"I sold the Spam gift set from my company and bought sneakers," one seller posted online, capturing a growing trend among Korean consumers.
Trading of unused Lunar New Year gifts has surged on secondhand platforms following the holiday, as more people opt to quickly convert unwanted presents into cash for personal purchases rather than storing them.
According to an analysis released Tuesday by recommerce platform Bungaejangter, searches for holiday-related items spiked dramatically around the Lunar New Year period. Searches for "shampoo" increased approximately 55-fold in February (1st-20th) compared to January, while related keywords including "holiday," "Lunar New Year," "gift set," and "Spam" all showed sharp rises. The surge reflects a flood of unopened daily necessities entering the market immediately after the holiday.
Transaction volumes also expanded significantly. Food category transactions in February rose more than 20% from the previous month, with particularly strong growth in easily stored items such as snacks, noodles, and canned goods. The increase is attributed to sellers disposing of gifts they have no use for while buyers seek discounted daily necessities.
The trend reflects strengthening consumer preference for practicality amid economic slowdown and high inflation. While people previously tended to keep gifts for extended periods out of sentimental consideration, many now prefer to sell items quickly while still unopened to convert them to cash before value diminishes.
Consumers in their 20s and 30s showed the most active participation. This demographic displayed "preference-driven consumption" patterns—selling received canned goods, household items, and health supplements, then using the proceeds to purchase clothing, beauty products, and sneakers. Analysts note a growing perception of secondhand trading as an asset management tool rather than simple disposal.
However, not all holiday gifts can be legally traded. Selling alcohol without a license can result in criminal penalties, while cosmetic samples and repackaged products are also prohibited. Prescription glasses and contact lenses classified as medical devices face restrictions on person-to-person sales.
Health supplements may only be traded under specific conditions: items must be unopened with sufficient shelf life remaining and meet labeling and storage requirements. Limits apply to transaction frequency and amounts between individuals, with violations constituting illegal sales.
"The Lunar New Year period sees the year's most active trading, and the post-holiday surge in unopened gift transactions clearly demonstrates the savvy consumption patterns of the MZ generation, which values practicality and rationality," a Bungaejangter spokesperson said. "Bungaejangter will continue its role as a rational recommerce platform that goes beyond simple transactions to help individuals maximize asset efficiency."