December 2018(vol.278)

Agrafood Korean Food Trend Magazine

KOREA

2018 DECEMBER vol.278

aT shares K-Food stories via social media

Review on social media advertising effectiveness in 2018

Korean cabbage

A functional vegetable used to make kimchi, a signature K-food

Singapore food market

Favoring functional foods with an increasing number of vegetarians

Korean persimmon

The absolute best in taste, texture, and nutrition!

Korean Liquors and Foods

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

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

DECEMBER 2018

Contents

Cover description of this month issue: A collection of Korean traditional liquors suitable for Christmas

https://www.agrotrade.net

04

aT News in December

aT Briefing

News about aT and overseas branches

06

Issue Data

Kimchi export status

Explore the trends in global Korean Kimchi

14

Story

AFLO Special

Cover Story

Korean Liquors and Foods The December issue of Korea Agrafood introduces traditional Korean liquors.

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The story of Korean liquor

Transformation of Korean liquors

Korean liquor’s special ‘mariage’

Tradition

Performance report of the Agrifood Frontier Leader Organization 1 2018 DECEMBER

Idea

Food

DECEMBER 2018

Contents

Founded in August, 1995, Published monthly by the

38 18

Story

aT shares K-Food stories via social media Review on social media advertising effectiveness in 2018

22 Item

Fresh Produce

Korean cabbage

A functional vegetable used to make kimchi, a signature K-food

40

Processed Food

Kooksoondang

Korea’s premier producer of Korean traditional wines

Favoring functional foods with an increasing number of vegetarians

EDITORIAL BOARD

26

People

Storytelling of Korean food experience by foreigners

42

Processed Food

Haechang Brewery

A local cultural heritage preserving truth and history

30

Farm Tour

Providing economic independence for the disadvantaged

A prime example of social farming: Seongeo WellBeing Food

34

Fresh Produce

Korean persimmon

The absolute best in taste, texture, and nutrition!

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

Singapore food market

Shabu-shabu: meat and vegetables in hot broth

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

46

Into the Media

Josh

The best known Englishman to Koreans

48

Mobile Reader’s Survey

<Korea Agrafood> would like to hear your opinion!

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

BEIJING Seo Byung-kyo 86-10-6410-6120 (beijingat@at.or.kr) SHANGHAI Park Seong-kook 86-21-3256-6325 (shanghaiat@at.or.kr) CHENGDU Park Jin-kyung 86-28-8283-3376/86 (chengdu@at.or.kr) HONG KONG Lee Ji-jae 852-2588-1614/16 (hkatcenter@at.or.kr) HANOI Kim Chang-Kuk 84-4-6282-2987(hanoi@at.or.kr) JAKARTA Nam Taek-hong 62-21-2995-9032~3 (jakarta@at.or.kr) BANGKOK Yang Jae-seong 66-2611-2627~9 (bangkok@at.or.kr) TOKYO Kim Ho-dong 81-3-5367-6656(tokyo@at.or.kr) OSAKA Oh Dong-hwan 81-6-6260-7661(osaka@at.or.kr) DUBAI Song Bong-seok 971-4-246-0212 (dubai@at.or.kr) NEW YORK Kim Kwang-jin 1-516-829-1633 (newyork@at.or.kr) LA Lee Chu-pyo 1-562-809-8810(losangeles@at.or.kr) PARIS Kim Min-ho 33-1-4108-6076(paris@at.or.kr) QINGDAO Kim Boo-young 86-532-6696-2229 (qingdao_logistics@at.or.kr) EDITED & DESIGNED BY The Korea Economic Magazine 15F, 463, Cheongpa-ro, Jung-gu, Seoul, Korea Tel +82-2-360-4816 Fax +82-2-360-4850 The free e-book version of <Korea Agrafood> can be found in the 'Export Promotion' menu of the aT Agrotrade website (https://www.agrotrade.net).

This month’s cover story

Enjoy Year-end Bash with

Korean Liquors!

The cover story for our December issue is about traditional Korean liquors.

Traditional Korean liquors provide a wide-ranging selection: from savory, cool takju, to yakju that has different characteristics based on its ingredients and fruit wine that tastes like fresh fruits.

Why don’t you have a nice warm holiday season with Korean liquors, and enjoy their natural colors, mild flavors and smooth taste?

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Korea Agrafood

2018 DECEMBER

aT news in December

Briefing

Overseas

Kazakhstan

Economic hub of Central Asia The “World Food Kazakhstan 2018” took place from October 31 to November 2 at Almaty, Kazakhstan. The event, which

Korea

celebrated its 21st edition this year, brought together many buyers from CIS1 countries and Asian countries.

Meeting a delicious tomorrow

Food tech trends seminar

The opening ceremony of “Korea Food Show 2018”, now in its 10th year, was held on October 24, on the main stage of the 1st exhibition hall at the aT Center. Many people

As of last year, 456 companies from 36 countries and 5,300 people have visited the expo. aT organized the Korean

Vietnam

pavilion with 11 exporting companies handling agrifoods

in the food industry participated in the opening ceremony. At the opening ceremony,

2018 VIETRF

there was an awards presentation for the “Person of Merit for the Development of

From November 1 to 3, aT participated in the “Vietnam

the Foods and Food Service Industry.” CEO Lee Young-jon of FoodZone (whose pizza

International Retail Tech and Franchise Show 2018 (VIETRF)”

was chosen by President Moon Jae-in), Master Lee gi-chun of Munbaesool Brewery

held in Ho Chi Minh City, Vietnam. In order to support the

(a unifier of traditional Korean liquors), and CEO Moon Su-ho of Sugok Deokcheon

growth of small- and medium-sized companies as a way

Farming Association Corporation (whose strawberries are known worldwide) all won

of actualizing social value, aT introduced eight small- and

the coveted award.

medium-sized food service brands, including, “Yamsaem

On November 1, around 30

Kimbap” and “Wangbinja Sampajeon”, at the Korean pavilion.

liquor buyers from the Great

Also, at the general promotional hall, aT distributed the

China region, including Hong

directory booklets of food service companies who conduct

Kong and Taiwan, were invited

business abroad, with the purpose of promoting the small-

to the “Traditional Korean Liquor

such as red ginseng products, aloe beverages, citron tea, and processed pepper products.

China

Tasting traditional Korean liquor in Singapore

Most recent export information

Visit from the Ethiopian delegation

aT recently held the “Southeast Asia

On November 5, Ethiopian government

and medium-sized food service brands that were not able to

Export Exchange Meeting with China” held in Shanghai. Detailed

Agrifood Export Information Seminar

officials paid a visit to the Korea Agro-

participate in the expo.

consultations were conducted between exporting companies

2018” and opened the “Agrifood Export

Fisheries & Food Trade Corporation

Information Hall”, in connection with

(CEO Lee Byeong-ho, aT) to benchmark

France

Great China region. There was also an exchange of information

Tasty Paris

on liquor market trends and marketing plans between exporting

Korea Food Show 2018 celebrated its

the “Buy Korean Food 2018, BKF” held

the informatization of agrifood

10th year with several special programs:

at the aT Center on October 24 at

distribution. The two persons in

a seminar about food tech trends of

Yangjae-dong. The seminar targeted

charge of agrifood informatization

the Fourth Industrial Revolution and

exporting companies hoping to enter

for the Ethiopian government are

a mock cloud funding event in which

the ASEAN market—a fast growing

Teshome Worku from the Agricultural

people could invest in promising food

market for Korean agrifood exports—

Transformation Agency (ATA) and

service companies. The topic of the

and provided these companies with

Tadesse Anberbir from the Ethiopian

seminar came from this year’s food show

information about the food markets

Institute of Agricultural Research (EIAR).

slogan “Taste Your Tomorrow” which

of convenience stores in three major

During the visit, they were introduced

emphasized four types of “tomorrow”:

countries in Southeast Asia: Vietnam,

to aT and given a

jobs for the nation’s youth; businesses to

Indonesia, and Thailand. In addition,

demonstration of KAMIS,

build; lifestyles to enjoy; and the future

useful information on Southeast Asia

the most popular system

dreams of the Korean food industry.

food markets was shared along with the

for agrifood distribution

The seminar gave people dreaming of

example cases of Pulmuone and Lotte

information, by senior

running a food tech-related business the

Mart.

manager Park Yeon-ho of the

opportunity to communicate with others

Distribution Information

currently in the industry.

Department at aT.

and invited buyers specializing in liquor sales in each area of the

companies and buyers. Following the event, it is expected that

In order to increase Korean agrifood exports to Europe,

traditional Korean liquor exports to China will increase.

Korean companies participated in the global food exhibition “SIAL Paris 2018”, held in Paris, France from October 21 to 25. Established in 1964, the event is the oldest and most

Singapore

prominent global B2B showcase for the food industry in

New trends in Singapore’s food service market

France. This year, 7,000 food companies from 194 countries

“Franchising & Licensing Asia 2018 (FLA)” was held in Singapore

participated in the show and around 150,000 buyers visited.

from October 18 to 20. aT organized the Korean pavilion with

Agrifood consumption trends have been changing in the

eight food service brands, including “Seorae Galmaegi” and

European market (including France) due to changes in society

“Bonchon Chicken”, and held consultations for local buyers. In

such as the growing aging population. Recently, demands

order to facilitate the expansion of exports in the food service

for health foods, organic foods, local foods, and premium

market in Southeast Asia and to promote food service brands

foods are increasing, and the popularity

that could not attend the event, aT distributed directory booklets

of dietary supplements and fermented

of food service companies

foods is growing as well.

conducting business overseas and ran a joint consultation center.

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Korea Agrafood

2018 DECEMBER

Cover Story

Issue Data

Intro

Kimchi export status World’s TOP 5 exporting countries

Korean L quors and Foods

(Accumulative records from January to October 2018; unit: USD 1,000) Japan

47,157 USA

6,621

Japan

Taiwan

USA

Taiwan

4,107

Hong Kong

Hong Kong

3,706

Australia

2,584

Australia

Liquors reflect the natural characteristics and heritage of the country in which they are produced. Unlike delicate Japanese liquors or strong Chinese liquors, traditional Korean liquors are characterized by a smooth taste, natural colors, and mild flavors. Also, because they are born out of a tradition of homebrewing, Korean liquors have the added appeal of offering a variety of flavors. Come experience the world of traditional Korean liquors and the foods they pair with, and join with friends, family, and other loved ones to greet the New Year.

Korea’s kimchi production status Production amount (1 million won) 886,943

928,373

Output (tons) 440,754

421,505

2014

2015

Export volume (tons)

1,033,433

2016

2014

2015

442,392

2016

24,742

2014

22,460

22,830

2015

2016

Data Statistics of actual output of food and food additives (FDA), KATI.

Taste of kimchi recognized by locals Taebaek Kimchi, with annual sales of 2 billion won, is

Taebaek Kimchi received particularly

a midsized enterprise run by a 32-year-old CEO. The

favorable reviews at the global food

company began as a home-based business, where

exhibition held in Paris last October.

members of the same family received and filled kimchi

At the exhibition, Taebaek Kimchi Co.,

orders, and, in just 8 years, has grown into a midsized

Ltd.— one of the companies that successfully

enterprise with a factory measuring 3,300 m². The

passed the kimchi export business course offered by the

company offers pogi kimchi (Napa cabbage kimchi), baek

World Institute of Kimchi— became the talk of the town by

kimchi (white kimchi), kkakdugi (cubed radish kimchi), oi

presenting local wines with baek kimchi and kimchi pickles

sobagi (cucumber kimchi), buchu kimchi (Asian chive

and serving dishes with kimchi and sausage.

kimchi) and yeolmu kimchi (young summer radish kimchi).

Contact: +82-2-1899-4246, www.bestkimchi.net

KO

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Korea Agrafood

2018 DECEMBER

Cover Story Tradition

The story of Korean liquor

There are four most popular types of traditional Korean liquors: Takju, which is white and murky like rice water; the clear liquor, yakju; the grain liquor, soju; and refreshing fruit wine.

Traditional Korean liquors are made with grains to which a mixture of malt and water is added. Korean liquors are divided into takju, yakju and soju based on their filtering methods; of these, takju has the longest history. Yakju is made when the residue is removed from takju, and soju is made of distilled yakju. because it is white and murky like rice water. Takju is also called makgeolli due to its meaning of “just filtered or strained”. To make takju, steam sweet rice, nonglutinous rice, barley and flour, and let them dry— this mixture is called jie rice. Add malt and water to the rice and ferment the mixture at a constant temperature; then strain and squeeze it. Wine made with sweet rice is called sweet rice makgeolli, and wine made using rice that is not strained is called dongdongju. Sweet, sour, bitter and astringent tastes strike the perfect balance in good makgeolli, which is also savory and cool in taste.

Munbaeju, Andong Soju and Leegangju are the most famous and oldest brands of traditional liquor in Korea.

Since the founding story of Goguryeo also mentions the making of grain wine, it is assumed that liquormaking dates back before the Three Kingdoms period of Korea. Takju and cheongju have been around since the Three Kingdoms period, and soju-making originated from the people of Mongolia at the end of the Goguryeo period.

Home-brewed liquors, made by different families using various methods, developed over time because of the influence of Confucian culture, which involved many important seasonal customs featuring liquor. During the Japanese colonial era, there were many restrictions

brought about the decline of the traditional liquor market. However, restrictions on traditional liquors have gradually lifted since the 1980s, and the signs of market revival are beginning to show. Currently, there are many different types of traditional liquors available on the market reflecting the unique characteristics of the region in which they are made. Some of these liquors include: Hansan Sogokju, Kimcheon Gwahaju, Mungyeong Hosanchun, Gyeryong Baekilju, Jungwon (Chungju) Cheongmyeongju, Andong Soju, Gayagok Wangju, Kimje Songsunju, Gyeongju Shillaju, Geumsan Insamju, Jindo Hongju, and Jeju Gosorisul.

Savory, cool takju Takju, the oldest type of liquor in Korea, got its name

on liquor (such as a ban on making wine), which

methods are used to make soju. There are two ways to make soju: distillation and dilution. In the dilution method, water and the additives are added to 95% alcohol using column stills to make 20-35% diluted alcohol. Most of the products from the large companies, such as Chamisul and Cheoeum Cheoreom, are diluted liquors. Smaller distillers usually use the distillation method that distills the liquor once or twice, because it allows them to create a variety of flavorings based on the ingredients. Soju is also called hwaju, hanju and noju because brewed liquor is distilled and drops are gathered to make soju. Soju dates back to the Yuan dynasty and has been popular ever since the Goryeo period; since that time, the types of soju available have continued to become more and more diversified.

