October 2020 (vol.300)

The Monthly Magazine of Korean Agriculture & Food

Congratulations!

300

th

October 2020 vol.300

2020 K-F

d

Online Exhibition www.agrotrade.net

What is Agrotrade Online Exhibition The Online Exhibition is an online page which categorizes and exhibits outstanding Korean agricultural products by theme. If you click on the desired products and leave an inquiry, a one-on-one video business consultation can be arranged with the company.

STEP 1

STEP 2

STEP 3

Click on the

Free samples of

A video

product of your

the concerned

consultation will

interest on

product will be

be arranged along

AgroTrade

sent by the aT

with interpretation

website to apply

service

�

�

CONTENTS

October 2020 vol. 300

Photo by Dameulstudio

COVER The <Korea Agrafood>, an agricultural monthly magazine specifically for Korean agricultural products celebrates its 300th anniversary.

40

th

Special 3 K-FOOD Trend

14

K-FOOD Grown Together with Korea Agrafood

Special 4 Export Guide Special 1 History

04

The path that Korea Agrafood has taken

Special 2 Congratulations

10

Lee Byung-ho, the CEO of Korea AgroFisheries & Food Trade Corporation(aT)

18

Maniker F&G

20

Jonaegi Sweet Potato CO., LTD.

Special 5 From Fans

22

In celebration of the 300th issue of Korea Agrafood

26

K-FOOD HOT PICK Increasing Global Competitiveness of K-FOOD

227, Munhwa-ro, Naju City, South Jeolla Province, Korea Tel +82-61-931-0963 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.

Export Story 32

Founded in August, 1995, Published monthly by the

WELL-BEING FOOD Growing Popularity of Premium Processed Ginseng Products and Palm Sap-Added Ginseng Beverage

CEO Lee Byung-ho EXECUTIVE VICE PRESIDENT Shin Hyun-gon (Food Industry & Trade Division) EDITORS Lee Young-ju REPORTERS Kim Young-min (kimym@agrinet.co.kr)

K-Food Story

Lee Ki-no (leekn@agrinet.co.kr) Choi Yeong-jin (choiyj@agrinet.co.kr)

36

GRAPHIC DESIGNER Jang Yeon-ho

ISSUE IN SNS

TRANSLATORS Park Hye-yun, Sue Cheon (ENGLISH)

K-Pop Dynamite Set Off by BTS

Tamura Yoshihiro (JAPANESE) Park Seo-ran (CHINESE)

40

K-FOOD RECIPE Bibimbap, That’s The Very Dish BTS Enjoyed

EDITORIAL BOARD BEIJING Chung Yeon-su 070-4617-5090 (beijingat@at.or.kr) SHANGHAI Park Seong-kook 070-7077-6197 (shanghaiat@at.or.kr) CHENGDU Chung Yeon-su 070-4617-5090 (chengdu@at.or.kr) DALIAN Koh Jung-hee 86-134-7856-3887 HONGKONG Kim Suk-ju 070-4617-2696 (hkatcenter@at.or.kr) HANOI Kim Chang-kuk 84-24-6282-2987 (hanoi@at.or.kr) HOCHIMIN Park Il-sang 84-28-3822-7504 (atcenterhcmc@gmail.com) BANGKOK Yang Jae-seong 070-4617-7226 (bangkok@at.or.kr) JAKARTA Lee Seoung-bok 070-4617-2695 (jakarta@at.or.kr) TOKYO Jang Seo-gyeong 81-3-5367-6656 (tokyo@at.or.kr) OSAKA Kwon Tae-hwa 81-6-6260-7661 (osaka@at.or.kr) NEW YORK Shim Hwa-sop 1-212-889-2561 (newyork@at.or.kr) L.A Han Man-woo 1-562-809-8810 (fmcwoo@at.or.kr) DUBAI Song Bong-seok 971-4-339-2213 (dubai@at.or.kr)

36

PARIS Ha Jung-a 070-4617-2699 (paris@at.or.kr) VLADIVOSTOK Shin Jae-hun 070-4617-3277 (chekov@at.or.kr) QINGDAO Lee Sang-kil 070-7938-0863 (qingdao_logistics@at.or.kr)

Extras

EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News #60, Jungdaero 9-gil, Songpa-gu, Seoul, Korea

44

NEWS IN NEWS

45

EVENT

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.

46

K-FRIENDS STORY

Special 1 History

The Path that

Korea Agrafood has Taken th

25 Years of History, from 1995 to 2020

4 Korea Agrafood

1995 The <Korea Agrafood>, an agricultural monthly magazine specifically for Korean agricultural products celebrates its 300th anniversary. It was first published in August 1995 by the Korea Agro-Fisheries & Food Trade Corporation(aT), and is the only

2001

magazine produced in multilingual(English, Chinese, Japanese) for exporting agricultural products in Korea, which has established itself as a must-read publication for buyers around the world. In addition to

2008

useful information on agricultural products, a series of interesting articles related Korean culture such as food and Hallyu stars are included, which is another reason for being cherished. Moreover, the articles are now also available online through enewsletters and social media such as Instagram and Facebook.

2012 2017 2020

October 2020 5

Special 1 History

Leading

K-FOOD Promotion for 25 Years Being a magazine on a monthly basis, more than 36,000 copies of <Korea Agrafood> are distributed to buyers and distributors, overseas magazine agencies, diplomatic establishment, and hotels in over 120 countries. Not only this, the publication has been circulated to renowned food exhibitions held abroad; the K-FOOD Fair, a large-scale promotional event for Korean agricultural products; and various export consultations.

There is no doubt that <Korea Agra food> has contributed significantly to raising awareness of specialties of Korea. For 25 years long, about 6,000 Korean agricultural products(including repeated items) and 3,000 people have been introduced throughout the edition.

There have been many changes in the content aspect, as well. Besides from merely presenting agricultural products, it now provides enjoyable readings linked to K-FOOD, such as Korean food recipes, restaurants, as well as Hallyu celebrities and tourist attractions. Lately, a â&#x20AC;&#x2DC;K-Friend Storyâ&#x20AC;&#x2122; webtoon section has been added to inspire foreign readers.

6 Korea Agrafood

October 2020 7

Special 1 History

Playing a Genuine Role of Purchasing Guide of Korean Products

The <Korea Agrafood> continues to bring up agricultural products by reflecting the latest food trends. For each export market, a range of different Korean items has been offered, such as ‘K-FOOD that entered the Halal market’ and ‘Infant foods from Korea captivated Asian mothers’. In addition, seasonal products like strawberries, grapes, and paprika, are regularly promoted to provide sufficient explanation for overseas readers. Through the ‘Well-being Food’ and ‘Processed Food’ section, not only

8 Korea Agrafood

high quality merchandise are selected and publicized, but also information on Korean food companies is posted in detail to serve as a ‘purchasing guide’ for Korean food. In fact, the <Korea Agrafood> has been recognized for its credibility and expertise in content as it is supported by the government budget, not with advertisements for specific companies, and is created by <The Korean Farmers & Fishermen’s News>, a representative agricultural industry press in Korea.

Meet Korea Agrafood Online

The <Korea Agrafood> is working on online promotion to strengthen communication with global readers.

The aT has established the website (www.agrotrade.net), and <The Korean Farmers & Fishermen’s News> has developed the ‘Agricultural and Fisheries Export and Import News’ to publish into an e-newsletter, which has been sent to 5,000 overseas buyers to this point. All reports can be checked out anywhere at any time, that Instagram (koreaagrafood) and Facebook(KOREA Agrafood) page has also been open to display the key articles of <Korea Agrafood>, and online exclusive contents such as card news and recipe videos have been uploaded for better understandings of overseas subscribers.

Additional Info Subscription to Korea Agrafood The <Korea Agrafood> can be signed up for free of charge anywhere in the world with just one phone call or e-mail. Subscribe by directly contacting the New Southern Region Business Department(+82-61-931-0963) of the Overseas Business Division of the aT, or by sending an application form via email(sdw@at.or.kr).

