Annual Transactions Reach 189.5 Million
Starbucks Gift Cards Top the List, Baemin Gift Cards Rank Second for the First Time
This year, nearly 200 million gifts were exchanged through KakaoTalk's 'Gift' service.
On December 25, Kakao announced that, based on an analysis of usage data from January 1 to December 17 this year, the cumulative number of transactions on KakaoTalk Gift reached approximately 189.5 million. This translates to an average of about 540,000 gifts exchanged per day.
Kakao characters and the robot 'Bring' at the Kakao Mobility headquarters in Bundang-gu, Seongnam-si.
During this period, around 8,700 brands joined the Gift platform, and more than 640,000 different products were distributed. Kakao explained that the Gift service functions not just as a simple transaction tool, but as a lifestyle platform that connects people.
Among gift vouchers, Starbucks gift cards were the most popular item for the second consecutive year. Following this, Baemin (Baedal Minjok) gift cards ranked second, marking the first time Baemin gift cards have entered the top two. This indicates that the use of gift vouchers, which was previously focused on shopping, is expanding into dining and delivery services.
Other items in the top five included Emart and Shinsegae gift cards, Olive Young gift cards, and Twosome Place gift cards.
Looking at usage patterns, there was a clear trend of 'self-gifting,' where users purchase gifts for themselves as well as for others. Among the top 10 brands for self-purchases, Dyson and Casetify ranked third and ninth, respectively, influenced by seasonal discount events.
Dior Beauty took the top spot, and premium beauty and niche perfume brands such as Prada Beauty (sixth place), Byredo, and Le Labo newly entered the upper ranks. This reflects the 'small luxury' trend, where consumers are willing to spend on high-priced items if satisfaction and personal reward are clear.
The products most frequently added to users' wishlists were those that balanced practicality and personal taste. Beauty gift cards were the most selected item, as recipients could choose products that suited their preferences. Lip glow products and tumblers ranked second and third, while delivery gift cards and perfumes came in fourth and fifth.
The day with the most active use of the Gift service throughout the year was, as in the previous year, Pepero Day. This was followed by Valentine's Day, Teacher's Day, White Day, and the day before the College Scholastic Ability Test.
In terms of service, the alcoholic beverage pickup service-which allows users to order online and pick up in-store-was expanded, and more brands began offering cake pickup options.
Kakao stated, "This year's gift trends have become even more focused on respecting individual preferences," adding, "Practicality, personal taste, and experience have become the core keywords."
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