AEON’s giant watermelon display: what happens to it after promotion?

As summer heats up, many people turn to refreshing watermelons to cool down. But one observant shopper in Hong Kong recently raised an intriguing question: What happens to the massive Japanese Tottori watermelons displayed at AEON supermarkets once their promotional period ends?  

The curiosity began when a customer noticed that every July—coinciding with the peak season for Tottori watermelons—AEON prominently showcases an enormous "Japan Tottori Giant Watermelon" in its stores as part of a seasonal campaign. 

Labeled as a "non-sale item," the shopper wondered about its ultimate fate and decided to seek answers through the "Customer Feedback" section at AEON’s Tuen Mun branch.  

The store manager responded with a handwritten letter, explaining that while the giant watermelons are technically edible, they are primarily used as display pieces. 

At the end of the promotional period, staff inspect the watermelon by cutting it open. However, because it has been on display for an extended time, the fruit may no longer be at peak freshness and is therefore not sold to customers.  

The manager’s response did not explicitly state what happens to the watermelon afterward, leaving room for speculation. Some netizens guessed that employees might consume it, while others assumed it would simply be discarded.  

Public reaction and speculation  

The discussion gained traction in the Facebook group on AEON stores, where users shared mixed opinions. Some viewed the display as a clever marketing tactic, noting that the giant watermelon successfully draws attention and encourages social media engagement.

Others focused on the practical aspects, suggesting that the fruit likely loses its flavor after prolonged display and may not be worth eating.  

A former AEON employee added a personal anecdote, recalling a time when staff was allowed to taste the watermelon during a lunch break. According to them, the fruit was disappointingly bland, likely due to its long exposure outside ideal storage conditions.