For e-newsletter to quickly check out contents online, access the web page ‘www.agrotrade.net’, click on Export Promotion and Korea Agrafood in the menu, and then press Subscription to fill in simple personal information.

October 2020 9

Special 2 Congratulations

Lee Byung-ho the CEO of Korea Agro-Fisheries & Food Trade Corporation(aT)

10 Korea Agrafood

Leading the Worldâ&#x20AC;&#x2122;s Healthy & Safe Food Culture with High Quality K-FOOD Even in the unforeseen circumstances of COVID-19, Korean agricultural products are attracting attention from overseas. With the perception of nourishing and risk-free diet, exports are improving every year. At the center of these achievements lies Korea Agro-Fisheries & Food Trade Corporation(aT), an organization specialized in exporting Korean agricultural products. In a world of ever-changing export market, where Korean agricultural products are consistently merchandised in many ways, Lee Byung-ho, the CEO of aT, discussed the reasons for the growth of Korean agricultural exports and businesses that are noteworthy to overseas buyers.

Q Please share a message of congratulations for

the 300th issue on <Korea Agrafood>, and

what kind of role has it played in promoting Korean agricultural products for 25 years?

I sincerely congratulate <Korea Agrafood> for publishing its 300th issue with the continual support of subscribers from both at home and abroad, and it really means a lot to all of us.

The <Korea Agrafood> is the only agricultural monthly magazine that is published in foreign languages on a regular basis. Since its launch in August 1995, it has been promoting the excellence of Korean agricultural products to buyers, related companies, relevant organizations, and consumers in about 120 countries around the world, not to mention the new discovery and introduction of competent domestic exporters. In recent years, subscribers could learn about the

contents on e-books and social media channels to meet with changing trends, along with the conventional printed journal. In particular, Facebook and Instagram offer a number of interesting contents such as cooking recipes, where real-time communication became possible, so the readersâ&#x20AC;&#x2122; satisfaction is considerably high. I hope that quality subjects are continued to be brought to light in many forms, and communicate closely with readers to remain as the longest-running magazine for agricultural industry.

Q Why do you think Korean agricultural exports

are growing despite the worldwide spread of

COVID-19?

As of the end of this August, exports of domes-

October 2020 11

Special 2 Congratulations

tic agricultural products amounted to USD 4.85 billion. As the demand for products that are easy to consume and store due to movement restrictions caused by COVID-19 has increased, exports have escalated significantly for items such as ramyeon, kimchi, processed rice products, and gochujang. Exports recorded to USD 405.4 million for ramyeon, USD 98 million for kimchi, USD 85 million for processed rice products, and USD 33.2 million for gochujang.

In addition, interest in health functional foods is also rising due to the unprecedented continuation of COVID-19. This year, the global health food market is growing rapidly towards USD 160 billion, and Korea also surpassed USD 2.015 billion in 2018. The K-FOOD not only tastes good, but is also widely known around the world as a functional diet that is excellent for health and beauty. This is also the reason why agricultural exports are steadily climbing every year. The aT will actively seek functional foods with scientific efficacy through systematic and objective research on Korean agricultural products.

12 Korea Agrafood

Q The promotion methods of Korean agricultural

products are also affected due to the outbreak

of COVID-19. How does aT work on promotion, and what are the achievements so far?

The recent pandemic has radically changed the framework of export support business that aT has been implementing. As the online-based untact culture is swiftly spreading, aT is also reorganizing its online and mobile-based businesses, and new export strategies are being carried out at a rapid rate. In fact, from this April, we first started an online export consultation on mobile platform for the Chinese market. We have improved the performance of meeting by providing support ahead of time, such as inviting buyers from aTâ&#x20AC;&#x2122;s overseas branches and broadcasting samples of export products.

Beginning with the Greater China Region, a total of 11 international online export consultations were completed such as Singapore, Japan, Russia, Kazakhstan, Brazil, and the United States. To this end, 122 domestic exporters participated and achieved export performance worth of USD 39 million.

Furthermore, as mobile shopping has become a new distribution trend in China, we conducted a live mobile broadcast with Chinese famous internet star Wang Hong Li jiaqi in May. As a result, 52,000 units of Korean yuja tea were entirely sold out in one minute just after the launch of the show, and Korean milk beverages amounted to USD 257,510 in five minutes.

Along with such trend, we opened the first Korean food hall in Hema Xiansheng, the O2O store of the Alibaba Group in China, and introduced more than 20 products including fresh mushrooms and traditional pastes. Besides, in Russia, where online food delivery market is quickly growing, marketing that links food delivery and K-beverage was conducted, whereas, Malaysia has taken the advantage of online platforms like the delivery app, Grab Food, to promote. In Thailand, numerous online promotions are live streamed presenting K-FOOD cook shows on social networks.

In the future, aT will continue to broaden a range of online publicity and promotion activities to the major exporting countries, including Southeast Asia, Mongolia, and Russia, as well as New Southern and New Northern regions. In the post-COVID-19 era, we will constantly prepare new breakthroughs for trading Korean agricultural products.

acquire differentiated competitiveness in the market when importing Korean agricultural products. For example, international buyers will be able to expand their entry by participating in promotional events in connection with large overseas distribution stores or online shopping malls organized by aT. Through this, consumers’ recognition and awareness can be raised, and a series of promotional activities by item will strengthen the competitiveness of buyers exporting Korean agricultural products.

In October, a large-scale ‘Buy Korean Food’ is held every year where buyers from all over the world is assembled in one place, which will be hosted as an online export consultation this time. In the event, a large number of leading online mall MDs and vendors from other countries will be invited to provide an opportunity for outstanding small and medium-sized companies to diversify the export market through online advancement. As non-face-to-face and non-contact trends are most likely to settle, aT will also commericialize online consultations.

The aT will support buyers with all that we can, so that they can succeed in business by handling Korean products. Lastly, aT will lead a healthy and safe food culture in the global village with tasty and premium K-FOOD.

Q What are most notable to foreign buyers among aT’s export support business?

The aT is an export organization specifically formed for Korean agricultural products, which performs comprehensive export support projects for producers, exporters, and local buyers in the entire process of handling domestic agricultural products. The overseas buyers are our partners particularly important in the expansion of exports, and we will actively support them to

October 2020 13

Special 3 K-FOOD Trend

K-FOOD Grown Together with Korea Agrafood

While <Korea Agrafood> has undergone many changes and developments over the past 25 years, exports of Korean agricultural products have achieved rapid growth.

The governmentâ&#x20AC;&#x2122;s active engagement in support policy to further expand agricultural exports served as the foundation for growth.

It is in the same context that the aT, an export support public organization, launched

14 Korea Agrafood

<Korea Agrafood>. In recent years, the Korean Wave fever such as K-Pop and KDrama played a role in the exponential expansion of agricultural exports. Of course, instilling trust that Korean-made products are trustworthy is one of the biggest success factors that cannot be left out of the agricultural industryâ&#x20AC;&#x2122;s efforts to improve quality.

The diversification of the export market is also noticeable. The Korean agricultural products are being actively traded not only to Japan, China, and the United States, which are the big three markets, but also to ASEAN countries such as Vietnam and Thailand, Europe(EU), the Middle East, South America, and Africa.

Steady-Seller & Rising Star As of last year, Koreaâ&#x20AC;&#x2122;s agricultural exports amounted to about USD 7.03 billion, an increase of 305% from USD 1.737 billion in 1995 when <Korea Agrafood> was first launched. A simple comparison is difficult due to the change in statistical classification, but representative items such as ginseng, kimchi, pear, vegetable seeds, ramyeon, and coffee products have been steadily linked to the top of

export performance and have been loved by people throughout the world. On the other hand, paprika, strawberries, king oyster mushrooms, grapes, chicken, and baby formula didnâ&#x20AC;&#x2122;t get much attention back in 1995.

However, with the recent surge in export performance, it is rapidly emerging as promising items for the next generation.

