"Myeongsil Sangam Hanwoo Captivates Dubai with Its Flavor... Sangju Brand Targets the Middle Eastern Market"

Premium Hanwoo Tasting Event Held in Dubai
Local Chefs, Media, and Influencers in the Spotlight
Initiating Expansion into the Middle East Premium Meat Export Market

Sangju Myeongsil Sangam Hanwoo has begun promoting its premium Korean beef brand at the heart of the Middle East in Dubai.

Pioneering the Export Market and Promoting the Brand of Hanwoo in Dubai
[Photo provided by Sangju City]

Sangju Livestock Cooperative, in partnership with Sangju City and Nonghyup Economic Holdings, held an event to open the Korean beef export market and promote the brand in Dubai from September 27 to October 2.

Notably, at a tasting event held on September 29 at the premium dining restaurant ‘Smoki Moto’ in the Marriott Resort Palm Jumeirah, distinguished guests such as the local ambassador, consul general, agricultural attaché, renowned chefs, media personnel, and influencers were in attendance.

The event featured a variety of Hanwoo dishes, including 1++8 and 1++9 grade Myeongsil Sangam Hanwoo sirloin, tenderloin, and striploin steaks, as well as Yukhoe and kimchi dolsot bibimbap.

This event was part of the ‘2026 Global NEXT K-Food Project Value Up’ initiative led by the Ministry of Agriculture, Food and Rural Affairs and the Korea Agro-Fisheries & Food Trade Corporation (aT).

Through this event, the Sangju Livestock Cooperative aims to increase the brand awareness of Myeongsil Sangam Hanwoo in the Middle East’s premium meat market and expand its export channels.

An Jaemin, Mayor of Sangju City, stated, “We will spare no administrative support to ensure that Myeongsil Sangam Hanwoo grows into a luxury brand recognized in the global market.”

Attention is now focused on whether Myeongsil Sangam Hanwoo, which introduced its distinctive flavor in Dubai, will establish itself as an export brand in the Middle East’s premium market, going beyond just being ‘K-Food’.

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