December 2019(vol.290) by AgroTrade aT

The Monthly Magazine of Korean Agriculture & Food

December 2019 vol.290

Three Charms of Three Winter Fruits of Export Apples Pears Sweet Persimmons

Special

Into The Farm

Win-Win

K-Food Recipe

Activity of AFLO Members Roaming the World

High-Quality Cherry Tomatoes

The History and Living Witness of Korean Ginseng

Pajeon Captures the Taste Buds of Foreigners

2 Korea Agrafood

December 2019 vol.290

CONTENTS

COVER Apples, pears, and sweet persimmons have different tastes and textures, but they are called holiday fruits in Korea. This is because these fruits are officially harvested right before Chuseok holiday in autumn, which are ready to be set on the memorial service table. All three fruits are typical winter fruits of exports. Agrafood presents the charms of freshly exported apples, pears, and sweet persimmons.

Export Story

Special

A Tastier Future, a Success for â&#x20AC;&#x2DC;Korea Food Show 2019â&#x20AC;&#x2122;

The Role of an Advance Guard in Diversifying Korean Agricultural Export Market, AFLO

Cover Stor y

Photo Story

Into The Farm

Win-Win The History and Living Witness of Korean Ginseng

Expanded Export of Eco-Friendly Cherry Tomatoes Brings in Higher Income

Well-being Food Jack Beans, an Alternative to Coffee

Three Charms of Three Winter Fruits of Export

An Intense Temptation of Red, Apple

A Subtle Temptation of Yellow, Pear

The Coveted Temptation of Orange, Sweet Persimmon

Founded in August, 1995, Published monthly by the

227, Munhwa-ro, Naju City, South Jeolla Province, Korea Tel +82-61-931-0967 Fax +82-61-804-4521 Government Registration Number : Ra-7210 Dated Apr. 26, 1995 Copyrightⓒ by the aT (Korea Agro-Fisheries & Food Trade Corp.) All rights reserved.

CEO Lee Byung-ho EXECUTIVE VICE PRESIDENT Shin Hyun-gon (Food Industry & Trade Division)

CONTENTS

December 2019 vol.290

EDITORS Lee Young-ju REPORTERS Kim Young-min (kimym@agrinet.co.kr) Lee Ki-no (leekn@agrinet.co.kr) Choi Yeong-jin (choiyj@agrinet.co.kr)

Hansik Story

GRAPHIC DESIGNER Jang Yeon-ho TRANSLATORS Park Hye-yun, Sue Cheon (ENGLISH) Tamura Yoshihiro (JAPANESE)

K-Food Recipe Pajeon Captures the Taste Buds of Foreigners

Park Seo-ran (CHINESE)

EDITORIAL BOARD BEIJING Chung Yeon-su 86-10-6410-6120 (beijingat@at.or.kr)

Hansik Shown on Media Tasty and Wholesome Doenjangguk

SHANGHAI Park Seong-kook 86-21-3256-6325 (shanghaiat@at.or.kr) CHENGDU Seo Byung-kyo 86-28-8283-3376/86 (chengdu@at.or.kr)

Monthly People Kim Young-rim, CEO of Yanggu Aspara Co., Ltd.

HONGKONG Lee Ji-jae 852-2588-1614/16 (hkatcenter@at.or.kr) HANOI Kim Chang-kuk 84-4-6282-2987 (hanoi@at.or.kr) HOCHIMIN Choi Jung-ki 84-28-3822-7503 (atcenterhcmc@gmail.com)

BANGKOK Yang Jae-seong 66-2611-2627~9 (bangkok@at.or.kr)

K-Tour Tea Museum of Korea Where You Can Learn all about Tea

JAKARTA Lee Seoung-bok 62-21-2995-9032~3 (jakarta@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) NEW YORK Kim Kwang-jin 1-516-829-1633 (newyork@at.or.kr) L.A Han Man-woo 1-562-809-8810 (afmcwoo@at.or.kr)

Extras

DUBAI Song Bong-seok 971-4-246-0212 (dubai@at.or.kr) PARIS Kim Min-ho 33-1-4108-6076 (paris@at.or.kr) VLADIVOSTOK Shin Jae-hun 7-924-007-1528 (chekov@at.or.kr)

K-Food Big Data Highly Nutritious and Tasty Korean Chestnuts

QINGDAO Kim Boo-young 86-50-6026-0530 (qingdao_logistics@at.or.kr) EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News #60, Jungdaero 9-gil, Songpa-gu, Seoul, Korea Tel +82-2-3434-9072

Fax +82-2-3434-9077

You can see all the contents on Korea Agrafood at the website, www.agrotrade.net.

aT Briefing

Highly Nutritious & Tasty Korean Chestnuts

4 Korea Agrafood

KFo od

The Main Foreign Markets of Korean Chestnuts in 2018

China

Big Da ta

USD 16.270m / 6,950tons

Japan

USD 4.061m / 783tons

USD 2.530m / 666tons

Taiwan

USD 0.266m / 44tons

Hong Kong

USD 0.104m / 26tons

Chestnuts, one of classic winter snacks in Korea, are so-called well-being food that tastes good and contains an ample amount of various nutrients. It is diverse in type, and grown in a wide range of areas including Europe, North America, North Africa, and Asia including Korea. Chestnuts generally grown in Korea are of a native variety and of an improved variety that is derived from Japanese one. The native chestnuts of Korea in particular are hard in flesh and highly sweet in taste, although being relatively smaller in size compared to ones native to the western world. Chestnuts are rich in carbohydrate and protein, and evenly contain other nutrients such as calcium, fat, vitamins, and minerals. What's more, the nuts are believed to have a great antioxidant effect, and versatilely used to make food for patients and infants as it is highly digestible.

The Export Volume of Korean Chestnuts From 2014 to 2018

24.852m USD

23.195m USD

23.521m USD

20.203m USD 17.275m USD

10,555 tons

8,486 tons

8,018 tons

9,817 tons

8,516 tons

2014

2015

2016

2017

2018 December 2019 5

Cover Story

6 Korea Agrafood

Korean Apples, Pears, & Sweet Persimmons Captivate the World Three Charms of Three Winter Fruits of Export Apples, pears, and sweet persimmons have different tastes and textures, but they are called â&#x20AC;&#x2DC;holiday fruitsâ&#x20AC;&#x2122; in Korea. This is because these fruits are officially harvested right before Chuseok holiday in autumn, which are ready to be set on the memorial service table. All three fruits are similar in that the skins are thinly peeled off before eating. On Chuseok, the finest fruits are picked and cut into slices to be shared on a plate together. There is another thing in common. All three fruits are typical winter fruits of exports. <Korea Agrafood> presents the charms of freshly exported apples, pears, and sweet persimmons.

December 2019 7

Cover Story

An Intense Temptation of Red,

Apple

Apples are Koreanâ&#x20AC;&#x2122;s favorite fruit. According to a recent survey by the Korea Rural Economic Institute, apples topped with 25.3% followed by watermelon(16.8%) in the second place, ranking as the most beloved fruit among Koreans. The Korean apples go through meticulous pesticide management, which are excellent in sweetness, appearance, color, and texture, so it is pleasant enough to sense the sweet and sour flavor even eaten fresh. Thanks to this, Korean apples are actively shipped across the ocean. It is especially well liked in Taiwan, as well as in Hong Kong and Vietnam. The total production of apple in 2018 was 475,303 tons, of which 2,639 tons were exported.

8 Korea Agrafood

Processed Apple Products

Apple Salad Apple is a predominant fruit which can be easily found all around the world, and it contains organic acids that remove fatigue substances and is full of vitamin C which is good for skin care. For this reason, apples are often used to make jam, juice, cider, alcohol, vinegar, pie, etc. Apples, one of the most produced fruits in Korea, are processed in many ways. Mainly apples are used as a main ingredient to make salad. Korean apples have a great sense of sweetness and texture, so you can enjoy a sweet and sour taste when you eat them with a salad.

Efficacy of Apple

Apples are alkaline foods that are low in calories and rich in healthy nutrients. Apple fiber can help prevent arteriosclerosis by releasing bad cholesterol that builds up in blood vessels and increases good cholesterol. Pectin, a water-soluble dietary fiber, also increases the viscosity of gastric juice and suppresses rapid blood pressure rise. Phenolic acid prevents stroke by neutralizing unstable harmful oxygen in the body. The quercetin contained in apples helps to intensify lung function. It also contains a lot of organic acids that remove fatigue substances and vitamin C, which is good for skin care.

December 2019 9

Cover Story

A Subtle Temptation of Yellow,

Pear Korean pears are widely known as delicious due to high sugar content, rich juice, and crispy texture. It has an average moisture content of 85% to 88% and a sugar content of above 12 brix, which is why it tastes sweet and is a great thirst-quenching fruit. The production for pears in 2018 was 203,166 tons and 32,925 tons were exported. The main producers are Naju, Jeollanam-do, Cheonan, Chungcheongnam-do, and Anseong, Gyeonggi-do. The Korean pears are actively exported to more than 30 countries including the United States and Taiwan, thanks to its sweet taste and excellent quality. In particular, Singo pear varieties are especially admired among international consumers.

