January 2018 (vol.267)

CONTENTS

2018 Vol. 267

www.kfoodstory.com

January 2018

Vietnam A Market Welcoming K-Food

January 06

Vietnam is one of Southeast Asian countries most receptive toward Korean food culture. Many young Vietnamese are interested in Korean food products thanks to the popularity of Hallyu (Korean culture wave). In this issue, the status of Korean food in Vietnam is assessed by a reporter of Korean Agrafood who has recently visited the country.

Meet Minister Kim Young-rok to Learn about MAFRA’s Ambitions for Food Exports 14

Korean Young Chefs Captivate Food Judges

THEME

26

SPECIAL INTERVIEW Korea Agrafood interviewed Mr. Kim Young-rok, the Minister of Agriculture, Food, and Rural Affairs, about the prospects of the advancement of Korean agriproducts into foreign markets, popular products, and marketing strategies.

Naju Pear Enters Brazil

34

38

COVER

Special Food & Attractions of the

Popular Korean Ramyeon of Unique Black Color

18

Meet the Members of Young Chefs Association Who Won The China International Culinary Competition With Korean Dishes

PyeongChang Olympics 20

Photo by Park Jong-hee of JH Photography

Vol. 267

Naju pears Ginseng Chips Raon New Sikhye andDish, Sujeonggwa Golden yellow color, Yuja tea Mini-sized bell pepper, Year’s Tteokguk

MINI INTERVIEW

Korean fresh foods are actively exported to Vietnam and have an excellent reputation there.

Among them, strawberries, Shine Muscat grapes, and dried persimmons receive the most positive reviews from local consumers.

SPECIAL

Fresh Food 26

in Japanese

2018 Winter Olympics will take place in the Pyeongchang, Gangneung, and Jeongseon areas of Gangwon Province in Korea starting February 9.

Korea Agrafood would like to introduce you to special food and attractions you can find only in Gangwon Province.

PEAR

in Chinese

To many Koreans, Naju City of South Jeolla Province is the first thing that comes to their minds when they think of pears. Let us learn more about Naju pears.

30

STRAWBERRY

in Chinese

Korean strawberries are exported from December until May of the following year. Sugok Dugchon Farmers Agricultural Corporation is playing an important role in the export of Korean strawberries overseas.

Korean A Natural

Ginseng

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 Copyrightⓒ by the aT (Korea Agro-Fisheries & Food Trade Corp.)

All rights reserved.

Healthy Food with No Rivals

42

CONTENTS

CEO Yeo In-hong

Boosts Immunity and Energy, Fights

VICE PRESIDENT Lee Yu-sung

Fatigue, Support Blood Circulation

EXECUTIVES Baek Jin-seok (for Food Industry & Export Promotion) Cho Hae-young (for Marketing Support) EDITORS Shin Jang-hyun (Korea Agro-Fisheries & Food Trade Corp.)

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

Convenient to Use: Extract, Capsule,

Processed Food

REPORTERS Lee Hyun-woo (leehw@agrinet.co.kr) Lee Ki-no (leekn@agrinet.co.kr)

34

GINSENG CHIPS

Candy, Tea, and etc.

in Japanese

Healthy Ginseng Chips are perfect as a nutritious snack for children or as an accompaniment to alcoholic drinks.

Kim Hyo-jin (hjkim@agrinet.co.kr)

Jelly

GRAPHIC DESIGNER Jang Yeon-ho

Tea ENGLISH EDITOR Chae Ria, Charles Junn

38

TRADITIONAL BEVERAGE

in Japanese

Traditional Korean sikhye (rice punch) and sujeonggwa (cinnamon punch) are good for health.

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

Globalization of Hansik 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)

Candy

44

OSAKA Oh Dong-hwan 81-6-6260-7661 (tora1974@at.or.kr)

K-FOOD SPOTLIGHT in Japanese Unusual jjajang ramyeon―sweet and salty noodles in black bean sauce―is receiving the spotlight.

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)

46

HANSIK & HALLYU Wanna One enjoys bossam, a pork dish believed to bring good fortune.

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) PARIS Kim Min-ho 33-1-4108-6076 (mhkim@at.or.kr) HANOI Choi Jung-ki 84-4-6282-2987 (sgtchoi@at.or.kr)

Regulars Extract

JAKARTA Nam Taek-hong 62-21-2995-9032 (redface73@at.or.kr) BANGKOK Yang Jae-seong 662-611-2628 (jamal@at.or.kr) ABU DHABI Song Bong-seok 971-2-622-2195 (bizman@at.or.kr)

06

aT BRIEFING

42

ADVERTISEMENT FOR PYEONGCHANG OLYMPICS 2018

EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News #60, Jungdaero 9-gil, Songpa-gu, Seoul, Korea Tel +82-2-3434-9072

Fax +82-2-3434-9077

48

www.kfoodstory.com

48

MONTHLY K-FOOD

in Japanese & Chinese

January K-food: Satsuma and Hallabong

Capsule

aT Briefing

aT Briefing

Greetings to the Readers of Korea Agrafood!

Dear Subscribers of Korea Agrafood magazine! The year of 2018 has come. Having celebrated its 50th anniversary last year, aT takes its first steps toward the next half century. We will look back, to learn from the path we have walked, and ahead, to do our best for the future of Korean agriculture.

Yeo In-hong CEO of Korea Agro-Fisheries & Food Trade Corp.

4 Korea Agrafood

We will spare no effort to cultivate overseas markets for Korean agro-fishery products. We also plan to improve our business methods in order for exports to contribute more to the raising of farmers’ incomes. For Korea―which has free trade agreements with China, the US, and other countries―securing the agricultural competitiveness is not an option, it is a requirement in this era of globalization. To export means to have confidence in the competitiveness of our products and to have a stable domestic market. Rather than simply aiming for a particular export amount, we must see agricultural exports as an alternative and new direction for the development of our agriculture and fisheries. aT will reform systems to concentrate its support on the products using fresh agricultural produce and domestic ingredients, in order to strengthen the link between exports and farmers’ incomes. In addition, we will diversify our export markets, widen them from China to Southeast Asia, South America, and other regions, discover more promising products, and continue to remove non-tariff barriers. In the long term, aT will help small and medium sized enterprises to nurture their own ability to develop markets and increase competitiveness of their products. We will build up our expertise to provide consistent support in all export-related processes, such as production, processing, packaging, and customs clearance, and look for other ways to connect supply, demands, and distribution in the domestic market to exports.

I hope all of us realize our plans for this year and wish our readers health and happiness.

Seaweed Exports Exceed US$500 Million Korea’s annual export of seaweed exceeded US$500 million for the first time.

According to the Korean Ministry of Maritime Affairs and Fisheries and aT (Korea Agro Fisheries & Food Trade On January 5, a shipment of Korean noodle products for babies, which passed GB (Chinese national standard for baby food), was made to China.

Corporation), last year’s exports of Korean seaweed passed the half-billion dollar mark on December 20. In 2017,

Exports of Noodles for Babies after Passing China GB

tional standards in regards to the in-

Korea exported US$353 million worth of

gredient composition and its labeling,

seaweed. All Korean seaweed uses only

such as the amounts of vitamins and

Korean ingredients, and about 40% of it is

minerals.

exported overseas, so the exports are in-

A Korean food importer in China, a noodle manufacturer in Iksan, and aT

A Korean noodle product for babies, which passed GB (Chinese na-

creasing farmers’ incomes.

Exports of Korean seaweed are rapidly

have jointly developed noodles for ba-

growing thanks to the facts that the pro-

bies and succeeded in exporting 2.3

duction area is limited to China, Japan,

tons of the product to China as part

and Korea, and the demand has dramati-

of the New China Business Model

cally increased as the popularity of eating

Project. The project provides support

seaweed as a snack has risen. With sys-

needed for exploring the Chinese

temized cultivation of seaweed and mass-

market―in the development of cus-

scale production of dried and seasoned

tomized products and marketing, for

seaweed, the competitiveness of Korean

example.

seaweed products has also grown. The

The exported baby noodles come

producers are actively exploring foreign

tional standard for baby food), was

in four flavors including spinach, car-

markets while government organizations

exported to China for the first time.

rot, and zucchini. It uses Korean

are providing necessary support.

According to MAFRA (the Korean

wheat, carrots, spinach, and other

Ministry of Agriculture, Food, and

Korean agriproducts as ingredients,

Rural Affairs) and aT (Korea Agro-

therefore contributing to the creation

Fisheries & Food Trade Corporation),

of demand in the domestic market.

the export of baby food to China is

The product is well received in

not easy. Most food and beverage

China, and from January, its distribu-

products cannot receive customs

tion is expected to expand to special-

clearance and reach the Chinese

ized baby product stores and large

market unless they meet the strict na-

retail outlets.

Officers of aT celebrate the achievement of US$500 million in seaweed exports.

January 2018 5

Theme

A Look at Vietnam, a Rising Export Market The Korean Government’s New Policy on Southeast Asia Puts the Spotlight on Vietnam

Diversifying the export market is mandatory for increasing agricultural exports. The Korean government is working hard to expand its markets not only in ASEAN where the Korean Wave is in vogue, but also in Brazil, Italy, Kazakhstan, South Africa, and India. In early 2018, Korea Agrafood visited Hanoi in Vietnam, a fast-growing emerging market, and heard what local buyers, consumers, and Korean exporters operating there are saying about the current export of Korean agricultural products, promising export items, and the ways to expand the exports.

6 Korea Agrafood

Ramyeon

Strawberry

Shine muscat grape

Apple

Pear

Dried persimmon

nterest in Korean agricultural food products in Vietnam has been rising in the wake of the Korean Wave.

According to the statistical data from aT (Korea Agro-Fisheries & Food Trade Corporation), the Korean agricultural food exports to Vietnam, totaling US$49.75 million (34,526tons) in 2007, ballooned to US$197.9 million (96,997tons) in 2009. 2016, the exports to Vietnam reached half a billion dollars for the first time, exceeding US$526 million (285,799 tons). That is a nearly 905% growth over 10 years from 2007 through 2016. Looking ahead, the Vietnamese market presents even greater growth potential. Notably, Vietnam’s working age population (15 to 64 years of age) will keep growing until 2037 and take up over 60% of the entire population in 2050. This is why exporters are flocking to Vietnam in droves.

Ramyeon takes the lion’s share of exports from Korea, but the increase of the export of fresh farm products

I

(led by fruit) is starting to take the lead. In fact, the export of strawberry, currently in the spotlight, was US$1.6 million by November, having jumped about 380% from the same period of the previous year.

