People continuously gulp down water. They don’t stop devouring although they know it’s spicy. This is the scene that swept over YouTube since a few years back – people challenging themselves with spicy instant noodle, Ramyeon. The origin of this Ramyeon is South Korea. And quite a few Muslims feature as the main characters of these video clips. With the ‘Korean Wave (Hallyu)’ craze, the agricultural products from Korea has also surged in popularity. At its heart exists the Halal markets, such as Malaysia, and Indonesia.

The Halal food market has already reached US$1.303 trillion in 2017 that is forecast to expand markedly worth of US$1.863 trillion by 2023. It is a market that fascinates the world with an average growth rate of 96% a year. Korea’s agricultural food export companies are also entering the global Halal market. As a result, the export volume has skyrocketed from US$669 million in 2013 to US$1.04 billion in 2017. The top seller has always been Ramyeon. But lately, fruits such as pear, strawberry, dried persimmons are also selling well among Muslims, as well as red ginseng and Kimchi which are widely known for healthy food.  

The Korean government is implementing a number of policies to increase the export of Korean agrifood to the Halal market. To show their support, they participate international yearly fairs such as MIFB in Malaysia, Sial Interfood in Indonesia, Gulfood in UAE along with Korean companies. Furthermore, the K-Food Fair was held to promote Korean agricultural products in Indonesia, Malaysia, and UAE. Once again, the K-Food Fair will be held in Jakarta, Indonesia this July for overseas buyers and consumers.

Not to mention the Korean young people, who are actively involved in promoting the Korean agricultural goods. In Malaysia, the members of AFLO (Agrifood Frontier Leader Organization) organized ‘Taste K-Food Festival’ at Malaya University on 27 March, to promote strawberries from Korea

#Keywords for Halal market, Red & Hot

Oh Seung-yong, an expert of Halal market who works as the Chief of Agricultural Economist International Food Certification Support Center of Korea Food Research Institute picks ‘Red’ and ‘Hot’ as keywords for Halal export business. He predicts that exports of Korean agricultural items that suit the taste of Muslims whom enjoy the Korean style of spicy would definitely increase. Thus, we, recommend Korean agricultural products which fall under the theme of Red & Hot.

Ramyeon is the most popular Korean agrifood for Muslims. Malaysia and Indonesia, the world’s biggest Muslim market are also the largest consumers of Ramyeon. In fact, last year, the total amount of US$19.65 million has been exported to Malaysia and US$18.15 million to Indonesia, solely for Ramyeon. Not to mention, UAE, the Middle East’s export market has recorded US$34.5 million of export volume. The reasons why they are cherished by locals are because of chewy noodles, hot and tangy soup, and of course its spicy taste. Buldak-bokkeum-myeon (stir-fried noodles with spicy chicken) became exceptionally popular that people start creating a video called ‘Fire Noodle Challenge,’ which illustrates the eating of that very noodle on YouTube. One of the strengths is that it is Halal certified. Shinsegae Food has established a joint venture in Malaysia for its Daebak Ramyeon, and received Jakim certification. Samyang Foods’ Buldak-bokkeum-myeon has completed certification process for KMF of Korea and MUI of Indonesia.

Korea's representative fermented food, Kimchi, has been best known as an effective food for prevention of cancer, obesity, and aging. As the benefits come to light, the volume of exports to the Halal market is escalating. The export performance is steadily increasing from year to year that the record of last year was US$169,000 for Singapore, US$1.09 million for Malaysia, US$640,000 for UAE, and US$340,000 for Indonesia. As health is a growing interest for all, exports of processed ginseng products are also on the rise that the sales for Malaysia increased 105% year-on-year to US$150,000, and in 2018, Indonesia's export volume has augmented 22 times from 2017.

Gochujang is the best ingredient for Muslims, who love spicy kick in their food culture. You can easily enjoy a variety of Korean cuisine with Gochujang such as Tteokbokki (spicy rice cake) and Bibimbap. In recent years, Muslims have also been able to eat Hoengseong Hanwoo as it received KMF certification. Hoengseong Hanwoo can be now exported from Hoengseong KC, the first Halal-certified slaughterhouse in Korea.