10 Korea Agrafood

Processed Pear Products

Pear Juice Korean pears have a distinctive cool, crisp and sweet taste. Due to its high sugar content, it is often processed into juice. After selecting ripe pears, it is boiled for more than 7 hours to produce the finest pear juice which boasts an exceptional taste and a number of benefits. It is said to be particularly effective in eliminating phlegm, cough, asthma, and hangovers. To get rid of phlegm cough, mix pear juice(100cc), radish juice(100cc), and ginger extract (30cc) altogether, then drink to see the result. If coughing gets serious, mix a pear with milk to alleviate the condition. As a well-being food, it is gaining popularity among people of all ages, and various medicinal herbs are added with pear juice according to individual preferences in Korea.

Efficacy of Pear

Pears are reported to have an effect of quickly discharging carcinogens of human body. Polycyclic aromatic hydrocarbons(PAHs), which are toxic substances produced by incomplete combustion of carbon and hydrogen, have been studied to cause diseases such as cancer. This is normally caused from consuming burned/charred food such as barbecue. If this substance accumulates inside the body without being released, it may pose a health threat. However, according to the Rural Development Administration, eating pears after meals promotes the release of carcinogens. Pears are good enough to eat as a fresh fruit, but it also becomes a brilliant remedy once you steam it for 20 minutes after digging out the seeds in the center and fill with honey to help treat colds or tonsillitis.

December 2019 11

Cover Story

The Coveted Temptation of Orange,

Sweet Persimmon Persimmons are usually harvested from September to

Gyeongsangnam-do, and Suncheon, Jeollanam-do.

October, and exports are in high demand between

Although it is true that Korea's sweet persimmon has a

November and January. One of the selling points of

shorter export history than other persimmon producing

Korean sweet persimmons is the high sugar content ex-

countries such as China, Israel, and New Zealand, it is be-

ceeding 14 Brix, as well as its crispy texture. The main pro-

coming more recognized in the global market through

ducers include Jinhae, Changwon, and Jinju of

meticulous quality control.

12 Korea Agrafood

Processed Sweet Persimmon Products

Dried Persimmon In October and November, when persimmons are harvested in full swing, it is also the season when dried persimmons are produced through a natural drying process by making the most of abundant sunshine, cool breeze, and high daily temperature range. The persimmons are picked before fully ripe, which are peeled and dried. The perfectly dried persimmons are chewy and sweet. It is a seasonal winter snack, filled with rich nutrients commonly found in the days when food was scarce during cold winter. Dried persimmons are largely produced in Sangju, Gyeongsangbukdo, which accounts for about 60% of Koreaâ&#x20AC;&#x2122;s total production. In addition, Andong, Gyeongsangbuk-do, Hamyang, Sancheong, and Jinju of Gyeongsangnam-do, Yeongdong, Chungcheongbuk-do, are famous for producing dried persimmons.

Efficacy of Sweet Persimmon

Persimmons have been called sweet water for a long time, which has distinctive fragrant taste due to high content of glucose and fructose. It is rich in nutrition such as vitamins A and C which is known to cure hangover, prevent anti-aging, and improve eye health. Not to mention abundant tannins help lower blood pressure, and persimmon is also a good source of dietary fiber that relieves constipation. It can be an excellent diet to increase satiety as well. Furthermore, persimmons are packed with pectin, which is effective in releasing triglycerides and cholesterol out of the body.

December 2019 13

Special

The Role of an Advance Guard in Diversifying Korean Agricultural Export Market,

The Ministry of Agriculture, Food and Rural Affairs(MAFRA) and Korea AgroFisheries & Food Trade Corporation(aT) are striving hard to diversify Korea's agricultural exports that are specifically concentrated in some countries. In this way, not only does the export grow, but it will also secure stable export conditions by branching out the markets. The young people who have a passion and competence in developing overseas markets are promoting Korean agricultural products in many countries serving as an expatriate. Hence, <Korea Argafood> has looked into the activities of the Agrifood Frontier Leader Organization(AFLO), the pioneer of this role. 14 Korea Agrafood

Activity of AFLO Members Roaming the World FLO consists of agricultural export specialists who are dispatched to countries with export potential and conduct new market development activities such as local market research, identifying promising products and buyers, and export trading. Starting with 60 participants in 2017, a total of 260 members have been active with 100 in 2018 and 2019, re-

the way the exporter desires who is matched with previously dispatched aT staff and pilot agents. Moreover, AFLO is exploring major buyers discovered through local market research by arranging buyer meetings for new products. In fact, more than half of the 100 frontier companies matched with AFLO have made their first exports to new countries, serving

efforts lead to actual export contracts. The members in Poland have successfully signed a contract for kimchi and ginseng products, while those in Taiwan have succeeded in exporting perilla oil. The AFLO members said, “Among numerous overseas internship programs, it is interesting that AFLO is not just carrying out tasks but is also

spectively. They play a significant role in encouraging Korean agricultural products in 20 countries including Poland, Malaysia, Cambodia, India, Mongolia, Myanmar and Vietnam. The AFLO members are not just focused on promoting Korean agricultural products, but they also provide local market information, export product promotion, and marketing

as local expatriates for Korean exporters. The activities of AFLO members are a much-needed task for small agricultural exporters who are in lack of overseas exports manpower. They make Korean agricultural product catalogues designed for foreign buyers and distributors, in addition to promotional development and marketing plans for sale. And these

doing things like pioneering the market directly. One of the biggest draws is being on the actual scene that you can’t learn from books or lectures.” That active AFLO work is fascinating. The future of AFLO members, who are striving to diversify the export market of Korean agricultural products with new ideas and marketing activities, is awaited.

The AFLO members are not just focused on promoting Korean agricultural products, but they also provide local market information, export product promotion, and marketing the way the exporter desires who is matched with previously dispatched aT staff and pilot agents.

December 2019 15

Special

Hear from Local AFLO Members

Malaysia is known as the

tire shelves at one side at ma-

bridgehead of Southeast Asia.

jor Malaysian stores. Recently,

Amidst the Muslim popula-

processed foods such as

tion, several ethnic groups

tteokbokki, seaweed snacks,

such as China and India re-

and banana flavored milk are

side together in society. I chose Malaysia as I wanted to

Lee Byeong-ho from Malaysia

also capturing the market. Personally, I believe health

know the standing point of

food and baby items are

Korean agricultural products

promising in Malaysia as it has

in the land of mixture of different races and religions.

the highest rate of obesity in ASEAN, and the

And I thought that if new products are successful, it

younger generation is interested in health and beau-

would eventually spread out all over the world.

ty. In addition, many children can be seen in the

With the start of Korean wave including K-Pop and

streets and shopping malls. Finding new items to

K-Beauty, Korea has impressed Malaysia. Such

meet these potential demands is expected to be a

popularity has attracted attention to Korean agricul-

major factor in entering the Malaysian market.

tural products that ramyeon is exhibited on the en-

16 Korea Agrafood

Hear from Local AFLO Members

When I was a high school

cally wished to import prod-

student in Korea, a Mongolian

ucts made from Korea if they

teacher came to my school

were the same. Through such

as we had an agreement with

experience, I learned that the

the Mongolian government.

Korean brand itself has estab-

During the cultural exchange activities with the teacher, I

Yang Ye-eun from Mongolia

lished a positive image in Mongolia. A promising Korean

learned many things about

agricultural export to Mongolia

the country. After that, I was

can be fruit. Although it is less

fascinated and I wanted to be helpful in developing

competitive in price compared to Chinese fruits, the

Mongolian market as an AFLO member.

quality and taste are superior. As local consumers

Fortunately, Mongolia is very positive on Korean

are also aware of this fact, it has a great potential for

agricultural products. We held a consumer experi-

export. Besides, Mongolia's consumer purchasing

ence event for Korean watermelon, King Oyster

power has increased due to higher exchange rate.

mushrooms, and cherry tomatoes, where the local

Accordingly, if distribution and marketing are con-

people came to taste and asked where to buy the

ducted to target the upper middle class, we can ex-

products. Also, local buyers at the meeting specifi-

pect some decent results.

December 2019 17

Photo Story

◀ Many foreign visitors

came to see Korea's agricultural products at ‘Korea Food Show 2019’. ▶ The ‘2019 Food

Tech Trends Seminar’ was arranged with excitement in connection with the food show.

