Analysis of Changes in Korea's Agricultural and Food Export Markets Using Constant Market Share Analysis

The export of agricultural and food products from Korea has been steadily growing in the global market, with an expanding market share in major export destinations. This study evaluates the export competitiveness of Korea's agricultural and food products and analyzes the market share changes and characteristics of key export destinations, including the United States, Japan, China, Hong Kong, Vietnam, Thailand, and Taiwan, using Korea's export data and market share statistics from 1999 to 2022. Based on this analysis, the following implications are derived: First, tailored strategies that reflect the diverse consumer trends and policy factors specific to each country are necessary. Second, the development of premium agricultural and food products, as well as health food products, should be strengthened to address intensifying global competition. Third, marketing activities linked to cultural content should be expanded in countries where the influence of the Korean Wave (Hallyu) is strong. Fourth, marketing strategies that emphasize sustainability and eco-friendliness align with global consumer trends. Lastly, policy support is needed to improve export logistics systems and provide overseas marketing assistance to enhance international competitiveness.