Yakju with different characteristics based on its ingredients When takju is almost completely matured, a round, deep container made with lespedeza or bamboo strips is used to scoop up the clear liquid from the top of the keg. Up until the Goryeo period, this clear wine was called cheongju, but later during the Joseon period, the name of the wine was changed to yakju.

This is because, during the Joseon Dynasty, there was a scholar named Seo Yu-geo who made good wines; his pen name was Yakbong, and he lived in Yakhyeondong. In honor of this great wine-maker, the name of the clear wine was changed to yakju, meaning “wine made by Yakbong” and “wine made in Yakhyeon”.

Baekhaju, Hyangonju, Hayangju, Sogukju, Bueuiju, Cheongmyeongju, Gamhyangju, Jeolju, Bangmunju, Seoktanju and Beopju are all types of yakju.

Fruit wine that tastes of fresh fruits Fruit wine refers to fermented liquor made of fruit.

There are liquors made using only naturally fermented juice from grapes, apples, plums, or pears and liquors made with fruit components (tastes and flavors) mixed with other types of liquor, soju, fruits and/or sugar. Fruit wines belong to the mixed liquor category, also called liqueur in Western countries. Fruit wines, or medical wine, commonly made at home, mostly belong to the mixed liquor category. Good quality fruit wine has a uniquely sour taste from the fruit and a fresh flavor because of its low alcohol content.

Clean soju made of pure grains Generally, brewed wine has a low alcohol content so as it gets old, it turns into vinegar or goes bad. Soju, a type of hard liquor, was created to solve some of these problems. Both distillation methods and dilution

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Korea Agrafood

2018 DECEMBER

Cover Story Idea

Transformation of Korean liquors

Cheonbihyang Oyangju Yakju

Dureang spirits are manufactured using wine made from Kyoho grapes. The wine goes through the complete distillation, aging, and filtration process before it is turned

terms of ingredients and production method. Only home-grown yeast and 1st grade Pyeongtaek Super Oning Rice are used to brew oyangju. The oyangju then undergoes a 100-day fermentation process and a 9-month, low-temperature maturation process before it is reborn as premium yakju. Since it is made with live yeast, the liquor is rich in amino acids and Vitamin B2 and contains 100-120 times more lactic-acid bacteria than regular yogurt, making it good for your health. Cheonbihyang Oyangju Yakju has earned quality certifications from the Korean Food Research Institute and

Korean liquors are evolving: creating new flavors, adding unconventional ingredients to traditional liquors, and challenging global conventions with unique packaging.

Let’s take a closer look at some of these traditional liquors, transformed into new creations.

Dureang brandy

Cheonbihyang Oyangju Yakju is completely different from existing traditional liquors in

the Korean Home Brewed Liquor Association. Also, because of its deep, rich aroma, Cheonbihyang Oyangju Yakju was chosen by Cheongwadae (the Blue House) for a presidential dinner party in 2016.

Volume: 500 ml Alcohol content: 16% Contact: Joeunsul Co., Ltd. +82-31-681-8929, jsul.modoo.at

Han’s Orchard

Applease Korea Brewery Co., Ltd.—situated in Uiseong, Gyeongsangbuk-do, a major appleproducing region—produces Korean-style apple wines based on generations of wine-making

into a spirit. Dureang spirits are famous for their clean taste. During the distillation

expertise, rigorous quality control, and careful production management. Han’s Orchard, one

process, the first drops and final drops of the spirits, which are said to trigger

of Applease Korea Brewery’s signature wines, is the result of 15 years of hard work. Instead of

headaches, are removed. Dureang spirits are produced using vacuum distillation.

aging in oak casks, Han’s Orchard is aged in red clay vessels at low temperature for 3-15 years.

This type of distillation process eliminates the burning smell that often characterizes

This process gives Han’s Orchard its deep, rich taste and abundant flavor. The wine also boasts

similar liquors and highlights the strong scent of the Kyoho grapes, for an even better

a well-balanced combination of sugary sweetness and a mildly acidic aftertaste.

fragrance and taste. Dureang spirits are clear and beautiful in color and have the fresh Volume: 750 ml Alcohol content: 11% Contact: Applease Korea Brewery Co., Ltd. +82-54-834-7800~1, www.applewine.co.kr

flavor of a juicy grape. They go down smooth, leaving a cool aftertaste and the slight sting of alcohol on your tongue. Dureang spirits go best with fruit salads.

Volume: 750 ml Alcohol content: 35% Contact: Dureang Brewery +82-41-585-8213, dureang.modoo.at

Banana makgeolli

Kooksoondang’s banana makgeolli is a liquor made using a brand new concept.

Banana makgeolli is a new twist on traditional makgeolli (a liquor made of fermented

Hondiju

Seogwipo “Hondiju” is made using yeast specially developed and patented by the Seogwipo Citrus Research Station. This yeast is known for its excellent performance

rice) that combines global ingredients (bananas) with cutting-edge technologies.

in the citrus fermentation process and is used in the citrus wine manufacturing

During the production process, banana puree is added to wine brewed using the

techniques of Jeju Technopark. Jeju Technopark is also applying for a patent for

raw rice fermentation method, giving the resulting makgeolli a unique banana texture

the manufacturing technique in which the yeast is used. Unlike other fermented

and flavor. Overall, banana meokgeolli has a smooth and mild taste and goes well

wines, Hondiju uses tangerines instead of malt, so it smells only of sweet, fresh fruit.

with popular spicy foods. In addition to banana makgeolli, Kooksoondang also offers

One bottle of Hondiju contains the juice of three tangerines. Hondiju is made from

peach and green grape makgeolli, which are available in plastic bottles or cans. The

only fresh citrus juice, instead of heated concentrates, and manufactured at low

company’s fruit makgeolli won gold medals at many liquor shows abroad (such as the

temperatures to maintain its fresh taste.

American Critics Fair) and is now exported to 34 countries. The banana makgeolli in particular continues to gain popularity abroad.

Volume: 750 ml Alcohol content: 4% Contact: Kooksoondang +82-2-513-8529, www.ksdb.co.kr

Volume: 330 ml Alcohol content: 12% Contact: Citrus Agricultural Co., Ltd. +82-64-767-9800, ehondiju.com

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Korea Agrafood

2018 DECEMBER

Cover Story Food

Takju’s mariage – bindaetteok (mung bean pancake) In addition to bindaetteok, survey respondents listed kimchi dishes, pork, suyuk (boiled pork or beef slices) and jeon (Korean-style pancake) as good matches for takju. Appetizers that are not too watery, too greasy or too spicy, go well with takju. If the appetizer is too watery, it’s difficult to taste the flavor of the takju.

Cheongju’s mariage – bulgogi Generally, foods that are light with a clean aftertaste are a good match for cheongju, such as fish dishes—raw fish as well as jochi and grilled fish—or jeongol (stew) made with tofu, dumplings, or mushrooms.

You can drink cheongju either warm or cold. Cold cheongju goes well with raw fish (hoe) while warm cheongju is nice with fish cakes or jeongul (stew).

Soju’s mariage – Pork kimchi jjigae (stew) Appetizers with lots of water and grease are a good match for soju, for

Korean liquor’s special ‘mariage’

example, stews with clear broth and hot jjigae as well as high-protein foods like beef, pork, and chicken. The water in the appetizers dilutes the alcohol in the soju, leaving you less intoxicated. Also, greasy foods protect the stomach from alcohol.

‘Mariage’ is the French word for marriage. The mariage between a liquor and an appetizer is just as important as a marriage between two people. A good mariage means matching a liquor with an appetizer based on their compatibility. The following Mariage Guide introduces different Korean liquors and the appetizers that go best with them.

Simple appetizers for traditional liquors

Old literature on cooking in Korea covers both food and liquor.

Respondents said that the best mariages for traditional takju

Bibigo Meatballs

These old texts emphasize how liquor and food were paired

were bindaetteok (mung bean pancake), pajeon (green onion

and how people used to eat food and drink liquors that were

pancake), and dotorimuk (acorn jello) in descending order. Raw

well-suited to one another.

fish, pajeon, and yukhoe (Korean-style raw beef) were named

The Ministry of Agriculture, Food and Rural Affairs and the

as the best mariages for cheongju. For soju, respondents listed

Korean Food Research Institute of Sookmyung Women’s

raw fish, kimchi jjigae (stew) and grilled samgyeopsal (pork

University recently conducted a survey of 550 men and women,

belly) as the best matches. Here are the recipes of some of

Experience the true taste of jeon. Bibigo Meatballs are filled with vegetables such as onions, carrots, and Asian chives as well as tofu for a healthy but juicy taste. Bibigo Meatballs go well with takju and yakju.

Contact: CJ Cheil Jedang Corp., +82-2-6740-1114, www.cj.co.kr/cj-kr

ages 20 and above residing in the Seoul and Gyeonggi area,

these most popular appetizers, as chosen by the people of

asking them which appetizers went best with takju, cheongju,

Seoul and Gyeonggi.

and soju. The results of the survey were as follows.

Wangin Food Co., Ltd. Namdomiga Baek Kimchi (white kimchi) Wangin Food won the Grand Prize at the 7th Kimchi Show and, in 2008, was the first kimchi company in Gwangju, Jeollanam-do to receive HACCP certification. The company also obtained Traditional Food Certification from the Korean government in 2007. With its excellent, refreshing taste, Namdomiga Baek Kimchi adds extra freshness to takju.

Contact: Wangin Food Co., Ltd., +82-61-471-9001, www.wanginfood.com

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Korea Agrafood

2018 DECEMBER

Oh Hee Sook Traditional Crisps Master Oh Hee-sook, the 25th Korean Food Grand Master, makes vegan snacks with whole vegetables instead of ground vegetables. The company’s Vegetable & Seaweed Chips, in particular, are very popular overseas, including in the U.S.A. The seaweed chips are not fried, so they are light and go well with fruit wines.

Contact: SkyBio Agricultural Co., Ltd. +82-55-943-8375, www.ohs.co.kr

Story

Performance report of the Agrifood Frontier Leader Organization The Agrifood Frontier Leader Organization (AFLO) was launched by aT in 2017. The organization supports youths seeking to grow as leaders for the development of new markets for agrifood exports.

AFLO Global Network

AFLO世界ネットワーク

Poland France

農産物青年海外開拓団成果報告書

Italy

Kazakhstan

Turkey

Mexico

Myanmar UAE

India Thailand

Cambodia

Taiwan Laos Vietnam

Brazil

Malaysia

In its first and second terms in 2017, when it began as a trial project, the AFLO selected around 60 young people from home and abroad to participate in its program. This year, for its 3rd, 4th and 5th terms, the AFLO selected about 100 participants. Young people (up to the age 34) who have the passion and abilities needed to develop foreign markets for Korea’s agrifood go through a difficult evaluation process, and those selected as participants by AFLO receive intensive training—2 weeks of OJT education at export companies and 1 week of comprehensive competence courses—before they are sent overseas.

AFLO participants are sent to 17 countries, such as Brazil, Kazakhstan, South Africa, Poland, France, the UAE, India, Mexico, Cambodia, and Myanmar (among others), which are all targeted export markets.

The main tasks and missions of AFLO participants include researching potential markets, developing buyers and matching them with new products, conducting business, running blogs, and supporting export companies. Through these activities, AFLO is able

South Africa

to collect a wide range of information on exports and global markets. After AFLO participants are sent abroad, they are evaluated based on their work performance, competencies, and individual activities. Participants who score well on these evaluations have the chance to work at aT, which is a great incentive, and the rest of the students use their AFLO experiences to find jobs in various fields such as trade and sales—sometimes even in the countries that they visited through AFLO. Let’s take a closer look at some of the Agrifood Frontier Leader Organization participants working hard abroad in 2018.

2017年モデル事業としてAFLOが発足し、1期と2期では約60

青年開拓団の主な役割とミッションは、大きく分けて市場調

から5期までの約100名のAFLO生が募集、選抜されました。

グ作業および輸出業者支援などの貿易全般に関するものであ

名の学生が国内外から選抜されており、2018年の今年は3期

査、バイヤー発掘および、新製品マッチング、事業遂行、ブロ

海外開拓団は、厳しい審査を受けて選抜された韓国の農産

り、輸出およびグローバル市場に対する全般的な情報を収集

食品海外市場開拓への情熱と能力のある満34歳以下の青年

することができます。派遣後、勤務、能力、個人活動性などの

たちに、2週間の輸出業者派遣OJT教育、そして1週間の集合

活動性と総合的な評価を行い、優秀な学生はaT入社というイ

力量教育を通して集中的にトレーニングを行い、海外へと派

ンセンティブを受けることが可能であり、他の開拓団員たちも

遣されます。派遣先国家はブラジル、カザフスタン、南アフリ

また、AFLOでの経験を活かして貿易、派遣国専門営業職など

カ共和国、ポーランドなどの農産食品輸出市場開拓戦略国家

の様々な分野で就業しています。2018年、各国で強い情熱を

を含むフランス、UAE、インド、メキシコ、カンボジア、ミャンマ

抱いて活躍したAFLO海外開拓団員たちの成果報告書を見て

ーなどの17か国に達しています。

みましょう。

14

15

Korea Agrafood

2018 DECEMBER

Vietnam

Taiwan

Italy

Kazakhstan

A young country full of potential Vietnam has the 15th largest population in the world with about 96 million people, and the average age of its population is relatively young at only 30.5 years old. With the decline of free trade, Vietnam has become a target for Korea’s agrifood exports. Vietnam was the place of origin of the first Korean Wave, and food consumption has been increasing every year along with the nation’s growing economy.

A prime export market Korean agrifood exports are gradually increasing in the Taiwanese market, where most of the export market share is consumed by local residents. The Taiwanese market is Korea’s 8th largest export market. Safety issues with local foods from 2013 to 2014 prompted many Taiwanese consumers to turn to imported foods. Moreover, because of the well-being trend, there is a greater focus among consumers on product quality.

An agricultural powerhouse Due to its Mediterranean climate, role as a regional granary, and geological characteristics, Italy is a major agricultural powerhouse. In fact, it is the No.2 agricultural producer in the entire EU, and 2% of its GDP can be directly attributed to agriculture. Korean agrifood is not yet well known, but following the Milan Expo in 2015 and the continued influence of the Korean Wave, Korean agrifood has continued to expand its influence in Italy.

A rise in the amount of premium products Consumer confidence in Kazakhstan has continued to shrink as the local recession has persisted since 2016.

Although consumption patterns have increasingly shifted away from price to focus on quality, price competitiveness is still a key factor for consumers and businesses. However, demands for high-quality, premium products from the newly rich, which appeared in the 2000s, have been gradually increasing.

