Among the many Korean exhibitors at the Food & Drinks Malaysia by SIAL 2025 (FDM 2025) exhibition, Hampyeong County stood out with a vibrant showcase of its signature agricultural products.
FDM 2025 is currently ongoing at MITEC Kuala Lumpur and will run until July 3.
Visitors to the “Korea Hampyeong County” booth were treated to a taste of the region’s harvest, with bright green pumpkins taking center stage. Crowds gathered to sample the sweet squash, along with other offerings like ABC Juice (apple, beetroot, carrot), Bellflower Root and Pear Juice, crispy rice snacks, and a variety of ready-to-consume items.
This marked Hampyeong County’s debut in Malaysia, as part of its broader efforts to expand into international markets.
Leading the delegation was Mayor Lee Sangleek, who is now in his fifth year as mayor. Once a farmer himself, Mayor Lee brings over 40 years of experience in the agricultural sector, making him well-positioned to spearhead Hampyeong’s global agricultural initiatives.
“With Korea’s four distinct seasons, Hampyeong produces a wide variety of seasonal goods.
“We began promoting Hampyeong’s produce internationally last year, and we’re excited to introduce our products to Malaysia for the first time,” Lee said.
Empowering Local Producers
Many of the businesses represented under the “KOREA Food Hampyeong Company” umbrella are small enterprises nurtured within the county.
“We assist business owners with licensing, run training workshops, and help promote both raw and processed products developed by farmers.”
Other programs include workshops for young farmers such as CEO mind training and providing them hands-on experience in business operations.
While the county has long participated in domestic food exhibitions, Lee noted that four years ago, he set his sights on developing overseas markets to help small business owners reach international consumers.
Sustainable Agriculture
Located in South Jeolla Province, Hampyeong County is renowned not only for its annual Butterfly Festival, but also for its commitment to eco-friendly farming. True to its slogan “Eco Hampyeong,” the county promotes sustainable agricultural practices among its farmers.
According to the IFEA World Festival & Event City Award, which recognizes cities that create environments conducive to vibrant cultural events, Hampyeong was the first in Korea to officially embrace eco-friendly agriculture. Its clean, pollution-free environment is ideal for cultivating high-quality produce.
Notably, the county is also home to rare golden bats. As pesticides have a direct and indirect negative impact on bats, the fact that this endangered and rare species was found in Hampyeong, shows that the county is eco-friendly.
Healing Through Food
Mayor Lee’s vision extends beyond food as sustenance. He hopes to raise awareness of “food as medicine”, an idea rooted in traditional Korean wellness practices.
“When you’re unwell, you can go to the hospital—or you can start healing yourself with food,” he said.
One example he highlighted is the Jeoksongyi (적송이) mushroom, which is gaining popularity in Korea for its potential health benefits, including its anti-cancer and anti-diabetic properties.
Global Vision: Le Cordon Bleu in Hampyeong
Looking to the future, Mayor Lee also revealed an ambitious cultural and educational project: a plan to open a branch of the Le Cordon Bleu culinary arts school in Hampyeong County.
“We are scheduled to sign an MOU with Le Cordon Bleu in Paris this September.
“Instead of students having to go to France, we want to bring world-class culinary education to Hampyeong, making it accessible and affordable for aspiring chefs in Korea,” he shared.
From sustainable farming to global culinary education, Hampyeong County is sowing the seeds for a healthier, more connected world.
How about this article?
- Like1
- Support0
- Amazing23
- Sad0
- Curious0
- Insightful0
