British Columbia Salmon Sold in South Korea through T.V. Home Shopping
The South Korean market has a growing appetite for British Columbia salmon. In fact, 4,000 packages of British Columbia salmon valued at approximately $540,000 were recently sold via Lotte Homeshopping in South Korea. The show was a success and the products were completely sold out.
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A Korean importer/distributor of international food and consumer goods, Elbon International, imported the Simply West Coast brand of British Columbia sockeye salmon products from B.C. supplier Cold Fish Seafood for sale via television home shopping. Beyond the television home shopping segment, the campaign included restaurant and social media promotion in partnership with sister company, Elbon the Table, one of Seoul’s most renowned Korean-Western fusion restaurants which featured B.C. salmon in its dishes. Elbon the Table is headed by celebrity chef Hyun Seok Choi and has five restaurant and bistro locations across South Korea.
This is not the first time that salmon has been sold through Lotte T.V. Homeshopping. In May of this year, 3,700 packages were completely sold out in 45 minutes, generating approximately $500,000. Elbon was so pleased with its success, it immediately started planning for the second show. And now, with this most recent success, a third show is scheduled for December 2018.
British Columbia agrifood and seafood products enjoy strong brand recognition in South Korea for quality and food safety. This reputation, coupled with improved access to the South Korean market through the Canada-Korea Free Trade Agreement (CKFTA), is helping to enhance British Columbia’s competitiveness in the market. Eliminating 87% of tariffs on agrifood and seafood over time, the CKFTA is yielding significant gains for B.C. producers selling into South Korea, a market that imports 70% of its food products. In 2017, B.C.’s agrifoods and seafoods exports were valued at $71 million; 50% greater than before the CKFTA came into force.
British Columbia trade and investment representatives in South Korea supported the sale of British Columbia salmon through Elbon International and also facilitated Elbon International’s attendance at a buyers mission during the B.C. Seafood Festival in Comox this past June. This festival has been taking place since 2014 and includes an increasing number of industry participants representing the B.C. seafood sector. The festival is held in June during B.C. Seafood Month and features more than 40 partners hosting events, dinners, tours, competitions and tastings during a 10-day period to celebrate the growing industry. Trade and Invest BC organized a one-on-one international buyers meeting to seek export opportunities.
British Columbia Trade and Investment Representatives facilitate introductions and provide support for British Columbia’s key sectors. Contact us at International@gov.bc.ca for details on our services, or follow us on LinkedIn or Twitter to share your own success stories with us and to keep up with all things related to trade, investment and exports across the province.