By Kim Yeojin and Yoon Hee Young

The season of sweet and cold bingsu (shaved ice dessert) has returned. Patbingsu, a common version of the dish with various toppings such as red bean paste, rice cake and syrup on top of ice flakes, is one of Korea's most popular summer treats.

Thus a bingsu competition has grown heated among deluxe hotels in downtown Seoul. Gourmet creations by the hotels use luxury ingredients such as mango, shine muscat, coconut, melon, pineapple, blueberry and black sesame. Luxury editions with a price nearing KRW 100,000 have appeared due to the use of premium ingredients.

The Shilla Seoul is considered to have launched the premium trend at deluxe Seoul hotels with Jeju apple mango bingsu. Unveiled as part of a project for discovering domestic food supplies by the Shilla's branch on Jeju Island, the dessert was first served at the Seoul hotel in 2011. The price at the time was KRW 29,000, nearly three times that of ordinary bingsu served at cafes in Seoul. The sticker shock made the bingsu popular and the public started to get in line to try it.

Deluxe hotels in Seoul later began to compete in creating premium bingsu, and the younger generation's emphasis on experiences led it to fully embrace the trend and thus ignite a war of bingsu in Korea.

Lee Eun-hee, a consumer studies professor at Inha University in Incheon, said, "Having high-priced bingsu is a kind of experiential consumption," adding, "To the younger generation, not only having the dessert but enjoying the hotel's gorgeous atmosphere and posting photos on online platforms are part of the process of a fun experience."

Amid rising demand for high-priced bingsu, the prices of premium versions of the dish are surging. As of this month, the most expensive concoction in Korea is shine muscat bingsu served at Josun Palace for KRW 98,000.

Another reason hotels are engaging in the premium bingsu competition is the publicity effect. "The younger generation is proficient in social media, which offers an indirect publicity effect, and those who have bingsu at the hotels can be potential consumers who revisit for other services including restaurants or accommodations," Lee said.

The following are premium versions of bingsu at select deluxe hotels in Seoul.

Jeju apple mango bingsu at Shilla Seoul
This signature item of the hotel is a sweet combination of apple mango from Jeju Island that is high in sugar and iced milk flakes. The price is KRW 64,000 with taxes and service charge included.


Shine muscat bingsu from Josun Palace
Josun Palace's entry in this race is shine muscat bingsu, made with natural fruits. Bingsu full of shine muscat offers cool refreshment. The hotel serves only 20 bowls a day at KRW 98,000 each, including taxes and service charge.


Sweet vegan bingsu from Grand Intercontinental Seoul Parnas
This dessert is part of the rising vegan trend in Korea. Almond milk is used to make ice flakes and the toppings include prunes, date palm, granola and lime sorbet to bring out the sweetness and freshness. The price is KRW 45,000 with taxes and service charge, and a single serving is KRW 27,000.


Coconut mango bingsu at Signiel Seoul
This dessert is a blend of ice made from coconut flesh and fresh mango on top of mango sorbet. The price is KRW 62,000 with taxes and service charge.


Dongdaemun black sesame patbingsu at JW Marriott Dongdaemun Square Seoul
Patbingsu is bingsu with red bean paste, and this version has white chocolate on top in the shape of Heunginjimun Gate, another name for Dongdaemun Gate. The combination of toppings including black sesame and red bean paste on top of ice flakes brings out sweetness and nuttiness. The price is KRW 54,000 with taxes and service charge.

lvzhen@korea.kr