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30 Apr 2025

South Korea berry production, market and future trends

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Overview of Berry Production in South Korea

Key Berry Types and Production Trends

  • Strawberries: South Korea is a major producer of strawberries, with a significant shift over the past decade from Japanese varieties to domestically bred ones. As of 2015, over 80% of strawberries grown were Korean varieties, notably "Seolhyang," prized for sweetness and juiciness3. Strawberries are a winter and spring favorite, and their popularity has surged both domestically and as an export product, especially to Southeast Asian markets such as Hong Kong and Singapore6. In 2024, strawberry exports reached US$69 million, making them the third most exported fresh agricultural product after paprika and pears6.

  • Blueberries: Blueberry cultivation has expanded rapidly, especially after being recognized as a superfood. As of 2022, the cultivation area reached about 3,300 hectares, making blueberries the most widely grown small berry in Korea71. Production has shifted from open fields to tunnel (greenhouse) systems, allowing for higher quality fruit, earlier harvests (now January–August), and improved profitability1. The market is segmented by berry size, with larger, firmer berries fetching premium prices1.

  • Other Berries: Black chokeberries (aronia) are also widely cultivated, with around 3,200 hectares in 2022. Other berries such as raspberries, gooseberries, elderberries, honeyberries, and imported exotics are being introduced and trialed, though on a smaller scale7.

Market Size and Structure

  • Market Value: The total fruit and berry market in South Korea was valued at $12.1 billion in 2024, showing a slight increase after a period of stagnation5. While overall fruit and berry consumption has remained relatively flat, berries have gained in popularity due to health trends and consumer preferences for fresh, high-quality produce45.

  • Production Methods: There is a strong trend toward protected cultivation (greenhouses and tunnels), especially for strawberries and blueberries. This allows for season extension, better quality control, and mitigation against adverse weather18.

  • Exports: South Korea's berry exports, especially strawberries, have grown rapidly. Main export destinations include the United States, Hong Kong, Singapore, Taiwan, and Vietnam56. The rise in exports is driven by the reputation of Korean berries for sweetness and quality, as well as effective branding and marketing6.

Consumption Patterns

  • Domestic Consumption: Berries, particularly strawberries, are highly coveted in winter and spring, often considered a luxury fruit. Blueberries are increasingly popular due to their health benefits and are consumed both fresh and in processed forms17.

  • Export-Driven Demand: The surge in strawberry exports has also influenced domestic markets, with premium varieties and packaging tailored for both local consumers and tourists, especially in popular markets like Mangwon in Seoul6.

  • Market Segmentation: The berry market is increasingly segmented by size, quality, and flavor, with consumers willing to pay premiums for larger, firmer, and tastier berries1.

Profitability and Future Outlook

  • Farm Profitability: In 2024, fruit product prices rose by 31.8%, improving farm profitability despite a slight drop in purchase prices for inputs2. The berry sector, benefiting from high demand and premium pricing, is a key contributor to this trend.

  • Challenges: The dominance of single varieties (e.g., Seolhyang strawberries) raises concerns about disease vulnerability3. There is ongoing research and breeding to diversify berry varieties and adapt to changing climate and consumer demands7.

  • Growth Prospects: The global berry market is projected to grow steadily, driven by health-conscious consumers and technological advances that enable year-round supply4. In South Korea, continued innovation in cultivation and marketing is expected to sustain growth and export competitiveness.

Summary Table: Key Berries in South Korea

Berry TypeArea (2022)Key FeaturesExport FocusMarket Trends
StrawberryN/ASweet, juicy, SeolhyangRapidly growingWinter/spring favorite, premium
Blueberry3,300 haTunnel-grown, premiumGrowingHealth-driven, size segmented
Black Chokeberry3,200 haFunctional, processedLimitedNiche health market
Others<1,000 haRaspberries, exoticsMinimalExperimental, niche

South Korea's berry sector is marked by rapid innovation, strong export growth, and evolving domestic tastes, with strawberries and blueberries leading both in production and market influence1367.

