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South Korean discount store chain E-Mart Inc.’s wine sales surged 32 percent to rank sixth from 10th in its charts last year, while its Hanwoo beef sales jumped by 15.8 percent this year, going from ninth last year to seventh this year.
E-Mart attributed the change to the rise of consumers who used to prefer cheap wine that cost between 10,000-20,000 won last year who have begun to take interest in more expensive wine this year.
The increased beef sales are likely due to increased demand for home cooking as the pandemic discouraged South Koreans from going to outdoor barbeque restaurants.
Hanwoo cattle, which are raised free-range in the South Korean countryside, are known for their high marbling and slightly sweet taste due to their organic mixed grain and grass diet.
In South Korea, locally bred Hanwoo is more expensive than wagyu and it’s double the price of a comparable cut of the US or Australian beef.
According to celebrity chef Judy Joo, the demand for Hanwoo beef is high and supply is limited as there is limited land for cows to roam in South Korea.
