Domestic chamoe, or Korean melon, is transforming into a star ingredient for desserts and beverages in Japan, becoming a focal point of the 'seasonal core' trend. Limited-time chamoe menus are being offered at popular cafes in Tokyo, and tasting events are ongoing at major retail stores, enhancing its presence as a 'Korean melon.'
According to the Korea Agro-Fisheries & Food Trade Corporation (aT) on July 20, domestic chamoe has recently gained attention as a next-generation export item in the Japanese market. Last year, exports of chamoe to Japan reached $1.055 million, with a volume of 271 tons, marking increases of 31.4% and 39.0%, respectively, compared to the previous year. The growth trend continues this year, with cumulative exports in April amounting to $492,700 and 99 tons, reflecting increases of 32.2% and 37.1% year-on-year.
Building on this growth, the Ministry of Agriculture, Food and Rural Affairs and aT have designated chamoe as a strategic item for exports to Japan and are conducting promotional campaigns. Since May, they have been holding tasting and promotional events at around 400 retail locations across Japan, establishing dedicated sales areas in major retail channels such as Aeon Retail, Don Quijote, and Makiya.
Marketing efforts to expand consumer engagement are also underway. Recently, the dessert cafe 'HOW'Z' in Harajuku, Tokyo, invited local influencers to showcase limited-time chamoe dishes. They introduced chamoe tarts, chamoe milk soda, and chamoe yogurt plates, while running a '#ChamoeDiscovery' hashtag campaign to boost awareness on social media. Collaborations with other popular cafes are also ongoing, fostering a culture of consuming chamoe not just as a fruit but as a dessert ingredient.
The growing competitiveness of chamoe in Japan is attributed to changing consumer trends. With a high proportion of single-person households, there is a rising preference for fruits that are more affordable and easier to enjoy than large, expensive melons. Chamoe is gaining attention as a substitute fruit due to its lower price and convenient size.
Additionally, its functional benefits enhance its appeal. The GABA component in chamoe was recognized by the Japan Consumer Affairs Agency in 2023 for its 'temporary mental stress relief function,' leading to its registration as a functional food. Given that fresh foods account for only 3% of functional food products in Japan, this is considered an exceptional case.
The unique popularity and marketability of chamoe abroad are quickly influencing product strategies within the domestic food industry. While summer marketing has traditionally focused on watermelon, there is now a surge in new menu launches featuring chamoe, broadening the spectrum of seasonal fruits.
Gongcha Korea has introduced 'Crispy Chamoe Milk Tea' and 'Crispy Chamoe Smoothie' as part of its '2026 Summer Series,' utilizing domestic chamoe from Seongju. Following the launch of watermelon beverages, the seasonal fruit lineup has now expanded to include chamoe. Both products combine the subtle sweetness of Seongju chamoe with jasmine tea, adding chamoe dice, mini pearls, and coconut water for a refreshing texture.
hy has also entered the chamoe market with its new Greek yogurt product, 'Mechnikov Seongju Chamoe Greek.' Using fresh chamoe from Seongju, the yogurt preserves the fruit's natural sweetness and incorporates 1A-grade domestic milk to create a thick texture, offering both creaminess and crunch. Each cup contains 10 grams of protein, adding a nutritional edge.
An industry insider noted, 'As consumer interest in products made with seasonal ingredients rises, chamoe is increasingly being utilized as a representative ingredient for the summer season.'
* This article has been translated by AI.
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