Charmfre pioneers South Korea’s most advanced animal welfare practices through the nation’s only fully integrated chicken value chain, from farm to table.
Korea is striving to become one of the world’s leading culinary powerhouses. For nine consecutive years, Korean food exports have been growing, reaching USD 13 billion in 2024, and projections show that number will increase again in 2025. I’d like to hear your personal perspective. How do you see this growth continuing? How sustainable is the global expansion of Korean food?
In my view, for Korea, success is closely tied to exports. Without exports, there is very limited room for domestic industries to grow. This applies not only to the food sector but across virtually every industry in Korea. Therefore, export must be our continuous priority and I believe we have the potential to keep growing in that direction.
While ginseng, ramyun, and kimchi are widely popular thanks largely to the influence of K-culture and K-pop there remains a limitation in terms of product variety. Some new categories, like processed meat products and Korean fried chicken, are gaining traction, but challenges remain. How do you think Korea can overcome this narrow product range and elevate sectors like chicken into major global exports?
I believe there is enormous potential to expand. If we compare Korea with other countries, especially in the chicken industry, we can see that global markets are dominated by a few major franchises KFC being a prime example. However, Korea has a wide array of domestic chicken franchises, each offering unique flavors and product formats. If we focus on promoting these distinctive offerings like dakgangjeong, our sweet and crispy Korean-style fried chicken we can introduce a much broader variety of chicken products to global consumers.
In many countries, chicken is considered a staple protein a main course in meals. In contrast, in Korea, chicken is often consumed as a snack or special treat. That difference in consumption habits presents both a challenge and an opportunity. Our domestic market has already produced a rich variety of chicken-based products, and if we actively promote them abroad, I believe the category has significant potential to grow on the global stage.
Sous-Vide Chicken Breast
Korean food exports still heavily rely on neighboring countries nine out of the top ten destinations are within Asia. How do you think Korean food producers can diversify their export markets beyond Asia? How can they seize new opportunities globally?
That’s an important question, and frankly, we’re just at the beginning of that journey. At Charmfre, we’ve only recently begun preparing to export to markets like the U.S. We see K-culture’s global popularity as a gateway it’s already driving demand for familiar Korean foods like ramyun.
Chicken, however, is an interesting case. In Korea, we value a specific portioning when you order a whole chicken, you expect two wings and two legs. But in Western markets like the U.S. and Europe, the birds are much bigger and consumers focus on cuts like chicken breast, particularly for health and dietary reasons.
What’s interesting is that the average size of chicken breasts in Korea is actually more suitable for portion-controlled meals and specialized dishes. That’s something we can leverage. We believe this offers a clear market entry point not only are we producing high-quality chicken, but we also provide cuts that are well-suited for Western consumer preferences.
As you begin to export to the U.S. and Europe, what challenges are you currently facing in entering those markets?
At this stage, we’re still laying the groundwork, so we haven’t encountered significant obstacles just yet. However, we’re being proactive. For instance, we’ve already obtained the certifications for our processing systems that comply with EU and U.S. standards. This enables us to export products like samgyetang a traditional Korean ginseng chicken soup to both markets.
So far, our exports have focused mainly on Asia and have been achieved through partnerships with distributors like CJ and Pulmuone. Now, we’re expanding our scope and pushing into Europe and North America with our processed products.
Can you share a bit more about your decision to expand internationally? Charmfre is already successful in the Korean market what prompted this move beyond your home country?
The primary driver was Korea’s declining population. Fewer people inevitably means a shrinking domestic market. If we want to maintain sustainable growth, exporting is not just an option it’s a necessity.
Another factor is our cost structure. The feed we use in poultry farming is mostly imported, which increases our production costs. In fact, feed accounts for approximately 60% of the raw cost of producing chicken in Korea. That’s a significant figure, and it means that to remain competitive and profitable, we need to seek out larger, more scalable markets.
That’s a perfect segue into talking more about Charmfre itself. You have a vertically integrated model from farming and breeding to processing and distribution. How are you dealing with labor shortages in farming, particularly with Korea’s aging population?
We’ve implemented a number of strategies to address this. First, we participate in a government-supported system for recruiting foreign labor. Many of our workers come from multicultural backgrounds or hold F2 visas. The government actively assigns foreign workers to regions with declining populations like Buan, where our population is under 45,000 people. In such areas, it’s critical to secure labor from surrounding cities like Iksan, where we transport our workers daily.