(Unit: USD 1,000)

1995

Steady-Seller

2019

466,996

270,270 210,277 139,982 104,992 83,271 55,981

50,910

68,285 27,256

9,130

7,090

(Unit: USD 1,000)

1995

Rising Star

2019

95,948 91,515

61,492 54,448 26,297 485 0

23,524

800 9.8

1,620 244

October 2020 15

Special 3 K-FOOD Trend

K-FOOD Spread Across the Globe The Korean agricultural exports market has been diversifying both quantitatively and qualitatively. In 1995, when <Korea Agrafood> was founded, only 135 countries imported Korean agricultural products, but the number has increased to 193 as of 2019.

Export performance, concentrated in certain countries such as Japan, China, and the United States, has also been substantially eased as the Southeast Asian markets including Vietnam and Thailand have grown. In the case of Japan, which is the top export-

ing country amid Koreaâ&#x20AC;&#x2122;s agricultural exports market, exports accounted for 36.8% in 1995, but it was decreased to 20.3%(USD 1.426 billion) in 2019.

Instead, the Southeast Asian markets like Vietnam and Thailand have rapidly emerged. In particular, Vietnam, where K-Wave is seizing the most opportunity, imported USD 513.98 million(7.3%) worth of Korean agricultural products as of 2019, ranking 4th in the world with the most Korean agricultural imports.

Top 5 Korean Agricultural Exports Markets by Year

U.S.A

5.8%

Russia

6.8%

Russia 11.9%

1995

Hong Kong

Hong Kong

Taiwan

5.0%

5.6%

Vietnam

6.7%

Japan 36.8%

U.S.A

2009

10.3%

Japan 25.7%

Japan

7.3%

U.S.A

2019

12.4%

Hong Kong

China

China

16.2%

12.7%

15.7%

Exporting Contries

135

178

193

1995

2009

2019

16 Korea Agrafood

20.3%

Exports to Major New Northern Countries in 2019

(Unit: USD 1,000)

Russia

Ukraine

168,514

6,191

Kazakhstan 26,984

Uzbekistan 5,882

Mongolia 52,840

K-FOOD to Develop New Northern Market The Ministry of Agriculture, Food and Rural Affairs and the Korea Agro-Fisheries & Food Trade Corporation(aT) are developing new northern region markets following the Southeast Asian market to diversify the agricultural exports market. The new northern regions refer to the total of 13 countries including Russia, Kazakhstan, Uzbekistan, Ukraine, and other independent states(CIS, 12 countries) and Mongolia. As of 2019, the total export amount of the market was USD 264.42 million, and the key country is Russia, with a population of 150

million. Exports of Korean agricultural products to Russia amounted to USD 168.51 million, accounting for 63.7% of the exports to the new northern region. The main export items of these regions are coffee products, sauces, beverages, ramyeon, vegetable seeds, and ginseng is highly popular among fresh agricultural products. The ginseng exports last year amounted to USD 644,000, which is an increase of 128% compared to 2018. As a result, the aT has selected ginseng as a strategic item in the new northern region to support promotion.

October 2020 17

Special 4 Export Guide

Korea Agrafood Spreads Samgyejuk & Samgyetang to the World

n expanding exports of Maniker F&Gâ&#x20AC;&#x2122;s I samgyejuk to the world, the <Korea Agrafood> has played a huge role. Export has jumped significantly after Maniker F&G was introduced in the April 2019 issue, as import requests from buyers including Hong Kong, the United States, and Japan, who read the article flooded in. Based on the popularity of samgyejuk last year, Maniker F&G has decided to capture their taste buds with samgyetang this time.

Purchase hiked by foreign buyers who spot the article When a piece of writing on Maniker F&G

18 Korea Agrafood

was published in April, foreign buyers expressed enthusiastic responses. After seeing the article, a buyer from Hong Kong requested a sample of samgyejuk. The first export to Hong Kong was achieved in a month after Maniker F&G sent the sample. While samgyejuk was already being exported to Japan, additional orders continued after the April 2019 issue. The reason was that the detailed data of samgyejuk as a premium health food made from luxurious ingredients has impacted greatly to increase their purchase. In particular, in the U.S. market, the demand for Chinese-Americans who eat porridge surged significantly stimulating the desire

to purchase. The TaWa Group of China, operating more than 50 hypermarkets in the United States, requested the production of 200 additional copies of <Korea Agrafood> to advertise samgyejuk and quickly supplied it. Due to the influence of these various promotions, Maniker F&G’s export volume has climbed by more than 30 to 40% compared to that of in November 2019.

Yoon Du-hyun, the CEO of Maniker F&G, said, “Through <Korea Agrafood>’s article, the demand for samgyejuk went up owing to the fact that it is made of high-quality healthy ingredients like ginseng, dates, and chestnut.”

Expected to expand exports of Samgyetang following Samgyejuk Maniker F&G is also focusing on exporting samgyetang based on the popularity of samgyejuk. The company has already obtained export workshop approval from USDA to ensure quality and safety. Samgyetang is currently exported to the United States, Canada, Hong Kong, and

Lee Byeong-mu department manager of Quality Assurance Team of Maniker F&G

Japan, and it is formulated to suit the tastes of locals. In addition, as it is widely known as a health food that boosts immunity, exports continue to soar in the era of COVID-19.

The taste of samgyetang is also differentiated with 4-year-old fresh ginseng, first-rate dates, and chestnuts added as raw materials. A series of positive reviews are provided from buyers acknowledging it a fine health food.

As it is well received in overseas markets, exports of samgyetang were able to reach USD 1 million last year. As of this year, it plans to constantly check the reaction of local customers and release new products that reflect consumer demand with the goal of exporting USD 2 million.

Maniker F&G +82-31-899-1151

kjy341@manikerfng.co.kr

www.manikerfng.com

October 2020 19

Special 4 Export Guide

Makes Its Name Overseas

by Korea Agrafood he Jonaegi Sweet Potato CO., LTD. has T recently gained momentum in its exports.

The demand for products is increasing as awareness of health has risen at every corner of the world due to the outbreak of COVID-19.

While products were introduced in the <Korea Agrafood> July issue of last year as healthy convenience foods and meal replacements, the company is enjoying a great outcome. The excitement is on the rise to export by developing new products with excellent health improvement in addition to the existing main products such as dried sweet potato and sweet potato jelly.

20 Korea Agrafood

Korea Agrafood is an essential channel for export The CEO Hwang Owi-bun of Jonaegi Sweet Potato has been insanely busy lately. This is because companyâ&#x20AC;&#x2122;s email inbox is flooding in with export inquiries after gaining popularity as healthy products among overseas buyers. While the export route has been stagnant in the first half of the year as air fares surged due to the outbreak of the global health crisis, the health awareness was raised, and Jonaegiâ&#x20AC;&#x2122;s products made entirely of sweet potatoes are being illuminated. The products are manufactured only from agricultural products such as Jonaegi

sweet potatoes and ceylon moss without any chemical seasoning. The Jonaegi sweet potatoes are rich in dietary fiber to make one feel satiated and are especially good for diet.

The company that recently inquired about the product is ‘T-Brothers’ located in Vancouver, Canada, and is pursuing exports for Sweet Potato Caramel and Sweet Potato Raw Potato Powder. Up till now, exports have been made to the U.S., China, and Vietnam, but this is the first time to Canada.

The CEO Hwang said, “With the spread of COVID-19, immunity has become the top priority for everyone, and it seems that the perception that healthy convenience food and snacks are good is expanding in the overseas as well.

After our products were explored on <Korea Agrafood> last year, buyers from Indonesia and Vietnam reached out to ask about trading, and Canadian buyers contacted us after they learned about our products through them.”

Best Opportunity for SMEs The CEO Hwang expressed his gratitude to <Korea Agrafood> for internationally announcing its products for the first time. It is very often difficult for small companies to promote on a global level, but they took the lead in publicizing on behalf of the company. As it is a magazine published by the Korean government agency, the Korea Agro-Fisheries & Food Trade Corporation(aT), it is said to have earned trust from overseas buyers. Above all, the fact that the products were presented as simple substitute meal and healthy snack that fit the current food culture trend was effective in exporting. Thanks to this, the release of bitter gourd and sweet potatoes, which are good for blood pressure control and diabetes, has recently started a countdown. It has acquired a patent from the Korean Intellectual Property Office, and

CEO Hwang Owi-bun

will start selling it from the end of this month.

