Korea

MLA South Korea office is conveniently located in Seoul nearby the Australian Embassy in Korea and Austrade offices. An experienced team of six staff actively network and execute programs designed to improve the preference and awareness of Australian red meat amongst Korean trade and consumers.

South Korea has firmly established itself as one of Australia’s most important export markets for red meat with total exports valued at almost $2.4b in 2024. It ranks among the top four destinations for Australian beef, is a top five importer of sheepmeat, and is the second-largest importer of Australian goatmeat. Australia currently enjoys marketing leading positions amongst all three imported categories which is a culmination of decades of persistence and hard work. 

With the highest per capita red meat consumption among Asian nations, South Korea presents a robust and enduring opportunity for Australian exporters across multiple protein categories.

MLA’s strategic focus in South Korea is to increase awareness and preference for Australian red meat across trade, on and offline retail, foodservice, and consumer channels. Efforts are also directed at improving availability and accessibility of Australian products, in alignment with MLA’s strategic plan to optimise demand by expanding markets and creating and capturing value. With evolving consumption behaviours and sustained interest in red meat, South Korea presents a dynamic landscape demands a bespoke approach.  Some of MLA Korea teams focus areas include:

• Strengthening ‘country of origin’ branding
  We will continue to build equity in the Aussie Beef, Lamb, and Goat brands through consistent digital and PR engagement. Enhancing visibility across both online and offline platforms remains a core priority.
• Consumer campaigns and activations
  Building on the success of recent campaigns we will continue to refine and expand our approach. Targeted activations during key periods will help maximise reach and reinforce brand messaging.
• Targeted business development
  Strategic investment in key accounts will support increased distribution and visibility, improved product knowledge, and stronger sales outcomes for Australian red meat.
• Aussie Meat Academy engagement
  Through Aussie Meat Academy (AMA), we will deliver informative and engaging experiences that positively influence perceptions and encourage usage.
• Ambassador network expansion
  Our networks of Aussie Beef Mates and Lambassadors will continue to grow, offering trusted voices that amplify our messaging across multiple programs.
• Market access and insight sharing
  Collaborate with relevant stakeholders in both Korea and Australia providing relevant data and market intelligence to support informed decision-making for the benefit of the Australian red meat industry.