There is a growing interest for K-Food from the United States, the leading export market of Korea. The keywords such as well-being, health, fermented products are represented by food consumption trends in the U.S., which are related to K-Food. In fact, Korean cuisine is based on vegetables and low in calories, so it is the best food for this keyword. As most of it is fermented, aged, and pickled, you can certainly have balanced and nutritious food.

The Korean food has fascinated the United States, that the U.S. consumer organization selected Kimchi as a hot item last year. Kimchi is the most typical fermented and healthy food, which is known to contain a large amount of vitamins and minerals along with advanced immunity which has started to gain popularity among pregnant women and children. Kimchi Juice, in particular, when it was introduced in the U.S., it was popular enough to run out of stock regardless of its high price.

Amid this well-being craze, products like Aloe Vera drinks and Yuza tea also draw a notable attention. With its unique taste and rich nutrition, Yuza tea has been growing steadily more than ever with an increase of 71% from 2017 since last year.

To further expand K’Food’s popularity, the Ministry of Agriculture, Forestry and Livestock Foods, and Korea Agro-Fisheries & Food Trade Corporation (aT Center) will organize the K-Food Fair in New York and Los Angeles in July, respectively. The fair in New York aims on promoting Korean food and events for consumers, whereas in Los Angeles will be more focused on business meetings connecting between Korean exporters and local buyers. It is definitely a great opportunity to meet Korean agricultural products reflecting the U.S. consumption trends at K-Food Fair. Here, a range of activities will be prepared for consumers, so it is expected to provide an unforgettable experience for those who visit the venue.

 

#K-Food Fair in New York

 

The K-Food Fair in NY will be held on 9 and 10 July along with KCON 2019 NY, the biggest K-Pop concert in the United States. The KCON 2019 NY is held at Madison Square Garden and Javits Center in New York. The aT Center plans to introduce Korean agro-food here in the venue to target the young concertgoers by setting up a promotion center.

The promotion center will consist of different sectors from a theme and an experience pavilion, to an event and a performance stand. The theme pavilion will be decorated with the design of Korean tradition and future. While the Future booth consists of K-Miracle, K-Health, K-Red & Hot, and K-Info; the Past will include fruit and vegetable store, snack shop, beverage shop, noodle shop and kimbab shop. In the Future booth, an assortment of K-Food such as omija, yuza, insect food, pear, red ginseng, ramyeon, beverages will be promoted. The visitors can taste and purchase Korean products here.

In the experience pavilion, food and culture activities are available; from rice cake hammering, to rolling your own kimbab, trying on in Hanbok, as well as amusing experience with 3D printer. The event and performance stand includes pantomime using food, magic show, Arirang flash mob, and Gayageum play. Above all, creating Korean pancake using 3D printer, and making souvenirs of Korean agricultural products are some exciting activities prepared.

Furthermore, a walk-through video is filmed visiting the promotion center in cooperation with YouTube and Strictly Dumpling. There are also sweet spots for visitors to enjoy, such as voting for the best pavilions, the graffiti zone, and the directory of the promotion center.

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# Events for young people in America

 

The KCON is an international K-Wave festival hosted by CJ ENM. The visitors, many of whom are the young ​​generation captivated by the Korean Wave are most likely visit the K-Food Fair in NY. Thus, the aT Center has arranged varied events for young consumers. Considering a soaring interest in Korean idol groups, the event will run under the theme of how the idols’ diet works. At this spot, brown rice, vegetables, and fruits are promoted. Also, there is an event called ‘A Korean dish that I’d like to cook for the person I love’, where the participants take pictures of their cooking and upload them on social media. The most favorite post with many likes is selected and shown in the event, then eaten.

 

# Interview / Kim Gwang-jin, the Director of aT Center, NY Branch

 

Q. Please introduce the purpose and main contents of K-Food Fair in NY

 

The K-Food Fair in NY plans to run the Korean Agricultural Food Promotion Center in conjunction with KCON. The KCON is the largest K-pop concert in the United States and attracts young people interested in Korean culture. We run a stand for Korean agricultural products under the theme of Korean tradition and future. Our objective is to make sure that customers who visit the Fair and try out Korean food will continue to buy Korean products in the future.

 

Q. What about Americans' perceptions of Korean agricultural products?

 

The American consumers are increasingly interested in ethnic foods. Among them, Korean agri-food is promoted as fresh and healthy, which meets the American food market trends such as fermentation, health, and convenience. The fermented food in trend has helped spread the recognition of Kimchi and Kochujang, and the trends of simple and healthy food have a positive effect on consumption of ramyeon, aloe vera drinks and seaweed snacks. In addition, the awareness of Korean food has been rising for the Millennials and Generation Z through social media and social networking service. As the 'Spicy Chicken Noodle Challenge' video went viral, the demand for Korean Ramyeon has increased. Local restaurants also offer menus that utilize sauces and ingredients from Korea.

 

Q. What is the difference between New York in the East, and the West of the United States?

 

In the eastern region, it takes three to four weeks until food products are imported. Therefore, it is relatively suitable to sell processed goods from Korea. The cost of K-Food is higher than that of the West due to the expensive logistics cost; nevertheless, the number of Korean food products is steadily increasing in Manhattan.

 

Q. Please give a word of advice for Korean companies exporting K-Food to the U.S.

 

Many exporters tend to approach with the idea that popular products in Korea will easily succeed in the U.S. food market without thorough research and understanding. However, the product design, volume, and taste of Americans are quite different from that of Koreans. Therefore, we should actively reflect on opinions of local buyers. It is also important that food labeling meets FDA regulations.

