Men Went to Convenience Stores, Women to 'This Place'... Where Were the Consumption Coupons Used?

'Livelihood Coupon' Drives Everyday Consumption
Coupon Usage Varies by Income Level

It has been ten days since the government implemented the 'Livelihood Recovery Consumption Coupon', and meaningful changes are being detected in actual consumption sites.

A man visiting a convenience store. Photo by Asia Economy.

According to the 'Livelihood Recovery Consumption Coupon Usage Data Analysis' released by MacroMill Embrain on August 1, coupon usage has been most active in 'daily life-oriented' sectors such as convenience stores, hospitals, and cafes.

An analysis of the first round of payment data from July 22 to July 28 showed that the sector where consumption coupons were used the most was convenience stores (11.3%), followed by medical/health (5.0%), cafes (4.4%), and general restaurants (3.9%). This indicates that consumers made actual expenditures in the most everyday living spaces, demonstrating the effectiveness of the policy.

The 'Minseong Recovery Consumption Coupon' is being actively used mainly in daily life-oriented industries. MacroMill Embrain

There were also clear generational differences in consumption tendencies. Younger age groups were most active in using coupons at convenience stores (32.0% for those in their 20s, 37.7% for those in their 30s) and cafes (16.0% for those in their 20s, 22.9% for those in their 30s), while older age groups mainly used coupons at hospitals or pharmacies.

By gender, men showed a high usage rate at convenience stores (32.8%), while women showed higher usage at cafes (17.4%) and bakeries (7.3%).

The 'Livelihood Recovery Consumption Coupon' showed differences in usage locations according to income levels. Macromill Embrain

A notable point was the difference in usage locations according to income level. Respondents who assessed their annual income as low concentrated their coupon use at places for purchasing daily necessities such as supermarkets/discount stores (10.7% for annual income under 10 million KRW, 10.3% for 10?30 million KRW, 6.7% for 30?50 million KRW). The usage rate for high-priced items such as optical shops was also significant (3.1% for annual income under 10 million KRW, 1.5% for 10?30 million KRW, 1.8% for 30?50 million KRW). In other words, lower-income groups used the coupons as a means of livelihood support, while higher-income groups tended to use the coupons in relatively high-cost education sectors.

Yoon Hojung, Minister of the Ministry of the Interior and Safety, visited Bidan-gil Hyundai Market in Geumcheon-gu, Seoul on the 24th to inspect the use of livelihood recovery consumption coupons and purchased goods. 2025.7.24. Photo by Kang Jinhyung

The government's consumption coupon policy is viewed positively as it has visibly changed consumption patterns in a short period. It has been confirmed to have a practical effect that aligns with the policy's goals of easing inflationary burdens and supporting the recovery of small business owners' sales. However, since it is still in the early stages of implementation, there is analysis that the long-term impact on the overall livelihood economy needs to be monitored. Attention is focused on whether the Livelihood Recovery Consumption Coupon can make a substantial contribution to stimulating consumption, rather than remaining a one-off event.