Seollal (설날) is one of the most important traditional celebrations in Korea. While it is still a family-centered holiday, it is slowly shifting away from family and diversifying into a day to celebrate with friends, romantic partners, and oneself. As a result, Seollal shopping consumption patterns, are changing, notably when it comes to gifting.
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Comparing Seollal with Chinese New Year
Although Seollal falls on the first day of the first month of the lunar calendar, February 10th in 2024, it typically lasts three days – one for the actual holiday, with celebrations also occurring the day before and after Seollal. Similar to Chuseok in Korea, it is one of the most significant traditional family holidays in Korea. Many Koreans return to their hometowns to see their family and engage in ceremonies and traditions for the new year.
Although Seollal is unique to Korean, there are a lot of people who confuse it with the Chinese New Year. In fact, Danielle from the K-pop star group NewJeans and the British Museum have been confused and criticized for it. While Chinese New Year and Seollal both involve family gatherings, feasting, and various traditional rituals, there are differences in customs and specific traditions. For example, during Chinese New Year, people eat fish and spring rolls, adults give red envelopes (红包) to children, and people enjoy lion and dragon dances. Meanwhile, Koreans usually eat tteokguk (떡국), or sliced rice cake soup, perform a deep bow to their elders and in return receive cash, and play traditional games like Yutnori.
Seollal is evolving: From family to friends and beyond
Seollal has long been centered around family gatherings, but its emphasis is gradually transitioning away from familial connections. This is mirrored in the evolution of Seollal gift-giving in South Korea. Gifting now extends to individuals, friends, and romantic partners. Additionally, self-gifting is becoming more common, especially among Korea’s MZ Generation, as a form of self-reward and self-care. This has resulted in a wider range of gifts, from food to high-tech items.
A look at Seollal gift-giving in the past
Gift-giving has its roots in the Joseon Dynasty, where gifts symbolized well-wishes for a prosperous year. In the early Seollal customs, fruits, Hanbok, and produce were among the first forms of gifts exchanged. The tradition has evolved over time with sugar emerging as a popular Seollal gift in the post-Korean War era due to the scarcity of basic commodities. This was followed by manufactured products like toothpaste, soap, underwear, socks, and processed foods in the 1970s. In the 1980s, gifts were widely exchanged, with items like spam, tuna, and beef rib packages becoming common holiday gifts during the period of sharp economic growth.
Seollal gifting has diversified to meet various individual needs
Contemporary Seollal offerings range from traditional produce to more unique and creative options tailored to individual lifestyles and preferences. For instance, in 2023, Shinsegae Department Store responded to the growing pet industry in South Korea by offering special new year gift boxes containing dog treats and vitamins. Additionally, there are various other products available, including VR devices, Korean beef gift sets, and fruit gift sets. Yet, the evolution goes beyond product diversification. Technological changes, premiums, and deals have altered the gift-giving landscape.
Technological improvements facilitate gift giving and receiving in Korea
The presence of e-commerce platforms in Korea has significantly facilitated the process of purchasing and giving gifts. KakaoTalk Gift, which dominates the mobile gifting market, is widely embraced by individuals of all ages. Consumers can conveniently buy gifts through the messaging app and send them via chat without the need for in-person exchanges. Moreover, KakaoTalk Gift allows recipients to create desired gift lists, helping givers choose personalized gifts. Alongside, e-commerce platforms like Coupang and Naver Shopping offer diverse products and services like fast delivery, ensuring timely purchases for everyone.
Elevating Seollal shopping: Special deals and premium offerings
Seollal products are offered with attractive discounts or additional benefits. The e-commerce platform LOTTE ON held a pre-Seollal event from January 19th to 25th, selling fruit gift sets and meat gift sets at a discount. Moreover, the top e-commerce platform offers instant discounts for many Seollal products and guarantees next-day delivery, incentivizing people to buy them.
Furthermore, there is a growing consumer demand for premium products, leading to an increased availability of items such as deluxe fruit gift sets. An example of this trend is the Holiday Mixed Fruit Gift Set. This set includes premium selections like apples, pears, hallabong, and other exquisite fruits. Also, Spam gifts sets come in a nicely decorated gift box. While spam itself has been an incredibly popular Seollal gift for a long time, it is widely found as a premium product. Many spam products come in a premium-looking packaging, adding an extra touch of exclusivity to the gifts.
Seollal shopping: E-commerce evolution and consumer behaviors
- Seollal is distinct from Chinese New Year. While involving family reunions, ancestral rituals, and traditional activities, there are differences in customs and specific traditions.
- Seollal gifts have evolved over time, from fruits and Hanbok to more contemporary and unique options like tech gadgets, gourmet offerings, and entertainment choices. These don’t cater to individual preferences and lifestyles.
- Gift-giving during Seollal is no longer particularly focused on families. It has expanded to include friends, individuals, and even oneself.
- E-commerce platforms like Naver Shopping, have facilitated the availability of diverse products. There are VR devices, Korean beef gift sets, fruit gift sets, and tech devices, among others.
- Deals, premium offerings, free shipping, and additional benefits, encourage consumption in Seollal. In 2023, the South Korean government implemented strategic measures, such as discounts on essential food items, to support consumers and stabilize prices.
