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Global Dairy eBrief Exclusives

Say Cheese to USDEC's New Reps in Korea (Video)


by Mark O'Keefe      
Long-time friends with extensive experience serving U.S. food and agricultural organizations are now ready to assist USDEC members in Korea.

Lan Sohn and Shinhyung Chung of Sohn’s Market Makers learned to say the English word “cheese” as a way to smile in front of the camera.

As the U.S. Dairy Export Council's new representatives in Seoul, the long-time friends are eager to bring smiles to the faces of USDEC members looking to increase sales in a country that loves cheese.

South Korea is the world’s third largest cheese importer.

VIDEO (below): Meet USDEC's new representatives in South Korea

To watch 7-minute video, click arrow, upper left

Cheese has positive image

“The word ‘cheese’ has a very bright image in Korea,” says Shinhyung, executive supervising director of Sohn’s Market Makers, a company with years of experience developing the South Korean market for a variety of U.S. commodity exporters. “We automatically turn our face into a smile. Cheese is something we want to enjoy and love.”

Sohn’s Market Makers was chosen to represent USDEC as of July 1 for several reasons, including the company’s knowledge of American dairy products and ingredients learned by working for another dairy client, the California Milk Advisory Board.

Potential for synergy

Ross Christieson, USDEC business unit director for North Asia, sees synergistic potential having the same company represent USDEC and CMAB.

So does Lan, the company’s founder and president, citing knowledge of Korean dairy consumers, Korean dairy trends, Korean dairy traders and the Korean dairy distribution system.

As the U.S. saying goes, “a rising tide lifts all boats.” The same is true in Korea.

“In Korea, the biggest competition is from New Zealand and the European countries, and probably Australia,” said Shinhyung. “Rather than competing within the U.S. we want to expand the whole U.S. dairy market together, grow the pie together, so that we can benefit California and the entire U.S. dairy industry.”

Experience with U.S. clients

Sohn's Market Makers has developed a niche serving U.S. food and agriculture organizations.

Clients include Potatoes USA, USA Poultry and Egg Export Council, California Walnut Commission, Florida Department of Citrus, California Table Grape Commission, Cranberry Marketing Committee, California Dried Plum Board, California Wine Institute and USA Rice.

Sohn’s does ongoing marketing activities and promotional projects for these organizations. In addition, a staff of 16 does one-off projects in Korea for well-known companies that include Hugo Boss and Diners Card.

U.S. Embassy's Agricultural Trade Office

Lan began her career as an account executive for a Korean advertising agency. She then took a job as a promotion specialist at the U.S. Embassy’s Agricultural Trade Office in Seoul, where she worked on advertising, public relations, promotions and food shows for U.S. agricultural products.

In 1990, Lan ventured out on her own to create her own company. She carved out a valuable niche by focusing on U.S. food and agriculture clients.

One of Sohn’s first hires was Shinhyung, who now holds the title executive supervising director. Shinhyung speaks fluent English, advancing the interests of her American clients with Korean foodservice organizations, bakeries, research firms, media and the government.

Services offered to USDEC members

USDEC members can receive a range of services when contacting USDEC's Seoul office, including:

  • Market overviews and briefings.
  • Assistance resolving detained shipments and other regulatory issues (also contact USDEC's MARA team).
  • Connections with local trade contacts.
  • Reviews of short translations from English into Korean.

Email addresses for USDEC's representatives in Korea:

  • Shinhyung Chung, executive supervising director, is the primary contact at shin@sohnmm.com.
  • Lan Sohn, founder and president, oversees the USDEC office at lan@sohnmm.com.

Roles and responsibilities

Shinhyung will be the primary contact with USDEC and its member companies, supervising and harmonizing the work of her staff. As president, Lan will oversee all work for USDEC while providing her market intelligence and connections with regulators in both the U.S. and Korean governments.

On a recent visit to USDEC headquarters in Arlington, Virginia, Lan and Shinhyung couldn’t stop smiling as they presented their company’s experience and capabilities to the entire USDEC staff in a presentation.

They raised glasses of milk (see photo) then conducted a video interview (watch above) in USDEC’s studio.

Looking to the camera, speaking to USDEC members, Lan said: “We are so excited to work for you, U.S. Dairy Export Council. We do want to see you in Korea.”

“Let’s grow this U.S. dairy market together,” added Shinhyung.

She was, of course, smiling.

Mark O'Keefe is vice president of editorial services at the U.S. Dairy Export Council.

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The U.S. Dairy Export Council fosters collaborative industry partnerships with processors, trading companies and others to enhance global demand for U.S. dairy products and ingredients. USDEC is primarily supported by Dairy Management Inc. through the dairy farmer checkoff. The password-protected article above is intended for USDEC member organizations only and should not be shared with anyone outside your organization.