Haenam County Achieves Record Sales of 24.1 Billion Won for 'Haenam Miso'

67 Billion Won in Pickled Cabbage Sales: Marketing Strategy Success

Haenam Miso, the direct online shopping mall operated by Haenam County in Jeonnam, achieved a record-breaking sales revenue of 24.1 billion KRW in 2024.

According to the county on the 2nd, Haenam Miso is an online platform that sells agricultural and marine specialty products from Haenam County through direct transactions. Through collaboration with local farmers and fishermen, innovative marketing strategies, and customer-tailored services, it achieved its highest-ever sales performance.

The main product category was salted cabbage, an essential item for kimchi-making season, which recorded the highest sales of 6.7 billion KRW, befitting Haenam's status as the largest cabbage-producing region in the country. Sales of salted cabbage increased by 1.1 billion KRW compared to last year, driven by the nationwide campaign "Let's make kimchi with Haenam cabbage after Kimchi Day on November 22." In addition, rice and grains achieved 5.6 billion KRW in sales, and sweet potatoes reached 3 billion KRW, highlighting the value of Haenam's specialty products.

Annual Sales Graph of Haenam Miso. Provided by Haenam County.

Furthermore, a variety of processed agricultural and marine products followed with 4.7 billion KRW in sales. This growth is attributed to strict quality control from the production stage, the entry and sale of high-quality eco-friendly specialty products, as well as diverse self-organized promotions and direct transaction events that have opened up new sales channels.

Haenam Miso held 38 self-organized promotions last year, including holiday events, generating 1.5 billion KRW in sales. The Green Happy Day event, held every third Wednesday of the month, achieved 700 million KRW in sales. In particular, under the slogan "The 1st, 2nd, and 3rd of every month are Rice Buying Days," the Miso Jeongmiso event recorded 300 million KRW in sales and gained great popularity among consumers.

Through collaborations with large supermarkets and major distributors, bulk orders and the expansion of seasonal specialty product distribution networks led to 45% of total sales being made through home shopping and fixed clients, resulting in 10.9 billion KRW in revenue. In addition, expanding sales channels through B2B (business-to-business e-commerce) also showed significant results. By partnering with major online distribution platforms for 88 promotions, a total sales revenue of 7.6 billion KRW was achieved. Among these, the representative B2B channel Kakao Shopping generated 5.9 billion KRW in sales and secured over 210,000 customers (friends), setting the best performance among local government shopping malls.

Since its launch in 2007, Haenam Miso has been directly operated by Haenam County since 2011. While most local governments outsource the operation of their online shopping malls, Haenam County has a dedicated team of county officials who directly manage all processes, including customer service, order consultations, and quality control, implementing various marketing strategies and achieving rapid growth.

In particular, home shopping sales have played a major role in maximizing farmers' profits by significantly lowering commissions through win-win cooperation with broadcasting companies. In March last year, the website underwent a complete overhaul, and customer convenience was further enhanced by introducing easy login services linked to private platforms and adding a gifting feature.

A county official stated, "The success of Haenam Miso is an important opportunity to promote the value of Haenam's agricultural products nationwide," adding, "We will continue to expand the role of Haenam Miso to help revitalize the local economy and stabilize livelihoods."