South Korea wasn’t a major macadamia-nut market. That is, until Korean Air executive Heather Cho made international headlines by flipping out when she was served the nuts in a bag, instead of on a plate. Now the nut is everywhere. Sales are suddenly through the roof, with some places entirely sold out.
Gmarket, the country’s largest online retailer, has been promoting them with subversive tweets. Its macadamia sales are 150 percent higher than they were a week ago. Auction, another online company, has done nothing promotion-wise and says it’s nevertheless seen macadamias climb from 5 percent of their total nut sales to about 50 percent.