Kaesong Koryo Ginseng Liquor sales strategy continues to expand as North Korean officials seek foreign currency through legal exports. In mid-May, North Korean and Chinese company representatives met in Dandong to review performance. The meeting lasted one week and focused on product sales, distribution, and future targets. Specifically, three delegates from North Korea’s Pusong Trading Company joined three from a Guangdong-based Chinese distributor. Overall, Kaesong Koryo Ginseng Liquor sales strategy follows state pressure to raise revenue through licensed commerce.
To that end, the companies signed a three-year agreement in November 2024 to sell the liquor across China through official customs channels. Currently, retailers price the bottles between 160 and 230 yuan depending on grade and design. In response to feedback, North Korea upgraded the packaging and introduced differentiated product levels. Additionally, officials launched a marketing campaign to emphasise health benefits and heritage branding. As part of this campaign, advertising materials link the product to traditional ginseng-based remedies and historical diplomacy.
Moreover, the campaign draws on cultural symbolism, referencing a gift from Kim Il Sung to Mao Zedong. Promotional videos also compare the liquor to China’s luxury moutai, framing it as both healthy and premium. This approach aims to appeal to older consumers and middle-class buyers seeking traditional remedies. Accordingly, Pusong Trading Company distributed the material to shops in Dandong and neighbouring cities. Consequently, Kaesong Koryo Ginseng Liquor sales strategy increasingly focuses on storytelling and brand image.
At the same time, the Dandong meeting also explored sales to third countries, pending regulatory feasibility and diplomatic conditions. Furthermore, officials demanded measurable improvements before the Workers’ Party 80th anniversary celebrations on 10 October. Sources confirmed that a midterm report must demonstrate foreign currency gains and promotional success. In addition, the government continues to monitor export progress and encourages aggressive expansion through approved trading channels. Ultimately, Kaesong Koryo Ginseng Liquor sales strategy forms part of a larger effort to stabilise the economy.
Nevertheless, smuggled bottles also circulate in Chinese markets, usually priced slightly below official imports. These goods bypass customs and present challenges to pricing control and brand integrity. Still, official distributors insist their quality control justifies higher pricing. However, authorities have not commented on enforcement measures against illicit trade. Despite these complications, the broader export campaign persists with regulatory backing and renewed urgency.
