Geobando Donut Peach and Geumhyang Melon
Unique Appearance and High Sugar Content Fruits
Capturing the Taste of the MZ Generation
'Win-Win' Through Collaboration with Farmers
[Asia Economy Reporter Jeon Jin-young] Targeting the unique tastes of the MZ generation (Millennials + Generation Z), who even eat fruit differently, the distribution industry is actively embracing exotic fruits. Exotic fruits with unique appearances and high sweetness levels are gaining word-of-mouth popularity on social media platforms (SNS), delivering significant marketing effects.
According to the industry on the 21st, Lotte Department Store is selling the ‘Geobando Donut Peach,’ which Sun Wukong ate in Journey to the West, and the Mudeungsan Watermelon, which was presented to the king, at its Gangnam branch. The peach has a strong fragrance and abundant juice, making it popular, while the Mudeungsan Watermelon is known as the ‘Golden Watermelon,’ with only about 2,000 units produced annually, gaining word-of-mouth fame. Currently, the peaches are out of stock, and the watermelons are expected to arrive in early August.
Shinsegae Department Store has imported Ruby Roman, the world’s most expensive grape with a diameter exceeding 3 cm per berry, and Jewel Muscat, a second-generation variety of Shine Muscat, since last summer. Both sold out within a week of arrival, and Shinsegae Department Store plans to offer these varieties as gift sets for the upcoming Chuseok holiday. Hyundai Department Store introduced a new melon variety called ‘Geumhyang Melon’ last month and sold out all prepared stock. Geumhyang Melon is a new hybrid of melon and oriental melon, with a higher sweetness level compared to regular melons.
Not only department store food halls but also the supermarket industry is keeping pace with the exotic fruit craze. Lotte Mart began developing over 10 new fruit varieties, including grapes, tangerines, and melons, starting in March this year. The currently sold Seolhyang Melon is an oval-shaped melon resembling an oriental melon. Sales have increased by 40% this year alone. Emart sells the Shinbi Peach, which looks like a flat peach on the outside but is soft inside. It was sold for about two weeks starting from the 19th of last month, and the 30 tons prepared, the same amount as the previous year, were completely sold out. Homeplus offers a diverse range of exotic fruits, including 9 types of peaches, 12 types of tomatoes, and 4 types of plums. The early-ripening Green Hwangdo Peach, available in June, has sold out its contracted quantity. The Cherry Plum, a graft between cherry and plum, has sold about 70% of its contracted quantity so far.
The reason the distribution sector is expanding exotic fruits like this is to capture the tastes of the MZ generation. Besides high sweetness and taste, the unique shapes provide visual enjoyment, targeting the MZ generation’s preference for distinctive products. The distribution industry is actively placing MZ generation fruit buyers, collaborating with domestic farms, and starting new variety development through various attempts.
An industry insider said, “Many exotic fruits have become huge hits through word-of-mouth on SNS among the MZ generation,” adding, “Since contracts are made by collaborating and supporting farms, it is a ‘win-win’ for both farms and the industry.”
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