Daewangnimpyo Yeoju Rice Achieves First-Ever No. 1 in K-BPI Agricultural Products Brand Category

First-Ever Top Ranking in the History of Yeoju Rice Brand
Results Achieved Just One Year After Full-Scale Brand Strategy Implementation

Daewangnimpyo Yeoju Rice has ranked first in the agricultural products brand category in the 2025 Korea Brand Power Index (K-BPI) survey.

Jusi, Daewangnimpyo Yeoju Rice Volleyball National Team Uniform Logo and Slogan Inserted. Provided by Yeoju City

Yeoju City, Daewangnimpyo Yeoju Rice Selected as the First Place in the 2025 K-BPI Agricultural Products Brand Category. Photo by Yeoju City

This marks the first time since the trademark registration of the 'Daewangnimpyo Yeoju Rice' brand in 2007 that it has achieved the top position, representing a significant turning point in the history of the Yeoju Rice brand.

K-BPI is a representative brand competitiveness survey in South Korea, announced annually by the Korea Management Association Consulting (KMAC). It quantifies brand market competitiveness by comprehensively evaluating consumer awareness, preference, and purchase intention.

This year's survey targeted agricultural product brands, including rice, and Daewangnimpyo Yeoju Rice received the highest evaluations in all categories.

This achievement is directly linked to the strategic marketing activities of the Yeoju City Agricultural Industry Joint Brand Activation Center, which opened in August 2024.

Immediately after its opening, the center has carried out multifaceted brand activities under the goal of "growing Daewangnimpyo Yeoju Rice into South Korea's leading brand." These activities have included content marketing, partnership campaigns, and strengthened advertising and publicity efforts.

Additionally, Yeoju Integrated RPC realized quality enhancement by launching premium Yeoju Rice with a protein content of less than 6% starting in the fall of 2024. Local farmers in Yeoju have also actively participated in this strategy, contributing to the strengthening of Yeoju Rice's competitiveness.

Lee Chungwoo, Mayor of Yeoju, stated, "I am very pleased that Daewangnimpyo Yeoju Rice has ranked first in the K-BPI agricultural products category. It is especially meaningful that the changes we anticipated after the opening of the Joint Brand Center in 2024 are now resulting in tangible achievements. We will continue to provide comprehensive support so that Yeoju's agriculture can grow into a leading national brand industry."

The Korea Brand Power Index (K-BPI) is renowned for its credibility and reliability among brand evaluation systems for countries and institutions both domestically and internationally. This first-place achievement is especially significant, as it demonstrates that Yeoju Rice has established a strong brand value and premium image among consumers nationwide, going beyond its status as a local specialty.