Jeonnam Province Holds K-Food Promotion Event
36 Products Including Seaweed and Gochujang Receive Positive Reviews
Significance in Demonstrating Competitiveness in the Southeast Asian Market
Premium agricultural and marine products from the Jeonnam region captivated local consumers in Phnom Penh, Cambodia, which has emerged as a hub for the Korean Wave in Southeast Asia.
On June 13, Jeollanam-do held the "Jeonnam K-Food Promotion Event" at AEON Mall Sen Sok City, a large shopping mall located in the northwest of the Cambodian capital, Phnom Penh. The event showcased 36 types of Jeonnam-made products, including seaweed and fermented sauces, which received enthusiastic praise from the local audience.
This promotional event is part of Jeonnam Province’s strategy to diversify its export markets in Southeast Asia. It was designed to allow consumers in the region, where interest in K-content and Korean cuisine is rapidly growing, to directly experience the competitiveness of Jeonnam’s food products.
The event was attended by more than 50 key figures from the local economy and Korean community, including Kin Sak, CEO of Cambodian distribution company Camko Brothers Co., Ltd., advisor Jung Jongung, Un Sopha, director at AEON Cambodia, Jung Myunggyu, president of the Korean Association in Cambodia, Song Dongil, chairman of the Korean Agricultural Industry Association in Cambodia, as well as general consumers.
The exhibition featured a total of 36 Jeonnam-made products, including seaweed, sea mustard, and kelp from Heungil Foods Co., Ltd., a leading Jeonnam exporter, as well as gochujang and ssamjang sauces.
Notably, Governor Kim Yungrok drew significant attention by making gimbap and seaweed soup together with popular local influencer Leng at the event, sharing the dishes and promoting the excellence of Jeonnam’s agricultural and marine products.
AEON Mall Sen Sok City, the venue for the event, is a large premium shopping mall that attracts an average of over 100,000 visitors on weekends and is located in an area densely populated by the middle class and expatriates. Jeonnam Province leveraged this advantage, positioning the location as a strategic hub to build a premium image for K-Food and expand its export market. As a result, purchase inquiries continued to come in, and the tasting products received highly positive feedback.
Cambodia is considered a promising export market with high growth potential. In 2024, Jeonnam’s exports to Cambodia amounted to approximately $4.41 million, with food products such as seasoned seaweed ($660,000) and seaweed and kelp ($670,000) accounting for a significant share.
Recently, the range of export products has been gradually diversifying to include processed seafood products, fermented sauces, and traditional alcoholic beverages. The potential for high value-added products to enter the market is also considered strong. This promotional event served both as a catalyst to realize this potential and as an important opportunity to gauge real-time market reactions.
Governor Kim stated, "The flavors of Jeonnam come from pristine seas and fertile fields. It is very meaningful to share the healthy tastes of Jeonnam with the people of Cambodia through this promotional event," adding, "We will continue to actively pursue global promotional activities so that Jeonnam’s agricultural and marine products can be enjoyed at tables around the world."
Jeonnam Province currently operates a total of 31 permanent sales outlets in 13 countries, including the United States, Vietnam, and Thailand.
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