SEOUL -- As South Korea’s “Gachi-sobi” (value-based consumption) trend reaches new heights in 2026, the “EU Good Food - Good Life” campaign kicks off its second year. Co-funded by the European Union, the project responds to the sophisticated Korean palate that demands not just taste, but ethical and environmental integrity in every bite.

Market Insight: The “Ethical Premium” Trend in South Korea

Korean consumers in 2026 are increasingly willing to pay a premium for products that adhere to strict animal welfare standards and are produced in line with the environmental objectives of the European Green Deal and high EU sustainability standards. The EU GOOD FOOD campaign aligns perfectly with this “K-Wellness” lifestyle by highlighting EU animal welfare legislation, including Directive 98/58/EC, ensuring high standards across the entire production chain.

A Strategic Alliance: UPEMI and ASIAC

Behind the campaign is a consortium of European excellence:

· UPEMI: Active for several years in Asian markets, UPEMI facilitates successful partnerships by promoting modern production technologies and European meat from Poland internationally.

· ASIAC: Officially recognized for its commitment to environmental stewardship, ASIAC ensures that European fruits from Greece, including kiwis and peaches, are grown with responsible use of pesticides and innovative monitoring technologies.

Exceptional Quality for the Discerning Korean Consumer

· European Meat from Poland: European pork is prized for its nutritional value and soft texture. The marbling in European beef, an even distribution of fat in the muscles, creates a unique flavor profile ideal for both traditional Korean dishes and modern steaks.

· European Fruit from Greece: Southern Europe’s unique climate, warm summers and cool winters, produces European kiwis from Greece with an ideal sweet-and-sour balance. Additionally, the meticulous canning process of European peaches ensures they retain a wonderful aroma and vibrant color, making them a perfect nutritious snack for active lifestyles.

Commitment to the Korean Market

Through this campaign, South Korean consumers and trade partners will appreciate the unique characteristics of European meat and fruit tradition, quality, and exceptional taste. The EU GOOD FOOD campaign remains a bridge for Korean importers seeking high-standard products that meet the climate neutrality goals of the European Green Deal.