June 2016 (vol.248) by AgroTrade aT

ENG

漢語日本語

June 2016 Issue 248

The Guide to 2016 Korean Food Fair, Xi’an City Hot Sellers & Rising Items in Northwestern China List of Participating Korean Food Exporters

Invigorating & Healing Food

Samgyejuk K-Foods Featured in Descendants of the Sun Asparagus Helps to Lose Weight How Korean Moms Feed Their Babies

Experience Korean History, Farming, and Recreation in Yongin City

www.kfoodstory.com

The Monthly Magazine of Korean Agriculture & Food

Wholesome Bread Made with Powdered Brown Rice

CONTENTS June 2016 Issue 248

37 COLD NOODLES in Japanese Kimchi Broth and Noodles Made with Rice, OurHome Cold Noodles with Kimchi Broth Founded in August, 1995, Published monthly by the

GLOBALIZATION of HANSIK 38 KOREAN FRANCHISE in Chinese Soonnam Siraegi is a Korean folk food franchiser specializing in wholesome siraegi-guk (radish leaf soup).

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)

Photo by Han Joo-young, Shin Hee-jun

42 DANIEL LEE GRAY’S HANSIK STORY How to Feed a Korean Baby: Baby Milk, Solid Food, Snacks, and More.

COVER Samgyejuk (ginseng chicken rice porridge) is made with healthy ingredients such as chicken, ginseng, jujube, and glutinous rice. Kimchi is the representative Korean traditional fermented food. Samgyejuk is good for recovering strength, and kimchi is effective in preventing cancer.

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) 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 TRANSLATORS Park Sung-eun, Kim Hyo-jin, Park Hye-yun, Choi Jung-un (ENGLISH) Tamura Yoshihiro (JAPANESE) / Park Seo-ran (CHINESE)

08 THEME in Chinese

FRESH FOOD

EDITORIAL BOARD

28 ASPARAGUS in Japanese The asparagus grown in Gangwon Province has received high evaluations by consumers for its quality in terms of freshness, sugar content, hardness, and scent.

SEOUL Sang Byeong-ha 82-2-6300-1521 (bhsang@at.or.kr) TOKYO Bae Yong-ho 81-3-5367-6656 (yongho@at.or.kr)

44 SIMPLE KOREAN COOKING Tteokbokki (stir-fried rice cake) with Gochujang (red pepper paste sauce) Sauce and Devil’s-tongue Jelly

OSAKA Yoon Sang-young 81-6-6260-7661 (yoon@atcenter.or.jp) BEIJING Lee Pil-hyung 86-10-6410-6120 (phlee@at.or.kr) 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)

MAFRA and aT will hold a large, four-day Korean food fair, K-Food Fair, this year. Its first venue is Xi’an City, the capital of Shensi Province and a representative city of northwestern China. The 2016 KFood Fair in Xi’an will be held June 2-5.

22 SPECIAL in Chinese The drama Descendants of the Sun is receiving an explosive response from the Chinese. On the wings of the drama’s success, many different types of Korean food featured in the drama are gaining popularity in China.

TAIPEI Kim Jin-seop 886-2-2740-5040~1 (suphaji@at.or.kr)

46 K-TOUR in Chinese Yongin is a city where you can learn about Korean history, experience farming, and enjoy recreational activities.

32 POWDERED BROWN RICE in Japanese

Successfully Advances to the US as an Ingredient for Wholesome Bread, OgokHyeonmi SsalPpang Premix of Hyoseong Food Co., Ltd.

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

IT’S NEW! 36 SEAWEED SNACK in Chinese A Healthy Snack Targeting the Chinese Market, CJ Cheiljedang Bibigo Seaweed Snack

06 NEWS

Tel +82-2-3434-9074

Fax +82-2-3434-9077

www.kfoodstory.com 50 LET’S SPEAK HANSIK in Seven Languages Kimchi-bokkeum-bap (Kimchi fried rice)

Exporting News

Korean Samgyetang

定好磨(Ding hao a)!

Oriental Melon Is Now Called Korean Melon

products. The organizers set up a promotion pavilion for Korean prod-

Korean Melon to Be Registered as a Global Name at CODEX General Meeting

ucts that are popular in the Chinese market and staged a concert of the original soundtracks of Descendants of the Sun. One of the participants, Jang Jing

Meet Song Joong-ki & Enjoy K-Food

said, “It is my first time to try samgyetang. It tastes just as good as the Chinese chicken soup,

鷄湯. I want

to buy some samgyetang before This event was designed to introduce the samgyetang to Chinese people. Chinese tourists gave samgyetang two thumbs up

leaving Korea and enjoy it with my family at home.” Another participant, Lee WinReung, said, “I learned at this

ducers of samgyetang for export in8,000 Chinese Tourists Have a Samgyetang Party

vited 8,000 Chinese tourists to a

ing to be exported to China. When it

samgyetang party at Banpo

happens, I will be happy to have it

Riverside Park in Seoul. The five reg-

with my friends and neighbors.”

istered producers were Harim Co., Some 8,000 Chinese tourists had a samgyetang (Korean ginseng chicken soup) party in Seoul.

party that Korean samgyetang is go-

Samgyetang is a representative

Ltd, Fine Korea Co., Ltd., Charmfre,

Korean tonic food. Its nutritional val-

Nonghyup Moguchon, and Kyodong

ue and the harmony of a thick broth

Co., Ltd.

with tender chicken attract a lot of

Several promotional events for

foreigners. Recently, the export vol-

other K-Foods took place during the

ume of samgyetang to Japan, the

Ministry of Agriculture, Food, and

party. They introduced Korean red

US, and other countries has sharply

Rural Affairs) and five registered pro-

ginseng beverages, liquor, and other

increased.

On May 5 and 6, MAFRA (the

MAFRA (the Ministry of Agriculture,

Korean beer and spicy ramen. Seaweed

Food, and Rural Affairs) and aT (Korea

snacks and tteokbokki (stir-fried rice

Agro-Fisheries & Food Trade

cake) pictures were also popular.

Corporation) organized the K-food pro-

A K-Food promotion hall was set up at

motion event “Find K-Food” linked to

the fan meeting to introduce different

Song Joong-ki’s fan meeting in Thailand

kinds of K-Food.

in May. MAFRA and aT asked local peo-

One of the participants of the event,

ple to upload pictures of Korean beer

Ms. Piyaporn Doungjinda, said, “I am in-

HITE and K-Food pairings to the HITE

terested in K-Food so I often check the

Thailand website and the Facebook page

Enjoy K-Food Facebook page. Thanks to

“Enjoy K-Food” (run by aT). The partici-

this event, I am very happy because I can

pants then received tickets to a Song

see Song Joong-ki and enjoy K-Food at

Joong-ki’s fan meeting through a lottery.

the same time. I hope Enjoy K-Food or-

Many local people posted pictures of

ganizes more events in the future.”

In May, CODEX (The Codex Alimentarius Commission) decided at its 48th general meeting held in Beijing, China that the Korean melon will be categorized in the melon class and registered as a global standard name. The Oriental melon (chamoe in Korean) is a relatively new fruit to foreigners. It is a representative summer fruit in Korea and has a long history of cultivation in the country. It was not categorized in the CODEX food list so it had no official name. Thanks to CODEX’s decision,

A Makgeolli Pop Up Store Opens in the Koreatown of Shinjuku

the global standards for pesticide residue (31 types) in melons can now be applied to the Korean melon. It is expected that the export of Korean melon

A Makgeolli Pop-up Store opened in

A Hansik Wave Reaches the Middle East A cooking class for hansik (Korean cui-

One of the local students, Fatma, said,

to increase the volume of kimchi the

the Koreatown located in Shinjuku, the

will expand from Hong Kong

company supplies to foreign airlines that

core of the Hallyu (Korean culture wave)

and Singapore to other markets

fly through Incheon International Airport. It

area in Japan.

in ASEAN and the European re-

will also help Nonghyup to advance fur-

gion.

The store organizes diverse promotional events for makgeolli (Korean rice

ular among the younger and the female

to make hansik. I will register for more

wine), such as sales and tasting events

consumers in Japan. Korean traditional

and Rural Affairs), aT (Korea Agro-

hansik courses to find out about different

for functional makgeolli. They sell simple

liquor sommeliers will be invited to the

Fisheries & Food Trade Corporation) Abu

types of Korean food.” Meanwhile,

hansik snacks to have with alcoholic bev-

events to introduce Korean makgeolli cul-

Dhabi branch, and Korean Cultural

Nonghyup Kimchi, a kimchi brand popu-

erages. Makgeolli Pop-up Store is also

ture and makgeolli cocktails.

Center have organized and started run-

lar overseas, applied for halal certification

planning to hold regular tasting events for

ning a hansik class at the Korean halal

through Malaysian JAKIM and succeed-

makgeolli cocktails. The idea was in-

October and donate part of its profits to

food promotion hall Suragan in the

ed in obtaining it. Nonghyup plans to use

spired by the trend of drinking makgeolli

support the recovery efforts after the

Korean Cultural Center.

the halal certification as a stepping stone

with fruit juices, which is particularly pop-

Kumamoto earthquake.

sine) is opening in UAE for the first time.

“I joined this class to enjoy and learn how

MAFRA (the Ministry of Agriculture, Food,

Korea AgraFood

ther in halal markets.

The store will be operated until

Issue 248 Jun. 2016

Theme

2016 K-Food Fair in Xi’an A Large Trade and Promotional Fair for Korean Foods Will Be Held June 2-5 at Wyndham Hotel Xi’an and Wanda Plaza

i’an is the capital city of the Shensi Province, and a representative city of northwestern China. It is also famous

as a historical site housing the tomb of Qin Shi Huang, one of the Eight Wonders of the World. Korean TV dramas and entertainment shows―such as Descendants of the Sun and

西安韓攻食品展

2016

月日，在溫德姆酒店?李家村万達廣場擧辦出口洽談繇及消費者郞驗宣傳活動 6 2-5

Running Man―are very popular with residents of Xi’an. The popularity has led to a rising interest in Korean food culture and Korean agriproducts, which, in turn, helps the advance of Korean agriproducts in the local market. A variety of Korean agriproducts, including snacks, makgeolli (Korean rice wine), and powdered baby formula, are sold at big distributors (Vanguard, RT Mart, etc.) in Xi’an City. More and more local consumers are purchasing Korean agriproducts through online shopping malls such as Taobao and Yihaodian. To promote Korean foods to Xi’an consumers, MAFRA (the Ministry of Agriculture, Food, and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) will hold a large, four-day trade fair, K-Food Fair, in Xi’an City from June 2 to 5.

Korea AgraFood

西安不僅是陜西省的省繇城市，而且也是中攻西部的代憐性城市及擁有世界8大奇迹之一秦始皇陵的曆史名城?近來，隨着“太陽的后裔”及“奔驪養兄弟”等韓攻電視劇和綜藝節目在西安熱播，芎地消費者捲韓攻飮食文化及韓攻農産食品的興趣也在不鉤增加?而且，隨着這種興趣變成捲韓攻産食品需求的頑大，西安地袴的華潤万家 (Vanguard)及大潤屠等大型商場都有零食?馬格利酒?調制球粉等各種韓攻産食品在銷魔?幷且，利用“淘銅”(Taobao)?“一獄店” (Yihaodian)等網購商城購買韓攻産食品的西安消費者也蜈多? 据此，韓攻農林畜産食品部(MAFRA)和韓攻農水産食品流通公社 (aT)訣去年之后，又計琬于今年的6月2日開始，以西安的消費者爲捲象擧辦爲期四天的宣傳韓攻産食品的“韓攻食品展(K-Food Fair)” 活動?

Focus on Promoting the Healthy and Safe Images of Korean Foods Utilizing the unique position of Xi’an City as the beginning of the Chinese Silk Road, MAFRA and aT have chosen the slogan for the 2016 K-Food Fair in Xian as “K-Food to Add Prosperity and Shine to the Beautiful Silk Road.” The two agencies will focus on promoting the healthy image and high food safety of Korean agriproducts to local buyers and consumers. The K-food B2B (business to business) event will be held on June 2 and 3 at Wyndham Hotel Xi’an. About 40 local buyers and venders are expected to participate. MAFRA and aT are planning to set up a 1:1 matching system for the local buyers and 25 Korean food companies. The participating Korean food exporters will promote many different types of promising Korean agriproducts that can attract Chinese buyers’ attention: processed rice foods, samgyetang (ginseng chicken soup), baby foods, and many others. A seminar to discuss the expansion of Korean food exports to inland China will be organized on June 2 for over a hundred Korean food companies and Chinese buyers. The event will feature presentations of the flagship products of 25 Korean food exporters. Tasting Events for Kimchi, Samgyetang, and Other Korean Foods Targeting Xi’an Consumers The K-Food B2C (business to consumer) event will take place on June 4 and 5 at the Wanda Plaza. Its goal is to promote the delicious and

2 1. Many Chinese people are highly interested in Korean kimchi and dishes made with it 2. A Chinese consumer makes an inquiry about health benefits of samgyetang (left), Korean food exporters have a sales meeting with Chinese buyers about export of Korean agriproducts such as seasoned seaweed

healthy image of Korean food to Xi’ an consumers. Using the key words of “food safety,” “convenience,” and “health,” MAFRA and aT are preparing Korean cuisine cooking performances and tasting events. To increase the exposure of Korean food to Xi’an consumers, the two agencies will start several online promotional activities for Korean agriproducts ahead of the fair, through famous Chinese SNS―such as Wechat―and popular power bloggers. What’s more, special promotion halls for strategic export items (such as rice, kimchi, and samgyetang) will be set up along with galleries for 6 major Chinese importers of Korean agriproducts to help the fair visitors’ understanding of Korean products.

集中宣傳韓攻産食品的健康安全形象

捲于這次西安韓攻食品展活動，韓攻農林畜産食品部和韓攻農水産食品流通公社充分利用西安是中攻絲綢之路始点的槪念，把活動的主題確定爲“錦添絲路，酪裕富饒”，幷計琬以此面向芎地客商及消費者集中開展捲韓攻農産食品健康形象及安全

性的宣傳? 6月2-3日，在西安溫德姆酒店擧辦的 “韓攻農産食品出口洽談繇(K-Food B2B)”，將邀請中攻的40多家食品客商和供應商，侮韓攻的25家食品出口企業進行一捲一的出口洽談?參加B2B活動的韓攻食品企業，將爲芎地的客商介紹客商感興趣的大米加工食品?參鷄湯?叛幼傅食品等各種具有出口玭力的商品?2日，還將組織由韓攻食品企業和中攻客商100多人參加的“頑大韓攻産食品出口中攻內陸市場硏討繇”及由25家食品企業參展的“商品說明繇”?

