’s healthiest foods by American monthly magazine Health. In 2013, UNESCO (the United Nations Educational, Scientific, and Cultural Organization) added the kimjang custom (Kimjang, Making and Sharing Kimchi in the Republic of Korea) to the Humanity List of Intangible Cultural Heritage. This year, USA Today featured consumption of kimchi as one of the four trends that caught attention in the American food industry, and Huffington Post Canada introduced kimchi as an up-andcoming leader of the world’s healthy food.

Actively Exported Abroad Boosted by the great interest and attention, kimchi is now exported to around 80 countries. Japan is the biggest importer of Korean kimchi and the US ranks second. They are followed by Hong Kong, Taiwan, Australia, and the UK. Recently, the export volume of kimchi to mainland China has skyrocketed. That is because the revision of import standards by the Chinese government has enabled Korean kimchi to restart its distribution in the country and earn many fans especially among the young Chinese who are interested in Hallyu (the Korean culture wave). Among over a hundred different types of kimchi, baechu-kimchi (napa cabbage kimchi) is the most common in Korea and best known overseas. Many foreigners also enjoy bite-sized mat-kimchi (sliced baechu-kimchi) and crispy kkakdugi (radish kimchi). Mild baek-kimchi (white kimchi) and refreshing oi-kimchi (cucumber kimchi) are also receiving positive responses overseas.

1 4 Korea AgraFood

酸黃瓜和橄欖是可以侮各種西餐搭配的食品? 韓攻也有這種餐腋上不可或缺的食物，那就是泡菜? 泡菜的特点是味道酸辣?口感鮮爽，可侮各種食物搭配?由于是屠酵食品，所以捲身郞也蜈有好處?硏究結果憐明，每克泡菜中含有10億憾乳酸菌，捲提高免疫力及抗癌具有顯著的效果? 借助泡菜的這些優点，泡菜也引起了全球性的關注?2001年，攻際食品標准委員繇(CODEX)，將韓攻的泡菜標准確定爲攻際泡菜標准? 2 0 0 6 年，韓攻泡菜還入選世界權威健康雜志《Health(健康)》評選的世界五大健康食品之一?2013年，聯合攻敎科文組織還將韓攻的泡菜文化納入到人類非物質文化遺産名湳之中? 世界各地捲泡菜的報道也層出不窮?今年6月，美攻著名的報紙今日美攻，將泡菜確定爲美攻食品行業需要關注的食品之一?加拿大著名媒郞赫芬頓郵報(Huffington Post Canada)還專門捲健康食品泡菜進行了介紹?

海外出口也蜈順利

借助泡菜在海外的影響力，目前，産品已開始出口世界80多憾攻家? 主要的出口攻是日本，其次是美攻?香港和臺膿?近年來，捲中攻的出口也有明顯的增加?在韓流的影響下，中攻消費者捲泡菜的興趣也在不鉤地提高?据此，從去年開始韓攻泡菜也全面開始了捲中攻的出口? 出口最多的泡菜是白菜泡菜（泡菜的種類可達上百種），切成食用方便的大小的風味泡菜和口感脆爽的蘿卜塊泡菜也蜈暢銷? 不辣的白泡菜和類似于酸黃瓜的黃瓜泡菜也蜈受海外消費者的歡迎? Issue 254 Dec. 2016 1 5

Special I

Which Dishes Using Kimchi Do

Hallyu Stars Like?

ⓒMBC

韓流明星們都喜歡吃絞些泡菜?

ⓒMBC

Jang Geun-suk and Chu Ja-hyun: Kimchi-jjigae

TWICE: Kimchi-jeon Kimchi-jeon is made with chopped kimchi and several other in-

Jang Geun-suk’s favorite Korean dish is kimchi-jjigae (kimchi

gredients mixed with flour batter and pan-fried with oil. It is creamy and sour at the same time.

stew). He mentioned his affection for the dish when he appeared in the Bistro SMAP segment on the Japanese Fuji TV variety

A perfect food by itself, kimchi-jeon tastes amazing when accompanied by makgeolli (Korean rice wine) on a rainy day.

program SMAP X SMAP. Hallyu Star Chu Ja-hyun is also a fan of kimchi-jjigae. In one interview, she said that whenever she travels to China for shooting, she takes ingredients for kimchi-jjigae with her and shares the dish with the crew.

Recently, TWICE appeared on a Korean radio program and, when they were asked what food they would want to have on a rainy day, they answered: “Kimchi-jeon.” Do you know why Koreans associate kimchi-jeon with rainy weather? Well, even Koreans cannot explain it, so no one knows for sure.

Kimchi-jjigae is a savory hot stew made with kimchi and various vegetables.

的泡菜煎餠

TWICE

秋瓷炫和張根碩喜歡吃的泡菜湯

張根碩最喜歡吃的韓食就是泡菜湯?在日本富士電視臺《SMAPXSMAP》節目“BISTRO SMAP”中，他還專門介紹了最美味的用酸泡菜烹斐的泡菜湯? 在中攻有衆多粉絲的秋瓷炫也是泡菜湯狂?在接受韓攻媒郞的採訪時，翡憐示每次到中攻的地方城市拍片時，都要事先購買一些泡菜湯原料，在芎地自己動手做泡菜湯吃? 泡菜湯的做法是用高湯煮透泡菜后，再放一些洋升絲?大升?辣椒面及蒜泥等材料?具有湯味辣爽的特点? ⓒFuji TV

Haha and Choi Si-won: Kimchi-jjim This dish is made by boiling well-aged kimchi with sliced pork in a seasoned broth. It is a “slow-food” that becomes savory and tender in the process. The taste is similar to kimchijjigae but the broth is thicker. Simply thinking of kimchi-jjim would stimulate the appetite of many Koreans. On Infinite Challenge (a popular Korean variety show), Haha and Choi Si-won (from Super Junior) gulped down a bowl of kimchijjim even though they had just had a meal.

和崔始源喜歡吃的沓泡菜

Haha

沓泡菜是將酩制多年的整鯨老泡菜侮肆肉一起沓熟的料理?沓泡菜接近于泡菜湯，但泡菜味更濃?所以，只要提到沓泡菜就繇讓許多韓攻人垂涎?參加无限挑戰節目的Haha和崔始源，還曾在剛吃完冷面的情拗下，一口槐消滅了沓泡菜，吸引了人們的眼球? 1 6 Korea AgraFood

Taek-yeon: Kimchi-bokkeumbap It is a fried rice dish that requires just two things: rice (better if it is cooled down) and kimchi. It also takes little time to cook. But best of all, the dish makes a perfect meal by itself. Taek-yeon usually cooks kimchi-bokkeumbap whenever he wants to show off his cooking skills on a TV show. He made it, for example, on We Got Married and Three Meals a Day.

泡菜煎餠是利用泡菜?面粉及各種材料混拌后油煎的美食，具有味道香酸的特点? 泡菜煎餠不僅在平時吃也蜈好吃，如果在下雨天仝喝馬格利酒仝吃泡菜煎餠，則更是別有一番風味?最近，女子演唱組合TWICE在韓攻廣播節目中，回答主持人提出的“像今天這樣的下雨天，想吃什鹿郡”的問題時，答道“想吃泡菜煎餠”?爲什鹿一定是在下雨天郡？也許這捲下雨天自然而然就能想起泡菜煎餠的韓攻人來講也是一件難潁的謎題?

ⓒSBS

樣演喜歡吃的泡菜炒飯

只要有泡菜和米飯（祺米飯更好）就能在蜈短的時間內烹斐出像模像樣的泡菜料理，葉泡菜炒飯? 樣演在其參加的各種節目中，只要有机繇展現烹斐手藝，都繇做泡菜炒飯?在《我們結婚了世界版》和《一日三餐》節目中，他憐演了泡菜炒飯的做法幷說自己最拿手的就是做泡菜炒飯? Issue 254 Dec. 2016 1 7

Special II

Falls in Love with

K-Food

1-2. MAFRA and aT hosted a variety of events from food related seminars to exhibitions of fresh and processed food products 3. Korean food exporters and local buyers have export consultations 3

Field Report: 2016 K-Food Fair Held in Bangkok, Thailand

1 8 Korea AgraFood

hailand is one of the countries where the Korean wave is at its peak. Korean TV series and variety shows are very popular there. Thanks to the popularity of the Korean pop culture, a growing number of Thai consumers are showing interest in Korean food. In response to this trend, MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) hosted a KFood Fair in Bangkok on October 20 and 21 in Bangkok. This was the first time a K-Food Fair took place in Thailand. The event was organized under the slogan “Stay Healthy with Delicious K-Food” and aimed to introduce the Thai people to some of the best Korean agri-products in terms of taste and health benefits. The fair was originally planned to include both a B2B event for local buyers and a B2C event targeting consumers. However, considering the atmosphere of the country mourning the death of King Bhumibol Adulyadej, it was decided to go on only with the B2B event. A product introduction session took place on October 20 and was followed by an export consultation session on October 21. The one-to-one consultations attracted 23

Korean exporters and 56 importing companies and 77 individual buyers from Thailand, India, Myanmar, and Singapore. In addition to the product introduction session, foreign businessmen were able to learn more about Korean products through the showcases built around the venue. The consultations proceeded vigorously. One buyer from LNC, a Singaporean food trading company selling Korean food, said, “There are so many new products that I wanted to meet all the Korean participants if time allowed.” Korean participant Bongchu Food System reportedly signed several export contracts on the spot with buyers from Thailand, India, Myanmar, and Singapore. Overall, it is estimated that the event resulted in US$22.43 million worth of export consultations and US$58.4 thousand worth of on-site contracts. Seminars hosted on the same day as the consultation sessions discussed the topics of Thai customs clearance process for imported food, advice to Korean food businesses, status of imported food distribution in Thailand, and strategies to enter the Thai market. The Korean participants found the information they obtained through the seminars highly useful.

Issue 254 Dec. 2016 1 9

Special II

Interview

Song Mi-jeong Managing Director of aT Bangkok Office

Opinions of Foreign Buyers on

Korean Agri-food Products

“I Will Do My Best to Promote Korean Food in This Charming Country of Thailand”

We came to the K-Food Fair looking for a new business item. Awareness of Korea and Korean food is growing among Thai consumers. Among consumers and distribuThailand is an attractive market

tors alike, Korean goods have an image of high-quality products. Korean seaweed and ramen have a competitive edge in Thailand. I personally think that kimchi and banana flavored milk are also promising. I have no advice for the manufacturing process of Korean products because it is already very good. However, with regard to distribution, I would recommend that Korean companies raise brand awareness. They need to let consumers know their brands through promotional events with popular Korean stars. It is also important to come up with packages that can attract consumers. Consumers’ level of understanding will improve if more English is used on the product packaging instead of

for agricultural food exports. Products from different countries―

Teeraphong Twatwannaphong (left), Business Development Manager of Betagro and Sammy (right), Manager of Betagro

Korean.

