Sunshine Muscat grapes a "K-Food" trend in China

“When I visited the headquarters of a large retail supermarket in China with Shine Muscat grapes four years ago, I felt like an uninvited salesman,” remembered Song, an employee at the Chinese headquarters of the Korean Agriculture and Fisheries Food Distribution Corporation (aT) that started the Shine Muscat boom in China.

Shine Muscat grapes from South Korea on the high-end fruit market in China

A stand selling and exhibiting Shine Muscat grapes has been set up in the SKP Department Store in Beijing and the grapes are marketed at a staggering price of around 100,000 won (about 600 yuan) per bunch. Although the price is 10 times that of Chinese grapes, due to strong demand from Chinese consumers, the products were shipped to the Chinese market as soon as they became available last month.

These premium grapes entered the BHG Shopping Mall, the Xinfadi Wholesale Market, and the e-commerce platform of in 2018. With strong support from aT, it has become a popular product in the high-end fruit market in China. The export volume of Korean grapes to China increased from US$820,000 in 2017 to US$5.58 million in 2019. Currently, Shine Muscat accounts for more than 90% of South Korea’s total grape exports to China.

Shine Muscat grapes from South Korea on the high-end fruit market in China

Song said that the Chinese market is huge, and the positioning of customer groups determines the value of the product. He is confident that the high-quality K-FOOD (Korean food) strategy for the high-end market in China will succeed.

Source: Yonhap News Agency

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