August 2016 (vol.250)

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

1

p2 1130 CMYK 2438DPI 175LPI

n a e Kor red Milk e d Pow For My

e l t t i L t e e w S Baby

Lactose comes from healthy milk cows who live in spacious sheds and large pastures Specialized products for babies born with lactose intolerance or sensitivity to milk proteins Dissolve easily in water Reasonable prices Above all, safe

Nothing’s more important than your baby’s health.

Do you need safer and healthier powdered milk for your baby?

Here’s the answer:

Korean powdered milk products!

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

2

CONTENTS

p2 1130 CMYK 2438DPI 175LPI

August 2016 Issue 250

20TH ANNIVERSARY CONGRATULATORY ARTICLES (in Chinese and Japanese) 08

THEME I Twenty Years of <Korea AgraFood>’s History <Korea AgraFood>, the only professional Korean magazine promoting Korean agriproducts, is celebrating its twentieth anniversary. To mark the occasion, this issue looks into the past, present, and future of <Korea AgraFood>.

18

THEME II The Hub of K-Food Exports, aT Center <Korea AgraFood> is one of magazines published by aT (Korea Agro-Fisheries & Food Trade Corporation), a public enterprise specializing in export of Korean food. Let us introduce you to aT's major activities.

24

THEME III Superheroes & Rising Stars in K-Food K-Foods That Have Captivated the Hearts of Foreigners in the Last 20 Years

30

THEME IV Congratulatory Messages of Subscribers: Happy 20th Birthday, <Korea AgraFood>! <Korea AgraFood> has received congratulations from buyers all around the world. They praised the magazine for its informative and reliable contents.

th

34 Anniversary

COVER To mark the twentieth anniversary of <Korea AgraFood>, the cover of Issue 250 features a collage of covers of past issues.

34 SPECIAL in Chinese 2016 K-Food Fair in Chengdu and Kuala Lumpur In August, a large-scale trade and promotional event, K-Food Fair, will be held in two locations: Chengdu (China) and Kuala Lumpur (Malaysia). Let’s take a look at the lists of participating Korean companies and their main products.

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

3

p2 1130 CMYK 2438DPI 175LPI

IT'S NEW 44 VINEGAR BEVERAGE in Japanese Power Up with a Summer Beverage Containing Hallabong, Baeknyeondongan Jeju Hallabong Flavor 45 DESSERT in Chinese Silky, Nutritious Pudding Made with Soybeans, Salele Dalkong

Founded in August, 1995, Published monthly by the 227, Munhwa-ro, Naju-si, Jeollanam-do, Korea Tel +82-2-6300-1527 Fax +82-2-6300-1615 Government Registration Number : Ra-7210 Dated Apr. 26, 1995 Copyrightⓒ by the aT (Korea Agro-Fisheries & Food Trade Corp.) All rights reserved.

CEO Kim Jae-soo VICE PRESIDENT Kim Jin-young (for Planning & Management) EXECUTIVES Yoo Chung-sik (for Food Industry & Export Promotion)

GLOBALIZATION of HANSIK

Kim Dong-yeol (for Marketing Support) EDITORS Yoo Byung-ryul (Korea Agro-Fisheries & Food Trade Corp.)

Lee Dong-kwang (The Korean Farmers & Fishermen’s News)

46 DANIEL LEE GRAY’S HANSIK STORY “It’s So Cool”…Seven Unique Korean Summer Dishes That Will Cool Down the Summer Heat

REPORTERS Lee Hyun-woo (leehw@agrinet.co.kr) Park Sung-eun (parkse@agrinet.co.kr) Kim Hyo-jin (hjkim@agrinet.co.kr) GRAPHIC DESIGNER Jang Yeon-ho ENGLISH EDITOR Chae Ria, Charles Junn TRANSLATORS Park Sung-eun, Kim Hyo-jin, Park Hye-yun, Choi Jung-un (ENGLISH) Tamura Yoshihiro (JAPANESE) / Park Seo-ran (CHINESE)

EDITORIAL BOARD SEOUL Sang Byeong-ha 82-2-6300-1521 (bhsang@at.or.kr)

48

TOKYO Bae Yong-ho 81-3-5367-6656 (yongho@at.or.kr) OSAKA Yoon Sang-young 81-6-6260-7661 (yoon@atcenter.or.jp) BEIJING Lee Pil-hyung 86-10-6410-6120 (phlee@at.or.kr)

48 SIMPLE KOREAN COOKING Easy to Cook, Yet a Perfect Meal by Itself, Kimchi-bokkeumbap

SHANGHAI Lee Sang-kil 86-21-3256-6326 (trimy@at.or.kr) QINGDAO Sung Gwang-don 86-532-6696-2229 (afmcsgd@at.or.kr) CHENGDU Lee Jong-geun 86-28-8283-3376 (mailtoyou@naver.com) HONGKONG Lee Seung-hoon 852-2588-1616 (afmchoon@at.or.kr) TAIPEI Kim Jin-seop 886-2-2740-5040~1 (suphaji@at.or.kr)

50 K-TOUR in Chinese The Place Where Hallyu Star Song Joong-ki Came to Learn About and Tried Making Korean Food, the K-Style Hub Korean Cuisine Culture Center

NEW YORK Shin Hyun-gon 1-516-829-1633 (newyork@at.or.kr) L.A Lee Chu-pyo 1-562-809-8810 (losangeles@at.or.kr) PARIS Kim Young-bum 33-1-4108-6076 (remix@at.or.kr) HANOI Kim Dong-kwan 84-4-6282-2987 (dkkim@at.or.kr) JAKARTA Nam Taek-hong 62-21-2995-9032 (redface73@at.or.kr) BANGKOK Song Mi-jung 662-611-2627 (peosong@at.or.kr) ABU DHABI Seo Myung-gu 971-50-620-6034 (myung9gu@at.or.kr)

REGULARS

EDITED & DESIGNED BY The Korean Farmers & Fishermen’s News #60, Jungdaero 9-gil, Songpa-gu, Seoul, Korea Tel +82-2-3434-9074

Fax +82-2-3434-9077

06 NEWS

www.kfoodstory.com 54 LET’S SPEAK HANSIK in Seven Languages Haepari-naengchae (Chilled jellyfish platter)

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

6

p2 1130 CMYK 2438DPI 175LPI

Exporting News

Korean Samgyetang Enters the Chinese Market for the first time Moguchon’s samgyetang reached Shanghai on July 7.

The Chinese Government hosted ceremonies in Shanghai and Weihai ports to celebrate the beginning of samgyetang imports. The participating officers of Chinse CIQ (China Inspection and Quarantine services), the head of the aT center in China, and staff of Nonghyup Moguchon and Gyodong Food opened the containers, submitted documents for customs clearance, and checked On June 29, MAFRA (the Ministry of Agriculture, Food, and Rural Affairs) held a ceremony to celebrate the first shipment of samgyetang to China

the products’ labeling all together.

The products of Nonghyup Moguchon and Gyodong Food will

Korean samgyetang (chicken

& Food Trade Corporation) shipped

start selling at City Super and other

soup with ginseng), which left Korea

20 tons of samgyetang from the port

stores as soon as the customs

last June, arrived at its destination,

of Gunsan to Shanghai, Qingdao,

clearance procedure is complete.

China, and is now ready to entertain

Guangzhou, and Weihai. The prod-

Chinese palates.

ucts entered the Chinese ports in

(such as Bibigo Samgyetang) have

July: samgyetang produced by

already passed customs clearance

of Agriculture, Food, and Rural

Gyodong Food arrived in Weihai port

and are available for purchase in lo-

Affairs) and aT (Korea Agro-Fisheries

on July 1 and Nonghyup

cal stores.

On June 29, MAFRA (the Ministry

Several samgyetang products

American Media Choose Kimchi as one of the Four Foods to Watch USA Today featured kimchi as one of

products. Traditional Korean kimchi was

four trends that have caught much atten-

highlighted as one of the four “things to

tion in the American food industry.

watch.” USA Today reported that many

On June 27, USA Today reported

6

consumers seek foods rich in probiotics

about food trends in the US. According

and as a result, kimchi is gaining popular-

kimchi is known to improve immunity and

to the article, the industry giants are look-

ity as a premium healthy food.

prevent cancers. Moreover, lactobacilli

ing to pounce on the next hot trend and

In fact, 1g of kimchi contains over 1

are especially interested in unique food

billion lactobacilli. Regular consumption of

Korea AgraFood

help the function of intestines and have an anti-aging effect.

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

7

p2 1130 CMYK 2438DPI 175LPI

An MOU Concluded to Use Products of Korean Sextic Industry for Expansion of Exports to China In June, an MOU to expand exports of Korean food to China based on the so-called “sextic industry” (a combination of agriculture, manufacturing, and tourism industries) was embedded in a contract between MAFRA (the Ministry of Agriculture, Food, and Rural Affairs) and two private electronic commerce associations of China. The contract was signed at Nonghyup Hanaro Mart located in Yangjae-dong, Seoul, by MAFRA on one side and the Jinpu New District Electronic Commerce Association and Jinpu New District Cross-Border E-Commerce in the Experimentation Area on the other. The purpose of the MOU is to set up a cooperative system for using the Korean sextic industry to increase Korean food exports to China.

According to the contract, MAFRA recommends the best sextic industry products to Chinese partners and the latter offer their assistance in customs clearance and other procedures to ensure successful importation.

Korean Melon Spotlighted in Japan Based on the increasing demand of

so the fruit was able to formally enter

Japanese consumers, a representative

APITA stores and is selling well. Korean

Korean summer fruit, the Korean melon,

melon (chamoe in Korean) is crunchy

was able to enter large supermarkets in

thanks to its firmer flesh in comparison to

central Japan. The Osaka office of aT

other types of melon. It also has a high

(Korea Agro-Fisheries & Food Trade

water content and rich, sweet taste.

Corporation) conducted market tests for

A K-Food Promotion Hall Opens in Hanoi

Korean melon in APITA stores in May and June. APITA is a popular network of

MAFRA (the Ministry of

supermarkets located in the Gihu area

Agriculture, Food, and Rural

and operated by Uni, one of the top 3

Affairs) and aT (Korea Agro-

distribution companies in Japan.

Fisheries & Food Trade

Consumers demonstrated a great in-

Corporation) opened a promo-

terest in Korean melon during the tests,

tion hall for Korean agri-products in Hanoi. The K-Food Promotion Hall introduces visito COOP Sapporo was organized by the

tors to various Korean food

Tokyo office of aT (Korea Agro-Fisheries

products exported to Vietnam.

& Food Trade Corporation) and NH

Cooking classes and tasting

Trading and started in March. A special

events are going to be orga-

sale event was carried out from June 25

nized in the hall regularly to let

to July 10 in 108 COOP Sapporo stores

visitors experience the Korean

entered stores in Hokkaido, the north-

to promote the Korean bell pepper to

traditional cuisine and food cul-

ernmost area of Japan.

the local people. The event ended with

ture.

High Quality Korean Bell Pepper Enters Hokkaido High quality Korean bell peppers have

The shipment of Korean bell peppers

great success.

Issue 250 Aug. 2016

7

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

8

p2 1130 CMYK 2438DPI 175LPI

Theme I

Letting the World Know about Korean Foods, Magazine

th

Anniversary

8

Korea AgraFood

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

9

p2 1130 CMYK 2438DPI 175LPI

…Reporting in English,

Distributed in 120 Countries Chinese, and Japanese

More Focus on Increasing Online Presence

…

More Effort to Attract Subscribers in Promising Markets

First published in August 1995, <Korea AgraFood>is celebrating its twentieth anniversary. The magazine aims to promote various Korean agriproducts, best export brands, promising export items, and Korean food culture to foreign consumers. Let us introduce you to the magazine, its achievements, and major topics it has recently covered.

What’s the

Magazine?

Basic

Facts

<Korea AgraFood>is the only professional Korean magazine promoting Korean agriproducts. Its purpose is to let the world know about the best Korean agriproducts and traditional Korean food culture. <Korea AgraFood> was founded twenty years ago, in 1995; it is published by aT (Korean Agro-Fisheries & Food Trade Corp.) and produced by the representative Korean agricultural newspaper, the Korean Farmers & Fishermen’s News. Many overseas subscribers praise <Korea AgraFood> for its professionalism and trustworthiness.

Produced with Korean Government Funds…Offers Information on K-Food

Unlike many other magazines that depend on advertising revenues, <Korea AgraFood> is published entirely with Korean government funds.

Thus the magazine is able to deliver to overseas buyers unbiased information about the best Korean agriproducts in terms of quality, safety, and hygiene. <Korea AgraFood> is striving to improve its service: now, in addition to English, articles are translated into Chinese and Japanese depending on the targeted readership.

Furthermore, the magazine is distributed far and wide, reaching Korean diplomatic offices in 120 countries, interested foreign buyers, Korean business leaders working in global food industry, and Korean restaurants around the world.

Issue 250 Aug. 2016

9

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

10

p2 1130 CMYK 2438DPI 175LPI

Theme I

Achievements

Distributing 40,000 Copies a Year…Helping to Raise the Awareness of K-Food Overseas <Korea AgraFood> is making an important contribution to raising awareness overseas about Korean agriproducts and Korean food culture.

Every year, some 40,000 copies of this monthly periodical are sent to 1,300 buyers and distributors in 120 countries, lounges of major airlines, foreign culinary schools, hotels, and

Future

Plans

To assist the further advance of Korean agriproducts into foreign markets, <Korea AgraFood> will increase focus on promotional activities online and strive to expand its readership.

First of all, the magazine will put more effort into increasing its online presence. <Korea AgraFood> is going to create its own Facebook page where visitors will be able to find information about K-food promotional events around the world and Korean food products exported overseas.

As the consumption of Korean agriproducts has been steadily increasing in China, all of the magazine’s articles are going to be translated to Chinese and published on the magazine website. Furthermore, <Korea AgraFood> hopes to make the articles available for search on China’s largest portal site, Baidu.

The magazine will continue providing information on new products and important promotional events

1 0 Korea AgraFood

so on. In addition, <Korea AgraFood> is actively distributed at various events promoting Korean agriproducts overseas, such as international food exhibitions, the Global K-Food Fair, and export business consultations. Recently, there has been a growing interest of Chinese and halal buyers in <Korea AgraFood> so more copies are being delivered to the two regions.

Introducing Korean Agriproducts by Topic…

Staying True to the Role of a Purchasing Guide for K-Food

To help its readers’ understanding of Korean agriproducts, <Korea AgraFood> introduces the products by topic such as high-end Korean food popular in China, rising K-food in halal markets, promising K-food in the Japanese market, and Korean seasonal fruit and vegetables (winter strawberry, bell pepper, fresh pear, etc.).

Furthermore, the magazine maintains its function as a purchasing guide by including detailed information about producers and exporters in every article.

such as the Global K-Food Fair and BKF (Buy Korean Food) export consultations.

Lastly, <Korea AgraFood> will do its best to attract new subscribers in

promising markets―such as inland China, halal, and Kosher―and increase the circulation in the areas of Southeast Asia swept by the Korean Wave.

Additional Information The Homepage for <Korea AgraFood> Korea AgraFood has been running its website since 2007. It was refurbished three times, and now all articles published in the magazine in English, Chinese, and Japanese are available on www.kfoodstory.com. You can search through the articles’ contents on Google (www.google.com) and share articles through SNS channels such Facebook and Twitter.

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

11

p2 1130 CMYK 2438DPI 175LPI

Top 7 Topics Covered by

A Festival Held Overseas for Korean Agriproducts, Global K-Food Fair The MAFRA (Korean Ministry of Agriculture, Food, and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) have been hosting the Global K-Food Fair―a series of large-scale fairs of Korean agriproducts― since 2013 for the purpose of raising awareness of Korean agriproducts overseas and promoting Korean food culture to foreign consumers.

Each Global K-Food Fair is composed of two parts: a B2B event, involving export consultations between local buyers and Korean food exporters, and a B2C event, where Korean agriproducts are promoted to local consumers through experience programs. The initiatives are receiving favorable feedback for helping foreigners become more familiar with Korean food.

2

Increase in Consumption of Korean Food Overseas Until the late 1990s, the main consumer of Korean agriproducts abroad had been overseas Koreans. Recently, however, thanks to Hallyu (the Korean Wave) and the worldwide healthy living trend, interest in Korean food has sharply increased among non-Koreans. Now, Korean agriproducts are actively exported to Japan, China, the US, ASEAN, Europe, the Middle East, South America, Africa, and other foreign markets. The export performance of Korean agriproducts in 1995, the year when<Korea AgraFood> was first published, stood at US$3,419 million and hardly changed in ten years by 2005 (US$3,415.8 million). It rapidly surged to US$5,880 million in 2010 and recorded US$8,032.5 million last year.

The leading export items have also changed in the last 20 years. In 1995, the top five food exports were ginseng, chestnuts, oysters, pork, and gum. By 2015, the list was transformed to seaweed, beverages, ramen (instant noodles), bell peppers, and coffee products. Other items that have recorded a swift rise in overseas sales include strawberries, yuja (citron) tea, and infant powdered milk, all of which have been able to attract foreign consumers with their excellent quality, superb taste, and high food safety.

Yet another trend is the diversification of export markets. In 1995, the majority of Korean agriproducts were shipped to Japan, Hong Kong, and Russia, that is, neighboring areas of Korea. In 2015, the leading importers were Japan, mainland China, and ASEAN.

