South Korean supermarkets E-Mart, Lotte Mart, and Homeplus are implementing measures to control rising fruit prices, including agricultural product discount coupons, unit delivery price support, and reducing their own profit margins. They are also expanding sales of cheap imported fruits with quota tariffs applied. This strategy has led to a significant increase in sales from January to February, with sales of oranges and bananas seeing the most significant growth. However, despite an increase in apple sales, actual revenue decreased due to high prices.