K-Ginseng Day push for World Heritage status, betting on export expansion

South Korea is making a concerted effort to elevate ginseng's global profile by seeking UNESCO World Heritage status, aiming to revitalize an industry facing declining domestic consumption and falling exports. The initiative positions ginseng as a key 'K-health food' to rival the international success of K-food items like kimchi and ramen.

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The perception that healthy food is bitter doesn't align with the younger generation, and alternative foods have also diversified.

Data reveals a stark decline in ginseng's popularity and market share. Domestic consumption dropped by over 40% from its peak in 2009, falling to 13,991 tons in 2024. Per capita consumption also decreased significantly. Similarly, ginseng export value saw a decline, falling to $200 million last year from $270 million in 2022. This downturn affects major producing regions like Geumsan County, where the number of ginseng farms and cultivation area have shrunk considerably in recent years.

Industry officials attribute the decline to changing consumer perceptions, particularly among younger generations who find ginseng's bitter taste unappealing and have diversified their health food options. The relatively high cost of ginseng also makes it susceptible to economic fluctuations. The COVID-19 pandemic further impacted both cultivation and consumption.

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In the past, we exported root ginseng to Chinese-speaking countries, but now we are changing countries and products, supplying red ginseng to other countries like the United States, Canada, and Russia.

In response, the industry is pivoting towards international markets. Geumsan County is spearheading efforts to expand its reach, particularly in North America. A significant step was the establishment of 'K-Ginseng Day' in California, a unique initiative by a local government to create a commemorative day. The county plans to extend this recognition to other U.S. states to facilitate deeper market penetration for Korean ginseng exporters.

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Ginseng is a product that reflects both health and cultural value, so providing opportunities for direct communication and experience with consumers is important.

On a governmental level, the push for UNESCO inscription for 'Ginseng Culture: Knowledge, Techniques, and Socio-cultural Practices' is underway. The submission to UNESCO aims to highlight ginseng's cultural value alongside its health benefits. While the final decision is expected in late 2028, proponents believe inscription is crucial to communicate ginseng's unique cultural heritage globally, especially as direct consumer engagement opportunities have diminished post-pandemic.

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To promote the unique cultural value of Korean ginseng, which has been passed down through a long history and tradition, inscription at UNESCO is necessary.