By Lee Gyu-lee
In Korea, Christmas has usually been a holiday for people to dine out, with restaurants rolling out holiday-exclusive meals just for the occasion.
However, amid rising inflation and the ongoing political turmoil from the recent martial law fiasco, many decided to take the gatherings indoors for more economical and comfortable celebrations, cozying up with loved ones.
Amy Kim, 32, decided to host a house party for Christmas this year, seeing it as an opportunity to share a selection of her favorite foods with her friends in a more cost-effective and convenient way, all within the comforts of her home.
“I’m planning to celebrate Christmas this year with a party at my house. In that way, I can decorate the house however to my liking and put together all the food and drinks that I want to have at home,” she told The Korea Times.
“Franchise bakeries’ Christmas cakes are on sale so I’m going to buy one of them and go to town on it, and for drinks, we’re going to open the bottles of liquor I’ve brought as souvenirs while traveling overseas.”
With consumers seeking to plan home gatherings in time for Christmas and the year-end holidays, the food and retail industries are eager to cater to the changing trend.
Dessert brand NUDAKE collaborated with K-pop star Jennie for special Christmas desserts. Captured from NUDAKE’s Instagram
Zigzag, one of the country’s major online shopping platforms, reported a dramatic rise in Christmas party-related purchases last month, seeing an increase of 257 percent in sales compared to the previous year. Christmas tree sales jumped by 53 percent, while ornament purchases skyrocketed by almost 10 times, or around 924 percent.
The platform has launched a special sale for Christmas party supplies, offering discounts up to 89 percent on Christmas home party-related items until Dec 25.
Other e-commerce platforms like Naver and Coupang are also running holiday special campaigns, featuring sales on decorations from Christmas trees and lights to gourmet foods.
“We’ve prepared various items to help customers complete their Christmas preparations and hope that through this, you can create warm memories with your family, friends and loved ones at the end of the year,” said Helen Yoon, the head of retail business at Coupang.
Festive cakes take center stage
Local bakeries and franchises are competing to win over consumers’ hearts with Christmas cakes.
Local dessert cafe NUDAKE rolled out special Christmas desserts, in collaboration with K-pop star Jennie of BLACKPINK. The special lineup includes two types of cakes — Jennierubyjane, a white three-tiered cake layered with rose and berry cream, and Rouge Heel, a hazelnut chocolate layered cake designed to look like a red high heel — along with confections like the cookie Cameo, adorned with Jennie’s image, and a panna cotta named Cotta.
Starbucks Korea collaborated with the hotel chain Josun Hotels and Resorts to introduce the holiday special Josun Deli Noel Tree Cake, a 22-centimeter-high cake layered with ganache and black velvet sheets in the shape of a Christmas tree. Priced at 89,000 won ($63), it is the most expensive Christmas cake Starbucks has released, yet it garnered huge popularity, selling out just 13 minutes after opening for preorders last month.
Paris Baguette released a variety of seasonal Christmas cakes. Courtesy of SPC Group
Major bakery franchise chains Paris Baguette and Tous les Jours are showcasing Christmas-themed cakes as well, offering discounts on preorders.
Under the theme “Wish you a Happy Holiday,” Paris Baguette has begun promotions on seasonal cakes, showcasing a fur hat-shaped Wish Cake and a white tree-shaped Wishing Tree Cake.
Tous les Jours presented a Holiday Wish Candle cake, made with strawberry compote, and the fruit-flavored Christmas tree-themed Twinkle Mango Tree cake.
Retail chains are also in the play with more affordable options for cakes under 10,000 won. GS25 partnered with local dessert brand AUFGLET and animation character brand Gaspard & Lisa to release mini cakes, priced at 7,500 won. Shinsegae Food collaborated with popular characters Maltese & Retriever to present a mini strawberry cream roll cake.
Grand InterContinental Seoul Parnas’ Christmas meal Holiday To-go / Courtesy of Grand InterContinental Seoul Parnas
Gourmet options
Culinary brands are offering holiday meal kits and takeout, targeting those spending Christmas within the comfort of their homes.
Hotel chains like JW Marriott Dongdaemun Square and Grand InterContinental Seoul Parnas have introduced special meals for takeout or delivery. Parnas released Holiday To-go, available through Dec. 31, providing one of three main dishes — turkey, pork rib or prime rib — with an assortment of 12 side dishes.
Catering brand All Day Plating rolled out its Holiday Pack, a year-end limited edition of its boxed-catering meal, available until Jan. 31, comprised of chopped steak skewers, grilled sausages and smoked duck with pumpkin, adding a touch of the holiday mood with a colorful bocconcini salad.
“Through the Holiday Pack, we’ve expanded choices by offering everything from sophisticated traditional cuisine to trendy items, with easily transportable and storable box packaging,” the company said. “We aim to help make the moments of spending time with precious people at year-end gatherings, sending off the current year and welcoming the New Year, even more special.”
Convenience store chains are opening alcohol stocks for holiday promotions, so consumers can keep the festive mood at house parties with CU and GS25 offering discounts on alcohol selections, including wine and hard liquor.
Emart24 is holding a promotion throughout this month, offering up to 50 percent off on 26 different alcohol brands, under “Super Home Party Festa,” which also includes food products like frozen meal kits and snacks.
Stress-free cleanup
For those looking forward to hosting parties, but not so much the aftermath, cleaning service startups like Cleaning Lab and Miso offer assistance in dealing with preparing and cleaning up before and after the party.
The platforms offer services for clients who need help with party preparations and cleanup with hourly rates as low as about 16,000 won, depending on the hours of service.
Kim, who has previously used Miso from time to time, shared she is definitely planning on using the service for this year’s holiday party.
“Usually after parties, I don’t know where to start with cleaning the mess. So I’m planning to leave it to the professionals’ hands to take care of the cleaning and just enjoy the party,” she said.