The event, held at Samsung factories in northern Vietnam, was co-organized by AT and Welstory Vietnam. The two entities aim to diversify agricultural export markets, including chicken, a key export item to Vietnam.
Welstory Vietnam currently provides industrial meal services in Vietnam, China, and Hungary. The company actively incorporates traditional Korean dishes into its menus and expands the K-Food distribution system through internal minimarts to increase product recognition and consumption.
The promotional program was implemented at 9 factories, serving over 18,000 special meals such as samgyetang (ginseng chicken soup) and Korean fried chicken. The timing coincided with "Chobok" and "Jungbok," the hottest days of the Korean summer, giving Vietnamese workers insight into Korea's "fight fire with fire" culinary culture of consuming hot foods during hot weather.
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Samsung factory workers enjoy special meals like samgyetang (ginseng chicken soup) and traditional Korean fried chicken. Photo: AT |
Samsung factory workers enjoy special meals like samgyetang (ginseng chicken soup) and traditional Korean fried chicken. Photo: AT
The K-Food product display and sampling area at the event attracted considerable attention, especially the ingredients for samgyetang. Interactive activities like lucky draws also contributed to a lively atmosphere, enhancing the experience for participants.
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Korean chicken dishes were incorporated into the menu to create a unique experience. Photo: AT |
Korean chicken dishes were incorporated into the menu to create a unique experience. Photo: AT
Simultaneously, AT introduced 28 new products, including red ginseng beverages, soy milk, and yakgwa donuts, developed to suit the tastes and budgets of local workers. These products will be tested at 10 high-traffic minimarts and a cafe starting in August. Depending on the feedback, the plan will be expanded to all 26 sales points within the Samsung factory system.
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Samsung employees pose with a Korean meal. Photo: AT |
Samsung employees pose with a Korean meal. Photo: AT
Jeon Gi Chan, AT's Food Export Director, stated that employee meals are not just meals but also a strategic channel for K-Food to become a part of international consumers' daily lives. "Based on the combined model of industrial meals and internal distribution systems, we expect to further spread K-Food in Vietnam and the ASEAN region," he said.
(Source: AT)
