June 2017 (vol.260)

CONTENTS

June

2017 Vol. 260

www.kfoodstory.com

Unique and Colorful Korean

Watermelons A Gift for Joseon’s King

Jeongseon Pine Nuts

June 2017

Chamoe & Chamoe Milk Juice Seochon Village Preserves Old-Time Seoul

Delicious K-Food to Appear on

08

THEME Renowned American media such as the New York Times and CNN are casting new light on Korean food products as both wholesome and delicious. Taking note of this trend, the Korean government will participate in the 2017 Summer Fancy Food Show.

14

SPECIAL I

14 in Japanese

Korean Representative Summer Fruit, Watermelon

18

SPECIAL II

in Chinese

When you are in Korea, there is no need to go to a grocery store or supermarket to buy Korean food. Just drop by a convenience store! You can find reasonably priced products of amazing quality and have a great meal with just KRW 10,000.

Fancy Food Show 2017

26

COVER

Cook Tteokbokki and Kimchi in a Simple Way! Han-Q Sauces

Fresh Food 22

Bulgogi-Noodles on TV Program Youn Kitchen

Vol. 260

Golden Jeongseon yellow color, Pine Nuts Yuja tea Mini-sized Watermelon bell pepper, SaladRaon New Year’s Bulgogi-Noodles Dish, Tteokguk

Processed Food in Japanese

Chamoe is a crispy and sweet melon of bright yellow color.

Seongju Chamoe Export Center located in Seongju County is the largest producer of Korean melons. It exports its products to Japan, Hong Kong, Taiwan and other markets.

Photo by Park Jong-hee of JH Photography

It is possible to make chamoe into a juice by grinding it. The addition of milk will make the juice taste smoother and facilitate the absorption of nutrients from the fruit.

CHAMOE

26

30

PINE NUTS

in Chinese

Jeongseon pine nut, which used to be served to the king’s table, is now challenging the global market.

30

HANSIK SAUCE

in Chinese

Powder-Type Sauces for Kimchi and Tteokbokki (spicy stir-fried rice cake), HAN-Q

34

GRAIN POWDER

in Chinese

Seonsik is Korean grain powder made by steaming and frying several types of grains. It is very nutritious, easily digestible, and not heavy on the stomach. The seonsik products of Mommake are attracting much attention at home and abroad.

Founded in August, 1995, Published monthly by the 227, Munhwa-ro, Naju City, South Jeolla Province, Korea Tel +82-61-931-0967 Fax +82-61-804-4521 Government Registration Number : Ra-7210 Dated Apr. 26, 1995 Copyrightœ by the aT (Korea Agro-Fisheries & Food Trade Corp.)

All rights reserved.

CEO Yeo In-hong VICE PRESIDENT Lee Yu-sung

42

EXECUTIVES Baek Jin-seok (for Food Industry & Export Promotion) Cho Hae-young (for Marketing Support)

CONTENTS

EDITORS Shin Jang-hyun (Korea Agro-Fisheries & Food Trade Corp.)

Lee Young-ju (The Korean Farmers & Fishermen’s News)

REPORTERS Lee Hyun-woo (leehw@agrinet.co.kr)

38

K-FOOD SPOTLIGHT

in Chinese

Instant rice is the bestseller among Korean processed rice products exported overseas. Take a look at instant rice products exported abroad.

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

Globalization of Hansik

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

40

GLOBAL YAFF TALKS ABOUT K-FOOD in Chinese

aT Bangkok Office and a Dusit Thani College Student Kim Na-eun

EDITORIAL BOARD NAJU Sohn Yong-gyu 82-61-931-0960 (sohnyg@at.or.kr) TOKYO Kim Ho-dong 81-3-5367-6656 (hodong@at.or.kr)

42

HANSIK & HALLYU A New Style of Bulgogi (Korean-style barbequed beef), Bulgogi-Noodles

OSAKA Oh Dong-hwan 81-6-6260-7661 (tora1974@at.or.kr) BEIJING Seo Byoung-kyo 86-10-6410-6120 (bgseo@at.or.kr) SHANGHAI Lee Sang-kil 86-21-3256-6326 (trimy@at.or.kr) QINGDAO Kim Boo-young 86-50-6026-0530 (kby608@at.or.kr) CHENGDU Lee Jong-geun 86-28-8283-3376 (jglee@at.or.kr)

44

K-TOUR

in Chinese

Seochon Village in Seoul is popular. You can walk along old alleyways, look around traditional Korean houses and a traditional market, and visit famous restaurants.

HONGKONG Lee Ji-jae 852-2588-1616 (jejelee@at.or.kr) TAIPEI Kim Mi-hyoun 886-2-2740-5040~1 (jinykim44@at.or.kr) NEW YORK Kim Kwang-jin 1-516-829-1633 (imlkim@at.or.kr) L.A Yi Chu-pyo 1-562-809-8810 (ycp1234@at.or.kr)

L king f r Tasty N dles?

PARIS Kim Min-ho 33-1-4108-6076 (mhkim@at.or.kr) HANOI Choi Jung-ki 84-4-6282-2987 (sgtchoi@at.or.kr) JAKARTA Nam Taek-hong 62-21-2995-9032 (redface73@at.or.kr)

Regulars

Check the Nearest Supermarkets or the Online Store for

BANGKOK Song Mi-jung 662-611-2627 (peosong@at.or.kr) ABU DHABI Seo Myung-gu 971-50-620-6034 (myung9gu@at.or.kr) 04

PHOTO ESSAY Watermelon

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

www.kfoodstory.com

aT BRIEFING 48

48

MONTHLY K-FOOD June K-Food: Bokbunja

in Japanese & Chinese

Korean Ramen!

Spicy, Extremely Spicy, Sweet-and Sour Soup,Black Bean Sauce, Cheese, Low-Calorie, Gluten-Free and Many More

Photo Essay

With a high water content (up to 90 percent), watermelon is good for quenching thirst and cooling down body heat. One of the main production areas of watermelons in Korea is Nonsan City in South Chungcheong Province. To raise the competitiveness of their products, local farmers strive to enhance the quality of watermelons by cultivating them in the clean natural environment and using cutting-edge facilities to sort and package watermelons.

4 Korea Agrafood

June 2017 5

aT Briefing

aT Briefing MAFRA (the Korean Ministry of Agriculture, Food,

MAFRA and aT’s Efforts to Cultivate ASEAN Market Show Tangible Results

and Rural Affairs) and aT (Korea Agro-Fisheries & Food

Officers of Control Yuan Visit the aT Center

Trade Corporation) organized visits of delegations to Vietnam and Asia for the purpose of expanding Korean food exports to ASEAN. The dispatched teams whose members included 25 representatives of Korean food exporting companies carried out diverse activities such

Baek Jin-seok, the Head of the Export Division of aT, Receives an Appreciation Plaque

as export consultations in the target countries.

They started by setting up a Korean pavilion at the Food & Hotel Vietnam 2017 from April 25 to 27.

MOU Signed with Vietnamese & Thai Retailers Following Export Consultations

Operated under the theme reflecting Vietnamese

Mr. Yeo In-hong, CEO of aT (secod from right) is promoting K-Food at APAS 2017.

trends, “Convenient, Healthy, and High Quality,” the pavilion displayed promising Korean products.

