Latvian tea enjoys success in Korea
PLŪKT northern herbal teas produced in Latvia, with names such as BLOSSOM, WHITE NIGHT, MEŽA AVEŅU TĒJA, experienced increased recognition in the Republic of Korea after the company's products were placed on the shelves of the prestigious SHINSEGAE shopping center in the Korean capital Seoul.
The Republic of Korea is strategically important and one of 22 export countries where organically certified tea with the Latvian name PLŪKT is sold. Māra Lieplapa, co-founder and manager of the company, reveals: "Our journey to exporting to the Republic of Korea began two years ago when we met a distributor at the COEX food exhibition in Seoul. Seeing his great interest and willingness to start cooperation, we did not hesitate and adapted our production to local requirements in less than two weeks. When we visited Seoul and saw PLŪKT tea on the shelves of tea shops, among the world's best tea brands, we were overcome with pride. Once again, the name of Latvia has been heard globally. Entering prestigious retail outlets further strengthens our brand's position in the Republic of Korea.
PLŪKT northern herbal teas are currently available at Forest Outings cafés in the Republic of Korea, which are famous for their impressive indoor oasis and have gained particular popularity in social media content creation. They are also available at the luxury SHINSEGAE shopping center, where PLŪKT tea tastings are regularly held for promotional purposes.
State support is important for success
As Jānis Bērziņš, Ambassador of the Republic of Latvia to the Republic of Korea, reveals: "For work in the Korean market, positive contact between the manufacturer and the distributor is just as important as the quality and price of the product itself. Therefore, the key to success consists of careful selection of potential distributors, personal chemistry between the exporter and importer, and simply good luck. The embassy and LIAA representative in Korea are always ready to help companies wishing to export in this process, but we cannot do it for them. We are extremely proud of PLŪKT's success in Korea and therefore use PLŪKT tea at our events, informing each guest about the possibility of purchasing it at Shinsegae stores or enjoying it when visiting Forest Outings and elsewhere. Given the Koreans' adherence to ceremonial traditions, which include gift-giving and highly respected tea ceremonies, we often give PLŪKT tea sets with honey from Latvia as gifts to high-level negotiating partners. By drawing attention to the product and its manufacturer both at events and virtually on social networks, the goal is to leave no stone unturned in increasing export volumes.
Mārtiņš Baumanis, representative of the Latvian Investment and Development Agency in South Korea: "Trade between Latvia and Korea exceeded EUR 150 million for the first time in 2024, and in the first months of 2025 it continues to show an increase of approximately 20% year-on-year (CSP data). Since the conclusion of the free trade agreement between Korea and the EU in 2009, Latvian exports to Korea have increased more than tenfold. The approach of the LIAA Korea Office (opened in 2020) in helping Latvian companies enter the Korean market includes publicity tools such as trade missions, representation and national stands at leading regional exhibitions, as well as in-depth individual consultations on this promising and dynamic market. In cooperation with the Latvian Embassy in Korea, face-to-face networking events are also regularly organized, based on the interests of companies. Plūkt is one of the best examples of how persistence and physical presence in Korea can establish long-lasting and reliable business ties.
More about PLŪKT:
PLŪKT is a family business founded by mother and daughter Līga Lieplapa and Māra Lieplapa in 2017. PLŪKT's growth began with its first tea shop in Singapore, but currently the most significant export countries for the company's products are Denmark, South Korea, Japan, and the United States. The majority of sales come from retail channels such as grocery stores, HoReCa, and e-commerce.
Photo from personal archive, PLŪKT team visiting SHINSEGAE and Forest Outings retail outlets in Seoul, where the brand's products are distributed.
Translated with DeepL.com (free version)