Connecting Korean Baitfish to Global Markets: High3D's Successful EU Market Entry
“Nothing seems satisfactory..."
The words of a customer struggling to export fresh Korean baitfish (frozen mackerel, sardines, herring, etc.) overseas resonate deeply. TUNAKOREA has been tirelessly working to strengthen the competitiveness of Korean baitfish in international markets and establish successful export cases based on years of accumulated experience. The recent Russia-Ukraine war and the issue of radioactive wastewater discharge from Japan's Fukushima have increased demand for Korean baitfish, opening new opportunities in European and African markets. However, high-quality standards and stringent certification processes remain challenges to overcome. TUNAKOREA is overcoming these challenges by offering differentiated solutions to promote the excellence of Korean baitfish worldwide.
Korean Baitfish Export: Between Opportunities and Challenges
Traditionally, countries like Mexico, Russia, and Japan have dominated the baitfish market. However, due to changes in international affairs and environmental issues, the demand for Korean baitfish has been rising. Particularly in the African market, frozen mackerel and sardines (70g-150g) are consistently consumed for grilling, with significant exports being conducted by some companies. In addition to private ventures, the government's ODA projects are further activating baitfish exports. The European market, however, poses high entry barriers due to its strict quality standards and certification processes. European baitfish are known for their superb freshness but are expensive, while Japanese baitfish have price competitiveness but raise concerns about radioactive contamination. Korean baitfish can secure competitiveness in the European market through pricing and continuous quality improvement efforts. Nevertheless, the lack of development in the fisheries industry and an outdated freshness maintenance system are challenges that need attention. In this context, High3D, in partnership with TUNAKOREA, has demonstrated the potential for Korean baitfish to enter the European market. High3D has established trustworthy relationships with suppliers (intermediate wholesalers and fishery cooperatives) in regions such as Donghae (Jumunjin, Samcheok, Hupo Port), Busan, and the southern coast, and has built a stable supply chain through collaborations related to frozen storage, forwarding, and certification. On this basis, they succeeded in exporting 300 tons of frozen mackerel to Kali Tuna in Croatia for $240,000. They aim to export an additional 1,000-2,000 tons next year, focusing on sardines and mackerel, which is expected to contribute to expanding the share of Korean baitfish in the European market. This achievement was made possible through thorough market research and analysis, close collaboration with TUNAKOREA, and continuous quality improvement efforts.
TUNAKOREA Boosts the Competitiveness of Korean Baitfish
TUNAKOREA offers a variety of solutions to enhance the competitiveness of Korean baitfish in international markets. They support obtaining essential certifications for entering the European market, such as the EU Catch Certificate, EU Health Certificate, and CERTIFICATE OF PRODUCT-SPECIFIC APPROVED EXPORTER. These certifications are crucial for ensuring product safety and quality, earning trust from European consumers. TUNAKOREA provides comprehensive support throughout the certification process, from consultation to document preparation and review, alleviating the burden on client companies. Additionally, TUNAKOREA builds customized quality control systems suited to client needs and provides optimal freezing and packaging technologies to maintain the freshness of Korean baitfish, capturing the taste preferences of European consumers. Besides, TUNAKOREA offers export consulting services covering overseas market research and analysis, marketing strategy formulation, and buyer matching. This allows clients to enhance their understanding of international markets and establish successful export strategies. Especially, TUNAKOREA uses its robust overseas network to promote clients’ products and facilitate connections with potential buyers. An expert in marine and fisheries emphasizes, “Korean baitfish boasts excellent taste and freshness, securing sufficient competitiveness in the European market through stringent quality management and certification efforts.” TUNAKOREA continuously strives to enhance this competitiveness and promote the excellence of Korean baitfish worldwide.
High3D Targets the European Market with TUNAKOREA
High3D is a representative case of entering the European market using TUNAKOREA's tailored solutions. Supported by TUNAKOREA, High3D achieved essential certifications for entering the European market, such as the EU Catch Certificate and EU Health Certificate. Furthermore, by utilizing the quality management system provided by TUNAKOREA, they managed to maintain the freshness of the baitfish and supply products that cater to the preferences of European consumers. Additionally, based on TUNAKOREA’s market research and analysis, High3D was able to grasp trends in the European market and plan marketing strategies accordingly. This preparation led to the export of 300 tons of frozen mackerel to Kali Tuna in Croatia. This is considered a case that illustrates the potential for Korean baitfish to enter the European market. A representative from High3D stated:
“Thanks to the professional support from TUNAKOREA, we were able to successfully enter the European market. We received significant assistance with the certification acquisition process and the establishment of a quality management system, and TUNAKOREA’s market research materials allowed us to understand European market trends and implement effective marketing strategies.”
High3D plans to further strengthen its position in the European market through continuous collaboration with TUNAKOREA.
Challenges for Sustained Growth and Development in Korean Baitfish Exports
High3D's success story highlights the potential for Korean baitfish exports. However, to sustain market expansion, it is necessary to address the following challenges. First, continuous investment is needed to enhance the quality management system and freshness maintenance technology. Second, simplify the procedures for acquiring various certifications required for international market entry, and expand administrative support from the government. Third, strengthen overseas market research and marketing strategies to raise awareness and diversify the export base of Korean baitfish. Additionally, government support should be enhanced through ODA projects and export insurance systems to reduce risks associated with overseas expansion. Fostering specialized export consulting firms like TUNAKOREA is also a significant task. TUNAKOREA will continue to contribute to the growth of the baitfish industry by promoting sustainable fishing environments and introducing eco-friendly production methods to ensure the export success of its clients.
Conclusion: Writing a New Chapter in Baitfish Exports with TUNAKOREA
The Russia-Ukraine war and Japanese radioactive contamination issue have heightened interest in Korean baitfish. Coupled with price competitiveness and quality improvement efforts, Korea holds potential for growth in the baitfish export market. For stable entry beyond the African market into the European market, strengthening quality management capabilities and securing certification bases are crucial. Additionally, the active utilization of government support, such as ODA projects, is essential. TUNAKOREA leverages these changes as opportunities to expand the overseas market share of Korean baitfish and lead continuous growth by closely collaborating with clients. Let's shape the future of the Korean baitfish industry together with TUNAKOREA.
As Korean baitfish gain recognition for their potential not only domestically but also in European and African markets, systematic securing of quality and certification is imperative rather than optional. Through advanced export support, TUNAKOREA is laying the groundwork to enhance the global competitiveness of Korean baitfish.
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