The Korea Pork Producers Association (Han Don Jajogeum Management Committee) announced on the 10th that it held a promotion in Mongolia from the 8th to the 9th and carried out marketing activities targeting local consumers and buyers to expand export channels. The strategy is to actively boost brand awareness of Korean pork by broadening contact points with local consumers.

Mongolia is an emerging key market where exports of K-food have been growing rapidly. Over the past five years, K-food exports have increased by an annual average of 16.2%. Cumulative exports in the first half of this year also rose by more than 14% year-on-year, continuing steep growth.

In line with this, Han Don Jajogeum took part in the 10th Anniversary K-Pork Festival of Emart Mongolia, held on the 8th at Emart Mongolia’s 3rd store. At the venue, a chef conducted a live grilling program cooking Jeju-produced Korean pork on-site, alongside tasting events by meat cut. Various sales promotion programs were also run for local consumers and buyers, including time-limited deals, set purchase benefits, and bulk purchase consultations.

The same afternoon, the association attended a K-BBQ Picnic event hosted by the Ministry of Agriculture, Food and Rural Affairs. Held ahead of Naadam, Mongolia’s biggest national holiday, the event allowed local families to experience barbecue menus using Korean agricultural and livestock products such as Korean pork and Korean beef (Hanwoo).

On the 9th, a launch event was held at a GS25 store in Mongolia for three new products: a Korean pork stir-fry lunch box, gimbap, and triangle gimbap. This stir-fry lunch box series is the first product to be manufactured at a new fresh food plant in Mongolia, completed after Jeju Pig Farming Agricultural Cooperative and GS25 signed a business agreement last year.

The launch event was attended by Han Don Jajogeum Chairman Lee Ki-hong, Minister of Agriculture, Food and Rural Affairs Song Mi-ryeong, and GS Retail CEO Heo Seo-hong.

Lee Ki-hong, Chairman of Han Don Jajogeum, said, “This visit to Mongolia has been a meaningful opportunity for local consumers to experience Korean pork in various ways,” adding, “Going forward, we will continue to expand cooperation with local distribution channels and broaden the overseas consumer base through diverse product development and marketing.”

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