E.C. Lee / SIMTEA.com
The Root That Transcends 1,300 Years, Silla Ginseng (Nasam)
'Goryeo Insam' (Goryeo Ginseng) is firmly established as a world-class brand asset symbolizing the Korean Peninsula. However, behind this overwhelming reputation lies a deeper, older historical archetype: 'Nasam' (羅蔘) from the Unified Silla period. This report aims to substantiate, through historical records, artifacts, and modern connections, that the origin of the 'K-Ginseng' myth was not the Goryeo era, but was firmly established with internationally recognized quality and prestige as early as the 8th century during the Unified Silla period.
The core physical evidence for this analysis is the 8th-century Silla ginseng that has been preserved for over 1,300 years in the Shosoin Repository in Nara, Japan.1 This 'living proof' serves as the archaeological benchmark that proves the starting point of Korean ginseng history.
This report traces the history of Silla ginseng and analyzes its modern vitality, focusing on the following key questions: First, how did Silla's 'Nasam' become a premier diplomatic gift and strategic asset within 7th-8th century East Asian international relations? 2 Second, how did this legacy evolve into the unified national brand of 'Goryeo Insam,' and how was the 'Silla' archetype inherited in that process? 4 Finally, 1,300 years later, in what ways is this ancient legacy being revived within modern Korea's regional identity (Punggi Ginseng) 5 and global marketing strategies (The Shilla Duty Free)? 6
Part 1: The Reality of Silla Ginseng as Seen Through Historical Records and Artifacts
The existence of Silla ginseng is not a matter of mere folklore or speculation. It is a historical 'fact' clearly proven by the official histories of the time and by actual artifacts that have been preserved to this day. Part 1 verifies the reality of 8th-century Silla ginseng through the two pillars of documentary records and physical artifacts.
1: 'Nasam' in Historical Texts - A Key Asset of Diplomacy and Trade
That Silla recognized and utilized ginseng as a strategic national asset is clearly confirmed by records in the Samguk Sagi (History of the Three Kingdoms), the official history of the period.
Analysis of Historical Records: The Samguk Sagi
From an early stage, Silla used ginseng as a key tributary gift in its diplomatic relations with Tang China. There are records that Queen Seondeok of Silla sent ginseng as tribute to Emperor Taizong of Tang around 628 AD 8, and in 723 AD (22nd year of King Seongdeok), an envoy was sent to Tang China to present items including cow bezoar (Uhwang) and ginseng.2
Among these, the most specific and noteworthy record is from 734 AD (33rd year of King Seongdeok). At that time, Silla dispatched an envoy to Tang Emperor Xuanzong, presenting gold, silver, cloth, cow bezoar, and '200 geun (approx. 120kg) of ginseng'.2
Analysis of Strategic Value in the Records
This 734 AD record clearly shows the status of Silla ginseng. First is the fact that a massive quantity of 200 geun (approx. 120kg) of ginseng was included in the same list as precious metals like gold and silver, and strategic goods like horses and dogs.2 This proves that ginseng at the time transcended its simple value as a medicinal herb, functioning as a 'strategic trade good' that symbolized national wealth and authority, and effectively served as a store of value similar to 'currency'.
Second, securing 200 geun of natural wild ginseng as a one-time offering was nearly impossible with the technology of the time. This strongly suggests that Silla operated a systematic collection and management system for wild ginseng, centered around a specific region, namely the Sobaek Mountain (Sobaeksan) area.9 It was not the result of accidental foraging, but of organized production activities under national management. This is an important clue that directly connects to the later historical narrative of the Punggi region.
Ginseng produced in Silla at the time was called by its unique name, 'Nasam' 1, and was officially recognized as the 'finest of all medicinal herbs' in East Asian countries like China and Japan, to the extent that it was presented directly to their own emperors.1
2: The Oldest Extant Korean Ginseng - The Shosoin Silla Ginseng
The most powerful evidence proving the reality of Silla ginseng beyond documentary records is the actual ginseng artifact extant in the Shosoin, the imperial repository in Nara, Japan.