組織西安地袴消費者品嘗泡菜? 參鷄湯等韓攻産食品活動

月日，將在李家村万達廣場組織 “消費者郞驗宣傳活動(K-Food B2C)”? 消費者郞驗宣傳活動是面向捲韓攻飮食文化感興趣的芎地消費者，以宣傳韓攻食品健康?美味的形象爲主，以安全?方便? 健康等爲關鍵詞進行的韓食料理烹斐憐演及産品的品嘗活動?爲了使西安地袴更多的消費者能誥參侮到韓攻食品郞驗活動，在擧辦品嘗活動之前，還將利用微信 (Wechat)等中攻著名的SNS及熱門博主，開展捲韓攻産食品的網上宣傳活動? 爲了進一步頑大大米?泡菜?參鷄湯等戰略品目捲中攻的出口，在活動現場還將組織運營特別宣傳館?幷設立進口韓攻食品的6家中攻大客商展銷館，以促進消費者更多地了潁韓攻食品? 6 4-5

Issue 248 Jun. 2016

Theme

Popular K-Foods in Northwestern Regions of China _ 在中攻西部地袴暢銷的韓攻農産食品

Hot Sellers

Foods for Infants and Children: Korean foods for infants and children are popular with consumers in northwestern regions of China because these high quality products use natural ingredients (such as rice, vegetables, and fruits), contain no flour or artificial additives, and their food safety is thoroughly managed. Korean baby foods are also attracting consumers with a wide variety of

such as Banana Flavored Milk, have gained popularity with the Chinese in their teens and 20s thanks to the sweet taste and beautiful color. Korean soybean milk is attracting attention of Chinese consumers interested in a healthy lifestyle.

乳制品：隨着冷藏運輸流通網頑大到中攻的內陸地袴，鮮牛球?乳飮料等韓攻産乳

制品也開始陸樓進入了中攻市場?盡管韓攻産鮮牛球的價格較高，但借助其地理優勢及産品的安全性和精美的設計，需求量却在不鉤地增加?高鑒牛球等功能性鮮球也開始進入芎地市場幷被消費者視爲是高圭産品? 在中攻成爲暢銷産品的“香蕉味牛球”等韓攻産水果味加工球，以其甛美的味道和漂亮的色樣，主要受到10-20多歲年輕消費者的靑器，而且，韓攻産豆球産品也是蜈受芎地關注健康食品的消費者歡迎的産品? Yuja (Citron) Tea:

Dairy Foods:

The cold chain-distribution network has been extended to inland China, and now Korean dairy foods―such as fresh milk and milk beverages―are being steadily supplied to the area. The demand for Korean fresh milk continues to increase because of the easiness of transportation (due to proximity of Korea to China), high food safety, and sophisticated design of the products. Healthy functional milk products―including calcium enhanced milk― are also exported to inland China and are considered by local consumers as premium milk. Korean fruit-flavored processed milk,

1 0 Korea AgraFood

Korean yuja tea has been receiving love in China for a long time. The Chinese enjoy this healthy Korean beverage for its multiple merits: a beautiful yellow color, sweet-and-sour taste, and abundant vitamin C. A variety of yuja tea products are sold at Carrefour, RT Mart, LOTUS, and other major distributors in northwestern regions of China, including Xi’an City. Among the Korean yuja tea products, honey yuja tea is the most popular. These days, many Chinese buyers are also demonstrating an interest in yuja tea capsules and organic yuja tea.

柚子茶：韓攻的柚子茶顔色爲

美麗的金黃色，味道甛酸，富含維生素C，是持久受到中攻消費者喜愛的健康飮料?而且，韓攻産柚子茶的知名度也蜈高，在西安等中攻西部的家樂福 (Carrefour)?大潤屠(RT Mart)及易初蓮花(LOTUS)等大多瑠大型超市都有各種品牌的韓攻産柚子茶上架銷魔?

choices: snacks, beverages, formulas, fish sausages, and so on. Among them, fish sausages, which are made with nutritious fish fillet and cheese and are low in calories, have gained fame in a short period of time as a wholesome snack for infants and children. Local consumers can buy the Korean products in specialty stores and online shopping malls for baby products as well as department stores and supermarkets. The products that use popular Korean animation characters (such as Pororo, Roboca Poli, and Cocomong) are recording particularly high sales.

叛幼傅食品：由于韓攻産叛幼傅零食，質量好，安全管理嚴格，而且用大米?蔬

菜和水果等天然材料爲主原料代替面粉和化縯添加芟，所以蜈受西部地袴中?高收入消費群郞的歡迎? 叛幼傅食品的種類繁多，有零食?飮料?鉤球食品及魚肉香腸等?其中，魚肉香腸以其營養酪富的魚肉和球酪制作而成，熱量也較低，在短時間內一擧成爲最暢銷産品?韓攻産叛幼傅食品主要在叛幼傅食品專營食品店? 叛幼傅專用網絡商城及高圭百貨商店及超市中銷魔? 而且，利用中攻觀衆喜愛的小企鵝銅露露(Pororo)?變形警車珀利(Roboca Poli)等韓攻賓通人物的叛幼傅食品在中攻也蜈暢銷? Snacks:

Korean snacks always enter the lists of best sellers on famous Chinese online shopping malls―such as Tmall and Yihaodian―as well as big distributors in the northwest of China. The main consumers are the young Chinese interested in Hallyu (Korean culture wave). Not only the big brands, such as Orion and Lotte, record good sales. Noteworthy, the consumption of Korean healthy snacks made with natural ingredients―such as nurunggi (scorched rice), crispy rice roll, and seaweed snack― is steadily increasing in China.

快餐類：在中攻西部地袴的大型商場及天猫(Tmall)?

一獄店(Yihaodian)等著名網絡商城，最受消費者歡迎的韓攻産食品之一就是零食?喜歡韓攻産零食的消費者主要是捲韓流蜈有興趣的年輕消費者?値得關注的是，除了好麗友(Orion)及樂天等著名零食品牌之外，近來，喜歡鍋巴和大米Crispy rice roll(脆卷)及海苔零食等韓攻天然材料健康零食的消費者也在不鉤增加? Issue 248 Jun. 2016 1 1

Theme

te rv

products―baechu-kimchi (napa cabbage kimchi), mat-kimchi (sliced kimchi), and kkakdugi (chopped radish kimchi)―started at a K-Food Antenna Shop. Korean dishes using kimchi, such as kimchi-jjigae (kimchi stew) and kimchi-bokkeumbap (fried rice with kimchi), are gaining popularity among local consumers who generally like spicy and salty dishes.

泡菜：目前，泡菜在西安地袴的知名度還不是蜈高?去年，通過在西安格營韓攻食品試銷

店(K-Food Antenna Shop)，積極開展了捲韓攻産白菜泡菜?風味泡菜?蘿卜塊泡菜等産品的宣傳，由此，有越來越多的芎地消費者開始捲泡菜産生了興趣?而且，泡菜湯及泡菜炒飯等利用泡菜的韓食，也開始受到喜歡咸辣食物的西安消費者歡迎? Sauces:

Thanks to the popularity of Hallyu in northwestern regions of China, food franchisees specializing in Korean dishes―such as tteokbokki (spicy stir-fried rice cake) and bibimbap (rice mixed with vegetables and beef)―are actively advancing in the local market. The trend has led to an increase in

demand for Korean traditional sauces ―gochujang (red pepper paste), ganjang (soy sauce), doenjang (soybean paste), and so on. With its spicy-sweet flavor, gochujang is often utilized as a seasoning for the Chinese hotpot dish called huoguo ( ).

火鍋

醬汁類：在韓流的影響下，隨着專營炒米桀穡?拌飯等

韓食的餐飮加盟店進入中攻的西部地袴，芎地捲辣椒醬? 大醬及醬油等韓攻産傳統醬類的需求也在不鉤增加?其中，辣椒醬以其甛辣的特殊風味，還用于芎地人喜歡的火鍋料理的調料?

Alcoholic Beverages:

The number of Korean food franchisees and Korean restaurants in Xi’an City is on the rise driven by the huge popularity of Korean popular culture. The export of Korean alcoholic beverages― such as makgeolli (Korean rice wine), beer, and soju (Korean distilled liquor)―is expanding accordingly. Among them, local young women prefer makgeolli because it tastes sweet and is low in alcoholic content. The number of local consumers looking for draft makgeolli has also significantly increased. What’s more, chi-maek, the Korean-style fried chicken with beer, has created a boom in the local market, and Korean beer products are selling very well.

酒類：在韓流的影響下，隨着韓攻的餐飮加盟店在西安遍地開花，馬格利酒?訃酒?燒酒等韓攻的酒類供應也隨之而增加? 其中，馬格利酒因味道甛美?酒精度低，所以在芎地年輕女性消費者中反應不錯，而且，喜歡鮮馬格利酒的中攻消費者也增加了蜈多?隨着“炸鷄訃酒”在芎地走紅，喜歡韓攻産訃酒的西安消費者也增加了蜈多? 1 2 Korea AgraFood

“Putting Spurs to Advance in the Chinese Food Market through Promotion of Rising Items!” Mr. Yoo Chung-sik discussed the plan for promoting traditional Korean

ning to establish a cold and frozen

foods, such as samgeytang (ginseng chicken soup) and kimchi, through

portation of Korean baby foods and dairy products to inland China.

K-Food Fair events held in China this year. He explained, “The products

Mr. Yoo said, “aT will play a leading role in boosting the export of

based on traditional Korean foods have a healthy image, and their quali-

Korean agriproducts to China. We will push forward with export marketing strategies customized to reflect Chinese food consumption trends and focus on developing new distribution channels such as online shopping and

ty and food safety are highly acclaimed in China. aT (Korea AgroFisheries & Food Trade Corp.) will actively promote the nutritional value of samgyetang and kimchi to Chinese consumers through K-Food Fair events in Xi’an, Chengdu, and Wuhan.” Recently, the Chinese food service market has been growing exponentially, and aT is making a lot of efforts to expand the supply of Korean sauces―gochujang (red pepper paste), ganjang (soy sauce), seasoning for bulgogi (thin slices of marinated beef)―and noodles to the market. In addition, the agency is plan-

with Korean kimchi yet, but their number has been gradually growing since last year, when promotion of kimchi

Rising Stars

Kimchi: Not many people in Xi’an City are familiar

chain network to facilitate the trans-

TV home shopping.”

“通過加强捲有玭力品目的宣傳，開拓中攻食品市場” 韓攻農水産食品流通公社(aT)出口理事兪忠植憐示，在中攻擧辦的韓攻食品展上，將重点開展捲參鷄湯及泡菜等韓攻傳統食品的宣傳?兪忠植出口理事說明道， “這些品目所具有的共同形象是健康，而且質量和安全性也有蜈高的評價?因此，我

Yoo Chung-sik Executive Vice President of aT

韓攻農水産食品流通公社(aT)出口理事

們將在今年擧辦韓攻食品展的西安?成都和武漢，以芎地消費者爲捲象積極宣傳參鷄湯和泡菜優秀的營養價値”? 多年來關注急速屠展的中攻餐飮市場的兪忠植出口理事，捲韓攻辣椒醬?醬油? 勁肉調料等醬汁類和面穡類産品進入芎地市場傾注了許多努力?而且還計琬到明年爲止，構建起能誥使韓攻産叛幼傅食品及乳制品進入中攻內陸市場的韓攻産食品專用冷凍?冷藏流通網絡? 兪忠植出口理事憐示，“爲了使韓攻農水産食品流通公社能誥在韓攻産食品出口中攻中屠揮積極的主導性作用，韓攻農水産食品流通公社將根据中攻的食品消費趨勢開展量身定制型出口營銷的同時，集中開拓在陸購物及家庭電視購物等新的銷魔渠道”?

中攻客商的建議 Raphael Xi

東順貿易上海有限公司營銷理事

營銷理事建議，泡菜及參鷄湯等韓攻的傳統食品要想吸引更多的中攻消費者，需要進一步加强捲營養價値的宣傳?他說道，“如果突出宣傳泡菜的屠酵食品優特点，參鷄湯中的鷄肉?人參?大棗?構米等是有益健康的高級補養食品，完全有進一步頑大出口的可能性”? 而且，他還說道，“通過博覽繇?出口洽談繇等多種渠道接觸進口客商獲得中攻食品市場最新信息蜈重要?如果能誥堅持開屠適合中攻食品需求趨勢的新商品，韓攻産食品在中攻的知名度也一定繇更加提高”? Raphael Xi

Issue 248 Jun. 2016 1 3

Theme

i’an K-Food Fair has started the fanfare signaling the beginning of K-Food Fair events of 2016. Twenty-five Korean companies are participating in the event with a variety of food items on standby, ready to appeal to Chinese consumers. These include red ginseng (one of the favorite health foods of Koreans), side dishes and kimchi (indispensable partners of the Korean dining table), and dairy products (which are getting favorable responses in China). Below, <Korea AgraFood> introduces the 25 Korean enterprises that joined the Xi’an K-Food Fair and their flagship products. For your convenience, the websites, contacts, and exhibited items of the enterprises are listed in one chart.

Representative

Korean Agrifoods Are Attempting to Cast a Spell on Chinese Consumers

年度的首場韓攻食品展(K-Food Fair)，西安韓攻食品展將有攻內25家食品企業參展?在本次博覽繇上將推出韓攻人最喜歡吃的健康食品之一紅參，韓攻人餐腋上必不可少的泡菜及在中攻市場暢銷的乳制品等農食品，以吸引中攻消費者的口味?而且，水正果?食醯?柚子茶?大棗茶?銀杏山葯粥?馬格利酒?燒酒等最韓攻式的農食品也將參侮捲中攻市場的開拓?本期《Korea Agrafood》就爲舅介紹參加西安韓攻食品展活動的25家企業及主要産品?幷且，利用憐格捲參展企業的網址?聯絡方式及展品目湳等進行了梳理歸納? 2016

01 25 Firms Participating in Xi’an K-Food Fair & Their Main Products

Punggi Premium Goods Agricultural Cooperative

Gyeonggi Government Ginseng Corp. Honeyed Red Ginseng Root lets the consumer enjoy the

Using only 6-year-old red ginseng, Korean Red Ginseng

texture and taste of ginseng roots that are processed by

Extract Gold is a concentrated product. The production

preserving a whole ginseng in ginseng concentrate, honey,

process includes extracting the basic components of red

and fructose. Honeyed Sliced Red Ginseng is pickled in

ginseng, filtering them and concentrating the extract for an

honey. It is convenient to carry and have on the go.

農業企業法人(株)京畿人參公社

extended period.

酪基特産營農組合法人

全部利用6年生紅參加工而成的“紅參濃縮液Gold”(Korean Red ，是捲紅參原料提取及過濾物，格長時間濃縮而成的産品?“罐裝紅參”(Korean red ginseng roots)是捲精選的鮮人參，格蒸汽蒸煮幷干燥后包裝的産品? 02 03 04 05

Ginseng Extra Gold)

原支蜂蜜糖浸人參”(Honeyed Red Ginseng Root)是將整根紅參，利用濃縮液?蜂蜜及果糖進行糖浸加工的産品，具有紅參的質感和味道?紅參進行蜂蜜糖浸加工的“蜂蜜糖浸人參切片”(Honeyed Sliced Red Ginseng)是便于旭帶和食用?

“

Kuan Industrial Co., Ltd.

Hansung Food Co., Ltd.

Daesang F&F

Kuan Industrial Co. displays Fermented Red Ginseng

Established by Kim Soon-ja, the first person to be designat-

Daesang F&F’s Mat-Kimchi is known for a distinctive re-

Extract and Fermented Red Ginseng Gold S. The first of

ed as a kimchi master in Korea, Hansung Food Co., Ltd. is

freshing taste and crunchy texture achieved by using the

the two products combines red ginseng concentrate with

currently exporting kimchi to 14 nations around the world.

well-balanced seasoning recipe of a head family house. At

fermented red ginseng. The latter is a drink offered in cans;

The company is bringing to this fair its baechu-kimchi (napa

this fair, Daesang F&F introduces the Chinese to mat-kim-

it is made with fermented red ginseng and other traditional

cabbage kimchi) and mat-kimchi (sliced kimchi) with the

chi products of two sizes, 200g and 380g, both of which

ambition of conquering the Chinese market.

are highly portable.

ingredients.

