'Kimchi and Hongsam' Popular in Southeast Asia... Ministry of Agriculture and aT Achieve $5 Million Export Consultation Results

[Asia Economy Sejong=Reporter Son Seon-hee] As Hallyu content gains popularity in Southeast Asia, Korean foods such as kimchi and red ginseng are also becoming popular. Related food exports are expected to gain momentum.

On the 25th, the Ministry of Agriculture, Food and Rural Affairs and the Korea Agro-Fisheries & Food Trade Corporation (aT) announced that they held the "Hallyu-linked K-Food Promising Products Online Export Consultation" for two days starting from the 21st, achieving a total of 164 consultations worth 5 million dollars.

This online consultation, held for the second time following April, involved 58 domestic export companies and 54 buyers from 18 countries, including Southeast Asian countries with high Hallyu popularity such as Malaysia, Vietnam, and Thailand, as well as major export countries like China and the United States, conducting export consultations online.

aT promoted agricultural and fishery products linked to Hallyu content such as dramas and movies that gained popularity through global online video services (OTT) like Netflix. Overseas buyers showed high interest in products frequently featured in related content, including kimchi, ginseng, red ginseng products, various sauces, and beverages.

Gino Seon, Director of Export Food at aT, said, "Globally, the ripple effect of Hallyu content such as K-dramas and movies is increasing demand for K-Food. We will continue to expand overseas market channels by providing marketing support linked to global OTT services and offering both online and offline consultation opportunities between overseas buyers and domestic exporters."