Korean seafood going overseas
Oceans ministry promotes ‘K-Fish’ brand globally
Foreign consumers are expected to find Korean seafood more easily than before, as the Ministry of Oceans and Fisheries is seeking to diversify the nation’s export markets.
The oceans ministry aims to post $2.5 billion in seafood exports this year, which would be up 17.4 percent from a year earlier.
However, if faces challenges like sluggish production, small size of exporters, export structure with low value and high dependence on particular countries. There exist global threats as well, such as uncertainty in the global economy, the rise of protectionism, higher non-tariff barriers and climate change.
In response, the ministry is trying to enhance the value of Korean seafood, diversify markets and products and address exporters’ difficulties.
The ministry said Friday it will create four more export support centers in Los Angeles, Tokyo, Kaohsiung City in Taiwan and Ho Chi Minh City in Vietnam during the second half of this year.
Until now, it has operated just three centers in China’s Shanghai, Qingdao and Beijing.
The centers will provide prospective exporters with legal services, translations and supports for customs clearances. Also, firms in the centers can freely use offices, meeting rooms and business devices, if they pay a 1 million won ($893) deposit and communication fees.
As well as expanding export support centers, specific measures include global promotion of the K-Fish brand and support for exporters to get global certifications.
The ministry pointed out Korean seafood has been unknown to global consumers and lacks effective marketing strategies.
The government therefore developed the integrated brand name of K-Fish in 2015.
The brand was registered in 33 countries including China, Japan and the European Union. It will be expanded to other overseas countries such as the United States and India within a few years, according to the ministry.
The ministry aims to export $10 million of products certified under the K-Fish brand.
It plans to invite buyers and local press to brand-launching events this August at major global seafood fairs. The events will offer presentations, product exhibitions and tastings, the ministry said.
Earlier this year, the ministry promoted the brand to Chinese consumers. But such efforts in the world’s most populous country have not worked properly due to trade barriers after the deployment of a U.S. missile defense battery here.
The ministry said it will recruit Chinese internet celebrities — “Wang Hong” in Chinese — this July to expand the presence of Korean seafood in the market again. The celebrities will hold online promotions for dried seaweed and other strategic products via their blogs and broadcasting channels.
Against the non-tariff barriers, the ministry vows to cooperate with other related ministries for Korean exporters to get smoother customs clearances.
On a more positive note, Beijing has shown signs of scrapping its retaliatory measures against Seoul since President Moon took office early this month.
For more consumers in more countries to enjoy Korean seafood, the ministry will also support exporters to get international certificates satisfying each country’s standards.
For example, exporters to Indonesia and Malaysia will achieve halal certifications for Muslims. Those who export their products to European nations will get support for achieving the Aquaculture Stewardship Council and the Marine Stewardship Council certifications.
In addition, the ministry will jointly hold K-Seafood Royal events with embassies in Japan, China, Spain and England to promote Korean seafood there.