That said, much of our farming and breeding operations are automated. Each facility can be managed by just one or two people thanks to advanced systems. We also collaborate with local universities to attract talent and increase awareness about opportunities in our region.
Earlier we visited your facility and were particularly impressed with your transparent, detailed explanation of each stage from animal welfare and farming to processing and logistics. You’re also the first company in Korea to earn animal welfare certification. Why is animal welfare such a core value at Charmfre? How do you communicate its importance to consumers who may be skeptical or unaware of what it really means?
That’s an excellent question. In Europe, animal welfare is strictly regulated and directly tied to food quality. While Korea hasn’t yet implemented the same level of enforcement particularly for meat products, though there is some progress for eggs we believe it’s only a matter of time.
From our perspective, animal welfare isn’t just about ethics it’s also about product quality. Lower-stress environments for animals result in better meat, both in taste and texture. Therefore, we not only adopted many EU systems but also imported equipment and facilities directly from Europe.
Now, to get certified for animal welfare, we need three separate certifications: one for the farm, one for the factory, and one for the transportation system. Only when all three areas are certified can we label our products accordingly. However, there’s a significant cost. For example, we provide premium feed and maintain lower stocking densities, which raise production costs. It’s a financial burden, but we’re committed to this path.
So in order to build trust with your consumers, would you say that animal welfare is more about technology and processes, or is it mainly about communication?
I would say communication is the key. In Korea, there’s a cultural gap when it comes to how people perceive animals. Many people care deeply about their pets or companion animals, but there’s less awareness or concern when it comes to livestock and farm animals. In contrast, in Europe, the concern for animal welfare extends naturally from pets to animals in the food system.
To bridge this gap, we’re actively working with universities, government bodies, and partners like Pulmuone to raise public awareness. If we can establish a clear scientific link showing that reduced stress in animals directly results in better meat quality I believe public attitudes will change much more rapidly. That’s why we’re pushing for more research and data to support what we already observe in practice.
And if Korea wanted to accelerate this transformation toward better animal welfare standards, would government regulation help?
If the government were to introduce stronger regulations or raise the standards for certification, it would accelerate adoption across the industry. Right now, progress is somewhat voluntary, but if the government leads the way as we see in countries like France it could make a substantial difference. Ultimately, higher standards will benefit everyone: producers, consumers, and the animals.
Let’s now shift our focus more directly to Charmfre. You were established in 2010. You’ve already told us that you are the first company in Korea to be certified for animal welfare, and you’re fully vertically integrated from farm to factory. Could you elaborate on what sets Charmfre apart from other companies in the poultry industry?
From the very beginning, we envisioned a company that would be different. We benchmarked leading poultry companies in Europe, and while they had many strengths, we noticed that their operational sites were much smaller than what we envisioned. So we designed our entire system from the ground up with modern infrastructure, advanced hygiene protocols, and animal welfare as a core principle.
Even before animal welfare was a recognized concept in Korea, we had already adopted the philosophy. We worked closely with the government to help shape the early legal framework for animal welfare in Korea. So from design to execution, Charmfre was built with a forward-looking mindset.
Your facility’s system of palletizing and maintaining cold chain standards was particularly impressive. Could you explain more about that?
We have established a system that prioritizes freshness and product quality above all else. One of the key points is the RTV (Robotic Transfer Vehicle) system. The previous logistics system involved transporting finished products to the warehouse using forklifts or external transport vehicles. Although brief, exposing fresh products to ambient temperatures posed a threat to their freshness and safety.
In contrast, Charmfre has transformed its internal logistics system by implementing the RTV (Robotic Transfer Vehicle) system. The RTV, installed at key production stages, operates on an automated rail system that transports goods exclusively indoors. Products remain protected from external exposure until shipment, maintaining freshness through controlled temperature management.
This meticulous attention to the logistics process is the distinctive competitive edge of our operations.
You also mentioned that your facility processes not just one type of poultry but four including duck. How does that affect your product offerings?
Our facility is designed to handle four different poultry breeds, including duck. This allows us to create a diverse product range and cater to different tastes and market demands. Flexibility in processing means we can innovate continuously and respond to evolving consumer trends more effectively.
Let’s talk more about your product portfolio. I understand you have three major categories: samgyetang, smoked chicken, and fried chicken. Could you tell us more about each, and which products you are most focused on right now?