Simultaneously, export consultations between Korean exporters and local buyers (91 companies) took place at Sheraton Saigon Hotel & Towers. It is estimated that the two events resulted in US$62.37 million worth of negotiated deals and US$3 million worth of on-site contracts. Binggrae (producer of ice cream and dairy

food products. Among them, bever-

Promotion of Korean Food in Brazil & Italy

the biggest sellers.

From May 8 to 11, the Korean government set up a Korean exhibition at TUTTO FOOD in Italy for the

food) signed a US$2.5 million contract and K-Mush

first time. Through the exhibition,

(mushroom exporter), US$0.5 million. Komega Co.,

MAFRA and aT promoted Korean

Ltd. (specializing in perilla oil) concluded an exclusive contract with a large Vietnamese distributor.

In addition, a K-Food Zone™promotional hall for Korean agri-products™was run in Lotte Mart in Vietnam. On April 28, the delegation arrived in Thailand

mushrooms, seasoned seaweed, MAFRA and aT participated in

sea mustard, teas, snacks made

Feira APAS 2017 in Sao Paulo,

with grain or fruits, and other prod-

Brazil from May 2 to 5.

ucts. MAFRA and aT also collabo-

One of the largest trade fairs in

On May 17, officers of the Taiwanese in-

rated with famous Italian chef

vestigatory and monitoring agency Control

and had export consultations with 44 invited buyers

South America, APAS is known for

Fabrizio Ferrari of Al Porticciolo and

Yuan visited the aT Center in Yangjae-dong,

from Thailand, India, Laos, Myanmar, and Australia.

attracting buyers from Argentina,

local Korean chef Ku Seon-yeong

Seoul, to learn about the Korean agricultural

The negotiated volume of contracts is evaluated at

Chile, Paraguay, and other South

(Korean Cultural Center in Italy) to or-

industry.

US$21.93 million. An MOU was signed with Central

American countries.

ganize a cooking show. The two

Group which operates local premium food chain Top’s

MAFRA and aT operated a

Baek Jin-seok, the head of the Export

chefs made buckwheat crepes and

Division of aT, introduced them to Korea

Supermarket. The agreement aims to build a coopera-

Korean pavilion at the event and in-

offered cooking instructions. Visitors

food products that are exported to Taiwan

tive system making a variety of Korean food products

troduced to visitors a variety of

flocked to the event and it ended

and receive positive responses there.

available to Thai consumers.

promising Korean products in coop-

with great success.

Furthermore, he explained advanced plant

Kim Jae-soo, the Minister of MAFRA and one of the

6 Korea Agrafood

ages, ice-cream, and noodles are

eration with 11 Korean food ex-

cultivation and food safety systems used by

delegation’s members, personally met Vietnamese and

porters. Thanks to Hallyu (Korean

Korean producers. The Taiwanese delega-

Thai agriculture ministers to discuss issues related to

culture wave), the interest of

tion also visited the Flower Marketing Center

Korean food export. He made an official request to ex-

Brazilians in K-food is continuously

where they looked at Korean flowers actively

pedite the issuing of permits for the import of persim-

increasing. Various K-foods are ac-

exported overseas, such as cymbidium. As a

mon, satsuma, bell pepper, beef, tomato, and other

tively shipped to Brazil and sold in

token of gratitude, Ms. Yang Mei-ling, one of

fresh produce from Korea.

local supermarkets. Brazil is import-

the officers of Control Yuan, presented Baek

ing many different types of Korean

an appreciation plaque.

June 2017 7

Theme

d o o F K g n i l l e s t s Be US e h t in

mer m u S

8 Korea Agrafood

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June 2017 9

Theme

2

Major Korean Food Exports to the US

What Korean foods have captivated the American taste buds with their unique flavors?

Below is a list of Korean food products that are actively exported to the US.

Seasoned Seaweed

Red Ginseng

Just a decade ago, Americans called seaweed “black paper� and avoided eating it. Now, Korean seaweed is in the spotlight as a highly nutritious food. Crunchy and aromatic, it is enjoyed by Americans mostly as a healthy snack they can have anywhere and anytime.

Korean red ginseng is very good for the body because of the large concentration of saponin, one of the main constituents of ginseng, which has been scientifically proven to be effective in preventing cancers and decreasing cholesterol levels. Korean red ginseng companies export a wide range of products where ginseng is processed in different ways and made into capsules, candy, jeolpyeon (pounded ginseng), and other types of products.

Beverage The US is the biggest market for Korean beverages. Among them, aloe beverages are the biggest hit. They taste sweet, are made with only natural organic aloe and contain vitamin C which is good for skin care.

Pear Korean pear is crunchy, sweet, and juicy. It is actively exported the US and receives a positive response from foreign consumers.

The flagship varieties is Singo pears and it actively exported to the US.

10 Korea Agrafood

Oyster

Ramyeon The strongest points of Korean instant noodles are the spiciness and chewiness. Although many people associate Korean instant noodles with delicious red soup, there are also other types of ramyeon that are no less popular.

For example, there is cheese ramyeon, jajang ramyeon (in black bean sauce), white soup ramyeon (with chicken broth, green pepper, and egg), and many other kinds.

With its fragrance of the sea and the pleasant, chewy mouthfeel, the Korean oyster has a good reputation among overseas consumers and is actively exported abroad. The Korean government carries out rigid inspections of the products for export and provides them with sanitary certificates.

The US FDA has officially announced that the Korean sanitation program successfully passed inspections in accordance with the US Shellfish Sanitation Program (NSSP) and the import of Korean oysters to the US can restart.

Halibut In 2012, the Korean government started to support shipments of fresh fish from Korea using specially designed containers. Since then, the export volume of Korean halibut to the US has been steadily increasing.

June 2017 11

Theme

3

K-Food Featured in American Mass Media CNN: Bibimbap, Kongnamul-gukbap

Health, PBS: Kimchi In 2006, Health, an American monthly health magazine, selected Korean kimchi as one of the “world’s healthiest foods.” It was reported that kimchi is rich in dietary fiber, low in fat and that some studies show fermented cabbage has compounds that may prevent the growth of cancer. In addition, the magazine introduced a recipe of a kimchi dish “to wake up your morning.” Its ingredients included scrambled egg, kimchi, diced tomatoes, and mushrooms.

The Public Broadcasting Service (PBS) shot the documentary “Kimchi Chronicles” (13 episodes), which was aired in July 2011.

Hollywood’s A-list stars Heather Graham and Hugh Jackman appeared in the series and positively appraised kimchi.

In 2015, CNN Today reported on Korean food popular in the US under the title “The K-Food Revolution.” One of the principal anchors of CNN, Michael Holms, visited a famous Korean restaurant and introduced dishes it offers, such as bibimbap (rice mixed with vegetables and beef), bulgogi burger (with patty made of thin slices of beef marinated in a soy sauce), gochujang-dakgangjeong (crispy chicken in red pepper paste), and a Korean dumpling salad. He said, “Making bibimbap is the next ‘Gangnam Style,” and that “Korean dishes have captivated gourmets all around the world.”