The CEO Hwang emphasized, “The network is well established between buyers. This means that any buyer can advertise products once they are familiar with them. As <Korea Agrafood> was the first to promote our products abroad, it has been an enormous help in raising awareness. In the future, I will continue to develop products that are good and natural for the body.”

Jonaegi Sweet Potato CO., LTD. +82-51-403-9996

bm06000@naver.com

http://sweetpo.alltheway.kr

October 2020 21

Special 5 From Fans

300th issue

In celebration of the of <Korea Agrafood>, overseas buyers and representative organizations of export commodities in Korea offered their messages of congratulations.

They all agreed that <Korea Agrafood> has long been utilized as a good resource to promote Korean agricultural products, and requested a continuous commitment in supporting Korean products.

William Kang Director of Rhee Bros., Inc. U.S.A

A big congratulations on the publication of the 300th issue of <Korea Agrafood>. As the magazine promotes the excellence of Korean agricultural products to the world, the unique contents of <Korea Agrafood> are becoming an important source for more accurate and in depth knowledge of understanding Korean products for buyers around the globe. It is also used as a beneficial resource for numerous companies that distribute Korean food items. We look forward to seeing you playing a valuable role in giving pride to everyone related to Korean food.

Congratulations to the 300th issue of <Korea Agrafood>, which has been leading the globalization of K-FOOD with a range of contents. We are so lucky that such magazine exists, providing a wealth of information to readers around the world with various news and detailed product descriptions in each issue, such as Export Story and K-FOOD Story. Congratulations once again for the 300th issue, and we definitely look forward to further advancement of K-FOOD in the future.

22 Korea Agrafood

Jeff Mo Head of T-Brothers Food & Trading Ltd. Canada

Congratulations on this big occasion to the 300th issue of <Korea Agrafood>. The latest trends of Korean food are posted on every issue, so it entertains me well in reading. In Japan, the Korean food market is expanding even for young generations, and I assume this publication contributes significantly. We hope that you will continue to develop further in the future and best wishes for your continuous progress.

Dao Thanh Luu President of Van Thinh Phu Vietnam

Okamoto Akihiro CEO of Ongane Japan Co., Ltd. Japan

<Korea Agrafood> certainly provides practical information to international buyers importing Korean agricultural products. In particular, we were able to strive hard to discover new products that fit the direction of our future and the tastes of local people with <Korea Agrafood>. Regardless of the ongoing pandemic, Korean agricultural products are still actively consumed in the Vietnamese food market, and it is expected to look brighter in the future. We hope that you will continue to provide decent information to publicize the brilliance of Korean products.

Heartfelt congratulations on the publication of the 300th issue of <Korea Agrafood>. The magazine provides impressive data to foreign buyers who import Korean agricultural products. Although the world economy is in a recession at the moment due to COVID-19, I believe Korean products are fairly stable in Vietnam and can be further developed in the future. Through <Korea Agrafood>, we, Thang Anh, hope that more local Vietnamese will learn about exceptional Korean agricultural products.

Tran Van Thang CEO of Thang Anh Vietnam

October 2020 23

Special 5 From Fans

We convey our deepest congratulations on the publication of the 300th issue of <Korea Agrafood> in writing.

Our company handles Korean agricultural products in overall from those stored at room temperature, refrigerated, frozen, and fresh fruit to distribute them to local stores in Thailand. We are able to instantly access the latest trends and Korean agricultural contents on <Korea Agrafood>, which is very helpful in generating new products. We show our appreciation to the hard work of all those who are devoted to the publication of <Korea Agrafood>, and wish you further development.

Song Yun-dae President of Korea Paprika Inc.(KOPA)

Congratulations on the 300th issue of <Korea Agrafood>. We are deeply grateful for the contributions of overseas exports by spreading the superiority of Korean agricultural products for 25 years since its launch in 1995. Even amid COVID-19 situation, Korean paprika is making progress in exporting to the Japanese market through non-face-to-face promotions.

In particular, the first export to China was carried out in August by video quarantine. Based on this, we will focus on producing safe and high-quality paprika with the goal of exporting 1,000 tons to the Chinese market this year and 8,000 tons, which is 10% of the Japanese export volume, within three years.

We sincerely congratulate the publication of the 300th issue of <Korea Agrafood>, which has committed greatly to the globalization of K-FOOD by announcing the brilliance of Korean agricultural products to readers around the world. Korean strawberries are recognized for their noble quality abroad, thus exports are steadily increasing. I reckon this was all the more possible thanks to the interest by officials related to strawberries, including <Korea Agrafood>. We appreciate your efforts to provide new and diverse contents to readers at all times, and wish you great progress. We will also continue to do our best to satisfy buyers and consumers who purchase Korean strawberries.

24 Korea Agrafood

Boowon Kim CEO of PROTHAI Co., Ltd. Thailand

Ko Kwan-dal President of agricultural corporation of Korean Strawberry

As a person at the mushroom export site, I express my thanks and appreciation to you for the 25th anniversary of the publication of <Korea Agrafood>. As an agricultural monthly magazine that informs Korean agricultural products abroad in detail, not only does it contribute to Koreaâ&#x20AC;&#x2122;s agricultural exports but it also conveys our food culture along with processed foods, which are the goal of agricultural exports. <Korea Agrafood> will comprehensively promote K-FOOD and to grow into a magazine that is helpful for exporters to study and make a right judgement on their business.

Hwang Eui-chang Representative Director of Korea Grape Export Association

Choi Dong-hun President of agricultural corporation Korean Mush

The Korean grape industry is now facing a significant turning point - introducing new varieties such as Shine Muscat, and actively engaged in exporting with new farming techniques. We will certainly spare no effort in developing grape varieties that can represent Korea in the future so that overseas consumers can trust and continuously find them. With a lengthy history and tradition of 300th issue, we kindly ask your active involvement in supporting Korean grapes to be more loved in overseas.

<Korea Agrafood> has taken the lead in promoting fresh agricultural products in Korea, which is expected to present a new vision for export by increasing the overseas recognition. The KFlora prevents excessive competition through periodic information exchange with farmers for the export of cut flowers in Korea, along with a single export window. In addition, by exporting only the first-rate Korean cut flowers, we will strengthen international competitiveness and expand exports to satisfy overseas consumers. Above all, we will continue to strive to stabilize prices of cut flowers by diversifying exporting countries.

Chung Chang-ho President of K-FLORA CO., LTD.

October 2020 25

K-FOOD Hot Pick

Increasing Global Competitiveness of K-FOOD

26 Korea Agrafood

K-Drama, Kindling for Hot Korean Wave It is not an exaggeration to say that the popularity of K-Drama ignited so-called Korean Wave.

The popularity of K-Drama dated back to 2002. Winter Sonata, a hit Korean TV drama back then, aired on Japan’s national broadcaster and gained a sensational popularity there.

Since then, various platforms have introduced, allowing KDrama to go further. The advent of platforms has diversified the means of viewing, which was bound to TV in the past. This digital development is now allowing people to enjoy anything they want to watch through their handheld, portable gadgets including smartphones. The heroes are Itaewon Class, Crash Landing on You, and It’s Okay to Not Be Okay. In terms of ratings of dramas available on Netflix, Itaewon Class ranked fifth in a drama chart of Netflix Japan. Crash Landing on You topped the chart in August and is still near the top, being right under the first spot.

Recently, It’s Okay to Not Be Okay has taken over the throne, being placed No. 1.

The popularity of these dramas is witnessed in Japan, Southeast Asian countries.

韓流のブ―ムを卷き起こし た韓國ドラマ

ナム?タイなど東南アジアをはじめ として?インドでも人氣を謳歌する とともに?韓流を先導している?

