Gangwon Special Self-Governing Province has announced that it will launch the “Pollack Distribution Order Establishment Campaign” on June 9-10 at Jumunjin Traditional Market in Gangneung and the Tourism & Fisheries Market in Sokcho. (Image courtesy of Yonhap)
CHUNCHEON, South Korea, June 5 (Korea Bizwire) — In a bid to stabilize South Korea’s troubled dried pollock (hwangtae) industry, Gangwon Special Self-Governing Province announced on Thursday that it will launch a two-day campaign on June 9–10 to restore order to hwangtae distribution.
The initiative will take place at the Jumunjin Traditional Market in Gangneung and the Sokcho Tourist Fishery Market.
The move comes amid mounting pressure on the domestic hwangtae industry, which has been hit hard by a combination of sluggish economic conditions and the ongoing war in Ukraine, forcing a suspension of exports to the United States.
At the same time, the market has seen a surge in Chinese imports, pushing down the domestic market share of Korean-produced hwangtae to just 30 percent.
As South Korea’s sole hwangtae-producing region, Gangwon has long prioritized the development of this traditional fish product, designating special industrial zones such as the “Gangwon Pollock Industry Zone” and “Yongdae Hwangtae Special Zone” in Inje.
Over the past five years, the province has invested 4.9 billion won (approximately $3.6 million) in five key projects to revitalize the industry and boost regional income.
However, recent cases of mislabeling—where imported or non-local pollock has been sold under trusted regional brands like “Yongdaeri Hwangtae” and “Daegwallyeong Hwangtae”—have raised alarm. These practices have undermined consumer trust and threatened the reputation of Gangwon’s premium products.
In response, the province’s Global Headquarters will lead the upcoming campaign in collaboration with the cities of Gangneung and Sokcho, local fisheries cooperatives, merchants’ associations, and producer groups.
The campaign will focus on public education around proper labeling of seafood origins and processing regions, as well as conducting on-site promotional and monitoring activities to reinforce transparent distribution practices.
“We are committed to establishing honest labeling standards, restoring consumer confidence, and safeguarding the competitiveness of our pollock industry,” said Son Chang-hwan, head of Gangwon’s Global Headquarters.
M. H. Lee (mhlee@koreabizwire.com)
