LG 글 로 벌 챌 린 저 2 4 기 한 녹 차 팀 KOREAN Green tea INDUSTRY HADONG | BOSEONG | JEJU M E L Y ( I N D O N E S I A N ) | H A L I N H ( I E T N A M E S E ) H A I H A ( I E T N A M E S E ) | N A T T ( T H A I ) Team Introduction Introduction Research Background Research Question and Variables Literature Review Research Methodology CONTENTS Hadong Overview Visiting Places: Descriptions and Goals Interview: Hadong Tea Culture Museum Hadong Tea Museum Visit Tea Ceremony Experience Interview: Insitute of Green Tea Green Tea Plantation: Dosim Dawon Visit Maeam Tea Museum Visit Ssanggye-myeong Cafe and Museum Visit Boseong Overview Visiting Places: Descriptions and Goals Green Tea Plantation: Daehan Dawon Visit Golmangtae Pension and Museum Visit Interview: Golmangtae Pension and Museum Bohyang Dawon Plantation Visit Boseong Green Tea Tteok-Galbi Visit Interview: Boseong Green Tea Tteok-Galbi Jeju Island Overview Visiting Places: Descriptions and Goals Interview: Sulloccha Green Tea R&D Center Seogwang Tea Garden Visit O'sulloc Tea Museum Visit Daheeyeon Garden Visit Conclusion Implication Korea Indonesia Vietnam Thailand 한녹차팀 TEAM INTRODUCTION JULY 16, 2018 - JULY 26, 2018 HADONG | BOSEONG | JEJU MELY DO THI HAI HA TEAM LEADER TEAM MEMBER INDONESIAN VIETNAMESE The leader of the team as well as person in charge In charge of the team's financial activities for Korean speaking. Master degree student at which involves balancing plans and budgets. Yonsei GSIS, majoring at International Law and Master degree student at Yonsei University, Development Cooperation. She is from Jakarta, majoring in International Trade, Finance, and Indonesia. Management NGUYEN TRAN HA LINH NATTAWALAI TEAM MEMBER TEAM MEMBER VIETNAMESE THAI In charge of the team's SNS content and is a Jeju- A member in charge of media and production who lover who has been to the island 3 times this year. is passionate for food and cafe hopping. Master Master degree student at Yonsei GSIS majoring in degree student at Yonsei University, majoring in Korean Studies. She is from Hanoi, Vietnam. International Trade, Finance, and Management 4 members, 3 destinations, 2 weeks, 1 big goal for g r e e n t e a INTRODUCTION RESEARCH BACKGROUND Nowadays, green tea industry has been growing up really well in Korea, presumably due to the good branding system they have. Various commercial products, such as food and beverages, even cosmetics have been using Korean green tea as its ingredients. By advertising certain products, claiming that it contains Korean green tea means indirect promotion of Korean green tea as independent commodity itself. Such strategy has been quite successful to spread the popularity of Korean green tea domestically and internationally. Furthermore, Korea has also promoted its green tea as a part of tourist attraction, which is considered as a really unique promotional strategy. Considering the above-mentioned reason, the expedition program on the Korean green tea industry was conducted in order to provide a platform where the members can learn directly about the industry. Throughout this expedition, the members will visit diverse green tea- related places, such as plantation, museum, cultural centre, research institution and restaurant. All selected places are all located in three cities that are notable for their green tea production, namely Hadong, Boseong and Jeju. The expedition is expected to give valuable experience and knowledge to all team members about the green tea industry— particularly on the branding strategy. Similar as Korea, the countries where the all team members originally come from, have green tea industry as well. However, unlike here, the industry in each country has not yet well-promoted. Hopefully, throughout this expedition, each member will be able to generate idea that can be applied to improve the green tea industry performance in their home countries. JULY 16-26, 2018 | HADONG | BOSEONG | JEJU INTRODUCTION RESEARCH QUESTIONS & VARIABLES Addressed Question in this Research? How does Green Tea Industry in Korea become Well- Developed? Scope of Research? Green Tea Industry in Korea, focusing on the green tea as drinks and as ingredient for other functional product. Definitions? Green tea is the one type of teas, in which the tea leaves is not fermented and processed, thus, the green colour of leave is still maintained. Green tea industry is the industry, dealing with the whole production stage of green tea, starting from planting the tea leaves to distributing the end-goods to consumers. INTRODUCTION LITERATURE REVIEW Economically, green tea—the most consumed tea among many kinds of tea in Korea, has been well-known for being very profitable and economically impactful toward the economies of Korea. With such view, the planted area of green tea had expanded from 448 hectares in 1990 to 4028 hectares in 2008, and the production increased from 296 tons