Using Korean Chicken and Medicinal Herbs
Traditional Taste Remains Intact
35 tons of Samgyetang Shipped by November
Exports of Frozen Samgyetang Will Begin by the End of This Year
Samgyetang (ginseng chicken soup) is one of the most beloved and invigorating Korean dishes. It is made of chicken and medicinal herbs like ginseng and jujube. Now that it has been introduced to overseas consumers in Japan, Taiwan, and Hong Kong, the demand for the healthy dish in these markets has been gradually growing. Unlike in Korea, where the consumption of samgyetang rises in summer time, the Japanese eat it more often in winter. So, exports of samgyetang products to Japan are expected to increase during the cold season.
“Hattori Samgyetang,” Spearheading the Advance to Japanese Market
Nonghyup Moguchon, which jumped into the poultry-processing business in earnest in 1997, is targeting the Japanese market with its newly released product “Hattori Samgyetang.” For its samgyetang products, the company runs a system according to which the supplier farms only use the required feed to meet Moguchon’s specifications. The retort pouch product is made in the traditional Korean way by adding Korean medicinal herbs like ginseng, jujube, and glutinous rice. It is easy-to-cook and easy-to-store - all you need is to put the package in boiling water. The product can be stored at room temperature.
Hattori Samgyetang is free of monosodium glutamate (MSG). Pine nuts, ginkgo nuts, and dried chestnuts are used instead to improve the quality of the soup. The product is drawing attention in the Japanese market. To raise the interest of Japanese consumers in this ready-made food, Moguchon uses the image of the renowned Japanese culinary expert Hattori Yukio on the packages of the food. This strategy has been successful in capturing the taste buds of Japanese consumers.
Hattori Samgyetang is now selling through Japanese home-shopping channels and major supermarkets. Thanks to all the efforts Moguchon has made to improve the quality, and its appealing marketing strategy, the food came fourth in a popular Japanese TV program and first on the chart of most-wanted-to-try Korean foods on a Japanese cooking site: ‘Mogeunabi.’
Completion of Heat-Treatment Processing Plant
Food Safety Guaranteed even in Case of Outbreak of Animal Diseases
The successful cultivation of the Japanese market has been backed by the construction of Moguchon’s heat-treatment processing plant, which began full operation from April 2011. The plant, located on a 5,759㎡ site in Eumseong-gun, Chungcheongbuk-do, is part of an export-oriented project. It can produce some 5,000 tons of processed frozen foods, sausages, and retort pouches every year. Even if there is a nationwide outbreak of animal diseases, no problem will ensue in exporting the products abroad.
The plant is designed to isolate processing from outside pollution in order to prevent cross-contamination.
The thermal processing plant enabled Moguchon to ship 10 tons of Hattori Samgyetang to Japan on October 15th and an additional 25 tons in November. To suit the tastes of Japanese consumers, Moguchon is planning to launch ‘RyoA,’ a samgyetang product whose size is reduced to 200g from the existing 1kg product. By the end of this year, the company is planning to start exports of a frozen samgyetang that retains well the original chicken form.
In the meantime, other products such as “Five-Grains Nurungji Samgyetang” (ginseng chicken soup with a crust of scorched rice, 600g) and “Ansim Samgyetang” (1kg) are also getting favorable responses after their first export to Vietnam in September.
Yang Du-jin, CEO of Nonghyup Moguchon
“Taste, Quality, and
Safety are the Keys to Pioneering the Overseas Markets”
“Samgyetang is one of dishes that can represent Korea. With this dish, Nonghyup Moguchon will make continuous efforts to contribute to globalizing Korean dishes.”
Mr. Yang Du-jin, CEO of Nonghyup Moguchon, explains the reasons why the company has been trying so hard to export its chicken products to Japan and Vietnam. According to him, samgyetang is the easiest item to export in the livestock industry since it can be exported regardless of outbreaks of animal diseases.
Exports of livestock products can suddenly stop because of an animal disease like foot-and-mouth diseases or avian influenza (AI). However, in the case of thermally treated and processed meat, it is possible to continue exports. Mr. Yang stressed that Moguchon established a heat-treatment processing plant as part of an export-oriented project to secure stable markets and guarantee the income for poultry farmers. And he added that Moguchon chose samgyetang as a competitive product to take an advantageous position in livestock exports while utilizing the plant to the fullest.
The heat-treatment processing plant meets the rigid requirements set by Japan, notorious for its thoroughness in terms of facility standards. It is expected that the products manufactured in the plant will get through overseas inspection processes, including in the Japanese and Southeast Asian markets, without difficulties. Some US$ 0.5 million worth of the samgyetang is going to sell on the Japanese market by the end of this year.
In recognition of the hard work of Mr. Yang, he was selected as one of Korea’s Global CEOs this year. He said, “we don’t settle for the present: to invigorate the exports of samgyetang further, we have been negotiating - with successful results - with Nippon Access, one of the three biggest Japanese distributors, for the export of thermally-treated processed foods.” And he aspired to make more efforts to glocalize Moguchon’s products and to attain the goal of KRW1.7 billion in exports of samgyetang.
Inquiries Nonghyup Moguchon Tel +82-2-2224-8852 Fax +82-2-2224-8850 Website www.moguchon.co.kr
Park Sung Eun email@example.com
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