Last April, CNN reported on kongnamul-gukbap (soup with bean sprouts and rice), commenting that “Travelers suffering from a hangover may want to visit [a kongnamul-gukbap restaurant] for breakfast™kongnamul-gukbap is celebrated

Washington Post: Kimchi, Korean-style Chicken, Bulgogi The Washington Post featured an article introducing kimjang (kimchi-making) culture and a kimchi recipe in 2012.

The newspaper described kimchi is “Korea’s affordable health care” and suggested that kimchi “could be sold at Sephora as a regenerative skin-care product.”

Three years ago, the Washington Post selected 40 local restaurants and their dishes to enjoy in 2014, introducing them under the title “40 Eats for 2014.”

Two of the restaurants on the list serve Korean food: YoonHa’s Kitchen & Deli (daeji-bulgogi, which is thin slices of marinated pork) and BonChon (Korean-style chicken).

NBC: Gochujang In 2013, NBC’s TV show “NBC Today” featured gochujang (red pepper paste) as part of its “New and Exciting Food Trends for 2013.” Panelist Adam Rapoport of Bon Appetit commented, “Gochujang is becoming more popular than it was. We can buy gochujang easier than Thai sriracha (hot chili sauce).”

for its restorative properties.”

Chicago Tribune: Yangnyeom-chicken Chicago Tribune published an article on Korean seasoned spicy chicken (Yangnyeomchicken in Korea) in 2013. It explained how to make the sauce and provided a detailed description of the ingredients such as red pepper powder, garlic, and soy sauce. KoreanAmerican chef Marja Vongerichten was quoted as saying, “Unlike American fried chicken, which tends toward the salty end of the spectrum, Korean fried chicken is sweet and sticky but no less addictive.” She added, “The Korean-style chicken, full of great flavor and tremendous crunch, has become all the rage in the US.”

12 Korea Agrafood

Korean cuisine is becoming popular among Americans, and the number of Korean restaurants in the US is growing. As a result, local media often introduce popular Korean dishes. Let us take a look at some stories featuring Korean food in the US.

Chicago Review, Bon Appetit: Ssam In 2010, Bon Appetit spotlighted unusual barbeque dishes for Independence Day. One of them was ssam, which is rice, Korean-style barbequed meat, and condiments (such as red pepper paste) wrapped in vegetable leaves. The article contained detailed information on the dish and a recipe.

The Chicago Review posted a “Different Food Guide” last year where it introduced ssam as a “delicious diet food.”

June 2017 13

Special I

Many Makeovers of a Typical Summer Fruit,

Watermelon

ave you ever seen a ripe, yellow watermelon? What about a watermelon so small that you can eat it after peeling its skin like an apple? Of course, typical watermelons come in green with black stripes and weigh between 6 and 8kg, rarely over 10kg. We are used to watermelons having seeds in them. Yet, watermelons evolve with changes in consumption patterns. There are smaller ones, 1 to 3kg in weight, which target single person households and small families. There are also watermelons with yellow flesh or other colors and some of them do not have seeds. Below, Korea Agrafood introduces you to different varieties of Korean watermelons.

H

Watermelon punch (hwachae in Korea)

14 Korea Agrafood

Active Production of Diverse Types of Watermelons in Line with Consumer Trends Generally, watermelons nowadays are pro-

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June 2017 15

Special I

Children at a watermelon festival in Haman (South Gyeongsang Province) touch watermelons.

duced in a smaller size to appeal to 13 person households. GoryeongCounty in North Gyeongsang Province launched the palm-sized apple watermelon in mid-May. It weighs 1/4 of the common variety, 0.8-1.5kg, and can be peeled similarly to apples or pears. The black mango watermelon, weighing 3kg on average, is also half the weight of typical watermelon. It is produced in Gochang, Buan, and other counties of North Jeolla Province and is oval in shape with vivid yellow color. It tastes best if kept in a refrigerator for three to five days.

Black watermelons target consumers who look for high-quality, refreshing watermelons with a high sugar content. Despite the higher prices (15 to 20% higher than for regular watermelons), black watermelons attract many consumers with their sugar content (1 to 2 brix higher) and greater crunchiness.

According to Lotte Mart, the ratio of black watermelons in sales has increased from 3.8% in 2008 to 20.9% in 2016.

Seedless watermelons were created

16 Korea Agrafood

to reduce the inconvenience of having to remove seeds during consumption. They are cultivated in Jeongeup of North Jeolla Province and Haman of South Gyeongsang Province and exported to Japan.

Many of these new types break the stereotype of watermelon being green on the outside and red inside. The flesh of the black mango watermelon is yellow and its surface is black. The black watermelon does not have stripes and is very dark on the outside.

Both the flesh and skin of yellow watermelons are yellow, so they are often called “golden watermelons.�

Watermelons Taking Care of Our Health It is widely known that watermelons are good for quenching thirst as they contain 90% water. However, it is not the only strength of the fruit.

According to MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs), watermelon is also effective for diuretic action, skin care, and the prevention of cardiovascular disorders.

The citroline component in water-

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melons helps convert urine to protein by changing it to urea. The high percentage of water moisturizes the skin, and betacarotene prevents damage to skin cells. The amount of calories per 100g is very low, 20-30ÂŞ, while the water content is high, so it gives a feeling of satiety. Watermelons are also good for dieting because they are rich in vitamin C and potassium.

Lycopene, which explains the red color of watermelons, is an antioxidant, which improves immunity and inhibits growth of cancer cells.

Besides, the abundant citroline contents in watermelon rinds improve blood circulation and arterial function.

As a result, watermelons can lower blood pressure and prevent cardiovascular diseases such as stroke and heart attack. Finally, watermelons are rich in choline which belongs to the complex of vitamin B. A proper amount of choline in the body helps the brain function, improves sleep at night and concentration and memory during the day.

As people around the world enjoy the healthy fruit, Korean watermelons are becoming increasingly popular in overseas markets due to their high sugar content. According to aT (Korea Agro-Fisheries & Food Trade Corporation), exports of Korean watermelons rose by 10.8% to 316 tons last year. In the first three months of this year, Korea shipped 1,435kg of watermelons overseas, 42% more than the same period last year. The exports are expected to increase further when the full-scale harvesting season begins in May.

(From the top) A common watermelon, colorful watermelon, black watermelon

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Korea Agrafood Homepage www.kfoodstory.com June 2017 17

Special II

Most Popular Product among Foreign Tourists: Banana-Flavored Milk

Finding Happiness with KRW 10,000!

Hop on a Gourmet Tour to Korean Convenience Stores

Happiness with KRW 10,000 Maekom-bulgogi-dosirak + Mandoo + Banana-flavored milk + Cheese Ramyeon = KRW 9,700

A bestseller among Korean food exports and the most famous Korean fruit-flavored milk product, banana-flavored milk is sold in over ten countries including China and Vietnam. According to the 2016 sales statement of CU, it is the fourth highest selling product in CU stores, after bottled water, meal boxes, and soju (Korean distilled liquor). The sales figure of banana-flavored milk is particularly high in CU stores in Myeong-dong (Seoul) and Jeju Island™two

1

2

popular destinations among foreign tourists.

