"Giving Health Products as Gifts" The Changing Chuseok Gift Trends Due to COVID-19

New Chuseok Gift Trends...Big Impact from COVID-19
Expert: "Health Emerges as a Key Theme This Chuseok"

As the COVID-19 pandemic continues, the trends in Chuseok gift-giving are changing. Photo by Yonhap News

[Asia Economy Reporter Kim Suwan] "This Chuseok, I plan to gift health products to my parents."

Office worker Kim (28) said this as she decided on the gift for her parents about 20 days before Chuseok. Kim said, "These days, with social distancing and quarantine measures emphasized, my parents are paying a lot of attention to their health," adding, "I looked it up online and found that health products are the trend this Chuseok. So, I purchased various vitamins, red ginseng, along with masks and hand sanitizers. Especially since competition is fierce, you have to buy early to get a better price."

As the COVID-19 pandemic prolongs, even the customs of Chuseok gifts are changing. Unlike in the past when fruit, processed foods, and daily necessities gift sets were popular, this Chuseok, consumers' interest is focused on quarantine supplies such as masks and hand sanitizers, and health functional foods that boost immunity.

In particular, gift sets mainly composed of hygiene products have emerged, creating a new culture of gifting products aimed at preventing COVID-19 infection.

Experts analyze that due to COVID-19, health has emerged as the key theme for this Chuseok.

According to a survey, the Chuseok gift trend has also changed due to COVID-19. On the 9th, Wemakeprice analyzed data from its recent early bird Chuseok event and announced that the health food category accounted for about 40% of total transaction volume, ranking first.

This contrasts with last year's Chuseok, when processed foods (about 35%) took first place.

Changes were prominent among the top 20 products by sales volume and transaction amount. While last year canned ham, canned tuna, and beauty gift sets dominated, this year red ginseng, probiotics, collagen, and other health functional foods that support immunity, as well as fresh foods like LA galbi, dried yellow corvina, and Shine Muscat grapes, gained popularity.

Especially with masks and hand sanitizers becoming daily necessities due to COVID-19, related products have also increased significantly. Products aimed at preventing COVID-19 infection, such as LG Household & Health Care personal hygiene kit sets and Aekyung Labsin hygiene set Office No.1, have been released.

On the 26th of last month, masks were displayed at a large supermarket in downtown Seoul. Photo by Yonhap News

As a result, citizens agree that a new culture of gifting infection prevention products as Chuseok gifts has emerged.

Kang, a 30-something office worker, said, "Last Chuseok, I gave my parents cash along with bags and clothes as gifts," adding, "But this year, due to COVID-19, I prepared gifts that help with quarantine, like masks."

There are also survey results indicating that consumers will purchase health-related products as Chuseok gifts this year. The holiday gift scene is showing a different appearance from before and is becoming an entirely new culture.

On the 3rd, Lotte Home Shopping conducted a 'Chuseok Plan Survey' targeting 500 premium customers ahead of Chuseok. 91.3% of respondents said they plan to purchase gifts for this Chuseok, with the planned purchase items being △fresh foods (52%) △health foods (42%) △gift certificates/cash (40%) △processed foods (26%).

Experts analyze that due to COVID-19, the keyword for Chuseok gifts has changed, leading consumers to purchase hygiene products and health foods.

Professor Lee Eunhee of Inha University's Department of Consumer Studies said, "Previously, processed foods like canned goods sold well. During Chuseok, rare foods that are hard to come by usually were popular, but with the prolonged COVID-19 situation, health has rapidly emerged as the key theme," adding, "Masks and hand sanitizers, which have become daily necessities, are now being gifted to acquaintances and parents."

She continued, "Also, since these hygiene products are appreciated by recipients, consumers are also seeking health foods like vitamins."

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