Customized Marketing for Solo Chuseok Celebrators Instead of Returning Home
Various Campaigns Catch Attention
As many 'Honchujok'?people spending the holiday alone?are expected this Chuseok as well, the distribution industry is drawing attention with holiday food and promotions such as Home Meal Replacements (HMR) targeting them.
According to the industry on the 15th, CU recently launched the ‘Hangawi Holiday Lunchbox’ to create a rich holiday atmosphere even when eating alone. It contains various holiday foods including five types of jeon (Korean pancakes) such as tteokgalbi (grilled short rib patties), omisanjeok (five-flavored skewers), donggeurangttaeng (Korean meat patties), and buchujeon (chive pancakes), as well as three types of seasoned vegetable side dishes: gosari (bracken fern), spinach, and bellflower root salad. Along with this, from the 16th to the 19th, CU will hold a half-price event on about 40 types of lunchboxes for three days.
GS25 released the ‘Chuseok Beef Bulgogi Hot Pot Lunchbox’ as a convenient holiday meal. This product is a holiday table concept lunchbox featuring Seoul-style beef bulgogi hot pot, a Korean dish highlighting regional characteristics. Tender beef, three types of mushrooms?enoki, oyster, and white beech mushrooms?and glass noodles are packed in a small earthenware pot-shaped container, accompanied by GS25’s bulgogi sauce. Especially targeting single-person households spending the holiday alone, the content volume is about 16% larger compared to GS25’s regular lunchbox products.
Discount promotions for consumers who cook their own meals during the Chuseok holiday are also ongoing. Ourhome is running the ‘Gussi Banga Hangawi Week’ promotion on Ourhome Mall to celebrate Chuseok. On Ourhome’s official online mall, Ourhome Mall, popular Gussi Banga products, jeokjeon (Korean pancakes), and soup/stew products are being sold at discounts of up to 57% until the 18th. Popular Gussi Banga products such as ‘Charcoal-grilled Beef Short Rib Tteokgalbi’ and ‘Songyi Beef Short Rib Tteokgalbi’ are offered alongside jeokjeon varieties like donggeurangttaeng, seafood meatballs, pumpkin pancakes, and spicy vegetable pancakes, as well as premium HMR products like Gussi Banga’s ‘Abalone Beef Short Rib Soup,’ ‘Gyeongsang-do Style Octopus Soup,’ and ‘Jinju-style Hangover Soup,’ helping customers prepare affordable ceremonial tables and holiday gifts.
Saempyo offers up to 50% discounts on ‘Yori Essence Yeondu’ and ‘Yeonduring’ at the Naver Store ‘Saemine Market’ to help prepare holiday dishes easily and deliciously. ‘Yori Essence Yeondu’ is a 100% plant-based product made from fermented soybean liquid, allowing cooking without complicated seasonings. ‘Yeonduring’ is made by roasting and steeping natural ingredients once, and simply adding it to boiling water brings out a rich flavor.
Coca-Cola’s recently launched gourmet guide, ‘Red Ribbon Seoul’s Best Restaurants,’ is expected to serve as a useful dining landmark for Honchujok who remain in the metropolitan area instead of returning home. ‘Red Ribbon Restaurants,’ created in collaboration with Korea’s first gourmet evaluation book ‘Blue Ribbon Survey,’ is designed to let people experience Coca-Cola’s delicious magic through the ‘Coke & Meal’ campaign offline. Earlier this year, Coca-Cola introduced ‘Red Ribbon Nationwide Best Restaurants 2024,’ featuring 550 restaurants nationwide for the first time, and recently unveiled ‘Red Ribbon Seoul’s Best Restaurants 2024,’ featuring 600 restaurants across Seoul.
Notably, the newly released Red Ribbon Seoul’s Best Restaurants comprehensively covers popular spots such as Seongsu, Hongdae, and Itaewon, as well as quieter areas with plenty to enjoy, like Yeonhui-dong, Seochon, and Yongridan-gil, which are great for solo visits. The Red Ribbon Seoul’s Best Restaurants are selected based on places where customers can enjoy food that pairs well with Coca-Cola, receive positive reviews and ratings for delicious food, and provide a comfortable and enjoyable atmosphere for a happy gourmet experience.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