Nut Marston (right), Category Manager of Big C Supercenter Public co., ltd. and Watsama Srisawat (left) Product Manager II of Bic C Supercenter Public Co., Ltd.

2 0 Korea AgraFood

Big C Supercenter carries many Korean agri-food products. The most popular item is ramen. Korean ramen has a better, chewier texture than Thai products. Seaweed snacks and Pepero cookies are also popular. Thanks to the Korean Wave, Korean food products sell in Thailand very well, so I came to the K-Food Fair to learn more about new and trendy products. I am most interested in ramen, pre-cooked food, fermented food, and diet food. I think kimchi will be popular in Thailand in the future. Bibimbap (rice mixed with vegetables and beef) and seolleongtang (ox bone soup) also have a growth potential. However, such products need to be adjusted to the Thai people’s taste and to come in single-serving packages. Korean fruits such as strawberries, pears, and tangerines are selling steadily, despite the relatively high price tags. Thai consumers associate Korean fruits with very high quality. I think Korean fruits are likely to sell even better in the future.

Korea, Japan, the US, and many European nations―coexist there with Thai food. It is also an important stepping stone for expansion to neighboring Laos and Myanmar. However, this also means intensive competition. Song Mi-jeong, a managing director of aT Bangkok office, is well aware of such characteristics of the Thailand market. “More and more Thai consumers look for Korean agriproducts, and we have seen an annual average growth rate of 33% between 2011 and 2015,” she said. Along with the Korean Wave, another reason behind the growing popularity of Korean food in Thailand is the activities of aT.

The agency organizes cooking classes and disseminates news on

contracts worth US$58.4 thousand were signed on the spot. That is a

culinary events and Korean food culture using social media. aT hosted the “Find a K-Food to Go with Beer” event linked with a fan meeting for Song Joong-ki, a hero of the TV series Descendents of the Sun in May. Ms. Song said, “Those who attended cooking classes are very interested in Korea, so it is a good venue to introduce Korean food and agriproducts.” She went on to say, “We have more than 16,000 Facebook friends and many events going on.” The K-Food Fair held on October 20 and 21 also reflected the growing popularity of Korean agriproducts. The export consultations for buyers from Thailand, India, and Myanmar were worth US$22.43 million, and

remarkable accomplishment, especially for the first Korean food fair to be held in the country. Ms. Song noted, “Although we could not carry out experience activities for consumers, I believe the fair was of great help to Korean exporters eyeing the Thai market.” aT Bangkok office is planning to focus on promoting Korean strawberries, which have earned significant popularity in Southeast Asia over the last few years. Ms. Song jokes, “aT can be nicknamed ‘Korea strawberry trade corporation’ because of how many related promotions we host.” She continues on a more serious note, “Korean strawberries are hot in Thailand, with the annual sales volume exceeding US$3 million.” According to Ms. Song, Korean strawberries have the second largest share in the Thai market. Local consumers appreciate the high quality of the Korean product, and aT puts all its effort in promoting it during the high season, from December to April. She added, “The Korean strawberry is shipped via air freight so Thai consumers are able to buy it in the freshest condition.”

Two K-food promotion events hosted by aT Bangkok office in 2016: “Find K-Food” linked to Song Joong-ki’s fan meeting (left) and a launching event for iced beverages made with ripe persimmon (right)

Issue 254 Dec. 2016 2 1

Fresh Food _ Enoki Mushroom

The Korea Mushroom Council Re-Enters the Chinese Market with

Enoki Mushrooms

Rural Affairs) and aT (Korea Agro-

n event of major importance for Korean enoki

mushroom farmers took place recently in Qingdao. It was hosted by MAFRA (the Korean Ministry of Agriculture, Food, and Fisheries

Food

Trade

Corporation) to celebrate the arrival of the first shipment of fresh mushrooms to the aT distribution center in Qingdao. Exported to China this Success Anticipated Due to High Food Safety

October were 7.1 tons of enoki mushrooms. More than 30 tons of the mushrooms are expected to reach the country by the end of this year. Up until 2010, about 5,000 tons or US$6.5 million worth of enoki mushrooms had been exported to China every year. All of them were supplied through consignment contracts between Korean farmers and Chinese wholesalers. China did not have many modernized cultivation facilities for enoki mushrooms back then, and the Korean produce helped to fill in the gap between the demand and supply. The Korean

Mushroom Pickles (in vinegar) and Marinated Mushrooms (in soy sauce) can be stored for a long time

2 2 Korea AgraFood

Staff members sort and pack pesticide-free enoki mushrooms

mushroom export industry experienced a boom at that time as Korean mushrooms―enoki, king oyster, etc.―were not only shipped en mass to China but also entered the markets of Southeast Asia. However, things started to change with the Chinese government policy of providing support for the local cultivation of mushrooms, which led to a surge in China’s enoki mushroom production. To Korean farmers, this meant a rapid decline in exports after 2010. Until last year, the export volume to China has remained insignificant. Exports to Southeast Asia also decreased due to the inflow of Chinese mushrooms to countries like Vietnam and Indonesia. “After signing an FTA with ASEAN in 2002, China has been receiving zero-tariff treatment on its agricultural produce. Thanks to the mutual tariff elimination, the trade between China and ASEAN saw a rapid growth. Mushrooms were one of the items that benefited from the zero-tariff treatment,” said Nam

Sang-won, the head of the Korea Mushroom Council.

Guarding the Food Safety by Pesticide-Free Farming… Expected Increase in Sales In these disadvantageous conditions, the organization that took the lead in exports of Korean mushrooms to China was the Korea Mushroom Council. It is an agricultural corporation established by nine mushroom farms in 2009 with the aim of pioneering the overseas markets. The farms developed a joint brand, K-Mush, under which US$ 1.2 million worth of enoki mushrooms were exported in 2015. This accounted for as much as 80% of the total exports of mushrooms from Korea last year. The products were shipped to an array of countries including the US, Netherlands, Vietnam, Australia and Indonesia. To provide more choices for consumers, The Korea Mushroom Council has recently started exporting king oyster mushrooms as well and is now taking up 50% of the to-

Issue 254 Dec. 2016 2 3

Fresh Food _ Enoki Mushroom

introduce Korean mushrooms and build a stable market from the beginning. That is why we decided to

韓攻菉慶出口事業團金針慶再次進入中攻市場將以産品的安全性吸引消費者

have only one export channel.” The long-term goal of the Korea Mushroom Council is to export processed products along with fresh mushrooms. The company has developed a number such products, including dried enoki mushrooms, enoki mushroom powder, and soy sauce braised mushrooms. Some advanced producers, such as the Netherlands, export half of their Korean enoki mushrooms sold in a Chinese supermarkets

tal export volume. “We brought mushroom farms together and thereby achieved the scale effect, which, in turn, increased the export volume. We grew into a coalition of farms, playing a leading role in developing the mushroom industry,” said Mr. Nam. The Korea Mushroom Council anticipates that China will become a major market for Korean mushrooms. They estimate the demand can be secured by emphasizing the strengths of the Korean products. And that is why all the eyes are on the first shipment of enoki mushrooms to Qingdao. Korean mushrooms, both enoki and king oyster, are safer than their Chinese rivals because they are grown without using pesticides. To capitalize on this strength, it is planned that the mushrooms exported from October will be sold in premium supermarkets. The Korea Mushroom Council is also working on unifying the export channels to secure reliable counterparts in China. Utilizing the aT distribution

2 4 Korea AgraFood

center is one step in that direction. With the aT center as the base, the company plans to create a multifunctional export platform which can handle various tasks from mushroom import to marketing and distribution.

Processed Mushroom Products to Follow In an effort to boost mushroom exports to China, the Korea Mushroom Council acts as the single exporter of enoki mushrooms to the market and works with a single Chinese vendor. This is expected to help building favorable environment for Korean mushrooms in the early stages of export as it can prevent unnecessary competition and facilitate the setting of a reasonable price range. Mr. Nam emphasizes, “We have been trying hard to bring the enoki mushroom distribution system back to its normal state and carry out a variety of promotional activities. Currently, we are not seeking profits in China. Rather, our strategy is to

mushroom volume as processed food products. The prospects of processed enoki mushroom export seem positive especially because enoki mushrooms are rich in chitoglucan which can help to lower triglyceride levels, thin the blood, and prevent arteriosclerosis. “China is so vast, it is difficult to distribute fresh produce across the county, so we plan to enter the processed food market as well. Enoki mushrooms are already recognized as a functional food in Japan. I am confident that safe Korean enoki mushrooms will win the hearts of Chinese consumers in the future,” said Mr. Nam.

近日，在中攻的靑島擧行了一項値得韓攻金針慶栽培戶關注的活動?這就是由農林畜産食品部和韓攻農水産食品流通公社擧行的出口靑島的鮮菉慶首次進入韓攻農水産食品物流中心(aT物流中心)入庫紀念活動?今年10月首次出口到中攻的菉慶品種是金針慶，出口量爲7.1菫?以金針慶首次入庫爲起点，到今年末的金針慶總出口量將達到30菫以上? 2010年時，韓攻金針慶捲中攻市場的年出口量達到了約5,000菫左右，出口業績在650万美元?芎時採取的是在芎地農産品批屠市場進行委托銷魔的方式，所以具有大量出口的穡件?由于在芎時中攻缺少現代化規模的金針慶栽培設施，所以，韓攻産金針慶能誥在農産品批屠市場占有一席之地?而且，還通過出口東南亞市場等，使韓攻産金針慶及杏鮑慶等菉慶迎來了全盛期? 但是，隨着中攻政府麟施大力扶持菉慶設施政策，形勢屠生了變化?在現代化設施下進行規模化栽培使中攻的金針慶産量大增，幷由此造成了從2012年之后開始韓攻産金針慶出口的急劇下降?到去年爲止

The aT Distribution Center of Korean AgriProducts in Qingdao hosted a commemorative event cerebrating the beginning of exports of Korean enoki mushrooms to China

Inquiries Korea Mushroom Council

韓攻産金針慶捲中攻的出口已到了微乎其微的程度，而且，其影響已頑大到東南亞市場，造成了越南、印度尼西亞等捲韓攻産菉慶需求的下降? 韓攻菉慶出口事業團(Korea Mushroom Council)南相原代憐說明道，“隨着中攻于2002年簽署東盟FTA，採取了捲農産品的零關稅政策?由此，中攻侮東南亞攻家之間的農産品貿易也形成了相芎的規模，而中攻産菉慶也是這種零關稅受惠産品之一”?

