Yellowtail Is Gain Popularity Among Young People in South Korea, Rise To The Status Of A Must-eat Winter Delicacy

   At seafood wholesale markets, the wholesale price of yellowtail amberjack, considered a representative winter fish in South Korea, has increased by 60% over the past year. According to price trends at the Noryangjin Fish Market of the National Federation of Fisheries Cooperatives on December 13, 2025, the auction price for yellowtail amberjack in the first week of December (December 1-6) was 26,600 won per kilogram (approximately 120 yuan). Meanwhile, the price of red snapper, a common winter fish, ranged from 18,300 to 20,200 won (83 to 91 yuan), similar to last year, with only yellowtail amberjack prices experiencing a significant increase.

   Data from the seafood trading platform "IneoGyoju Haejeokdan" shows that from November 10th to December 10th, 2025, the average retail price of large yellowtail amberjack weighing 8-10 kg was 50,654 won (230 yuan), a 32% increase compared to 2023 and a 15% increase compared to 2024. The price increase of yellowtail amberjack in South Korea is caused by three interrelated factors: the younger generation's "preference" for winter yellowtail amberjack, the interruption of supply from high-altitude fishing grounds during winter, and the rise in the price of farmed fish fry. The sources of yellowtail amberjack in the South Korean market are roughly divided into three types: wild-caught (East Sea and Jeju Island), domestically farmed, and imported (from Japan). In terms of supply, wild-caught accounts for 51%, imported for 42%, and farmed for 7%.

   The main factor driving the price increase is the surge in consumer demand. Yellowtail amberjack become plumper before spawning in winter, thus developing a rich, oily flavor. Some people used to avoid it because of its high fat content, but now it has become a "must-eat winter food" for millennials and Gen Z.