"Rice is the Answer!" ... Pohang Launches 'Rice Consumption Promotion' Campaign

Creating a Culture of Eating Breakfast and Supporting Farmers Amid Rice Price Decline

Campaign "Rice is the Answer" launched to promote rice consumption.

[Asia Economy Yeongnam Reporting Headquarters Reporter Dongguk Lee] The Agricultural Technology Center of Pohang City, Gyeongbuk, and the City Rice Farmers Association conducted the ‘Rice is the Answer’ campaign on the 3rd, distributing rice balls and scorched rice water to about 1,000 employees commuting to City Hall to promote the consumption of Pohang rice.

This campaign was inspired by last year’s data from the Korea Disease Control and Prevention Agency, which recorded a relatively high average breakfast skipping rate of 36.7%. Along with fostering a culture of eating breakfast among employees, it was carried out as part of a movement to promote the consumption of Pohang rice to stabilize rice prices, which fell by 23% from 59,060 KRW (40kg) in July last year to 45,060 KRW in July this year.

In this campaign, the City Agricultural Technology Center is conducting activities such as ▲ breakfast eating movement ▲ 1·1·1 movement (one person, one bag of rice (10kg), purchase within one month) ▲ stocking Pohang rice (5kg) at the local food unmanned sales center on the 2nd floor of City Hall ▲ operating direct transaction markets to expand Pohang rice consumption and recover rice prices. Going forward, they plan to continue regional rice consumption promotion campaigns, including the ‘Fragrance of Rice’ movement that conveys the savory taste, to raise awareness of the value and excellence of Pohang rice.

Mayor Kangdeok Lee said, “We will strive to overcome the crisis together with the local community by carrying out various rice consumption promotion campaigns to support local farmers who are struggling due to the recent decline in rice prices.”

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