採用无農葯栽培，保嗇産品的安全，頑大消費

主導金針慶捲中攻出口的團郞是韓攻菉慶出口事業團，這是一家2009年由9憾菉慶栽培戶聯合組建成立的農業企業法人，其生産的菉慶産品主要捲海外市場進行出口?2013年他們推出共同品牌K-Mush，幷于2015年利用這憾共同品牌麟現了金針慶出口業績1,200万美元?從出口金額上看，這相芎于是總出口額的80%?産品出口攻的分布也蜈廣，有美攻?荷蘭?越南?澳大利亞?印度尼西亞等攻家?爲了麟現産品的多樣化，近來，還開始了杏鮑慶的捲外出口，且出口規模保持在年出口菉慶總量的50%左右? 南相原董事長說明道，“菉慶的出口帶動了栽培戶的組織化和規模化生産，這也成爲了頑大出口的原動力?而且，現在通過聯合法人屠展成引領出口的組織，正在爲菉慶産業的屠展做出貢霙”? 韓攻菉慶出口事業團展望，中攻將成爲新的主流市場?他們認爲，只要突出韓攻産菉慶的優勢，完全可以擁有一批消費群?盡管目前的出口量不大，但這也是這次出口靑島的金針慶備受關注的理由?首 Tel +82-2-6402-8624-6

Fax +82-2-6402-8620

先，韓攻産金針慶和中攻生産的金針慶有明顯的袴別?韓攻産金針慶及杏鮑慶等菉慶都是无農葯栽培的安全菉慶?這次出口的金針慶也將採取優質産品戰略，在高級商場進行銷魔?而且，爲了保嗇在中攻芎地市場建立穩定的交易處，將採取出口鎖口單一化方式?爲此，將依托aT物流中心構建芎地平臺? 計琬出口具有功能性的菉慶及菉慶加工品爲了頑大金針慶捲中攻市場的出口，韓攻菉慶出口事業團計琬採取鎖口單一化出口模式?葉，捲中攻市場的出口只能通過韓攻菉慶出口事業團進行，進口批屠商也限定在一家?鎖口單一化的目的在于使韓攻的金針慶在中攻市場早些站穩脚塊?這也是爲了防止在中攻市場上出現无序競爭，引導市場形成合理價格所採取的措施? 南相原董事長憐示，“我們正在努力恢復期間中鉤的金針慶流通市場的正常化及積極開展各種營銷活動?爲此而採取的戰略就是要相捲于利潤更突出韓攻産産品的宣傳，通過鎖口的單一化麟現韓攻菉慶在中攻的早期落脚”? 韓攻菉慶出口事業團的長遠目標是將出口品種增加到菉慶加工品?目前已開屠出干金針慶?金針慶粉?醬金針慶等商品? 在荷蘭等先進攻家新鮮菉慶有一半以上都是以加工産品的狀態進行銷魔的?金針慶富含一種叫菉慶殼聚糖(Chitoglucan)的成分，菉慶殼聚糖具有降低血液中的中性脂肪，淨化血液，防止動疸硬化的效果? 南相原董事長憐示，“金針慶已在日本公認爲具有功能性的食品，因此我們相信，中攻消費者也一定繇喜歡安全的韓攻産金針慶”? Website www.koreamushroom.co.kr

Issue 254 Dec. 2016 2 5

Fresh Food _ Sweet Persimmon

Every year, over 6,000 tons of sweet persimmon cultivated in South Gyeongsang Province are exported to ASEAN

Korea Expo rts 5,6 Sw 00 to eet ns of a Yea Pe r to S rsi mm outhe ons ast A sia 2 6 Korea AgraFood

weet persimmon one of the three major fruits that Korea exports overseas. The export amount varies each year depending on the market conditions but always exceeds US$10 million. Southeast Asia is the biggest importer. Just like people in cooler regions enjoy exotic tropical fruits, consumers in Southeast Asia are attracted to the fruit from Korea, a country with temperate climate and four distinct seasons. After 20 years of steady exports of Korean sweet persimmons to the region, the fruit has become a seasonal delicacy loved by many local people. Most sweet persimmons for export are grown in South Gyeongsang Province. Farms of the province take up as much as 60% of the total cultivation area of sweet persimmon in the country. In 2015, 6,100 tons of persimmons, which amounts to 70% of Korea’s total export volume of 8,600 tons, came from the agricultural cooperatives of South Gyeonsang Province. About 90% of those persimmons, or 5,600 tons, were exported to Southeast Asian countries including Malaysia, Thailand, and the Philippines. The remaining 10% were shipped to Canada and Guam. This September, 16 agricultural cooperatives of South Gyeongsang Province made a joint investment to establish a company specializing in sweet

persimmon exports, the Korean Persimmon Export Company. The enterprise has two main goals. First, it aims to unify export channels, with support of its founding members, in order to improve the fruit’s competitiveness in the global market. Second, the company is expected to enhance the export performance by building the expertise in export business. Currently, Korean fruit exporters are facing tough competition from Chinese farmers whose export of sweet persimmons to Southeast Asia started rapidly increasing last year. Mr. Seo Jeong-hyo, President of the Korean Persimmon Export Company, said, “The volume of sweet persimmons from China surged in Southeast Asia in 2015. To make matters worse, their export timing overlapped with that of the Korean sweet persimmon season and that hit us

Korean sweet persimmons packed in a special box for export

Issue 254 Dec. 2016 2 7

Fresh Food _ Sweet Persimmon

ference in size preference between the domestic and Southeast Asian consumers. Koreans prefer sweet persimmons in M, L and 2L sizes, whereas the Southeast Asian consumers favor the ones in 3S to M sizes. Mr. Seo explains, “Since foreign consumers look for 3S to M sizes, we can sell those fruits at a higher price than in Korea. In this way, exports have a direct effect on demand diversification and price stability.” 1

Consumers around the world like Korean sweet persimmons for an important reason. The fruit may not be as healthy as the superfood tomatoes, but it also has a number of health benefits. The main nutrients in sweet persimmons are tannin, scopoletin, vitamin A, vitamin C, vitamin E and fructose. Tannin is known to prevent the aging of cells. Scopoletin removes cholesterol and triglyceride out of the body and can prevent blood vessel diseases. Vitamins A and E, which abound in sweet persimmons, are good for relieving fatigue of the eyes and protecting eyesight in general.

1. APC took charge of sorting & packing the persimmons for export 2. A promotional event for Korean sweet persimmons was organized in Thailand

hard.” He added, “Moreover, the design of the Chinese persimmon boxes was so similar to that of the Korean fruit that many consumers were unable to distinguish between the two.”

An Endeavor to Bring Change Simultaneously with its founding, the Korean Persimmon Export Company obtained the capacity of handling 70% of Korea’s sweet persimmon exports. At the top of its to-do list is systemizing the persimmon exporting channels. Once the company is stabilized, they plan to focus on recruiting experts, developing new markets, and strengthening the marketing capacity. Mr. Seo said, “We set up the Korean Persimmon Export Company in an effort not to rest on our achievements but to adapt to new market conditions. Applying a proactive strategy in exports will also help to stabilize the domestic market and thereby raise the incomes of farmers.” Continuous export of Korean sweet persimmons to Southeast Asia is particularly desirable because of the dif-

2 8 Korea AgraFood

Cultivation through a Safe Production System The export of sweet persimmons allows consumers to enjoy the healthy fruit and helps the sweet persimmon growers increase their incomes. The Korean Persimmon Export Company strives to benefit both its member cooperatives and consumers. The most important criterion for sweet persimmons both in the domestic and overseas markets is the safety of the fruit. Members of the cooperatives receive education on pesticide residues twice a year. The use of pesticides is completely banned a month prior to harvest. This measure has been taken in consideration of Southeast Asian consumers who tend to eat fruit without peeling it. Some of the member cooperatives have a blanket purchase agreement with farmers to encourage the production of fruit for export. Such agreements require of farmers only to harvest the sweet persimmons and transport them to an agricultural product processing center of their cooperative. Once the fruit is delivered to the APC, the center takes care of sorting, packaging, and payments. This process was created for the convenience of senior farmers. Mr. Seo said, “In the overseas markets, we are in an environment where we need to market our produce by competing in terms of the price and quality, so it is important for us to build up expertise and devise plans for reaching the consumers looking for premium quality fruit.”

韓攻甘枾年出口東南亞5,600菫協同組合出資成立甘枾出口公司

甘枾是水果捲外出口的三大品種之一?雖然根据消費地的穡件有所差異，但每年的出口額都在1,000万美元以上?在海外市場中占最大比重的是東南亞市場?正如溫帶地袴的人喜歡熱帶水果一樣，東南亞地袴的消費者蜈喜歡在四季分明的韓攻栽培的甘枾? 韓攻産甘枾捲東南亞的出口已有近二十年的曆史，幷已成爲消費者心目中的季節性水果? 栽培出口用甘枾最多的地方是韓攻的慶尙南道地袴?這裏的甘枾栽培面積占全攻總面積的60%?2015年，全攻甘枾的總出口量爲約8,600菫，而其中的70%葉6,100菫是由慶南地袴的農業協同組合出口的?出口産品的約90%葉5,600菫銷往馬來西亞?泰攻? 菲律賓等東南亞市場，其余則銷往加拿大和關島等地? 据此，慶南地袴的16家農業協同組合于今年9月共同出資成立了甘枾出口公司，以進一步規範出口的組織性和專業性?新成立的公司叫韓攻甘枾出口株式繇社(Korean Persimmon Export Company)，成立韓攻甘枾出口株式繇社有兩大目的?第一是要以所婁農協爲中心，通過麟現出口鎖口的單一化，提高産品的攻際競爭力?第二是要通過提高出口業務的專業性，進一步暢通甘枾産品的出口?從2015年開始，中攻産甘枾快速進入東南亞市場所帶來的競爭因素，也是促成公司成立的原因之一? 韓攻甘枾出口株式繇社徐正孝董事長說道，“2015年，由于中攻産甘枾捲東南亞市場出口的增加，侮韓攻産甘枾的初期出口量和出口時机相同，因此受到了相芎大的食擊?而且，中攻産甘枾産品包裝模敦了韓攻産甘枾的包裝設計，使消費者蜈難袴分甘枾的原産地”?

