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2016 K-Food Fair in Jakarta, IndonesiaK-Food Discovers Its Potential in Promising Markets

It is not difficult these days to see Indonesians eating tteokbokki (stir-fried rice cake), bibimbap (rice mixed with vegetables and beef), and other Korean dishes. Thai consumers often purchase Korean strawberries and consider them a high-end fruit. Thanks to the popularity of Hallyu (Korean culture wave) in Indonesia and Thailand, the two countries are expected to become major importers of Korean agriproducts in the future, and many Korean food exporters are concentrating their efforts on advancing into the local markets.

To promote the Korean food culture and Korean agriproducts in Indonesia and Thailand, MAFRA (Korean Ministry of Agriculture, Food, and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) will host a K-Food Fair, a large trade fair for Korean agriproducts, in the capital cities, Jakarta and Bangkok, in October.


□ 2016 K-Food Fair in Jakarta, Indonesia
The 2016 K-Food Fair in Jakarta is being organized under the slogan "Safe and Healthy K-Foods for Your Family." The fair will include both export consultations with buyers (B2B) and Korean food experience events for local consumers (B2C).

The B2B event will take place at Ritz Carlton Hotel Jakarta on October 6 and 7. About 40 large local distributors and importers of halal food and 20 Korean food exporters are expected to participate. The Korean food exporters will offer a variety of agriproducts including halal-certified processed ginseng, halal-certified beauty beverages, fresh food such as mushrooms, pears, and apples, processed rice products, organic green tea, frozen dumplings, and tteokbokki sauce.

During the fair, MAFRA and aT will operate several pavilions—such as Halal Food Zone and Convenience Food Zone—where Korean agriproducts will be displayed by topic. They also plan to hold a briefing session to help the foreign participants’ understanding of Korean agriproducts. 

Spreading the Image of Korean Food Products as Safe and Healthy
O-X Quiz and Other Events for Consumers

On October 8 and 9, the two agencies will host B2C events at Kota Kasablanka Mall, a large shopping center in Jakarta. The objective of the events is to promote Korean food culture and spread the image of Korean agriproducts as excellent in food safety and beneficial for health.

To generate increased interest of local consumers, the agencies will carry out a series of demonstration and tasting events for Korean dishes made with the products of participating Korean exporters, organize a K-food O-X Quiz promoting the merits of Korean agriproducts, and host a bibimbap ceremony. At the K-Food Kitchen Gallery, visitors will be able to cook and taste simple Korean dishes such as jumeok-bap (rice balls), hwachae (fruit punch), and tteokbokki.

A Korean Food Franchise Promotional Pavilion (introducing Korean franchises present in Indonesia) and a Korean Halal Food Promotional Pavilion (demonstrating products that possess halal certifications) will be run during the events. 

□ Korean Rising Stars Anticipating Expansion of Exports to Indonesia

Ginseng: Korean ginseng is popular with the Indonesian higher-income and middle classes. Recently, processed Korean ginseng products that possess halal certification have advanced to the local market. Among such products, red ginseng extract in stick-shaped packages, which appeared on Korean mega-hit TV series “Descendants of the Sun,” is enjoying the highest popularity. Many consumers purchase relatively inexpensive, powdered red ginseng tea and red ginseng candy.
 

Kimchi: In general, Indonesians enjoy eating stir-fried and deep-fried dishes such as fried rice and fish. Local consumers interested in Korean cuisine frequently purchase crispy and spicy types of kimchi as side dishes for fried foods. Export of halal-certified Korean kimchi products to Indonesia has just started but they already received a positive response from local consumers. Among many different kinds of Korean kimchi products, mat-kimchi (sliced kimchi), kkakdugi (radish kimchi), and baek-kimchi (white kimchi) record the highest sales in Indonesia.
 

Enoki Mushroom: The Korean enoki mushroom, known as a low-calorie and healthy ingredient, is coming into the spotlight in Indonesia. Until recently, Korean enoki mushrooms had been distributed mainly to Korean restaurants but now, with more and more Indonesians using the mushrooms for soups and fried dishes, they are sold at supermarkets as well.
 

Tteokbokki: Chewy and spicy ttekbokki (stir-fried rice cake) is loved by Indonesian consumers in their 20s and 30s who are fans of Hallyu (Korean culture wave). The instant tteokbokki in cups is sold through Korean supermarkets and some large-scale distributors of Jakarta. Tteokbokki sauce is steadily supplied to Korean food franchises in Indonesia. 


# Additional Info: MAFRA and aT Strive to Cultivate Korean Halal Food Industry


A Goal of US$1.5 Billion in Exports of Agriproducts to Halal Markets by 2017
To MAFRA and aT, the halal market is a new blue ocean for the export of Korean agriproducts. The two agencies have set a goal of reaching US$ 1.5 billion in agriproduct exports to halal markets by 2017 and they are putting great effort into developing the Korean halal food industry.

MAFRA and aT support the expenses of obtaining halal certifications (such as MUI for Indonesia) for Korean food exporters who desire to advance into the halal market. The two agencies have published and are distributing the “Export Manual for the Halal Market" to Korean exporters, which contains information about market trends, quarantine, non-tariff barriers, and other aspects of four major halal countries (Malaysia, Indonesia, UAE, and Saudi Arabia).

Particular attention is attached to the R&D of halal food products such as non-alcoholic traditional Korean sauces and frozen foods. To raise awareness of Korean agriproducts among Muslim consumers, K-Food Shops are operated in Dubai (UAE) and Jakarta.

Park Sung Eun  parkse@agrinet.co.kr

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