Gokseong-gun Takes a Step Toward Becoming the Nation's Best in Melon Cultivation After Over 40 Years

[Asia Economy Honam Reporting Headquarters, Reporter Kim Chunsu] Gokseong-gun, Jeollanam-do, is enticing consumers with the sweet fragrance of fresh green melons.

Recently, the most important thing in Gokseong-gun is melons. Not only producing high-quality melons, but also combining various processed products and experiences to allow people to enjoy melons in diverse ways.

First, they newly launched Rocket Fresh on Coupang, a leading domestic e-commerce company. Coupang Rocket Fresh is the pioneer and largest in dawn delivery of fresh food in Korea. It has secured over 10 million users who use the service at least once a month and has established a nationwide next-day delivery system, delivering up to 90,000 orders per day.

Among various melon brands nationwide, Gokseong melon is the first to be registered on Coupang Rocket Fresh. As a result, Gokseong melons can now be ordered and received anywhere in the country within a day.

The second is the launch of new menu items at Tom N Toms and the development of related processed products. Tom N Toms is a large franchise with about 430 stores nationwide. On June 1st, Tom N Toms launched ‘Gokseong Melon Smoothie’ and ‘Gokseong Melon Bingsu’ at all its stores nationwide.

Additionally, Gokseong-gun is accelerating the development of processed products using Gokseong melons in collaboration with renowned chef Kang Leo, who has nationwide recognition. These products include Gokseong melon ice cream, three types of jangajji (pickled vegetables), and vinegar.

The third is the creation of a Melon Village. Gokseong-gun designated Geumye Village in Daepyeong-ri 2nd district, Gokseong-eup, the largest melon production area in the region, as Melon Village. They plan to operate tourism and experience programs targeting various tourists to develop it into a new tourist destination.

Currently, they are preparing the Gokseong Melon Complex Experience Center, farm restaurants, and guesthouses. In particular, the Gokseong Melon Complex Experience Center is envisioned as a platform and landmark that tests and sells products using Gokseong melons and operates various melon experience tourism programs.

Although it is now a major melon production area nationwide, Gokseong-gun began cultivating melons in 1982. It started on a small scale in vinyl greenhouses but gradually expanded its importance as a local agricultural product through regional agricultural development projects by the Gokseong Agricultural Technology Center.

Especially, the fertile land along the Seomjin River and Boseong River and the clean environment are suitable for producing high-quality melons.

Due to these regional characteristics and the expertise accumulated by farmers over decades, Gokseong melons are regarded as the best among melons nationwide. In particular, the area around Daepyeong-ri, Gokseong-eup, which is the representative melon production complex of Gokseong-gun, is developed as a specialized melon production complex, making cultivation management easier.

The melon industry in Gokseong-gun has also grown rapidly. In 2005, it was selected as the first export horticulture complex (melon) designated by the Ministry of Agriculture and Forestry in Korea, and in 2008, the Gokseong Melon Cluster Project Group was launched.

In 2009, the Gokseong Melon Integrated APC was completed, and a non-destructive sorting line was established. Additionally, BI and CI were developed for melon branding. In 2010, melon-producing farms obtained GAP certification, ensuring strict quality control, and Gokseong melons have been loved not only domestically but also in Japan, Taiwan, Singapore, and Malaysia.

The awards are also impressive. In 2009, it won the 14th Korea Distribution Award (Minister of Knowledge Economy Award), in 2010, the 17th Corporate Innovation Award (Minister of Knowledge Economy Award), in 2011, the Jeonnam Export 30 Billion Dollar Achievement Export Award (Governor’s Commendation), the Gokseong Melon Rural Development Administration Top Fruit Project Excellence Award, and in 2012, it was selected as a Star Farm by the Agricultural Products Quality Management Service.

In 2013, it obtained the Jeollanam-do Governor’s Quality Certification, in 2014, it won the Prime Minister’s Award at the Agricultural Food Power Brand Exhibition for ‘Train Ride to Melon Village,’ in 2015, it won the Presidential Award at the same exhibition, in 2016, it won the Grand Prize in the export category at the World Agricultural Technology Awards, and in 2018, it received the Jeollanam-do Export Award, confirming trust in the quality and excellence of Gokseong melons.

Currently, Gokseong-gun produces 4,918 tons of melons annually on 136.6 hectares across 336 farms. This accounts for over 15% of the total domestic melon production, with an annual income of about 13 billion KRW. Considering it is a small rural area with a population under 30,000, this is a significant proportion.

A representative of the Gokseong Melon Rural Convergence Industry Project Group said, “While promoting the melon rural convergence industry district creation project, we have established a foundation to nurture and revitalize the melon industry. We will continue to closely collaborate with related parties to build competitiveness and capabilities that can respond to changes in consumer demand.”