韓國ドラマの人氣は?韓流の起源と いっても過言ではない?韓國ドラマ の人氣は?2002年に遡る?日本の NHKで「冬のソナタ」が放送される 韓劇鰲起韓流旋風 と?爆發的な人氣を卷き起こした? 如果說韓劇熱是韓流的開端也毫不爲過? 現在は?樣?なプラットフォ―ムの 韓劇熱可追溯到2002年?芎時，由日本 登場により?韓國ドラマの外緣がさ NHK電視臺播放的韓攻電視劇“秋季淇 らに廣がっている?視聽方法も以前 歌”人槐爆棚大獲成功?如今，隨着各種 は限られていたが?デジタル産業の 平臺的登場，韓劇的外延也在不鉤頑大? 發展によりスマ―トフォンだけでど 以往只迲電視思能觀看韓劇的方法，隨 こでも見ることができるようになっ 着瑠字産業的屠展，已變成只要有智能 たためだ?代表的なドラマが「梨泰 手机就可在任何地方觀看? 院クラス」と「愛の不時着」?「サイコ 近來最受歡迎的是“梨泰院CLASS”? だけど大丈夫」だ?「梨泰院クラス」 “愛的迫降”和“雖然是精神病但沒關係”等 の場合?ネットフリックスの7月時 電視劇? 点のドラマ視聽率が日本では第2位 “梨泰院 CLASS ”在登榜 8 月略日本 となっており?未だにTOP5を維持 Netflix收視率排行第五?“愛的迫降”保 している?「愛の不時着」は最近では 持在排行第二?而目前的排行第一位是 第2位と上位を依然として維持して “雖然是精神病但沒關係”? いる?最近の第1位は「サイコだけど 這些電視劇不僅在日本，而且在東南亞 大丈夫」となっている?これらのド 攻家，不鉤鰲起韓流旋風? ラマは日本だけでなく?香港?ベト October 2020 27

K-FOOD Hot Pick

K-FOOD, Mega-Hit K-Dramas’ Picks

The rising popularity of K-Drama has piqued overseas viewers’ interest and curiosity about Korean dishes.

Particularly, there was a variety of Korean dishes in Itaewon Class. So, the popularity of the Korean dishes and agricultural products appeared on the drama is rising in tandem with the popularity of the drama itself.

In fact, the sales of sundubu-jjigae(soft bean curd stew) have increased in China, and the export of gochujang is equivalent to USD 33.20 million as of August this year, which is a 36.6% increase from USD 24.40 million

28 Korea Agrafood

year on year. Particularly, the export to Thailand has soared to USD 998,000 in the first half of this year, which is a 170.5% increase from USD 369,000 in the first half of last year.

The popularity of K-Drama has raised overall interest in K-FOOD in addition to Korean dishes.

According to a recent survey about things of interest that was conducted on girl students in middle and high schools in Japan, dalgona coffee, a trendy form of coffee in Korea, is one of the top five things in their response.

韓國ドラマで注目された韓 國の農食品

韓國ドラマの人氣は韓國の農食品は もちろん?韓國料理に對する關心も 高めることになった? 「梨泰院クラス」は韓國料理が頻繁に登 場する?例えば?スンドゥブチゲやス クチュナムルサムギョプサルポッ クム（豚肉のもやし炒め）が その代表的なものだ? 實際に?中國ではス ンドゥブチゲの賣上 が增加し?今年 8 月

までコチュジ ャンの輸出は 3,320万ドルで?昨 年同期の2,440万ドル に比べて 36.6%も急成長した?特 に?タイへの輸出額が昨年上半期の 36万9,000ドルから今年上半期には 99万8,000ドルへと170.5%も急騰 した?韓國ドラマの人氣は?韓國の 農食品だけでなく?韓國料理に對する 關心を高める效果があった?實際に? 日本の中學校·高校の女子生徒を對象 に實施した關心のあるものベスト5の 調査結果には?韓國で流行っているダ ルゴナコ―ヒ―が含まれていた?

韓劇讓韓攻食品火了

通過韓劇, 不僅韓攻食品, 對韓攻飯菜的 關心也提高了?“梨泰院CLASS”不少出 現韓攻美食的場景?比如，最典型的“石 鍋嫩豆腐湯”和“綠豆芽炒五花肉”等? 事麟上，不僅“石鍋嫩豆腐湯”在中攻的 銷量得到提高，截止到今年8月，辣椒醬 的出口額爲3320万美元，比去年同期的 2440万美元猛增36.6%?尤其是從出口 捲象攻來看，捲泰攻的出口額從去年上半 年的36.9万美元增加到今年上半年的99.8 万美元，暴增170.5%? 韓劇熱不僅引起了觀衆捲韓攻食品的興 趣，而且捲關注韓攻美食也産生了作 用?以日本初高中女生爲捲 象進行的問卷調査顯示， 在韓攻流行的焦糖假燾 就是翡們的五大最愛之 一?

Change in Consumption Brought About By COVID-19 COVID-19 has also changed a consumers’ pattern in food purchase. Due to the reduced outdoor activities, cooking at home or ordering in food has increased significantly. According to a report on “The agricultural food consumption trend in 2020” published by the Rural Development Administration(RDA) of Korea, since the COVID-19 outbreak, Korean consumers’ purchase of agricultural food from supermarkets has decreased, while the purchase from mom-and-pop stores in their neighborhoods that are less crowded, and the untact online purchase have increased.

What’s more, the time they cook at home has increased, and thus the demand for agricultural food that is easy and simple to cook and has a relatively long shelf life has increased accordingly.

Particularly, health is the No. 1 concern to Korean consumers when they make a purchase of agricultural food, followed by safety and convenience. This is demonstrated by the actual increase in the purchase of healthy food including red ginseng in all consumer groups regardless of generation.

新型コロナによる消費の變化

新型コロナにより消費者の食品購入 は明らかな變化を經驗している?野 外活動を減らし?できる限り家庭內 で食事を作って食べたり?デリバ リ―を利用するなど?これらを統合 した食事形態が目に見えて增えてい るという? 韓國の農村振興廳の「2020年 農食品 消費トレンド」によれば?新型コロナ の發生後?韓國の消費者の大型マ―ト での農食品の購入は減少しているとい う結果が出ている?一方で?相對的 に人の少ない近隣のス―パ―や非對 面のオンラインでの購入が增加した との結果が出ている?また?家庭內 の調理回數が增えるにつれ?比較的 簡單に調理できる農食品と保存期間 が長い商品の需要が增加している? 特に?韓國の消費者が農食品の購入

において?最も重要と考えるものに は?健康が第1位で上がり?安全? 手輕さが次いで登場したという調査 がある?そうしたなか?紅參を含む 健康食品の購入が世代の區分に關係 なく增加しているという結果がでて いる?

新冠肺炎疫情帶來的消費變化

新冠肺炎疫情讓消費者的食品購物屠生 了顯著的變化?隨着人們捲外活動的癎 少，在家自己動手做飯或通過外勒訂餐 的家庭明顯增加? 据韓攻農村振興廳“2020年食品消費趨 勢”統計顯示，屠生新冠肺炎疫情以后韓 攻消費者在大型商場購買農食品的瑠量 在癎少?相反，在人員相捲稀少的小袴 超市及網上購物的瑠量在增加?而且， 隨着居家烹斐次瑠的增加，烹調相捲容 易且保存期長的食品需求在增加? 調査顯示，韓攻消費者在購買食品時最 看重的就是健康，其后依次是産品的安 全性和方便性?調査還顯示，捲紅參等 健康食品的購買量，不分年齡段都有明 顯的增加?

October 2020 29

K-FOOD Hot Pick

Outstanding K-FOOD In the Midst of the COVID-19

A healthy and easy-to-cook food is a food consumption trend that holds true amid the spread of the COVID-19. Even though the previous active global trade has set back by the COVID-19, Korean agricultural products and food are still doing well overseas. That is Korean agricultural products and food see an unfaded popularity in the global market despite the COVID-19 pandemic.

「健康にもよくて?手輕な食品」は 新型コロナの狀況に共通する食品 購入のトレンドであるといえる? 新型コロナにより國家間の貿易は 円滑ではないが?韓國の農食品は 海外で宣傳している?これは?韓 國の農食品が新型コロナの狀況 でも人氣が衰えないという意味 だ?

