- Overcoming COVID-19 by Promoting Korea's Agri-foods with Various Hallyu Stars 

The Ministry of Agriculture, Food and Rural Affairs (Minister Hyeon-su Kim) and 
the Korea Agro-Fisheries & Food Trade Corporation (aT, President Byung Ho Lee) 
came together with various notable Hallyu stars (Korean celebrities) to expand 
the exports of Korean agri-food companies in need of assistance from the 
prolonged pandemic. 

Korean agri-food companies struggle from low brand awareness from foreign 
consumers. Thus, they face difficulties when lined up with similar companies 
and products in foreign countries. In addition, online marketing support is 
becoming a crucial factor in the post-pandemic era. In such situation, aT's 
marketing campaign greatly helps Korean agri-food companies. 

In 2020, various global stars such as Yeo-jeong Cho, Siwon Choi, Rowoon, and 
Sung Hoon participated in the campaign. Notably, Siwon Choi from the boy group 
Super Junior further marketed the campaign and Korean agri-foods by posting a 
making film on his personal YouTube channel. In addition, many top-notch 
influencers who are interested in Hallyu culture and Korean agri-foods also 
participated, successfully attracting the interest of local consumers.

With the campaign, aT expects that the export of Korean agri-foods from Korean 
companies will continue to rise. 

SOURCE  Korea Agro-Fisheries & Food Trade Corporation (aT)


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   Caption: K-Food, Crossing Borders with aT’s Global Star Marketing Campaign