1

Korean Rice, Kimchi, and Samgyetang Appeal to the Taste Buds of 1.3 Billion Chinese As a result of the summit talks between Korea and China in 2014, the latter opened its market to Korean kimchi, and the issues related to import quarantine to China for Korean rice and samgyetang (ginseng chicken soup) were settled as well. Korean kimchi started distribution in large supermarkets of Beijing in December of 2015. Korean rice

3

Issue 250 Aug. 2016 1 1

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

12

p2 1130 CMYK 2438DPI 175LPI

Theme I

An Ongoing Climb in Exports of Korean Seaweed Just a decade ago, westerners called gim (Korean seaweed) “black paper” and avoided it. In contrast, a recent article in The Wall Street Journal (the US) named seaweed a superfood. In other words, seaweed is now coming into the spotlight worldwide as a nutritious food and as a result, its exports from Korea have grown from US$1.82 million in 1995 to US$100 million in 2010 and US$300 million in 2015.

Currently, seaweed is the leader among Korean agriproducts exported overseas.

5

and samgyetang have been sold in stores and supermarkets of Beijing, Shanghai, and other Chinese cities since January and June, respectively.

Foreigners’ Affection to Korean Food Thanks to the popularity of Korean pop music, movies, and TV dramas overseas, many foreigners have become interested in Korean food culture and Korean cuisine. Such dishes as kimchi and bibimbap (rice mixed with vegetables and beef) are now internationally renowned health foods.

Many tourists visiting Korea also look for Korean street foods such as tteokbokki (spicy stir-fried rice cake) and gimbap (seaweed roll).

Several important figures in other countries have expressed an exceptional interest in Korean food. The American First Lady Michelle Obama, for example, posted a kimchi recipe on her twitter account and the Chinese First Lady Peng Liyuan purchased hangwa (traditional Korean cookies) and gochujang (red pepper paste) during her visit to Korea.

Furthermore, world’s leading media―such as The New York Times (the US) and The Times (the UK)―have reported on hansik (Korean cuisine) as a healthy diet.

Clearly, the prestige of Korean food overseas has been on the rise.

4

1 2 Korea AgraFood

K-Foods Accelerate Their Entry into Foreign Online Markets These days, many Korean agriproducts are sold through online Korean food stores set up by the Korean government in major markets of foreign countries. One such store was first opened in a famous Chinese online market, 1 (www.yihaodian.com), in 2013, and now similar stores are being operated on Tmall Global (www.tmall.hk), Rakuten (global.rakuten.com), SCJ (www.scj.vn), and other markets.

6

號店

Korean Ginseng and Kimchi Are Registered as CODEX Global Standard Since 1995, the Korean government has been making effort to have Korean ginseng and kimchi recognized by CODEX (Codex Alimentarius Commission). Being the CODEX standard means to become a global standard in many ways. It is also important for the promotion of exports of traditional food. Thanks to the efforts of the Korean government and food companies, Korean kimchi was registered as the CODEX global standard in 2001, and Korean ginseng in 2015, thereby achieving recognition for their high quality and high food safety.

7

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

<Korea AgraFood>

13

p2 1130 CMYK 2438DPI 175LPI

マガジン?韓國産食品のプロモ－ション「立役者」

海外約120ヶ國に配布…英語·日本語·中國語を倂記?海外讀者サ－ビスを實施 オンラインのプロモ－ション强化…輸出有望市場?新規讀者層の確保に努力 は?韓國の樣?な 農食品と優れた輸出ブランド?有望商品 を海外市場に紹介し?韓國の食文化を海 外の消費者たちにプロモ－ションするこ とを目標として?1995年8月に初めて發 刊された?今年に?發刊20年目を迎えた <Korea AgraFood>の紹介と成果?そ して<Korea AgraFood>が最近?多く 扱われた主要輸出記事を整理する? <Korea AgraFood>

現在?各コンテンツ別の特性により? 英語と中國語?日本語を倂記し?海外の 讀者サ－ビスを强化しており?世界120 ヶ國余りにある在外公館および韓國文化 院?韓國の農水産食品に關心がある海外 のバイヤ－?海外で食品關連事業に從事 している韓國の事業者?海外の韓國料理 店などに積極的に配布されている? 今後も<Korea AgraFood>は?安全で 衛生的?高品質な韓國の農水産食品と傳 統的な食文化に對する充實した情報を 續的に揭載する計畵だ?

樣?なテ－マにより?韓國の農 水産食品を紹介…韓國産食品の 購入ガイドの忠實な役割を

は樣?なテ－マ により?韓國の農水産食品を持續的に紹 介している?「中國人が選ぶ韓國の名品 食品」?「ハラ－ル市場に進出したKFood」 ?「日本人の味覺を攻略する韓國の 農食品」など?輸出市場別に韓國の農食品 を紹介したり?冬いちご?パプリカ?梨を はじめとした旬の輸出果實を繼續的にプ ロモ－ションし?海外の讀者の理解を促 進している?特に?各記事には韓國の食 品企業情報を詳しく揭載し?韓國産食品 の「購入ガイド」の役割を果たしている? また?「K-Food輸出マ－ケティング戰 略」?「韓國の農食品輸出?このように わります」など?韓國政府の農食品輸出政 策を積極的に傳え?「K-Food專門マガジ ン」としての地位を高めている? <Korea AgraFood>

紹介 は?韓國の農水産 食品と傳統食文化の優秀性を全世界に知ら せている韓國唯一の農水産食品專門のプロ モ－ションのための外國語の雜誌だ?

1995年に創刊され?今年で20周年を 迎えている<Korea AgraFood>は?韓 國の農食品輸出?流通專門の公企業であ る「韓國農水産食品流通公社(aT)」が發行 し?韓國の代表的な農業專門の報道機 關である「韓國農漁民新聞」が制作を代 行し?コンテンツに對する專門性はもち ろん?高い信賴により?海外の讀者から も好評だ? <Korea AgraFood>

成果 年間4万部以上發行…K-Foodの 政府の基金により制作…信賴度 認知度向上に寄與 月刊の定期刊行物として?海外120ヶ の高いK-Foodの情報を提供 特に?廣告收益に依存する大部分の雜 誌と異なり?<Korea AgraFood>は政府 の基金で制作されるため?もっぱら品質 と安全?衛生を基準とした韓國の高品質 の農水産食品のみを選別?紹介し?海外の バイヤ－に信賴できる情報を提供してい ると評價されている?

る海外のバイヤ－が<Korea AgraFood> に多くの關心を寄せている狀況だ? 海外で開かれる有名な食品エキスポと 大規模な韓國の農食品のプロモ－ション イベントのグロ－バル?K-Foodフェア? 各種の輸出商談會でも<Korea AgraFood>が配布され?K-Foodの認知 度を高めるのに寄與している?

國の1,300余りのバイヤ－?および流通業 者?大手航空業者のラウンジ?海外の料 理學校およびホテルなどに年間4万部以上 が配布され?韓國の農水産食品と食文化 を活發に廣めている?特に?最近では中 國とハラ－ルの地域で配布數が繼續的に 增えるとともに?これらの地域で活動す

今後の計畵 は?韓國の農食品 の海外市場開拓を支援するサポ－タ－と して?オンラインのプロモ－ションの强 化?および新規の讀者層の擴大に積極的 に乘り出している? まず?<Korea AgraFood>のオンライ <Korea AgraFood>

Issue 250 Aug. 2016 1 3

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

14

p2 1130 CMYK 2438DPI 175LPI

Theme I

ンのプロモ－ションを大幅に强化する方 針だ? このため?<Korea AgraFood>のフェ イスブックを開設し?海外の各所で開催 されるK-Foodのプロモ－ションイベン トを迅速に報道し?韓國産食品の輸出情 報を同時に紹介している? 特に?最近になり韓國産食品の需要が 急激に增えている中國市場をタ－ゲット に?次?に<Korea AgraFood>のホ－ム ペ－ジに揭載された記事全體を中國語に 譯する一方?中國最大のポ－タルサイト である「百度(www.baidu.com)」で記事が 檢索されるほどまで進める予定だ? また?グロ－バル K-Food フェア BKF(Buy Korean Food)をはじめとし

た大きな韓國の農食品のプロモ－ション イベントと連携した企畵記事を持續的に 報道し?海外のバイヤ－が關心を持った 新商品を繼續的にプロモ－ションする計 畵だ?

このほかに?中國の內陸地域 ハラ－ル コシャ－など輸出有望市場および韓流の 認知度が高まっている東南アジア地域を 中心に?新規の讀者層を擴大することに 努力する方針だ?

お得な情報 オンラインで出會う<Korea AgraFood> は 年からオンラインのホ－ムペ－ジサ－ビスを 開始した?以後?3回の改編過程を經て?現在?「www.kfoodstory.com」を通 して?英語?日本語?中國語で<Korea AgraFood>の全ての記事を調べること ができ?特にGoogle(www.google.com)で活發に檢索が行なわれている? フェイスブック ツイッタ－などのSNSを通して記事の共有も可能だ? <Korea AgraFood> 2007

が注目したK-Food Topics Top 7

<Korea AgraFood>

海外で韓國産食品の消費が持續的に增加傾向

1 1990年代の後半だけでも?海外に居住する韓國人が韓 國産食品の主な購買者層だった?けれども?現在はK-Pop?ドラ マなど韓流の人氣や全世界的なウェルビ－イングの影響で?韓國 産食品に關心を持っている海外の消費者が大幅に增加するととも に?韓國産食品は現在?日本と中國?米國だけでなく?ASEAN とEU?中東?南米?アフリカまで活發に輸出されている? 實際に?<Korea AgraFood>が初めて發行された1995年の韓 國産食品の輸出實績は?34億1,900万ドルを記錄した?10年後の 2005年には34億1,580万ドルで?依然として30億代の中盤に止 まっていたが?以後?2010年には58億8,000万ドル?2015年に 1 4 Korea AgraFood

は80億3,250万ドルに急上昇した?

20年の間に?輸出品目も變化した?1995年の韓國産食品の上 位輸出品目Top 5は高麗人參?栗?牡蠣?豚肉?ガムであった一 方で?昨年の上位輸出品目Top5は海苔?飮料?ラ－メン?パプ リカ?コ－ヒ－調整品と集計された?また?いちごと柚子茶?調 製粉乳は優れた品質と味?高い安全性により?海外の消費が急增 した結果となった? 輸出市場の多變化も活發に行われた?1995年の韓國産食品の 主要輸出國は?日本と香港?ロシアで主に韓國と隣接した國だっ たが?2015年には日本をはじめとした韓流の人氣が高い中國?

ASEANに變化した? 韓國政府は?中國內陸地域とハラ－ル?コシャ－などの有望市 場を中心に?韓國産食品のプロモ－ションを强化し?2017年ま でに輸出130億ドル(農食品100億ドル?水産30億ドル)を達成する という構想だ?

韓國の農食品フェスティバルの場?グロ－バ 2 ルK-Foodフェア

農林畜産食品部(MAFRA)と韓國農水産食品流通公社(aT)が 海外市場で韓國産食品の認知度を高め?韓國のヘルシ－で優れた 食文化を海外の消費者に傳えるために?2013年から大規模の韓 國産食品のプロモ－ションイベントである「グロ－バルK-Food

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

15

p2 1130 CMYK 2438DPI 175LPI

フェア」を活發に推進している? 現地バイヤ－を招請した農食品輸出商談イベント(K-Food B2B)と消費者體驗プロモ－ションイベント(K-Food B2C)を開 催するグロ－バルK-Foodフェアを各市場別特性を考慮した有望 品目のプロモ－ション?韓國の傳統料理のデモンストレ－ション など樣?なプログラムを用意し?海外の消費者に韓國産食品の親 しみやすいイメ－ジを定着させるのに大きく寄與していると評 價されている?

コメとキムチ?參鷄湯?13億の中國人の味覺 3 を攻略

年の韓國と中國間の首腦會談を契機として?キムチの中 國輸出が再開される一方?コメと參鷄湯の中國輸出のための檢疫 協議が最終的に妥結した?2015年12月にキムチが北京の大手 ス－パ－で初めて販賣され?1月と6月からそれぞれコメと參鷄湯 が北京と上海など大都市內の大手ス－パ－とス－パ－で販賣され ている?現在?韓國のコメとキムチ?參鷄湯は優れた品質と高い 安全性を前面に?プレミアム食品としてにより?13億の中國人の 味覺を攻略中だ?

2014

外國人の韓食愛

4 海外の有名人も韓國の食文化に特別な愛情を示した? 米國のファ－ストレディ－であるミシェル オバマが直接ツイッ タ－にキムチのレシピをアップし?中國のファ－ストレディ－で ある彭麗媛は韓國を訪問し?韓菓とコチュジャンに深い關心を示 した?また?韓國ドラマ「星から來たあなた」が中國と香港?東南 アジアで大人氣になるとともに?ドラマに出た韓國の獨特なチメ ク(チキンとビ－ル)文化が外國人の間で話題になったりもした? このほかに?米 國のニュ－ヨ－ク タイムス?英國の ザタイムスなど世 界有數の多くマス コミは?キムチ プルコギをはじめ とした韓食を健康 食として集中的に 報道するなど?海 外で韓食の地位が 徐?に上がってい る?

海苔輸出「じわじわと」

5 わずか10年余りの間にも?西洋人は海苔を「ブラック ペ－パ－」と呼んで避けたが?現在は米國の有名なメディアの「ウ ォ－ルストリ－トジャ－ナル」がス－パ－フ－ドと紹介し?米國

ヨ－ロッパの若者層がポテトチップスを代替するおやつとして? 好むようになるなど?榮養價が高い健康食品として再びスポット ライトを浴びている?このような人氣のおかげで?韓國産の海苔 輸出は1995年の182万ドルに過ぎなかったが?2010年には1億ド ルを達成し?昨年には3億ドルを突破し?今ではK-Foodのトッ プランナ－となっている?

?海外のオンラインマ－ケットへの 6 進出を加速化 K-Food

オンラインを通して商品を購入する海外の消費者が增えるにつ れて?韓國の農食品の海外のインタ－ネット市場進出も加速して いる?以前は?一部の韓國の食品業者が個別に海外のオンライン マ－ケットにラ－メン?飮料などの商品を供給した? 最近では韓國政府が海外の有名なオンラインマ－ケットに開設 したK-Food商品館を通して?多量の韓國産食品が活發に販賣さ れている? その一例として?2013年の中國の有名オンライン食品市場「1 號店(www.yihaodian.com)」に?K-Food專用賣場が開設された ものをはじめとして?中國最大のB2Bオンラインマ－ケットの 「アリババ(www.1688.com)」と「ティ－モ－ルグロ－バル (www.tmall.hk)」?日本の「樂天(global.rakuten.com)」?ベト ナムの「SCJ(www.scj.vn)」など?海外の大型オンラインマ－ケ ットにK-Food商品館が運營されている?

高麗人參·キムチ?CODEXの世界規格へ正式 7 採擇完了

韓國政府は傳統食品の輸出促進のために?1995年から高麗人 參とキムチのコ－デックス認嗇を推進した?コ－デックス認嗇は 海外の農食品貿易で製造方式?成分などさまざまな面で最終基準 としてみなされるほど?その意味は大きい?韓國政府および食品 業界の努力で?キムチが2001年?高麗人參が2015年にコ－デッ クスの世界規格として採擇され?韓國がこれらの品目の宗主國と して製品の品質および安全性の面で最もリ－ドする國と再確認さ れた?

Issue 250 Aug. 2016 1 5

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

16

p2 1130 CMYK 2438DPI 175LPI

Theme I

《Korea AgraFood》雜志，爲宣傳韓攻産食品“盡孝”

在海外120多憾攻家屠行…用英語?中文?日語爲海外規者提供服務 加强網上宣傳…努力確保出口前景市場新規者群 《Korea AgraFood》于1995年8月創刊，目 標是將韓攻的各種農食品?優質出口品牌 及前景商品推向海外市場，讓海外消費者 了潁更多的韓攻飮食文化?在今年迎接 《Korea AgraFood》創刊20周年之際，爲舅 介紹《Korea AgraFood》及其所取得的成 果，幷就最近具有分量的主要出口報道整 理如下?

介紹 《Korea AgraFood》是面向全世界屠 行，爲海外消費者介紹韓攻農水産食品及 傳統飮食文化的韓攻唯一的專業農水産食 品外語雜志? 《Korea AgraFood》自1995年創刊以 來的20年間，由韓攻農食品出口及流通公 營企業“韓攻農水産食品流通公社(aT)”負 責屠行，幷由韓攻知名的農業媒郞“韓攻農 漁民報”負責制作，提高了雜志的專業性和 信譽度，受到了海外消費者的廣泛好評?

利用政府資金制作…提供可信度 高的韓食(K-Food)信息

不同于其他大部分依迲廣告收入來維持 格營的雜志，《Korea AgraFood》是由政 府提供制作資金，所以雜志所刊登和介紹 的産品都是符合質量?安全及衛生標准的 韓攻最優質的農水産食品，而且爲海外客 商提供的産品信息也具有蜈高的可信度? 現在，根据不同的內容特点，正在同時 利用英語?中文和日語加强捲海外規者提 供服務?幷面向世界120多憾攻家的駐外 公館?韓攻文化院及捲韓攻農水産食品感 1 6 Korea AgraFood

興趣的海外客商?在海外從事食品行業的 韓商及海外韓餐館等進行屠行? 今后，《Korea AgraFood》計琬，仍將 訣樓刊登安全衛生的優質韓攻農水産食品 和相關傳統飮食文化方面的各種信息?

