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Exporter Guide Required Report: Required - Public Distribution Date: December 19,2019 Report Number: KS2019-0054 Report Name: Exporter Guide Country: Korea - Republic of Post: Seoul ATO Report Category: Exporter Guide Prepared By: Sangyong Oh Approved By: Andrew Anderson-Sprecher Report Highlights: U.S. agricultural and related product exports to South Korea exceeded nine billion dollars in 2018, making it our fifth largest agricultural export market. The United States is the leading exporter of agricultural products to Korea with a 26 percent market share. While total U.S. agricultural exports to Korea dipped slightly in 2019, exports of consumer-oriented products such as meat, dairy, and processed products continue to grow. Rising incomes and consumer interest in U.S. food and food trends will continue to create new opportunities for U.S. food and agricultural products in Korea for years to come. THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY Market Fact Sheet: South Korea Executive Summary Quick Facts CY 2018 South Korea has the 12th largest economy in the world with a Imports of Ag. Products from the World GDP of $1.6 trillion and a per capita GNI of $31,355 in 2018. - Basic Products US $5.2 billion - Intermediate Products US $8.0 billion It is about the size of Indiana and has a population of 51.8 - Consumer-Oriented Products US $14.5 billion million. Over 90 percent of Koreans live in urban areas. - Forest Products US $3.5 billion Domestic production meets only 45 percent of food demand. - Seafood Products US $5.8 billion The United States exported $9.4 billion in agricultural - Total US $37.1 billion products to Korea in 2018, making it our fifth largest export Top 10 Consumer-Oriented Ag. Imports market. The U.S. supplies a quarter of Korea's agricultural Beef ($2.7 billion), pork ($1.7 billion), frozen fish ($1.4 billion), fresh fruits ($1.4 billion), dairy ($896 million), alcoholic beverages ($769 imports. million), coffee ($637 million), tree nuts ($439 million), chocolate confectioneries ($352 million), bakeries ($364 million) Imports of Consumer-Oriented Products Top 10 Growth Consumer-Oriented Ag. Imports Animal offal, dried fruits, specialty nuts, specialty fruits, butter, Korea imported $14.5 billion in consumer oriented Products mollusks, herbs and spices, live fish, honey, tea in 2018, accounting for 39 percent of agricultural imports. Food Industry by Channels (2017) There are still many opportunities for U.S. export growth in - Retail Food Industry US $93.2 billion this segment, including for beef, pork, fruits, tree nuts, dairy - HRI Foodservice Industry US $113.5 billion products, confectioneries, beverages, and further prepared - Food Processing Industry US $62.1 billion - Food & Agricultural Exports US $7.0 billion foods. Top Korean Retailers EMART, LOTTE Mart, HOME PLUS, COSTCO, GS Retail (GS Super, USA GS25), BGF Retail (CU), Korea Seven, E Land Retail, Lotte Department Store, Shinsegae Department Store, Hyundai Department China Store, Hanwha Galleria, CJ O Shopping, GS Home Shopping, Coupang, 35.5% 35.0% SK Planet, Ebay Korea Australia GDP/Population Population: 51.8 million Germany GDP: US $1.6 trillion GDP per capita: US $31,355 10.9% New Zealand 10.1% 3.8% Others Strengths/Weaknesses/Opportunities/ Challenges 4.7% Strengths Weaknesses - Well established market with - High logistics costs to ship Food Processing Industry modern distribution channels U.S. products Korea had over 29,000 food-processing companies as of - Consumer income level - Consumers have limited continues to increase understanding of U.S. 2017, generating $62.1 billion in sales. Korean food products processing companies rely heavily on imported commodities Opportunities Challenges and ingredients. Imports of basic and intermediate - Strong consumer demand for - Strong competition from other agricultural products totaled $13.2 billion in 2018. Thirty value, quality, and diversity exporting countries - KORUS FTA reduces tariff - Discrepancies in food safety percent ($3.9 billion) of these imports came from the United barriers for U.S. products. and labeling regulations States. Retail Food Industry Data and Information Sources: Korean retail food sales totaled $93.2 billion in 2017, accounting for 28 percent of total retail sales. Grocery Korea Ministry of Food & Drug Safety, Korea National supermarkets are the leading food retail channel, followed by Statistics Office, Korea Int'l Trade Association, Trade hypermarket discount stores, convenience stores, on-line Data Monitor, CIA Factbook retailers, and department stores. On-line retailers and convenience store food sales are expected to grow faster than Contact: U.S. Agricultural Trade Office Seoul other channels over the next 5-10 years. The fast expansion E-mail: [email protected] of on-line retailers is forcing conventional retail channels to restructure space and devise new strategies to attract consumer traffic. 