Press Release

Release from the evening of August 13th, 2015.

Director Gang, Hye-yeong, Export Promotion Division,
Deputy Director Jeong Jang-sik (82-44-201-2174) / Released on August 12th (8 pages total)

Attracting the Malaysian Halal Food Market

with Korean Foods
- MAFRA hosting the Korean Food Fair 2015: Kuala Lumpur, Malaysia -

<Summary>

Event name: Korean Food Fair 2015: Kuala Lumpur, Malaysia

Period: August 13th, 2015 (export consultation), August 14 16 (consumer experience events)
Event venue: B2B (One World Hotel), B2C (Mid Valley Exhibition Centre)
Slogan: Delight Your Life with K-Food

The Ministry of Agriculture, Food and Rural Affairs (MAFRA, Minister Lee Dong-phil)

announced that the ministry would host the 1st K-Food Fair of 2015 in Kuala Lumpur, Malaysia, for

4 days between August 13th and 16th.

With its population of 30 million and 62% of the population as Muslim, Malaysia is one of

the most important halal food markets in the world.

*Religion in Malaysia: Islam (62%), Buddhism (21%), Christianity (9%), Hindu (6%)
In particular, the Malaysian government is managing and running the halal certification

standards: any products with certificates issued by the government are earning international

trust from consumers. In Korea, the Korean Muslim Federation (KMF) has achieved cross-

certification and been running certification from its Malaysian counterpart (Jabatan Kemajuan

Islam Malaysia or JAKIM) since 2013.

 The purpose of this K-Food Fair is to promote the excellence of Korean agricultural foods to

the Malaysian market. There was a Memorandum of Understanding on Halal Food Cooperation

(March 6th, 2015) with the UAE during President Parks state visit to the Middle East at the end

of March this year. The MOU is expected to help Korean agricultural foods enter the Malaysian

market, which is one of the most world-renowned halal food markets.

There will be an export consultation on the first day, August 13th.

There are 20 Korean exporters introducing 101 products in the areas of fresh foods, instant

foods and health supplements. MAFRA is also running a Special exhibition booth for halal

food to increase awareness and trust of Korean halal foods among the locals in Malaysia.

<101 products from 20 companies participating in the K-Food Fair>

Fresh foods (6): Rima Global* (pear, yuzu tea), H&P International (mushroom, grapes,

melons), Mush M (mushroom, processed foods), Hansung Food Co., Ltd.* (kimchi), Jinju

Horticultural Cooperative (pears, dried pear, strawberry jam), Korea Mushroom Council

(mushroom)
Instant foods (4): Mom Sun Food (seonsik or grain powder), Hans Korea* (rice noodles),

OK Food Biz (tteokbokki or Koren snack food made from soft rice cake, fish cake and sweet

red chili sauce), Samlip General Food (noodles, fish cake sausages)
Health supplements (4): Korea Eundan Co., Ltd. (Eundan, lactobacillus drinks), Daedong

Korea Ginseng Co., Ltd.* (red ginseng products), Poonggi Local Specialty Farming

Association (red ginseng drinks), H MAX (functional tea for losing weight)
Other processed foods (6): CJ (sauces, frozen dumplings), Jinsung FM (sauces), Tea Zen*

(teas), Daawon (beverages), Quali Korea Corp. (snacks), Binggrae Co., Ltd. (banana-flavored

milk)

Marked with *: halal certified products

< 30 products introduced at the special exhibition booth for halal food from 8 companies>
Jinju Horticultural Cooperative (pears, dried pear), Hansung Food Co., Ltd.* (kimchi), Hans

Korea* (rice noodles), Daedong Korea Ginseng Co., Ltd.* (red ginseng and its extract),

Binggrae Co., Ltd. (banana-flavored milk, ice cream), Rima Global* (yuzu tea), Seoul Dairy

Cooperative (raw milk, fruit juice), Singsong Industrial Co., Ltd. (flour, starch)
 There will be buyers at the event from a variety of countries including Singapore, the

Philippines, Thailand and India as well as Malaysia. This will be an opportunity for Korea to

expand the Southeast Asian markets.

Along with the export consultation, the KMF and the JAKIM will co-host a seminar on halal

foods, which explain halal certification standards of the two countries, certification process and the

cross certificate system to exporters and buyers.

The seminar will be led by Mohamed Fakar Udin Bin Masod, the vice chairman of the
JAKIM and Choi Yeong-gil, the president of the KMF.

Between August 14th and 16th, there will be food and beverage sampling and hands-on activity

events of Korean agricultural foods for the locals at Mid Valley Exhibition Centre, which is one of

the hot places in Kuala Lumpur.

Under the theme of Koreas four seasons, seasonal Korean foods will be displayed and local
consumers will also have opportunities to try them at those events.

