[Agricultural, Fisheries and Livestock Newspaper=Reporter Hee-kyung Ahn] The city of gastronomy, Hong Kong, has fallen head over heels for the charm of premium K-food, particularly Korean beef. From November 11 to 12, the National Korean Beef Association (President Min Kyung-cheon) participated in the '2025 Korea Square' Festival held at PMQ Plaza in Hong Kong's Central, successfully operating a Korean beef pop-up store and eliciting an explosive response from the locals. Hosted by the Hong Kong Korean Cultural Center, 'Korea Square' is a representative annual festival that introduces K-content and Korean culture to the local community. The National Korean Beef Association aims to enhance the brand value of Korean beef at the forefront of K-food globalization and local consumption.