A Tastier Future, a Success for

Korea Food Show 2019 The Ministry of Agriculture, Food and Rural Affairs(MAFRA) and the Korea Agro-Fisheries & Food Trade Corporation(aT) has held the ‘Korea Food Show 2019’ at aT Center in Yangjae, Seoul from 23 to 25 October. This year celebrates the 11th event featuring more than 220 small and medium-sized food companies including youth food start-ups, under the theme of ‘a tastier future’. This year’s exhibition attracted many young start-up companies and a number of support packages were also prepared such as talk concerts for young entrepreneurs, youth entrepreneurship mentoring program, and promotion hall for Korea National Food Cluster Youth Food Startup Lab to enrich the attractions. The scenes of the ‘Korea Food Show 2019’ have been photographed.

▲ During the event, various seminars and forums were provid-

ed for small and medium-sized food companies to easily acquire the latest food-related information at home and abroad. ▶ Lee Jae-wook, Director General of MAFRA and Lee Byung-

ho, the President of aT and employees are carefully paying 18 Korea Agrafood attention to officials from Korean agricultural food company participated in the ‘Korea Food Show 2019’.

▲ The ‘Food Library’ event, where visitors pick their own salad ingredients according to

personal taste, was held to add some fun. ▶ The ‘Innovative Future Food Idea Contest’ suggesting the future food ideas to fit the

trend, was some highlight of the fair. ▼ The participating companies were categorized and arranged according to various

food themes such as natural foods, fermented foods, health foods, dessert and beverages, and convenience foods.

▶ In the special pavilion, the food serving robot, diet AI

camera, customized diet service, elderly-friendly foods, and future food experiences were held in accordance with the fourth industrial revolution. ▼ ‘Global K-FOOD Hall’, featuring Korea’s representa-

tive agricultural export items fascinated the world was also prepared.

December 2019 19

Into The Farm Songnisan Protected Horticulture Association

Expanded Export of Eco-Friendly Cherry Tomatoes Brings in Higher Income 親環境ミニトマトの輸出擴大により高い所得を創出

20 Korea Agrafood

ome ten farmers who have a professional knowledge of how to grow small tomatoes, which are generally called cherry tomatoes, through water culture have taken the initiative in cultivating the Japanese market. Since 2000 when the farmers cultivating cherry tomatoes established a joint group, it has continued increasing the export of cherry tomatoes, and been recognized for the quality of the tomatoes by overseas buyers. It exported about 100 million wons worth of cherry tomatoes in 2018, and the exported tomatoes have gained the popularity among Japanese consumers. The export is expected to grow further to about 200 to 300 million wons by 2020.

High-Quality Cherry Tomatoes Produced under Wonderful Weather Conditions Since the initial export of tomatoes to Japan in 2000, the joint group which is officially called Songnisan Protected Horticulture Association has been making continued efforts to expand the export. The tomatoes produced by the joint group were highly evaluated for their high quality, compared to ones produced by farms in other regions in Korea, and Japanese buyers are importing a growing amount of the tomatoes. The tomatoes produced by the joint group are enjoying a great deal of popularity among Japanese buyers because they have competitive price and receive a favorable response from Japanese local consumers. Their high quality and excellent taste have gone viral among local consumers in Japan, and an export volume requested by them is on the rise. Behind such popularity in Japan are a high commercial value differentiated from that of counterpart tomatoes produced in Japan, an excellent texture, and a highly competitive price. In addition to these contributors, the joint group applies a thorough control system throughout the whole process of cultivation and provides its member farmers with training on agricultural chemical safety on a regular basis. Through such differentiated management and control system, it was able to succeed in exporting and promoting cherry tomatoes produced directly by the farmers.

10名のミニトマトの水耕栽培の專門農家が集まり?日本市場への輸出開拓に乘り出した?2000年の作目會の設立後?親環境水耕栽培による高品質なミニトマトで海外のバイヤ―に認められるとともに?輸出量も繼續的に擴大している?2018年の1億ウォンの輸出から徐?に日本の人?の人氣も高まり?2020年には2億~3億まで輸出量が增えるものと期待されている?

惠まれた氣候のもとで高品質のミニトマトを生産

俗離山施設園藝作目會は2000年の日本初輸出を契機として?本格的な輸出を進めてきた?他地域に比べて?俗離山施設園藝作目會のトマトが高品質であることが認められるにつれ?日本の輸入バイヤ―の輸入量は繼續的に擴大している?日本の消費者の反應もよく?價格競爭力もあるので?日本のバイヤ―の人氣商品となっている?日本の消費者の間に品質の高さと味に對する口コミが廣がり?最近では輸入の要請量も擴大傾向にある? 日本で人氣となっているのには?日本産とは異なる商品性の確保と食感?高い價格競爭力がある?加えて?栽培の全過程で徹底した管理システムを運用し?定期的に農藥の安全性管理に關する敎育も受けていることもある?こうした差別化された管理を通して生産されたミニトマトは?認知度を高めるとともに輸出商品化にも成功した?

Designation as Export Complex Contributes to Increase in Export Volume The joint group was designated as an export complex

December 2019 21

Into The Farm Songnisan Protected Horticulture Association

Songnisan Protected Horticulture Association is producing cherry tomatoes by applying eco-friendly methods.

in 2007. Although it has been exporting tomatoes for about 20 years, the designation has spurred the joint group to more systematically produce tomatoes and manage products to be exported, and accordingly the export volume continues to rise. The joint group is now concentrating its efforts on producing a cultivar of cherry tomatoes that is excellent in storage quality so that the cherry tomatoes can be distributed for a longer period of time in the local markets in Japan and the export of the tomatoes can thus be further expanded. In addition to the efforts, the joint group is producing cherry tomatoes by applying eco-friendly methods, for example, a cultivation method that rarely uses agricultural chemicals yet allows the tomatoes to retain a high level of sugar contents, and a pollination method using bees. Through these eco-friendly methods, the joint group is able to satisfy the needs of Japanese consumers. The joint group is also focusing on effective management. It is thus able to reduce all costs by about 10% by working together in many processes including sorting, shipment, settling accounts, replacing vinyl and culture media, and others. Among these, for the soring of cherry tomatoes to be exported, the joint group sorts the toma-

22 Korea Agrafood

輸出專門團地の指定を受け?輸出量も擴大

俗離山施設園藝作目會は?2007年に輸出團地の指定を受けた?20 年余りの間?輸出を進めてきたが?輸出團地の指定を契機により體系的な生産と輸出用の商品管理ができるようになり?輸出量も持續的に擴大している?また?貯藏性に優れたミニトマトの品種を輸出用として集中的に育成したことで?日本で長期間流通させることができるようになり?輸出擴大を圖っている?特に?高品質のミニトマトの生産のため?高い糖度の維持と農藥をほとんど使用しない栽培法?ミツバチの受粉などを通して?親環境ミニトマトを生産し? 日本の消費者の滿足度も高めている? 作目會の共同選別と出荷?共同計算?共同でビニ―ルと培地交替などの共同事業を進め?10% ほど各種費用を削減するなど效率的な經營にも重点を置いている?輸出用ミニトマトの選別は?大きさ別に3種類に分けられ?最も商品性が高いものを輸出用の包裝を行って輸出する方法により最高級品を輸出している? 黃載淵（ファン·ジェヨン）俗離山施設園藝作目會會長は?「最高級品のみを選別し?日本へ輸出している?商品性を高めるために農藥をほとんど使用せず?ミツバチによる受粉をしている?これらを通して環境にやさしいミニトマトを生産しているが?と同時に商品に對する日本の消費者の認識も高めることもできている?年間 700~800トンを生産しているが?このうちの300トンほどを日本へ輸出するなど?日本國內の確實な消費基盤を確保した?」と明かした?

toes into three groups by size, packs most highly marketable tomatoes as products for export, and exports the products abroad. According to Hwang Jae-youn, the president of Songnisan Protected Horticulture Association, the joint group selects only top-quality tomatoes and exports them, and does not use agricultural chemicals but applies bee pollination to enhance a commercial value of tomatoes they produce. Hwang said, “Our efforts have contributed to improving the awareness of their cherry tomatoes as eco-friendly farm produce among Japanese consumers. The joint group produces about 700 to 800 tons of tomatoes each year, and exports about 300 tons of the total production to Japan to strengthen the market base in

日本で人氣のある円形トマトの生産も擴大

俗離山施設園藝作目會は輸出市場で人氣のある円形トマトの生産も擴大している?近年?日本で商品性が高いとの口コミが廣がるとともに?輸入量も增加しており?今年は輸出量が多少增えるものと予想されている?輸出量が長期間繼續的に維持することに加えて? 輸出用ミニトマトの栽培面積の擴大のために?栽培希望農家の敎育も强化している? 栽培技術力の向上のために?農村振興廳から專門的な農藥安全性管理敎育を定期的に受け?農藥管理に万全を期している?また?栽培技術上で未熟な部分や解決が困難な事項は?專門家の支援を受けて體系的に解決している?日本の現地の人?を對象とした試食會? 輸入バイヤ―を對象とした懇談會など樣?な輸出マ―ケティング活動を通して?日本全域へ輸出量を擴大する計畵だ?

