Gyeongju City in Gyeongbuk, South Korea, is emerging as the country's leading producer of cherries, accounting for 40% of the national production with an annual output of 300 tons from a 68-hectare cultivation area. The city plans to enhance the brand reputation of 'Gyeongju Cherry' and expand consumer classes by increasing farm household income and developing processed products like cherry wine and jam. With plans to expand the cherry cultivation area to 100 hectares by 2024, Gyeongju City aims to systematically develop cultivation technology and introduce high-quality new cherry varieties, as part of a strategy to foster 'Gyeongju cherry' as a regionally specialized strategic crop.