We're pleased to introduce a new section titled "Your K-Food Partner, aT" where we will feature various export support programs run by aT, starting with the March 2024 issue. This new section will provide you with updates on our export support programs, K-Food trade shows, exhibitions and much more. We look forward to your interest and participation. The Ministry of Agriculture, Food and Rural Affairs, and the Korea Agro-Fisheries & Food Trade Corporation participated in Gulfood 2024, held in Dubai, United Arab Emirates, from February 19 to 23. We are proud to announce that we achieved a significant export performance of USD 65.5 million during the event. In cooperation with local governments such as Jinju, Hadong, and Hongseong, aT established the "Integrated Korea Pavilion," which showcased products from 26 prominent K-Food exporters. The exhibits included a wide range of products, including healthy foods such as red ginseng and ginseng, and popular items such as frozen kimbap and cup tteokbokki. Started in 1987, the annual Gulfood International Food Exhibition is the largest food exhibition in the Middle East and Africa region. It is recognized as the premier event for food companies seeking to expand their presence in the Middle East, Africa, and South Asia. This internationally acclaimed exhibition serves as a platform that unites businesses in the food industry, food service, tourism, restaurants, cafes and related sectors. With participation from over 130 countries and 5,000 companies, Gulfood is a prominent international exhibition of unparalleled importance. During the exhibition, participants sampled various Korean dishes through K-food cooking shows and on-site tasting events. In addition, a "pre-online consultation" was held a week before the exhibition to facilitate discussions between exporters and buyers. These initiatives culminated in successful on-site consultations, resulting in export consultation results totaling USD65.5 million. A representative from a distributor in the UAE who attended the consultations said, "I was intrigued by K-food that is often featured in movies and dramas, which prompted me to visit the Korean Pavilion. In markets such as the UAE and the Middle East at large, local consumers' interest is growing not only in popular K-food items such as tteokbokki, ramen, and kimbap but also in easy-to-take health supplements."

UNIONE Co., Ltd. was established in 2016, initially focusing on exports to Singapore. Driven by the goal of introducing Korea's unique and delicious food to the world, the company actively promotes representative Korean street foods, including instant tteokbokki, kimchi, and red pepper paste, to overseas countries. All products have received Halal certification, and the company currently exports Korean food products to 10 countries, including Vietnam, the Philippines, Malaysia, and Indonesia. Korean food' has been selected as the main export product. Although Korean ramens, drinks, and snacks are well received by overseas consumers, diversifying the product line was a major challenge. However, the company consistently thought about how to make Korean food easy to introduce. Among the menu items preferred by travelers visiting Korea, the focus was on spicy products that represent the distinctive taste of Korea. After conducting surveys and tests, the company decided to develop the product. In particular, the company found that tteokbokki, kimchi, and gochujang (red chili paste) were quintessentially Korean products that could not be easily imitated, thus eliminating overseas competitors. The strategic markets were Malaysia and Singapore, known for their preference for halal products among Southeast Asian regions familiar with Korean Wave culture. Although halal product certification presented a high technical barrier to entry, the company believed there was an obvious demand, so it focused on it. The company found a manufacturer with halal specifications, set common goals, and after extensive research and development, obtained halal certification for all major product groups. Product exposure was maximized by participating in halal trade exhibitions at home and abroad, and by entering duty-free shops at Incheon Airport. Currently, the company exports its products to Malaysia, Singapore, Brunei, Kuwait, Abu Dhabi and Bangladesh. UNIONE's main product is a cup tteokbokki that is easy to cook. Made from rice, it is gluten-free and GMO-free, which sets it apart from other products. The "Miga" brand includes Original, Pink Rosé, Fiery Hot and Fiery Rosé. While tteokbokki is well known in Southeast Asia, it faced a lack of awareness in the Middle East. To address this, the company participated in various trade shows and introduced the ingredients to buyers by comparing them to spicy sauces from each country. By showcasing the gochujang sauce for tteokbokki, which is versatile for steamed or stewed dishes, and positioning it as a "Korean version of noodles" made with spicy rice cakes, the company made the concept of tteokbokki more familiar. Despite challenges in the distribution market and a decline in exports after the pandemic, participation in various overseas fairs led to long-term exports with Kuwaiti companies in 2020, resulting in a remarkable increase in sales from USD 13,722 in 2020 to USD 197,654 in 2021 - an increase of about 14 times. UNIONE continues its commitment to promote K-FOOD on the world stage by offering halal-certified rabokki (instant stir-fried noodles) and tteokbokki in small, single-serving packages.