Concerns are growing over the financial soundness of South Korean retailers such as Lotte Mart and E-mart, as they are engaged in an intensifying price war to attract frugal consumers.
Lotte Mart saw a 10 billion won loss in the first half of this year due to higher marketing costs. E-mart's operating profit in the same period also plunged 83.1 percent year-on-year. The two companies showed a combined loss of 30 billion won in only the second quarter of this year.
Since June, major retail chains and convenience stores have been implementing "special" pricing for well-known foods including fried chicken, pizza, and coffee drinks.
The executives said that they had not intended to continue the promotional event for more than a month and had instead been offering substantial discounts for a wider range of food products in response to client requests.
On June 30, Homeplus presented Dang Dang Chicken for 6,000 won at its stores, launching the continuing price-cutting contest. People who were upset with local fried chicken franchises boosting prices owing to increased raw material prices and rising labor expenses were immediately drawn to the chicken, which was sold for a fraction of the pricing charged by restaurants. The shop has been offering Dang Dang Chicken ever since.
Other retailers jumped into the price war, including GS Retail, E-mart, and Lotte Mart. The classic Korean dish bibimbap has been made available at reduced prices at E-mart and Lotte Mart, while GS Retail's convenience shop CU has started offering a 650 won coffee that is less expensive than mineral water in this area.
Between September 1 to September 13, Homeplus' ready-made food business saw a 74 percent increase in sales year over year. During the same period, revenues at E-mart and Lotte Mart also rose by 26% and 40%, respectively.
Retailers are concerned about their profitability despite an increase in customers and sales at their locations. The initial purpose of the low prices was to draw clients while leaving almost no profit margin, if not even a loss.


Nvidia Nears $20 Billion OpenAI Investment as AI Funding Race Intensifies
Amazon Stock Rebounds After Earnings as $200B Capex Plan Sparks AI Spending Debate
CK Hutchison Launches Arbitration After Panama Court Revokes Canal Port Licences
Why a ‘rip-off’ degree might be worth the money after all – research study
Prudential Financial Reports Higher Q4 Profit on Strong Underwriting and Investment Gains
Britain has almost 1 million young people not in work or education – here’s what evidence shows can change that
What’s the difference between baking powder and baking soda? It’s subtle, but significant
SoftBank Shares Slide After Arm Earnings Miss Fuels Tech Stock Sell-Off
U.S.-India Trade Framework Signals Major Shift in Tariffs, Energy, and Supply Chains
The ghost of Robodebt – Federal Court rules billions of dollars in welfare debts must be recalculated
Singapore Budget 2026 Set for Fiscal Prudence as Growth Remains Resilient
U.S. Stock Futures Slide as Tech Rout Deepens on Amazon Capex Shock
Trump Endorses Japan’s Sanae Takaichi Ahead of Crucial Election Amid Market and China Tensions
U.S. Stock Futures Edge Higher as Tech Rout Deepens on AI Concerns and Earnings
Japan Economy Poised for Q4 2025 Growth as Investment and Consumption Hold Firm
Tencent Shares Slide After WeChat Restricts YuanBao AI Promotional Links
Australia’s December Trade Surplus Expands but Falls Short of Expectations 



