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Abundant crops, struggling growers and consumers still watching every dollar are exposing a curious fault line in the fresh produce business. Why aren't vegetables getting cheaper?

Step into a Seoul supermarket and you’re not just shopping for grapes, you’re navigating a K-pop concert in aisle four. Shrink-wrapped mangoes next to Labubu plush toys, pineapples in luxury box sets, and strawberries that could pass for engagement rings. This isn’t grocery shopping. It’s identity shopping. And according to Karina Keisler of Hort Innovation Australia, that’s exactly the point. Asia's fresh obsession!