to 4,062 tons during the same period. Furthermore, considering its economic role, many households started having a tea garden, within the purpose to gain additional revenue, which in turn, increasing the production of green tea even more (Boseong Green Tea Research Institute, 2011). On the other hand, as the consumers in South Korea understands the benefits that the green tea brings for health, the consumption of green tea itself has been gradually increased since 1990s (Kim and Park, 2013). However, the growth of annual per-capita green tea consumption increased from 10 gram in 1990 to 82,6 gram in 2007, which was considered as a slow growth compared with the production. It, ultimately, led to the excess of supply, thus decreasing the price of green tea ingredients (Jeong et al, 2007). Departing from such fact, numerous attempts have been conducted to increase the consumption of the green tea. Since 2000, various processed goods—including cosmetics, medicines, and food additives—containing green tea have been developed and released. In addition, the green tea drink market has shown rapid growth (Kim and Park, 2013). INTRODUCTION LITERATURE REVIEW Moreover, the government has been taking the initiatives, as well. In order to revitalize the Korea’ stagnant tea industry, the government would prepare sets of policies that could balance the production and export of green tea. The mentioned policies would consist of: establishing official green tea farming and production hubs that can produce safe, high-quality tea at competitive prices by initially registering Boseong, Hadong and Jeju; offering marketing, production and infrastructural support to local tea farms in the region; ensuring that all Korean green tea products obtain Good Agricultural Practices (“GAP”); building local training for tea specialist; and, increasing the branding of green tea by Korean companies (Lee, LA Times, 13 May 2009). INTRODUCTION RESEARCH METHODOLOGY This research was conducted for 11 days, starting from 16 July to 26 July 2018, visiting 3 cities, Hadong, Boseong and Jeju that are well-known as three major cities for green tea production in Korea. The research was conducted in inductive rationale, which was started initially by gathering the data throughout the research, then followed by drawing answers and conclusions to address the research question according to the research findings. In order to carry out comprehensive analysis, the research was conducted with combination of two main methodologies, which are Direct Observation and In- person Interview. While direct observation was carried out in every visited site, consisting of 5 plantations, 3 museums, 2 research centres and 2 restaurants; the in-person interview was conducted to some people, who was expert on specific field in green tea industry and culture. Furthermore, the research result, would be used as reference to deal with the problem concerning green tea industry in the country of each member. Hadong OVERVIEW 1 0 0 0 Y E A R S O F H I S T O R Y Hadong is a county located in the southern part of Gyeongsang Province, three hours away from Seoul by KTX. It is known as the first region to plant green tea trees in Korea. The history of Hadong traditional tea agriculture dates back to more than 1000 years ago. The long history is preserved thanks to the efforts of the local people who attempted to continue the environment and culture of tea farming regardless of unfavorable natural conditions of the mountainous region with little even land. Hadong is currently one of the two largest green tea producing regions in Korea. In order to experience how green tea are planted and harvested as well as acquiring a deeper insight into the long history of Korea green, we chose Hadong as our first destination of the expedition trip. HADONG VISTING PLACES DESCRIPTIONS & GOALS Hadong Tea Museum To learn about Korean green tea history and culture through interviews and tea ceremony activity. Maeam Tea Museum To get deeper understanding about Korean tea history and development as well as learning about Korean tea culture. Hadong Tea Plantation To experience how green tea are planted and harvested as well as acquiring deeper insight into the long history of Korean green tea. Hadong Tea Research Institue To learn how the researchers ensure the quality of green tea produced in Hadong plantation throughout their experiments. INTERVIEW HADONG TEA CULTURE MUSEUM Kim Myeong-Ae ( 김 명 애 ) Officer of Educational D i v i s i o n The interview with Mrs. Kim was our first interview done during the expedition. Through the interview, we learnt a lot about Korean green tea history and culture as well as why Hadong Tea Museum was established. According to Mrs. Kim, Hadong Tea Museum was formed not only to present the history of Korean green tea, but also to help visitors get better understandings about Korean tea culture.