Study on Brand Formation Strategies for Korean Tea-Producing Regions through Consumer Image Analysis

This study analyzed the consumer perceptions of Korean tea and its major tea-producing regions through a survey conducted among university students residing in the Seoul metropolitan area. The study sought to explore strategies for developing Korea's tea industry and strengthening regional brands. These findings show that consumers perceive tea as a beverage that provides psychological and physical comfort, while their perception of Korean tea is based on traditional and substitute tea images. Although Boseong, Jeju, and Hadong were identified as prominent tea-producing regions, approximately half of the respondents were not familiar with domestic tea-producing regions. The following are recommended based on the findings: strengthening Boseong's image as a green tea brand, adopting flexible approaches for Hadong's unique brand development, and establishing consistent brand strategies that connect Jeju tea with regional specialties. Enhancing regional brand images through consumer experiences and increased visibility of tea-producing regions, as well as promoting transparency in domestic tea production, are expected to improve the competitiveness of Korean tea both domestically and internationally. This study provides valuable insights and foundational data for the sustainable development of Korea's tea industry and strategic planning for regional brand formation.