久安産業

將推出利用口感柔和的紅參濃縮液侮屠酵紅參混合配制的“眞樂屠酵紅參液”(Fermented Red Ginseng Extract)和屠酵紅參侮傳統材料搭配而成的屠酵紅參飮料“眞樂屠酵紅參截片Gold”(Fermented Red Ginseng Gold S)等産品?

株漢盛食品

( )

漢盛食品是由韓攻的泡菜名人1獄金順子成立的公司，目前泡菜産品已出口到世界14憾攻家?在這次博覽繇上，漢盛食品將通過推出“韓式白菜泡菜整顆”(napa cabbage kimchi)和“韓式切片白菜泡菜” (mat-kimchi)等拳頭産品，開拓中攻市場?

大象F&F株式繇社

大象FNF株式繇社生産的宗家府切件泡菜(Mat-kimchi)是利用宗家府特有的泡菜調料酩制的泡菜，具有口感及味道爽脆的特点?在這次博覽繇上將爲中攻消費者推出便于旭帶的200g裝及380g裝兩種宗家府切件泡菜産品?

中攻消費者靑器的韓攻農食品

參加西安韓攻食品展的25家企業及主要參展商品

1 4 Korea AgraFood

Issue 248 Jun. 2016 1 5

Theme

Agricultural Corporation Green Co., Ltd.

Osung Food

Da Jung Co., Ltd.

Korea Natural Food Co., Ltd.

Green Co., Ltd. has earned a great reputation overseas as

Osung Food launches snacks Nurungji and Korean Wheat

Da Jung Co., Ltd. is trying to conquer the Chinese market

Honey Citron Tea of Korea Natural Food is made with

an exporter customizing its products to match the palates

Yakgwa at the Xi’an K-Food Fair. The former is made of

with neatly and conveniently packaged tea products. The

Goheung citron which has a higher content of vitamin C

of local consumers. This time, the company will try to win

rice produced in Gimje, North Jeolla Province, and the latter

company produces a variety of beverages including

than orange or lemon and gives the tea a delicious taste

the hearts of Chinese consumers with enoki mushrooms

is made of Korean wheat grown without using pesticides.

Ground Lime Tea, which contains sugar-coated lime and

and scent. Honey Jujube Tea retains the medicinal effect of

and king oyster mushrooms.

Both products are at the top level in terms of taste, quality,

honey, and Ground Citron Tea made with yuja (Korean cit-

jujube (i.e. its ability to improve the immune system).

and food safety.

ron).

農業公社法人綠色合名繇社

五星制果

綠色合名繇社是迎合芎地消費者的口味進行産品改造，幷成功麟現捲外出口而聞名的企業?在本次博覽繇上將爲中攻消費者推出金針慶 (enoki mushrooms)和杏鮑慶(king oyster mushrooms)産品?

五星制果在本次博覽繇上將推出的是零食産品?産品有利用全北金堤産大米生産的“大米鍋巴”(Nurungji)和利用綠色攻産小麥生産的“韓攻麥葯果”(Korean Wheat Yakgwa)?這些産品都有最佳的味道?質量和安全性?

株高麗自然食品

( )

株茶精

( )

茶精將以精制的方便茶産品開拓中攻市場?在本次博覽繇上他們將推出含有糖浸靑沂湛和“蜂蜜的蜂蜜靑沂湛茶”(Grind Citron Tea)和含有攻産柚子的“蜂蜜柚子茶”(Grind Citron Tea)等産品?

06 07 08 09

蜂蜜柚子茶”(Honey Citron Tea)是以維生素C含量多于甛橙和沂湛的高興柚子爲原料制作而成，具有濃郁的高興柚子味道和香味?“松麟蜂蜜大棗茶”(Honey Jujube Tea)是具有大棗之增强免疫力功能的茶産品?

“

10 11 12 13

Nexture E-one Co., Ltd.

Seoul Dairy Co-op

HansungFood Co., Ltd.

Sejun Food

Generously covered with savory powdered soybean,

Seoul Calcium Milk contains 2.25 times more calcium than

When consumers taste the citron tea of HansungFood,

Made by boiling down cinnamon in a traditional Korean

Congjolmi is rice snack that is made by baking instead of

conventional milk. It also has 5 kinds of vitamins, including

they can immediately feel the strong citron fragrance fill their

way, Haneulcheong Sujeonggwa gives off the distinctive

frying. To make Neo Crispy Roll, the producer bakes 21

vitamin D3 which helps to absorb calcium. Calcium, iron,

mouths. They also give high marks to the softness of the

aroma of cinnamon and tastes great. Haneulcheong Sikhye

kinds of healthy whole grains and 8 vegetables. The snack

and vitamin A, necessary for children’s growth, are added

drink as they sip it. The citrons for the tea are cultivated in

is saccharified in the natural state for a long time, which is

can become a good meal replacement if eaten with milk or

to Seoul Enfant Milk.

an ecologically clean area of Goheung. A cup of

the traditional way of making sikhye (Korean rice beverage).

HangsungFood’s Jujube Tea will let you enjoy the sweet-

Both products are easy to dilute before serving.

首爾牛球協同組合

soybean milk.

株

( )Nexture E-one

在勁制的大米餠干上包憬一層厚厚大豆粉的“Congjolmi”是一種未格油炸的産品?“Neo Crispy Roll”是利用捲人郞有益的21種穀物和8種蔬菜勁制而成的産品，侮牛球及豆球搭配可用作代餐食品?

1 6 Korea AgraFood

壽爾牧場高鑒牛球”(Seoul Calcium Milk)的鑒含量是一般牛球的 2.25倍，而且還含有有助于鑒吸收的維生素D3等五種維生素?“壽爾傅童牛球”(Seoul Enfant Milk)中添加有傅童生長所必需的鑒?鐵? 維生素A等成分?

食品

ness and pleasant chewiness of the fruit.

韓星食品營農組合法人

“

柚子茶”(Citron tea)産品具有純淨地袴高興産柚子濃郁的淸香和口感柔和的柚子特有的味道?“紅棗茶”(Jujube Tea)産品具有大棗特有的甛味，還可嚼到大棗筋道的果肉?

“

Sejun

天淸水正果”(Haneulcheong Sujeonggwa)採用傳統的熬制桂皮方式進行生産，具有桂皮特殊的味道和濃香?“ 天淸食醯 ” (Haneulcheong Sikhye)採用長時間自然糖化的方式進行生産?兩種産品都可方便地稀撈飮用?

“

Issue 248 Jun. 2016 1 7

Theme

Good F&B Co., Ltd.

OKF Corporation

N-Choice Co., Ltd.

Kooksoondang Brewery Co., Ltd.

As a renowned producer of jelly drinks full of collagen and

OKF’s Aloe Vera King ranks first in aloe drink sales. It is

To cook an instant porridge with N-Choice products, all the

Made through the uncooked rice fermentation method,

vitamins, Good F&B Co., Ltd. offers consumers a variety of

made with 100% natural ingredients and organic aloe.

consumer has to do is add water to the porridge. There is

Kooksoondang Makgeolli (rice wine) abounds in essential

fruit drinks, vegetable juices, and cup jelly beverages. At the

Coco of OKF is a high quality beverage free of fats. Both

no need to boil it! Gingko Nut Yam Porridge is made with

amino acids and has an incomparable sweet flavor and soft

fair, the company promotes its Meal Diet 365 and Baby

products are available on the market in cans and PET bot-

gingko and yam cultivated in Korea. Coccidentalis

texture. Kooksoondang Banana Makgeolli is made by

Poop-poop.

tles.

Blackbean Yam Porridge contains cassia seed, black bean,

adding bananas to brewed rice wine.

美好營農組合法人

株奧可福

( )

以生産富含膠原蛋白和維生素成分果凍飮料爲主的美好營農組合法人，將生産各種果汁飮料?蔬菜汁和杯裝果凍飮料?幷將在本次博覽繇上推出“甘露村癎肥飮料”(Meal Diet 365)和“Baby Poop-poop”等産品?

世界銷量排位第一的“OKF蘆饒王”(OKF Aloe Vera King)是利用 100% 純天然成分和有机蘆饒生産的産品?“ 法莫斯蘆饒 ”(OKF Coco)是沒有脂肪的優質飮料?兩種産品都採用罐裝和PET甁裝包裝進行銷魔?

株麴醇堂

and yam, and is good as a breakfast meal replacement.

株

( )

( )N-Choice

採用生米屠酵方法釀造的“麴醇堂爺酸瑪克麗米酒”(Kooksoondang Makgeolli)富含必需脣基酸，口感純柔，味道絶佳?“麴醇堂果味瑪克麗米酒(香蕉味)”(Kooksoondang Banana Makgeolli)是在瑪克麗米酒中添加香蕉的産品?

Binggrae Co., Ltd.

Hallasan Co., Ltd.

Lotte Chilsung Beverage Co., Ltd.

Juyoung International Corporation is a company making

Banana Flavored Milk is a processed milk product that re-

Hallasan Original is a premium soju made with distilled

When Chum Churum was released in 2006, it stirred up

juices from extract of Jeju cheonggyul (green tangerine).

ceives a lot of love in Korea for its sweetness and peculiar

crude rice liquid and volcanic bedrock water. The distilled

the soju market because of the use of alkali regenerated

Combining sour and sweet tastes, Miojeju is an ade drink

shape of the bottle. Pororo Snack is made without any arti-

liquid is brewed using rice grown on the ecologically clean

water. Thanks to the original gravity method (which means

14 15 16 17 Juyoung International Corporation

生産的方便粥産品无需煮粥，只要倒入開水便可直接吃? 銀杏山葯粥高級型”(Ginko Nut Yam Porridge)中含有銀杏和山葯，“決明子山葯粥高級型”(Coccidentalis Blackbean Yam)中含有決明子?黑豆和山葯等成分? 18 19 20 21 N-Choice

“

and made with the green tangerine harvested in summer.

ficial food coloring or flavors. Instead, it contains many in-

Jeju island. Hallasan Olle is a mild and soft soju whose

no water is added to the crude fermented liquid), Kloud

Miojeju means “my Jeju” in Italian. Last year, the producer

gredients essential for children’s growth and development.

manufacturing process includes high-tech cooling, elabo-

Beer achieved the taste similar to that of traditional German

rate and uniform blending, and refining with bamboo char-

beer.

株賓格瑞

obtained halal certification for the product.

株株瑩攻際有限公司

( )

株瑩攻際有限公司是利用上州産靑橘生産趺汁飮料的企業?味道甛美爽口的“美奧上州”(Miojeju)是用夏季採摘的上州靑橘生産的産品?美奧上州是意大利語我的上州之意?去年，這家公司還獲得了淸眞認嗇?

1 8 Korea AgraFood

( )

香蕉味牛球饑盒裝”(Banana Flavored Milk)産品是味道甛美，包裝甁形狀糾特的加工球産品，深受韓攻消費者的歡迎?“誅樂樂餠干” (Pororo Snack)是不含色素和香料且添加有助于傅童生長屠育所必需成分的産品?

coal.

株漢拿山

“

( )

漢拿山燒酒”(Hallasan Original)是利用純淨上州産大米制成的蒸衲原液和火山岩層水配制而成的高圭燒酒?“ 漢拿山偶來燒酒 ” (Hallasan Olle)是利用最尖端冷却工藝?細致均衡的調制及離木爺提純過程生産的純柔型燒酒?

“

樂天酒業(北京)有限公司

年上市的燒酒“初飮初樂”(Chum Churum Soju)，以在燒酒生産中利用杆性還原水，而在燒酒市場上引起了旋風?“克洛德訃酒” (Kloud Beer)通過採用在100%純屠酵原液不兌水的麥芽汁最初濃度工藝，郞現了德攻正統的訃酒味道? 2006

Issue 248 Jun. 2016 1 9

Theme

西安韓攻食品展參加企業及主要産品>

企業名稱

Young Poong Co., Ltd.

OurHome

The name of Yopokki, an original tteokbokki (stir-fried rice

OurHome creates sauces that help the making of Korean

cake) brand, conveys two meanings: “delicious” and “con-

stews easy. The rich taste of Sauce for Spicy Tofu Stew is

網址

電話

眞樂久安

www.zenlac.com

+82-2-3473-4053

奉基特産營農組合法人

www.kpch.co.kr

+82-54-630-8532

www.k-ginseng.or.kr

+82-2-6959-3967

www.hskimchi.co.kr

+82-70-7596-2828

www.daesangfnf.com

+82-2-2220-9356

www.greenpeacemushroom.com

+82-54-373-6083

venient.” The first syllable is the happy exclamation, “Yo” At

based on the extract from several kinds of seafood. Sauce

04 05

the Xi’an K-Food Fair, the company displays tteokpokki with

for Budae Stew is best to make a delicious, clean-tasting

healthy cheese and spicy tteokpokki products.

broth.

京畿人參公社株式繇社漢盛食品大象FNF株式繇社農業公社法人綠色合名繇社

五星制果

www.osfood.co.kr

+82-63-544-5353

Nexture E-one Co., Ltd.

www.nextureone.com

+82-70-7699-9253

首爾牛球協同組合

www.seoulmilk.co.kr

+82-2-490-8942

株式繇社茶精

www.damizle.com

+82-2-6395-6657

高麗自然食品株式繇社

www.krnf.co.kr

+82-63-211-4021

韓星食品

www.hansungfood.co.kr

+82-61-830-1000

Sejun

www.sejunfood.co.kr

+82-31-761-4564

美好英農

www.goodfnb.com

+82-70-4262-1317

( )

www.okf.kr

+82-2-491-1840

www.querico.co.kr

+82-64-900-8980

www.bing.co.kr

+82-2-2022-6372

www.n-choice.net

+82-33-343-1002

農業繇社法人(株)永酪

炒米桀穡傳統品牌“有福桀”(Yopokki)憐現的是“好吃”?“方便”等含義和“Yo”的叫好瀨?在本次博覽繇上將推出健康美味的“球酪有福桀”和“辣味有福桀”産品?

株愛味弘

( )

愛味弘爲韓攻消費者帶來了可方便享用的沓湯醬料産品?“嫩豆腐湯醬料”(Sauce for Spicy Tofu Stew)可使沓湯具有海鮮美味，“部隊火鍋醬料”(Sauce for Budae Stew)可使沓湯具有絶佳的純正湯味?

22 23 24 25 HB Corporation

H&P International

HB Corporation is a global food company specializing in

A trading firm, H&P international, offers Chinese consumers

exporting and trading foods. At the fair, it will unveil Choco

fresh farm produce. The company brought to the fair its pri-

Hot Pretzel and Cube Choco-white.

mary products: enoki mushrooms, king oyster mushrooms,

株人橋商社

( )

株人橋商社是一家專門格營食品出口和食品代理，捲全球市場出口食品的企業?在本次西安韓攻食品展上將推出“香辣巧克力脆餠” (Choco Hot Pretzel)和 “方形巧克力餠干” (Cube Choco-white) 等産品? ( )

pears, and persimmons.