若い国の可能性、ベトナム

輸出有望市場、台湾

農業強国、イタリア

プレミアム製品増加、カザフスタン、

均年齢は30.5歳と非常に若い国であります。自由貿易が委縮

な市場であり、韓国にとって第8位の輸出国です。2013~14年

地理的な特性のおかげで農業分野での強国(EU 2位)であり、

理も冷え込んでいました。これまでの価格を重視する消費形

ベトナムの人口は約9千6百万人(世界第15位)であり、その平

輸出量のほとんどが現地の人々によって消費されている有望

しているという時点で、ベトナムは韓国の農産食品輸出におい

に台湾で起きた食品安全問題により台湾の消費者たちの輸

て、もう一つのチャンスのある市場だと言えます。ベトナムはア

入食品に対する好感度が上昇しており、ウェルビーイングト

ジアの韓流中心地であり、経済成長による食品消費が毎年増

レンドブームでクオリティーを重視する傾向が強くなったこと

加しています。ブランド・ロイヤリティが高く、韓国の農産食品

で、自国産や輸入食品に対する検疫と法改正強化などの食品

が長期的に見て参入しやすい市場です。

管理が徹底されることになりました。

“My job entails market research, promotional events, miracle projects, and matching businesses. First, in order to conduct market research, I study documents on the trade, distribution, trends, and policies of Vietnam and gather information from the Internet, interviews, and the people with whom I visit. In addition to research, I assist the branch with promotional events—from planning and organizing to conducting follow-up tasks. So far, I have been in charge of four events. I sometimes go to events held by other companies to get ideas for my events. I’m also involved in two projects related to Miracle K-Food. For these projects, I sample test markets and launch ginseng promotion event. We are working hard to fulfill our role as a test bed and to grow as leaders of Korea’s agrifood exports.” (Shim Yu-ji, Hanoi branch)

“We are promoting omija drinks by the omija export company “Munkyeong Omija Valley”, finding buyers, making contacts, introducing products, and holding meetings with potential buyers. We visit companies, do market research, and keep in touch with potential buyers. Currently, we are meeting with 5 different companies. My most memorable work experience so far has been meeting buyers. Meeting buyers is a good opportunity for us—many of whom are just taking our first steps out into society—to experience international business. I will do my best to promote Korean agrifood in Taiwan and assist companies entering into an export contract with local buyers.”

(Jeong Yeon-seo, Taiwan branch)

「現在は市場調査、広報と販促イベント、ミレクル事業、マッチング業者関

する作業です。次にイベント業務ですが、自社において担当している広報お

を尽くそうと思います。」 (チョン・ヨンソ、台湾事務所)

要な情報について別途の調査、報告を行っており、バイヤー調査および通訳

質、プレミアム製品の需要が徐々に増加しています。

にその影響力が増している状況です。

れると確信しています。カザフスタン国内の韓国食品は高価なため一般的

の農産食品を台湾に広めることはもちろん、輸出に貢献できるように最善

ッドの役割を果たすべく務めています。最後にマッチング業者に向けて必

んが、2015年ミラノEXPOと持続的な韓流ブームにより、徐々

出するという業務に実感を持っていなかったのですが、現地に到着して輸

機会も多く、台湾の文化について学んでいます。残りの期間も優秀な韓国

産食品の輸出の主力となる商品を探し出し、作り出していくためのテストベ

2000年代以降に登場した新富裕層の消費を満足させる高品

場調査および検索を通じて発掘したバイヤーと綿密に連絡を取っており、

きる良い機会でした。業務的な部分の他にも、台湾の方と交流して接する

トテストとセサックサム(高麗人参の若芽)のローンチ広報事業です。韓国農

が、依然として価格競争力がより重要な要素となっています。

だイタリア国内で韓国の農産食品はあまり知られてはいませ

韓国の優秀な農産食品製品が置かれている状況が今は厳しくても、カザ

へ初めて足を踏み入れた私たちにとって国際ビジネスを経験することので

K-FOOD細部事業に関しては2つのことを担当しています。サンプルマーケッ

品および飲食業分野が高レベルでの発達を見せています。ま

「先月の出来事は私にとって忘れることのできない特別な経験です。一週

かった経験はバイヤーミーティングでした。バイヤーミーティングは社会

参考事例を探すために、他イベントに参加したこともありました。ミレクル

態から品質を重視する消費形態に徐々に変化してはいます

グを受けて、五味子飲料商品に対する広報とバイヤー発掘および連絡、商 現在まで5社とミーティングを行いました。様々な業務のうち最も印象深

よび販促イベントの企画段階から進行、まとめまでを補助する業務です。

当該分野のGDPは約2%を占めています。これにより、農産食

“Korean agrifood hasn’t been doing very well here so far, but I believe that if we continue to strive to develop the Kazakhstan market, we will eventually see good results. Korean foods are expensive in Kazakhstan so it is hard for the average consumer to purchase them. Thus, our target is the top 10% of the highincome group. In Kazakhstan, processed foods such as snacks, sauces, noodles, and beverages, are sold rather than fresh produce. My goal is to provide Kazakhstan consumers with fresh Korean produce, even though processed foods are in the dominant position for Korean food exports to Kazakhstan.

I will do my best to carry out my duties here so that fresh Korean produce can be made readily available at large supermarkets in Kazakhstan.” (Son Da-sol, Kazakhstan branch)

品紹介およびミーティングを主に行っています。企業への直接訪問や、市

策などを文献とインターネット、インタビュー、直接訪問などを通じて調査

2016年以降、景気減速が長期化しており、消費者の消費心

“The past month has been an unforgettable experience for me.

The world of Korean agrifood exports didn’t feel like a reality even during the week-long training camp and the company OJT training. However, when I got to Italy and started to gather export information and organize agrifood promotional events, I took a closer look at Korean agrifood and had time to think about the best ways to introduce product strengths and possibilities to Italian consumers. Especially, the Turin Slow Food event held in mid-September, made me think about many things. Even though I had to stand on my feet all day at the event, I felt so good and proud of my work when I heard positive reviews of Korean foods from Italian consumers who partook in the tasting event.” (Jo Hyeong-taek, Italy branch)

「五味子飲料を輸出している会社である‘聞慶五味子ベリー’とのマッチン

連業務を行っています。まず市場調査とは、品目、流通、物流、トレンド、政

イタリアは地中海性の気候、穀倉平野地帯、三方が海という

・翻訳業務もサポートしています。」 (シム・ユジ、ハノイ事務所)

フスタン市場で持続的にチャレンジを重ねていけば素晴らしい結果を得ら

間の合宿教育とマッチング会社のOJT教育期間でも韓国の農産食品を輸

な現地の人には購入が難しく、現地の上位10%の高所得層がターゲットと

出情報調査、農産食品広報イベントなどに参加しながら、これまでにない

なっています。生鮮食品よりは、菓子、ソース、麺、飲料類などの加工食品

くらい韓国の農産食品について真摯に向き合い、これらの長所と可能性を

が主に販売されています。私の目標は、加工食品一辺倒のカザフスタン国

イタリアの消費者にどうやって紹介するかを悩み、考える時間を持つこと

内の韓国食品輸出において、韓国の生鮮農産物をカザフスタンの消費者

ができました。特に9月中旬に行われたトリノスローフードイベントでは、

に提供することです。カザフスタンの大型マートに韓国の品質の良い生鮮

多くのことを感じることができました。立ちっぱなしの業務のため体は辛

農産物が納品される日まで、この地で自分の任務を果たします。」 (ソン・

いはずなのですが、イタリアの消費者たちが試食に参加して、韓国食品に

ダソル、カザフスタン事務所)

対して肯定的な反応を見せてくれることが非常に嬉しく、自分がやってい

ることに誇りを感じることができました。」 (チョ・ヒョンテク、イタリア事 務所)

16

17

Korea Agrafood

2018 DECEMBER

Story

Social media advertising performance by nation (or by major language)

Proliferation of social media (number of cases) (number of views, likes, and comments)

Number of events

aT shares K-Food stories via social media

Review on social media advertising effectiveness in 2018 In 2018, aT has been taking the lead in advertising K-Food, using various channels and methods including promotional events and YouTube. Let’s take a look at aT’s efforts of the past year to give a great, and well-deserved impression of K-Food to consumers all over the world.

Greater China Region

9

Greater China Region

102,312,539

Southeast Asia

130

Southeast Asia

37,787,120

Japan

5

Japan

1,945,272

America

56

America

904,807

Middle East Total

2 202

Middle East Total

aT用SNS讲述的K-Food故事

197,500 143,147,238

Includes number of article views

2018年SNS宣传成果回顾 闻名海外的K-Food

K-Food spreading across the world Social media proliferation, particularly through Alibaba and TikTok, has been the most effective in China. In 2018, aT has made great efforts to find platforms to approach the Chinese population without prejudice and being limited on social media to communicate. In addition, aT has actively advertised K-Food through WeChat, a popular Chinese messenger, as well as through various applications and press releases. These methods were successful in 102,312,539 out of 143,147, 238 cases, which

SNS宣传效果最显著的地方当属中国。尤为值得关注的是在 韩国也名气斐然的阿里巴巴和抖音的宣传效果。这都要归

功于aT一直努力开发利用SNS平台沟通不设限，从更正面积 极地角度贴近中国人的平台。此外，除了利用中国人经常使

用的通讯软件微信以外，还通过各种各样的应用软件、贸易 博览会召开前的新闻报道积极地宣传了K-Food。正如图表

中所显示的，共143,147,238件的SNS扩散指数中，中国占了 102,312,539，可见在中国取得的宣传营销效果之显著。

此外，aT在日本聘请明星、模特，利用博客、YouTube等各

种各样的SNS渠道；在越南则是通过贸易博览会、广告、

is the total shown in the social media proliferation index on the graph, confirming the overwhelming positive results of aT’s marketing efforts in China.

Also, aT hired a celebrity as their model in Japan, utilizing blogs and YouTube. In Vietnam, aT presented various contents through trade expos, advertisements, and YouTube. In Indonesia, aT turned to influencer marketing and, in Thailand, used Hallyu star events to promote K-Food. It is interesting how aT has tailored its advertising approach to reflect the unique characteristics of each individual country.

YouTube等丰富内容；在印度尼西亚主要通过影响者；在泰

国主要通过韩流明星活动等对K-Food进行了宣传。最令人津

津乐道的是其根据各个国家的特点选择了五花八门的宣传方 法。

18

19

Korea Agrafood

2018 DECEMBER

ASEAN—an association of 10 countries including the Philippines, Malaysia, and Singapore—is a major market that accounts for 18% of all K-Food export markets.

Although aT has already seen its greatest results ever in the ASEAN market recently, it is expected to make further progress in the near future. In order to continue to expand exports, customized strategies for each country are now being implemented in accordance with local trends. Let us introduce the social media advertisement methods being used by aT in the three most prominent ASEAN nations.

K-FOOD news on social media in ASEAN nations

东盟国家通过SNS 宣传的K-FOOD消息

由菲律宾、马来西亚、新加坡等东南亚10国组成的东盟占K-FOOD出口市场比重达18%。 此外，其刷新业绩新纪录，增长潜力巨大。因此，为了持续扩大出口，aT也正在根据各国 潮流制定相应的战略。下面来着重介绍一下三个国家的SNS宣传方法及业绩。

Vietnam

Indonesia

K-Food marketing while riding on a motorcycle

K-Food going viral Since Indonesia has the 4th highest number of Internet users,

Vietnam, the 4th largest Korean agrifood export market, is surging

aT’s social media viral marketing has had great success in the

as one of aT’s major markets.

country. In connection with major online shopping malls—

Considering that half of the Vietnamese population rides

LAZADA, SHOPEE, LINE SHOP, Q0019, and TOKOPEDIA—aT held

motorcycles, aT has made and is selling motorcycle helmets

the online K-Food Fair and made emoticons of Korean agrifoods

with the slogan ‘I Like K-Food’ on them, in collaboration with a

and distributed them through the mobile messenger LINE free

motorcycle helmet manufacturer. Since this is an ongoing

of charge. aT has also utilized various social media platforms—

promotional event, it could potentially have a lasting advertising

Instagram, Facebook, and BBM (Blackberry Messenger)—as well

effect on consumers’ everyday lives.

as YouTube to advertise Korean agrifood. 印度尼西亚 口口相传的K-FOOD

力的市场之一。aT瞄准了越南一半以上人口都使用摩托车出行的特征，与越

要网购平台LAZADA, SHOPEE, LINE SHOP, Q0019, TOKOPEDIA共同举办了

品，对K-Food进行了大力宣传。因其不同于一次性的宣传活动，而是走进了

草莓、蘑菇、人参、泡菜、柚子茶、辣椒酱等图案的表情。此外，利用照片墙、

网民数量位列全球第四位的印度尼西亚，SNS病毒营销取得了卓越效果。与主

南摩托车头盔销售企业签约，制作并销售印有“I Like K-Food”宣传标语的产

K-Food Fair活动，并在手机通讯软件Line上制作并免费提供韩国农产品——

普通消费者的日常生活，有望获得显著的宣传效果。

脸书、BBM（黑莓通讯）频道、YouTube等多样的SNS开展了营销活动。

Motorcycle helmet with the slogan “I like k-food” on it

Japan

Interactive events with stars

ThebiggestKoreanagrifoodexportmarket

Through its official fan page (with around 110,000 followers) and

Japan is the biggest Korean agrifood export market. Although

online events, aT is providing a variety of engaging contents under

exports declined for a while due to the stagnation of consumption

the theme “Enjoy Hot & Red K-Food”.

and the weakening of the yen, Korean exports to Japan have

In Thailand, cooking videos and events starring influencers and

recovered with the help of multilateral efforts. The increase in

stars are very popular. Last April, Hallyu (Korean Wave) star Lee

fresh produce exports has been the most noticeable.

Seung-gi received great response when he met with Thai fans at

Since the 3rd Korean Wave is now sweeping across Japan,

a promotional event for Korean strawberries. aT held an event

primarily affecting people in their teens and 20s, aT is using familiar

titled “Korean Food that You Want to Eat with Lee Seung-gi” on its

Korean Wave celebrities as models and spokespeople for TV

Facebook page beforehand and gave participants tickets to the

advertisements and social media marketing. “K-Food Nyangreeze”

strawberry promotional event so they could meet Lee Seung-gi

also draws on the Korean Wave concept and advertises Korean

and distribute contents about Korean foods themselves. At the

foods with upbeat songs and dances on TV. In TV advertisements,

strawberry event, one of Lee Seung-gi’s fans, who was selected

a keyword that arouses viewers’ curiosity, appears in the latter

through a random drawing, had a chance to taste Korean

half of the ad to lure viewers to visit the related YouTube channel,

strawberries and even received a strawberry cake made by Lee

which shows Korean food recipes. aT also held a recipe contest

Seung-gi himself. The participation of influencers in the event also

using Korean food ingredients in collaboration with Japan’s

led to secondary proliferation.

popular comprehensive trend media Oricon.

