U.S. Pork Origin Highlighted in New Product Launch in Korea

With domestic pork prices rising in Korea, USMEF is working to carve out a place for U.S. pork with tonkatsu, a very popular dish with Korean consumers. To promote U.S. pork and differentiate it in this product category, USMEF collaborated with Hyundai Home Shopping, one of Korea’s top four shopping channels, to develop an air-fryer-friendly tonkatsu product using 100% U.S. pork loin.

“Pork for tonkatsu in Korea is typically advertised as a domestic product. Promoting grain-fed U.S. pork for the new tonkatsu product will help us differentiate it from other pork import sources with consumers,” says USMEF Korea Director Junil Park. “We are working to differentiate U.S. pork quality and implementing strategies to grow demand for the loin. This product will help us achieve these objectives.” 

The promotion was broadcast on Hyundai Home Shopping during three separate, hour-long programs in May, June and July, with additional airings during late-night and early-morning time slots. USMEF also plans to introduce this product to e-commerce platforms to further expand consumer access to high-quality U.S. pork products.