A pair of cantaloupe melons sold at auction in Japan today for 1.6 million yen (USD 15,730), one of the highest prices ever paid for the coveted orange-fleshed fruit.
A local fruit wholesaler snapped up the 3.7-kilogramme (8.1-pound) Yubari melons at the high-end fruit and vegetable sale, which took place on the first day of the season for the prestigious melons.
It was the third-highest price ever paid for the luxury melon brand and cost the equivalent of splashing out on a small car.
In a country where a single apple can cost more than USD 5 and a presentation pack of 20 cherries sells for over USD 100, Japanese shoppers are used to paying high prices for their fruit.
But the eye-watering figures paid at the Sapporo Central Wholesale Market in northern Hokkaido reflect buyers' desire for prestige.
Yubari melons are considered a status symbol in Japan like a fine wine, with many buyers presenting them as a gift to friends and colleagues.
A pair sold at auction for a record 2.5 million yen in 2008, partially due to a degree of sympathy for the town of Yubari that produces the melons and which went bust in 2007.
The best-quality Yubari melons are perfect spheres with a smooth, evenly patterned rind. A T-shaped stalk is left on the fruit, which is usually sold in an ornate box.
