Dec 2022 (vol.326)

December 2022 vol.326

Korean Alcohol

Farmtastic

Processed Food

Trend & Products

Strawberry, the Star of Exported Korean Agricultural Products

Captivating the appetite of the World, Korean Yuja Tea

Steady Growth of Health Functional Food Market After COVID-19

se! u e! a s P u s a r Buye D Fans P O K-FO

Find your Korean Food Visit K-FOOD Trade & Enjoy the variety of Korean Food

https://www.k-foodtrade.or.kr

k-foodtrade.or.kr is also available via your mobile phone.

and

’s

Zero Waste Zero Hunger Campaign Let us introduce ‘Zero Waste, Zero Hunger’, a campaign to protect the environment and help hungry people by reducing food waste.

If we reduce food waste, can take care of both IfIndividuals we reduce diet and health food waste,

Let’s reduce waste at home. your diet and buy only 01 Plan the food you need.

Quantity of Meals

Consider the expiration date and quantity of meals when purchasing food ingredients.

Restaurants can save the costs for food waste disposal

Divide food ingredients into portions and 02 store them in a transparent container.

We can protect the environment by reducing greenhouse gas

You can cook your meal easily based on the number of people and easily check where and what is in the refrigerator.

help people who are hungry by donating some of the savings.

Expiration Date

03 Ground dry ingredients to cook.

Then, let’s find out how we can join the Zero Waste Zero Hunger campaign at home.

How close have you gotten to Zero Waste?

Effort to reduce food waste can be practiced in daily life to overcome the climate crisis and hunger.

Ground dry ingredients such as anchovies, dried shrimp, and kelp to use to make broth easily and have a healthy meal, thereby having two benefits at one.

Let’s donate together in everyday life.

Start WFP individual donation You can make an individual donation by accessing the WFP official website, ko.wfp.org, and clicking the Donate button.

Donate on ‘Share the Meal’ Zero food waste with one finished meal!

Saves 38,000 won (About USD 33) per year, more than 100 won (About USD 0.08) per day!

Share food to people who are suffering from hunger around the world with the saved expenses!

1/3 of the food on your table can save 1/10 of the world’s lives.

You can donate through the WFP donation app ‘Share the Meal’ and sharethemeal.org.

CONTENTS December 2022 vol. 326 12

16

34 Photo by THREE THREE STUDIO Styling by Dooeun

COVER Drinking culture is changing.

The younger generation is preferring to enjoy even a glass of alcohol, a shift in drinking culture with the increase of drinking alone at home due to COVID-19.

This is also the reason the traditional liquor market in Korea is growing rapidly.

Recently more consumers are looking for new drinks such as fruit Makgeolli and distilled Soju as well.

Main Theme

Get Together with

Korean Alcohol for Year-End and New Year’s 06

The Most Popular Korean Alcohol, Makgeolli

08

Popularity of Korean Distilled Soju

10

Korea’s Famous Drinks

Closeup 12 FARMTASTIC Strawberry, the Star of Exported Korean Agricultural Products

16 PROCESSED FOOD Captivating the Appetite of the World, Korean Yuja Tea

Founded in August, 1995, Published monthly by the

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.

CEO Kim Choon-jin EXECUTIVE VICE PRESIDENT Ki No-sun (Food Industry & Trade Division) EDITORS Chang In-shik

20 NEW ITEM The Sweet Temptation of YellowGreen Flesh, ‘Halla Sweet Gold Kiwi’

REPORTERS Seo Sang-hyun (seosh@agrinet.co.kr) Cho Yeong-kyu (choyk@agrinet.co.kr) Choi Yeong-jin (choiyj@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho TRANSLATORS Jennifer Shin, Jeong Seo-young (ENGLISH) Tamura Yoshihiro (JAPANESE)

Trend & Culture 26 TREND & PRODUCTS Steady Growth of Health Functional Food Market After COVID-19

Park Seo-ran (CHINESE)

EDITORIAL BOARD BEIJING Park Sung-kuk 070-4617-5090 (parksk@at.or.kr) SHANGHAI Sung Si-chan 070-7077-6197 (sschan@at.or.kr) CHENGDU Wang Sung 070-4617-3267 (wangcheng@at.or.kr) DALIAN Koh Jung-hee 070-4617-3266 (kohjh@at.or.kr) HONGKONG Kim Suk-ju 070-4617-2696 (sukju71@at.or.kr)

30 E-COMMERCE Popular Healthy Drink ‘Kombucha’ Via BTS

HANOI Park Min-cheol 070-4617-7257 (cheol@at.or.kr) HOCHIMIN Park Il-sang +84-862-470-214 (flower@at.or.kr) BANGKOK Lee Ju-yong 070-4617-7226 (pathfinder@at.or.kr) JAKARTA Cho Sung-thok 070-4617-2694 (cst7424@at.or.kr) TOKYO Jang Seo-gyeong +81-3-5367-6656 (skjang@at.or.kr)

34 K-FOOD RECIPE The Most Korean Snack with Drinks, Jeon

OSAKA Kwon Tae-hwa +81-6-6260-7661 (thkw@at.or.kr) NEW YORK Shim Hwa-sop 1-212-889-2561 (sirshim@at.or.kr) L.A Kim Min-ho +1-562-809-8810 (mhkim@at.or.kr) DUBAI Kim Hyuk +97-1-4339-2213 (kh6318@at.or.kr) PARIS Ha Jung-a 070-4617-7225 (ewropa@at.or.kr)

Extras

MOSCOW Shin Jae-hun 070-4617-3277 (chekov@at.or.kr)

24 PHOTO ESSAY 38 K-FOOD FRIEND - Webtoon : Tomato - Fan Letter : Madelene Gemota

QINGDAO Lee Sun-woo (bird@at.or.kr) KUALALUMPUR Jang Jae-hyung (jhjang@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.k-foodtrade.or.kr

C over Story

Get Together with

Korean Alcohol for Year-End and New Year’s 4 Korea Agrafood

Drinking culture is changing. The younger generation is preferring to enjoy even a glass of alcohol, a shift in drinking culture with the increase of drinking alone at home due to COVID-19. This is also the reason the traditional liquor market in Korea is growing rapidly.

Recently more consumers are looking for new drinks such as fruit Makgeolli and distilled Soju as well. At the end of this year, how about celebrating the end of the year by drinking Korean alcohol with your significant other, family, or friends?

韓國の酒とともに過ごす年末年始 酒の文化が變化している?若い世代の間で、一杯の酒もおいしく飮もうという雰圍氣があ る?これは新型コロナで一人飮みと家飮みが增えるなかで現れたものだ?そして?韓國 での傳統酒市場が急速に成長している理由でもある?最近では?果物のマッコリと蒸留 式燒酎のように?新たな酒を購入する消費者も增えている?今年の年末?戀人?家族? 友人らと水入らずで韓國の酒を飮みながら1年を振り返るのはいかがだろうか?

December 2022 5

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The Most Popular Korean Alcohol, Makgeolli akgeolli is a traditional liquor M representing Korea. It is made by brewing the alcohol with rice, filtering and squeezing clear alcohol without scooping it out. So Makgeolli is white and has a sweet, delicate flavor, unlike other alcoholic beverages.

Its alcohol percentage is not that high at 5-6%. Makgeolli is consumed as a popular liquor in Korea.

In Korea, Makgeolli is produced in each region. For this reason, it is said there are as many types of Makgeolli as the number of regions in Korea.

Makgeolli is made with local special-

6 Korea Agrafood

最も大衆的な韓國の酒? マッコリ マッコリは韓國を代表する傳統酒だ?米で酒 を作った後?澄んだ酒を汲みださず?そのま ま濾す?そのためマッコリは白い色で?他 の酒と異なり?甘みと香ばしさがある?度 數は5~6%と高くない?韓國でマッコリは 大衆的な酒として消費されている? 韓國では地域ごとにマッコリを生産してい る?マッコリの種類は韓國の地域の數ある という言葉もあるほどだ?各地域の特産物 を加えてマッコリを作るが?例えば加平 （カピョン）の松の實マッコリ?公州（コン

ties, such as ‘Fyeong Pine Nut Makgeolli’, ‘Gongju Chestnut Makgeolli’, ‘Goheung Yuja Makgeolli’, and ‘Jeju Mandarin Makgeolli’.

Among them, ‘Gapyeong Pine Nut Makgeolli’ produced by Woorisool Co., Ltd. won the first place in the Rice Processed Product Fair in 2020; it can be felt the nutty taste of the pine nuts as it is.

