[Global Mega Hit Items] Guava as Rice Noodles and Cosmetics... Export Value Hits 130 Million USD

Cultivated and Processed in Uiryeong, Gyeongnam
Low Risk of Product Deterioration Ensures Stability

Im Tae-hoon, CEO of Guavaland.

[Asia Economy Reporter Lim Chun-han] "We cultivate Korean guava using eco-friendly methods such as organic farming and water film farming, and process it into forms like tea, rice noodles, and cosmetics to sell in domestic and international markets."

Lim Tae-hoon, CEO of Guava Land, said in an interview with Asia Economy on the 19th, "To target overseas markets, we researched guava through industry-academia cooperation and developed various processed foods and cosmetics," adding, "Unlike fresh guava or simply processed products, our products have much less risk of spoilage and are less affected by seasons or weather, making them suitable for export."

Guava Land cultivates guava trees over 15 years old using organic farming methods in Uiryeong, Gyeongnam Province. Initially, they mainly sold guava and its leaves, which are effective for diabetes, hypertension, rhinitis, and atopy, either fresh or dried. Gradually, they began developing processed foods. Subsequently, they actively pursued overseas markets, and export revenue grew from 5.21 million KRW (4,000 USD) in 2011 to 130 million KRW (100,000 USD) currently. This growth was largely due to building their own mall (D2C) through the global e-commerce platform Cafe24.

The flagship product is ‘Guava Rice Noodles,’ made by adding guava leaf powder. CEO Lim said, "Initially, it was developed as a bait product to attract buyers, but now it has become our top export item," and introduced, "Except for 2020 and 2021, when exports were somewhat impacted by COVID-19, sales have steadily increased by double-digit percentages every year."

CEO Lim emphasized that proactive efforts by personally visiting overseas markets are crucial for targeting foreign markets. He stated, "It is necessary to consistently go abroad, build relationships with buyers, and analyze which products can sell well," and added, "Since 2011, we have regularly attended overseas exhibitions three to four times a year to promote our eco-friendly brand Guava Story."

Guava Land exports products to the United States, Australia, and Europe, while steadily developing new markets such as Japan, Singapore, and Southeast Asia. CEO Lim forecasted, "From 2023, we are communicating with buyers to sell newly developed guava vinegar, so export revenue is expected to continue increasing."

Guava Land is also striving to build a sustainable community. CEO Lim said, "We want to revitalize the local community to create an environment where eco-friendly farmers from other regions can also sell their products overseas and in cities," and added, "We plan to create programs where urban residents can visit Uiryeong to experience rural life and gain peace of mind."