Australia: Demand from Korea surges despite tariff pressures
Travis Brown, MLA Regional Manager for Japan and Kora, shared his insights in the latest episode of the On the Ground podcast.
“Last year, we hit our quota around mid-September. This year, it looks like we'll probably hit that quota towards the end of July. That will be the earliest we've ever hit the quota in Korea,” Travis said.
Despite constraints surrounding shifting tariff rates, Travis believes it shows the strength of Aussie beef in the Korean market. While acknowledging current export constraints surrounding the Korean quota safeguard, he remains optimistic about future access.
“Once we get through to the 2028–2029 period in particular – when KAFTA tariff rates fall to zero – we will have very strong access to the market,” Travis said.
Shifting consumer trends
As Korean consumers continue to value convenience and free time more, they have welcomed the expansion of red meat availability through e-commerce platforms and mid-sized convenience stores in suburban areas. These shifts are supported by the recently published MLA Korea Market Snapshot, which shows many Korean consumers are seeking quick, easy-to-prepare meals, driving demand for home meal replacement solutions.
Marketing programs and initiatives
A successful YouTube based marketing campaign has been a key factor in driving strong demand for Aussie Beef in Korea. Travis highlighted “Chaego’s Table,” which stars Aussie Beef Mate Ms. Shinae Hong showcasing the quality and versatility of Aussie beef paired with seasonal Korean ingredients. The 20-25 minute episodes have consistently attracted around 2.5m viewers per episode.
A spinoff series, Chaego’s Bobcha is also making waves within Korea, netting over 2.5 million views and 1,200 positive comments on its first episode. In this series another Aussie Beef Mate Mr. JP Park, takes his food truck around the country feeding workers, school kids and more while again putting a spotlight on the role Aussie Beef plays in Korean life and cuisine.
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