Advancing to China with Support of aT Shanghai Office…In Spotlight for High Sales
Last February, a series of sales events for Korean tuna sausages was held at four Chinese online stores for infants: 母婴之家 (www.muyingzhijia.com) and three power-seller stores (朵朵云, 湯团妈妈, and 悦楚) of China’s largest online shopping mall 淘宝网 (www.taobao.com).
The tuna sausage product features the Korean animated character Robocapoli, which is very popular with Chinese infants. Unlike other fish sausages, its main ingredient is tuna fillet, so it is rich in unsaturated fatty acids such as DHA and EPA important for infants. Thanks to these merits, the Korean tuna sausage is going viral on the Chinese market as a healthy snack for infants.
Does not Cause Atopy, Good for Health
A new hit in China, the tuna sausage is produced by Miju Mulsan, a food company with over 20 years of know-how in tuna production. The sausage is a result of one father’s efforts to find a wholesome snack for his son suffering from an atopic disease.
Miju Mulsan’s director in charge of trade, Choi Si-kwon, explains: “My son likes ham and sausages, but most of them contain many additives and preservatives, and children like my son, who have an atopic allergy, cannot eat them. My search for a suitable alternative led me to develop the tuna sausage.” He adds, “After many trials and errors, I was able to develop Korea’s first tuna sausage with minimal use of preservatives and additives and maximal tuna content. Recently, I have filed a patent application. My son loves this sausage and has shown no signs of allergic reaction to it.”
High in Tuna Content, Competitive in Price
Tuna sausages of Miju Mulsan come in four flavors: original, crab meat, cheese, and yogurt. Even though they contain 58% of fresh, high-quality tuna fillet on average, the price is similar to that of common fish sausages.
Choi explains, “The price of the main ingredient, tuna, is generally far higher than that of white fish, but Miju Mulsan, as a company specializing in processing tuna, is able to import the fish without intermediaries, thereby reducing the costs.”
Sold Out at a Chinese Online Market in Just Three Days
With the tuna sausage, Miju Mulsan is targeting the steadily growing Chinese baby food market. The product was able to enter the Chinese market thanks to the support of the aT (Korea Agro-Fisheries & Food Trade Corp.) office in Shanghai. The agency discovered the tuna sausage when, at a Chinese buyers’ request, it was looking for a fish sausage different from existing products. It assisted in the process of negotiations between Miju Mulsan and Shanghai J. Holly International Trade Co., Ltd. for a joint development of a tuna sausage for the Chinese market.
The test production of the tuna sausage customized for the taste of Chinese consumers took about four months. Featuring Robocapoli on its package, the product was first released on the market in February this year. The 1.9 tons prepared for sales through four online stores were sold out in just three days. Another 8 tons of tuna sausages were exported to China in March. They are mostly distributed through online shopping malls but a smaller volume is also available in duty free shops operated by China Duty Free Group. Miju Mulsan plans to supply the product to offline specialty stores for infants and department stores when the expansion of production facilities is complete.
Lee Sang-kil, the head of Shanghai aT office which arranged the export of tuna sausages to China, shares his expectations: “After the sales event on online shopping malls, we have been receiving many inquiries from Chinese buyers about the sausage. I am positive that the product will become a best-seller in the Chinese market.”
# Additional Info: Health Benefits of the Korean Tuna Sausage
- The tuna sausage is rich in healthy unsaturated fatty acids such as DHA and EPA, which are good for improving memory and learning ability. They can also help to prevent dementia and improve allergy symptoms.
- Another unsaturated fatty acid contained in tuna, Omega-6, is effective in preventing the skin aging and female diseases such as menstrual pain.
- Each tuna sausage has just 20 calories, so it can be used as a snack when dieting.
- Since the sausage contains no sodium nitrite or other additives, it does not provoke allergic reactions.
Miju Mulsan Co., Ltd.
Tel +82-10-6485-1507 (Director Choi Si-kwon)
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