泰国

日本 韩国农产品最大市场的宣传营销力量

明星共同参与的体验型活动

日本是韩国最大的农产品出口市场。虽然曾因日本消费不振及日元贬值导致

通过粉丝数约11万人的aT官方应援网站宣传以“Enjoy Hot&Red K-Food”为

韩国农产品出口量下降，但因多钟项目推进得以恢复，新鲜农产品出口正呈

主题宣传内容并进行各种线上活动。

现显著增长势头。

在泰国影响者及明星拍摄的烹饪视频和相关活动颇受青睐。今年4月，韩流

越南 借摩托车之势而上的K-Food营销

越南是继日本、中国、美国之后的第四大韩国农产品出口国，也是aT最具潜

Thailand

The online K-Food Fair taking place on five major online shopping malls

aT利用正在日本00后和90后中间掀起的第三轮韩流热潮，推出了电视广告、

明星李胜基在泰国粉丝见面会上大力宣传韩国草莓，反响热烈。活动开始前，

明星模特等相关的SNS营销战略。电视广告是由“K-FOOD喵喵女孩”以轻快

aT在脸书上开展了“想与李胜基一起品尝的韩国食品”活动，使参与者能够直

的舞蹈和音乐介绍韩国的食品，并在广告后半部分加入了能够激发消费者

接创造并宣传有关韩国食品的内容，并免费为其提供粉丝见面会门票。在粉

好奇心的关键词，让消费者直接访问YouTube，让其接触有关韩国食品菜

丝见面会现场还举行抽奖活动，幸运儿可直接品尝由李胜基亲手为粉丝制

单的内容。此外，aT还与日本著名的综合时尚潮流第一站Oricon（日本公信

作的草莓蛋糕。此外，影响者的参与形成了2次宣传效果，反应空前。

榜）携手在SNS上举行了使用韩国食材的烹饪大比拼。人气K-POP艺人“MY NAME”担当评审，成为了热门话题。

Lee Seung-gi’s fan meeting held in Thailand to promote Korean strawberries

K-Food social media contest in which popular K-pop group MY NAME acted as judges

20

21

Korea Agrafood

2018 DECEMBER

Item

Singapore is a country that is home to many different ethnic groups with various food cultures. Singaporeans eat out often, but the prevalence of ‘fast food’ has led to a number of problems, including adult diseases. For this reason, a health-conscious food culture is on the rise.

Singapore food market

Favoring functional foods with an increasing number of vegetarians Singapore is a country with many different religions and ethnic groups, resulting in a wide variety of food consumption patterns. Singapore is also known as a market leader for food service trends in Southeast Asia and a promising importer that is dependent on other nations for 90% of its food. Since consumers in Singapore value health, safety, and convenience, export strategies must be tailored to meet these needs.

青睐保健功能性食品，素食主义者众多的

新加坡食品市场

新加坡是一个宗教及民族多元化、食品消费多样化的国家。

Singapore is a multiracial, multicultural nation that depends on other countries for 90% of its food. The GDP of Singapore is twice that of Korea, meaning that the nation has a high level of purchasing power. Due to the popularity of the Korean Wave, Singaporean consumers are relatively open to Korean foods and have a keen interest in Korea’s functional foods and halal foods. However, Singaporeans put a lot of time into making their purchase decisions, so marketing to Singapore could be a little more challenging than to other Asian countries.

Recently, the buzzword in the Singapore market is “health”.

This is largely due to the increase of the aging population, many of whom suffer from diseases associated with their lifestyles. In response to the nation’s health issues, the Singaporean government is actively promoting healthy recipes and healthy eating. Singaporean schools also are changing their lunch menus to include multi-grain rice and whole wheat bread, instead of sugar-filled drinks and fried foods. Many consumers—particularly those in younger generations and the middle class—are showing an increasing preference for functional foods and vegetables.

还是一个引领东南亚餐饮潮流，进口食品依存度高达90%以

上的出口潜力市场。新加坡的食品消费观着重健康、安全、方 便，需以此制定相应的出口战略。

新加坡是一个多民族、多元文化，食品90%以上依赖进口的绝 对进口国。人均GDP是韩国的两倍，进口食品消费力强劲。韩 流热潮使韩国食品在新加坡备受青睐，尤其关注韩国的功能

性食品以及清真食品。然而，与其他亚洲国家消费者相比，购 买前投入较多的费用和时间等考虑的因素较多，新加坡的消 费者对食品的要求较为苛刻。

由于老龄化进程加快，成人病人口增加使得“健康”成为新加

坡国民近来最关注的话题。对此，新加坡政府正在积极鼓励

新加坡国民健康膳食，养成良好的饮食习惯。新加坡从今年开 始把学校食堂的菜单变得更加健康化，用杂粮饭、全麦面包

等代替了以往的高糖饮料、油炸食品。尤为值得关注的是，青 睐保健功能性食品、素食的新加坡年轻人和中年人也逐渐增 多。

调糖辣椒（指调节血糖）、苗参等功能性新鲜食品备受关注

不久前，便于保管和服用的药丸型保健品一直在新加坡消费 者中间备受青睐。然而，随着一些国家的保健品中相继检测

出有害物质，越来越多的新加坡消费者开始选择水果、蔬菜 等新鲜食品而非药剂保健品。

Functional fresh foods, Dangjo pepper, and sprouted ginseng is gaining attention Not long ago, Singaporean consumers preferred dietary

受此影响，在今年新加坡国际食品博览会(Food & Hotel Asia 2018)中，aT所开设的韩国食品馆受到了巨大的关注。韩国

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Korea Agrafood

2018 DECEMBER

supplements in the form of pills because they were easier to store and take. However, once it was discovered that dietary supplements from some countries contained harmful substances, people began to increasingly choose fresh fruits and vegetables over manufactured dietary supplements.

For these reasons, the Korean pavilion operated by aT gained great popularity at the Food & Hotel Asia 2018 in Singapore. In accordance with Singaporean consumption trends focusing on high quality and health, the Korean pavilion presented agrifoods from 45 exporting companies. The most popular item was Dangjo pepper, known for lowering blood sugar.

Dangjo pepper exports have already been growing in China, Japan, and the U.S. Since Singapore has the second highest obesity rate among all Asian nations, it is expected that Singapore’s Dangjo pepper consumption will soon increase as well.

Sprouted ginseng is also receiving attention as a fresh functional food, not a refined dietary supplement. Korean ginseng and ginseng processed foods are considered high-quality, safe foods in the Singaporean market. In addition to sprouted ginseng, local consumers have shown great interest in the sweet, easy-to eat ginseng jeolpyeon (pounded rice cake) and red ginseng extract. Ginseng chips, which are portable and easy to eat, are also considered a promising export item.

such as grapes, melons, sweet persimmons, tangerines, apples, strawberries, and pears. By holding regular tasting events, aT provides ample opportunities for Singaporean consumers to experience fresh Korean produce. aT is also conducting online and off-line promotions through social media and bus advertisements to improve Singaporean consumers’ awareness of fresh Korean produce. Currently, aT operates 10 K-Fresh Zone in Singapore, creating new opportunities for fresh Korean produce exports to Singapore.

Health-conscious Singapore is greatly interested in sprout ginseng, the root, leaf and stem of which can be all eaten, as well as Korean Dangjo pepper that is known to control blood sugar levels.

食品馆展示了来自45个韩国出口企业的迎合新加坡消费潮

流——高品质、健康主题的农产品。其中最受瞩目的当属能降 低血糖的调糖辣椒。目前，调糖辣椒在中国、日本、美国的出

口量正在不断增加，预计糖尿病患者数量位列亚洲第二的新 加坡对调糖辣椒的消费将走高。

此外，苗参也成为一个可替代药剂保健品的新鲜健康食品而 备受瞩目。韩国的人参及加工品在新加坡市场上被视为高品

Korea’s fresh produce promotional event “Singapore’s K-Fresh Zone” Jeju tangerines presented at the Korean pavilion of “Singapore’s K-Fresh Zone” gained significant attention from local buyers. Korea’s fresh produce is known locally as tasty, safe food. Shine Muscat grapes and strawberries were particularly popular items. Up until recently, fresh Korean produce exports to Singapore were limited because it was not easy to maintain the quality of the products due to their short shelf lives.

Late last year, aT opened the “K-Fresh Zone” at the NTUC Fair Price, the biggest supermarket chain in Singapore.

K-Fresh Zone, a designated place for fresh Korean produce, sells various vegetables such as bell peppers, zucchini, and cabbage along with established export items

质安全食品。除了苗参之外，甜味浓、口感好的人参切片以及 红参浓缩液等也备受当地消费者的关注。便于携带及食用的 人参片也被评为出口潜力商品。

韩国新鲜农产品宣传舞台——“新加坡K-Fresh Zone”

今年新加坡国际食品博览会中开设的韩国食品馆所展示的济

州岛柑橘成为了当地买家关注的焦点。在新加坡，韩国新鲜农 产品是有名的味道好又安全的食品。阳光玫瑰葡萄和草莓等

备受欢迎。然而直到最近，仍因新鲜农产品的保质期短，在当 地难以维持食品品质，使韩国新鲜农产品出口新加坡仍然受 限。

对此，aT去年年底在新加坡最大的流通连锁店NTUC fair

price中开设了“K-Fresh Zone”。韩国新鲜农产品专馆K-Fresh

Zone中除了销售原来出口到新加坡的葡萄、哈密瓜、甜柿子、

Exports look promising for organic foods and Korean convenience foods Various organic products and gluten-free products were presented at the Food & Hotel Asia (FHA 2018) expo held in Singapore last spring. The consumption of organic products is increasing among wealthy Singaporeans, and around one third of Singapore’s population are known to prefer gluten-free products.

The FHA Korean pavilion operated by aT presented many different types of Korean foods including fruit, instant foods, healthy foods, and snacks. One of the exhibitors “The Test Kitchen” displayed crackers free from any additives available in vegetable and fruit flavors. The product also obtained vegan food certification in England. Product awareness and consumer confidence increases when organic foods and gluten-free products receive overseas certifications.

Raspberry and omija juices and yuja ade were also presented at the FHA Korean pavilion. Healthy beverages made from fresh Korean fresh produce gained much attention from local consumers. These products meet the food consumption trends currently seen in Singapore, supporting a healthy, safe, and vegetarian diet, so export prospects for these kinds of products seem promising.

Over half of all Singaporean households are doubleincome families, which means that many Singaporeans eat out often. As such, Korean home meal replacements (HMR) have export potential because they are convenient like dining out, but healthy at the same time. Moreover, because of the Korean Wave, various Korean foods have already been introduced to Singapore, so Korean convenience foods, targeting specific generations and consumption levels, are expected to be in demand.

The Korean pavilion in the Food & Hotel Asia 2018 in Singapore has gained recognition for its functional and safe agrifood.

柑橘、苹果、梨等，还销售在新加坡颇有名气的韩国灯笼椒、

南瓜、白菜等各种蔬菜。开展定期的试吃活动，使新加坡消费 者能体验各种各样的韩国新鲜农产品。此外，还在SNS和公

交汽车广告等线上线下进行宣传活动，提高韩国新鲜农产品

的知名度。目前，新加坡国内已有10个K-Fresh Zone，进一步 促进了韩国新鲜农产品出口新加坡。

有机农产品、快餐式韩餐出口展望乐观

今年春天召开的新加坡餐饮及酒店服务博览会（FHA2018）上 展示了有机、无麸质等各类产品。有机产品在新加坡富裕阶

层中的消费正在增加，无麸质(gluten free)产品也备受三分之 一的新加坡人口青睐。

aT开设的FHA韩国食品馆中也展示了水果、即食食品、健康食 品、零食等种类丰富的韩国食品。参展的韩国企业“The Test Kitchen”展示了蔬菜及水果口味的无添加剂爆脆饼干。该产

品还获得英国素食食品认证。有机及无麸质产品如果获得海 外认证，将可以提升在当地市场的知名度和消费者信任度。

FHA韩国食品馆中还展示了覆盆子及五味子果汁、柚子汽水等 饮料。用韩国新鲜农产品制作的健康饮料也吸引了当地人的

注意。这些产品迎合了健康与安全、素食等新加坡食品消费主 要潮流，出口展望乐观。

此外，一半以上的新加坡家庭中都是双职工夫妇，在外就餐

较频繁。因此，类似外出就餐一样，可方便地在家中食用的快

餐型韩餐（HMR）的出口展望便趋向乐观。尤其是韩流在新加 坡得到追捧使得韩国食品在当地被熟知，符合各年龄层及消 费水平的韩国快餐型产品的需求非常充分。

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Korea Agrafood

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People “Chuncheon dakgalbi is my favorite!”

-Casimir

usually beef and pork are used for shabu-shabu, while Chinese hot pots usually offer two types of broth—a clear mild one and spicy one—in one pot with a divider in it, and lamb with lots of spices.

Shabu-shabu: meat and vegetables in hot broth When eating Korean-style shabu-shabu, first you dip your meat in the broth, which also contains generous portions of vegetables, and then you eat kalguksu(noodles) followed by fried rice.

The side dish culture in Korea is the best.

Casimir, who lives in Chuncheon, Gangwon-do, chose Chucheon dakgalbi(spicy stir-fried chicken) as his favorite Korean food. He likes how the fried rice is mixed with the remaining dakgalbi ingredients. So, the food he liked the best today was also the vegetable fried rice, the last course of the shabu-shabu.

“Dakgalbi sold in Chuncheon tastes better than dakgalbi sold in Seoul. I can’t describe the difference between them, but Chuncheon dakgalbi tastes better somehow.

Pan-fried dakgalbi is good, but dakgalbi grilled over charcoal is the best.”

Because Benin and Mongolia don’t have a side dish culture, Casimir and Tsendmaa chose Korean side dishes as the most interesting and tasty thing about Korean foods.

The best side dish—according to Casimir who is living with a Korean host family— is fried anchovies, especially those made by his host mother. Tsendmaa likes fried fish cake and is sorry that she happened to miss the fish cake in the shabu-shabu today.

“Korea’s winter feels harsher” -Tsendmaa

students who came to Benin for a 1-year missionary trip.