Unique Makgeolli has also appeared. A representative example is ‘100 Billion Freebio Makgeolli’ of KookSoonDang Co., Ltd. With growing interest in health due to COVID-19, attention is drawn to Makgeolli containing lactic acid bacteria. KookSoonDang also launched Makgeolli with the taste of famous ‘Banana Flavored Milk’ in Korea, which is known to have grown the fruit Makgeolli market. Such Makgeolli is also popular overseas. Korea’s Makgeolli exports in 2021 were USD 15.804 million, up 27% from the previous year and have been growing since 2019. With the mission of ‘Pursuing the Globalization of Makgeolli’, Woorisool is making Makgeolli that meets the tastes of local consumers, such as mango and blueberry Makgeolli. In addition, KookSoonDang developed canned Makgeolli in 1993 for the first time in Korea, opening the horizon of Makgeolli export. Jipyeong Brewery is preparing to contribute to the exportation as well. It makes Makgeolli in a traditional way at Jipyeong Brewery which was established in 1925 and has introduced Korean Makgeolli at the world’s largest food expo ‘SIAL Paris 2022’ held in Paris, France this year.

Lately, premium Makgeolli is also being produced and it has opened its luxury market. New brand Weather Brewery produces and sells Makgeolli for each season in traditional ways without artificial sweeteners in champagne bottles. For example, in spring it sells ‘Bombi’ containing Hallabong and mandarin peels.

ジュ）の栗マッコリ?高興（コフン）の柚子マッコリ?濟 州のミカンマッコリなどがそうだ?そのうちの（株）ウリ スルが生産する加平松の實マッコリは?2020年の米加 工品品評會で1位を獲得した?松の實の香ばしさがその まま感じられる商品だ? 異色のマッコリも登場した?代表的なものが（株）麴醇堂 （クッスンダン）の「1000億マッコリプロバイオ」だ?新型 コロナで健康への關心が高まるなかで?乳酸菌を含んだ マッコリに注目が集まっている?麴醇堂は韓國で有名な 「バナナ牛乳」の香りを加えた「バナナマッコリ」も發賣し た?これは?果物のマッコリ市場を成長させた製品とし て知られている?こうしたマッコリは海外でも人氣だ?

2021年の韓國のマッコリ輸出は?1,580万4,000ドルと 前年比で27%增加した?2019年以來の成長を示してい る?ウリスルは「マッコリの世界化を追求する韓國の酒」 との使命のもと?マンゴ―とブル―ベリ―のマッコリな ど?現地の消費者の嗜好に合わせたマッコリを製造して いる?麴醇堂は?1993年に韓國初の罐マッコリを開發 し?マッコリ輸出の道を開いた?砥平（ジピョン）マッコ リも輸出に加わる準備をしている?1925年に設立された 砥平酒造で傳統製法により製造された砥平マッコリは? 今年フランスのパリで開催された世界最大の食品エキス ポ「SIAL Paris 2022」に參加し?韓國のマッコリを披露 した? 最近では?「プレミアム」マッコリも生産され?高級化も 進んでいる?新興酒造メ―カ―のナルシ（譯者注：韓國 語で天氣の意）釀造は?人工甘味料を使用しない傳統 製法で各季節にマッチしたマッコリを生産し?シ ャンパンの甁で販賣している?春はハルラボン とミカンの皮が入った「ポムビ」（春の雨）を?夏 は西瓜とブラッドオレンジが入った「ヨルムパ ダ（夏の海）」といった製品を販賣している?

December 2022 7

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oju is a must when it comes to Korean alcohol.

S ‘Donghae Soju’ has been ranked the best drink in ‘Soolmarket’, a traditional Korean alcohol online shopping mall. As of October, ‘Donghae Soju’ is ranked No. 1 in daily, weekly, and monthly sales. A traditional distilled Soju produced by Seorak Provence Pear Flower Village, ‘Donghae Soju’ uses clean deep-sea water 600 m from the East Sea and preserves the raw rice flavor by using the uncooked rice fermentation technique developed in-house. Thus, it has a soft and clean aftertaste.

There is a drink that has been very popular in Korea this year: ‘Wonsoju’ from Mowol Brewery. A traditional liquor launched by singer Jay Park, it is a premium distilled Soju that uses 100% Korean rice and has no additives. Last February, on its first release date, ‘Wonsoju’ had a queue of people waiting in line even before the pop-up store opened.

Soju is divided into two types: distilled Soju made by fermenting grains and diluted Soju made by diluting spirits in water. Recently, more consumers are looking for distilled Soju, which is made only from grains without mixing alcohol and thus gives the taste and aroma of grains.

‘Hwayo’, receiving much attention in Korea, is also a distilled Soju. It uses Korean rice and natural bedrock water.

Called the three major liquor of Joseon Dynasty, ‘Leegangju’, ‘Jukryeokgo’, and ‘Gamhongro’, are also distilled Soju. ‘Leegangju’ is a fermented liquor made from strong ingredients including rice, pears, ginger, cinnamon, and turmeric, so it has a rich flavor. ‘Jukryeokgo’ is a liquor made from the sap of bamboo, known as an alkaline health food. ‘Gamhongro’ has a harmonious aroma of flowers and cinnamon. ‘Green bottle’ Korean Soju are still popular, including ‘Chamisul’ of Hitejinro Co., Ltd. and ‘Chumchurum’ of Lotte Chilsung Beverage Co., Ltd. These are types of diluted Soju.

8 Korea Agrafood

韓國の酒といえば?燒酎もはずせない?韓國の傳統酒のイン タ―ネットショッピングモ―ルの「スル（酒）マ―ケット」で一 番人氣の酒は「東海（トンヘ）燒酎」?10月時点で?日間?週 間?月間の販賣量1位となっているのが東海燒酎だ?この 製品は?雪岳（ソラク）プロヴァンスイファマウルが生産す る傳統的な蒸留式燒酎で?東海（日本海）600mの海底の海 洋深層水を使用し?自社開發した生米發酵製法により?生 米の香りを活かした?それによりのどごしがよく?後味も さっぱりしている?このほかに?今年韓國で爆發的な人氣 を獲得した酒がある?モウォル酒造の「ウォン燒酎」だ?歌 手の朴載範氏が發賣した傳統酒で?100%韓國産の米を使 用し?添加物を使用しないプレミアム蒸留式燒酎だ?初め て發賣したのが今年2月?ポップアップストアの開店前に 列ができた?2回目のポップアップストアでも完賣した? 燒酎は穀類を發酵させて蒸留した蒸留式燒酎とアルコ―ル を水で希釋して製造した希釋式燒酎に分け られるが?最近に入って蒸留式燒酎 を購入する消費者が增えてい る?蒸留式燒酎はアルコ― ルを混ぜずに穀類だけで作 った酒で?穀類の味と香り が感じられる?韓國で多く の關心を集めている「火堯 （ファヨ）」も蒸留式燒酎だ? 「火堯」は國內産の米と天然 の岩盤水を使用し?原材 料米特有の香りを釀し出 している? 朝鮮三大銘酒と呼ばれる「梨薑酒（イガンジュ）」と 竹瀝膏 （チュクリョクコ）?甘紅露（カムホンロ）も蒸留式燒酎だ? 梨薑酒は米とともに梨?生姜?桂皮?ウコンなどを發酵さ せた酒で?個性の强い材料で作ることから?豊かな香りが 特徵だ?竹瀝膏はアルカリ性の健康食品として 知られた竹の樹液を利用して製造した酒だ? 甘紅露は花の香と桂皮の香りが調和している? ハイト眞露のチャミスルとロッテ七星飮料の チョウンチョロムなど?「綠色の甁」の韓國 燒酎の人氣は安定した人氣を誇っている? これは希釋式燒酎の一種だ?韓國ドラマ や映畵で酒が飮まれる場面では必 ず登場する綠色の甁の燒酎だ?

Popularity of Korean Distilled

Soju 韓國の蒸留式燒酎の人氣

December 2022 9

C over Story

Korea’s Famous Drinks hen you think of Soju in Korea, Andong, W Gyeongsangbuk-do comes into mind first.

‘Andong Soju’ is a traditional Korean liquor that has continued for more than 1,200 years in Andong.

It is a distilled Soju made from rice and yeast that is served when very important guests visit Andong city. ‘Hansan Sogokju’ is also a traditional liquor boasting 1,500 years of tradition. Originally from Seocheon, Chungcheongnam-do, this Soju uses various ingredients such as rice, wheat, ginger, wild camomile, soybean, malt, and red pepper and is aged for 100 days. ‘Hansan Sogokju’ is called as sitting drink in Korea because people usually continue to drink it once they start without getting up from their seat, due to its excellence in tastes and smells.

There are also different types of Makgeolli: ‘Naroo Makgeolli’ from Hangang Brewery. High in rice content, it has the natural sweetness of the rice, and at the beginning of drinking, it can be felt the sweet taste of vanilla and pear. These characteristics fit the tastes of young consumers. Sulseam Co., Ltd., ‘Leehwaju’, a Makgeolli with a thick texture, also stands out. Suitable as a dessert drink, this Makgeolli can be made without water and eaten with cool water in the summer or eaten with a spoon like yogurt.

Various alcoholic beverages such as wine, distilled liquor, and brandy are produced in Korea.