 

 

#K-Food Fair in LA

 

The K-Food Fair in LA will be held at Intercontinental Los Angeles Downtown on 9 to 10 July to provide a meeting place between domestic exporters and U.S. buyers to expand Korean agriculture products.

The aT Center will organize various programs at K-Food Fair. First, business meetings with 35 exporting companies and 100 buyers will be held on 10th. Not only the local buyers from the West, but also the Central and Eastern of the United States, Canada, and Latin America will attend export consultations.

Moreover, a seminar will be organized on 9th for domestic exporters to promote U.S. exports with specialists discussing the FDA update on the implementation of the producer verification program, the current status and prospects of the U.S. Food Safety Act, export strategies and success factors for U.S. market penetration, and understanding the market distribution structure.

An export promotion center is also available to view the products of Korean exporters. The aT Center has divided exhibition hall according to the characteristics of products such as Green Recipes, Red & Hot, Fancy Food, and Miracle. There is a consulting stand which helps companies solve difficulties in the process of exporting. Especially, a meal using products from Korean exporters participating in the K-Food Fair will be served. The products include Jinsung FM’s galbi sauce, Fine FT’s onion salt, Evergood's strawberry, Freshis' pear, Daekwang F&G's kimchi, Organic Vegan’s rice syrup, and many more are used for cooking dishes at the Fair.

 

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# Meet a variety of Korean export products

 

The K-Food Fair in LA has 35 companies participating to promote Korean agricultural products, among which attract attention that has targeted the U.S. consumer trends. As vegetarian diet for health is spreading in the U.S. market; domestic exporters will introduce vegetarian and organic products like Organic Vegan’s organic rice crackers, Namdo Food’s broccoli soup and stir-fried bean soup, and Good Morning Korea’s mushrooms are available at the event.

The amount of purchasing beverages takes up 20% of total food expenses for Americans. Particularly, along with the well-being fever, aloe vera drinks, and yuza tea draws striking attention. Pure Plus’s Aloe Vera, Cholocwon’s Yuza tea, and Tulip International's Ginseng tea await buyers' choice. The Kimchi products of Daekwang F&G's are anticipated to expand exports after it has come to light that Kimchi is effective in improving immunity.

 

 

Interview / Han Manwoo, the Director of aT Center, LA Branch

 

Q. Please introduce the purpose and main contents of K-Food Fair in LA.

 

This event is an international PR project, promoting Korean agro-products and expanding exports. K-Food Fair in LA will be held in B2B format, with 35 Korean exporting companies and 100 buyers from the United States, Canada and Latin America.

 

Q. What are the characteristics of Los Angeles, the Capital of the West, compared to the East of the United States?

 

First of all, there is a firm number of Koreans residing in the area with a market power of 880,000 residents, which is double the level of the Eastern region. Therefore, it is powerful enough for Korean food products to enter the U.S. market. Also, due to the relatively optimistic and generous nature, there is little resistance to other countries thanks to an extensive openness to other cultures, foods, and races. Finally, the Asian and Hispanic population and market growth for Korean food consumption in the U.S. mainstream market is the distinctive aspect. Since the proportion of the two ethnic groups account for more than 30%, they perform as a bridge making Korean food spread to local markets.

 

Q. Explain the plan for expanding exports of Korean agriculture products.

 

In order to target the local market, we will carry out marketing all year round in various markets including antenna shops, fairs, export conferences, and promotional events. In addition, we will focus on expanding consumers through K-Con public relations event which is linked to K-pop, social media promotion in connection with famous local influencers to target the Millennials, the leading consumers of the future. Lastly, we will actively seek ways to respond to the Food Safety Modernization Act (FSMA), as well as localization support projects.

 

Q. Please give a word of advice for Korean companies exporting K-Food to the U.S.

 

You should plan for the right target market. You have to choose between markets for locals or Korean residents, and then prepare products and marketing methods accordingly.

 

#Korean food (Hansik) that Hollywood star loves

 

As the perception that Korean food is a well-being diet is spreading, Hollywood stars who love Korean food are increasing. In particular, there are times when stars who are about to release a movie are showing their affection towards Korean cuisine by introducing what they had during their visit to Korea through their social media and interviews.

 

# Korean food that Hollywood stars who visited Korea praised

 

This year's Avengers: End game and X-Men Dark Phoenix have been unveiled and Hollywood stars have continued their visit to Korea. Brie Larsen of the Avengers: End game, who visited Korea in April, showed a love for Korean food which was enough to leave many foodie shots on her Instagram. During her visit, she boasted, "I ate as much food as I could as well as street food." Another actor, Jeremy Renner, also praised Soju at a press interview. Sophie Turner, one of the actresses who visited Korea before the opening of X-Men Dark Phoenix said, "I am going to have a Korean barbecue, and I cannot wait for it!" Tai Sherry also praised, “I tried Live Octopus (Sannakji) and it was amazing.”

 

# Korean food enthusiasts Hollywood stars

 

Gwyneth Paltrow is considered one of the biggest fans of Korean food. She has referred Bibimbap as a secret to her beautiful body. It is said that she enjoys Bibimbap with different toppings every time. Lately, she has posted pieces of mouth-watering Kimchi pancake on her Instagram, which was sensational.

Hugh Jackman, who appeared in Kimchi Chronicles, a documentary that was broadcast throughout the United States in 2011, is a Korean food maniac, saying that he keeps his superhero body by balancing his diet with Korean food.

Angelina Jolie visited Korea in last November with her son Pax, was said to have eaten a Korean course meal and soft tofu stew after volunteering.

Milla Jovovich also adores Korean food so much that she cooks Bulgogi at home, and Scarlett Johansson visits Korean restaurants in Los Angeles even during her busy shooting schedule, and she has a special affection for Kimchi as she is known to like it more than Korean people do.