Dec 19, 2025
As November is right in the thick of velvetting, it is also a time of year when delegations from some of our major overseas partners visit to gain a better understanding of the farming practices and standards that go into producing New Zealand velvet. Notably, this year featured a strong influencer contingent for many of the delegations as storytelling to end consumers gains greater importance in market.
The month began with a visit by Kwangdong Pharmaceutical, the company that released the first Korean government-approved Health Functional Food (HFF) for prostate health and anti-fatigue in 2024. This was followed later in the month with visits by both Yuhan Care, another company investing into HFFs as the future for velvet use in Korea; and Hanpure, a significant Korean importer of New Zealand velvet, who have 9,000 traditional medicine clinics as customers.
From the China side, there was less of a focus on content capture and storytelling and more on relationship building and establishing the next steps for partnership. This saw Beijing Tongrentang and Dong’e E-jiao, big players in the traditional Chinese medicine (TCM) market, spend time in New Zealand during November. Both will likely play a key role in progressing velvet’s evolution into the healthy foods market segment and are well-situated to capitalise on the soft power potential of taking TCM abroad.
"As always, it was great to welcome some of our key partners to New Zealand and to get out them on farm and to other facilities,” says DINZ CEO Rhys Griffiths. “There is massive value in showing all the great work that happens throughout the supply chain and beyond, from on farm and grading to traceability and research. While this year has been somewhat challenging in the wholesale market, the relationships being built at the retail endand the conversations being had get me pretty excited for the future of New Zealand velvet.”
Clockwise from top left: Kwangdong Pharmaceutical at Haldon Station; DINZ CEO Rhys Griffiths and BSI senior scientist Stephen Haines talk with Yuhan Care CEO Son Jeongsu; influencers capture content at PGG Wrightson’s grading facilities; Hanpure at Edendale & Mount Possession Station.
This was a position reiterated by newly minted DINZ Markets Manager Terry Meikle, who found himself learning all about velvet, our markets and our partners on the road and in the thick of the delegation visits.
“South Korea continues to lead the way with high-value, premium velvet products and pharmaceutical companies investing heavily in human clinical trials to prove a range of health functional food claims,” Meikle says. “This is exciting news for the New Zealand deer industry. With each human clinical trial proof point, Korean efforts are opening New Zealand velvet to new segment of the consumer market. Over time, this could have global ramifications.”
Of the two visiting Korean pharmaceutical companies, Kwangdong is actively marketing the VelTrak traceability system in its advertising campaigns, while Yuhan Care has invested significantly in bringing high-profile actors and influencers to New Zealand to support its marketing efforts.
Meanwhile, Hanpure, a leading Korean company specialising in deer velvet and herbal medicine, invited two up-and-coming traditional Korean medicine doctors on their visit. Earlier this month, CEO Alex Chung (who was part of Hanpure’s November delegation) received one of the country's highest commercial honours - the Presidential Citation - recognising Hanpure's work in establishing quality competitiveness and a stable supply chain in the Korean traditional medicine industry.
From left: Beijing Tongrentang at Edendale & Mount Possession Station; Dong’e E-jiao at the Johnson family farm in North Canterbury.
“The size and scope of the prize in China is obviously far broader,” Meikle adds. “With clear signals that the younger generation is moving increasingly into the health space and a shift toward a culture of national pride among the general populace, the opportunities to partner strategically with large Chinese companies, such as Beijing Tongrentang and Dong’e E-jiao, offer immense potential for our industry. Similarly, there was a clear message of the significant opportunities in China if New Zealand can gain market access for blood and bone.”
These visits from both Korea and China offered great insights into areas ripe for deepening the respective partnerships. All delegations came away impressed by the quality assurance and animal welfare aspects of our supply chain. It will be critical to continue to lead the world in these areas – especially as velvet moves into a new and exciting evidence-based market.
New Zealand science and research will also continue to play a vital role. It was clear that New Zealand's ‘behind the farmgate’ research is highly valued. While Korean and Chinese companies know their customers best, we know our animals best. Our challenge is to design win-win research partnerships that allow New Zealand Inc. to capture optimal long-term value, including for those behind the farmgate.
A big thanks to all who hosted or engaged with the visiting delegations as these visits provided important insights into our industry and the great work our farmers do to produce top-quality velvet.