Durae Co., Ltd. produces ‘DureAng’ with local grapes, by distilling and maturing the wine in oak barrels to serve as brandy. ‘Chusa’, also called Korean Calvados, is also worth notice. Calvados is a distilled brandy made from Calvados apples in France. Like French Calvados, ‘Chusa’ is an apple

10 Korea Agrafood

韓國の有名な酒 韓國で「燒酎」といえば?慶尙北道の安東（アンドン）が頭に浮か ぶ?「安東燒酎」は安東で1,200年以上にわたり續いてきた韓國 の傳統酒だ?安東燒酎は米と麴で釀造した蒸留式燒酎で?安東 地域で重要な客人が來たときに出す高級酒だ?「韓山素?酒（ハ ンサンソゴクジュ）」も1,500年の傳統を誇る傳統酒だ?忠淸南 道の舒川（ソチョン）の韓山素?酒は?米をはじめとして小麥?生 姜?野菊?大豆?麥芽?赤唐辛子などの樣?な材料を使用し?

100日の熟成期間を經る?韓山素?酒は?韓國で足をとられる 酒と呼ばれる?味と香りに優れ?一度飮めば座った席から立ち あがらずにずっと飮むという意味からだ? 異色のマッコリもある?ハンガン酒造の「ナル生マッコリ」だ? 「ナル生マッコリ」は?米の含有量が高く?米本來の甘味が殘って おり?ボトリングの初期ではバニラと梨の甘さも感じられる?こ うした特性は?若い消費者の嗜好にピッタリだ?やや硬めの質 感のマッコリのスルセム梨花酒も目を引く?水なしで釀造し? 夏に冷水を入れて飮んだり?ヨ―グルトのようにスプ―ンです くって食べることのできるマッコリだ?デザ―トの酒としても 打ってつけだ? 韓國にもワインと蒸留酒?ブランデ―など樣?な種類の酒を生 産している?（株）トゥレ釀造は?「トゥレアン」という製品を生 産しているが?地域で生産された巨峰でワインを釀造し?この ワインを蒸留し?この蒸留酒をオ―ク樽で熟成させたブラン デ―を出している?韓國のカルヴァドスと呼ばれる「秋史（チュ サ）」も注目に値する?カルヴァドスはフランスのカルヴァドス

spirit that distilled apples grown on their own and aged in oak barrels. It is not that only Koreans should make Korean Soju. ‘Tokki Soju’ is an American-made Korean liquor brand.

Brandon Hill, an American inspired by Korean traditional liquor, founded a brewery called ‘Tokki Soju’ in Korea and has been making Soju in a traditional way using Chapssal (glutinous rice). Last year, he made and released Koreanstyle Western liquor ‘Sonbi Gin’ using this Soju.

As the origin of ginseng, Korea has a lot of Insamju (ginseng liquor). Taepyungjuga’s Insamju is made by adding ginseng extract and red ginseng concentrate to Soju, and it contains a whole root of ginseng.

Woorisool’s Gapyeong Pine Nut Makgeolli

地方のリンゴで作った蒸留酒のブランデ―だ?「秋史」 は直接栽培したリンゴを蒸留し?フランスのカルヴァ ドスと同じオ―ク樽で熟成させたリンゴの蒸留酒だ? 韓國人だけが韓國燒酎を作らなければならないという ことではない?「トッキ（ウサギ）燒酎」は?米國人が作 った韓國酒のブランドだ?韓國の傳統酒にインスピ レ―ションを受けた米國人ブランドン·ヒルが韓國で 釀造所の「トッキ燒酎」を設立し?もち米を使用する傳 統製法で燒酎を製造している?昨年は?この燒酎で韓 國型洋酒の「ソンビジン」を製造して發賣した? 韓國は高麗人參の宗主國であることから?高麗人參酒 が多い?テピョンチュガの高麗人參酒は燒酎に高麗人 參浸出液と紅參濃縮液を加えて製造した製品だが?高 麗人參の根一本がまるまる入っている?甁だけみても 「高麗人參酒」であることがすぐわかる?

Sulseam’s Leehwaju

Mowol Brewery’s Wonsoju

Korean Alcohol Products Hwayo’s Hwayo

Hangang Brewery’s Naroo Makgeolli

Leegangju, Gamhongro, Jukryeokgo

Durae Company’s DureAng

Tokki Soju’s Sonbi Gin

December 2022 11

Farmtastic

Strawberry, the Star of Exported Korean Agricultural Products

韓攻農産品出口明星品目，草撻 12 Korea Agrafood

In 2021, the total amount of export of Korea Agricultural and Fisheries Food reached USD 11.36 billion. It is the best export record so far. Strawberry has played a major role in breaking through the USD 10 billion hurdle. Strawberry, a representative exporting item of Korea, has achieved USD 64.678 million as of 2021. It shows 20% increase year-onyear. Especially, Daepyeong Agricultural Corporation has been exporting the Korean strawberry breed, Maehyang, to South East Asia, raising the reputation of Korean strawberries.

年，韓攻農水産食品總出口額麟現113.7億美元，創下曆 史之最?其中，草撻便是首次突破100億大關時的主要功臣之 一?草撻是韓攻典型的出口明星品目，2021年的出口額達到 6450万美元，同比前一年增長20%?韓攻草撻的出口勢頭今 年依然蜈强勢，尤其是韓攻草撻的出口狀元慶尙南道晋州的農 業企業法人大坪(Daepyeong Co., Ltd)通過捲東南亞等出口 韓攻品種“梅香”不鉤提高韓攻草撻在攻際市場上的瀨譽?

2021

CEO Yoon Gab-soo

The Biggest Strawberry Specialized Complex, Daepyeong Daepyeong-myeon, Jinju, Gyeongsangnamdo, is adjacent to the artificial Jinyang lake.

Jinyang Lake is clear enough to be used as a water source. The groundwater of about 18℃ is warm, so it’s good for greenhouse heating in winter. That’s why the largest strawberry specialized complex in Korea is located in Daepyeong and there, Daepyeong Agricultural Corporation is located. It produces strawberries in a greenhouse of about 14 ha. It has been 16 years since the strawberry cultivation started in Daepyeong, and it is well regarded for its outstanding strawberry cultivation technology with the long experience added. It shows that Daepyeong has enough ability to make high-quality strawberry.

Daepyeong is exporting strawberry to Hong

韓攻最大的草撻特色園袴――大坪

慶南晋州的大坪面毗紐人工湖晋陽湖?晋陽湖是晋陽湖 一帶的飮用水水源地，水質蜈淸澈?而且地下水平均水 溫在18℃左右，非常有利于冬季大棚的保溫?所以，大 坪面也成了韓攻最大的草撻特色園袴，幷由農業企業法 人大坪利用總面積達到約50公頃的溫室大棚進行草撻的 生産?大坪栽培草撻的曆史至今已有16憾年頭，隨着栽 培格驗的不鉤積累，栽培技術也達到了一流水平?也就 是說，他們的格驗和技術足以生産出最優質的草撻? 大坪草撻捲香港和新加坡的出口量約占總出口量的 60% ，此外也捲泰攻和越南等地進行出口?大坪從 2006年成立之初就致力于捲外出口，目前已有20多家 栽培戶參侮出口用草撻的生産，年出口草撻達300菫左 右? 韓攻出口草撻生産者聯合繇繇長、農業企業法人大坪董事 長尹甲洙說道，“晋州大坪是‘大田野’的意識，由于這裏 土地肥沃所以草撻栽培戶開始在這裏安了家?現在，草 撻已成爲響芎芎的晋州特産”?

December 2022 13

Farmtastic

Maehyang

Kong and Singapore. These areas account for 60% of its exports, and Thailand and Vietnam are other exporting countries.

Daepyeong CEO, Yoon Gab-soo, also a president at Korea Export Strawberry Producer Association said with confidence that the name of Daepyeong, Jinju means “Big Fields”. Strawberry farmers began to settle in Daepyeong due to the fertile soil, and strawberries are proudly listed as a speciality of Jinju.

Maehyang, Strawberries for Export: Superior in Sugar and Storage The major strawberry breed of Daepyeong is ‘Maehyang.’ Maehyang is a strawberry breeded at the Nonsan Strawberry Experiment Station in 2001. Maehyang has excellent sugar content, hardness, and is highly storable. For this reason, Maehyang has been promoted as export-only breed, and has been driving Korean strawberry exports. However, as the Korean strawberry breed diversifies, preference for Maehyang is declining.

Despite this trend, Daepyeong has been loyal to Maehyang production. Taste explains why.

Exported strawberries should show the best taste in overseas local markets. In addition, there should be no softening in the export process.

