Korean Agri-Food Promotion Booth Operates at Korea-South Africa Cultural Exchange Event
27 Products Including Gochujang and Naju Pears Showcased
Korean Cuisine Videos and Experience Programs Offered
Local Promotions, Tasting Events, and Digital Marketing Expanded from June to September
Korean agricultural and food products made a strong impression on local consumers in South Africa, the gateway to Africa, alongside the growing influence of Korean Wave (Hallyu).
The Ministry of Agriculture, Food and Rural Affairs and KOTRA participated in the "Korea-South Africa Cultural Exchange Special Commemorative Event" held at SunBet Arena in Pretoria on September 6, introducing Korean agricultural and food products to an audience of over 8,000 people. This event was hosted by the Embassy of the Republic of Korea in South Africa and the Korean Cultural Center to commemorate the first-ever G20 Summit held in South Africa.
Local visitors experiencing Hanbok at the Korea-South Africa Cultural Exchange Special Commemorative Event held in South Africa to celebrate the G20. Photo by KOTRA
On stage, singer Ailee became the first K-pop solo artist to perform in South Africa, and the Ndlovu Youth Choir from South Africa also delivered a performance. The event featured a Taekwondo demonstration by K-Tigers, a fashion show combining Hanbok with local fabrics, and a collaborative performance blending K-pop and the South African music genre Amapiano.
The K-Food promotional booth operated by KOTRA showcased 27 types of agricultural and food products, including gochujang and Naju pears. Cooking videos for Korean cuisine were provided via tablets, while a large outdoor screen played videos of local influencers introducing Korean dishes. A photo wall and life-size cutouts of Hallyu stars were also set up to attract visitors' attention.
This event is part of the "Agricultural and Food Market Development" project promoted by the Ministry of Agriculture, Food and Rural Affairs and KOTRA. In June, the two organizations held a 10-day K-Food promotion at Sandton City, the largest shopping mall in Johannesburg. In July, they collaborated with local Korean restaurants to host tasting events for major retail buyers. Additionally, in partnership with the Korean Cultural Center and Viu, the second-largest online video service (OTT) platform in South Africa, they produced and distributed Korean cuisine recipe videos.
Jang Choongsik, Head of KOTRA's Africa Regional Headquarters, stated, "Interest in K-Food is rapidly growing in South Africa along with the spread of Korean Wave content. We will continue to conduct locally tailored promotions and marketing activities to drive actual purchases."
Local visitors experiencing Hanbok at the Korea-South Africa Cultural Exchange Special Commemorative Event held in South Africa to celebrate the G20. Photo by KOTRA
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