“健康?方便的食品”可以說是新冠疫 情期間的食品購買趨勢?盡管新冠肺 炎疫情使攻家之間的交易冷淸了許 多，但韓攻農食品在海外的宣傳依然 不鉤?也就是說，在新冠肺炎疫情下 韓攻農食品在海外的暢銷勢頭依然沒 有癎少?

30 Korea Agrafood

Kimchi Among Korean agricultural products preferred by overseas consumers even in the grim situation, kimchi, which represents health and fermentation, is doing an outstanding job in the world market.

As of the end of August, approximately USD 98 million worth of Korean kimchi is exported, which is a staggering year-on-year increase of 40.3%. By country, the United States and Japan imported Korean kimchi the most.

新型コロナでも海外の消費者が最も好む韓國の農食品は?やはりキムチ だ?健康と發酵に代表される韓國のキムチの輸出は今年8月までの輸出 額が9,800万ドルだ?昨年同期に比べて?實に40.3%も增加した?國別 には?オ―ストラリアとアメリカ?日本での選好度が高かった?

在新冠疫情下海外消費者最靑器的韓攻食品无疑就是泡菜?代憐健康和屠酵的泡 菜截止今年8月略，已麟現出口額9800万美元，比去年同期增加了40.3%?韓攻 泡菜尤其在澳大利亞?美攻和日本受歡迎?

HMR Foods

Korean Ramyeon Korean ramyeon is another cash cow. It can be prepared in various ways and enjoyed conveniently whenever and wherever. What’s more, it has a long shelf life, which is a great merit in this dire day and age. Korean ramyeon has been consumed more since the sensational popularity of Chapaguri appeared on the Academy Award-winning Korean film, Parasite, and then the COVID-19 outbreak. As of the end of August, USD 405 million worth of Korean ramyeon was exported abroad.

ラ―メンも輸出に貢獻している品目だ?種類と食べ方が 樣?ある点?簡單にどこでも食べられるという点?長期 保管が可能なインスタントラ―メンの强みが新型コロナ の時代でも通用したのだ?今年初めには?映畵「パラサ イト」がブ―ムになったことで?「チャパグリ」の爆發的 な人氣と?その後急速に擴散した新型コロナは?インス タントラ―メンの消費を引き起こした?その結果?8月 までのインスタントラ―メンの輸出は4億500万ドルを 記錄した?

Home Meal Replacement(HMR) foods including instant rice and tteokbokki(stir-fried rice cake) are second to none. The instant rice that is easy to make by heating up gluten-free ready-to-eat rice in a microwave is a perfect thing in this hectic modern life and the trend pursuing convenience amid the COVID-19 pandemic. Tteokbokki, which is a typical between-meal for Koreans, is made possible easy cooking and is good in taste, contributing to the increase in Korean food export.

卽席ご飯?トッポギなどHMR食品の成長もはずすことが できない?グルテンフリ―の代表である米を電子レンジ へ入れて溫めて食べられるレトルトご飯は忙しい現代社 會と新型コロナ?手輕さを追求するトレンドとかみ合っ て?人氣を集めるものとなっていることがわかる?米を から作った韓國の代表的なおやつのトッポギもまた?簡 單に作ることができ?味もよいため?輸出に貢獻した?

方便米飯?炒米桀等家庭便利食品的增長之勢也不容小視?只 需將无穀蛋白的米飯放入微波爐中進行加熱就能做出的方便米 飯，蜈適合芎今繁忙的現代社繇和在疫情下人們尋求簡單方便 的需求，因此人槐大增?以大米爲原料的韓攻典型小吃炒米 桀，旣好吃又好做，所以也有强勁的出口勢頭?

拉面也是暢銷的出口品目之一?種類和吃法多樣，隨時隨地方 便食用及可長期保存等拉面的優点都蜈適合于芎下的疫情?今 年初，由韓攻電影“上流寄生惡”鰲起的Chapaguri(拉冬面)旋 風及之后不期而至幷迅速蔓延的新冠肺炎疫情都爲拉面的消費 起到了推波助瀾作用?由此，截止到8月略，拉面出口已創下 4.05億美元記湳?

October 2020 31

Well-being Food

Growing Popularity of Premium Processed Ginseng Products & Palm Sap-Added Ginseng Beverage

高圭人參加工品 和人參椰樹汁飮料暢銷

32 Korea Agrafood

rocessed ginseng products exported by P “B&G is Life”, a Korean food company, has changed the awareness that ginseng is bitter.

They are refreshingly sweet, giving consumers a highly different impression from other ginseng products. Particularly, whole ginsengs with rootlets intact are undeniably top of the range in visual and gustatory aspects. In addition, YASAM, another product of B&G is Life that contains a plenitude of saponin of ginseng and minerals and polyphenol of palm sap, is drawing a great deal of attention as a tasty and healthy ginseng beverage from consumers all around the world.

Increasing brand image with US FDA registration B&G is Life was able to greatly raise the brand image of its products as it succeeded in registering its products in the US Food and Drug Administration(FDA) in 2018 with a help of the Korea AgroFisheries & Food Trade Corporation(aT). Currently, the company has cooperators in Singapore, Thailand, Vietnam, Cambodia, and China, and exports more than USD 84,000 of processed ginseng products each year. The company is experiencing the effects of the registration in the US FDA. As the reliability of its products increases thanks to the registration, requests for the products are received from other regions including Hawaii, Germany, and Singapore. In addition to the registration, the company founded a way to increase added values of the products using a distinct packaging system that retains the taste and quality distinguished from other processed ginseng products. Since the registration, the number of business talks on the export to the United

CEO Kim Young-ju

出口的加 工人參不同于以往的人參切片，以其 新鮮甘甛口味改變了消費者捲人參有苦 味的認知?尤其是人參根須鮮活完整，具有 完美的視袈侮美感，是芎之无愧的最佳高級産品?癩外， 富含人參牲曷及椰樹汁告物質和多付成分的“YASAM”人 參飮料，也以其美味和健康，成爲受世人關注的産品?

B&G IS Life CO., LTD.

注冊美攻FDA提升産品形象

年，B&G IS Life CO., LTD.在韓攻農水産食品 流通公社(aT)的支援下，成功在美攻農業部進行FDA(美 攻食品葯品監督管理局)注冊幷以此爲契机大幅度提高了 産品的形象?目前，分別在新加坡?泰攻?越南?柬璵寨 和中攻設有合作企業幷每年出口8.4万多美元的人參加工 産品?注冊美攻農業部FDA的效果非常大，隨着産品信 譽度的提高，夏威夷?德攻?新加坡等地也都紛紛要求進 2018

October 2020 33

Well-being Food

States, Singapore, and others has been on a continued rise, in addition to the sales of the ginseng products through major domestic department stores, deluxe hotels, and online malls.

Promotion of premium ginseng products The unique taste and the improved product quality have made the brand image of the products enhanced to be the luxurious and premium level, and accordingly the number of inquiries for the products from American buyers is increasing and the export volume is going up as a result.

Kim Young-ju, CEO of B&G is Life, said, “The sales are expected to increase each year as the product image has improved to be high-end, premium products after the US FDA registration in 2018. Especially the products certified by the US FDA were also certified by Singapore. So, now we have a firm foothold to expand our export to the Southeast Asian market including Singapore.”

The products B&G is Life exports were internationally certified and thus recognized for

口産品?B&G IS Life CO., LTD.採用不同于以往的人 參加工品生産方式，以別的味道?質量和包裝方法，提高 了産品的附加値?進行美攻農業部FDA注冊后，不僅開始 爲韓攻攻內的著名百貨商場?高圭酒店及網購商城進行供 貨，捲美攻?新加坡等攻家的出口洽談也接連不鉤?

推進高圭人參的出口商品化

借助人參産品侮衆不同的糾特口感及不鉤優化的商品質量 和高圭化形象，美攻客商的咨詢在增多，且出口量也呈現 增加之勢?

B&G IS Life CO., LTD.的金英柱董事長憐示， “以往 我們的産品銷量幷不理想，但從2018年在美攻FDA注冊 后，隨着商品形象的提升，每年的出口量都在持樓增加? 獲得美攻FDA認嗇的商品在新加坡也同樣有效，所以我 們將以新加坡爲中心進一步頑大東南亞市場”?