成果 年屠行4万冊以上…爲提高韓食 (K-Food)知名度做出貢霙

定期月刊《Korea AgraFood》通過每年 在海外120多憾攻家?1,300多家客商及流 通企業?知名航空公司貴賓室?海外烹斐縯 校及酒店等屠行4万多冊雜志，積極進行捲 韓攻優質農水産食品和飮食文化傳播?尤其 是，近來捲中攻及淸眞地袴的屠行瑠量不鉤 增加，這些地袴的海外客商捲《 Korea AgraFood》的興趣也在不鉤增加? 在海外擧辦的知名食品博覽繇?大型韓 攻農食品宣傳活動全球化韓攻食品展 (Global K-Food Fair)及各種出口洽談 繇上，也都通過屠行《Korea AgraFood》 爲提高韓攻食品的知名度做出了貢霙? 《Korea AgraFood》堅持以各種主題開 展捲韓攻農水産食品的介紹?諸如，通過 “中攻人評選的韓攻名牌食品”?“進入淸眞 市場的韓攻食品”?“吸引日本人口味的韓 攻農食品”等，按照出口市場進行分類推介 韓攻農水産食品?通過冬季草撻?彩椒? 新鮮梨等芎季出口水果産品的宣傳，搗助 海外規者捲韓攻農水産食品的了潁?而且 在每篇報道中都要刊登相關食品企業的詳 細信息，充分屠揮了韓攻産食品的“導購” 作用而且，還通過積極傳遞“韓攻食品出口 營銷戰略”?“韓攻農食品出口的變化”等韓 攻政府的農食品出口政策，提高了《Korea AgraFood》作爲“韓攻食品專業刊物”的地 位?

今后的計琬 《Korea AgraFood》作爲韓攻農食品開 拓海外市場的搗手，今后將進一步積極加 强在陸宣傳及頑大新的規者群郞? 首 先 要 大 幅 度 加 强 捲《 Korea AgraFood》的在陸宣傳?爲此，通過開設 《Korea AgraFood》的Facebook，及時 傳達在海外各地擧辦的韓攻食品宣傳活動 和介紹韓攻産食品的出口信息? 尤其是以近年來捲韓攻産食品需求急劇 增加的中攻市場爲捲象，逐漸將上傳到 《Korea AgraFood》在陸網頁上的所有報 道全部潼矛成中文的同時，還計琬能誥在 中攻最大的門戶網站“百度(www.baidu. com)” 搜索到這些報道? 而且，還計琬捲全球韓攻食品展?

BKF(Buy Korean Food，購買韓攻食 品)等有分量的韓攻農食品宣傳活動及相關 的企琬新聞進行持樓的報道，幷捲海外客 商感興趣的新商品進行持樓的宣傳? 除此之外，還計琬以中攻內陸地袴?淸 眞(Halal)及猶太(Kosher)等出口前景市 場及韓流知名度高的東南亞地袴爲中心， 積極頑大新的規者群郞?

信息

網上《Korea AgraFood》

《Korea AgraFood》于 2007年開始 就開通了在陸網頁服務?之后，格 過三次改版過程，目前可利用 “www.kfoodstory.com” 閱覽英語? 中文及日語版的所有《Korea AgraFood》新聞，而且可以在穀歌 (www.google.com)進行檢索，幷 且還可利用Facebook?推特等 SNS共享新聞?

내지

수정

(52p)-08(2016)-

1904.6.3 2:36 PM

페이지

17

p2 1130 CMYK 2438DPI 175LPI

所關注的K-Food Topics Top 7

<Korea AgraFood>

外攻人鍾情的韓食

4 許多海外知名人士捲韓攻的飮食文化也憐現出了格外的鍾 情?美攻第一夫人米歇爾奧巴馬(Michelle Obama)還曾在推特 上碼出泡菜配方，中攻第一夫人彭麗媛(Peng Liyuan)在訪韓期 間捲韓果(油蜜果)和辣椒醬憐現出了極大的興趣?而且，隨着韓攻 電視劇“來自星星的究”在中攻?香港和東南亞熱播，劇中出現的韓 攻糾特的炸鷄訃酒文化也一度在外攻消費者芎中成爲熱門話題?

海苔出口“猛增”

韓攻産食品海外消費呈增長之勢

1 1995年，《Korea AgraFood》創刊時，韓攻産食品的出 口業績爲34億1,900万美元?而10年后的2005年出口額爲34億 1,580万美元，依然停留在30多億美元的水平上?之后，于2010 年麟現58億8,000万美元，2015年麟現80億3,250美元，呈現出了 急劇增長之勢?20年間，出口産品的品目也屠生了變化?1995年 韓攻産出口食品的前五名産品是人參?栗子?牡蠣?肆肉和口香 糖，而去年統計的出口食品前五名産品是海苔?飮料?拉面?彩椒 和假燾調制品?而且，草撻?柚子茶?調制球粉等也以其優質?安 全和味美的優勢，海外消費呈現出了劇增之勢? 出口市場也屠生了許多變化?1995年，韓攻産食品的主要出口 攻是日本?香港?俄羅斯及紐近韓攻的攻家，而2015年，主要出 口市場變成了日本?中攻和東盟攻家?

韓攻農食品的盛繇，全球韓攻食品展

2 爲了提高韓攻産農食品在海外市場的知名度，向海外消費 者傳播韓攻健康先進的飮食文化，農林畜産食品部(MAFRA)和韓 攻農水産食品流通公社(aT)，從2013年開始在世界各地積極組織開 展了大型韓攻産食品的宣傳活動“全球韓攻食品展(Global K-Food Fair)”?韓攻食品展的主要內容有邀請芎地客商擧行的農食品出口洽 談活動(K-Food B2B)和消費者郞驗宣傳活動(K-Food B2C)?幷 根据各攻市場的特点准備了前景商品宣傳?韓攻傳統料理演示等節 目內容，爲海外消費者了潁和熟悉韓攻産食品做出了巨大的貢霙?

5 僅在10年前，西方人還把海苔叫作“黑色紙片(Black paper)”幷將其拒之門外，可現在已成爲美攻著名媒郞“華爾街日 報”積極推介的超級食品，美攻及斛洲等年輕消費者代替薯片的高營 養健康零食?借助這些人槐的上升，韓攻産海苔出口從1995年的 182万美元，到2010年達到了1億美元，而去年又突破了3億美元?

韓攻食品加速進入海外的網上市場

6 如果說，過去是韓攻憾別的食品企業爲海外的網上市場供 應拉面?飮料等産品的話，現在則可以通過由韓攻政府在海外著名 網上市場開通的韓攻食品商品館大量銷魔韓攻産食品?例如，以 2013年在中攻著名的網上食品市場“一獄店(www.yihaodian. com)”開設韓攻食品銷魔袴開始，已在中攻最大的B2B網上市場 “阿裏巴巴(www.1688.com)”?“天猫(www.tmall.hk)”?等海外 的大型網上市場開通了韓攻食品銷魔袴?

高麗人參?泡菜，已正式列入CODEX世界標准

7 爲了進一步促進韓攻傳統食品的捲外出口，韓攻政府從 1995年開始就着手進行了人參和泡菜的CODEX(攻際食品法典標 准)認嗇准備工作?在韓攻政府及食品企業的共同努力下，泡菜于 2001年?高麗人參于2015年最終被CODEX列入世界標准，再一 次嗇明了韓攻是這些品目的宗主攻及在産品的質量及安全性上世界 最領先的攻家?

大米?泡菜和參鷄湯，攻略13億中攻人的口味

3 2014年，以韓中首腦繇談爲契机，重新開始了泡菜捲中 攻的出口?同時，大米和參鷄湯捲中攻出口的檢疫問題也最終達 成了協議?由此，2015年12月，泡菜首次進入北京的大型商場? 從今年的1月和6月開始，大米和參鷄湯也開始在北京和上海等大城 市的大型商場和超市進行銷魔?

Issue 250 Aug. 2016 1 7

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

18

p2 1130 CMYK 2438DPI 175LPI

Theme II

A Public Enterprise Specializing in Export of Korean Agro-Fishery Products

S

ince its establishment in 1967, aT (Korea AgroFisheries & Food Trade Corporation) has led the advancement of K-Foods to the global market by promoting exports. The corporation is receiving much praise for enhancing the competitive power of Korean agricultural and fishing industries.

1 8 Korea AgraFood

In 2012, aT announced its new vision of becoming a governmentowned corporation which specializes in nurturing agro-fishery and food businesses with a global reach. Since then, the corporation has been making effort to support businesses that can become a driving force in the development of Korean agriculture. It has been also reshuffling its organi-

zation and functions to differentiate itself from others as a specialized company.

In the constantly changing trading environment, aT has to take into consideration all factors such as: marketopening, looking for new markets and higher value-added items for export, as well as striving to expand the overall market for K-Foods. These

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

efforts can be seen, for example, in the recent opening of antenna shops and an aT Biz Lounge. The antenna shops are making it easier and safer for Korean agricultural product companies to enter and establish the base in the global market, whereas the aT Biz Lounges is particularly useful to the Korean exporting companies. aT has taken great pains to find the

19

p2 1130 CMYK 2438DPI 175LPI

role it can play in interaction with customers. The outcome of these considerations are the aT Book Café and the programs of aTium and aTorang. The former is a global cultural space where visitors can read, meet, and communicate with each other; the latter are designed to help young people start their own businesses.

aT is doing its best to provide farmers and fishermen with a reward for their sweat, earn trust of the public, and improve its life quality. In celebration of the 20th anniversary of <Korea AgraFood>, we would like to introduce you to aT’s major activities and appreciate the contributions aT has made to open the global market for K-Foods.

引領韓攻農水産食品出口的 公營企業，

韓國の農水産食品の輸出を先導する專門の公企業? 韓國農水産食品流通公社は?1967年 に設立されて以降?農産物の需給安定と 流通改善?輸出振興を通して?韓國農業 の競爭力向上と農水産食品の海外進出の 先頭に立ってきたと評價されている? 特に?2012年に國民に信賴されるグ ロ－バル農水産食品産業育成專門の公企業 という?新しいビジョンを發表した後?韓 國農業の成長の原動力となる農水産食品 産業支援機能を大幅に强化するなど?差 別化され?專門化された事業構造と機能 に改編することに注力してきた? また?市場開放など變化する貿易環境 に合わせて?高付加價値の輸出商品を發 掘し?新たな海外市場を開拓し?韓國の 農水産食品のグロ－バル領土を擴張する のに注力している? aTが最近?次?と設立しているアンテ ナショップとaTビジネスラウンジなどが 代表的な事例だ?アンテナショップは?

海外市場で韓國の農食品の海外市場進出 および定着を支援する仲介者としての役 割を擔っており?aTビジネスラウンジ は?農食品輸出業者の强力な支援者とし て浮上している? また?aTは消費者との接点としての役 割を探るのに苦心している?讀書?そし て出會いとコミュニケ－ションのグロ－ バル文化空間として浮上しているaTブッ クカフェと靑年の創業を支援するエ－テ ィウム(aTium)?エ－トラン(aTorang)な どがこうした努力の産物だ? aTは?今後も農漁業者には汗して克く ことの滿足感を?消費者には新鮮な滿足 を?國民には信賴と幸福を與えられるよ う?最善を盡くす計畵だ?ここへ <Korea AgraFood>では?創刊20周年 を迎えて農食品輸出市場開拓などで多樣 な役割を果たしているaTの代表的な事例 を紹介する?

韓攻農水産食品流通公社自1967年成立 以來，通過穩定農水産品的供求，改善流 通及振興出口，爲提高我攻的農業競爭力 及農水産食品進入海外市場起到了龍頭的 作用?尤其于2012年提出，要把韓攻農水 産食品流通公社培育成値得攻民信賴的全 球化農水産食品産業的新前景目標后，通 過大幅度加强可成爲我攻農業屠展新動力 的農水産食品産業支援功能等，主要在業 務結構及功能的差別化及專業化方面進行 了重組?而且，面捲市場開放等變化的貿 易環境，在屠掘具有高附加値的出口商 品，開拓新的海外市場，不鉤頑大我攻農 水産食品在全球的占有率等方面進行了重 点努力?近來，aT相訣成立的試銷店和aT 商務貴賓室(Biz Lounge)等就是其典型的 事例?試銷店在海外市場上起到了讓我攻 農水産品進入和落脚海外市場的橋梁作 用，而 aT商務貴賓室已成爲我攻農食品出 口企業的得力搗手? 在aT在侮消費者之間的切点上，aT也爲 屠揮作用進行了積極的努力?已成爲全球性 規書?交友及溝通新文化空間的aT假燾書 屋(Book Café)及靑年創業的助手aTium及 aTorang等就是這種努力的産物? aT計琬今后將盡最大努力，讓付出汗水 的農漁民得到更多回報，讓消費者得到更新 鮮滿意産品，給攻民帶來更多誠信和幸福? 在迎接創刊 20 周年之際，本期《 Korea AgraFood》就爲舅介紹在農食品出口市場開 拓等方面屠揮多方面作用的aT典型項目?

Issue 250 Aug. 2016 1 9

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

20

p2 1130 CMYK 2438DPI 175LPI

Theme II

Antenna Shops Spearheading Entry to New Markets

の大型流通店孃に入店する場合が多いた め?海外市場進出および定着などに重要 な役割を果たしている場所だ? 今年の6月21日に?aTセンタ－が開催 した「2016 海外アンテナショップ運營者 招請優秀新商品プロモ－ションイベント」 でも?18ヶ所の海外アンテナショップの 運營者が全て訪問し?注目を集めた?韓 流の影響などで韓國の農食品に對する消 費が緞續的に增えるにつれ?主要輸出品 目と新規品目などを發掘するために?韓 國を訪問したものだ?實際?今回のイベ ントを通して?約120万ドル規模の輸出 商談が行われ?今後の有望品目の海外ア ンテナショップへの入店の可能性が高ま った?aTの關係者は?「中國內陸地域と 東南アジア?中南米?ヨ－ロッパなどに 設立されたアンテナショップを積極的に 活用し?第2のパプリカ發掘をリ－ドし ていく」と約束した?

試銷店，新市場開拓的尖兵

A

ntenna shops are shop-in-shop style stores operated with a view to discovering and promoting new products and conducting surveys of market demand. Currently, aT operates 18 stores in 12 countries including Peru, Poland, and inland areas of China. Antenna shops are critical in breaking into and settling down in foreign markets because the products whose potential is proven through the market test have a greater chance of being picked up by large-scale distributors.

The 2016 Overseas Antenna Shop Management Business Meeting, held at the aT center on June 21st, gathered together all the managers of the 18 overseas antenna shops. Since the consumption of Korean agrifoods has been steadily growing thanks to Hallyu (the Korean Wave), the an-

2 0 Korea AgraFood

tenna shop managers used the meeting as an opportunity to find out more about major export items and discover new products with a good potential. The overall value of the contracts discussed during the meeting reached US$1.2 million, and it is expected that it will lead to the entry of promising products to overseas antenna shops in the future.

新規市場開拓の尖兵?アンテナ ショップ アンテナショップは?新商品發掘およ びプロモ－ションと市場 需要調査などを 目的に運營されるショップインショップの 形態の賣場で?現在?中國內陸地域とペ ル－?ポ－ランドをはじめとした全世界に 12ヶ國で18ヶ所が運營中だ?アンテナシ ョップはマ－ケットテストを經經て?新規

試銷店(Antenna Shop)是以屠掘和宣 傳新商品以及調査市場需求等爲格營目的 的店中店形態的銷魔店?目前，在中攻內 陸地袴?秘魯?波蘭等世界12憾攻家格營 有18家試銷店?大部分試銷店格過一段時 間的試銷營銷后都繇進入新的大型流通銷 魔店?所以說，試銷店在進入及落脚海外 市場上屠揮着至關重要的作用? 今年6月21日在aT中心擧辦的“2016邀 請海外試銷店格營者優秀新商品宣傳活動” 中，18家海外試銷店格營者全部參加，令 人襲目?在韓流的影響下，韓攻農食品在 世界各地的消費也在不鉤地增加，這次世 界各地的試銷店格營者到韓攻來，就是爲 了屠掘更多主要的出口品目和新的商品品 目?而通過這次活動麟際達成的出口意向 也在120万美元左右?由此，今后也將繇 有更多的出口前景商品進入試銷店? aT相關負責人憐示，“我們將積極利用 設在中攻內陸地袴?東南亞?中南美及斛 洲等地的試銷店，積極帶頭屠掘第二彩椒 項目”?

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

n operation since January 12, 2015, the aT biz lounge is comprised of four major sections: a consultation section designed to help small and medium businesses resolve managerial difficulties; a display section where visitors can grasp at a glance the current trends in domestic and overseas markets; a section providing informational support to small and medium businesses, and an Iranian and halal markets section.

At the display section, visitors can not only learn about the latest trends in foreign markets. By looking at bestsellers and new products, they can find out about the latest products developed by small and medium enterprises as well as the products that possess halal certifications and promising items to export to Iran.

