Due to the Korean Wave, Korean traditional foods are gaining popularity overseas. Rice processed food is one of them. By November, 2022, South Korea’s processed rice export has reached USD 163.5 million up 10.7% from the same period in 2021. Thanks to this trend, Saimdangfood Corp. located in Goseong, Jeonlabuk-do, is gaining a growth momentum. Along with the traditional Tteok (rice cake), it started exporting fusion Tteok for dessert targeting young people, and is expanding its overseas market by adding refrigeration technology. 

#From Hangwa To 100 New Rice Cake Products
Saimdangfood specializes in making Tteok and Hangwa (Korean traditional sweets and cookies). Although the business started with Hangwa in 2004, it expanded to Tteok to even out the sales that only peak during national holiday. As a result, Saimdangfood is currently producing more than 100 rice cake products, including OEM, and rice cake accounts for 65% of sales. 
In particular, the launch of ‘GourmetSiru’, a premium fusion Tteok brand, opened up a way for export. This is because export, which was only 2 million won in 2015 when Saimdangfood started exporting traditional Tteok such as Omaegi and Chapssaltteok, jumped significantyl. The market also broadened from the United States to Australia and Canada. The export that started after watching other Tteok companies go overseas, it is now in a stable position. 

Cho Hae-ju Saimdangfood CEO said, “As I was searching for a market, I saw other Tteok companies, and started exporting. We launched the GourmetSiru brand with various flavors such as strawberry, chocolate, vanilla and tiramisu to aim the young. Further market expansion is expected as a Japanese buyer met in the recent fair gave favorable reviews and requested for sample quantity.”

#Technology Added To Carefully Selected Raw Ingredients
‘GourmetSiru’ is its main export product. The word ‘GourmetSiru’ is a compound word between the French ‘Gourmet’ which means foodie, the best ingredients, and ‘Siru’, a rice steamer in Korean. As the name suggests, raw ingredients are carefully selected, and Korean rice and strawberry are used. It never adds any sweeteners, color additives, and preservatives. Rural Development Administration (RDA) of Korea also helped to launch the ‘GourmetSiru’ Tteok. By learning the ‘Soft Tteok technology’ from RDA in 2014, it was able to secure the chewy ‘texture’ and ‘expiration date’ during export. On top of that, the quality was improved by installing and actively using the rapid refrigeration system. According to Saimdangfood, the quick-freezer blocks the moisture from evaporating, thereby preventing the Tteok from hardening and frosting on individual wrapping paper.
CEO Cho Hae-ju added “The price of Castella for Tteok cake varies depending on how many eggs are putting in it. However, the fact that we have a separate order shows how much we care about raw ingredients. I think the nature of medicine and food is practically the same. That’s why we put the quality first regardless of how much raw ingredients cost to make it deserve to be called premium product.”

#Export Expansion Expected With Resumed Flights
The possibility of expanding export is also expected to be high. As the logistics barriers due to COVID-19 is alleviated, preference for Korean products by overseas consumer is increasing. In the case of a U.S. buyer, additional purchase order was made in the last November following on from May. Furthermore, since Saimdangfood is supplying in-flight meal to a famous Korean airlines, it is expected that it will be able to catch the eyes of tourists coming and going to Korea once the flights are resumed. The products made for in-flight meals are varied with Hangwa and traditional Tteoks. It is also planning to develop mini-sized products that can replace cakes suitable for cafes. This strategy is to expand exports and stores. 
CEO Cho Hae-ju said, “I feel great satisfaction as a producer when I see reviews written by customers on how much they enjoyed it. I promise to produce quality products as long as I’m in business with the goal of making Tteok that is good enough to give to my own child. For that, we would like to ask for your interest in our firm.  

Saimdangfood Corp.
Contact : +82-63-561-5986
Website : https://www.saimdangfood.kr
E-mail : sdf5986@nate.com