With domestic pork prices rising in Korea, the US Meat Export Federation is working to carve out a place for US pork with tonkatsu, a popular dish with Korean consumers. To promote US pork and differentiate it in this product category, USMEF collaborated with Hyundai Home Shopping, one of Korea’s top four shopping channels, to develop an air-fryer-friendly tonkatsu product using 100% US pork loin.

“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. This product will help us achieve these objectives.” 

The promotion was broadcast on Hyundai Home Shopping during three separate hourlong programs in May, June and July 2025, with additional airings during late-night and early-morning time slots. USMEF also plans to introduce this product to e-commerce platforms to further expand consumer access to high-quality US pork products.

Product development and promotional support was provided by USDA’s Regional Agricultural Promotion Program.

Source: US Meat Export Federation