Korean-based citrus vertical foodtech company Gyulmedal has secured a pre-Series A investment from Strong Ventures.

Gyulmedal, a Jeju-based startup, distributes over 20 new citrus varieties from Korea’s Jeju Island, including tangerines. They produce and sell zero-sugar cold-pressed juices using unique varieties such as Winter Prince, Blood Orange, and Cara Cara. Additionally, they offer a range of lifestyle products themed around citrus and recently won a main award at the Red Dot Awards, one of the world’s top three design awards, becoming the first agricultural company to achieve this.

Gyulmedal’s unique brand concept involves recommending different types of tangerines based on individual tastes. Customers can choose juices tailored to their preferences by considering factors such as ‘citrus variety,’ ‘sweetness,’ ‘acidity,’ and ‘body.’

Gyulmedal distributes freshly squeezed juices online, ensuring they are sold within two months of production. Approaching 500,000 cumulative customers, Gyulmedal tested the F&B market this year and showcased various tangerine-based menu items at a pop-up store in Nonhyeon-dong in collaboration with Ottogi.

Notably, their pop-up store at Starfield Suwon in July attracted over 10,000 visitors in three weeks, solidifying their position as a leading Korean citrus brand. Although Gyulmedal is known for its diverse citrus juices, the pop-up featured new items like ‘organic tangerine ice cream’ and ‘citrus IPA beer,’ developed to appeal to young MZ consumers.

Gyulmedal plans to use the investment to focus on functional drink R&D, ingredient development, supply chain establishment, and talent acquisition. They also aim to accelerate the development of services for transparent distribution processes and digital transformation in the domestic agricultural market.

Deukhwan Shin, Principal Investment Officer at Strong Ventures, who led the investment, said, “Gyulmedal impressively establishes Jeju citrus as a brand rather than just a fruit. They effectively target the market through engaging pop-ups and fun content. We believe Gyulmedal’s expertise in citrus and exceptional marketing abilities will help them grow Jeju citrus into a global brand.”

Jay Hyun Yang, CEO of Gyulmedal, stated, “Jeju citrus is recognized overseas for its potential, featuring not only high quality but also a variety of types. Gyulmedal aims to elevate local unique drinks, similar to how coffee beans and wine grapes are specialized. We will swiftly develop products and respond to consumer demand to realize greater value according to various lifestyles.”