Bingsu sales jump 35% at Sulbing amid summer heat wave

Demand for bingsu has surged this summer as South Korea endures a prolonged heat wave and tropical nights, dessert cafe chain Sulbing said Tuesday.

An analysis of sales data from Sulbing stores nationwide showed that bingsu sales rose about 35 percent in the 12 days from July 27 to Aug. 7 — immediately after the monsoon season ended — compared with the same period just before.

Ordering patterns also shifted during that period. Delivery orders as a share of total sales rose about 18 percent compared with the preceding equivalent period, a sign that more customers are choosing to have bingsu delivered rather than visiting a store in the sweltering heat.

By menu item, patbingsu injeolmi, apple mango cheese bingsu and yogurt cheese melon bingsu ranked among the top sellers. Traditional injeolmi and red bean offerings continued to perform strongly, while melon- and mango-based items — featuring the season's signature fruits — also placed high. New items introduced this summer quickly climbed the rankings as well: fruit hwachae bingsu came in fifth and pure yogurt honey grapefruit bingsu placed seventh.

"As the heat wave and tropical nights persist, more consumers are seeking cool desserts," a Sulbing official said, adding that the company would continue to roll out seasonal menu items reflecting consumer trends.