Casimir was 20 and in college back then and didn’t have any idea about Korea; he only knew about North Korea and the war. The more he learned about Korea, the more charming it seemed.

“Benin still has a long way to go before it is fully developed.

A role model country is necessary for development, and I think Korea can be our role model in this way. Korea has become a wealthy country in the 50 years since the Korean War. My goal is to become a politician who can resolve the educational, medical, and political issues of my country using Korea as a reference.”

Casimir learned Korean for one year at the language school at Chungnam National University and earned his master’s degree in Environmental Science at Kangwon National University in Chuncheon. He completed an internship as a project manager at a nonprofit organization after graduating in September 2017. Now he is looking for a job in marketing, trying to gain diverse experiences.

It feels hotter in Korea than in Africa.

Casimir from Benin, Africa first became interested in Korea when he made friends with Korean college

Today’s perfect course meal Is shabu-shabu a full course meal? I’m so stuffed!

Shabu-shabu is a meal that starts with meats and vegetables and finishes with kalguksu(noodles) and mixed rice. Casimir from Benin, Africa and Tsendmaa from Mongolia, tried a full-course shabu-shabu meal..

“There were so many mushrooms in the shabu-shabu we had today. We eat a lot of mushrooms in Mongolia, too.

Especially, the brownish mushrooms are considered to be good for your health, so many people eat them for health reasons.”

Tasty vegetables with a good texture—oyster mushrooms, winter mushrooms, bok choy and cabbage—are used

generously in shabu-shabu. The oyster mushroom, which has a light gray cap, helps prevent obesity by disrupting the body’s fat absorption. Winter mushrooms have an interesting texture, are tasty and nutritious, and are used for many different types of jjigae(stew). Winter mushrooms are also a good food for diets because they contain a lot of fiber and water, which helps you feel full.

Casimir and Tsendmaa shook their heads when asked about the differences between shabu-shabu and Chinese hot pot. Both dishes involve dipping meats and vegetables in boiling broth, but there is a big difference between the broths. A seaweed-based broth and meats,

Shabu-shabu

Vegetable fried rice

Our shabu-shabu was prepared by cooking mushrooms, bok choy, beef, and fish cakes in a specially flavored spicy broth. Dip the ingredients in soy sauce mixed with wasabi and pickled Cheongyang red pepper to make it taste sweeter and hotter.

The last course of shabu-shabu is vegetable fried rice. This is prepared by stir-frying all kinds of vegetables and quail eggs together with rice. The noise of the rice being stir-fried and the smell of the oil gives you a hint of what the rice will taste like once it is done.

Kalguksu(noodles)

Bassak bulgogi Bassak bulgogi was included as one of our side dishes. Thinly sliced grilled beef is crispy and has a smoky flavor. Sweet bulgogi, in particular, is loved by many foreigners. This bassak bulgogi is even better because of its crispy texture.

After you eat the meat and vegetables of the shabu-shabu, mushroom kalguksu is prepared using the remaining shabu-shabu soup. Kalguksu noodles are nutritious and are pretty in color because of the chlorella found in the noodles.

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Korea Agrafood

2018 DECEMBER

Choigane Mushroom Shabu Spicy Fish Stew Kalguksu Address: 36 Dosan-daero 51gil, Gangnam-gu, Seoul Contact: +82-2-547-7676 KO

Thanks to my Korean friends, my Korean has improved fast.

“I majored in Tissue Regeneration Engineering at the Mongolia International University in Mongolia. I first came to Korea by chance, for an internship at Seoul National University with other exchange students. I fell in love with the developed technologies of Korea and thought at the time that I wanted to come back to Korea.”

Tsendmaa earned her master’s degree from Dongguk University. In her early days in Korea, she had a lot of help with Korean from her Korean roommates. They patiently talked to her and made her speak to them in Korean even though she didn’t understand what they were talking about. As a result, in just 3 months Tsendmaa’s Korean improved dramatically, and she was able to understand most of what her friends were saying. Tsendmaa still feels deeply grateful to them for their help.

Casimir and Tsendmaa are experiencing another cold winter again in Korea. Hopefully they can beat the cold winter weather with hot shabu-shabu and find good jobs to ride out the winter.

HMR Peacock Shabu-Shabu Broth

International Food Fair 2019 Participation Plan

The broth is the most important part of shabu-shabu. A good broth is usually made with chicken, seaweed, garlic and plenty of vegetables. In addition to shabu-shabu, this broth is also perfect for making mille-feuille nabe at home.

Fresheasy Shabu-Shabu It only takes about 10 minutes to cook shabu-shabu. Shabushabu is made with generous portions of beef chuck roll, Napa cabbage, red beet, sweet pumpkin, and mushrooms, along with a soy sauce mixed with vinegar and chili sauce.

Other popular shabu-shabu restaurants

Homsukki Address: 708 Yeonju-ro, Gangnam-gu, Seoul Contact: +82-3445-4124 KO

Exhibition Name

Host country/city Total of 31 fairs

Date

Exhibition Name

Host country/city Total of 31 fairs

Date

1

Moscow (PROD EXPO)

Russia/Moscow

February 11-15

17

Taipei (Food Taipei)

Taiwan/Taipei

June 19-22

2

Dubai (Gulfood)

UAE/Dubai

February 17-21

18

Guangzhou (China IFE)

China/Guangzhou

June 26-28

3

Mexico (Alimentaria)

Mexico/Guadalajara

March 5-7

19

Malaysia (MIFB)

Malaysia/ Kuala Lumpur June 26-28

4

Tokyo (Foodex Japan)

Japan/Tokyo

March 5-8

20

New York City (Fancy Food Show)

U.S.A./New York City

June 30-July 2

5

Anaheim (NPEW)

U.S.A./Anaheim

March 7-9

21

Philippines (Wofex)

Philippines/Manila

August 7-10

6

Poland (World Food Poland)

Poland/Warsaw

March 7-9

22

Hong Kong (HKTDC Food Expo)

Hong Kong

August 15-17

7

London, UK (IFE)

U.K./London

March 17-20

23

Hong Kong (Asia Fruit Logistica)

Hong Kong

September 4-6

8

Panama (EXPOCOMER)

Panama/Panama City

March 27-30

24

Australia (Fine Food Australia)

Australia/Sydney

September 9-12

9

Ho Chi Minh City, Vietnam (FHV) Vietnam/Ho Chi Minh City

April 24-26

25

Moscow (WFM)

Russia/Moscow

September 16-19

10

Beijing International Babies & Children’s Expo (MICF)

China/Beijing

April 27-29

26

India (World of Food India)

India/Mumbai

September 27-29

11

Canada (SIAL)

Canada/Toronto

April 30-May 2

27

Germany (ANUGA)

Germany/Cologne

October 5-9

12

Brazil (APAS)

Brazil/São Paulo

May 6-9

28

Kazakhstan (WFK)

Kazakhstan/Almaty

October 31-November 2

13

Switzerland (Vitafoods Europe)

Switzerland/Geneva

Mary 7-9

29

Hanoi, Vietnam (V&B)

Vietnam/Hanoi

November 7-10

About Shabu

Shabusup

14

Shanghai (SIAL China)

China/Shanghai

May 14-16

30

Jakarta (Sial Interfood)

Indonesia/Jakarta

November 21-24

Address: 61 Daehak-ro 12-gil, Jongno-gu, Seoul Contact: +82-2-747-7730 KO

Address: 21 Sagajeong-ro 51gil, Jungrang-gu, Seoul Contact: +82-2-433-5007 KO

15

Bangkok (Thaifex)

Thailand/Bangkok

May 28-June 1

31

China International Import Expo

China/Shanghai

November (unsettled)

16

Myanmar (F&H Myanmar)

Myanmar/Yangon

June 5-7

28 Korea Agrafood

Farm Tour

Preserved flowers and diffusers made of wild herbs that promote healing

A prime example of social farming: Seongeo WellBeing Food

Providing economic independence for the disadvantaged

Seongeo WellBeing Food, located in Imsil in Jeollabuk-do, operates a variety of programs, including horticultural therapy and vegetable garden cultivation, for senior citizens living alone and women who have been the victims of crimes. Other programs run by the company include preserved flower and wildflower tea-making, which also provide participants with unique job opportunities.

ソーシャル・ファーミングの事例「仙居ウェルビーイングフ ード営農組合法人」

社会的弱者の精神的かつ経済的な自立を サポートする

人間と環境が共存し、農業の社会的価値を高めることができ

The popularity of these programs is evidence of the growing interest in social farming, which not only benefits people and nature, but also improves the value of agriculture as well. “Social farming” is the practice of offering farming activities as a form of education, job opportunities, and/or caring services, utilizing a range of farm resources. Social farming benefits people in need, including local senior citizens, people with disabilities, and children in the child welfare system.

Although social farming started in Europe in the 1970s, in Korea, social farming has just recently started to gain attention, and several farms have arisen that can be considered models of social farming. One of these farms is the agricultural association corporation Seongeo WellBeing Food in Imsil, Jeollabuk-do, which provides people in need of support with horticultural therapy and therapeutic farming.

Park Mi, the CEO of Seongeo WellBeing Food, who returned to the village of Seongeo 14 years ago, said, “We run various self-support programs, including preserved flower and wildflower tea-making classes and horticultural therapy for local senior citizens who live alone, families of victims of crimes, and other people in need.” CEO Park added, “These types of social farming activities become seeds of hope for socially disadvantaged groups, helping them to heal and find ways to stand on their own two feet.”

るソーシャル・ファーミングに注目が集まっています。 「ソーシャ ル・ファーミング（social farming）」とは、農業と農村が持って いる様々な資源を活用し、地域社会の高齢者や障害者、複雑

な家庭環境を持つ子どものような社会的弱者のための教育や 雇用、介護サービスなどを提供する農業活動を意味します。

1970年代にソーシャル・ファーミングがスタートした欧州と比 べると立ち遅れてはいるものの、韓国でもソーシャル・ファー ミングのモデルとなる可能性のある農場がますます増えてお り、注目を集めています。全羅北道・任実の自治体が経営す

る村企業「仙居ウェルビーイングフード営農組合法人」では、 園芸療法などケアファーム（care farm）で社会的弱者の自立 をサポートしています。

14年前に村に戻ってきて仙居ウェルビーイングフード営農組

合法人（以下、仙居ウェルビーイングフード）の代表を務めて いるパク・ミさんは、 「一人暮らしの高齢者や犯罪被害者の

家族を対象に、プリザーブドフラワーや野生の花茶の加工講

座、園芸療法などの様々な支援プログラムを行っており、手応 えを感じています」として、 「このようなソーシャル・ファーミン グは、社会的弱者のヒーリングと自立をサポートする希望の 種になっています」と説明しました。

野草のプリザーブドフラワーを生産・販売し、収入源とする 「仙居ウェルビーイングフード」は、静かでのんびりした山あ

いの奥地にある集落に活力を与えています。70～80代の一人 暮らしの高齢者が訪れる憩いの場であり、充実した作業場

として常に活気にあふれています。農村ではありふれた野草

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Korea Agrafood

2018 DECEMBER

Park Mi, the CEO of Seongeo WellBeing Food, seeks to help socially disadvantaged people become more self-reliant and to create jobs by offering social farming programs such as horticultural therapy and preserved flower-making classes.

が、高齢者の手によって、プリザーブドフラワーやアロマディフュ

Creating income by producing and selling preserved wild herbs Seongeo WellBeing Food has brought new life to this quiet rural mountain village. The company acts as a community center and workplace, always buzzing with the energy of senior citizens in their 70s and 80s who live alone. At the company, wildflowers picked from the village fields are collected and turned into preserved flowers and fragrant diffusers by the hands of the elderly learning new skills.

“Seongeo Village is a typical rural area with a large older population. We started a village business here in 2013, but we had limited experience and education, so our ability to sell grain was also limited. So, with the support of senior citizens living in the village, we started this unique business using preserved flowers in combination with horticulture. For the elderly, this is not just a pastime. Preserved wild herbs may seem insignificant, but they bring certain happiness to the older citizens in the village.”

According to CEO Park, the education programs (such as the preserved wild herb programs) provide jobs for senior citizens living alone. Income for the area’s older residents is generated by selling preserved wild herbs and flowers to the Yangjae Flower Market in Seoul.

Preserved wild herbs and flowers and diffusers are sold at prices anywhere from 10,000 to 100,000 won.

Preserved flowers are those that are treated with a

ーザーとして生まれ変わります。

パク代表によると、一人暮らしの高齢者を対象に野草のプリ

ザーブドフラワーなどを作る講座を行い、働き口をサポートし ています。野生の花と野草を採集して作ったプリザーブドフラ

ワーは、ソウル・良才洞の花市場で販売され、好評となってい

ます。野草と野生の花で作ったプリザーブドフラワーとアロマ ディフューザーは、1万ウォンから10万ウォン以下で販売され ています。

プリザーブドフラワー（Preserved flower）とは、生花を特殊

液の中に沈めて加工することで、3～5年ほど生花の形をその

まま保存できるように加工した花を意味します。現在、販売さ れているプリザーブドフラワーは、ほとんどがバラやカスミ草

などを使って作られていますが、仙居ウェルビーイングフード

では、珍しい野草や田んぼのヒエグサ（雑草類）などを使って おり、より環境に優しいとパク代表は説明しました。

「6.6ha（66000平方メートル）の敷地がある村の野生花の畑

で、ネコジャラシなどの形と大きさの良い野草を採集してプリ ザーブドフラワー作り、販売しています。それほどの額ではあ

りませんが、お小遣い稼ぎになる仕事があることで、高齢者の 方々も自信を持って働いてくださっています。難しい環境にあ

る方々が園芸療法を通じて心理的な安定を維持することがで き、さらに経済的な自立ができるようにサポートすることが目 標です。」

園芸療法資格認定と、農産物加工講座を通じて自立を支援 する

いつもならあまり興味を持つことの少ない野草や野生の花を

special preservation solution, so that they can stay in their original shapes for 3-5 years. According to CEO Park, roses and baby’s breath are commonly used for preserved flowers sold in markets, but her company uses wild herbs and grasses in an eco-friendly way.

“We collect wild herbs, including foxtails, that have a good shape and size from the 6.6-ha village wildflower field and turn them into preserved flowers to sell. Even though it’s not a lot of money, the people that work here are happy to earn money for their personal spending and are able to gain a sense of confidence. Our goal is for socially disadvantaged groups to achieve some degree of psychological stability through horticultural therapy and become financially independent.”

Common wild grasses and herbs have become a source of great happiness for the elderly citizens of Seongeo Village in Imsil, Jeollabuk-do.

