'Jeju Maum Sand' Faces Shortage for 4th Year... Cumulative Sales Surpass 50 Million Units

Jeju Island Specialty Product Using Udo Peanuts
60,000 Units Sold Daily... Always Sold Out
Especially Popular Among MZ Generation Enthusiasts Due to Rarity

Paris Baguette's ‘Jeju Ma-eum Sand’ has surpassed approximately 50 million cumulative sales four years after its launch. Jeju Ma-eum Sand is a regionally specialized product made using Udo peanuts and is a limited edition item sold exclusively at Jeju Airport.

Paris Baguette's 'Jeju Ma-eum Sand'.
Photo by Paris Baguette

According to Paris Baguette on the 1st, Jeju Ma-eum Sand, which was launched in August 2019, has exceeded 50 million cumulative sales as of this day.

A Paris Baguette representative said, "The daily sales capacity is about 60,000 units, and since its launch, it has been sold out every day," adding, "It has established itself as a popular souvenir among travelers based on the strength of utilizing local specialties to highlight regional characteristics and the rarity of being sold in limited quantities daily."

The secret to Jeju Ma-eum Sand's popularity lies in its ‘limited edition’ status. Made with Udo peanuts, a specialty of the Jeju region, and available only at specific stores, it is analyzed to stimulate travelers' purchasing psychology. In particular, MZ generation (Millennials + Generation Z) consumers, who are enthusiastic about rarity, purchase it after traveling to Jeju and post 인증샷 (proof shots) on social networking services (SNS), which has helped spread word of mouth.

Jeju Ma-eum Sand has been recognized for its taste and quality, winning the gold award for two consecutive years this year at the world-renowned international quality evaluation institution ‘Monde Selection.’ Monde Selection, founded in Belgium, Europe, with a 60-year history, is an international quality evaluation organization where a panel of over 80 experts evaluates products based on more than 25 criteria including taste, aroma, texture, and packaging to award prizes.

Meanwhile, leveraging the popularity of Jeju Ma-eum Sand, Paris Baguette has been selling ‘Pangyo Hogam Sand,’ made with walnuts symbolizing the ‘brains’ of ICT company talents in Pangyo, Seongnam, Gyeonggi Province, at ‘Lab of Paris Baguette’ since May 2021, and ‘Gapyeong Matnam Sand,’ containing pine nuts, a specialty of Gapyeong, at Paris Baguette stores in highway rest areas in Gapyeong, Gyeonggi Province, since August 2021.