Korean retailers are rolling out a wide range of strawberry products and promotions as strawberry season shifts from spring to winter. Advances in greenhouse (비닐하우스) cultivation have moved the harvest forward to late November, with most strawberries sold from January through May. Winter-grown strawberries mature more slowly and build more sugar, making them sweeter than traditional open-field (노지 재배) spring strawberries. Supermarkets and department stores are offering discounts and bulk deals on popular varieties like Seolhyang (설향) and new cultivars such as Kingsberry and VitaKing. Major chains — Lotte Mart, Homeplus, and Emart — are running limited-time sales, while hotels and cafés introduce strawberry dessert promotions, including premium cakes, mille-feuille, fondue, and seasonal menu items at places like Lotte Hotel Seoul, Sulbing (설빙), and Twosome Place (투썸플레이스). The consumer peak months are December and January, and production volume tops out after March.