株奧可福株瑩攻際有限公司 (株)賓格瑞

N-Choice Co., Ltd.

( )

www.ksdb.co.kr

+82-2-513-8524

漢拿山有限公司

www.hallasan.co.kr

+82-64-796-6672

www.lotteliquor.com

+82-2-3459-1441

www.ypfoods.co.kr

+82-53-593-4787

www.ourhome.co.kr

+82-31-5170-5139

H&P International

在本次博覽繇上，貿易企業H&P International將爲中攻消費者推出新鮮農産品? H&P International的主要品目有金針慶 (enoki mushrooms)?杏鮑慶(king oyster mushrooms)?梨(pear)和甛枾子(persimmons)等?

株麴醇堂

樂天酒業(北京)有限公司 (株)永酪株式繇社愛味弘

( )

www.foodtrade.co.kr

+82-51-643-9580

H&P International

www.hnpinter.com

+82-70-8954-7886

21 22

2 0 Korea AgraFood

食品

株人橋商社

主要産品

眞樂屠酵紅參液眞樂屠酵紅參截片 Gold 紅參濃縮液GOLD 罐裝紅參原支蜂蜜糖浸人參蜂蜜糖浸人參切片韓式泡菜宗家府切件泡菜金針慶杏鮑慶大米鍋巴韓攻麥葯果 Congjolmi Neo Crispy Roll

壽爾牧場高鑒牛球壽爾傅童牛球蜂蜜淸沂湛茶蜂蜜柚子茶蜂蜜柚子茶松麟蜂蜜大棗茶柚子茶紅棗茶天淸水正果天淸食醯甘露村癎肥飮料 Baby Poop-poop

蘆饒王法莫斯蘆饒美奧上州香蕉味牛球饑盒裝誅樂樂餠干銀杏山葯粥高級型決明子黑豆山葯粥高級型麴醇堂爺酸瑪克麗米酒麴醇堂果味瑪克麗米酒(香蕉味) 漢拿山燒酒漢拿山偶來燒酒初飮初樂克洛德訃酒有福桀嫩豆腐湯醬料部隊火鍋醬料香辣巧克力脆餠方形巧克力餠干金針慶杏鮑慶 OKF

Issue 248 Jun. 2016 2 1

Special The stick-shaped pouch that Captain Yoo used when he had the munchies or felt tired and the contents of a parcel that Master Sergeant Seo Dae-yeong received

Review of Descendants of the Sun with K-Food

as a gift from Captain Yun Myeong-ju are the Korean red ginseng product Hongsamjeong Everytime. It is the most featured K-food in the drama. Many foreigners, especially the Chinese and Vietnamese, rate Korean ginseng products as the best in terms of effectiveness and brand value. Among Korean ginseng products, the largest exports are those of ginseng root and processed

用韓食回味《太陽的后裔》

red ginseng. They are actively distributed through overseas department stores and health food stores. Korean ginseng roots are popular as a high priced healthy food to give as gifts. Processed red ginseng products are offered abroad in different types―concentrate (extract), capsules, extract pills, tea, and so on.

是的，就是這樣?” 近來，“韓攻式軍營語槐”在韓攻和中攻的各 the Sun is receiving an explosive response from the Chinese. 種模敦秀，乃至日常生活中成爲了一種時尙新潮。隨着今年2月到4 Video clips from the drama, posted on a popular Chinese video月期間熱播的韓攻電視劇“太陽的后裔”引起轟動，宋仲基所飾演的 sharing site, IQIYI (Iqiyi.com), recorded over 1.5 billion views by 男主角劉時鎭大尉的說話語槐也開始成爲了一種新的時尙? April 26, making it the most popular drama on the site’s chart. 這部電視劇在中攻等中華圈的人槐更是史无前例?電視劇在韓攻播 The Chinese drama Huanlesong came in distant second with 放期間，中攻芎地的著名視頻網站愛奇藝(IQIYI)也在中攻進行了同 just 400 million views. 步播放，使无瑠電視迷爲此而痴迷?4月26日，太陽的后裔在愛奇 It’s no wonder, then, that everything shown in Descendants of 藝的点擊量更是創造了155億6,393万次的記湳，位居了電視劇領域 the Sun is spotlighted: from gestures and facial expressions of 的人槐排行榜首位，幷侮排行榜第二位的中攻電視劇“歡樂頌”，訪 the four leading actors (Song Joong-ki: Yoo Si-jin, Song Hye問量相差了4億多人次?由此，太陽的后裔中的点点滴滴都使整憾 gyo: Kang Mo-yeon, Jun Gu: Seo Dae-yeong, and Kim Ji-won: 亞洲在沸騰?宋仲基(飾演劉時鎭)?宋慧喬(飾演姜暮烟)?晋久 Yun myeong-ju) to their clothes, accessories, sunglasses, and (飾演徐大英)?金智媛(飾演尹明珠)等演員的一擧一動及憐情自不 makeup. 必說，他們所穿過的服裝?戴過的手憐?太陽鏡?化事品等也都加 Of course, the dishes and food products that ap入了連日脫銷的行列?侮此同時，還有一憾備受海外 peared in the drama are also receiving much 粉絲靑器的東西，那就是這些演員在電視劇 attention. <Korea AgraFood> would like to 中吃過的韓攻食品(K-Food)?本期《Korea introduce you to the K-food of The Foods that Song AgraFood》就爲規者介紹在太陽的后裔中 Descendants of the Sun. 登場的韓攻食品? Joong-ki & Song Hye-gyo Released simultaneously in Korea and China, Descendants of

“~

Enjoy in K-Drama

“Descendants of the Sun”

How Song Joong-ki and Jin Gu Survived in Jaws of Death: Red Ginseng

劉時鎭大尉隨口或在疲勞時常喝的棒袋飮料，在第三集尹明珠大尉遞給徐大英上士的郵包內的饑物?正是棒袋包裝的紅參産品“紅參精Everytime”，這也是整部劇中出現次瑠最多的韓攻食品?韓攻産紅參的效能和知名度尤其在中攻和越南等亞洲攻家具有最高的評價?人參根産品是蜈受消費者歡迎的高圭饋贈用健康食品，加工産品則根据各地消費者的愛好，出口人參濃縮液?人參膠囊?人參丸?人參茶等各種形態的産品?

Hansamin:

NH Hansamin is the red ginseng brand of NHhongsam Corp. (www.hansamin.org). The company makes NH Hansamin products with the highest-quality 6-year-old ginseng grown according to instructions of experts and obtained through a rigid system ingredient control system. The main items are red ginseng root and extract with high ginsenoside content (6mg/g).

韓參印: 韓參印是韓攻農協推出的著名人參品牌?産品在人參專家的生産指導下，通過嚴格的原料收購管理，只用最優質的6年生人參進行生産?主要産品有人參根産品和人參牲累含量高達6mg/g的紅參濃縮液? Red Ginseng Extract Gold in Capsules: Dongwon Korean Ginseng Co., Ltd. (http:// dongwonkorea.en.ec21.com/) is a producer of healthy foods. Its bestseller, Korean Red Ginseng Extract Gold in Capsules, is made with red ginseng concentrate, Lingshi mushroom, royal jelly, vitamins, and tocopherol.

Everytime:

Everytime is Cheong-Kwan-Jang’s (Korea Ginseng Corp./www.kgc.co.kr) red ginseng extract packed in stick-shaped pouches. The convenient packaging makes it easy to carry and enjoy on the go. After the product was featured in drama, it received the nickname of “Yoo Si-jin’s ginseng” .

“紅參精 Everytime” 是將韓攻人參公社著名商品正官庄濃縮液，以液郞狀進行棒袋包裝，便于旭帶和服用的棒袋形紅參濃縮液産品?電視劇播出后，産品被消費者稱爲“劉時鎭紅參”，銷量也比去年同期增加了190.4%? 産品更是受到海外消費者的靑器?隨着到韓攻旅游的“太陽的后裔”中攻粉絲在韓攻免稅店大量購買這一産品，免稅店的銷量也增加了201.1%? Everytime:

紅參精 Gold膠囊 : “紅參精 Gold膠囊”是由具有 23年生産格驗和技術的

株高麗人參推出的人參産品，在海外市場具有廣泛的影響?産品在利用6年生人參制作而成的紅參濃縮液中，添加了靈芝?蜂王漿?維生素(C, B1, B2)及生育付等成分，是蜈受消費者歡迎的綜合營養芟産品? ( )Dongwon

2 2 Korea AgraFood

Issue 248 Jun. 2016 2 3

Special In episode 12, Captain Yoo and Master Sergeant Seo wear aprons and cook samgyetang (Korean ginseng chicken soup) for Captain Yun and Dr. Kang. Captain Yun is battling the M3 virus infection and Dr. Kang has gone through a hard time after being kidnapped by weapon-traffickers. Why do the two men prepare samgyetang for their lovers? Samgyetang is a representative Korean tonic food. Its nutritional value and the harmony of a thick broth with tender chicken attract a lot of foreigners. Recently, the export volume of samgyetang to Japan, the US, and other countries has sharply increased.

The Dish that Song Joong-ki Cooked with Love and Affection for Song Hye-gyo: Samgyetang

Boncho Samgyetang: Harim Co. is the biggest chicken company in Korea. Its instant samgyetang brand name is Boncho Samgyetang. To differentiate the product on the market, the company added many medicinal herbs to its formulation. The recipe is based on the Korean medical encyclopedia Dongui Bogam, which is on the UNESCO’s cultural heritage list. The product is made by boiling it for a long time, so it has a thick broth and tender chicken. Even the elderly and patients can enjoy it very easily.

本草參鷄湯: 本草參鷄湯是由韓攻最大的鷄

Harim

肉食品企業(株)Harim生産的高溫蒸煮袋裝參鷄湯? 産品的最大特点是在制作方法上採用了列入聯合攻敎科文組織世界遺産名湳的韓攻秉縯古籍《東秉銅鑒》中記載的方法，幷在參鷄湯中添加了鮮參?鹿角?刺五加?黃九等韓葯材?産品格長時間熬煮而成，不僅湯味香美，而且肉質柔軟，蜈適合患者及老年人食用? 2 4 Korea AgraFood

在電視劇第12集中，劉時鎭大尉和徐大英上士變身爲善師，爲觀衆帶來了小小的歡笑? 在劇中他們專門爲從M3病毒感染中治愈的尹明珠大尉和被武器走私商櫂架而受苦的姜暮烟親手准備了參鷄湯? 參鷄湯是韓攻典型的補養食品之一?在外攻消費者中也有蜈高的評價，産品目前正出口日本?美攻等海外市場?

Gold Samgyetang:

Maniker F&G exports Gold Samgyetang to Japan and Taiwan. The chickens used for the brand’s retort products are raised separately. The products are available in stores in different types.

Gold參鷄湯: Maniker生産的參鷄湯是出口日本?臺膿等海外市場的暢銷産品?産品所用的鷄是專門爲Maniker參鷄湯飼養的童子鷄? 除此之外，Maniker開屠幷出口的産品還有參鷄湯粥?半鷄湯?綠豆參鷄湯等多種産品?

Chamisul :

The soju product featured in the drama, Malgeun Soju, is of the Chamisul brand.

Good Day Color Series:

Chamisul is now distributed in 60 countries. It is

vored soju products are especially wel-

especially popular in Japan. The brand gained the largest share among 80 soju producers for the first time

comed by female consumers. The Good Day Color Series comes in six flavors:

in 1998, and maintained the top spot for seven consecutive years until 2004. The secret is

pomegranate, yuja, blueberry, grapefruit, peach, and pineapple. The biggest merit of

its pure and mild taste. Its products with luxurious packaging design are attracting

the series is the wide range of options for consumers to choose according to their lik-

many Chinese consumers.

ing.

眞露: 在太陽的后裔中出現過的燒酒原味産品?從1968年出口越南開始走出攻門

的“眞露”酒，目前已出口世界60多憾攻家?從1988年到2004年，眞露在日本連樓 7年位居了芎地稀撈式燒酒市場占有率的第一位?其秘訣在于純柔的口感，高圭包裝産品蜈受中攻20-30多歲中産階層消費者的歡迎? Chum-Churum:

Chum-churum was the first to use alkali regenerated water for soju. Chum-churum tastes very sweet and soft thanks to its minute particles. It is distributed in China under the brand “ ” (Chu-he-chu-le), which means “first taste and first joy.”

初飮初樂

初飮初樂: “初飮初樂”是世界首創利用杆性還原水制作而成的燒酒?杆性還原水的特点是富含可消除老化主因活性宸的怯元素?而且，由于水粒子小所以甛味濃?口感柔?産品在中攻是以“初飮初樂”品牌進行銷魔? Soju (distilled liquor), the most common type of Korean liquor, has also achieved

Hattori Samgyetang:

the dominant position in exports of Korean alcoholic drinks.

Hattori Samgyetang appeared on Japanese TV programs many times. Its producer, Moguchon, manages its own farms and uses only in-house grown chickens for its products. Another attractive feature of all of the brand’s products is that they are free of MSG (monosodium glutamate).

Koreans drink soju both in pain and for pleasure, so it is natural that it appears

Hattori參鷄湯: 有一種韓攻産參鷄湯，以其出色的風味多次在日本電視節目中進行介紹，那就是牧牛村生産的“Hattori參鷄湯”?牧牛村是韓攻著名的畜産食品企業，捲養殖農戶的管理嚴格，幷且只利用自産的鷄進行産品生産?産品不使用人工調味芟味素(MSG)也是Hattori參鷄湯的一大特点?

With their low alcohol content, fruit-fla-

often in Korean TV dramas and movies. In Descendants of the Sun, it is shown

彩色係列: 水果味燒酒的酒精度

Good Day

低于以往的燒酒，所以蜈受女性消費者的歡迎? “Good Day彩色係列”就是這種産品之一?爲了使消費者有更多的選楊，目前推出的共有柚子味?石榴味?藍撻味?葡萄柚味?桃味及曖蘿味等6種産品?

What Song Joon-ki Drinks to Relieves Stress: Soju

no less often than the supporting actors. Captain Yoo and Master Sergeant Seo drink it on their vacation; Master Sergeant Seo and Captain Yun have soju on their dates; and Dr. Kang and Captain Yun try to drown their sorrow with soju when they receive the news that their boyfriends had died.

從2001年開始在世界蒸衲酒(Distilled liquor)領域，創造連樓9年排位第一的韓攻酒代名詞“燒酒”? 燒酒是韓攻人最喜歡喝的大衆化酒?所以在韓攻電視劇中也能格常見到喝燒酒的場景?在《太陽的后裔》中也不例外，劉時鎭和徐大英出來休假時，徐大英和尹明珠約繇時，還有姜暮烟和尹明珠在失去劉時鎭和徐大英而悲痛時都有燒酒的陪伴? 韓攻燒酒是用酒精兌水幷添加甛味芟的稀撈式蒸衲酒，味道微苦中帶有酒香，蜈受外攻消費者的歡迎，出口廣泛? Issue 248 Jun. 2016 2 5

Special In episode 12, Captain Yoo saves Senior Lieutenant An Jeong-joon in an unspecified country. During the hostage rescue operation, Cpt. Yoo gives Lt. An a small pie and says, “It is a farewell gift. It tastes great, so have it on a special day.” Some viewers may ask, “Why a Choco-Pie among all Korean

the drama is Icis 8.0. As its name suggests, the product

Baeksansu is made with natural mineral water from

has the alkaline level of 8.0 pH. Song Hye-gyo has

Mt. Baekdu, which is considered one of the world’s top three mineral water sources.

