"Last Night of October, An Era That Brings Halloween to Mind" Grandmother Also Holds Grandchild's Hand Preparing for Party

Halloween, Once a Peculiar Privilege of the Young Generation, Now a 'Holiday' Prepared by All Generations
Companies Utilize Halloween Keywords as Marketing Tools, Accelerating the Spread of Related Culture
Amusement Parks, Department Stores, Shopping Malls, and Food & Beverage (F&B) Industry Also Feature Halloween Decorations and Products
With the Endemic, Indoor and Outdoor Parties Revive, Leading to a Surge of Unique Events
Halloween Household Spending Expected to Soar... Related Consumption Already Increased Compared to Previous Years

Models are showcasing pumpkin basket dolls, children's capes, and Halloween pattern capes at the Shinsegae × Everland pop-up store held at Shinsegae Department Store Gangnam branch until the 31st (Photo by Shinsegae Department Store).

[Asia Economy Reporter Kim Yuri] When you think of 'the last night of October,' nowadays, people are more likely to recall Halloween Day rather than the lyrics of the popular song starting with 'I still remember now~.' Among young people, especially those in their 20s, the culture of dressing up in costumes and flocking to Itaewon to enjoy the festival has been ongoing for over a decade. Now, celebrating Halloween has naturally spread as a culture even in kindergartens. In South Korea, Halloween has established itself as a 'holiday' (a time observed and celebrated regularly each year) that all generations prepare for together, moving beyond being a 'peculiar possession of the younger generation.'

This trend is also evident in the retail sector. The purchase share of Halloween products by age group at large supermarkets shows a noticeable increase among those in their 60s compared to other generations. According to Emart on the 25th, in October 2018, customers aged 30-40 accounted for 95.5% of Halloween product purchases, but this dropped to 78.2% in October last year. Instead, the shares of customers in their 50s and 60s increased about fourfold and sevenfold, respectively, compared to 2018.

The rise in home parties after COVID-19 also contributed to establishing Halloween as a play culture recognized and enjoyed by all age groups. Consequently, local governments with high middle-aged and senior participation are organizing various events using Halloween as a keyword. These include Halloween street festivals, Halloween parties with pets, and book parties to attract visitors to the regions.

Models are showcasing Shinbi Apartment party supplies at Toys "R" Us in Lotte Mart Zeta Plex Jamsil store to celebrate Halloween. (Photo by Lotte Mart).

Above all, the use of Halloween as a corporate marketing tool has fueled the spread of related culture. At the end of October, just before the year-end consumption season begins in earnest, companies have positioned Halloween as an important event to be 'celebrated' according to their respective fields. Large retail channels such as amusement parks incorporating Halloween events, department stores, outlets, and shopping malls decorated with elaborate Halloween themes have launched marketing campaigns to stimulate related consumption. The food and beverage (F&B) industry is also introducing products filled with Halloween decorations.

Everland's Halloween theme zone, Blood City, now in its sixth season, has attracted over 1.3 million visitors ranging from teenagers to families. Lotte Department Store, under the theme 'Super Halloween,' collaborated with famous British pop artist John Bergman to decorate the department store's exterior walls, food hall, entrances, and display zones with Halloween themes. Lotte World Mall is showcasing various pop-up stores and performance events. Starfield and Shinsegae Premium Outlets have also prepared photo zones and event zones where families, couples, children, and pets can enjoy together.

This year, with indoor and outdoor parties resuming after being subdued due to COVID-19, unique events are capturing consumer attention. Hotels like Sofitel Ambassador Seoul are offering Halloween-themed cocktails and food in hotel lounges and bars decorated for Halloween, combined with events such as face painting and photo booth photography, attracting interest from the MZ generation (Millennials + Generation Z) who want to enjoy Halloween 'with atmosphere.' Mayfield Hotel, which annually prepares events to experience the Halloween custom of Trick or Treat in outdoor gardens, is also close to selling out its packages this year.

Household spending on Halloween is also expected to increase significantly. In the United States, households are projected to spend an average of $100 on Halloween parties and home decorations (according to a survey by the National Retail Federation). This is a 16.3% increase compared to $86 in 2019. In South Korea, more active indoor and outdoor activities are expected this year due to COVID-19, combined with high inflation, leading to higher spending than usual.

Related consumption has already increased compared to previous years. According to Gmarket, from the beginning of this month until the 17th, sales of women's Halloween costumes rose 133% year-on-year, and men's costumes increased by 121%. Sales of cakes with the keyword Halloween (or Hallowin) in the product name increased by 107%, while snacks (58%), chocolates, candies, and jelly (24%) also saw balanced growth. Market Kurly also reported a 116% increase in Halloween product sales from the 13th to the 17th compared to the previous period (8th to 12th). 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%.

Starfield presents content reflecting customer characteristics at each store to celebrate Halloween. Customers are taking commemorative photos at the 'Oreo Halloween' event at Starfield Goyang. Photo by Shinsegae Property.

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