The Korean Beef Promotion Organization has launched an initiative to promote Korean beef to international luxury tourism buyers.
From June 7 to 10, the organization participated in the "Explore Seoul with Connections" global B2B (business-to-business) event hosted by the city of Seoul, showcasing the excellence of Korean beef and the value of Korean culinary culture.
This event aimed to introduce premium tourism content in Seoul to international luxury tourism professionals. Twenty-nine overseas buyers from the renowned luxury travel networks Virtuoso and Serandipians attended, alongside representatives from high-end hotels, travel agencies, and local tourism organizations in South Korea.
During the event, the Korean Beef Promotion Organization introduced various culinary programs. On June 8, a traditional liquor tasting event featured a pairing program with Korean beef jerky and traditional drinks. Participants experienced the unique characteristics of Korean food culture while tasting Andong Jinmaeksoju with the beef jerky.
An official dinner held on June 9 at Samwon Garden in Seongbuk-gu showcased dishes such as grilled Korean beef sirloin and tartare. International buyers had the opportunity to experience the distinctive aroma and texture of Korean beef, confirming its competitiveness as a representative Korean ingredient.
As the number of foreign tourists visiting South Korea rapidly increases, interest in culinary tourism is also rising. According to the Ministry of Culture, Sports and Tourism, the number of foreign tourists visiting South Korea reached 2.03 million in April, surpassing 2 million for the second consecutive month.
Min Kyung-cheon, chairman of the Korean Beef Promotion Organization, stated, "It is meaningful to directly introduce Korean beef to global buyers leading the luxury travel market. We will enhance the brand value and global competitiveness to activate premium culinary tourism products linked to Korean beef."
* This article has been translated by AI.
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