"That's 300,000 Won for Two": Year-End Surprise as 'Strawberry Buffet' Prices Rise Again [Week+Money+Talk]

Strawberry Buffets See Price Hikes Again This Year
Year-End Strategies Targeting Value-Seeking Customers
Strawberry Prices Drop as Shipments Increase

Editor's NoteWe are living in a time when a single serving of pork belly costs 20,000 won and a bowl of Jajangmyeon is 7,500 won. The 2024 Consumer Price Index stands at 114.18 (2020=100), and in 2025, the continued impact of high inflation has further increased the burden on consumers' grocery baskets. Through the "Week+Money+Talk" series, we aim to share stories of consumption that are closely tied to our wallets, alongside the ever-changing prices.

As the winter strawberry season arrives, luxury hotels are raising their strawberry buffet prices one after another, increasing the burden on consumers. Although the price of strawberries, the main ingredient, has dropped compared to last year, it is now difficult to find a strawberry buffet for less than 100,000 won per person. As the hotel industry strengthens its premium strategy targeting consumers who value psychological satisfaction relative to price (known as "value-for-emotion"), the upward trend in strawberry buffet prices is expected to continue for the time being.

An Average Price in the 100,000-Won Range... 'Strawberry Buffet' Prices Rise Again This Year

According to the industry on the 29th, most major luxury hotels in Seoul have raised their strawberry buffet prices this year. Banyan Tree Club & Spa Seoul set the adult price for its strawberry dessert buffet "Berry Berry Berry" at 135,000 won, up 28.6% from 105,000 won last year. The children's price also increased by 14.2%, from 70,000 won to 80,000 won.

Lotte Hotel Seoul also raised its adult price for the strawberry dessert buffet "Must Be Strawberry" by 3.4%, from 145,000 won to 150,000 won. The children's price rose from 65,000 won to 80,000 won. The Lounge & Bar at Lotte Hotel World increased its adult price by about 6.5%, from 108,000 won to 115,000 won, and Seoul Dragon City In Style raised its price by 15.8%, from 95,000 won to 110,000 won.

With buffet prices rising across the board, the burden on consumers has grown even heavier. As price hikes continue for a second year and the 100,000-won range per person has effectively become the "average price," many say it is now difficult to use these services. For example, the adult price for the Seoul Dragon City strawberry buffet has steadily increased from 55,000 won in 2020 to 90,000 won in 2023, 95,000 won in 2024, and 110,000 won in 2025. Compared to five years ago, the price has more than doubled.

The price of hotel cakes made with strawberries has also risen. Andaz Seoul is selling its seasonal fresh strawberry shortcake for 105,000 won, while Paradise Hotel & Resort offers its "Strawberry Tree" cake, made by stacking layers of fresh strawberries, for 140,000 won. Anto, the high-end resort brand of Hanwha Hotels & Resorts, also introduced its "Strawberry Gift Box" at 99,000 won.

Premium Strategy and Social Media Influence

Strawberry. Pixabay

However, strawberry prices have actually fallen compared to last year. According to the Korea Rural Economic Institute (KREI), strawberry shipments in November this year increased by 12.6% year-on-year. The wholesale price of strawberries (for marketable goods at Garak Market) was 60,000 won per 2 kilograms, about 15% lower than the same period last year (70,600 won). Last year, high temperatures in September led to increased plant diseases and reduced production, but this year, favorable growing conditions have expanded supply and stabilized prices.

Despite falling strawberry prices, hotel strawberry buffet prices have risen, which analysts attribute to the "premium strategy" adopted by the hotel industry. As the "small luxury" trend spreads, consumers who value psychological satisfaction relative to price are choosing hotel strawberry dessert buffets as an occasional indulgence.

The influence of social networking services (SNS) cannot be overlooked. On platforms like Instagram, "strawberry buffets" become a hot topic every season, making "Instagrammable visuals" an important criterion for consumers. The lavishly decorated dessert lineups and the luxurious atmosphere of hotels stimulate the desire for social media validation, naturally creating a structure in which a certain level of demand is maintained despite rising prices.

This year, most strawberry buffets are expected to run from early December through March of next year. Coinciding with the winter season, when strawberry shipments are at their peak, the hotel industry has focused its related promotions on this period every year. Popular buffets are booking up quickly, and most weekend seats are already sold out. Some consumers even set up "vacancy alerts" to catch cancellations, indicating that the competition for reservations is fierce.