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Chinese Youngsters Enjoy Drinking Korean Beverage “Ting Hao!”
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Could you briefly introduce yourself and your company?



Shanghai Di Hong Trade Co., Ltd. is an importer and active distributor of Korean beverages in Shanghai, China. We have stores in the Zhejiang province, Jiangsu province, Hunan province, and Shandong province. And we are trying to promote various Korean beverages among Chinese consumers through about 500 supermarkets across China. The sales of the Korean beverages last year were about USD$44,000 and this year’s sales have already reached USD$57,000. I’m Jin  Gaochun, the CEO of Shanghai Di Hong Trade Co., Ltd.





What made you import Korean agri-products?



We have witnessed a steady increase of the Chinese people’s interest in Korea due to Hanryu (Korean culture wave) over the last ten years, and we felt that we need to promote Korean foods to the Chinese people who like the Korean culture. At that time, the Korean agri-products were available only in a few regions, such as Bejing. We established the company in Shanghai in 2005, and started selling Korean foods and beverages in the cities of the southern part of China. Our company is currently the sole distributor of Lotte Chilsung Beverage Co., Ltd. (a major Korean beverage producer) in Huadong, China. 





What kinds of Korean beverages are you importing?



Shanghai Di Hong Trade Co., Ltd. mainly imports various beverages and canned coffee from Lotte Chilsung Beverage Co., Ltd. as well as the Korean citron tea products. Between February and June of last year, the imported volume for Lotte Chilsung beverages was 90 containers (20 foot equivalent units), 5 containers of other Korean beverages, and 1~2 containers per month on average of the Korean citron tea products. The Korean citron tea is sold to Chinese consumers under our own brand “Youwang.”





How do local people respond to the imported Korean agri-products?



The majority of consumers of Korean beverages are Chinese youngsters including teenagers over 15 years old. At first these young consumers bought the Korean beverages because they were curious about the Korean food and Korean culture wave. But now the awareness about Korean beverages has been raised thanks to various promotional events including tasting events. There is a trend among the Chinese in the high income bracket and the middle class to have fewer children. The parents in this case are very selective as to what their children eat. We hope that Korean beverage producers develop many beverages for children.





Could you tell us your company’s plans for importing Korean agri-products?



The rise in the interest of Chinese people in the Korean culture like K-pop is an opportunity to firmly establish the foundation for Korean agri-products in the Chinese market. We will make every effort to introduce many high quality Korean beverages to Chinese consumers. 

Inquiries   Shanghai Di Hong Trade Co., Ltd.     
Tel   +86-21-3161-1767     
Fax   +86-21-8183-5722     
E-mail   xianshi5281@hotmail.com

Park Sung Eun  parkse@agrinet.co.kr

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