Chile and South Korea are working to expand their 2003 Free Trade Agreement to enhance export conditions for Chilean fresh fruits, including apples, table grapes, and oranges, aiming to overcome high tariffs that currently restrict export volumes. This move seeks to capitalize on the strong foundation of Chile's fruit reputation in South Korea, despite a recent dip in fruit consumption due to increased local production costs and natural disasters. Additionally, insights into South Korean consumer behavior reveal a high frequency of fresh fruit purchases, predominantly through offline retail channels, with a significant emphasis on the visual appearance of fruits. This negotiation and consumer preference analysis underscore the potential for growth in the market for imported fruits in South Korea, presenting an opportunity for Chile to expand its fruit exports.