14 Korea Agrafood

出口用草撻梅香，糖度和儲藏性俱佳

大坪草撻的主品種是“梅香”?“梅香”是2001年由韓攻論 山草撻試驗場培育出的草撻品種?梅香草撻糖度和硬度 都蜈高且具有良好的儲藏性，所以“梅香”不僅是出口專 用品種，同時也是拉動韓攻草撻出口的明星品種?近 來，隨着韓攻草撻品種的多樣化，梅香的受寵度也在下 降，但大坪依然在固守着梅香?其原因就在于“味道”， 因爲出口草撻需要在海外以最佳的味道出現?癩外，在 出口過程中不能出現變軟現象?尹甲洙董事長說明道， 梅香草撻都能滿足這些穡件?梅香需要在成熟50%時進 行採摘，幷在捲外出口期間進行后熟，糖度可達到草撻 味道最佳的13brix，而且在出口過程中廓乎不繇出現軟 果現象? 除了味道，梅香在頑大消費面上也有優勢，從梅香的特点 上看，主要在大衆化商場而不是在高端商場銷魔，所以繇 有更多的芎地消費者可以買到韓攻草撻?芎然也有梅香栽 培始祖大坪守護梅香自尊的意志?畢竟，梅香占晋州草撻 的90%以上，提到“晋州草撻”說的就是“梅香”?

高端草撻上市在葉

大坪的高端商品正在運籌之中?這些商品都是格過精心 篩選，憾頭和果型比一般梅香更大更好的草撻，芎然價 格也在一般草撻的兩倍以上?這些商品的目標是海外的 高收入消費群郞，這也是大坪爲頑大韓攻草撻消費層而 推出的戰略?爲此，他們還打算逐漸增加“梅香”之外的 “金絲(Kuemsil)”等其他草撻品種的産量?“金絲”是由 “梅香”侮高産及大果品種“雪香(Seolhyang)”雜交的品

CEO Yoon Gab-soo explains that Maehyang strawberry is the most suitable breed that satisfies these conditions. Even if Maehyang is harvested at maturity level of 50%, after ripening is possible during the exportingperiod. It reaches 13 Brix, the sugar level that brings out the best taste in strawberries. Above all, no softening of the fruit during the exporting process is the biggest advantage.

Along with the taste, Maehyang is also perfect for widening the consumption base.

Prime Time to Launch Premium Strawberry Daepyeong is now getting ready to sell premium products. It is selected and packaged with bigger and well-shaped strawberries than the regular Maehyang, therefore, the price is more than double that of conventional strawberries. It is targeting the oversea upper class, on the other hand a strategy of Daepyeong to increase the consumer segment of the Korean strawberries. To that end, it is planning to increase the production quantity of other strawberry breeds such as ‘Kuemsil’ on top of ‘Maehyang’ little by little. ‘Kuemsil’ is a crossbreed between ‘Maehyang’ and ‘Seolhyang’ which is a breed characterized by high-yielding ability and a great variety. It has strong sweet taste and a subtle scent of peach. Also, Global G.A.P. certification is getting ready. The main ground is for export expansion, and the Global G.A.P. research complex has been created for the second year and consulting is being received. Of course, all farms in Daepyeong have been G.A.P. certified and safety is already secured.

CEO Yoon Gab-soo emphasizes “Korean strawberries are famous for its sweet and sour taste. Moreover, Korean breeds have diverse characteristics which make it fun for consumers to choose. I think it is our Daepyeong farm houses’ duty to grow the crops carefully so that consumers can enjoy Korean strawberries in safety.”

種，蜈甛且有桃香味?韓攻草撻出口統合組織 KBERRY也以同樣的理由從去年開始推出幷捲外出口高 端草撻産品? 全球G.A.P.認嗇准備工作也在進行之中?爲了進一步頑 大出口，他們建造全球G.A.P.硏究園袴已有兩年幷接受 相關咨詢?芎然，大坪的所有栽培戶都已獲得G.A.P.認 嗇，以保障産品的安全? 尹甲洙董事長强調說，“韓攻草撻具有絶佳的甛酸味道， 品種也是各有特色，消費者可各取所愛?精心栽培這種 安全美味的韓攻草撻是我們大坪農戶的義務”?

Daepyeong Agricultural Corporation +82-55-762-1145 daepyong2560@naver.com

Importers:

Hong Kong Singapore

fo Additional In Product name: Korea Strawberry Product ingredients: Maehyang Expiration date: 10 Days (Cold Storage) Product size: 2 kg Certification: G.A.P. (KOR) Characteristics: 쪾Clear water, fertile soil and long cultivation experience optimizes high quality strawberry cultivation. 쪾The main strawberry breed, Maehyang, is high in sugar content, has excellent hardness, and is highly storable, making it suitable for export strawberries.

December 2022 15

Processed Food

16 Korea Agrafood

Captivating the Appetite of the World

Korean Yuja Tea 吸引世人口味的韓攻柚子茶 柚子的維生素C含量是沂湛的三倍以 上，具有預防感冒效果，所以也被稱 爲天然感冒葯?而且柚子還富含有机 酸具有抗疲勞效果，這也是近來柚子 茶成爲第二代超級食品的主要原因? 尤其是韓攻柚子茶以其甘甛香濃的特 色得到了世界的公認?綠茶園 (Nokchawon Co., Ltd)便是一家生 産柚子茶産品的企業?芎初以生産綠 茶起步的綠茶園，現在通過生産柚子 茶引領韓攻柚子茶走向海外市場?

uja (citron) has 3 times Y more Vitamin C than lemon. It is protective against cold. So it is also called as the natural cure for colds. Moreover, it is rich in organic acids and good for preventing fatigue.

That’s why Yuja Tea is rising as CEO Kim Jae-sam the next-generation super food.

Especially, the Yuja Tea from Korea is widely acknowledged in the world market for its sweet and strong-scented quality. Nokchawon Co., Ltd. is one of the companies that is receiving attention. Nokchawon Co., Ltd., started with green tea business, is now raising public interest on Korean Yuja Tea in the oversea market.

生産世人喜愛的茶品!

Let’s Make The Tea that The Whole World Can Enjoy!

Nokchawon Co., Ltd. is a tea-specialized company established in 1992 with the motto of “Healthy Korean Tea and Beverage Enjoyed with The World.” Nokchawon Co., Ltd. is making premium green tea products with organic green tea leaf raised in its own tea gardens. The signature product is ‘Delicious Green Tea Jakseol’.

Nokchawon is using vegetable tea bag. Not only the tea bag net, but also the threads and

綠茶園是成立于1992年的茶類産品生産企業，公司的座 右銘是“侮世人共享健康的韓攻茶和飮品”?綠茶園在慶 尙南道沙川和全羅南道銅城格營有茶園幷利用自己栽培 的有机綠茶葉生産高圭綠茶産品?主要産品是“綠茶園特 色綠茶雀舌”? 綠茶園産品使用的是植物性茶包網，而且陸?標簽等用 的都是可生物降潁樹脂，捲人郞无害，也沒有環境荷爾 蒙?綠茶園從綠茶到綠茶産品都要在“安全”上傾注這樣 的心血? 綠茶園還加入了攻際性救援及屠展非政府組織(NGO) 世界宣明繇(World Vision)分享運動項目，幷從2007 年開始爲非洲提供飮用水援助項目，每年都要在非洲建 造一處飮用水水井? 綠茶園把目光投向柚子茶是2010年從生産有机綠茶轉向 生産有机柚子茶開始的?綠茶園金在三繇長回顧道，“隨 着芎時消費者開始關注有机柚子茶，我們的柚子茶也開 始在市場上脫穎而出”?

December 2022 17

Processed Food

tags are made of biodegradable resin. It is harmlessto the human body. and no environmental hormone was detected. Nokchawon is putting a lot of emphasis on ‘safety’ of the product from leaves to its final products.

Nokchawon has began to be interested in the yuja tea market since 2010. It all started when Nokchawon that has been releasing organic green tea decided to launch organic Yuja tea. Kim Jae-sam, the CEO of Nokchawon recalled, “As the consumer’s attention for organic Yuja tea grew, it became distinguished in the Yuja Tea market.

The Secret is Goheung Yuja Grown in the Sea Breeze After all, the quality of Nokchawon’s Yuja tea lies in ‘Yuja’. It purchases Yuja from Goheung, Jeollanam-do, the home of Korean Yuja production area. Because a lot of sunshine and sea breeze hit Goheung, Goheung Yuja is not only characterized by its big fruit and rich juice, but also known as the best for its taste and scent. It uses intact Yuja, not a fallen or wounded Yuja. Especially because of the nature of the Yuja tree which has thorns, it requires very particular work to select Yuja with no wound. Nokchawon’s Yuja tea is basi-

18 Korea Agrafood

核心是海風中生長的柚子

綠茶園的柚子茶質量取決于“柚 子”，他們所用的是韓攻柚子産地 全南高興郡産的柚子?高興地袴日 照量酪富?海風大，所以這裏産的 柚子不僅憾頭大?果汁酪富，而且 果香濃味道好?他們生産的産品全 部使用完好无損的柚子，絶不用落果和帶傷的柚子?由 于柚子樹帶刺，所以挑選无傷的柚子需要一憾精心篩選 的過程，綠茶園的柚子茶就是用這種柚子和韓攻産蜂蜜 配制而成的?加工過程不格過冷凍儲藏直接將收獲的柚 子送進加工廠，這也是綠茶園柚子茶帶有柚子原汁原味 特点的主要原因? 綠茶園還生産利用柚子(50%)和白糖(50%)配制的柚子 淸及木瓜柚子茶?掠果汁柚子茶等各種柚子茶産品?