Samgyetang remains our flagship offering it’s deeply rooted in Korean tradition. We’re proud to offer it as a convenient, ready-to-eat product abroad, and it plays a key role in introducing Korean food culture to new markets. We also have high hopes for our dakgangjeong (Korean sweet crispy chicken) and other snack-style products.
Since you’re working with retailers like Costco, will you be exporting a single hero product like samgyetang, or a full range of items?
We’re exporting both under our own brand and also through OEM and ODM partnerships. For example, we manufacture products for brands like CJ Bibigo and Pulmuone. Therefore, when collaborating with large retailers like Costco, we leverage our production capabilities to support other renowned Korean brands and anticipate expanding distribution under the Charmfre brand in the future.
You mentioned that samgyetang is the first product you’re bringing to the U.S. under your own brand. What is the core marketing message you want to convey through this product? Are you positioning it as a health-focused food, a premium Korean product, or something else entirely?
Initially, we’re targeting Korean-Americans and other members of the Korean diaspora in the U.S. Samgyetang already has a strong cultural association and is known for its health benefits, especially during the summer. That gives us a solid entry point.
Once we establish that base, we plan to expand our reach to mainstream American consumers. Korean cuisine is still relatively young compared to Western culinary traditions, but it’s growing rapidly in popularity. We believe samgyetang and similar products can become staples as interest in Korean food deepens. We’ve already received great feedback from international markets, and I’m confident our products especially our chicken snacks will appeal to a broad audience.
What kinds of snack products are you developing for international markets? Are there specific examples you’d like to highlight?
In Korea, chicken is often consumed as a snack, especially alongside beer. We believe this “chimaek” culture short for chicken and maekju (beer) can translate well abroad. In the U.S., for instance, buffalo wings are a common snack. We offer similar formats: boneless chicken, wings, and products like dakgangjeong.
We’re constantly experimenting with new flavors and formats to drive interest. Although still in its early stages, I am confident that these Korean-style snacks possess strong potential to be localized for American and European consumers.
Are you currently developing a distribution network for your snack products in the U.S., or are you still refining the products themselves?
At this stage, we’re still exploring the U.S. snack market. In Korea, most people don’t buy raw chicken at the supermarket and cook it at home instead, they order it for delivery. That’s the dominant model. But if we want to increase chicken consumption in Korea or abroad, we need to position it as a meal, not just a snack.
Take samgyetang, for instance it’s traditionally eaten in the summer, which makes it a seasonal product. To drive year-round sales, we need to present chicken dishes as convenient, healthy, everyday meals. That’s the shift we’re working toward.
That’s very interesting. Korean food culture often has a “second round” meals followed by drinks and snacks. Can you explain how that plays into your product strategy?
In Korea, the typical meal might start with rice or noodles. After that, people often move on to a second location sometimes called “round two” where they’ll eat snacks like chicken, usually accompanied by beer. This is a key part of social dining culture here.
Many popular chicken dishes in Korea, like soy garlic or spicy Cheongyang mayo chicken, were created specifically for this setting. These combinations are already beloved here, and we believe with the right storytelling and product presentation, they could resonate internationally as well.
As many of your first customers in the U.S. will likely be Korean-Americans, how do you explain concepts like “chimaek” to a wider audience unfamiliar with the culture?
It comes down to framing. Americans already enjoy chicken with beer just look at how popular buffalo wings are during sports games. We just need to explain the Korean version of that culture. For example, a “chicken night out” or “chicken and beer experience.” It’s about sharing and enjoying food socially, not just nutrition. We believe once people experience it, they’ll love it.
Looking ahead, how do you envision the next three to five years for Charmfre? Your company feels young and dynamic, despite being well-established. What’s your roadmap for future growth?
To put it simply growth is our only option. With Korea’s population declining, we don’t have the luxury of relying solely on the domestic market. That’s a reality we can’t ignore. We believe we can find new opportunities by constaintly innovate.
At Charmfre, we’re positioning ourselves for that future. We’re strengthening our export infrastructure, diversifying our product portfolio, and investing in branding and technology. In the next five years, we plan to become a globally recognized company not just as a supplier, but as a leader in premium Korean poultry products.
And finally, if you had to summarize Charmfre in one sentence for our global readers what’s the core identity of your company?
Just two words: Real Fresh.
For more information, please visit their website at http://www.charmfre.co.kr/ or explore their e-commerce platform at https://brand.naver.com/charmfre
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