Gyeongbuk Province Targets 25% of World Population in Islamic Halal Market... Promotional Campaigns in Dubai and Jakarta

Gyeongbuk Province showcased high-quality Gyeongbuk agricultural and food products in the United Arab Emirates, a strategic gateway to the Islamic halal food market that accounts for 25% of the world’s population (approximately 1.9 billion people), to actively promote the expansion of agricultural and food exports targeting the rapidly growing halal market.

Recently, interest in K-pop and dramas has shifted towards agricultural and food products, drawing attention to Korean food culture. In particular, the K-food trend is expanding from popular items such as ramen and snacks to a variety of health foods including kimchi, fruits, and ginseng.

Employees related to the Gyeongbuk Province Agricultural and Food Promotion Exhibition are taking a commemorative photo as the event is held in Dubai.

Compared to last year, the export growth rate to the UAE (as of September 2024) increased by 13.9% (from $193 million to $219 million), with notable increases in grapes by 65.8% (from $117,000 to $195,000) and strawberries by 105.6% (from $117,000 to $241,000).

The halal market demands products that comply with Islamic religious laws, with halal certification being essential. This market holds significant weight mainly in the Middle East and Southeast Asia.

Gyeongbuk Province proactively established and is operating a permanent overseas sales center in Dubai this year. To reduce the burden of international halal certification costs (around 10 million KRW) for agricultural and food companies, the province is promoting a project to enhance the competitiveness of export agricultural and food brands. Through this, products that have undergone halal certification procedures can gain competitiveness.

The emerging (halal) market development team held meetings with LULU Group, the largest distribution company in the Middle East with 259 stores in the Middle East and India, and AL BAKRAWE company to discuss exporting various Gyeongbuk products such as Shine Muscat grapes and strawberries throughout the Middle East.

Additionally, the local importer AL MUKHLES plans to continuously expand imports of Gyeongbuk agricultural products such as Yeongcheon kimchi, Cheongdo rice, Pohang nurungji (scorched rice), Mungyeong seaweed, and Andong tofu, which are in rapidly growing demand in the HoReCa (hotel, restaurant, cafe) sector.

On the 25th, Gyeongbuk Province held the 2024 Gyeongbuk Agricultural and Food Promotion Fair at the Hippo Box Market in Dubai to promote premium Gyeongbuk agricultural products to halal market consumers, conducting tasting and sales events featuring various products such as grapes, pears, red pepper powder, and rice cakes.

Furthermore, a promotional fair is being held on the 27th at the Ranch Market Pesanggrehan branch in Jakarta.

Kim Ju-ryeong, Director of the Agriculture, Livestock, and Distribution Bureau of Gyeongbuk Province, stated, “This emerging market development is a diversification strategy for export markets, targeting new potential markets such as the Middle East beyond the existing main markets of the United States, China, and Japan. To further expand achievements in the halal market, we will build new human and material networks and strive to increase farmers’ income and revitalize the local economy through continuous export support.”

Meanwhile, last year, Gyeongbuk Province’s agricultural and food export value reached a record high of $933.14 million. This year, to achieve $1 billion in exports, the province is expanding overseas online and offline distribution channels, discovering promising export items, participating in international food fairs (10 times), and conducting promotional events (16 times), aggressively pioneering overseas markets.