Emart Doubles Sales of 'Peacock Beta Fresh Pickled Napa Cabbage' Compared to Last Year

Due to Early Sales Popularity Last Year,
Total of 80,000 Nets Planned for Sale

[Asia Economy Reporter Minyoung Cha] With kimchi-making season just a month away, Emart announced on the 1st that it will launch a pre-order sale for its premium napa cabbage, 'Beta Fresh Pickled Napa Cabbage,' for the first time.

Emart will conduct a 17-day pre-order sale of the premium napa cabbage, Peacock Beta Fresh Pickled Napa Cabbage, from the 2nd to the 18th. Customers who pre-order can select their preferred delivery date between November 23 and December 16 and receive free shipping. This year, Emart planned a total of 80,000 nets of Beta Fresh napa cabbage, doubling last year's volume by offering 40,000 nets for pickled napa cabbage pre-orders and 40,000 nets for raw napa cabbage during the kimchi-making season.

Various discount benefits are also prepared. During the pre-order period, customers purchasing 'Peacock Beta Fresh Pickled Napa Cabbage (20kg·8~10 heads)' with promotional cards will receive a 10% discount from the regular price of 37,300 KRW, making it 33,570 KRW. Customers buying two or more can purchase at a 20% discount for 29,840 KRW each. Additionally, customers who receive a pre-order coupon for pickled napa cabbage through the Emart app will get an extra 10% discount limited to 2,000 people, allowing them to purchase 20kg (8~10 heads) at a final price of 26,110 KRW, which is 30% off the regular price.

Beta Fresh napa cabbage is a product developed in 2014 through collaboration between Emart, seed company Farm Hannong, and local farmers. Initially launched as a small napa cabbage for wraps, it achieved great success and was developed into a kimchi-making napa cabbage in 2016. It contains up to 140 times more beta-carotene, which helps prevent aging and aids vitamin A production, compared to regular napa cabbage. Unlike regular napa cabbage, its roots and lower parts have an orange color.

It has lower moisture content, a pleasant crunch, and a sugar content about 2 Brix higher than regular napa cabbage, making it ideal for kimchi-making. Last year, 40,000 nets corresponding to 120,000 heads of Beta Fresh napa cabbage prepared for three weeks of kimchi-making season sales sold out within a week. Sales increased by approximately 244% compared to the previous year. This accounted for nearly 30% of Emart’s total napa cabbage sales during the 2019 kimchi-making season.

Meanwhile, according to Emart, the price of napa cabbage, which had risen sharply due to the long rainy season and typhoons this year, has dropped, stabilizing prices for the kimchi-making season. According to Agricultural Product Distribution Information, as of October 29, the wholesale price of napa cabbage (standard product, 10kg) was 6,100 KRW, about 49.4% lower than last year and about 20% lower than the average year. Currently, the retail price of one head of napa cabbage sold at Emart is 2,580 KRW as of October 30, which is about 48% lower compared to the price on October 30 last year.

Kwok Daehwan, head of Emart’s vegetable team, said, "We planned the pre-order sale of Beta Fresh Pickled Napa Cabbage, a differentiated variety exclusive to Emart, to help customers prepare for kimchi-making affordably and conveniently." He added, "Starting with the pre-order sale, we will prepare various kimchi-making events until the peak season to reduce the financial burden of kimchi-making."

Meanwhile, Emart plans to offer discounts on a wide range of kimchi-making vegetables, including napa cabbage, radish, chili peppers, garlic, and altari radish, starting from mid-November.

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