'Winter Prince' spreading... changing the landscape of the citrus market

The new variety of mandarin oranges called 'Winter Prince', also known as 'Fanta mandarin', is emerging as a 'game changer' that is set to alter the landscape of the citrus market. Unlike other varieties that are harvested and distributed over the course of a year, Winter Prince can be shipped starting from the end of the year, giving it a competitive edge in the market. Additionally, it is easier to peel than other mandarin oranges, which has led to higher consumer preference. According to the Rural Development Administration, the cultivation area for the Winter Prince variety is expected to increase approximately fivefold, from 163.6 hectares last year to 796.8 hectares by 2035. The Korea Agro-Fisheries & Food Trade Corporation predicts that the sales of Winter Prince will more than triple, from 614 million won this year to 2.18 billion won by 2035. The domestic citrus market is divided into Satsuma mandarins, which are harvested from October to December, and mandarin oranges, which are shipped from January to March. Satsuma mandarins, commonly referred to as 'Jeju citrus', once dominated the domestic citrus market, but their share has gradually decreased. The cultivation area for Satsuma mandarins accounted for 89.7% of the total domestic citrus cultivation area in 2015, but by last year, it had decreased to 78.4%, a reduction of about 11 percentage points. Over the same period, the cultivation area for varieties similar to oranges, such as Hallabong, Cheonhyang, and Red Hyang, increased more than twofold, from 10.3% to 21.6%. However, there have been many criticisms that mandarin oranges face limitations in growth due to their shipment period transitioning from winter to spring, and because they inevitably compete with foreign oranges and winter strawberries. The thick peel of mandarin oranges has also been cited as an obstacle to expanding consumption. The variety that compensates for these limitations is Winter Prince, which is a cross between 'Harehime' and 'Taejeon Byunggam', both of which are orange varieties. It can be harvested as early as December, before the new year, giving it an advantage in terms of market competition, and its average sugar content is 12.5 Brix, making it sweet. Its abundant juice and thin peel are also strong points. An official from the Rural Development Administration said, "Just as the grape market changed before and after the appearance of Shinmuscat, Winter Prince will change the landscape of the citrus market." Reporter Ik-sik Lee bumeran@hankyung.com