Despite COVID-19... The Unwavering Promotion of 'K-Food'

The Ministry of Agriculture, Food and Rural Affairs and the Korea Agro-Fisheries & Food Trade Corporation (aT) produced a video promoting Korean snack foods with influencers in Cambodia on the 26th of last month, and held a Korean food sales event at a large retail store where the ingredients could be purchased.

[Sejong=Asia Economy Reporter Kim Hyunjung] Amid difficulties in international trade caused by the COVID-19 pandemic, the Ministry of Agriculture, Food and Rural Affairs and the Korea Agro-Fisheries & Food Trade Corporation (aT) are accelerating efforts to promote K-Food. They are engaging in marketing using Hallyu stars and increasing touchpoints through collaborations with local influencers and restaurants. In particular, various promotions are being carried out targeting ASEAN countries where agricultural food exports have improved compared to last year.

◆Effective results from collaboration between Hallyu stars and local influencers= Through its global brand project, aT supports trademark registration and recruitment of stars from target countries to help enhance the competitiveness and overseas recognition of agricultural food brands. This year, global stars such as Jo Yeo-jeong, Choi Si-won, Rowoon, and Young Ah participated. Jo Yeo-jeong, an actress from the film "Parasite," which was recognized for the capabilities of Hallyu content at the Cannes Film Festival and the Academy Awards, took part in promoting a kimchi company targeting the Australian market. As a result, exports increased from zero last year to about 1.2 million USD by August this year.

Choi Si-won of Super Junior, active in the K-pop and K-drama fields, actively participated in agricultural food marketing activities through his personal YouTube channel. Rowoon, a rising star from SF9, highlighted a healthy image and took part in content promoting tteokbokki in Vietnam. Model Young Ah joined the effort to promote K-Food through broadcasts and YouTube in Japan. Most small and medium agricultural food companies have low brand awareness among local consumers and often struggle among similar competing products, so aT’s support for star marketing is a great help. In fact, the export amount of target countries and target items for companies selected for star marketing reached about 15 million USD as of the end of August, a 22% increase compared to the same period last year.

In Cambodia, known as the top export country for Korean beverages last year, efforts are underway to raise awareness through cooking classes using K-sauces, influencer-linked promotions, and promotions at large retail stores. On the 26th of last month, a promotional video featuring Korean snack foods was produced with influencers in Cambodia, and a Korean food promotion event was held at a large retail store where the ingredients could be purchased.

The promotional video featured Heng Visal, an influencer with 2 million followers in Cambodia, who learned to make Korean dishes such as gimbap and tteokbokki using gochujang, kimchi, and ramen together with a cooking expert. Simultaneously, a Korean food promotion event was held at AEON, the large retail store with the highest local foot traffic, and the promotional video advertised this event as a place to purchase Korean food, enhancing synergy effects. Although exports to Cambodia were affected by COVID-19, with beverage exports?the top export item?down about 13% as of the end of August, ramen exports increased by 110%, kimchi by 181%, and sauces by 39% compared to the same period last year, showing new possibilities due to the increase in people staying at home.

◆Joining hands with local Korean restaurants facing difficulties= In Vietnam, a promotion called "K-Food Road in Hanoi" will be held throughout October targeting Korean restaurants struggling due to COVID-19. This event was planned in collaboration with private organizations such as the Hanoi Small and Medium Enterprise Federation of Food and Beverage and the Korean Sauce Export Council to promote Korean sauces like soy sauce and gochujang, as well as fresh fruits like pears and grapes, to local consumers. During the event, coupons usable at Korean restaurants will be distributed, and a 50% discount day event will be held to allow local consumers to experience K-Food without price burden.

Park No-wan, the Ambassador of the Republic of Korea to Vietnam, who participated in the event, said, "This is an important event to revitalize the Korean community economy, which has been stagnant due to prolonged social distancing," and added, "We will sequentially consider various support measures for the Korean community facing difficulties, beyond just Korean restaurants."

Meanwhile, despite the sluggish local export conditions caused by COVID-19, exports to ASEAN countries recorded 930 million USD, a 3.9% increase compared to the previous year, supported by increases in ramen exports by 14%, infant formula by 48%, chicken by 12%, kimchi by 66%, and grapes by 73% as of August.

Shin Hyun-gon, Director of Food Exports at aT, said, "An increase in Korean restaurant customers ultimately leads to an expansion of ingredient exports, so promoting Korean restaurants to locals is an efficient marketing method," and added, "We will continue to maintain organic cooperative relationships with local Korean restaurants to expand agricultural food exports."

This content was produced with the assistance of AI translation services.