This year, the popularity of Nonsan strawberries from South Korea has exploded in the Indonesian market. Notably, Nonsan strawberries have led the global K-strawberry market by setting a record of selling a total of 18 tons locally, based on their overwhelming sweetness and quality competitiveness.

According to KATI Agricultural Export Information, Korean strawberries are sold in the Indonesian market at approximately KRW 16,980 to KRW 21,225 per 330g pack. This price is 3 to 4 times higher than local strawberries (priced at KRW 4,245 to KRW 6,792 per 500g), yet consumers continue to prefer Korean strawberries. They are perceived not simply as 'high-priced fruit' but as a premium category with distinct differentiation.


The popularity is further expanded by the influence of K-pop and Korean dramas, which have increased interest in Korean food overall, coupled with the explosive spread of the fruit snack 'Tanghulu' on social media in Indonesia. As Korean strawberries were chosen as the key ingredient for Tanghulu, demand has surged even further.



● "Can't sell because there's none left"... 18 tons of Nonsan strawberries sold at the expo

Nonsan City has actively targeted the market by establishing a cooperative system with the Indonesian food service giant BOGA Group early this year to expand exports. The local government also joined in, rapidly increasing the brand awareness of Nonsan strawberries.


In this atmosphere, the '2025 Nonsan City Agricultural Food Overseas Expo' held in Jakarta attracted approximately 430,000 visitors, achieving a record of selling a total of 18 tons, including pre-order quantities. The main items at the expo were sold out daily, proving their popularity.


Baek Seong-hyeon, the mayor of Nonsan, stated, "Nonsan strawberries now represent South Korea as a national strawberry with strong competitiveness in the global market, capturing the taste of people worldwide." He further emphasized, "Based on this success, we plan to host the 2027 Nonsan World Strawberry Industry Expo to promote the status of Nonsan strawberries, which are equipped with taste, nutrition, quality, and safety, to the world."

In the Indonesian market, the price of premium strawberries tends to rise significantly during the holiday season from December to February each year. This trend is expected to continue this year, and the premium popularity of Nonsan strawberries is expected to persist for the time being.

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