Helping people become self-reliant through horticultural therapy certificates and agricultural product processing education CEO Park, who works wonders with common wild herbs and wildflowers, uses social farming to target not only the elderly in the village but also victims of domestic violence and other crimes and their families. Working together with crime support centers and the women’s shelter in Jeonju in Jeollabuk-do, the company offers female victims of crimes with various programs, including horticultural therapy and classes for making processed agricultural products. Classes are typically held once or twice a week.

CEO Park said, “We help the victims of crimes find healing and stand on their own feet by offering them a 6 months to 1 year program through which they can obtain their horticultural therapy certificate. It is very fulfilling to give them jobs and help them earn some money by selling preserved flowers and processed products.” Currently, two former program participants are working as hired teachers’ aides for the horticultural therapy and preserved flowers processing programs held at the schools and senior centers in the Jeollabuk-do area.

CEO Park said, “This year, we tried to communicate with participants through the horticultural therapy education.” She added, “Next year, we will focus on improving our social farming programs and creating jobs and income by growing and processing onions, potatoes, peppers, and other agricultural products on a 2,644 ㎡ plot of land.”

活かし、小さな奇跡を作り出すパク代表は、村の高齢者の他

にも犯罪被害者の家族や家庭内暴力の被害者を対象にソー シャル・ファーミングを行っています。全羅北道・全州の犯罪

被害者支援センター、女性憩いの場と連携し、女性被害者が

週に1～2回園芸療法と農産物の加工品作りプログラムに参加 できる講座を行ってきました。

特にパクさんは、 「犯罪被害者が6か月～1年をかけて園芸療 法士の資格が取れるように講座を行い、治癒と自立をサポー トしています。また、プリザーブドフラワーなどの加工製品を

販売し、収入源と雇用を作り出すことができるため、やり甲斐

があります」と話しました。現在、この講座で資格を取った2人

が、全羅北道地域の学校や町の施設などで園芸療法とプリザ ーブドフラワー教育の補助講師として働いています。

パク代表は、 「今年は園芸療法教育を通じて対象者と交流

し、適応していく時間でした」として、 「来年からはソーシャル

・ファーミング・プログラムをアップグレードさせ、2644平方メ ートルの土地で玉ネギ、ジャガイモ、トウガラシなどの農産物

を生産・加工し、収入源と雇用創出に注力したいと思います」 と抱負を語りました。

Company Information

Seongeo WellBeing Food Address: 7 Jicheon-gil, Unam-myeon, Imsil-gun, Jeollabuk-do Contact: +82-63-644-2225 KO

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Korea Agrafood

2018 DECEMBER

Fresh Produce

韓国柿は種類が多様で質が良く、海外市場で人気となってい

With a high sugar content and rigorous quality control, Korean persimmons have increasingly gained recognition abroad. Korean persimmons grow in areas with fertile soil and plenty of sunlight. The highly advanced farming technologies used to grow Korean persimmons are what give the fruit its sweetness and crunch. Korean persimmons, which have great storability, are evaluated and selected according to sugar content, weight, color, and gloss. Export standards vary by country to meet the unique tastes

ます。シャキシャキとした食感の‘あま柿’は、中国、イスラエル に比べて輸出の歴史が浅いにもかかわらず、味と新鮮さによ

って海外消費者から認められています。もっちりとした食感の

‘干し柿’、ゼリーのような‘柿マルレンイ(切り干し柿)’、天然アイ スクリームである‘アイス熟柿’などの加工食品も海外市場で好 評となっています。

韓国柿はその高い糖度と徹底した品質管理によって、海外市場 での認知度が上昇しています。韓国柿は良質の土壌で十分な

太陽光を受けて育ちます。農家の栽培技術水準が高いため、

The absolute best in taste, texture, and nutrition!

Korean persimmon

The Korean persimmon, which comes in many different varieties, has become popular abroad for its excellent quality. Compared to China and Israel, Korea has a short history of persimmon exports; nonetheless, the crunchy Korean persimmon has gained popularity abroad for its freshness and sweet taste. Processed persimmon foods, such as chewy gotgam (dried persimmon), jelly-like gam mallaengi (dried persimmon) and natural ice hongsi (iced ripe persimmon), have also received good reviews from overseas markets.

味と食感、栄養で断然最高！

of each market. Inexpensive, smaller fruits are usually provided to regular markets and bigger fruits are sold at department stores and upscale markets.

Korean persimmon exports are continuing to expand. The popularity of the Korean persimmon is soaring in places such as Malaysia, Singapore, Hong Kong, Canada, and Dubai. Given this increased awareness of Korean persimmons abroad, this year’s exports are expected to increase by 30% up from the previous year.

甘みが強く、食感がシャキシャキとしています。さらに、保存に も適しています。主要産地では糖度と重量、色つやなどを厳

格に選別します。輸出規格も様々です。これは海外消費者の

多様なニーズを満足させるためでもあります。お手頃な価格の

Efficacy1 Becoming more beautiful and slender with the Korean persimmon In spite of its high sugar content, the Korean persimmon is low in calories (44kcal per 100g) and is said to be an effective diet food. It is also rich in vitamins. Half of a persimmon contains 110mg of Vitamin C, which is even more than the recommended daily amount (100mg). Korean persimmons have such a high sugar content and are so rich in vitamins because of the abundance of sunlight they receive while growing.

小さめサイズは市場を中心に流通しており、大きめサイズは

現地のデパートなどの高級マーケットを中心に流通されていま す。

韓国柿の輸出は、次第により多くの国へと拡大しています。マ

レーシア、シンガポール、香港とカナダ、ドバイなどの国での人 気は非常に高くなっています。海外での認知度上昇を追い風

に、今年の輸出は去年に比べて30%以上増える見通しとなっ ています。

効能 1 美しく体もスッキリ‘韓国柿’

柿の糖度は高いですが、カロリーが100g当たり44kcalと低い

Efficacy2 Improving eye health and arteriosclerosis There are various kinds of functional substances in persimmons. Persimmons are high in beta-carotene, which helps relieve fatigue. Pectin in persimmons also improves arteriosclerosis by absorbing and eliminating bad cholesterol. Eating persimmons also increases antioxidants in the blood and decreases damage to the white blood cells, which is helpful in maintaining good health.

韓国柿

ため、ダイエットに効果的です。ビタミンも多く含まれていま

す。柿1/2個に含まれているビタミンCの量は、一日の推奨摂取 量(100㎎)よりも多い110㎎です。韓国柿は豊富な太陽光を受 けて育っているため、糖度とビタミン含有量が非常に高い果 物です。

効能 2 目の健康+動脈硬化改善に役立つ

柿には数種類の機能性物質が含まれています。柿に豊富なベ

ータカロチンは目の疲労を解消するのを助け、ペクチンはコレ ステロールを吸着・排出し、動脈硬化を改善してくれます。ま た、柿を食べると、血液中の抗酸化物質が増加し、白血球の

Efficacy3 Eat Korean persimmons if you are a drinker or smoker Persimmons are rich in tannins, which help relieve hangovers. You can even get relief from heartburn by eating persimmons the day after drinking.

Persimmons also have detoxification properties. In addition, persimmons help discharge cotinine—a metabolic product of the carcinogen nicotine found in cigarettes—out of the body.

DNA損傷を減少させてくれるため、健康維持に役立ちます。 効能 3 飲酒、喫煙するのなら、韓国柿を必ず召し上がれ。

柿にはタンニン成分が多く含まれ、二日酔いの解消に効果的で す。お酒を飲んだ次の日に柿を食べれば、胸やけが辛い二日

酔いも穏やかになる効果を期待できます。柿には解毒作用も

あります。タバコの発がん物質であるニコチンの代謝物である コチニンを体外に排出するのに柿が役立ちます。

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Korea Agrafood

2018 DECEMBER

Major persimmon exporting districts 柿の主な輸出産地

Gimhae exporting 3,000 tons of persimmons a year

Fun to choose and eat!

Processed Korean persimmon products are available in a wide variety of shapes and textures. 選んで食べる楽しみがある！ 形と食感が様々な韓国柿の加工品

韓国柿は新鮮な農産物であるあま柿のほか、様々な食品に加

Although some Korean persimmons are sold fresh, others are made into various processed foods for export. Chewy and sweet gotgam (dried persimmon), jelly-like gam mallaengi (dried persimmon) and frozen iced hongsi (ripe iced persimmon) are just some of these delectable products.

Jinyoung’s sweet persimmons from Gimhae in Gyeongsangnamdo are exported to Malaysia, Singapore, and other nations. The quality of these persimmons has gained recognition abroad, and exports to Malaysia increased this year by 10% up from the previous year. The major importer of Jinyoung’s sweet persimmons is Singapore, which is the 3rd biggest persimmon importer overall of the 14 countries currently importing Korean persimmons. This year’s export goal was 3,000 tons.

工・輸出されています。コシのある食感と濃い甘みのある干し

Changwon improving competiveness with earlier persimmon harvests

干し柿)、凍らせて食べるアイス熟柿などが代表的です。

Changwon in Gyeongsangnam-do exports 1,300 tons of

柿、ゼリーのようでおやつとして食べやすい柿マルレンイ(切り

sweet persimmons to Hong Kong and Singapore each year.

Changwon, in particular, has improved its competitiveness by growing a variety of persimmons that can be harvested earlier

Best 3 processed persimmon products 輸出柿の加工品BEST3

than other varieties. The city of Changwon is distributing its farming techniques for high-quality persimmons and actively

Cheongdo-gun,Gyeongsangbuk-do,exports“Cheongdobansi”,atype ofseedlesspersimmonthathasnoastringenttaste.Cheongdobansi are very sweet and soft and taste like a cross between an orange and apple;thisuniquetastemakesCheongdobansi popularinSoutheast

Gam mallaengi (dried persimmon)

Ice hongsi

Asia. Cheongdo-gun also exports gam mallaengi (dried persimmon) and ice hongsi (ripe iced persimmon).

Despite the drying process, jelly-like gam mallaengi contains all the vitamins and flavonoids of a fresh persimmon. Gam mallaengi is gaining attention as a well-being snack in Japan, the U.S., and Europe and is also gaining recognition in Southeast Asian markets such as Thailand.

Ice hongsi (frozen persimmon) is like a fruit ice cream made with the sweetness of nature. Since it is cold and convenient to eat, its popularity is soaring in Southeast Asian markets with subtropical climates. Ice hongsi is also enjoyed as a luxury dessert in countries such as Hong Kong, where exports continue to grow.

干し柿

柿マルレンイ(切り干し柿)

アイス熟柿

sweet and crunchy persimmons of Gurye are especially popular

作りますが、柿の豊富なビタミンが濃縮されていま

り干し柿)には、ビタミンとフラボノイドなどの柿の

ムです。ひんやりとして簡単に食べることができるた

Gotgam (dried persimmon) is made by drying peeled persimmons for a long period of time.

This process results in a high concentration of all the vitamins contained in a fresh persimmon. Korean gotgam is popular among consumers from the U.S., Canada, and Japan. Exports of gotgam to Vietnam and New Zealand are also on the rise.

干し柿は、柿の皮をむいて時間をかけて乾燥させて す。韓国の干し柿はアメリカ、カナダ、日本市場の消 費者が多く買い求めており、ベトナム•ニュージーラ ンドへの輸出も増えています。

しっとりしたゼリーのような食感の柿マルレンイ(切 栄養素がぎゅっと詰まっています。日本、アメリカ、 ヨーロッパでウェルビーイングなおやつとして注目

されており、タイなどの東南アジアの市場でも認知 度を高めています。

南金海’

慶南金海の進永あま柿は、マレーシア、シ

ンガポールなどに輸出されています。今年 のマレーシアへの輸出額は前年比で10%

上昇するほど、現地でその品質を認められ

ています。進永あま柿の主な輸出国はシン

ガポールであり、あま柿の輸出相手国14か 国のうち3番目に輸出量が多くなっていま

す。今年の輸出目標は3000tです。

早めに収穫する品種であり、競争

力の高い‘慶南昌原’

慶南昌原のあま柿は、香港とシンガポール

などに年間1300t規模で輸出を行っていま

す。特にこれまで輸出されてきたあま柿よ

りも早めに収穫する品種を栽培しており、 その競争力を高めています。昌原市は高品 質のあま柿栽培技術を普及させ、新規市

場開拓に積極的に取り組んでいます。

developing new markets.

Cheongdo exporting persimmons and mallaengi free of any astringent taste

Gotgam (dried persimmon)

年間3000tを超える輸出を行う‘慶

アイス熟柿は自然の甘みを感じる天然アイスクリー め、亜熱帯気候の東南アジアの市場で人気が高い

食品です。最近では高級デザートとしてアイス熟柿

Gurye exporting persimmons to Dubai Gurye in Jeollanam-do exports persimmons to Dubai in the Middle East and Southeast Asian markets such as Malaysia. The in the Dubai market. Gurye-gun also operates comprehensive consulting services for exporting farms to improve their export competitiveness.

渋い味を取り除いた柿と、柿マ

ルレンイ(切り干し柿)を輸出‘慶 尚清道’

慶尚北道の清道郡は、種なし柿である‘清

道盤柿’の渋みを取り除き、マレーシアへの

輸出を行っています。清道盤柿は糖度が高

く食感が柔らかいうえ、オレンジとリンゴの 中間のような味があり、東南アジアで人気

となっています。柿マルレンイ(切り干し柿)、

アイス熟柿などの輸出も行っています。

アジアを超えて中東ドバイへ輸出‘ 全南求礼’

求礼のあま柿は、マレーシアなどの東南ア

ジア市場はもちろん、中東市場ドバイへも 輸出されています。特に、ドバイ市場にお

いてその甘みとシャキシャキとした食感で

人気が非常に高くなっています。求礼郡は 輸出競争力を高めるために輸出農家総合

コンサルティングを推進しています。

が活用されており、香港への輸出が増えています。

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37

Korea Agrafood

2018 DECEMBER

Fresh Produce

Functional vegetable used to make kimchi, a signature K-food

Korean cabbage

Kフード‘キムチ’を作る機能性野菜！

韓国白菜

Korean cabbage is consumed mainly in some Asian countries such as Korea, China, and Japan. Korean cabbage is the main ingredient of the represented Korean fermented food kimchi.

A widely used traditional Korean food ingredient, Korean cabbage has recently been gaining attention abroad, particularly in the form of kimchi. This is because, in addition to the influence of the Korean Wave, kimchi has been found to have cancer-fighting properties, earning it the reputation as a top functional vegetable. As a result, the consumption of kimchi is increasing in Southeast Asia.

