Jeju-grown specialty citrus has solidified its market position even as U.S. mandarins began entering South Korea tariff-free this year.
The Jeju Agricultural Research and Extension Services announced survey results on the 8th comparing two Jeju citrus varieties—Dalcomi and Red-hyang—against U.S. Clementine mandarins. The survey polled 49 consumers in the Seoul metropolitan area from the 26th to 30th of last month.
Korean consumers gave Jeju citrus favorable ratings across all categories, including taste, aroma, and repurchase intent.
When asked about repurchase intentions after tasting, 97.6% of respondents chose Jeju varieties, with 56.1% preferring Dalcomi and 41.5% preferring Red-hyang. Only 2.4% said they would repurchase U.S. mandarins.
Nearly 90% of respondents recognized Jeju citrus as a premium fruit. Consumers cited taste and aroma (24%), freshness (23%), and safety (19%) as the top competitive advantages over U.S. imports.
Respondents indicated they would pay 13,130 won per kilogram for Jeju citrus compared to 10,200 won for U.S. mandarins—a premium of approximately 30%.
"Despite intensifying competition from expanded mandarin imports, Jeju citrus continues to earn consumer preference through superior quality," said Kim Jin-ju, an agricultural researcher at the Jeju Agricultural Research and Extension Services. "We will continue providing farmer education and technical support to maintain high-quality citrus production."
Import tariffs on U.S. mandarins were reduced annually by 9.5 percentage points from 114% in 2012, reaching zero this year in the 15th year of the phase-out. U.S. mandarin imports are concentrated in March and April, directly overlapping with Jeju's peak shipping season for Hallabong, Red-hyang, and Cheonhye-hyang varieties.
Jeju provincial government plans to strengthen marketing campaigns during the January-to-April shipping period and expand dedicated Jeju citrus sections on major retail platforms.