Jeju water producer targets tenfold export increase within three years
In short
The head of Jeju Gaebal Gongsa (제주개발공사) has set a goal of raising annual Jeju Samdasu (제주삼다수) bottled-water exports from about 10,000 tonnes to 100,000 tonnes within three years. China, the United States and the United Arab Emirates are among the markets being assessed.
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Jeju Gaebal Gongsa (제주개발공사), the producer of Jeju Samdasu (제주삼다수) bottled water, is targeting a tenfold increase in annual exports within three years. President Kim Do-yeong (김도영) outlined the plan at an October 14 media roundtable in Jeju. He wants exports to rise from about 10,000 tonnes a year to 100,000 tonnes, bringing forward a goal previously set for 2035. [ 1 , 2 , 4 ]
Dong-A Ilbo reported that Kim described the figure as a challenging management objective rather than a firm performance promise. Newsis quoted him as saying the initial priority was establishing the business in overseas markets rather than generating immediate profits. He said early marketing and logistics costs should be viewed as investment in expansion. [ 2 , 3 ]
The water is exported to about 16 countries, but volumes in individual markets remain small. The corporation is studying China, the United States and the United Arab Emirates among potential priority markets with local distribution partners. It plans to narrow its focus after reviewing market size and competition. China is an initial priority because of its scale and developed online distribution channels, Seoul Economic Daily reported. [ 1 , 3 , 6 ]
Management is considering an overseas premium product with a different design and branding that makes greater use of the Jeju name. Kim said Jeju was better known abroad than the water brand itself. Newsis reported that production feasibility, equipment requirements, investment and marketing would be reviewed before a launch. The corporation also plans to build its own online and export capabilities while keeping its existing offline distribution partnership. [ 1 , 3 ]
The strategy comes as domestic competition from cheaper private-label water intensifies. Chosun Ilbo reported that market share fell from 40.3% in 2023 to 38.6% last year, while sales fell from 344.1 billion won to 296 billion won. Kim said he would focus on quality and brand value rather than price competition and was not pursuing a price increase or reduction for now. [ 1 ]
Why it matters
The corporation is seeking overseas growth as domestic bottled-water competition intensifies and its sales and market share decline. The export goal brings forward an earlier 2035 target, but management describes it as a challenging objective rather than guaranteed performance.
Key facts
- Kim Do-yeong (김도영) outlined the export strategy at a media roundtable on October 14. [ 2 , 3 ]
- The goal is to increase annual exports from about 10,000 tonnes to 100,000 tonnes within three years. [ 1 , 2 , 3 ]
- The water is currently exported to 16 countries. [ 1 , 3 , 4 ]
- The corporation is considering a separate premium product for overseas markets. [ 1 , 3 ]
- It intends to strengthen its own online and export capabilities while retaining its offline distribution partnership. [ 1 , 3 , 4 ]
Confirmed by several sources
Still unclear
- Which markets and product investments will receive final approval. Market studies with distribution partners are continuing; Newsis said production feasibility, equipment, investment and marketing would be examined before a product launch.