Boseong County’s Boseong Mall Surpasses 2.2 Billion Won in Annual Sales for 2025

Matcha-Centered Differentiation Strategy Pays Off
12% Year-on-Year Growth

Boseong Mall, the online direct transaction marketplace operated by Boseong County in South Jeolla Province, surpassed annual sales of 2.2 billion won in 2025, marking a 12% increase compared to the previous year.

On January 13, Boseong County announced that a comprehensive analysis of Boseong Mall’s 2025 operational performance showed sales reaching 2.2 billion won, exceeding the annual target set at the beginning of the year.

Event image of Boseong Mall. Provided by Boseong County.

The key driver behind this achievement was the mall’s matcha-focused strategy, a unique content approach distinctive to Boseong. By intensively promoting and developing matcha-related products in line with the growing matcha consumption trend among Millennials & Gen Z, sales of matcha products on Boseong Mall increased by more than 50% year-on-year, leading the overall performance growth.

Additionally, Boseong Mall established a stable growth structure based on a high repurchase rate. The platform has secured a loyal customer base through customer-friendly benefits and events, such as up to 20% discount promotions during holiday seasons, 3,000 points for new member sign-ups, 3% rewards on purchase amounts, attendance check points, and review submission points.

The offline promotional strategy to overcome the limitations of online channels also proved effective. To attract new members and enhance trust in local agricultural and specialty products, Boseong Mall has participated in large-scale exhibitions nationwide and operated direct transaction markets in major cities, including the Seoul metropolitan area.

By establishing an O2O (Online to Offline) environment where consumers can see products in person and immediately purchase them using “information patterns (QR codes),” the number of members increased by 10% compared to the previous year, further fueling sales growth.

Boseong County has designated 2026 as the “Second Renaissance of Boseong Mall” and plans to pursue even more aggressive strategies. The county aims to accelerate the influx of younger consumers through influencer collaboration marketing and strengthen quality management and product verification for partner companies, solidifying the brand image that “Boseong Mall products are trustworthy.”

Currently, more than 180 companies and over 1,000 products are available on Boseong Mall, offering consumers easy online access to the region’s signature specialties, such as Boseong tea, kiwi, cockles, green pork, and freshly harvested rice, all cultivated in the pristine natural environment of Boseong.