Seolroin Achieves Record Sales as the Top Single Brand for 'Chuseok Hanwoo Gift Sets'

A Total of 35,000 Sets Sold... Achieving Sales Comparable to Major Domestic Department Stores

Since the COVID-19 pandemic, the number of people sending holiday gifts remotely has increased, leading to an expansion of premium gift culture among consumers. This Chuseok, premium liquors and health supplements were sold competitively, with ultra-high-end gift package products centered on Hanwoo receiving particularly strong responses from consumers.

For this Chuseok, the meat brand Sir.LOIN announced that its Hanwoo gift sets achieved record-high sales comparable to the total sales of Chuseok meat gift sets across all major department stores nationwide.

Sir.LOIN’s strategy of carefully selecting only products that have received excellent reviews and high popularity on its own online mall, and offering 10 types of aged Hanwoo gift sets, is analyzed to have broadened customer choices and contributed to this success.

The ‘2022 Chuseok Aged Hanwoo Gift Set’ introduced by Sir.LOIN is a high-priced premium set. A total of 35,000 sets were sold ahead of Chuseok, a figure similar to the total sales volume of Hanwoo meat gift sets at major domestic department stores, marking the highest sales ever for a single Hanwoo brand, which adds to its significance.

The product lineup includes Basic A, composed of 1st grade ‘Ro’ sirloin and striploin and 1+ grade fresh chadolbagi (thinly sliced brisket), known for its clean and deep meat aroma; Basic B, which offers 1++ grade ‘Seol’ sirloin and striploin with impressive snowflake marbling and flavor, along with 1+ grade or higher chadolbagi; as well as Signature, Premium, Special, and Platinum sets featuring various cuts such as grilled sirloin, striploin, soup cuts, cooking bulgogi, salchisal (chuck flap tail), chateaubriand, flower sirloin, and special parts, allowing customers to experience the taste of aged Hanwoo in diverse ways, receiving favorable responses.

As a Chuseok gift set, the value of the gift was elevated with a luxurious gift box reflecting Korean aesthetics. The dark-colored box with a texture reminiscent of ramie fabric and an appreciation card emphasized traditional Korean beauty while maximizing sophistication.

Packaging was also carefully designed to maintain quality. Individual special vacuum packaging allows refrigerated storage for up to two weeks, enabling consumers to enjoy the fresh taste of the meat even after the holiday. The Platinum set is packaged in a cedarwood box, which is moisture-resistant and has excellent antibacterial effects, combining luxury and freshness.

A Sir.LOIN representative stated, “Sir.LOIN gift sets have been sold out early for five consecutive years during holidays, including more than 10 times during both Seollal and Chuseok. In August, we conducted an early bird pre-sale of premium aged Hanwoo gift sets, which was already recognized by consumers,” adding, “The best quality, diverse configurations, and premium packaging designed with product value and quality in mind resonated well with customers.”