Tuesday, July 14, 2009

Rain to Help Hansik Globalization

Singer Rain will join Korea's efforts to help the world enjoy its indigenous food, other wise known as "hansik".

The international acclaimed singer, whose real name is Jung Ji-hoon, was appointed Monday as a point man for the Ministry of Food, Agriculture, Forestry and Fisheries in leading the hansik globalization initiative.

"Hansik is seriously making its debut on the world stage but, with 'Rain"s help, it will in no time become food everybody can enjoy, like the world enjoying 'Rain"s music", Minister Chang Tae-pyong said, while presenting the singer with a plaque and certificate at his office in the Gacheon Government Complex.

The minister said that Rain would participate in hansik banquets for foreign dignitaries and help them to learn and enjoy Korean food.

Rain will serve as "Hansik Ambassador" for the next year, starring in promotional videos and taking part in related events. His hit number, "I do", was played as background music during the ceremony and for a video clip entitled, "Rain Soaked in the Beauty of Hansik".

A ministry official said that inviting Rain to assist in the globalization of hansik shows that Korea is very serious about turning the food industry into its future growth engine.

Under Minister Chang's leadership, Korea is pushing hard with a variety of related efforts from the standardization of hansik dishes to the provision of incentives for big hotels to open up hansik restaurants. In the ministry's annual food expo in October, a competition is scheduled for new and aspiring chefs.

Source: koreatimes.co.kr

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