Even Just Being Nominated at the Awards Ceremony Means Gifts Worth 200 Million Won... From Luxury Resorts to High-End Electronics

The Oscar statuette to be used at the 96th Academy Awards, held in Los Angeles in 2024, is covered with vinyl.
[Image source=Reuters Yonhap News]

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The gifts given to the nominees of the '96th Academy Awards,' held at the Dolby Theatre in Los Angeles on the 10th (local time), have been revealed.

The British Daily Mail reported on the 8th that Academy Award nominees will receive gift bags worth $180,000 (approximately 230 million KRW) regardless of whether they win or not.

This year's bag, planned by the entertainment marketing company Distinctive Assets, is named "Everyone Wins" and was created with the intention of bringing joy, surprise, and inspiration to the nominees.

Every year, the Academy gives attendees gifts called "Gift bags" or "Goodie bags." These are given about a week before the ceremony, not directly by the Academy organizers, but prepared by marketing companies for promotional purposes.

Originally, gift bags were given to award presenters and performers. However, in recent years, they have been expanded to include nominees and winners. Nevertheless, they are not given to everyone but are provided to key figures with high public interest, such as lead and supporting actor nominees and director nominees.

The contents of the gift bags vary each year depending on the sponsoring brands. They include luxury travel vouchers, beauty treatment coupons, jewelry, cosmetics, food, and sometimes adult products. The average market value is between $100,000 and $150,000 (approximately 130 million to 200 million KRW). Last year's gifts were worth about $125,000 (approximately 165 million KRW).

At the 92nd Academy Awards in 2020, director Bong Joon-ho and the cast of "Parasite," which won four awards, received gift bags worth $225,000 (about 260 million KRW at the time), approximately $80,000 more than the previous year. These included ultra-luxury travel vouchers, spa stays, diamond necklaces, premium vodka, and resort passes. The most expensive item ($78,000) was a 12-day cruise trip covering Antarctica and the Mediterranean.

Korean-American director Celine Song's "Past Lives," nominated for Best Original Screenplay and Best Picture at the 96th Academy Awards
[Image source=Naver Movies]

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Distintive Assets stated, "This year's gifts consist of products from over 70 companies, including small and medium-sized enterprises, minority-owned brands, women entrepreneurs, and socially responsible companies," adding, "We hope these companies gain recognition." These companies provide the products for free and reportedly pay an additional fee of about $4,000.

The "Everyone Wins" bag includes an all-inclusive luxury Swiss resort stay for up to 10 people, a 7-day stay at a luxury healing resort in California, and a 3-day stay at a private villa on the Caribbean island of Saint Barth?lemy.

The Guardian reported, "This year, gifts for pets are included." Organic dried superfood for cats is provided, and 10,000 dog meals are donated to the international animal protection organization PETA for dogs. Other products include high-end kitchen appliances, tableware, tequila, skincare sets, gluten-free cookies, and sugar-free jelly.

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