B&G IS Life CO., LTD.出口的産品除了具有獲得攻 際認嗇的優勢，商品本身的優質性也得到了客商的認可? 這些産品不同于以往的人參切片産品，是以根須完整的整 根人參吸引消費者們的購買慾?如“Origin Gold”産品沒 有人參切片的苦味，以甘甛的味道消除了消費者捲人參苦 味的抗拒?尤其是根須完整的整根人參，以其完美的視袈 侮美感芎之无愧地成爲世界最佳的高級産品?癩外，富含 人參牲曷及椰樹汁告物質和多付成分的“YASAM”人參飮 料，也以其美味和健康成爲受世人關注的産品?

The products B&G is Life exports were internationally certified and thus recognized for their own quality by foreign buyers.

34 Korea Agrafood

their own quality by foreign buyers. Unlike other steamed ginseng products, B&G is Life produces have fine roots, stimulating the purchasing desire of consumers. Among many products, “Origin Gold” is sweet unlike other steamed ginseng so that it can appeal to consumers who are not much fond of the bitter taste of ginseng. With the fine roots remained intact, it is one of the top-class products visually and gustatorily. Also, “YASAM” contains an ample amount of saponin of ginseng and minerals and polyphenol of palm sap and is not only delicious but healthy. The ginseng beverage is thus drawing great attention from many consumers around the world.

Further efforts to expand export to Southeast Asian market besides America A ginseng beverage that is safe to drink regardless of age and gender needs to contain no coloring, synthetics, preservatives, and sugar.

“ALMIGHTY”, another product of B&G is Life, is that kind of product made only with Korean ginseng and natural palm sugar obtained from palm trees by grinding processed whole ginseng without chemical additives. So, it is also gaining popularity as a health food.

B&G is Life is taking one step forward to become a world-class beverage company with this differentiated product. The company pioneered the Chinese market and concluded sales contracts with Thai buyers.

Kim emphasized, “We have earned some benefits from the US FDA registration. We are strengthening our presence in the global market as our ginseng beverage added with natural palm sap is gaining popularity as a healthy beverage among many health-conscious consumers around the world.”

加大力度進入美攻及東南亞市場

男女老少皆可放心飮用的人參飮料的最大特点是産品中不 含色素?合成物?防腐芟?白糖等成分?捲加工好的人參 直接進行硏磨生産的“ALMIGHTY”産品也是不含任何 化縯添加芟，只以高麗人參?天然椰樹汁和椰糖爲原料制 成的健康商品，蜈受消費者的歡迎?

B&G IS Life CO., LTD.以這些差別化的人參加工産 品不僅打入了中攻市場，而且在泰攻也連樓簽約成功多筆 銷魔合同，顯示出强勁的屠展勢頭，已成爲走向世界的飮 料企業? 金英柱董事長說道，“通過美攻FDA注冊，我們的産品獲 得了良好的出口效果，而且這些美攻FDA注冊商品的質 量和安全性也得到了東南亞市場的認可?除此之外，我們 還通過人參的高附加値高圭商品化，創造更多的收益?我 想，含有天然椰樹汁的人參飮料也一定繇成爲世人喜愛的 暢銷健康飮料”?

B&G is Life CO., LTD. +82-63-838-0883

mirinfo@naver.com

www.bng.life

October 2020 35

Issue in SNS

#Bibimbap #Dynamite #Billboard #Hotshot Debut

K-Pop Dynamite Set Off by BTS BTS, aka Bangtan(Bulletproof) Boys, is rewriting the global pop music history. Dynamite, which is a most recently released single, really popped up. It topped the Billboardâ&#x20AC;&#x2122;s Hot 100 chart, which is the first time for Asian singers in its history. The boy band has literally conquered the world music scene. Such an outstanding achievement is attracting a great deal of applause from both renowned domestic and international press and media. A bombardment of reports and articles about BTS scrambles to come out every day to gain attention from Army(official fan club name). <Korea Agrafood> also looks at the story of BTS who has changed the paradigm of pop music and introduces Korean restaurants which are established as must-visit sites in the itinerary for so-called BTS tour.

36 Korea Agrafood

The Globe Bombarded by Dynamite of BTS fortress for non-western singers and musicians before Dynamite. They had to settle for the ranks around the top ten on the big chart with their previous songs “ON”, “Boy With Love”, and “Fake Love”.

However, they finally made it to the top on the Hot 100 with Dynamite and thus topped both the major charts of Billboard, setting another milestone. Many foreign press and media are extolling their achievement, saying that it is a phenomenal change of a traditional paradigm of how western music audiences consider nonwestern artists and BTS is writing a new history.

Dynamite also swept other major charts including the UK Singles Chart(ranked third) in other countries like Swiss(fourth) and Australia(second), as of September 3.

Dynamite, which is a BTS’s first song written in English, topped the Hot 100 chart of Billboard, right after it was released on August 21, 2020. It really swept the world as what the title “Dynamite” literally indicates. Dynamite is the 43rd song in history to debut at No. 1 on the Hot 100 after big names like Michael Jackson and Elton John. It racked up about 33.90 million streams in the first week, and about 300,000 music sales.

For BTS, it is not the first time they topped a Billboard chart. The septet took the first place four times on the Billboard album chart, Billboard 200. However, they failed to top the Hot 100 which used to be an impregnable

Additional Info Look Forward to Their Future!

The present tremendous popularity of BTS is not earned overnight. It is the fruit of gradual achievements made from their hard work. The boy band raised their global presence with the big hit song, Fire, released back in 2016.

Since then, they topped the Billboard 200 with their albums in the Love Yourself series for the first time as Korean singers and attended four major award ceremonies in the United States.

October 2020 37

Issue in SNS

How about Making a Trip to Korea, Following the Footsteps of BTS? BTS has also set themselves up as an online guide for their fans all across the world.

Recently, the boys appeared in a video titled “See You In Seoul”, introducing the sights and attractions of Seoul. Although the video is short running for only one and a half minutes, their appearance itself against a backdrop of great views of Seoul suffice to fascinate global fans scattered all over the world. Before the full video was made public, seven previews each featuring an individual member were uploaded sequentially for seven days from September 4 to 10 and have still been attracting a lot of interest.

The video that was produced by the request

38 Korea Agrafood

of the Seoul Tourism Organization(STO) was released simultaneously worldwide on September 11 through the STO’s official site, YouTube channel, Facebook, and Instagram.

BTS was appointed as the honorary tourism ambassador for Seoul city back in 2017 when the boy group was not yet this big global superstar as it is now, and since then has been doing promotional activities for Seoul for four years now. BTS received the plaque of appreciation from the Korea Tourism Organization(KTO) in 2018 for their contributions to the introduction of Korea’s tourist attractions and the promotion of Korean Waverelated tours and local tours.

Tip Don’t Miss Out On a Chance to See BTS https://korean.visitseoul.net/index

Bangtan Tour to Where BTS Used to Frequent The ever-growing worldwide craze for BTS allows so-called BTS tour to regain attention.

The tour is to follow along where BTS members visited and provide tour courses to fans who want to know and follow every single move their idols made. The itinerary for the tour includes various destinations including cafes and seashore, in addition to restaurants where BTS members used to frequent in their trainee days.

The most widely known restaurants include a tteokbokki(stir-fried rice cake) place located on the Dongdaemum food cart street(Seoul), a Korean food restaurant and a pizza parlor located in Gangnam-gu(Seoul), and a restaurant

serving sundaeguk(Korean sausage and rice soup) in Songpa-gu(Seoul). Among these, the Korean food restaurant located in Gangnamgu is famous as a BTS sanctuary featuring its walls inside covered with BTS goods and posters attached by Army members. The restaurant serves stone-pot rice with grilled black pork which is known that BTS members enjoyed usually back in the old days.

This popular main dish on the menu was consumed as bibimbap and has now dubbed “BTS Set Menu”. Let’s check out this hot BTS dish that all Army members want to try in the following recipe section.

