Rinda AI is a B2B sales automation platform that uses artificial intelligence to automatically discover global buyers and create customized sales strategies and emails.

What companies should use Rinda?

Rinda helps all companies looking to expand into international markets. It's especially suited for companies struggling to find overseas buyers, looking for effective international sales methods, or wanting to improve sales team efficiency.

How do you find buyers?

Based on your products, services, and target market information, our AI searches global company databases to find the most suitable buyers. We analyze various public information including LinkedIn, company websites, and news articles to recommend buyers likely to be interested in your products.

How easy is Rinda to set up?

Very simple. After registration, just enter your company and product information to start using it. No complex technical knowledge or setup required. Our onboarding team will help you from start to finish if needed. Most customers receive their first buyer recommendations within 1-2 days.

How is data security managed?

Rinda prioritizes customer data security. All data is protected with bank-grade encryption and complies with international security standards. Your important business information and customer data are thoroughly protected and not shared with third parties. We also comply with global privacy laws including GDPR and CCPA.

How long does China health supplement registration (Blue Cap) take and what are the costs?

China health supplement (保健食品) registration is applied to SAMR (State Administration for Market Regulation), and products already approved domestically must go through a separate China registration procedure. The registration period typically takes 18–36 months, and can be longer if there are documentation deficiencies or additional information requests. Costs including document preparation, local agent fees, toxicity testing, etc., can total 30 million to over 100 million KRW, requiring sufficient advance budget planning for small and medium enterprises. It is common to cooperate with a local agent (Agent) or importer before registration, and using KHIDI's China market entry support program can reduce costs and time. Recently, limited sales through China's Cross-Border E-Commerce (CBEC) channel are possible without formal registration, which can be used as a means of initial market testing.

What notification procedures are needed when exporting health supplements to the US FDA?

To export health supplements (Dietary Supplements) to the US, Prior Notice and Facility Registration are mandatory under FDA DSHEA (Dietary Supplement Health and Education Act). Manufacturing facilities must be registered with FDA every two years, and Structure/Function Claims used for each product must be filed with FDA within 30 days of sale. Labels must include a Supplement Facts Panel, manufacturer information, and disclaimer (warning statement), and disease claims are absolutely prohibited. Additionally obtaining NSF International or USP third-party quality certifications greatly increases trust with US buyers and consumers, with acquisition costs of approximately 5–20 million KRW per product. FDA regulation violations can result in customs rejection or recall measures, so using specialized US regulatory consultants is strongly recommended.

Can small companies also export health supplements?

Yes, small companies can sufficiently export, and using various government support programs can lower initial entry barriers. The aT Export Support Center provides overseas certification cost support, local distribution network connections, and global online platform entry support services for small food companies. Through the Ministry of SMEs and Startups' 'export voucher' program, up to 70% of export preparation costs including marketing, consulting, and translation can be supported. Initially, confirming market reactions through small-scale test sales on global e-commerce platforms such as Amazon and iHerb, then expanding to B2B buyer negotiations when stable demand is confirmed, is an effective step-by-step strategy. Active use of industry networks through the KHSA's export support committee is also recommended.

How should export labels for health supplements be prepared?

Export labels must be separately prepared in accordance with the language and regulations of the destination country, with local language labeling mandatory in most countries. Common required label information includes product name, functional content (approved expressions only), ingredient names and content, intake method and amount, precautions, expiration date, storage method, origin (MADE IN KOREA), and manufacturer information. For China exports, Chinese labels must be attached along with the mandatory health food mark (angel wings mark), and for US exports, the Supplement Facts panel format must accurately comply with FDA regulations. Sticker labels can be used to reduce label localization costs, but covering original labels is not allowed in some countries, so advance confirmation is needed. Label regulatory compliance must be confirmed through professional translation agencies and local regulatory expert review.

Are there special considerations when exporting red ginseng products?

Red ginseng is Korea's representative export health supplement, but it requires advance confirmation as ingredient approval status and permitted scope of functional labeling differ by country. In China, red ginseng may be classified as a medicinal ingredient, meaning health food or pharmaceutical registration requirements may be applied more strictly, and ginsenoside content standards must be met. In the US, red ginseng can be sold as a dietary supplement, but health efficacy expressions such as 'immune enhancement' and 'fatigue recovery' must comply with FDA standards, and disease treatment effect expressions are absolutely prohibited. In Japan, red ginseng can be used as a general food ingredient, but FFC notification procedures must be followed to make functional claims. Positioning premium products using the '6-year Korean red ginseng' origin storytelling is advantageous when exporting with proprietary brands, or cooperating with global distribution networks of major red ginseng manufacturers such as Korea Ginseng Corporation (KGC).

What government support can be received when exporting health supplements?