Japan for the cherry tomatoes.”

Production of Round Tomatoes Popular in Japan Increases The joint group is increasing the production of roundshaped tomatoes that are popular in overseas markets. As the high marketability of the tomatoes has recently gone viral in Japan, a growing volume of the tomatoes is imported by Japanese buyers and a total volume of the tomatoes to be exported is thus expected to increase accordingly. As the export of the tomatoes continues, the joint group is providing a reinforced training session to farmers who desire to cultivate the tomatoes for export in order to expand the cultivation areas of the tomatoes for export. The joint group receives professional training on agricultural chemicals from the Rural Development Administration on a regular basis to improve its cultivation techniques, while paying full attention to the control of agricultural chemicals. Further, when it faces some difficulties or challenges in applying cultivation techniques, the joint group receives professional help from experts to solve such problems systematically. It is planning to expand the export volume of its tomatoes by conducting various marketing activities such as sampling events for Japanese consumers and meetings with importers or buyers.

Inquiries Songnisan Protected Horticulture Association Tel +82-43-543-1936 Fax +82-43-542-1936 Mobile +82-10-5431-7614

December 2019 23

Win-Win

The History & Living Witness of

韓攻人參的曆史及親曆者

24 Korea Agrafood

Top quality of ginseng produced from best condition

and the UAE ESMA Halal Certification for the first time in Korea. With such achievement, Punggi Ginseng has played a big role as a living proof in promoting Korean ginseng at home and abroad.

Thanks to the rich content of organic matter in Punggi area, not only the land is fertile, but also the air and water are clean along with severe daily temperature range, which makes it the optimal place for ginseng farming. Due to the nature of climate, this was how the first ginseng cultivation initiated. Even it’s been recorded in the old document that ginseng produced in Punggi is harder and richer in texture than ginsengs in other regions. The ginseng has a great value itself, but is also highly regarded when it’s processed to be red and such. Therefore, the brand called ‘Hwang Pung Jung’, which high-

UNGGI GINSENG Cooperative Association, located in Punggi-eup, Yeongju, Gyeongsangbuk-do, is the first ginseng cooperative in Korea. Punggi Ginseng was founded as Punggi Ginseng Farming Association in December, 1908, which boasts a longstanding history of 110 years. Starting with the trademark registration of Punggi Ginseng in 1919, it was granted of the USD 1 Million Export Tower in 2010, and in 2015, the company obtained both the USD 5 Million Export Tower

位于慶尙北道榮州酪基邑的酪基人參農協是韓攻最早成立的人參協同組合?1908 年12月，最初以酪基參業組合起步的酪基人參農協已有110年的悠久曆史?從1919 年注冊酪基人參商標開始到2010年榮獲 100万美元出口塔奬，2015年榮獲500万美元出口塔奬，2015年在韓攻攻內最早獲得UAE ESMA(阿聯酋標准侮計量署)淸眞認嗇等，酪基人參農協成了讓海內外了潁韓攻人參的見嗇人和親曆者?

在最佳栽培地生産的優質人參

酪基地袴的土壤富含有机物，土地肥沃，晝夜溫差大，山淸水秀，是人參栽培的最佳之地?這種特殊的槐候特点也使這裏成爲了韓攻開始栽培人參的始創地?古文霙中記載，酪基産人參比其他地方的人參肉質更硬麟，香味更濃? 酪基産人參不僅自身價値高，而且用央制成的紅參等加工品也有蜈高的享譽?由

December 2019 25

Win-Win

lights the finest quality and value, has been developed and recognized by consumers. The major supermarkets and home shopping channels as well as duty-free shops have already opened their door to meet consumers directly in Korea. PUNGGI GINSENG Cooperative Association has spared no investment in producing high quality ginseng and processed products. The construction of a GMP-certified processing plant was completed in 2009 along with HACCP certification. As

seng through meticulous management from production. The natural environment is unquestionably important but it is impossible to cultivate excellent quality ginseng without ensuring safety in the production process. Thus, Punggi Ginseng implements the inspection of residual pesticides in soils for planting ginseng as an initial stage of managing the planned site 2 or 3 years ahead since healthy soils produce reliable crops. In addition to proper spraying or

a result, ginsengs grown carefully by farmers in blessed environment and optimum production conditions succeeded in catching both quality and safety at the first-rate processing plant in Korea.

drainage control, the quality inspection is conducted from time to time, and only ginsengs with decent value and high reliability from each process can be purchased from Nonghyup, the National Agricultural Cooperative Federation(NACF). Moreover, the know-how of ginseng cultivation passed down from generation to generation can be comparable to that of domestic farmers as

Systematic production management is crucial PUNGGI GINSENG Cooperative Association produces premium gin-

此，他們開屠出具有最高價値及質量優勢的‘皇酪正’品牌，受到了消費者的歡迎?相關産品也已進入了韓攻的主要大型超市?家庭購物及免稅店櫃臺? 酪基人參農協爲生産優質人參及人參加工産品不惜進行大量投資?2009年建成的具有GMP標准的加工廠及獲得HACCP 認嗇都是這些投資的結果?由此，通過捲天賜大自然和最佳生産穡件下由參農精心栽培的人參，在攻內最先進的加工廠麟現産品化，使産品麟現了質量和安全性的雙成功?

係統的生産管理是保嗇

酪基人參農協通過從生産開始進行嚴格的管理以保嗇生産最優質的人參?天賜的自然環境蜈重要，但如果不能保嗇生産過程中的安全性，也不可能生産出優質的人參? 酪基人參農協的參農都要從種植人參 2~3年前開始就捲預栽地進行土壤殘留農葯檢査?只有土壤健康思能生産出安全的農産品?除此之外，不僅要捲噴狸合適葯材及排水等進行管理，還要捲人參的質量隨時進行檢査，幷且農協只收購所有過程都符合質量及安全性要求的人參?捲于世

Kwon Heon-jun

Ginsengs grown carefully by farmers in blessed environment and optimum production conditions succeeded in catching both quality and safety at the first-rate processing plant in Korea.

26 Korea Agrafood

代相傳的人參栽培技術及格驗他們十分自信，絶不亞于韓攻及世界任何其他參農? 權憲俊酪基人參農協組合長說道，“從人參的栽種到收獲的全過程都由農協負責進行管理?再加上參農高水平的栽培技術和格驗，我們捲‘皇酪正’産品的質量和安全性蜈有自信”?

在海外市場上顯身手

PUNGGI GINSENG Cooperative Association the ginseng products have been recognized of its exceptional quality by domestic and international consumers.

well as farmers in any other countries. Kwon Heon-jun, the Head of PUNGGI GINSENG Cooperative Association, said, “The NACF takes full responsibility of managing the entire process from planting to harvesting ginseng. Combined with the outstanding farming skills of the farmers, ‘Hwang Pung Jung’ is proud of its quality and safety.”

Stand out in overseas markets The ginseng products have been recognized of its exceptional quality by domestic and international consumers. The first export of Punggi Ginseng dates back to 1966. Although exports were unusual at that time, the Japanese consumers recognized the excellence of the products. Not to mention, the exports to China in 2001 was also the very first activity achieved in the private sector. After exporting to 5 countries in 2007, the company is now exporting worth USD 5 million to 15 countries, making history of exporting Korean ginseng. A series of customized products

such as red ginseng extract, red ginseng juice, and red ginseng root also contributes to the success of overseas expansion. It was possible to target consumers of different classes and tastes by manufacturing products that meet the preferences desired by those. In this process, the commitment of Korea Agro-Fisheries & Food Trade Corporation(aT) was also significant. For instance, on-site surveys were conducted to diversify exports; in addition to logistics support and sharing information of foreign market, which are the key factors to penetrate other countries. Besides, all kinds of support projects necessary for export business by Gyeongsangbuk-do and Yeongju-si helped to secure the competitiveness of ‘Hwang Pung Jung’. Currently, it aims to export worth USD 7 million to 20 countries by 2021. Kwon Heon-jun said, “Ginseng has great advantages on human body. We are confident that ‘Hwang Pung Jung’ is the product which can prove the Korean quality is internationally competitive.”

