SEOUL, South Korea, May 29, 2018 /PRNewswire/ -- Hanwooboard conducted a survey of200 distributors and consumers in Hong Kong. The survey had positive results showing the status of the brand in Hong Kong and the opportunities for future expansion.
The survey revealed that only 10% of consumers bought Hanwoo, while 70% responded that they will buy it, because it is delicious (73%) and juicy (71%). Although the percentage of direct purchase was low, 73% said they had eaten it at restaurants and this indicated highly positive awareness. The experience of buying Hanwoo is lower due to a lack of Hanwoo stores, this result suggested that Hanwoo is positively appreciated as it is recognized as luxurious food.
Consumers selected grilled Hanwoo (83%) as the best food, preferred sirloin the most (49%), and primarily bought Hanwoo at supermarket chains (43%). Hanwooboard will promote Hanwoo recipes through official social network sites and recipe books, and increase the number of supermarket chains that sell Hanwoo.
In addition, distribution buyers from Hong Kong selected taste (29%) and meat quality (20%) as the best advantages compared to other countries such as Japan, the United States, and Australia and recognized its excellence. 57% said that promotion and advertisement should be reinforced to increase amounts of consumption.
The Board will take a variety of measures helping Hanwooboard become more accessable in Hong Kong. It will launch a Hanwoo menu in luxurious hotels and restaurants, selling Hanwoo in retail distribution stores, conduct joint marketings with beverage companies, and hold a Hanwoo festival in Hong Kong.
In addition to this, it will present diverse programs such as inviting local distribution buyers and journalists to South Korea, guiding them to Hanwoo farm, famous restaurants, distribution stores, and holding a Hanwoo cooking class. Since the Hanwoo promotional program started last year, local buyers and journalists have appreciated the program and experience, this program will be expanded this year.
The Board said "Hanwoo is highly appreciated in Hong Kong, where consumers are raised in a clean environment and it is a luxurious food that only top-quality meats are produced," and added "we will increase exports to Hong Kong, so that more can enjoy the flavor of Hanwoo this year and continue to our promotional marketing."
