South Korea to promote its food, drink at ASEAN summit

By Shin Hae-in
SEOUL, June 1 (Yonhap) -- Hoping to use the opportunity to promote recognition
and popularity of its foods abroad, the South Korean government will be
especially attentive to the food and drink served to Southeast Asian leaders
visiting the country for a special summit with President Lee Myung-bak.

The luncheons and dinners during the two-day South Korea-ASEAN (Association of
Southeast Asian Nations) summit will serve as a chance to promote the country's
unique culinary heritage, organizers said.
Although it has not yet been widely consumed overseas compared to Japanese and
Chinese, Korean food has been earning growing fame outside the country for
several healthy traits -- its low-fat and high-vegetable content.
A welcoming dinner hosted by President Lee and the first lady Monday and a
luncheon meeting the following day will feature traditional Korean cuisine from
the country's trademark kimchi and barbeque to rare dishes little known even to
locals, organizers said.
Last year, the U.S. magazine Health selected Korean kimchi, fermented cabbage or
radish, as one of the world's healthiest foods alongside Spanish olive oil,
Japanese soy and Indian lentils. Korean barbeque -- beef or pork -- is also
popular in the West for its unique flavor.
"We have also prepared special dishes using only seafood or vegetables to match
the different taste of guests," an official in charge of preparing the meals
said.
President Lee expressed personal interest in promoting Korean food during his
meeting with prime minister of Thailand, Abhisit Vejjajiva, Sunday, asking for
advice on how to do so effectively.
Praising First Lady Kim Yoon-ok's noticeable effort in advertising Korean food
overseas, the Thai leader promised to share with South Korea his government's
"Kitchen of the World" project, which helped expand international recognition of
Thai food.
Korean food has been gaining fame with approximately 1,400 Korean restaurants in
the United States, 1,700 in Japan, 2,500 in China and 170 in Europe.
Despite the ongoing global economic downturn, the world food industry is
estimated to be worth more than US$3.5 trillion.
Aware of the big potential, the South Korean government hopes to increase the
number of Korean restaurants abroad to 40,000 by 2017.
Organizers also hope to enhance recognition of Korea's traditional alcoholic
beverages during the event.
Some 350 leaders and officials will be toasting at the welcoming dinner with
"Maechisun," traditional Korean apricot liquor, instead of European wines
normally used in international meetings.
The drink takes up to 12 years to ripen for full flavor, Bohae Brewery, its
manufacturer and one of the largest breweries in the country, said.
"It is full of natural vitamins with some elderly people considering it a
'medicine' rather than a drink," Bohae said. "We expect many leaders will fall in
love with it."
Maechisun has been growing popular especially among Korean women since it first
went on sale in 1990. It has been awarded the best product by female customers
four years in a row since 2004 and was also honored the best fruit wine in 2006.
Currently exported abroad including to Japan, China, the United States and
Australia, the beverage also received the third prize at the international "AWS
Wine Competition" in 2004.
The South Korea-ASEAN summit will run through Tuesday on the South Korean resort
island of Jeju.
hayney@yna.co.kr
(END)