Chile targets South Korea and Southeast Asia to diversify fruit exports

Chilean fruit exporters are implementing strategies to diversify their Asian markets and reduce heavy reliance on China, which currently accounts for 77% of the country's fruit shipments to the region.

South Korea is being positioned as a strategic platform for expansion into Northeast Asia. Leveraging a Free Trade Agreement in place since 2004, Chile aims to increase exports of blueberries, cherries, lemons, and kiwifruit. Industry officials note that Korean consumers prioritize quality and online distribution, prompting exporters to adapt marketing and logistics, such as cold chain management, to maintain product integrity during long-distance transport.

Simultaneously, the industry is targeting Southeast Asian markets, specifically Vietnam and Indonesia, where current export volumes remain marginal at approximately 0.5%. Recent phytosanitary protocols have opened new opportunities; for instance, a new protocol for air shipments has reinforced cherry access to Vietnam. Chilean representatives intend to utilize upcoming international forums, such as the APEC CEO Summit in Vietnam, to promote their products.