The Ministry of Agriculture, Food and Rural Affairs of Korea, led by Minister Song Mi-ryeong, in collaboration with the Korea Agro-Fisheries & Food Trade Corporation (aT, President Hong Moon-pyo), recently organized the Iftar K-Food Package Distribution Event on March 25 at The NEST, a student dormitory complex at Sharjah University. This initiative aimed to introduce the rich flavors and quality of Korean agri-food products to young consumers in the Middle East, aligning with the spirit of Ramadan, a time deeply rooted in traditions of sharing and giving.
The Iftar meal, which marks the end of daily fasting during Ramadan, is more than just food—it represents community, generosity, and togetherness. Recognizing these values, aT organized the event to seamlessly blend Korean cuisine with local cultural traditions, showcasing the global appeal of K-Food.
Carefully curated K-Food pop-up kiosks were set up at both male and female dormitories, distributing gift packages to around 500 students. Each package featured a selection of premium Korean food products, including snacks, beverages, home meal replacement (HMR) options, traditional Korean sauces, and fresh Korean pears, all of which were Halal-certified to align with local dietary preferences. In addition to the food, informational brochures detailing product descriptions and purchase channels were provided to encourage future interest in K-Food and foster long-term engagement.
To enhance the interactive experience, the event included an SNS photo zone and a hashtag challenge, seamlessly bridging offline participation with social media engagement. Popular local influencers attended the event, sharing live-streaming sessions and unboxing videos, further amplifying the reach of Korean agri-food products across digital platforms.
The initiative also collaborated with the Sharjah King Sejong Institute, a regional branch of the King Sejong Institute Foundation, operating under Korea’s Ministry of Culture, Sports and Tourism. This partnership brought an engaging “Write Your Name in Korean” activity, which attracted enthusiastic participation from students, strengthening cultural ties between Korea and the Middle East.
Director of aT Center Dubai Branch, Yongpil Jeon commented,” this Ramadan-focused campaign played a key role in promoting Korean agricultural products while fostering meaningful cultural exchange. He emphasized that the success of this event has set a strong foundation for expanding Korean food exports not only in UAE’s major cities but also in emerging markets across the Middle East through innovative promotional strategies“
Looking forward, the Ministry of Agriculture, Food and Rural Affairs and aT plan to reinforce brand recognition by leveraging the unified K-Food logo and consistent branding initiatives. Through targeted marketing campaigns, dynamic content, and continuous collaborations with local distributors and consumers, they aim to drive the growth of Korean agri-food exports across the Middle East and beyond.
