Food and Daily Necessities for Filial Shopping... Homeplus 'Shopping on Your Behalf' Event

September Delivery Address Temporary Change Orders Increase↑

[Asia Economy Reporter Minyoung Cha] As the number of children engaging in ‘filial piety shopping’ online out of concern for their elderly parents increases, Homeplus is strengthening related categories.

According to Homeplus Online Mall on the 23rd, customers who temporarily changed their delivery address to place orders over the three weeks from the 1st to the 21st increased by 34% compared to the same period last year. This is because many customers, having given up returning home due to COVID-19, are trying to prepare gifts and meals for their parents in their hometowns.

Homeplus has opened a ‘Shopping for Parents’ category within the online mall until October 1st, offering major holiday foods and health supplements at affordable prices. The category gathers food items related to parents’ health for easy selection, and if customers change the delivery address to their parents’ address when ordering, the products are delivered quickly and fresh from the store closest to their parents’ home.

First, major fresh foods are sold at discounted prices for My Homeplus members. Representative discounts include 40% off U.S. chilled steamed short ribs, 30% off Australian chilled steamed short ribs, and 20% off Nonghyup safe Korean beef soup cuts, bulgogi, and skewers (per 100g). Wando live abalone sets (1kg, large) are sold at a 20% discount, and autumn fresh flower crabs and lobster sets are also prepared. For premium Koshihikari rice and King’s Icheon Haedeulmi rice, a 5,000 KRW gift certificate is given upon purchase, and there are also large-sized shiitake mushrooms, potatoes, first-grade large eggs, and Jongno-style beef bulgogi available.

Chuseok ritual items and ready meals are also prepared. Homeplus Signature Jeon (Korean pancakes) 4 types are sold at a 10% discount when purchasing two, and boiled octopus and autumn fresh yellow croaker for ritual use are discounted 20% for My Homeplus members. Semi-dried sea bream, croaker, and other ritual fish, as well as three-colored namul (seasoned vegetables) and fruits, are sold at discounted prices. Homeplus Signature home-cooked style ready meals 4 types, CJ soup and stew 8 types, and over 20 types of Cupban instant meals are sold at a 10% discount when purchasing two or more.

Health-related products are also available. Representative items include Haitai Beverage’s health-promoting red ginseng set, Chongkundang Health’s Lacto-Fit probiotic gold set, and Pearlses Krill56 set. There are also Boomcare non-contact thermometers, Ritucare sterilizing deodorants, and portable mini massage guns IMG Mini.

Lee Changsoo, Head of Trade Marketing at Homeplus, said, “We prepared this event to help ensure safe shopping for parents living in hometowns,” adding, “During the holiday season, we will continue to supply essential daily necessities quickly and fresh from the store closest to the customer’s home.”