Jeong Jun-ha's Hellenika yogurt ice cream faces backlash over high prices

Entertainer Jeong Jun-ha expressed frustration on the MBC program "Hangout with Yoo" following consumer backlash over the 7,500 won price tag for Hellenika yogurt ice cream. While customers praised the taste of the brand, many reported hesitating to purchase due to the cost and the need to travel to locations such as Gangdong or Yongsan.

The yogurt ice cream brand Hellenika, introduced to the Korean market by entertainer Jeong Jun-ha, has become the center of controversy due to its 7,500 won price per cup. While reviews regarding the taste have been positive, consumers have noted that the price and accessibility make it difficult to recommend. During a broadcast, Jeong Jun-ha also expressed his frustration regarding the price controversy.

On the MBC entertainment program "Hangout with Yoo" aired on the 24th, the pricing issue of Hellenika became a topic of discussion. Yoo Jae-suk joked with Jeong Jun-ha, asking, "Aren't you currently in a period of self-reflection?" while Joo Woo-jae looked at the cafe's price list and remarked, "The prices here are fine." Facing the unexpected controversy, Jeong Jun-ha reacted with frustration, saying, "Why is the controversy being blown out of proportion when it could have just passed quietly if I stayed silent?"

Discussions also arose regarding who holds the authority to set the prices. Yoo Jae-suk reported that the prices are determined by the headquarters. Jeong Jun-ha mentioned that he is scheduled to be in Seattle, United States, around the time of the broadcast and expressed his intention to discuss the matter with the headquarters. While the explanation suggests that the pricing issue is difficult to resolve through individual will alone, public interest in the actual amount consumers must pay shows no signs of subsiding.

Jeong Jun-ha introduced Hellenika to Korea after spending approximately three years preparing for it, having been captivated by the taste of yogurt ice cream in Seattle, United States. Although expectations were high given the long preparation process, consumer reactions have been mixed following the news that a single cup costs 7,500 won. Even while acknowledging the taste and quality of the product, opinions have surfaced that the amount required to be paid for one cup is burdensome.

Reviews from consumers who actually visited the stores have also garnered attention online. One user of an online community reported that a single cup was being sold for 7,500 won at a store in the Gangdong area, and adding one more flavor increased the price to 8,500 won. The user wrote that they hesitated the moment they saw the price, stating, "I froze for a moment after seeing the price." They also evaluated that it is difficult to readily recommend the store to others when considering the inconvenience of using public transportation to reach the location, as well as the travel time and cost.

However, the evaluation of the taste was not negative. The same writer praised the plain Greek yogurt, stating, "Honestly, the plain flavor is flawless." They viewed it as having a unique charm that differentiates it from existing yogurt ice creams and noted that the blueberry and black sesame flavors were also satisfying. In this way, the dissatisfaction with the price was separated from the evaluation of the product's taste itself.

Nevertheless, the fact that the taste is good did not resolve the disappointment regarding the price. While acknowledging, "It's not that it tastes bad. It does taste good," the writer evaluated that the price is excessively high. They added that if the authentic taste of Greek yogurt is presented as a strength, consumers will inevitably compare it to relatively cheaper commercial products. Ultimately, regardless of the product's perfection, the price acted as a crucial criterion for consumer purchasing decisions.

Another consumer left a review stating that they intended to purchase the product out of support for Jeong Jun-ha but turned away after seeing the price. A writer who claimed to have seen Jeong Jun-ha selling ice cream in Yongsan wrote, "I thought about buying one to support him, but since one cup was 7,500 won, I said 'sayonara' and bought a pudding next to it instead. I'm sorry." This humorously expressed a situation where affection for Jeong Jun-ha did not lead to an actual purchase.

On the other hand, some argue that it is difficult to make a simple comparison between Hellenika and general ice creams. They claim that as it is an overseas brand, the raw materials, manufacturing methods, and product characteristics should be considered together. However, for consumers, the actual selling price is as important as the brand's background or development process. Given that even if satisfaction with the taste is high, consumers cannot help but hesitate to purchase if the price exceeds their expected level, this controversy is also extending to the issue of pricing for premium foods.

Although it was explained on the broadcast that the U.S. headquarters determines the prices, the perceived price burden on consumers remains. As Jeong Jun-ha has expressed his intention to discuss the matter with the headquarters, attention is focused on whether there will be changes in price adjustments or sales compositions. For Hellenika to connect positive reviews of its taste to actual purchases, it faces the task of securing price competitiveness that consumers can accept, alongside promoting the product's differentiation.

Read the original (Korean)