Approximately 15 agricultural and marine specialty businesses from Jeollabuk-do participated in the 53rd LA Korean Festival, held from October 1 to 4 (local time) in Los Angeles, USA, successfully showcasing the excellence of their regional products.

The LA Korean Festival is an annual signature event representing the South Korean community in Southern California, home to the largest Korean diaspora in the world. Backed by half a century of history and the surging global popularity of Korean culture, the festival has evolved from a Korean-centric gathering into a vibrant multi-ethnic, multicultural festival welcomed by the broader LA community (with attendance estimated at 300,000 by the LA Fire Department in 2025).

In particular, the "Agricultural and Marine Expo" pavilion featured about 200 booths representing local governments across South Korea, bustling with activity to captivate both Korean and non-Korean residents. This year, booths were divided by provincial zones—including Jeollabuk-do, Chungcheongnam-do, and Gyeongsangnam-do—enhancing the promotional impact of each region's unique characteristics.

Local businesses from Jeollabuk-do cities and counties such as Gunsan, Sunchang, Buan, and Iksan secured a prime location at the entrance of the Agricultural and Marine Expo on Olympic Boulevard and Normandie Avenue, right next to the central stage at Seoul International Park. However, while Chungcheongnam-do and Gyeongsangnam-do displayed prominent banners indicating their provincial locations at the entrance of their zones, the Jeollabuk-do zone only featured individual company banners, presenting a stark contrast.

The Jeollabuk-do pavilion featured active promotional campaigns by regional specialty businesses, including Design Nongbu (black beans), Bongseonjang (soy sauce-marinated crab), Beoseotmaru (mushrooms), Jeon-i Fisheries (eel), Eoullim (baked potatoes), Gunsan Artisanal Jeotgal Hyosong, Nanumi Ginseng, Onggobij (soy sauce and red pepper paste), and Ariul Fisheries.

Speaking on the final day of the festival on October 4, a representative from Design Nongbu shared their satisfaction, stating, "Three of our staff members flew all the way here for this festival. We introduced roasted black bean puffed snacks and protein-rich black bean powder, and the response was far better than expected. We nearly sold out our entire inventory, and a local wholesaler has already contracted to buy the small remaining stock."

As the festival drew to a close, some businesses put up additional discount signs, eager to sell even one more item.

Chang Byung-soo, CEO of Eoullim—a Gunsan-based manufacturer of sugar-free, salt-free processed potato products—expressed his satisfaction, marking his fourth participation in the LA Korean Festival.

"When meeting foreign buyers in South Korea, there are inherent limitations in directly gauging local demand and consumer reactions," Chang noted. "Our specialty products are already sold in local LA markets. However, meeting consumers directly at a festival like this allows us to see firsthand what flavors they enjoy and what food products they prefer. While sales are important, the market research effect on the ground is invaluable."

According to participating Jeonbuk businesses, Jeollabuk-do subsidized the booth participation fees for about 10 companies, while Gunsan City supported around 5 companies. Some representatives noted that while subsidies (ranging from $2,000 to $3,000 per booth) are a great help, they hope for even more proactive support from local governments for such international events.

Rising tariffs on South Korean exports under the second Trump administration have also emerged as a hurdle for expanding into global overseas markets.

"Last year, the tariff on specialty products brought to the U.S. was 10%, but this time we had to pay 12.5% in advance and bear the logistics costs ourselves," Chang explained. "While the impact of pioneering the U.S. market is undeniably large, resolving side issues like the preparation process is no easy task."

Local residents who purchased Jeonbuk specialty products generally gave high marks to their quality.

Kelly, who was born in Iksan and has lived in the U.S. for 40 years, praised the products, saying, "Putting price aside, the specialties from Gunsan and Iksan are of such reliable quality that the craftsmanship is truly exceptional."

Jenny, who traveled from San Francisco, purchased black beans and bean powder from Design Nongbu. "Items that can be used for home cooking stand out much more than simple ready-to-eat foods," Jenny said. "And the price range for these regional specialties feels quite reasonable compared to local grocery stores."

Meanwhile, this year’s festival, themed "LA Arirang," featured the Agricultural and Marine Expo, multicultural performances on the central stage, a food market, and promotional booths for government agencies and U.S. corporations, drawing massive crowds daily.

The opening ceremony on the first day was graced by LA Mayor Karen Bass, LAPD Chief Jim McDonnell, LA Consul General Jeong Kang, and U.S. Representative Dave Min, among others. Throughout the festival, diverse races and ethnicities gathered, transforming the venue into a harmonious community playground that captured widespread local attention.

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