FAS/Seoul Monitoring of Media Reporting on Agricultural Issues 

Today's Date: Friday,  September 22,  2023

For Coverage:  September  15 ~  21, 2023

“All the Fruits are Rotten and there is Nothing to Sell" … Worst Situation Ahead of Chuseok
https://n.news.naver.com/mnews/article/015/0004894265?sid=101
Summary:  Recent heavy rain on the 20^th, followed by further rainfall in southern Korea on the 21^st, has brought increasing hardship to farmers.  This situation is particularly challenging for those who cultivate fruits intended for Chuseok, the Korean Thanksgiving Day.  Traditionally, Koreans lay out a table with a variety of dishes, including fruits, as an offering to their ancestors for their well-being.  This period is typically an opportunity for farmers to boost fruit sales.  However, last-minute rain is detrimental to the quality of the fruits.  This year, Korean apple crops were initially impacted by a typhoon, and subsequent high temperatures and humid conditions led to an apple disease that causes them to rot.  Consequently, there has been an overall 30 percent decrease in apple production compared to the previous year.  Similar challenges have affected the other fruits and vegetables, leading to a shortage and subsequently higher prices.  This situation is expected to persist until the Chuseok season.

The Non-Alcoholic Beer Market in Korea and Its Features
https://n.news.naver.com/mnews/article/022/0003856634?sid=103
Summary:  The non-alcoholic beer market is experiencing growth, even in the face of pessimistic consumers who question its validity as a beer when it doesn't make you feel drunk.  According to a market survey firm, the non-alcoholic beer market in Korea has expanded from 1.3 billion KRW in 2012 to 20 billion KRW in 2020.  Furthermore, it is projected to reach 200 billion KRW by 2025.  The increasing interest in non-alcoholic beer has led to the creation of a specialized section in the beer aisles of nearly every retail store.  What's particularly noteworthy is the growing variety of non-alcoholic beer options, which now come in a range of prices from 1,000 to 3,000 KRW.  This expansion can be attributed to the rising trend of wellness and health-consciousness among consumers, which aligns with the consumption of non-alcoholic beer.  However, there are some important considerations when choosing non-alcoholic beer.  While it may appear to contain absolutely no alcohol, if you are seeking a completely alcohol-free option, you should select a product labeled as "alcohol-free."  Despite being categorized as non-alcoholic, these beers may still contain small amount of alcohol, typically around 0.03% to 0.05%.

"The Blue Crab You are Throwing Away … We will Take It” … But the Problem is …
https://n.news.naver.com/mnews/article/005/0001639820?sid=101
Summary:  The issue of the invasive foreign blue crab destroying Italy's ecosystem has now become a significant concern in Korea too.  This is primarily due to the potential importation of these crabs to Korea, where crabs are enjoyed by many consumers.  According to the Ministry of Food and Drug Safety, the process of importing crabs is relatively straightforward.  It involves a three-step evaluation, and once crabs pass this assessment, they can be brought into Korea.  Consequently, Korean businesses engaged in crab imports are swiftly working to bring Italian crabs into the country.  However, there are perspectives suggesting that this importation may be a short-term business.  Factors such as high labor costs in Italy, a lack of high-quality freezing methods, and importation expenses could undermine profitability, despite potential consumer demand.  The cost of importing these crabs must be around 700 to 800 KRW per kilogram to be profitable.  This is a price point at which most Chinese crabs are imported.  Exceeding this price range may not be financially viable and could result in reconsideration of the importation.

"Healthy but Tastier" Positive Reactions towards Vegan Foods … Thanks to the SNS
https://n.news.naver.com/mnews/article/015/0004893344?sid=103
Summary:  In the past, vegan food was primarily associated with meals consumed only by vegetarians.  However, in Korea, due to the growing emphasis on health and environmental concerns, consumers are increasingly showing an interest in vegan cuisine, and social media is playing a key role in making vegan foods more popular than ever.  According to an analysis conducted by an internet research company, there has been a 73 percent increase in Koreans searching for "vegan cafes" compared to the previous year.  Furthermore, a significant 84 percent of individuals hold positive attitudes towards vegan foods.  Among various dietary choices, "vegan" represents the strictest form, excluding not only meat but also dairy, eggs, and other animal-derived products.  Unfortunately, the majority of bakeries and cafes use ingredients such as butter and milk, making it challenging for vegans to find suitable options at ordinary restaurants.  The rising demand for vegan food, aided by the influence of social media, is even winning over people who are not strictly vegan.  According to interviews with individuals who have tried vegan food, many reported not noticing a significant difference in taste between vegan and non-vegan options.  Combined with the broader Korean trend of "healthy indulgence," where people are willing to invest in their well-being, this growing interest in vegan food is likely to continue to gain momentum.

MZ Generation Pursuing YOLO Attitude, Now Reduce Delivery and Save Money  
https://n.news.naver.com/mnews/article/366/0000932407?sid=101
Summary:  Koreans are facing challenges when it comes to saving money because of soaring consumer prices everywhere they go.  According to an interview with a member of the MZ generation, she recently installed an app that notifies her when food prices drop below her specified threshold.  Due to the rising cost of living, many people are reducing their expenses on both home-cooked and dining out meals.  As a result, the food service industry is actively promoting their products by offering discounts.  According to statistics in Korea, it is evident that the downloads of apps providing information about food prices have surpassed the number of downloads for food delivery apps.  Additionally, there has been a 25 percent increase in apps related to affordable coffee and food franchises compared to last year, while the use of delivery apps has decreased by 13.8 percent.  Another interviewee mentioned that they can't embrace a "You Only Live Once" (YOLO) attitude due to the high cost of living.  Living alone, they mentioned that cutting back on food delivery was the first step they took to save money.  Recognizing these challenges, the food service industry is making efforts to regain customer loyalty.  Some are distributing discount coupons that offer more than a 60 percent discount to entice customers back to their establishments.

The Franchise Burger Price Exceeds 10,000 KRW per Person
https://n.news.naver.com/mnews/article/014/0005073060?sid=103
Summary:  On average, individuals who dine at local franchise burger restaurants in Korea spend approximately 10,700 KRW per person, which is equivalent to around 8 dollars.  This information was gathered from a survey involving 1,800 consumers who visited the top 6 burger chains in Korea; No Brand Burger, Lotteria, Mom’s Touch, McDonald’s, Burger King, and KFC.  In 2017, 57 percent of consumers paid less than 10,000 KRW for their burgers, but this proportion has now decreased to 47 percent.  In addition, the percentage of consumers paying 20,000 KRW for a burger was 8 percent in 2017, while those spending between 10,000 and 20,000 KRW has increased by approximately 5 percent.  When it comes to overall customer satisfaction, Burger King received the highest rating at 3.81, while Lotteria had the lowest score at 3.63.  The gap between the highest and the lowest is not that big and the rating number is not so much high.  Furthermore, No Brand Burger was noted for having the best employee service, and Burger King was recognized for the highest menu quality.