Gangwon Hanwoo Expands Cooperation with Dubai and Abu Dhabi Restaurants, Strengthening Local Distribution

| NBNTV = Joo Hyeon-ung |

Gangwon Hanwoo has launched a strategic push into the premium dining markets of Dubai and Abu Dhabi in the United Arab Emirates (UAE). By signing Memorandums of Understanding (MOU) with three famous local restaurants and conducting programs ranging from tasting events for chefs and buyers to experience programs for general consumers, the company is accelerating the expansion of its local distribution base for Hanwoo beef.

The Gangwon Hanwoo Joint Business Corporation (hereinafter Gangwon Hanwoo) announced that it conducted brand promotion and market research activities in Dubai, UAE, from the 26th to the 30th of last month in collaboration with its exclusive local distribution partner, INDOGUNA DUBAI.

The core schedule consisted of local promotions held over two days on the 28th and 29th of last month. Gangwon Hanwoo operated separate Business-to-Business (B2B) events for food service industry professionals and Business-to-Consumer (B2C) events for general consumers.

On the 28th, an event was held at the premium Dubai restaurant 'Smoki Moto Dubai,' inviting local chefs and buyers from the food and restaurant industries. More than 70 people attended, including invited officials such as chefs active in Dubai and Abu Dhabi, as well as operational staff.

The event was conducted under the theme 'SEE AND KNOW THEN TASTE.' The program was designed so that participants could directly observe the characteristics of Gangwon Hanwoo and verify related information before tasting the product. Local distribution partner INDOGUNA DUBAI selected the invitees, focusing on chefs belonging to premium restaurants.

Notably, an MOU was signed on-site with three restaurants in Dubai and Abu Dhabi. The participating establishments are 'Smoki Moto' in Dubai, and 'OAK ROOM' and '*hanbok*' in Abu Dhabi.

The agreement includes the promotion of Gangwon Hanwoo's quality and brand, exchange of product-related information, cooperation in supply and purchasing through INDOGUNA DUBAI, expansion of local distribution networks, and joint marketing plans.

Smoki Moto is a Korean cuisine steakhouse located at the Marriott Resort in Palm Jumeirah, Dubai. OAK ROOM is a British-style steakhouse located in the Abu Dhabi EDITION hotel and has been featured in the Michelin Guide. *hanbok* is a modern Korean fine dining restaurant serving Korean cuisine and fusion dishes on Al Maryah Island in Abu Dhabi.

Gangwon Hanwoo explained that by cooperating with these restaurants, which possess different dining concepts, they have established a foundation for local consumers to encounter Hanwoo in various ways.

On the 29th, a tasting event for general consumers was held at the Dubai-based restaurant 'MAXZI.' MAXZI is a dining brand operated by INDOGUNA DUBAI and maintains approximately 12–13 locations across the UAE.

During the event, various menus such as steaks and burgers utilizing Gangwon Hanwoo were presented. Unlike the previous day's event, which focused on professional chefs and buyers, this event focused on allowing general consumers to taste Gangwon Hanwoo directly.

Alongside the local promotions, Gangwon Hanwoo also investigated the livestock distribution environment in Dubai. They visited major sales sites, such as large supermarkets and butcher shops, to examine meat distribution and sales methods as well as market characteristics, collecting fundamental data necessary for establishing local marketing strategies.

The local activities were carried out based on the existing supply cooperation relationship with INDOGUNA DUBAI. The two companies signed an exclusive supply agreement for Gangwon Hanwoo last June and have been continuing their cooperation to expand product supply and distribution in the UAE market based on this agreement.