"More Delicious in Peak Season of October" ... 'Shine Muscat' Rises to No.1 Among Autumn Fruits

[Asia Economy Reporter Jo In-kyung] Shine Muscat, now in season, is changing the landscape of the autumn fruit market.

According to Lotte Mart on the 8th, Shine Muscat sales from June to August increased by 80.4% compared to the same period last year. Annual Shine Muscat sales have also grown by more than 50% every year since 2017, proving its enduring popularity.

Looking at the autumn fruit sales rankings at Lotte Mart every October, Shine Muscat rose from 4th place in 2017 to 3rd in 2018, 2nd in 2019, and last year it topped the list as the best-selling fruit, surpassing tangerines, apples, persimmons, and others.

Shine Muscat available before October is mostly grown in facilities. Additional costs are invested to advance the harvest time by heating inside greenhouses with hot air blowers or controlling moisture supply due to rainfall with vinyl greenhouses, resulting in relatively higher prices due to limited production volume.

On the other hand, from October onwards, outdoor Shine Muscat grown in fields is shipped in full swing as the cultivation environment meets appropriate sunlight and rainfall conditions, and prices become more than 20% cheaper than in summer.

Industry insiders explain that Shine Muscat quality is not yet standardized, and many farmers with good raw materials face difficulties securing sales channels. In response, Lotte Mart plans to continuously develop new production areas producing high-quality Shine Muscat and directly purchase shipments to reduce logistics costs and sales commissions, offering customers more reasonable prices.

Lotte Mart and Lotte ON are holding the "Shine Muscat Grand Festival with Yeongcheon City" until the 13th, selling Yeongcheon Shine Muscat (1.5 kg) for 19,900 won.

Jung Jae-woo, Head of Product Division at Lotte Mart, said, "October is the time to fully enjoy the taste and aroma of Shine Muscat grown outdoors," adding, "With the peak shipping season underway, we hope customers enjoy high-quality Shine Muscat at reasonable prices."

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