Australian Oranges Post Triple-Digit Sales Growth at Korean Retail Chains

Three retail chains, triple-digit growth

Australian oranges have completed their first dedicated retail promotion in South Korea, and all three participating chains reported triple-digit growth in both sales and volume during the campaign, according to Austrade, the Australian Trade and Investment Commission.

The 2026 Australian Citrus Retail Promotion placed Australian oranges at Emart, Emart Traders and Lotte Mart during the peak August season. In-store displays and sampling stands gave shoppers the chance to taste the fruit and learn about its quality and provenance. The campaign was delivered by Citrus Australia through the Australian Table Grapes Association (ATGA) consortium and funded through the Accessing New Markets Initiative (ANMI). ATGA belongs to the Trade Diversification Network, which works with government through Austrade to help exporters open and diversify markets.

Dane Richmond, Austrade Trade and Investment Commissioner, said the campaign significantly increased awareness of Australian oranges among Korean consumers and positioned them as a premium seasonal option during the summer months, complementing locally grown Korean produce. One retailer reported that strong sales momentum continued into the weekend after the tasting event ended, while another expressed interest in extending the campaign, he said.

Korea ranks fourth for oranges, third for lemons

Korea is Australia's fourth-largest export market for oranges and its third-largest market for lemons, Austrade said, making it a significant destination for Australian citrus exporters. Success there depends on consistently meeting high consumer expectations, with quality, reliability and commercial relationships all playing a critical role.

Despite that ranking, Australian oranges have historically held a relatively small share of the Korean category compared with fruit imported from the United States. Austrade pointed to inconsistent supply as a further constraint, saying it has limited retailers' willingness to invest in larger-scale promotional and sampling activity. The results of the 2026 campaign, it said, suggest significant potential to lift both sales and market share.

Study tour mapped the supply chain

The retail promotion followed a grower study tour to Korea organised by Austrade in July. Alongside a program of business introductions, the tour gave Australian growers and exporters firsthand insight into the country's citrus market, supply chains and retail landscape.

Delegates visited Seoul's Garak Wholesale Market to see how imported citrus moves from arrival through wholesale distribution to retailers and consumers, gaining a view of pricing mechanisms, distribution channels and purchasing decisions across the market. They also visited Emart, Emart Traders and Lotte Mart to observe how Australian citrus is presented and merchandised, and to see preparations for the retail promotion.

Industry reaction

Nathan Hancock, chief executive of Citrus Australia, said the grower study tour and the in-store tasting campaign highlighted the value of Citrus Australia and Austrade working together in-market. Participants gained a much stronger understanding of the Korean market and its consumers, he said, while the retail tasting program delivered strong sales uplift and valuable consumer insights. For industry members, he added, it was a clear example of collaboration delivering practical outcomes by building relationships, strengthening market knowledge and increasing appreciation of Australian citrus. Austrade said regular consumer engagement and promotional activity can drive stronger retail performance and encourage retailers to increase order volumes.

• Retail partners: Emart, Emart Traders and Lotte Mart, covering the peak August season.
• Result: triple-digit growth in sales and volume at all 3 participating retailers.
• Market position: Korea is Australia's fourth-largest orange market and third-largest lemon market.