[K-People] Hadong County Mayor Ha Sung-cheol: Expanding to Global Markets

“From Hadong to the World”—Building a Global Distribution Network for Agricultural Products

Compact Attractive City Initiative: A Model for Local Government Innovation

“We are not merely exporting agricultural products—we are promoting the Hadong brand to the world. Our goal is to introduce the value of Hadong to global consumers.”

On March 9, Atlanta K met Ha Sung-cheol, the mayor of Hadong County, in Duluth, Georgia, home to Metro Atlanta’s largest Korean community. Mayor Ha is spearheading efforts to break into North and South American markets, establishing export partnerships in the U.S. and Mexico while implementing bold administrative reforms back home.

With Hadong green tea and strawberries leading the way, the county has signed agreements with major U.S. distributors, opening exclusive retail sections in Atlanta-based grocery chains Zion Market and Wooltarimall. At the same time, the Compact Attractive City initiative is redefining rural development, offering a sustainable model for regional revitalization.

As Hadong pushes forward with global market expansion and administrative innovation, Mayor Ha envisions transforming the county into a global hub for agriculture and tourism.

◇ Hadong: A Rural Farming Town Goes Global with Green Tea

Nestled in a warm climate with fertile soil, Hadong County is a quintessential agricultural region, where farming constitutes 70% of its economy. Since assuming office in 2022, Mayor Ha has been working tirelessly to transform Hadong from a traditional farming town into a globally competitive agricultural powerhouse.

“With government support for advanced farming technologies and a strategic push into international markets, Hadong’s agricultural exports surpassed $20 million last year,” he stated.

Fresh produce like strawberries is exported to Japan and Southeast Asia, while Hadong green tea is making waves in the U.S. and other premium markets.

As a “signature product” that defines Hadong’s brand identity, green tea plays a pivotal role in the county’s economic future. Its premium positioning, association with wellness, and versatility in the food and beverage industry give it a unique advantage.

“Hadong green tea is already being supplied in powdered form to Starbucks in the U.S., and we recently discussed an in-flight meal partnership with Aeromexico, one of Mexico’s leading airlines,” Mayor Ha explained.

One of the biggest accomplishments of his export delegation was the launch of Hadong Tea Room No. 1 in Mexico City, where consumers can experience authentic Hadong green tea culture firsthand.

“Latin America has a strong tea culture and numerous large-scale distribution companies. We’ve invited key players to visit Hadong, and they have responded enthusiastically,” he added.

Ha also emphasized Hadong’s long-term commitment to green tea research, with ongoing color enhancement and premiumization efforts to make its matcha products more competitive in the international market.

◇ From Agriculture to Wellness: Hadong’s Transition to a Healing Tourism Destination

Hadong is known as the birthplace of Korean tea cultivation, and every May, the county hosts the renowned Hadong Wild Tea Culture Festival.

This year’s festival, themed “Heavenly Hadong, Immersed in a Millennium of Tea Aroma,” will take place from May 2–5.

Designated as an Honorary Cultural Tourism Festival by the Korean government, the event attracts thousands of visitors, offering them a unique farm-to-table tea experience akin to a French winery tour.

“Visitors get to taste tea prepared by master artisans in the scenic backdrop of Hadong’s tea fields. We are working to elevate Hadong green tea beyond a niche product and establish it as a global wellness culture embraced by all age groups,” Mayor Ha explained.

Hadong is leveraging its geographical advantages—bordered by Jirisan Mountain, the Seomjin River, and the South Sea—to develop a world-class wellness and ecotourism destination.

“Our goal is to create a ‘Tea Healing Marine Complex’ that connects the natural flow from Jirisan to Seomjin River and into the ocean, transforming Hadong into a global healing tourism hub,” he said.

To bolster tourism, Ha is also focusing on developing ‘hot spots’ tailored to modern travel trends. Out of a targeted 50 unique destinations, 44 have already been established.

“The successful hosting of the World Tea Expo last year was just the beginning. We are now ramping up international promotional efforts to further position Hadong as a premier tourist destination,” he emphasized.

◇ Pioneering Local Government Innovation: The Compact Attractive City Initiative

Mayor Ha’s bold governance reforms have not gone unnoticed.

On February 25, he received the 2nd Local Government Innovation Award from the Korean Society for Local Autonomy, a prestigious honor recognizing exceptional policy innovation at the municipal level.

Hadong County was commended for its “Compact Attractive City” initiative, which redefines urban planning by consolidating essential services within a 15-minute walking radius.

“Unlike densely populated urban compact cities, Hadong’s model is a rural adaptation that prioritizes efficient spatial design while ensuring accessibility to education, healthcare, and public services,” Ha explained.

His expertise in economic development and urban planning, honed during his tenure as commissioner of the Busan-Jinhae Free Economic Zone, has played a critical role in implementing this vision.

Ha’s fiscal discipline has also delivered remarkable results.

“In just eight months, we eliminated $75 million in municipal debt, surprising even our own administration,” he said.

This achievement was not simply the result of budget cuts—Ha’s team also aggressively secured alternative revenue sources, increasing public funding through competitive grants and government project bids.

Despite a $75 million reduction in national subsidies, Hadong County managed to secure $105 million in government-backed projects, effectively offsetting its financial shortfall.

“Innovation is about more than just cutting costs. It’s about investing in the future with smart financial strategies and effective governance,” he emphasized.

◇ “Hadong’s Future Lies in Global Expansion”

Hadong County faces a demographic crisis, with population declining by over 2% annually.

To counteract this trend, Mayor Ha has revamped immigration and settlement policies, successfully attracting over 3,200 new residents in the past two years.

Through initiatives like:

▷ The nation’s first “Returning Residents Special Support Ordinance”
▷ Housing renovation subsidies (up to $9,000 per household)
▷ Training programs for new farmers
▷ Hadong has become one of the few rural areas in Korea experiencing a consistent population influx.

Still, Ha believes globalization is the key to Hadong’s long-term sustainability.

“Expanding the Hadong brand globally, with green tea as its foundation, will be the driving force of our future. By creating a vibrant and clean Compact Attractive City, we will ensure that Hadong becomes a place that the world recognizes and visits with excitement.”

Taking a sip of Hadong green tea in Atlanta, he reaffirmed his mission:

“From Hadong to the world—this is just the beginning.”

◇ Who is Mayor Ha Sung-cheol?

Born in 1964, Ha Sung-cheol holds a Bachelor’s degree in Public Administration from Pusan National University and a Master’s in Public Administration from Inje University.
Former roles include:
Deputy Mayor of Hadong County (2009)
Director of the Gyeongsangnam-do Assembly Secretariat (2015)
Commissioner of the Busan-Jinhae Free Economic Zone (2019)
Elected as the 45th Mayor of Hadong in July 2022, he has spearheaded economic revitalization and urban innovation, earning national recognition for his Compact Attractive City Initiative.