USMEF Unites with Hyundai Home Shopping to Promote US Pork Tonkatsu
References: usmef.org & provisioneronline
With domestic pork prices climbing in Korea, the U.S. Meat Export Federation (USMEF) is working to highlight the value of U.S. pork by connecting it to one of the country’s most beloved comfort foods: tonkatsu. USMEF partnered with Hyundai Home Shopping, one of Korea’s top four shopping networks, to launch a new air-fryer-friendly tonkatsu made with 100% U.S. pork loin. The product was showcased in three dedicated one-hour broadcasts in May, June, and July 2025, with additional airings in late-night and early-morning slots to reach a wider audience.
“Pork for tonkatsu in Korea is typically advertised as a domestic product. Promoting grain-fed US pork for the new tonkatsu product will help us differentiate it from other pork import sources with consumers,” said USMEF Korea Director Junil Park. “We are working to differentiate US pork quality and implementing strategies to grow demand for the loin. [...]”
Image Credit: USMEF, Hyundai Home Shopping
“Pork for tonkatsu in Korea is typically advertised as a domestic product. Promoting grain-fed US pork for the new tonkatsu product will help us differentiate it from other pork import sources with consumers,” said USMEF Korea Director Junil Park. “We are working to differentiate US pork quality and implementing strategies to grow demand for the loin. [...]”
Image Credit: USMEF, Hyundai Home Shopping
Trend Themes
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Domestic Price Impact — The rising domestic pork prices in Korea are creating a competitive edge for foreign pork suppliers like the US by offering alternative, high-quality products.
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Culinary Cultural Fusion — By merging U.S. pork with the Korean staple dish tonkatsu, brands can innovate by tapping into the cross-cultural cuisine movement.
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Air-fryer Revolution — The development of air-fryer-friendly tonkatsu products highlights an opportunity to innovate in the convenience cooking market through specialized appliances.
Industry Implications
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E-commerce and Home Shopping — Home shopping networks play a pivotal role in introducing international products to local markets, offering an innovative platform for international trade.
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Meat Export and Import — The meat export industry is leveraging strategic partnerships with local channels to penetrate markets with rising domestic prices.
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Food and Beverage — There is a burgeoning demand for high-quality, imported culinary ingredients that can be an avenue for disruptive innovations in gourmet and everyday cooking trends.
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