Top-Grade Gochang Melon Sold for 2.75 Million Won, Setting a New Record Price

[Gochang=Asia Economy Honam Reporting Headquarters Reporter Kim Jae-gil] The ‘Melon Online Auction’ in Gochang-gun, Jeonbuk, made a new history by setting a new bidding record of 2.75 million KRW.

The ‘Melon Online Auction’ is being recognized as opening a new concept of agricultural product marketing and distribution in the COVID-19 era.

On the afternoon of the 4th at 2 PM, the ‘Gochang Melon Online Auction,’ hosted by Gochang-gun and organized by the Gochang Melon Producers Association, was held at Dongri Gugakdang in Gochang-gun. This was the third event following last year’s.

The auction was broadcast live on Gochang-gun’s official YouTube channel, allowing anyone nationwide to easily participate through comments and watch the event.

On that day, the number of simultaneous viewers exceeded 130 at one point. The starting bid of 100,000 KRW quickly surpassed 1 million KRW, capturing everyone’s attention.

In the heated atmosphere, the price entered the 2 million KRW range within 30 minutes, and the officials on site held their breath while monitoring the comments on the broadcast.

About 40 minutes into the auction, when a comment bid of 2.75 million KRW appeared, the venue buzzed. The host shouted, “2.75 million KRW! 2.75 million KRW! Is there no higher bid?” and as no further bids were made, the “sold” declaration was made, prompting cheers from the crowd.

Following two consecutive years (2019?2020) of 2.1 million KRW, this year’s record-high winning bid has made Gochang Melon a cultural icon.

"Thank you very much. I am happy to express my love for my hometown Gochang in this way."

A man in his 50s living in Siheung, Gyeonggi-do, who won the highest quality Gochang Melon at the nationwide online auction with a winning bid of 2.75 million KRW (per box), spoke emotionally. The market price for a box containing two melons is around 30,000 KRW.

The winning bidder said, “My hometown is Asan-myeon, Gochang, where I have precious school memories with friends at Seonunsan, Goindol, and Incheongang. This year was difficult with COVID-19, heatwaves, and monsoons, so I am glad to support the local farmers.”

The winning bid of 2.75 million KRW from this auction will be donated in full to help underprivileged neighbors under the names of the winning bidder and the farmers.

In particular, farmer Lee Wi-yeon (Toseong Agricultural Cooperative Corporation), who cultivated the melon auctioned, was glued to the broadcast. Earlier that morning, Lee’s melon was selected as the grand prize among about 126 melon farms in Gochang at the Gochang Melon Competition.

When the final winning price was decided, Lee said, “I am truly grateful. I believe this reflects the high value placed on Gochang Melon. I will continue to devote myself to cultivating premium Gochang Melons that represent not only the nation but the world.”

Gochang Melons are grown in loess soil rich in minerals and far-infrared rays, with stable cultivation techniques and abundant sunlight, resulting in high sugar content. They are also juicy and fragrant, with some farms having a direct sales repurchase rate exceeding 80%. People who have tasted Gochang Melon keep coming back for more.

Yoo Ki-sang, the mayor of Gochang-gun, said, “The melon online auction, the first of its kind in Korea to promote Gochang Melon, has written a new chapter in the history of Korean agricultural specialties with a remarkable winning bid of 2.75 million KRW in just three years. We will continue to uphold the reputation of Gochang premium melons through ongoing quality control and marketing.”

Honam Reporting Headquarters Reporter Kim Jae-gil gjg7070@asiae.co.kr

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