A whole Jeju tangerine, wrapped in chocolate

Editor's noteThis story was reconstructed by Dananuri's editorial team from the public news reports and materials listed below. Text in quotation blocks is quoted from the original (translated where noted); Q&A answers summarize those reports. The MD Note reflects Dananuri's own view.

Tangerine chocolates are everywhere in Jeju's airport and souvenir shops. Tamnawon's are different: instead of tangerine flavoring, a whole dried Jeju tangerine is coated in chocolate.^[1]

They are made by Ilhae Co. in Jocheon, Jeju City.^[2] Founded in 2001, Ilhae helped turn Jeju tangerine juice into a brand when foreign drinks dominated the shelves, and it has supplied a large share of the concentrate used in Korean tangerine juice.^[1]

From concentrate plant to dessert brand

QWhy would an ingredient supplier build a consumer brand?

ATamnawonSupplying ingredients alone could not tell the full value of Jeju tangerines. Ilhae first launched Jeju Jewel Tangerine, whole fruit dried without additives, then coated it in chocolate to enter the premium dessert market.^[1]

QHow did overseas markets respond?

ATamnawonIlhae has exported concentrate to Mitsubishi Corp. in Japan since 2005 and shipped Jeju Jewel Tangerine to Costco in the US in 2014. It has received a USD 1 million export award and government commendations.^[1]

We will work so that Jeju tangerines are loved overseas too.
— Kim Young-hoon, CEO of Ilhae, interview with Food & Beverage News (translated)^[1]

Dried with the peel on, the fruit keeps both its tang and a chewy bite.

QWhat drove the growth?

ATamnawonLoans, sales-channel support and export consulting from the Korea Agro-Fisheries & Food Trade Corporation (aT) helped. Ilhae then increased R&D spending and moved into functional food ingredients and other farm-produce processing.^[1]

Filling the "Jeju corner" in duty-free

DANANURI MD NOTEJeju desserts tell shoppers at a glance where they come from. Tamnawon splits its core line into dark, white and dark-and-white 8-packs, and keeps things fresh with its yogurt, matcha and jewel-tangerine Pongdang series. Dananuri runs eight Tamnawon SKUs on Lotte and Shilla online duty free.

One look at a cross-section with the whole fruit inside is persuasive.
8-packs are easy to share at the office or with friends.
Even at Incheon, the word "Jeju" is a strong reason to buy.

With Dananuri, from Jeju to the airport duty-free

The road from a small Jeju dessert brand to duty-free is long: listing reviews, foreign-language labeling, bonded warehousing and shelf placement, each one new. Dananuri worked with Tamnawon to shape its core line and Pongdang series for duty-free, and walked every step from listing to sales together.

The Jeju plant that once made tangerine concentrate now offers 8 SKUs on Lotte and Shilla online duty free through Dananuri. A dessert once found only on the island became a gift for travelers from around the world — an opportunity made possible together with Dananuri.

Tamnawon · Ilhae Co.

In duty-free with Dananuri

Products Dananuri supplies to Lotte and Shilla online duty free. Tap a product for price comparison and store links.

All products from this brand (8) →