[Arts & Culture] The sweet story of Korean strawberries

Time now for our Arts and Culture segment.

Our culture correspondent Song Yoo-jin joins us in the studio.

Welcome!

Happy Friday!

What do you have for us today?

Here in Korea, it's not the cherry on top. It's the strawberry.

This time of year, they're everywhere, piling up in markets, topping off desserts, and filling bakery shelves.

But Korean strawberries aren't just a seasonal favorite anymore.

They're making their way beyond our tables and into markets around the world.

For this week, I looked into the story behind Korean strawberry's success.

From cakes and tarts to canapes and salads and even sandwiches, strawberries dominate bakeries and restaurants across Korea this time of year.

But their appeal isn't just local.

While Southeast Asia has long been a key market, Korean strawberries are now expanding into new regions.

Compared to 2021, exports to the Middle East jumped 40 times last year, while U.S. exports increased threefold.

"Until the early 2000s, Japanese strawberries dominated exports to Hong Kong and Southeast Asia.

But in 2002, Korea developed the Maehyang variety, which has firmer flesh, a longer shelf life, and a sweeter taste, ideal for export. That was the turning point."

It all started here.

"The Strawberry Research Institute in Nonsan City, Chungcheongnam-do Province, about a two-hour drive from Seoul is where Korea's signature strawberry varieties are developed. So far, researchers here have cultivated over a dozen unique varieties."

This institute introduced the internationally popular Maehyang and then Seolhyang in 2005, which holds an 80-percent share of the domestic market.

It's also home to trending varieties like King's Berry, as large as a fist, and Vita Berry, known for its high vitamin content.

Developing new strains is a rigorous process, typically taking five to seven years.

"We do it through selective breeding, with a focus on taste and yield.

The flavor must stand out to attract consumers, and a high-yield variety ensures stable supply."

This commitment has shaped the iconic flavor of Korean strawberries.

"Korean strawberries offer a unique sweet-tart balance, which is different to many tropical fruits, for example.

They also have a juicy texture and softer bite, which makes them especially popular among international consumers."

But the journey doesn't stop here, with researchers working to develop the breakthrough variety.

"We're developing new varieties with improved durability for the sake of distribution.

At the same time, as climate conditions change, we're also focusing on breeding disease-resistant strawberries."

It's a success story that's getting sweeter, and it looks like the best is yet to come.

Seems like a "berry" good business indeed!

Yoo-jin, while strawberries are in peak season here in Korea, they're typically known as a summer fruit in many other parts of the world. What makes Korea different?

That's right.

Strawberries used to peak in early summer here as well, around May.

But thanks to advancements in farming technology, such as greenhouse cultivation with precise temperature control, farmers can now harvest strawberries even in the cold winter months.

What's interesting is that winter strawberries take a little over two months from flowering to harvest, compared to just one to one-and-a-half months for summer varieties.

This slower growth at lower temperatures allows the fruit to develop a denser, firmer texture and accumulate more nutrients, resulting in a sweeter, more flavorful berry.

And there's also a strategic shift in marketing.

With fewer fruit options available in winter, producers began focusing on the colder months to meet consumer demand.

That's fascinating.

And for our viewers who might want to try some, do you have any recommendations from the many K-strawberry varieties out there?

Absolutely.

According to the Strawberry Research Institute, Korea has developed around 60 to 70 varieties, though only about 10 are available in the market.

For those looking for a classic favorite, researcher Yang, who appeared in my report, recommends Seolhyang, loved for their soft texture and sweetness.

A newer variety to look out for is Joy Berry, which was introduced in 2023

They're firmer and even sweeter than Seolhyang.

And for something unique, there's Doorihyang, known for its distinctive fragrance.

They actually went viral after BTS member Jin posted about them on social media.

So many varieties to explore.

Thank you Yoo-jin for your report today.

My pleasure.