Korean cabbage is grown in a clean, natural environment and has a pleasantly crunchy taste. The main importer of Korean cabbage is Taiwan, which represents 70% of all Korean cabbage exports. However, exports are also expanding to Malaysia and other nations. Last year, 1,000 tons of Korean cabbage were exported, and this year, exports are expected to increase up to three times more than in the previous year. Export cabbage districts such as Yeongdeok in Gangwon-do, have been operating quality control procedures for the entire cabbage supply through prearranged farming contracts.

白菜は韓国、中国、日本などのアジアの一部の国々で主に消費 されている野菜です。そして、韓国の代表的な保存食である‘キ ムチ’の主材料でもあります。

韓国の伝統的な食材料である白菜が最近になって海外市場で

注目されています。韓流の影響によって東南アジア地域でのキ ムチの消費が増えており、さらに、抗がん効果があることが明

らかになったことで、機能性野菜としても再び注目を浴びてい るためです。

“3 years of Korean cabbage exports to Taiwan. Our cabbage is a big hit.”

Moon Tae-bok, a farmer and exporter of Korean cabbage Moon Tae-bok grows cabbage for export on his farm in Goesan-gun, Chungcheongbuk‑do. Moon began cabbage exports to Taiwan in 2016 and has continued to export Korean cabbages for the past 3 years.

“Goesan cabbages are produced in an alpine region marked by a huge daily temperature range, so they are sweet and savory with a good texture. Goesan cabbages are recognized for their excellent taste and quality not only in Taiwan but in Korea as well. Using our advanced farming techniques, we produce Korean cabbages that have less water than other cabbages.

Since our cabbages hold less water, they are crunchier and more delicious,” says farmer Moon.

Two years ago, around 300 tons of Goesan cabbages were exported to Taiwan. Last year, imports increased to 800 tons, and have already reached 600 tons by late

菜よりも水分が少なく食感がよくシャキシャキとした美味し

輸出白菜栽培ムン・テボク農家

い白菜を生産しています。」

ムン・テボク氏(63)は、忠清北道槐山郡の輸出白菜栽培農

となっています。主な輸出国は台湾でその70%ほどを占めてお

し、今年で３年目となっています。

り、 マレーシアなどへの輸出も拡大している状況です。去年は 1000tほどが輸出されており、今年は引き続き前年比3倍以上

輸出が増える見通しとなっています。江原道、盈德などの輸出

白菜の産地では、全量事前契約栽培を行うことで品質を管理 しています。 効能

白菜には抗がん物質であるグルコシノレート成分が多様に含

まれています。乳がんを抑制する効果が非常に優秀なインドー ル型グルコシノレート、広範囲のがん抑制効果を持つグルコブ

ラシシンなどが豊富です。また、ビタミンAとCが豊富で、ビタミ ンCはキムチを漬けた後も損失は少量となっています。また、 白菜は食物繊維が豊富でカロリーが低く、大腸がん予防にも 効果的です。

October of this year. Goesan-gun is trying to expand Korean cabbage exports and visited Taiwanese supermarkets last spring to conduct research on the cabbage preferences of Taiwanese consumers.

“We are implementing stricter quality controls for our Korean cabbage. We hope that even more foreign consumers can taste the delicious and nutritious Goesan Korean cabbage.”

“台湾輸出3年目。人気です。”

韓国の白菜はクリーンな自然環境で栽培されており、シャキシ ャキとした心地よい食感があります。東南アジアで特に人気

Efficacy Korean cabbage contains various kinds of cancerfighting compounds such as glucosinolate. It is also rich in indol glucosinolate, which is known to help prevent breast cancer, and glucobrassicin, which help prevents major types of cancer. Korean cabbage is also high in Vitamin A and Vitamin C. Although some of this Vitamin C is lost when the cabbage is made into kimchi, the amount lot is minimal. Korean cabbage is also high in dietary fiber and low in calories, helping prevent colorectal cancer.

FARM STORY

槐山白菜は、一昨年は300t、昨年は800tほどが台湾に輸出 され、今年は10月末の時点で600tが台湾に輸出されていま

す。槐山郡は今年の春に台湾現地の流通市場を訪問し、台

家を営んでいます。2016年秋に台湾への白菜の輸出を開始

湾消費者の韓国白菜に対する好感度を調査するなど、白菜 の輸出拡大に向けて努力を傾けています。

「槐山の白菜は日中の寒暖差が激しい高冷地で生産され

「今後、輸出白菜の品質管理をさらに徹底し、美味しく栄

ており、食感が良く、甘みと香ばしさがあります。国内だけ

養豊富な槐山白菜をより多くの海外消費者に味わっていた

でなく、台湾でもその味と品質が素晴らしいと評価を受け

だきたいです。」

ています。そこに農家としてのノウハウが加わって、通常の白

Enhancing the cabbage’s red color and its cancer-fighting effects

Functional type of Korean cabbage The export competitiveness of Korean cabbage has been improved by developing new kinds of Korean cabbage with enhanced functions and colors. “Cancer-fighting Korean cabbage” contains a variety of cancer-fighting compounds. It also contains 34.5 times more beta carotene, and 33 times more gluconasturtin than other common cabbage varieties. Cancer-fighting Korean cabbages are now being exported to the U.S., China, Japan and other nations. “Red cabbage” is rich in anthocyanin, which is effective in preventing arteriosclerosis, and contains a high level of glucosinolate.

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Korea Agrafood

2018 DECEMBER

Processed Food

此外，百岁酒与2009年韩国首次开发酿造专用米“雪粳米”的农

and other medicinal herbs. “Raw rice fermentation” is a new technology in which raw rice and water are brewed together at room temperature without any heat to create wine. This technology minimizes the destruction of nutrients and allows a sufficient amount of essential amino acids and vitamins to be preserved.

In 1993, Kooksoondang made a valuable contribution to the makgeolli (traditional Korean rice wine) industry by introducing the nation’s very first canned makgeolli.

In 2009, Kooksoondang once again made history with its release of “Kooksoondang Draft Makgeoli”, made using the makgeolli fermentation agent eogisul.

Kooksoondang uses “fermentation control technology” to control the activation of the yeast and to cut off the

Making liquor with honesty and care

高，酿造的酒口感柔和丝滑，是最佳酿酒米。

得益于此，百岁酒被韩国政府选为优秀文化商品，这是酒类产 品首次获此荣誉。

结合现代技术的传统玛格丽酒广受关注

麴醇堂在1993年首次开发了罐装玛格丽酒，为韩国传统酒玛格 丽酒产业的发展做出了巨大的贡献。麴醇堂采用了于2009年韩 国首次开发的“玛格丽酒发酵控制技术”，推出了“麴醇堂生玛格 丽酒”。

“发酵控制技术”是一种能调节生玛格丽酒内存活酵母的活性， 并阻断外部空气流入的技术，将香槟发酵方法融入了生玛格丽

酒的发酵工序中，使生玛格丽酒中特有的有益健康的植物性乳 酸菌的存活时间更长一些。

inflow of air from the outside. This technology is actually used to ferment champagne, but Kooksoondang applied this method to the fermentation of draft makgeolli. This technology allows the vegetable lactic acid and good bacteria in the makgeolli to live longer.

Kooksoondang

麴醇堂生玛格丽酒融合了发酵米的时候所生成的碳酸清凉感与 生玛格丽酒中所含的乳酸菌特有的酸味，入口即可享受米的温 和口感及凉爽之感。

Main Products

Kooksoondang, a major brewery of traditional Korean wine, has long since been loved by Koreans for its Baekseju and makgeolli. Kooksoondang puts people first and takes great care to make wines that people can enjoy with others, not simply for the sake of getting drunk.

秉正直之心，酿醇香之酒

韩国传统酒代表企业——“麴醇堂” 韩国政府评选的优秀文化商品——“百岁酒”

“Baekseju” and “Kooksoondang Makgeolli” called Koreans’ choice of rice wine In celebration of the 1986 Asian Games and the 1988 Seoul Olympics, Kooksoondang used a recipe for “raw fermented rice” from 1,000 years ago to make what is now a representative Korean wine. This wine is known as “Baekseju”.

Baekseju (launched in 1992) is made with ground raw rice— using Kooksoondang’s patented technology of “raw rice fermentation”—along with gugija, omija, ginseng, sansuyu,

户签订合同，并用此米酿酒。雪粳米蛋白质含量低，氨基酸含量

麴醇堂为迎接1986年的亚运会及1988年首尔奥运会，为酿造出 韩国最具代表性的酒，采用了1000年前文献中记载的“生米发 酵法”，酿造出了有益健康的“百岁酒”。

1992年推出的百岁酒采用了麴醇堂专利技术“生米发酵法”，是

把生米磨成粉酿成的酒中加入枸杞子、五味子、人参、山茱萸等 有益健康的韩医药材酿制而成的酒。“生米发酵法”并不是通过

高温加热来酿酒，而是把磨成粉的生米放在常温的水里等待自 然发酵的新技术。不仅营养成分流失少，还富含大量的氨基酸 和维生素。

1

Baekseju

A representative fermented traditional Korean rice wine made using seolgaengmi rice (a type of rice used exclusively brewing), fine yeast, and 12 types of medicinal herbs. Thanks to the raw rice fermentation process used, Baekseju tastes clean, is less likely to cause hangovers, and goes well with most Korean foods. (Alcohol content: 13%)

2

用酿酒专用米——雪粳米与优良酒曲以及12种

有益健康的韩药材发酵的韩国代表性传统酒。

采用生米发酵法酿制而成的百岁酒口感丝滑，不

易醉。可与绝大多数的韩餐搭配饮用。 （酒精浓 度 13%）

麴醇堂生玛格丽酒

Kooksoondang draft makgeolli

This special makgeolli is made using a “fermentation control technology” that cuts off air from the outside and controls yeast activation, resulting in a fresh taste that lasts. This type of makgeolli is also high in fiber, vegetable lactic acid bacteria, and essential amino acids. (Alcohol content: 6%)

3

百岁酒

采用韩国首次研发的“发酵控制技术”阻断外部

空气，调节酵母活性化，可长时间保证口感及新 鲜度。富含膳食纤维和植物性乳酸菌以及人体 所需氨基酸。 （酒精浓度6%）

麴醇堂大米玛格丽酒

Kooksoondang rice makgeolli

Made using a raw rice fermentation process, Kooksoondang Rice Makgeoli is rich in essential amino acids and characterized by a smooth taste.

Kooksoondang Rice Makgeoli has a 1-year expiration date and can often be found on international flights and in airport lounges. (Alcohol content: 6%)

是用生米发酵法酿制而成的富含人体所需氨基

酸、口感柔和丝滑的玛格丽酒。自生产日起保质

期为一年，各大航空公司国际航班的飞机餐和

机场休息室均有提供。 （酒精浓度6%）

Address: Kooksoondang building, 641 Bongeunsa-ro, Gangnam-gu, Seoul, Korea Contact: (Headquarters): +82-2-513-8524 (China): +86-10-8448-3206 CN (Japan): +81-3-6231-157 JA Website: http://www.ksdb.co.kr

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Processed Food

Haechang Brewery: a brewery recognized at the national level located in the remote village of Haenam The living quarters and garden of Haechang Brewery were constructed in 1927 by Shibada Hikoai, who was born in Japan’s Gunma Prefecture and came to Haenam through Gangjin. After Korea’s liberation from Japanese colonial rule, the ownership of the property was transferred to Jang Nam-mun who worked with Shibada.

Hwang Eui-gwon, a brewer from Gangjin, purchased the brewery from Jang for 300 sacks of rice and became the third owner of the brewery. The brewery is now owned

by Oh Byeong-in and his wife Park Ria, who purchased the property in 2008.

The word jujojang (brewery) refers to a place that makes liquor, while the word yangjojang (distillery) refers to a place that makes fermented foods such as liquor, soy sauce, and/or vinegar. In all regions of Korea except Jeolla Province, businesses licensed to making liquor use the term yangjojang. In Jeolla Province, however, a majority of the breweries use the term jujojang. Therefore, the name Haechang Brewery (jujojang) was chosen in accordance with local customs.

A local cultural heritage preserving truth and history

Haechang Brewery

Instead of flour, Haechang Brewery uses pure Haenam rice, good water and sea breeze, pouring its heart and soul into making an excellent makgeoli with pure, deep flavors that nobody can imitate.

韩国天涯海角村——海南的淳朴之心酝酿一杯酒

遵循发酵制法，充满回忆的韩国代表性地区文化遗 产——海仓酒造场

CEO Oh Byeong-in and his wife Park Ria purchased the brewery in 2008, becoming the fourth owners in its history.

Retaining the authentic taste and flavor of ingredients, savory and not too sweet The most noticeable characteristic of Haechang Makgeolli is that it is savory instead of sweet. As foods sold in restaurants became increasingly strong in flavor (spicy, salty, or sweet), makgeolli sold in the city became sweeter and lighter. Haechang Makgeolli, however, is subtle and uncomplicated.

Originally, makgeolli has been made with rice as the main ingredient, along with the fermenting agent nuruk, made from ground wheat. However, in the mid1960s, in accordance with the government’s new grain policy, brewers started to use flour to make makgeolli and sometimes even used corn or barley. Since 1990, makgeolli has begun to gradually return to its roots.

Haechang Brewery switched from flour makgeolli to rice makgeolli in 2009, when Oh Byeong-in became the brewery owner.

After Haechang Makgeolli began to use rice, its stale taste (typical of makgeolli) disappeared and was replaced by a

僻静村庄海南的国家代表级酿酒厂——海仓酒造场

海仓酒造场的住家和庭院都是出生于日本群马县，途径康津

后定居海南郡生活的 Sibadahikoei于1927年建造的。解放后酒 造场归之前曾与 Sibadahikoei 一起工作的 Jang Nammun 所

有，后来曾在康津酿酒的 Hwang Uigwon 用300石稻子收购了 酒造场，成为了海仓酒造厂的第三代主人。现在第四代主人 O

Byeongin 代表和其夫人 Bak Ria 于2008年购买了酒造厂一直延 续至今。

酒造场是酿酒的地方，酿造场是生产发酵食品即酒或者酱油、 食醋的地方。现在有酿酒执照的酒厂除了全罗道以外的地区都

叫酿造场，而在全罗道几乎没有叫酿造场的酒厂，大部分都叫做 酒造场。名为海仓酒造场而不叫酿造场也正是反应出了这种地 区特色。

无甘味且清淡的材料，还原酒天然的味道和香气

海仓玛格丽酒最大的特点就是无甘味，很清淡。在外就餐时，食 物又辣又咸又甜，市里卖的玛格丽酒甘味重，味道就变得很轻 薄。而海仓玛格丽酒则既淡又香醇。

原来玛格丽酒是用大米做主材料，用米磨成的粉做成的酒曲发

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With its beautiful garden and close proximity to a number of modern cultural heritage sites, Haechang Brewery was highlighted as a “Must-visit Brewery” by the Ministry of Agriculture, Food and Rural Affairs in 2014.

