With the arrival of summer, the prices of apple-mango bingsu offered by major hotels have risen sharply, failing to captivate consumers. According to industry reports, the menu item launched at Seoul's Shilla Hotel's 'The Library' on the 1st is priced at 130,000 won this year, reflecting a substantial increase of 20,000 won, or 18.2%, compared to last year's price of 110,000 won. Despite being a signature product that has established itself beyond a seasonal item as a premium dessert category within the hotel, the price hike appears to be a direct result of structural factors such as rising raw material costs.
The Jungsik Palais and Signiel Seoul, located in Gangnam, Seoul, have also introduced apple-mango bingsu for this season with corresponding price hikes, setting prices at 130,000 won and 135,000 won, respectively. These represent increases of 8.3% and 3.85% compared to the previous year, which are relatively lower compared to Shilla Hotel. In contrast, Lotte Hotel Seoul raised its price by 10,000 won from 110,000 won to 120,000 won for the R size, while Waverly Hotel increased its price by 11.8% from 85,000 won to 95,000 won, and JW Marriott Dongdaemun raised its price by 6.41% from 78,000 won to 83,000 won. Grand InterContinental Seoul Parnas also implemented a 9.1% increase, moving from 110,000 won to 120,000 won, amounting to price hikes within single or double-digit percentages centered around most premium hotels.
Industry experts cite the primary cause of these price increases as the rising unit costs of raw materials such as Jeju-grown apple-mangoes, noting that overall operating costs, including labor and rent, have also risen in combination. In particular, analysis suggests that recent global supply chain instability and increased volatility in fruit production due to climate change have significantly impacted raw material prices. As cost structures change, hotels are inevitably adjusting menu prices to maintain margins, which is acting as a significant variable not only for the simple issue of dessert prices but also for travelers' summer holiday spending plans.
However, not all hotels are raising prices; some have chosen to freeze their prices. The Four Seasons Hotel Seoul has decided to maintain its price at 149,000 won, the same as last year, adopting a strategy different from the price increase trends of competing hotels. This may be interpreted as a strategic choice to maintain brand value and customer loyalty despite the high price range, yet it remains the most expensive bingsu menu among major hotels. Consumers are experiencing the rising prices of signature menus that change each season and are facing the situation of having to pay more to enjoy their summer holidays.