The exports of grape and pear were US$1.9 million and US$8.5 million, up 240% and 128%, respectively, from the same period of the previous year. Apples also increased 148% to US$0.9 million, while seaweed increased 42% to US$6.3 million, becoming the largest marine product exported.

Specializing in imported fruits, Klever Fruits deals in an increasing amount of Korean fruit. Importing Korean pear, strawberries, grapes, apples, and dried persimmons, Klever Fruits sells them at its own 36 stores as well as at specialty stores.

Choi Jung-ki, aT’s Hanoi Branch Manager, said, “The Vietnamese population is quite young compared to other countries. With economic growth under way, the Vietnamese

people’s income levels will continue to rise, which keeps us upbeat about Korean export to Vietnam.” He added, “Although the online market is not yet thriving here, the active mobile phone usage suggests unlimited potential.”

January 2018 7

Theme

Promising Export Items Suggested by Four Local Experts Choi Jung-ki, aT’s Hanoi Branch Manager

Long-time observers of the Vietnamese market focus on the Vietnamese people’s interest in health and food safety and forecast an increase in the local consumption of organic and eco-friendly products. As many locals are in their 20s or 30s, one may expect an increase in the export of South Korean baby products that boast their safety. Also, various Korean fruits and ready-toeat meals sold from convenient stores are counted among promising exports.

8 Korea Agrafood

With its high birth rate and large youthful population, Vietnam is greatly interested in baby products. Thus, there are many buyers who are interested in organic or eco-friendly products like Korean-made rice cookies for young children and seaweed. As the country has consumers who buy high-priced baby formulas through social media, I see the great likelihood for increased mid-to-long-term sales of baby food in Vietnam. Also, with the Vietnamese being exposed to Korean street food through YouTube, instantly prepared tteokbokki (rice cake with vegetables and fish cake stir-fried in red pepper sauce) enjoys great local popularity. Shine muscat grape, which sells for US$23 to US$46 per kilogram, will find steady buyers because of its excellent aroma and taste.

Ko Sang-goo, President of K-Market The convenience store culture is still unfamiliar to people of Vietnam. If they become aware that even if you don’t go to a restaurant, you can still have a personal meal at a convenience store, they will start consuming more ready-to-eat food such as tteokbokki.

Korean companies should prepare for this possibility. With the spreading perception of seaweed as a health food, there will be growing consumption of seaweed snacks, seasoned seaweed and the like. Consumption of Korean fruits will also increase. In particular, the export of strawberries which were first exported in 2016, are expected to increase even more. Many Vietnamese tourists who visit South Korea buy strawberries on their way home. A steady supply from Korea will meet sufficient consumption in Vietnam.

Phan Thi Thanh Nga, Lotte Mart Store Manager I think that Korean kimchi will find a growing demand.

Vietnamese people, who eat kimchi together with Vietnamese-style shabu-shabu, ramyeon, or rice, are looking for Korean kimchi. In addition, as people show increasing interest in health, I foresee the increased consumption of various health foods including drinkable fruit vinegar and other foods which people eat for weight control.

Nguyen Xuan Hai, CEO of Klever Fruits The persimmon which I tried in Busan when I visited South Korea was firm and had excellent fragrance and taste. I think the fruit suits the taste of Vietnamese people, so if it is exported to Vietnam, it should sell quite well. I have also sampled dried persimmon in the Myeongdong area of Seoul.

Dried persimmons were first imported in Vietnam in 2015 and will likely find increased sales. Chamoe (Korean melons), if imported, will sell well, too.

January 2018 9

Theme

Korean Food Distributors in Hanoi K-Market, Lotte Mart, and Klever Fruits are among the leading distributors of Korean agricultural products in Hanoi, the capital of Vietnam. Local consumers can also find Korean agriproducts at hypermarket chains, such as AEON Mall and Big C Supermarket.

Klever Fruits , which

With 68 stores, K-Market is the largest distributor in Hanoi. Korean agriproducts take up 30% of its US$100 million in annual sales. With both refrigerator and freezer storage available, K-Market carries a variety of Korean food products including fruits, fish cake, kimchi, and fresh makgeoli (Korean rice wine). Ko Sang-goo, President of K-Market, said, “Through MOUs with exporters and local administration, we are importing inseason Korean agricultural foods such as ginseng, pear, and apple,” and added, “We carry about 9,000 items.”

10 Korea Agrafood

specializes in imported fruit, carries a great variety of Korean products. With 33 stores in Hanoi and three in Ho Chi Minh, Klever Fruits is a wholesale distributor and retail seller of Korean fruit such as pears, strawberries, grapes, dried persimmons, and apples. Last year, the sales of Korean fruit was approximately US$1.2 million.

Korean fruit accounts for about 10 to 15% of the total sales at Klever Fruits.

Nguyen Xuan Hai, CEO of Klever Fruits, said, “Korean fruit has excellent fragrance and taste.” He added, “Since we see an increase of strawberry consumption from November through April, we are holding a variety of sales events.”

In Lotte Mart, which has two stores in Hanoi and Ho Chi Minh City, Korean food products account for about 30% of imported agricultural foods. Phan Thi Thanh Nga, a branch manager of Lotte Mart, said, “Recently, Korean grapes and strawberries are popular because they are delicious, fresh, and have attractive packaging. In case of processed food, ramyeon and glass noodles are very popular.”

Many Korean agricultural food products are offered in the AEON Mall. Ngoc Anh, a consumer who was buying Korean soybean paste, said, “I became interested in Korean food while watching Korean movies and advertisements, which led me to purchase them. Today I bought soybean paste to cook a soup, and ramyeon, seaweed, and some instant Korean steamed rice called Morning Sunshine (Achim Hetsal).” She also mentioned that ramyeon and instant tteokbokki were her favorite Korean food.

At the tasting booth, Vietnamese consumers flocked to try seaweed snacks and dumplings.

NANUM C&C hosts a pregnancy and parenting class attended by 200 expecting mothers. The class consists of lectures and promotional events.

Partnership between aT and NANUM C&C Gives Momentum to the Export of Powdered Milk aT’s localization support project is a service helping Korean exporters and foreign companies break into a foreign market and expand sales of Korean agricultural products there. NANUM C&C, a distributor of baby formula of Namyang Dairy Product Co., Ltd. in Vietnam, also received help from the project.

Kim Seong-gon, CEO of NANUM C&C, who is responsible for exports of Namyang products to Vietnam and Cambodia, explained, “We first exported powdered milk to Vietnam in 2003 and are now distributing it throughout Vietnam. To promote the products, we host pregnancy and parenting classes over 50 times a year. With the support of aT, we have been able to increase the frequency of classes and generally improve our marketing strategy.”

Each pregnancy and parenting class attracts about 200 future mothers, and it is highly efficient in promoting Namyang products. Kim said, “In addition to introducing the products, the class includes lectures by obstetricians and pediatricians as well as discussions of pregnancy and parenting led by staff of a postpartum care center. The classes are immensely popular.”

NANUM C&C’s role in the development of a new

product reflecting the demand of local consumers also had a positive effect on the expansion of exports.

According to Kim, Vietnamese consumers prefer small-sized baby formula products, so the company has developed and is distributing ‘Imperial Dream XO’ and ‘Z Am Mother’ in 400g packages exclusively for the Vietnamese market.”

As a result of the continuous efforts of NANUM C&C and the support of aT, the export amount of Namyang products to Vietnam has reached US$8~9 million. This year, the export target is US$10 million.

Kim emphasized, “We’ve benefited a lot from last year’s support, so this year, we plan to apply for help in promotion and PR activities at hypermarkets.”

January 2018 11

Theme

Park Min-soon, At the Frontline in Promoting Korean Food Interview

Choi Jung-ki, the Head of aT Office in Hanoi

“I Will Do My Best to Increase the Export Volume!”

Smiling Park Min-soon at his restaurant in Badinh.

Park Min-soon opened a Korean restaurant in Vietnam in 2014, on the advice of his acquaintance who noticed a good growth potential of the Vietnamese food and dining market. The restaurant’s specialty is dakgalbi

The menu of his restaurant is composed of classic Korean dishes―dakgalbi, budaejjigae(sausage stew), tteokbokki, gimbap

(seaweed rolls), etc. Park said, “Most of the Korean food in Vietnam tastes different from (Korean spicy stir-fried chicken dish). He Korean food in Korea. I thought it would be said, “As foreign companies entered better to serve it as is, and I cook it that way Vietnam, local people started to accept forto introduce the Vietnamese to the authentic eign food and food culture, so I decided to flavors of Korean dishes.” He added, “When Budae-jjigae open a restaurant serving the food that I can I tell my customers, the taste of my dishes is the make best, dakgalbi.” same as in Korea, they like it very much. I alLast year, Park also opened a Korean style so promote Korean food by carrying out cart-bar. What is most remarkable about it is events on Facebook and other social methat he operates it not in a Korea Town, but dia.” in Badinh, a typical area of Hanoi, busy with Sharing with us his goal of opening 7 franGimbap local people. Park explained, “Young chise stores, Park said, “There is no franchise Vietnamese learn about Korean food through internet specializing in Korean food in Vietnam. I hope to but do not have many opportunities to taste it. I wantbuild a system where restaurants can serve Korean ed to make a place for the Vietnamese to try Korean food without having a professional Korean chef.” food.”

12 Korea Agrafood

Dakgalbi

An important role in the ten-fold increase of Korean food to Vietnam from US$50 million in 2007 to US$500 million 2016 was played by the aT office in Hanoi.

Especially noteworthy is the fact that the aT office has been striving to directly connect the export of fresh agricultural produce to farmers’ incomes.

Choi said, “With the increased export of fresh agricultural produce to Vietnam, farming households in Korea can earn more. We invest about a half of our entire budget on promoting fresh Korean fruit to local consumers.” He noted that the Korean pear has a good storability, so it is now distributed throughout the country. He also revealed that aT is constantly looking for new buyers for strawberries, in hope of boosting strawberry exports to US$3 million.

Observing a rising interest of the Vietnamese in health, the aT office in Hanoi is intensifying the promotion of Korean ginseng and red ginseng products. Choi said, “Last November, we hosted a seminar to raise awareness of

Korean ginseng, where a Vietnamese expert explained the efficacies of Korean ginseng. The event received a positive response.”

Choi evaluates the growth possibility of the Vietnamese market as high. Many exporters are interested in Vietnam because the market has a great potential for growth, such as sales using mobile technology, expansion of convenience stores, and so on.”

Yet, Choi cautions that exporters need to approach the market from a medium or long-term perspective. He said, “Some people call Vietnam ‘the next China,’

but it is important to remember that the market size is smaller than the Chinese, and the income level is lower.” He explained that most of the distribution in Vietnam takes place outside of online market or large retailers, in the street market.” Choi stressed, “Korean exporters should realize that Vietnamese consumers are used to buying a product after being able to see and feel it. These are just a couple of examples of why exporters need to study the Vietnamese market sufficiently before entering it and to approach it with a five to ten years outlook.”