3

4

1. Big Banana-Flavored Milk: KRW 1,500

An increasing number of foreign tourists enjoy various kinds of food from Korean convenience stores. Below, Korea Agrafood introduces you to products that receive the most favorable reviews from foreign tourists at three Korean convenience store chains™CU, GS25, and 7Eleven. You can also find recommendations for combinations of products to substitute a meal, none of which cost more than KRW 10,000 (about US$ 9).

2. Baek Jong-won’s Maekom-bulgogi-jeongsikdosirak (meal box with spicy grilled meat and side dishes): KRW 3,900 3. Hong Jin-kyeong’s the-mandu (dumplings): KRW 2,900 4. Imsil Cheese Ramyeon (instant noodles with cheese): KRW 1,400

This is a perfect combination of Korean dishes and food ingredients that are well-known to many foreign consumers. Cheese ramyeon will help relieve the spiciness of the bulgogi in the meal box. The quanti-

ty of food is enough for two adults to share. The combination is recommended to those who want to

18 Korea Agrafood

have a solid meal with various food products.

June 2017 19

Special II

Happiness with KRW 10,000 Buldak-chicken + Tteokbokki + Kimchi Stew Ramyeon + Patbingsu = KRW 10,000

1

2

Most Popular Product among Foreign Tourists: Cup Ramyeon

Most Popular Product among Foreign Tourists: Yogurt Jelly

Cup ramyeon (Korean instant noodles in a cup) is popular among foreign tourists because of its convenience and reasonable pricing. Many reviews of unique Korean cup ramyeon products such as buldak-bokkeum-myeon (stirfried noodles with spicy chicken) and kimchi-jjigae ramyeon (kimchi strew ramyeon) have been posted by foreigners on social media. It is also common to see foreign tourists eating cup ramyeon in GS25 stores in the Myeongdong and Gangnam areas of Seoul.

Yogurt Jelly is a product created by 7-Eleven in collaboration with Lotte Confectionery. The cute shape and sweetness of the jelly have gone viral through social media and brought the product international fame. Taking note of the product’s popularity with Chinese and Southeast Asian tourists, 7-Eleven started selling it in its stores in Hong Kong from the second half of last year.

Happiness with KRW 10,000 Cheese Rabokki + Chamchi Rameyon + Yogurt Jelly + Ice Yogurt + Injeolmi Snack = KRW 9,400

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3

3

4

4

1. Buldak Crispy Chicken (spicy fried chicken):

5

1. Cheese Rabokki (stir-fried instant noodles and

KRW 3,000

rice cake with cheese): KRW 3,000

2. Jaws Tteokbokki (stir-fried spicy rice cake):

2. Dongwon Chamchi Ramyeon (instant noodles

KRW 2,500

with tuna): KRW 2,200

3. Omori Kimchi Stew Ramyeon (instant noodles in

3. Ice Yogurt: KRW 1,500

kimchi stew): KRW 1,500

4. Yogurt-Flavored Jelly: KRW 1,200

4. YouUs Patbingsu (shaved ice with sweet red

5. Gosohan Injeolmi Snack (rice cake coated with

beans): KRW 3,000

bean flour): KRW 1,500

This combination is highly recommended to foreign This is a perfect set of convenience foods for for-

tourists who want to try unique convenience prod-

eign tourists who are fond of spicy Korean dishes.

ucts. In cheese rabokki, the spicy flavor of tteokbok-

They will have a full experience of Korean spiciness

ki is enriched with the flavor of mozzarella cheese.

with the fiery chicken, tteokbokki, and kimchi stew

Chamchi Cup Ramyeon is an unusual blend of cup

ramyeon. Patbingsu serves as a dessert calming down the tongue burning from the heat.

20 Korea Agrafood

ramyeon and canned tuna, which is quickly gaining popularity through word-of-mouth.

June 2017 21

Fresh Food Chamoe

hamoe (Korean melon) is characterized by its vivid yellow color, sweet taste, and crispiness. These small yellow melons, though technically belonging to the category of vegetables, have 1,500 years of history and are produced only in East Asia™Korea, Japan, and

C

China. Korea started exporting chamoe in the early 1990s, to Hong Kong and Taiwan. Now, the fruit is available in many Southeast Asian and Middle Eastern countries, in addition to Japan, the largest importer of Korean melons.

Sweet & Crispy

Seongju Chamoe Export Center with More than 20 Years of Experience in Melon Cultivation The most famous chamoe producing area in Korea is Seongju County. It is the first place that comes to Koreans’ minds when they think of Korean melon. Seongju produces approximately 160,000 tons of chamoe per year on average, which is equivalent to 70% of the total national production of the fruit. Until the early 2000s, chamoe had been harvested in Seongju mostly between May and August, but now it is produced for most of the year, from January to September, thanks to automated facilities and smart farms.

The extension of the harvesting period has enabled longer export seasons. Currently, two organizations, Seongju Chamoe Export Center and Seongju Wolhang Nonghyup, are leading the export of Seongju chamoe. The Export Center ships about 150 tons of the fruit overseas every year and is making inroads into new markets with its own brands, Yellow-K and Jangwon Insam Chamoe. Kim Cheol-gon, CEO of Seongju Chamoe Export Center, introduces his company as an agricultural cooperative specializing in chamoe exports and having over 20 member farms with two decades of experience in chamoe cultivation. He takes pride in the Export Center achieving recognition with overseas buyers as an exporter of functional melons.

22 Korea Agrafood

Seongju Chamoe Captivates Overseas Consumers

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The promotional event for Seongju chamoe was held in Japan. Japanese consumers taste Seongju chamoe.

June 2017 23

Fresh Food Chamoe

tem in the importing country. In addition, the Export Center introduced a small packaging system last year, where chamoe are packed individually, making it even more convenient for foreign consumers to enjoy Seongju melons.

Cultivating Foreign Markets, Actively Exporting to Japan, Hong Kong, and Dubai

Seongju County is the largest producer of chamoe in Korea. Farmers, including Kim Cheol-gon (on the right), President of Seongju Chamoe Export Center, harvest sweet yellow melons.

Using Liquid Ginseng Fertilizer and Other Green Farming Techniques, Offering Products in Small Packages Unlike many other chamoe farms, the Export Center applies organic farming methods using a naturally fermented bean extract fertilizer and a liquid ginseng fertilizer. Recently, it also started using a liquid fertilizer containing selenium, a nutrient believed to have antioxidant effects and strengthen immunity. According to Kim, the Export Center has transformed Seongju chamoe into a functional fruit by reflecting the preferences of healthconscious consumers. He adds, “We applied for a patent for our unique cultivation method using an eco-friendly liquid ginseng fertilizer.�

To appeal to overseas consumers, the Export Center also introduced a special sorting process and small packaging system. Chamoe with sugar content less than 12 brix are sorted out and removed. Food safety is ensured through notoriously thorough inspections for residual agricultural chemicals in Japan.

