In light of the impending challenges faced by the Hanwoo beef industry, including a tariff exemption on U.S. beef imports, intensified competition from imported meats, and concerns over consumption downturn due to economic stagnation, the Hanwoo Promotion Fund is committed to bolstering its efforts to enhance consumer engagement and market competitiveness. The organization has set 'consumption expansion and globalization of Hanwoo' as its primary objective for this year, aiming to broaden the domestic consumer base while simultaneously venturing into global markets to increase the added value of Hanwoo beef and establish a sustainable growth foundation.

To expand domestic consumption, the Hanwoo Promotion Fund plans to amplify its promotional initiatives, launching nationwide campaigns to boost Hanwoo beef consumption. These efforts will include engaging and experiential programs centered on the diverse values of Hanwoo beef, such as its nutritional benefits and environmental sustainability. A key strategy involves combining online and offline marketing to broaden consumer engagement while developing strategic promotional activities tailored to the supply and demand situation of Hanwoo beef, creating a virtuous cycle that informs consumers of its value while establishing a stable consumption base for farmers.

Moreover, the organization is accelerating its globalization strategy to expand Hanwoo's presence in international markets. Plans include streamlining logistics to reduce delivery costs, thereby ensuring competitive export pricing. By 2026, they intend to launch inbound marketing targeting foreign visitors to enhance global awareness of Hanwoo. This strategy includes organizing gourmet tours and cooking classes in collaboration with local governments and specialized travel agencies to attract foreign tourists to renowned Hanwoo dining spots, positioning Hanwoo as a premium culinary brand synonymous with Korean cuisine. Strengthening the sustainable competitiveness of the Hanwoo industry will also involve organizational management and enhancing digital infrastructure to improve operational efficiency and performance measurement.