Choi Jung-ki, the Head of aT Office in Hanoi, and other staff shout, “Let’s go for it!”.

January 2018 13

Special Interview

Kim Young-rok, Minister of Agriculture, Food, and Rural Affairs

MAFRA Carries Out Various Policies to Help High-Quality K-Food Enters Overseas Markets in 2018

Min. Kim strives to increase kimchi exports by providing more onsite support services.

orean agricultural and food product export is making noticeable achievements thanks to the export-boosting policies of the Korean government and despite the challenges it faces at home and abroad. It is estimated that the government’s export promotion policy directly contributes to the annual export growth rate of over 5%. At the turn of the year, Korea Agrafood met with Kim Young-rok, Minister of Agriculture, Food, and Rural Affairs who is relentlessly seeking ways to expand Korean food exports. Among the topics Minister Kim discussed were the international competitiveness of Korean food, the markets where Korean food is popular, and the export policies that the ministry intends to focus on.

K

14 Korea Agrafood

January 2018 15

Special Interview

products in Japan, the US, and China, and what are the reasons for their popularity?

Min. Kim visits mushroom exporting farmers to hear about their problems and offer advice.

The Korean agricultural and food export is

with China, the US, and Japan. Korean products

growing by over 5% a year, increasing its share

there seem to benefit from the Korean Wave.

in the global market. How big is the export and

What are the most popular products?

its share in the world?

The ASEAN market rapidly rose in 2017 to the second position in imports of Korean food, next only to Japan. The ASEAN market in general has been expanding over the last few years due to the high economic growth rate and larger middle class.

Thanks to the Korean Wave, there is a good potential for further expansion of Korean food in the region.

The Korean government is pushing forward with projects specialized for each particular country in South East Asia, with a view to developing ASEAN into the second largest importer of Korean food. The most promising products―and already popular in Vietnam, Thailand, and Indonesia―are

According to GlobalData Plc, an expert in food trend analysis, the global food market growth rate has averaged 1.9% a year. Its size was US$6.8 trillion in 2013, US$6.3 trillion in 2015, US$6.7 trillion in 2017, and is expected to reach US$7.7 trillion in 2018. In the face of such difficulties such as unfavorable exchange rates, market liberalization, and accelerating global competition due to trade barriers, the Korean food exports were still able to increase in 2017 by 5.6%, thereby growing by over 5% in two consecutive years. It is fair to say that Korea has firmly established its place as a food exporter, ranking 35th in the global exported food market, according to the Global Trade Atlas (2016).

fruit and vegetables such as strawberry, pear, and grape as well as other products like ramyeon.

Southeast Asia is emerging as an important market for Korean agricultural products, along

16 Korea Agrafood

What are the most popular Korean agricultural

The export amount of fresh food last year was 1.1 billion dollars, remaining at the previous year’s level, because chicken export was jeopardized in the wake of an avian influenza outbreak. Pear sales to the US increased by 4.5% compared to the previous year, and the fruit is mainly distributed in supermarkets targeting Koreans and other Asians. In Japan, bell pepper is gaining popularity, and the Korean bell pepper takes up 78% of the market thanks to its excellent quality and competitive price.

In Europe, there is a growing demand for Korean mushrooms, as local consumers take an increasing interest in health and Asian food. Last year, for example, sales of enokitake and king oyster mushrooms rose by 24.3% and 12.4%, respectively, compared to the previous year. Southeast Asian countries consistently import pears and apples because those fruits cannot be locally produced, and in 2017, their import of the two fruits from Korea increased by 30.6% and 12.1%, respectively.

A variety of marketing strategies are needed to gain popularity among consumers in different

organizations specializing in export of different fresh farm products, in order to ensure stable supply of the export volume and enhance the quality and safety management of the exported products. We will also strengthen our support for individual farmers engaged in exports, by creating a total support platform. In regards to integrated export organization, they will be able to use an upgraded system of support in overseas marketing, logistics, and other areas. In addition, we will offer customized services, such as the fostering of global brands and help in acquisition of international certifications. By introducing beneficiary-oriented export vouchers, we will be able to ensure that companies can select and obtain the type of support they require.

Is there anything you would like to say to consumers around the world who purchase Korean food products?

I wholeheartedly wish you success and good health in 2018. I hope you keep an eye on and enjoy Korean products throughout the year. The Korean government will work hard to export more highquality, safe, and healthy products for the benefit of our international consumers.

countries. What is your plan for the expansion of agricultural exports this year?

We want to increase the number of countries where Korea exports over US$400 million in food products from four to seven countries this year by diversifying export markets and boosting exporters’ competitiveness. In ASEAN, we will focus on increasing the number of countries where Korea exports over US$200 million worth of food from last year’s one country to three.

We plan to host K-Food Fair in twenty countries, selected mainly from ASEAN which boasts great growth potential. We will conduct market surveys and look for buyers by dispatching aT experts and market pioneers into those countries.

Another important strategy is to nurture integrated

Min. Kim offers solutions to farmers’ problems at a consultation meeting.

January 2018 17

Mini Interview

Young Chefs Association Wins China International Culinary Competition with Korean Dishes (Hansik)

Tell us about the Young Chefs Association.

Shanghai International Culinary Art Competition is a major culinary contest recognized by the World Association of Chefs’ Societies (WACS), a global network of chefs associations, first founded in 1928 in Paris. The competition is held alongside

Interest in Dishes Using Korean Ingredients

FHC CHINA, the country’s largest food fair attracting chefs from around the world. Korea Agrafood interviewed members of Korea-based group, Young Chefs Association, who recently won gold in the team category of the competition by captivating judges with Korean dishes.

18 Korea Agrafood

All rights of pictures are reserved in Korean Food Promotion Institute

Kim Dong-seok (mentor and CEO of Korean Chefs Association): The Young Chefs Association is a nonprofit skill-sharing organization composed of mentors (professional chefs) and mentees (aspiring chefs 19 to 27 years old). Ten of the mentors select several mentees and help them to operate pop-up restaurants and take part in cooking contests. The current class of Young Chefs consists of Shin Jiwoong who is a hotel cooking major, Kim Soh-hee, a restaurant cooking major, Ha Myeong-hyun, a baking graduate, and another young talent, Moon Jun-seo.

Why do you think you were able to win the gold medal? What is your secret in making delicious dishes?

Ha Myeong-hyun: I work at a fusion restaurant which makes dishes inspired by Korean, Japanese, and American food. Most of our customers are foreigners who like Korean food. Perhaps, the key to our success in the contest was the fact that we can make Korean dishes in a way that foreigners enjoy.

Shin Ji-woong: I agree. I often surf the internet to study cooking trends, and I see many contents related to Korean dishes and agricultural products on social media. That is why we decided to cook Korean food using Korean agricultural products.

Mun Jun-seo: The contest rules require us to demonstrated 16 dishes, including two types of bread, two types of finger food, two cold appetizers, four buffet-style dishes, two types of salad, a soup, a cake, and two desserts. We tried to make the best use of Korean ingredients because we were aware of good reviews of Korean agricultural products abroad. We made bread with chamnamul (a Korean herb) and Korean potato and desserts with Nonsan strawberry and Jeju hallabong (a type of citrus fruit). Many judges asked us about the ingredients we used.

Traditional Korean dishes received much praise. We know that samgyetang (chicken soup with ginseng), bulgogi, and kimchi are very popular abroad for their taste and healthiness, so we cooked abalone samgyetang, bulgogi, kimchi fries, and sliced pig head meat, and the judges were delighted.

Kim So-hee: I think it was also important that Korean dishes look beautiful. Many visitors took pictures of our dishes because they looked sophisticated and harmonious.

As a future chef, what Korean food would you recommend to foreigners?

Shin Ji-Woong: Jangajji, which is a

Dishes prepared by the Young Chefs Association. The chefs received high scores from judges for the beautiful presentation of dishes made with original Korean ingredients.

type of pickled vegetables. It can be used in all kinds of dishes, not only Korean but also Western and Japanese. You can use jangajji instead of olives or pickles or serve it as a side dish.

Kim So-hee: I would recommend tteok (rice cake) or hangwa (Korean traditional sweets) as a dessert. At first, the texture may look strange, but one you try them, you will definitely enjoy them. I have surprised my foreign friends and professors by giving them jeolpyeon (pounded rice cake) and hangwa as gifts, and they all said they tasted great.

Mun Jun-Seo: As the popularity of Korean food overseas rises, I think traditional drinks will gain more at-

tention. Korean traditional alcoholic drinks can make a good aperitif or dessert wine; they are both healthy and flavorful.

Ha Myeong-Hyun: I hope Korean rice can be exported more. India, Thailand, and Vietnam are the top three exporters of rice in the world, and their rice is recognized for quality and widely used. I think Korean rice can compete with them in taste and quality, and can be used to cook many delicious dishes.

I would also recommend dried persimmon. I have made various desserts such as scones using dried persimmons, and foreigners loved them. Korean dried persimmons are soft and chewy at the same time.

January 2018 19

Special

PyeongChang Olympics, Passion Connecting Sports and Foods Winter Olympics, one of the world’s biggest sport festivals, will take place in the Pyeongchang, Gangneung, and Jeongseon areas of Gangwon Province in Korea starting February 9. Many athletes have been training for this event for the last four years, and sports fans from around the globe will come to Korea to watch their performances. And what’s a festival without sightseeing and food?

Korea Agrafood would like to introduce you to special food and attractions you can find only in Gangwon Province.

世界の人?のイベントの1つである冬季オリンピックが?2月9日から韓國の平昌（ピョンチャン）?江陵（カンヌン）?旌善 （チョンソン）一帶で開催される?ここへ?世界各國から４年間?力を蓄えてきた選手とファンも一齊に韓國を訪れるこ とになる?世界の全ての人?が一緖に樂しむ國際的なイベントで?食と觀光は外せない?Korea Agrafoodを通して? 江原道だけの一風 わった食とレジャ－を一度に見ていこう?

20 Korea Agrafood

Visit the K-Food Plaza

Check out the K-Food Plaza if you want to see all agricultural products and food Korea exports overseas in one place.

MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) have set up the K-Food Plaza, a promotional space for Korean food, at the Olympic Festival Park (#310-2, Hoenggye-ri Daegwanryeong-myeon, Pyeongchang County). It will operate throughout the Olympics and Paralympics, from February 3 to March 18.

