Hanwoo Beef Council promotes K-beef at world meat science congress in Daejeon

The Hanwoo Self-Help Fund Management Committee participated in the 72nd International Congress of Meat Science and Technology, held at the Daejeon Convention Center from Aug. 9 to Aug. 14, hosted by the Korean Society for Animal Products.

The International Congress of Meat Science and Technology (ICoMST) is an annual academic conference where meat scientists from around the world gather to exchange information across their fields. This year's ICoMST 2026, the 72nd edition, was held on the largest scale in the event's history under the theme "A Great Leap Toward the Future Meat Industry."

The committee operated a hanwoo promotional booth on the exhibition floor, introducing the beef's nutritional strengths and eco-friendly value — as well as the broader multifaceted worth of the hanwoo industry — based on the messaging of its "Hanwoo Has the Answer" consumer-promotion campaign. At the official gala dinner, the committee served 470 portions of hanwoo eye-of-round sirloin steak.

Alongside this, the committee held a tasting event for "hanwoo gelato," an unconventional dish featuring hanwoo beef jerky as a topping on ice cream. Interactive content included a "Hanwoo MBTI" test that recommends cuts based on personal preference, and a random-capsule draw quiz.

Min Gyeong-cheon, chairman of the Hanwoo Self-Help Fund Management Committee, said the congress gave the organization a direct opportunity to showcase the excellence and diverse appeal of hanwoo beef. "We will continue to actively promote the academic and industrial value of hanwoo to markets around the world," he added.