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aT Gears Up to Advance into ScandinaviaThe First Korean Agrifood Promotional Event at a Gourmet Festival in Stockholm, Sweden

aT (Korea Agro-Fisheries & Food Trade Corp.) has launched a campaign in the Swedish market, with a view to diversify the export market for Korean farm products. The campaign started with promoting Korean agricultural products at Smaka pa Stockholm, the largest food festival in Sweden.

According to aT, Smaka pa Stockholm—which opened from June 1 to 6—attracted about 350,000 visitors and sold 200,000 servings of food. The event was a mega festival attended by 65 famous local chefs (including Michelin star chefs) and many Swedish pop artists who performed on stage during the festival.

The Paris branch of aT invited Jennie Wallden, a former MasterChef champion and a renowned local chef with great passion for Korean cuisine, to conduct a cooking class at the Culinary Theater. The class focused on essential ingredients in Korean food, such as doenjang (soy bean paste), gochujang (red pepper sauce), ganjang (soy sauce), and chamgireum (sesame oil). Some 240 people who came to the class positively evaluated Wallden’s lecture for its content well-suited to the cooking habits and palates of Swedish consumers. Later, Wallden won the Duel Chefs competition held at the center stage, where she demonstrated dishes using doenjang.

aT set up a Korea Hall exhibiting and offering visitors to taste Korean agriproducts—kimchi, ramyeon (instant noodles), sauces, snacks, drinks, and teas—that are already sold or likely to enter the Swedish market. In addition to bulgogi (grilled meat), visitors had a chance to try a dish combining a representative Korean sauce—red pepper paste—and a typical Swedish food, meat balls. The 6,000 servings of Korean dishes prepared for the festival were exhausted in just three days, so the organizers had to prepare more products for visitors to try and, in the end, served some 12,000 people.

Meanwhile, the Paris branch of aT conducted a survey of Swedish consumers with regard to Korean agrifoods. More than 50% of the respondents indicated that they were aware of and had a great liking for Korean agricultural products but could not purchase them because they did not know where to buy or how to use them. To the question how they would recommend promoting Korean agricultural products, the largest group, 42% of the respondents, responded “with sampling events.”

The Paris branch of aT announced that it is going to participate in the Korean Cultural Festival to be held on August 12 at King’s Garden in downtown Stockholm. With the catch-phrase “Healthy Korean Agrifoods,” the organization will promote a selection of products suiting the preferences of Swedish consumers, such as fermented foods (doenjang, gochujang, and kimchi), seaweed, black garlic, and dried fruit snacks.

Park Sung Eun  parkse@agrinet.co.kr

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