Artifact Analysis and Historical Significance
This artifact is an actual 1,300-year-old Silla ginseng, harvested in Unified Silla around the 8th century (c. 700s AD) and exported (or presented as a diplomatic gift) to Japan.1 The historical value of this artifact is absolute. The oldest ginseng artifact discovered within Korea is a 12th-century Goryeo ginseng (from the relics found inside the Wooden Seated Avalokiteshvara Bodhisattva of Gwaneumsa Temple).1 This makes the Shosoin Silla ginseng a 'time capsule' that predates it by a remarkable 400 years.
This is the decisive moment where the documentary records of the Samguk Sagi are proven by a physical archaeological specimen, and it serves as the 'benchmark' that definitively sets the verifiable date of Korean ginseng history to the 8th century.
What the Shosoin Ginseng Proves
The Shosoin artifact is a key that unlocks the origin of the 'Goryeo Insam' brand. This artifact proves that the world-renowned 'Goryeo Insam' brand was by no means born in a vacuum. Rather, it demonstrates that it was the result of inheriting the outstanding quality and reputation of 'Nasam,' which was already internationally established in the 8th-century Unified Silla period, and furthermore, 're-branding' this prestige on a national scale.1
Moreover, the very fact that the ginseng has been preserved in nearly its original form for 1,300 years 1 attests to the highly developed medical and medicinal processing skills of the Silla people. It shows that Silla possessed an outstanding level of technology not only in harvesting ginseng but also in drying and processing techniques for its long-term preservation.1
(Table 1) Key Historical Records Timeline Related to Silla Ginseng
Description: This table supplements the content of Part 1, Chapter 1, visually organizing the documentary records of Silla ginseng to enhance the report's credibility.
*(The records mentioned in 1 may require cross-verification and original text confirmation.)
Part 2: From 'Silla' to 'Goryeo' - The Evolution and Integration of a National Brand
The historical prestige achieved by 'Nasam' did not disappear. Instead, it was integrated and evolved into an even more powerful, unified national brand under the name of the unified dynasty, 'Goryeo'. Part 2 analyzes the historical background and the continuity of brand strategy, exploring how 'Nasam' was absorbed into the greater brand of 'Goryeo Insam'.
3: The Birth of the 'Goryeo Insam' Brand and the Absorption of the Silla Legacy
During the Three Kingdoms period, the names for ginseng were differentiated by their region of origin. As early as a late Han Dynasty Chinese text, a poem by a Goguryeo person praising ginseng was included 3, and historical records show a mix of regional names like 'Goguryeo-sam' (Goguryeo ginseng), 'Baekje-sam' (Baekje ginseng, recorded as sent by King Muryeong of Baekje as tribute to the Liang dynasty in 513 AD) 3, and 'Silla-sam (Nasam)'.4
Following the founding of Goryeo, the name for the highest quality ginseng produced on the Korean Peninsula gradually began to be referred to by the single name 'Goryeo Insam'.4 This shows that the Goryeo dynasty successfully inherited the legacy of Unified Silla (the prestige of its ginseng) and integrated it into the new national brand of 'Goryeo'. This name, 'Goryeo', became the representative brand of the Korean Peninsula, which became known to the West as 'Korea'.
The success of this branding strategy is paradoxically proven by the time of the Joseon Dynasty. Even after the Joseon Dynasty was established, foreign markets in China and Japan continued to call ginseng from Joseon 'Goryeo Insam'.4 This signifies that the 'Goryeo' brand had already been firmly established in the international market as a 'guarantee of quality' (Brand Equity) for the highest grade of ginseng from the Korean Peninsula.4
The historical root and core quality basis for this massive 'Goryeo Insam' brand was Silla's 'Nasam'. The legacy of 'Nasam' was successfully absorbed and integrated into the larger categorical national brand of 'Goryeo Insam'.
