At the Korea pavilion of the 2025 SIAL InterFOOD in Jakarta on November 12, Korean exporter Kudi drew steady interest when offering strawberry samples. An Indonesian visitor said, "Indonesian strawberries are very sour, but Korean strawberries are sweet and refreshing as if honey were added."
During the event, Indonesian importer Weis Trading signed an MOU with Kudi to import US$2 million worth of Korean strawberries, grapes, and pears. A company representative said the demand trajectory for Korean strawberries continues to rise and that they plan to import fruit during the winter season.
Korean strawberries, known locally for higher sugar content and softer texture compared with local and Chinese products, have gained traction in Indonesia's premium fruit segment. Korean strawberries are among the most sought-after Korean products at Lotte Mart Indonesia, despite higher retail prices. In January, Korean strawberries sold at 2,520 won per 100 grams, compared with Indonesian fruit at 1,420 won and Chinese fruit at 2,420 won. Last year, Korea exported US$4,052,300 worth of strawberries to Indonesia, about five times the 2019 value. Seventy percent of Indonesia's imported strawberries came from Korea.
Local consumers cite sweetness, aroma, and texture as the drivers of preference. Traditionally, strawberries in Indonesia were viewed as a sour, highland-grown crop with weak demand. Importers report that Korean strawberries maintain more consistent grade standards on arrival. Ridwan Ngasinur of PT Buah Lestari said, "When we import American and Australian strawberries, some arrive pest-damaged or spoiled, but Korean strawberries have consistent sweetness and quality." He said demand increases ahead of year-end as distributors seek early allocation. "As soon as November arrives, we are flooded with calls from distributors asking for Korean strawberries."
The product's position in the Indonesian market is supported by a long-term breeding program. Since 2005, the Rural Development Administration and regional research institutes in Korea have developed cultivars, including Seolhyang, Maehyang, Geumsil, and Kingsberry, together with research on transport systems to maintain post-harvest quality for export destinations.
Competitive pressure is expected from China, which is expanding lower-cost strawberry shipments to Indonesia, and from Indonesian smart farm production, increasing domestic supply. According to Lee Seung-hoon of the Korea Agro-Fisheries & Food Trade Corporation's Jakarta office, "With fresh produce, it takes considerable time to catch up in quality." He added that Korea is developing new varieties such as Vitaberry and Snowberry and said there should be no major concern about maintaining competitiveness.
Source: ChosunBiz