優質的人參産品不僅得到韓攻消費者的靑器，同時在海外也受到各攻消費者的歡迎?酪基人參農協的首次捲外出口可追溯到1966年?盡管芎時人們捲出口的槪念還蜈陌生，但日本消費者捲酪基人參農協産品的喜愛促成了産品的首次出口?而且， 2001捲中攻的出口也可以視爲是民間首創的壯擧?自2007年産品出口世界5憾攻家之后，目前出口攻已增至15憾攻家，出口額達到約500万美元? 紅參濃縮液?紅參液及紅參根等針捲不同攻家的定制型産品也爲頑大出口做出了蜈大的貢霙?根据出口攻消費者的不同愛好及口味嗜好進行有針捲性的生産，保嗇了捲各憾不同階層及消費群郞的攻略? 在此過程中，韓攻農水産食品流通公社 (aT)也給予了蜈大的搗助?他們不僅侮農協一道共同進行了捲出口攻市場變化的現場調査，而且通過提供出口物流費支援及海外信息共享等爲出口助了一臂之力?慶尙北道和榮州也通過捲出口所需的各種業務提供大力支援，爲保嗇‘皇酪正’的産品競爭力給予了搗助?所以酪基人參農協的目標是到2021年麟現捲世界20憾攻家的出口，出口額達到700万美元? 權憲俊組合長說道，“人參捲人郞有蜈好的功效?我蜈自信，皇酪正産品能誥成爲具有攻際競爭力的韓攻人參産品”? Inquiries PUNGGI GINSENG Cooperative Association Tel +82-54-636-2716 Fax +82-54-634-3164 E-mail ray-pgnh@naver.com Website www.kpgshop.co.kr

December 2019 27

Well-being Food

Jack Beans an Alternative to Coffee

用刀豆産品開屠假燾代用食品

28 Korea Agrafood

ack beans, from a famous fairy tale of ‘Jack and the Beanstalk’, are attracting attention as they reproduce the taste of coffee. Green Road is the company located in Iksan, Jeollabuk-do. The caffeinefree jack bean products have been developed with its own patented technology, which is gaining exponential interest from home and abroad as health functional product.

Accepted as caffeine-free substitute for coffee

are four types of products available from capsule, ground coffee for coffee maker, drip bag, and liquid stick. Although it is only made from beans, it has the same aroma and taste as coffee. It is also compatible with coffee machines, so it has excellent commodity value. It is particularly popular among pregnant women and older people as Green Road’s products contain no caffeine unlike conventional decaffeinated products. As a result of word of mouth, the products can be

Green Road’s products are made of 100% Korean jack beans. There

found on online Naver store and EMart mall. It also supplies to

位于全羅北道益山的“農業繇社法人株式繇社綠道(GreenRoad)”是一家專門利用著名英攻童話“傑克侮豆莖”中出現的刀豆生産假燾代用食品的企業?(株)綠道利用自行硏屠的專利技術開屠出不含假燾因的刀豆健康産品，得到了攻內外消費者的廣泛關注?

合格的”无假燾因假燾代用産品

“

(株)綠道的全部産品100%都是利用韓攻産刀豆生産的?産品種類分爲膠囊型?假燾机型?滴漏型和液郞棒袋型等四種，消費者可根据自己的嗜好選楊購買産品?産品所用的原料是刀豆但味道却是假燾味，而且還可用于現有的假燾机，所以商品性也蜈高?

Kim Ji-yong, the CEO of Green Road, said, “The aroma is similar to coffee with nutty flavor, which is often assessed as mild americano.

December 2019 29

Well-being Food

Jack beans have long been known for its exceptional functionality.

Incheon Airport Duty Free Shop, Hanaro Mart Yangjae and Cheongju branch. Kim Ji-yong, the CEO of Green Road, said, “The aroma is similar to coffee with nutty flavor, which is often assessed as mild americano. The product can be enjoyed first as coffee and second as tea, so the consumers can take advantage of that. It took us about a year to develop and carry out tests for roasting, and roughly 500kg of jack beans were consumed.”

Health functional products for antioxidant and rhinitis improvement Jack beans have long been known for its exceptional functionality. This is why CEO Kim Ji-yong, a graduate of Korea National College of Agriculture and Fisheries, became interested in processed jack bean foods. He started to develop products after he remembered what he saw in old books at college. He real-

30 Korea Agrafood

If jack beans were roasted since it is excellent for anti-oxidation and rhinitis improvement.

ized that the potential as functional product increased if jack beans were roasted since it is excellent for antioxidation and rhinitis improvement. The CEO Kim explained, “As it is like that for most grains, there was no product which roasted jack beans up till now as harmful substances might come out during the roasting process. At present, the patented roasting technology allows jack beans to maintain health functional ingredients while eliminating harmful substances. The food standards now appear to be much safer than that of more demanding for infant foods in Europe.” This is proven by a test conducted by Korea National Food Cluster and SGS Korea in September 2018 that while harmful substances were not found, there was an improvement for rhinitis and antioxidant activity. In this September, animal testing was carried out at Wonkwang University, where about 70% of the test group showed fewer allergic re-

尤其是，産品不含現有其他産品中所含的假燾因成分，蜈受孕婦及老年消費者的靑器?現在，隨着産品在消費中的口碑不鉤提高，産品已進入Naver Store網店和易買得購物商城，同時還爲仁川攻際机場免稅店?Hanaro超市良思店和淸州店等供應刀豆産品? (株)綠道代表金志容回顧說，“消費者捲産品的評價是香味類似于假燾，而且味道蜈香，有一種喝美式淡假燾的感袈?刀豆産品旣可以芎假燾喝，也可以芎刀豆茶喝，用途蜈廣?完成刀豆産品格曆了多次烘焙試驗過程，在一年左右的開屠過程中消耗了500多公斤刀豆”?

具有抗宸化及改善鼻炎等多種功能的保健産品

刀豆的保健功能自古以來被人們所熟知?畢業于韓攻農水産大縯的金志容代表看中刀豆産品也正是基于這一点?他開始開屠刀豆産品也正是因爲上大縯時在古書上曾格看到過有關刀豆的內容?尤其是，他認爲格過烘焙加工后的刀豆有可能繇成爲具有蜈好的抗宸化及改善鼻炎等功能的保健産品? 金志容代表說明道，“之前，沒有烘焙刀豆的産品?因爲，和大部分穀物一樣大

actions. Based on these results, human application tests related to allergic rhinitis will initiate next year. So to say, Green Road is unquestionably confident of the health functional effect its product brings.

Jack bean products to be consumed in New York one day Currently, the United States is the only country Green Road products are exported to. Since the company set up the business in December 2017 and started trading only this year, export volume still remains small but growth potential is high. Recently, Korea Agro-Fisheries & Food Trade Corporation(aT) has recognized the potential by selecting as ‘Miracle Product’, and Green Road is exploring overseas markets through consulting reports and meeting trading companies. Furthermore, exports are expected to expand thanks to positive response from foreign buyers encountered at domestic food fairs. In par-

ticular, buyers from 8 countries including Vietnam, Singapore, and France are increasingly interested in inquiring about pilot products. Among them, there is a high expectation from Vietnam, a country with many coffee varieties, since they prefer the aroma and taste of jack bean products. The CEO Kim Ji-yong, said, “Jack bean is also known as king bean because of its functionality and the size. That’s why the cafe we are running is also called ‘King Bean Cafe’. At this moment, we have low export volume as the product is still in the early stage, but we will gradually expand the business from here. We visualize the New Yorkers from Manhattan enjoying our products someday. We will strive to enlarge exports by carefully evaluating feedbacks from overseas buyers.”

Inquiries GreenRoad Tel +82-70-7724-9357 Fax +82-504-221-9357 E-mail greenroad693@hanmail.net

豆在烘焙過程中繇産生有害物質?現在我們可以用專利技術捲刀豆進行烘焙，做到保留健康功能成分，消除有害物質?現在生産的産品蜈安全，其安全性遠超斛洲苛刻的叛幼傅食品標准” 麟際上，(株)綠道于2018年9月委托國家食品産業圓和韓攻SGS(株)進行試驗的結果顯示，産品不含任何有害成分且具有顯著的抗宸化及改善鼻炎效能?今年9 月，委托圓光大縯進行的老鼠試驗也顯示，麟驗群的70%左右捲過敏的反應有所降低?以此爲基礎，明年將做相關過敏性鼻炎的人郞試驗，這也就是說捲産品的健康功能功效蜈有自信?

