Traditional Korean martial arts and K-food recently came together to introduce New Yorkers to the unique charm of K-fermented foods.
K-Food Meets Taekwondo in New York
The Ministry of Agriculture, Food and Rural Affairs and the Korea Agro-Fisheries & Food Trade Corporation (aT) hosted a special promotional event linked with the ‘2026 New York Open Taekwondo Championship and Korean Culture Festival’ held at Queens College on the 17th.
This event was designed to promote the excellence of traditional Korean fermented foods, such as kimchi and various pastes, to taekwondo athletes, their families, and local residents while expanding the consumption base in the region.
Leveraging the unique nature of the event, the aT New York Branch actively introduced K-fermented foods not only to existing Korean food consumers but also to locals who may be unfamiliar with Korean cuisine.
Showcasing Kimchi and Jang Products
The aT New York Branch set up a dedicated promotional pavilion at the venue, displaying representative fermented foods including kimchi, gochujang (chili paste), doenjang (soybean paste), and ganjang (soy sauce).
Special emphasis was placed on helping consumers understand the distinct characteristics and flavors of each product so they can more easily incorporate Korean fermented foods into their daily diets.
Surveys were also conducted to gauge current awareness and preference levels regarding K-fermented foods. The results will be utilized to shape future promotional strategies within the U.S. market.
Growing Popularity in the U.S. Market
According to aT, kimchi exports to the United States reached $35.49 million by the end of September this year, marking a 7.4% increase compared to the same period last year.
Mi-jung Yoon, head of the aT Americas Regional Headquarters, stated, “This was a meaningful opportunity to introduce the appeal of Korean food culture to consumers by linking taekwondo with K-fermented foods. We will continue to boost awareness and expand the consumption foundation for K-fermented foods in the U.S. market through diverse promotional activities.”
