A 30-year-old office worker, A, runs 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 share the fruits equally. Recently, they purchased a watermelon and a box of peaches together, costing each person 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 burden. We started with fruit gatherings, but now we also order delivery food to share."
According to industry reports, the prolonged high inflation 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 map,' which guides users to 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 map, five nearby restaurants appeared. At one Chinese restaurant, the displayed prices matched the budget map's information, offering adult jjajangmyeon for 5,000 won and student meals for 3,000 won. B, a worker met at the restaurant, said, "I found this place through the budget 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 sell food nearing expiration or unsold items from the same day are also gaining traction amid high prices. Apps like 'Deadline Hero' and 'Lucky Meal' allow users to pre-order discounted bundles from bakeries, cafes, and restaurants. After the store closes, users receive their items based on the order of reservations. Although the product selection is random due to stock characteristics, the advantage is that items can be purchased at 50-60% off the regular price. Users have shared positive experiences, stating, "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 in fashion, food, and household goods, increased its number of stores 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 while maintaining their previous living standards."
* This article has been translated by AI.
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