In order that korean specialty products create purchasing powers and demands, they should secure superior competitiveness compared to others as regionally unique and exclusive products. However, it is somewhat questionable whether our specialty products have been well managed enough to being sufficiently competitive. Our national income per capita reached the level of U.S. $10,000 - and the national economy scale was ranked as the world`s 11th last year. Naturally, this national economic growth affects the consumers` taste in a upward way, seeking more elegant and high-grade gifts. The specialty products, in general, might have their own initial marketing value with their unique and exclusive features. Then, what makes the purchasing power move on? They shall be package and brand recognition of the products. Nowadays, the korean farmers` and fishermen`s income have been seriously affected by the considerable increase of import of cheap products from China and from south-east asian countries. The import value of the agricultural and fishery products from abroad exceeded 10 billion U.S. Dollars last year and it is expected to be increased every year. At this stage, all we have to do is to improve the image of our country`s specialty products and to make much more efforts to secure market competitiveness. To this effect, this Research studies the package problem of the specialty products and their desirable improvements based on the sample surveys of the performances of `MY HOMETOWN SPECIALTY PRODUTS MAIL ORDER` operated by the National Agricultural Co-operative Federation (NACF) and of the native products of Cheju Island having special feature as tourist resort and of the specialty products of Chunnam province having a variety of the products compared to other land provinces.