A seminar in Seoul with over 80 industry operators paves the way for the 2025–2026 season: focus on health, young consumers, and digital channels.
The challenge: winning over Koreans and outpacing competition from local strawberries
The Chilean Cherry Committee of Frutas de Chile has launched a major promotional initiative in South Korea, aiming to strengthen the presence of Chilean cherries in a competitive market dominated by local products such as strawberries.
To inaugurate this new phase, a strategic seminar was held in Seoul, bringing together more than 80 importers, buyers, and retailers from the country. The event also welcomed representatives of the Chilean embassy, the agricultural office, and several exporters who are members of the Committee.
During the event, Claudia Soler, Executive Director of the Committee, presented the promotional plan for the 2025–2026 season, stressing the importance of tackling the challenges of the Korean market with a targeted and innovative strategy.
“The goal,” Soler explained, “is to enhance the perception of Chilean cherries compared to domestic competitors, focusing particularly on female consumers aged 18 to 50. We aim to highlight the health benefits, an increasingly central factor in purchasing choices in South Korea.”
Despite positive figures – in the 2024–2025 season, imports of Chilean cherries more than doubled, reaching 6,220 tons – the path ahead is not without obstacles. These include the long duration of sea shipments, strong competition from local strawberries, and rising price sensitivity among consumers.
Another warning sign is the declining frequency of purchases, especially in Seoul, the most strategic market, where young consumers prefer to buy in small quantities and show less interest in gifting cherries, a once very common practice.
To address these challenges, the promotional campaign for 2025–2026 will center on the concept of “Dulce Saludable”, meaning sweet and healthy. Chilean cherries have a low glycemic index and are ideal for people who need to control their blood sugar levels, as explained by Charif Christian Carvajal, Marketing Director of Frutas de Chile for Asia.
The strategy foresees a strong in-store presence, with free tastings and promotions in leading retail channels such as hypermarkets and discount stores, which dominate the South Korean market. This will be complemented by an intensive digital campaign on YouTube, Instagram, and Naver Blog, to reach younger audiences with engaging and shareable content.
“The goal,” Carvajal added, “is to position Chilean cherries not only as a seasonal fruit but as a wellness choice for the whole family, turning nutritional value into a purchasing driver.”
Closing the seminar, Iván Marambio, President of Frutas de Chile, offered a broad overview of the Chilean fruit sector. Marambio recalled that Chile is the world’s leading exporter of cherries and plums, the fourth-largest global fruit exporter, and the absolute leader in the Southern Hemisphere in the fresh fruit segment.
Finally, the Frutas de Chile team visited the wholesale market and leading retail outlets in South Korea, meeting with local operators to analyze trends and plan joint actions for upcoming seasons.
Source text and image: portalportuario.cl
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The Chilean Cherry Committee launches a strategy in South Korea focused on health, digital promotion and tastings in retail stores. The goal is to surpass the strong competition from local strawberries and win over Korean women consumers aged between 18 and 50 years.