#K-agrifood captures Muslims’ taste buds

Onggojip Gochujang: Onggojip Farming Association is a corporation that exclusively manufactures the fermented paste in traditional way using only local ingredients from Korea. Onggojip selects locally cultivated beans from contract farming and directly produces Meju, a block of fermented soybeans. An excellent quality of soybeans results in an abundance of calcium, minerals, and amino acids. Then these Meju are stored in a traditional pottery jar to mature. The chemical additives and artificial sweeteners are not used at all. It has already obtained Traditional Quality Certification and HACCP approved by the Korean government, in addition to the Halal certification to expand to Muslim countries. Here, we produce products that fit the taste of locals. The main products include fried Chunjang (thick black soybean paste), Tteokbokki sauce (spicy stir-fried rice cake), Gochujang (red chili paste), and All-Purpose soy sauce. Each has been Halal certified by KMF. Fried Chunjang is a condiment to make Jajangmyeong, black bean noodle, by simply adding vegetables and stir fry. Onggojip has developed Tteokbokki sauce for spicy food lover Muslims, plus All-Purpose soy sauce to cook Bulgogi, for instance. This year's export target is US$150,000. Lee Ki-won, the President of Onggojip Farming Association said, "We apply traditional fermentation methods to manufacture and export products that Muslims desire through market research.”

E-mail: jasemin@hanmail.net · www.onggojib.com

Daebak Ramyeon: This is the product that 2 million units were sold in the month launched in Malaysia last year. The cumulative sales exceeded 4 million units over the past year. A key for success is that it was not only Jakim certified but also it maintained the unique Korean taste. Shinsegae Food has launched Kimchi and Sweet&Spicy Chicken flavors. For Kimchi flavor, you can taste the authentic Kimchi stew from liquid sauce which Shinsegae Food has developed itself. It is also fun to mix chicken flake for Sweet&Spicy Chicken flavored Ramyeon. In this March, Daeback Ramyeon has introduced Ghost Pepper Spicy Chicken flavor as their new item, which is extremely hot with 12,000 SHU.

Shinsegae Food has conducted an online marketing to test their new product on Facebook and YouTube. As a result, 100,000 units were sold in two weeks of launch. One employee of Shinsegae Food said, "We are enjoying good sales performance thanks to growing interest in K-Food, cravings for hot spicy noodles, and viral contents on social media. The business inquiries are coming in from other countries after they hear about our Ramyeon. "

· Tel: + 82-2-3397-6000 · Fax: + 82-2-3397-6199 · www.shinsegaefood.com / en / main.sf

Strawberries: Strawberries produced by Sugok Dugchon Farming Association Corporation are highly recognized in overseas markets. This is the reason why the entire 500 tons of annual production is all being exported. Last year, the export sales amounted to US$3.5 million. It is exported evenly to Japan, Hong Kong, Russia, and the United States. It is also popular for Malaysian and Indonesian Muslims, and currently in business with Singapore and the UAE as well.

As a result of strict quality control and safety management, the Strawberries of Suwok Dukcheon Farming Corporation is prominent in overseas. President Moon Soo-ho said, "Each country uses different types of pesticides, so we conduct our own pesticide residue test." It is also for the same reason that IDs are issued to farmers. If any problems occur with the exported strawberry, the IDs become a tool to track the farmhouse, who will stop exporting for a period of time until the problem is resolved. So to say, the strawberry traceability system is in operation. Moon said, “The pesticide residue test and traceability system conducted to improve trust in our products contributed to the expansion of exports."

· Tel: + 82-55-758-3781 · Fax: + 82-55-758-7161

# Tip / The website to find the Korean agricultural products with Halal certification:

· Korea Halal Export Association www.kohea.org/eng/index.php

· Korea Muslim Federation www.koreaislam.org/en/mainpage

· Korea Food Research Institute www.foodcerti.or.kr/support/halalProducts/page/1

· Korea Halal Association kohashalal.modoo.at/?link=8pulxdpg

# Halal certified Samgyetang makes a way into the Middle East

For the first time, Samgyetang has been exported to the Middle East. Jayeonilga, a chicken producer, became the first to export fully Halal-certified Samgyetang to UAE. The volume of export is 1 ton.

Jeong Kil-ho, the Director of Jayeonilga said, "The Halal market is a gigantic consumer. If the Middle East market securely settles down through UAE, the export to the whole Islamic market will be expanded. "

Jayeonilga was completely prepared for the export of Samgyetang. First, the company acquired the Halal certification for slaughterhouse from JIT, an accredited certification body of UAE ESMA, in December 2017, and was registered as export worksite last June. The exclusive production line for Halal Samgyetang was created in order to register for export worksite and obtain the certification. Moreover, they arranged the dedicated vehicles to handle Halal products and employed five Muslims who hold the Halal slaughter license. According to the Islamic law to minimize the suffering of livestock, Jayeonilga do not use machines in the process of slaughter. The factory also has a prayer room for Muslim employees. CCTV was installed in every corner of the site to film the production process. And the footage is open to the certification body.

Jeong pointed out, "There are even standards for feed of chicken to receive Halal certification. It took several months to hire Muslims with a license. We have meticulously prepared to be qualified from production process."

In addition to this, ISO 9001, ISO 22000, HACCP, UDSA organic (Organic Operation) certification and KMF HALAL certification have been completed. Before distribution, the cold chain system and production history system are carried out. Jeong emphasized, "The speed of production is more time-consuming than general slaughterhouse. However, the fact that we received the international Halal certification means that food hygiene and safety management are under total control."

