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Singaporeans Think “Korean Agri-Products Have the Best Quality!”

Managing Director
Zelda Lee

 

 

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Could you briefly introduce yourself and your company?

 

 


Han Kuk Food Enterprise was established in the year 2000 by managing director Zelda Lee with the intention of bringing Korean traditional food culture to Singapore. It uses distribution to the major leading local supermarkets and food service chains directly and through appointed distributors. 

What kinds of Korean agri-products do you import?

 

 

 


We import various Korean agri-products: frozen dumplings, rice cake, pancakes, vermicelli, bibimbap, frozen persimmons, etc. From 2012, we will also import flying fish roeand a range of seafood products.

Who are the main consumers of the imported Korean agri-products?

 

 

 


Our products are mainly supplied and distributed to all major leading local supermarkets, hypermarkets, and food service chains. In other words, the majority of the consumers are local Singaporeans of all ages. We guess the consumers may include other ethnic groups or foreigners like Korean immigrants or expatriates as well.
Local consumers have the mindset that Korean agri-products are of superior quality and comparable to Japanese agri-products.

Have you experienced any problems with importing Korean agri-products? Any suggestions on what needs to be improved?

 

 

 

 


The cost of Korean frozen food products has beenskyrocketing in recent years, making importing much more difficult and I’m afraid they may gradually lose their competitiveness. The cost of living in terms of food costs is not high here and the high margin required for supermarkets makes it tough to maintain sustainable growth and profitability if the costs continuously increase. 
Price competitiveness is one of the main concerns that importers like us have.
It would be great if there were funding available to the exporters or importers so as to slightly lower the export costs. This would indirectly help increase the export sales turnover. 

Could you tell us about your plans for importing Korean agri-products?

 

 

 


In order to accelerate sustainable growth, new directions and strategies are required. Thus, we have a marketing plan in the pipeline that will cater to the growing population of young working adults and teenagers. In addition, we intend to import a range of frozen seafood like flying fish roe.
With this aim in view, we are expecting 10~15 percent growth.


Inquiries  Han Kuk Food Enterprise  
Tel  +65-6389-1689 or +65-9787-8434   
Fax  +65-6476-8826    
E-mail  hankukfood@gmail.com

Park Sung Eun  parkse@agrinet.co.kr

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