South Chungcheong Province's 'Cheongpungmyeongwol Gold' rice cements status as top national brand

South Chungcheong Province's rice brand Cheongpungmyeongwol Gold has once again defended its standing as the nation's leading rice brand, thanks to its differentiated brand value. The award marks 14 consecutive years of recognition since the brand's 2012 launch, when the province first introduced it to elevate the premium positioning of South Chungcheong rice and secure fair market prices.

The province said Thursday that Cheongpungmyeongwol Gold took the top prize in the regional specialty rice category at the 2026 Korea Consumer Trust Representative Brand Award, held at Novotel Ambassador Seoul Dongdaemun Hotel.

The win carries particular significance because it reflects not a short-term achievement but the sustained efforts of farmers and related institutions to consistently produce high-quality grain and maintain rigorous quality controls.

Cheongpungmyeongwol Gold uses only the premium-grade "Samgwang" single variety, grown exclusively through contract farming, as its source grain.

At the shipping stage, the product must meet quality standards of no more than 6.0 percent protein content and at least 94 percent whole-grain ratio — only rice that clears both thresholds reaches consumers. This approach consistently maintains uniform quality, reinforces the differentiated brand value unique to South Chungcheong rice, and continues to build consumer trust.

Going forward, the province plans to systematically develop city and county rice brands centered on Cheongpungmyeongwol Gold, while continuing to support high-quality grain production and quality management to strengthen the competitiveness of South Chungcheong rice.

"Fourteen consecutive wins are the result of the consistent efforts of farmers and related institutions who have upheld the quality of Cheongpungmyeongwol Gold," said Lee Seung-han, director of the province's agriculture and livestock bureau. "We will do our best to introduce Cheongpungmyeongwol Gold to more consumers and to enhance the quality and value of South Chungcheong rice."