This initiative stems from a partnership between aT Center, the Korean Strawberry Export Association (K-Berry), and Vietnam Airlines. The goal is to introduce premium Korean agricultural products to international consumers and further popularize K-food culture. Specifically, Korean strawberries are included in the dessert menu for business class passengers on routes connecting Vietnam with Korea, Europe, and the United States.

Korean strawberries appear on the dessert menu for business class passengers on Vietnam Airlines international flights in December. Photo: Vietnam Airlines

Korean strawberries appear on the dessert menu for business class passengers on Vietnam Airlines international flights in December. Photo: Vietnam Airlines

"Serving strawberries directly on board allows passengers to savor the aroma and freshness of this fruit from the land of kimchi, visually demonstrating the quality of Korean agricultural products," an aT Center representative stated. "Each serving of strawberries comes with a product introduction card, adding a special touch to the meal."

Strawberries are served with a product introduction card. Photo: Vietnam Airlines

Strawberries are served with a product introduction card. Photo: Vietnam Airlines

In parallel, from 1/12 to 31/12, a video promoting Korean strawberries is being broadcast on personal entertainment systems in both business and economy cabins. This simultaneous rollout across various seating classes ensures the K-food message reaches international passengers naturally and consistently.

A video promoting Korean strawberries is shown simultaneously on personal entertainment systems in the economy cabin. Photo: Vietnam Airlines

A video promoting Korean strawberries is shown simultaneously on personal entertainment systems in the economy cabin. Photo: Vietnam Airlines

A Vietnam Airlines representative indicated that innovating catering services is a core part of the national airline's strategy to enhance the flight experience. "Our partnership with aT Center helps us bring the essence of Korean cuisine closer to global passengers, while also increasing our brand appeal," the representative noted.

As of November, Korean strawberry exports to Vietnam reached 5,7 million USD, marking a 10,1% increase compared to the same period last year. Vietnam is currently the 4th largest consumer market for this product, following Singapore, Thailand, and Hong Kong.

aT Center, an agency under Korea's Ministry of Food, Agriculture, Forestry and Fisheries, was established in 1967. Its mission is to introduce Korean agricultural products and food to international markets. With 18 offices in 11 countries, including Vietnam, aT Center regularly implements trade promotion programs, culinary experience events, and develops distribution networks to expand K-food's global reach.

In Vietnam, aT has organized several major events, such as the K-food Fair and K-food Festival. These initiatives have helped consumers access and develop a greater appreciation for Korean agricultural food products.

(Source: aT Center)