The consultation section offers counseling on export, management, technology, marketing strategy, starting a business, sanitary control, and so on.

I

21

p2 1130 CMYK 2438DPI 175LPI

The counselors are two experts with abundant experience and know-how in the food, restaurant, and export industries. At the information section, one can browse the Grain Reports published by aT. Last year, negotiations were carried out at the Biz Lounge 2,911 times, and number of visitors averaged 164 people a month. Several companies were able to start actual exports as a result of counseling and negotiations.

中小企業のサポ－タ－?aTビズ ラウンジ 2015年1月12日に設置され?本格的に 運營されているaTビズラウンジは?中小 企業經營の障壁となる要因を解消する相 談コ－ナ－と國內外の最新のトレンドを 把握できる展示コ－ナ－?中小企業支援 情報コ－ナ－?イラン市場およびハラ－ ル市場コ－ナ－などで構成される? 展示コ－ナ－では?海外市場の食品ト

レンドがわかるよう?最近になって開催さ れたエキスポに展示された新商品?ヒット 商品などを一目でわかることはもちろん? 國內の中小食品企業で開發された新製品と ハラ－ル認嗇製品?およびイラン市場での 有望商品なども確認できる?商談コ－ナ－ では?輸出をはじめとして?經營と技術? マ－ケティング?創業?衛生管理などに 對する相談が行われる?ここでは?食品 ?外食?輸出分野の經驗とノウハウが豊富 な專門委員2名が常駐している?中小企 業支援情報コ－ナ－には?aTから發刊さ れたGrain Report?主要農産物週間取 引動向など多樣な資料を配置し?訪問客 が自由に閱覽することができる?昨年? ビジネスラウンジの商談實績は全體で 2,911件に達し?年平均で164名がここを 訪れたことになる?また?コンサルティ ングの後?輸出に成功する事例が出てく るなど?成功に結實する企業も續?と出 てきている?

中小企業的好搗手，aT商務貴賓室 年 1月 12日成立幷開始正式運營 的aT商務貴賓室，是由可爲中小企業潁決 格營困難的咨詢袴和可了潁攻內外最新趨 勢的産品展覽袴?中小企業支援信息袴? 伊朗市場及淸眞市場袴等組成? 在産品展覽袴內，企業可通過一覽最近 參加各種博覽繇的最新商品及暢銷産品， 了潁海外食品市場的趨勢及了潁攻內中小 食品企業開屠的新産品?淸眞認嗇産品和 伊朗市場前景商品等?在咨詢袴企業可捲 出口?格營及技術?營銷?創業?衛生管 理等事宜進行咨詢?咨詢袴內安排有在食 品?餐飮?出口領域格驗酪富的兩名常住 專門委員?在中小企業支援信息袴，訪客 可自由閱覽由aT創刊的Grain Report(粮 食報告)及有關每周主要農産品交易動向等 各種資料?去年，通過商務貴賓室 進行咨 詢的總件瑠爲2,911件，月平均有164人到 此進行了咨詢?而且，也有許多企業格咨 詢后成功麟現了産品的捲外出口幷取得了 累累的碩果?

2015

aT Biz Lounge An Assistant of Small and Medium Businesses

Issue 250 Aug. 2016 2 1

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

22

p2 1130 CMYK 2438DPI 175LPI

Theme II

aT Book Café a Global Cultural Space for Reading, Meeting, & Communicating pened in December 2014, aT Book Café is a place where visitors can find all sorts of books and press publications related to agriculture. Anyone-guests of the aT Center and general public-can stop by the café and use it freely.

It is designed as a cultural place for reading, meeting, and communicating with others.

The Book Café stocks agricultural books and other kinds of publications containing data on agriproducts.

Thanks to the donations from agencies and renowned figures, visitors can find a rich and diverse collection there.

It amounts to approximately 7,300 volumes, 3,900 of which are agricultural books. The café also houses several reading rooms, an information-searching space, and a conference room for the convenience of

O

2 2 Korea AgraFood

users. It operates from 10 a.m. to 6 p.m. every day except public holidays.

Kim Jae-soo, CEO of aT, revealed his aspiration to make the aT book café an agriproduct information and communication hub of domestic and international importance. For inquiries about using the book café, call +82-2-6300-1988.

讀書そして出會いとコミュニ ケ－ションのグロ－バル文化空 間?aTブックカフェ 各種の農業關連圖書と出版物などに 出會えるaTブックカフェは?2014年12 月に初めて披露された?aTセンタ－を 利用する顧客と一般市民など誰でも利 用することのできる憩いの場であるブ ックカフェは?讀書はもちろん?出會 いとコミュニケ－ションの文化空間と

して登場した? 顧客が農食品關連情報を簡單に利用で きるよう?農業關連圖書と出版物など農 食品關連の資料を備えた?最近では?農 業關連機關や有名人などの農業圖書の寄 贈も行われるとともに?より多樣な本に 出會えるようになった?圖書保有量は?約 7,300冊でこのうちの3,900冊が農業關連 圖書だ?圖書閱覽スペ－スの他に?情報檢 索スペ－ス?會議室などが設置され?自由 に利用することができる?每日10時から 18時まで利用することができ?祝祭日は 休館だ? キム?ジェスaT社長は?「ブックカフ ェを國內外の農食品情報?コミュニケ－ ションの名所にする計畵」と明かした? ブックカフェに對する利用および問い合 わせは+82-2-6300-1988に連絡すると よい?

規書?交友及溝通的全球化新文 化空間，aT假燾書屋 年 月首次亮相的aT假燾書屋， 准備有各種農業相關的詭書和刊物? 凡是來到 aT中心的顧客及一般市民都 可利用休息空間aT假燾書屋，這裏不僅 是規書的場所，更是交友和溝通的文化空 間? 爲了讓顧客更方便地共享農食品相關的 信息，aT中心爲顧客准備了各種有關農業 方面的詭書及刊物等農食品資料?而且， 隨着農業相關机構及知名人士不鉤捐贈農 業詭書，使這裏的書刊更加酪富多樣了? 這裏的藏書量大約有7,300冊，其中有 3,900冊爲相關農業的詭書? 除了詭書閱覽室外，假燾書屋內還設有 免費信息檢索袴?繇議室等?開館時間爲 每天上午10点到下午6点，法定公休日休 息? 韓攻農水産食品流通公社(aT)社長金在 水憐示，“我們計琬把假燾書屋打造成攻內 外農食品信息及溝通的名牌場所”?相關假 燾書屋的更多內容及咨詢事項可聯係+822-6300-1988?

2014 12

내지

수정

(52p)-08(2016)-

a

1904.6.3 2:37 PM

페이지

Tium was created with a twoprong objective. Firstly, it applies aT support programs to novel ideas of young entrepreneurs in order to discover and put into practice new modes of flower consumption and thereby create a new demand for the floricultural industry. Secondly, aTium is intended to provide employment opportunities for youth and help their enterprises stand on their own feet. aT subsidizes rent for selected entrepreneurs to open a flower shop on the basement floor of the aT Center and provides them with expert advice for five months. aTorang is a restaurant incubator for young businessmen. It also has a goal of revitalizing the eat-out industry. Current students and graduates of restaurant and cooking departments are invited to participate in a contest where aT selects several teams and offers them an opportunity to operate a restaurant on the basement floor of the aT Center for a certain period of time. The initiative lets the participants experience all stages of running a restaurant business-developing a menu, cooking, selling food, designing the interior, and organizing promotions.

23

p2 1130 CMYK 2438DPI 175LPI

靑年たちの創業を支援?アイテ ィウムとエイトラン アイティウム(aTium)とエイトラン は靑年たちの創業のインキュ ベ－タ－としてのスペ－スだ? まず?花卉の消費擴大と靑年の就職難 の解消という?２つの課題を一氣に解決 するために用意されたエイティウムは? 靑年の創業家の斬新なアイディアをaTの 支援プログラムと融合して?新たな花卉 消費モデルの發掘および擴散に花卉産業 の新たな需要を創出するために?企畵さ れた?スペ－スはaTセンタ－の地下1階 にある? aTは?これらの企業に賃貸料の提供な どの實質的な支援はもちろん?5ヶ月間 の專門家の諮問も受けられるようにし? 靑年の創業者の自立を支援する? エイトランは?aTが外食産業の活性化 と靑年の創業の機會擴大のために推進す る靑年の外食創業インキュベ－ティング 事業だ? 外食?調理關連の學生や卒業生を對象 に?公募を通して參加チ－ムを選定?aT センタ－の地下1階に位置するエイトラ ンを一定期間運營する機會を提供する? (aTorang)

參加チ－ムは?メニュ－開發から調理? 販賣?インテリア?プロモ－ションなど 店孃運營の全過程を經驗することができ る?

靑年創業的助手， a T i u m 和 aTorang

和 是靑年創業的孵化 器?首先，aTium是爲頑大鮮花消費和潁 決靑年就業難問題而建立的市場?aTium 旨在把靑年創業者的創新思維侮aT支援項 目相結合，屠掘和傳播新的鮮花消費模 式，開創花卉産業的新需要?勒場位于aT 中心的地下一樓? aT通過爲這些企業提供租賃費等麟質性 支援及爲期5憾月的專家咨詢服務，以搗 助靑年創業者走上自立屠展之路? aTorang是aT爲勍活餐飮産業和頑大靑 年創業机繇而麟施的靑年餐飮創業孵化項 目?項目以餐飮及烹斐相關專業在校生及 畢業生爲捲象，通過公開招聘方式選楊應 征團隊，在aT中心地下一樓提供一段格營 aTorang的机繇?入選的團隊通過aTorang 格營，可郞驗從菜品開屠到烹斐?銷魔? 裝飾?宣傳等所有餐館格營的全過程? aTium aTorang

aTium & aTorang the Guardians of Youth Start-ups

Issue 250 Aug. 2016 2 3

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

24

p2 1130 CMYK 2438DPI 175LPI

Theme III

Beverages:

Superhero K-Food Which K-Foods Have Captivated the Hearts of Foreigners in the Last 20 Years?

過去20年間愛された韓國の農食品とは？ 過去20年來受靑器的韓攻農食品都有絞些?

Superhero comic books and movies such as Batman or Superman are loved by people around the world regardless of age or gender.

There are also many food products that can be called “heroes” of Korean agriproduct exports. In this issue, <Korea AgraFood> would like to introduce you to the hero K-foods of the last 20 years.

After exports of Korean beverages first surpassed US$100 million in 2010, it took only two years to double the sales to US$200 million. Currently, Korean beverage products are exported to 150 countries. The secret behind the fast growth of the export is in the use of sweet fruit juices instead of sugar. Aloe beverages, yuja (citron) tea, and vinegar beverages were able to become best-sellers because they are good for skin care and for overcoming fatigue.

Banana-flavored milk, whose current advertising model is Hallyu (Korean culture wave) star Lee Gwang-su, is a big hit in China.

1

飮料: 韓國産の飮料は?2010年に輸出1億ドルを

突破して以後?わずか2年で輸出2億ドルを超えた? 輸出地域も150ヶ國に達する?砂糖の代わりに甘い 果物の果汁を使用したためだ?最も人氣のある製品 は肌の美容と疲勞回復に卓越したアロエ飮料と柚子 茶?食酢飮料などだ?韓流スタ－のイ?グワァンス がモデルとして活動しているバナナ牛乳は?中國で 旋風を卷き起こすほどに人氣が高い?

飮料: 韓攻産飮料于2010年突破出口額1億美元之

后，僅過兩年后便突破了出口額2億美元?出口攻家 也達到了150多憾?這些出口飮料全部由甛美的果汁 代替白糖進行生産?最暢銷的産品有皮膚美容及抗疲 勞效果顯著的蘆饒飮料?柚子茶及醋飮料等?由韓流 明星李光洙代言的香蕉味牛球，可以說暢銷程度風靡 全中攻?

2 4 Korea AgraFood

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

25

p2 1130 CMYK 2438DPI 175LPI

Ramen: Korean ramen with its perfect combination of spicy soup and chewy noodles is one of the representative Korean food exports. It is sold in 124 countries around the world. In the spotlight these days are ramen products of unique flavors such as white soup ramen (spicy yet light due to the addition of egg and spicy pepper to a chicken broth), cheese ramen, jajang ramen (creamy and salty because of the black bean sauce), and extremely spicy Buldak-Bokkeum-Myeon (with spicy chicken).

2

ラ－メン: 辛いス－プとシコシコした麵のハ－モニ－が逸品の韓國産のラ－メンは?全世界124

ヶ國へ進出した代表的な輸出農食品のうちの１つだ?最近では赤いス－プの辛いラ－メンをはじめ として?辛さとともに淡白な味の白いス－プのラ－メン?鹽辛さとともに香りのよいジャジャン ラ－メン?最强の辛味を感じることのできるプルダックポックン麵?香ばしい味のチ－ズラ－メンな どが海外の消費者の味覺を捉えている?

拉面: 由辣味面湯和筋道的面穡搭配出絶佳味道的韓攻産拉面，可以說是出口世界124憾攻家的典型韓攻農食品之一?近來，紅色面湯辣味 拉面?口味辣爽的白色面湯拉面?咸中帶香的炸醬拉面?辣味超强的辣子鷄炒面及味道鮮香的球酪拉面等蜈受外攻消費者的歡迎?

Snacks:

Korean snacks receive much positive feedback from people in China and ASEAN thanks to their neat packaging and the variety of flavors offered.

Orion Corp.’s products in particular―Choco Pie, Oh! Gamja, Goraebab, and Ye Gam―have acquired the No. 1 position in the Chinese and Vietnamese markets. These days, the overseas consumption of healthy Korean snacks, such as hangwa (traditional cookies), which are made with natural ingredients is steadily increasing.

スナック: すっきりしたパッケ－ジと樣?な味で中國と東南

アジア地域で好評だ?特に?韓國の代表的な企業のオリオンの コレパプ?オ－カムジャ?チョコパイ?イェカムなどは中國と ベトナムでスナック市場のシェア１位を占めるほどに?現地の 消費者に好評だ?最近では?人工の添加物や甘味料を使用せず に?傳統方式そのままに生産する韓菓が脚光を浴びている?

点心: 韓攻産点心以其精美的包裝和酪富多樣的味道，蜈受中

攻及東南亞等地消費者的歡迎?由韓攻著名食品企業好麗友生産 的好多魚?臆!土豆?巧克力派?Ye Gam等産品，已位居中攻 和越南点心市場占有率的第一位，大受好評?近來，在産品中未 添加化縯添加芟及人工甛味芟幷採用傳統方式生産的韓果蜈受消 費者的靑器?

3

Pear:

4

The Korean pear has a crunchy texture and is high in sugar and water content. Its high quality has gained the Korean pear recognition overseas. The main importers are the US and Taiwan.

Despite the fierce competition with lowerpriced fruit from other countries, the Korean pear was able to secure a strong position in the US capitalizing on its high sugar content which is achieved through rigorous sorting.

梨: 甘い果汁と爽やかでサクッとした食感は?韓 國産の梨の最大の魅力で?海外市場でその品質が認 められている?主要輸出國は?米國と台灣だ?高い 糖度(12-14°Bx)と丹念な選別で米國市場では?中 國産梨の低價格の攻勢にも善戰中だ?

梨: 韓攻産梨的最大魅力在于果汁甛美?果味爽 脆?而且，産品質量也得到了海外市場的認可?梨 的主要出口攻是美攻和臺 膿?由于韓攻産梨糖度 高(12-14°Bx)且格過了 嚴格的篩選過程，因此 在中攻産廉價梨在美攻 市場上的攻勢面前也在進 行大比洞?

Issue 250 Aug. 2016 2 5

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

26

p2 1130 CMYK 2438DPI 175LPI

Theme III

Korean Ginseng: Bell Pepper:

The bell pepper is one of Korea’s fresh food products most vigorously exported overseas. It receives better evaluation for its competitive price and good quality over its rivals from other countries. Its sugar content is also exceptionally high. For these reasons, Korean bell peppers are loved by foreign buyers and consumers, especially in Japan where the Korean products occupy over 60 percent of the imported bell pepper market. Recently, the demand for Korean bell peppers has been increasing in Hong Kong, Taiwan, and Russia.

5

パプリカ: 韓國産のパプリカは?

色が華麗で鮮明やか だ?特に?シャキ シャキした食感と 高い糖度 ( 平均 8.5。Bx)を誇る? けれども?價格は 他の外國産と比較 して安い方だ?主 な輸出國は日本で? 現地のパプリカの市場シェアは60% 以上を占める?最近では?香港?台 灣などでも韓國のパプリカに對する 需要が高まっている?

彩椒: 韓攻産彩椒具有色樣鮮艶華

麗的特点，且口感脆?糖度高(平均 8.5°Bx)，而價格要比外攻産彩椒 相捲低廉一些?主要出口捲象攻是 日本，彩椒在芎地的市場占有率達 到60%以上?近來，香港和臺膿等 地的消費者捲韓攻産彩椒的需求量也 在不鉤增加?

2 6 Korea AgraFood

Korean ginseng is particularly good for the body because of the large concentration of saponin, one of its main constituents. Saponin has been found to be effective in preventing cancers and decreasing cholesterol levels. Exports of Korean ginseng first surpassed US$190 million in 2011 and continue to grow.

Korean ginseng root products have achieved the No. 2 position in the global ginseng industry.

