South Korea's peach market is evolving at breakneck speed, driven by consumer demand for sweetness and novelty. With hundreds of cultivars now available, what's trendy one week may be replaced the next. At Garak Market, Korea's largest wholesale hub, this rapid turnover is clear, peach varieties like Geumhwang, Sabina, and Su-hwang come and go within 15-day harvest cycles.
Geumhwang, a premium yellow peach, is praised for its sweetness and size, while Sabina boasts a Brix level of 16.8. Overall, the bar for sugar content has risen dramatically: popular peaches now range from 13 to 18 Brix, with some social media-hyped hybrids claiming levels above 20.
Despite the fruit's popularity, farmers and researchers face growing challenges. Developing a new peach variety takes 15–20 years, while market trends shift seasonally. Researchers at institutions like the National Institute of Horticultural and Herbal Science (NIHHS) and Cheongdo Peach Research Institute have released over 40 cultivars since the 1970s, but many struggle to keep pace with consumer expectations.
Social media plays a major role in shaping trends. Farmers like those at Bambi's Peach use Instagram to sell directly to consumers, marketing their harvests like limited-edition drops. Terms like "bokketing", a blend of "peach" and "ticketing", reflect this new consumer culture, where boxes sell out in minutes.
While this digital shift increases transparency and customer engagement, it also raises concerns. Some sellers promote unnamed or unverified varieties, occasionally rebranding imported peaches as new domestic ones, creating confusion and legal risks.
Still, the surge in demand has energized the industry. In 2024, domestically developed peaches made up 36% of the market, up from 34% in 2017. Retailers like Homeplus now stock a rotating lineup of high-Brix peaches, keeping up with fleeting trends.
Ultimately, as Korean consumers seek sweeter, unique peaches and want to know their names and Brix levels, growers and developers are racing to stay ahead in a market where speed and sweetness reign.
Source: Korea JoongAng Daily
