The Korea Agro-Fisheries & Food Trade Corporation (aT) has launched a series of promotional campaigns across the UAE to introduce consumers to premium Korean produce, including Shine Muscat grapes, pears, sweet potatoes, and persimmons. The initiative aims to highlight the quality of Korean agricultural products and build stronger connections with residents in the Emirates.
Successful Dubai Launch at Arte Museum
The campaign began with a well-received tasting event at the Arte Museum, an immersive art venue within The Dubai Mall. Organised in partnership with the Consulate General of the Republic of Korea in Dubai, the gathering coincided with the Consulate’s National Day reception. The event attracted approximately 150 distinguished guests, including diplomats, government officials, and media representatives.
The guest of honour was Rashid Abdulla Al Qaseer, deputy director of the Ministry of Foreign Affairs’ Dubai Office. He was joined by Salem Al Marri, director general of the Mohammed Bin Rashid Space Centre. Attendees sampled the Korean fruits, which were praised for their freshness and exceptional sweetness. The high-profile launch sought to position the produce within the UAE’s premium food scene, a market familiar with strict quality standards like those seen in the Michelin Guide Dubai.
Campaign Expands to Abu Dhabi
Following its success in Dubai, aT is continuing its K-Fruit campaign in Abu Dhabi with two further events scheduled in the coming weeks. The move to the capital is part of a broader strategy to engage audiences across the country, similar to other large-scale events like the upcoming Study in India Fair 2025: Coming to Dubai, Abu Dhabi and RAK.
Partnership with the Tourism Sector
The first Abu Dhabi event will be held at the Rixos Hotel in collaboration with the Korea Tourism Organization’s “Korea Tourism Night.” This promotion will introduce the premium fruits to key figures in the travel and hospitality industries, aiming to integrate Korean produce into hotel and restaurant supply chains.
Family-Friendly Public Tasting
The second event will take place at Umm Al Emarat Park, organised with the Korean Cultural Center. This public-facing activity is designed to be a family-friendly occasion, allowing visitors of all ages to enjoy fruit tastings and learn more about their health benefits in a relaxed, open-air setting.
Through these varied activities, aT intends to raise awareness of Korean agricultural excellence. By collaborating with cultural, diplomatic, and hospitality partners, the agency hopes to establish a lasting presence for its premium fruits in the UAE market.
