Promotional push targets single-person households in an effort to grow exports
The Ministry of Agriculture, Food and Rural Affairs (MAFRA) and the Korea Agro-Fisheries & Food Trade Corporation have launched a marketing campaign in Japan to promote Korean Oriental melons.
According to a report from Maeil Business, the fruit has been selected by the Ministry as a strategic export focus for Japan, and large-scale promotional effots have been deployed to support growth.
With single-person households in Japan growing and consumption trends changing, the campaign has positioned Korean Oriental melons as affordable alternatives to full-sized melons.
In offline channels, tasting and promotional events are being held at about 400 major retail stores across Japan through June and July. Dedicated sales displays and tasting areas have been set up at major retail channels, including Aeon Retail, Don Quijote and Makiya.
Online promotion has also been implemented with videos introducing the fruit’s health and beauty benefits, as well as how to eat it, being heavily promoted on YouTube, targeting key consumer demographics, including women in their 20s and 30s.
To support the health message, Korean Oriental melon has been registered as a Food with Function Claims (FFC) product with the Consumer Affairs Agency in Japan. According to Korean industry officials, fresh produce accounts for less than 3 per cent of all registered FFC products, in Japan, allowing Korean Oriental melons to differentiate.
These efforts have translated into rapidly growing exports to Japan. Japan is the largest export destination for Korean Oriental melon. In 2025, exports to Japan reached 271 tonnes, up 39 per cent on the year prior. Export volumes through the first four months of 2026 are also up 37 per cent on the same period last year.