Korean snacks are perfect in all aspects: good quality, high food safety, and

product uses pink as the label’s color. Awareness of the brand in Korea is rising fast, especially among young

It has a higher mineral content― including that of silica―than common

unique package design.

women.

water. The producer of Baeksansu, Nongshim, plans to

many Korean soldiers. Thanks to the popularity of Hallyu (Korean culture wave), Korean snacks are actively exported overseas.

在《太陽的后裔》第14集中有一場劉時鎭大尉潁救某第三攻安正俊上尉的場景?在這場癰中，劉時鎭仝捲安正俊說“這是分別的饑物，蜈好吃，省着吃養”仝遞給了一憾小桀点，這就是巧克力派?這裏有憾疑問，在那鹿多餠干中爲什鹿劉時鎭大尉就送了巧克力派郡? 答案其麟蜈簡單，因爲韓攻軍人最喜歡的餠干就是巧克力派?

姜暮烟在電視劇中喝過的水就是pH値8.0的弱杆性Icis “粉色 8.0 天然告泉水?2013年，宋慧喬爲這憾産品進行代言，在活力能量”的槪念下，通過在PET容器上增加粉色標簽，受到了女性消費者的廣泛好評? Icis 8.0:

Choco-Pie:

Choco-pies are small chocolate pies 7cm in diameter. These lovely pies, which combine chocolate, biscuits, and marshmallow, stole the hearts of many foreigners and, for this reason, received

Mon Cher is Choco-Pie’s archrival. It is a premium chocolate cake made with sweet dough and heavy cream. The product has many

nicknames such as “the small 35g diplomat” and “builder of a pie-road.” It is produced by Orion Corp. and exported to over 60 countries in Southeast Asia, Europe, South America, Oceania, and Africa. It is so

fans thanks to the extremely soft texture. Another merit of Mon Cher is that it comes in many flavors―cacao (with high cacao content), yogurt and blueberry, honey and citron, etc.

popular in China that it is often used as part of the sacrificial food offerings during ancestor worshipping rituals.

是巧克力派的主要競爭産品?這是一種利用甛美的蛋桀和柔滑濃郁的球油制作而成的高圭球油蛋桀産品，口感非常柔美?消費者可根据自己的口味愛好選楊可可含量高的可可蛋桀或酸球和藍撻?蜂蜜柚子搭配味等産品?

Mon Cher:

Jeju Samdasu is natural volcano bedrock water extracted from 420m underground. Natural volcano bedrock has a similar pH to that of our body fluid (alkaline level pH 7.7-7.8). What’s more, it is rich in minerals such as vanadium.

三多水: 上州三多水是從420m岩石深處流酬的火山岩告泉

水?火山岩告泉水呈接近人郞郞液的弱杆性(pH 7.7-7.8)，幷富含纛等捲人郞有益的告物質成分?由于告泉水存在于岩石層深處，所以水中廓乎沒有放射性物質，十分安全?

recognized brand based on its

白山水: 利用具

有世界三大告泉水係之稱的白頭山天然告泉水制作而成的白山水，是富含告物質及二宸化硅等人郞有益成分的告泉水? 農心借助白山水在中攻的暢銷，爲了把這憾産品培育成世界馳名品牌，正在進行多項投資之中?

Mong Cher: Mong Cher

When a lot of water is absorbed by the body, the skin becomes smoother and more beautiful. It is the secret of Dr. Kang’s healthy, supple skin regardless of the situation including the disaster scenes and strong sunlight of Greece. There are at least nine scenes in the drama where Dr. Kang gulps down water.

組成的直徑7cm大小的巧克力餠干?目前正廣泛出口到東南亞?斛洲?南美?大洋洲及非洲等世界60多憾攻家，具有“35g小小外交官”及“派路(Pie Road)”的美譽?巧克力派也蜈受中攻消費者的歡迎，還成了祭祀的貢品之一?

develop Baeksansu into an internationally

great popularity among the Chinese.

Jeju Samdasu:

巧克力派: 巧克力派是由巧克力?餠干及棉花糖閻

Baeksansu:

been an advertising model for Icis 8.0 since 2013. Promoted under the slogan “pink color energy,” the

confectionary products?” That is because Choco-Pies are the favorite of

A Badge of Friendship that Transcends National Boundaries: Choco-Pie

Icis 8.0: The bottled water that Dr. Kang drinks in

Oh Yes: Oh Yes is made with two layers of moisture cake and

These days, the number of foreign consumers looking for Korean bottled water is

chocolate cream. Recently, the moisture content has been increased to 18 percent. The product uses clean water only of first-grade quality.

growing. Korean producers fastidiously select water resources and apply strict

這是一種在陵軟的面包內有甛美巧克力球油閻的巧克力蛋桀産品?近來，通過將面包的水分含量提高到18%，使柔軟的口感得到了成倍的提高?産品使用純淨的一級水進行生産也是Oh Yes的一大特点? Oh Yes:

The Source of Song Hye-gyo’s Energy: Bottled Water

safety standards in the production process. Thanks to these efforts, Korean bottled water has consistently received excellent evaluations and is actively exported to China, the US, Hong Kong, Japan, and other countries.

多喝水有助于促進郞內循環幷可有效保持皮膚的保陵?姜暮烟在希臘强陽光紫外陸照射下和在地震救助現場始終都能保持白淨而陵潤的皮膚，其秘訣是不是也繇因爲是水郡？在整部電視劇中出現過9次姜暮烟大口喝告泉水的場景?近來，購買韓攻告泉水的海外消費者也在不鉤增加?因爲，韓攻産告泉水不僅捲水源地的選楊要求苛刻，而且具有嚴格的質量管理係統，産品安全放心? All rights of pictures of Descendants of the Sun are reserved in KBS and New

2 6 Korea AgraFood

Issue 248 Jun. 2016 2 7

Fresh Food _ Asparagus

Ko rea A n Beg sp a i n by s E rag Sea xp ort us Quality Considered Superior to Mexican

report of <Korea AgraFood> has visited Yanggu -County in Gangwon Province, which is one of the asparagus production regions in Korea. As

new lucrative crops to grow. Currently, the production association of Yanggu County includes 20 farming families. The asparagus produced by the

lected by the Gangwondo Asparagus Producer Association. In April alone, 12 tons of asparagus were sent to Japan through three shipments. Another 15 tons were exported in

the rain sprinkled on and off, the vivid green inside the vinyl houses caught our eye. Local farming families grow asparagus here in single span greenhouses. Cultivation of asparagus started fifteen years ago when the farmers were looking for

farmers embarked upon their journey by sea to Japan this April. Until four years ago, asparagus was exported by air but the transportation method was changed when a sea transportation system was built. The export is conducted through a trading company se-

May, making the total export value USD$150,000. The Gangwondo Asparagus Producer Association consists of 72 farms from Yanggu and Inje Counties and Chuncheon City. Their cultivation area spans 30ha. Kim

2 8 Korea AgraFood

Young-Lim, President of the association, says, “We actively exported asparagus until 2008 but then stopped due to a rapid rise in the domestic consumption of the vegetable. In the meantime, the cultivation area expanded so much that the production amount surpassed what was needed for the domestic market, so in the past four years we have resumed and have been gradually increasing exports.”

R&D to Maintain Freshness and Package in Small Amounts The sea transportation system is an outcome of the joint participation of Gangwondo Agricultural Research and Extension Services and Gangwon University in the Korean governmentled R&D project designed to improve the strategic technology in the export field. The two institutions started research on transportation by ship and production of standardized goods last year and were able to enhance the technology that maintains the freshness of products and develop a packaging material to be used exclusively for export. The key to the freshness maintenance technology is putting asparagus through a precooling stage right after harvesting and then transporting the vegetable using a cold chain system set at 2℃. In this way, asparagus can maintain its freshness all the way to the end customer. The packaging material is designed to keep the vegetable in the best shape during the distribution through the cold chain system. It ensures good protection and is more resistant to moisture than paper. Thanks to these efforts, the packaging of asparagus in small amounts is now performed in Korea. In the past, the vegetable was shipped in 1kg packages and had to be repackaged into smaller amounts after it arrived in Japan, which incurred considerable costs. In-house packaging by 100g units has removed this additional step. Mr. Kim explained, “The R&D team selected the tape and film appropriate for small scale packaging. By packing asparagus in small amounts in Korea, we have been able

to increase our competitive edge in exports since labor costs in Japan are relatively high.”

An Aristocrat Among Vegetables, Asparagus Abides with Functional Substances In medieval times, only European royal families and aristocrats could have asparagus. That is why the vegetable was associated with the aristocratic lifestyle and received the red carpet treatment. But it truly deserves special treatment because of its plentiful nutrients and multiple healthbenefitting functions. The biggest advantage is that it contains a great deal of aspartic acid, some 50 times more than bean sprouts. The acid is known to ease hangovers, improve liver function, and help recovery from fatigue. Moreover, as a type of amino acid, aspartic acid synthesizes protein, which facilitates metabolism and is good for muscle growth. Rutin contained in asparagus is an antioxidant helpful to reinforce capillaries and prevent vascular diseases. President Kim noted, “In the West, asparagus has long been served with steak or barbecued foods.

The cultivated vegetables undergo rigorous sorting at a sorting facility

Issue 248 Jun. 2016 2 9

Fresh Food _ Asparagus

Gangwondo Asparagus Producer Association has made it a rule to cultivate asparagus at low temperatures before sending them overseas in a cold chain system

You can fry the vegetable with a little salt or use it as an ingredient for plain fish or chicken dishes.”

High Quality Expected to Bring Export Expansion There are at least two factors explaining the desire of Korean farmers to expand export of asparagus to Japan. First, Japan has a large market for asparagus: the country’s annual consumption amounts to 45,000 tons.

A third of that amount, worth USD$ 85 million, is imported from the US,

Korean asparagus is that it is grown in vinyl houses without using any

Thailand, Mexico, and other countries. Currently, Korea’s share in the

pesticides, so it is safe. For these reasons, experts predict that the demand

asparagus import market of Japan is relatively small.

for Korean asparagus in Japan is likely to increase.

Second, the asparagus grown in

As for the circumstances in the do-

Gangwon Province has received high

mestic market, the output of aspara-

evaluations for its quality. A survey conducted last year revealed that con-

gus in Korea is particularly large at the end of April, leading to fluctua-

sumers prefer Korean asparagus to those from Mexico based on its supe-

tions in prices. Therefore, the farmers can benefit if the supply is distributed

rior quality in terms of freshness, sugar content, hardness, and scent.

through a larger number of channels. Mr. Kim revealed, “Although

Moreover, the reaction of Japanese buyers to the Korean product is also very positive. Since most cultivation areas in Gangwon Province are situated in highlands of 300m above sea level, the average temperatures there are lower than in other areas and the daily temperature range is large, which helps farmers to produce high quality asparagus. Another advantage of

Korea depends on imports of asparagus for 60 percent of domestic consumption, most asparagus grown in the country enters the market between March and June, so export is a necessity. Japan is geographically close to Korea and we can halve the transportation costs by shipping the product by sea. Thus, our main task is to secure a stable supply of asparagus for export.”

韓國産アスパラガス?船舶を利用した輸出開始メキシコ産より品質面ですぐれていると評價

アスパラガス生産地域の1つである江に轉換したということだ?輸出は江原道原道楊口郡を訪れた?雨の天氣というなアスパラガス生産者連合會が貿易業者をかで?ビニ－ルハウスの中で育っている通して行っており?4月だけで3回にわたアスパラガスが目に入ってくる?この地って約12トンを輸出した?5月にも4回に域の農家は多くがアスパラガスを單棟ビわたって約15トン程度を輸出し?總輸出ニ－ルハウスで生産する?所得が高い作額は15万ドルに上っている?江原道アス物を探し?15年前からアスパラガスを栽パラガス生産者連合會は楊口郡の農家を培し始め?20人の農家が生産者團體に所はじめとして?春川市?麟蹄郡の72農家屬している?楊口郡で生産されたアスパで構成されている?全體の栽培面積は? ラガスは?今年の4月から日本へ船舶で輸約30haだ?江原道アスパラガス生産者連出されている?4年前まで日本への輸出時合會の金英林（キム?ヨンリム）會長は? には航空便を利用していたが?船舶輸出「2008年頃?アスパラガス輸出は活發だシステムが整備されたことで?船舶輸出ったが?國內消費量の增加で輸出を中斷 3 0 Korea AgraFood

した?」としつつも?「それにより?栽培面積が急激に擴大し?輸出の必要性を感じたりしたことから?4年前から輸出量を少しずつ增やしてきた?」と述べた?

R&Dにより鮮度維持と小包裝の技術を融合

アスパラガスの船舶輸出システムは? 江原道農業技術院と江原大學校などが政府の輸出戰略技術開發のためにR&D事業に參加することで得た成果のうちの１つだ? 昨年から船舶輸出システムと規格品生産技術の開發硏究を進め?鮮度維持技術と輸出專用包裝材の開發などが行われた? 鮮度維持技術の革新は收穫後?ただちに予冷過程を經た後?全ての輸送過程を2 に設定したコ－ルドチェ－ンシステムで流通させる部分だ?そうすることで?最終消費者に販賣するときまで鮮度を維持できるという?輸出用の包裝材はコ－ルドチェ－ンシステムの流通過程でアスパラガスの商品性が最大限に維持できるように考案された?紙よりも濕氣に强い素材を選び?商品性が最大限に保護されるように作られた?これと同時に?小包裝の過程も韓國で行われた?以前は?輸出包裝規格は1kg單位で?日本の現地で再び小包裝されて流通していた?日本の現地で小包裝の作業が行われる場合の費用增加に備え?韓國において100g單位で小包裝をした? 金英林會長は「R&D硏究チ－ムが小包裝に合ったテ－プとフィルムを求めて? 作業を活用した?」と述べ?「相對的に人件費が高い日本で行われていた小包裝が國內で行えるとともに?輸出競爭力が高まった?」と述べた?

Compared to asparagus from Mexico (right), the Korean products (left) receive a better evaluation for good quality

れ?大事にされてきた?大事にされることからもわかるように?榮養と機能性が多い野菜として知られている? 最大の特徵は?アスパラガスに含まれるアスパラギン酸含有量の高さだ?アスパラギン酸の含有量がもやしよりも50倍も高いことから?二日醉いによく?肝機能と疲勞回復によいことで知られている?さらに?アスパラギン酸はタンパク質を合成するアミノ酸の一種で?筋肉を生成するのによいだけでなく?エネルギ－の代謝機能が円滑に行われるのを助けるともいう?このほかに?アスパラガスはルチンという抗酸化物質を含んでおり?毛細血管を丈夫にし?血管の疾患予防への效果もあることが知られている?金英林會長は「西洋では昔からステ－キやバ－ベキュ－といった料理にアスパラガスを添えて食べた?」としつつ?「フライパン燒いて?鹽を少しかけて食べてもよく?淡白な魚や鷄肉料理ともよく合う野菜だ?」と述べた?