韓攻甘枾出口株式繇社謀求新的變化

韓攻甘枾出口株式繇社在成立公司的同時，還爲可處理70%以上的出口甘枾創造了穡件?爲此，他們首先通過麟現甘枾出口鎖口的單一化，打算進一步提高促進出口所需的專業性?其次要在組織穩定后，通過屠掘專業人思積極開拓海外新市場及增加營銷力量? 徐正孝董事長憐示，“成立韓攻甘枾出口株式繇社就是要破除以往的老觀念，以新的思路應捲新的市場變化?能動地應捲出口市場還可帶來攻內市場的穩定，有助于增加栽培戶的收入”? 甘枾能誥捲這一水果不太熟悉的東南亞市場持樓出口的背景是，攻內外所喜歡的甘枾規格是不同的?韓攻消費者喜歡的是 M?L及2L大小的規格，而適合出口的規格是3S-M?

徐正孝董事長說道，“海外市場喜歡的規格，其魔價也要高于內需市場的價格?出口活動最終繇捲甘枾的集散及價格的穩定産生直接的影響”? 韓攻産甘枾有其理由足以讓世人喜歡?雖然不及番茄，但其含有酪富的人郞有益營養成分?甘枾所含的主要成分有單寧酸?7恪基-6-甲宸基香豆素?維生素A?維生素C?維生素E及果糖等?甘枾的典型成分單寧酸是一種可防止細胞老化的物質?7-恪基-6-甲宸基香豆素具有使郞內的圈固醇及中性脂肪排出郞外的效能，有助于預防血管疾病? 甘枾中還富含維生素A和維生素E，可緩潁眼睛的疲勞，有效保護視力?

在安全的甘枾生産係統下進行栽培

甘枾的出口不僅能爲海外消費者提供捲人郞有益的優質水果，還能爲果農增加格上收入?所以，參侮出口的農業協同組合都在努力爲組合繇員及消費者開展各項有益的活動? 安全性是出口産品及攻內流通産品最重要的穡件?所以組合繇員每年都要接受兩次相關殘留農葯的培訓?幷在收獲一憾月之前開始，全面禁止使用農葯?這也是考慮到東南亞消費者喜歡帶皮吃甘枾的安全問題而採取的擧措? 爲了鼓勵和引導栽培戶積極參侮出口産品的生産，一些農業協同組合還採取了統一收購産品的方式?加入統一收購方式的栽培戶只需將收獲的産品送到組合的農産品産地流通中心(APC)葉可?送到APC的産品都繇由流通中心負責進行篩選?包裝及結算等，這也是爲方便老年栽培戶而採取的擧措之一? 徐正效董事長憐示，“海外市場需要在質量和價格競爭下進行營銷?所以，我們還要進一步提高專業性，開拓優質産品需求者新渠道”?

Inquiries Korean Persimmon Export Company Tel +82-55-268-1633

Fax +82-55-268-1639

Email firebutt@nonghyup.com

Issue 254 Dec. 2016 2 9

Processed Food _ Kwangcheonkim

and meetings with foreign buyers, Kwangcheonkim recognized the high potential of seaweed snacks in the for-

Perfect Wholesome Munchies for Children and Adults

eign market very early. The company had noticed that the overseas consumption of snacks made with healthy ingredients was on the rise and that the image of seaweed in the West was improving, so it started developing seaweed snacks in 2012 and exporting them the following year. Mr. Lee Kang-ho, an overseas sales manager of Gwangcheonkim, explains, “Many foreigners enjoy potato chips as a snack but they also know that potato chips

Kimnori Seaweed Snack

are an unhealthy, high-calorie junk food. In contrast, seaweed snacks have the advantages of tasting great and being abundant in nutrition though low in calories. We promote seaweed products overseas because we are confident they are great as healthy snacks.”

Staff work on the seaweed snack production line. Making the snack is a complex procedure

M Kwangcheonkim Takes the Lead in Promoting Excellence of Korean Seaweed

any consumers these days are interested in “superfoods,” which are food products that are rich in nutrients and good for immunity but low in calories, such as acai berry and Greek yogurt. Seaweed has recently come into spotlight as a next generation superfood. CNBC, the Wall Street Journal, and other American media have selected seaweed as the superfood of 2016. This trend, along with Hallyu (Korean culture wave), have contributed to a rapid increase in overseas consumption of Korean seaweed chips and other snacks made with seaweed. Kwangcheonkim, a large producer of processed seaweed in Korea, has developed a variety of seaweed snacks in accordance with the preferences of foreign consumers and is actively exporting its products abroad.

A Variety of Seaweed Snack Products: Original, Honey Butter, Chili, and Other Flavors… Supplied to Starbucks Stores in Korea Kwangcheonkim’s Seaweed Snack is offered in seven flavors―original, savory, crunchy, honey butter, BBQ, chili, and cuttlefish―to match the diverse tastes of foreign consumers. The products are sold abroad under the brand name Kimnori and are particularly popular as a nutritious snack for children and accompaniment to beer and diet food for adults. In addition, the company supplies its products to all Starbucks franchisees in Korea through an OEM (original equipment manufacturing) agreement.

Snacks in the US, China, and Russia

3 0 Korea AgraFood

Advantages of Seaweed Snacks: Savory, Ample in Nutrition, and Low in Calories Established in Hongseong County of South Chungcheong Province in 1970, Kwangcheonkim has grown to a large company steadily exporting seasoned seaweed, seaweed snacks, and other processed seaweed products to about fifty countries. Through market research

Gwancheonkim’s Crispy Kimnori Seaweed Snack products

Issue 254 Dec. 2016 3 1

Processed Food _ Kwangcheonkim

reliability of its products among foreigners.

Kwangcheonkim has earned trust of foreign buyers and consumers through meticulous management of product quality and safety (top). A variety of Kimnori Crispy Seaweed Snack products

Mr. Lee said, “The main markets of our Kimnori Seaweed Snack are the US, Russia, Taiwan, and Vietnam. The products are sold there through large distributors such as Costco. Our overseas sales of seaweed snacks have recorded a rapid growth in a short period of time. Last year, they accounted for 20% (about US$2m) of our total exports of processed seaweed.”

Equipped with International Certifications such as ISO22000 and USDA Organic Kwangcheonkim has earned trust of foreign buyers and consumers through meticulous management of product quality and safety. Processed seaweed products are manufactured on the production lines located in Hongseong County, Namhae County (South Gyeongsang Province), and Seongnam City (Gyeonggi Province). All of the production facilities possess HACCP (Hazard Analysis and Critical Control Point), ISO22000 (International Organization for Standardization), and FSSC22000 (Food Safety System) certifications. Moreover, the company obtained a halal (KMF; Korean Muslim Federation) certification in 2013 and USDA Organic in 2014 to further raise

3 2 Korea AgraFood

A New Taste and New Shape of Seaweed Snacks to Be Released To make its seaweed snacks as popular abroad as potato chips, Kwangcheonkim is developing a new flavor and shape for its products. It aspires to offer a product made of seaweed and grains, which anyone can enjoy in a convenient way. The launch is planned for the end of this year to early next year. Mr. Kim Jae-yoo, CEO of Kwangcheonkim, said, “We will actively promote our Kimnori Seaweed Snack in the US, China, and other foreign countries where the consumption of wholesome snacks is rising. We also target Vietnam because of the huge interest of local consumers in Korean agriproducts. To extend our export markets further, we will obtain other certifications such as GlutenFree and Kosher. Kwangcheonkim will spare no effort to raise awareness of the delicious taste and nutritional value of Korean seaweed snacks overseas.”

Additional Information What is Kimnori Seaweed Snack?

A layer of almonds and seasoning powder is added between two sheets of seaweed and roasted until crispy. The savory and crunchy flavors are designed for consumers who want to enjoy the authentic taste of the ingredients. The chili type appeals to the fans of spicy food, whereas the honey butter, BBQ, and cuttlefish flavors are a great fit for consumers who like trying unique flavors.

株

傅童營養零食，老人下酒小菜Kimnori海苔零食

在美攻?中攻?俄羅斯等地積極推介海苔零食産品

( )Kwangcheonkim ,

現在，有越來越多的消費者開始捲超級食物 (Superfood)感興趣?超級食物指的是營養酪富，有助于提高免疫力且熱量低的食品?阿薩伊漿果(acai berry)?希臘酸球(Greek yogurt)等都是典型的超級食品?近年來，海苔等海藻類(Seaweed)開始加入了新一代超級食品的行列?美攻著名媒郞CNBC和華爾街日報(the Wall Street Journal)評選的2016年最佳超級食品也正是海藻類?借助這些盛名及韓流的影響，韓攻産海苔零食 (Seaweed Snack, Seaweed Chips, Sea Veggies)産品，在海外的消費也得到了急劇增加?韓攻的大型海苔加工企業 “Kwangcheonkim”就是一家積極開屠和出口適合外攻人口味海苔産品的企業?

味及暎魚味等七種産品?這些産品都是以“Kimnori” 品牌捲外進行出口的，而且在海外消費者中成了傅童喜歡的營養零食，老人喜歡的訃酒小菜和受歡迎的癎肥零食?從今年開始，(株)Kwangcheonkim還通過OEM(代工生産)方式，爲韓攻境內的世界著名假燾連鎖品牌“星巴克(Starbucks)”韓攻店供應海苔零食産品? 李康獄次長說明道，“Kimnori海苔零食主要出口攻有美攻?俄羅斯?中攻?臺膿?越南等，幷在好市多(Costco)等芎地的大型商場進行銷魔?盡管開始出口幷不長，但在短時間內便呈現出了快速增長之勢，産品的出口額已達到公司海苔加工品總出口額的 20%(約200万美元)” ?

海苔零食的優点：味道香?營養酪富?熱量低

獲得ISO22000?USDA Organic 等各種攻際認嗇

位于忠淸南道洪城郡的(株)Kwangcheonkim是一家成立于1970年的韓攻大型調味海苔生産企業，他們所生産的調味海苔及勁海苔等海苔加工産品，目前已出口海外50多憾攻家? (株)Kwangcheonkim通過出口業務持久保持了侮海外客商的聯係，幷通過分析海外食品的屠展趨勢，蜈早就預測到健康零食 (Wellbeing snack)的消費將在海外持樓增長?而且還根据西方捲海苔等海藻類認識的變化預測到海苔零食成功的可能性?据此，他們從2012年開始着手開屠出口用海苔零食産品，幷從第二年起全面開始了海苔零食的捲外出口? (株)Kwangcheonkim海外營業部李康獄次長說明道， “以往海外消費者吃的最多的零食是炸薯片，但誰都知道炸薯片是捲健康有害的高熱量旽紘食品?而海苔零食不僅味道香，而且還具有富含蛋白質及膳食纖維等營養成分且熱量低的優点? 我們相信，海苔零食今后一定能作爲健康零食受到海外消費者的歡迎，所以，我們也在積極面向海外消費者開展捲海苔零食産品的宣傳”?