2 | P a g e SECTION I. MARKET OVERVIEW South Korea (hereafter referred to as Korea) is the world’s 12th largest economy with a Gross Domestic Product (GDP) of $1.6 trillion and a per capita Gross National Income (GNI) of $31,355 in 2018. Korea’s export sector, traditionally a major driver of its economic growth, contracted in 2019. As a result, the Bank of Korea forecasts that the Korean economy will only grow by two percent in 2019. The food market is expected to expand despite these challenges as people take advantage of growing incomes to upgrade their diet and pursue new food trends. Figure 1: Korean Economy Source: The Bank of Korea Table 1: Korea’s Agricultural Imports by Category ($Million, CIF Value) From the World From the United States PRODUCT CATEGORY 2018 2019(F)* Growth 2018 2019(F)* Growth Mkt Share BASIC COMMODITY 5,247 5,402 3.0% 2,526 2,058 -18.5% 38.1% INTERMEDIATE 8,044 7,995 -0.6% 1,421 1,489 4.8% 18.6% CONSUMER-ORIENTED 14,509 14,749 1.7% 5,077 5,385 6.1% 36.5% FOREST PRODUCTS 3,532 2,932 -17.0% 105 83 -20.9% 2.8% SEAFOOD PRODUCTS 5,794 5,541 -4.4% 261 219 -16.1% 4.0% GRAND TOTAL 37,126 36,630 -1.3% 9,390 9,237 -1.6% 25.2% Source: Korea Trade Information Service (KOTIS) Database of Korea Int’l Trade Association * 2019(F) is a post forecast based on January-September import data Korea is the fifth largest export market for U.S. agricultural products. The United States is the leading exporter of agricultural products to Korea. Korea relies heavily on imports to fulfill its agricultural and food needs. The country is about the size of Indiana and over 70 percent of its land is mountainous, making it unsuitable for large-scale commercial farming. While agriculture accounts for only two percent of GDP, it remains politically important. The majority of farm acreage is dedicated to rice production due to government subsidy policies. With a population of 51.8 million, Korea is the third most densely populated country in the world among countries with over 20 million in population. Over 90 percent of Koreans live in urban areas covering only 17 percent of the country. Over half the population lives in the greater metropolitan Seoul area. 3 | P a g e Sustained income growth has led to rapid changes in the food market as well as rising agricultural imports. Although Korea's overall agricultural imports are forecast to decline 1.6 percent in 2019 from the previous year due to weak demand for intermediate products for processing uses, consumer-oriented products continue to generate solid growth. Korea's imports of consumer-oriented products from the United States are forecast to increase six percent in 2019 to a record $5.4 billion. Key food trends in Korea reflect on-going socio-economic shifts in society, including a rise in affluent consumers, retirement of baby boomers, more women in the labor market, an increase in 1-2 person households, well-traveled/educated young consumers, urbanization, and the adoption of new information technologies. As a result, consumers are generating increased demand for products and services that offer good value, high quality, health/nutritional benefits, new/diversified tastes, and convenience. Korean consumers and traders in general recognize the United States as a trusted origin for imported agricultural products of good quality and value. Strong business and social ties between the two countries help boost consumer interest and awareness of new U.S. products and trends. The Korea- United States Free Trade Agreement (KORUS FTA), implemented in March 2012, has increased export opportunities for U.S. products by reducing tariff and non-tariff barriers. Table 2: Advantages and Challenges for U.S. Products in the Korean Market Advantages Challenges Korea is a fast-paced market where new ideas and Korean consumers are generally biased toward trends are eagerly tried and accepted. Local locally produced agricultural products. Many processing, retail, and HRI foodservice industries consumers maintain an idea that local products continue to expand. Rising consumer incomes drive are superior in quality and safety over imported demand for more diversified and sophisticated products. choices. Korea depends heavily on imports to fulfill its food The high cost of shipping, documentation, and agricultural needs. Consumers maintain strong inspection and labeling erodes the price attention to new international food and consumption competitiveness of imported products. The trends as their exposure to foreign food culture recent economic slowdown has made consumers expands. more price sensitive. Korean consumers maintain elevated concerns U.S. products face strong competition in the about food safety. Many consumers recognize the market. Other countries are aggressively United States as a trusted origin for quality promoting their exports in Korea.
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