Abstract

The aims of this study recognize the limitations of the domestic chocolate market compared to domestic and foreign chocolate market and investigate the strategies for activation of the domestic chocolate culture and development of new chocolate market throughout pointing out the various problems. We analyzed the trends for the food market and confectionery market, main market for chocolate, and also compared domestic and foreign cases for market of chocolate as food or non-food. We sought for solutions and implications for diversification of domestic chocolate market through prospects for the future. Domestic chocolate market is not enough to be competitive compared with overseas market, yet. However, we speculated that domestic chocolate market would gradually develop through fusion with herbal bio-industry as rapid economic development. Besides, we demonstrated a few ways which derive larger development through combination of chocolate market and herbal bio-industry. For these sakes, we suggest that at first, if paradigm which is considered oriental medicinal characters and back innovative and differentiated ideas should be present, the activation of markets of chocolate and herbal bio-industry as well as the diversities of market may be obtained.