Hong Kong, a financial hub of Asia, is also an active consumer of Korean agriproducts. Since the late 2000s, an increasing number of local grocery stores have been selling Korean food and many Korean restaurants have opened thanks to the Korean Wave. The Hong Kong office of aT (Korea Agro-Fisheries and Food Trade Corporation) runs the Global YAFF program in Hong Kong to promote excellent Korean agriproducts to local consumers. Let us take a look at Korean food in Hong Kong through the eyes of Alice Kim, a member of Global YAFF.
▲What made you apply for the Global YAFF program?
I’m a foreign student attending college in Hong Kong, an international city with many foreign residents and diverse cultures. I found out about Global YAFF accidentally and thought it would be a valuable experience to learn about Korean food.
▲What has been the most memorable among your experiences in the Global YAFF program?
Last July, I assisted at the Korean Agrifood and Beverages Consumer Experience Event hosted by the Hong Kong office of aT at Hysan Place, a famous shopping mall in Hong Kong. Many consumers who came to the event were surprised by the good quality and high sugar content of Korean Kyoho grapes and melons, which made me very proud to promote Korean food. In the same month, I also attended a promotional event for samgyetang (ginseng chicken soup) at the Conrad Hotel and realized there is a lot of interest in promising Korean products among Hong Kong buyers.
▲What Korean agriproducts are most popular in Hong Kong?
Recently, Korean ice cream is all the rage. It is winning the hearts of local consumers with the variety of choices, affordable prices, and unique flavors. I also like the luxurious design of the products. You can easily find Korean ice cream in convenience stores around Hong Kong.
▲Are there any types of consumers in Hong Kong who particularly enjoy Korean food?
I think, the main consumers of Korean food are housewives and office workers. They prefer to have meals comfortably and do not like cooking much at home because of their busy daily schedules. That is why Korean convenience products such as frozen fried rice are receiving a good response. There are also many consumers who enjoy Korean fresh fruits such as grapes and strawberries.
▲In your opinion, what points should be emphasized when promoting Korean food in Hong Kong?
Hong Kong is highly dependent on food imports because of its geographical characteristics. Also, consumers in Hong Kong tend to purchase products high in food safety, even if they are more expensive. Given these characteristics, I think it is important to emphasize the high safety and good quality of Korean food and build trust with consumers by accurately indicating the place of origin and nutritional information about the product.
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