(Photo courtesy of Shinsegae Department Store)
With Lunar New Year just a few weeks away, gift buying trends in Busan are changing fast.
As high prices continue to squeeze household budgets, shoppers are moving away from oversized premium sets and turning instead to smaller portion packages, dessert gifts, and even dining vouchers that feel more useful and memorable.
At Lotte Department Store’s Busan Main Branch, early gift reservations have picked up, especially for Korean beef and fruit sets. Interest is also growing in traditional style dessert gifts, reflecting demand for lighter, shareable options.
Retailers say the biggest shift is who is buying early. While advance orders used to be led mainly by corporate customers, more individual shoppers are now comparing discounts and value carefully and purchasing during the reservation period.
Gift lineups are also being adjusted to make choosing easier. Stores are focusing on best selling items from previous holidays while increasing the share of practical products such as smaller beef and fruit sets, along with dessert packages. During the early reservation period, Korean beef gift sales rose around 15% from last year, fruit sets increased about 20%, and dessert gift sets also climbed roughly 20%.
Shinsegae Centum City is also running early reservation sales through the 29th, with a stronger focus on the 100,000 to 300,000 won range. Discounts of up to 60% are being offered, while seafood products secured through early purchasing are drawing attention for their more stable pricing. Wine sets are also being built around options under 100,000 won, appealing to shoppers looking for something affordable but still polished.
Beyond department stores, hotels and major retailers are expanding what “holiday gifting” can look like.
Lotte Hotel Busan has introduced meal focused gift sets designed to reduce the burden of preparing traditional holiday food at home, while also offering discounted dining vouchers for its buffet restaurant, La Seine.
Park Hyatt Busan is promoting dining vouchers and food and beverage gift certificates with discounts of up to 24%, positioning them as a more experience driven gift choice.
At E Mart, early reservation sales for Lunar New Year gift sets more than doubled compared to the same period last year. Bulk buying demand has also increased, with seasoning and canned food sets performing strongly.
Fruit sets in the mid range of 30,000 to 50,000 won remain especially popular, offering a balance between affordability and presentation.
Everyday items, with ultra value gift sets in the 10,000 to 20,000 won range are also gaining ground as shoppers look for smarter ways to give this season.
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