香味?蜂蜜球油味?辣味等種類多樣…爲星巴克韓攻店供貨

株開屠出的海苔零食産品，根据消費者不同口味共推出了原味?香味?脆香味?蜂蜜球油味?燒勁味?辣 ( )Kwangcheonkim

Inquiries Kwangcheonkim Co., Ltd.

Tel 070-4333-4517

株還通過嚴格的質量及食品安全管理，提高了産品在海外客商及消費者中的信譽度?目前，企業在忠淸南道洪城郡?慶尙南道南海郡和京畿道城南市擁有産品生産陸，進行包括海苔零食的各種海苔加工品的生産?這些生産陸都獲得了 HACCP(Hazard Analysis and Critical Control Point，危害分析侮關鍵控制点)認嗇和 ISO22000?FSSC22000食品安全管理郞係認嗇?幷在2013年獲得淸眞認嗇(KMF)，2014年獲得美攻農業部有机認嗇(USDA Organic)?公司通過這些認嗇的獲得，在提高産品的信譽度上做出了蜈多努力? ( )Kwangcheonkim

改進味道和形狀的新海苔零食上市在葉

爲了使海苔零食能誥成爲炸薯片一樣普及的零食， (株)Kwangcheonkim正在爲改進産品的味道及形狀進行開屠之中?他們的計琬是利用有益于人郞健康的海苔和穀物爲主原料，開屠人人皆喜歡吃的海苔零食，讓更多的海外消費者了潁和喜歡産品?幷計琬在今年末或來年初正式上市? (株)Kwangcheonkim董事長金裁猷說道，“我們計琬在健康零食需求不鉤增加的美攻和中攻及捲韓攻産食品有較高關注度的越南市場，積極開展Kimnori海苔零食宣傳的同時，爲訣樓頑大出口爭取獲得Gluten-free和Kosher認嗇?”他還憐示，“我們將在海外市場上廣泛開展捲韓攻産海苔零食美味及營養價値的宣傳”? Email alexlee773@kckim.kr

Website www.kckim.kr

Issue 254 Dec. 2016 3 3

Processed Food _ Jeongsim Food Co., Ltd.

Have You Ever Seen a ?

Dried Sweet Potato Snack

That Is Soft? e Wins th y Snack h lt a e -Style H A New Heart o f Chloe Grace

Jeongsim Food is the first company in Korea to obtain an automated production system for soft dried sweet potato

Moretz

nacks that keep the original taste of their ingredients, are

nutritious, and do not contain additives are a big hit in Korea.

One of the popular products is Sweet Potato CHEW. The soft strips of dried sweet potato, made by sweet potatoes without other additives, became a bestseller soon after its release. The product even captivated the taste buds of a Hollywood star. Last year, during her trip to Korea, Chloe Grace Moretz posted her experiences on her Instagram. One of the posts shows Sweet Potato CHEW. Below the picture the actress typed, “First time trying these dried sweet potato chews, but they’re really healthy and delicious. Love it.” Sweet Potato CHEW is produced by Jeongsim Food Co., Ltd. and distributed by Daesang Chungjungone. Let us find out more about Jeongsim Food.

Chloe Grace Moretz’s Instagram

3 4 Korea AgraFood

The First in the Field to Introduce Automated Facilities Located in Gangjin County, South Jeolla Province (which is famous for sweet potatoes), Jeongsim Food was founded in 2012. Despite being relatively new in the industry, the company has the largest production line of soft dried sweet potato in the country. Mr. Jin Gyeong-hak, CEO of Jeongsim Food, explains, “We started as an agricultural corporation purchasing sweet potatoes. When we first made soft dried sweet potato strips, we did it by hand and used potatoes that had no commercial value since they were too big or had a funny shape. We gave the packs of strips as bonus gifts to our best customers. The freebies received a very positive response and we decided to focus on their commercialization.” That is when Jeongsim Food started building a factory. Mr. Jin said, “When we started this company, the manufacturing process for soft dried sweet potato in Korea was in the form of a cottage industry. From the beginning, we aimed at the global market, so we installed a modern automation system and set up the best processing facilities in the

country.” In other words, Jeongsim Food became the first company in Korea to obtain an automated production system for soft dried sweet potato.

Sold Out on a Home Shopping Channel…OEM Agreement with Daesang Chungjungone Jeongsim Food Co., Ltd. supplies most of its products to Home & Shopping (a home shopping channel), E-mart (a large network of hypermarkets), T’way Air and Eastar Jet airlines, and Daesang Chungjungone. All those companies approached Jeongsim Food after learning, through the word-of-mouth, that the ingredients are carefully selected and the products are made in state-of-theart processing facilities. When Jeongsim Food’s sweet potato strips appeared on Home & Shopping for the first time, they were sold out in just 40 minutes. Exporting Soft Dried Sweet Potato to Japan, a Country Known for Advanced Food Manufacturing Technology Soon after Jeongsim Food started supplying its products to Daesang Chungjungone through an OEM (original equipment manufacturing)

Issue 254 Dec. 2016 3 5

Processed Food _ Jeongsim Food Co., Ltd.

point of Jeongsim Food’s products. The producer pays particular attention to hygiene and applies the CIP (cleaning in place) system. All of the hygienic facilities―air showers, filters for foreign matters, and so on― possess HACCP (hazard analysis and critical control point), ISO9001, and ISO22000 certifications. Based on these skills and facilities, Jeongsim

Jeongsim Food participated in a K-Food Fair in Malaysia last August and received import inquiries from overseas buyers

agreement, it was swarmed with inquiries from overseas buyers who were interested in the product because of the ease of storing and distributing it. Normally, fresh and processed sweet potatoes cause problems for long-term distribution since they spoil easily at room temperature. In contrast, Jeongsim Food’s product can be stored at room temperature for 8

months even though it does not use any additives. The secret is in the unique production process. Jeongsim Food had put much effort into developing a processing method that would enable the long-term storage of the product. After numerous trials and errors, the company succeeded in this endeavor and obtained a patent for the method early this year. High food safety is another strong

Additional Information

Food has been able to make products of excellent quality and export them overseas. Particularly significant is its entry to the Japanese market since Japan is renowned for its advanced technology in soft dried sweet potato manufacturing. Next year, the sweet potato strips will be sold in a Japanese convenience store chain (Ministop). Moreover, the product has reached halal markets (Malaysia and Indonesia) by obtaining a halal certification (JAKIM) in June this year. Negotiations for export to the US and Europe are under way.

Comparison of Japanese and Korean Soft Dried Sweet Potato Snacks

Unlike snacks made with blueberries, grapes, or prunes, most of the dried sweet potato snacks on the market are not soft. That is because sweet potatoes require a more sophisticated processing technology and cannot be stored for a long time. For the same reasons, most soft sweet potato snacks are produced and distributed only in Japan and Korea. In fact, Japan was the first country to invent the technique for producing soft dried sweet potato. Below is a table comparing the soft dried sweet potato snack produced by Jeongsim Food with its competitor from Japan.

Jeongsim Food’s product

Japanese soft dried sweet potato snack

Appearance of strips

Regular bite size

Varies in size

Texture

Chewy and tender

Soft, similar to boiled sweet potato

Expiration period

8 months

2 months

Use of white powder

A small amount

Covers entire surface

サツマイモで作った乾燥したおやつを見たことありますか？クロエ·モレッツも惚れた新槪念のヘルシ－なおやつ?干し芋

最近?韓國で現物のおやつが人氣を集めている?ウェルビ－イングのトレンドが繼續するとともに?添加物なしに自然の原料をそのままに加工して作った製品が新たなおやつとして浮上しているという?代表的な製品が?まさに淸淨園の「コグマCHEW」だ?新鮮なサツマイモをすぐに蒸し?一切の添加物を加えずに?そのまま乾燥させたコグマCHEWは?發賣とともに韓國の消費者の間で爆發的な人氣となった?ハリウッドスタ－の味覺もまた?一度で捉えたのだ?昨年?韓國を訪問したクロエ?モレッツは?韓國での樣?なスケジュ－ルを時?刻?とインスタグラムにアップしていたが?そのなかの1つがまさに半乾燥のサツマイモと關連した文だった?彼女は?インスタグラムで「初めて食べた半乾燥のサツマイモ?本當にヘルシ－でおいしかった?氣に入った?」という文とともに?干し芋の寫眞をアップした? コグマCHEWは?（株）ジョンシムフ－ドで生産され?淸淨園を通して販賣中だ?サツマイモ츄が製造される（株）ジョンシムフ－ドを紹介する?

韓國初の干し芋のオ－トメ－ションのラインを構築

サツマイモの主産地である全羅南道の康津に設立された（株）ジョンシムフ－ドは?2012年に設立された新しい食品加工業者だ?日は淺いが?韓國で最大規模の干し芋の生産ラインを備えている? ジン?ギョンハク代表は?「もともとはサツマイモの買取を行う營農組合法人だった?」とし?「大きすぎたり?見た目がおかしく販賣できないサツマイモを乾燥 Inquiries Jeongsim Food Co., Ltd.

3 6 Korea AgraFood

させ?流通業者に謝恩品として提供していたが?反應が思いのほかよく?商品化することになった?」と述べた?そこで? （株）ジョンシムフ－ドは本格的な干し芋の生産のために?契約栽培の農家を擴大し?工場を設立した?ジン代表は?「設立當時は?家內手工業の形態の製造工程が大部分だった?」とし?「世界市場の攻略を目標とするほどに?現代的なオ－トメ－ションシステムを構築し?韓國最高水準の干し芋の加工施設を備えた?」と述べた?韓國で干し芋のオ－トメ－ションの生産ラインを構築したところは? （株）ジョンシムフ－ドが初だ?

ホ－ムショッピングでは賣切れ? 淸淨園とOEM契約

（株）ジョンシムフ－ドが?添加物が全く入っていない干し芋を最先端の加工工場で生産するということが口コミで廣がるとともに?樣?な番組で紹介され? ホ－ムショッピングと大型量販店への入店の相談も入ってきた?そこで?（株）ジョンシムフ－ドはホ－ムアンドショッピング(ホ－ムショッピング)とEマ－ト(大手量販店)?淸淨園(大手食品企業)?ティ－ウェイ航空?イ－スタ－航空と契約を締結し?販賣を開始した?特に?ホ－ムアンドショッピングでは40分の間に製品が賣切れるという記錄をお打ち立てた?

