Seongju melon: A Rising Star in Vietnam and Beyond
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AI-Powered Quality Control Fuels Export boom
At the Wolhang Agricultural Cooperative’s Mountain Distribution Center in Seongju-gun, Gyeongbuk, a revolution in quality control is underway. Artificial intelligence (AI) is now at the heart of the sorting process for Seongju melons, ensuring only the finest fruits reach international markets. the AI system meticulously analyzes each melon,capturing 18 images to assess color,sugar content,moisture levels,and identify any signs of disease. This rigorous inspection process is pivotal in maintaining the high standards demanded by export markets, including Vietnam and Japan.
Seongju melons are rapidly gaining popularity in Vietnam, where they are perceived as a high-end fruit. Lotte Mart Vietnam began selling Seongju melons in March, and the fruit quickly accounted for 20% of total melon category sales within a month. This success is attributed to the meticulous quarantine negotiations finalized in April of the previous year, marking the culmination of 17 years of risk assessment and quarantine adjustments since exports were first proposed in 2008.
only melons from select, locally licensed Seongju farms that pass stringent screening are exported to Vietnam, ensuring top-tier quality. This exclusivity and quality contribute to the fruit’s premium status in the Vietnamese market.
Vietnam has a culture of uploading high -end fruits on the ritual during the New Year’s Day ‘Raft’.
Korean Fruits: A Staple in Vietnamese Celebrations
Korean fruits, including strawberries, Shine Muscat grapes, pears, apples, persimmons, and now melons, are increasingly recognized as premium products in Vietnam. Cumulative sales of these fruits at Lotte Mart Vietnam have increased by 20% since January of last year compared to 2023. strawberries and Shine Muscat grapes remain top sellers, with Seongju melons quickly joining their ranks.
This trend reflects a growing recognition for Korean agricultural products and their perceived quality and prestige. As Bang Jun-ha, Lotte Mart’s fruit product planner, notes, Seongju melons reach Vietnam within five days, ensuring freshness and optimal taste.
Seongju: The Heart of Korean Melon Production
Seongju is the undisputed center of melon cultivation in Korea, responsible for producing 70-80% of the nation’s melon supply. Beyond Vietnam, Seongju melons are exported to Singapore, Australia, and Japan, with exports to Japan spanning over a decade through established channels like Costco and local supermarkets. This diversification highlights the global appeal and competitiveness of Seongju melons.
This year, melon exports are projected to reach $1.2 million to $1.5 million, with Vietnam accounting for $400,000 of that total. Ryu Sang-cheon, Managing director of Wolhang Nonghyup, emphasizes the competitiveness of Korean produce, drawing parallels to the success of Korean strawberries in the global market.
Ryu Sang -cheon, managing Director of Wolhang Nonghyup said,
Domestic strawberry has a higher competitiveness than the US and Japan, and it is already prominent in the global market.
Advanced Logistics: Preserving Freshness for Export
Maintaining the taste and texture of Seongju melons during export requires advanced logistics technology. Seongju has recently implemented Controlled Atmosphere (CA) shipping technology, which regulates air composition to slow down fruit respiration by lowering oxygen levels and increasing carbon dioxide concentration. This technology substantially reduces product loss rates from 40% to just 5% compared to conventional refrigerated shipping.
The implementation of CA shipping, coupled with air freight, ensures that the melons arrive in optimal condition, meeting the high expectations of international consumers. With plans to expand maritime transportation routes this month, Seongju is poised to further increase its melon exports.
