'Faker' and Edward Lee to Promote K-Food... "Strengthening Global Marketing"

Public-Private Joint Meeting of the K-Food Export Planning Team
Recent Appointment of Honorary K-Food Ambassadors
Faker to Lead Intensive K-Food Promotion in Greater China through E-Sports Events
Full-Scale Launch of 'Cultural Convergence Marketing' with AI Short-Form Content and Culinary Tourism

Professional gamer Lee Sanghyeok, known as "Faker" and widely regarded as the world's best League of Legends player, has been appointed as an ambassador for K-Food. The plan is to strengthen the K-Food brand image, particularly in the Greater China region, by linking promotional activities to e-sports events.

On June 17, the Ministry of Agriculture, Food and Rural Affairs announced that it had held the '2nd Public-Private Joint K-Food Export Planning Team' meeting at the Cultural Exchange Committee Support Group, with officials from related ministries, affiliated organizations, and food companies in attendance.

Song Miryung, Minister of Agriculture, Food and Rural Affairs, is speaking at the '2nd Public-Private Joint K-Food Export Planning Team' meeting on the 17th. Ministry of Agriculture, Food and Rural Affairs

This meeting was convened to consolidate the capabilities of relevant ministries, organizations, and export companies to help K-Food surpass this year's K-Food Plus (+) export target of USD 16 billion and advance toward becoming the world's number one food brand, despite difficult conditions such as the prolonged Middle East conflict, high exchange rates, and inflation.

The Ministry of Agriculture, Food and Rural Affairs recently appointed seven individuals, including Faker and Edward Lee, as regional ambassadors for K-Food. Going forward, chefs Edward Lee and Hooni Kim will unveil new K-Food recipes at North American food expos and produce videos sharing their own stories about Korean ingredients. Faker will promote K-Food in the Greater China region by participating in local e-sports events.

At the meeting, participants focused on various measures to tackle non-tariff barriers and pioneer new markets, in line with the five major tasks of the 'Global K-Food Expansion Strategy' established jointly by government ministries last year: fostering strategic items by region, providing one-stop solutions for exporters' challenges, linking promotional efforts with K-Initiatives, integrating digital technologies, and expanding entry into promising markets such as halal and kosher sectors.

At this gathering, the Ministry of Agriculture, Food and Rural Affairs agreed with the Ministry of Trade, Industry and Energy to greatly expand the use of joint local logistics centers in potential markets such as India, Africa, and Central and South America. The Ministry also asked the Ministry of Culture, Sports and Tourism and the Cultural Exchange Committee Support Group to further broaden business exchange opportunities, so that K-Food can collaborate more widely beyond the lifestyle sector, including with music, webtoons, and movies.

The Ministry of SMEs and Startups and the Korean Intellectual Property Office were each asked to swiftly advance the 'K-Food Smart Manufacturing Alliance' and to consider ways to increase participation of K-Food export companies in the Korean product certification system. The Ministry of Food and Drug Safety was requested to take proactive measures in response to overseas food regulations, such as the amendment of China's overseas manufacturer registration requirements.

Song Miryung, Minister of Agriculture, Food and Rural Affairs, stated, "To ensure the global takeoff of K-Food, we will provide even more thorough export support through inter-ministerial cooperation based on the on-site feedback from today's exporters, and promote the K-Initiative more broadly. In addition to the active efforts of our honorary K-Food ambassadors, we will proactively discover novel ideas from university students to enhance the brand value of Korea through collaboration between K-Food and K-Initiatives."

This content was produced with the assistance of AI translation services.