The Korean government operates various support programs for health supplement export companies. aT (Korea Agro-Fisheries & Food Trade Corporation) provides overseas distribution network development support, export consultation participation support, global e-commerce entry support, and overseas certification cost support (up to 20 million KRW) programs. KOTRA provides local market research, buyer sourcing, export consultation coordination, and overseas trade show Korea Pavilion operation services through overseas trade centers. The Ministry of SMEs and Startups' export voucher project supports export preparation costs including marketing, consulting, legal services, and logistics up to 10 million to 200 million KRW for export beginner companies. KHIDI (Korea Health Industry Development Institute) provides specialized services including overseas market research, regulatory consulting, and overseas clinical support for bio-health export companies, so active utilization is recommended.

Export Guide by Industry

How do I export health supplements?

Korea's health supplement industry is attracting global attention for its high quality and innovative products. Products leading the K-Wellness trend including red ginseng, probiotics, and vitamins show strong competitiveness in the global market, and the strict quality standards of the Ministry of Food and Drug Safety (MFDS) provide trust to overseas buyers.

common.keySummary

The global health supplement market was approximately $410 billion in 2023, recording annual growth of 8.9% and projected to reach $630 billion by 2028. Korea's health supplement exports reached approximately $320 million in 2023, a 12% increase from the previous year. Major export countries are China (38%), US (22%), Japan (14%), and Southeast Asia (12%), in that order, with red ginseng products accounting for approximately 35% of total exports. Exports of functional ingredient products such as probiotics, collagen, and lutein are rapidly increasing along with the K-Wellness wave. In particular, following COVID-19, the global demand for immune function-related products continues to expand, creating a favorable market environment for Korean companies.

Market Overview

Major Export Markets and Country-Specific Regulations

The Chinese market is the largest export destination for Korean health supplements, with 'Blue Cap (health food)' registration from SAMR (State Administration for Market Regulation) being mandatory. Registration procedures typically take 18–36 months, and applications through local subsidiaries or official agents are required. The US market is managed under FDA's DSHEA (Dietary Supplement Health and Education Act) regulations, requiring manufacturing facility registration and Structure/Function Claims filing before market entry. In Japan, premium positioning is possible through the FFC (Foods with Functional Claims) system or FOSHU (Foods for Specified Health Uses) certification, and in Southeast Asia, authorizations from individual country agencies such as Singapore HSA, Thailand FDA, and Malaysia NPRA must each be obtained separately.

Essential Certifications and Regulatory Requirements

MFDS Health Supplement GMP (Good Manufacturing Practice) certification is the basic condition required by most overseas buyers. When exporting to the US, additionally obtaining NSF International or USP certification greatly improves credibility, with acquisition costs of approximately 5–20 million KRW per product and a period of 3–6 months. HALAL certification for entering Islamic markets can be obtained through the Korea Muslim Federation (KMF) or internationally recognized bodies, and is essential for entry into Malaysia, Indonesia, and Middle Eastern markets. For the European market, Novel Food regulations and each country's Food Supplement Directive must be complied with, and use of unpermitted health claims must be avoided. For China exports, in addition to SAMR registration, Chinese labeling and health food mark (angel wings mark) attachment are mandatory on labels.

Export Procedures and Customs Clearance Practice

Health supplements fall under HS Code Chapter 21 (prepared foodstuffs), classified as 2106.10 (protein concentrates) and 2106.90 (other prepared foodstuffs) depending on specific products. Exports proceed through customs declaration via the Korea Customs Law Association or authorized customs agents, with required documents including Commercial Invoice, Packing List, Certificate of Origin (C/O), Sanitary Certificate, and Certificate of Analysis (COA). For US exports, FDA Prior Notice advance notification is mandatory, and for China, prior GACC (General Administration of Customs) exporter registration is required. Product expiration dates, storage conditions, and label information should be reviewed in advance to comply with destination country regulations, and using aT's (Korea Agro-Fisheries & Food Trade Corporation) export support programs actively reduces administrative burdens.

Buyer Sourcing Strategy

Overseas wholesale buyers and distributors can be sourced through global B2B platforms Alibaba, Global Sources, and Kompass, and preparing professional product catalogs including product samples and GMP certificates is important. Utilizing KOTRA's overseas trade center network (129 trade centers in 84 countries) allows free or low-cost use of local market information and buyer matching services. A D2C strategy of directly entering global e-commerce platforms such as Amazon, iHerb, and Qoo10 is also effective for securing brand recognition and diversifying sales. Building partnerships with local natural health food specialty distributors or pharmacy chains is advantageous for long-term market establishment, and for this, thorough advance investigation of distribution networks, financial status, and industry reputation of potential local partners is required.

Pricing Strategy and Payment Terms

When setting export prices for health supplements, appropriate supply prices must be calculated by working backward from the cost (manufacturing, certification, logistics) plus local distribution margins (typically wholesale 30–50%, retail 50–100%). Initial transactions should use letter of credit (L/C) or T/T (telegraphic transfer) prepayment for safety, and after trade relationships have matured, more flexible negotiation toward D/P (Documents against Payment) or O/A (Open Account) conditions is possible. To reduce exchange rate risk, active consideration of Korea Trade Insurance Corporation (K-SURE) export insurance enrollment and currency hedging products is recommended. In premium markets (US, Japan, Europe), a high-value strategy focusing on quality and certification rather than price is more effective long-term, and in emerging markets (Southeast Asia, Middle East), providing localized package sizes improves purchase conversion rates.

