The ‘2020 Buy Korean Food(BKF)’ hosted an online event due to COVID-19, which accomplished a fruitful result with USD 16 million worth in export consultation. The BKF was held for 3 days from 21 October, and 1-on-1 online meetings were arranged between overseas buyers and Korean exporters. In particular, a large number of related industry distribution buyers attended and drew attention to enter famous online malls from overseas countries such as Alibaba and Shopee.

#Better because it was online
Celebrating 12 years this year, BKF invited 62 companies from 12 countries to conduct virtual consultations on export with 161 Korean companies. Compared to last year’s offline show, the size has moderately diminished, but it is evaluated that substantial consultations were made through 1-on-1 meetings. In particular, the Korea Agro-Fisheries & Food Trade Corporation(aT), the host, delivered samples in advance along with product information of Korean exporters to facilitate smooth consultation. An Official from said, “Due to the nature of agricultural products, we must have a chance to taste and evaluate packaging, so we did our best to prepare for the online gathering. We made sure to send out samples and product data beforehand.” In addition, strategies on online market entry and successful case studies were discussed in a webinar(a blend of web and seminar) by officials of leading overseas online mall such as Shopee in Southeast Asia and Alibaba in China. Moreover, to hear feedbacks on overall product packaging and commercial value of 26 exporting companies from a product evaluation group consisting of 100 foreigners in Korea, also received great reviews.
A buyer from Kreassive in the U.S. said, “Before the event, comprehensive information of the exporters and products of interest were provided in advance, so on-site consultation could carry out without any problems. We aim to launch soon after creating strategic products to introduce at the U.S. market with companies we are interested in.”

#Heated consultation with Korean Wave
A total of 363 online consultations were conducted at BKF this time. Major items of interest vary by country. For example, tteokbokki and fried food, premium fruits such as shine muscat and melon were highly popular in Greater China. Japan was attracted to tteokbokki powder sauce with adjustable spicy taste, and the United States for organic sikhye(sweet rice punch) and cup tteokbokki with various flavors. Not to mention, dangjo pepper, which is effective in obesity and diabetes, fascinated the Middle East.
An official from said, “As the time to spend at home increased dramatically caused by COVID-19, there had been numerous inquiries on home convenience meals. And the representative Korean spicy menu like tteokbokki and kimchi were also in demand due to the influence of the Korean Wave. Fresh quality fruits such as shine muscats also received constant attention.”
An official from Shopee said, “With the recent pandemic, the online food market is growing significantly, and the reliability of Korean home convenience snacks and ginseng are climbing up with the influence of the Korean Wave. The time has come for Korean agricultural products to enter the Southeast Asian online market. Now is the opportunity.”

#Continual support with sample delivery
The aT evaluated that although BKF was the first to be held online this year, it achieved meaningful results. The aT will continue with support such as follow-up management and delivery of additional samples so that export consultation can lead to actual trading of agricultural products. There are over 50 follow-up consultations currently in progress even after the event, and samples are being distributed.
Danny Kim, Managing Director of HAESER PRODUCTS CO., LTD., said, “At the show, an American buyer showed interest in abalone and snow crab canned products, and we are currently conducting a market trial as aT helped us ship off samples. The online meeting was restricted to chat only, so it’s a shame we couldn't try out tasting, but it allowed us to have us an in-depth conversation. In the next year, it will be useful for domestic exporters to receive information on foreign buyers in advance.”
An official from said, “Hosting an online event was not easy since direct tasting is limited, and both parties must sign in at the same time. However, I believe it made everyone focus and discuss in detail for 1-on-1 meeting, which was definitely a plus point. Although the online consultation was unexpectedly held this year due to COVID-19, we plan to promote an online conference in parallel with the offline exhibition next year.”