In conjunction with the 2024 MAMA Awards, the Korea Agro-Fisheries & Food Trade Corporation (aT) hosted a promotional event in Japan, introducing local consumers to Korean cuisine through immersive tasting experiences. The MAMA Awards, organized by CJ ENM, is an annual music event aimed at expanding the global reach of Korean music across Asia and beyond and facilitating cultural exchanges among various countries. In 2024, the event was hosted in Los Angeles and Japan. The 2024 MAMA Awards were held at the Kyocera Dome in Osaka on November 22 and 23. In line with the event's goal of appealing to Millennial and Generation Z consumers, a K-food food truck was on hand to offer unique Korean food experiences. Approximately 80,000 attendees were exposed to an extensive range of Korean foods, including samgyetang (ginseng chicken soup), kimchi, luncheon meat, sujebi (hand-pulled dough soup), tteokbokki (stir-fried rice cakes) and various sauces. The event aimed to stimulate interest in K-food among Japan's key consumer demographic. The promotion featured two themed areas: a Tasting Experience Zone and a K-food Logo Promotion Zone. The Tasting Experience Zone used a food truck to serve visitors distinctive Korean dishes. With its eye-catching design, the food truck attracted the attention of the crowd and offered innovative recipes that piqued curiosity. Highlights included "Kaegetang," a blend of curry and samgyetang, and "Luntteok Luntteok," skewers of fried luncheon meat and rice cakes paired with Korean sauce. QR codes provided on site allowed visitors to access recipes and recreate the dishes at home. The K-food Logo Promotion Zone worked to reinforce K-food's premium image, showcasing branding content developed by the aT Tokyo office, promotional videos and product giveaways to attract and engage visitors. This initiative aimed to engage younger generations through interactive K-food experiences, while raising awareness of the K-food brand. Pre-event promotions were conducted through the official MAMA Awards social media channels, which have around 900,000 followers, as well as the Tokyo office's SNS platforms. This event not only provided participants with the opportunity to taste a variety of Korean cuisine, but also contributed to the expansion of Korean food sales. Going forward, aT plans to promote Korean food in conjunction with various events that provide opportunities to reach a wide range of consumers.

Dairy products in Korea are classified into three main categories: cheese, butter, and fermented milk. While domestic raw milk consumption has declined, overall demand for dairy products continues to grow. As of 2021, Korea’s dairy market revenue reached approximately 3.6 trillion won, with fermented milk leading in consumption, followed by cheese and butter. The prolonged impact of the global pandemic has heightened the focus on immunity and wellness, fueling a “healthy pleasure” trend that emphasizes enjoyable, health-oriented products—a shift evident in the rising popularity of innovative dairy items. Fermented milk is processed milk made by fermenting milk with lactic acid bacteria and other ingredients. The fermented milk market has experienced considerable growth driven by increased consumer interest in health, coupled with various product launches targeting this demand. Probiotic-rich products that support digestive health are particularly popular, with new offerings reducing sugar content while enhancing nutritional value. Notable products include hy’s PRONIQ, Korea’s first spoonable probiotic yogurt; Seoul Dairy Coop’s Duoan, which combines red ginseng and probiotics; and Namyang Dairy’s Bulgaris Fit, formulated with patented probiotics that support fat reduction. Cheese is produced by adding lactic acid bacteria, rennet, and organic acids to milk or dairy products. The cheese market in Korea has shown an average annual growth rate of 5.4% since 2018. This growth has been fueled by health-conscious trends, evolving tastes towards Western flavors, and expanded cheese distribution. There has been a notable rise in demand for cheese as both a cooking ingredient and a snack, leading to the development of a diverse range of new cheese products. Key offerings include Sangha Cheese’s “Ricotta Cheese,” Imsil Cheese Cooperative’s “Grilling Cheese,” Seoul Dairy Coop’s “Farm Outing String Cheese,” and Binggrae’s “High-Protein Slice Cheese.” Butter, which is made by separating and fermenting milk fat, has also gained traction as more consumers embrace home baking and cooking, driving demand for premium butter products. In 2021, Korea’s butter market was valued at 42.2 billion won, with forecasts predicting growth to 35.9 billion won by 2026. Leading products include Seoul Dairy Coop’s Morning Butter and Pasteur’s Healthy Fermented Butter. Imported butter is also becoming more popular, expanding the premium market. Notable imports include “Isigny AOP Butter” from France’s Isigny region and “La Conviette Butter,” which has become a French luxury butter. In light of these trends, the Korean dairy market is poised for continued expansion, with a broader selection of products that focus on both taste and health.