Australian citrus promotion bears fruit in Korea

Australian oranges have made a strong debut with Korean consumers and retailers through the first dedicated promotion campaign in Korea.

The 2026 Australian Citrus Retail Promotion showcased Australian oranges at leading retail chains including Emart, Emart Traders and Lotte Mart during the peak August season. In-store displays and sampling stands gave consumers the opportunity to taste Australian oranges and learn more about their quality and provenance.

The campaign was delivered by Citrus Australia through the Australian Table Grapes Association (ATGA) consortium and supported by funding from the Accessing New Markets Initiative (ANMI).

ATGA is a member of the Trade Diversification Network, which works closely with government through Austrade to help Australian exporters expand into new markets and diversify their export opportunities.

The promotion highlights the growing demand for premium Australian horticultural products in Korea and the value of targeted market development activities in strengthening Australia’s export presence.

‘The success of the grower study tour to Korea and the Australian orange in-store tasting campaign highlighted the value of Citrus Australia and Austrade working together in-market,’ says Nathan Hancock, CEO, Citrus Australia.

‘Participants in the study tour gained a much stronger understanding of the Korean market and its consumers, while the retail tasting program delivered strong sales uplift and valuable consumer insights.

‘For industry members, it was a clear example of collaboration delivering practical outcomes by building relationships, strengthening market knowledge, and increasing understanding and appreciation of Australian citrus.’

Dane Richmond, Austrade Trade and Investment Commissioner, says the promotion delivered exceptionally strong results.

‘The campaign significantly increased awareness of Australian oranges among Korean consumers and helped position them as a premium seasonal fruit option during the summer months, complementing locally grown Korean produce,’ he says.

The promotion generated strong commercial outcomes, with all 3 participating retailers reporting triple-digit growth in both sales and volume during the campaign period.

‘Retailers were highly encouraged by the response from consumers,’ Richmond says. ‘One retailer reported that strong sales momentum continued into the following weekend after the tasting event had concluded, while another expressed interest in extending the campaign due to its success.’

The retail promotion boosted consumer awareness of Australian oranges and led to increased sales.

Five things to know about the Korean citrus market

The retail promotion followed a grower study tour to Korea organised by Austrade in July. Alongside a program of business introductions, the tour provided Australian growers and exporters with firsthand insights into Korea’s citrus market, supply chains and retail landscape.

Here are five key takeaways.

1. Australian citrus is big business in Korea

Korea is Australia’s fourth-largest export market for oranges and third-largest market for lemons, making it an important destination for Australian citrus exporters. Success in the market depends on consistently meeting high consumer expectations, with quality, reliability and strong commercial relationships all playing a critical role.

While Australian oranges are highly regarded for their quality, they have historically represented a relatively small share of the category compared with imports from the United States. Inconsistent supply has also limited retailers’ willingness to invest in larger-scale promotional and sampling activities.

However, the strong results of the 2026 Australian Citrus Retail Promotion suggest there is significant potential to increase sales and market share. The campaign demonstrated that regular consumer engagement and promotional activities can drive stronger retail performance and encourage retailers to increase order volumes.

2. Understand the supply chain

A visit to Seoul’s Garak Wholesale Market provided delegates with a firsthand view of how imported citrus moves through the Korean supply chain, from arrival and wholesale distribution through to retailers and consumers. The experience offered valuable insights into pricing mechanisms, distribution channels and purchasing decisions across the market.

3. Retail is where brands come to life

Delegates also visited leading retailers including Emart, Emart Traders and Lotte Mart to observe how Australian citrus products are presented and marketed to consumers. The visits provided an opportunity to see preparations for the retail promotion and gain a deeper understanding of consumer preferences and merchandising strategies in Korea.

4. Relationships drive long-term success

Direct engagement with importers, wholesalers and retailers enabled Australian growers and exporters to strengthen commercial relationships while gaining a better understanding of customer expectations. These connections are critical to building trust and supporting long-term growth in the Korean market.

5. Market knowledge creates competitive advantage

Access to high-quality market intelligence is essential for exporters looking to expand their presence in Korea. By combining market briefings, supply chain visits and retailer engagement into a single program, the Austrade study tour equipped participants with practical insights and market knowledge to help inform future business decisions and support long-term export growth.

Learn more about exporting horticulture to Korea.