Namwon City Promotes Chueo-Based Products at North American Food Expo

Introducing Processed Foods Made with "Chueo"
Namwon Chueo Haejangguk and More

Namwon City in North Jeolla Province (Mayor Choi Kyungsik) participated in the 2025 Summer Fancy Food Show, the largest food expo in North America, held at the Javits Center in New York, USA, for three days until July 1.

According to the city on July 4, the Namwon Chueo Food Cluster Business Group participated in this expo, which is a leading B2B food trade show in North America. The event is a large-scale gathering attended by food distribution buyers, importers, food service industry professionals, and media representatives from around the world.

The business group showcased a variety of processed foods made with "chueo," a local specialty of Namwon, at a booth titled "MIKKUYA - Taste of Namwon, Korea."

Exhibited products included "Namwon Chueo Haejangguk," "Namwon Chueo Yukgaejang," "Namwon Chueotang Block," "Mikkuya Jelly," and "Mikkuya Kkui-rang," among other chueo-based items. The group assessed the market acceptance and response to these products through tasting programs and surveys targeting local consumers.

In addition, the group held consultations with local food buyers in the United States to gather practical information on distribution terms, pricing, and packaging preferences. They also promoted their products and created opportunities for follow-up discussions by distributing English brochures and samples, producing social media content, and holding meetings with buyers.

Mayor Choi Kyungsik stated, "Through our participation in this expo, we were able to directly observe how chueo, a unique ingredient, is received in overseas markets. We plan to gradually explore export opportunities and raise brand awareness through various on-site activities."

The business group plans to closely analyze the overseas market response to chueo foods observed at this expo and use these insights to determine future strategies. Building on the experience gained from participating in this international event, they intend to take a more proactive approach to entering overseas markets in the future.