"Adults at Hotels, Kids at Home Parties" Whole Family Buzzes with Endemic Halloween

by Kim Yuri

Published 19 Oct.2022 15:00(KST)

Foreign Festivals Evolve from Youth-Only Events to Family Celebrations with Children
Large Marts Expand 'Halloween Spending' to Ages 50s-60s, Increasing This Year's Stock by 30%
Hotel Parties Revived in Endemic Halloween Attract Mainly 30s-40s
Ongoing COVID Concerns and Home Party Culture Boost Online Home Party Demand

InterContinental, Grand Delhi Halloween Cake (Photo by InterContinental Hotel).

[Asia Economy Reporter Kim Yuri] The retail industry is bustling as the ‘Halloween season’ is in full swing for the first time in three years since COVID-19. With the endemic phase (periodic outbreaks of infectious diseases) underway, many people are gathering to enjoy events and parties, while discount promotions on food and related items for home parties have also intensified. Consumers preparing to enjoy Halloween are showing diverse approaches depending on their generation and situation.

According to the retail industry on the 19th, large supermarkets have simultaneously launched events for Halloween party supplies and related food and beverages ahead of Halloween Day (October 31) this year. Through large supermarkets, parents with young children or grandparents are actively participating in consumption.

Emart has prepared more than 30% additional products compared to last year for its ‘Halloween Festival’ running from the 20th to the 31st. They are offering discounts on a total of about 200 products, including over 60 types of edible goods such as snacks, candies, and jelly, as well as about 140 types of household items like cylindrical pumpkin baskets, pumpkin costumes, and Halloween LED decorations.

Homeplus is also holding a special exhibition of fresh foods and party supplies from the 20th to the 2nd of next month. To enable children to experience Halloween interactively, special Halloween classes such as cooking & baking, clay and craft making are being conducted. Performances include Halloween pumpkin painting, making Halloween candy baskets, and a mysterious magic show by little Halloween magicians.

Interest in hotel parties is high among people in their 30s and 40s. They offer a way to enjoy the Halloween atmosphere without too much bustle, with luxurious food and beverages, making it a great meal and event experience. The InterContinental Seoul COEX is gaining popularity with its ‘Lunatic Halloween’ special wonder hour party on the 28th and 29th, where early bird tickets sold out quickly and additional sales are underway. Inspired by ‘Hotel Del Luna,’ where only ghosts can enter, the venue features a large moon suspended from the central ceiling of the lobby lounge and is decorated with unique Halloween decorations, offering unlimited wine, beer, and Halloween live menu prepared by chefs.

Sofitel Ambassador Seoul is also receiving inquiries about the ‘Halloween Plaisir 32 Party’ held at the rooftop bar Latitude 32. The event involves completing missions such as face painting, photo booth photography, and social media (SNS) certification shots, followed by enjoying cocktails and participating in a lucky draw event.

Due to ongoing COVID-19 concerns and the establishment of home party culture, demand for home party supplies remains high this year as well. Gmarket reported that sales of women’s Halloween costumes increased by 133% and men’s by 121% compared to the same period last year. Sales of cakes with the keyword Halloween (or Haloween) in the product name also rose by 107%. Market Kurly’s sales of related products increased by 116% from the 13th to the 17th, compared to the previous period (8th to 12th) during their Halloween event. Sales of popular character costumes and dresses for infants and children, such as Disney and Marvel, rose by 152%, and snacks suitable for enjoying with children increased by 143%.