Seasonal Marketing : Brands digital innovation during Korean Lunar Year celebrations
Seollal, the Korean Lunar New Year, is a three-day cultural celebration marking the first day of the lunar calendar, typically occurring between late January and mid-February. For Korean people, it is far more than just a holiday : it's a profound cultural moment of family reunion, ancestral respect, and renewal.
Consumption during Seollal is exceptionally high due to several key factors:
Being a time of consumer needs diversification and cultural significance, it is hence natural for brands to recognize Seollal as a critical marketing moment. Modern Seollal offerings now including traditional produce to tech gadgets, pet products, and premium experiences, it is an opportunity for brands to connect with consumers on a deeper level by respecting traditions while offering innovative, lifestyle-aligned products.
All of this ultimately resulted in a dynamic and competitive marketplace, where brands strived to create meaningful yet cutting-edge products and experiences during this year's Seollal, celebrated on January 29th.
The Digital Landscape: Naver's Strategic Market Approach
Naver, South Korea's largest search engine and e-commerce platform, revolutionized the Seollal shopping experience with its "Naver Traditional Market" feature. From January 20th to February 28th, Naver is partnering with 26 traditional markets across Seoul, offering discounts of up to 30% on Seollal essentials. This innovative approach not only supported local businesses but also catered to the growing trend of online shopping for holiday goods.
Naver's AI-powered shopping recommendations and personalized gift guides transformed the way consumers navigated the vast array of Seollal offerings. The platform's advanced algorithms analyzed user preferences and shopping history to suggest tailored gift ideas, from premium fruit baskets to modernized versions of traditional gifts. This personalized approach significantly enhanced the user experience, making holiday shopping more efficient and enjoyable.
Kakao's Social Media and Digital Gift Revolution
Kakao, leveraging its ubiquitous messaging app KakaoTalk, created a virtual Seollal experience that resonated with millions of users. The company introduced an extensive collection of Lunar New Year-themed emoticons and stickers, enabling users to send digital versions of traditional Seollal greetings. These digital expressions of goodwill became immensely popular, with users sending billions of holiday-themed messages during the Seollal period.
However, Kakao's innovation extended beyond digital greetings. The company partnered with various brands to offer exclusive deals through its KakaoPay platform, and encouraged users to send digital cash gifts to friends and family. From January 20th to January 31th, KakaoPay enabled its users to send cash gifts via its platform through the “Lucky Two Snakes” initiative, offering a modern take on the "sebaetdon" tradition.
E-commerce Giants: LOTTE ON's Strategic Holiday Marketing
The E-commerce giant LOTTE ON demonstrated the power of targeted holiday marketing with its comprehensive pre-Seollal event. From January 19th to 25th, the platform offered substantial discounts on traditional gift items such as fruit and meat sets, catering to the consumer desire for convenience and value. LOTTE ON's success highlighted the growing trend of online shopping for Seollal gifts, with short-video platforms and e-commerce sites becoming the leading channels for festive purchases.
LOTTE ON's campaign was notable for its use of big data and predictive analytics to anticipate consumer needs and preferences. The platform introduced a "Seollal Essentials" AI-powered shopping assistant that helped users create personalized shopping lists based on their family size, budget, and previous purchase history. This feature not only streamlined the shopping process but also introduced consumers to new products and brands that aligned with their preferences.
The company also launched a series of live-streaming events featuring celebrity chefs and cultural experts, who demonstrated how to prepare traditional Seollal dishes and explained the significance of various holiday customs. These interactive sessions not only drove sales but also educated younger consumers about Seollal traditions, helping to preserve cultural heritage in the digital age.
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Cultural Entertainment: Bridging Tradition and Modern Experiences
Now going to the other side of the planet, The Korean Cultural Center in New York extended its reach with a "Seollal with Pinkfong in NYC" pop-up event, running from January 28th to February 1st. This family-oriented activation blended traditional Seollal elements with popular contemporary characters, featuring interactive displays, a kids' zone, and free screenings of Pinkfong movies. The event attracted over 10,000 visitors, demonstrating the global appeal of Korean culture and the potential for brands to create cross-cultural experiences.
Luxury and Personalization: Premium Seollal Experiences
With the evolution of consumer preferences, a notable shift towards premium and personalized offerings during Seollal had started. Luxury hotels like Sheraton Grand Incheon capitalized on this trend by offering high-end gift sets that combined traditional elements with modern luxury. These exclusive hampers featured artisanal soju paired with premium seafood, locally sourced organic produce, and even personalized calligraphy services.
The luxury sector saw a 30% increase in Seollal-related sales compared to the previous year, with consumers willing to spend more on unique, high-quality gifts. This trend extended beyond physical goods to experiences, with many high-end restaurants and hotels offering exclusive Seollal packages. These often included modernized traditional meals, cultural performances, and even private ancestral rite services for those unable to travel to their hometowns. As instance, the Park Hyatt Seoul, launched a "Lunar Legends" experience that included a private chef-prepared traditional feast featuring modernized tteokguk with black truffle, a traditional tea ceremony, and a live traditional music performance in an intimate setting.
Once again, personalization reached new heights with the introduction of AI-powered gift recommendation services. Luxury brands utilized customer data and machine learning algorithms to suggest perfectly tailored Seollal gifts. Their Lotte Department’s "Bespoke Blessing" service allowed customers to create custom gift boxes, with options like engraving family names on premium wooden boxes, selecting specific regional delicacies, or even creating personalized video messages to accompany the gifts.
Insights : The Future of Seollal Celebrations
As Seollal 2025 unfolded, successful brand activations and marketing campaigns were those that skillfully balanced tradition with innovation, offering consumers new ways to celebrate while honoring the cultural significance of the holiday. The digital transformation of Seollal shopping and celebrations, driven by platforms like Naver and Kakao, alongside the creative approaches of major brands, reflected the dynamic nature of Korean society and its ability to adapt age-old traditions to contemporary lifestyles. Seollal is evolving into a more inclusive, technology-driven celebration that respects traditional roots while embracing contemporary social transformations. Consequently, brands that can navigate this nuanced landscape will be best positioned to connect with the modern Korean consumer.
Connect with Asiance to elevate your brand
As a leading digital marketing agency based in Seoul, ASIANCE is uniquely positioned to help brands stay ahead, even in the competitive Seollal marketing landscape.
Our understanding of both traditional Korean culture and evolving digital trends enables us to provide invaluable insights and strategies for international brands wanting to create impactful campaigns.
Our expertise in leveraging local platforms like Naver and Kakao, and our innovative approach to digital marketing enable ASIANCE to create culturally sensitive yet technologically advanced campaigns that resonate with modern Korean consumers. Through the use of our data analytics tools and insights, ASIANCE helps brands anticipate emerging trends and consumer behaviours, allowing us to stay ahead of the curve in this fast-paced digital ecosystem.
Contact us at [email protected] to craft innovative marketing strategies and immersive brand experiences that resonate with your audience!