Two-day event aims to deepen commercial relationships in trade, retail and foodservice
Hort Innovation will return to Korea for the eighth Taste the Wonders of Australia campaign in February 2026, as part of the Australian Food and Wine Collaboration Group.
The Collaboration Group, which includes Hort Innovation, Dairy Australia, Wine Australia, Meat and Livestock Australia and Seafood Industry Australia, aims to deepen commercial relationships with key partners in trade, retail and foodservice, reinforcing Korea as a priority export destination for Australia’s premium food and beverages.
Korea is one of Australia’s most significant trade partners, with a population of more than 50mn and dense urban centres.
Two-way trade has nearly doubled since the Korea-Australia Free Trade Agreement (KAFTA) commenced in 2014, rising from A$33bn in 2013 to A$71bn in 2023. For agriculture, Korea is Australia’s third largest market for exports, worth an estimated A$4.2 billion in 2024/25.
For Australian horticulture, Korea is Australia’s eighth largest market by value and 10th largest by volume. Australia is Korea’s sixth largest market for horticulture by value and fourth largest by volume in the year ending September 2025.
Hort Innovation Australia general manager, trade & biosecurity R&D Mila Bristow said it’s important to strengthen an already admirable trade relationship with Korea.
“South Korea represents a strategically important market for Australian horticulture,” Bristow said. “Consumers increasingly expect year-round access to premium produce, which imported product supports, particularly when Australian supply is counter-seasonal.
“Under KAFTA we’ve seen strong growth in horticulture exports, with table grapes, citrus, macadamias, potatoes and asparagus leading the way. Our focus is on strengthening trusted relationships with South Korean partners to support long-term collaboration.”
The market activation in Seoul on 25-26 February will feature a roundtable with industry, trade and government representatives, food and wine workshops presented by renowned Korean chefs and educators, a media conference and a Taste the Wonders of Australia Gala Dinner. It’s a format that has proven extremely successful for the group working together as Team Australia under the Nation Brand.
Since the Collaboration Group started its market access program in 2022, it has delivered in-market activations in Thailand, Vietnam, South Korea, Indonesia, Taiwan, Japan and Malaysia.
Over the past three years, the group has met with more than 1,450 government and trade representatives, leveraging the export capability of each sector to drives market access, expand commercial networks and supports long-term growth for Australian producers.
