The U.S. Meat Export Federation is tapping the internet to build loyalty and demand for U.S. pork in South Korea. A popular online community called BBQ Mania in South Korea has nearly 6,500 members and attracts those with a passion for barbecue. In addition to online communication, the group has offline meetings so members can meet one another and share barbecue secrets.

USMEF saw an opportunity to introduce U.S. pork to this group by providing meat for a two-day BBQ Mania summer meeting. The BBQ Mania community leaders demonstrated barbecuing and smoking U.S. pork cuts of Boston butt, spare ribs and belly.

“A real challenge for us in Korea is the strong loyalty consumers have to domestic pork products,” says USMEF Korea Director Jihae Yang. “We want to have direct contact with consumers to better inform them about the quality and great taste of wholesome U.S. pork.” The community leaders have an in-depth knowledge of meat and recognize U.S. pork as a superior product for barbecue.

South Korea has imported more pork in recent years and so far this year, is the fifth largest destination for U.S. pork and pork variety meat by volume at 53,485 metric tons valued at $127.4 million, a 16 percent increase over the first half of last year. USMEF sees this trend continuing in Korea where pork is highly demanded for use in popular Korean barbecue restaurants.

Source: USMEF