紐約市場也在期待喝刀豆産品

目前(株)綠道産品的主要出口地是美攻?從2017年12月開始生産到今年開始出口，盡管目前的出口量幷不多，但具有蜈大的未來屠展玭力?近來，産品還入選韓攻農水産食品流通公社(aT)評選的“Miracle産品”幷通過獲得咨詢報告及客戶介紹等正在加快捲海外市場的開拓步伐? 癩外，參加攻內食品博覽繇的海外客商捲産品也蜈感興趣，由此預計捲外出口必定繇增加?尤其是越南?新加坡?法攻等 8憾攻家的客商索取試制品等有越來越多的海外客商憐現出了的興趣?其中，假燾産品種類繁多的越南憐現出捲刀豆産品味道的喜歡，前景令人値得期待? 金志容代表說道，“在豆類中刀豆的功能性最好，豆粒也最大，有豆王之稱?所以，現在我們所格營的刀豆假燾産品也取名爲‘豆王假燾廳’?現在是生産産品的初級階段，所以出口量也幷不多，但我們計琬將持樓不鉤地增加捲外出口?紐約曼哈頓市民也在期待能誥吃到我們的産品?今后，我們將聆聽海外客商的反饋，爲頑大出口付出大量努力”? December 2019 31

K-Food Recipe

Pajeon Captures the Taste Buds of Foreigners

外國人の胃袋を攷んだパジョン

32 Korea Agrafood

パジョンは小麥粉と卵の生地にネギを加え?フライパンでこんがり燒いた食べ物だ?基本的な材料と調理法などはパンケ―キと? 形はピザと似ており?外國人の間では韓國式パンケ―キ?または韓國式ピザと呼ばれている?例えば?米國の「ニュ―ヨ―クタイムズ」は夕食用にも遜色のない世界のパンケ―キを紹介し?イタリアの野菜のパンケ―キ?北歐のホウレンソウのパンケ―キとともに?韓國のパジョンを紹介した?「ニュ―ヨ―クタイムズ」は醬油に酢と砂糖を加えたタレに付けて食べるパジョンについて?樣?な人?の好みを滿足させる大衆的な料理と說明した?

ajeon is a pan-fried dish made from the batter mixed with eggs, flour, and scallions. The basic ingredients and cooking methods are similar to pancakes and the shape alike to pizza, so it’s usually called as Korean pancake or Korean pizza. For instance, <The New York Times> wrote about pancakes from around the world for dinner and introduced Korean pajeon along with Italian vegetable pancakes and northern European spinach pancakes. <The New York Times> explained that pajeon, which is usually served with a dipping sauce made of soy sauce, sugar, and vinegar, is a dish that will satisfy a wide range of tastes.

Pairing Pajeon with Makgeolli The phrase ‘pajeon and makgeolli on rainy days’ has been used as an idiom for a long time. Along with pajeon, drinking makgeolli has become an eating culture for Koreans. There are a number of assumptions. Some people argue that the sound of rain is similar to the sizzling sound of pajeon or because the smell of cooking pajeon spreads farther on a rainy day. What is certain is that pajeon and makgeolli are such a mouthwatering combination. This is scientifically proven as well, that while flour, the main ingredient of pajeon, can interrupt digestion, makgeolli can complement the function with its rich dietary fiber and lactic acid bacteria.

パジョンにはマッコリ韓國には?昔から「雨の日にはパジョンとマッコリ」という言葉が慣用句のように使用されている?パジョンを食べるときに?一緖にマッコリを飮むという文化が定着しているのだ?ここでは?樣?な假說が存在する?雨音がパジョンを燒く音と似ていたり? 雨が降る日にパジョンを燒くにおいが遠くに廣がっていくためだという主張もある?確かなことは?パジョンとマッコリを一緖にとると味もよいというものだ?パジョンとマッコリは科學的にも拔群に相性がいい? パジョンの原料である小麥粉は消化機能を低下させるが?マッコリに豊富な食物纖維と乳酸菌が消化機能を補完している? December 2019 33

K-Food Recipe

Pajeon Recipe

Put flour, egg, and salt in a bowl and whisk with chopsticks.(If clumps don’t break up well, sift the flour.)

Main Ingredients(for 2 Servings) scallions 80g, clams 70g, flour 100g Sub Ingredients: egg 50g, red pepper 10g, salt 2g, cooking oil 60ml, water 150ml Sauce Ingredients: soy sauce 30ml, vinegar 10ml, sugar 5g, water 30ml

：ワケギ80g?アサリのむき身70g?小麥粉100g ：卵50g?赤唐辛子10g?鹽2g?食用油60ml?水150ml ：醬油30ml?酢10ml?砂糖5g?水30ml

Chop scallion roots, peel off the messy skin, and wash them under running water. Cut it into 15cm long and slice off the root in half with the back of knife.

ボウルに小麥粉?卵?鹽を入れて箸でかき混ぜる?（小麥粉がしっかり混ざらない場合は?一ワケギは根の部分を切って汚れている皮をとっ度ふるいにかける?）た後?流水できれいに洗う?15cmの長さに切り?根の部分は刃物の峰の部分でたたき?半分ほどに切る?

Main ingredients Sub ingredients Sauce ingredeints

Cut red peppers diagonally.

赤唐辛子は斜めに切る?

Rinse the clam meats in light brine; use a strainer to drain out water.

Mix well the clam meat with red peppers.

アサリのむき身は薄い鹽水で搖らしながら洗っ小麥粉の生地にアサリのむき身と赤唐辛子を入た後?ふるいにかけて洗って水分を取る? れて?まんべんなく混ぜる?

Put cooking oil into the heated frying pan. Spread the batter out toward the edges of the pan. Place scallions and thinly cover another layer of batter on top.

油をひいたフライパンに準備しておいた小麥粉の生地を丸く廣げた後?ワケギを散らした上に生地をかけて薄く覆う?

Cook on medium heat until the pancake bottom turns golden brown. Flip and cook on the other side until it becomes crispy.

中火で燒き?生地の下の部分に火が通ったら? 裏返してパリッとするまで燒く?

34 Korea Agrafood

Prepare the sauce. Serve it on a plate with a dipping sauce.

タレを作る?皿に入っているタレととともに出して完成?

Additional Info

Varieties of Korean Jeon Korean jeon is closer to the western idea of a pancake made with eggs and flour. Metaphorically speaking, it can also be compared to Korean pizza in a way it can add almost any ingredients. If you put seafood such as squid in pajeon, it becomes seafood pajeon. If it is loaded with kimchi, it is called kimchi jeon.

樣?な韓國のジョン

韓國のジョンはほぼ大部分が卵と小麥粉からなるパンケ―キのような料理だ?樣? な材料を入れることができるという点で韓國のピザと例えたりもする?パジョンにイカのような海産物を入れると?ヘムル（海産物）パジョンになり?キムチを入れるとキムチジョンになる?

A typical Korean Alcoholic Beverage,

韓國の代表的な酒?マッコリ If there is wine in France and sake in Japan, there is makgeolli in Korea. Makgeolli can be divided into two types: pasteurized and fresh. The difference depends on the presence of lactic acid bacteria. Pasteurized makgeolli has the advantage of pleasantly refreshing taste and a long shelf life, whereas fresh makgeolli contains a great amount of lactic acid bacteria which helps digestion and excretion. As rice is the main ingredient, a lot of Chinese people get confused with their own rice wines. However, makgeolli is a fermented rice wine unlike the rest. The nutrients such as proteins, carbohydrates, vitamins and minerals are produced during the fermentation process, so it is more nourishing than other drinks. Along with lysine, methionine, and histidine, which are good for skin firming, plenty of vitamins B2 and B6 also make skin clearer and brighter.

フランスにワイン?日本に酒があるように?韓國にはマッコリがある?マッコリは大きく殺菌マッコリと生マッコリに分けられるが?その違いは乳酸菌の有無により異なる?殺菌マッコリの場合?味がすっきりとして賞味期限が長いという强みがあり?生マッコリの場合は乳酸菌が生きており?消化と便通を整えるのにも大きく貢獻する?マッコリの主原料は米であるので?多くの中國人が自國の米酒と混同する場合がある?しかし?マッコリは米酒と異なり?發酵により作られた酒だ?發酵過程でタンパク質?炭水化物?ビタミン?ミネラルなどが生成されるため?米酒よりも榮養價が高い?特に?マッコリにはリシン?メチオニン?ヒスチジンなど? もちもちの肌にする成分が豊富だ?また?明るく活氣のある肌にするビタミンB2とB6まで豊富に含まれており?カロリ―も低いので郞重に敏感な女性も氣輕に飮める?

Moreover, it is a stress-free alcohol for women sensitive in weight as it’s low in calorie.

December 2019 35

Hansik Shown on Media

View the show Watch again: https://www.youtube.com/watch?v=AFN1jpZbCuA

Tasty & Wholesome Doenjangguk oenjangguk(soybean paste soup) is made by dissolving doenjang in stock or broth, putting various vegetables, meat, fish and shellfish, into the stock, and boiling it. A combined flavor of various ingredients is so harmonious that the soup never gets fed up. Doenjangguk, which has been loved by Koreans for over 2000 years, deserves to be dubbed a representative Korean food. Especially, the efficacies of the soup have been proved scientifically, and the soup is drawing a great deal of attention from foreign consumers as a protective food that has been responsible for the health of Koreans for long. Recently, a Youtube channel has caught the attention of many viewers. Maangchi who is a famous Youtuber having 3.5 million subscribers and a missionary of Korean cuisine in New York in the US showed the viewers how to cook doenjangguk and enjoy the soup. Foreign subscribers who watched the show roared craving for the soup, and left reviews, for example, â&#x20AC;&#x153;why are you always making me hungry!â&#x20AC;?

