Young professional A operates a "fruit gathering" with three peers living in the same apartment complex. This group was formed to share the cost of seasonal fruits, which can be expensive and excessive for one person. Participants bring their own containers to buy and then divide the fruits equally. Recently, they collectively purchased a watermelon and a box of peaches, costing each member 7,900 won. A said, "If I had bought them alone, it would have cost over 30,000 won, and dealing with leftover fruit would have been a hassle. We started with fruit gatherings, but now we also order delivery food to share."
According to industry reports, the prolonged period of rising prices is changing the spending habits of the 2030 generation. Beyond extreme cost-cutting measures known as 'frugal tech,' group buying and using digital platforms to find affordable restaurants and last-minute discounts are becoming commonplace.
As dining out becomes more expensive, platforms that share information about ultra-low-cost restaurants are rapidly gaining popularity. A notable example is the "budget dining map," which lists restaurants where meals cost less than 10,000 won. Users can set a price range from 1,000 to 10,000 won to find restaurants that fit their budget and can also register their own known low-cost eateries.
When the reporter set the price filter to 5,000 won on the budget dining map, five nearby restaurants appeared. A visit to one Chinese restaurant confirmed the map's information, displaying a sign stating, "Adult Jajangmyeon 5,000 won, Student 3,000 won." B, a professional met at the restaurant, said, "I found this place through the budget dining map and have already visited several times. It not only helps reduce my food expenses but also makes discovering hidden gems in the neighborhood enjoyable."
Platforms that offer discounts on food nearing expiration or unsold items from the same day are also gaining traction amid rising prices. Apps like "Last Minute Hero" and "Lucky Meal" allow users to pre-order discounted bundles from bakeries, cafes, and restaurants. After the store closes, customers receive their orders based on reservation order, with products often priced 50-60% lower than regular prices. Users have praised these services, sharing experiences like, "I bought a slice of cake and bread for under 10,000 won," and "Thanks to this, I've significantly cut my snack expenses."
In the household goods sector, offline stores specializing in surplus and refurbished products are becoming a dominant channel. The refurbished brand "King Kong Department Store," which sells discounted surplus and display items across fashion, food, and household goods, increased its store count from 22 in 2023 to 27 last year, with sales rising from 25 billion won to 45 billion won, an 80% increase.
Lee Jong-woo, a professor of retail marketing at Namseoul University, noted, "Unlike in the past, the increase in related platforms and content has created an environment where consumers can easily access ultra-low-cost information. As real income decreases due to rising prices, people are compelled to actively seek affordable options to maintain their living standards."
* This article has been translated by AI.
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