Photo Courtesy Jeju Special Self-Governing Province

When you think of the word citrus, what kind of image comes to mind? Coming out of Jeju, there are over forty brands of different citrus products. Some of them are known to consumers, others are not. Annually, the Association of Citrus Farmers and Producers spend a lot on the promotion of its brand. However, its marketing returns on investment have been insufficient.

Last year, the Jeju Special Self-Governing Province and Nong-hyup Bank collaborated on an integrated brand to represent Jeju Citrus. The Korean name is Gyul-lo-jang-seng, which means people will enjoy a long life if they eat citrus fruit. This is because citrus fruits have many nutritional substances including the flavonoids: vitamin P and Naringin, which help prevent cancer.

Jeju citrus is the most produced of our domestic fruits. Its strengths are that they are easily peeled by hand and that they are enjoyed by children and adults of all ages. In the cold winter, people spend most of their time indoors. In such conditions the air is dry and people get thirsty, therefore, they want to enjoy fruits that contain water. Jeju's citrus products are unique because they are harvested for the winter season.

Photo Courtesy Jeju Special Self-Governing Province

Have you ever heard about ‘Jeju Citrus Day’? Other fruits have their own day. Apple day is designated as the 24th of October, and for grapes, their day is the 8th of August. So, Jeju’s Nong-hyup Bank, along with the Association of Citrus Farmers and Producers designated the 1st of December as the day of citrus in order to promote consumption of Jeju citrus fruit.

You may be wondering why they chose the first of December. Their reasons are simple, first symbolizes Jeju citrus’ first-grade premium quality, and December is the first month of winter. Last year, on December 1st, the first ceremony for Jeju Citrus Day was held in Gwanghwamun, Seoul.

During the ceremony, Won Hee-ryong, the governor of Jeju, addressed the crowd, stating that “Jeju citrus absorbs underground water from Mt. Halla and is cultivated in Jeju’s clean air. Enjoy a healthy life while eating Jeju citrus”.

This year Jeju citrus was once again honored to be selected for the Korean National Brand Award in 2016, their fifth year in a row. The National Brand Award, sponsored by the Ministry of Trade, Industry and Energy, and the Ministry of Agriculture, Food and Rural Affairs has been given to Jeju Citrus dating back to 2012.

By Kim Seong-bae