Composed up of five halls (“Trustworthy and Healthy K-Food,” “Easy to Enjoy KFood,” “K-Food in the World,” etc.), the KFood Plaza will exhibit the best Korean products, using advanced IT skills and story-telling techniques. You will be able to purchase Korea agricultural products at the “K-Food in the World” hall. The K-Food Plaza will also host several experience activities.

世界へ輸出される韓國の農食品とおいしい韓國料理を 一度に知りたければ?K-Food Plazaへ行ってみよう? 農林水産食品部と韓國農水産食品流通公社(aT)は?

2月3日から3月18日まで (冬季オリンピック?パラリ ンピック期間)?平昌郡大關嶺面橫溪里310-2に開設さ れたオリンピックフェスティバルパ－クで韓國の食品 廣報館のK-Food Plazaが運營される? 「安心して食べられ?ヘルシ－なK-Food」と「手輕に 食べられるK-Food」?「世界の中でのK-Food」など? 全部で5つの展示館で構成されたこの場所では?最先 端のIT技術と興味深いスト－リ－を通して?すぐれた 韓國の農食品に出會うことができる?特に?「世界の中 でのK-Food」館では?海外で好評の韓國の農食品を見 て?購入することもできる?このほかにも?樣?な體 驗イベントなどが實施される?

January 2018 21

Special

Experience K-Food

Gangwon Province attracts many tourists with its clean, natural environment.

Particularly popular these days are the sites visited by social media power-influencers from overseas.

MAFRA and aT invited eight power-influencers on a farm tour of the Pyeongchang surroundings from December 18 to 22 last year.

The power-influencers from the US, China, Vietnam, and Thailand visited the Pyeongchang Olympics Promotion Hall, Pyeongchang Province Special Exhibition Hall, a hangwa (traditional cookie) experience site, dried pollack village, and other places to enjoy the flavors and styles of Pyeongchang. They recorded every moment of their experiences and posted the pictures and videos on social media, such as Youtube, Facebook, and Weibo. Chinese influencer Kaideraier, for example, broadcast in real time his experience of trying hangwa, which was simultaneously watched by over 200,000 viewers.

Sohn Yong-gyu, an export officer of aT who led the tour, said, “Pictures and videos of power influencers add more fun to the 2018 Pyeongchang Olympic Games.” He added, “The viewers can also learn about healthy and safe Korean agricultural products.”

22 Korea Agrafood

Daegwallyeong Hwangtae Deokjang Village ▼ Deokjang is a rack to dry fish. Pyeongchang County is famous for dried pollack and has opened several drying rack sites to the public. If you visit Daegwallyeong Hwangtae Deokjang Village in the winter, you will be able to observe all stages in the transformation from fresh to dried pollack, and taste samples of the final product.

大關嶺ファンテドクジャンマウル

ドクジャンは?スケトウダラなど魚を乾燥させようと竿を縛っておく 場所?またはそのように 結ばれた竿のことをいう?平昌郡はファンテド クジャンのうちの一部を體驗型のドクジャンとして運營している?冬にこ の場所を訪れれば?スケトウダラがフクテからプンテ?ソルテ?マッテを て?ファンテになる過程を現場で 驗し?それを味わうことができる?

Jeonggangwon ▲ Established for the purpose of researching and publicizing Korean traditional food culture, Jeonggangwon is a place where you can experience making a red pepper paste, kimchi, and traditional wine and stay overnight in a traditional Korean house called hanok.

Hoenggye-ri, Daegwanryeong-myeon, Pyeongchang-gun, Gangwon-do, Korea/ +82-33-336-7719

靜江院（チョンガンウォン）

江原道はきれいな海と?澄んだ空氣という惠まれたに自然環境によ り?觀光地が多い?最近では?海外のパワ－インフルエンサ－が訪問 し?韓國の農食品を直接體驗できる江原道の觀光名所が注目されてい る? 農林水産食品部と韓國農水産食品流通公社(aT)は?昨年の12月18日 から22日まで?8名の海外のパワ－インフルエンサ－を招待し?江原道 の平昌一帶でファ－ムツア－を實施した? 米國と台灣?中國?ベトナム?タイなどから來たパワ－インフルエ ンサ－は?平昌オリンピックの廣報館と平昌郡の特産物展示販賣場? 韓菓體驗場?ファンテの製造現場などを訪問し?平昌の味と魅力を體 全體で樂しんだ?彼らは?その瞬間をカメラなどで撮影し?關連する 動畵をYouTubeとFacebook?微博などのSNSを通して?世界各國の 人?に紹介している?例えば?中國のインフルエンサ－のカイダライ ラは?傳統韓菓體驗をリアルタイムで配信したが?配信と同時に視聽 者數が20万人を突破するほど?大人氣だった? ファ－ムツア－を實施したソン?ヨンギュaTアジア太平洋輸出部長 は?「パワ－インフルエンサ－の體驗動畵は?2018 平昌オリンピック をさらに樂しむための良い機會」とし?「それだけではなく?ヘルシ－ で安全な韓國の農食品についても知ることができる?」と述べた?

韓國の傳統的な食文化を硏究?普及?廣報する場所とし て?コチュジャン作り?キムチ作り?傳統酒作りなど傳統 的な韓國の食體驗プログラムに參加することができ?傳統 的な韓屋宿泊體驗も可能だ? #21-4, Baekokpo-ri, Yongpyeong-myeon, Pyeongchanggun, Gangwon-do/ +82-33-333-1011/www.jeonggangwon.com

◀ Galgol

Hangwa Experience Center

The center is operated by Choi Bong-seok who received an intangible cultural heritage title in recognition of the authenticity and cultural value of Korean traditional cookies he makes. Called “Galgol Hangwa,” they are made in a unique way where glutinous rice is fermented for an extended period and then fried in oil over coarse sand.

カルコル韓菓 驗場

カルコル韓菓の傳統と文化的價値が認められ?無形文化財に指定されたチェ?ボ ンソク名人が運營する韓菓體驗場だ?カルコル韓菓は?長い時間?自然發酵させた もち米を使い?そこに油を塗って揚げる獨特な製法で作られる?

Hangwamaeul-gil 46, Sacheon-myeon, Gangneung-si, Gangwon-do, Korea/ +82-33-647-5830/www.galgol.co.kr

January 2018 23

Special

Enjoy Hansik The Korean government has developed several dishes utilizing Gangwon Province specialties for the & distinguished guests during the games and the “Ten Special Olympic Dishes” which will be offered

10 All rights of pictures are reserved in Korean Food Promotion Institute

Mushroom and Corn Porridge Two other products Gangwon Province is famous for, corn and mushroom, come together in this porridge dish.

Rolled Samgyetang (Chicken Soup) Boneless chicken, glutinous rice, ginseng, and other ingredients are made into a roll and boiled with oriental herbs in a clear soup.

24 Korea Agrafood

Popular Korean Dishes

Simple Japchae with Sauteed Vegetables Although the recipe is simple, the flavor of this glass-noodle dish is sophisticated thanks to the addition of abalone and beef.

Nutritious Soup with Korean Short Rib Patty Finely minced and seasoned beef is attached to burdock and made into a rib shape.

Olympics. Below are the “Ten Popular Korean Dishes” which will be introduced to foreign press, athletes, to tourists across the Pyeongchang region.

Grilled Dried Pollack with Rice Dried yellow pollack is Gangwon Province’s specialty. In this dish, it is roasted, torn into pieces, and served on top of rice with sauce.

Potato Bibimbap in Buckwheat Wraps Two specialties of Pyeongchang, buckwheat and potatoes, are used as main ingredients in this wrapped dish.

Yeoshim Flower Rice A bibimbap salad made frying black and buckwheat rice and serving it with various vegetables and a garlic tuile, with a sauce made of red pepper paste and mayonnaise.

Trout Dumplings Trout for these dumplings is caught in Pyeongchang. The tomato cream sauce enriches the flavor.

Lovers This is a sweet pasta made of buckwheat and served with soy sauce.

A Snow Tree A noodle soup with garnish of eggbattered fried pollack (a Gangwon specialty).

Modern Bulgogi Roasted bulgogi (thin strips of grilled meat) is conveniently served on a bread bun along with fresh salad.

Dangun Shinhwajeon (Fries with Kimchi, Meat, and Garlic) This is a pan-fried food made by mixing kimchi, beef, garlic, and sesame leaf, and covering it with egg.

Trout Rice Bowl Trout is roasted with red pepper paste until it is crispy on the outside and soft inside. It is served on top of fried rice.

Buckwheat Deodeok Roll Deodeok (a type of root) is dressed in buckwheat flour and fried.

Arari Thinly sliced beef from Korean cows raised in Pyeongchang is preserved in soy sauce and then gently grilled while remaining juicy inside.

Gulimi Potatoes and sweet potatoes are crushed, made into bite-sized balls, and covered with honey, black and regular sesame, corn, raisins and jujubes.

Triple White Kimchi The dish demonstrates three preparations of white cabbage kimchi, which is the type of kimchi most familiar to foreigners.

Marble Rice Cake Half-circle shaped rice cake filled with lemon jam has a sweet-andsour taste and makes a great dessert.

On a Fine Day This is an apple pie where slices of Pyeongchang apples are put on a pastry in the shape of a rose.

Choco Potatoes A dessert made in the shape of potato in a flowerpot, it uses Cheonhyehyang (a type of citrus), cream cheese, and white chocolate and has a sweet-and-sour taste.

10

Special Olympic Dishes January 2018 25

Fresh Food Pear

, s t r f o o p x e E d i r r a P e e P h T rean ear Ko ju P sia, A t ou ca h g rou Ameri h t s rket South a M the st, and g hin le Ea c a Re Midd the

Na

The sweetness and high quality of the Naju pear have opened the doors of 30 markets around the world, including the US and Taiwan.

orea is a country of four distinct seasons: spring, summer, autumn, and winter.

Thanks to the variations in weather, each season offers different agriproducts. When the cold wind starts to blow in late fall, the harvest of golden-colored pears begins. The main type of pears cultivated in Korea is round and crispy Singo. Renowned for their high quality, Korean Singo pears are actively exported to the US and over thirty other countries.

Let us learn more about Korean pears from the Naju area which leads the export of Singo pears.

K

Naju Pears Known as Luxurious Pears To many Koreans, Naju City of South Jeolla Province is the first thing that comes to their minds when they think of pears.

26 Korea Agrafood

As a result of ideal weather conditions, geographical advantages, a long history of cultivation, and excellent technology, Naju pears have a high sugar content and a lot of juice. The area receives about 670mm of rain between July and September, which is the optimal amount for pears during the period of growth. Local soil is rich and well drained. Naju pears are mentioned in the annals of King Sejong (compiled in 1454) as a local product supplied to the royal palace.

