Clear Decline in Search Volume Compared to Same Period Last Year
Some Places Even Show Increased Sales
"Proof That It Has Become a Popular Dessert"
Every year, domestic luxury hotel bingsu, known for its high price, has attracted attention, but its online interest has declined compared to previous years. However, on-site popularity remains so high that it is sold out. Industry insiders interpret this as meaning that "hotel bingsu, such as Apple Mango, has become such a popular dessert that it no longer needs to be searched for."
Apple mango bingsu sold at Lotte Hotel Seoul. The hotel explained that sales increased by 30% compared to the previous year. [Photo by Lotte Hotel]
On the 10th, Asia Economy analyzed the keyword 'Apple Mango Bingsu,' a representative term for hotel bingsu, using Naver Data Lab, which measures how often specific keywords are searched. The analysis showed that the highest interest this year, based on an index set to 100 for search volume, was 20 last month. Since the heatwave intensified this month, the peak interest has rather dropped to 11.
This level of interest shows a clear decline compared to the same period last year. Last year, the highest interest for the Apple Mango Bingsu keyword was 15 in June, rising to 64 in July. During the peak of the heatwave in August, interest even reached the highest index of 100.
Google Trends, similar to Naver Data Lab, also confirmed a significant drop in interest for Apple Mango Bingsu compared to last year. In June, the highest interest was similar, at 51 and 52 respectively for last year and this year, but a clear gap appeared in July. Last year's peak interest was 70, while this year it remained at 14.
Naver Data Lab and Google Trends are programs that quantify how often specific keywords are searched. They set the maximum search record within a certain period to 100 and show relative search volume trends. They also serve as a measure of public interest online.
Apple Mango Bingsu has been a hot topic online every year due to its expensive price at launch. This is because 'small luxury,' where people indulge in relatively affordable products, has become a consumption trend among the MZ generation (Millennials + Generation Z). Accordingly, the hotel industry releases more luxurious and extravagant bingsu every summer. This year, bingsu priced over 100,000 won per bowl even appeared.
Although online interest has slowed compared to previous years, the situation on-site is different. It is said that the popularity remains strong enough for people to line up to eat it. Looking at the sales volume of Apple Mango Bingsu by hotel, some places have sales similar to or even higher than last year. A representative from the Four Seasons Hotel Seoul, which launched a 126,000 won Apple Mango Bingsu this year, said, "Sales are more than 20% higher compared to the previous year." A Lotte Hotel representative also stated, "Sales volume is more than 30% higher compared to the same period last year."
Industry insiders explain this phenomenon as evidence that Apple Mango Bingsu has become more popular among the general public. It has become a dessert that people seek out and eat without needing to search for it online. An industry official said, "Since Apple Mango Bingsu is now a well-known dessert among the public, the search volume seems to have decreased."
There is also an analysis that the trend of information sharing and dissemination has shifted from portal sites to social networking services (SNS). Professor Eunhee Lee of Inha University’s Department of Consumer Studies said, "Consumers tend to prefer photos over text when accessing information," adding, "Information about Apple Mango Bingsu also seems to be more widely used on photo-centered SNS like Instagram."
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