- Promotions with Hallyu stars who eagerly took part in promoting Korean 
agrifood along with locally recognized stars and Korean and foreign influencers

The Ministry of Agriculture, Food and Rural Affairs and the Korea 
Agro-Fisheries & Food Trade Corporation (aT) has continued its export expansion 
marketing campaign using Hallyu stars. The campaign, since last year, has been 
supporting agrifood companies that are facing struggles due to the pandemic. 

The campaign aims to support Korean SMEs (Small and Medium Enterprises) with 
excellent quality agrifoods who may not be adept in marketing their products 
overseas. The campaign, with the goal of increasing brand and product awareness 
in a target export country and maximizing promotional effects matches a star 
desired by the company to the company's export product and creates various 
contents with the star. 

Korean agrifood companies are facing various struggles overseas due to low 
brand awareness amongst international consumers. In addition, in line with the 
post-pandemic era, online marketing support is a must-have. In such situation, 
the aT marketing campaign is a great help to the agrifood companies.

In 2021, global stars Yeo Jeong Cho, Yong-hwa Jung, Sejeong Kim, Ji-Hyun Han, 
and Seo-Won Lim partook in the campaign. Additionally, stars local to the 
export country in various fields partook in the campaign such as popular 
Hollywood actor Alex Landi, soccer star Do Duy Manh, Chef Chris Cho, and Matt 
Sinclair. The stars led effective results for the local consumer community. 

A representative from the Korea Agro-Fisheries & Food Trade Corporation (aT) 
has noted that the campaign meets its 5th year in 2021 and hopes that the 
campaign will continue to promote the excellence of K-Food and Korean agrifood 
SMEs' products overseas, and that the campaign will assist in laying a foothold 
for growth for the SMEs.

Source: Korea Agro-Fisheries & Food Trade Corporation (aT)

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   Caption: Stars who participated in the 2021 Global Brand Promotion Support 
Campaign