SEOUL, Nov. 9 (Korea Bizwire) – The Ministry of Oceans and Fisheries is set to hold a launch event for its new brand ‘K·FISH’ as part of efforts to boost sales of South Korean seafood products.
The fisheries ministry announced on Wednesday plans for the K·FISH brand launch event in Los Angeles, which will be held tomorrow.
K·FISH is a new initiative developed with the hope of rebranding South Korean food products and gaining competitiveness in the international market, and will see stricter regulations introduced to produce high quality products.
Currently, the types of seafood that are subject to the K·FISH branding include flatfish, ear shell, dried seaweed, sea cucumber, oyster, fish cake, squid, tuna, and dried sea mustard, having earned trademarks in 36 countries including the U.S., the EU, Japan and China.
In 16 other countries including Russia and Vietnam, trademark applications have been filed and are awaiting approval from local food safety authorities.
Los Angeles was chosen for the launch event to kick off K·FISH’s journey as a new brand, as the U.S. is the third largest market for South Korean seafood exports.
Between 2010 and 2015, the value of exports increased by 5.1 percent on average each year.
In addition, Los Angeles is home to a significant number of Korean Americans, which could help the city develop into an international hub for K·FISH with a great deal of local interest in South Korean seafood products.
During a cooking demonstration event tomorrow, renowned American cook Kerry Heffernan, who specializes in seafood, will show off a dish using Korean halibut that caters to the American palate but also offers a taste of typical Korean seafood dishes.
The Ministry of Oceans and Fisheries is expected to begin sales of South Korean seafood products such as dried seaweed snacks with U.S. retailers including Whole Foods Market and Sprouts Farmer’s Market.
“We are considering local marketing strategies to raise awareness of South Korean seafood products before the brand launch of K·FISH in the U.S., China and Southeast Asia. We’ll provide support for forays into foreign markets to create another K-wave in the fisheries industry,” an official at the Ministry of Oceans and Fisheries said.