Korean food firms seek to captivate Jamboree scouts

Industry

Published: 02 Aug. 2023, 18:02 Updated: 02 Aug. 2023, 18:11

Korean food firms seek to captivate Jamboree scouts

Scouts participating in the 25th World Scout Jamboree in Semangeum, North Jeolla, experience Korean processed foods showcased at the K-food exhibition hall on Wednesday. [YONHAP]

K-food is stealing the limelight at the 25th World Scout Jamboree as a slew of local food companies rushed to the global event to promote some of their signature products. The event will welcome 43,000 young scouts and staff members from 158 countries.

Ourhome, a catering service company, was selected as the official food and beverage supplier for the Jamboree event, which kicked off in Saemangeum in North Jeolla. It prepared 75 types of meal kits for 34,000 scout members and operates a staff canteen with 40 meal options, serving 9,000 event staff.

The company created menus featuring Korean traditional dishes based on a pre-event survey. K-food constituted 37 percent of the total menu orders, with Korean-style toast ― which includes vegetables, fried beef, and sugar and ketchup seasonings between buttered toast slices ― being the most popular item, making up 11.3 percent of all menu orders. Other K-food items, such as tteokbokki (spicy rice cake), kimchi fried rice with ham, and chicken mayo rice ball followed next.

Ourhome's menu options to be served during the 25th World Scout Jamboree in Semangeum, North Jeolla [OURHOME]

To cater to different dietary preferences, Ourhome also prepared vegan versions and halal-certified K-food ingredients, including dishes like halal bibimbap and halal tteokbokki.

The Jamboree has also received support from other Korean food firms including Harim, CJ Cheiljedang and Ottogi.

Harim, a poultry processor, is providing 500 million won ($385,730) worth of chicken, as well as instant rice and noodles for the "Big Dinner" event scheduled for next Tuesday. This grand outdoor banquet allows participants to enjoy dinner while showcasing Korea's cooking methods and spices with chicken as the main ingredient.

"Chicken is a universally beloved food that can be enjoyed by all people regardless of nationality, race, religion, or cultural background," a Harim official explained. "It captures the essence of scouting — it brings together young individuals from diverse backgrounds by preparing various dishes using common ingredients, promoting mutual acceptance and open communication, free from any prejudices."

Ottogi has sponsored its flagship products, including Jin Ramen cup noodles and the Ppushu Ppushu snack, while CJ Cheiljedang supplied 100,000 servings of ready-made rice.

"The World Scout Jamboree is an exceptional opportunity for food companies to introduce Korean cuisine to the global youth, creating memorable culinary experiences," an insider from a food firm said.

As the event takes place outdoors during the summer, food companies are being cautious about weather conditions that could impact food safety.

Ourhome conducted simulations at their Magok Food R&D Center, replicating the environmental conditions at the event site. Over 1,100 types of ingredients underwent tests, including microbial and radiation tests.

Convenience store chain GS25 is providing retail services for the event. The company set up six tents, each measuring 150 square meters (179 square yards) and offering a range of snacks to camping essential items.

GS25 said it added two extra freezer containers to meet the expected rise in demand for frozen products such as ice and treats.

Organized by the World Organization of the Scout Movement every four years, the World Scout Jamboree is a global camping event. This year's Jamboree marks Korea's second time as hosts, with the previous event held in Goseong, Gangwon, in 1991. It is also the largest international event ever hosted in Korea.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]