The melons are offered in packages of 1.5kg, 5kg, and 10kg, depending on the demands of the distribution sys-

24 Korea Agrafood

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Thanks to the differentiated marketing strategy, the Export Center is steadily exporting chamoe to Japan, Hong Kong, Taiwan, Singapore, Malaysia, Dubai, and other markets. The biggest importers are large grocery chains in Japan, wholesale fruit markets in Hong Kong, and large supermarkets in Singapore.

The company aims to break into China and Vietnam in the near future. Negotiations on export quarantine procedures for Korean melons with both countries are underway, and the fruit is thought to have good potential there given the economic growth rate of the two countries and similar market characteristics to those in the rest of East Asia. Kim says, “Chinese tourists who visited a Seongju chamoe promotion hall on Jeju Island gave favorable responses to the taste and quality of the fruit. We will continue our efforts to open new markets for sweet and crispy Seongju melons.�

Additional Information A Better and Healthy Way to Enjoy Chamoe It is better for the health to eat chamoe unpeeled because the peel abounds with cucurbitacin which is good for cancer prevention.

Furthermore, eating chamoe unpeeled doubles the crispiness.

It is possible to make chamoe

To appeal to overseas consumers, Seongju Chamoe Export Center introduced a special sorting process and small packageing system.

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into a juice by grinding it. The addition of milk will make the juice taste smoother and facilitate the absorption of nutrients from the fruit.

Inquiries Seongju Chamoe Export Center Tel +82-54-933-7652, +82-11-805-2500 (Lim Jae-won, Deputy Manager) Email bestmelon@hanmail.net Website www.bestmelon.com

June 2017 25

Fresh Food Pine Nuts

eongseon pine nuts have long been known for their excellent quality.

During the Joseon period (1392-1910), they were even served to the king’s table.

Grown at a high altitude of 700m where the daily temperature range is very large, they have 15% thicker shells than those of other pine nuts and are better in taste and nutrition with 75% fatty oil and 16% protein.

Jabez Agricultural Association Corporation (Jabez) is one of the companies actively promoting Jeongseon pine nuts to consumers. Established in 2014 through an initiative of 10 farms, Jabez currently has 14 members. Jeong Yongkyo, CEO of Jabez, says, “Jeongseon pine nut is of the finest quality. We are doing our utmost to promote it not only in Korea but also overseas.”

J

Serv ed to King the ’ s Jeo Table, n Rebo gseon Prem rn as a Pine ium N uts Prod uct 26 Korea Agrafood

June 2017 27

Fresh Food Pine Nuts

er countries. The luxurious Maxims Hotel in the Philippines has shown interest thus preparations to start exports to other popular tourist destinations, such as Thailand and Indonesia, are underway.

Jeong said, “Although pine nut is not common in Southeast Asia, it is considered a good accompaniment to beer, and we have received several related inquiries from hotels in the region. We expect to make the first shipment to the Philippines this year and will

extend exports to other Southeast Asian countries in 2018.�

Jeong believes exporting to Southeast Asia, which is very popular with foreign tourists, is a good strategy to introduce Jeongseon pine nuts to the world.

Inquiries Jabez Agricultural Association Corporation Tel +82-33-592-1110, +82-10-4313-2459 (Oh Hye-sun) Fax +82-33-592-3339 Email jungsunjabez@naver.com Jeong Yong-kyo, CEO of Jabez, shows and explains the company’s products.

Additional Information

Focusing on Premium Pine Nut Production under the Slogan “Toward Healthy Life�

Jabez is investing all its efforts in offering a premium product.

Jeong explains, “There is a clear difference in nutrition between the nut that has received much sunlight and the one that has not, even if the two grow on the same tree. Those that get relatively less sunlight and grow in a cooler spot obtain better nutrition.� He added, “Unlike other producers, we categorize pine nuts into premium and regular. The premium products are delivered to hotels.�

The company offers nuts in several types of packages. Among

28 Korea Agrafood

150g packages, Gold Pine Nut No. 1 contains three bags of nuts and Gold Pine Nut No. 5, five.

Part of the packaging in Gold Pine Nut No. 2 is made from transparent material and Gold Pine Nut No. 3 comes in glass bottles, so that the consumer can easily see the contents. Gold Daily Pine Nut No. 4, offered in 20g packages, targets busy workers who want to conveniently carry small bags of pine nuts with them.

Jabez’s products have attracted attention from Southeast Asian buyers in the Philippines and oth-

Promoting Jeongseon Pine Nuts to the World

What Are the Efficacies of Pine Nut and How Does One Eat It?

Jeongseon pine nuts are grown at 700 to 1,000m above sea level, which is considered an alpine region.

The nuts are rich in vitamin E, phosphorus, potassium, calcium, and magnesium. They are good for teenagers taking exams and also for adults as they can prevent anemia, hair loss, hypertension, and cancer, and suppress cough. According to Jeong, many parents in Korea buy pine nuts for their children because they are good for brain development.

Pine nuts are mainly consumed raw. However, they can be also used for cooking. For example, rice pudding is made with rice, pine nuts, water, salt, and sugar.

When added to Korean traditional drink sujeonggwa (sweet persimmon punch), the nuts add a sweet and refreshing flavor. There are also noodle dishes made with pine nuts as well as pine nut makgeolli (Korean rice wine).

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Korea Agrafood Homepage www.kfoodstory.com June 2017 29

Processed Food Hansik Sauce

s it possible to make the representative Korean food, kimchi, at home in Hong Kong? How does one cook tteokbokki (spicy stir-fried rice cake) in Vietnam, without good cooking skills? Have you ever been in these situations before? If you have asked yourself questions like these, try the kimchi and tteokbokki sauces of BongChu Food System, which are exported overseas.

Both products come in powder form, so anyone can use them easily. To turn 200g of cabbage into kimchi, you need only 30g of the kimchi sauce. It can also be used for other dishes such as cucumber or bean sprout salad. Tteokbokki, a popular Korean street snack, can also be cooked at home with 170g of rice cake and 30g of the tteokbokki sauce. It is al-

I

Cooking Made

Simple with Han-Q Kimchi and Tteokbokki Sauces

so possible to add rice noodles, fish cake, and boiled egg according to your preferences. Last year, BongChu Food System also launched an instant tteokbokki product, Cup Topokki, for foreign consumers who cannot find rice cake in their grocery stores. Offered in a cup, it can be turned into delicious tteokbokki by microwaving its contents, rice cake and sauce, along with hot water for 2-2 1/2 minutes.

A unique feature of these products is that they can be stored at room temperature for a long time, so there is no change in their quality during the distribution process. Consequently, they have good ex-

30 Korea Agrafood

June 2017 31

Processed Food Hansik Sauce

High food safety is a strong point of BongChu Food System’s products. The company pays particular attention to hygiene and possesses HACCP and ISO9001 certifications.

port potential. Both products are supplied under the brand name “HAN-Q� which stands for “the convenience of cooking at once.�

Jang Jun-soo, CEO of BongChu Food System, explains, “We have developed these sauces for consumers to enjoy popular Korean dishes, kimchi and stir-fried rice cake, anywhere and anytime in a simple way. Even those who unfamiliar with Korean food can make kimchi and tteokbokki using our sauces.�

Powdered Sauce Mixes Gain Popularity in Hong Kong and Vietnam The kimchi and tteokbokki sauces as well as Cup Topokki are produced by OKI Restaurant System, a subsidiary of BongChu Food System. Dividing the responsibilities ™OKI is the producer and BongChu is in charge of sales™lets each part of the company concentrate on accumulating expertise in its own field.

