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한국 농식품 시장뉴스

September 19, 2011

2011.09.20

FAS/Seoul Monitoring of Media Reporting on Agricultural Issues

Today's Date: Monday, September 19, 2011

For Coverage: September 07 - 19, 2011

1. GRAIN & OILSEED ISSUES

The Ministry of Agriculture tentatively estimates 2011 rice production (Korean: CSC)

http://www.hankyung.com/news/app/newsview.php?aid=2011091896471

Summary: The Ministry of Agriculture tentatively estimates 2011 rice production at 4.26 million metric tons on milled basis, just 30,000 metric tons lower than the previous year. (Post comments: The initial crop survey conducted on September 15, 2011 is expected to release early October.

Rice Harvest This Year Likely to be a 20 Year Lowest [Korean, OSY]

http://kr.news.yahoo.com/service/news/shellview.htm?articleid=2011091817562343302&linkid=4&newssetid=1352

Summary: Ministry of Agriculture, Fishery, and Food (MAFF) has announced recently its forecast for rice harvest this year. According to the forecast based on sample surveys of 600 local rice fields, Korea was expected to harvest 4.26 million metric tons of rice this year, which would be the lowest harvest since 1980, and 40,000 metric tons less than last year. MAFF added that the low harvest this year would not result in stronger rice price next year because the harvest would still be sufficient to cover the annual demand for rice in Korea, which is about 4.18 million metric tons.

2. MARKETING ISSUES

74% of Independent Bakery Stores Want to Join Franchise Chain [Korean, OSY]

http://media.paran.com/economy/view.kth?dirnews=3098992&year=2011&dir=5&rtlog=MV&key=hit&p_eye=news^right^e01^media^best

Summary: According to a recent survey by Franchise Research Institute, over three out of four owners of independent bakery stores wanted to switch to a franchise bakery chain for stronger brand awareness. The institute explained that the survey result reflected rising popularity of bakery stores under leading franchise bakery chains.

Number of “Super Supermarket (SSM)” Stores Exceeds 1,000 [Korean, OSY]

http://www.yonhapnews.co.kr/economy/2011/09/18/0301000000AKR20110918000300003.HTML

Summary: According to the Ministry of Knowledge and Economy, total number of “super supermarket (SSM)” stores in Korea reached 1,026 at the end of August this year. Lotte Super was the largest SSM company with 280 stores, followed by Home Plus Express (236 stores) and GS Super (203 stores).

3. OTHER MISCELLANEOUS ISSUES

Starbucks adds instant coffee to its stores [English, OYS]

http://koreajoongangdaily.joinsmsn.com/news/article/Article.aspx?aid=2941527

Summary: Starbucks, the U.S. coffee chain based in Seattle, Washington, will begin selling Starbucks Via Ready Brew, a premium instant coffee, in the Korean market today. Korea will be the 12th country where the instant coffee brand, which was first marketed in 2009, will be sold, the company said.

Jinlong Wang, president of Starbucks Asia Pacific, said in an interview with the Korea JoongAng Daily yesterday that the outlook for the instant coffee market worldwide looks bright. He claimed that the new instant coffee tastes just like the fresh coffee consumers can buy at Starbucks coffee shops.
“The Korean market certainly is the most important market in the Asia-Pacific region for us,” Wang said. “The next stage for Starbucks Korea is how to continuously provide more services, products and new concepts. Via is a good example. This is going to be an extension of our continuous reaching out to consumers wherever they are and wherever they go.”

The information in this report was compiled by the Agricultural Trade Office (ATO) at the U.S. Embassy in Seoul, South Korea. The press summaries contained herein do NOT reflect USDA, the U.S. Embassy, or other U.S. government agency official policy or view point. U.S. food exporters can learn more about market opportunities in South Korea by reviewing ATO Seoul’s Exporter Guide and other reports available at www.fas.usda.gov by clicking on “attaché reports”.

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