Ministry of Agriculture Signs 'Domestic Soybean Consumption Expansion' MOU with Ourhome... "Gradual Promotion of Korean Consumption Model"

Campaign Linking Broadcast, Online, and Offline Channels
Ministry of Agriculture, Food and Rural Affairs Expects "Increased Awareness and Consumption of Domestic Soybeans"

The government has decided to gradually promote a domestically produced soybean consumption model that citizens can experience firsthand, including signing a public-private partnership memorandum of understanding (MOU) to expand the consumption of domestic soybeans.

The Ministry of Agriculture, Food and Rural Affairs announced that, together with Ourhome, it signed a memorandum of understanding (MOU) at the Ourhome headquarters on March 3 to launch a campaign aimed at promoting the consumption of domestically produced soybeans.

On the 3rd, the Ministry of Agriculture, Food and Rural Affairs and Ourhome signed a memorandum of understanding (MOU) to promote the consumption of domestic soybeans at Ourhome headquarters, and officials are taking a commemorative photo. Ministry of Agriculture, Food and Rural Affairs

An official from the Ministry of Agriculture, Food and Rural Affairs stated, "This agreement was initiated to effectively inform the public of the excellence and value of domestic soybeans, and to establish a structure whereby broadcast content and online/offline participatory activities lead to actual consumption." The official added, "Both organizations plan to gradually promote a domestically produced soybean consumption model that citizens can experience firsthand, based on public-private cooperation."

The campaign to expand the consumption of domestic soybeans consists of: ▲ Raising awareness through broadcast content ▲ An offline consumption campaign based on the winning recipe from a broadcast competition ▲ Participatory expansion activities through video and online events.

In early April, a program is scheduled to be aired on a terrestrial channel, introducing a variety of dishes featuring domestic soybeans. The program aims to naturally convey the versatility and appeal of domestic soybeans, raise consumer awareness, and broaden interest in domestically produced agricultural products. In addition, the selected winning recipe will be used to launch a full-scale offline campaign for the public to promote the consumption of domestic soybeans. On-site events will be organized to allow citizens to directly sample domestic soybean dishes in their daily lives, and promotional videos documenting the campaign process will also be produced to maximize the campaign's reach.

In addition, events linked to the offline campaign will be held to further expand public participation, ensuring that the interest generated by the broadcast is translated into real consumption through empathy and sharing. Activities to expand the campaign's achievements to social value, such as providing dishes using domestic soybeans to vulnerable groups, including those in nursing hospitals in need of protein intake, are also planned for the future.

Han Young Jeon, spokesperson for the Ministry of Agriculture, Food and Rural Affairs, said, "This agreement marks the starting point of a campaign to expand the consumption of domestic soybeans, organically linking broadcast, on-site, and online efforts," adding, "We will continue to expand agricultural product consumption models that citizens can experience firsthand through ongoing public-private cooperation."

Meanwhile, the Ministry of Agriculture, Food and Rural Affairs and Ourhome plan to use this agreement as an opportunity to broaden the scope of cooperation for promoting the consumption of domestic agricultural products and to closely collaborate in order to achieve tangible results in expanding consumption.

This content was produced with the assistance of AI translation services.