The tteokbokki sauce and kimchi

32 Korea Agrafood

sauce are the first items launched under the HAN-Q brand and a result of extensive R&D efforts to create products different from existing ones in the market. The powder type was selected with overseas markets in mind as an advantage over the liquid type in distribution and storage.

Reliability of the products have been proven with the acquisition of HACCP certification and ISO9001: 2008 quality management system certification for the factory’s facilities. In addition, the company obtained HALAL certification for both sauces to appeal to the newly emerging markets of the Muslim world.

HAN-Q products started to enter overseas markets after participating in the Hong Kong Food Fair in 2015. Currently, they are exported to China, Spain, Vietnam, Malaysia, and other countries, and their export volume is steadily increasing.

In less than three years of the products’ advance abroad, they have achieved remarkable recognition with foreign consumers, especially in Southeast Asia where the Korean Wave (popularity of Korean pop culture) is at its peak.

BongChu Food System regularly participates in overseas expositions to gauge the buyer and consumer interest and enhance the sauces’ capacity to meet the needs of the market. It has gained trust of many buyers by boldly changing the product packaging to reflect their demands.

Taste, quality, price are important elements of its marketing strategy, but the key one is communication.

Jang says, “Rather than simply supplying finished products, the sales and R&D teams are doing their best to see the products from the consumer perspective by participating in overseas expos, conducting market surveys, and communicating with buyers.�

cus on developing the products that match local characteristics rather than sharptasting ones through continuous R&D and market testing. The same products offered to different markets will have slightly different, localized scents and flavors.

Jang says, “In addition to tteokbokki and kimchi sauces, we are making efforts to develop various new products such as cupped rice noodles and nurungji-tang (scorched rice soup) to cultivate HAN-Q into a brand introducing Korean food worldwide. We will extend our markets to Europe and halal markets.�

Inquiries BongChu Food System Co., Ltd. Tel +82-2-539-6981, +82-10-8734-3810 (Director, Lee Jung-ah) Fax +82-2-508-2853 Website www.bongchu.com

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Plans to Expand Exports through Localization of Products’ Taste and Scent BongChu Food System started as a franchise enterprise in 2000, opening BongChu Jjim Dak restaurants which serve Andong-style braised spicy chicken. Currently it has over 170 franchisees in Korea alone.

With stores in mainland China, Japan, Cambodia, Hong Kong, Taiwan, and the Philippines, it has become a leader in promoting Korean cuisine overseas.

Having launched its HAN-Q sauces in foreign markets as well, BongChu Food System plans to fo-

BongChu Food System attends an international food fair.

June 2017 33

Processed Food Seonsik

oreans in their 40s remember having roasted rice powder as a snack in their childhoods. Korea was not economically affluent back then, and rice powder was a common way to appease hunger.

The idea to make roasted rice powder was inspired by seonsik, a highly nutritious food consumed by the Hwarang, or “Flowering Knights,” of the Silla Dynasty (1C BC-10 century AD) during their mountain training.

Seonsik is made with seven natural ingredients (brown rice, glutinous rice, barley, black beans, black sesame, yulmu or Job’s tears and perilla) which are steamed or roasted, mixed together, and ground. Since it is powder, it is easy on the stomach and convenient to eat. It is also flavorful and has a good nutritional balance of fiber and oil.

The simplicity of seonsik made it a common choice of Buddhist monks. They often prepare this high-protein nutritional food before starting a long period of ascetic life. Once the convenience and nutritional value of seonsik became known to the general public, the food gained a wide popularity among consumers.

Nowadays, many kinds of seonsik™including those

K

made of seven grains and vegetables or seaweed and with various functions, such as supplementing nutrition, dieting, and improving constipation™are available on the market. The seonsik products of Mommake are attracting much attention at home and abroad.

A Unique Emerges as a Convenient and Highly Nutritious Product

Korean Food Made with Seven Grains, Seonsik

All of the ingredients for Mommake products come from Korea and have food safety certification.

34 Korea Agrafood

June 2017 35

Processed Food Seonsik

Customized Production of Seonsik The company whose name, “Mommake,� means “food made by mothers� produces seonsik and other healthy foods under the slogan “Changing food culture with healthy food.� The biggest strength of Mommake lies in the steaming and roasting processes. The “instant steam method� allows the producer to minimize the destruction of grain nutrients. It is a very complex procedure that few companies can manage. The roasting machine uses a vibration method which enables the production of highly sophisticated ingredients.

The principle is similar to that of machines for rice puffing, making the grains taste the same even if added to regular or soy milk.

The ingredients are selected to match individual consumer types. Moreover, the company offers personalized solutions for consumers with unique constitutions. All of the ingredients come from Korea and have food safety certification. Most of Mommake’s consumers in Korea are people interested in a healthy lifestyle and women who want to control their weight. The demand for Mommake’s products is steadily increasing as many consumers find them helpful to maintain health and improve the constitution.

CEO of Mommake, Lee In-ae, explains, “We do not sell pre-made products; we have built trust with customers by manufacturing the product on the day we receive their orders. Manufacturing-to-

Mommake products for export are made with grains preferred by consumers in the target country.

order is the main principle and the basis of this company, and we pursue it no matter how difficult it is.�

Up to 50% Repurchase Rate in Southeast Asia In overseas markets, Mommake offers vacuum packages of grain powder which is made by steaming, drying, roasting, and grinding grains.

The general products are produced on an OEM basis, using the raw materials preferred by consumers in the target country. The premium line is sold under Mommake’s own brand and only available in offline stores.

Currently, the main importers of the products are China and Southeast Asia. The positive response to Mommake’s products in Southeast Asia can be evidenced in the fact that up to 50% of consumers buy them again. To promote Mommake, buyers apply various marketing strategies including promotional events and advertisement through social media. As a result, the company’s annual turnover has reached US$ 500,000. From June, Mommake will start exporting its products to Canada.

The company plans to expand the market using the customization strategy. Its first priority is to detect which ingredients local consumers prefer and which they dislike. Mommake usually spends 10 months to thoroughly study and analyze the eating habits and food culture of a country prior to entering the market. The company is also putting much effort into developing new products matching the latest trends. For example, it has launched a product made with natural ingredients that help build muscle if consumed after exercising.

Lee says, “Our advantages are the manufacturing method, taste, and recognition in the domestic market. We can increase Mommake’s competitiveness overseas by raising awareness of these advantages among foreign consumers.�

Mommake’s products receive positive evaluations from consumers interested in healthy living and women who want to control their weight.

