Jeollanamdo’s Amazon Brand Store The Kitchen of Korea has established itself as a popular online store in the US online market. On April 19 the local government announced during an export ceremony that it has already sent its 10th container within 9 month, marking another mile stone since the opening of the specialty brand store The Kitchen of Korea on Amazon US.
The latest container contains 29 agricultural and fishery products from 14 companies from all over Jeollanamdo. In the Jeollanamdo Brand Store red pepper paste, organic shiitake, plum, pear, and citron juice, along with seaweed, abalone and seafood snacks are gaining huge popularity.
Along with those popular products five new products are shipped for the first time to be newly introduced to the U.S. market, after reviewing the marketability and competitiveness of the products.
As popularity of the brand store The Kitchen of Korea is continuously rising in the US, Jeollanamdo is also focusing on other regions to open similar brand stores, firstly in the European Union.
The Kitchen of Korea
Jeollanamdo is also planing to open Amazon brand stores in the EU by mid 2021. A list of available products and further information on The Kitchen of Korea can be found here.
Moreover, the provincial government is eager to expand its product range in the online market, to establish The Kitchen of Korea further as a distinguished K-FOOD market with high quality organic products. The government keeps looking for more local companies that are willing to export their products to make a wide range of Jeollanamdo’s products available throughout the world.
“If local companies meet Amazon’s food export and sales standards, there will be more opportunities to export them to the U.S. as well as other countries,” said Lee Sang-jin, international cooperation official of Jeollanamdo Provincial Government. “We plan to continue to find small, competitive agricultural and fishery companies and expand their presence on Amazon.”
On February 26, 2021 officials of Jeollanamdo held a shipping ceremony for the first ever container of food products to be send off to Europe to be sold on Amazon Europe. This first shipment contains over 15 different products, such as seaweed, dried fish snacks and different kinds of tea and juice. The products will be sold exclusively under the brand Jeollanamdo The Kitchen of Korea.
As the Jeollanamdo brand The Kitchen of Korea is already entering its second year in the US market after a successful first year, Jeollanamdo is now keen to repeat this success in Europe.
The container is expected to arrive in Hamburg, Germany in late March and the products will first be sold throughout the whole European Union, using the Amazon online stores of four European countries: Germany, France, Italy and Spain.
Jeollanamdo The Kitchen of Korea is a registered trademark by Jeollanamdo. The goal of the brand is to enable easy and direct access to food products from Jeollanamdo. Read more.
By directly promoting food products from the region, Jeollanamdo aims to offer agricultural and marine products at reasonable prices. In order to do this, Jeollanamdo and nine export companies have registered the Exporter Certificate of Origin. This certificate allows exporters from Jeollanamdo to prove their country of origin so that they can benefit from the free trade agreement between the Republic of Korea and the European Union.
The European Union has the second highest growth rates in the online food market and thanks to the growing awareness and interest in Korean culture and products, Jeollanamdo is aiming to establish its own products in Europe.
Damyang is a county in northern Jeollanamdo and it is famous for its sweet strawberries. Now, their strawberry breeds “jukhyang” and “damhyang” have secured variety protection right in the EU for the next 20 years until 2040. By this, jukhyang and damhyang become the first Korean strawberries to have received variety protection rights by the European Community Plant Variety Office. This decision will lay the ground for further entry of Jeollanamdo’s strawberries on the European market.
The term ‘Variety protection’ means the rights to multiply, produce, export or import seeds of a protected variety for commercial use in the world market, or to make an offer for transfer and rental belong solely to the breeder. Therefore securing the breeder a monopoly position to manage and control the distribution of their product.
Strawberries from Jeollanamdo are widely popular because of their sweet taste and low costs. So far Korean strawberries are being exported to over 20 countries all around the world. Among the biggest importers are Hong Kong and Singapore. Now, as the strawberries breeds damhyang and jukhyang are protected in Europe, the exports and sells of strawberries from Jeollanamdo are expected to grow further.