36 Korea Agrafood

Live Long with Potent Doenjang Doenjang, which is one of classic slow

ental healthy sauce. According to statis-

foods, is a traditional healthy food for

tics, 94.9% of centenarians in Korea have

Koreans. Doenjang is made by adding

been eating a dish made of doenjang at

salt water to meju(dried fermented soy-

one or more meals a day. The efficacies

bean lumps) and mixing them together,

of doenjang have been recognized by the

and fermenting the mixture. It is more di-

western world, and they have appreciated

gestible and absorbable than soybeans

some substance called genistein as one

which are used as a main ingredient for

of main factors of doenjang that makes

doenjang. According to a recent study,

people healthy. Genistein is known to be

doenjang is effective in improving a liver

effective in preventing the formation and

function, and preventing various adult dis-

growth of cancer cells. Korean Cancer

eases including high blood pressure, os-

Society included â&#x20AC;&#x2DC;eat doenjang every dayâ&#x20AC;&#x2122;

teoporosis, and even dementia. This is

in a list of 14 recommendations for cancer

why consumers in the globe are paying

prevention.

attention to doenjang, calling it as an ori-

December 2019 37

Hansik Shown on Media

Have A Bowl of Doenjangguk in Chilly Weather Koreans usually eat warm soup dishes when it gets cold out-

seafood, meat, or whatever suits your taste. Koreans generally

side. In the freezing weather, a spoonful of warm soup can thaw

use anchovy to make base broth, but you can use chicken

the frozen body while passing down through your throat. Just

broth as Maangchi introduced in her show on Youtube. You can

seeing a sight of hot smoke from soup in a hot earthen pot

also have a sufficiently rich taste using vegetable stock as the

makes people feel cozy. Among various types of soup Koreans

base, and doenjangguk made with such vegetable stock can be

usually eat, doengjangguk is one of easy-to-cook dishes with a

a perfect dish for vegetarians. Doenjangguk which can be made

simple recipe. All you have to do to make doenjangguk is just

just in ten minutes is highly recommendable especially in this

add one or two leaves of cabbage to doenjang stock, and you

time when cold wind blows.

can enjoy the rich taste of the soup. You can also add tofu,

Additional Info

Korean Doenjang is Spiritual Food In old times, doenjang was not just a simple food but a sacred food for Koreans. When Koreans made doenjang, they did not behave dishonestly from three days before the big date of making doenjang, and never failed to bathe their bodies and purify themselves. Some of them even covered their mouth with paper to keep evil spirits at bay in fear that they would come near to their organs. This is because they needed to pour a great deal of efforts and perseverance commensurate with one year taken from sowing to fermentation to harvest beans which are a main ingredient for doenjang.

38 Korea Agrafood

Enjoy Doenjang Abroad

Doenjang is versatile as being used to make vari-

Mcgguroom which carries a wide range of doen-

ous Korean dishes including soup, stew,

jang products including Mac Doenjang(basic type

namul(seasoned vegetables), and other fusion dish-

of doenjang made through one or more years of

es. It can be used for any dishes anytime. As the

fermentation), Mac Myeolchi Doenjang(made with

efficacies of doenjang have been widely known, it

anchovy broth), and Mac Geomeunkong

can also be used to make dressing for western

Doenjang(made by fermenting black soybeans

dishes. It can also be used as sauce for grilled

which are one of black foods to make doenjang

meat or fish. Doenjang which is one of representing

more gummy and richer in taste). Korea

traditional Korean food ingredients has now be-

Mcgguroom also sells Hwanggeumbit Mac

come the healthy sauce used worldwide.

Doenjang which is made by applying a secret

Overseas consumers who want to buy Korean

recipe of Korea Mcgguroom in overseas markets

doenjang can purchase one online through Korea

including the US, Canada, and Japan.

Inquiries Korea Mcgguroom

Fax +82-2-424-6025

Tel +82-80-425-1472

www.mcgguroom.com

December 2019 39

Monthly People

Kim Young-rim CEO of Yanggu Aspara Co., Ltd.

Top Quality & Excellent Texture Intrigues Japan Kim Young-rim, CEO of Yanggu Aspara Co., Ltd. has estab-

has been striving to export high-quality asparagus with ambi-

lished an agricultural corporation with 15 asparagus farmers

tion to dominate the Japanese market. Now, the company is

in Yanggu in 2017. Since its establishment, the company

pushing to enter Hong Kong and Singapore as well.

40 Korea Agrafood

What is the know-how of the worldâ&#x20AC;&#x2122;s finest aspara-

What is the nutrition of asparagus as a health food?

gus production?

Asparagus is good in all of its forms such as salads and soups, and it tastes even better when itâ&#x20AC;&#x2122;s roasted or grilled with meat so it is considered as a fancy ingredient in Japan. In fact, asparagus is known to be highly effective in anti-cancer and antioxidant. As a result, it is beloved in local restaurants such as salad bar, sandwich izakaya, fine dining restaurants, and tempura bistro.

Yanggu Aspara Co., Ltd. is organized with experts who have only focused on producing asparagus for at least 15 years. As export market to Japan has kicked off lately, the buyers have been asking for further expansion of imports. Being competitive in price, our asparagus has been popular with the Japanese consumers, making it a sought-after product among buyers. In recent years, the quantity of purchase has been increasing rapidly, thanks to its outstanding quality and exceptional taste.

What are your plans for expanding exports in the future?

The company has exported 136 million won worth to What is the secret of exporting to Japan, where quarantine and quality control is known to be difficult?

The key to its popularity in the Japanese market is that our asparagus is highly recognized which is differentiated from other products as well as its long shelf life due to firm texture, not to mention the excellent nutrition. By maintaining meticulous cultivation and pesticide safety management system in production process before harvest, we ensure the reliability to buyers. We have even secured excellent safety and security to have passed the Japanese fresh agricultural product import standards.

Japan in 2018. As import demand is escalating recently, exports are expected to increase to 200 million won this year. As the import buyers are growing in demand after one year of export, we are looking for farmers for further expansion of cultivation area. In addition to Japan, the export market will be expanded to Hong Kong and Singapore. The export is expected to enlarge more than 30 tons by 2020 once it expands to Southeast Asia beyond Japan.

Tel +82-33-481-7588 E-mail z1954@hanmail.net

Mobile +82-10-5374-3944

December 2019 41

K-Tour

Tea Museum of Korea Where You Can Learn all about Tea Letâ&#x20AC;&#x2122;s Hit the Road to Destination Where You Can Learn Culture and History of Korean Tea, and Tea Etiquette

Each country has its own tea culture of putting tea tree leaves in water and brewing tea. Tea has a long history of its own, and the culture is born naturally and independently and has evolved by itself for each country. For example, neighboring three countries in East Asia have their own tea cultures even though they have great influence on one another due to the geographical closeness. While China cherishes fragrance and Japan values color, Korea appreciates flavor and ambience the most. Thus, a way of choosing the best tea differs from country to country. Tea is a food that is enjoyed all around the world, and yet a unique one specific to each country. The Tea Museum of Korea located in Boseong which is the largest tea-growing area in Korea is where you can see and experience all about Korean tea. It offers various hands-on experiences, and visitors can take a rest and heal themselves from some pent-up emotions in their busy daily lives. <Korea Agrafood> introduces the tea museum, Boseong which is one of the biggest tea-growing areas in Korea, and a traditional way of enjoying tea.

42 Korea Agrafood

Tea Museum of Korea Reservations & Inquiries +82-61-852-0918 Website http://www.boseong.go.kr/english Address 775, Nokcha-ro, Boseong-eup, Boseong-gun, Jeollanam-do

The tea museum was established to introduce the Korean tea culture and history, define the tea culture correctly, and promote various types of Korean tea. It is a three-story museum, and each of the floors is adorned according to each theme. On the first floor, there is a tea culture room where visitors can view the whole process from cultivation to production of tea through graphic panels or images, and dioramas. On the second floor, there is a tea history room where visitors can see the trace

of Korean tea at a glance through all sets of tea service tools that are arranged chronologically. On the third floor, there is a tea experience room where visitors can learn about Korean tea more through educational and hands-on experience, and also experience other tea cultures of European countries in addition to the three Asian countries including Korea, China, and Japan. Whatâ&#x20AC;&#x2122;s more, the tea museum is equipped with other cultural facilities so that visitors can experience other various

programs including a tea-making program. If you visit the museum in April to October each year when tea leaves are cultivated, you can participate in the tea-making program after making a reservation beforehand. In addition to this representing program, various shows and attractions await visitors all four seasons. They are held at Soricheong(sori performance venue) and an outdoor stage in Korea tea sounds culture park.

Tip Eating beverage and snacks at exhibition rooms is not allowed. The museum is closed on January 1st, every Monday, and Chuseok(Korean Thanksgiving Day, or August 15th in the lunar calendar). Children under six years of age are not admitted without a parent or an adult guardian.

