Premium Beef Hanwoo Successfully Communicates with Hong Kong Consumers in 2018

- 2018 Hanwoo marketing activities are completed in a success with the Hanwoo Christmas Party held on December 15.

SEOUL,South Korea,Dec. 20,2018 --Hanwoo,a premium beef from Korea,completed marketing activities in 2018with success by communicating with Hong Kong consumers in a variety of ways.

Hong Kong citizens who participated in the Hanwoo cooking class and Christmas party

The Hanwooboard said it held moreevents in 2018 for citizens and chefs in Hong Kong than ever before since it initiated export of Hanwoo to the region in 2015.

The "observation tour of the Hanwoo industry by Hong Kong chefs and buyers" conducted in May in Korea marked the first event in this year. In the tour,a dozen prominent chefs and buyers were invited to Korea to visit around Hanwoo farms and industrial facilities for 5 days,providing them with chances of making first-hand observation and deeper understanding of safety and excellence of Hanwoo. On the last day of the tour,the Hanwooboardarrangeda cooking class where they cooked beef cuisine using best quality Hanwoo sirloin.

In September,members of the Hanwooboard visited Hong Kong to participate in the Restaurant & Bar Hong Kong 2018. Given that it is the premier exposition of restaurant and bar industry in Asia Pacific that celebrated its 15th event,the Hanwooboard supported export marketing activities during the trade fair by helping Hanwoo importers and holding tasting events for buyers.

On occasion of the "Month of Korean Culture" in Hong Kong,the organization hosted various events in October to apprise of Hanwoo to local consumers. It opened mobile pop-up stores in major districts,including Tsim Sha Tsui,Causeway Bay and Mong Kok,and held a "Hanwoo festival" from October 12 to 14. Between October 17 and 19,the Hanwooboard took part in K-food fair held in Tsim Sha Tsui Avenue of Star,serving Hanwoo,a typical Korean food,to Hong Kong citizens for tasting. In conjunction with local Hanwoo restaurants,a special event was held in the same month,providing discounts and gifts to Hanwoo consumers.

In November,there was Hanwoo tastingat department stores in Hong Kong. During the annual "Korean Food Festival" week held at Aeon Department Store from November 15 through 28,it promoted the taste and flavor of Hanwoo by offering sirloin,striploin and bulgogi to consumers. The tasting event was held at Aeon Department Store in Kornhill and Whampoa,increasing sale of Hanwoo by more than 90% over last year.

In cooperation with the Korean Cultural Center in Hong Kong,the Hanwooboard provided Hanwoo cooking classes from December 11 to 14 for consumers,buyers and chefs. The open cooking class for consumers selected 48 persons out of 321 applicants,showing approximately 6.7:1 in competition rate. On December 15,it successfully hosted the Hanwoo Christmas Party at the Artist House in Causeway Bay,combining Hanwoo,Korean foods and performance of K-Pop group. The party was attended by over 150 Hong Kong citizens.

In addition,the Hanwooboard is attracting significant interest and participation from consumers in Hong Kong by continuously conducting online events in alliance with local Hanwoo restaurants through official SNS channels of Hanwoo.

"Having concentrated efforts on enhancing awareness of Hanwoo by activelyorganizing marketing activities this year,Hanwoo shows steady increase in its restaurants,prominent hotel menus,and marts since its initial export in 2015," said Min Gyeong-cheon,Chairman of the Hanwooboard. "We will firmly establish the position of premium Hanwoo next year by providing more diversified programs to Hong Kong consumers."

Photo - /20181220/2333205-1