[Asia Economy Reporter Jeon Jinyoung] Office worker Kwak Seunghyun (28) visited the strawberry buffet 'Salon de Strawberry with Bobby' held at Dongdaemun Marriott. Kwak said, "Since I can't travel abroad, I came here to lift my spirits," adding, "Although the price is burdensome for a single meal, I think it's okay to spend this much on myself who has been working hard."
Due to the revenge consumption psychology caused by COVID-19 and the winter strawberry season coinciding, the domestic hotel industry is competing to promote 'small luxury' strawberry buffets. According to the industry on the 2nd, this year's major hotel strawberry buffet prices have increased by up to 14% due to a decrease in strawberry harvest volume. Nevertheless, strawberry buffets are almost fully booked every week.
InterContinental Seoul COEX offers 'Strawberry Avenue' at 79,000 KRW per person. It is characterized by a business agreement with 'Duho,' a domestic smart farm agricultural corporation, to directly supply pesticide-free strawberries from farms. January sales increased more than threefold compared to the same period last year, and about 70% of reservations were completed by the second week of February.
Lotte Hotel Seoul's 'Must Be Strawberry' strawberry buffet is priced at 69,000 KRW and boasts strawberry desserts by pastry chef Na Seongju, a gold medalist at the IKA Culinary Olympics. The 'Strawberry Afternoon Tea Set,' which serves strawberry desserts on a three-tier dessert tray, is priced at 79,000 KRW.
JW Marriott Dongdaemun Square Seoul's 'Salon de Strawberry with Bobby' offers 24 types of desserts such as strawberry macarons and strawberry tiramisu, using Seolhyang strawberries from Nonsan, Chungnam as the main ingredient, priced at 9,000 KRW.
Yeouido Park Center, Seoul Marriott Executive Apartments is running 'Very Good Strawberry' until the 28th. In addition to strawberry desserts, guests can also enjoy lobster, premium tenderloin and lamb chops, and salmon. The price is 67,000 KRW per person.
Most hotels raised the price of strawberry buffets this year. This is because domestic strawberry prices increased by more than 70% compared to the average year due to poor crop conditions and increased exports overseas. However, the enthusiasm of the MZ generation seeking 'small luxury' is expected to remain strong. In the case of Lotte Hotel, the strawberry buffet operated targeting Valentine's Day on the 14th was already fully booked a month in advance, even at 85,000 KRW, which is 16,000 KRW more expensive than the regular strawberry buffet price.
An industry official said, "The consumption sentiment suppressed by COVID-19 has shifted to small luxury," adding, "The demand from young people, who are influenced not only by taste but also by design and atmosphere, is particularly high."
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