S. Korea's MZ generation increases purchases of luxury bingsu despite exorbitant prices

The apple mango bingsu served at luxury hotels in Seoul enjoyed robust sales this year despite recent price hikes, largely led by consumers from those aged between the late 10s and 30s, dubbed the “MZ generation” in South Korea.

An official at Hotel Shilla noted that the bingsu caters to the desire of the MZ generation to post pretty photos of desserts on social media.

Shaved ice and a variety of toppings make up the classic dessert known as bingsu.

Sales of apple mango bingsu at the Lotte Hotel Seoul increased by 15% from the previous year and by more than 60% from 2020. At 88,000 won ($66.87), the price has increased by 47% over last year.

The Jeju Apple Mango Bingsu at Four Seasons Hotel Seoul cost 96,000 won, up 41% from the previous year, but it has been selling five times as well as other bingsu items.

An employee of the Four Seasons Hotel Seoul noted that since mid-June, there has been a stronger demand for bingsu due to the monsoon season starting earlier than usual and lasting longer.

Apple mango bingsu sales at Josun Hotel and Resort were up 30 percent from a year ago.