The Korea Agro-Fisheries & Food Trade Corporation (aT) is conducting a tailored K-Food promotion campaign targeting the Millennials and Generation Z in Vietnam on new media platforms. As of 2021, one-third of the Vietnamese population engages in esports (gaming), and media, especially gaming platforms, which means that the media have a significant impact on Vietnamese people. The key demographic for this campaign is the 18-35 age group, which falls under the Millennials and Generation Z and is highly familiar with media platforms. This project focuses on promoting K-Food through mobile games and game streamers. The primary objective is to promote Korean food through popular mobile games and game streamers in Vietnam. The target audience consists of Vietnamese Millennials and Generation Z who are passionate about gaming and leading consumer trends. The promoted products include a wide range of Korean food items such as ramyeon, beverages, snacks and health functional foods. The promotional techniques include creating advertising videos, using metaverse games, and organizing special sales events such as the K-Food Big Sale through online Korean food stores. In addition to publishing content on various platforms, the project also leverages game-related influencers, including popular game streamers, to promote, endorse, and feature Korean agricultural products through product placement (PPL). This new media-based K-Food promotion aims to increase brand awareness among the Millennials and Generation Z through targeted marketing. By linking these promotions with the online Korean food store and special sales events, the project seeks to drive direct purchases and maximize the impact of online marketing efforts.

The Korean pet food market is rapidly expanding driven by the aging population, low birth rates, and improved economic conditions. As the practice of treating pets as family members becomes more widespread, the market is experiencing rapid growth. According to aT Food Industry Statistics, the pet food market’s share within the pet care sector increased from 51.3% in 2010 to 60.3% in 2022, indicating significant growth. Along with this expansion, new trends have emerged in the pet food market, including premiumization, enhanced functionality, and a trend toward natural food. The premiumization of pet food reflects a growing focus on the health and safety of pets. There has been a notable rise in the number of products made from human-grade ingredients or those certified by food safety standards like HACCP. Examples of premium pet food products include Nuter’s Garden’s “Dog Eye Health Supplement,” Mepet’s film-type supplement “NELM Premium Eye Health Supplement,” Kwangdong Pharmaceutical’s premium supplement “Gyeonokgo,” G&Health Life’s “Dhuman Double Action Probiotics,” and Petsverymuch’s “Single-Protein Allergy Care Pet Food.” As the trend of sustainability gains traction, consumers are increasingly inclined to purchase pet food products that promote their pets’ health and environmental well-being. In the natural pet food sector, products that preserve the freshness and texture of ingredients are leading the trend. Examples include Pet Health Tech’s “Poong Natural Food,” Pet Food Goong’s “Freeze-Dried Natural Food,” and Harim Pet Food’s “The Real.” In light of these trends, the Korean pet food market is poised for continued growth, with a broader range of products and services on the horizon as the pet-owning population continues to increase.