Mahalo Samgyetang is the name of product Jayeonilga exports. Mahalo connotes the sense of gratitude. Jeong explained, “It will be successful if we promote Samgyetang as a healthy Korean dish who are new to Samgyetang. We will be able to develop and export Samgyetang according to Muslims’ appetite in the future."

The company’s export target for this year is $400,000. Through the Middle East market, it plans to aim for the Southeast Asian and the European market, where many Muslims reside. "When JIT is certified, we can trade with six Middle Eastern countries and Malaysia," said Jeong. He promised, “We’ll produce the finest products for export.”

E-mail: okkjjung@jungdawn.co.kr · www.jayeonilga.com

#Halal Restaurants in Korea

①Kampungku: It was introduced on a TV program called ‘Yo! Welcome to Korea’ on MBC every1 channel, A Moroccan traveler was seen having Halal food at this restaurant during his visit to Korea. Here, you can order Korean Halal menus from Bibimbap, Bulgogideobap (bulgogi with rice), Japchae (stir-fried glass noodles with vegetables) to Eomukguk (fishcake soup). Above all, they use Halal chicken for Korean Fried Chicken. You can certainly taste Malaysian and Indonesian food, as well as pizza and pasta. A prayer room is also available in the restaurant. 

· Tel: + 82-2-310-9249

· How to get there: From Exit 2 or 3 of Myeongdong station on Line 4 and walk for 300m in the direction of Myeongdong Community Center.

②Kervan: It was featured on tvN’s program, Seoul Mate 2. You’ll notice that the interior design makes you feel like you are in Turkey upon your entrance. This restaurant offers a large selection of food. Shepherd Salad and Falasopy can be an option for salad. There are 10 appetizers including Humus and Green Tarator. Turkey's famous kebab is also available for orders such as Chicken Shish Kebab, Lamb Shish Kebab and Mix Grill Kebab. Other menus include Pide, Curry, and Lavash. Kervan offers cheaper price if you visit between 11am and 3pm.

· Tel: + 82-2-792-4767 · www.kervan.co.kr

· How to get there: From Exit 3 of Itaewon Station on Line 6, walk straight for 100m.

③Jilhal Bros: It is a restaurant where you can pop in and quickly grab Halal food. Chicken Over Rice, Lamb Over Rice, and Combo Rice with chicken and lamb are available. You can simply mix rice with chicken (or mutton), lettuce, tomatoes, jalapenos and cream sauce. They also have sandwiches such as Chicken Wrap Sandwich, Lamb Wrap Sandwich, Chicken Rice Wrap, and Lamb Rice Wrap. To quench your thirst, soda, beer, and water are in store.

· Tel: + 82-2-423-1422 · www.instagram.com / jilhalbros

· How to get there: From Exit 1 Songpa Naru Station on Line 9, turn right at the first alley and walk for 250 meters.

#Interview/ Oh Seung-yong, the Chief of Agricultural Economist International Food Certification Support Center of Korea Food Research Institute.

Q. What does Agricultural Economist International Food Certification Support Center of Korea Food Research Institute do?

We support Halal food certification and provide information for export business. We also analyze the food ingredients required for Halal certification. Any contents of alcohol and pork should not be detected in Halal foods. All analysis is conducted for free of charge.

Q. Tell us the need for Halal certification.

The Muslims consume Halal-certified foods. Thus, Halal certification is essential for products from non-Muslim countries like Korea to export to Islamic countries. From the aspect of PR, Halal certification is very effective.

Q. What are the characteristics of the products that have been successful in the Halal market?

First, the export products are already Halal certified. Then we develop products that satisfy the Muslims’ preference. They have always been in fond of sweetness. And Korean Gochujang is a savory condiment with both sweet and spicy taste. This is why exporting spicy Ramyeon have been profitable for Halal market, which is a giant consumer of instant noodles. Buldak-bokkeum-myeon (stir-fried noodles with spicy chicken) can be an outstanding example. On YouTube, the video of eating Buldak-bokkeum-myeon drew huge attention and became very popular. Shinsegae Food's Daeback Ramyeon has also been lucrative after establishing a joint venture in Malaysia to receive the Halal certification.

Q. Any piece of advice for Korean exporters who plan to enter the Halal market?

With the preference of sweet and spicy flavor in the Halal market, I assume any Gochujang-based products will be competitive. Also due to natural climate, fruits like strawberries don’t grow in their countries. Therefore, fresh fruits such as strawberries and pears are also promising export items. However, the exporters should pay attention to long-term distribution of fruits and processed foods. The food sector takes up the 60% of the Halal industry. I hope the domestic companies carefully prepare to start a business in the US$1.3 trillion global Halal market.