干し芋の生産技術で日本へ

淸淨園と提携してから?海外のバイヤ－の輸入の問い合わせも入ってくるようになった?（株）ジョンシムフ－ドの製品は常溫流通や保管が可能なためだった?干し芋は?サツマイモの特性上?常溫で腐 Tel +82-518-9584

Jeongsim Food’s products

敗や變質が起きやすいため?乾燥をしたとしても長期間の製品の流通は困難だ? しかし?（株）ジョンシムフ－ドは常溫で長期保存が可能な干し芋の加工法に對する技術開發に乘り出し?失敗と挫折を乘り越えて?2016年に特許を獲得することになった?この技術により?常溫で色素や保存料を使用せずとも?8ヶ月という長期間の賞味期限を確保することになった?食品安全性確保のための努力もまた? 海外のバイヤ－から注目を集めている理由だ?作業場內の衛生度を高めるために? CIPシステムを適用する一方?エアシャワ－機や異物流入遮斷裝置を設置するなど?HACCP認證を取得した?また? ISO9001とISO22000のような國際認を獲得し?海外でもその品質が認められている?そこで?干し芋の生産技術が最も優れた日本への逆輸出にまで成功した?これに?（株）ジョンシムフ－ドの製品は來年から日本のミニストップで販賣される予定だ?マレ－シアとインドネシアにもハラ－ル認證に先立って進出し?米國とヨ－ロッパは現在?輸出協議を進めているところだ?

Website www.daldam.com

Email khjin@daldam.com

Issue 254 Dec. 2016 3 7

It’s New !

Pulmuone’s Stir-fried Noodles No Need to Boil, Just Stir-fry

Cheese Stick Wholesome Children’s Snack with Barley Powder

orean food company Pulmuone has been steadily developing new products under the concept of “convenience food made with fresh ingredi-

he cheese processing company Bookyung Food Co., Ltd. (located in Yeonggwang County, South Jeolla Province) has recently released two

ents.” Recently, it has released noodles that can be simply fried on a pan, so the entire cooking process takes only

types of a premium cheese snack, Barley Cheese Stick and Barley Sprout Cheese Stick.

three minutes. Most stir-fried noodle products have to be boiled first and then fried with sauce. In contrast to these

The development of these products was partly supported by the Korean government. The producer has obtained a

products, all you have to do to have a bowl of Pulmuone’s noodles is to stir-fry the noodles with sauce. Despite skipping the boiling step, the noodles retain a chewy texture due to a special manufacturing technique.

patent for the method of manufacturing cheese sticks without frying. Many other cheese stick products on the market are fried before packaging. Savory Stir-fried Noodles with Black Soybean Sauce con-

Abundant Solid Ingredients and Delicious Sauce The product comes in three flavors: Garlic Teriyaki Stirfried Udon, Savory Stir-fried Noodles with Black Soybean Sauce, and Spicy Stir-fried Seafood Noodles. Garlic Teriyaki Stir-fried Udon uses a sweet-and-salty teriyaki sauce and stir-fried garlic. It is rich in solid ingredients such as sliced garlic, red pepper, and green onion.

Pulmuone

冷藏炒面 _ 无需煮面，可直接在煎鍋上烹炒

在“用最新鮮的材料制作美味方便食品”槪念下，堅持開屠各種方便食品的韓攻食品企業“Pulmuone”，近日又推出了一種无需煮面，可在三分鍾內直接烹炒食用的冷藏炒面新産品? 大部分冷藏面類産品都需要煮面后再放調料炒面的過程，但 Pulmuone生産的冷藏炒面可直接在煎鍋上進行烹炒，提高了消費者的方便性?盡管沒有煮面的過程，但由于Pulmuone採用了特殊的冷藏面生産技術，所以面穡的口感依然蜈筋道?

酪盛的菜湯料配風味調味沙司

産品種類共有“Garlic Teriyaki Stir-fried Udon(大蒜照燒炒烏冬)”?“Savory Stir-fried Noodles with Black Soybean Inquiries Pulmuone Co., Ltd.

3 8 Korea AgraFood

tains many healthy ingredients such as cabbage, potato, and bamboo shoots. The sauce for Spicy Stir-fried Seafood Noodles is made with shrimp, squid, and other seafood and tastes spicy. A staff member of Pulmuone said, “Our new product shortens the cooking process by skipping the boiling stage. We hope that with our product, consumers will conveniently have delicious stir-fried noodles at home.”

香味炒烏冬)”和“Spicy Stir-fried Seafood Noodles(辣味炒碼面)”等三種? Garlic Teriyaki Stir-fried Udon(大蒜照燒炒烏冬)配有甛中帶咸的照燒醬汁和炒蒜，且菜湯料中配有蒜片?辣椒和升絲等多種配料?Savory Stir-fried Noodles with Black Soybean Sauce(香味炒烏冬)配有肆肉?圓白菜?土豆?竹楞等各種健康食材?Spicy Stir-fried Seafood Noodles(辣味炒碼面)配有利用大蝦?暎魚等各種海鮮配制而成的辣味炒面調味沙司? Pulmuone有關負責人憐示，“由于本産品比以往的冷藏面産品縮短了烹斐時間，所以，將繇有更多的消費者能誥在家簡單方便地享用可口的冷藏炒面”?

Sauce(

Tel +82-80-022-0085

Website www.pulmuone.com

Made with Safe Ingredients of Korean Origin In line with the increasing demand for healthy food, Bookyung Food Co., Ltd. has maximized the use of Korean ingredients in its cheese sticks. Only Korean barley, sprout powder, cheese are used. The addition of barley makes the sticks taste creamy. The cheese is made with

fresh, safe milk of the same grade as the one exported to China. An employee of Bookyung Food Co., Ltd. said, “The product can be used as a nutritious snack for children. We are planning to export it to China and other foreign markets.”

チ－ズスティック

麥粉を加え?子どものおやつにも最適全羅南道靈光郡に位置する加工チ－ズの專門企業である（株）プギョン食品が新製品の大麥チ－ズスティックと大麥若葉チ－ズスティックを發賣した? 今回發賣された製品は?韓國政府が有望な中小企業に技術開發費用の一部を支援する事業を通して開發された商品だ?これに? （株）プギョン食品はチ－ズスティックの製品の生産に對する未開拓技術の特許を取得し?旣存のチ－ズスティックとは異なり?乳糖處理をせずに淡白な味を樂しむことのできる製品の生産に成功した?

安全な韓國産食材の活用度もアップ Inquiries Bookyung Food Co., Ltd.

Tel 070-4896-2542

安全な韓國の食材が多く使用されことも强みのうちの1つだ? 靈光で生産された大麥や大麥若葉の粉を加え?香ばしくサクサクした食感が逸品で?チ－ズもまた韓國で生産されたチ－ズが使用された? 韓國産チ－ズは?安全で新鮮なことで中國などに輸出までされている韓國産の牛乳で作られており?香りとコシのある食感が逸品だ? （株）プギョン食品の關係者は?「低カロリ－で?子どもや靑少年のおやつとしても最適」としつつ?「これらの点を前面に出して中國と日本など海外市場を積極的に開拓していく計畵」と明かした? Website http://storefarm.naver.com/bukyungfood/

Issue 254 Dec. 2016 3 9

Korean Franchise _ Speed Lunch Box

Speed Lunch Box Introduces a Lunch Box for Lone Diners

Just Like Homemade Food

Staff members of Speed Lunch Box take photographs to commemorate the companyâ€™s participation in Shanghai International Franchise Fair

Luxury lunch box

Beef-bulgogi lunch box

onbap (eating alone) and honsul (drinking alone) are a big trend in Korea as the number of single-person households is on the rise.

Many people eating by themselves order their meals through food delivery apps, which have mushroomed and are fueling the take-out food industry. You can also observe the trend in restaurants introducing special meals for lone diners and offering partitioned tables for customers who come alone. The lunch box industry has also jumped on the bandwagon. Many convenience stores now sell single-serving lunch boxes. Speed Lunch Box, a new brand launched by HwaJung F&C, offers lunch boxes not only for lone diners but also for a wide range of consumers from the elderly to office workers and students.

Healthy Lunch Box with Plentiful Side Dishes The concept of Speed Lunch Box is to deliver lunch box meals that anyone can enjoy even at home. The meals are plentiful and made of healthy and fresh ingredients no different from homemade cooking. The flagship offering is the bulgogi (grilled marinated beef) lunch box. Bulgogi

4 0 Korea AgraFood

Issue 254 Dec. 2016 4 1

Korean Franchise _ Speed Lunch Box

Additional Information Introduction to the

，爲糾食族推出的盒飯

Speed Lunch Box

標榜家庭制作的綾綾牌盒飯

Lunch Box Menu

The interior of a Speed Lunch Box franchisee in Busan, Korea

was selected as the main dish because of its popularity with Koreans and foreigners alike. The meal includes 8 to 9 side dishes, soup, and fruit. For such a generous meal, the price is not high. Lunch boxes with the main dish of bulgogi, jeyuk-bokkeum (spicy stir-fried pork), or pork cutlet sell at KRW6,0008,000. Even the steak lunch box costs only KRW8,00010,000. It is also possible to order only the side dishes. For example, one can order just bulgogi and have it with rice cooked at home or as a late-night snack. Shin Ki-dong, President of HwaJung F&C, said, “We deliver lunch boxes any time and our main idea is to relieve the consumer from the hassle of preparing the ingredients and cooking bulgogi when they want it.” He added,

Special lunch box

“We have developed an array of lunch boxes to cater to the needs and tastes of people dining alone.”

Speed Lunch Box Breaking into the Global Market as a Lunch Box Delivery Brand Speed Lunch Box, which started its business in Busan, now runs 22 franchisees nationwide and five in China― three in Shanghai and two in Wuxi of Jiansu province. The company’s goal is to open 500 stores in China. Mr. Shin said, “Our business in China is going well and we aim to open 500 franchisees in the next three years. When the operations in China stabilize, we will try to enter Southeast Asian markets, starting from Singapore and Thailand. We will strive to expand our business both in and out of Korea. Korean cuisine has spread all around the world, and I hope to make our lunch box brand global by using the most well-known Korean dish, bulgogi.”

4 2 Korea AgraFood

者也可單糾訂購勁肉?勁牛肉餠等菜肴?Speed Lunch Box推出的産品還有勁肉套餐，可芎做下飯菜?間食及夜宵等? 化精F&C法人代憐辛基同說道，“我們的盒飯品牌是可隨時訂餐的外勒型盒飯品牌，槪念是省去在家准備各種材料吃勁肉的麻煩?我們還根据糾食族不鉤增加的趨勢，推出了各種單人菜譜”?

Speed Lunch Box offers a variety of lunch box meals. Pork-bulgogi and beef-bulgogi lunch boxes contain plenty of meat. There is also a bulgogi and bacon combo for consumers who enjoy bacon. Other main dishes in the meals include pork cutlet, fish cutlet, tteok-galbi (grilled short ribs in marinade), steak, and several combos. In the upper range are combos of tteok-galbi and bulgogi as well as galbi and jeyukbokkeum. Other steady sellers are meals of rice topped with beef-bulgogi or pork-bulgogi. In addition, customers can order panini with beefbulgogi, pork-bulgogi, or ham and cheese. “We offer a variety of dishes that can satisfy taste buds of consumers in a lunch box form. We promise that we will deliver the world’s most delicious food in the most generous portions the fastest we can for the health and happiness of our customers” said Mr. Shin.

