NHN Payco, First Half Mobile Meal Voucher Data Analysis

A recent survey found that the average cost of lunch in Samseong-dong, Seoul is 15,000 won.

NHN Payco analyzed approximately 9 million transactions from its mobile meal voucher service and released the results on July 1. The analysis includes a breakdown by 12 major business districts in the metropolitan area.

As of the first half of the year, the average lunch expense using Payco meal vouchers was recorded at 9,500 won. Since NHN Payco started its B2B mobile meal voucher service in 2017 (6,000 won), it has increased by about 58% over eight years.

Among 12 districts within the metropolitan area, Samsung-dong had the highest lunch price at 15,000 won. This is interpreted as a result reflecting the characteristics of the commercial area, where premium dining brands and headquarters of domestic and international large corporations are concentrated. Getty Image Bank

Following Samseong-dong (15,000 won), Gangnam (14,000 won), Yeouido and Seocho (13,000 won), Magok and Pangyo (12,000 won), Songpa and Jongno (11,000 won), Gasan and Guro (10,000 won), and Gangdong and Dongdaemun (9,000 won) ranked next.

Trade Center, Samseong-dong, Seoul

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Dongdaemun Design Plaza, Jung-gu, Seoul. Photo by Jin Hyung Kang

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The average lunch expense in the 12 major business districts was 11,583 won, about 2,000 won higher than the overall average of 9,500 won.

In Gangnam, Songpa, Jongno, Gasan, and Guro, the average lunch expense increased by 1,000 won compared to the previous year.

The most frequently used merchants for meal vouchers were Yogiyo (delivery app), CU, GS25, and 7-Eleven (convenience stores), Paris Baguette and Tous Les Jours (bakeries), and Starbucks, Twosome Place, and Artisee (cafes).

Due to more flexible work environments, orders through delivery apps increased. The preference for ready-to-eat meals also led to increased usage of convenience stores, bakeries, and cafes.

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Citizens are browsing products at a convenience store in downtown Seoul. Photo by Yonhap News

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An NHN Payco representative said, "Through meal voucher payment data, we can see that the dietary habits and welfare needs of office workers are becoming increasingly segmented. Going forward, we will further refine our customized services for each company based on accumulated data and insights, and enhance satisfaction for both companies and employees with flexible welfare solutions."

Since its launch in 2017, the number of users of the NHN Payco meal voucher service has increased for eight consecutive years. As of last year, the transaction volume for the meal voucher service grew by 26% compared to the previous year, and the total transaction volume for all corporate welfare solutions increased by 30%. As of the first half of this year, more than 2,300 companies and 360,000 employees are using Payco's welfare services.