Leading the Korean Pear Industry by Expanding the Export Volume of Naju Pears, Naju Pear Agricultural Cooperative Association Founded in 1958, Naju Pear Agricultural Cooperative Ass-

韓攻是春夏秋冬四季分明的攻家?所以 隨着季節的變化可生産各種農産品?秋高槐 爽的秋季，正是金黃色韓攻梨的收獲期?在 韓攻栽培的梨品種主要是形態圓圓?口感 爽脆的新高梨?由于這種梨的品質出色， 所以已廣泛出口到美攻?臺膿等30多憾攻 家和地袴?在韓攻全面開始出口新高梨之 際，本期就爲舅介紹韓攻梨出口的主導産 品羅州梨?

享有名品梨盛譽的羅州梨

羅州可以說是韓攻的産梨故鄕，因爲在 韓攻芎有人問及梨的主産地，許多人都繇 自然而然地想到“全羅南道羅州”?這裏産 的梨要比其他地袴産的梨糖度高?果汁 多，這也得益于這裏的槐象和地理穡件捲 梨的栽培蜈理想，加之悠久的栽培曆史和 栽培技術相結合的結果?在梨的生育期79月，羅州的降雨量都在捲梨的生育最佳的 670mm左右，且土壤的有机物含量高? 排水好?1454年編撰的《世宗麟湳地理志》 中記載，羅州梨是進貢給攻王的貢品?由 此也可見其悠久的曆史和名瀨?

January 2018 27

Fresh Food Pear

tend its markets to more countries than any other pear producer in Korea. Bae Min-ho, managing director of the association, says with pride, “We are shipping pears not only to the mainland US and Taiwan, which are the main importers of Korean pears, but also to Vietnam, Hong Kong, Indonesia, Singapore, Hawaii, Denmark, Australia, and New Zealand.”

Naju pears for exporting enter the APC (Agricultural Products Processing Center) right after harvesting and are exported though the sorting processes according to their size and quality. Naju pear for export (right).

ociation debuted overseas with the first shipment of pears to Taiwan in the 1970s. It has now grown into a company specializing in pear exports. The association received awards as one of Korea’s top exporters of agricultural products in 1995, 1999, 2000, 2005, 2009, 2013, and 2015. The top exporter award is given annually by the Korean government to farmers, producer groups, and exporters with largest contributions to exports.

Hwang Gyeong-hwa, a manager in charge of distribution and exports, says, “Our success is based on devoting much effort to quality control of exported produce.” She explains, “We select products―small-sized pears with the sugar content of 12 to 14° Bx―in accordance with preferences of overseas consumers and regularly carry out cultivation training for farmers to ensure the production of pears of standard-

28 Korea Agrafood

ized quality.” To preserve their freshness, pears for export are harvested by the ripening period and stored separately in the lowtemperature warehouse of an Agricultural Processing Center.

The association has agreements with over 400 farmers cultivating pears for export to the US and Taiwan. The agreements regulate the use of bags and pesticides, the inspection of orchards, and the field coaching.

As a result of these efforts, the association has been able to ex-

以羅州梨的出口帶動韓攻梨産業 屠展，羅州梨園藝農協

成立于1958年的羅州梨園藝農協，自 年代開始捲臺膿進行産品出口以 來，通過不鉤積累出口格驗，已屠展成爲 主導韓攻梨出口的梨出口園袴?韓攻政府 每年都要捲出口農食品有貢霙的農戶?生 産組織及出口企業等進行評選幷授予“農 食品出口塔”奬，而羅州梨園藝農協于 1995年?1999年?2000年?2001年?

2003年? 2005年?2009年?2013年?

2015年多次榜上有名榮獲該奬項? 羅州 梨園藝農協流通出口科科長介紹說，“我 們的秘訣就是在出口用梨的質量管理上付 出了蜈大的努力?捲于出口産品，我們根 1970

The First Export of Korean Pears to Brazil An agreement between Korean and Brazilian governments on quarantine requirements for Korean pears was signed in February this year, and the exports started in November.

Hwang said, “So far, we have shipped 2 tons of fresh Naju pears to Brazil.” The association is planning to carry out promotional events for the fruit in cooperation with aT (Korea AgroFisheries Trade Corporation) as soon as the first shipment arrives in Brazil. Lee Sang-gye, President of the association, said, “The beginning of export to Brazil signals our advance to the Latin American market.”

Expressing his ambition, Lee said, “We have had good crops and the number of farmers who want to participate in the exporting business is increasing, so we hope to expand our markets to every corner of the globe.”

Additional Information How Different Are Korean Pears?

If you are used to only eating gourdshaped soft pears, a bite of Korean Singo pear will be a completely new experience for you. Even though both fruits are pears, the shape and taste are totally different.

Characteristics of Korean Singo pears 1. Round shape: Pears that are common in the US and Europe are gourd-shaped, whereas Korean pears are round like apples.

据海外消費者的嗜好專門挑選憾頭不大且 糖度在12-14°Bx的梨進行包裝?同時， 爲了保嗇質量的一致性，我們還以出口農 戶爲捲象定期進行栽培技術培訓”?除此 之外，爲了使先后成熟期內收獲的梨保持 新鮮，在APC內的低溫儲藏庫中捲出口 用梨進行單糾存放幷進行管理?尤其捲出 口園袴內生産捲美攻和臺膿出口産品的400 多家栽培戶，通過春季簽署訂單生産合 同，使用指定梨袋及允許的農葯，果園栽 培地檢査及現場指導等進行嚴格的管理? 正因爲如此，羅州梨的出口攻家遠多于其 他梨出口專業園袴或農戶的捲外出口攻? 羅州梨園藝農協專務自豪地說道，“除了韓 攻梨的主力市場美攻和臺膿之外，羅州梨還 出口越南?香港?印度尼西亞?新加坡?夏 威夷?丹麥?澳大利亞?新西蘭等攻家和 地袴”?

首開韓攻梨捲巴西出口之門

從今年的11月開始了捲巴西的出口?今 年2月，韓攻和巴西政府就韓攻梨出口檢疫 穡件達成協議，打開了韓攻梨出口巴西 之門，使今年産的梨得以裝船運 往巴西?黃科長說道，“我 們已捲2菫今年産的新鮮羅 州梨完成了裝船”?首批貨 物到達巴西后，羅州梨園藝農協計琬侮韓 攻農水産食品流通公社(aT)聯手，共同開 展各種促銷活動，以面向芎地消費者積極 宣傳羅州梨的優質性?羅州梨園藝農協組合 長憐示，“這次羅州梨出口巴西可以說是羅州 梨開拓中南美市場的信獄彈?今年，羅州梨 的收成蜈好，而且希望進行梨出口的農戶瑠 也在持樓增加?所以，我們將通過積極屠掘 新的市場，讓羅州梨出口到世界各地”?

2. Crispy texture: Gourd-shaped pears are usually soft, whereas Korean pears have a crispy texture.

3. High sugar content: Korean pears have a sugar content of 12 to 14°Bx on average. For this reason, it is more common to consume them raw rather than using them for baking or to make salNaju pear enter the brazil market for the first time.

ads as is the case with many gourd-shaped pears.

Inquiries Naju Pear Agricultural Cooperative Association Tel +82-61-334-2365, +82-10-3642-6107 (Hwang Gyeong-hwa, Manager) Fax +82-61-332-2365 Email khhwang11@naver.com

Korea Agrafood Homepage www.kfoodstory.com January 2018 29

Fresh Food Strawberries

Sugok Dugchon Farming Association Corporation

Enters Foreign Markets with Safe, High-Quality

Strawberries ocated in Jinju of South Gyeongsang Province, the Sugok Dugchon Farming Association Corporation is a farmers’ cooperative established for the purpose of exporting agricultural produce.

It has been offering its products in overseas markets for over 15 years since making its first shipment of the Maehyang variety of strawberry to Japan in 2002. Sugok Dugchon is known for its strict quality control. If an issue arises with a product, the corporation stops all shipments until the issue is resolved. Its products receive recognition from foreign buyers for taste, nutrition, and high quality.

This year, Sugok Dugchon aims to achieve US$4 million in exports.

L

A Farming Association Specializing in Strawberry Exports The corporation was organized with the joint investment of 32 farms in 2000. In 2007, it was reorganized as an exporter specializing in strawberry. The farmers decided to focus on the Maehyang variety and, through thorough management of cultivation, have earned the praise of overseas buyers for the excellent taste, scent, and flavor of their products.

Moon Soo-ho, President of Sugok Dugchon, said, “Maehyang is not an easy variety to cultivate, but it has a great taste and texture, so it makes a good export item.” Regarding the most important factor for the corporation to succeed in its exporting business, Moon revealed, “We receive regular training in techniques for cultivating high-quality strawberries from experts in the field.” The technical

30 Korea Agrafood

以優質安全的草撻打開出口之 門的水穀德川營農組合法人 以出口爲目標組建的水穀德川營農組合法人 (Sugok Dugchon Farming Association

，于2002年首次捲日本出口了梅香品 種草撻?他們捲産品的質量管理非常嚴格，捲産品質 量有問題的農戶，在問題得到100%徹底潁決之前是 要絶捲禁止其出口産品的?由此，産品的質量?味道 及營養得到海外客商的認可，出口呈不鉤增長之勢， 今年的出口目標是40億韓元?

Cooporation)

以草撻出口爲目標成立營農組合法人

年成立的水穀德川營農法人，于2007年通過 32家農戶共同出資重新組建了草撻出口專門法人?他 們所選楊的草撻出口品種爲口感及味道俱佳的梅香， 幷通過嚴格的栽培管理保嗇了産品的質量，蜈受海外 客商的歡迎?文流鎬法人代憐認爲，産品成功出口的 主要功勞在于農村振興廳專家們提供的積極的栽培 技術支援?他說，“梅香品種的栽培管理難度蜈大， 但具有良好的味道和口感，所以蜈適合作爲出口品 目?爲了栽培出質量最好的草撻，我們通過草撻專 業博士們的定期技術培訓，得以生産出了優質的出 口産品”?

2000

January 2018 31

Fresh Food Strawberries

2 3 5

1

support comes from the Rural Development Administration.

Sugok Dugchon first exported only to Japan and has gradually expanded its market to Southeast Asia, Russia, the US, and the United Arab Emirates. The export amount to Japan has increased from US$150,000 in 2002 to US$330,000 in 2016.

Securing Food Safety by Making Products Easy to Trace with Farm IDs Having witnessed some other exporters ship strawberries abroad without meeting safety standards and sold at a very low price, leading to frequent claims filed in the importing country, Sugok Dugchon places high priority on food safety. All farms of Sugok Dugchon carry out pesticide residue testing before shipping strawberries.

