South Korean strawberry exports hit record US$72M in 2025

SOUTH KOREA – South Korea’s strawberry industry reached a record US$72.01 million in exports in 2025, reflecting two decades of steady growth and rising popularity across Asia.

Thailand, Singapore, and Hong Kong led shipments, highlighting the fruit’s strong appeal in the region.

Strawberries handled by NongHyup accounted for about 70 per cent of total exports, with the agricultural group reporting US$49.04 million (approximately US$49 million) in overseas sales, up 7.8 per cent from 2024.

“Strawberries grown in hot and humid countries lack sweetness and tend to taste more sour,” a NongHyup representative said. “They struggle to match the sugar content and quality of Korean strawberries.”

Domestically, Korean strawberries topped fruit sales at E-Mart, Homeplus, and Lotte Mart for three consecutive years. Bakeries and confectionery businesses also reported higher purchases to meet increasing demand.

A late January cold wave reduced supply and drove retail prices up. Strawberries averaged 2,278 won per 100 grams, around US$6.03, or roughly US$8 per pound, a 17.8 per cent increase from last year. A 500-gram pack sold for 11,400 won, approximately US$8.02.

The strong demand for high-quality fruit in Asia is not limited to South Korea. The Seolhyang variety, developed in 2005 by the Strawberry Research Institute, supports winter harvests.

Smart farms with AI-based climate controls and automated ventilation have helped farmers maintain quality year-round. NongHyup expanded participation in entry-level smart farm programmes from 14 farms in 2023 to 329 last year.

“Entry-level smart farms help farmers maintain optimal growing conditions through automated ventilation systems and nutrient solution controllers, even remotely, which improves quality,” a NongHyup representative said.

Fresh produce sales surge in Thailand

The strong demand for high-quality fruit in Asia is not limited to South Korea. Thailand experienced strong fresh produce sales during Lunar New Year, though volumes fell slightly short of 2025 levels.

Mandarins remained a standout gift, symbolizing wealth and prosperity, while New Zealand’s Envy apples saw year-on-year growth of 16 per cent in forecast volumes.

“Chinese New Year in Thailand feels busy and upbeat, especially in Bangkok and Hat Yai,” said Ritu Ahluwalia, head of global procurement and partnerships at Flora Capital. “Sales have picked up recently. While they haven’t reached last year’s levels, the momentum is positive considering the slow start to the year.”

Both stories reflect rising consumer demand and the increasing role of technology and quality control in Asian fresh produce markets. From South Korea’s winter strawberries to Thailand’s festive mandarins and apples, growers and distributors are leveraging innovation and market knowledge to meet regional demand.

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