Omija is unique Korea berries with five flavors—sweet, sour, spicy, bitter, and salty flavors. The five-flavor berries are grown only in Korea, China, and Japan, and they are getting all the more attention from people around the world for their rareness. Behind the growing awareness of the unique flavors of the berries among consumers in some 25 countries in the world is Munkyeong Omija Valley Co., Ltd.

#Exporting Korean Omija to 25 Countries

Munkyeong Omija Valley exported its omija products first to Malaysia in 2017. Since the initial export, it expanded its exports to American countries including the US and Canada and European countries including France, Swiss, and the Netherlands. Although the face-to-face contact is not possible due to the covid-19 pandemic, the number of countries under negotiation for export with the omija company has increased to 25. The export amount has greatly increased to USD 20 million in 2019 from USD 2.1 million at the early stage of the export, and the company is endeavoring to achieve the goal of USD 100 million for this year.

Since the berries are grown only in some Asian countries including Korea, China, and Japan, overseas consumers did not have much chance to get to know omija. So, Park jong-rak, the chairman of Munkyeong Omija Valley, plowed his way through all the corners of the world to meet overseas buyers to promote omija. Despite all the arduous efforts he made including traversing continents and sleeping fitfully during his flights, he did not give up.

He said, “To promote our product called omija which is unfamiliar to foreign consumers, I had to meet buyers in person to have them taste the product themselves and explain in detail the effects of the fruit.” That’s why he rushed to food exhibitions or fairs held abroad putting other businesses aside, and met the buyers. The hard work has paid off, and Munkyeong Omija Valley is now able to provide its omija product to consumers in 25 countries of the world.

#Being in the Spotlight as Beverage Suited to the Worldwide Well-being Trend

Omija has various efficacies and is thus perfect for a current well-being consumption trend that seeks wellness and healthiness. In Donguibogam: Principles and Practice of Eastern Medicine, omija is described as berries that protect the bronchial tubes and improve immunity. According to the encyclopedic book of traditional Korean medicine, the berries are effective in preventing the growth of cancer cells and quenching the thirst, and good for fatigue. In addition, it protects the liver and helps the liver in detoxification.

Munkyeong Omija Valley conducts customized promotional activities suited to overseas consumers in each country by matching some of these various efficacies best to each country. For instance, it promoted the thirst-quenching and fatigue-relieving effects to buyers in some hot countries and received a favorable response from local consumers there. It also promoted the romantic color of the berries to French buyers and consumers and won the heart of them.

There is another reason why the products of Munkyeong Omija Valley won overseas buyers’ trust. It is that the company provided its products to Starbucks having the largest number of its chains in the world. After overseas buyers learned that the company provided its omija to Starbucks in 2016, their trust in the omija products has increased naturally since then. What’s more, the fact that omija produced by Munkyeong Omija Valley was selected as one of the miracle items by the Korea Agro-Fisheries & Food Trade Corporation (aT) was of great help to the company to have more chances to meet overseas buyers.

The chairman is keeping an eye on the potential for the growth of omija produced by the company. This is because, although omija is mainly used to make omija beverages and extracts, the berries can be turned into other various products. The omija company developed some products including omija gochujang (red pepper paste), omija bibimbap sauce, and omija bulgogi sauce.

He said, “We make omija beverages and extracts to popularize Korean omija, and export other blended products such as omija pineapple and omija mango that suit the food cultures of individual countries. I hope we will promote Korean omija further throughout the world by developing other omija products associated with Korean food culture.”

Inquiries: Munkyeong Omija Valley CO., LTD.

Tel: +82-54-552-9000

E-Mail: prookwin@hanmail.net

Website: www.omijamall.co.kr