aT Wins Over New Yorkers with Singo Pear Ice Cream and Shine Muscat Desserts

Promoting Korean Fruit at KOOM WEEK 2026 in New York
Expanding Sales Beyond Korean Grocery Stores to Costco in the U.S.
Targeting Winter Exports as U.S. Grape Shipments Decline

"I host a K-pop podcast, so I introduce Korean culture. I'm really excited to be able to try Korean pears and Shine Muscat grapes here."

Angel Polito, a K-pop influencer and photographer who visited the “KOOM Haus” pop-up store at KOOM WEEK 2026 in Manhattan's Flatiron District, New York, on October 14 (local time), said, “I really love the fruit section with Korean pears and Shine Muscat grapes.”

Angel Polito, who visited “Kkum Week 2026” in Manhattan, New York, on the 14th (local time), speaks with a reporter after sampling Korean pears and Shine Muscat grapes at the aT booth. New York (U.S.) = Special Correspondent Hwang Yunju

The Korea Agro-Fisheries & Food Trade Corporation (aT) set up a space to promote Korean fruit, and it was packed with Americans eager to sample ice cream made with pears and desserts featuring Shine Muscat grapes. Fruits familiar in Korea had been transformed into unique desserts in New York.

Visitors were particularly interested in Korean pears, whose taste and texture differ from those of European pears. Those who tried them praised their crisp texture, rich sweetness and juiciness.

aT Promotes Korean Pears and Shine Muscat Grapes... From Korean Grocery Stores to Costco

aT took part in KOOM WEEK 2026, a festival for Korean American entrepreneurs held in New York, to focus on promoting Korean Singo pears and Shine Muscat grapes. The aim was to raise awareness by giving U.S. consumers interested in Korean culture, including K-pop and K-beauty, the chance to experience Korean fruit firsthand.

Jang Jihee, director of aT's Agricultural Exports Division, spoke with a reporter at the event and explained why the organization was taking part: “I believe creating opportunities for people to see and experience Korean fruit firsthand is the most powerful way to promote it.”

She cited high sugar content and distinctive texture as the competitive strengths of Korean fruit. “Korean pears are known for their crisp texture and high sugar content,” Jang said. “Shine Muscat grapes also stand out from other fruits for their high sugar content, texture and distinctive mango aroma.”

aT is particularly hopeful about gaining access to major U.S. retail networks. Korean fresh produce has so far been sold mainly through Korean grocery stores, but aT says it is expanding its reach to local consumers through mainstream U.S. retailers such as Costco.

“Costco requires high quality standards and safety, so being stocked there demonstrates that we have met those standards,” Jang emphasized. “Starting with this entry into Costco, we will support expansion into other mainstream retail stores in the United States.”

From Korean Grocery Stores to Costco... Different Harvest Season Gives Korean Fruit an Edge

The Korea Agro-Fisheries & Food Trade Corporation (aT) is promoting ice cream made with Korean Singo pears and Shine Muscat desserts at "Dream Week 2026" in Manhattan, New York. New York, U.S. = Correspondent Hwang Yunju.

The different harvest season for Korean Shine Muscat grapes compared with U.S.-grown grapes is also considered a strength. Korean Shine Muscat grapes are harvested mainly in the fall, but storage and distribution technologies make it possible to supply them through the winter.

Yoon Mijeong, head of aT's Americas Regional Headquarters, explained, “We can expand sales in the U.S. market by targeting the period when shipments of California-grown grapes are winding down. In particular, after November, as new shipments of U.S.-grown grapes decline, this could create a new opportunity for Korean Shine Muscat grapes.”

As access to mainstream U.S. retail networks expands, ensuring a stable supply of sufficient volumes is expected to emerge as a new challenge.

“Once the U.S. market opens up, we will enter an era when the question is no longer where to sell our products, but how to ensure a stable supply,” Yoon predicted.

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