B.C. Cherries and Blueberries are a Hit in South Korea

The vibrant flavours of British Columbia (B.C.) were on full display at the B.C. Farmhouse event held at GS25’s Door to Seongsu, the flagship store of the popular convenience store chain by South Korea’s GS Retail. This engaging pop-up, running from August 21 to 27, 2024, in Seoul, showcased B.C.’s prized cherries and blueberries, offering South Korean consumers a delightful taste of the province’s agricultural excellence. Organized by the Trade and Investment BC (TIBC) South Korea team, the event introduced fresh, high-quality fruits from B.C. to a broader audience in South Korea, and it certainly delivered an unforgettable experience.

Engaged consumers

As visitors entered the event, they were greeted by a charming photo zone designed to resemble a B.C. farm, providing a picturesque backdrop for social media moments. The photo zone complemented the engaging activities that followed, including a cherry and blueberry harvesting experience that allowed attendees to connect with the produce in a hands-on way. This interactive approach educated consumers about the fruits and added an element of fun to their visit.

The tasting stations were a highlight, where attendees could savour the fresh cherries and blueberries alongside GS25’s selection of wine and yogurt toppings. The delicious pairing suggestions resonated well with the audience, leading to impressive sales spikes in related product categories. For example, the imported fruits category saw a remarkable 100% increase in sales, while the wine and yogurt categories experienced a boost of 14% and 100%, respectively. These figures emphasized the effective strategy behind the event—combining product tastings with complementary high-quality B.C. fruit.

The addition of giveaways, including various goods related to the fruits, created a buzz among the visitors and drew approximately 1,000 attendees.

Flavourful results

To maximize visibility, the event utilized the robust social media platforms of the Embassy of Canada to South Korea, GS25 and Door to Seongsu. This strategic promotion led to over 150 Instagram posts featuring the hashtag #BCCherryBlueberry, as well as 88 articles and various blog posts discussing the event. Such extensive coverage significantly amplified brand awareness and highlighted the exceptional quality of B.C.’s cherries and blueberries.

The success of the B.C. Farmhouse event has also paved the way for B.C.’s fruits to be featured in over 18,000 GS25 stores across South Korea this summer—a testament to the hard work and dedication of the TIBC South Korea team. Their efforts strengthened B.C.’s presence in the South Korean market and fostered greater appreciation for Canadian agricultural products among South Korean consumers.

B.C. fruits stand out

The results of the event reflect a broader trend of increasing interest in imported agri-food products in South Korea, particularly those known for their high quality and unique flavours. The notable uptick in sales across the board, including snacks and ice cream that pair well with the fruits, suggests that the event successfully ignited a passion for B.C. products in this vibrant market.

B.C.’s agrifood sector continues to attract international buyers, driven by its commitment to sustainable practices, innovation and high-quality production. The province’s prime location and strong trade relationships in the Asia-Pacific region further enhance its appeal as a hub for agri-food investment. With a growing global demand for premium agricultural products, B.C. stands poised to leverage its strengths, making it an enticing opportunity for buyers looking to tap into the international market.

Quick facts:
• In 2023, BC exported $160,752,648 worth of blueberries, including $1,187,738 to South Korea
• In 2023 BC, exported $69,571,133 worth of cherries, including $8,879,638 to South Korea

Continued relations with South Korea’s market

Given last year’s pop-up event in Seoul, it’s no surprise that the B.C. Farmhouse event at GS25’s Door to Seongsu was a resounding success. It was more than just a promotional event — it was a celebration of B.C.’s agricultural heritage, a chance for consumers to engage with B.C.’s fresh produce and a stepping stone towards building lasting connections between B.C. and South Korean consumers. As B.C.’s cherries and blueberries continue to make their mark in South Korea, this event has once again highlighted the province as a key player in the global agrifood sector.

Connect with TIBC if you are interested in investing, buying or expanding to British Columbia, Canada.