Hanwoo Association to Operate Hanwoo Pop-up Store as 'K-Food Representative Dish' at Hong Kong October Cultural Festival

The Korea Hanwoo Association announced on the 10th that it participated in the '2024 Korea Square' event held for two days from the 5th to the 6th at PMQ Plaza in Central, Hong Kong, jointly with the Ministry of Agriculture, Food and Rural Affairs and the Hanwoo Self-Help Fund Management Committee, operating a Hanwoo pop-up store.

This year, the Hanwoo Association is promoting Hanwoo as a representative food of K-Korean culture to the local Hong Kong consumer market under the concept of 'Dressing Hanwoo with Culture.'

The Korea Hanwoo Association participated in the '2024 Korea Square' event held on the 5th and 6th at PMQ Plaza in Central, Hong Kong, operating a Hanwoo pop-up store.

For this event, the Hanwoo Association operated the Hanwoo pop-up store with Chef Choi Jun-woo, the honorary Hanwoo ambassador in Hong Kong, targeting Hong Kong consumers' tastes with Hanwoo cube steak, Hanwoo bulgogi cup rice, and Hanwoo burgers.

A representative of the Hanwoo Association said, "In particular, the Hanwoo sirloin cube steak and Hanwoo bulgogi free tasting sessions were wildly popular at the event," adding, "We gathered interest in the taste of Hanwoo and effectively delivered Hanwoo information through the distribution of promotional materials and Hanwoo quizzes."

Additionally, the Hanwoo Association plans to expand the local market through new cultural marketing that allows consumers to directly experience Hanwoo, the representative K-food, by linking with the Korean Culture Month in October and Hong Kong’s major festivals, combined with the popularity of K-pop.

The association will participate by setting up a Hanwoo promotion booth at the 'Night of the Nation' event hosted by the Consulate General of the Republic of Korea in Hong Kong on the 17th, and will also take part in the '2024 Hong Kong Wine & Dine' festival, Hong Kong’s representative food festival held at the Harbourfront from the 23rd to the 27th.

Min Kyung-chun, president of the Hanwoo Association, said, "Throughout this year, Hanwoo has continuously conducted cultural marketing targeting local consumers’ tastes by combining Hanwoo, the representative K-food, with K-pop cultural content events such as KCON and Waterbomb held in Hong Kong," adding, "We will strive to expand the overseas Hanwoo consumer market so that Hanwoo exports can serve as a new breakthrough for the Hanwoo industry, which is facing difficulties due to price declines caused by economic recession and sluggish consumption."