Korea Agro-Fisheries Corporation (aT)’s Debut at FDM2024
With a rich blend of flavors and traditions promoting cultural exchange and culinary experiences, Korea Agro-Fisheries Corporation (aT) is poised to showcase the best of Korean food and beverages to the Malaysian market.
In a recent exclusive interview with Mr. Chang Chung Ho, the Managing Director of the aT Center in Kuala Lumpur, we delved into what to expect from Korea Agro-Fisheries & Food Trade Corporation (aT) in Korean pavilion as they gear up for their participation in Food & Drinks Malaysia by SIAL 2024 in July.
“Malaysia and Korea share a deep partnership, celebrated through the 40th anniversary of the Look East Policy in 2023. With FDM2024 on the horizon, aT aims to facilitate beneficial B2B transactions between the two nations. Moreover, we plan to introduce a variety of new Korean food products to Malaysian potential buyers, ranging from well-known items to exciting new offerings like strawberries, Kimchi, and Vitamin C supplements,” said Mr. Chang.
Since its establishment in 1967, Korea Agro-Fisheries & Food Trade Corporation (aT) stands as a prominent public agency dedicated to advancing the agro-food industry and fostering innovation within Korea's agricultural landscape. With a steadfast commitment to creating new value and ensuring a sustainable future, aT plays a pivotal role in driving export and distribution initiatives while pioneering differentiated and specialized functional operations.
Through its diverse array of businesses and unwavering dedication to corporate social responsibility, aT endeavors to enrich the lives of all individuals by ensuring access to safe and sustainable food sources, thereby contributing to a brighter tomorrow for the agro-fishery industry and beyond.
Perception of Malaysian Market
When asked about the perception of the Malaysian market, he shared that recognizing the immense popularity of Korean culture through the K-Pop phenomenon, aT appreciates the growing interest in K-Food among Malaysian consumers. They hope to continue receiving support and interest in Korean culture, particularly in the realm of culinary delights.
He added that aT values all clients, ranging from major buyers to smaller vendors who seek premium Korean food products. Embracing trends spurred by Korean dramas, Malaysian consumers have developed a fondness for Korean favorites like tteokbokki, gimbap, and spicy ramen. aT remains committed to supporting the consumption of trendy K-Food among Malaysian consumers.
Expectations for the Korea Pavilion in FDM2O24
“The Korean Pavilion at FDM2024 will feature 20 booths, showcasing a diverse array of Korean delicacies. From fresh fruits to traditional foods, snacks, beverages, and Halal options, visitors can expect a premium experience,” said Mr Chang.
With their passion for Korean cuisine and commitment to fostering cross-cultural culinary exchanges, aT is poised to make a significant impact at FDM2024, bridging the gap between Korea and Malaysia through the universal language of food.
Be sure to visit the Korean pavilion at Food & Drinks Malaysia by SIAL 2024, from 2nd to 4th July 2024, at the Malaysia International Trade and Exhibition Centre (MITEC).
