U.S. Beef Shines in Holiday Gift Basket Promotions in Korea

Traditional gift baskets featuring U.S. beef increase sales in the Korean market and raise awareness of U.S. beef’s safety and quality

Two major meat-eating holidays were the focus of a USMEF campaign to increase U.S. beef sales in South Korea and displace competing suppliers. Gift basket promotions and in-store tastings in preparation for the Lunar New Year and “Chuseok” – Korea’s version of Thanksgiving – were funded by the USDA Market Access Program (MAP) and the Beef Checkoff Program.

The promotions highlighted the quality, safety and availability of U.S. beef to capitalize on supply challenges facing the Hanwoo (Korea’s domestic cattle) industry, as well as the rising cost of beef produced in Australia, a major U.S. competitor in the region.

“Family and relatives traditionally gather together and share food during those two holidays, and it is common to exchange gift sets that include meat as an expression of gratitude,” explained Junil Park, USMEF-Korea senior marketing manager. “Hanwoo gift sets are traditionally a premium gift, but Hanwoo — and Australian — prices recently soared so USMEF saw this year’s holiday season as an important opportunity for U.S. beef.”

In advance of the holidays, buyers from Korea’s major retail chains – Emart, Home Plus, Costco and Lotte Mart – turned to U.S beef for traditional gift baskets and holiday meals. Pre-order discounts and in-store taste samplings conducted by USMEF encouraged sales and emphasized the advantages of buying U.S. beef.

Tastings at major retail stores in Korea were part of a campaign to increase awareness of U.S. beef

“People enjoy assorted beef dishes – grilled ribs, Korean barbecue and marinated beef bulgogi on these holidays,” said Park. “Bone-in short rib for LA Galbi – barbecued beef short ribs cut thinly across the bone – and bone-in chuck short rib for Korean braised ribs are the most popular cuts. These cuts have widely been used in gift sets, too.”

Park noted that retailer reports for the holiday period revealed that U.S. beef sales significantly increased, reflecting greater consumer confidence in the safety of U.S. beef.

“The positive responses show that more and more Korean consumers trust U.S. beef,” said Park. “The holiday promotions positioned U.S. beef as a great option for consumers, not only for baskets and holiday meals, but for future special occasions.”