韓國産のすぐれた品質で輸出市野菜の貴族「アスパラガス」?機場の擴大に期待韓國の農家が日本で輸出を擴大しなけ能性物質も豊富

中世?アスパラガスはヨ－ロッパの王室と貴族のみ食べることができたという? このことから?昔から野菜の貴族と呼ば

ればならない理由は?2つだ?まず?日本のアスパラガス市場が大きいということだ?日本のアスパラガス消費量は年間4万

Inquiries Gangwondo Asparagus Producer Association

トンに上る?このうち?每年1万トン?約8,500万ドルの規模を米國? タイ?メキシコなどから輸入している? 輸入量が相當なものであるが?輸入量全に占める韓國産の割合は實際にはわずかなものだ? 一方?輸入の割合は少ないものの?江原道で栽培されたアスパラガスの品質は非常によいとの評價を受けている?昨年の消費者選好度調査で韓國産アスパラガスがメキシコ産より新鮮で?糖度と硬度?固有の香りなど品質がすぐれ?日本のバイヤ－に好評だったという? 多くの産地が海拔300m以上の高地帶に位置し?他地域より平均氣溫が低く?日較差が大きいことで?高品質の商品を生産できる?ビニ－ルハウスで栽培され? 農藥を全く使用しない安全な農産物ということも强みだ?これらの点を考慮すれば?今後?日本で韓國産アスパラガスの消費量が十分に擴大するものと期待される? 金英林會長は「韓國も消費量の60% は輸入に依存しているが?國內の生産が 3-6月に最も多く集中して輸出も行わなければならない?」としつつ?「日本は地理的にも近く?船舶輸出により費用節減が期待できる?今後?輸出量の確保のための環境を整えるのに力を注いでいく計畵だ?」と明かした? 5,000 5,000

Tel +82-10-5374-3944

Issue 248 Jun. 2016 3 1

Fresh Food _ Powered Grains & Brown Rice

1. A OgokHyeonmi SsalPpang tasting event for local consumers held at Northgate Market, in the US 2. The OgokHyeonmi SsalPpang stand at Northgate Market

g n e a c p i P R l a n s a S e i r o m K n o with e y H e k d o a g M d O x i a m e o r r b P sA Favorable Feedback e from 90% of Go Consumers in the US 3 2 Korea AgraFood

n Korea, rice still wields strong influence as the staple food, but its annual consumption is gradually decreasing. The habit of eating rice for breakfast is disappearing and many Koreans prefer simply having some juice with bread and fruit in the morning. The per-capita rice consumption in Korea amounted to 130kg in 1984, has decreased to 83kg in 2003, and is estimated to have fallen to 63kg last year. Against this backdrop, the Korean government is carrying out campaigns to promote domestic rice consumption and encouraging farmers to export rice overseas. Recently, about 120 tons of Korean rice were exported to China, but further expansion to large-scale exports is unlikely. South Gyeongsang Province, Sancheong County, and Hyoseong Food Co., Ltd. joined their efforts and succeeded in exporting OgokHyeonmi SsalPpang Premix (a premix for rice bread with five grains and brown rice) to the US last year. This year, the producer, Hyoseong Food Co., Ltd. is going to export 20 tons a month starting from June. The total volume, 240 tons per year, is worth USD$1.2 million. The product is imported by Northgate Market, the biggest Latino market in the Los Angeles area. Established in 1980, Northgate is a large distributor, operating 42 stores and boasting an annual revenue of USD$1 billion. Hyoseong Food Co., Ltd. and Northgate Global Trading signed a LOI (Letter of Intent) on export of OgokHyeonmi SsalPpang Premix this April. According to the LOI, the two parties are to conclude a formal contract within 3 months, after deciding on the unit cost and quantity of exported goods.

Supplied to Northgate Market in the US The signing of the LOI is a result of rice bread tasting events, which were conducted for bakery staff of Northgate Market on March 28―April 8. According to a survey, 90 percent of customers who tried OgokHyeonmi SsalPpang during that period showed favorable responses and expressed intention to purchase the rice bread. Kang Ki-hong, CEO of Hyoseong Food Co., Ltd., explains, “OgokHyeonmi SsalPpang Premix is a product made by mixing white rice―all of which is grown in Sancheong County―with brown rice, barley, corn, and other grains. We are building a system for making and supplying bread using this premix, and are sharing our baking technology and recipes with Northgate.” Mr. Kang stressed, “Over 90 percent of local consumers whom we met during the tasting events gave the rice bread ‘good’ or ‘very good’ marks. Many of them asked what kind of bread it was as they could feel the difference from bread made with wheat flour.” More Americans these days are becoming interested in living a healthy lifestyle. This trend encouraged the producer to emphasize the health benefits of the main ingredient, rice, and many consumers responded with positive purchase intent. Crucial Role of Support from Provincial Authorities in Exporting Premix The debut of OgokHyeonmi SsalPpang Premix in the American market occurred through a thrilling chain of events. First, last June, South Gyeongsang Province hosted presentations of Korean agricultural products during busi-

Issue 248 Jun. 2016 3 3

Fresh Food _ Powered Grains & Brown Rice

wheat flour is added. The exact ratio of rice in the products varies according to the variety of rice used, which is part of the company’s knowhow accumulated through 10 years of trial and error. Mr. Kang emphasizes, “The reason why rice bread had failed in the market in the past is because it was made by simply combining rice and wheat flour, without highlighting the merits of rice bread. We keep the flour at a miniAn employee of Hyosung Food explains the technique for making rice bread to employees of Northgate Market

ness consultations in Los Angeles, and an executive of Northgate showed interest in OgokHyeonmi SsalPpang. Following consultations, managers of Northgate visited the headquarters of Hyoseong Food in Sancheong County twice and went on a field trip to the factory producing OgokHyeonmi SsalPpang Premix. Mr. Kang shares the company’s experiences: “We had participated in several Korean fairs for processed food, and our baguette baked with brown rice was a big hit. But even after opening our tenth franchise in the domestic market, we still thought we needed to advance overseas and were looking for a way to start export. The support of South Gyeongsang Province and Sancheong County was crucial in exporting the premix.” The product is available in three types: bread, baguette, and other baked goods. The premix for general baked goods consists of 70 percent white rice and 30 percent mixed grains (brown rice, barley, and corn). The other two types contain fewer mixed grains and 10 to 15 percent

mum and use the appropriate rice ratio. This way, we can make the bread soft and delicious.”

Focus on Expanding the Export Market What are the merits of bread made with OgokHyeonmi SsalPpang? Thanks to the fermentation process that uses an enzyme developed by Hyoseong Food Co., Ltd., the rice bread is as soft as wheat bread. The company does not add any artificial substances and uses only natural ingredients such as rice and mixed grains. In addition, the products satisfy consumers’ interest in novel goods. At present, the price difference between rice bread and wheat bread is only 7 to 10 percent, and it is expected to help the growth of its consumer base. Mr. Kang said, “The moisture ratio in the premix is 1 percent lower than in wheat flour, so we ship it overseas without using preservatives. The fact that we haven’t come across any problems gives us additional confidence.” Mr. Kang also revealed his ambitions: “With recognition of our food safety from US FDA, we are ready to advance into Europe, Japan, Mexico, and many other countries. We also consider exports to the Middle East and Southeast Asia and are in the process of obtaining halal certification.”

韓國産米で作った五穀玄米米粉パンプレミックスを輸出米國の現地の消費者の90%が米粉パンへ好意的な反應

韓國は米を主食としているが?每年?米の消費量は小幅な減少を示している?朝は米を食べなければならないという考えが徐に變化する一方で?パン?果物?ジュ－スなどで簡單に攝るというケ－スが增えているためだ?韓國の1人當たりの米の消費量の變化をみると?1984年に130kgに達するが?2003年には83kgへと減少した?昨年は63kgまで減少し?政府は米の消費促進のキャンペ－ンはもちろん?海外市場への輸出まで積極的に促してい 3 4 Korea AgraFood

るという狀況だ?こうした努力により?最近では韓國産の米が中國などへ120トンほど輸出されたが?大量の輸出を期待するのは困難だ? こうしたなか?今年4月に慶南道廳と山淸郡廳?ヒョソン食品營農組合法人が共同で努力した結果?五穀玄米米粉パンプレミックスを米國へ輸出することになった?五穀玄米米粉パンプレミックスは?ヒョソン食品營農組合法人が生産するが?6月から每月

トンずつ年間240トンを輸出する予定だ?金額に直すと?120 万ドルほどだ?輸入業者は米國のロサンゼルス地域のヒスパニック系最大のマ－ケットであるノ－スゲ－トマ－ケットだ?ノ－スゲ－トは?1980年に設立され42ヶ所の自社の店孃を展開し?年間10億ドルの賣上規模を誇る大手流通業者だ? ヒョソン食品營農組合法人は?今年4月に五穀玄米米粉パンプレミックスの輸出のために?ノ－スゲ－ト?グロ－バル?トレ－ディングと輸出入同意書を取り交わした?今回の同意書では?製品單と量など細部の事項はお互いに協議して決定し?3ヶ月以內に本契約を締結するという內容が盛り腐まれている? 20

米國·ノ－スゲ－トマ－ケットにプレミックスを供給

今回の意向書は?今年の3月28日から4月8日まで?米國のノ－スゲ－トマ－ケットの製パン技術者を對象に實施された米粉パン製造技術敎育と試食イベントの結果によるものだ?この期間に實施された試食イベントで五穀玄米米粉パンを食べた顧客の90%以上が良好な反應を示し?買いたいとの意思を示したという? 姜基洪（カン?ギホン）ヒョソン食品營農組合法人代表は?「五穀玄米米粉パンプレミックスは?山淸で生産された米を100%使用し?玄米?麥?トウモロコシなどをブレンドして作った製品だ?」としつつ?「本製品でパンを製造して供給するシステムを準備中で? ノ－スゲ－トでは製パン技術とレシピを全て制動している狀態だ?」と明らかにした? 特に?姜代表は「ノ－スゲ－トの店孃で實施した試食イベントで出會った現地の消費者の90%以上は”good”または”very good”という反應を示した?」としつつ?「旣存の小麥粉のパンと違いを知ろうと?どのパンであるか聞いてくる場合は多かった?」と述べた? さらに?最近?米國で健康への關心が高まっており?原料でも差別化でき健康にもよい米粉パンという点を積極的にアピ－ルし?積極的な購買意思という形で反を示したということだ?

玄米米粉を輸出する機會が整った?」と明かした? ヒョソン食品營農組合法人の五穀玄米米粉パンプレミックスは製パン?製菓?バゲット用に分けて生産される?製菓用のプレミックスは米70%に?玄米?麥?トウモロコシなどの雜穀30%を配合する?そして?バゲットと製パン用プレミックスは玄米?麥?トウモロコシなど雜穀の割合を下げ?10∼15%ほど小麥粉を加える?プレミックスの割合は米の品種により?若干の違いはあるが?10年余りの失敗を繰り返して蓄積したノウハウだ? 姜基洪代表は「以前?米粉パンが市場で失敗した理由は?單純に米粉と小麥粉を配合して作ったパンであることから?米粉パンの强みを生かせなかったためだ?」としつつ?「小麥粉の使用を最少限にとどめ?米粉の割合をしっかりとあわせてこそ?やわらかくて美味しい米粉パンを製造できる?」と强調した?

プレミックスの輸出國の擴大に注力

五穀玄米米粉パンプレミックスで作ったパンの强みは何だろうか?ヒョソン食品營農組合法人は自社で開發した酵素による發酵過程を經て?小麥粉のパンに近いやわらかさを味わうことができると明かした?そして?米粉と雜穀を利用しており?添加物を使用しない天然素材で作ることが?新たな商品を望む消費者のニ－ズに合ったものだという? 現在?小麥粉のパンとの價格差は7∼ 10%に過ぎないことも?消費層の底邊擴大に大きく寄與するとみている? 姜基洪代表は「プレミックスの水分率が小麥粉より1%低いので?米國へ輸出するとときに防腐劑を使用しなくても全く問題がなかったことから?自信をつけた?」としつつ?「米國のFDAから食品安全性の承認を受けるほど?今後はヨ－ロッパ?日本?メキシコなど各國へ進出する予定だ?さらに?中東?東南アジアへの輸出を考慮し?ハラ－ル認證の手續きまで進めている?」と述べた?

プレミックスの海外進出への行政機關の大きな支援

五穀玄米米粉パンプレミックスの米國輸出は盛大かつ劇的に行なわれた?米國のロサンゼルスで昨年6月に慶南道廳が開催した「農食品ビジネス商談會」で紹介された五穀玄米パンに觸れたノ－スゲ－トの役員が關心を示し?商談が行われた?以後?ノ－スゲ－トの役員が2回にわたって?慶南の山淸に位置するヒョソン食品營農組合法人の本社を訪問し?五穀玄米米粉パンプレミックスの製造工程の現場を見學した? 姜基洪代表は「國內で米加工食品博覽會に參加し?玄米バゲットがヒットするとともに?現在まで全國で加盟店を10號店までオ－プンした?」としつつ?「しかし?輸出の必要性を感じつつも?海外進出を考えてはいたが?慶尙南道廳と山淸郡の支援により?五穀 Inquiries Hyoseong Food Co., Ltd.

Employees of Northgate Market receive training on making rice bread

Tel +82-55-973-8980

Fax +82-55-973-8981

Issue 248 Jun. 2016 3 5

It’s New !

Bibigo Seaweed Snack

Sonsoo Cold Noodles with Kimchi Broth

Healthy Seaweed Snack Targeting the Chinese Market

Using a Kimchi Broth and Noodles Made with Rice

ibigo Seaweed Snacks of CJ Cheiljedang are receiving a good response among foreigners. Recently, the producer released a new type of

Korean food enterprise, OurHome, has recently released new cold noodle products which utilize a kimchi fermentation technique: Sonsoo

Bibigo Seaweed Snacks designed with foreign consumers in mind.

Rice Noodles with Cold Kimchi Broth and Sonsoo MulNaengmyeon with Cold Kimchi Broth.

The product uses a technology of combining seaweed with rice chips. The technology has been independently de-

The two products use a special type of kimchi broth that gives them a sweet-and-sour kimchi flavor. The broth is a

veloped by CJ Cheiljedang and is awaiting patents in the US, China, and Japan. Bibigo Seaweed Snack is a low-calorie food with a clean taste because the snack is not fried but baked in an oven. No artificial additives (colors or fragrances), trans

fermented extract made with kimchi seasonings, napa cabbage juice, and white radish juice using a technique developed by OurHome. The noodles for Sonsoo Rice Noodles with Cold Kimchi Broth are made with rice instead of flour, out of considera-

fats, gluten, or cholesterol are used.

Two Flavors: Sweet “Honey and Corn” and Spicy “Hot Spicy” The newly released Bibigo Seaweed Snack comes in two flavors that are expected to appeal to Chinese consumers: the sweet-tasting “Honey and Corn” and the spicy

“Hot Spicy.” The merit of the Honey and Corn snack is in the harmony of aromatic acacia honey and creamy corn. The Hot Spicy snack is made with chili oil which is widely used in Chinese cuisine. According to a representative of CJ Cheiljedang, the company is planning to actively promote Bibigo Seaweed Snack to foreign consumers through major foreign distributors such as Costco and Walmart.

