"The Trend is Shine Muscat Gift Sets" Emart Increases Supply by 40% and Lowers Prices by 20%

A customer is looking at a Shine Muscat gift set at Emart. (Photo by Emart).

[Asia Economy Reporter Yuri Kim] Emart announced on the 5th that it has significantly increased the planned quantity of Shine Muscat gift sets by more than 40% compared to last Chuseok and lowered the prices of major gift sets by up to about 20% in celebration of Chuseok.

Emart stated, "Since March this year, the grape buyer has actively conducted preliminary surveys by visiting 200 to 300 farms," adding, "As a result, we were able to secure excellent production areas such as Geochang in Gyeongnam, Gimcheon in Gyeongbuk, and Yeongcheon in Gyeongbuk." They also explained that they made every effort to secure quantities, starting pre-purchases from early August.

The representative product is the 'Signature Shine Muscat & Melon Set,' consisting of two bunches of domestically grown Shine Muscat grapes and two melons, which is sold at 59,840 KRW, a 20% discount from the regular price when paying with the event card. The selling price of this product during last year's Chuseok was 75,000 KRW.

The 'Shine & Apple Mango Set (one bunch of Shine Muscat, four apple mangoes)' offers a 30% card discount benefit and is prepared at 69,160 KRW. This product was also sold at 79,840 KRW based on the event price during last year's Chuseok.

Emart is putting effort into Shine Muscat gift sets because Shine Muscat has gained unparalleled popularity and its status has changed. When Shine Muscat gift sets first appeared in Emart in 2018, their sales share within fruit gift sets was only 0.8%. However, last year it rose to 7.3%. This Chuseok, the sales share of Shine Muscat gift sets is expected to reach double digits.

From August 2020 to April 2021, during the Shine Muscat season, the proportion of Shine Muscat in total grape sales was 53.6%, an increase of 22.0 percentage points compared to 31.6% in the same period the previous year. More than half of the grapes sold at Emart were Shine Muscat. This year, the sales composition ratio of Shine Muscat within grapes is expected to expand to 70%.

Thanks to the popularity of Shine Muscat, grapes ranked first in total fruit sales at Emart for the first time ever during the last season (August 2020 to April 2021). After rising from 5th place in 2018 to 3rd place in 2019, grapes even surpassed strawberries and apples to claim the fruit throne.

Meanwhile, Emart is holding a 'Grape Orchard' event until the 8th, offering up to 20% discounts on a total of eight types of grapes, including Shine Muscat, Black Sapphire, Candy Grape, and Campbell. Emart prepared a total quantity of 200 tons through two months of prior planning for this event.

During the event period, a 'Grape Stamp' promotion will also be held, providing additional discount benefits when purchasing grapes above a certain amount. For every 10,000 KRW spent on grapes, one stamp is accumulated, and for every two stamps collected, an additional 5% discount is offered, allowing purchases at up to 30% off.

Jinbok Jeon, Emart's fruit buyer, said, "From 2016 to 2020, the domestic cultivation area of Shine Muscat increased from 278 hectares to 2,913 hectares, and during the same period, the proportion of cultivation area within grapes surged from 1.9% to 22.1%," adding, "Considering the increasing customer demand, we will continue to expand the quantity and variety of Shine Muscat gift sets in the future."

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