Pesticide residue standards differ by the country, so the corporation has to be very careful to meet the safety regulations for each of its export markets. Moreover, each member-farm has its own individual ID, so if an issue occurs, they can quickly trace the source.

The problematic farm then completely stops export and resumes it only after receiving clearance.

Thanks to these efforts, Sugok Dugchon has been able to export to Hong Kong which is known for having very strict pesticide residue standards and allowing very few pesticides. To Korea, Hong Kong is an important market importing 45% of Korean strawberry exports.

32 Korea Agrafood

4

梅香品種草撻自2002年捲日本出口15万美元的産 品開始，到2017年出口攻已覆盖東南亞各攻及俄羅 斯?美攻?阿拉伯聯合酋長攻(UAE)等地袴?盡 管，首批捲日本的出口額只有15万美元，到了2016 年出口總額已增加到約33万美元，水穀德川營農組 合法人生産的草撻，已成爲海外客商最靑器的品目 之一?

各農戶都設有ID，通過履曆追踪保嗇安全 性

水穀德川營農組合法人所婁農戶生産的草撻，都要 遵守産品上市前須進行殘留農葯檢査的原則，以保嗇 産品的安全性?各憾攻家捲殘留農葯等的標准各不相 同，捲此，通過進行綜合管理等加强産品的上市管 理，以保嗇産品達到各攻的安全性標准? 之所以採取這些措施，正是借鑒了一些出口企業出 口安全性沒有保嗇的廉價産品，造成格常出現進口攻的 投訴事件?水穀德川營農組合法人捲每家農戶賦予ID 也是爲了在出口之后出現問題時能迅速胥到相關的生産 農戶?如果産品在進口攻出現問題，營農組合就繇中鉤 生産農戶的産品出口直到問題得到徹底的潁決? 通過這些努力，捲殘留農葯標准嚴格，能用農葯有 限的香港的出口也在不鉤頑大?香港是韓攻草撻出口 的重要市場，占韓攻草撻出口總量的45%?水穀德川 營農組合法人通過嚴格的安全管理及持樓的農戶培

The corporation is making an important contribution to promoting Korean strawberry exports to Hong Kong by consistently educating farmers and ensuring thorough safety management.

Plans to Expand Exports by Cultivating Markets in China, Russia, and the US Moon said, “The strawberries that we produce are highly competitive in the international market. They are small in size but have a sugar content of 10 Brix on average and a smooth texture. With this highly-recognized quality, our strawberry sells at a price 30% higher than the American strawberry, so there is a good room for expansion of the export to the US.” Sugok Dugchon also plans to expand exports by increasing the production of strawberries in line with the latest trends. For example, the preference of overseas consumers is changing from large strawberries to smaller ones, and the corporation often receives repeat orders for the smaller berries.

To further improve the quality of its products, Sugok Dugchon plans to set up a special team responsible for food safety management and to computerize daily production reports for all exporting farms. When the safety management system is complete, the corporation has long-term plans to build support systems for market diversification and the expansion of exports to China, Russia, and the US.

1. Strawberries of the Sugok Dugchon Farming Association Corporation.

2. Strawberries for export are classified by size.

3. A sorting line.

4. Strawberries for export.

5. Member-farmers of the Sugok Dugchon Farming Association Corporation.

訓，不鉤增加捲香港市場的草撻出口?

通過開拓美攻?中攻?俄羅斯等市場訣樓 頑大出口

法人代憐文流鎬憐示，“我們所生産的出口用草 撻，雖然憾頭不大，但糖度高平均糖度達到10Brix 且口感柔和，因此在海外市場上有足誥的競爭力?我 們的産品不僅質優，而且價格也高于美攻産草撻30% 以上，所以，以后捲美攻市場的出口量將繇大幅度增 加”? 而且，根据海外消費者的消費趨勢從大憾頭草撻轉 向小憾頭草撻，以及出口市場再購買需求的增加等趨 勢，將通過提高産量訣樓頑大出口? 同時，爲了提高商品性以頑大出口，水穀德川營農 組合法人還計琬通過自主格營農産品安全管理組，更加 完善出口農戶生産日志的計算机化管理?長遠的目標是 構筑完全的農産品安全管理係統，進一步構建美攻?中 攻?俄羅斯等多樣化出口市場的出口支援係統?

Inquiries Sugok Dugchon Farming Association Corporation Tel +82-55-758-3781 (Moon Soo-ho, President) Fax +82-55-758-7161 Email msh2617@hanmail.net

January 2018 33

Processed Food Ginseng Chip

Nolmae Insam Exports GAP-

Certified, High-Quality Ginseng

國內外のGAP認證を受けた高品質の高麗人參を輸出? ノルメ高麗人參營農組合法人 orean ginseng is a famous health food praised for its quality and high food safety. With a higher saponin content than in ginseng produced in any other area, Korean ginseng is highly effective in stimulating blood circulation, helping recovery, and improving immunity. Nolmae Insam, located in Nonsan County of South Chungcheong Province, is an internationally recognized producer of high quality ginseng. It was the first among Korean ginseng producers to obtain Korean and foreign GAP(Good Agricultural Practices) certifications.

K

High Safety of Ginseng Cultivated Using Eco-friendly Microbial Methods Nolmae Insam produces and sells ginseng to the domestic and foreign market. It grows ginseng on a farm with a total area of 170,000㎡, using an eco-friendly microbial farming method which minimizes the use of agricultural chemicals and chemical fertilizers. Park Bum-jin, CEO of Nolmae Insam, said, “The use of microorganisms improves the soil fertility and reduces plant diseases and insect pests, so ginseng grows well, and its saponin content is higher than the average. Microorganisms also dissolve pesticide residues, which allows our products to meet all relevant requirements and tests.”

The company’s expertise served as the foundation to become the first in ginseng industry to receive the Korean GAP certification in 2007 and JGAP certification (Japan)

34 Korea Agrafood

世界的な健康食品として名高い韓國の高麗人參は?他の高麗人參 よりサポニンの含有量が高く?疲勞回復と免疫力の改善?血液循環 などの效能に優れていることが知られている?品質と安全性の面で も高水準の認證を受け?海外への輸出も活發だが?忠淸南道論山市 に位置するノルメ高麗人參營農組合法人は?高麗人參業界で最初に 國內外のGAP認證を取得し?國際的な競爭力を備えた高麗人參の輸 出業者として脚光を浴びている?

親環境微生物農法で栽培された安全性の高い高麗人參

ノルメ高麗人參營農組合法人は?約17万㎡の高麗人參の畑で直 接?高麗人參を栽培し?加工と販賣?輸出までを1ヶ所で行う高麗 人參の輸出業者だ?特に?農藥と化學肥料の使用を最少化する「親環 境微生物農法」で高品質の高麗人參を栽培する点は?注目すべきに値 するものだ?ノルメ高麗人參のパク?ボムジン代表は?「微生物を使 用したことにより?病害筮が少ないことに加えて?地力も高まり? 高麗人參の生育も良好で?サポニンの含有量も一般の高麗人參に比 January 2018 35

Processed Food Ginseng Chip

べて高い方だ?」とし?「特に?微生物が殘留農藥を活發に分解する ために?われわれのノルメ高麗人參の全製品は殘留農藥檢査で常に 合格判定を受けている?」と說明した? このように?ノルメ高麗人參が持っているノウハウは?2007年の 國內の高麗人參GAP認證の第1號の企業となったことに續き?2010 年には日本のJGAP?歐州のGlobalGAP認證を取得する際の大きな 基盤となった?また?國內外でノルメ高麗人參の品質と安全性が高く 評證されることに伴い?海外市場進出にも彈みがついている?現在? ノルメ高麗人參は高い品質と安全性を前面に出して?日本市場を積 極的に開拓している?最近では?シンガポ－ル?インドネシアなど市 場の多角化に乘り出し?韓國の高麗人參の優れた品質を積極的にプ ロモ－ションしている?

國內の高麗人參農家初の韓國·日本·歐州のGAP認證取得

The ginseng farm of Nolmae Insam (up) and the processing systems (bottom).

and Global GAP (Europe) in 2010. High recognition of quality and safety of Nolmae Insam products has helped their entry into foreign markets. The company is actively cultivating the Japanese market. Recently, it has started to diversify the market by promoting the excellence of Korean ginseng in Singapore, Indonesia, and other countries.

The First to Acquire Korean, Japanese, and European GAP The greatest advantages of Nolmae Insam are in the internationally-recognized quality and safety. The entire production process―from managing the field to seeding, cultivating, harvesting, and storing ginseng―is conducted in line with the organic farming standards of GAP. The quality control is performed through regulated management of 8 types of soils, analysis of water on 48 items, and tests for 117 kinds of pesticide residues.

36 Korea Agrafood

ノルメ高麗人參の最大の競爭力は?前述のように國際的に品質と 安全性が認められた高品質の 高麗人參を栽培していることだ?

GAPの管理基準に合わせて?高麗人參の栽培予定地の管理から播種 と生育?收穫?保管までの全過程が有機的に行われるようにした? その一方で?8項目の土壤管理と46項目の農業用水質檢査?117項目 の殘留農藥檢査などを徹底するとともに?綿密な安全性を管理し? 品質管理面でも最善を盡くしている?パク?ボムジン代表は?「良質 の高麗人參を消費者へ效果的にプロモ－ションできる方法を模索す るなかで?國立農産物品質管理院の勸めで?GAP認證による差別化 に乘り出さなければならないと考えた?」とし?「それ以降?國際基準 に合わせて?繼續的に試行錯誤を繰り返しながら?國內の高麗人參 農家初のK-GAPとJGAP?GlobalGAPなどの3種類のGAP認證 を獲得し?現在では國際認證のコンサルティングの資格まで持って いる?」と述べた? こうしたパク?ボムジン代表の努力は?國內最年少で高麗人參マ イスタ－に選ばれたということに結びついており?結果的に海外の バイヤ－にノルメ高麗人參の製品に對する信賴を定着させる絶好の 契機として作用した?

代表商品の高麗人參チップス?政府が輸出有望品目とし て育成

ノルメ高麗人參が輸出する高麗人參加工品には?高麗人參チップ スと紅參液?濃縮液?白美參などがあり?代表製品としては高麗人 參チップスを擧げることができる?高麗人參と紅參を主原料とした 高麗人參チップスは?1∼2㎜の厚さのスライス狀の高麗人參の加工 品だ?お茶やその他の飮み物?おやつとしてはもちろん?樣?な料 理の食材としてもつようできるなど?多樣な用途が最大の强みだ? パク?ボムジン代表は?「スナックという形での製品なので?誰でも 手輕に利用できるので?高麗人參粥?高麗人參すしなど高麗人參の風 味により?料理の格をもう一段階上げるという役割を果たす?」とし?

