Hangwa is traditional Korean confectionery. Yugwa is a type of Hangwa, and to make it, you knead glutinous rice powder with added alcohol, steam and dry it, then fry it in oil, and coat it with grain syrup and powdered with soybean flour. There is a place where Yugwa is baked without frying in oil. As a result of efforts to popularize Yugwa, which has a strong image as a holiday gift for adults, Agricultural Corporation Sandulhae CO., LTD. in Damyang, Jeollanam-do produces baked Yugwa. Sandulhae is confident that baked Yugwa will be able to lead the popularization as well as the globalization of Hangwa.

#0% Oil, Bake Yugwa
Sandulhae’s flagship product is ‘Baked Yugwa’. Due to the nature of using oil, the disadvantage of Yugwa was that the taste, aroma, and texture changed over time because of oil acidification. Yugwa, which is made by processing glutinous rice without additional additives, was regrettably shunned by consumers despite its being a low-calorie health food. Kim Hyun-man, CEO of Sandulhae CO., LTD., resigned from a Hangwa company and devoted himself to developing a baked Yugwa instead of frying it in oil, and introduced the baked Yugwa around 2012.
Sandulhae’s ‘Onmidang Baked Yugwa’ is made by baking Korean glutinous rice in a self-designed three-stage oven, and is made to rise evenly to the core by using bamboo charcoal, a local specialty of Damyang. Since baked Yugwa is risen with a natural fermentation process without using oil, the cross-sectional structure is soft in the form of a beehive, so it is safe from oral mucosa and good as a snack for toddlers. Sandulhae’s products can be enjoyed by all ages from 6-month-old babies.

#Yugwa Enters the U.S. Market
The shelf life of baked Yugwa (traditional Korean confectionery) is one year. It is about six months longer than the shelf life of regular deep fried Yugwa. This is why Sandulhae’s baked Yugwa can be competitive in overseas markets. Starting in 2015, it is currently exported worth KRW 70 million per year, mainly to the United States. It is about 10% of annual sales. Sandulhae believes that baked Yugwa has entered the stable zone as it has received attention from consumers. This year’s goal is KRW 100 million.
In addition to stick-type products, ball-shaped products are also being exported to make it easier to eat for Americans. Also, new products containing blueberries and green tea are being developed for export. 

CEO Kim Hyun-man explained, “We are promoting ‘Baked Crunchy rice snack-yum yum Yugwa’ so that Americans can easily understand our products. We started exporting Hangwa with the idea that our traditional Korean confectionery is authentic K-FOOD. And they are finding out Hangwa’s unique savory and gently sweet taste.”

#The Globalization of Hangwa is not Too Far Away
Sandulhae was confident that baked Yugwa could play a major role in the globalization of Hangwa. It is based on the fact that grain is a staple food in any country even though climate and soil quality are different throughout the world, and also that Sandulhae’s baked Yugwa is a health food made by processing one of the grains, rice, in the simplest way without additives.
Sandulhae is trying to enter the market. This is out of their confidence that China will be beginning of the blueprint to expand exports beyond Southeast Asia to the Middle East and Europe. This year, COVID-19 has closed the channels to China, but knocking on the door again. It is predicted that baked Yugwa will be exported to China next year.CEO Kim Hyun-man said, “I will strive for the globalization of Hangwa together with ‘The Well Food,’ which was established by my three daughters with the aim of promoting healthy baked Yugwa to a lot more people. I will continue to work towards my dream of traveling around the world following Sandulhae’s overseas stores as our baked Yugwa will be recognized as world-renowned K-FOOD.” 

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