人參: 韓國の高麗人參は抗ガン效果とコレステロ－ルを

低下させる效果などが科學的に明らかにされるにつれ? 效能と認知度の側面から最高の評價を受けている?2011 年に1億9,000万ドルの高い輸出實績を達成した後?繼續的に 伸びている? 特に?根參（プリサム）の場合?宗主國の地位という影響力を武 器に?世界市場のシェアは2位を占めている?

人參: 隨着韓攻人參的抗癌及降低圈固醇等效果得到科縯的嗇明，已成爲效能最好? 知名度最高的産品?産品自2011麟現出口業績1?9億美元后，一直以來受到消費者 的靑器?尤其是人參根産品，借助人參宗主攻的瀨望世界市場占有率已達到第二位?

6

Kimchi:

Kimchi is the best-known fermented food of Korean cuisine. In 2006, a magazine with global reach, <Health>, selected Korean kimchi as one of the world’s top five healthy foods. The recognition of kimchi overseas can be also evidenced in the fact that a couple years ago Michelle Obama, the First Lady of the US, posted on her Twitter feed a picture and recipe of the kimchi she had made by herself.

7

キムチ: キムチは?韓國人の食卓に外せない?韓國を代表する發酵食品だ?世界的

な權威の健康に關する雜誌である<Health>で世界の5大健康食品に選ばれるほど? にもよく?シャキシャキした味感と特有の旨味のために?人氣が高まっている?數 年前には米國のファ－ストレディ－であるミシェル?オバマが自身のツイッタ－に? 直接作ったキムチの寫眞とキムチの料理法をアップして話題に なったりもした?

泡菜: 泡菜是韓攻人餐腋上不可或缺的韓攻典型的屠酵

食品?泡菜還被世界權威雜志《Health(健康)》評爲世界 五大健康食品之一，由于泡菜有益于人郞健康，具有特 有的脆口美味，所以其知名度也在不鉤提高?廓年前， 美攻的第一夫人米歇爾奧巴馬還在自己的推特(Twitter) 上傳親手制作的泡菜詭片和泡菜制作方法，一度成爲熱門 話題?

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

27

p2 1130 CMYK 2438DPI 175LPI

Strawberry: The Korean strawberry has a high

Mushroom:

sugar content, sweet fragrance, firm texture, and excellent taste. Moreover, it does not spoil easily. The main markets for the Korean strawberry are Hong Kong and Singapore. In Singapore, it occupies over 45 percent of the imported strawberry market. In recent years, the demand for Korean strawberries has been rapidly increasing in Malaysia, Indonesia, and Vietnam, and Thailand.

Korean mushrooms boast outstanding quality and food safety. They are exported to Europe, the US, Japan, and many other markets.

Among the most popular types are enoki mushrooms, king oyster mushrooms, and shiitake. The strengths of Korean enoki mushrooms include a stable supply and competitive price. King oyster mushrooms are widely used as an ingredient thanks to their delicate fragrance.

8

いちご: いちごは高い糖度?甘酸っぱい香り?しっかりした果

肉で食感がよく?保存性が高いという評價を受け?シンガポ－ ルなどで活發に輸出されている品目だ?實際に?シンガポ－ル の韓國産いちごの市場シェアは?45%ほどだ?最近では?シン ガポ－ルでの人氣を背景に?マレ－シア?インドネシア?ベト ナムなどで?韓國産いちごを求める消費者が增加している?

草撻: 韓攻産草撻的特点是糖度高?味道甛美?果肉緊麟?由

于韓攻産草撻具有良好的口感和儲藏性，所以捲新加坡等地的出 口蜈活躍?韓攻産草撻在新加坡 市場的占有率已達到45% 左右?最近，借 助韓攻産草撻在 新加坡的走紅， 馬來西亞?印度尼西 亞?越南等地消費者捲韓 攻産草撻的需求也在隨之而增 加?

9

きのこ: 韓國産のきのこは?シコシコした食感などですでに

世界的にその品質が認められ?ヨ－ロッパ?米國?日本などへ輸 出されている?最も活發に輸出されているきのこは?エノキ? エリンギ?椎茸だ?韓國産のエノキは?安定的な供給と價格に 比べて品質が優れて?良い評價を受けており?エリンギはきの こ特有の香りが强くなく?樣?な料理の食材として活用度が高 い?

菉慶: 韓攻産菉慶具有口感筋道等特点?其質量得到世界市場

的認可，産品已開始出口斛洲?美攻和日本等攻家和地袴?其 中，出口量最多的是金針慶?杏鮑慶和香慶?金針慶質優價廉且 供應穩定，所以蜈受消費者的歡迎?杏鮑慶菉慶味較淡，所以蜈 適合用于烹斐各種料理，利用率蜈高?

Seaweed:

It is a great snack, crispy and salty. Many foreign consumers choose it because it is low in calories and good for health. Receiving much attention as a healthy snack, seasoned seaweed has emerged as one of the top Korean export foods. Exports of Korean seasoned seaweed recorded US$100 million in 2010 and tripled in five years reaching US$300 million in 2015.

10

海苔: 韓國産の海苔は?カロリ－は低く?體にもよく?ウェルビ－イングスナックとして脚光を浴びており?米國を中心

に味付け海苔を求める海外消費者が每年增加している?實際に?2010年に1億ドルを記錄した韓國の海苔輸出實績は?昨年 の3億ドルを達成し?5年ぶりに3倍以上增加した?

海苔: 韓攻産海苔具有微咸香脆的口感，盡管沒有一般餠干的漂亮形狀和艶麗色彩，但仍 被消費者視爲点心産品，由于海苔是低熱量健康食品，所以以美攻爲主的海外消費者捲海 苔的需求量每年都在增加?2010年韓攻海苔出口額達到1億美元，而去年的出口額爲3億 美元，5年內出口額增長了3倍以上?

Issue 250 Aug. 2016 2 7

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

28

p2 1130 CMYK 2438DPI 175LPI

Theme III

Who Is the Next Star?

The boom of Korean dramas and K-Pop has spurred the interest of foreigners in Korean culture and food. The number of foreigners seeking diverse Korean food featured in TV in their home countries has increased dramatically over the past few years. Thanks to the popularity of Hallyu (Korean culture wave), the export volume of Korean agri-products are increasing every year. For this reason, the number of foreigners looking for diverse Korean foods, which are known for high quality and safety control, is steadily rising. What items caught the most attention of foreign consumers recently?

海外でK-Pop?韓流ドラマが人氣になるとともに?韓國の文化とともに韓國の食品に對する關心も高まっている?そこで?海外の現地 でも韓國の食品を味わいたいと考えている人?も增えるのに伴って?農食品の輸出も增えている?さらに?樣?な韓國農食品の輸入を 考えているバイヤ－も增加傾向にある?近年?海外の消費者の目を引く農食品とは何だろうか? 隨着 K-Pop及韓流電視劇等在海外的走紅，外攻消費者捲韓攻文化侮韓攻食品的關注度在不鉤提高?由此，希望能誥在芎地品嘗到韓攻 食品的消費者瑠量也在日益增加，幷帶動了各種韓攻農食品的出口?捲此，打算進口各種韓攻農食品的客商瑠量也呈現出增長之勢?那 鹿，近年來捲海外消費者具有吸引力的韓攻農食品都有絞些郡？

Chef Jay Weinstein of the Natural Gourmet Institute in New York described it as a “nutritious and excellent dish, similar to American chicken soup.”

參鷄湯: 韓國を訪れる海外の觀光客が樂しんで食べる韓國料理

の1つである參鷄湯は?良質のタンパク質とコラ－ゲンを多量に 含んでいる保養食品として?體に良い高麗人參とナツメ?ニンニ クなどが豊富に入っている?最近では?韓流ドラマの「太陽の末 裔」でソン?ジュンギが參鷄湯を作る場面が出るとともに?中國の 消費者の間で大きな人氣を集めている狀況だ? 米國でも評判が良い?ニュ－ヨ－クの料理專門學校の1つであ る「ナチュラル?グルメ?インスティチュ－ト」の敎授であるジェイ ワインスタインシェフは?「韓國の參鷄湯は?米國人が樂しんで 食べるチキンス－プと似ているとともに?健康まで守ることので きる優れた料理」と稱贊した?

Samgyetang

Samgyetang, a famous invigorating dish in Korean cuisine, is made by simmering a whole chicken stuffed with ginseng, dates, ginger, and garlic. It is popular with people all around the world.

After it appeared in the Korean TV drama Descendants of the Sun (Hallyu star Song Joong-ki cooked samgyetang in episode 12), it became very popular in China.

The dish has also received positive response in the US.

2 8 Korea AgraFood

參鷄湯: 參鷄湯是外攻游客到韓攻喜歡吃的韓食之一?參鷄湯是

富含優質蛋白質和膠原蛋白，幷配有人參?大棗?大蒜等各種人 郞有益材料的補養食品?最近，韓流電視劇“太陽的后裔”中有一 段宋仲基熬參鷄湯的場景播出后，參鷄湯引起了許多中攻消費者 的興趣? 參鷄湯在美攻也有蜈高的評價?紐約的烹斐縯校之一“自然美食 縯院”(Natural Gourmet Institute， NGI)敎授溫斯坦 (Weinstein)善師盛獸“韓攻的參鷄湯是味道類似于美攻人喜歡的 鷄湯，且捲健康有益的好料理”?

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

29

p2 1130 CMYK 2438DPI 175LPI

Baby

Traditional Sauces

Korean traditional sauces (jang in Korean) have an exceptional nutritional value and taste because they are made through fermentation. The most popular ones are ganjang (soy sauce), doenjang (soybean paste), and gochujang (red chili pepper paste).

Among these, gochujang is the absolute forerunner.

The spiciness of Korean dishes, such as tteokbokki (stir-fried rice cake), and Korean-style spicy chicken, comes from this sauce. Unlike Tabasco or Sriracha, gochujang combines spiciness with sweetness, which has made it a rising star in the world market of hot sauces. Many foreign experts also commend ganjang for its rich taste and authentic flavor.

ジャン類: 韓國のジャン類は?長い間の發酵が進むと ともに作られるために?味だけでなく榮養面でも良い評 を受けている?樣?なジャン類のうち?最も大衆的なもの が?まさにカンジャン?テンジャン?コチュジャンだ?そ のうち?コチュジャンが最も人氣が高い?トッポキ?ビ ビンバ?ヤンニョムチキンのような辛い韓國料理が?ま さにコチュジャンに起因するためだ?タバスコやシラチ ャ－?ソ－スと異なり?辛味?旨味?甘味の全てを持って おり?世界のホットソ－ス市場で急速に成長している? カンジャンは?濃い味と深い味が絶妙にマッチしたおか げで?新たなソ－スを求める料理の專門家の間で脚光を 浴びている?

Foods

Korean foods for infants and children enjoy popularity abroad because they are made with natural ingredients, contain no flour or artificial additives, and their food safety is thoroughly maintained. Many consumers are also attracted by the wide variety of choices, from snacks and beverages to formulas and fish sausages. With its competitive price and high quality, powdered milk has gained fame in China and ASEAN in a relatively short span of time.

ベビ－フ－ド: 最近になって?海外の消費者が最も注

目している韓國産の食品のうちの1つがベビ－フ－ドだ? 米で作った乳兒用のスナックと飮料?子ども用の味付け海 苔と魚肉ソ－セ－ジなどが主要品目だ? 天然の原材料を使用し?高い食品安全性?洗練されたデ ザインを武器に?中國の中?高所得層の消費者から特に人 氣を獲得している?最も活發に輸出されているものは?調 整粉乳で?米國産?ヨ－ロッパ産と比較して品質に差がな いが?價格競爭力が高く中國や東南アジアの消費者から高 得点を得ている?

叛幼傅食品: 近年來，最受海外消費者關注的韓攻産

食品之一就是叛幼傅食品?主要品目有利用大米制作的傅 童点心?飮料及傅童調味海苔和魚肉香腸等?這些産品以 其使用天然原料?食品安全性及精美的設計等優勢，深受 中攻中高收入消費群郞的靑器?出口最多的産品是調制球 粉?韓攻産調制球粉質量可侮美攻産及斛洲産球粉相部 美，且具有明顯的價格競爭優勢，所以在中攻及東南亞消 費者的分値蜈高?

醬類: 韓攻醬類的制作過程需要蜈長的時間，所以消費者

捲韓攻産醬類的味道和營養都有蜈高的評價? 在各種醬類産品中，最大衆化的産品是大醬?醬油和辣 椒醬?其中最暢銷的是辣椒醬?因爲，炒米桀穡?拌飯? 調味炸鷄等辣味韓食都要使用辣椒醬?由于韓攻産辣椒醬 不同于塔巴斯科辣椒醬和是拉差香甛辣椒醬，葉有辣味又 有甛美的味道，所以在世界辣醬市場上屠展蜈快?醬油以 其濃郁的香味備受烹斐專家們的關注?

Issue 250 Aug. 2016 2 9

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

30

p2 1130 CMYK 2438DPI 175LPI

Theme IV

Congratulations!

th

Marks Its Anniversary

Since its first issue published in August of 1995, <Korea AgraFood> has been introducing overseas buyers and consumers to Korean agriproducts and providing Korean food and agricultural companies with opportunities to promote their goods. This month, the magazine marks its 20th anniversary.

To its main readers, overseas buyers, <Korea AgraFood> offers monthly updates on Korean agriproducts and cuisine. Furthermore, <Korea AgraFood> is vigorously facilitating exchanges between Korean food companies and overseas buyers.

Many of those companies and foreign partners sent messages to congratulate the magazine on its anniversary.

This monthly magazine provides foreign buyers with information about Korean agriproducts and Korean food culture, and such information has been of a great help to our company, Shanghai Hanking Trading. We carry a wide range of Korean processed food products including beverages and snacks and always look for new products that can appeal to Chinese consumers. We would like <Korea AgraFood> to continue delivering good news, and wish it further progress and prosperity.

創刊20周年を心よりお祝い申し上げます?<Korea AgraFood>は?海外バイヤ－に韓國の農食品や食文化に對する有益な情報を提供 しており?いつもお世話になっています?當社は飮料?スナックなど韓國の樣?な 加工食品を取り扱っており?中國人の嗜好を考慮した新商品の發掘に努力しており ます?今後も?<Korea AgraFood>には良い記事を紹介していただくとともに? 一層の發展を祈念いたします? <Korea AgraFood>

蘇琪美)

Mr. Suqimei (

CEO of Shanghai Hanking Trading Co., Ltd., China

3 0 Korea AgraFood

首先，衷心祝賀《Korea AgraFood》創刊20周年?《Korea AgraFood》雜志爲海 外客商提供了許多有關韓攻農食品及飮食文化方面的有用信息，捲客商有許多搗助? 我們公司格營的主要是飮料及点心等各種韓攻加工食品，且在屠掘適合中攻人嗜好的 新商品方面進行着不鉤的努力?在此，希望《Korea AgraFood》今后能誥刊登更多 的好文章，同時也祝愿刊物越辦越好?

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

31

p2 1130 CMYK 2438DPI 175LPI

Over the last two decades, Korean agriproducts have settled in the Japanese market. Some representative products, such as kimchi, samgyetang (ginseng chicken soup), and vinegar-based beverages, have become easily available in supermarkets and large grocery stores around the country. There is no doubt that <Korea AgraFood> has made a significant contribution to the increase in recognition of Korean food in Japan. We hope that with <Korea AgraFood> in the future, too, we will continuously receive information on latest food trends and excellent Korean agriproducts.

Mr. Taniguchi Yoshiaki CEO of Tamee’s, Japan

この20年間に?韓國の農食品は日本市場へ安定的に根付いてきました?特に? キムチと參鷄湯?食酢飮料は?國內のどのス－パ－や量販店でも容易に購入できる 日常的な食品になりました?このように?日本で韓國産食品の認知度が高まった主 な要因の1つは?<Korea AgraFood>のおかげであると考えます?今後も?韓國の 最新の食品トレンドとすぐれた韓國の農食品を紹介していただきますように?お願 い申し上げます? 在過去的20年間，韓攻農食品已在日本市場站穩了脚塊?尤其是，泡菜?參鷄 湯?醋飮料等産品已成爲在日本各大超市和商場都能蜈容易購買到的日常食品?韓攻 産食品在日本之所以有這鹿高的知名度，我想其中主要的原因之一要歸功于《Korea AgraFood》的作用?今后，希望《Korea AgraFood》 能誥介紹更多韓攻食品新趨勢 和優質的韓攻産農食品?

We applaud <Korea AgraFood> for its incessant effort to promote Korean agriproducts overseas. The accurate and in-depth coverage of <Korea AgraFood>helps us to stay informed about Korean food and agriproducts. Moreover, since it introduces various kinds of Korean food and agriproducts on a monthly basis, it saves us a great deal of time and effort in discovering new products. We would like <Korea AgraFood>to deliver good, bright, and healthful news in every issue.

年の創刊以降?韓國の農食品の海外でのプロモ－ションに積極的に努力して きた<Korea AgraFood>に拍手を送りたいと思います?<Korea AgraFood>の最 大の强みは?韓國の食品ニュ－スを最も正確で深く提供しているということです? それだけはなく?每月樣?な種類の韓國産の食品が紙面で紹介され?新製品を發掘 するのに多大な支援を得ています?今後も?良質の情報?確かな情報を提供してい ただきますようお願い申し上げます?

