K-Food Harmonizes with Local Culture, Expanding Its Footprint in the Middle Eastern Market

Delivering Warm Messages with Korean Agri-Food through Ramadan Giving and Sharing Traditions

The Ministry of Agriculture, Food and Rural Affairs (Minister Song Mi-ryeong) and the Korea Agro-Fisheries & Food Trade Corporation (aT, President Hong Moon-pyo) recently hosted the “Iftar K-Food Package Distribution Event” on March 25 at the NEST, the student dormitory complex of Sharjah University. This event was strategically designed to promote the quality and diversity of Korean agri-food products to young consumers in the Middle East, aligning with the cultural significance of the Ramadan season.

Iftar — the evening meal that breaks the daily fast during Ramadan — is more than just a meal; it symbolizes community, compassion, and sharing. Recognizing these values, aT thoughtfully curated this event to seamlessly integrate K-Food into local traditions and highlight its global appeal.

Specially installed K-Food pop-up kiosks at both male and female dormitories offered carefully curated gift packages to approximately 500 students. Each package featured a selection of premium Korean products, including snacks, beverages, home meal replacement (HMR) items, traditional fermented sauces, and fresh Korean pears — all certified Halal to respect local religious practices. In addition, brochures with detailed product information and local purchase channels were distributed to encourage future consumption and build sustained interest in K-Food.

The event also featured interactive elements, including an SNS photo zone and a hashtag challenge, creating an engaging offline-to-online experience. Prominent local influencers amplified the event through live streaming and unboxing content, generating strong social media engagement. Further enriching the cultural experience, the event collaborated with the Sharjah King Sejong Institute, the UAE regional office established by the King Sejong Institute Foundation (under the Ministry of Culture, Sports and Tourism of Korea). The institute supports Korean language and cultural education across the Middle East and North Africa region. During the event, they hosted a “Write Your Name in Korean” activity, which drew enthusiastic participation from local students and further deepened cultural engagement.

Kwon Oh-yeop, Director of Export Food at aT, commented, “This promotional event, timed with Ramadan, served as a meaningful platform for cultural exchange and has enhanced the positive image of Korean agri-food products in the region. Moving forward, we will continue to expand our presence not only in major cities across the UAE but also by reaching consumers in emerging secondary markets through diverse and targeted promotional programs.”

Looking ahead, the Ministry of Agriculture, Food and Rural Affairs and aT will continue to leverage the unified K-Food logo and brand assets to strengthen consumer awareness and brand consistency. Through dynamic promotional content and ongoing engagement with local buyers and consumers, they aim to further accelerate the export growth of Korean agri-food products in the Middle East and beyond.