However, this successful brand integration process had the effect of obscuring the historical archetype 'Silla' behind the name 'Goryeo'. This is an important clue that explains why the modern 'Punggi' region, discussed in Part 3, emphasizes its 1500-year history tied to 'Silla' rather than 'Goryeo'.
Part 3: The Silla Legacy Revived - Inheritance and Application in the Modern Era
The 'Nasam' of the past transcends 1,300 years of time and space, 'connecting' and 'being applied' in concrete forms within the 21st-century modern Korean regional economy, cultural heritage, and global marketing strategies. Part 3 provides an in-depth analysis of three specific examples of these modern connections.
4: Inheritance of the Historical Origin - The Link Between Punggi Ginseng and Silla
The most noteworthy connection appears in the 'Punggi' area of Yeongju, Gyeongsangbuk-do, which was the historical territory of Silla and the main production area for wild ginseng.
Establishing the '1500-Year Narrative' of Punggi Ginseng
The Punggi region of Yeongju refers to its ginseng as '1500-year ginseng' 5, tracing its historical legitimacy back to the Silla period. This narrative is built on two powerful historical links:
Geographical and Historical Connection (The Original 'Terroir'): The first link is the 'land' (Terroir). The Punggi region is located at the foot of Sobaek Mountain 10, which is identified in the Samguk Sagi as the origin (sanche) of the 200 geun of ginseng presented as tribute in 734 AD.2
The Beginning of Cultivation (Inheritance of the Legacy): The second link is the 'origin of cultivated ginseng'. In 1541, Ju Se-bung, the governor of Punggi county, collected the seeds of 'natural wild ginseng' (the legacy of Silla's 'Nasam') from this very Sobaek Mountain and began artificial cultivation (gasam, or 'home ginseng').5
Modern Application of the Silla Narrative
The strategy of Punggi ginseng is to link two different histories—'the finest natural wild ginseng of the Silla period' and 'the first cultivated ginseng of the Joseon period'—by tying them together through the same 'land' of Sobaek Mountain. In other words, a powerful logical connection of quality is completed: 'Because it is grown in that very land 10 and climate (average of 7+ hours of sunlight, 11.9°C daily temperature range) 5 where the best wild ginseng of the Silla period grew, modern Punggi ginseng (cultivated) also has a high saponin content and dense, firm tissue.5'
The reason Punggi summons 'Silla' instead of 'Goryeo' is that while 'Goryeo Insam' is a broad brand covering the entire Korean Peninsula, 'Silla Insam (Nasam)'—through the 734 AD record 2—is a more specific and older 'proof of origin' that is directly linked to the specific region of 'Sobaek Mountain'.
Based on this 'Silla' narrative, Yeongju City is actively targeting metropolitan consumers by participating in festivals in Gyeongju (the ancient Silla capital) 12 and developing marketing tailored to modern consumer trends (such as convenient, easy-to-consume products like jellies and candies).12
5: Establishing Cultural Identity - 'Ginseng Cultivation and Medicinal Culture' as National Intangible Cultural Heritage
The modern connection of Silla ginseng is found not only in industry but also in the realm of cultural identity. Around 2020, 'Ginseng Cultivation and Medicinal Culture' was announced as a candidate for National Intangible Cultural Heritage status.3
The core of this cultural heritage designation does not lie merely in the preservation of farming techniques. Of course, it includes traditional knowledge such as gaegap (seed stratification), haegarim (sun-shading) farming methods, and the use of the yundo (geomantic compass) to align rows.3 But its essence is the recognition of 'the socio-cultural sentiment and symbolism of the Korean people' itself as a heritage—the view of ginseng as a 'beneficial and precious medicinal herb' and a symbol of health and longevity.3 It is the state's official recognition of the way the academic name for ginseng, 'Panax' (panacea, or "all-healing") 14, has been embodied in Korean culture for thousands of years.
