Hanwoo Board Successfully Hosts First Hanwoo Festival Week

Operated mobile pop-up store in downtown Hong Kong (October 12-21)

Hong Kong residents amazed by taste and fragrance of Korean beef

SEOUL,South Korea,Oct. 26,2018 -- Premium-grade Korean beef has made a strong impression on Hong Kong consumers.

Hanwoo Festival Week Hosted by Hanwoo Board

From October 12 to 21,the Hanwoo Board held its first Hanwoo Festival Week in Hong Kong as part of Hong Kong's Korean Culture Month (held in October). The Hanwoo Board announced that Hanwoo Festival Week was highly successful and attracted many local residents.

Hanwoo Festival Week is the first large-scale event held in Hong Kong for the sole purpose of showcasing Korean beef,of which exports to Hong Kong began in 2015. This event offered Hong Kong consumers a chance to taste Korean beef and learn about its advantages.

Korean beef-themed mobile pop-up stores were operated from October 12 to 14 in Hong Kong's major commercial districts (Tsim Sha Tsui,Causeway Bay,Mong Kok,etc.). The pop-up stores allowed visitors to try food made from Korean beef,held quiz events,and provided informational leaflets. The visitors ranged from young single people in their 20s and 30s to families with small children. Michael Lee,a university student who visited one of the pop-up stores,said,"Unlike other types of beef,Korean beef is very juicy and has a strong,deep fragrance. Having tasted it,I now understand why it is regarded as premium-grade meat in its home country."

From October 17 to 19,a Korean beef booth was operated at the 2018 Hong Kong K-Food Fair,which was heldat Tsim Sha Tsui's Avenue of Stars. Hosted by aT (Korea Agro-Fisheries & Food Trade Corporation),the Hong Kong K-Food Fair is an expo that aims to support the export of Korean agricultural,marine,and livestock products. This year,it was visited by many people who are interested in Hallyu.

The K-Food Fair was especially popular for its opening event,which featured Korean idol group Mamamoo. After Mamamoo member Hwasa mentioned that she enjoys Korean beef,the Hanwoo Board's booth was soon bustling with people wanting to take part in a taste-tasting event. Hwasa said,"I like meat in general,but I am particularly a fan of Korean beef. I love it because it's soft and melts in my mouth like ice cream!"

For the duration of Hanwoo Festival Week,Korean beef restaurants in Hong Kong offered various discounts and held giveaway events for customers who purchased Korean beef menu items. Restaurants such as Marbling,Myung Ga,MeokBang Korean BBQ & Bar,and Kim's Spoon prepared exclusive festival menu options to showcase Korean beef. One office worker who visited MeokBang Korean BBQ & Bar said,"On special occasions,I like going to Korean beef restaurants to enjoy some Korean beef BBQ. I hope that Hanwoo Festival Week introduces more people to the delicious taste of Korean beef and encourages more Hong Kong residents to come and enjoy it."

In addition,during Hanwoo Festival Week,the Hanwoo Board invited major media corporations and famous YouTubers to The Charcoal Room,a Korean beef restaurant located in Mong Kok,for its Korean Beef Butchering & Tasting event. This event was one of several hosted by the Hanwoo Board to promote Korean beef with the help of media influencers.

Hanwoo Board Chairman Min Gyeong-cheon said,"Through events like taste tests and cooking demonstrations,which gave Hong Kong residents an opportunity to experience Korean beef first hand,we were able to raise awareness of Korean beef as a premium-grade meat. In the future,we will expand our event offerings to make Korean beef a new fixture of the Hallyu movement."

More information on Korean beef is available on Hanwoo Board's Facebook andInstagram (@KoreanbeefHK) pages.

Photo - /20181026/2280669-1