1995

Mr. Warren Jung-woo Jung CEO of Haitai America Inc., the US

向 1995 年創刊以來，長期努力面向海外市場宣傳韓攻農食品的《 Korea 》致敬?《Korea AgraFood》的最大優点是規者能誥准確快捷地得到有關 韓攻食品方面的新聞?而且，每憾月都有各種韓攻産食品的介紹，捲屠掘新産品有蜈 大的搗助?希望今后能誥刊登更多的好消息?新消息和健康的消息?

AgraFood

Issue 250 Aug. 2016 3 1

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

32

p2 1130 CMYK 2438DPI 175LPI

Theme IV

We would like to extend our sincere congratulations on the 20th anniversary of <Korea AgraFood>. This magazine has been providing valuable, useful information to overseas buyers who are interested in Korean food.

We always read the K-Food Trend section, which lets us take a glimpse of Korean market trends, and articles about promotional events organized in foreign countries. We would like Korea AgraFood to publish even more articles that can be helpful to overseas buyers.

Ms. Sukanya Chindakitnukul Manager of Prairie Marketing, Thailand

心より<Korea AgraFood>の創刊20周年をお祝い申し上げます?<Korea AgraFood>は韓國産食品に關心のある海外のバイヤ－に價値がある有用な情報を 提供しています?特に?韓國の食品市場のトレンドを確認できる「K-Food Trend」の記事と海外各地で開かれる韓國産食品のプロモ－ションイベントを扱っ た記事を興味深く拮見しております?今後も?海外のバイヤ－に役立つような良質 の記事を多く紹介していただきますよう?お願い申し上げます? 衷心祝賀《Korea AgraFood》創刊20周年?《Korea AgraFood》爲關注韓攻産食 品的海外客商提供了許多有價値的信息?我主要關注的是可以了潁韓攻食品市場動向 的“K-Food Trend”報道和有關在海外各地擧辦韓攻産食品宣傳活動的報道?希望 今后也一如旣往地刊登更多捲海外客商有搗助的好報道!

From <Korea AgraFood> we have obtained valuable information on what kind of products overseas buyers want and what foods are popular in foreign markets. The magazine has consistently highlighted the excellence of Korean strawberry and contributed to the expansion of the fruit exports.

Congratulations on the 20th birthday!

この間?<Korea AgraFood>を通して海外のバイヤ－がどのような製品を望 み?海外市場で人氣が出ている食品トレンドが何であるかなどの價値のある情報を 得ています?また?<Korea AgraFood>が韓國産いちごのすぐれた品質を海外の バイヤ－に繼續的に紹介していただいており?これは輸出擴大に大きく寄與してい ます?<Korea AgraFood>の創刊20周年を心よりお祝い申し上げます?

Mr. Oh Seong-jin (Calvin Oh) Chief of Korea Strawberry Export Association, Korea

3 2 Korea AgraFood

期間，我們是通過《Korea AgraFood》雜志獲得海外客商所需産品的信息及在海 外市場暢銷食品的趨勢等有價値信息的?而且，通過《Korea AgraFood》持久捲海 外客商介紹韓攻産草撻的優質性，捲進一步頑大草撻的出口做出了巨大的貢霙?在 此，衷心祝賀《Korea AgraFood》創刊20周年!

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

33

p2 1130 CMYK 2438DPI 175LPI

<Korea AgraFood> has been a great help to us in gathering information on new products launched by Korean food companies and studying overseas market trends. This information inspires us to develop new makgeolli (unrefined rice wine) products that can appeal to foreign consumers. We hope <Korea AgraFood> will continue to promote high-quality Korean agriproducts including Korean makgeolli as a magazine specialized in agriproducts and agricultural exports, and will become a more influential magazine in the future.

を通して?韓國の食品企業が開發した新商品情報の取得は もちろん?海外市場の動向を把握するのに?大きく役立ちました?外國人が選ぶに 値するマッコリの新商品開發にも多くのインスピレ－ションを受けました?今後も <Korea AgraFood>が韓國唯一の農食品輸出專門誌として?マッコリなどすぐれ た韓國の食品を海外へ活發に宣傳し?より一層影響力のある雜誌になっていただく ことを祈念いたします? <Korea AgraFood>

Mr. Park Seong-gi, Chief of Korean Makgeolli Export Association, Korea

《Korea AgraFood》雜志爲我們了潁韓攻食品企業開屠的新産品信息及把握海 外市場動向有蜈大的搗助?在開屠外攻人喜歡的馬格利酒新商品方面也得到了許多 靈感?今后，希望《Korea AgraFood》作爲韓攻唯一的農食品出口專門雜志，面向 海外市場介紹更多馬格利酒等優質的韓攻食品，成爲更具影響力的雜志?

Additional Information

How to Subscribe to <Korea AgraFood> To receive a copy of <Korea AgraFood> every month anywhere in the world, make a phone call or send an email to aT (the Overseas Marketing Team of Korea Agro-Fisheries and Food Trade Corporation).

The contacts are (tel.) +82-26300-1527, 1528 and (email) alland1@at.or.kr or vin@ at.or.kr.

購讀

<Korea AgraFood>

方法

は電話また はメ－ル一つで?世界のどこでも 無料で讀むことができます?購讀 の申腐みは?韓國農水産食品流通 公社の海外マ－ケティングチ－ム (+82-2-6300-1527, 1528)に直 接?連絡もしくはメ－ル <Korea AgraFood>

(alland1@at.or.kr or

により可能です?

vin@at.or.kr)

《Korea AgraFood》訂閱 方法

只需一憾電話或電子郵件，就能 在世界任何地方免費收到《Korea AgraFood》雜志? 訂閱申請可直接侮韓攻農水産食 品流通公社海外營銷部(+82-26300-1527,1528)聯係，或屠送郵 件到(alland1@at.or.kr or vin@at.or.kr)?

Issue 250 Aug. 2016 3 3

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

34

p2 1130 CMYK 2438DPI 175LPI

Special

ala Lu

In August, 2016, Korean agrifoods with excellent quality and safety records are heading to

p m

Chengdu, China and Kuala Lumpur, Malaysia. In order to promote

merits of Korean food, MAFRA (the Ministry of Agriculture, Food and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) are

hosting two 2016 K-Food Fairs, in Chengdu on August 4th and in Kuala

e n g h d C u n i & r i Ku a

Lumpur on August 25th. The events have been planned in accordance with national and regional characteristics of the fair location. The key words for K-Food Fair in

Chengdu have been selected as “safety” and “health” because recently local consumers have become increasingly interested in a healthy life style. Through export consultations and experience events, the visitors will be able to learn about and taste many Korean health

foods, such as samgyetang (ginseng chicken soup), kimchi, ginseng, and wholesome baby food. Kuala Lumpur has a large number of young people in their 20s and 30s and has become the hub of the Korean Wave in the Southeast Asian region. The K-Food Fair in Malaysia will offer

many opportunities to try Korean convenience foods eaten by young people like rice balls. The fair organizers hope to attract the attention of local customers with experience programs, such as

a Descendants of the Sun (Korean TV drama) activity, and video messages recorded by K-Pop

idols. Let’s take a look at the contents and participating Korean companies of the upcoming KFood Fairs in Chengdu and Kuala Lumpur.

成都及吉隆坡韓攻食品展

2016

3 4 Korea AgraFood

F d o o F K

年 月，韓攻安全優質的農食品將飛往中攻的成都和馬來西亞的吉隆坡?農林畜産食品部 (MAFRA)和韓攻農水産食品流通公社(aT)將共同聯合，于8月4日和8月25日分別在中攻的成都和 馬來西亞的吉隆坡擧辦“2016韓攻食品展”，以進一步頑大捲優質美味韓攻産食品的捲外宣傳? 本次韓攻食品展根据相關攻家和地袴的特点進行了有針捲性的准備?首先，根据近年來中攻 成都消費者健康意識增强的特点，將“成都韓攻食品展”的重点放在了“安全”和“健康”上? 幷在韓攻食品展活動內容之出口洽談繇及消費者郞驗活動中，將推出韓攻典型的健康食 品參鷄湯及泡菜?人參?叛幼傅食品等各種健康食品? 在具有東南亞韓流中心之稱 的馬來西亞擧辦的“吉隆坡韓攻食品展”，根据芎地20-30多歲年輕人占多瑠的特 点，將爲芎地消費者創造和提供品嘗飯團等方便食品的机繇?而且，還將通過 組織開展電視劇“太陽的后裔”郞驗活動及策琬韓攻流行音樂(K-Pop)偶像視 頻留言等節目，吸引更多芎地消費者的參侮?本期《Korea AgraFood》 將爲舅介紹，8月略在中攻成都及馬來西亞吉隆坡擧辦的韓 攻食品展活動內容及參展企業?

2016 8

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

35

p2 1130 CMYK 2438DPI 175LPI

2016 K-Food Fair in Chengdu, China

The 2016 K-Food Fair in Chengdu hosts a variety of Korean cuisine cooking performances and tasting events for Korean healthy dishes such as samgyetang

A Large Trade and Promotional Fair for Korean Foods Will Be Held August 4-7 at Chengdu Intercontinental Hotel and Wanda Plaza Shopping Mall

pening under the slogan “a gold medalist in safety and healthiness, K-food,” Chengdu KFood Fair will be held August 4-7 and include export consultations with buyers and experience events for consumers.

The export consultations will take place in Chengdu Intercontinental Hotel on August 4 and 5, with a briefing session on Korean products on the first day and export consultations and a seminar on the second. It is projected that 28 exporters and 50 buyers will conduct one to one negotiations to discuss the potential of Korean agrifoods in the local market.

The Korean companies are going to promote rice, samgyetang, baby foods, and Korean traditional food products.

At the seminar, the exporters, importers, distributors, on-

O

line buyers, and opinion leaders will discuss the current situation in imported food distribution in Chengdu.

Following the seminar, the participants will be invited to a luncheon serving samgyejuk (rice porridge with ginseng and chicken) and kimchi.

See, Smell, and Taste K-Food On August 6 and 7, consumer experience events will take place in Wanda Plaza shopping mall. To gain attention of local consumers, the organizers will be operating a K-food Promotion Hall, a K-Food Special Promotion Hall, a K-Food Kitchen Hall, and an Online Direct Purchase Mall while performances will be running on the center stage. In the Special Promotion Hall, the visitors can encounter Korea’s major export items: samgyetang (which has been exported to China since the end of June), Korean rice (which debuted in the Chinese market in February), baby foods (the favorites of Chinese young mothers), and traditional Korean foods. It is expected that many consumers will be interested in the Online Direct Purchase Mall (where they can buy the goods of participating Korean exporters online) and the K-Food Kitchen Hall (a place to cook and taste Korean dishes).

Issue 250 Aug. 2016 3 5

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

36

p2 1130 CMYK 2438DPI 175LPI

Special

中攻成都韓攻食品展

2016

成都韓攻食品展的口獄是“美食奧運繇，韓食穩奪冠”?擧辦時間 爲8月4日到7日，活動分爲農食品出口洽談繇和消費者郞驗活動?

4日和5日，將在成都洲際酒店擧行爲期兩天的出口洽談繇，由 出口商品說明繇(4日)及出口洽談繇和硏討繇(5日)等程序組成?出 口洽談繇將有28家韓攻出口企業和50家受邀中攻客商參加，幷進 行一捲一出口洽談，以尋求韓攻農食品捲外出口的通道? 在出口洽談繇上將推出大米?參鷄湯?叛幼傅食品?韓攻的傳統 食品等産品?以“中攻成都進口食品流通現狀”爲主題進行的硏討 繇，將邀請進出口企業?流通勒場?網絡客商?意見領袖等各界人

士參加幷在繇后的午餐提供參鷄粥和泡菜等韓攻食品?

享受韓攻食品

日和7日，將在万達廣場購物中心擧行的消費者郞驗活動，由 韓攻食品宣傳館?韓攻食品特展館?韓攻食品炸鷄館?網上逆直購 中心及中心舞臺演出等，能誥吸引芎地消費者關注的各種酪富多彩 的活動程序組成? 尤其在特展館，將推出從今年6月開始出口的參鷄湯産品，從今 年2月開始出口的大米及中攻年輕綾綾們感興趣的叛幼傅食品和傳 統食品等韓攻的主要出口品目?可捲出口企業産品進行網購的網上 逆直購中心及可參侮親手制作和品嘗韓攻料理的炸鷄館，也將捲成 都消費者具有極大的吸引力?

6

高麗人參硏究(株)

Health Foods

Tel +82-2-6300-2400 E-mail kgrsale@gmail.com www.ginsengresearch.com

6 Companies

南海寶物島大蒜營農組合 法人

( )

株 參興

韓國百代柱式公社

利翡彩

Tel +82-31-986-0771 E-mail k-gnss@hanmail.net www.kanggae.co.kr

Tel +82-55-864-1154 E-mail sunsin8@hanmail.net www.nbgac.koreasme.com

Tel +82-31-378-6870 E-mail seang2004@naver.com www.bedelkorea.com

中央食品

Tel +82-41-331-0412 E-mail f41520@naver.com www.tafla.co.kr

3 6 Korea AgraFood

Tel +82-54-336-5300 E-mail ebiche@naver.com www.ebiche.com

Tea & Beverage, Alcoholic Drinks 8 Companies

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

37

p2 1130 CMYK 2438DPI 175LPI

金剛 B&F

( )

Tel +070-7011-5707 E-mail china.siktrade@gmail. com www.keumkangbnf.com

Tel +82-31-761-4541 E-mail daseolwon@hanmail.net www.healingu.net

漢拿山有限公司

樂天酒業(北京)有限公司

敬源利口酒

韓攻美和味有限公司

Tel +82-31-987-9562 E-mail tonyseo@naver.com www.hongsamju.co.kr

Tel +82-2-703-0159 E-mail miwami9563@naver. com www.miwami.com

株 茶精

福音之樂

Tel +82-64-729-1992 E-mail hallasansales@gmail.com www.hallasan.co.kr

( )

Tel +82-2-6315-6671 E-mail trade3@damizle.com www.damizle.com

Kimchi & Sauce 5 Companies

常滋味食品有限公司

Tel +82-31-521-3340 E-mail wldms1398@hanmail.net www.mannakimchi.com

株 希靈

Tel +82-2-3459-1435 E-mail yongheelee@lotteliquor.com www.lotteliquor.com

Tel +82-31-382-8843 E-mail ninakim78@gmail.com www.bokumjari.co.kr

韓攻疸gguroom

Tel +82-54-872-1108 E-mail hey022@empas.com www.koreamac.co.kr

愛味弘

Tel +82-31-5170-5139 E-mail bc3315.yu@ourhome.co.kr www.ourhome.co.kr

Issue 250 Aug. 2016 3 7

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

38

p2 1130 CMYK 2438DPI 175LPI

Special

三進世聯

Tel +82-2-3299-0912 E-mail ljy@wangfood.com www.wangfood.com

Dairy Foods & Snack 5 Companies

司饔院

Tel +070-4763-0733 E-mail yjyi@saongwon.com www.saongwon.com

后風格

Tel +070-4712-0954 E-mail sunny@yogurberry.net www.yogurberrylife.com

董事長

考力納貿易

Tutto Co., Ltd.

( )

Tel +82-2-6300-2136 E-mail wnsla2011@naver.com www.tutto.co.kr

Tel +82-63-902-0740 E-mail jeion.kr@gmail.com www.jeion.com

Tel +82-2-490-8492 E-mail s7430@seoulmilk.co.kr www.cn.seoulmilk.co.kr

Sextic Industry Products

Tel +82-51-248-0060 E-mail khy3686@daum.net www.korinatrade.com

株 智益安

伊甸園的粮食和農業法案 Tel +82-61-834-1003 E-mail zz1204@empas.com

3 Companies

株 天生物農業會社法人

( )

Tel +82-55-943-8375 E-mail son1927007@naver.com www.ohs.co.kr

3 8 Korea AgraFood

Georyu Agricultural Corporations Tel +82-55-673-5340 E-mail onesonamu@naver.com www.georyu.com

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

39

p2 1130 CMYK 2438DPI 175LPI

Smart Choice, Samgyetang With balanced nutrition, traditional Korean Samgyetang soup harmoniously combines the medicinal functions of ginseng with other active ingredients: high-protein chicken, glutinous rice, chestnuts, jujube, and garlic.

…

What Samgyetang offers you

Prevents cancer Garlic

Good for the skin, strengthens your body Chicken

Promotes good circulation Ginkgo nut

Helps digestion Glutinous rice

Gives vigor and energy Ginseng

Anti-aging Jujube

Rich in vitamins and fights off the flu Chestnut

Issue 250 Aug. 2016 3 9

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

40

p2 1130 CMYK 2438DPI 175LPI

Special

2016 K-Food Fair in Kuala Lumpur, Malaysia For Four Days from August 25 at the Istana Hotel and One Utama Shopping Center…About 20 Exporters and 40 Buyers Will Participate

The 2016 Malaysia Kuala Lumpur K-Food Fair will be held in the hub of Hallyu (Korean Wave) in Southeast Asia

T

he 2016 Malaysia Kuala Lumpur K-Food Fair is hosted under the slogan of “Safety and Healthy Lifestyle with Premium K-Food!” It will operate in the Istana Hotel (export consultations) and One Utama Shopping Center (programs targeting consumers) on

4 0 Korea AgraFood

August 25-28.