Potion Type柚子茶採用液郞形態的單包裝，所以可隨 時隨地飮用柚子茶? 綠茶園從今年開始在高興成立和運營有加工工廠，因爲 在芎地加工生産優質柚子不僅能誥提高産品的商品性， 而且牢出口港更近還能節省生産成本?

出口30多憾攻家，遠銷南美洲

綠茶園的柚子茶目前已出口香港?新加坡等東南亞攻家 和地袴及美攻?日本?澳大利亞等世界30多憾攻家?綠 茶園的柚子茶還在今年的巴黎食品博覽繇上廣泛受到好 評，幷在近期參加的澳大利亞和日本攻際食品博覽繇 上，游客們紛紛憐示柚子茶的味道又甛又香魅力十足? 借助這些良好的口碑，在新冠疫情呈持久化的今天柚子

cally adding Korean honey to this Yuja. It is directly shipped to a processing factory without going through frozen storage stage right after the harvest. This process shows why Yuja tea of Nokchawon receives high praise for keeping the natural taste of Yuja.

Nokchawon is producing various Yuja products such as Yuja preserves mixed only with and sugar, Yuja tea mixed with sweet-smelling Mogwa (quince), and Yuja tea added with fresh apple juice.

Nokchawon has established and has been operating its processing factory in Goheung from this year. The decision is based on its confidence to raise marketability by processing the high quality Yuja of Goheung on the spot and the judgment that cost reduction can be realized by shortening shipping distance to export port.

茶的出口依然保持着强勁的 增長勢頭?分析認爲，今年 的出口量預計繇比去年增長 15%? 綠茶園同時也在關注着南美 和斛洲等新的市場?近來， 還開始着手敲開非洲市場的 大門?綠茶園生産的産品除了柚子茶還有100多種茶類 産品，所以完全有可能以適合芎地市場的茶品進行營銷 活動? 金在三董事長憐示，“綠茶園的上市産品有綠茶園玉米須 茶?牛蒡茶?核桃杏仁薏米茶等130多種茶類産品?我 們期待有朝一日這些韓攻茶能誥堂堂正正地登上世人的餐 腋之上，爲了這一天的到來我們繇盡我們最大的努力”?

Nokchawon Co., Ltd. +82-2-597-3949

Exporting to More than 30 Countries, and Now to South America Currently, Yuja tea of Nokchawon is exporting to more than 30 countries such as Southeast Asian countries including Hong Kong and Singapore, as well as U.S., Japan, Australia etc. Nokchawon Yuja tea in particular has received a favorable review from ‘SIAL Paris 2022’ held this year.

Thanks to this popularity, the sales is showing an increasing trend despite the prolonged COVID-19.

Nokchawon is also paying attention to a new market. South American and Europe are its new targets. Recently, it is also knocking on the doors of African market. Since Nokchawon is launching various tea-related products with more than 100 types other than Yuja tea, tea marketing suited for local market seems plausible.

CEO Kim Jae-sam stated, “Nokchawon is launching about 130 different tea products such as corn silk tea, burdock tea and walnut & almond & Yulmu (adlay) tea. I expect these Korean teas to be proudly put on the table of people around the world.”

Importers:

leo@nokchawon.co.kr

Hong Kong Singapore U.S.

fo Additional In Product name: 153 Honey Yuja Tea Product ingredients: Yuja, Honey Expiration date: None Product size: 1 kg (per bottle) Certification: HACCP (KOR) Characteristics: 쪾The home of Korean Yuja

production, Goheung is famous for its selection of Yuja without wound and processing method to keep the taste and scent. 쪾Established the processing factory in Goheung in this year, expecting to improvemarketability and price competitiveness.

December 2022 19

New Item

The Sweet Temptation of Yellow-Green Flesh

Halla Sweet Gold Kiwi ‘ espri’, the world’s Z largest marketer of ki-

黃綠色果肉的甛美誘 惑，“漢拏甛金奇異果”

wi fruit. To counter this, one place has taken a leap forward as a pioneer of Korean (zespri) kiwi through continuous research in varieties and quality improvement-it is Hallagold Farming Guild Assistant Manager Lee Jong-seon Corporation (HFGC), established in 2008. HFGC leads the kiwi industry by cultivating ‘Halla Sweet (Halla Sweet Gold) Gold’, a Korean kiwi variety. It exported kiwi for the first time in Korea and is recently proKiwirang moting its own brand ‘Kiwirang’ to Japan, Hong Kong, Singapore, and Malaysia.

佳沛 奇異果是世界著名的 搗銳桃品牌，而在韓攻有一家通過 不鉤硏究和提高品種質量侮之抗爭 幷一擧成爲韓攻搗銳桃産業領頭雁 的企業，這就是成立于2008年的 漢拏金色營農組合法人?漢拏金色 營農組合法人是通過栽培韓攻搗銳桃品種“漢拏甛金奇異 果 ”引領韓攻搗銳桃産業屠展的地 方?這裏也是韓攻搗銳桃首次捲外出口的地方，目前他們 正以自主品牌“ ”捲日本?香港?新加坡?馬來 西亞等地進行産品出口?

Steady Increase in Halla Sweet Gold Exports The kiwi varieties that HFGC exports are Halla Sweet Gold, Green Kiwi, and Red Kiwi.

Among them, Halla Sweet Gold has been well received by the market, so its export of only 10 tons in 2020, jumped to 40 tons in 2021.

Last year, HFGC exported 150 tons of kiwi, 80 tons of green kiwi, and 30 tons of red.

Thanks to the positive market response, Halla Sweet Gold production is also on the rise.

According to HFGC, its expected production

20 Korea Agrafood

漢拏甛金奇異果出口量持樓增加

漢拏金色營農組合法人捲外出口的搗銳桃品種有漢拏甛 金奇異果及綠心搗銳桃和紅心搗銳桃?而其中的漢拏甛 金奇異果市場反應最佳，出口量從2020年出口之初的 10菫到2021年猛增到40菫?去年，漢拏金色營農組合 法人麟現的總出口量爲150菫，其中綠心和紅心搗銳桃 分別占80菫和30菫? 借助市場的良好反響，漢拏甛金奇異果的生産量也呈增 長之勢?据漢拏金色營農組合法人稱，預計今年産量能 達到700菫，到明年可達到1000菫?上州地袴甛金奇異 果的産量變化分別是△2016年2菫△2017年6菫△2018 年50菫△2019年230菫△2020年360菫等，逐年迅猛

Ne w

Ite m

What is Halla Sweet Gold?

Sweet Gold developed by the Rural Development Administration of Korea boasts high sugar content. When fully ripened, Halla Sweet Gold has an average sugar content of 18brix and is similar in size to the existing Hayward variety. Sweet gold has hairless outer skin with yellow-green, and soft flesh, so it is edible even if it is not fully ripened. Shelf life is 4 months at 1°C. It has twice as Vitamin C as oranges and six times more vitamin E than apples.

December 2022 21

New Item

this year is 700 tons and is expected to reach 1000 tons next year. Jeju’s sweet gold production is rapidly increasing every year, such as 2 tons in 2016, 6 tons in 2017, 50 tons in 2018, 230 tons in 2019, and 360 tons in 2020.

Assistant Manager Lee Jong-seon of HFGC said, “Halla Sweet Gold features a long cone shape and has an excellent sweet taste. This is why it is very popular in Southeast Asia and is especially loved by children. The biggest feature of Halla Sweet Gold is that it is grown only in Korea.”

Quality Improvement through Cultivation Training and Selection To produce high-quality kiwi, HFGC strives to spread the cultivation methods and how to manage before and after harvesting. To improve the quality, it trains 230 union members once every three months and encourages farmers to acquire G.A.P. (Good Agricultural Practices) and Global G.A.P. certification. As a result, 70 farms have G.A.P. certifications and 20 farms have Global G.A.P. certifications.

HFGC also has a thorough kiwi selection

22 Korea Agrafood

增加? 漢拏金色營農組合法人李鍾善代理副說道，“漢拏甛金奇 異果具有形狀細長?味道甛美的特点?所以在東南亞地 袴蜈暢銷，孩子們也都十分愛吃?而漢拏甛金奇異果最 大的特点是只有在韓攻進行栽培”?