October 2020 39

K-FOOD Recipe

Bibimbap, That’s the Very Dish BTS Enjoyed

ibimbap is a signature Korean dish B that is great in appearance, color, and nutrition. It features a well-combined taste of various vegetables, hot red chili paste, and a dash of aromatic sesame oil, which you never get fed up with. It is a household name of healthy food, providing a perfect combination of vegetables, grains, and meat. It can be enjoyed to your taste by adding or omitting ingredients you choose from those used for a regular form of bibimbap. So, it can also be enjoyed as a vegan diet. Recently, this Korean dish has become a must-eat dish on so-called “BTS tours” after it is known that BTS, a worldfamous Korean boy band, frequently enjoyed bibimbap back in their trainee days.

40 Korea Agrafood

October 2020 41

K-FOOD Recipe

Bibimbap Recipe

One Serving Cooking Time: 20min 640kcal(one serving)

1

2

3

4

5

6

7

Main Ingredients 50g bracken, 1/2 carrot, 5 shiitake mushrooms, 50g bellflower roots, 1 egg, bean sprouts and other vegetables you want to add

Sub Ingredients(sauce) 4 tbsp of red chili paste, 1 tbsp of sesame oil, 1 tbsp of green plum extract, a dash of soy sauce, a pinch of salt

Tip You can make â&#x20AC;&#x153;BTS Bibimbapâ&#x20AC;? by adding Korean red chili paste, instead of dubanjang which is Chinese chili bean paste, and cooked rice on the bottom.

1

Clean prepared ingredients in the running water.

2

After vegetables are drained, stir-fry them in oil and season them with a

3

Cut carrot, shiitake mushrooms, and bellflower roots lengthwise.

4

Put cooked rice on the bottom of a big bowl, put all the prepared vegeta-

pinch of salt.

bles inside the bowl on top of the rice along the rim.

5

And then put a sunny-side up egg atop.

6

Add red chili paste-based sauce and mix them all.

7

Sprinkle garnish such as dried laver flakes or sesame seeds according to your taste.

KoreaAgrafood http://www.agrotrade.net

42 Korea Agrafood

KoreaAgrafood

A Perfect Dish for Stress Relief

Spicy food is sort of a comfort food in a way because Koreans look for a spicy taste when stressed out. It can get rid of a source of stress at least while you are eating it. Eating spicy food is scientifically proven to relieve stress. The spicy taste, which is technically a pain sensation, stimulates the brain to secrete endorphins to alleviate the pain. Endorphins are hormones that allow you to feel happy, and so help relieve stress at least temporarily.

The spicy taste is also known to be good to improve high blood pressure and prevent obesity. This effectiveness is owning to capsaicin that is known to reduce the intake of salt and consume fat for energy.

For that reason, Korean bibimbap can help you freshen up your mind from all the stress.

A Vegan Diet for Physical Fitness Bibimbap is also a perfect dish for a vegan diet. It can be made to a dish without animal-based food ingredients simply by omitting egg and meat. So, it is frequently enjoyed at Buddhist temples where taking a life is prohibited. In fact, sanchae-bibimbap, or wild vegetable bibimbap, originated from these temples where Buddhist monks enjoy bibimbap made only with wild edible greens and cooked rice with an addition of red chili paste.

Bibimbap is also a secret of some famous Hollywood celebrities for keeping in shape. Michael Jackson, Paris Hilton, and Nicolas Cage proclaimed themselves as bibimbap aficionados and gave some pointers on how they stay in shape. Gwyneth Paltrow mentioned Korean bibimbap as her secret for staying slim on a TV show that introduces Hollywood starsâ&#x20AC;&#x2122; knowhow of how to lose weight.

October 2020 43

News in News K-Mineral Water Cools Down Sweats from Yoga Workouts

The unique marketing that promotes K-mineral water in connection with a popular yoga program that locals enjoy in Far East Russia is drawing attention. The Korea Agro-Fisheries & Food Trade Corporation(aT) has been publicizing Korean min-

K-FOOD Lucky Box, Popular in France

eral water and vitamin drinks in the monthly summer yoga program held in Vladivostok Marine Park from September. Due to the nature of the terrain, the majority of Russian citizens purchase and drink bottled water as limestone is contained

Amid the explosive increase in the practice of

in the water. Recently, as the standard of living

subscription economy services across Europe

has improved, more and more people are looking

lately, K-FOOD consumer experience marketing

for premium bottled water, and interest in quality

in France.

imported bottled water is also growing.

The Ministry of Agriculture, Food and Rural

Meanwhile, the domestic bottled water market in

Affairs(MAFRA) and the Korea Agro-Fisheries &

Russia reached USD 2.7 billion last year, which is

Food Trade Corporation(aT) cooperated with a

a sharp increase from USD 1.6 billion in 2018. If

French food subscription service company called

such trend continues, the bottled water market is

Degusta Box to deliver lucky boxes including stir-

expected to develop much further in the future.

fried kimchi, omija drink, marinated grilled beef rib

Accordingly, Korea’s leading manufacturing com-

sauce, red chili and soybean paste to 8,000 con-

panies such as Lotte Chilsung, Paldo, and Orion

sumers. And then, those who were provided with

are launching a number of mineral water prod-

the K-FOOD lucky boxes turned into market

ucts in Russia to target the market. In fact, bot-

testers for a month in September and shared

tled water exports to Russia were insignificant at

their tasting results online. Stephanie, a French

merely USD 8,000 as of August 2019, but it rose

consumer, received Korean products and said,

to USD 37,000 in August this year.

“It was nice that I could taste Korean food in the region far from Paris. It was really delicious to cook a barbecue with Korean bulgogi sauce using the recipe delivered together with the box and eat it with kimchi. I would like to experience Korean food more often in the future.”

Meanwhile, aT plans to share the marketing data obtained from this event with exporters and use it to expand exports to the EU market.

44 Korea Agrafood

EVENT

300

th Issue

Korea Agrafood, which offers all you need to know about Korean agricultural products and food, marks the 300th issue.

To extend our thanks to those of you who have supported us for over 25 years, we prepared a special event for you.

Participate in the event and get special gifts.

KoreaAgrafood, and Complete the Sentence “<KoreaAgrafood> is ___.”

We will give gifts to ten selected winners in return.

Period: October 5 to 19 (Mon.) [KST 24:00]

1st place (1 winner): Amazon gift card $75

Prize: Amazon gift card

2nd place (3 winners): Amazon gift card $50 3rd place (6 winners): Amazon gift card $25

Winner Announcement: October 23 (Fri.) (a total of ten winners to be announced) Required Hashtag: #KoreaAgrafood

How to Participate 1. Follow us on our official account

KOREA Agrafood

koreaagrafood

2. Click “Like” for the event post.

3. Hashtag us #KoreaAgrafood, and post a complete sentence “<KoreaAgrafood> is ___.”

4. Fill in the blank with heartfelt words you like to share. Plus, leave a comment on what you want <Korea Agrafood> to be in the future. Then, you are more likely to win!

Friends Story Episode 5 Korean Paprika

To be Continued...

Mushroom

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We celebrated our 50th anniversary in 2017 and we plan to take a big step forward.

Having grown strongly since our establishment in 1967, we are becoming a force for globalization.

Our bigger steps will be milestones for tomorrow.

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中攻北京市朝陽袴廣順北大街 獄院1獄樓1單元6層603室)

(100102 33

E-Mail : beijingat@at.or.kr TEL : 86-10-6410-6120~1, 6210 INTERNET PHONE : 070-4617-5090~1, 7377 FAX : 86-10-6410-6122 Shanghai Branch Office Room 3201, New Hongqiao Central Plaza No.83, LouShanGaun Rd., Changning District, Shanghai, 200336, China

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E-Mail : shanghaiat@at.or.kr TEL : 86-21-3256-6325~7 INTERNET PHONE : 070-7077-6197 070-7077-6199 070-7077-6205 FAX : 86-21-3256-6328 Chengdu Branch Office 2003 Room, Chengdu Ping An fortune Center No.1, Section 3, Renmin South Road, Wuhou District, Chengdu, Sichuan Province, 610041 P.R.C. China

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(

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