Korean strawberries are firmly establishing themselves as a premium fruit in Singapore, as demand from local consumers and distributors shows no sign of slowing despite high prices.
Strawberry exports reached $60.7 million in the first half of this year, from January to June, up 15.9% from a year earlier, according to the Animal and Plant Quarantine Agency on Sunday. The strong performance follows last year's annual export value of $72.014 million, a record high.
Singapore lies at the center of this growth. Korea became Singapore's largest importer of fresh strawberries several years ago. Local importers position Korean strawberries as "a premium product connected to Korean Wave culture." They are generally viewed as overwhelming competing products in sweetness and freshness.
Prices at local supermarkets bear this out. Korean strawberries sell for SGD 17.95 (about 18,000 won) per 330 grams. Even at more than three times the price of Japanese or locally grown strawberries, consumers seek out the Korean fruit. They are regarded as surpassing competing products in sweetness, freshness, and quality consistency. Imports of Korean strawberries are rising not only in Singapore but also in Thailand and Hong Kong. Exports to the United States, in particular, have more than doubled in recent years.
This popularity is underpinned by the strengthening competitiveness of Korea's domestic strawberry industry. While cultivation area is shrinking each year, productivity is instead increasing with the introduction of smart farms. The continued development of high-quality new varieties such as Arihyang and Snow Berry is also cited as a strength. Nonghyup, which accounts for about 70% of total exports, is leading consistent quality management.
Experts forecast that demand for Korean strawberries will grow further beyond Singapore across Southeast Asia. They point to the growth of the premium fruit market, driven by the Korean Wave boom and an expanding middle class, as a favorable trend. However, reducing logistics costs and pursuing quarantine negotiations with each importing country are cited as challenges for sustained growth.