必品閣)海苔零食

甘酸っぱい特製キムチス－プを活用…小麥粉の代わりに米を使用

摸准中攻游客口味的健康海苔零食

推出甛味“Honey&Corn(蜂蜜和玉米)”和辣味“Hot Inquiries CJ Cheiljedang

3 6 Korea AgraFood

辣味)”2種産品

Spicy(

這次新推出的海苔零食爲甛味“Honey&Corn”和辣味“Hot Spicy”2種産品，這兩種産品是按照中攻游客的口味，專門爲吸引中攻游客而硏屠的産品?“Honey&Corn”的特点是産品具有純正洋槐蜜的甛美及爆米花的香美味道?“Hot Spicy”則根据中餐常用辣椒油的特点，通過在海苔零食中添加辣椒和香油，增加了産品的風味?CJ第一制糖有關負責人憐示，“我們計琬通過沃爾瑪及好市多等海外大型銷魔渠道，開展各種宣傳活動以進一步頑大海外市場?爲此，我們正在籌備擧辦大型品嘗活動及由海外消費者直接參侮的各種促銷活動”?

Tel +82-2-6740-1114

Enjoy a Convenient and Healthy Meal Ready to be Served in 2-3 Minutes

that can be cooked quickly and easily irrespective of age or gender. First, boil and cool down the noodles. Then, pour in the separately packaged kimchi broth. The entire cooking process takes just a couple of minutes. You can garnish the dish to your liking with a boiled egg and sliced cucumber. For a crispier taste, add sliced kimchi as a topping.

キムチス－プで作ったアワホ－ム冷藏麵

Bibigo(

最近，CJ第一制糖又通過推出深受海外游客好評的“Bibigo(必品閣)海苔零食”新産品，全面開始了捲外攻消費者的銷魔攻略? 本産品是以海苔侮大米片相結合的技術生産的大米零食?海苔侮大米片結合技術是由CJ第一制糖世界首創開屠出的新技術，目前正在申請攻內及美攻?中攻?日本等攻專利? 本産品的最大優点是未格油炸處理，在勁箱勁制而成，賓路裏含量低?除此之外，不含面筋?飽和脂肪?圈固醇成分及未添加人工色素和香料也是本産品的特点之一?

tion for consumers’ health. Sonsoo Mul-Naengmyeon with Cold Kimchi Broth uses buckwheat noodles and has a great aroma thanks to the addition of potato starch.

Both products are HMR (Home Meal Replacement) foods

Website www.cj.co.kr

韓國の食品企業「アワホ－ム（OurHome）」がキムチの發酵技術を活用した冷藏麵製品の「ソンスキムチマリククス」と「ソンスキムチマリ水冷麵」を新たに發賣した?ソンスキムチマリククスおよびキムチマリ水冷麵は?キムチで作った特製ス－プを使用し? 甘酸っぱさとともに?キムチのス－プの深い味わいを一緖に感じられるが?なかでも特製キムチス－プはアワホ－ムの獨自の技術を通して?キムチのヤンニョムと白菜汁?大根汁を乳酸菌で發酵させて作ったエキスだ? また?ソンスキムチマリククスは?小麥粉の代わりに米麵を使用し?消費者の健康を考えるとともに?ソンスキムチマリ水冷麵はジャガイモのデンプンを加え?香ばしさを加えた? Inquiries OurHome

2-3分で簡單かつ健康的な一食を樂しむことができる

ソンスキムチマリククスおよびキムチマリ水冷麵は?非常に簡單な方法で老若男女誰にでも簡單に作ることができる「家庭便宜食」製品だ?お湯で麵をゆでた後?特製キムチス－プだけ加えれば?2-3分で簡單かつ健康的な一食を樂しむことができる?消費者の好みに合わせて?サクサクした食感がよいのであれば?小さく切ったキムチを盛り付けてもいい? アワホ－ムの關係者は?「今回の新製品は?アワホ－ムのキムチ發酵技術のノウハウを活用した健康冷藏麵製品」と述べ?「當社の製品を通して?消費者が四季を通してキムチの深い風味と健康で美味しい麵を家庭で簡單に樂しめるでしょう」と述べた?

Tel +82-2-6966-9578

Website www.ourhome.co.kr

Issue 248 Jun. 2016 3 7

Korean Franchise _ Soonnam Siraegi

hand of a mother. The design of the restaurants reinterprets the atmosphere of traditional Korean cuisine from a simple

Soonnam Siraegi Serves Dishes Best Representing the Korean Folk Food

and refined modern viewpoint. The nature-friendly concept of Soonnam Siraegi is reflected in the environmentallyfriendly wooden decoration. As a motif, the brand uses a simple table that a mother would set for her children in 1

front of a buttumak (traditional wood-burning stove) in the 1960s and 1970s, so there is a stylized buttumak in each of the brand restaurants. In this way, a bowl of siraegi-guk in Sunnam Siraegi represents some 60 years in the life of a common Korean family.

Efforts to Popularize Siraegi-gukbap Soonnam Siraegi sticks to four basic principles. Firstly, it serves healthy food and side-dishes without limit. This is intended as a demonstration of a motherâ&#x20AC;&#x2122;s love who always wants her children to have more. Each restaurant has a but2 tumak self-service bar where customers can get as much 1. The exterior of a Soonnam Siraegi franchisee at Daejeon City japchae (potato starch noodles stir-fried with assorted veg2. The interior of Soonnam Siraegi franchisee at Yangjae-dong, Seoul City etables), dotorimuk (acorn jelly), namul (various vegetable dishes), and traditional snacks as they want. Secondly, iraegi-guk (radish leaf soup) is a representative Soonnam Siraegi only uses siraegi grown in the Korean folk dish that Koreans made in poor times by colsoil in a natural way. The supply of siraegi for the restaulecting radish leaves which are abundant in the rants comes from Yanggu in Gangwon Province, an area fields. It is a simple yet healthy food that reminds Koreans famous for its clean, natural environment. of the love and devotion of their mothers who did their best The third principle is the cooking method. Sunnam to feed their children. A franchise company, Bareun Siraegi makes siraegi-guk with the juice of ground and Changeop, took note of this nostalgic sentiment and creatpressed raw perilla seeds. The taste of raw perilla seeds ed a franchise brand, Soonnam Siraegi, themed after the adds richness and a soft mouthfeel to the soup while resoup. It offers consumers healthy square meals just as their moving the unpleasant taste. Lastly, the restaurants offer a mothers would make for them. wide range of dishes so customers can stop by any timeâ&#x20AC;&#x2022; whether it is for a meal or evening drinks. The dishes that can be used as an accompaniment to drinks include domaCasting New Light on Siraegi as a Health Food The history of Soonnam Siraegi goes back all the way to suyuk-jeongsik (a light yet savory meal with steamed pork a dining table with siraegi-guk served on a traditional wooden that was wholeheartedly cooked cutting board) and ssuktteokby a grandmother, Kim Soon. tteokgalbi-jeongsik (a meal with Later, her daughter-in-law, Jang grilled short ribs in marinade, Soon-nam, learned the recipe for which are wrapped in slices of the soup and cooked it for a local mugwort rice cake; its biggest food contest in North Jeolla merit is the combination of crispy Province in 1996. She received a and chewy textures of patty and A self-service bar styled after buttumak (wood-burning prize and decided to start her stove) offers various dishes including japchae rice cake). Customers can also try own franchise business. noeulgureum makgeolli, which is The interior decoration and menu of Soonnam Siraegi unrefined rice wine with omija (a type of berry, schisandra evoke nostalgia for the warm heartedness and delicate chinensis) and bokbunja (black raspberry).

The Taste of Homemade Food Transmitted through Three Generations

3 8 Korea AgraFood

Issue 248 Jun. 2016 3 9

Korean Franchise _ Soonnam Siraegi

Additional Information Samdae siraegi-guk (a threegeneration radish leaf soup)

最具純韓攻味和百姓味的“順男干菜葉”

A Guide to Dishes of Soonnam Siraegi

三代相傳的家庭米飯香

土美食大展上獲奬后，正式開始了特許加盟格營事業? 他們在“順男干菜葉”的菜譜和店面裝飾中，融入了使顧客有一種母親的手藝和故鄕情懷的因素?“順男干菜葉”的店面，通過具有時尙感的簡單精美裝飾，捲傳統的韓式風格給予了新的潁撈?而且，通過使用環保木材突出了“順男干菜葉”的綠色環保槪念，幷通過再現上憾世紀60-70年代的索臺，使人聯想到母親精心准備的朴麟飯腋?傳承60多年的家族史都融入在了這一碗干菜葉湯之中?

Samdae siraegi-guk is a healthy dish for modern people. The stock is made with eight ingredients including siraegi (which is known to contain vitamins, minerals, and dietary fibers), deonjang (soy bean paste) and shiitake mushroom (known to have an anti-cancer effect), kelp, perilla seeds, and anchovies.

Ssiat-doenjang-siraegi-bap (cooked rice mixed with soybean paste, nuts, &seeds) Ssiat-doenjang-siraegi-bap is made by mixing rice cooked with siraegi and low-salt deonjang to which sunflower seeds, pumpkin seeds, and other kinds of seeds and nuts have been added.

Domasuyuk-jeongsik (a meal with steamed pork served on a traditional wooden cutting board) pork and siraegi-guk. The pork belly (sam-

Jeonssine-muk-bibimbap (Mr. Jeon’s special acorn jelly bibimbap)

gyeopsal) is fermented in a deonjang-based

Jeonssine-muk-bibimbap is a low-caloric

Domasuyuk-jeongsik consists of steamed

sauce and then boiled. The dish originated in

diet food made by mixing rice with crispy

Jeju Island and is a perfect match to siraegi-

yeolmu-kimchi (young radish kimchi) and

guk.

dotorimuk (acorn jelly).

Other dishes Soonnam Siraegi’s menu also includes bomhyangssuk-guk (springtime fresh mugwort soup), dotori-haemulpajeon (acorn and seafood pancake), and traditional Korean alcoholic drinks such as homemade makgeolli, yujataengtaeng makgeolli (fresh citron makgeolli), and noeulgureum makgeolli.

干菜葉湯原本是在飢餓的年代爲了果腹，在大地上崗拾蘿卜纓熬湯喝的最百姓化的健康食物?盡管蜈朴素，但也是蘊含着每一憾母親想讓自己的子女吃飽飯的眞情食物?以干菜葉爲主題進行創業的特許加盟店“順男干菜葉”(Soonnam Siraegi)，也正是把這一点作爲了格營的重点?“順男干菜葉”的格營思想是通過母親親手准備般酪盛的一頓飯，爲顧客提供不用吃保健葯也能健康的綠色餐腋?

捲健康食品干菜葉進行重塑的“順男干菜葉”

“順男干菜葉”始于金順老球球爲家人精心准備的干菜葉湯飯腋? 之后，傅孟婦張順男女士訣承了烹斐方法，幷于1996年在全北鄕

“順男干菜葉”堅持的基本原則有四穡?第一是健康的食物和小菜隨便吃?這也是母親望子多吃的心情郞現，顧客在自助餐臺上可隨意挑選什錦炒菜?橡子祺粉?蔬菜?老式餠干等食物?第二是堅持使用韓攻産天然純淨的干菜葉原料?所用的干菜葉全部産自純淨的江原道楊口地袴?第三是干菜葉湯利用現趺的生蘇子汁消除璉味，使口感更加可口?而且，生蘇子侮干菜葉搭配后使湯味更具濃香的風味?第四是菜品樣式多樣，晩餐喝杯酒也蜈方便?在“順男干菜葉”店，顧客還可品嘗到味道香美的“菜板熟肉定食”?用艾桀包憬味道脆香筋道的“艾桀勁排骨”和混合有五味子和覆盆子的“晩霞云彩米酒”等?

信息 “順男干菜葉”食物嘗鮮

三代干菜葉湯: “三代干菜葉湯”是利用富含維生素?无机物及膳食纖維的干蘿卜纓，具有抗癌作用的大醬及香慶?海帶?蘇子?鳳尾魚等8種以上天然材料熬制出的現代人的健康補養食品? 菜板熟肉定食: 肆肉侮干菜葉湯搭配的菜譜?熟肉是利用大醬料汁酩制后水煮的五花肉?這是一種源自上州島的傳統料理，肆肉侮干菜葉湯搭配后味道更是錦上添花? 艾桀勁排骨定食:

嘗到肉汁鮮美的勁排骨? Ssuktteok-tteokgalbi-jeong sik (a meal with grilled marinated short rib patty wrapped in mugwort rice cake)

順男干菜葉”, 讓干菜葉湯飯成爲大衆化

“

利用韓攻産肆肉?蔬菜和干菜葉搭配而成?可品

果仁大醬干菜葉飯:

果仁大醬干菜葉飯是，利用精心基碼的干菜葉物出的米飯侮利用葵花旴仁?南瓜旴仁等堅果類配制而成的香美低鹽果仁大醬，拌着吃的食物?

全子拌飯:

低熱量癎肥食品全子拌飯，是將脆口的小蘿卜泡菜及橡子

祺粉侮米飯拌着吃的美味食物?

其他菜譜 :

在“ 順男干菜葉 ”店中，顧客還能品嘗到春香艾湯 ?橡子海鮮升煎餠(Seafood Acorn Pancake)及韓攻傳統米酒(House Makgeolli)?柚子米酒(Fresh Citron Makgeolli)?晩霞云彩米酒(Noeulgurum Makgeolli)等美味? (Springtime Fresh Mugwort Soup)

Ssuktteok-tteokgalbi-jeongsik is made by cutting siraegi and adding it to Korean pork and vegetables. The patty is very juicy.

4 0 Korea AgraFood

Inquiries Soonnam Siraegi

Tel +82-1855-1950

Fax +82-2-2042-0908

Website www.soonnam.com

Issue 248 Jun. 2016 4 1

Daniel Lee Gray’s Hansik Story

Snacks Hazell likes snacks as well. Korea has great snacks that are

How to

not so sugary: for example, seaweed (gim), baby cheese, and puffed rice snacks. Hazell doesn’t have teeth yet so she will hold them in her mouth until they are soft and then eat them.

Feed a

My daughter also loves fruit such as bananas, tomatoes, and avocados. My wife and I mush them up first and then feed them to her.

Korean Baby

Solid Food As Hazell got older (4 months―1 year), my wife started to cook. She didn’t buy any tiny jars of baby food that I see over-

Baby Milk

seas. She made rice porridge with different ingredients―one or two vegetables and beef. Over time, she added more exot-

I thought I would be going to baby classes where my

ic ingredients such as avocado, pumpkin, chicken, fish, and tomato. By carefully differentiating the food from meal to meal,

the baby and such. Nope. After a woman gives birth

she made sure my daughter wouldn’t get bored of her meals.

