Changes in Seollal Gift Trends Due to COVID-19... Emphasis on 'Practicality and Usefulness' and 'Contactless'

[Asia Economy Reporter Lim Chun-han] The trend for holiday gifts is also changing due to the impact of the novel coronavirus infection (COVID-19). The food industry has prepared Lunar New Year gift sets focusing on practicality, value, and non-face-to-face options.

CJ CheilJedang expanded its gift sets featuring popular HMR (Home Meal Replacement) products from 7 types last year to 9 types this year, keeping pace with the growing home-cooked meal trend. In particular, they newly launched a Tteokguk (rice cake soup) full-course gift set consisting of Korean beef bone soup and king dumplings. The Spam series, centered on Spam No. 8 and Spam Sweet No. 1, emphasized practicality and cost-effectiveness. A CJ CheilJedang official said, “We planned Lunar New Year gift sets focusing on home meals, practicality, and eco-friendliness to meet changing trends and rising consumer expectations.”

Sajo Daerim expanded its lineup of convenient products such as tuna and ham as more people enjoy home-cooked meals instead of dining out. Considering the difficult economic conditions and non-face-to-face situations, they strengthened online sales and prepared gift sets in various types and price ranges. The ‘Sajo Safe Special Gift Set,’ which combines practicality and value at a reasonable price, is Sajo Daerim’s flagship product. The premium oil sets No. 2 and No. 5, consisting of Haepyo canola oil and sunflower oil, are cost-effective gift sets priced in the 10,000 KRW range.

Woongjin Foods’ Lunar New Year gift sets total 30 types, divided by type with popular beverages such as Achim Hetsal and Chorok Maesil, and the representative juice brand ‘Jayeoneun’ products, organized into sets like ‘Jayeoneun Happiness Set’ and ‘Woongjin Comprehensive Set.’ The representative ‘Jayeoneun Happiness Set’ includes three bestsellers from the Jayeoneun juice series: aloe, tomato, and Jeju tangerine, along with kitchen towels. The ‘Woongjin Comprehensive Set’ includes Woongjin Foods’ representative beverages Achim Hetsal, Chorok Maesil, Jayeoneun high-calcium orange juice, and kitchen towels. Both sets come in generous 1.5L sizes. All 30 types feature practical compositions at reasonable prices in the 10,000 KRW range.

Dongwon F&B’s Dongwon Mall introduced over 1,800 types of food and daily necessities sets, including Dongwon tuna gift sets, The Banchan & HMR, fruits, and red ginseng. Prices range from the 10,000 KRW level and up. They also enhanced non-face-to-face services to improve customer convenience. Through the ‘Giftimoa’ service, holiday gift sets can be easily sent via text message. Orders can be placed with just the recipient’s phone number without knowing their address. The recipient only needs to enter their address to receive the gift on the desired date.