"Bought Goods, Got the Main Product as a Bonus?" Goods Marketing Opens Wallets of 20s and 30s

From Starbucks Ready Bag to Pop-up Stores... The Goods Craze Driving Millennial Consumption
4 out of 5 Consumers Prefer the Goods Trend
Experts Say, "Consumers Seek Satisfaction Beyond Functionality... Must Practice Rational Consumption"

Recently, Starbucks experienced a shortage phenomenon due to the giveaway of Server Ready Bags. Photo by Yonhap News

[Asia Economy Reporter Kim Ga-yeon] "It's easier to think of it as just buying goods with money," "I bought a free gift, and the main product came as a bonus."

Recently, as various goods marketing has gained popularity, the number of consumers in their 20s and 30s actively making purchases is increasing. This consumption trend is mainly seen among the millennial generation in their 20s and 30s (born from the early 1980s to early 2000s), who prioritize 'value for psychological satisfaction' (gashimbi) and 'consumption for oneself' over price.

Consumers are enthusiastic about goods, sometimes visiting stores on the day of sale to cause early sell-outs, or lining up from dawn before opening in so-called 'open runs,' creating frenzy phenomena. Accordingly, the distribution industry is expanding goods marketing, which was previously used simply as a promotional tool, into pop-up stores and collaboration goods sales.

Experts analyze that this consumption culture has spread as consumers pursue their individuality with the increased use of SNS.

Consumers cite psychological satisfaction as the main reason for purchasing goods. They can gain great satisfaction and happiness by purchasing unique products compared to general items or by enjoying activities they consider hobbies.

According to a 'Goods Trend' survey conducted by job portal JobKorea together with part-time job portal Albamon targeting 2,128 millennials, 81.3% of respondents answered that they perceive goods trends positively. They cited reasons such as 'feeling of owning limited edition products for a small number' (58.8%, multiple responses allowed), 'being able to access preferred brand or singer products more often' (45.2%), and 'collecting goods is fun and a hobby' (37.1%).

Regarding the amount of money they are willing to spend on goods, respondents answered 'between 10,000 and less than 30,000 won' (28.6%), 'between 30,000 and less than 50,000 won' (20.1%), and 'cost does not matter if I like it' (18.2%). Also, 50.2% said they are willing to invest time in purchasing goods.

The distribution industry is actively implementing marketing strategies by understanding these consumer purchasing trends. New goods are being released not only in the food service industry, such as Starbucks Summer Ready Bag (Ready Bag), Coffee Bean umbrellas, and Baskin Robbins BTS goods, but also in the liquor, publishing, and film industries.

Some companies have gone beyond the traditional free gift provision format, which offers goods upon a certain purchase amount, and have started full-fledged goods sales through pop-up stores. HiteJinro plans to open a character shop called 'Dukkeop Sanghoe' in Seongsu-dong, Seoul, accessible only to adults, from the 17th, selling Chamisul backpacks, toad figurines, Terra box-shaped bottle openers, and Filite elephant dolls. Film company Odd will also open a showroom in Yongsan-gu, Seoul, on the 18th to commemorate the release of 'My Girlhood.'

In summary, goods that were previously provided as secondary items with main product purchases have become more popular, reversing the roles. As a result, consumers joke, saying things like "I buy free gifts with money," or "I bought a free gift, and the main product came along."

A consumer taking a card out of their wallet to make a payment / Photo by Yonhap News

A 25-year-old office worker A, who has experience receiving a Ready Bag, said, "I don't only buy goods from specific brands; I keep an eye on products from various places and try to get them if I like them."

A said, "I saw the Ready Bag image and liked it so much that I went through a lot of trouble to get it. Honestly, drinking 17 cups alone was impossible, so I collected frequencies (coupons) by buying for friends. In the end, I think I practically bought the Ready Bag for tens of thousands of won."

Office worker B (30), who usually collects goods given at online bookstores and movie theaters, also said, "I sometimes joke that 'I bought a book because I bought goods.'"

B added, "In the case of online bookstores, the free gifts differ by store, and generally, you have to meet a minimum purchase requirement of over 30,000 won to receive them. Movie theaters also charge more for special screenings that give goods. Nowadays, so many different products come out that it's easy to spend a lot of money. It's good but also feels burdensome," he added.

Some criticize this as a reversed situation that encourages excessive consumption by consumers. Receiving goods given as free gifts requires a certain level of spending. For example, the recently scarce Starbucks Ready Bag required consumers to meet the condition of purchasing 17 or more drinks.

Experts say that while the goods craze has become a new consumption trend, consumers need to have a rational consumption attitude.

Professor Lee Eun-hee of Inha University's Department of Consumer Studies said in a phone interview with Asia Economy, "Nowadays, consumers prefer storytelling over just products and like character products. They want to feel something (like satisfaction) from the character, not just functionality. If that's the case, there is enough reason for consumers to buy even at a high price."

Professor Lee added, "Today's consumers pursue their own individuality and especially like to post on SNS, so suppliers produce limited editions and unique products in small quantities to control supply. However, it is better if consumers do not react too hastily to limited editions. That would be a desirable consumption attitude."

This content was produced with the assistance of AI translation services.