The multi-functionality of paddy field and irrigation water has become a hot issue recently in Asian monsoon regions. Asian people know why they have to conserve the paddy farm where the sustainable functions have been historically inherited and maintain the rural community where the unique cultures have been traditionally created. But, the real value of multi-functionality has not been clearly highlighted as much worthy as it has. We should evaluate the characteristics of multi-functionality of paddy farming correctly and transmit them to the people of Western countries under quite different conditions of upland fields. In Korea, several studies on the multi-functionality of paddy farming have been performed with positive and negative viewpoints. This paper shows the results and the discussion of the researches to get global recognition on the multi-functionality of paddy farming.

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This study investigates the impact of livestock diseases, including FMD(foot-and-mouth disease) and MCD(mad-cow disease), on pork demand in Korea. TV news stories about the livestock diseases were considered as negative advertising, and therefore the carry-over effect of negative advertising was combined with the pork demand model in conjunction with an exponential distributed lag function. The asymmetry hypothesis was imposed, however it was accepted that demand response does not show different sensitivities to increases and decreases in the livestock disease news. FMD news had a negative effect on pork demand, whereas MCD news had a positive effect, yet FMD news had a greater effect on pork demand than MCD news. The pork demand elasticity estimates for FMD and MCD news were -0.0071 and 0.0028, respectively. The cross-elasticity of the imported beef price to pork demand was highly inelastic, but it was elastic during the beef import embargo.

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