The industry closed 2025 with record shipments of US$8.63bn, of which Asia accounted for almost 30 per cent of the total
The Chilean fruit industry has set itself the goal of reaching exports of US$10bn by 2028. Announcing the target during a Chilean Cherry Workshop, held this week in Seoul, Frutas de Chile president Iván Marambio highlighted the importance of having reliable trading partners during times of geopolitical uncertainty.
The workshop was part of the Chile North Asia Business Summit 2026, a public-private mission organised by ProChile, bringing together companies, buyers, and importers from South Korea, Japan, and Taipei.
Activities included a technical visit to E-Mart – South Korea’s largest supermarket chain—where meetings were held with its vice president and Chang Hun Lee, director of the Fresh Produce Department.
The agenda also included meetings with Sang Wook Kang, senior director at e-commerce giant Coupang, as well as representatives from Taiwanese importing companies Pomina Enterprise and Sea Union. Additionally, the delegation met with Yoon Young-mi, president of the Korea Importers Association (KOIMA), an organisation that signed a cooperation agreement with ProChile.
Asia accounts for nearly 30 per cent of Chilean fruit shipments
The Asian market plays a significant role in Chile’s fruit exports. According to data presented by Frutas de Chile, the region receives approximately 30 per cent of total global shipments of Chilean fresh fruit. During the 2025/26 season, the North Asia bloc – comprising South Korea, Japan, and Taipei – received over 110,000 tonnes of Chilean fruit. South Korea accounted for 31,440 tonnes during that period.
In light of the changes affecting international trade, Marambio noted that “having reliable partners is more crucial than ever,” given the geopolitical uncertainty, the adoption of new technologies, and transformations in supply chains and consumer habits.
Cherries remain a key product in the South Korean market
Cherries were a central focus of the agenda in Seoul. Claudia Soler, executive director of the Frutas de Chile Cherry Committee, presented the fruit’s market performance and the promotional activities planned for the upcoming season.
Chile accounts for 97 per cent of cherry exports from the Southern Hemisphere. Last season, shipments to destinations other than China grew by 27 per cent. In South Korea, cherries ranked as the second most imported Chilean product, with a volume of 7,198 tonnes.
For the 2026/27 season, Chile’s promotional campaign in South Korea will align with wellness and “slow aging” trends. According to Soler, the strategy will incorporate messaging regarding cherry’s natural melatonin content – beneficial for sleep quality – and its low glycemic index, which aids in blood sugar control.
Promotional activities will take place across points of sale, e-commerce, and digital platforms, expanding the channels used to showcase Chilean cherries to South Korean consumers.
Frutas de Chile brings together more than 200 members and represents over 90 per cent of the volume of fresh fruit exported by the country. Building on the results achieved in 2025, the association now plans to continue increasing shipments and approach the US$10bn mark by 2028.
Asia represents a significant part of that challenge. During the last season, shipments of Chilean fresh fruit to the continent exceeded 881,000 tonnes, equivalent to nearly 30 per cent of total exports.