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Inquiries Mommake Co., Ltd. Tel +82-31-947-8485, +82-10-9040-3693 (General Manager, Eric Jung) Fax +82-31-957-8248 Website www.mommake.com

36 Korea Agrafood

Korea Agrafood Homepage www.kfoodstory.com

June 2017 37

K-Food Spotlight Instant Rice

The Leading Korean Processed Rice Export,

Instant Rice

Hetbahn of CJ Cheiljedang Hetbahn is the byword for Korean instant rice. The product is exported to 30 countries™the US, Russia, Thailand, and many others. To match the diverse preferences of foreign consumers, Hetbahn comes in twenty types: brown rice, organic rice, with quinoa, with lentils, healthy functional rice (which helps control the blood sugar of diabetic patients), low protein diet rice, and so on.

Inquiries CJ Cheiljedang Tel +1-714-367-7200 (The US), +86-10-5639-6000 (China)

Cooked White Rice of NH Trading Cooked White Rice is made with and keeps the aroma of high-quality rice produced in Namwon City of North Jeolla Province. Last year, the product was exported to the US and Canada for the first time and received a positive consumer response. Earlier this year, NH Trading has launched a new product of the series, Instant Rice with Greens, using gondeure (thistle) and other types of Korean greens and has started exporting it to China.

Website http://www.cj.co.kr

Pababab of RiTech

Instant rice is the bestseller among Korean processed rice products exported overseas. Thanks to the convenience of having it precooked and its outstanding taste based on excellent processing techniques, Korean instant rice is actively sold in over 50 countries including the US, Australia, and China. Below, Korea Agrafood introduces our readers to Korean instant rice products exported abroad.

38 Korea Agrafood

Pababab has gained favorable responses at home and abroad for its delicious taste achieved by applying the principle of a Korean pressure cooker to the cooking process. The product comes in six types: white rice, black rice, and embryo bud rice, each of which is available in the general and organic versions. Among them, the nutritious embryo bud rice is especially well-received by foreign buyers. The producer is steadily cultivating the Chinese market.

Inquiries RiTech Co., Ltd. Tel +82-43-716-0090 (Sales & Management Dept.)

Inquiries NH Trading Co., Ltd. Tel +82-2-2225-2384 (Processed Food Export Dept.)

Website http://nhtra.co.kr:45869

Website http://www.ritech.co.kr

June 2017 39

Global YAFF Speaks K-Food

Global YAFF Talks About K-Food Introducing K-Food to Thailand Consumers in Bangkok, Thailand

ASEAN is emerging as a major destination for Korean agricultural exports.

In Thailand, the Korean wave is at its peak, and thanks to the popularity of Korean TV series a growing number of Thai consumers are showing interest in K-Foods. The Korean strawberry and ramyeon, for example, have strengthened their positions as premium foods in Thailand. In this issue, the status of Korean food in Thailand is assessed by Kim Na-eun who studies hotel cooking at Dusit Thani College.

40 Korea Agrafood

1. What activities did you participate in to introduce K-Food to local people?

I have been a YaFF member for two years. I joined when the aT office in Bangkok started the program and have had a lot of interesting experiences.

The most memorable of my YaFF activities has been to start and operate a Facebook page introducing Korean Cuisine. I made a team with my friends from YaFF and together we create and frequently upload diverse new content

Korean food is a big trend among Thai youth and office workers. The Bangkok office of aT and YaFF members often host hansik cooking shows inviting local people and offering them cooking instructions.

on the page. It has received a positive response and now has more than 1,000 followers.

Last October, Thai King Bhumibol Adulyadej, the world’s longest-serving monarch, died at the age of 88.

Everyone in Thailand was shocked and saddened by his death. The following month, we set up a small booth at Saranrom Park (located in front of the Grand Palace) and handed out persimmons, red ginseng tea, Choco-pies, iced yuja tea, and other Korean food to the mourners to express our condolences.

have long lines of customers waiting to get in.

Korean ice flakes are made with finely shaved ice and boast a great variety of flavors. They look pretty and taste great, appealing to young consumers. My Thai friends have Korean-style ice flakes very often and upload pictures of them on social media.

Another popular Korean food in Thailand is Buldak-bokkeum-myeon (noodles with spicy chicken flavor).

Many people broadcast themselves cooking Buldak-bokkeum-myeon and eating it online.

2 What K-Food do people in

Members from the aT Office in Bangkok with YaFF members

Kim Na-eun, Dusit Thani College Kim Na-eun

Thailand like?

3. Is it true that Korean strawber-

In the hot climate of Thailand, many local people enjoy having a sweet dessert after their meal. One of the most popular is ice flakes. These days, Korean-style ice flakes are a great hit in Thailand. CafĂŠs offering Korean-style ice flakes first appeared in Bangkok only two years ago.

Now, most stores, even the smallest ones, have them on their menus, and Korean ice flake franchises always

ries are popular in Thailand?

Yes, the Korean strawberry is in the limelight in Thailand. Its unique sweet-and-sour taste, which consumers say is “out of this world,� has made it a big hit in the Thai market. I heard the export volume of Korean strawberries has almost doubled in the last three years. The fruit is considered a must-have for Thai tourists when they visit Korea.

June 2017 41

Hansik & Hallyu Bulgogi-Noodles

Bulgogi-Noodles A Collaboration by Lee Seo-jin, Youn Yeo-jeong, Sin Gu, and Jeong You-mi Youn’s Kitchen (broadcast on tvN) is a very popular entertainment program where four Korean celebrities (Lee Seo-jin, Youn Yeojeong, Sin Gu, and Jeong You-mi) run a Korean restaurant on the Indonesian island of Bali without anyone’s help. Their signature dishes are bulgogi rice and bulgogi-noodles. Thanks to the ubiquity of noodles in cuisines around the world, bulgogi-noodles are easily accessible and have a wide following among foreign customers visiting the restaurant.

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One serving Cooking Time: 30 min

œtvN

Bulgogi-Noodles on TV

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representative dish in Korean cuisine, bulgogi is a beef barbeque made with thin slices of beef marinated in soy sauce and many vegetables. It is praised for the harmony of sweet and salty flavors. The sauce is quite similar to western barbecue sauces but, at the same time, has a unique Korean flavor that has earned the dish many fans among foreigners.

This time, we are introducing you to an unusual recipe for a new-style of bulgogi: bulgogi-noodles. Since it uses glass noodles which are not fried, this delicious dish is low in calories.

