MZ Generation Skips Traditional Hanbok for Lunar New Year, but Prepares 'Companion Dog Hanbok' Instead
'Gangaji Hanbok' Search Volume Three Times Higher Than 'Hanbok'
Unique Lunar New Year Gift Sets Targeting Petfam Joks Also Popular
As the tradition of wearing Hanbok during Seollal gradually fades, the demand for 'pet dog Hanbok' among the MZ generation (Millennials + Generation Z) has been found to be strong.
According to Naver Data Lab, a big data analysis service, over the past month leading up to Chuseok (December 20 to January 20), the number of searches for 'dog Hanbok' by people in their 20s and 30s surged by 1654% compared to the previous month. In particular, the search volume peaked on the 15th, about a week before Seollal.
On the other hand, the keyword search volume for 'Hanbok' was low. The same age group searched for 'Hanbok' at only about 33% of the volume of dog Hanbok searches over the past month. This suggests that among the MZ generation, there is a higher demand to purchase Hanbok for their pets rather than for themselves.
This consumption trend is interpreted as a result of the increase in single-person households and the growing population of pet dog owners. Additionally, the rise of the 'petfam' (pet + family) who cherish their pets as much as family members has also influenced this trend. These petfam recognize their pets as family members and are known to spare no expense when it comes to pet-related consumption. According to industry sources, the domestic pet market grew from 1.9 trillion won in 2015 to 3.4 trillion won last year, an increase of 78% over six years. It is expected to reach around 6 trillion won by 2027.
Not only Hanbok, but also unique Seollal gifts for pets have appeared. Pet startup 'BiteMe' launched a tteok-mandu-guk (rice cake and dumpling soup) meal kit for pets, made with broth boiled from dried pollack skin and anchovies, with dumplings and beef vegetable balls included. The price is 11,900 won. Along with this, they introduced a set of three pet desserts consisting of traditional Korean sweets (hangwa), rice cake balls (gyeongdan), and sweet rice drink (sikhye).
Large supermarkets are also joining in. Shinsegae Department Store released three types of 'Pet Pharmacy Dog Health Gift Sets' that help with dogs' joint, eye, skin, and coat health. There is also a 60-day supply of 'Bone Strong + Immunity Strong Set' by Biopets, which helps prevent patellar luxation and supports joint health for both dogs and cats.
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Petfam say they feel satisfaction by giving special gifts to their pets rather than themselves during holidays. Choi Jeong-in (32, female), an office worker living in Eunpyeong-gu, Seoul, said, "Since I live alone, most holiday gifts like ham, seasonings, and snacks end up being thrown away." She added, "On the other hand, gifts for my pet are much more practical, so I feel more satisfied when receiving them. I want to give something better to my pet, who is like family, during the holidays."
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