Korea is the world’s 14th largest economy and in 2008, the country imported nearly $7 billion in U.S. agricultural products. Since only about 17% of the country’s land mass is arable, Korea has long relied on the rest of the world to meet about 70% of its total food and agricultural needs. The United States currently has a 29% share of the Korean market for imported agricultural products, and that share is expected to grow with the ratification of the Korea-U.S. Free Trade Agreement. Korean demand for U.S. products is driven largely by domestic consumer trends which are converging with those in the rest of the world’s developed countries. Increasing affluence, more women in the workforce, and a well-traveled younger generation with exposure to Western-style foods have led to major changes in the Korean lifestyle and diet and a rise in convenience stores, bulk retail outlets, and restaurant consumption. Korean consumers are becoming more health- and safety-conscious and continue to be sensitive to quality, nutritional value, branding, packaging, and shelf life when making purchases.