Strawberries are the newest Seoul souvenir – as proven by the crowds of tourists lining up for them at western Seoul’s Mangwon Market.
Once a hidden gem for street food lovers craving tteokbokki rice cakes and hotteok, a type of Korean sweet pancake, the market is now having a berry sweet moment as travellers scoop up bright-red boxes of Korea’s juiciest spring treat.
“The love for strawberries is a recent phenomenon,” said a fruit seller. “And most of [the customers] are Asian tourists.”
In Korea, strawberries have long been the most coveted fruit in winter and spring, known for their juicy sweetness and delicate texture. In recent years, however, their fame has ripened beyond borders.
Strawberry-flavoured Gadeuk Sand biscuits from the South Korean shop Xocosilok are popular gifts. Photo: Instagram/Xocosilok
According to Statistics Korea, strawberry exports jumped from US$32 million in 2016 to US$69 million in 2024, making them the country’s third most exported fresh agricultural product after paprika and pears.