The 'Gold Watermelon' That Once Exceeded 30,000 Won: Price Reverses in Just One Year

Wholesale Price Nears 19,000 Won, Down 36% Year-on-Year

Retail Prices Also Drop by Around 10,000 Won From Last Year

Strong Early Season Prices Spur Expansion of Cultivation Areas

Seasonal Fruits and Vegetables Also Cheaper Than Last Y

On July 21, a local food wholesale market in the Seoul metropolitan area offered a 9 kg watermelon for just over 19,000 won. Considering that a similar-sized watermelon fetched over 30,000 won last year and earned the nickname "gold watermelon," the price has dropped by more than 10,000 won in a year. Industry experts attribute this decline to increased production in major growing regions and improved harvesting conditions. However, there are also projections that prices may rebound once the peak summer heat fully sets in.

At Lotte Mart Zetaflex Seoul Station branch in Jung-gu, Seoul, the 'Freshly Harvested Famous Watermelon' is being sold in limited quantities. Yonhap News Agency

According to KAMIS, the agricultural and fisheries distribution information service operated by the Korea Agro-Fisheries & Food Trade Corporation (aT), as of the previous day, the wholesale price of an 8 kg watermelon was 19,706 won — down 35.8% from the same period last year and 18.7% lower than the average for a typical year (defined as the three-year average, excluding the highest and lowest prices of the past five years).

Consumer prices are also showing a stable downward trend. For "premium grade" watermelons, the retail price per unit fell from 25,943 won on June 1 to 21,228 won as of July 10, dropping further to 22,784 won the previous day. This is 24.8% cheaper than the same period last year and 6.5% less than the average for a typical year.

This trend is interpreted as a result of increased acreage and larger harvests in key production areas. According to the Korea Rural Economic Institute, watermelon prices soared during last year’s shipping season, prompting major growers in regions such as Yanggu in Gangwon Province and Bonghwa in North Gyeongsang to expand their cultivation areas in anticipation of higher income. Other regions—including Nonsan and Buyeo in South Chungcheong, and Gochang in North Jeolla—also saw high prices for the first season (April–May), leading to further expansion of acreage for the second season (after late July).

As a result, watermelon cultivation areas this month increased by 19.9% year-on-year in the Gyeonggi and Gangwon regions, 29.2% in Chungcheong, 13.9% in Honam, and 37% in Yeongnam. Even next month, when the heat is expected to persist, the area for watermelon shipping is projected to rise 3.4% compared to the same time last year.

Not only watermelons, but also seasonal fruits such as peaches and Korean melons, and weather-sensitive leafy vegetables, are being traded at generally lower prices than usual. For instance, as of the previous day, the wholesale price for 4 kg of white peaches was 19,711 won — a 24.5% decline compared to a year ago — while Korean melons were 40.5% cheaper at 23,740 won per 10 kg.

However, repeated heavy rainfall recently and the potential for scorching heat after the monsoon season are raising concerns that poor harvests and a lack of available workers could reduce yields and push up prices again. An industry official noted, "For watermelon, demand rises as the heat intensifies. This year, the rainy season was delayed compared to last year, which also delayed the onset of extreme heat, resulting in relatively lower July prices." The official added, "If the late-summer heat persists and consumption increases after next month, prices could rebound. To prepare for potential supply drops from localized weather disruptions, we plan to diversify sourcing regions — including the central-north and southern areas — and ensure stable supply according to their shipping schedules."

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