Nonghyup, a South Korean agricultural cooperative, has invested 100 billion won to boost the export and processed rice products, aiming to increase the price competitiveness of Korean rice and expand export volume. The strategy has led to significant growth in rice exports, with a total of 1,700 tons shipped to several countries, including the US, Australia, and New Zealand. This success is attributed to the logistics cost support, price competitiveness, and marketing efforts targeting both existing and new markets, especially among the Korean diaspora and European countries. The company's focus on promoting the taste of Korean rice globally, especially short-grain varieties, which have a smaller market share, is expected to further boost exports and achieve the annual export target earlier than projected.