Eunhasusan Advances into Singapore with Support from Korea Institute of Marine Science and Technology Promotion

Receiving Support Such as Potential Partner Research and Local Marketing Agency Services

[Pororo Products Praised Locally in Singapore]

Busan-based small and medium-sized seafood processing and distribution company Eunha Fisheries (CEO Lee Hyun-woo) announced that it has successfully entered the Singapore market through the customized export support package for marine and fisheries companies provided by the Korea Institute of Marine Science and Technology Promotion.

A representative from Eunha Fisheries stated, “As a result of receiving support from the institute ranging from preliminary market research to connecting business partners and marketing agency services, we recently established a foothold to export Eunha Fisheries’ frozen mackerel pike, octopus, crustacean products, and Pororo products to Singapore’s leading seafood markets and online seafood retailers.”

Eunha Fisheries is an innovative company leading the industry, having introduced the first live fish fillet machine in Korea. Its flagship product driving growth was the “Boneless Grilled Fish to Eat with Pororo,” which was selected for the Consumer Choice Award at the 2022 Food & Food Tech Awards. Building on this, the company launched products such as flatfish sashimi aged with Sushi Koji salt, ASC-certified aged salmon sashimi, and K-Fish flatfish sashimi meal kits.

A company representative explained, “However, to grow as a seafood processing and distribution company, pioneering overseas markets was essential. At that time, the customized export support package for marine and fisheries companies from the Korea Institute of Marine Science and Technology Promotion proved to be very effective.”

The long-awaited entry into the Singapore market began with “market understanding” activities conducted jointly with the institute, including item-specific market research, customized market surveys, local store visits, consumer trend surveys, and sample testing.

The next steps involved “potential partner research” such as business partner connection support, buyer interest surveys, raw material supplier investigations, confirmation of overseas importers’ contact information, and buyer purchasing tendency surveys, followed by “marketing agency” support including transaction correspondence assistance, proxy sample delivery, proxy meetings, buyer status investigations, and proxy attendance at exhibitions.

As a result, Eunha Fisheries successfully garnered strong interest in its frozen mackerel pike, octopus, crustacean products, and Pororo products from Singapore’s representative seafood market, Tiong Bahru Market, and the online seafood retailer DISH THE FISH.

Lee Hyun-woo, CEO of Eunha Fisheries, said, “Just as the government’s primary strategy for expanding seafood exports is fostering export companies, Eunha Fisheries also considers exports a core strategy, and the first principle of export is local field research. The overseas market development support from the institute provided practical information that can only be obtained by living locally for a long time, which saved us a significant amount of time.”