Marketing and Global Branding

'K-Wellness' branding linked to the K-Beauty and K-Food wave is the most powerful marketing asset for Korean health supplements. Digital marketing through collaborations with local influencers and healthcare YouTubers shows particularly high effectiveness in US and Southeast Asian markets. Content marketing emphasizing product differentiation through storytelling of Korea's unique functional ingredients such as red ginseng and fermentation in English and local languages is important. Building a complex digital marketing system combining Amazon Sponsored advertising, Facebook/Instagram targeted advertising, and local portal (China Baidu, Japan Yahoo Japan) advertising can effectively improve both brand recognition and direct sales.

Logistics and Packaging Strategy

Health supplements are often sensitive to temperature and humidity, so air transport (small-quantity, high-value products) or refrigerated sea containers (large-quantity, low-temperature storage products) should be selected as the appropriate transport method. Packaging must comply with destination country language labeling requirements, clearly listing ingredient names, content, intake method, precautions, expiration dates, and origin (MADE IN KOREA). For US and European exports, child-resistant packaging is required for some products, and use of eco-friendly packaging materials appeals positively to European buyers with high ESG awareness. Using logistics partner connection services through aT export support centers and KOTRA greatly reduces initial logistics costs and risks.

Key Trade Shows and Networking

Participating in global health food trade shows is one of the most effective methods for buyer sourcing and grasping market trends. KOTRA and the Korea Health Functional Food Association (KHSA) provide participation fee support and interpreter services through operating Korea Pavilions at major international trade shows annually. Before trade show participation, buyer pre-meeting schedules must be arranged, and sufficient English product catalogs, samples, and certification copies must be prepared. Online trade shows and KOTRA video consultation sessions are also recommended as practical alternatives for sourcing buyers without local visits.

Buyer Types

Specialty Health Food Distributors

Health food specialty distribution chains such as GNC and Vitamin Shoppe (US) and Holland & Barrett (Europe) prefer suppliers with verified GMP certifications and stable supply capabilities. For transactions with these parties, product quality certificates, third-party inspection test reports (COA), and securing at least 6 months of remaining shelf life are essential.

Online E-commerce Platform Sellers

Sellers on online platforms such as Amazon, iHerb, JD.com, and Tmall Global tend to seek competitively priced and exclusive products. Amazon Brand Registry registration and establishing official sales policies by platform must precede this for brand protection.

Pharmacy and Drugstore Chains

Pharmacy chains such as Matsumoto Kiyoshi (Japan), Chemist Warehouse (Australia), and Guardian (Southeast Asia) prefer functional products with proven safety and efficacy, and while the entry barrier is high, they become stable large-volume purchasers. When entering this channel, preparing product recommendation materials from local pharmacists or medical professionals and clinical trial data is advantageous in negotiations.

Natural Food and Organic Specialty Stores

Premium natural food specialty stores such as Whole Foods Market (US) and BIO Company (Europe) have high preferences for organic, vegan, and clean-label products and strong consumer loyalty. In this channel, rather than price, raw material transparency and sustainability certifications (organic, non-GMO, etc.) are the key factors in listing decisions.

Home Shopping and TV Commerce Buyers

TV home shopping channels such as China CCTV Shopping, QVC Japan, and HSN (US) are effective sales channels for health supplements with strong storytelling, enabling large-quantity short-term sales. For home shopping market entry, clear functional efficacy proof materials and developing product formats that can be demonstrated during live broadcasts are important.

Essential Certifications

fda-registrationhaccp-certificationgmp

Key Trade Shows

Trade Show Name	Location	Date / Period
Vitafoods Europe	Geneva, Switzerland	May (annual)
SupplySide West	Las Vegas, US	October (annual)
Natural Products Expo West	Anaheim, US	March (annual)
HiKorea (Health Functional Food & Health Food Expo)	COEX, Seoul, Korea	September (annual)

Frequently Asked Questions

A. First, the regulatory requirements of the destination country must be identified, and MFDS Health Supplement GMP certification must be obtained. GMP certification is the credential required as a basic requirement by most overseas buyers and import authorities, and takes approximately 3–6 months from review application to completion. Simultaneously, an export document package including English product specifications, Certificate of Analysis (COA), and safety data should be prepared, and labels must be localized according to destination country labeling regulations. It is recommended to obtain initial direction setting assistance through aT's export consulting services and KOTRA overseas trade center consultations.

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AI analyzes the characteristics of the Health Supplements industry and recommends the best overseas buyers for you. Also available through export vouchers.

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