What does the Korean consumer look for when buying EVOO?
The South Korean market is experiencing a true gastronomic revolution driven by the search for healthier food and the gradual adoption of Western customs. In this changing landscape, premium olive juice has established itself as one of consumers' favorite products, opening a historic window of opportunity for international producers, with Andalusian companies playing a particularly prominent role.
🇰🇷 Seoul's favorite! The success of EVOO in South Korea
Bring the highest gourmet quality to the Asian market with our award-winning Koroneiki variety extra virgin olive oil.
The rise of liquid gold in South Korea
The growing focus on wellness and nutrition has transformed purchasing habits in the Asian country. Local consumers are no longer just looking to satisfy their hunger, but are seeking foods with high added value. This is where extra virgin olive oil (often referred to as liquid gold , top-quality olive juice , or virgin olive essence ) has found an ideal niche.
To meet this demand, the public agency Andalucía TRADE recently coordinated a strategic trade mission to the nation's capital. Nine leading companies in the olive oil sector held over one hundred business meetings with importers, distributors, and major local supermarket chains. This initiative took place during the 21st edition of the prestigious Seoul Food & Hotel trade fair , the longest-running and most internationally renowned showcase of the Korean food industry.
A multi-billion dollar market dependent on foreign markets
South Korea is an undisputed economic powerhouse, ranking as the world's thirteenth largest economy. With a population exceeding 51 million potential consumers , the food and beverage sector generates a turnover of over €90.000 billion , encompassing both retail sales and the food service industry (Horeca).
The great appeal of this destination lies in its trade structure: the Asian country imports more than 80% of the food it consumes. Lacking sufficient domestic agricultural production, its dependence on foreign imports is massive. Furthermore, thanks to high purchasing power—with average household spending exceeding €6.800 annually on food—and the existing free trade agreement with the European Union, the country is positioned as a prime target.
Keys to success: Presentation and designation of origin
South Korean buyers are known for being extremely demanding, technologically savvy, and receptive to sophisticated products. To achieve commercial success in this environment, the quality of the first-press olive oil extract is not the only determining factor; external factors play a crucial role:
- Attractive packaging: It is highly valued that the product is presented in carefully crafted, modern packaging with a design that reflects exclusivity.
- Identity and origin: The local consumer especially appreciates the protected designations of origin (PDO), since it associates these seals with authenticity and European excellence.
- Digital positioning: As a hyper-connected society, an attractive presence on e-commerce platforms and digital portals is essential to consolidate a gourmet brand.
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Historical export figures
Interest in Spanish culture and gastronomy has driven trade relations to record levels. Over the past year, Andalusian agri-food exports to Spain reached €131 million , experiencing robust growth of 17,6%.
Within this product catalog, virgin olive oil holds absolute leadership , representing more than half of the total export value. With a turnover of 76 million euros and a spectacular year-on-year growth of 21,9%, this product leads the vegetable fats sector in the region, consolidating the presence of extra virgin olive oil in Korea as a fundamental pillar for the development of the olive oil industry in Asian markets.
