Two Years of Contactless Holidays... Chuseok Dining Table Changes with Evolving Holiday Trends

Analysis of Hyundai Department Store Holiday Gift Set Pre-Orders
Steak, Apple Mango, Lobster, etc. 'Soar'
Westernized Tastes Lead Holiday Atmosphere Among Customers in Their 30s and 40s
High Inflation Drives Increase in Home Parties

Hyundai Department Store, 'Hanwoo and Chef Kim Hyung-seok's Dipping Sauce Set'.

[Asia Economy Reporter Yuri Kim] As the "small holiday" becomes a new trend, the holiday dining table is also changing. With the spread of trends enjoying travel or home parties instead of large family gatherings during the holiday period, gift sets that allow you to enjoy a "luxurious meal" at travel destinations are gaining popularity.

According to Hyundai Department Store on the 21st, an analysis of sales of meat gift sets during this year's Chuseok gift set pre-order period (August 1?20, 2022) showed that the sales growth rate of grilling Hanwoo beef at Hyundai Department Store (51.7%) was nearly three times higher than that of the traditionally popular Hanwoo braised short ribs (17.3%). If this trend continues, the proportion of grilling Hanwoo in total Hanwoo sales during the entire Chuseok gift set sales period is expected to exceed 40% for the first time ever.

A Hyundai Department Store official said, "Recently, the culture of going camping or traveling instead of large gatherings during the holiday period has become popular, leading to a sharp increase in sales of grilling Hanwoo or steak, which are convenient to eat at travel destinations," adding, "As holiday culture changes, food culture and gift trends are also rapidly evolving."

This change in food culture is also seen in other product categories. In seafood, the growth rates of shrimp and lobster (45.1%) surpassed that of the traditional holiday gift, dried yellow croaker (37.8%). In fruits, the growth rates of Shine Muscat grapes and apple mangoes (76.3%) more than doubled those of apples and pears (29.1%). Sales of dessert fruits such as apple mangoes and Shine Muscats at Hyundai Department Store have been increasing by about twice every year, and this year, it is expected for the first time to account for more than half of the total fruit sales.

Hyundai Department Store attributes this phenomenon to the younger generation with Westernized tastes, now in their 30s and 40s, leading the holiday atmosphere at home. They analyze that by actively accepting easy-to-prepare foods instead of traditional dishes, a new holiday food culture trend is being formed. Additionally, the increase in demand for home cooking instead of dining out due to high prices also seems to have played a role.

Sales of wine gift sets have also surged. During last year's Chuseok and this year's Seollal holidays, Hyundai Department Store's wine gift set sales grew by 83.4% and 86.7%, respectively, establishing wine as a new representative holiday gift.

Reflecting these trends, Hyundai Department Store will showcase various gift sets, including steaks, during the main Chuseok gift set sales period from August 22 to September 9. Representative products include the Hyundai Special Hanwoo Grilling Bamboo (죽) Set containing 900g each of sirloin roast and striploin steak, the Hanwoo Special Parts Orchid (蘭) Set (600g each of chuck flap tail and ribeye cap), and the Italian Florence-style T-bone steak set. For the first time this holiday, a dipping sauce set made with recipes by Chef Hyungseok Kim, general chef of h450 and a graduate of Le Cordon Bleu, will be offered alongside Hanwoo beef.

Various unique gift sets such as Shine Muscat and mixed mango sets, Shine Muscat, apple mango, and Hallabong citrus Plum (梅) sets, premium domestic large shrimp sets, and live lobster sets will also be available.

A Hyundai Department Store official said, "We have prepared various Chuseok holiday gift sets that meet customer demand in line with changing holiday trends," adding, "We plan to continue offering diverse products and services that consider customer preferences."