Hanwoo Self-Help Fund Promotes Hanwoo at the 23rd Busan International Food Expo

The Hanwoo Self-Help Fund Management Committee participated in the 23rd Busan International Food Expo, held from the 9th to the 11th, and operated a Hanwoo promotional booth at the venue. Hanwoo Self-Help Fund promoted the taste and quality of Hanwoo to Busan residents and domestic and international tourists.

The 23rd Busan International Food Expo was hosted by Busan Metropolitan City and organized by the Busan branch of the Korea Restaurant Association. Under the theme of a global culinary tour, "Buru Matbul," the expo featured a variety of gourmet experiences and cooking shows by leading chefs from South Korea.

Hanwoo Self-Help Fund said it sought to boost global awareness of Hanwoo and expand contact points with consumers by leveraging Busan's tourism and gastronomy infrastructure and linking this year's key effort to promote Hanwoo experience events for foreigners with its participation in the expo. It added that the goal was to connect this effort with promoting Hanwoo's taste and quality to Busan residents and domestic and international tourists.

Hanwoo Self-Help Fund drew visitors' attention by operating a promotional booth under the slogan, "A global culinary tour, Hanwoo has the answer." At the booth, it offered tastings of "grilled Hanwoo striploin" and "Hanwoo jerky gelato," introducing Hanwoo's distinctive flavor and unique appeal through the tasting event. The prepared tasting items ran out early.

Hanwoo Self-Help Fund also ran participatory content such as "Hanwoo MBTI" and an OX quiz. These interactive programs focused on increasing interest in Hanwoo and improving understanding of it.

It also prepared English-language content to encourage participation from foreign visitors and aimed to increase familiarity with Hanwoo. For a foreigner-targeted "Hanwoo kimbap-making" experience, it sponsored Hanwoo bulgogi, and for the "Busan x Seoul street cooking show," it sponsored Hanwoo sirloin and brisket. Through these sponsored events, it introduced the diversity of Hanwoo cooking methods and its versatility in cuisine.

In addition, the cooking show demonstrations were held for visitors, with CEO Kwak Dong-hoon presenting "Hanwoo ross nakji-muchim" and Chef Jo Seo-hyung showcasing "Hanwoo brisket bulgogi." Through these presentations, Kwak Dong-hoon and Jo Seo-hyung conveyed the new appeal of Hanwoo.

At the expo, a "gourmet stamp event" was held in which visitors toured booths in each section, tasted foods, and collected stamps, and the Hanwoo Self-Help Fund booth was also included as a participating booth in the event. By joining this event, Hanwoo Self-Help Fund sought to boost visitor traffic and offered Hanwoo gift sets to top participants in the stamp tour. These giveaways served as an opportunity to raise visitors' preference for Hanwoo.

Min Kyung-cheon, chairman of the Hanwoo Self-Help Fund Management Committee, said the Busan International Food Expo is a place where Busan residents and domestic and international tourists can experience diverse food cultures together. He added that, seeing this expo as a good opportunity to broadly promote the taste and value of Hanwoo, the committee plans to expand tasting- and experience-based promotions and a variety of gourmet content that consumers can directly take part in. He also outlined a direction to promote Hanwoo's excellence and versatility, push ahead with boosting domestic consumption, and aim for Hanwoo to be loved in markets around the world.

Source: TECHWORLD · Lee Gwang-jae
Original: https://www.epnc.co.kr/news/articleView.html?idxno=408153

References

• https://www.epnc.co.kr/news/articleView.html?idxno=408153