WINNERS GALLERY

The joint brand Goodtrae of Buyeo-gun, Chungcheongnam-do Province, has been awarded first place in the Joint Brand category at the “2025 16th Korea National Brand Awards (NYF K-NBA),” becoming the only local government in Korea to win the top honor for 14 consecutive years. The Korea National Brand Awards hosted by New York Festivals is one of the world’s top three international advertising festivals and selects winners based on direct consumer evaluations and the National Brand Competitiveness Index (NCI), assessing criteria such as brand awareness, representation, satisfaction, loyalty, and global competitiveness.

Goodtrae received consistently high scores across all evaluation categories, with particularly outstanding marks in brand power. The brand was launched in 2003, reflecting the aspirations of Buyeo residents. Based on the philosophy of “Good Products from Good Fields,” the joint brand usage is approved every two years by comprehensively evaluating agricultural and specialty products produced in Buyeo-gun, considering factors such as △farming experience, △quality control, △production facilities, △distribution, and △external credibility. To date, 754 business entities have been granted permission to use the Goodtrae brand.

To strengthen the capabilities of certified brand users, Goodtrae offers a range of support programs including △management training, △customized consulting, and △business performance analysis. It also assigns dedicated quality control personnel, conducts regular on-site farm inspections, and operates a consumer monitoring group to ensure consistent quality both online and offline. Among the 751 joint brands operated by local governments nationwide, Goodtrae is the only one to celebrate its 20th anniversary. To date, it has achieved cumulative sales of KRW 340.3 billion and holds the number one national ranking in six product categories. Refusing to rest on its laurels, Goodtrae continues to improve its systems and adapt to trends by △ strengthening the approval criteria for brand use, △ incorporating customer satisfaction into evaluations, and △ revising local regulations to foster premium branding.

Buyeo-gun Governor Park Jeong-hyun stated, “Our 14-year winning streak is thanks to both the dedicated Goodtrae farmers and the loyal consumers who trust the brand. We will continue to lead the way in joint branding with pride, ensuring strict quality control and innovative branding that touches and inspires everyone.”