South Korea begins ad campaign promoting Brazilian chicken and pork

On Tuesday, June 29, ABPA (the Brazilian animal protein association), in partnership with APEX Brasil (the Brazilian export and investment promotion agency), MAPA (the Ministry of Agriculture and Food Supply), and the Brazilian embassy in Seoul, Korea, will begin an image campaign focused on the South Korean consumer market.

Focused on exalting Brazilian chicken and pork attributes – such as Brazilian production quality and hygienic conditions – the campaign will feature 362 billboards installed in the South Korean capital’s busy subway stations and bus terminals.

For this, 17 strategic locations in Seoul were chosen, such as the famous Gangnam Station – a neighborhood known for the viral clip Gangnam Style by Psy.

The campaign is expected to last about one month. The Brazilian Ambassador to South Korea, Luís Henrique Sobreira Lopes, and the Agricultural Attaché, Gutemberg Barone, will participate in the launching ceremony.

The ABPA campaign takes place shortly after the states of Rio Grande do Sul and Paraná – the second and third main pork producers in Brazil – were declared free from foot-and-mouth disease without vaccination. The status obtained from the World Organization for Animal Health (OIE) reinforces the quality and health of the exported Brazilian product, especially to some high-value markets, such as South Korea.

South Korea is currently the world’s fourth-leading pork importer, purchasing 570,000 tons for around US$ 1.38 billion in 2020 –  trailing behind only China, Japan, and Mexico. Brazil still has a low market share – around 5,000 tons exported in the same period. Today, only Santa Catarina ships products to Korean shelves, a situation that could be increased with the possible entry of exporters from Rio Grande do Sul and Paraná into this market.

“It still takes some time for South Korea to recognize this status, but the country’s recognition of OIE certification has the potential to increase our supply capacity to these markets, creating new and valuable opportunities for Brazilian exporters. The image campaign takes place in this context, in which we reinforce to the South Korean community our intentions to supply the country with safe and high-quality products”, emphasizes Ricardo Santin, president of ABPA.

Brazil is the largest supplier of chicken meat to South Korea. About 80% of the chicken meat imported by the country comes from Brazil. In all, 127,400 tons of Brazilian poultry products were shipped to South Korea in 2020, generating revenue of US$ 196.6 million. The country is number eight among the largest importers of Brazilian chicken meat.

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