South Korea holiday gift trends shift toward premium alcohol

South Korean holiday gift trends are shifting toward premium alcohol and specialized goods, while regulations govern the resale of leftover Chuseok gifts on second-hand platforms.

Retail data from Emart shows a significant rise in alcohol sales, with whiskey and wine replacing traditional household items like shampoo and socks. While canned goods and seasonings remain popular, high-end spirits have climbed to the fourth highest sales rank. Major department stores, including Shinsegae, Lotte, and Hyundai, are targeting premium consumers with ultra-expensive collections, such as Macallan whiskies valued at hundreds of millions of won.

Regarding the resale of holiday gifts, strict rules apply to second-hand platforms like Daangn. While a pilot program now allows the limited resale of certain health functional foods (such as red ginseng and vitamins) under specific conditions, alcohol remains strictly prohibited for individual resale. Selling alcohol without a license can lead to criminal penalties. Additionally, while gift certificates can be traded, public vouchers like Onnuri certificates are prohibited, and consumers are warned to be cautious of fraud during transactions.