Average Per Capita Spending on Kitchenware Increased Fivefold in 5 Years... Popularity of Mukbang and Cookbang Cited as Cause

[Asia Economy Reporter Seungjin Lee] As 'Cookbang (cooking broadcasts)' and 'Mukbang (eating broadcasts)' gained popularity, sales of kitchenware also increased.

According to online shopping site Gmarket on the 9th, kitchenware sales last year increased by 40% compared to 2014. During the same period, the average spending per person, which reflects the purchase price range, grew up to 5 times (424%). If consumers spent 10,000 won on kitchenware five years ago, they spent 50,000 won last year.

Gmarket analyzed that the trend of cookbang and mukbang through YouTube and various social network services (SNS) led to attention on expensive and luxurious designed kitchenware.

In particular, high-priced cutlery sets and imported brand tableware, represented by the term 'cutlery,' gained popularity and drove the growth of premium kitchenware. Last year, the average spending per set of tableware increased by 46%, and the spending per Western-style tableware set increased 5 times (424%). The average spending per mug cup and spoon also increased by 79% and 11%, respectively.

Spending on kitchen accessories also increased. The average spending per plate rack rose by 62%, and dish racks by 82%. Kitchen accessories including strainers and seasoning containers increased by 95%, and kitchen organizing products rose by 18%.

The 'home cafe' (a blend of home and cafe) and 'home drinking' trends also drove demand for premium kitchenware. The average spending per tea set (35%) and coffee cups/teacups (65%) needed for home cafe setups also increased. Significant investments were made in roasters (108%) and milk frothers (113%) as well.

Meanwhile, Gmarket is holding a ‘Seolbig Sale’ promotion until the 20th, offering various products such as tableware and storage containers at discounts of up to 70%. Three types of coupons providing discounts up to 50,000 won daily are available, allowing even lower prices for products marked with the ‘Seolbig Sale’ sticker.

For example, ‘Tefal’ offers a ‘12% overlapping coupon’ for Smile Club members and a ‘10% overlapping coupon’ for general members, providing additional benefits. CJ ENM O Shopping’s kitchenware brand ‘Odense’ is also participating in the ‘Seolbig Sale,’ selling various premium tableware such as rice bowls and mugs at discounted prices.

Kim Cheolhee, team leader of eBay Korea’s Lifestyle Team, said, “The consumer psychology of wanting to eat properly even at home has spread, and the high popularity of photo and video sharing SNS naturally led to the premiumization of kitchenware. As this trend is expected to continue for some time, the growth of the premium kitchenware market is also likely to expand accordingly.”