Soaring food prices are reshaping shopping habits in South Korea, with consumers increasingly turning to cheaper imports for fresh produce, meat, and seafood.
Lotte Mart recently began selling frozen strawberries from Egypt. Once overlooked due to their lower sweetness compared to domestic varieties, the berries are now gaining popularity as South Korean strawberry prices have surged. The average price for domestic strawberries jumped about 15%, from 18,144 won ($13.80) per kilogram in early 2024 to 20,976 won ($16) last month.
“The days when imported frozen strawberries were used only for juices or syrups are gone,” a Lotte Mart official said. “More consumers are opting for cheaper fruit, making these products more prominent in stores.”
The shift reflects a broader trend driven by inflation. Shoppers, once loyal to domestic products, are now prioritizing affordability. According to Statistics Korea, retail sales fell across all 17 provinces and metropolitan areas in 2024—the first nationwide decline since the agency began tracking regional sales in 2010.
Pork imports illustrate the trend. While U.S. and Canadian pork were once the main alternatives to domestic varieties, South Korean supermarkets now stock pork from South America and Europe. According to the Korea Customs Service, pork imports reached 563,209 tons in 2024, a 9.6% increase from the previous year. The United States remained the top supplier, accounting for 34.7% of imports, but shipments also came from Chile, Spain, the Netherlands, Germany, Denmark, Mexico, Austria, Canada, and Finland.
The influx of imported pork has helped stabilize prices. As of early 2025, the average price of pork was 2,548 won per 100 grams, down from the 2022 peak of 2,612 won.
“Consumers once avoided unfamiliar meat imports,” said an industry official. “But now, they’re prioritizing price over origin.”
Major supermarket chains are further diversifying their supply chains. Emart is considering adding pork from the Netherlands and Denmark to its existing offerings from the U.S., Canada, and Spain. Homeplus began selling Dutch frozen pork belly in December 2024, priced 5% lower than its Spanish counterpart.
Climate-related disruptions to domestic agriculture and fisheries are also driving imports. Poor catches in 2024 led Emart to resume sales of U.S.-sourced flatfish for the first time in four years. Weighing 400 to 450 grams each, the U.S. flatfish sells for about 2,000 won ($1.50) per fish—roughly half the price of smaller, locally caught varieties.
Senegalese hairtail fish have similarly gained popularity as domestic supplies dwindled. These imports are not only cheaper but also larger and taste similar to South Korean varieties.
“The extreme heat in 2024 significantly reduced hairtail catches in South Korea,” an Emart representative said. “Senegalese hairtail costs about half the price of domestic ones and is 20% cheaper than other imported varieties.”
Fruit imports are following a similar pattern. Since late 2024, Homeplus has replaced Thai mangoes, priced at 4,990 won ($3.80) each, with Vietnamese mangoes costing 2,990 won ($2.30)—a 40% price reduction. Vietnamese bananas, priced at half the cost of Philippine bananas, are also gaining shelf space.
During last month’s Lunar New Year holiday, Homeplus swapped its traditional Thai gold mango gift set for a more affordable version featuring Peruvian apple mangoes. The adjustment lowered the price to around 40,000 won ($30), boosting sales of the “Shine Muscat and Mango Set.” Shine Muscat grape gift sets, which are cheaper than pear sets, saw 35% higher sales growth.
