Yeoju Sweet Potatoes Renewed After 35 Years... Premium Relaunch as "Daewangnimpyo Yeoju Kuma"

Yeoju sweet potatoes, a signature specialty of Yeoju City in Gyeonggi Province, have been reborn under a new brand, "Daewangnimpyo Yeoju Kuma."

Lee Chungwoo, mayor of Yeoju City (left), held the "Daewangnimpyo Yeoju Kuma Brand Launch Ceremony" on the 16th at the Sejongwang Agricultural Cooperative parking lot. Provided by Yeoju City

The Yeoju Sweet Potato Research Association (Chairman Lee Eungyu, Promotion Committee Chairman Shin Seungho) held the "Daewangnimpyo Yeoju Kuma Brand Launch Ceremony" on the 16th at the Sejongwang Nonghyup parking lot, officially embarking on a journey to restore the quality and reputation of Yeoju sweet potatoes.

The launch event was attended by key figures including Lee Choongwoo, mayor of Yeoju City, National Assemblyman Kim Seonkyou, as well as numerous sweet potato farmers and citizens. It served as an occasion to reaffirm their commitment to enhancing the brand value of Yeoju sweet potatoes and expanding into national markets.

Although Yeoju sweet potatoes have long enjoyed a nationwide reputation for their excellent taste and quality, consumer trust has recently declined due to the distribution of some low-quality products and inconsistent packaging. In response, the Yeoju Sweet Potato Research Association, with support from the city, has completely revamped the brand image and packaging design for the first time in 35 years, launching the new "Daewangnimpyo Yeoju Kuma" brand that reflects the identity of "Yeoju, the city of King Sejong."

The new brand aims to achieve three core objectives: standardizing quality, improving the distribution structure, and strengthening consumer-centered marketing. The strategy is to reestablish Yeoju sweet potatoes as a premium agricultural product and solidify the image of "Yeoju-grown agricultural products you can trust."

At the ceremony, Shin Seungho was appointed as the inaugural chairman of the Yeoju Sweet Potato Quality Management Committee. In addition, 18 members were appointed to the committee, which will oversee the entire process from production to selection, packaging, and distribution, demonstrating a firm commitment to quality management.

Furthermore, Sejong Daewang Nonghyup was designated as the first official sales outlet for "Daewangnimpyo Yeoju Kuma," pledging to serve as a distribution hub in the region. Through collaboration with Nonghyup, sales are expected to expand to Nonghyup Hanaro Mart stores nationwide and online platforms in the future.

In his congratulatory remarks, Mayor Lee Choongwoo stated, "I hope that Yeoju sweet potatoes will grow into a premium agricultural product with the launch of this new brand," and added, "Yeoju City will actively support the expansion of distribution channels and the strengthening of brand competitiveness for local agricultural products."

The Yeoju Sweet Potato Research Association plans to use this launch as a starting point to establish an integrated brand management system, expand participation from young farmers, and strengthen online distribution networks, thereby contributing to increased farm income and revitalizing the local economy. Expectations are high that "Daewangnimpyo Yeoju Kuma" will take its first step toward becoming a leading premium agricultural brand representing South Korea.