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| Chef Kim Hyuna with Song Mi-Ryung, South Korea’s Minister of Agriculture, Food and Rural Affairs |
A Legacy of Promoting Korean Excellence
Since 1967, aT has been at the forefront of promoting Korean food worldwide, fostering deeper appreciation through strategic partnerships and curated experiences. As Singapore’s appetite for high-quality international produce grows, aT is dedicated to introducing more consumers to the unique textures, flavors, and health benefits of Korean rice and fruits.
The Unique Appeal of Korean Cuisine
Korean cuisine is renowned for its bold flavors and health-conscious ingredients. Fermented staples like kimchi and doenjang (soybean paste) are packed with probiotics, aiding digestion and boosting immunity. Korean rice, known for its chewy texture and exceptional quality, stands apart from other varieties such as Thai jasmine rice or Vietnamese broken rice. Naturally gluten-free and rich in essential nutrients, it forms the base of beloved dishes like bibimbap, tteokguk, and tteokbokki.
Bibimbap, in particular, showcases the beauty of fresh, seasonal ingredients with a vibrant mix of fiber-rich vegetables, vitamins, and antioxidants—perfect for today’s health-conscious consumers. The global demand for functional foods is rising, with the market projected to grow from $281.3 billion in 2024 to $315.1 billion in 2025, reflecting an impressive 12% annual growth.
Beyond rice, Korean fruits like Shine Muscat grapes and premium strawberries have captivated international markets with their exceptional sweetness and nutritional benefits. Whether enjoyed fresh or incorporated into sweet and savory dishes, these fruits add a delightful touch to any meal.
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| OMG! Se how fresh and huge these flown in from Korea Muscat Grapes and Strawberries! |
A Spectacular Display of Premium K-Food
The event featured an eye-catching showcase of Korea’s finest food exports. Attendees marveled at an exquisite selection of premium Korean rice, rice-based products, and an array of traditional liquors and fruits. A highlight of the exhibition was the introduction of 12 traditional Korean liquors, many of which had never been exported to Singapore before. These unique brews, crafted with ingredients like plum, lingzhi, pine, and yuzu, exemplify Korea’s rich fermentation traditions.
Adding to the excitement was the Baba Gimbap, a viral sensation that sold out in major U.S. retail stores in 2023. Guests also indulged in various rice-based delicacies, including porridge, tteokbokki, and traditional rice cakes. The fresh produce corner, showcasing premium Korean rice, strawberries, and Shine Muscat grapes, served as the perfect visual representation of Korea’s dedication to quality and excellence.
Live Cooking Demonstrations: Bringing Korean Ingredients to Life
One of the standout moments of the event was a live cooking demonstration by the esteemed instructor Kim Hyuna, who showcased the versatility of Korean ingredients through four signature dishes. I had the chance to taste her cooking last year, and no matter how much I tried, I could never quite recreate those amazing flavors. So, I was thrilled to meet her again and experience her incredible cooking once more.
Bibimbap – A colorful medley of seasonal vegetables served with Korean rice and a flavorful gochujang (red chili paste) sauce.
Gungjung Tteokbokki – A royal court variation of the popular dish, featuring chewy rice cakes and an assortment of fresh vegetables.
Tteokguk – A comforting rice cake soup traditionally enjoyed during the New Year, simmered in a deeply flavorful beef broth.
Nurungji Ice Cream – A creative dessert made with crispy scorched rice, soft ice cream, and a dusting of millet powder, reminiscent of the Western affogato. Topped with fresh Korean strawberries or Shine Muscat grapes, it offered a refreshing twist.
Strengthening Singapore’s Love for Korean Produce
At the event, Minister Song Mi-Ryung highlighted the importance of cultural and culinary exchange, stating, “As we celebrate 50 years of diplomatic ties between South Korea and Singapore, we are honored to showcase the best of Korean cuisine. With carefully curated menus featuring our premium rice, fresh strawberries, and traditional liquors, we hope to inspire more Singaporeans to embrace and enjoy the rich flavors of Korea.”
Korean Fresh Zone: A Culinary Experience at CS Fresh, Great World City
Building on this momentum, aT partnered with CS Fresh at Great World City to host the Korean Fresh Zone Promotion from March 20 to 26. Food lovers got the chance to attend exclusive masterclasses led by renowned chef Daren Teo, also known as @thepantryboy. With training under a three-Michelin-starred chef and experience at Burnt Ends, Chef Daren shared expert techniques for preparing iconic Korean dishes like Japchae, Kimchi-jjigae, and Beoseot Jeongol. Attendees also sampled delectable Korean-inspired desserts, tried over 40 varieties of fresh Korean vegetables and mushrooms, and even won exclusive giveaways.
For updates on upcoming events and partnerships by aT, visit www.at.or.kr.
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