South Korea is New Zealand’s third most valuable beef market.
Our beef marketing in Korea highlights New Zealand’s natural farming systems, and health and nutrition, with the emphasis on the ‘three lows’ – low calorie, low cholesterol, low fat.
Creating a stronger profile for New Zealand beef
We created a New Zealand grass-fed beef brand in South Korea in 2006 to help set our beef apart from the competition. The English translation of the slogan is: “New Zealand nature-bred beef – a healthy gift from pure New Zealand nature.”
Beef + Lamb New Zealand promotions position our beef as a premium product, unique in the Korean market.
Putting New Zealand beef on the menu
We take part in a number of trade events in Korea to showcase Kiwi beef – such as Seoul Food and Hotel, the country’s largest food exhibition.
Roughly 37,000 restaurant industry professionals and journalists visited this year’s exhibition, where they had the opportunity to sample a range of prime steak cuts.
Barbecues, in-store tastings, seminars and cooking classes and a competition for restaurant diners are just some of the other marketing campaigns we run in South Korea. All are helping to overturn the local perception that beef fed on grain is superior.
In another promotion, millions of commuters during the year saw New Zealand grass-fed beef advertised in more than 500 carriages on two major subway lines, and on the sides of buses running along 48 routes in central and suburban Seoul.
The campaign boosted consumer interest in our beef, translating into higher customer numbers at retail outlets.