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          Korean Food Foundation Renamed as Korean Food Promotion Institute(KFPI) [2017.12.04]

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          Korean Food Foundation Renamed as Korean Food Promotion Institute

           

           

           

          Key Contents

           

           

           

          Korean Food Foundation renamed as Korean Food Promotion Institute

           ❍Change of name approved by Ministry of Agriculture, Food and Rural Affairs on October 31

          ◈ Aiming to effective implementation of Korean food policies to produce practical, sustainable results, including consumption of agricultural products, agricultural exports, overseas expansion of foodservice companies, and creation of new jobs

          Removal of overlap with the private sector, and support for Korean food promotion in the private sector by supplying related content and marketing manuals

          Enhancement of competitiveness of Korean restaurants through employee training and restaurant certification

          Expansion of target group from locals and foreigners to Korean food companies, foodservice companies, and private organizations

          ❍ Utilization of Korean Healthy Food Supporters for more active online promotion targeted at foreigners outside of Korea

           

           

          The Korean Food Foundation (headed by Acting President Kim Dae-geun) is making a new start under the name of Korean Food Promotion Institute.

          Launched in March 2010 as a non-profit foundation, the Foundation has sought to globalize Korean food based on expertise in the private sector. In January 2015, it was designated as a “non-classified public institution.”

          Recently, the Foundation has seen an increased demand for it to reinforce its role as a public institution, and to develop into a more productive organization that produces tangible results for the people.

          To better fulfill its role as a public institute dedicated to the promotion of Korean food, the Foundation changed its name to the Korean Food Promotion Institute, and received approval from the Minister of Agriculture, Food, and Rural Affairs on October 31.

          Since its establishment in 2010, the Foundation has engaged in various activities for the globalization of Korean food, making significant achievements such as raising international awareness of Korean food and building a strong foundation for Korean food promotion.

          Korean food was ranked first in the most popular Korean cultural content among foreigners (followed by fashion/beauty in 2nd and K-pop in 3rd based on the Global Korean Wave Survey 2017), and the popularity of Korean food among residents of New York increased from 9% in 2009 to 69.4% in 2016

          The number of overseas Korean restaurants multiplied by 3.4 times following the Foundation’s establishment, or specifically, from 9,253 in 2009 to an estimated 31,511 in 2016. In addition, some Korean restaurants were awarded Michelin stars (14 local restaurants and 6 overseas as of 2016).

          In line with the above, there has been a consistent increase in the number of Korean restaurants that have entered overseas markets.* 

          * No. of Korean restaurants (companies) in overseas markets: 41 businesses/234 stores (2012) ⇨ 73/732 (2016)

          Based on its past achievements, the Korean Food Promotion Institute plans to actively promote Korean food to match the growth of the global food market,* and produce more tangible results, including agricultural exports, overseas market entry of foodservice companies, and job creation.

          * The global food market, recognized as one of the most promising industries, amounted to 6.3 trillion dollars in 2015, which is equivalent to 6.9 times and 4.7 times the size of the IT market (0.9 trillion dollars) and the automobile market (1.3 trillion dollars), respectively. (Source: Key Statistics of Food Industry 2017, Ministry of Agriculture, Food and Rural Affairs)

          First, the Institute will remove overlap with the private sector while supporting the promotion of Korean food through the establishment of a Korean food content platform, systemization of Korean food industry surveys, and production/distribution of marketing manuals.

          Second, the competitiveness of Korean restaurants will be enhanced by introducing a restaurant certification system, expanding training programs for employees of overseas Korean restaurants, providing management consulting for Korean restaurants within and outside of Korea, and establishing a system to supply local ingredients to overseas Korean restaurants.

          Third, the Institute’s activities will target a wider group, expanding from locals and foreigners to Korean restaurants, foodservice companies, and related organizations, so as to have a positive impact on the economy and industry—helping create value for agricultural products and produce more jobs.

          Lastly, the Institute will strengthen the online promotion of Korean food for foreigners through the Korean Healthy Food Supporters, multi-lingual social media services, and its website

          Acting President Kim Dae-geun of the Korean Food Promotion Institute said, “Commensurate with our recent renaming, we will faithfully carry out our responsibilities as a public institute dedicated to the promotion of Korean food, providing systematic support for related activities in the private sector and strengthening the competitiveness of Korean restaurants at home and abroad. We will effectively implement the policies of the new administration, and play a role in boosting the development of the national economy.” 

           

           

           

           

           

           

           

           

           

           

           

           

           

           

           

           

           

           

           

           

           

           

           

           

           

          Appendix 1

           

          Change in Role of Korean Food Promotion Institute

           

           

           

          To establish its role as a public institute to produce tangible results in agricultural product consumption, agricultural exports, overseas market entry of foodservice companies, and job creation

           

           

           

          Korean Food Foundation

           

          Korean Food Promotion Institute

           

           

           

           

          Role of Institute

           

          Overlap with the private sector

          Public institute offering support for the private sector

           

           

           

           

          Operational Direction

           

          Overseas promotion

          (quantitative growth)

          Strengthening of competitiveness of Korean restaurants

          (qualitative growth)

           

           

           

           

          Target

           

          Locals and foreigners

          Korean food companies, food service companies, and related private organizations in Korea and overseas

           

           

           

           

           

          Promotional Channels

           

          Offline

          Primarily online

           

           

           

           

          Legal Basis

           

          Food Industry Promotion Act

          Legal basis to be provided through enactment of separate laws

           

           

           

           

          Activities

           

          Development of Korean food content

          Improvement of content accessibility for widespread use

           

           

          Overseas market survey

          Survey of local and international Korean food markets

           

           

          Focused on Korean food cooking education

          Strengthening of competitiveness for Korean food education institutes

           

           

          Development of culinary tours

          Commercialization and industrialization of culinary tourism

           

           

          Direct offline promotional programs

          Strengthening of online promotional programs, private sector support, and export network

           

           

          Appendix 2

           

          Logo of Korean Food Promotion Institute

           

           

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