‘100 Days Closer with Korean Pork’ Begins… Korean Pork Narrows the Gap with the Public Again

westA large banner spanning the front of the event hall at the Grand Hyatt Seoul displayed the slogan, "100 Days of Korea Connected by Han-don." Attendees filling the auditorium held placards featuring the Han-don logo and the number "1001." This year's Han-don Day was designed not as a one-day commemorative ceremony, but as the starting point for a "100-day" journey beginning on October 1st.

Approximately 200 people attended the ‘2026 Han-don Day Commemoration Ceremony,’ organized by the Korea Pork Self-Funding Management Committee and the Korea Pork Association, including members of the National Assembly, representatives from the Ministry of Agriculture, Food and Rural Affairs, pork farmers, livestock-related organizations, the meat processing and distribution industries, consumer groups, and media representatives. The event encompassed support for future generations, awards for industry stakeholders, expanded engagement with consumers, and a new industrial cooperation framework all on one stage.

Not a one-day ceremony, but the start of ‘100 days’

The recurring theme of the day was ‘sustainability.’ The Korean pork industry presented challenges that must be addressed collectively, encompassing disease prevention, rearing environments, consumer trust, and relationships with local communities, rather than merely discussing the expansion of production and consumption.

Lee Ki-hong, Chairman of the Korea Pork Self-Funding Management Committee, outlined a direction to reaffirm the value of Korean pork, which has been beloved on the nation's dinner tables, and to demonstrate new ways to connect with consumers and the potential for expanding the pork industry. In particular, he emphasized plans to meet directly with consumers across the country for the next 100 days, rather than ending Han-don Day as a one-day commemorative event.

“Returning the love received from the people’s dining tables back to the people’s daily lives.” — This is the direction for the ‘100 days’ set forth by this year’s Handon Day.

Scholarships for 18 Future Talents… Those Who Built the Industry Also Take the Stage

The event began with the awarding of scholarships to future talents in the Korean pork industry. A total of 36 million won in scholarships was presented to 18 individuals selected as leaders of the future of the industry. This was followed by the presentation of plaques of appreciation to sponsors of the Korean Pork Industry Development Fund and the awarding of the ‘2026 Korean Pork Industry Awards,’ highlighting the contributions of those who have helped develop the industry.

18 2026 Handon Future Talent Scholarship recipients and Chairman Lee Ki-hong. The details of the scholarship presentation totaling 36 million won were announced at the site.

The intersection of policy and popular culture also continued. Representative Moon Geum-ju, who has maintained policy communication with the Korean pork industry—including by spearheading a bill to ease regulations on liquid livestock manure—was appointed as an honorary ambassador for Korean pork, and singer Nam Gyu-ri, who released the "Samgyeopsal Song," was awarded a plaque of appreciation for her contribution to revitalizing Korean pork consumption.

10 Official Sponsors… ‘Han-don Partnership’ Launched for the First Time

Among the new programs introduced this year, the ‘Han-don Partnership’ stands out industrially. Ten brands and companies representing Han-don participated as official sponsors and received certification plaques. Participating companies can use the official sponsor name and exclusive emblem, and the Korea Pork Self-Help Fund plans to work with them to expand opportunities for consumers to encounter Han-don in their daily lives.

The ‘Han-don Partnership,’ launched for the first time this year, saw 10 official sponsors receive certification plaques and pledge continuous mutual growth and cooperation within the industry.

At the event, representatives from 10 companies and Chairman Lee Ki-hong performed a touch performance together. It was a symbolic moment signifying their intention to go beyond simple sponsorship and grow the Korean pork market by integrating branding, distribution, and consumption promotion into a single cooperative structure.

From Seoul to Jeju… Creating the ‘K-PORK Han-don Belt’

The 100-day project focused on actually meeting consumers. The Korea Pork Self-Help Fund is promoting the ‘K-PORK Pork Belt,’ which connects over 30 famous pork restaurants nationwide, from Seoul to Jeju, with the unique local food cultures.

The direction does not stop at mere promotion. The core is to increase touchpoints that allow consumers to eat Korean pork, experience it locally, and choose it again. In the vision video unveiled on this day, the Korean pork industry was portrayed as an industry completed through the interplay of various roles, including farms, disease control, processing, distribution, R&D, foodservice, and marketing.

From Korean pork loved by Korea to Korean pork loved by the world

The event concluded with an open performance attended by distinguished guests and attendees. As a button on the stage was pressed, videos and special effects unfolded, and the audience chanted "Han-don Day."

The final direction presented in the vision video was clear. It signifies that Korean pork, which has grown alongside the nation's dining tables, will expand its responsibilities to become an industry that considers the environment and local communities, providing healthier and safer food, and ultimately aims to move from "Korean pork loved by Korea" to "Korean pork loved by the world."

The scene of the 2026 Han-don Day. Producers, policymakers, industry representatives, and consumers gathered in one place to announce the new beginning of the Han-don industry.

After the event, the attendees shared a luncheon consisting of Korean pork ham cauliflower soup, Korean pork porchetta, and Chef Ahn Sung-jae's pork jowl menu. The word "future," repeated on stage, ultimately led to a single question: Why should the public choose Korean pork in the future?

The answer emerging from the scene that day was that one must be able to explain freshness, taste, trust, the environment, and social responsibility, going beyond the reasons of price and being ‘domestic.’ In this way, the button for Handon Day on October 1st signaled the start of the 100-day journey.