酵酿酒。然而上世纪六十年代中期，因粮食政策促成面粉为酒的

fresher taste. Haechang Makgeolli is not sweet and light like makgeolli made and sold in the city. The biggest reason for this is because CEO Oh loves to drink alcohol.

“I drink Haechang Makgeolli too, so I don’t use any tricks or add any sweeteners,” CEO Oh said.

Haechang Brewery hasn’t used any sweeteners in its products since 2016. As this fact has become more widely known, orders from other regions have increased, and Haechang Makgeolli has acquired many regular customers. Many people who don’t usually drink enjoy Haechang Makgeolli because it goes well with any kind of appetizer and doesn’t feel too heavy. Also, because of the cold fermentation process used to make it, Haechang Makgeolli doesn’t cause hangovers or unpleasant burps.

When asked about his vision, CEO Oh Byeong-in said, “I find that, in general, makgeolli has become sweeter, but I want to bring out the authentic taste and flavors of the ingredients. I want to share the true taste and charms of traditional makgeolli with more people.”

In addition, he said, “I am going to put even more effort into Haechang Makgeolli, so it can be established as the nation’s top makgeolli. I am working toward strengthening our reputation as a brewery that produces high-quality makgeolli in small quantities.”

主要材料，此后随着政府政策的改变，玛格丽酒中玉米和大麦的 含量也随之增加。1990年以后随着大米成了酿酒的主要材料， 开始推出大米玛格丽酒，而O Byeongin代表在成为海仓玛格丽 酒的主人之后，也就是从2009年开始由面制成的玛格丽酒转变 成为大米玛格丽酒。

海仓玛格丽酒转变为大米玛格丽酒之后，原来发涩的玛格丽酒

口味变得顺滑，实现了口味上的重大革新，但并没有像城市玛格

丽酒一样变得轻薄或发甜。这都归功于酿酒的 O Byeongin 代表 还是一个爱酒的人。O Byeongin 代表表示：“我自己喝的酒根本 就没有必要班门弄斧硬加技术，也不需要加入甜味。”

海仓酒造场自2016年开始酿酒就不再加入甜味剂了。这一消息广

海仓酒造场的庭院中有四十多种树木，且与奇石及苔藓交相辉

modern cultural heritages. For these reasons, Haechang Brewery was selected as a “Must-visit Brewery” in 2014 by the Ministry of Agriculture, Food and Rural Affairs.

There are around 40 different types of trees that grow in the garden, along with suiseki stones and moss. A persimmon tree and a thuja tree stand at the entrance of the garden, and an asiaticus with serrated leaves stands by the entrance of the garden like a guard.

The garden is abloom with beautiful flowers all year long.

Daffodils peak their heads out in February, followed soon after by dephnes. In the spring, magnolias and azaleas put on a multi-colored show, and crape myrtle and horse chestnut burst into bloom in the summer. In the fall, the magic lily and Japanese fatsia proudly stand out against the backdrop of the red maple leaves.

There is a wide range of trees in the garden: nandina, which is used to make violin strings; striped lozoste lancifolia, which looks like Marine soldiers in uniform; red, native wild roses; and a 600-year-old crepe myrtle.

In the middle of the garden, there is a pond formed by the water flowing from the hill located behind the house, and a garden well, full of clean, clear water. There are also 5 small mountains in the garden. These 5 gentle slopes are marked with viewing stones or other piles of stones, making it easy to spot them and the perfect views they offer.

映，从大门进去以后映入眼帘的是柿子树和侧柏树，玄关有锯 齿模样的树叶，桂花缠满了大门，像门卫一样守护着庭院。

庭院四季开花，2月水仙花盛开后千里香也随即盛开。木莲和杜

鹃开满整个春天，夏天紫薇树开花，秋天相思花、八角金盘也相 继盛开，不多久枫叶就会染红深秋。

院子里有制作小提琴弦的南天竹和能让人联想到军服的朝鲜木 姜子，红彤彤一片盛开的本地野蔷薇花以及有着600年历史的 紫薇树等各种各样的树木，所以院子里的苔藓也很多。

此外，庭院中央的后山盛开着莲花，院子的井里还喷着清澈的

水。庭院里有五座小山，是由观赏石或石头垒成的，如果留心看 的话就能分辨出来，院子里就好像一个由山构成的小宇宙。

Haechang Makgeolli is savory rather than sweet; subtle but uncomplicated.

为流传后，外地订货量就开始显著提升。最重要的是出现了喜欢 海仓玛格丽酒的常客和回头客。连原来就不喜欢喝酒的人都成

为了常客，都是因为海仓玛格丽酒很适合与下酒菜搭配饮用，可

以毫无负担的享受海仓玛格丽酒的味道。而且，海仓玛格丽酒采

用低温发酵方式，不会宿醉也不会打嗝，广受爱酒之人的青睐。 对于今后的目标 O Byeongin 代表表示：“虽然玛格丽酒的味道

发生了全面的变化，但是我的意图是想保有材料本身的香气和味 道。让玛格丽酒散发出其本来的味道，想把传统农酒的魅力弘扬 出去。”

此外，他还表示：“将付诸更多努力，力求将海仓玛格丽酒打造成

能代表韩国的玛格丽酒，把海仓酒造场打造成一个少量、高端型 造酒厂。

庭院的美丽被选为《寻访的酿造场》

Selected as a “Must-visit Brewery” for its beautiful garden Haechang Brewery’s beautiful garden is as famous as its makgeolli. Although the actual brewing facility is small, the brewery’s garden is exquisite and located nearby other

海仓酒造场除了海仓玛格丽酒远近闻名以外，酒造场漂亮的庭

院也已广为人知。因此，海仓酒造场于2014年被选为农林畜产食 品部指定的《寻访的酿造场》，虽然当时酒造场的规模并不大， 但是庭院极其美丽且遗留了许多近代文化遗产。

Main Items Haechang Draft Makgeolli, 900 ml, alcohol content: 6% 海仓生玛格丽酒6度900毫升，6%

糯米的鲜味和粳米比较强的口感相结合，更

Haechang Draft Makgeolli preserves the strong flavor of fermented non-glutinous rice together with its natural subtle sweetness. Since it has just the right amount of tartness, Haechang Draft Makgeolli goes well with almost any kind of food, but goes especially well with ganjaemi jjim (steamed young skate).

甘甜但是不重，它的鲜美与所有饮食都很匹

Haechang Draft Makgeolli, 900 ml, alcohol content 9%

海仓生玛格丽酒9度900毫升，9%

This special makgeolli is made using a “fermentation control technology” that cuts off air from the outside and controls yeast activation, resulting in a fresh taste that lasts. This type of makgeolli is also high in fiber, vegetable lactic acid bacteria, and essential amino acids. (Alcohol content: 6%)

突出了玛格丽酒原材料的味道，虽然味道略 配，与蒸鳐鱼非常搭。

玛格丽酒瓶上标注的原材料中有“水、大米、

酒曲”，短短的一行。与城市的玛格丽酒不同 的是，无甘味且没有采用复杂工序，能喝出

僻静乡村海南的淳朴之心和酒本身的味道和 香味，与烤鲍鱼非常搭。

Address: 1 Haechang-gil, Hwasan-myeon, Haenam-gun, Jeollanam-do, Korea Contact: +82-61-532-5152, FAX: +82-61-534-2346 Website: https://haechangjujo.modoo.at

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Into the Media

Korean foods recommended by Josh, the “Korean Englishman” 英国男子喜爱的韩国美食

Korean foods introduced by the “Korean Englishman”

Josh, the best known Englishman to Koreans

Josh, who talks about Korean foods and culture on YouTube, is an Englishman who has become as famous as the Beatles and Colin Firth to Koreans. Working under the nickname “Korean Englishman”, Josh has as many as 2.8 million subscribers, and even Hollywood celebrities visiting Korea clamor to appear on his YouTube channel.

英国男子介绍的韩国饮食 韩国人心目中英国男人的代表——Josh Since 2013, Josh has been gaining in popularity for his YouTube channel, which features episodes of him experiencing many different types of Korean foods.

Josh, who is so famous that he can often be seen on TV, is viewed by many as the forefather of Korean meokbangs (eating shows) made by foreigners. He first came to Korea in 2008 as an exchange student at Korea University; his steady interest in Korea soon prompted him to begin his own YouTube channel.

The main concept of Josh’s channel is to introduce Korean foods and culture to English friends and family and foreign friends and then show their reactions on YouTube.

With his clean looks and fluent Korean, Josh has now become a YouTuber sought out by Hollywood stars. Just recently, he interviewed famous actors from “Deadpool” and “Avengers 3” and shared Korean food and culture with them. Josh reaches beyond simple meokbang concepts and delves deeper into Korean cultural, explaining things in a fun way like how to eat grilled samgyeopsal (pork belly) at the baseball stadium or taking his viewers grocery shopping at the Korean market.

Ganjang gejang (soy sauce marinated crab)

Nakji horong (octopus on a stick)

Ganjang gejang is a typical danjjan (sweet and salty) side dish. It is nick named “the rice thief” because it is so delicious that you can’t stop eating it. The recipe for the soy sauce marinade varies from family to family, but almost every recipe seeks to create a deep flavor using many different types of ingredients such as jin ganjang (thick soy sauce), onion, Japanese apricot, large-eyed herring and more. Ganjang gejang is made by pouring cooled soy sauce marinade over crabs.

Female crabs with eggs are considered to be the most delicious.

Nakji horong is a popular food in the ocean city of Mokpo in Jeollado, which is a province known for its delicious food. To make nakji horong, an octopus is wrapped around a stick, basted, and grilled.

Nakji horong looks good and is a fun dish that is often served at parties. Any foreigner who is squeamish about eating a live octopus (another dish in Korea), may have an easier time trying nakji horong.

In nakji horong, the organs and ink are cleaned from the octopus before it is stuck on the end of a stick and grilled with its legs wrapped around the stick.

酱蟹

烤章鱼串

在韩国人心目中被誉为“下饭神器”的酱蟹是最具代表性的“甜咸”（又甜又

韩国美味之乡全罗道的海洋城市木浦最具代表性的美食当属烤章鱼串。是

用的酱油调料每家都略有不同，但用浓酱油、洋葱、梅子、青鳞鱼等各色材

且直接用手撕着吃，别有一番乐趣。对于不敢吃活章鱼的外国人来说，烤章

酱油调料，一道酱蟹料理即大功告成。带籽的母蟹更是美味非凡。

箅烤，烤个几成熟后涂上调料再烤即可。

咸）小菜，因只需一个酱蟹就可以吃下很多饭而被誉为“下饭神器”。酱蟹专

把章鱼穿成串再涂上酱料后烤制而成的料理。可以作为接待客人的菜肴，而

料增添风味是制作这道料理的重要一环。在处理干净的螃蟹上撒上置凉的

鱼串可是不二选择。将章鱼洗净，去除内脏和墨汁后串在签子上入锅蒸或上

作为外国人介绍韩国饮食和吃播的鼻祖，Josh 从2013年开始以体验各种韩国饮食为主题收

获了不小的人气，如今还经常出演电视节目，

在韩国已然成为了一个家喻户晓的明星。2008

年，他以交换生身份来到高丽大学后开始关注 韩国并开启了YouTube的主播之旅。

Josh主要是通过YouTube展示自己的英国及外 国人朋友及家人体验韩国文化和饮食后的反 应。

Josh英俊的外表和流利的韩语使好莱坞明星

都来他的频道收看他的视频。最近他还采访了 出演《死侍》、 《复仇者联盟3》的著名演员，公 开了他与明星分享韩国饮食及文化的视频，反 响热烈。此外，在棒球场烤五花肉、逛韩国超

市等，视频内容已经不仅是吃播，还涉及了文 化。

Dakgalbi (spicy stir-fried chicken)

Miyeokguk (seaweed soup)

There are two ways of cooking dakgalbi: by cooking marinated chicken and vegetables together in a pan, or by grilling marinated chicken the same way you grill pork or beef. The dakgalbi shown by Josh in his video is grilled. Dakgalbi is a relatively simple dish to prepare and can be made simply by grilling marinated chicken on a gridiron. The marinade for dakgalbi is made with red pepper powder, soy sauce, and oligosaccharide. The spicy and sweet sauce is the key part of the dish.

Considered the best food for mothers after giving birth, miyeokguk (seaweed soup is a type of comfort food that Koreans eat on their birthdays. The recipe for miyeokguk is simple. To make miyeokguk, stir-fry beef in sesame oil, add soaked seaweed to the pot, season the mixture with anchovy broth and soy sauce, and allow it to boil. The seaweed needs to have enough time to flavor the broth, so miyeokguk tastes better the day after it is cooked.

炒鸡排

海带汤

炒鸡排有两种吃法，一种是在铁板上炒腌制入味的鸡肉和蔬菜，另一种是在

海带汤是产妇调理身体的最佳饮食，也是韩国人生日时必喝的灵魂美食。料

烧烤箅子上像吃烤猪肉和牛肉一样烤腌制好的鸡肉。Josh在YouTube上展

理方法也非常简单。先用香油把牛肉炒一遍之后与泡好的海带一同倒入鳀鱼

示的就是第二种。用辣椒粉、酱油、低聚糖等调制的调料腌制的鸡肉放在篦

汤底中，用韩式酱油调味后煮开即可。海带汤中的海带味道越浓郁越好喝，所

子上烤，制作方法简单，味道甜中带辣。

以隔天的海带汤味道更佳。

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Korea Agrafood

2018 DECEMBER

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

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I’d like to know about the different types of support and the amount of funding available from the 2018 Localization Support Project for nontariff barriers and issue resolution consulting.

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The project grants 10 million won to a maximum of 10 companies throughout the course of the year.

If selected as a grant recipient, you will receive support on general legal matters (such as writing contracts and consultations on trademark rights and patents) as well as local information (customs clearance duties, food related legislation, sanitary inspection standards, etc.) related to your business. You will also receive information on translation and car rental agencies.

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To apply, please visit the website (global.at.or. kr) of aT’s comprehensive support system for exporters. For the Greater China region, please submit the Application for Product Customs Clearance (China).

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New hopes for farmers' hands

Happy and healthy food on people's tables

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

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Korea Agrafood