New Zealand deer velvet continues to be highly regarded and in demand despite challenging market conditions, according to Deer Industry NZ chief executive Rhys Griffiths.

Concluding a visit to SEOUL after meetings with established industry partners and emerging companies in the Korean health and wellness market, Griffiths noted increasing interest in customized product formats, enhanced storytelling, and stronger partnerships, notably where quality and origin are essential.

“Our challenge is to keep delivering a consistent,premium product that Korean consumers,and increasingly,Chinese consumers via Korean brands,can count on,” said Griffiths.

“The value chain is strong and with continued investment and alignment, the future looks promising.”

LG Household and Health Care is expanding its presence in the Chinese market through cross-border e-commerce, featuring their Vital Garden and Re:tune brands.

Deer velvet is highlighted as a key ingredient in various products.

“They’re highlighting benefits that include anti-fatigue, immune support and anti-inflammatory properties and are keen to position velvet as more potent than plant-based options like red ginseng.
“they’re promoting easy-to-consume pouch and ampoule formats,and while they do have a kids’ line,the focus is squarely on adult wellness for now.”

Griffiths emphasized that the company selected New zealand deer velvet over Russian velvet due to its reputation for quality, traceability, and trustworthiness, “a decision that speaks volumes about the value of our on-farm standards.”

Long-term partners like hanpure, who recently completed a factory expansion and are planning further growth, value the New Zealand-China-Korea supply chain as strategic and see ongoing opportunities to increase value at each stage, from farm to finished product. Despite market challenges, Korea Ginseng Corporation remains committed to New Zealand deer velvet.

“Their flagship Cheon nok product proudly promotes the use of NZ Super A Traditional-grade antler and they’re looking to sharpen the positioning of velvet in consumers’ minds and still play a strong role distributing Comvita in Korea.” Yuhan Care is also promoting its New Origin range, which combines whole New Zealand deer velvet with red ginseng, “another good example of how our product is used to enhance wider functional food lines.”

Expanding market Reach and Product Innovation

“They have chosen NZ velvet over Russian for reputation in quality, traceability and trust.”

Griffiths also met with a rapidly growing health tech company that supplies doctors directly through a B2B online platform with over 20,000 members.

“They’ve just raised Series C capital and are already selling velvet balls, with plans to introduce sliced velvet.

“Once again, NZ velvet was their pick over Russian due to our consistency and reliability.” Kwangdong Pharmaceutical, a major player in the Korean medical product sector, is using new Zealand deer antler in its new soft gel product for prostate health, supported by patents and peer-reviewed research.

“They see further chance in areas like anti-fatigue and child growth, which may present new product formats in time.

“They also specifically called out [the Ministry for Primary Industries’] RCS system and NAIT as meaningful points of difference that make NZ velvet stand out in regulatory and clinical settings.”

Several Korean partners are planning visits to New Zealand in the coming months to deepen their understanding of New Zealand farming practices and develop new content for social media and digital marketing.