The Korea Agro-Fisheries and Food Trade Corporation (aT) is working with its Sao Paulo branch in Brazil on a campaign to provide Korean meals in three international schools in Brazil: Graded School, St. Nicholas School, and Stance Dual School. The objective of this school meal project is to foster long-term popularity and familiarity with Korean cuisine in Brazil, a country where Korean culture is gaining increasing recognition.

In line with this initiative, aT has introduced a series of Korean food experience programs, designed to facilitate familiarity with the taste and style of Korean cuisine among the Brazilian audience. Furthermore, we have plans to provide ongoing assistance by linking distributors of Korean food ingredients, such as gochujang (red chili paste) and sauces, with catering services. From March through November, we will introduce Korean cuisine to students and teachers at international schools in Sao Paulo. We have selected ten Korean dishes for school meal services, purchased the ingredients for these meals (soy sauce, gochujang, glass noodles, etc.), and are selling Korean fruit drinks and snacks at school cafeterias to promote Korean food culture to Brazilians. Furthermore, we will be offering Korean cooking classes for international school parents with substantial purchasing power to introduce them to Korean ingredients and food products.

The schools and the Sao Paulo branch have signed a memorandum of understanding (MOU) to formalize their collaboration and introduce Korean food as part of the school meal service. This agreement involves a gradual and systematic approach to sharing information and introducing Korean food to their school meals by November 2024. Our objective is to familiarize local communities with Korean cuisine through preparatory workshops, organize Korean cooking programs, and provide on-site inspections and guidance by experts following the initial launch, ensuring a seamless and comfortable transition to Korean food culture.

The introduction of Korean food services will contribute to the growing popularity of Korean cuisine. To achieve this, we plan to develop new menus that feature Korean ingredients and identify significant consumer demand. By consistently providing Korean food experiences, we aim to increase sales of K-food by expanding its exposure to consumers with high purchasing potential.