以栽培培訓及篩選提高質量

爲了生産出優質的搗銳桃産品，漢拏金色營農組合法人 致力于在農戶中普及科縯的栽培方法及收獲前后的管理 方法?他們以230名組合繇員爲捲象每三憾月進行一次 培訓敎育，幷鼓勵農戶獲得G.A.P.(良好農業規範)認嗇 和全球G.A.P.認嗇?結果，目前已有70多家農戶獲得了 G.A.P.認嗇，20多家農戶獲得了全球G.A.P.認嗇? 他們在搗銳桃的篩選上也下了蜈大功夫，以此更好地把 握后熟型水果搗銳桃從熟前銷魔到熟透時糖度達到標 准要求?爲此，他們採取了先捲整果搗銳桃的重量和 糖度?硬度進行測量，然后捲搗銳桃進行切片基碼后測 重的方法?据漢拏金色營農組合法人介紹，利用這種方 法可使搗銳桃的水分蒸屠?濃縮甛味，可以預測搗銳桃 熟透后的糖度?

有望進入高端市場

漢拏金色營農組合法人看好漢拏甛金奇異果頑大出口的 可能性?因爲，韓攻産農産品在東南亞的名瀨越來越 高，而且保存期也比紅心搗銳桃長，所以更便于産品的

process to determine whether the sugar content will meet the standard when fully ripened, since it distributes before the kiwi matures. To do this, HFGC measures the weight, sugar content, and hardness of kiwi in its raw state, then it cuts the cross section of the kiwi, dries it, and weighs it. This allows HFGC to predict the sugar content of ripe kiwis because the moisture inside the kiwi evaporates and the sweetness condenses through this process. Assistant Manager Lee said, “One strong point of Halla Sweet Gold is its sweet taste. Since we predict the sugar content in advance due to the nature of kiwi, we carry out a very strict selection process. If the weight does not exceed 70 g, we boldly exclude it from the sales volume.”

Expected to Penetrate the Premium Market HFGC is predicting the high possibility of expanding Halla Sweet Gold exports because there is a growing interest in Korean agricultural products in Southeast Asia. It also judges that Halla Sweet Gold is easier to export due to the long storage period than that of red kiwi. While red kiwi is distributed from early October to November, Halla Sweet Gold can be purchased overseas from mid-November to up to February of the following year.

To this end, HFGC holds annual promotional events for Hong Kong and Singapore and plans to make efforts to promote Halla Sweet Gold to other countries as well. Assistant Manager Lee said, “Thanks to our huge efforts for quality control, we have few complaints from import buyers. We can say with confidence that you will not regret it if you choose Halla Sweet Gold.

出口?紅心搗銳桃的銷魔期一般在10月初到11月，而從 11月中旬到第二年的2月，在海外也能買到漢拏甛金奇 異果? 爲此，漢拏金色營農組合法人每年都要以香港和新加坡 等爲中心進行促銷活動，幷計琬努力讓漢拏甛金奇異果 進入更多的攻家? 李鍾善代理憐示，“借助在質量管理上所付出的諸多努 力，進口客商提出的索賠事件蜈少?我們自信選楊漢拏 甛金奇異果不繇讓舅后悔的?我們認爲，産品捲進入東 南亞高端市場也具有充分的玭力?歡迎各位的咨詢”?

Hallagold Farming Guild Corporation +82-64-746-4841

skyf01@naver.com

www.kiwirang.co.kr

Importers:

Hong Kong Singapore Malaysia

fo Additional In Product name: Halla Sweet Gold Product ingredients: Gold Kiwi Expiration date: 3~5 days (at room temperature storage), 15 days (reefer container), 4 months (when stored at 1°C) Product size: 4 kg Certification: G.A.P., GLOBAL G.A.P. Characteristics: 쪾Has a similar sugar content to

Zespri's Gold Kiwi and is edible even if it is not fully ripened. 쪾Agricultural products only available in Korea at a lower price than Zespri’s Gold Kiwi fruit.

December 2022 23

Essay Photo 24 Korea Agrafood

“Well-Aged Korean Paste Determines Flavor of Food” Hello, <Korea Agrafood> readers! Have you heard of ‘Meju’ (fermented soybean lump)? In Korea, there is a custom to make Meju in every house after the harvest. The <Photo> shows a farmhouse making and fermenting Meju in traditional way in Okcheon, Chungcheongbuk-do. Meju is made by macerating, boiling and crushing the beans and finally shaping it into a lump. Meju is the base ingredient to make Ganjang (soy sauce), Doenjang (soybean paste), Gochujang (red chili paste). which is essential to bring out taste in Korean food. In Korea, there is a saying ‘food is all about well-aged Korean paste’, and the first step in flavoring the Korean paste is to make Meju.

December 2022 25

Trend & Products

Steady Growth of Health Functional Food Market After COVID-19 繼續的に成長する新型コロナ後の健康機能食品市場 With consumers’ growing interest in health after COVID-19, the market for health functional food is expanding. Its market size in Korea is worth about USD 3.533 million as of 2021, and it continues to grow due to the accelerated population aging, increase in income levels, and higher interest in health. Red ginseng, which helps boosting immunity, and probiotics, which are great for intestinal health, are especially gaining popularity.

消費者が新型コロナ後の健康に高 い關心を示すなかで?健康機能食 品市場が擴大している?韓國の健 康機能食品は? 年時点で約 億 万ドル規模だが?高齡 化の加速?所得水準の向上?健康 への關心の高まりなどにより成長 している?特に?免疫力の增進に 效果がある紅參と腸の健康を手助 けするプロバイオティクスの製品 が人氣を集めている?

2021

35

3,319

26 Korea Agrafood

More Consumers are Taking Care of Their Health Through Food According to the Food Information Statistics System (FIS) of Korea Agro-Fisheries & Food Trade Corporation (aT), the global functional food market is worth about USD 187.1 billion as of 2020. It is showing an average annual growth rate of 5.3% and is expected to reach USD 229.7 billion in 2024. After COVID-19, consumer tendency by taking care of their health through food are intensifying.

According to research firm MINTEL, in China, the number of consumers who regularly include immune-boosting foods has recently risen to 70%. 86% of U.S. consumers said a healthy diet is important for a strong immune system. Consumers in the U.S. and Europe are showing interest in efficacy they can gain in everyday life, such as boosting immunity and increasing energy.

食品で健康を管理する消費者が增加 韓國農水産食品流通公社のFIS（食品情報統計システム）によれば?2020年時点の 世界の機能性食品市場の規模は?約1,871億ドルの水準だ?年平均5.3%の成長率 を示しているが?2024年には2,297億ドルの水準に達すると見られている? 新型コロナ後の狀況では?食品で健康を管理する消費者のトレンドが高まってい る傾向がある?リサ―チ專門企業のMINTELによれば?中國の場合?免疫力强化 のための食品をメニュ―に定期的に入れる消費者が新型コロナ前には20%だった が?最近では70%に高まった?米國の消費者の86%は?健康的な食習慣が免疫力 增進に非常に重要という回答だった?米國とヨ―ロッパの消費者では?免疫力增 進と活力增進?消化機能の增進など日常生活でも必要な效能へ關心を示している のがトレンドになっている?

December 2022 27

Trend & Products

韓國の健康機能食品は普及の傾向

Popularization of Health Functional Food in Korea

According to the Korea Health Supplements Association, the health functional food market in Korea is worth USD 3.533 million as of 2021, a 20% increase from about USD 2.922 billion in 2017. Growing interest in health and investment costs due to acceleration of aging and the spread of COVID-19 have led to such expansion of the market. Consumption of health functional food is becoming popular in Korea, with 81% of households purchasing health functional food at least once a year.

The raw ingredients of health functional food sold the most are red ginseng, probiotics, and vitamins. Occupying more than 26% of the market, red ginseng is a processed product that concentrates the ingredients of ginseng while repeating the process of steaming and drying. Since it contains various saponins and biologically active substances, red ginseng helps restore vitality, enhance immunity, and has nourishing, tonic, and antioxidant functions. At the same time, consumers’ preference for foods with a high content of lactobacillus, such as probiotics that help intestine health, are increasing. Food and beverages rich in vitamins and biologically active substances such as EPA and DHA are steadily growing in the food market as well.

28 Korea Agrafood

韓國健康機能食品協會によれば?韓國の健康機能食品市 場は2021年時点で35億3,319万ドル規模だ?2017年の 約29億2,213万ドルから20%も成長した?高齡化の加速 と新型コロナの感染擴大などで健康への關心が高まり? 投資費用が增加するなかで?健康機能食品市場も擴大し ている?韓國では健康機能性食品の攝取が普及し?年間 で1回以上健康機能食品を購入するという世帶が81.1% に達する? 最も多く販賣される健康機能食品の原料は紅參?プロバ イオティクス?ビタミンとなっている?市場のシェアの 26%以上を占める紅參は?高麗人參を蒸して乾燥させる 過程を繰り返して成分を濃縮させた加工品だ?樣?なサ ポニンと生理活性物質を含んでおり?氣力の回復と免疫 力增强をサポ―トし?滋養强壯?抗酸化作用などの機能 がある?あわせて?腸の健康もサポ―トするプロバイオ ティクスなどの乳酸菌の含有量が高い食品への消費者の ニ―ズが高まっている?また?ビタミンの成分を含む食 品および飮料?生理活性物質のEPAおよびDHAなどを 含む食品市場も繼續的に成長している?

