Not Going Home, Buying Holiday Food... How COVID-19 Changed Chuseok Traditions

Increase in People Avoiding Returning Home for Holidays Due to COVID-19
Rise of 'Honchujok' Boosts Popularity of Simple Holiday Foods
Chuseok Customs Shifting from In-Person to Non-Face-to-Face

On the morning of the 1st of last month, a notice was placed at Seoul Station informing that, to prevent the spread of the novel coronavirus infection (COVID-19), Chuseok holiday train tickets would be sold 100% non-face-to-face in advance through online and telephone reservations. [Image source=Yonhap News]

[Asia Economy Reporters Han Seung-gon and Kim Young-eun] "Due to COVID-19, I’m staying home instead of going to my hometown.", "It’s easier to just buy holiday food."

Amid the impact of the novel coronavirus (COVID-19), not only are people refraining from visiting their hometowns during the Chuseok holiday, but more are also purchasing ready-made holiday foods instead of preparing them themselves.

The traditional holiday atmosphere, where family elders were always met face-to-face to exchange well-wishes, is partially changing due to COVID-19. The government has also urged people to celebrate the holiday remotely during this Chuseok period and recommended adherence to quarantine guidelines.

As the number of 'Honchu-jok' (people spending Chuseok alone) and those staying home without visiting their hometowns increases, 'customized holiday foods' catering to them are gaining popularity. Services delivering foods made in traditional markets directly to homes have also emerged. This can be seen as a holiday atmosphere brought about by COVID-19.

According to eBay Korea on the 21st of last month, an analysis of holiday processed food sales on Gmarket and Auction from the 11th to the 17th of last month, ahead of Chuseok, showed about a 40% increase compared to last year’s Chuseok period.

An eBay Korea official explained, "It appears that online purchases of holiday foods have increased mainly among the so-called 'Honchu-jok' who gave up returning home this Chuseok."

Products for 'Honchu-jok' continue to be released. Shinsegae Department Store introduced 'Holiday Lunchboxes' to take responsibility for the holiday meals of those spending Chuseok alone. To reduce the hassle of preparing holiday foods alone, the holiday dishes were arranged in single-serving lunchboxes.

Convenience stores have also launched Chuseok ready meals. CU Convenience Store released a series of Chuseok ready meals on the 22nd, anticipating many households will not visit their hometowns this year to prevent COVID-19 infection and spread. Customers can easily purchase holiday foods that usually require cooking, such as assorted jeon (Korean pancakes), japchae (stir-fried glass noodles), and yakbap (sweet rice dessert), at convenience stores.

On the afternoon of the 24th, ahead of Chuseok, a pickup manager for the traditional market delivery service app 'Noljjang' is moving to receive ordered items at Mangwon World Cup Market in Mapo-gu, Seoul. (Photo by Yonhap News)

In traditional markets, services delivering holiday foods have also appeared. The delivery app 'Noljjang' provides region-customized delivery by delivering primary food products, manufactured goods, and foods within the market directly to local residents.

Additionally, the food delivery platform 'Coupang Eats' has collaborated with the Seoul Metropolitan Government to launch a food delivery service targeting traditional market merchants. Currently, this service is being implemented in 22 markets across 13 districts, including Gwangjang Market in Jongno-gu and World Cup Market in Mapo-gu’s Mangwon-dong.

As a result, people spending Chuseok alone are expressing satisfaction with well-prepared holiday foods.

A woman in her 20s, Lee, who lives alone in Seoul away from her family, said, "I just spent this Chuseok alone in Seoul. I was worried about getting infected with COVID-19 on the way to my hometown by public transportation, and as a job seeker, meeting many relatives felt burdensome."

A woman in her 50s, Kim, who said she spent Chuseok at home, stated, "Because of COVID-19, it feels unsafe to meet all the relatives together, and since it’s a rare holiday, I wanted to rest comfortably at home, so I didn’t go down to the countryside this time." She added, "I rested at home with my husband and children, and we bought ready-made holiday foods like songpyeon (rice cakes) and jeon (pancakes)."

On the afternoon of the 23rd, when the government expanded the 'Social Distancing Level 2' quarantine measures nationwide, Seoul Station was quiet. Photo by Yonhap News

As the number of 'Honchu-jok' who spend Chuseok alone instead of with family in their hometowns increases, the holiday atmosphere is also changing.

According to a 'Chuseok Plan Survey' conducted by Lotte Homeshopping on the 3rd of last month targeting 500 loyal customers, 47% answered that they would 'rest at home,' which is 10 percentage points higher than last year. Conversely, 45% said they would 'visit hometown (relatives),' which is 12 percentage points lower than last year.

Also, in a 'Chuseok Holiday Plan Survey' conducted on the 7th of last month by Job Korea and Albamon targeting 855 office workers, 30.8% (multiple responses allowed) answered that they would 'try not to go outside as much as possible.' This indicates an increasing number of people choosing to spend the holiday safely at home instead of visiting their hometowns or traveling abroad.

A man in his 30s, Kim, said, "I feel a bit uneasy about going to my hometown because of COVID-19," and emphasized, "I often contact my parents and send holiday gifts via delivery, so I think it’s better to spend the holiday safely."

In this regard, the quarantine authorities have designated the period until midnight on the 11th as the 'Chuseok Special Quarantine Period' and are continuing social distancing at level 2.

The government has repeatedly urged people to refrain from traveling during the holiday. On the 17th of last month, Prime Minister Chung Sye-kyun said at the Central Disaster and Safety Countermeasure Headquarters meeting, "This Chuseok, please do not meet your parents and relatives face-to-face, and taking care of their safety and health is the greatest filial duty and courtesy." He added, "I hope this will be a rich Chuseok where, although physically apart, hearts are shared through a warm phone call and gifts filled with love."

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