Korean Blueberry Market Segmentation by Size and Its Impact on Pricing

Size-Based Segmentation

The Korean blueberry market is distinctly segmented by berry size, with the following primary categories:

  • 20mm and above

  • 18mm

  • 16mm

  • 14mm

Blueberries sized 14-16mm are typically supplied to mass-market retail chains and large supermarket franchises, targeting value-conscious consumers. In contrast, larger berries (18-20mm and above) are positioned as premium products and are favored in higher-end markets2.

Pricing Impact

  • Premium Pricing for Larger Berries: Blueberries in the 18-20mm range and above command a significant price premium, selling for 20–50% more than smaller-sized berries. This premium is attributed to consumer preferences for larger, firmer, and visually appealing fruit, which are perceived as higher quality and more desirable for fresh consumption2.

  • Standard and Discount Segments: Smaller berries (14-16mm) are priced lower and are often sold in bulk or discount formats, appealing to price-sensitive customers and those purchasing for processed uses or mass-market retail24.

Market Dynamics

  • Consumer Preferences: There is a growing demand not only for larger size but also for attributes such as crunch, firmness, and flavor, further segmenting the premium market2.

  • Sales Strategy: Proper segmentation by size, with clear differentiation and communication to consumers, can increase overall sales by attracting both premium buyers and value-oriented shoppers1.

  • Seasonal Price Fluctuations: The shift to tunnel production has extended the season and improved quality, but also led to earlier harvests and increased competition in the early season, which can temporarily reduce prices for all sizes. However, premium-sized berries maintain their price advantage throughout the season2.

Summary Table: Size Segmentation and Pricing

Size CategoryMarket SegmentPrice LevelTypical Outlet
18-20mm & abovePremium20–50% higherHigh-end, specialty
14-16mmStandard/DiscountLowerMass retail, discount


In South Korea, blueberry size segmentation is a key determinant of market pricing. Larger berries are positioned as premium products and consistently fetch higher prices, while smaller berries cater to the mass market at lower price points. This segmentation strategy allows producers and retailers to target diverse consumer groups and maximize revenue across the blueberry category241.

Impact of Seasonality on Blueberry Pricing in Korea

Seasonal Shifts in Production

  • Traditionally, Korean blueberry production was concentrated in open fields, with harvests mainly from March through July.

  • The adoption of tunnel (greenhouse) cultivation and the introduction of southern highbush varieties have extended the season significantly, now spanning from January through August1.

Effects on Pricing Across the Season

  • Early Season (January–April):
    The expansion of tunnel production has led to a larger supply of blueberries earlier in the year. As a result, prices for early-season blueberries (especially March–April) have dropped significantly compared to previous years. This is due to increased competition among producers who can now harvest earlier, boosting market supply and driving prices down1.

  • Mid-Season (May–early June):
    Prices tend to remain strong during this period. The supply is more balanced, and demand remains high, supporting stable or elevated prices1.

  • Late Season (June–August):
    Prices in the later part of the season are supported by reduced open field production and potential weather-related supply constraints. Adverse weather (such as low temperatures or drought) and the decline in open field output can limit supply, helping to maintain or even increase prices toward the end of the season1.

Market Dynamics and Long-Term Trends

  • The overall trend toward earlier and more controlled production has led to greater price fluctuations at the start of the season, with a more pronounced drop in early prices and a shift in profitability to the mid and late season.

  • Increased supply from both domestic expansion and imports has contributed to a general decline in blueberry prices over the past decade, although consumer preference for domestic berries helps support prices relative to imports5.

Summary Table: Seasonal Price Trends

SeasonProduction MethodPrice TrendKey Factors
Early (Jan–Apr)Tunnel/greenhousePrices drop significantlyIncreased supply, competition
Mid (May–Jun)Tunnel & open field mixPrices stay strongBalanced supply/demand
Late (Jul–Aug)Mostly open fieldPrices supported or increaseReduced supply, weather constraints

Seasonality, driven by advances in tunnel production and varietal choices, has led to a significant drop in early-season blueberry prices in Korea, while mid- to late-season prices remain stronger due to tighter supply and ongoing demand1. This dynamic encourages growers to focus on quality and timing to maximize profitability throughout the extended production window.

Photos: Italian Berry - all rights reserved

This article has been written under prompting and supervision of Italian Berry by the AI model Perplexity using the following sources:

Italian Berry - All rights reserved

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