A

Main Ingredients 150g beef, 50g glass noodle, 1/4 onion, 1/6 carrot, a leaf of lettuce, 1/4 spring onion, coriander (optional), a little bit of sesame oil and olive oil

Sauce Ingredients

Foreign Tourists in Bali Slurp Down Bowls of the Noodle Dish

200¢ soy sauce, 200¢ water, 100g sugar, 1/2 onion, 1/3 apple, 2 Tbsp crushed garlic, 1/2 Tsp ground pepper

1. Soak the glass noodles in cold water for 1 hour.

2. Blend the sauce ingredients in a blender.

3. Slice the onion and carrot. Cut the spring onion diagonally. Cut the lettuce leaf in bitesize pieces.

4. Remove the blood from the beef using paper towels. Cut the beef in bitesize pieces.

5. Oil a pan and fry vegetables (except the coriander).

6. Add the beef and sauce to the vegetables and fry.

7. Add 100¢ water and the glass noodles. Fry again.

8. Put the bulgogi noodles on a plate with lettuce and coriander. The dish is ready.

42 Korea Agrafood

June 2017 43 Korea Agrafood Homepage www.kfoodstory.com

K-Tour _ Seochon Village

Feel the Atmosphere of Old Seoul

Seochon Village in Seoul

Seochon Village is also called Sejong Village because it is where King Sejong, one of most renowned kings of the Joseon Dynasty, was born and raised. Historically, it is an area for court ladies, court doctors, and jungin (middle-class). In today’s terms, they can be defined as professionals. Being in close proximity of the royal palace, the neighborhood was subject to building regulations™such as building

eochon Village (lit. “village to the west”) is named for being on the west side of Gyeongbokgung, a residence of the kings of the Joseon Dynasty (1392-1910). A part of the historical center of Seoul and an old, traditional neighborhood, it is now frequented by foreign visitors who want to experience an ancient ambiance walking along old alleyways and looking around traditional Korean houses called hanok. Seochon Village also houses a traditional market, several famous restaurants, and other attractions. Let us take a look at the traditional landscape of Seoul preserved in Seochon Village.

height restrictions™and was not as developed as other areas of Seoul. It was able to maintain the older look as a result.

As soon as visitors enter Seochon village, they encounter many traditional Korean houses. Hanok have their own charm in fine, flowing eaves, ondol (traditional Korean floor-heating system), and the main, open room called daecheong where inhabitants and guests would cool off from sweating on a sweltering day.

Currently, the village boasts over 660 hanok and some of them operate as guest houses for foreign tourists. Also in the neighborhood, one may find houses and stores built in the late 1900s, which create a very different feeling from the modern downtown areas of Seoul such as Gangnam and Myeongdong.

S

44 Korea Agrafood

Seochon Village boasts over 660 hanok (traditional Korean house) and some of them operate as guest houses for foreign tourists. The village is now frequented by foreign visitors who want to experience an ancient ambiance walking along old alleyways and looking around hanok.

Directions: The entrance to Seochon Village is a 10-minute walk from Exit 2 of Gyeongbokgung Station (Line 3) towards the Food Street of Sejong Village and the Tongin Market.

June 2017 45

K-Tour _ Seochon Village 2

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Other Attractions of Seochon Village

2. Tongin Market _

Ĺ“http://blog.naver.com/rosepale/220906392639

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1. The entrance of the Food Street of Sejong Village 2. Raw oysters of Seochon-Gyedanjip 3. Deulkke-kalguksu, bibim-naengmyeon (spicy mixed buckwheat noodles), and dumplings of Chebudong-Janchijip 4. Makgeolli and yukjeon of Jeondaegam-Daek

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A Culinary Tour of Seochon Village 1. The Food Street of Sejong Village

The Tongin Market is one of the traditional Korean markets in Seoul that is enjoying great popularity these days. It is famous for its yeopjeon meal box and oil tteokbokki (stir-fried rice cake). Visitors can purchase a disposable meal box and 10 coins (called “yeopjeon�) for KRW 5,000 at the entrance to the market and then fill it in with street foods, such as tteok-kkochi (rice cake skewers), selling in member stores in the market, paying with yeopjeon. Once they have purchased all the food they want, they can enjoy the meal at a cafe located in the center of the market.

Unlike common tteokbokki made with gochujang (red pepper paste), the oil tteokbokki of the Tongin Market is made by frying rice cakes in gochu-garu (red pepper powder) or ganjang (soy sauce). The dish comes in two types: spicy gochugaru-tteokbokki and sweet and slightly salty ganjang-tteokbokki. It made headlines when former US Secretary of State John Kerry tried it during his visit to Korea in 2014.

Ĺ“Korea Tourism Organization

The Food Street of Sejong Village is famous as an alley of eateries frequented by office workers from nearby areas. There are many restaurants offering a variety of dishes at reasonable prices, and bars and pubs serving an assortment of simple dishes and munchies to go with alcoholic beverages for workers to enjoy in the evening. A restaurant recommended for noodle lovers is Chebudong-Janchijip. It is one of the top five kalguksu (handmade noodle soup) restaurants in Korea and serves deulkkae-kalguksu (noodle soup with ground perilla seed) and spicy janchi-guksu (banquet noodles). The servings are generous and prices are very reasonable. The spicy janchi-guksu, for example, costs only KRW 3,000.

Seochon-Gyedanjip will be a perfect choice for those who want to try fresh seafood. The restaurant is famous for raw oysters, muneo-sukhoe (parboiled octopus), and bada-ramyeon (instant noodles with assorted seafood), as well as other dishes to accompany alcoholic drinks. In the past, one would have to wait at least an hour to get in, but the waiting times have been reduced considerably with the recent addition of the second floor.

Jeondaegam-Daek serves jeon (assorted pan-fried delicacies) with makgeolli (Korean rice wine) brewed in different regions of Korea. The most popular entries on the menu are sweet chestnut makgeolli and yuk-jeon (jeon made with meat).

Directions: All restaurants above are located close to Exit 2 of Gyeongbokgung Station (Line 3). Contact information: Chebudong-Janchijip +82-2-7305420, Seochon-Gyedanjip +82-2-737-8412, and Jeondaegam-Daek 070-4202-5170.

46 Korea Agrafood

Daeo Bookstore Operating since 1951, it is the oldest used bookstore in Seoul. Imbued with a nostalgic atmosphere, it is regarded a symbol of Seochon Village and has served as a filming location for many TV dramas and movies. Now turned into a cafe, it is a perfect place for taking pictures and always busy with tourists.

Address and directions: Jahamun-ro 7-gil 55, Jongno-gu, Seoul. A 7-minute walk from Exit 1 of Gyeongbokgung Station (Line 3). Closed on Mondays.

Ogin Amusement Arcade Yeopjeon and dosirak

Oil tteokbokki

Directions: Walk straight for about 10 minutes from Exit 2 of Gyeongbokgung Station (Line 3). The market is closed every third Sunday of the month; the meal box cafe is open from 11 am to 5 pm every Tuesday through Sunday.

This is one of older electronic video game rooms, only a few of which are left in Seoul. Although the place is small, it houses machines for many classic games such as Tetris and Street Fighter as well as other game machines including Whack-a-Mole and crane machines. It is a great place to relieve stress.

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Address and directions: Ogin-gil 28, Jongno-gu, Seoul. A 3-minute walk to the left from the Daeo Bookstore.

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Monthly K-Food Bokbunja

June K-Food

Bokbunja Species of Raspberry Native to Korea Effective in Improving Kidney Function

Bokbunja (rubus coreanus) is a species of raspberry native to Korea and it is commonly used in oriental medicine. The berry is rich in anthocyanin, lyphenol, and vitamins A and C. But its merits do not end there; it is very effective in improving kidney function. In fact, that is how the berry received its Korean name. “Bokbunja� means “turning over a chamber pot.�

Korean companies are striving to make this healthy berry easily accessible to consumers through beverages. Many bokbunja beverages are exported abroad and receiving a warm welcome as “beauty beverages� in ASEAN, Japan, and China.

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