[Report] "Mangoes and Oranges Over Apples"... Supermarkets Crowded with 'Direct Fruit Imports', Traditional Markets Quiet

Direct Import of 1,700 Tons of Oranges and Bananas Supplied
Sales Growth in Large Mart Supported by Government
Traditional Markets Call for "Unified Support Channel"

'Stabilizing Food Prices on South Korea's Dining Table, Extra Large 8 for 10,000 Won.'

On the morning of the 5th at a large supermarket in Yongsan-gu, Seoul, at the fresh food sales counter, a large crowd of customers gathered around a mountain-like pile of U.S.-grown navel oranges with a big sign. As two women approached and started picking oranges, the area quickly became crowded with shoppers. A man passing by with a cart glanced at the price tag and said, "That's cheap," before starting to look around the display.

Housewife Han Hee-jung (38) said, "The oranges are quite large, and since they are only 10,000 won for eight, I was just looking around," adding, "Compared to the prices of apples and pears these days, imported fruits actually feel cheaper. My kids like fruit, so we alternate between relatively inexpensive bananas and mandarins."

At a similar time, the atmosphere at a traditional market in Yongsan-gu was quite different. In an alley filled with various fruits, discount sales were in full swing despite the early hour. Even though the vendor said, "Two packs of strawberries for 10,000 won, 10,000 won. Take a bunch of bananas for 3,000 won," few customers stopped. After observing for about 20 minutes, some customers bought eggplants and shepherd’s purse, but none bought fruit. Other shops also saw customers mainly buying eggplants, Korean bellflowers, and paprika.

Customers are picking up American oranges at a large supermarket in Yongsan-gu, Seoul.
Photo by Lee Seohee

Customers are picking up American oranges at a large supermarket in Yongsan-gu, Seoul.
[Photo by Seohee Lee]

1,700 Tons of Oranges, Mangoes, etc. Supplied... Supermarket Sales Up 87%

As the government has taken the 'direct import of fruits' measure to curb soaring fruit prices, more citizens are visiting large supermarkets to find imported fruits like oranges, mangoes, and pineapples at prices cheaper than market rates. Meanwhile, traditional markets, excluded from this direct import supply, are facing a severe blow as they compete with large supermarkets that offer full government support and additional discounts.

Last month, the Ministry of Agriculture, Food and Rural Affairs held an 'Emergency Agricultural Supply Stabilization Meeting' and announced that bananas, oranges, and other fruits likely to replace apples in March and April would be directly imported and supplied to the market at prices 20% lower than market prices. An initial volume of about 1,700 tons, including 1,140 tons of bananas and 622 tons of oranges, began to be supplied to large supermarkets nationwide from the 21st.

A sign reading 'Emergency Measures for Price Stabilization' is displayed at a large supermarket in Yongsan-gu, Seoul.
[Photo by Seohee Lee]

The direct import items have also expanded from the existing five types?bananas, oranges, pineapples, mangoes?to eleven types, including grapefruit, avocado, mandarin, and durian. A Ministry of Agriculture official explained, "Due to abnormal weather, apple harvests have significantly decreased, and prices are expected to remain high for some time, so we are focusing on supplying imported fruits that can substitute apples," adding, "We plan to directly import and supply a total of 50,000 tons of fruit by the end of June."

The effect of the government's 'direct fruit import' policy is already evident in large supermarkets nationwide. Since the end of last month, a large supermarket conducting discount events on U.S.-grown navel oranges and Ecuadorian bananas saw sales of oranges and bananas increase by 87% and 18%, respectively, compared to the previous year. Additionally, Thai mangoes, U.S. mandarins, and Philippine pineapples are also being sold at discounted prices.

A representative from a large supermarket said, "Oranges have been duty-free since last month, and with government support, we are purchasing and selling large quantities," adding, "Since domestic fruits are expensive recently, many customers seem to be looking mainly for relatively inexpensive imported fruits."

Contrasting Traditional Markets... "Direct Hit from Volume Offensive"

With government price policies such as agricultural product supply price support and direct fruit imports being implemented mainly around large supermarkets, traditional markets have not been spared from damage. Although the government belatedly included 11 traditional markets in the supply price support targets and took measures, the support covers only a very small portion, leading to voices on the ground saying the effectiveness is insufficient.

Recently, there was also a plan to supply directly imported fruits through the neighborhood cooperative 'Nadeulgage' to extend policy effects to traditional markets, but merchants point out that among the approximately 7,000 Nadeulgage stores, only a very small number are traditional markets, so the effect is minimal.

Customers are looking at agricultural products at a traditional market in Yongsan-gu, Seoul.
Photo by Lee Seohee

An official from the National Merchants Association said, "The government has announced various policies to support traditional markets, but since the support channels are not unified and are scattered, some places receive two or three types of support while others receive none, causing an imbalance," adding, "We hope the government pays attention to creating a proper system so that no markets are left out."

A Ministry of Agriculture official said, "Traditional markets do not have a unified system like large supermarkets, making it difficult for government support to reach them," and added, "We are considering establishing a single administrative system to expand support to traditional markets."