The moment you open the box, the fragrance fills the room. That’s your first impression of cheonhyehyang (천혜향).
Around the Lunar New Year, in the depths of late winter, Korean markets start carrying a variety of citrus fruits noticeably larger than the everyday mandarin. Among them, one stands out for its exceptional aroma — cheonhyehyang. The name itself means “heavenly fragrance,” and the fruit lives up to it from the very first moment.
Despite its strong association with Korea, cheonhyehyang is not a native variety. It originated in Japan as a hybrid citrus, where it is known as Setoka (せとか). It began appearing in Korean markets in the mid-2000s and has since firmly established itself as a staple winter fruit of the season.
Cheonhyehyang is typically sold in premium gift-style boxes. A 3kg box runs around 30,000 KRW (roughly $22 USD), usually containing about 11 fruits — which works out to approximately 2,800 KRW, or about $2, per fruit. It’s pricier than regular mandarins, but the presentation and quality make it a popular choice for gifting as well.
Jeju Island is the name most closely associated with cheonhyehyang. Its warm climate made Jeju the natural home for this variety, but due to climate change, cultivation has expanded to other southern coastal regions of Korea as well. The fruit’s thin skin makes it sensitive to cold, and growing it requires considerable care — which is likely why it remains largely limited to commercial production in Japan and Korea, and is rarely seen elsewhere.
The skin is thin but surprisingly taut, so a bit of care is needed when peeling. The moment you do, an intense wave of fragrance hits — far stronger than what you got when opening the box. Personally, I’d say the aroma is even better than the taste itself. That said, the flavor doesn’t disappoint: rich in juice, high in sweetness, and low in acidity, making it easy to enjoy for just about anyone.
After purchasing, there’s no need to refrigerate right away. Leaving it at room temperature for a week or two allows it to ripen further, drawing out more sweetness over time. Eating one a day and noticing the subtle shift in flavor as it ripens is one of the quiet pleasures of cheonhyehyang.
February is the sweet spot — both in terms of price and peak flavor. If you’re visiting Korea in February, make a point of picking one up at a local mart. Just opening the box might be reason enough.