Most of the time Hazell loves to eat but sometimes she is irrita-

in Korea, she usually stays at a joriwon (a baby care

All the vegetables, fruits, and meat we bought for Hazell were

ble and refuses. We always have toys and distractions for her

center) to recover from the trauma of child birth and

organic or pesticide free. Luckily, these types of products are

to play with. It could be a book or a rattle or a spoon. She likes

the nurses there help educate the parents on baby

now mainstream in Korea and conveniently labeled so they

to hold things in her hands. We make eating a game and play

care. My wife was in a joriwon for two weeks in a pri-

are easy to find in most grocery stores. My wife also orders a

“peek-a-boo” or sing songs while she eats. If she is really irri-

vate suite―something unheard of in most western

lot of food online. The one problem I have is that any product

tated, we wrap the rice in seaweed or put a piece of baby

countries. As for feeding the baby, she first breastfed

labeled “for babies,” is double if not three times the price of

cheese on top of the food. If she doesn’t like a particular food,

others.

we hold a piece of cheese close to her mouth and when she

and later used formula along with breast milk. My wife told me that the formula was to help add weight and

My beliefs behind child rearing, especially baby care, were based on western television, movies, and media. I thought it would be pretty easy: if I had diapers, formula, baby powder, and jars of baby food, I would be ready to take care of my child. Boy, was I wrong. What I learned from my own daughter is that babies need a lot more care and nutrients. I also found the Korean conceptions of baby care quite different from other parts of the world and enlightening.

4 2 Korea AgraFood

Food Feeding Tricks

wife would learn to breathe and I would learn to hold

opens her mouth to eat the cheese, we’ll put a spoon of rice

that the breast milk would give the baby nutrients and

Now, my wife has a pretty easy-to-follow process for making

help her fight sickness. My daughter, Hazell, was born

the food for the baby. Even I can do it. She usually soaks the

one month premature and underweight but she

rice overnight in filtered water. If she is adding grains like oats

quickly caught up and gained weight just like other

or barley, she boils those first to make them soft. She usually

babies her age.

soaks beef in water to pull the blood out and later throws

Final Thoughts

To help her in this process, my wife would add gluti-

away the liquid. The vegetables, such as pumpkin, carrots, av-

All cultures have different philosophies on feeding and rais-

nous rice to the water. She first soaked rice in water

ocado, and bok choy, are prepared in advance. She blanch-

ing children. I don’t know if the Korean way is the best or

in her mouth instead!

and then laboriously ground it until it was fine. The rice

es, finely chops them, portions them into cubes, and freezes

not. However, I feel that the foundation of feeding our baby

powder was then added to water before putting for-

them. She boils the rice until it is soft and then adds one cube

is sound. She is growing well and learning to enjoy a vari-

mula in it. Hazell really enjoyed this milk and it made

of up to three different vegetables and meat and cooks them

ety of natural foods. I am grateful to my wife for doing the

her a plump, chubby baby over time. My wife still uses

until soft. She feeds one to the baby and freezes the rest so

research and the care she puts into making each dish. I think

this method whenever Hazell has an upset stomach

she can alternate the food on different days. We never add

this approach to food will make Hazell a healthy, happy ba-

or digestion problems.

salt to the food since it could be bad for the baby’s health.

by that will appreciate quality food.

Issue 248 Jun. 2016 4 3

Simple Korean Cooking

Tteokbokki with Devil’s-tongue Jelly

teokbokki is made by stir-frying chewy rice cake, fish cake, and a variety of vegetables in spicy-sweet gochujang (red pepper paste). It is a representative Korean street food. Tteokbokki is a fa-

spicy.” Many Korean dishes that use the sauce, aren’t as

spicy as they look. Nevertheless, some readers may be unfamiliar with

vorite of many foreigners, so you can often see them line up in front of food stalls on the streets of Myeong-dong

Korean traditional sauces and hesitate to try them. That is why in this issue, <Korea AgraFood> would like to introduce you to the Chinese-style tteokbokki which uses a

or Insa-dong in Seoul. The taste of tteokbokki varies greatly depending on

Chinese sauce and devil’s-tongue jelly. Thanks to the addition of the popular Chinese garlic

how much and what kind of gochujang you use. In the fermentation process, gochujang becomes less spicy than

and bean sauce, the dish tastes spicy and creamy. Chewy tteok (Korean rice cake) and bouncy devil’s-tongue jelly

other hot sauces. Its taste is often described as “savory

also make a good harmony.

Chinese-style Tteokbokki with Gochujang Sauce & Devil’s-tongue Jelly

Cooking Tips To weaken the scent of the Chinese sauce, use basil leaves instead of leek. They are effective in neutralizing fragrances.

How to Make tteokbokki with devil’s tongue jelly (two servings) Main Ingredients: 200g rice cake, 50g onion, 50g devil’s tongue jelly, 20g spring onion, 20g red chili pepper, leek. Sauce ingredients: 25g gochujang, 3ml soy sauce, 5g starch syrup, 3g red pepper powder, 5g chili oil, 3g minced garlic, 5g sugar, 2g garlic and bean sauce, 2g pepper and garlic sauce, salt and black pepper powder to taste. 1. Parboil tteok in boiling water. 2. Mix together all sauce ingredients. Leave for a few minutes. 3. Cut red chili pepper and spring onion diagonally. Cut leek and devil’s-tongue jelly into pieces approximately 4cm long. 4. Parboil devil’s-tongue jelly in boiling water until it becomes transparent. 5. Rinse the parboiled jelly in cold water. 6. Line a pan with oil. Stir-fry all ingredients except for the leek. Add the sauce and boil down. 7. When tteok becomes well-seasoned with the sauce, add devil’s-tongue jelly. Mix well. 8. Before serving, garnish the top of the dish with leek.

4 4 Korea AgraFood

Issue 248 Jun. 2016 4 5

K-Tour

A Glimpse at Korean History

Korean Folk Village Korean Folk Village is an outdoor folk museum that reproduces the lives of pre-modern Koreans ancestors and offers a chance to learn and experience their wisdom and wits. The village was built by moving and restoring traditional Korean houses that were built during the Joseon period (1392-1910) in different regions of the country. Both the houses of commoners and aristocrats are on display. Visitors can enjoy a variety of events and shows such as exciting perfor-

nongak

mances of traditional Korean horseback martial arts, nongak (traditional Korean folk music performed by farmers), gukak (Korean classical music), B-boying (which combines merry tunes of traditional Korean music with fantabulous break dancing), and a traditional Korean wedding ceremony.

Yongin Where the Urban Coexists with the Rural Yongin is a city in Gyeonggi Province where you can find a unique coexistence of urban and rural lifestyles. Each part of the city takes on different features: for example, Suji-gu (gu stands for “district”) is a concentration of urban residences whereas many parts of Cheoin-gu remain pastoral. Such a mixture of diverse traits attracts many tourists. Visitors can learn about Korean history at the Korean Folk Village and Yongin Daejanggeum Park, observe the leisure and everyday modern life of Koreans at Everland, Bojung Cafe Street, and Yongin Central Marketplace, and experience the life of Korean farmers at Yongin Agricultural Theme Park and Nongdowon Farm. <Korea AgraFood> would like to introduce you to six representative tourist attractions of Yongin City.

韓攻民俗村:韓攻民俗村是通過再現我們祖先生活的場景，了潁和郞驗他們聰明侮思智的

露天民俗博物館?韓攻民俗村是由各地朝鮮時期的房屋遷移集中而成，幷捲庶民房屋和兩班房屋進行遷移和復原后形成了村落?在這裏每年都要擧辦各種演出活動，游客可在這裏欣賞到韓攻的傳統武藝馬上武術?傳統的農樂憐演?攻樂街舞侮精彩街舞相結合的攻樂街舞及傳統婚饑等各種精彩的憐演?

Neol ttwigi (Korean traditional see-sawing)

Yongin Daejanggeum Park Yongin Daejanggeum Park is a reproduction of an architectural style and living space of pre-modern Koreans, based on historical research of the periods of the Three Kingdoms (1C BC-10C AD), the Goryo dynasty (10C-14C), and the Joseon dynasty. The park is renowned as a shooting location of Korean hit television drama series including Dong-i, The Great Queen Seondeok, Lee San (also known as the Wind of the Palace), Empress Ki, and The Moon Embracing the Sun. The park offers a wide range of sites including district offices which also served as residences of Joseon aristocrats, downtown streets where one can get a glimpse of daily life of commoners, police bureaus and prisons, Gyujanggak (royal library of the Joseon dynasty) and Muryangsujeon (second oldest standing wooden building in Korea). What’s more, the park offers visitors a chance to put on royal costumes and take pictures with models of TV series characters in a photo zone, see a royal costume exhibition, and have refreshments at a medicinal herbal tea house.

龍仁大長今公園:龍仁大長今公園是捲三攻時期?高麗時期及朝鮮時期的建筑樣式及生活空

間，格曆史考嗇后進行再現的地方?著名的電視劇同伊?善德女王?李算?奇皇后?懷抱太陽的月亮等也都在這裏拍攝過場景?在大長今公園，游客不僅可以看到朝鮮時期兩班的傳統居室衙門，庶民日常生活的集市街及處理犯人的捕盜廳和獄捨，還可親眼看到電視劇裏出現過的奎章閣和无量壽殿等建筑?除此之外，大長今公園內還設有宮廷服飾郞驗袴?可侮電視劇明星人物模型拍照的照相袴?宮廷服飾展覽袴和韓方茶屋等服務設施? 4 6 Korea AgraFood

Issue 248 Jun. 2016 4 7

K-Tour

Everland and Caribbean Bay

Yongin Agricultural Theme Park

Everland is a land of fantasies and adventures where festivals are held 365 days a year. Some representative events

Yongin Agricultural Theme Park is a hands-on experience complex designed to aid understanding of life in rural commu-

include the Tulip Festival, Rose Festival, Summer Splash,

nities. Opened in September 2006, it offers tourists a variety of experience programs. In March through June and September

Halloween and Horror Nights, Christmas Fantasy, and Snow Festival. In this large amusement park, you can take a thrilling ride on attractions like Thunder Falls, T-Express, Amazon Express, Sky

A Glimpse at Korean Recreation Culture

Dancing, and Magic Swing. Caribbean Bay is a large water park themed after the Caribbean Sea of the 17th century. There, visitors can enjoy a Wave Pool with 2.4m-high artificial waves, indoor and outdoor River Ways, a variety of slides, and a Spa Village.

愛銅樂園及加勒比海膿在充滿夢幻和冒險的攻度愛銅樂園， :

一年365天每天都有諸如郁金香節?袒系節?Summer Splash? Halloween & Horror Nights?夢幻聖誕節?雪花節等各種節慶活動?而且還有敞丹水陸兩用車?過山車(T-Express)?亞馬遜直通車?Sky Dancing(漫天飛舞)?Magic Swing等各種游樂設施?此外，水上樂園還有再現17世紀中南美加勒比海膿且可制造出2.4米高人工海浪的波浪池和通向室內外的流水池，驚險的滑水梯及溫泉村等游樂設施?

A Glimpse at Korean Rural Commnities

through December―the periods matching two terms of a school year―one can try sowing seeds and planting, or making handicrafts with herbs and natural objects from a forest at the experience hall of the park. The agriculture exhibition hall is looking into the future of agriculture in Yongin through exhibitions dedicated to science, culture, and business aspects of agriculture. In addition, the park is equipped with a wild flower plaza, planting demonstration zone, agricultural landscape zone, lawn plaza, well-being garden, acupressure pavement, and other facilities.

龍仁農村主題公園:爲了讓游客更好地了潁韓攻的農業及農村生活，而于2006年9月開始營業的主題型郞驗園袴龍仁農村主題公園，以其酪富多彩的郞驗設施受到了游客們的廣泛關注?分別在上半年(3月-6月) 和下半年(9月-12月)組織進行的假期專題講座郞驗館，爲游客准備了香草工藝品制作?植株栽種?在林中利用天然材料制作作品等酪富多彩的郞驗活動?在展現龍仁農業未來前景的農耕文化展覽館，游客可參觀未來農業館?企琬展覽室?農耕文化館?農産品宣傳館等展袴? 除此之外，主題公園還爲游客准備了野花廣場?農作物示範田?景觀農業園袴?草坪廣場?健康庭院?健康按摩路等多種設施? Nongdowon Farm

Cafe Meomum in Yongin Central Marketplace In Yongin Central Marketplace, a traditional marketplace in Yongin, one can easily spot red- and yellow-colored container buildings. Those are a system of cafes, called Meomum, which the marketplace is famous for. They serve meals and refreshments at quite reasonable prices. To have a meal, visitors first buy meomum coins in the red-colored building and then walk around the market exchanging the coins with the dishes they like. After choosing various side-dishes, they return to the red building where they can add rice and soup and enjoy the meal. Inexpensive yet delicious drinks, such as Americano coffee for KRW1,500, can be purchased at the yellow-colored building.

龍仁中央市場Meomum假燾屋:在龍仁的傳統老市場中央市場有兩憾紅色和黃色組合式集裝箱建筑，這就是專門爲接待中央市場游客

而建的Mumum假燾屋?Meomum假燾屋不僅是中央市場的一道美麗風景，而且也是龍仁最廉價的盒飯假燾屋?如果游客想要在能用餐的紅色屋吃飯，首先要兌換可在市場內流通的Meomum硬幣后到市場購買食物?在市場購買各種小菜的顧客只要在假燾屋購買米飯和湯葉可 ?飯后，游客只要花上1,500韓元就可在黃色屋購買美式假燾等各種價廉物美的飮料? 4 8 Korea AgraFood

Nongdowon Farm is famous for an Alps-evoking ranch and a picturesque house on a green hill. It was selected as the most beautiful farm in Korea and has many fans. Visitors can experience a variety of farming-related chores such as feeding calves, milking cows, making icecream and cheese, riding a tractor, and feeding hay to farm animals. A full course of the chores for individual participants begins at 10:20 am every day, whereas the starting time for teams of visitors is flexible. You can book the experience program at www.nongdo.co.kr.

農詭園:農圖園是入選韓攻最美麗牧場的地方，這裏的牧場還有靑山坡上的房屋，風景如怜，猶如美麗的阿爾卑斯，蜈受游客們的喜愛?游客在這裏可郞驗給牛犢尨球?甥球?領激凌制作?球酪制作?開拖拉机?給牛尨干草等牧場生活?球酪制作郞驗活動每天從上午10点20分開始只進行一次，如果是團郞游客也可癩行協商?有意參加郞驗活動的游客，可通過農詭園網址(www. nongdo.co.kr)進行申請? Issue 248 Jun. 2016 4 9

9 2 n

so s Le

Let’s Speak Hansik (Korean cuisine)

김치볶음밥

[Kimchi-bokkeum-bap]

Kimchi Fried Rice Rice fried with finely chopped kimchi. Beef, pork, onions, green-onions, and other vegetables may be added according to taste.

キムチポックムパッ（キムチチャ－ハン)

細かく刻んだキムチをフライパンに入れて弱火で炒める?好みに合わせて牛肉や豚肉?野菜などを加える?

泡菜炒飯

辣白菜切碎.和米.一起放在炒.中用小火炒制而成，也可根据.人喜好加入牛肉或肆肉、蔬菜等其. 材料?

Riz sauté au Kimchi Riz sauté a la poêle a feu doux avec du Kimchi (chou fermenté) haché. On peut y ajouter, selon les goûts, du bœuf, du porc ou des légumes.

Kimchi con arroz frito Arroz con kimchi finamente picado frito a fuego lento. Se puede agregar carne de res, carne de cerdo y verduras, según se guste.

Gebratener Reis mit Kimchi

Riso fritto con Kimchi

Reis, der mit fein gehacktem Kimchi gebraten wird. Rindfleisch, Schweinefleisch, Frühlingszwiebeln und andere Gemüsesorten können je nach Geschmack hinzugefügt werden.

Riso fritto a fiamma bassa con kimchi tritato fino. Manzo, maiale e altre verdure possono essere aggiunte a piacere.

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