“…Besides its freshness and short transport route to consumers (as compared to imported beef), Hanwoo has a unique taste suitable for Koreans. It has been reported that Hanwoo has higher protein content in the parts called loin and sirloin, and higher fat, collagen, and mono-unsaturated fatty acid contents when compared to imported beef 3 . However, despite the preference for (and excellent quality of) Hanwoo, the price competitiveness of Hanwoo is not sufficient to catch up with increased meat consumption 4,5 .…”