The Return of 'Patech'... Rising Vegetable Prices Increase the Number of 'Gardeners'

Vegetable Prices Soar, 'Self-Sufficient' Gardeners Increase
Last Year, Green Onion Prices Rose, Sparking 'Patech' Trend
"A Frugal Tech to Save Living Expenses... Related Spending Expected to Grow"

As vegetable prices soar, the number of 'teotbatjok' who grow their own vegetables at home is increasing. The photo shows a vegetable sales stand at a large supermarket in Seoul. [Image source=Yonhap News]

[Asia Economy Reporter Park Hyun-joo] The trend of 'Patech (Pa+Investment)', which was popular in early last year, is gaining renewed interest amid the worsening economic situation. As vegetable prices soared due to this year's heatwaves and monsoon rains, more people have started growing green onions and other vegetables at home. This trend is reemerging, focusing not only on large green onions but also on scallions, lettuce, and other vegetables whose prices have sharply increased.

According to Gmarket on the 8th, sales of gardening-related products have significantly increased over the past month (July 4 to August 3). Mini flowerpots sales rose by 35%, and small shovels by 13%. Sales of pruning shears (21%), plant nutrients and fertilizers (8%), and plant supports (14%) also increased.

Sales of home gardening accessories surged by 183%. Cultivators equipped with LEDs and other features that allow easy indoor plant growing saw a 650% increase, and hydroponic cultivators were also popular with a 60% rise. Seed and seedling sales increased by 41%, with particularly high sales of large green onions (77%), scallions (420%), lettuce (42%), and napa cabbage (13%).

The trend of growing vegetables at home began early last year when the price of large green onions skyrocketed. According to the Korea Agro-Fisheries & Food Trade Corporation, the price of large green onions in March last year was 6,982 KRW per kilogram (retail product), which was 3.36 times higher than the same period the previous year. The price remained in the 6,000 KRW range in February and April of the same year. At that time, some chicken restaurants removed 'Padak' (chicken topped with green onions) from their menus, and some pork belly restaurants replaced green onion side dishes with alternatives like radish salad.

The popularity of growing vegetables at home, known as Patech and similar terms, was largely influenced by the MBC variety show 'I Live Alone.' Key, a member of the group SHINee who appeared on the show, attracted viewers' attention by growing large green onions in a terrace garden and making green onion kimchi. Following this, Patech gained popularity mainly among people in their 20s and 30s, spawning various buzzwords such as 'Daepa Coin (large green onion + Bitcoin)' and 'Companion Daepa.' As the COVID-19 pandemic prolonged and people spent more time indoors, growing vegetables became a hobby and a form of leisure culture.

SHINee member Key appeared on MBC variety show 'I Live Alone,' showing himself growing green onions and herbs in a vegetable garden. Photo by MBCentertainment YouTube channel

The Patech trend has returned this year as agricultural product prices have surged. According to the 'July Consumer Price Trends' released by Statistics Korea, agricultural product prices rose 8.5% last month compared to the same period last year, exceeding the overall consumer price increase rate of 6.3%.

In particular, vegetable prices increased by 25.9%. By item, napa cabbage prices jumped 72.7% year-on-year, cucumbers 73.0%, spinach 70.6%, lettuce 63.1%, and green onions 48.5%, with most vegetable prices rising.

Experts predict that the number of consumers growing vegetables at home will continue to increase. Professor Lee Eun-hee of Inha University's Department of Consumer Studies said, "Compared to the past, growing plants at home has become a trend, and this year, prices of ingredients like vegetables have generally risen. It is expected that more consumers will grow and eat vegetables such as green onions, whose prices have increased."

Professor Lee added, "Especially among young people, there are many efforts to save on living expenses through 'Jjantech' (a combination of 'jjans' meaning 'frugal' and 'investment'). (Patech can be seen as part of this effort.) The number of people growing various vegetables is expected to increase further."