(C) Euro Travelo
BERLIN – Chungcheongnam-do (Chungnam Province) has successfully concluded a high-profile promotional campaign for Geumsan Ginseng at the International Green Week (Grüne Woche) 2026, held in Berlin, Germany. The initiative, spearheaded by the province’s German overseas office, aimed to solidify the brand’s presence in the European functional food and wellness markets.
From January 24 to 25 (local time), the Chungnam German Office participated in the "Green Korea: Culture and Taste" event, an exhibition curated by the Korean Cultural Center in Germany. The event served as a strategic platform to introduce the historical prestige and diverse applications of ginseng to a European audience increasingly interested in holistic health and natural ingredients.
A Culinary Bridge to Europe
Moving beyond traditional medicinal perceptions, the provincial office presented Geumsan Ginseng through a sophisticated six-course tasting menu. This culinary showcase was designed to demonstrate the root's versatility in modern gastronomy. The menu featured:
Ginseng Tea & Snacks: Traditional starters highlighting the natural aroma.
Ginseng Cold Salad & Tteok-galbi: Showcasing ginseng as a savory ingredient in main dishes.
Ginseng Yogurt & Red Ginseng Slices: Highlighting its potential in the dairy and "on-the-go" snack sectors.
According to provincial officials, the tasting event drew significant attention from both general visitors and professional food industry buyers, many of whom expressed surprise at the balanced flavor profiles of the ginseng-infused dishes.
Quality and Heritage: The Geumsan Standard
Geumsan, located in the heart of Chungnam Province, is world-renowned for its optimal climate and soil conditions, which produce ginseng with high levels of saponin (ginsenosides)—the active compound responsible for its health benefits.
During the exhibition, the provincial office emphasized not only the health-boosting properties of the root—such as immune system support and fatigue recovery—but also its growing role in the "K-Beauty" sector. Representatives highlighted how ginseng extracts are being integrated into premium skincare lines, appealing to the European market's demand for "clean" and plant-based cosmetic ingredients.
Expanding the Global Footprint
The participation in Grüne Woche 2026 is part of a broader strategy by Chungnam Province to leverage its overseas offices to drive export growth. With the European Union’s strict regulatory environment for food and health supplements, direct engagement at major trade fairs is seen as a vital step in building consumer trust.
Jeong Hun-hee, Director of the Chungnam German Office, expressed optimism regarding the future of Chungnam’s regional specialties.
"Our goal is to elevate the global brand awareness of Chungnam’s premium products," Jeong stated. "We will continue to expand our overseas activities to ensure that these promotional efforts translate into tangible export achievements and long-term partnerships with European distributors."
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