Park’s efforts led to his selection as the youngest “ginseng master” in the country, and has increased trust of overseas buyers in the company’s products.

Ginseng Chips Promoted by Korean Government as a Promising Product Processed products offered by Nolmae Insam for export include ginseng chips, red ginseng extract, ginseng concentrate, and white ginseng. The most popular among them is ginseng chips, which are made from 1~2mm thick slices of ginseng and red ginseng. One of the product’s merits is that it can be used not only as a snack but also to make tea, beverages, and food dishes. Park said, “You can serve it as a snack or to add ginseng flavor to porridge or sushi. Multiple uses of our products and their unique characteristics―along with small package design―are what we get good reviews for, at home and abroad.”

Furthermore, Nolmae Insam’s Ginseng Chips have been selected by MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs) to be promoted as part of the Miracle Project, which will likely lead to expansion in the product’s export volume.

「他の高麗人參業者では購入できない?獨自の個性と幅廣い用途?こ こに消費者の好みを考慮した小包裝の製品ということで?國內外で 好評だ?」と述べた?また?ノルメ高麗人參の高麗人參チップスは農 林畜産食品部が推進する「ミラクルプロジェクト」の代表商品の1つ に選ばれたほど?品質と潛在性が認められ?今後の輸出擴大が期待 されている?

日本をはじめとした海外市場を繼續的に開拓

ノルメ高麗人參は優れた高麗人參の栽培技術とJGAP認證の獲得 を契機として?その間?日本市場の開拓に注力してきた?FOODEX JAPANなど日本の主な食品エキスポに繼續的に參加し?現地のバイ ヤ－を開拓してきた?2013年から韓藥材の原料として使用される白 美參と高麗人參シップス?濃縮液などを輸出している?特に?ノル メ高麗人參は?近年?農林水産省が主催したJGAP海外農産物プロ モ－ションイベントに招待され?日本のアジアGAP總合硏究所主催 のGAP普及大賞を受賞し?認知度を繼續的に高めている?このほか に?昨年?シンガポ－ルへ水參を?インドネシアへ濃縮液と高麗人 參チップスを輸出することに成功し?中國市場への輸出も目前に控 えている?パク?ボムジン代表は?「『よい製品は信賴できる原材料か ら生まれる』ということが會社の理念だが?世界的な水準での安全性 を認められたノルメ高麗人參の强みを十分に活用して?海外市場開 拓に最善を盡くしたい?」と抱負を明かした?

Continuous Exploration of Foreign Markets Including Japan Armed with JGAP and excellent cultivation techniques, Nolmae Insam has been focusing its efforts on cultivating the Japanese market. The company has been looking for buyers by participating in FOODEX JAPAN and other major food fairs held in the country. It has been exporting white ginseng, ginseng chips, and ginseng concentrate to Japan since 2013. Recently, the company was invited to participate in a JGAP promotion event hosted by the Japanese Ministry of Agriculture, Forestry and Fisheries, and received a GAP Distribution Award from the Asia GAP Research Institute in Japan. Last year, the company made its first shipment of raw ginseng to Singapore and ginseng concentrate and ginseng chips to Indonesia. It is about to start exports to China. Park said, “Our guiding principle is that good products come from reliable ingredients. We are doing our best to cultivate foreign markets by capitalizing on the main strength of our products, their safety being recognized internationally.”

Park Beom-jin, President of Nolmae Insam, introduces the company’s main export item, Ginseng Chips.

Inquiries Nolmae Insam Tel +82-41-733-7981, +82-10-2000-6550 (Park Bum-jin, CEO) Fax +82-41-733-7931 Email nminsam@daum.net Website www.nminsam.com

January 2018 37

Processed Food Sikhye & Sujeonggwa

Refreshing and Flavorful Traditional Beverages Made Like a Mother Would

Sikhye

ikhye(sweet rice punch) and sujeonggwa (cinnamon punch) are traditional beverages loved by many Koreans. One of the companies exploring the beverages’ export potential is Seojung Cooking located in Icheon City of Gyeonggi Province. It makes its products using traditional methods under the principle of “slow cooking.”

S

Seojung Cooking Garners Attention with Traditional-Style Sikhye and Sujeonggwa

Like Cooking at Home, with Consumers’ Health in Mind

Sujeonggwa

38 Korea Agrafood

Most businesses prefer mass production because manufacturing and selling many products at once is financially advantageous. In contrast, Seojung Cooking makes its products following homemade food recipes. Seo Jung-oak, President of Seojung Cooking, said, “We make sikhye and sujeonggwa slowly, as if at home. We believe that the food made in such a way has a better flavor, and is good for the health of consumers.”

Seo explained, “When making sikhye, it takes over five hours to saccharize rice with malt. During this process, malt enzymes produce many substances beneficial for the body.”

“The same is true for sujeonggwa. Its unique pungency comes forth as we boil cinnamon, ginger, and dried persimmons in a cauldron for a long

韓國の代表的な傳統飮料のシッケとスジョンクワァは? 韓國人に愛されてきた飮み物だ?そのため?シッケとスジョ ンクワァの海外輸出を打診する企業も少なくなかった?この なかで?京畿道利川に位置するソジョンクッキングは?「ス ロ－キッチン」をコンセプトとして?安心して飮めるシッケ とスジョンクワァを傳統的な製法で生産し?注目を集めて いる?

消費者にもよいホ－ムメイド製法へのこだわり

一般的に?企業は大量生産方式を選擇する?製品を大量 に生産して販賣することが有利なためだ?しかし?ソジョ ンクッキングは大量生産よりは?ホ－ムメイド製法にこだ わっている?ソ?ジョンオク代表は?「社の生産は大量生産の ような方式ではない?多少スピ－ドは落ちたとしても?家 庭で作るホ－ムメイド方式でシッケとスジョンクワァを生 産している」とし?「このような製法で作る食品の味は?深い 味わいであることはもちろん?消費者の健康にもよいと考 えるためだ?」と述べた?ソ代表は?「當社は?シッケを製造 する際に?麥芽でコメを糖化する工程が５時間以上かかる ?」とし?「こうした工程を經てこそ?麥芽の酵素がわれわれ の體によい物質を作るためだ?」と付け加えた? スジョンクワァも同じだ?桂皮と生姜?干枾を釜で長時間 煮翔んで?スジョンクワァ特有の辛味が深まるように製造 している?そのため?シッケとスジョンクワァの製品名が 「スロ－シッケ」?「スロ－スジョンクワァ」だ?ソ代表は? 「大量生産方式では?味に深みがない?」とし?「海外の人 January 2018 39

Processed Food Sikhye & Sujeonggwa

main ingredient, rice, is the award-winning Imgeumnimpyo Icheon brand.

Seojung Cooking initially made only products that needed to be stored frozen, but recently, the company started the production of refrigerated foods. It was also able to extend the storage period from three to six months, by changing the packaging material. Seo said, “We produced only a small quantity of frozen products at first. Then, through trial and error, we were able to produce and distribute refrigerated sikhye.” She added, “I believe that our refrigerated products taste better than products of other companies exported in retort pouches.”

Slow Sikhye and Slow Sujeonggwa Gain More Recognition Overseas

Seo Jung-oak, President of Seojung Cooking, introduces the products they make according to homemade food recipes.

time. That is why we call them ‘slow sikhye’ and ‘slow Sujeonggwa.’

Mass production methods does not yield the same flavor. We stick to slow cooking methods to differentiate ourselves from others, to captivate people’s tastes.”

Focus on the Use of Fresh Ingredients and Food Safety Other priorities of Seojung Cooking are food safety and fresh ingredients. The company acquired the G-mark certification by the Gyeonggi Province Administration and the traditional food certification (for sikhye) in 2009 and the organically processed food certification in 2010. Its focus is on production of sikhye and sujeonggwa from fresh ingredients―rice, dried persimmons, cinnamon, ginger, malt, etc.―without any additives. The

40 Korea Agrafood

?の味覺をつかもうとすれば?差別化が必 要だと考えた末?この製法にこだわってい る?」と明かした?

新鮮な素材の使用に加え?安全性の 確保にも努力

食品の安全性と新鮮な素材の生産にも心血を 注いでいる?2009年に京畿道が品質保證するG マ－クの認證を受けたことをはじめとして?

2009年には傳統食品(シッケ)の認證?2010 年には有機加工食品認證をそれぞれ受けた? シッケとスジョンクワァに入っているコメと 干枾?桂皮?生姜?麥芽などの食材も添加物 を使わずに?新鮮な素材を使用することに注 力している?コメの場合?利川で生産される イムグムニムピョの利川米を使用している? 製品も?當初は冷凍用でのみ生産されたが? 最近では冷藏製品も生産に成功した?包裝材 の變更により?3ヵ月だった保管期間も6ヵ 月まで延びた?ソ代表は?「製品の特性上? 傷みやすいため?當初は少量で冷凍製品を生 産した?」とし?「けれども?試行錯誤を繰り

Slow Sikhye and Slow Sujeonggwa of Seojung Cooking were first exported to foreign markets last July. This was the result of test shipments to Canada, the UK, and the US where the products received favorable reviews. Overall, the company exported US$28,100 worth of products last year. Seo said, “The reaction was very positive when we first introduced our products overseas. We interpreted it as a sign of a good potential for our products and started exports.”

This year, Seojung Cooking aims to export US$100,000 of Slow Sikhye and Slow Sujeonggwa, and aspires to achieve US$1 million in exports in 2020. It has a strong ambition to develop and export beverages for markets of the Islamic world, too.

Seo said, “To conquer the market, you have to change your products according to its needs. We are currently working on a beverage combining the cornelian cherry grown in Icheon with purple carrots of Pakistan, and hope to nurture it into a worldclass beverage.”

Inquiries Seojung Cooking Tel +82-31-638-1651 (Seo Jung-oak, president) Fax +82-31-638-1658 Website www.slowkitchen.co.kr

返した結果?冷藏シッケの生産?流通が可能になった?」と 說明した?また?ソ代表は「通常輸出されるレトルト製品よ りも?當社の冷藏製品の味は保證できる?」と付け加えた?

