"Why Pay 30,000 Won? Cut Fruit Becomes the Key to Quality of Life for People Living Alone [Jumeoni Talk]"

Watermelon Prices Near 30,000 Won per Whole
Fruit Prices Continue to Rise Due to Flood Damage
Cut Fruit Gains Popularity Among Single-Person Households

Editor's NoteWe are now living in a time when a single serving of pork belly costs 20,000 won and a bowl of Jajangmyeon is 7,500 won. In 2024, the Consumer Price Index reached 114.18 (2020=100), and in 2025, consumers continue to feel the burden of high prices. Through the "Jumeoni Talk" (Week+Money+Talk) series, we aim to share stories about consumption that directly relate to our wallets, as prices change rapidly.

Merchants at the fruit and vegetable market in Yeongdeungpo-gu, Seoul, are displaying watermelons. Photo by Jo Yongjun jun21@

This summer, the early heatwave and frequent heavy rains have caused fruit prices to soar, leading to increased demand for "cut fruit" in small packages, especially among single-person households. Rather than buying large quantities at once, consumers are increasingly choosing to purchase only as much as they need due to the burden of high fruit prices. Cut fruit is particularly popular among people living alone, as it can be eaten immediately without any extra preparation and is easy to clean up afterward.

Fruit Prices Soar Due to Heatwave and Heavy Rain... Upward Trend Expected to Continue

According to the Korea Agro-Fisheries & Food Trade Corporation (aT), as of July 24, the average retail price of a whole watermelon was 29,419 won. After surpassing the 30,000 won mark on July 15, watermelon prices fluctuated around 31,000 won before dropping slightly to the 29,000 won range on this date. However, this is still 18.4% higher than a year ago and 26.9% above the average for previous years. This increase is attributed to delayed watermelon growth caused by a lack of sunlight last month, combined with higher demand for refreshing fruits due to the heatwave.

This is not the first time that the price of a whole watermelon has exceeded 30,000 won. Last year, prices hovered in the 30,000 won range from mid-August to early September, and in early August 2023, prices temporarily exceeded 30,000 won as well. However, it is unusual for watermelon prices to surpass 30,000 won as early as July, as seen this year.

The situation is similar for other fruits. The price of ten Korean melons is 18,394 won, about 17% higher than a year ago. Melons have also risen by more than 20%, with a whole melon now costing 10,390 won. While the price of white peaches has recently declined somewhat, ten peaches still cost 19,878 won, which is about 15% higher than last year.

The upward trend in fruit prices is likely to continue for some time. This is because major watermelon and melon producing areas such as Buyeo in South Chungcheong Province and Damyang and Gokseong in South Jeolla Province have suffered flood damage, and the demand for seasonal fruits is also contributing to prices remaining above average.

Buying Only What Is Needed... Cut Fruit Sales Surge

Slices of apple are being sold at Lotte Mart Seoul Station branch in Jung-gu, Seoul. Photo by Yonhap News

As fruit prices continue to rise, demand for cut fruit is increasing among single-person households and people living alone. Cut fruit refers to seasonal fruits that have been prepared and packaged in small quantities, making them easier to store and more convenient to eat without additional preparation compared to whole fruits. In addition, as the economic downturn continues, the trend of buying only as much as needed, rather than making bulk purchases, is spreading and influencing consumer behavior.

Jo Seungju (31), an office worker living alone in Mapo-gu, Seoul, said, "Fruit is already expensive, and washing, cutting, and cleaning up is bothersome and tedious, so I just end up not buying it. It's much more convenient to buy small packages, and there's no need to throw away leftover fruit."

With increasing demand, sales of cut fruit continue to grow. According to Lotte Super, cut fruit sales increased by about 50% year-on-year last year, and in the first quarter of this year, sales rose by more than 20%. The surge is especially pronounced during the summer, when watermelon consumption peaks. From May to August last year, the average monthly sales of cut fruit were more than twice as high as the overall monthly average for 2024.

A similar trend is seen at convenience stores. At Emart24, sales of small-package fruit showed a monthly increase in the second quarter of this year (April to June), with sales rising by about 10% in May and 15% in June compared to the previous month.

In response to this trend, large supermarkets are expanding their selection of cut fruit. Emart has introduced cut durian, a tropical fruit, for the first time this year, in addition to watermelon, melon, and pineapple. Lotte Mart is selling pineapple, apple, orange, muskmelon, peach, and mango in cut form.