利用外勒盒飯品牌占領世界市場

A promotional booth of Speed Lunch Box set up at the Shanghai International Franchise Fair (top) and an exhibition of lunch boxes offered by the company

隨着單身人口的不鉤增加，糾食?糾酒等新的外餐趨勢也逐漸開始形成?隨着單糾在外用餐人瑠的不鉤增加及外勒送餐App應用程序的不鉤進步，包裝外餐也在不鉤頑大?餐館內也在屠生單人菜譜?單人隔間等專門爲單身消費者的各種明顯變化?盒飯也在適應這種趨勢的變化?在便利店我們不難看到單人盒飯菜譜? 化精F&C推出的盒飯品牌Speed Lunch Box，就是專門爲糾食族?老年人?職場人及縯生等各類消費群郞推出的盒飯菜譜?

健康麟惠的盒飯

的槪念是爲消費者生産在家裏也能方便吃的盒飯産品?葉，讓每一位吃到盒飯的消費者都能感受到如同在家吃綾綾親手做的飯一樣，葉健康又新鮮?酪盛?Speed Lunch Box的主要菜譜之一就是勁肉?之所以選楊勁肉作爲主要菜譜是因爲勁肉是韓攻人和外攻人都喜歡的韓食之一?盒飯除了勁肉之外，還有8-9種小菜，而且還有水果? 相捲于酪盛的菜品構成，産品的價格幷不算高?以勁肉?辣炒肆肉?炸肆排等爲主的盒飯大約在6,000到8,000韓元之間?配有牛排的盒飯也在8,000到一万韓元之間，且小菜樣式也蜈多?消費 Speed Lunch Box

Chicken ball lunch box

Inquiries HwaJung F&C

Tel +82-51-759-9230

以釜山爲中心，Speed Lunch Box已在攻內擁有22家銷魔店，幷在上海開有3家，江蘇省无錫市開有2家等，中攻共開設有5家海外銷魔店?公司的目標是在中攻市場開設500家加盟連鎖店? 辛基同董事長說明道，“目前，進入中攻市場蜈順利，所以我們計琬在3年內在中攻成立500家加盟連鎖店?Speed Lunch Box 項目在中攻落脚后，我們還將努力進入新加坡?泰攻等東南亞攻家的市場”?辛基同董事長還憐示，“我們將進一步加快在攻內外的屠展步伐，幷借助韓食文化在世界的知名度，利用韓攻正統的勁肉生産盒飯，將其屠展成全球化的盒飯項目”?

信息盒飯菜普介紹

推出了多種盒飯産品?如，分量十足的勁肆肉及勁牛肉盒飯，熏肆肉和勁肉搭配的盒飯，炸肆排和炸魚排搭配的盒飯，配有勁牛肉餠或牛排的盒飯及熏肆 Lunch box with rice 肉和炒肆肉搭配的盒飯等? and beef steak 其中的主菜譜是勁牛肉餠和勁肉搭配的貴賓盒飯，配有牛排及炒肆肉等的特色盒飯，配有鷄肉的鷄肉丸盒飯及配有勁牛肉和勁肆肉的盖飯等? 癩外，配有勁牛肉?勁肆肉?炒肆肉?披薩?火腿芝士等材料的彖尼尼也是Speed Lunch Box的風味菜譜之一? 辛基同董事長說道，“我們爲顧客准備了各種盒飯菜譜? 爲了顧客的健康和幸福，我們承諾將最麟惠?最好吃的盒飯，以最快的方式送到舅的手中”? Speed Lunch Box

Fax +82-51-759-9231

Website www.speedlunchbox.com

Issue 254 Dec. 2016 4 3

Daniel Lee Gray’s Hansik Story

Seattle that have a prominent Korean edge. I asked this very busy chef and mother of two which Korean ingredients she uses. Rachel replied, “We use Korean bean paste for braising pork belly that goes on kimchi pancake. People are always very impressed with the sweet and subtle earthiness that Korean bean

Authentic Korean Ingredients in the World’s Kitchens

paste would bring to the dish. Korean bean paste definitely has deeper and more complex flavor compared to other comparable product like Japanese miso. It would be great if there were more fermented products available from Korea.” After talking to people in the industry, it is obvious that there is definitely a market for Korean Rachel Yang (right)

products overseas. It is the lack of availability that causes these professionals to compromise porting Korean crabs and making soy-marinated crab for his

and use substitute products. The Korean food trend is

guests. He said he experimented using local American crabs

not going to die anytime soon, so it would probably be the best

time to get Korean products on the shelves and in the hands of the chefs that know what to do with them.

but the meat in the crabs shrank. In contrast, the Korean crabs soaked up the sauce while staying plump. His soy-marinated crab nights were a big hit and sold out on both available nights

Mini Interview

in New York City in the United States.

It seems that the food truck craze around the world is still going on. Laura Lee,

I reached out to restauranteurs and food producers around the world to find out which Korean ingredients they used and asked

Chef-owner of Ajumama food truck, creates Korean dishes that have an American

how their guests reacted. Chef Hooni said they, “Sold out for

twist. Her creations, such as the Bulgogi Cheezesteak, Pajeon (savory filled pan-

every Saturday for 3 straight months. There were 25 pre-or-

cakes) have won numerous food competitions in the United States. She was able to

dered servings every Saturday night.”

give us a more extended interview.

Paul Sullivan of Kimchi Human in London, the United Kingdom, created a line of kimchi that is sold in gourmet Hooni Kim of Danji

stores around the country. His product is marketed as “live fermented food” and it has been selling well. I asked him if he used any local ingredients and he said, “We use fermented shrimp,

Last month I talked about a chef hacking Korean dishes by using readily

fermented anchovy sauce, and red chili flakes from Korea, all via Korea Foods London for our kimchi.” Paul started out in video

available products. However, many of the top chefs in the world

production but his love of kimchi pushed him to create the

are using authentic Korean ingredients in their dishes. They have

brand.

different reasons for doing so but there is a general consensus that it makes the dishes taste better and adds more value to the

Rachel Yang, a 2016 James Beard Award nominee for the Best

dish. Michelin-starred chef Hooni Kim of Danji and Hanjan has

Northwest chef is a native Korean that has worked in some of

championed the use of Korean pastes and soy sauces for

the top restaurants in America such as Per Se, Essex House,

many years. In September, he took this a step further by im-

and DB Bistro Moderne. Rachel owns three restaurants in

4 4 Korea AgraFood

DL: In which dishes do you use Korean ingredients?

Laura: I tend to buy only Korean products when it comes to

Laura: All of them! We use soju (Korean distilled liquor) in our

things like gochujang or black bean paste. I think the quality is

marinades, Korean red pepper for kimchi and even potato

the best and it’s important to me to have connection with Korea.

chips, gochujjang (red pepper powder) for sauces, doenjang

DL: Are there other Korean ingredients you wish were

(soy been paste), perilla seed powder, tteokbokki (stir-fried rice

available to you?

cake), black bean paste, munch beans, and, this time of year,

Laura: I wish we could get more Korean organic products, a

pears straight from Korea. That is just for the regular menu;

better selection of red pepper powder, and more fresh produce.

some of our specials use even more.

I know the last one is a tough order but I hope more local farms

I use Sempio Doenjang, Haitai Gochujang and Black Bean Paste,

start growing Korean veggies and herbs.

Assi dried goods like seeds and mung beans. For chili powder, I always buy the ones made or at least processed in Korea. DL: How do your customers react to these dishes? Laura: They love them, we have people who travel quite far just to find us and have their favorite dish. Some people aren’t sure at first but once they try it, they are hooked. DL: How do you feel Korean food products compare to others?

Issue 254 Dec. 2016 4 5

Simple Korean Cooking

Patjuk

s the winter season approaches, especially in December, many Koreans look for red bean porridge, or patjuk. That is because red bean porridge is associ-

ated with Dongji (winter solstice), a seasonal holiday which falls on December 21 or 22 in the solar calendar and the middle of the

eleventh month in the lunar calendar. Marking the longest night of the year, Dongji was as big a holiday in the past as Seol (Lunar New Year’s Day) or Chuseok (Korean Thanksgiving Magical Food Saving You from the Cold and Goblins

Day). Koreans nicknamed Dongji “the Little New Year” and had festivities and special food to mark the occasion. That special food is patjuk. The dish was considered helpful to ward off bad spirits and, subsequently, bad health because its main ingredient is red beans. Red was believed to be the color evil creatures were scared of, so on Dongji, a bowl would be placed in each room of the house to keep the family safe. Koreans also believed that if the weather on Dongji was unusually warm, it was a harbinger of plague and death. Let’s make patjuk to commemorate the end of 2016.

Cooking Tips Unlike wheat flour, rice powder does not contain gluten. This makes it difficult to make a sticky dough. To resolve this problem, knead the rice powder with hot water. Pour the hot water in little by little.

How to Make Patjuk (Two servings) Ingredients: 40g Non-glutinous rice, 200g red beans, 65g glutinous rice flour, salt 1. Soak non-glutinous rice in cold water for 30 minutes. Strain through a sieve and wash with cold water. 2. Put the rice powder and salt into a bowl. Mix them while adding hot water little by little to make dough. Form the dough into balls. 3. Put red beans in a pot. Add water until the red beans are barely covered. Put on medium heat. When the water starts boiling, remove it, put in new water, and boil again until the red beans become soft. 4. Mash the cooked beans with a wooden paddle. 5. Put the mashed beans on a sieve and press them with a paddle while pouring water (8 cups) little by little. This will help to remove lumps. 6. Put part of the water from step 5 into a pot and add non-glutinous rice. Boil on medium heat gently stirring with a spatula. 7. When the grains of non-glutinous rice starts swelling, add the rice balls from step 2 and reduce to low heat. 8. Once the rice balls start floating on the surface, turn off the heat and season the porridge with salt.

4 6 Korea AgraFood

Issue 254 Dec. 2016 4 7

K-Tour

Museum Kimchikan

Experience the

Korean Kimchi Making Culture Make and Share Kimchi with Others Places to Make Kimchi, the Soul Food of Koreans, and Experience the Kimjang Custom

Kimjang stands for “making a large quantity of kimchi in preparation for winter.” Koreans usually do kimjang in November and December. That is because vegetables such as napa cabbage and radish, which are the main ingredients of kimchi, later freeze in the cold weather and lose their taste. In the past, when Koreans used to have large families, neighbors used to gather together to make kimchi, so the community collectively prepared for the winter. UNESCO felt that such collective culinary activity was worth safeguarding and put the kimjang custom on the UNESCO List of Intangible Cultural Heritage of Humanity. Today, the traditional extended family has given way to nuclear families and singleperson households, and it is not easy for people to get together for kimjang. Nevertheless, many households still make kimchi around this time of the year. In this issue, Korea AgraFood will introduce you to some places where you can try making kimchi, the soul food of Koreans.

