Emart, 20% Discount on Shine Muscat Event Card for Chuseok Gifts

Supply Increased 11 Times Compared to the Previous Year

Emart Shine & Apple Mixed Set

[Asia Economy Reporter Minyoung Cha] Emart announced on the 24th that, following last year's sold-out record of Shine Muscat, it will increase the number of Chuseok-related set items to five and expand the quantity by 11 times this year.

Emart will introduce a total of five Shine Muscat sets this Chuseok: Peacock Shine & Jeju Wang Mango Set, Shine & Apple Mixed Set, Shine & Apple Mango Set, Shine & Melon Set, and one more Shine Muscat set. The number of items has been increased to five, and the quantity expanded to 22,000 sets, 11 times more than last year.

During the pre-order period, the Peacock Shine & Jeju Wang Mango Set will be sold at 158,000 KRW with a limited quantity of 1,000 sets. The Shine & Apple Mixed Set is priced at 109,000 KRW, and the Shine & Apple Mango Set at 99,800 KRW, each with 5,000 sets prepared for sale. During the main sales period, 5,000 Sharon sets and 6,000 Shine Muscat sets will be sold. If purchased with an event card by the pre-order deadline on the 18th of next month, customers can enjoy a 20% discount.

The popularity of Shine Muscat is on the rise. According to the Agricultural Observation Headquarters consumer panel survey, the proportion of consumers aware of Shine Muscat increased from 38.2% in 2017 to 83.6% in 2020. Emart's Shine Muscat sales also rose by 236.7% from January to July this year compared to the previous year. This follows a high growth rate of 89.5% in 2019. The cultivation area of Shine Muscat has also increased by 35% to 2,526 hectares compared to last year, and shipments in August this year are expected to increase by about 90% year-on-year.

Prices remain high as supply cannot keep up with demand. According to the wholesale market price in Garak-dong on the 21st, the price of a 2kg box of Shine Muscat (special grade) was 42,658 KRW, about 12% higher than the average of 38,037 KRW in the same month last year.

Despite the high market price of Shine Muscat, Emart plans to offer Shine Muscat sets at reasonable prices through full-set purchases. Full-set purchasing is a method of buying all crops harvested from a single farm with minimal sorting, regardless of size, allowing agricultural products to be purchased at prices lower than market rates. The Shine Muscat purchased through full-set buying is sorted by size and sugar content at Emart Fresh Center; products with sugar content of 16 Brix or higher and fruit size of 15g or more are sold as gift sets, while other products are classified into special, premium, and planned grades for general sale, thereby lowering prices.

Jeon Jinbok, Emart fruit buyer, said, “Due to the Shine Muscat craze, we have significantly expanded the number of Shine Muscat set items and quantities for this Chuseok,” adding, “We plan to continue developing holiday gifts that match trends in the future.”

This content was produced with the assistance of AI translation services.