December 2019 43

Boseong Green Tea

K-Tour

Is There Anyone Who Doesnâ&#x20AC;&#x2122;t Know Boseong Green Tea in Korea? Everyone Knows! When it comes to green tea, Boseong is the first area that comes to most Koreanâ&#x20AC;&#x2122;s mind. Boseong is the largest producer of Korean green tea, and dominates about 37% of the total cultivation area of green tea leaves in Korea. In Boseong, a staggering amount of tea equivalent to 1300 tons is produced annually. The title of the largest producer of green tea is earned by its environmental conditions.

44 Korea Agrafood

Boseong is located near the river, and is perfect for the growth of tea trees thanks to a harmonious combination of fog, water, and temperature. Further, a geologic layer of the area is similar to some worldclass tea-growing areas abroad and helps tea leaves grow well. This is why some argue that Korean tea leaves grow naturally in this area. Recently, the efficiencies of green tea have been scientifically proved, and thus the Korean green tea is gaining more attention as a health food. <The New York Times>, one of representative US dailies, selected green tea as one of ten health foods due to catechin contained in green tea. In fact, green tea contains 10 to 18% of catechin which is known to prevent aging and be good for skin care and dieting. Such fact is making more plausible an old belief that there are many beautiful women in Hangzhou which is one of the largest green tea producing areas in China.

More Delicious When You Know It Better Although many believe that tea is classified into various types by leaves that are used, the various types of tea are actually made with the same leaves of tea trees. Tea is classified into the various types, not by the leaves used, but by a way of drying the leaves and a degree by which the leaves are fermented. Tea is classified into green tea, oolong tea, and black tea by a degree by which tea leaves are fermented. Green tea is made by picking tea leaves and parching the freshly picked leaves, while oolong tea is semi-fermented tea and black tea is fully fermented tea. People might think that Koreans prefer black tea because they have food culture renowned for fermentation. However, it is not true. In fact, Koreans prefer green tea, Chinese prefer oolong tea, and western people prefer black tea. These preferences are more associated with a liking for caffeine than fermentation. Tea has a long history and each country has thus its own way of enjoying tea. Tea is more than just a beverage, and is linked to hobbies and etiquettes in daily life. In the eastern world, tea is generally involved with religious activities, and introspection and meditation, and is served using proper tea utensils including potteries.

Additional Info

Tea and Pottery As tea prevails in the oriental world, potteries have been developed along with a tea culture. Tea was generally used in Buddhist temples and for religious activities, and potteries used to hold tea have been affected by this. This is why the story of tea culture never fails to be added to the description of potteries. Potteries are considered to be suitable for tea because they are thermal, and can preserve the unique flavor, fragrance, and color of each type of tea.

December 2019 45

aT Briefing

News in December First Attendance to China International Import Expo Resulted in USD 57 million

The Korean agricultural products have

The aT has participated for the first time

tention. Jangwi, a visitor to the Korea

achieved USD 57 million in export con-

this year as an integrated Korean pavil-

Pavilion, said, “I feel more reliable to-

sultations at China International Import

ion. Along with 37 Korean exporters, a

wards the Korean agricultural products

Expo.

range of items such as ginseng, mush-

after seeing the production site and lis-

The Ministry of Agriculture, Food and

rooms, health drinks, baby snacks, fer-

tening to the details from the producers.”

Rural Affairs(MAFRA) and Korea Agro-

mented paste, kimchi, tea, and alcoholic

Lee Byung-ho, the President of aT, who

Fisheries & Food Trade Corporation(aT)

beverages were presented, accomplish-

visited the fair, said, “China is the world’s

participated in ‘The Second China

ing 585 contracts worth USD 57 million.

largest market, and we expect the first

International Import Expo’ held in

In particular, aT has concluded a USD 8

participation of the Korea Pavilion this

Shanghai, China from 5 to 10 November

million export contract with Laiyifen Co.

year will be an opportunity to take anoth-

to expand exports to China. The China

Ltd., the biggest snack food retailer.

er leap forward to expand exports to

International Import Expo, also known as

Meanwhile, a promotional video showing

China. We will continue to find new

‘Xi Jinping Fair’, is a large-scale trade fair

the actual manufacturing facilities of yuzu

promising items that meet the local

with a total buyers of 500,000 including

tea, grapes, and fermented paste, which

health and beauty trends in China and

600 traders from 39 provinces and cities

are strategic export items for China pro-

strengthen export marketing.”

in China.

duced in Korea, was played to draw at-

46 Korea Agrafood

News in December Crispy and Sweet Korean Onion, Deliciously Charming ingredient for Cooking 50 locals including importers, power influencers, as well as buyers of local distribution stores such as AEON and Jaya Grocer, interested in Korean agricultural products. Thomas, a fresh produce buyer at

Korea Agricultural Exports to Central Asia

Malaysia’s AEON headquarters, who The Ministry of Agriculture, Food and

attended the cooking class, said,

At the ‘Food Expo Qazaqstan 2019’

Rural Affairs(MAFRA) and Korea Agro-

“Korean fruits are widespread with lo-

held in Almaty, the logistics hub of

Fisheries & Food Trade Corporation(aT)

cal consumers because they have

Central Asia, introduced fermented

hosted the ‘Taste Promising K-Fresh

sweet and crispy texture. As K-Fresh

foods such as kimchi attracted

Festival’ in Kuala Lumpur, Malaysia on

Zone has been operating since

much attention bringing a positive

November 14th to run a cooking class

September by AEON, it is highly valued

sign for export.

event using onions and tangerines.

by visitors, and we plan to add more

At this fair, 14 Korean exporters and

The event was attended by more than

items in the future.”

aT have joined together to enter the market with items that mix well with Kazakh food culture yet which are

Vietnam is Now K-Food Holic

low self-sufficient, such as fresh fruits, mushrooms, salted seafood, and yuzu tea. The aT has presented

The K-Food has witnessed its populari-

a cooking of Samgyetang and salted

ty in Hanoi, the capital of Vietnam.

seafood tasting event while reflecting

The aT has organized the Korea

Kazakhstan’s food trend, which has

Pavilion with 39 exporters including

recently increased interest in health

fresh produce and health functional

food. In addition, the exporters of

food at the ‘2019 Hanoi Food Fair’

the Korean Pavilion achieved USD

held in Hanoi, Vietnam from 6 to 10

25.6 million worth of export consul-

November. According to aT, buyers re-

been signed with Vietnam’s largest dis-

tations and an on-site MOU worth of

ceived many inquiries regarding fresh

tributor VinMart.

USD 6,000 was signed for kimchi.

fruits such as pears and shine mus-

Meanwhile, two days after the opening

Kazakhstan is a multi-ethnic nation

cats, which are preferred gifts in

of the fair starting from 8th, held the

and is considered as a promising

Vietnam. A total of 558 consultations

‘11th Korea-Vietnam Food Culture

market for Korean agricultural food

worth USD 38 million were arranged

Festival’ at Ly Thai To Park in Hoan

exports among the new northern re-

during the fair, and a USD 170,000 on-

Kiem Lake District, the main downtown

gions due to its high acceptance of

area in Hanoi.

food cultures from other countries.

site export contract for strawberry has

December 2019 47

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

Hanoi Branch Office #1213, 12th floor., Keangnam Hanoi Landmark 72 Tower, plot E6, Pham Hung Str., South Tu Liem Dist, Ha Noi., VietNam E-Mail : hanoi@at.or.kr TEL : 84-4-6282-2987 INTERNET PHONE : 070-4617-7719, 7724 FAX : 84-4-6282-2989 HoChiMinh Branch Office CJ Building, Floor 3, 2 Bis 4-6 Le Thanh Ton Street Ben Nghe Ward, District 1, Ho Chi Minh City E-Mail : sgtchoi@at.or.kr TEL : 84-28-3822-7503~4 INTERNET PHONE : 070-4617-7183 FAX : 02-838-227-503 Bangkok Trade Office #2102 Level 21, Interchange 21, 339 Sukhumvit Road, North Klongtoey, Wattana, Bangkok 10110 Thailand E-Mail : bangkok@at.or.kr TEL : 66-2-611-2627~9(Extension 12) INTERNET PHONE : 070-4617-7226 FAX : 66-2611-2626

Europe Paris Branch Office Korean Agro-Trade Center, 89Rue Du Gouvemeur Général Eboué (1er etage), 92130, lssyles-moulineaux, France E-Mail : paris@at.or.kr TEL : 33-1-4108-6076~8, 6096 INTERNET PHONE : 070-4617-2699 FAX : 33-1-4108-2016 Vladivostok Branch Office Lotte Hotel Vladivostok 520-522 office, 29, Semenovskaya St., Vladivostok, Russia, 690091 E-Mail : chekov@at.or.kr