<Four-season theme composition>

Spring Summer Fall Winter

Fresh Cool Healthy Relax

Food & Fresh foods Snack Healthy foods Instant foods

beverage Fruits, Nunggotbingsu Sujeongga Rice noodles

sampling mushroom (fine shaved ice (persimmon

dessert) punch)

Hands-on Making lotus Making hand- Traditional Ski,

activities lantern held fan Korean games snowboarding

In particular, Daorae, a Korean restaurant in Malaysia, is expected to participate in the
events, where the restaurant will introduce foods utilizing Korean ingredients including Kimchi
jeon (pancake) and Kimchi bokkeumbap (fried rice), and host food sampling. Through such
activities, MAFRA plans to expand agricultural food export through globalized Korean foods.
* Daorae: a franchised Korean restaurant with 14 stores in Malaysia.
 Director Gang Hye-yeong of the Export Promotion Division said, Starting with this event in

Malaysia, we plan to host more K-Food Fair in Indonesia (October 16 th 18th) and the UAE

(November 27th 29th) under the theme of halal foods as we would like to further expand the halal

food markets where Korea can actively play.

 <Appendix> Detailed plans for the KOREAN FOOD FAIR 2015:

Kuala Lumpur, Malaysia

1. Event overview
Period / Venue: August 13 (B2B / One World Hotel), August 14-16 (B2C / Mid Valley

Exhibition Centre)
Participants: 20 exporters, around 45 invited buyers, general consumers
Strategy: expanding demands for Korean foods within the ASEAN markets, enforcing to

focus on the halal food market, expanding exports for promising export items enhancing K-

Food premium
Program: (B2B) 1:1 export consultation / (B2C) food & beverage sampling for agricultural

foods, cultural performances

2. Event details

Category Program

B2B Augus 09:00 - Export 1:1 matching Independent space for consultation

t 13 18:00 consultation (20 consultation (Special exhibition booth to

exporters) promote Korean halal foods and

major products of the participating

exporters)

11:30 - Seminar JAKIM, K-Food Halal Seminar

12:40 KMF

12:40 - Luncheon Luncheon Provided by the hotel

13:30

18:30 - Reception Dinner Dinner banquet and party for

20:30 banquet networking

B2C Augus 10:00 - Main stage Opening Making giant nunggotbingsu

t 14 - 20:00 ceremony

16 Cultural B-boys with traditional Korean

performance music (S-flava), percussion

s (Superstick), K-pop cover dance

 (Kueendom)

Exhibition booth Special K-Food Halal, Seafood Exhibition,

exhibition Franchise Exhibition

4-season theme Hands-on Making lotus lantern, making hand-

booths (4) activities held fan, playing traditional Korean

games, sports activities like skiing

and snowboarding

Food & Stir-fried mushrooms,

beverage nunggotbingsu, fruits, sujeongga,

sampling rice noodles

Corporate Food & beverage sampling under

booths the themes of Fresh, Cool, Healthy

and Relaxing

Permanent booths Visitor Wearing Hanbok, photo zone, OX

participating quiz, eating K-Food competition

events
<Participants of Korean Food Fair 2015: Kuala Lumpur, Malaysia>

Name of company Products to introduce

Pears, grapes, melons, apples, yuzu tea, seaweed
1 Rima Global* (1st export)
snacks
Seasoned pastes, frozen dumplings, kimchi, pre-mix,
2 CJ Cheiljedang Corp.
mixed seasoning powder
Mush M (Agricultural corporation Pickled mushrooms, enoki mushrooms, king oyster
3
company, 1st export) mushrooms
4 Jinsung FM (1ST export) Sauces
Korea Mushroom Council (K-
5 Mushrooms
MUSH)

6 Jinju Horticultural Cooperative* Pears, dried pear, mushrooms, strawberry jam

7 Hansung Food Co., Ltd.* kimchi

8 H&P International Mushrooms, grapes, melons

9 Mom Sun Food (1st export) Seonsik (grain powder)

10 Hans Korea* (1st export) Rice noodles

OK Food Biz (Agricultural
11 Tteokbokki
corporation company, 1st export)
Non-refrigerated noodles, snack, fish cake sausages,
12 Samlip General Food
bread crumbs, seasoned & roasted seaweed
Candies, eundan, beverages, fruit juice, lactobacillus
13 Korea Eundan Co., Ltd.

Red ginseng, red ginseng extract, Red Ginseng Rare

14 Daedong Korea Ginseng Co., Ltd.* Delicacies Gold, extract

Poonggi Local Specialty Farming Red ginseng drink, candies, candied fruits and
15
Association (1st export) vegetables, tea
H MAX (Agricultural corporation
16 Tea (Functional tea for losing weight)
company, 1st export)
17 Tea Zen* Teas

18 Daawon Beverages
 Waffle, Pretzel, chocolate, cookie, potato snack (stick
19 Quali Korea Corp. (1st export)
type), whole wheat cracker
20 Binggrae Co., Ltd.* (1st export) Banana flavored milk

Marked with *: halal certified products