Popular Health Functional Food in Korea

The major red ginseng brand in Korea is CheongKwanJang of Korea Ginseng Corp.

‘Korea Red Ginseng Extract Everytime’, one of its brands, is a sachet-type product that can be easily consumed at once. ‘Hansamin Red Ginseng Extract Prime’ of NH Hansamin Co., Ltd. is 100% red ginseng concentrate and is a popular product made by deeply enriching 6year-old red ginseng at low temperature.

Kombucha, a beverage fermented by adding beneficial bacteria such as probiotics to black or green tea, is drawing attention as a great health drink for improving the intestinal environment and skincare. Along with Teazen Co., Ltd.’s ‘Kombucha Lemon’, it also produces stick packaging ‘Kombucha’ in various flavors such as berry, Yuja (citron), and green tea. In 2021, 80 million sticks were sold in Korea alone, and they are exported to 27 countries including U.S., Japan, Hong Kong, and Singapore. Maeil Dairies Co., Ltd. has also introduced two types of ‘The Great Tea Kombucha’ (Original and Berry Lychee) that

help with intestine health, which have drawn high consumer satisfaction.

Other distributed products include vitamin drinks using fresh agricultural products such as apple, pear, Doraji (ballon flower root).

韓國で人氣の健康機能食品 韓國を代表する紅參ブランドは?（株）韓國人參公社の 「正官庄」だ?「正官庄」のブランドの1つの「紅參精エブリ タイム」は?手輕に攝取できる製品だ?農協紅參の「紅參 精プライム」は?100%紅參濃縮液だ?6年根の紅參を低 溫でじっくりと濃縮させた製品で人氣がある? 紅茶や綠茶などにプロバイオティクスなど有益菌を加え て發酵させた飮料の「コンブチャ」の場合?腸內環境の改 善と肌の美容によい健康飮料として脚光を浴びている? （株）ティ―ゼンの「KOMBUCHA LEMON」をはじめ として?ベリ―?柚子?綠茶など?樣?な味のスティッ ク型「コンブチャ」を生産している?2021年の韓國での み8,000万スティックを販賣し?米國?日本?香港?シ ンガポ―ルなど27ヶ國に輸出している?メイル乳業（株） でも腸の健康をサポ―トする「ザグレ―ティ―コンブチ ャ」の2種類（オリジナル?ベリ―ライチ）を發賣し?消費 者の滿足度が高い?この他にも?リンゴエキス?梨エキ ス?桔梗エキス?キャベツエキスなど新鮮農産物を利用 したビタミン飮料?血糖調節をサポ―トする糖調唐辛子 で作った粉唐辛子とコチュジャンなど?健康機能成分を 含んだ樣?な飮食料品が流通している?

Health Functional Food Products

Maeil Dairies Co., Ltd.’s The Greatea KOMBUCHA

TEAZEN Co., Ltd.’s KOMBUCHA

NH Hansamin Co., Ltd.’s Hansamin Red Ginseng Extract Prime

KOREA GINSENG CORP.’s Korea Red Ginseng Extract Everytime

December 2022 29

rce e mm o C E-

Popular Healthy Drink ‘Kombucha’ via BTS Korean agricultural products are attracting attention abroad thanks to the popularity of the Hallyu (Korean Wave).

This is the same for beverages as well as noodles and sauces that have been in th spotlight.

Kombucha is gaining popularity in Southeast Asia as BTS members are known to drink it often for health.

Fermented with beneficial bacteria in green or black tea with sugar, Kombucha is great for gaining both health functionality and refreshing feeling.

Spotlight on the Online Market With the growing awareness of health, interest is also drawn to improving health functions through food. As people pay attention to immunity due to COVID-19, their preference has also shifted to agricultural products that can be consumed naturally instead of nutritional supplements.

Kombucha is especially receiving strong attention as it is known to be effective for diet by increasing metabolism. It is also assumed that Hallyu has had a significant influence. After BTS member Jung Kook was seen drinking Kombucha earlier during his V App live broadcast, it has emerged as a ‘must-try item’ among fans.

The popularity of Kombucha can also be confirmed online. At Shopee, a representative online mall of Southeast Asia, Kombucha received a ‘Prefer’ label, meaning a popular product, and its sales reached 52,000 in the post.

30 Korea Agrafood

オンライン市場でも脚光を浴びるコンブチャ 健康への關心の高まりにつれ?食料品による健康機能改善に も關心が寄せられている?これは新型コロナで免疫機能など に氣を遣うなか?榮養劑ではなく自然に攝取できる農食品へ と嗜好が變化したものとみられる? 特に?コンブチャは新陳代謝を高めてダイエットなどへの效果 が期待されることが明らかになり?高い注目を集めている?ま た?韓流の影響も大きいとみられる?前述のBTSメンバ―の ジョングクがVアプリのライブ放送中にコンブチャを飮み? ファンの間では「イッテム（話題のアイテム?マストアイテ ム）」に浮上したことがある?Vアプリは?韓國のポ―タルサ イト「ネイバ―」が提供するインタ―ネット方法のプラットフ ォ―ムだ? コンブチャの人氣は?オンラインモ―ルでも確認できる?東 南アジアを代表するオンラインモ―ルのショッピ― （Shopee）では?コンブチャが人氣製品を意味する「prefer」 を獲得し?該當するリツイ―トにより販賣量は5万2,000件に 達した?評点も5点滿点を獲得するほど?爆發的な人氣を誇 っている?

December 2022 31

rce e mm o C E-

Idols Groups also Pay Attention to Health and Skincare

Korean Healthy Drink

How was Kombucha evaluated by Shopee buyers?

Health-related keywords such as ‘intestinal health’ and ‘skin beauty’ were the most common, and comments comparing it to existing beverages stood out.

One consumer said, “I bought it because a friend recommended it as a weight loss drink, and it’s much better than Coke. I liked it because I felt very comfortable and healthy inside after drinking it.”

Another consumer praised, “I bought a delicious lemon flavor and liked it because it was neither too sour nor too sweet. Now it has become my favorite drink. Much better than an iced tea.” Popularity due to the Hallyu could also be feltwith unique reviews such as photos of BTS members.

健康?肌…アイドルも關心を寄せるコンブチャ ショッピ―の購入者の評價はどうなのだろうか?「腸の健康」? 「肌の美容」など健康關連のキ―ワ―ドが目白押しで?旣存の飮 料と比較した書き腐みが目を引く?ある購入者は「友達がやせる 飮み物と勸めて購入したが?コ―ラより本當によかった?飮ん だらお腹の調子がよくなり?健康になってるようでよかった?」 と書いていた? また?別の購入者も「おいしいレモン味を購入したが?酸っぱす ぎず甘すぎずちょうどよかった?今では?これが一番のお氣に 入りになった?アイスティ―よりも本當にいい?」とべた褒めし た?韓流による人氣もあるが?商品のレビュ―でBTSメンバ― の寫眞をアップしたり?TWICEのメンバ―の動畵をアップす るなど?異色のレビュ―が目立った?コンブチャを購入した消 費者の生の聲を直接確認してみよう?

32 Korea Agrafood

<Source : Shopee>

Various Healthy Drinks in Korea Korean beverages widely known abroad are Coffee Mix, OKF Aloe Vera King, and BananaFlavored Milk. However, in Korea, there are several healthy drinks that can become ‘future Kombucha’ if they are preoccupied. It is not right to think they don’t have great quality because they are not famous. A variety of health drinks are available for purchase such as juice made from compressed fresh produce like onions and pomegranates, drinks made with ginseng, and dairy products made from soybeans.

韓國の樣?な健康飮料 海外で廣く知られた韓國の飮み物には?コ―ヒ―ミック スとOKFのアロエベラキング?バナナ牛乳などがある? だが?先取りすれば韓國には「未來のコンブチャ」になり うる健康な飮料がいくつかある?まだ知られていないか らといって?品質が遲れをとっていると考えてはいけな い?タマネギとザクロなど?生鮮農産物を絞って作った エキスと高麗人參を加えた飮料?大豆で作った乳製品な ど?嗜好に合わせて樣?な健康飮料を購入することがで きる?

Korean Healthy Drink Products

Korean Idol Water Stick of Nokchawon Co., Ltd.

Omida Pomegranate Juice of Samhwa Co., Ltd.

Dr. Vegemil Black Bean of Chung's Food Co., Ltd.

Powdered Meal of Dooridoori Co., Ltd.

Korean Fermented Herbal Tea Drink of Ido Co., Ltd.

Dahada Hibiscus Tea of Herbnt

December 2022 33

K-FOOD Recipe Jeon

34 Korea Agrafood

The Most Korean Snack with Drinks,

Jeon f there are pancakes in the West, there are Jeons in I Korea. Jeon is a Korean dish made by frying the thinly sliced ingredients like Kimchi and vegetables.

