By Kim Tae-gyu
Staff reporter
Seaweed and laver is not considered food by many people across the world. But things are different in Korea and Japan where seafood is popular with men and women of all ages.
While eating the staple of steamed rice, for example, Koreans tend to wrap it with dried crispy seaweed. Seasoned with the right amount of salt and natural sesame oil, they are perfect side dishes suited to local tastes.
As far as the products ― dubbed ``gim'' in Korea and ``nori'' in Japan ― are concerned, Dongwon F&B is second to none here and extends its presence beyond the national boundary.
Spearheaded by its 24-year-old brand ``yangban,'' Dongwon F&B carved out around 20 percent of the domestic market for seasoned seaweed last year to chalk up 60 billion won ($50 million) in sales.
The Seoul-based company, the food and beverage arm of the Dongwon Group, aims to remain ahead of the curve this year through increasing the figure at a double-digit rate to 68 billion won.
After starting exports to Japan back in 1994, the entity also made its presence felt in the world's second-largest economy by shipping its dried seaweed products worth 7 billion won last year.
To rack up success in Japan, Dongwon developed a host of products that taste like mustard or Korean gimchi, or fermented cabbage. Dongwon found Japanese tend to eat their fare while drinking beer.
Dongwon was flattered in 2006 when a copy cat of Dongwon's ready-to-serve crispy seaweed hit retail chains with the pirated trademark of ``yangban.'' Those at fault apologized for their wrongdoings, according to Dongwon.
Dried seaweed started to be noticed in Western countries as amply demonstrated in Russia where the products are recognized as premium seafood with ultra-high nutritional values.
Dongwon F&B CEO Kim Hae-kwan said that the outfit will seek innovation to remain ahead of the pack in the existing markets while creating new demand worldwide.
``Companies can stand out even during a downturn if they can find unique values in terms of end customer tastes. On par with the fast-changing trends in clients and economic situations, we will continue to develop our products,'' Kim said.
``Based on our traditional markets of Korea, Japan, China and the United States, we will be determined to tap into new destinations including Europe or southeast Asian states.''
On the back of such efforts, Kim said that Dongwon F&B is jockeying to be one of the top global companies during the first century of the new millennium.
``F&B stands for first and best as well as food and beverage to show our strong will to become a leading company in the industry,'' Kim said on the company's Internet site.
``Dongwon F&B promises to continue providing safer and healthier food products to our customers as we have done thus far so that we can be reborn as the healthiest Korean food company in this 21st century.''