'Seoul Food Pairing Week' runs for 10 days in Hong Kong

Over 100 Korean food and beverage products showcased; 2,500 visitors

Export consultations with 60 buyers from 10 countries top $1 million

Visitors sample Korean traditional liquors presented by domestic companies at the Hong Kong Wine and Dine Festival, held in Hong Kong from Oct. 29 to Nov. 1. [KOTRA]
Visitors sample Korean traditional liquors presented by domestic companies at the Hong Kong Wine and Dine Festival, held in Hong Kong from Oct. 29 to Nov. 1. [KOTRA]

From kimbap and cup noodles to makgeolli and distilled soju, more than 100 Korean food and beverage products were introduced to Hong Kong consumers last week. Domestic companies generated about $15,000 in on-site sales and held export consultations worth roughly $1 million with overseas buyers — part of a broader push to use Hong Kong as a springboard into mainland China and the wider Asia-Pacific market.

The Korea Trade-Investment Promotion Agency (KOTRA) announced Monday that it ran the "Seoul Food Pairing Week" in Hong Kong from Oct. 29 to Nov. 7.

The event was designed to help companies that participate in Seoul Food — a domestic food trade fair — break into overseas markets. KOTRA connected Korean firms with major food and beverage events in Hong Kong, pursuing a range of activities from direct consumer sales to meetings with overseas buyers and partnerships with local restaurants.

Hong Kong is considered both a key export market for Korean food products and a gateway to mainland China.

K-food exports to Hong Kong exceeded $350 million last year, making it the ninth-largest export market in the world. Some say the city's proximity to mainland China and its active import-and-reexport trade make it an ideal testing ground for new products.

Of the processed food Hong Kong imported last year, about 78 percent was re-exported abroad, with 89 percent of that heading to mainland China.

KOTRA used Korean traditional liquors as a centerpiece of the event to broaden its reach among Hong Kong consumers.

Fourteen domestic breweries participated in the Hong Kong Wine and Dine Festival, which ran for four days from Oct. 29 to Nov. 1. Participating companies introduced makgeolli, yakju and distilled soju, offering on-site tastings to highlight each product's flavor and character.

The focus was on showcasing traditional liquors with diverse production methods and flavor profiles — going beyond the mainstream Korean soju already widely available in Hong Kong.

From Tuesday, KOTRA operated a "Seoul Food Market" in Sheung Wan, a major business district on Hong Kong Island. Organized in partnership with an affiliate of global sauce maker Lee Kum Kee, the market sold Korean food products to local office workers and other visitors.

The market featured more than 100 products, including ready-to-eat items such as kimbap and cup noodles, as well as low-sugar, high-protein snacks, beverages and traditional liquors.

Consumers who visited during lunch hours and after work showed particular interest in easy-to-eat kimbap and health-conscious snacks. Korean traditional liquors were promoted as a pairing option for Cantonese cuisine.

The Seoul Food Market drew about 2,500 visitors and recorded roughly $15,000 in on-site sales.

Consumer-facing promotions were followed by export consultations with overseas buyers.

Fourteen domestic liquor companies participated in the Hong Kong International Wine and Spirits Fair, which opened Thursday and ran through Saturday. They explored export opportunities for Korean traditional liquors with local distributors and importers.

A networking event called "Geonbae Korea" was also held Friday, bringing together Korean liquor companies and overseas buyers. The event featured remarks from the Consul General of the Republic of Korea in Hong Kong and included cocktail demonstrations using Korean spirits.

More than 60 overseas buyers from 10 countries took part in the export consultations. The companies held a total of about 350 meetings, with the combined value of consultations reaching approximately $1 million.

Among the participating companies, Jubangjang Brewery and Danong Bio had products selected as "Sommelier's Picks" by the Hong Kong Trade Development Council.

Partnerships with local restaurants were also established to create a foundation for continued sales of Korean liquors beyond the event itself.

Danong Bio, a distilled spirits maker based in Chungju, North Chungcheong Province, plans to offer cocktails made with its products as regular menu items at Yeonsul, a Korean spirits bar that opened in Hong Kong's Central district earlier this month.

The cocktails will use distilled soju and brandy as their base spirits. Danong Bio has appointed Danny Park, general manager and a veteran of Zest — a Seoul cocktail bar that ranked second at Asia's 50 Best Bars last year — as its brand ambassador to help expand its presence in the local market.

Yeonsul is also exploring adding traditional liquors from other domestic breweries that participated in the event to its menu.

KOTRA said it will continue to provide follow-up support to participating companies to help the export consultations held at the event translate into actual contracts and distribution deals.

Yu Seok-cheon, head of KOTRA's Hong Kong office, said the agency organized the event "to continuously support Seoul Food participants in entering overseas markets and to discover promising new companies by linking up with Hong Kong's major food and beverage events." He added that KOTRA would "keep connecting Seoul Food with overseas markets and help companies achieve stronger export results through follow-up support on distribution partnerships and export consultations."


kwater@heraldcorp.com