Yeoju's Signature Sweet Potato Reborn as 'Royal King Yeoju Kkuma'

[Suwon Ilbo=Reporter Eom In-yong] Yeoju's signature agricultural product, the sweet potato, has been reborn as the new brand 'Royal King Yeoju Kkuma.'

The Yeoju Sweet Potato Research Institute (Chairman Lee Eun-kyu, Executive Director Shin Seung-ho) held the 'Royal King Yeoju Kkuma Brand Launch Ceremony' at the parking lot of Sejong Wang Agricultural Cooperative on the 16th, marking the beginning of a comprehensive initiative to restore the quality and reputation of Yeoju sweet potatoes.

The event was sponsored by related organizations including Yeoju City and Sejong Daewang Agricultural Cooperative, and was attended by prominent figures such as Mayor Lee Chung-woo of Yeoju, National Assembly Member Kim Seon-gyo, Han Seon-gyeong, Director of the Income and Grain Crops Research Institute at the National Institute of Crop Science under the Rural Development Administration, Gyeonggi Province Assemblyman Kim Gyu-chang, and Yeoju City Council Speaker Park Du-hyung, along with sweet potato farmers and residents.

■ First Renewal in 35 Years, Rebuilding Trust with 'Yeoju Kkuma'

Yeoju sweet potatoes have traditionally earned nationwide recognition for their superior taste and quality, but consumer trust has declined somewhat in recent years due to the distribution of some low-quality products and inconsistent packaging.

In response, the Yeoju Sweet Potato Research Institute, with support from Yeoju City, has comprehensively redesigned its brand image and packaging for the first time in 35 years, unveiling the new brand 'Royal King Yeoju Kkuma.'

The new brand embodies the identity of 'Yeoju, the city of King Sejong' and is being promoted with the goals of ▲standardizing quality ▲improving distribution structures ▲strengthening consumer-focused marketing.

Through this, the institute is strengthening the premium image of Yeoju sweet potatoes and seeking a comeback as 'trusted Yeoju-grown agricultural products.'

■ A Co-prosperity Brand Created Together by Farmers and Consumers

The launch ceremony began with celebratory performances by soprano Lee Hae-ryeon and the Arimori Fusion Ensemble, followed by the national ceremony, introduction of guests, and congratulatory remarks.

In his opening remarks, Chairman Lee Eun-kyu stated, "This brand launch will be an opportunity to restore the reputation of Yeoju sweet potatoes and revive the pride of local farmers," emphasizing, "We will develop it into a co-prosperity brand created together by farmers and citizens."

Executive Director Shin Seung-ho was appointed as the inaugural Yeoju Sweet Potato Quality Management Committee Chairman and pledged, "We will develop the Royal King Yeoju Kkuma brand beyond primary agriculture, advancing Yeoju sweet potatoes into high-value-added agriculture through premium positioning and differentiation strategies."

In his congratulatory remarks, Mayor Lee Chung-woo of Yeoju stated, "Yeoju sweet potatoes are a signature product representing Yeoju, and with the launch of this new brand, we hope they grow once again into premium agricultural products recognized by consumers nationwide," adding, "Yeoju City will actively support the expansion of sales channels and strengthening of brand competitiveness for local agricultural products."

■ Sejong Daewang Agricultural Cooperative Designated as First Official Retailer of 'Royal King Yeoju Kkuma'

At the event, the Sejong Daewang Agricultural Cooperative was designated as the first official retailer of 'Royal King Yeoju Kkuma' in a 'first retailer designation ceremony,' pledging to serve as a regional distribution hub.

Chairman Lee Myung-ho of Sejong Daewang Agricultural Cooperative stated, "Through cooperation with the agricultural cooperative, expanded sales through agricultural cooperative Hanaromart stores nationwide and online platforms are expected."

Additionally, a 'Yeoju Sweet Potato Quality Management Committee Appointment Ceremony' was held, where 18 committee members consisting of local farmers and experts received their appointment certificates.

The committee will manage all stages from production to sorting, packaging, and distribution, serving a key role in maintaining the quality of Yeoju sweet potatoes and enhancing the credibility of the regional brand.

■ The Starting Point for Agricultural Sustainability and Consumer Trust Recovery

The launch of 'Royal King Yeoju Kkuma' carries significant meaning beyond a simple brand launch, encompassing sustainable agricultural development in Yeoju and the realization of consumer-focused agricultural policies.

The Yeoju Sweet Potato Research Institute plans to establish an integrated brand management system going forward and lead increased farm income and regional economic revitalization through expanded youth farmer participation, strengthened online distribution networks, and activation of direct sales.

Following the event, a 'Rally for Reducing Agricultural Production Costs and Stabilizing Prices' was held, where agricultural organizations and citizens united in reaffirming the public value of agriculture and strengthening rural sustainability.

■ Yeoju Sweet Potato, Growing into a Premium Agricultural Product Representing Korea

Chairman Lee Eun-kyu said, "Yeoju is a city that produces Korea's finest rice and sweet potatoes, and 'Royal King Yeoju Kkuma' is the result of local agricultural pride and the sweat and dedication of farmers," adding, "With this launch, we will do our best to establish Yeoju sweet potatoes as a nationally recognized premium brand."

The Yeoju Sweet Potato Research Institute plans to continue cooperating with Yeoju City to create tangible results through quality improvement, stage-by-stage production support, and diversified marketing.

This launch ceremony is expected to serve as a milestone for Yeoju agriculture to take a leap forward, and the first step toward 'Royal King Yeoju Kkuma' growing into an agricultural product brand representing Korea.