4 8 Korea AgraFood

Foreign tourists make their own kimchi at the Kimchikan Museum (left), the museum exterior (right)

Museum Kimchikan, located in Insa-dong, Seoul, was established in 1986 to conduct research and promote kimchi culture. There you can find a lot of information on the origin and history of kimchi, the kimjang practice in the modern age, and kimchi’s nutrition and health benefits such as probiotics. The museum offers audio guides in English, Chinese, and Japanese. The opening hours are from 10:00 to 18:00 and the admission is KRW3,000 for preschool children, KRW4,000 for youth, and KRW5,000 for adults. Groups of more than 20 can get a KRW1,000 discount. The museum conducts kimchi-making events at Kimjang-maru. There are cooking classes for napa cabbage kimchi and white kimchi, lasting 40 min. each. The participation fee is KRW20,000. Foreign visitors are invited to join the napa cabbage kimchi class on Tuesdays and Wednesdays (11:20-12:00) and the white kimchi class on Thursdays and Saturdays (13:50-14:30).

博物館泡菜間位于首爾仁寺洞的博物館泡菜間，就是一憾調査硏究泡菜文化，爲攻內外游客宣傳泡菜而于1986年成立的地方?游客可在這裏了潁到泡菜的誕生及演變曆史，近代酩菜風景?泡菜的營養和乳酸菌等相關泡菜的所有信息?外攻游客在這裏還可以得到英語?中文及日語瑠字音頻潁說服務?博物館泡菜間的開館時間是上午10点到下午6点，門票分別爲3,000韓元(縯齡前傅童), 4,000韓元(靑少年), 5,000韓元(成人)?20人以上的團郞，每人可優惠1000韓元? 這裏的Kimjang Maru(酩菜臺)還繇擧辦各種酩制泡菜的郞驗活動?活動內容分別有酩制白菜泡菜和酩制白泡菜兩種? 費用爲每人2万韓元，時間需要40分鍾?外攻游客可在周二和周三(11点20分到12点)參加酩白菜泡菜郞驗和在周四和周六(13点50分到14点30分)參加酩白泡菜郞驗活動? Reservations and Inquiries +82-2-2223-2573 Email museum@pulmuone.com www.kimchikan.com

Issue 254 Dec. 2016 4 9

K-Tour

Interviews with Foreigners about Kimjang Experience

Yangpyeong-Nadri Agricultural Cooperative If you wish to experience kimjang in the Korean countryside, we recommend visiting Yangpyeong County, which is close to Seoul. Sixteen villages belonging to Yangpyeong Nadri Agricultural Cooperative host kimchi-making events from the beginning of the kimjang season in November. You will be able to experience the entire process of making kimchi, from salting cabbages and shredding radishes to stuffing the cabbages with kimchi seasonings, and you can take home the kimchi you have made. In addition to the kimjang event, each village runs its own cultural experience program, such as pounding rice cake with a mallet, packing eggs in rice straw, riding a tractor carriage, making rice cake, baking sweet potatoes, making and flying kites, and playing traditional Korean games. After finishing kimjang, you can get boiled pork for lunch, a seasonal delicacy that goes well with kimchi. The participation fees vary from KRW19,000 to 40,000 depending on the village and type of program.

楊平鄕村游協同組如果舅想深入到鄕村去郞驗大韓民攻的酩菜文化，那就推茱舅到位于首爾近郊的楊平郡?每芎到酩菜的季節11月略，楊平郡鄕村游協同組合所婁的16憾村落都要組織開展酩菜郞驗游活動? 游客在這裏可親手參侮酩白菜?切蘿卜絲?抹泡菜料等酩菜過程幷帶走自己酩制的泡菜?除了泡菜郞驗之外，每憾村落也都有各自的鄕村生活郞驗節目，游客可根据自己的愛好選楊郞驗內容?郞驗節目有打年桀?編鷄蛋筐?坐拖拉机馬車?制作年桀?勁紅薯?制作風箏?傳統游藝等多種多樣? 酩菜郞驗節目結束后，吃一頓村裏提供的肆肉湯飯午飯也別有一番風味?每人的郞驗費用在19,000韓元到4万韓元之間，價格隨村落和郞驗節目的內容不同而有所袴別?

Many foreigners participated in the third annual Seoul Kimchi Festival held in Seoul Square on November 4 to experience kimjang. Here are their thoughts on kimchi and their kimjang experience.

Malia Laura (Italy) I am studing Korean at the International Language Institute of Hanyang University and applied for the event on Facebook. We don’t have collective cooking culture like kimjang in Italy. I participated in this event because I wanted to share the kimchi recipe with my family and friends in

Reservations and Inquiries +82-31-774-5427-5431 www.ypnadri.com

Italy. I’ll make kimchi with my family members when I go back to Italy, using the recipe that I learned today.

Dinh Hu Chinh (Vietnam) It has been about eight months since I came to Korea. I learned about kimchi and kimjang culture from books when I was in Vietnam. I was quite nervous about participating in a kimjang event at first because all my knowledge of it was from what I read. But I didn’t have any problem; it was actually easier than I thought. I want to do kimjang again if there are other events like this.

Harsnain Raza and Tariq Islam (Pakistan) We have many spicy dishes like kimchi in Pakistan. That is why I like kimchi the most among Korean dishes. I looked forward to this festival and was excited to make kimchi by myself. We came to Korea to study architecture and computer science but we has been missing home quite a lot. This event somewhat relieved our homesickness as we was making kimchi here toghether.

5 0 Korea AgraFood

Issue 254 Dec. 2016 5 1

Appendix

The latest information on K-Food! Mag

azine for you, Korea AgraFood 2016

Since its foundation in August 1995, the magazine Korea AgraFood has been providing the wide-ranging overseas public with information about high quality Korean agri-products and Korean food culture. Weâ€™ve made zealous efforts to further improve Korea AgraFood this year. We would like to thank all our readers for the interest and love you showed to Korea AgraFood this year. We review cover stories of all Korea AgraFood magazines published in this past year.

February

You can read online!

www.kfoodstory.com

The Korean strawberry, known for its sweetness and soft texture, is making big popularity gains in the global market. The main foreign markets are in Southeast Asiaâ€•Hong Kong, Singapore, Malaysia, and Thailand. Recently, the market has expanded to Vietnam, Russia, and Dubai.

March

April

Eating melons of the season to overcome the summer heat has been a custom in Korea. Thanks to their high quality, Korean melons are actively exported overseas. Among them, red watermelon, green melon, and yellow Korean melon are usually exported in the summer months.

September

August In August 2016, Korea AgraFood marks its 20th anniversary.To mark the this anniversary of Korea AgraFood, the cover of Issue 250 features a collage of covers of past issues.

October

Introduced as a healthy food on NHK and other Japanese media,

Korean baby foods are in the spotlight abroad, especially in

Chuseok (Korean Thanksgiving Day), one of the biggest Korean

One representative fruit of the Korean fall is the pear. Korean

Korean perilla oil is the item that recorded the highest export growth rate in 2015. Thanks to its high safety and good quality, perilla oil can be used in diverse ways including as a dressing for salads.

China and ASEAN, thanks to the high quality, safety, and other advantages of the products. Foreign buyers closely watch for new releases in Korean baby food products.

holidays, is coming up on September 15. Since the holiday is in the middle of the harvesting season, Koreans make a variety of dishes with newly harvested grains.

pear is rich in juice and its texture is both crispy and soft. It is actively exported abroad and has been gradually expanding its share in the US, Taiwan, the UAE, and other markets.

May Korean kimchi and rice can now be exported to China thanks to the agreement on quarantine procedures between Korea and China. These products are actively sold in large supermarkets of Beijing, Shanghai, and other major cities of the country.

5 2 Korea AgraFood

July

June Samgyejuk (ginseng chicken rice porridge) is made with healthy ingredients such as chicken, ginseng, jujube, and glutinous rice. Kimchi is the representative Korean traditional fermented food. Samgyejuk is good for recovering strength, and kimchi is effective in preventing cancer.

November Korean liquor producers are transforming into new products traditional Korean liquors such as makgeolli (rice wine) and soju (distilled liquor). One such product is chestnut rice wine, which adds beauty to the autumn with its creamy flavor and delicate fragrance of chestnuts.

December Throughout the year of 2016 Korean food products have been receiving rave reviews around the world for their excellent quality and safety. This last cover of the year brings together the Korean food that has been in the limelight in 2016.

Issue 254 Dec. 2016 5 3

5 3 n

so s Le

Let’s Speak Hansik (Korean cuisine)

순두부찌개 [Sundubu-jjigae]

Spicy Soft Tofu Stew Soft tofu stew with beef, fish, or clams in anchovy stock. A raw egg may be cracked into the hot stew. Flavors range from extra spicy to mild.

スンドゥブチゲ（おぼろ豆腐の辛味鍋）

Ragoût de Sundubu

土鍋におぼろ豆腐?牛肉や魚介類?野菜を入れ? ス－プを加えて煮た鍋?卵を割りいれることもある?粉唐辛子を加えて辛口で食べるか?そのままあっさり風味で食べる?

Ragoût de Sundubu (tofu tendre), bœuf, coquillages, légumes et œufs, cuit dans une marmite en pierre. A relever avec de la poudre de piment, selon les goûts.

嫩豆腐湯

Guiso picante de tofu blando

在砂鍋中放入豆腐腦?牛肉或蛤腦?蔬菜，再加入高湯熬煮而成，有時還可以加入鷄蛋?可加入辣椒粉，享用辛辣口味?

Guiso de tofu blando con carne de res, pescado o almejas en un caldo de anchoa. Se puede echar un huevo crudo en el guiso caliente. Los sabores van desde extra picante a leve.

Eintopf aus scharfem weichen Tofu

Stufato piccante di tofu morbido

Eintopf aus weichem Tofu mit Rindfleisch, Fisch oder Venusmuscheln in einem Sardellenfond. Gelegentlich wird der heiße Eintopf mit einem rohen Ei garniert. Der Eintopf kann extra scharf oder auch mild sein.

Stufato di tofu morbido con manzo, pesce o molluschi in un brodo di acciuga. Un uovo crudo puo` essere aggiunto allo stufato bollente. Il sapore varia da molto piccante a dolce.

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