Why has EVOO in Korea become the new star product?
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What Are Korean Consumers Looking For When Buying EVOO?
The South Korean market is experiencing a true gastronomic revolution driven by the search for a healthier diet and the progressive adoption of Western customs. In this changing scenario, premium olive juice has established itself as one of consumers’ favorite products, opening a historical window of opportunity for international producers, with a prominent role for Andalusian firms.
🇰🇷 The favorite in Seoul! The success of EVOO in South Korea
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The Rise of Liquid Gold in South Korea
Growing health and nutrition awareness has transformed purchasing habits in the Asian country. Local consumers no longer seek merely to satisfy their appetite, but actively pursue foods with high added value. This is where extra virgin olive oil (commonly referred to as liquid gold, top-quality olive juice, or virgin olive essence) has found an ideal niche.
To respond to this demand, the public agency Andalucía TRADE recently coordinated a strategic trade mission in the country’s capital. Nine leading companies from the olive sector held over a hundred business meetings with local importers, distributors, and major supermarket chains. This deployment took place during the 21st edition of the prestigious Seoul Food & Hotel trade show, the longest-standing and most internationally relevant showcase on the Korean peninsula.
A Multibillion-Dollar Market Dependent on Imports
South Korea represents an undisputed economic powerhouse, ranking as the 13th largest economy in the world. With a population exceeding 51 million potential consumers, the food and beverage sector generates a turnover of over 90 billion euros, encompassing both retail sales and the Horeca channel.
The great appeal of this destination lies in its commercial structure: the Asian country imports more than 80% of the food it consumes. Lacking sufficient domestic agricultural production, its reliance on imports is massive. Furthermore, thanks to high purchasing power—with an average household expenditure exceeding 6,800 euros per year on food—and the active free trade agreement with the European Union, the territory stands as a priority target.
Keys to Success: Packaging and Designation of Origin
South Korean buyers stand out for being extremely discerning, tech-savvy, and receptive to sophisticated products. To achieve commercial success in this environment, the quality of the first cold-pressed olive extract is not the only determining factor; external elements play a crucial role:
- Attractive Packaging: Consumers greatly value products presented in elegant, modern packaging with a design that reflects exclusivity.
- Identity and Origin: Local consumers place special value on Protected Designations of Origin (PDO), as they associate these seals with authenticity and European excellence.
- Digital Positioning: As a hyper-connected society, an engaging presence on e-commerce platforms and digital portals is essential to consolidate a gourmet brand.
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EVOO in Korea: Record Export Figures
Interest in Spanish culture and gastronomy has driven trade relations to record levels. Over the past year, Andalusian agrifood sales to this destination reached 131 million euros, experiencing solid growth of 17.6%.
Within this product catalog, absolute leadership belongs to virgin olive essence, an item that alone represents more than half of the total exported value. With revenue of 76 million euros and a spectacular year-on-year growth of 21.9%, this product leads the vegetable fat sector in the region, consolidating the presence of EVOO in Korea as a fundamental pillar for the growth of the olive industry in Asian markets.
Important Note: oliveoilextra.com promotes the consumption of extra virgin olive oil for its culinary qualities and health benefits. However, it should not replace any current medication or treatment without the guidance of a healthcare professional.