Improving Brand Awareness of Hamyang Wild Ginseng and Fostering the Anti-Aging Industry

Thorough Production Management, Industrialization of Manufacturing and Processing, and Successful Hosting of the Hamyang Sansam Anti-Aging Expo for Power Branding

2021 Hamyang Expo Bird's-eye View (Photo by Hamyang-gun)

[Asia Economy Yeongnam Reporting Headquarters Reporter Choi Soon-kyung] Recently, with the outbreak and global spread of infectious diseases caused by new viruses such as the novel coronavirus (COVID-19), interest in strengthening immunity and eco-friendly living has been increasing.

Hamyang-gun, Gyeongnam Province, is continuously promoting various policies demanded by the market through improvements in diverse marketing methods to establish Hamyang Sanyangsam as a global anti-aging eco-friendly functional crop brand. These policies aim to increase farmers' income and make it a driving force for regional vitality by continuously advancing various Sanyangsam industry policies.

Shipment Ceremony for Export of Processed Products of Hamyang Wild Ginseng to Vietnam (Photo by Hamyang-gun)

▲ Activation of Primary Industry through Thorough Production Management for High Quality Hamyang Sanyangsam

Since the quality of functional plants is fundamentally rooted in the primary industry of production, the county is implementing thorough production management to produce premium Hamyang Sanyangsam.

Designated as a special management forest product, Sanyangsam is a representative clean forest food; however, recently, issues with non-compliant products have been highlighted in the media, undermining consumer trust and diminishing the value of Sanyangsam.

To prevent this and produce high-quality Sanyangsam, the county is actively enforcing additional special management measures beyond those of the Forestry Promotion Institute, including mandatory cultivation above 500 meters in elevation, which is not implemented nationwide, the establishment of a dedicated Sanyangsam department since 2003, and the first implementation of a production tracking system in 2004.

Furthermore, since 2014, the county has been the only one nationwide to promote Sanyangsam guardian activities, establishing a 22-hectare seed collection pilot field to supply seeds and conduct on-site demonstration trials for selecting superior individuals, continuously implementing policies to instill confidence that Sanyangsam produced in the county is trustworthy.

▲ Promotion of Secondary Industry through Diverse Functional Utilization and Manufacturing Processing Industrialization

Manufacturing and processing, as the secondary industry, are recognized as essential elements for global business and enhancing product added value.

The county has nurtured and attracted 27 out of 46 Sanyangsam manufacturing and processing companies nationwide (59%) and is leading the Sanyangsam manufacturing and processing industry by developing and marketing 81 types of Sanyangsam-related products.

In line with market trends, the county continuously pursues quality improvement of existing products and new product development, planning to establish not only domestic sales but also an export base. On the 7th of this month, it exported $310,000 worth (36 million KRW) of processed Sanyangsam products to Hanoi, Vietnam, actively engaging in market development activities.

Alongside this, to advance the manufacturing and processing sector of the Sanyangsam industry and activate the primary, secondary, and tertiary industries, the county is investing 7 billion KRW through the government’s Rural New Vitality Plus Project, working to establish the Hamyang Sanyangsam industry and simultaneously position it as a mecca of the anti-aging industry and a reputable brand.

Seochunsoo, Mayor of Hamyang County (Photo by Hamyang County)

▲ Tertiary Industry: Establishing a Power Brand through the Successful Hamyang Sanyangsam Anti-Aging Expo

The Hamyang Sanyangsam Anti-Aging Expo, which has been prepared over a long period to establish Hamyang Sanyangsam as a power brand, was postponed for one year due to COVID-19.

With the expo delayed and social conditions changed, the county plans to mobilize all programs suitable for the post-COVID era and prepare more meticulously to hold a successful event.

Through the successful hosting of the 2021 Hamyang Sanyangsam Anti-Aging Expo, the status of Hamyang Sanyangsam will be established and linked with eco-friendly living harmonized with the clean natural environment. This will contribute not only to the anti-aging industry but also to regional vitality enhancement, changing the brand value of Hamyang Sanyangsam after 2021.

The 2021 Hamyang Sanyangsam Anti-Aging Expo will promote the excellence of Sanyangsam domestically and internationally, establish its status as the ancestral home of wild ginseng, foster the anti-aging industry as a ginseng hub region, and serve as an opportunity to become the mecca of the global Sanyangsam industry.

This content was produced with the assistance of AI translation services.