海外市場で認知度を高めるスロ－シッケ·スロ－ スジョンクワァ

ソジョンクッキングのスロ－シッケ?スロ－スジョンクワ ァは?昨年7月に初めて正式に輸出された?カナダとイギリ ス?米國で好評で?輸出につながったものだ?昨年の輸出 額は?約2万8,100ドルだ?ソ代表は「海外市場で?當社の製 品を披露したところ?反應もなかなかよい?」とし?「當社 の傳統食品が海外市場で通用すると判斷し?輸出を開始し た?」と主張した?ソジョンクッキングの今年の輸出目標は1 億ウォン?さらに2020年には約10億ウォン相當のスロ－シッ ケ?スロ－スジョンクワァを輸出するという計畵だ?また?今 後はパキスタンなどイスラム市場に適合した飮料を開發し? 輸出するという抱負も明かしている? ソ?ジョンオク代表は?「輸出市場で優位に立とうとすれ ば?現地市場にあわせて製品を適應させる必要がある?」と し?「パキスタンで栽培されるパ－プルキャロットと利川の 山茱萸を合わせた飮料を作り?世界の人?の飮料を作って いきたい?」と述べた?

Seo Jung-oak, President of Seojung Cooking, performs tests at his laboratory (top), The staff of Seojung Cooking celebrate successful export to Canada and the UK last July. (bottom)

January 2018 41

42 Korea Agrafood

January 2018 43

K-Food Spotlight Jjajang Ramyeon

Pororo Jjajang Ramyeon for Children

Jjajang Ramyeon Addictive Black Noodles orean ramyeon (instant noodles) is highly popular around the world.

According to MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs), exports of Korean ramyeon achieved a record-high of more than US$300 million last December. Such an impressive result is attributed to tons of favorable reviews of ramyeon, shared through social media such as Instagram and Youtube, which are a major platform for the spread of Hallyu (the Korean wave). These days, unusual types of Korean ramyeon are all the rage. Among them is jjajang ramyeon, sweet and salty noodles in black bean sauce. Let us introduce you to jjajang ramyeon products that top popularity charts in the domestic market.

K

韓國のインスタントラ－メンが海外で人氣だ?實際に?農林畜産食品部によれば?昨 年の12月に韓流を基盤として?インスタグラム YouTubeなどのSNSで?韓國のインス タントラ－メンのレビュ－が活發にシェアされるとともに?韓國のインスタントラ－メ ンの輸出額が3億ドルを突破し?史上最高値を記錄した?特に?最近では異色ともいえ る韓國のインスタントラ－メンがさらなる關心を集めているが?そのうちの１つが甘味 と鹽味がマッチしたジャジャンラ－メンだ?韓國で人氣のあるジャジャンラ－メンを簡 單に紹介することにしよう?

Chapaghetti and Zhawang of Nongshim, Unrivaled Leaders Chapaghettiis the first product that commercialized jjajang-myeon, a noodle dish made with black bean sauce and served in Chinese restaurants in Korea. The product was developed based on the recipe of a chef in a famous Chinese restaurant and has been leading the Korean jjajang ramyeon market since its launch in 1970.

Zhawang has earned the hearts of many consumers with its thick and chewy-soft noodles, while its spicy version is receiving favorable reviews from consumers in the US and other foreign markets. To stimulate the palate of foreign consumers, Nongshim uses jalapeno peppers (4.5g per package) for its jjajang ramyeon products made for export.

ジャジャンラ－メン界で安定の農心のチ ャパゲティとチャワン

韓國の中華料理店で提供されるジャジャン麵 を最初にインスタント化した製品だ?有名な中華 料理店の調理法をもとに作られたためか?1970 年の發賣以來?韓國のジャジャンラ－メン市場を リ－ドしている?軟らかいものの齒ごたえのある 太い麵が好評だったチャワンに辛味を加えた辛い チャワンは?米國など海外でも好評だ?特に?輸 出用は海外の消費者のために?韓國料理の辛味を 決定する唐辛子の代わりに?ハラペ－ニョ（4.5g） を使用した?

Inquiries Nongshim Tel +82-2-820-7114 (US branch, +1-909-484-1888) Website www.nongshim.com

44 Korea Agrafood

Pororo Jjajang Ramyeon is a cup product featuring the animation character Pororo which is very popular among toddlers and children in Korea and abroad. In addition to the design, Paldo gives particular attention to the safety of its products targeting children. The sodium content is reduced and the product is fortified with calcium. As a result, the product is loved by both children and their mothers.

子ども用のジャジャンラ－メン?ポロロ ジャジャン

國內外で大人氣の韓國の人氣アニメ「ポロロ」を利 用したジャジャンカップラ－メンだ?パッケ－ジだけ でなく?食品の安全性の面でも配慮している?ナトリ ウムの含有量を減らし?カルシウムを追加した?それに より?子どもや母親からも大人氣だ?

Inquiries Paldo Tel +82-1577-8593 (Export department, +82-2-2644-8672) Website www.paldofood.com

Jin Jjajang Ramyeon, Just Off the Grill Flavor Jin Jjajang Ramyeon brings forth the flavor of chopped pork, ginger, and other ingredients stir-fried with onion and jjajang sauce over high heat. It contains an ample amount of pork, onion, cabbage, potato, and beans and is praised by consumers for keeping close to the rich taste of traditional jjajang-myeon (black bean sauce noodle).

炒めた香ばしさが生きているジンジャジャン

甛麵醬と玉ねぎを强火で炒めて作ったジャジャンベ－スに豚肉とショ ウガなどを加え?ジャジャン麵の風味を最大化した製品だ?豚肉と玉ね ぎ?キャベツ?ジャガイモ?大豆など具材も豊富で?傳統的なジャジャ ンの風味を最大限に活かしたものと評價されている?

Inquiries Ottogi Tel +82-2-2010-0114 (Overseas sales department, +82-2-2010-0778) Website www.ottogi.co.kr

January 2018 45

Hansik & Hallyu _ Bossam

round the New Year holidays, the popularity of pork dishes around the world increases. That is because people in many countries believe pigs bring good fortune. Banh chung in Vietnam, schweinshaxe in Germany, cotechino con lenticchie in Italy are just some of the examples. In Korea, there is also a pork dish believed to bring good fortune. That is bossam, the hero of this article.

Bossam is a boiled pork dish that does not have a pork smell. Slices of pork are wrapped in cabbage along with spicy radish or pickled shrimp. This symbolizes wrapping and consuming good luck which the pig is symbolic of. The dish is particularly popular as a late night meal, perhaps because it is low in calories and it is not greasy.

A â“’KBS

Bossam on TV The Wanna One band members appeared on KBS TV program Happy Together Season 3 and played several games with the hosts, where the prizes were various night snacks including bossam. They competed especially hard to get bossam.

1

2

3

4

5

6

7

8

Six servings Cooking Time: 60 min 836 kcal (1 serving)

Main Ingredients

Wanna One’s Late-Night Meal,

Bossam

600g pork neck, 700g cabbage, 600g radish, 100g pear, 15g pickled shrimp, 1/2 tsp. sesame oil, 1 tsp. sesame seeds, salt to taste, 14g green onion, 6 cloves of garlic, 1 root of ginger, an onion, 1 tsp. peppercorns, 14g soybean paste, 1/3 cup of rice wine

Sauce ingredients 336g rep pepper powder, 10g chopped garlic, 14g chopped spring onion, 13g sugar, 21g oligosaccharide, 7g ginger juice

1. Cut the pork neck into 2 parts.

2. Put the soybean paste in 10 cups of water; add the green onion, ginger, garlic, peppercorns, and meat and boil for about 50 minutes.

3. Cut radish into large strings.

4. Slice the onion and pear.

5. Mix the cut vegetables with the sauce ingredients in a bowl.

6. Chop the pickled shrimp and mix with sesame seeds and oil.

tune r o F l of u f h t ou AM 46 Korea Agrafood

7. Slice the boiled meat about 4mm thin.

8. Serve the meat on a plate along with the radish salad, pickled shrimp, and cabbage leaves.

January 2018 47 Korea Agrafood Homepage www.kfoodstory.com

Monthly K-Food Satsuma & Hallabong

January K-Food

Satsuma & Hallabong Citrus Fruit Easy to Peel

Satsuma and hallabong are orange-like fruit that are mainly produced during the cold winter months. They have a refreshing fragrance and sweet-and-sour taste. Unlike oranges, satsumas can be easily peeled by hand.

They contain a large amount of vitamin P which is good for strengthening capillaries. Hallabong was named after Mt. Halla on Jeju

Satsuma

Hallabong

Island due to its similar shape to that of the top of a mountain. With soft and juicy pulp, it has a high sugar content of 13-14 Brix.

Satsumas and hallabong are favorite fruits of many Koreans in the winter. As soon as the harvesting season starts, you can easily find posts on various internet communities, showing people with a tray of the fruit, their fingers yellow from peeling.

Both types of citrus are also popular with foreigners. They are exported to Canada, Thailand, Hong Kong, Singapore, Indonesia, Malaysia, and the US.

オレンジをはじめとした外觀のミカンとハルラボンは? 寒い冬が主な生産時期で?さわやかな香りと甘酸っぱさ が特徵の果物だ?ミカンはオレンジとは違い?皮を手で 簡單にむくことができ?毛細血管を丈夫にして保護する ビタミンPも多く含まれている?ハルラボンはその形が 濟州島にある「漢拏山」と似ていることから名付けられた 果物で?糖度は13∼14 度で高い?果肉はやわらかく? 果汁も多い? そのため?韓國人は寒い冬になると?老若男女問わずミカ ンとハルラボンを食べる?ミカンとハルラボンのシ－ズン になると?樣?なインタ－ネットのコミュニティで?溫か い部屋に座ってお盆いっぱいに盛られたミカンとハルラ ボンをむいて食べたら?手が黃色くなったという書き翔 みを簡單に見つけることができるのが?その證據だ?外 國人にも人氣が高い?カナダと台灣?香港?シンガポ－ ル?インドネシア?マレ－シア?グアム?米國などへ輸 出されている?

寒冷的冬季是柑橘和漢拿峰的收獲季 節，柑橘和漢拿峰的形狀類似于甛橙且 具有鮮香的果香和酸甛的果味?柑橘不 同于甛橙，蜈容易用手剝皮，幷且富含 强健和保護毛細血管作用的維生素 ? 漢拿峰因其形狀類似于上州島的“漢拿 山”而得名，糖度蜈高約爲 ， 肉質柔軟，果汁酪富? 到了寒冷的冬季，韓攻人不論男女老少 都喜歡吃柑橘和漢拿峰?每年的柑橘和 漢拿峰生産季節，我們在網絡論壇上也 能格常看到吃了一大盆柑橘和漢拿峰， 剝果皮手都變黃了等留言? 外攻人也蜈喜歡柑橘和漢拿峰?産品已 出口到加拿大?香港?新加坡?印度尼 西亞?馬來西亞?關島?美攻等地?

P

13-14Brix