Major Korean hotels have begun selling their signature summer product, apple mango bingsu (shaved ice dessert). Despite prices well exceeding 100,000 won, leading hotels are diversifying their offerings this year in anticipation of strong demand. New hotel bingsu options are emerging one after another, ranging from Jeju-grown apple mango varieties to unique bingsu featuring tomato and matcha, as well as smaller-sized menus.
According to the hotel industry on the 9th, Seoul Shilla Hotel began selling apple mango bingsu at its lounge bar "The Library" from the 1st of this month. The price is 130,000 won, up 20,000 won from 110,000 won last year. Signiel Seoul priced its apple mango bingsu, served at "The Lounge" on the 79th floor, at 135,000 won. Four Seasons Hotel Seoul kept its price frozen at 149,000 won, the same as last year, but this remains the highest among Seoul's major luxury hotels.
Lotte Hotel Seoul is selling apple mango bingsu in two sizes: a regular size for two people and a large size for four. The regular size costs 120,000 won, up 10,000 won from last year, while the large size is priced at 220,000 won. Josun Palace Seoul Gangnam also raised the price of its Jeju apple mango bingsu from 120,000 won last year to 130,000 won this year. Walkerhill Hotel's apple mango bingsu is priced at 95,000 won, also up 10,000 won from last year.
This year's hotel bingsu competition is not limited to price hikes. Jeju Shilla Hotel introduced a "Petit Apple Mango Bingsu" for one to two people ahead of the full-scale apple mango harvest season. Smaller in size than the existing apple mango bingsu, the product is designed to reduce the burden for small groups of customers.
This year, hotels are also launching unique bingsu featuring tomato and matcha alongside apple mango. Le Meridien Seoul Myeongdong unveiled four varieties through its "Sayeon Bingsu Collection": tropical mango bingsu, peach shine tomato bingsu, Namsan matcha red bean bingsu, and ex-boyfriend bingsu.
Grand InterContinental Seoul Parnas also launched signature mugwort red bean bingsu and jewel tomato bingsu alongside its Jeju apple mango bingsu. The jewel tomato bingsu is differentiated by being served in a vessel inspired by traditional Korean mother-of-pearl jewelry boxes.
Hotels are investing heavily in bingsu products because they have become a signature summer experience item beyond simply being food and beverage menu items. They have a lower barrier to entry than rooms or buffets, and offer significant effects through photo sharing and review dissemination on social networking services (SNS). They also serve to draw non-guests into hotel lounges.
Rising raw material and labor costs are also influencing the price hikes. The industry views the rising costs of premium fruits such as Jeju apple mangoes, along with labor and service expenses, as being reflected in hotel bingsu prices.
"Apple mango bingsu is a signature product that attracts concentrated customer inquiries every summer season," a hotel industry official said. "This year, competition continues through differentiation not only in price but also in mango quality, dessert composition, and spatial experience."