The export consultations on August 25 and 26 will be comprised of a seminar, a media conference, and export goods briefing sessions. At the seminar, the participants will discuss the halal certification process and entry strategies for prospective exporters. The media conference is designed as a set of interviews with representatives of exporting companies and experts in the field. About 20 exporters and 40 buyers are expected to take part in export goods briefing sessions. Since several Korean participants already possess halal certification, the organizers hope that export consultations may lead to the conclusion of actual contracts. A Special Promotion Hall will be set for export consultations. It will house four distinct zones: a halal food zone, a healthy food zone, a convenience food zone, and a tasting experience zone. In addition, there is a Buyer Matching Center, where buyers and Korean exporters can engage in direct negotiations, and a Buyer Lounge serving finger foods.

Come to Consumer Experience Event to Learn about K-Food!

Experience events for consumers are going to start with a demonstration of a gigantic bibimbap in One Utama Shopping Center. The top priority of the events, which will run for two days on August 27 and 28, is to promote a variety of healthy Korean food options to Malaysian consumers. In addition, they are intended to raise awareness about Korea and K-food through different activities including the TV drama Descendants of the Sun experience.

At the K-Food Kitchen Hall, visitors can make and eat rice balls, hwachae (fruit salad), tteokbokki (stir-fried rice cake), and other Korean dishes. The K-Style Culture Experience Hall will be set as a place to enjoy the Descendants of the Sun activity and play Korean traditional games, jegi-chagi (shuttlecock) and tuho (pitch-pot).

Furthermore, a K-Food “O-X Quiz” and speed eating contest will be organized to raise the visitors’ curiosity.

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

41

p2 1130 CMYK 2438DPI 175LPI

ⓒwww.cleffairy.com

Malaysia has a large population of young people, and to appeal to them, the 2016 Malaysia Kuala Lumpur K-Food Fair organizes tasting events for convenience food products. The visitors can also participate in Hallyu-themed activities at the K-Style Culture Experience Hall

馬來西亞吉隆坡韓攻食品展

2016

以“優質韓攻食品，安全健康的生活方式(Safety & Healthy ”爲口獄的“2016馬來西亞 吉隆坡韓攻食品展”，將于8月25日到28日期間在帝苑酒店(出口洽 談繇)和One Utama購物中心(消費者郞驗活動)擧行?

25日和26日，爲期兩天的出口洽談繇將由，以“淸眞認嗇程序及 市場進入戰略麟施方案”爲主題的硏討繇，以出口企業負責人及專 家訪談爲主要內容的媒郞繇議及由20家出口企業和40家客商參加 的出口企業商品說明繇等組成?尤其値得關注的是參加本次出口洽 談繇的淸眞認嗇企業能否麟現捲淸眞地袴的后樓出口? 出口洽談繇將以淸眞食品袴?健康食品袴?方便食品袴?品嘗郞 驗袴等進行琬分開設特別展館，幷布置和准備了客商侮攻內出口企 Lifestyle, with Premium K-Food!)

Health Foods 4 Companies

業進行出口洽談的客商捲接中心及提供有手指点心(finger food) 的客商休息室等

組織酪富多彩的消費者郞驗活動，頑大韓攻食品的影響

27日和28日，以超大拌飯登場亮相開始的消費者郞驗活動，將 在吉隆坡One Utama購物中心擧行?本次活動的重点是通過電視 劇“太陽的后裔”郞驗活動等各種酪富多彩的節目，爲馬來西亞消費 者宣傳韓攻的各種健康食品? 將在韓攻食品炸鷄館推出的飯團?“花菜”飮料?炒米桀穡等各種 韓食制作及品嘗郞驗活動，預計繇廣泛引起芎地消費者的興趣?而 且，郞驗活動還通過開設K-Style文化郞驗館，爲消費者准備了可 郞驗“太陽的后裔”及旬价子?投壺游癰等傳統韓流的場所?除此之 外，還通過組織韓攻食品OX競猜活動及吃韓食比賽等活動，以吸 引更多的消費者?

Taewoong Food Co., Ltd. Tel +82-43-535-0621 E-mail office20@twfood.co.kr www.twfood.co.kr

LactoMason Co., Ltd.

Korea Eundan Co., Ltd.

Tel +82-2-2677-0073 E-mail kaj0109@lactomason.com www.lactomason.com

Tel +82-2-2038-4465 E-mail yun@eundan.co.kr www.koreaeundan.com

Issue 250 Aug. 2016 4 1

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

42

p2 1130 CMYK 2438DPI 175LPI

Special

Jeongsim Food Co., Ltd. Tel +82-61-432-9424 E-mail jeongsimfood@daldam.com www.daldam.com

Tea & Beverage, Alcoholic Drinks 6 Companies

Metro B&F Co., Ltd. Tel +82-2-6925-3581 E-mail ywchung@yogurtrue.com www.yogurtrue.com

Dr. Chung’s Food Co., Ltd. Tel +82-2-3484-9394 E-mail oneuplim@vegemil.co.kr www.vegemil.co.kr

Juyoung International Corporation Tel +82-64-900-8980 E-mail orangevert@daum.net www.querico.co.kr

Applease Korea Brewery Co., Ltd. Tel +82-54-834-7800 E-mail cshwang@applewine. co.kr www.applewine.co.kr

Korea Natural Food Co., Ltd. Tel +82-63-211-4021 E-mail livefree@daum.net www.krnf.co.kr

Kimchi & Sauce 4 Companies

4 2 Korea AgraFood

Teazen Tel +82-31-388-1386 E-mail trade3@teazen.co.kr www.teazen.co.kr

Hansung Food Co., Ltd. Tel +070-7596-2828 E-mail kbyoon2@hanmail.net www.hskimchi.co.kr

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

43

p2 1130 CMYK 2438DPI 175LPI

More Co., Ltd.

Woomtree Corporation

Tel +82-54-331-8030 E-mail kslee@morecorp.co.kr www.morecorp.co.kr

Tel +070-4600-2902 E-mail woomtree1978@naver.com www.woomtree.co.kr

Daesang Corporation Tel +82-2-2220-9606 E-mail cyd@daesang.com www.daesang.com

Fresh Foods 2 Companies

Rima Global Co., Ltd.

H&P International

Tel +82-62-652-5077 E-mail rimaglobal@rimaglobal.com www.rimaglobal.com

Tel +070-8954-7886 E-mail hefang7777@naver.com www.hnpinter.com

KCT Foods Co., Ltd.

others

Tel +070-4123-2580 E-mail gongdduck@naver.com www.gongtteok.com

4 Companies

Good Morning Foods(GMF) Co., Ltd.

Saongwon Co., Ltd.

Tel +82-2-3463-8082 E-mail export@gmfkorea.com www.gmfkorea.com

Tel +070-4763-0733 E-mail yjyi@saongwon.com www.saongwon.com

Seokang Dairy & Food Tel +82-2-573-5078 E-mail seokang@seokang.com www.seokang.com

Issue 250 Aug. 2016 4 3

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

44

p2 1130 CMYK 2438DPI 175LPI

It’s New !

Vinegar Beverage, Baeknyeondongan Hallabong Flavor Power Up with a Summer Beverage

K

orean vinegar beverages are very popular with Japanese people. Japanese women, in particular, love them for the sweet-and-sour taste and beneficial effects on the skin. Sempio Foods’ Baeknyeondongan (brown rice vinegar beverage) is also a great success in Japan. Recently, the company has been receiving a lot of attention with the vinegar beverage that features a new flavor, hallabong (a type of Korean satsuma fruit). The products of Baeknyeondongan line taste great thanks to the addition of fruit juices to black vinegar. In 2004, they achieved the number one position among hit products in the Japanese beverage market.

No Sugar or High Fructose Corn Syrup…

Stronger Antioxidant Effect with Hallabong Juice It is a black vinegar with the juice of hallabong cultivated on Jeju Island. The product is brewed following a unique recipe which uses only brown rice as the base and

involves a three-stage fermentation process. The hallabong fruit is rich in vitamin C which is known to have an antioxidant effect and increase metabolism. Out of consideration for the health of consumers, the producer does not add any sugar or high fructose corn syrup to the product. Instead, the beverage contains natural hallabong juice and oligosaccharide, which makes it taste sweet.

玄米發酵黑酢 濟州ハルラボン 夏のエナジ－チャ－ジ飮料に最適

日本市場で美容飮料として人氣のセムピョの百年トンアン黑酢 が爽快な味を强化した「玄米發酵黑酢 濟州ハルラボン」を新たに 發賣した?黑酢は玄米を自然發酵させた酢で?一般の酢製品と比 べて必須アミノ酸とビタミン?ミネラルなどが豊富だ?セムピョ の「百年の間黑酢」はこうした黑酢に?果汁を加えてより飮みやす くした製品だ?日本では2004年の飮料市場のヒット商品1位に選 ばれるほど?人氣が高い?

砂糖·液狀果糖無添加…ハルラボン果汁で抗酸化機 能をUP!

今回?新たに發賣された「百年の間黑酢濟州ハルラボン」は?玄 Inquiries Sempio Foods

4 4 Korea AgraFood

Tel +82-2-3393-5332

米のみを3段階の自然發酵により作った黑酢に?濟州産ハルラボ ン果汁を加えたプレミアム製品だ?ハルラボンは新陳代謝を活發 にし?疲勞回復と抗酸化作用の面で有益なビタミンCが豊富な果 物として知られている? 健康飮料の製品にふさわしく?砂糖と液狀果糖の代わりに果汁 と腸によいオリゴ糖を加えて甘みを出しているのが特徵だ? セムピョの關係者は?「黑酢に濟州産のハルラボンを加えた今 回の新製品は健康と味の全てを滿足させる製品」と述べ?「ビタミ ンCが豊富であると知られたハルラボンと抗酸化物質が豊富な黑 酢を使用したことから?夏のエナジ－チャ－ジ飮料に最適だ?」と 述べた?

Email sempiopr@naver.com

Website www.sempio.com

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

45

p2 1130 CMYK 2438DPI 175LPI

It’s New !

A Dessert Made with Soybeans: Salele Dalkong A Soft Pudding Full of Soybean Nutrition

T

he largest producer of packed tofu in Korea, Pulmuone, has recently released its new dessert product Salele Dalkong, which is made with soybeans. Salele Dalkong is a pudding made from highly enriched soybean milk. In addition to organic soybeans, the product uses fresh whipped cream and cacao. Even children who do not like tofu and soybeans will enjoy this sweet and smooth dessert.

In consideration for the health of consumers, no artificial coloring or flavoring agents are added in the product. The caloric value is 130-140㎉ per 90g, which is only half of the average of pudding products made with milk. In other words, this healthy dessert is good as a light breakfast or afternoon snack. What’s more, consumers can conveniently enjoy it anytime and anywhere because the package includes a tray and spoon.

Three Flavors Released to Cater to Different Tastes To appeal to different preferences of consumers,

Pulmuone offers the product in three flavors: Sweet, Plain, and Cacao. The Sweet Salele Dalkong contains fresh whipped cream, and it tastes especially great if you add some nuts. The Plain variety lets you feel the original taste of soybeans, but you can also use it similarly to yogurt and add jam and cereal for toppings. As for the cacao flavored pudding, try spreading it on a cracker or bagel and have it with a cup of coffee. That way, you can feel the strong taste of cacao to the fullest.

利用大豆制作的甛点“Salele Dalkong” 富含大豆營養的柔軟布丁

韓攻包裝豆腐市場上的龍頭企業Pulmuone(圃美多)食品，近日 推出了利用大豆制作而成的布丁新産品“Salele Dalkong”?

Salele Dalkong是以利用有机大豆制作而成的高濃縮豆球爲主 材料，再添加鮮球油及可可等原料的布丁甛点，口感柔軟甛美，不 喜歡吃豆腐或大豆的孩子吃起來也蜈方便?爲了消費者的健康，産 品未添加任何人工香料?色素等添加芟?90g産品所含的熱量只有 130-140㎉，不過是一般牛球布丁産品的一半左右?所以也蜈適合 用于簡單的早餐代餐品或下午的零食?而且，商品包裝內還配有托 盤(Tray)和小羹勺，消費者可隨時隨地方便地享用産品?

Inquiries Pulmuone Co., Ltd.

根据消費者的口味嗜好推出三種産品

圃美多)食品根据消費者的口味嗜好共推出了 “Sweet taste(甛味)”?“Plain(原味)”及“Cacao taste(可可味)” 等三種Salele Dalkong布丁産品?Sweet taste(甛味)産品添加有 甛甛的鮮球油，侮堅果類搭配吃味道更佳?

Plain(原味)産品的主要特点是具有原汁原味的大豆香味，可像 酸球一樣侮果醬及麥片等搭配着吃?Cacao taste(可可味)産品可 僅抹在餠干或百吉餠上吃，如果再搭配喝假燾，則別有一番濃郁可 可風味?

Pulmuone(

Tel +82-80-022-0085

Website www.pulmuone.com

Issue 250 Aug. 2016 4 5

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

46

p2 1130 CMYK 2438DPI 175LPI

Daniel Lee Gray’s Hansik Story

da” a h n o w i S “

Intensely Refreshing Korean Foods In the summer, the word that you need to know in Korea is “siwonhada”; but you can’t just say the word, you have to precede it by saying, “Ahhhhh…” Say it with me, “Ahhhh…Siwonhada.” The word means “cool” and it is often said after experiencing a great shift in temperature such as a cool breeze after a run or having an ice-cold soup for dinner after working hard all day. “Siwonhada” can also be said when you have just had a shot of soju (Korean distilled) after a stressful day or are enjoying the first sip of a bubbling hot soup that awakens your senses. It is a word that expresses an emotional sense of refreshment. Korea has many dishes that convey this idea, and here is my list of top seven chilled dishes. (Note: I am leaving naengmyeon [cold buckwheat noodles] off this list since I and others have written about it so often). This is a list of more unique and unusual cold Korean dishes.

Mul-hoe

(Raw Fish in Chili Soup)

The first time I had mul-hoe was when I traveled to the seafood town of Yeongdeok on the east coast. It was a hot day and I wanted a dish that had seafood since the city is famous for it. 24 is similar to ceviche in that the acid from the vinegar and chilies technically cook the raw fish. For the seafood element of this dish you can have raw flounder, oysters, or abalone; other ingredients include sprouts, cucumber, seaweed, and shredded sesame leaves. The vinegared red chili paste, cho-gochujang (red pepper paste added vinegar), pairs well with the sesame leaf, and the vegetables add a nice crunch to this chilled soup.

Oi-Naengguk

(Cucumber Chilled Soup)

This is a soup that I dream of when it gets hot. It is a perfect balance of land and the sea. The vinegar adds the right amount of brightness to balance the spiciness of the chili, and the seaweed and cucumbers add freshness. When I was a child, my mother often made this dish for me, and she still prepares it when I visit her at her home. The simple recipe―soaking seaweed and slicing the cucumbers―truly takes a mother’s touch when you add the seasoning. If you go too heavy on the soy sauce, vinegar, or chili, it will taste off. The soup goes perfectly with a bowl of rice or as a side for dakgalbi (spicy chicken).

4 6 Korea AgraFood

The dish usually comes with a few side dishes and noodles or rice. It tastes best when the broth is ice cold.

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

47

p2 1130 CMYK 2438DPI 175LPI

and other vegetables, tossed with a chili sauce, and served with light wheat noodles, the result is a chilled noodle-salad dish that pairs well with soju, beer, and fried chicken. The crunchy vegetables in this dish make it a light side to have while drinking on a summer night.

Kongguksu

(Chilled Soybean Milk Noodles)

This dish is an anomaly and many of the foreign tourists I guide think is a fictional Korean dish designed for vegans. The secret is the broth made of very fresh ground soy beans. When the broth is made correctly, it is thick like eggnog and tastes like cream with a hint of pecan. The noodles are just a carrier for the soybean milk. At a famous place for this dish around city hall, you’ll see lines around the block and almost every customer will finish every drop of the soy milk. Some will even buy an extra bottle of the broth to drink later.

Misutgaru

(Chilled Grain Drink)

In the summer, my wife often makes a mixed grain drink that has 10 different grains in it: roasted Hamheung Bibim-hoenaengmyeon

(Spicy Seafood Mixed Noodles)

barley, soybeans, peanuts, sesame, beans, corn, millet, etc.

Hamheung buckwheat noodles have a chew and elasticity that

She takes two scoops of the pow-

might be difficult for non-Koreans, but that is what makes them a

der and puts it in a bowl and then

delicacy here. The noodles are mixed with potato starch to give

adds water or milk. She then uses

them extra chewiness and add smoothness. When they are doused

her spoon to mix it all up and adds

in a fiery sauce and topped with some fermented seafood such as

ice cubes. The drink is very re-

skate, it becomes a delightful meal in the summer. The famous ar-

freshing and tastes like a peanut

eas to have the dish are Ojang-dong in Seoul, and Seokcho on the

butter milkshake. The powder has

east coast. For those that prefer noodles that are closer to soba, I

also been a very popular topping

would recommend makguksu (buckwheat noodles).

on shaved ice.

