Riding the Korean Wave is not enough. For local farm products to cater to a bigger international audience, they must find ways to become premium, high-end brands, according to a man who has devoted his life to developing Korea’s agricultural sector.

“If Psy can do it, why not our cuisine?” asks Kim Jae-soo, president of the state-run Korea Agro-Fisheries & Food Trade Corp., or aT, in an interview with The Korea Herald.

“Hallyu definitely helped boost Korea’s image, but the agricultural sector must get more serious about branding and packaging, and also strive to give global consumers the assurance that farm products from Korea are only the safest and the best.”

There is a litany of popular homegrown agricultural products, including some that have recently gained huge popularity such as dried and salted seaweed, but there’s no real “star player,” according to Kim.

“We need key products of the finest quality that everyone can identify with Korea,” he said.

And the foundation has already been built, since Korean cuisine ― best known for fermented foods or vegetables ― has earned quite a reputation for being one of the world’s healthiest diets. “We are in sync with the global food trend, which is to go healthy,” Kim noted.

Color is another factor Kim believes is giving Korean cuisine an advantage, as the bold yellow, black, red, green and white that are used tastefully in most traditional Korean dishes stimulate the interest of global consumers who are increasingly becoming enthralled with Asian food.

Reflecting their changing appetites, some of the world’s top culinary schools have ties with Korea.

The Culinary Institute of America, a top private academy affiliated with France’s Le Cordon Bleu, for instance, has been developing dishes using dried seaweed in a joint effort with the Agro-Fisheries Corporation.

But the government cannot do it alone, Kim stressed, saying it’s up to the companies to reinforce their footing in the overseas markets with aggressive and effective marketing.

“Once we get things running, the private sector must work on carving out a bigger slice of the market by working on marketing and constantly communicating with the markets they are in to study the local food trends and cater to the local community,” Kim advised.

Kim believes the day agricultural exports hit $10 billion, a psychological threshold for the sector, will come in the near future.

As of last year, exports reached slightly over $8 billion ― an admirable feat, the CEO said, considering the global economic recession.

Japan, China, Vietnam, Thailand, Hong Kong, Russia, Taiwan and the United Arab Emirates are only some of the countries that Korean agricultural products are shipped off to.

The government’s free trade agreements are being reflected in the export destinations, Kim noted, who said the corporation has seen increased shipments to the U.S., EU and the ASEAN.

Japan, meanwhile, is the steady No. 1 export destination, riding on the unwavering demand in for Korean-grown dried seaweed, tuna and bell pepper.

Kim has helped shape the government’s agricultural and food policies for two decades and was the recipient of the French National Order of Merit for his role in mediating between the two nations’ agricultural policies.

It’s now his wish to see Korea identified not only by its time-old culture and diligent people, but the food and cuisine.

“Despite that Korea is now a country with a GDP per capita of over $20,000, it has no real culinary recognition in the world, which is a shame. I think it’s time we developed and exported foods and dishes that will put Korean on the global map, once and for all,” Kim said. 

Kim Jae-soo

● Born in North Gyeongsang Province 

● Graduated from Kyungpook National University with a major in economics

● Received a master’s degree from the Graduate School of Public Administration at Seoul National University 

● Served as the vice minister of the Ministry for Food, Agriculture, Forestry and Fisheries and head of the Rural Development Administration

By Kim Ji-hyun (jemmie@heraldcorp.com)