The Hanwoo Promotion Fund reported that its online Hanwoo market for the Chuseok holiday concluded with record sales.
From September 7 to 10, the online Hanwoo market event titled '2026 Hanwoo Gift Festival' generated approximately 2.8 billion won in total sales, with an average daily revenue of about 700 million won, marking the highest figures since the market's inception.
This event was credited with attracting a significant number of new customers from the 2030 demographic. First-time buyers accounted for 21.0% of total customers, a noticeable increase compared to previous events during the Lunar New Year and Family Month, which saw figures below 15%. Among first-time buyers, 39.2% were in their 20s and 30.4% were in their 30s, indicating a clear influx of younger consumers. The traditional consumer base of those in their 40s and 50s still represented about 59% of total purchases, providing a stable foundation.
The success of the event is attributed to effective digital marketing strategies targeting the 2030 generation. The Hanwoo Promotion Fund enhanced its social media content on platforms like Instagram and strengthened influencer marketing, while also focusing on events for new subscribers.
Popular promotional products contributed to the event's success. The newly introduced 'Two-Star Grade Hanwoo Heartfelt Gift Set' sold out by the morning of the second day of the event. The market offered a variety of items, from grilling cuts (1 to 1++ grade sirloin, tenderloin, and special parts) to by-products and processed goods (bone soup, meat patties, and beef soup) at competitive prices, which resonated well with consumers.
Min Kyung-cheon, chairman of the Hanwoo Promotion Fund, stated, "This event confirmed the high interest and demand for Hanwoo across various age groups, including the 2030 generation. We will continue to expand distribution channels and benefits to ensure consumers can access high-quality Hanwoo at reasonable prices."
Additionally, the Hanwoo Promotion Fund plans to hold another online Hanwoo market at the end of October in anticipation of 'Korea's Hanwoo Eating Day' on November 1.
* This article has been translated by AI.
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