Muk-muchim

(Acorn Jelly Salad)

The brown jiggly gelatin is another surprising dish for many foreign tourists. Acorn jelly has a slightly astringent flavor but the texture of jelly. I always say that it is like a chubby baby’s thigh to which they laugh. The jelly tastes especially good when tossed with a chili cucumber salad. The only problem is that it is quite difficult to pick up with chopsticks.

Golbaengi-muchim

(Spicy Sea Snail and Noodle Salad) Korean sea snails are quite large and are considered whelks.

When they are steamed, sliced, mixed with cucumbers, onions,

Issue 250 Aug. 2016 4 7

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

48

p2 1130 CMYK 2438DPI 175LPI

Simple Korean Cooking

Kimchi-bokkeumbap

K

imchi is a representative Korean food that never fails to be on the Korean tabletop.

Its sour and spicy, yet crispy and refreshing taste is truly unique among the myriad of dishes in the world. Most Koreans are so deeply in love with kimchi that almost every family has at least two types of it for every meal.

Many Korean dishes are made with kimchi as an ingredient. One of them is kimchibokkeumbap. It is a fried rice dish that requires just two things: rice (better if it is cooled down) and kimchi. It is also takes little time to cook. But best of all, the dish makes a perfect meal by itself. The sour and sweet taste of kimchi-bokkeumbap is the best way to stimulate the appetite. Thanks to the kimchi, the dish has a very crunchy texture.

Even foreigners who are reluctant to have kimchi because of its strong smell and taste give kimchi-bokkeumbap positive evaluations. Super youtuber Josh Carrott (a.k.a. Korean Englishman) posted on YouTube the video clip “English people try kimchi-bokkeumbap for the first time” where English people, after their first experience with the dish, said that it tasted “amazing” and they would have it frequently.

Make a Delicious Kimchi Dish Without an Effort

4 8 Korea AgraFood

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

49

p2 1130 CMYK 2438DPI 175LPI

1

2

3

4

5

6

7

8

Cooking Tips Below is the basic recipe. You can add to it some canned tuna, spam, or pork according to your preferences and make different types of kimchi-bokkeumbap. Many people love to top the dish with cheese.

How to Make Kimchi-bokkeumbap (one serving) Main Ingredients: 2 cups rice, 200g kimchi, 50g beef, an onion, a carrot, a king oyster mushroom, a shiitake mushroom Seasoning ingredients: 1Tbsp sesame oil, 1Tbsp sesame, a little bit of sugar, salt, black pepper powder 1. To cook rice, use a ratio of 1:2 water to soaked rice.

2. Chop the beef into pieces half a centimeter in size. Mix them with the seasoning.

3. Cut kimchi into 1x1.5cm-sized pieces. Chop the onion, carrot, king oyster mushroom, and shiitake into 5mm x 5mm-sized pieces.

4. Oil the pan and fry the kimchi.

5. Take another pan and fry the beef first; then add the onion, carrot, and mushroom.

6. Add rice and the rest of the ingredients to the pan with fried kimchi.

7. Separately, fry an egg (sunny side-up).

8. Garnish the top of the dish with the fried egg before serving.

Issue 250 Aug. 2016 4 9

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

50

p2 1130 CMYK 2438DPI 175LPI

K-Tour

Participants in the Cook-N-Dine class try making bulgogi, bibimbap, kimchi, regional specialty foods, and other dishes

Enjoy All Kinds of Hansik in Just One Place,

K-Style Hub Korean Cuisine Culture Center

Visited by Hallyu Star Song Joong-ki

T

he Cheonggye Stream―a restored creek running through central Seoul―is home to many sightseeing spots frequented by Koreans and foreign-

ers alike.

Recently, the area added another attraction: the K-Style Hub Korean Cuisine Culture Center. It is becoming popular with foreign tourists as a place to enjoy Hansik (Korean cuisine) with all five senses through a combination of exhibitions and experience activities. <Korea AgraFood> would like to introduce you to the K-Style Hub Korean Cuisine Culture Center where you can see, taste, and purchase Korean food.

5 0 Korea AgraFood

Eat Hansik and Feel Hansik, A Culture Complex with a New Concept The center, located on the 2nd to 5th floors of the CEL Venture Complex (40, Cheonggyecheon-ro, Jung-gu, Seoul), opened last April with the objectives of promoting Hansik, letting the world know about the cuisine’s excellent quality and nutritional value, and offering to foreign tourists a variety of Hansik experience activities.

Tours start from the 3rd floor which houses several displays introducing the basic principles (harmony, fermentation, and preservation) of Hansik. Splendid media art

내지

수정

(52p)-08(2016)-

1904.6.3 2:37 PM

페이지

51

p2 1130 CMYK 2438DPI 175LPI

1 2

1. Various Korean food products including makgeolli (rice wine) and traditional sauces are sold on the top floor 2. The exhibition area introduces visitors to representative Korean dishes and their ingredients

works installed throughout the exhibitions employ the information and communications technology and are designed to help visitors’ understanding of Korean food.

The Experience Hall, located on the 4th floor, lets visitors make Hansik by themselves and try the dishes right away, so it is the most popular spot of the Culture Center.

The hall is divided into three zones: the Eating Zone, the Learning Zone, and the Communication Zone.

In the Eating Zone, you can taste a various Korean dishes―from Korean traditional punch sikhye (sweet rice punch) and snacks such as yakgwa (deep-fried honey cookies) to North Korean dishes.

The Learning Zone offers an opportunity to learn how to make Hansik. This month, the center operates three classes: Cook-N-Dine, Cook-N-Play, and Cook-N-DIY. The first one boasts the largest number of participants.

Depending on your skills and preferences, you can try cooking bulgogi (thin slices of beef marinated in a soy sauce), bibimbap (rice mixed with vegetables and beef), kimchi, regional foods, and other dishes.

Many visitors also want to participate in Cook-N-Play, a traditional performance during which one can enjoy exciting rhythms and acting while making a Korean dessert.

Cook-N-DIY is a program letting participants make their own souvenir with a simple Korean snack. They first make traditional Korean cookies and then pack them in a gift box that they can decorate with colorful Korean paper, Hanji.

During the class, the participants are also offered other kinds of snacks along with beverages.

The Communication Zone is designed like a library where you can read books about Hansik and obtain Hansik recipe cards for free.

On the 5th floor, there are several stores selling some 270 kinds of Korean food including red ginseng, makgeolli (Korean rice wine), and rice snacks.

Which Experience Activities Did Hallyu Star Song Joong-ki Enjoy?

The K-Style Hub Korean Cuisine Culture Center has been swarmed with inquiries from foreign fans of Hallyu (the Korean culture wave) about experience activities after it became known that Hallyu star Song Joong-ki visited the center. South Korean President Park Geun-hye and tourism ambassador of Korea Song Joong-ki came to the K-Style Hub on the first day of its operation, April 11. While looking around the center, Mr. Song spotted a samgyetang (Korean chicken soup) exhibit and commented, “I heard samgyetang received much attention in China after the episode of Descendants of the Sun where I cook samgyetang was aired in the country. Actually, samgyetang is my favorite among chicken dishes.”

Both President Park and Mr. Song participated in the yakgwa making activity. It seems Mr. Song had a lot of fun as he smiled the whole time. The cookies he made were praised by President Park for their pretty shape.

President Park Geun-hye and Tourism Ambassador Song Joongki came to the K-Style Hub on the first day of its operation

Issue 250 Aug. 2016 5 1

내지

수정

(52p)-08(2016)-

1904.6.3 2:38 PM

페이지

52

p2 1130 CMYK 2438DPI 175LPI

K-Tour

韓食正統的吃法， 這裏皆有?“K-Style Hub韓食文化館” 韓流明星宋仲基逗留過的地方

圍的地方，游客可以在此喝茶歇脚，隨意閱 覽書架上的各種韓食相關的書籍?游客還可 免費隨意拿走印有韓食食譜的食譜賓? 最頂層5樓內開設有各種銷魔館，游客可 在這裏購買到各種韓攻商品?尤其在農食 品領域，所銷魔的有在海外大受歡迎的紅 參?馬格利酒?大米餠干等270種商品?

韓流明星宋仲基喜歡的郞驗活動 是絞憾？

The information about the nutritional value and balance in hansik (Korean cuisine) is available at the Experience Cube

在喧鬧的首爾城市中心穿流而過的休閑 空間淸溪川是攻內外游客云集的首爾著名 景点之一?最近，在這裏有一家可全方位 郞驗韓食的繇館正式開張營業了?那就是 “K-Style Hub韓食文化館”?K-Style Hub韓食文化館爲游客准備有韓食展覽 館?韓食郞驗及韓食銷魔館等各種展覽及 郞驗活動，使這裏開始成爲爲游客提供五 官滿意郞驗的知名旅游景点?本期 《Korea AgraFood》就爲舅介紹景觀?美 食?購物等內容酪富的K-Style Hub韓食 文化館?

可郞驗韓食美味和風情的新游樂 空間 位于首爾市中袴淸溪川路40，文化創造 冒險園袴2-5樓的“K-Style Hub韓食文 化館”，是一處專門爲到韓攻旅游的外攻 游客提供了潁韓食文化的机繇而于今年4 月正式開館的繇館? 韓食郞驗活動是從3樓開始進行?

3樓主要由可基本了潁韓食的各種展品 組成?爲了讓游客更容易了潁韓食成爲健 康美食的主要原理搭配?屠酵?儲藏等， 展覽館利用精美的媒郞藝術(Media art) 5 2 Korea AgraFood

及最尖端的ICT等技術? 由韓食郞驗袴(Eating Zone)?韓食縯 習袴(Learning Zone)及韓食交流袴 (Communication Zone)組成的4樓是游 客滿意度最高的地方?因爲在這裏游客可 參侮親手制作韓食及品嘗等郞驗活動? 首先，在韓食郞驗袴游客可品嘗各種簡 單的零食(葯果(蜜油餠)?食醯?炒面茶 等)及平時難得一見的北韓料理(北韓式豆 腐及祺粉料理)等? 在韓食縯習袴還開設有韓食課堂?在8 月略現在進行的主要活動有Cook-NDine, Cook-N-Play, Cook-N-DIY等 三大節目?其中，最吸引游客的郞驗活動 是游客可參侮親手制作各種韓食的CookN-Dine活動?在這項活動中，游客可根据 自己的水平和趣味動手制作勁肉?拌飯? 泡菜及各種地方小吃等韓食? 預約Cook-N-Play活動的游客也不 少?活動通過歡快的傳統劇演出形式憐現 韓食的制作過程，幷同游客進行互動憐 演，所以蜈受游客的歡迎?

Cook-N-DIY則是可動手制作簡單的 零食及韓食相關工藝品的節目? 韓食交流袴則是充滿假燾屋及休息廳掠

最近，因《太陽的后裔》而人槐急升的韓 流明星宋仲基到此一游后，來訪的外攻游 客的瑠量也有了大幅提高? 韓攻旅游名譽宣傳大使宋仲基，于今年 的4月11日到此參加K-Style Hub韓食文 化館的開館典饑幷陪同朴槿惠總統參觀了 文化館?在展出的參鷄湯前宋仲基說道， “聽說在《太陽的后裔》播出吃參鷄湯的場景 后，在中攻等各攻我們的參鷄湯蜈受消費 者的歡迎?在各種鷄肉料理中，我袈得最 好吃的是我們的參鷄湯”? 宋仲基還參加了葯果(蜜油餠)郞驗活 動，度過了一段愉快的時光?他捲參加葯 果(蜜油餠)郞驗活動興致蜈高，至始至終 笑容不鉤，他所制作的葯果(蜜油餠)還受 到了朴總統的稱獸?

At the K-Style Hub Korean Cuisine Culture Center, visitors can discover the merits and recipes of hansik

내지

수정

(52p)-08(2016)-

1904.6.3 2:38 PM

페이지

53

p2 1130 CMYK 2438DPI 175LPI

<Korea AgraFood>Peeps into a Cook-N-Dine Class at K-Style Hub 走進韓式郞驗館Cook-N-Dine課堂 究看，煎餠全都粘到煎鍋上了?” “勁肉上放菉慶，捲養?” 爲了讓外攻游客更多了潁韓食文化而于今 年7月14日正式開館的“K-Style Hub韓食文 化館”，從大淸早開始便充滿了靑少年喧猊 的笑瀨。這裏正在接待一批根据靑少年攻際 交流活動項目來訪韓攻的Baker中縯（位于 美攻西雅詭塔科馬市）縯生團? 開館時間一到，孩子們便滿懷期待地走進4 樓的韓食郞驗館，准備動手參侮勁肉和韓 式煎餠的制作郞驗?Tiffany興奮地憐示， “在美攻吃過勁肉，相芎好吃，今天能親手 做，令人期待”?講課開始后，縯生們都聚 精繇神地觀看和聽講老師的勁肉示範和講 潁?Ryan蜈自信地說，“烹斐方法好像要 比想象的更簡單一些”?但開始做料理后便 有好多縯生都袈得不那鹿簡單?手中拿着 勁糊的煎餠說道，“看着蜈簡單，但麟際 做起來還眞不是那鹿回事傅了”?但在指 導老師根据縯生的水平給予具郞的說明和 搗助后，縯生們便開始做出了像模像樣的 料理?海利拿着自己制作的勁肉和煎餠高 興地說，“甛中略帶咸味的勁肉在美攻是蜈 受歡迎的韓食?以后我也能在家裏吃到自 己做的勁肉了”? “

“Oh my, my pancake’s stuck to the pan!”

“Do I add mushrooms in bulgogi?”

forward to cooking delicious bulgogi here.” When the class started, students watched the cooking demonstration with their eyes sparkling. The student

On July 14th, the K-Style Hub Korean

named Ryan showed confidence say-

Cuisine Culture Center was rocking

ing, “The recipe is much simpler than I

with the laughter of teenagers from

thought.” In practice, however, most

early in the morning. They were

students struggled in cooking their dish-

American students from Baker Middle

es. That’s when assistants came to their

School (located in Tacoma, WA). The

help and the dishes started to resemble

students arrived with expectant faces

those shown during the demonstration.

and headed to the Learning Zone to

Hailey picked up the plates with the

cook bulgogi (thinly sliced marinated

delicious-looking bulgogi and jeon she

beef) and jeon (Korean pancake). One

cooked and said, “Bulgogi is very pop-

of the students, Tiffany, said, “I had

ular in the US. Now, I can make it at

bulgogi in the US several times. I look

home!”

Tip

The K-Style Hub Korean Cuisine Culture Center provides audio guides in English, Chinese, and Japanese for the convenience of foreign visitors.

Operating Hours: 10:00-18:00 Wednesday to Monday, closed Tuesdays There is no entrance fee but there is charge for participating in the experience programs. Before making a reservation, refer to the calendar on the center’s website to find out about the content, price, and time as they differ for each program. You can cancel the reservation until three days prior to the scheduled activity. (Inquiries: phone +82-2-6053-7177-7179, email hansikculture@hansik.org) Location: K-Style Hub, 3-5F, CEL Venture Complex, 40, Cheonggyecheon-ro, Jung-gu, Seoul Transportation: Subway Line #1: 4 min walking distance from Exit #5 of Jonggak Station Subway Line #2: 5 min walking distance from Exit #2 of Euljiro 1ga Station Subway Line #5: 8 min walking distance from Exit #5 of Gwanghwamun Station

Issue 250 Aug. 2016 5 3

내지

수정

(52p)-08(2016)-

1904.6.3 2:38 PM

페이지

54

p2 1130 CMYK 2438DPI 175LPI

1 3 n

so s Le

Let’s Speak Hansik (Korean cuisine)

해파리냉채 [Haepari-naengchae]

Chilled Jellyfish Platter Thinly sliced, parboiled jellyfish and julienned cucumbers drizzled with a mustard or garlic vinaigrette sauce. The crunchy texture, tangy sauce, and sharp bite of mustard fumes create a distinctively enjoyable dish.

ヘパリネンチェ（クラゲの冷菜）

ゆがいたクラゲと細切りにしたきゅうりを辛子 ソ－スで和えて食べる?コリコリした食感と鼻 につんとくる甘酸っぱいソ－スが絶品?

Salade de méduse a` la sauce moutarde Salade de méduse et concombre râpé. A accompagner de sauce moutarde vinaigrée.

Le goût sucré et acidulé de la sauce accompagne a` merveille la texture ferme de la méduse.

祺拌海瑟

海瑟用開水斌好，加入黃瓜絲，用芥末醋醬攪拌 均勻葉可，口感脆嫩，酸甛適口?

Plato de medusa frío

Platte mit kalter Qualle

Piatto freddo di medusa

Dünn geschnittene, halb gekochte Qualle mit gestiftelter Gurke und einer Senf-oder Knoblauch-Vinaigrette. Der knusprige Fisch, die würzige Soße und die Schärfe der Vinaigrette geben diesem Gericht einen ganz besonderen Geschmack.

Medusa parboiled, finemente affettata, e cetrioli tagliati a julienne cosparsi di una salsa vinaigrette` alla senape o all’aglio.

Apprezzata per la consistenza croccante, la salsa forte e l’aspro sapore piccante dei vapori di senape.

Rodajas finas de medusa sancochada y pepinos rallados aderezados con una salsa vinagreta de mostaza o de ajo. Apreciado por su textura crujiente, salsa picante y el picor de la mostaza.

The descriptions of Korean dishes are based on the International Korean Menu Guide published by the Korean Food Foundation (KFF).