Brazil drunk on the charm of makgeolli and K-chicken...$14.35M Export Consultation Results At 'São Paulo Food Fair'

오재경 Oh Jae-Gyung
22 May 2024

MAFRA (Minister Song Mi-ryeong) and aT (President Kim Chun-jin) participated in the "2024 Sao Paulo Food Fair (APAS SHOW 2024)" held in Sao Paulo, Brazil, from the 13th to the 16th, and achieved $14.35 million in export consultations.

Marking its 38th anniversary this year, the Sao Paulo Food Fair (APAS SHOW) is an annual international food fair held in Sao Paulo, Brazil, where a large number of Latin American food distribution buyers attend every year and buyers from North America and Europe gather together.

In response, MAFRA and aT formed a Korean pavilion with nine excellent exporters to expand the K-food market in Latin America and intensively promoted the various charms of K-food.

In particular, makgeolli, which began exporting to Latin America in earnest last year in accordance with the recent trend of low-water liquor, received a hot response from Latin American buyers under the concept of "wine made of rice." In addition, kimchi, fresh pears, and fruit drinks, which have gained recognition due to the influence of Korean dramas, have also been well received by the site, realizing the elevated status of K-food.

Meanwhile, the Korean Pavilion also held cooking classes made from participating companies' products and various tasting promotion events, which were crowded with locals. It captivated local tastes by presenting various dishes such as fried kimchi risotto (Aranccini de Kimchi) and desserts made from Korean pear juice, and on the last day, it also held an event to experience and taste makgeolli in person, stimulating the tastes and excitement of passionate Brazilians.

"Korean chicken has a more crispy and unique taste than Brazilian fast food chicken, so we are seriously considering the franchise," said Dirk, manager of a famous Brazilian franchise that visited and consulted with Korean chicken sauce and powder companies. The Korean company said, "We are positive about entering the Brazilian market in the future due to the popularity of chicken that combines Brazilian chicken with Korean sauce and powder."

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