Given South Korea’s sensitivity to price, it is crucial to maintain a fair balance between price and quality. Moreover, Korea Organic certification is vital for the growth of Fairtrade sales in Korea. Between 2018 and 2022, Fairtrade product sales experienced a significant 81% increase. In addition, many commercial buyers expressed willingness to invest in their suppliers to obtain Korea Organic certification. Hence, there is substantial potential to further strengthen the presence of Fairtrade products from Asia-Pacific region in the Korean market.
To capitalize on this potential, Fairtrade NAPP participated in the Seoul Food Fair, the largest food show in South Korea and the fourth-largest in Asia. Held from June 11th to 14th, this year’s exhibition featured 1,316 exhibitors from 40 countries and attracted an estimated 42,000 visitors. The primary objective of Fairtrade’s participation at the Seoul Food Fair was to engage South Korean buyers with a focus on Fairtrade products. 2 producer organizations alongside a robust Fairtrade team comprising Fairtrade NAPP members and Fairtrade Korea staff attended the 7-day event. The Fairtrade booth was strategically located at the ESG Fairtrade Pavilion. Five Small Producer Organizations (SPOs) from NAPP were prepared and shipped products to Fairtrade Korea. These products were prominently displayed at the ESG Fairtrade Booth.
The preparation for Seoul Food was spearheaded by Fairtrade Korea in collaboration with Producer Networks (PNs), Fairtrade Marketing Organizations (FMOs) such as Fairtrade Japan, licensees, and Kotra. With the support of Fairtrade Korea, Fairtrade NAPP prepared regarding various aspects including understanding the nuances of the trade fair, managing travel logistics, addressing concerns and issues related to sourcing among others. Fairtrade Korea’s team demonstrated exceptional capabilities in managing the trade fair by effectively renting 12 booths through sponsorship and support from licensees despite a limited team of five members.
The impact has been far and wide. Fairtrade NAPP’s participation led to numerous commercial leads for future discussions. Looking ahead, Fairtrade NAPP will continue to invest and participate in Seoul Food in 2025. In addition, the Fairtrade NAPP commercial team have been following up on the potential supplier requests and address concerns raised. Fairtrade NAPP’s strategic involvement in the Seoul Food Fair underscores the organization’s commitment to promoting Fairtrade efforts and products. This participation not only strengthens market penetration in South Korea but also paves the way for future growth and collaboration in the region.
