Convenience Store Chocolate Sales Up to 102%
Many Stores No Longer Sell Yeot or Tteok
Reflecting Trend Toward Practical Gifts
"Yeot is no longer sold as a special product for the College Scholastic Ability Test (CSAT). These days, chocolate is much more popular."
On the afternoon of the 15th, a day before the 2024 CSAT, when asked about gifts to support test-takers at a convenience store in Jung-gu, Seoul, the clerk gave this response. The clerk said, "Even schools tell students to bring chocolate because it helps relieve tension," adding, "There are only a few CSAT special products left in the store."
Yeot, traditionally given as a gift to wish success to students before important exams, has disappeared. In the past, parents or relatives used to stick yeot at the main gate of the exam site as a symbol meaning 'stick firmly,' but this scene has gradually vanished with changing times, naturally leading to a decrease in demand. The fact that yeot is rarely eaten as a snack nowadays also seems to have influenced this trend. The place once held by yeot as the quintessential success gift has now been taken over by chocolate.
According to the industry on the 16th, sales of chocolate at the four major convenience store chains (CU, GS25, 7-Eleven, and Emart24) increased by up to 102.3% compared to the previous week from the 6th to the 14th. During this period, sales growth at convenience store A was only 26%, but the other two stores showed high growth rates of 65% and 70%, respectively. On the other hand, no convenience stores were found to have sold yeot.
This trend is interpreted as reflecting the current preference for practical gifts. Chocolate is known to have beneficial effects on memory and cognitive functions. It acts on brain and nerve functions to enhance concentration and improve thinking skills, while also alleviating tension caused by pre-exam stress and providing mental calming effects.
Chapssaltteok, which was also popular as a success gift for test-takers along with yeot in the past, is gradually disappearing from stores, overshadowed by chocolate. Although it was released as a CSAT special product at convenience stores, its stocking and sales rates were not high. A representative from convenience store B said, "We operated a small quantity of two types of 'Success Chapssaltteok' ahead of this CSAT," adding, "No additional stock was brought in." Convenience store C also reported that chapssaltteok sales growth last week was only 15% compared to the previous week.
An industry insider said, "In the past, there was a culture where relatives or juniors gave yeot or rice cakes to seniors as a form of encouragement, but now practical gifts like chocolate are preferred," adding, "Chocolate has recently become a beloved gift for people of all ages and genders on special occasions such as Valentine's Day and CSAT day."
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