Austrade campaign drives major sales uptick for Australian oranges in South Korea

The Australian orange sector is looking to strengthen its foothold in the South Korean market. Following strong results from an August promotional campaign, the Australian Trade and Investment Commission (Austrade) is seeking to expand the presence of Australian produce with the "2026 Australian Citrus Retail Promotion" initiative. 

The plan recently showcased Australian oranges across major retail chains in the Asian nation, including Emart, Emart Traders, and Lotte Mart. The campaign featured point-of-sale displays and sampling activities designed to introduce consumers to the quality, origin, and key characteristics of Australian fruit.

Photo by Austrade

Citrus Australia executed the campaign through the Australian Table Grapes Association (ATGA) consortium, with funding from Austrade’s Accessing New Markets Initiative (ANMI).

According to Austrade, commercial results were highly positive: all three participating retail chains reported triple-digit growth in both sales value and volume during the promotional window.

Citrus Australia CEO Nathan Hancock noted that the trade tour gave growers a deeper understanding of the Korean market and its consumer base.

Growth potential for Australian oranges

South Korea is Australia’s fourth-largest export market for oranges and third-largest for lemons, according to Austrade data.

While Aussie oranges are recognized for their high quality, they have historically held a smaller market share than imports from the United States. Inconsistent supply in past seasons has also tempered enthusiasm among some retailers to commit to large-scale promotional and tasting events.

However, the 2026 campaign results point to strong growth momentum for Australian fruit, particularly when backed by direct consumer engagement and regular promotional activity.

Photo by Jen Gunter via Unsplash.

Dane Richmond, Austrade’s Trade and Investment Commissioner, said the campaign significantly raised consumer awareness of Australian oranges, positioning them as a premium counter-seasonal fruit option during South Korea's summer months.

According to Richmond, one retailer reported that sales momentum continued through the weekend after the in-store tastings, while another said it wanted to extend the campaign because of its success.

*Main image is AI-generated.

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