This intangible cultural heritage designation formalizes that the actions of 8th-century Silla people, who prized 'Nasam' as a prime medicinal herb 1 and a top diplomatic gift 2, have continued through Ju Se-bung's 1541 cultivation attempt 5, right into the lives of modern Koreans 3 as an 'unbroken cultural DNA'.
If the Shosoin ginseng is the 'tangible heritage' (artifact), this designation establishes the 'intangible heritage' (culture). It shows that the modern connection of Silla ginseng is not merely the inheritance of an 'old object', but the inheritance of an 'old spirit and way of life'.
6: A Symbolic Reunion - The Modern Encounter of 'Silla' and 'Ginseng'
The most intuitive and powerful example of Silla ginseng's modern connection appears in the global commercial sector: the strategic Memorandum of Understanding (MOU) signed between KGC (CheongKwanJang) and Hotel Shilla (The Shilla Duty Free).6
Details and Background of the Strategic Alliance
The two companies signed an MOU for joint product planning, tailored marketing for domestic and foreign customers, and development of new overseas distribution channels.6 In particular, they plan to strengthen marketing targeting the 2030 generation, aligning with the 'Healthy Pleasure' trend that emphasizes 'delicious and enjoyable health management'.15
What gives this alliance special meaning is the status of its partner, 'The Shilla Duty Free'. The Shilla Duty Free is the only duty-free operator in the world present in all three major Asian hub airports (Incheon, Singapore, and Hong Kong).6
A Symbolic Reunion After 1,300 Years and Its Significance
This agreement transcends a simple corporate partnership; it is a symbolic event where Korea's representative 'product (ginseng)' has reunited with the most historical and authoritative 'name (Silla)' after 1,300 years.
A modern parallel is discovered here, one that aligns precisely with Silla's 734 AD diplomatic strategy:
Past (734 AD): Silla dispatched envoys to Tang China (the global center of the time) to present 'Nasam', elevating national prestige.2
Present (2024): 'CheongKwanJang' (the modern Nasam) jointly markets its products to global tourists (modern global consumers) through 'The Shilla Duty Free' (the modern global gateway).6
If the 'Nasam' of the past was a symbol of 'Diplomacy' between nations, the 'red ginseng' of the present, through the 'Silla' brand, has been perfectly transformed into a symbol of global 'Commerce'. This is the clearest and most powerful example of Silla ginseng's 'modern connection'.
Silla Ginseng, Beyond a Relic of the Past to an Asset for the Future
Silla ginseng, or 'Nasam', is not a forgotten relic overshadowed by the fame of 'Goryeo Insam'. It is the clear 'origin' of the K-Ginseng brand, proven by the 1,300-year-old Shosoin artifact 1 and clear records in the Samguk Sagi.2
This historical legacy was inherited and developed into the powerful national brand of 'Goryeo Insam', and has transcended 1,300 years to be revived in modern Korean society in multifaceted forms, acting as a powerful engine.
The modern connections analyzed in this report are summarized as follows:
Regional Economy (Punggi Ginseng): The 'Silla' narrative has been revived as Punggi Ginseng's '1500-year terroir' story 5, functioning as a key historical asset that guarantees the quality of this regional specialty.
Cultural Heritage (National Intangible Cultural Heritage): The Silla value system that regarded ginseng as the 'finest medicine' has been formalized as the 'Ginseng Cultivation and Medicinal Culture' National Intangible Cultural Heritage 3, establishing it as part of the Korean cultural identity.
Global Commerce (The Shilla Duty Free-CheongKwanJang): The 8th-century encounter between 'Silla' and 'ginseng', once a symbol of diplomacy, has been recreated in the form of the 'Shilla Duty Free-CheongKwanJang' strategic alliance 6, becoming a symbolic and commercial asset driving the global expansion of K-Ginseng.
The Silla Narrative is more than just a historical fact; it is core content that deepens modern Korea's cultural identity and enriches its industrial assets. Re-recognizing and utilizing the value of this 'root' that transcends 1,300 years will be a key strategy for enhancing the future value of K-Ginseng.
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