Korean seafood export to European MZ generation
Promotion of seaweed, fish cakes, canned tuna, etc. to over 60,000 visitors.
K-POP FLEX is Europe's first large-scale K-pop concert since the pandemic, hosted by SBS and 10 idol groups participated, and more than 60,000 people visited the site for two days. KTO operated a Korean seafood promotion center at the Korean Cultural Festival hosted by the Korea Tourism Organization and the Korean Consulate General in Frankfurt to promote the attractiveness of Korean seafood such as seaweed, tuna, and fish cakes to future consumers, the MZ generation in Europe.
In Germany, traditionally meat-oriented diets do not consume a lot of seafood, but thanks to healthy eating and vegetarianism, interest in seaweed such as seaweed and fish is increasing.
For concert visitors, KTO held a tasting event for simple and easy seafood menus such as mini rice balls using seaweed and red pepper tuna, red pepper tuna sandwich, fish cake bar, fried fish cake summer roll, and seaweed salad, and got a hot response. The two-day tasting event was attended by 8,000 people, and postcards containing recipes for the tasting menu and where to purchase products were quickly exhausted.
In particular, local young people who participated in the tasting expressed their interest in the first taste of red pepper tuna, and were fascinated by the spicy taste of Korea, and also received favorable reviews for fish cakes. Meanwhile, the response to snack laver, which is relatively well-known among locals, was still hot.
Export Food Director Gino-sun said, “In the European market, our seafood has been traded in a B2B format centered on the food service industry, but with this event, we confirmed the local demand for Korean seafood.” We will support various online and offline marketing so that we can target consumers.”
This trend coincides with the rise of demand for Korean Snacks now a multi-billion trend globally.
Source: Wonsik Lee, Bouken News (May 28)
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