There is no Korean Lunar New Year, Thanksgiving and feast hold without serving Jeon. and it especially goes well with Makgeolli. Makgeolli and Jeon combination is the first thing that comes to Koreans on a rainy day.

The combination of Makgeolli and Jeon is so familiar to Korean that it’s like cheese and wine. Let me introduce the recipe of the TOP 3 Jeon: Gamjajeon (potato pancake), Buchujeon (chive pancake) and Kimchijeon (Kimchi pancake).

December 2022 35

K-FOOD Recipe Jeon

Jeon Recipe

Grind potatoes with a blender 01 Clean and cut Kimchi with scissors. the chives and cut them.

4 Servings 30 min

Main Ingredients 3 potatoes, a pinch of salt, 1/4 head of Kimchi cabbage, a handful of chives, 2 cups of Korean pancake mix (190cc) Add 1 cup of Korean pancake Add 1 cup of Korean pancake 02 chopped 03 mix, 2/3 cup of water, and mix, 2/3 cup of water, and Kimchi into a bowl and chopped chives into a bowl in the mix it.

same way.

Sub Ingredients 3 tbsps of soy sauce, 1/2 tbsp of vinegar, 0.5 tbsp of Gochutgaru (red pepper powder)

KoreaAgrafood

3 tbsps of soy sauce, 1/2 tbAfter the oil is heated in the fry04 Put 05 sp of vinegar, 0.5 tbsp of Gochuting pan, please put the ingredigaru and make a sauce. ents 1, 2, and 3 separately.

KoreaAgrafood

the Jeon turns golden, Now, plate them in a dishes. and 06 Once 07 turn it over and fry the other side Gamjajeon, Buchujeon and, as well.

Kimchijeon are ready!

36 Korea Agrafood

Tips

Check Out the Recipe in K-Food Recipe in World.

Jeon-Related Export Products

Korean pancake mix by SAJODONGAONE Co., Ltd.

Jeon from Youngpoong Co., Ltd. If it feels like too much work to cook Jeon, buy-

Korean pancake mix is the key ingredient when

ing complete product can be an option.

it comes to cooking Jeon. It is a type of flour

Youngpoong is specialized in Tteokbokki (stir-

specialized in making jeon, and it gives the

fried rice cake) and Jeon production and sale.

crispy texture that Jeon has. In addition, be-

Vegetable Jeon, Haemulpajeon (seafood and

cause the mix is already seasoned, it is easy to

green onion pancake), as well as Kimchijeon and

use with no need to add salt. The mix can be

Gamjajeon, can also be purchased. Since

used in other dish such as Sujebi (dough

Haemulpajeon recipe is more complicated than

flakes) instead of flour. SAJODONGAONE is a

that of Kimchijeon and Gamjajeon, buying com-

famous milling company in Korea, and it pro-

plete product is recommended. It is ready-to-eat

duces products safely with acquisition of HAC-

food that people can easily enjoy by heating it for

CP certification. Besides Korean pancake mix,

3 minutes in microwave or 4~5 minutes in fry-

frying powder and bread powder are also their

pan. Other than Jeon and Tteokbokki,

specialty.

Youngpoong has various export items such as snacks, Kimchi and Tteok (rice cake).

080-370-3377

http://do.sajo.co.kr/

+82-53-593-4788

http://www.ypfoods.co.kr/eng

December 2022 37

K-FOOD Nick Name: Madelene Gemota

Nationality: Philippines

Age: 34

Favorite Food: Strawberry

“I like Korean Strawberries with Great Taste and Texture”

Fan Letter

From Philippines

Philippines who likes Hello, I am a 34-year-old woman from rite Korean fruit is strawKorean agricultural products. My favo and not too soft or mushy. berry. I really like it because it is sweet wberry I bought. I get exI’ve also attached a picture of the stra ural products through the port information on Korean agricult The ones I've seen recent<Korea Agrafood> Instagram account. ts and vegetables in genly are not only strawberries, but also frui ed in Korean agricultural eral, such as ginseng. I became interest and unique taste and texproducts because of their high quality introduces more Korean ture. I hope that <Korea Agrafood> alfood and attractions in Korea. I would so like to see information about the best fruit and vegetable stores (supermarkets) in Korea so that I can visit them when I go to Korea next time.

INVITATION

Are you interested in Korean Food?

Dear Sir/Madam We appreciate your interest in K-Food Korea Agrafood magazine is specialized in promoting Korean Agricultural products to buyers in abroad. We cover Korean promising Agricultural products, dietary culture and export companies.

We launched a new e-Agrafood (online newsletter) service to provide our exisiting offline magazine. If you are interested in K-Food or want to catch up latest food trend, don’t hesitate to join our e-Agrafood.

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(Singapore) Jakarta

Korea Agro-Fisheries & Food Trade Corporation is leaping toward a new future.

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.

China Beijing Branch Office 603 Room, Block A, Fairmont Tower No.33 Guangshun North Street, Chaoyang Distract, Beijing, 100102, China

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

中攻上海市長寧袴 婁山關路83 獄新虹橋中心大厦3201室) (200336

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

中攻泗川省成都市武侯袴人民南路3段 1獄成都平安財富中心610041) (

E-Mail : chengdu@at.or.kr TEL : 86-28-8283-3376, 3387 INTERNET PHONE : 070-4617-3266~7 FAX : 86-28-8283-3396

Hongkong Branch Office Room 705, 7F Jubilee Centre, 18 Fenwick Street, 46 Gloucester Rd, Wanchai, Hong Kong E-Mail : hkatcenter@at.or.kr TEL : 852-2588-1614~16 INTERNET PHONE : 070-4617-2696~7 FAX : 852-2588-1919 (Taipei) SKYLINE BUSINESS CENTER 15F, No.159, Sec.1, Keelung Rd., Xinyi Dist., Taipei City, Taiwan

臺灣臺北市信義袴基隆路1段159獄15樓)

Japan

Southeast Asia

USA

Tokyo Branch Office Korea Agro-Trade Center, Tokyo Korea Center 5F, 4-4-10 Yotsuya, Shinjuku-ku, Tokyo, 160-0004, Japan

Jakarta Branch Office The Energy Building 20th FL, Zone F, SCBD Lot. 11A JL. Jenderal Sudirman Kav 52-53, Jakarta 12190 Indonesia E-Mail : jakarta@at.or.kr TEL : 62-21-2995-9032~3, 9035 INTERNET PHONE : 070-4617-2694~5 FAX : 62-21-2995-9034

Los Angeles Branch Office 12750 Center CourtDriveSouth, #255, Cerritos, CA 90703, USA E-Mail : losangeles@at.or.kr TEL : 1-562-809-8810 INTERNET PHONE : 070-4617-2692~3 FAX : 1-562-809-1191

(Singapore) Korea Agro-fisheries & Food Trade Corp Indonesia aT Center 16 Collyer Quay Level 20-00 Singapore 049318 TEL : 65-6818-9030 INTERNET PHONE : 070-4617-5094

New York Branch Office 15 East 40th Street Suite 701 New york NY 10016, USA E-Mai l : newyork@at.or.kr TEL : 1-212-889-2561 INTERNET PHONE : 070-4617-2690~1 FAX : 1-212-889-2560

東京都新宿袴四穀4-4-10 KOREA

(

CENTER 5F)

E-Mail : tokyo@at.or.kr TEL : 81-3-5367-6656, 6693~94 INTERNET PHONE : 070-4617-7060~7062, 2689, 3265 FAX : 81-3-5367-6657

(

E-Mail : hkatcenter@at.or.kr TEL : 886-2-2740-5040 INTERNET PHONE : 070-4617-7229 FAX : 886-2-2515-1160 Qingdao Trade Office Room 705, Yuanxiongguojiguangchang Building, No.26, Hongkong Middle Road, Qingdao, 266071, China

中攻山東省靑島市市南袴香港中路26獄 遠雄攻際廣場705戶) (

E-Mail : qingdao@at.or.kr TEL : 86-532-5566-8870~8872 INTERNET PHONE : 070-4617-5092~3 FAX : 86-532-5566-8873 Qingdao aT logistics Co.,Ltd Qingdao aT logistics co.,Ltd West Shuangyuan Rd.,Liuting Street, Chengyang, Qingdao, China

靑島市城陽袴流享街道雙元路西靑島愛 特物流有限公司) (

E-Mail : qingdao_logistics@at.or.kr TEL : 86-532-6696-2229, 2280 INTERNET PHONE : 070-7938-0865 070-7938-0863 070-7938-0864 FAX : 86-532-6696-2181

Osaka Branch Office 8F, Nomura Fudousan Osaka Bldg.

1-8-15, Azuchimachi, Chuou-ku, Osaka, 541-0052, Japan

大阪市中央袴安土町1-8-15, 野村不 動産大阪 B/D 8F) (

E-Mail : osaka@at.or.kr TEL : 81-6-6260-7661 INTERNET PHONE : 070-7000-4138 FAX : 81-6-6260-7663

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