In the summer season, the prices of apple-mango ice creams offered by major hotels are rising sharply, failing to captivate consumers. According to news from the hotel industry, the menu item, which the Seoul Shinra Hotel at 'The Library' began selling from the 1st, is set at 130,000 won this year, recording an 18.2% price increase of a whopping 20,000 won compared to last year's 110,000 won. This is apparently a result of structural factors such as rising raw material costs leading directly to price increases, even though it is a signature product that has established itself as a high-end dessert category within the hotel, going beyond simply being a seasonal menu.
Joaix Palais Seoul and Signiel Seoul, located in Gangnam, Seoul, also raised their prices with the launch of apple-mango ice creams this season, with prices set at 130,000 won and 135,000 won, respectively. This represents an increase of 8.3% and 3.85% compared to the previous year, but is relatively lower than that of the Shinra Hotel. On the other hand, Lotte Hotel Seoul raised its price by 10,000 won from 110,000 won to 120,000 won based on R size, Waca Hotel raised 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 from 110,000 won to 120,000 won, amounting to a price increase of around single-digit or double-digit percentages centered on most premium hotels.
Industry experts point to the increase in unit prices of raw materials such as Jeju-grown apple-mangoes as the main cause of these price rises, explaining that overall operating costs such as labor costs and rent have acted in combination. In particular, the dominant analysis is that global supply chain instability and increased volatility in fruit production due to climate change have had a significant impact on raw material prices. As the cost structure changes, hotels are inevitably adjusting menu prices to maintain margins, which is acting as a major variable not only in the simple dessert price issue but also in 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 the same price of 149,000 won as last year, adopting a strategy different from the price increase trend of competing hotels. This is interpreted as a strategic choice to maintain brand value and customer loyalty despite being in a high price range, but it remains the most expensive ice cream menu sold among major hotels. Consumers are feeling the price hikes of signature menus that change every season and are facing a situation where they have to pay more to enjoy the summer holiday season.