Presenting Iconic Gift Sets Tailored for Chuseok, Korea’s Annual Harvest Festival
September signals the beginning of fall for much of the world, with families gathering to celebrate autumn holidays. The holiday season is approaching in Korea too, and many Koreans have begun preparing for the annual fall holiday “Chuseok”— a symbolic celebration marking the start of the harvest season in the country.
What is Chuseok and How is it Celebrated?
Chuseok is often referred to as “Korean Thanksgiving” and is a holiday where extended family members gather to spend quality time with loved ones. Gift-giving is also customary on Chuseok, in which Koreans purchase or prepare various gifts for family, friends or business partners as a token of their appreciation.
Gift options for Chuseok are quite diverse, ranging from high-quality cuts of Korean beef(hanwoo), traditional desserts and drinks. Gift boxes can also include toiletries such as shampoos and lotions. However the most ubiquitous gift sets during Chuseok are those filled with cans of SPAM — considered to be the most popular and commonly sought-after gift set sold across the country.
An Iconic Steady Seller: SPAM as a Premium Chuseok Gift Staple
The tradition of gifting SPAM has historical ties within Korea. After the Korean War ended, SPAM was commonly sought out by many Koreans, as it was one of the few sources of meat for many at the time and was considered a luxury. Once the effects of the war subsided, SPAM was popularized in part by CJ CheilJedang, as the company acquired production licensing for SPAM from Hormel Foods in 1986.
Decades later, SPAM remains an integral part of Korean food culture and is a staple in many Korean pantries. Due to its versatility and presence throughout Korean cuisine — being included in dishes such as kimbap, fried rice, stews and more — the canned meat has remained a popular gift to give during the holiday season since the 1990s.
Growing demand has continued to push SPAM sales up, with cumulative sales of SPAM exceeding 1.9 billion units sold as of September 2023 — equivalent to about 40 cans of SPAM per person in Korea. SPAM made by CJ CheilJedang is known for its unique rich flavor and savory yet pleasantly salty taste, with the product containing 90% pork. CJ CheilJedang’s strict adherence to quality control, ingredient selection and more have made it a favorite gift among holiday shoppers.
To both meet demand and align with changing consumer trends, CJ CheilJedang has continued to revamp SPAM gift set packaging. Modern consumers can purchase premium SPAM gift sets from CJ CheilJedang that feature high-quality packaging, evoking a luxury feel while boasting an affordable price. Contemporary SPAM gift sets pay homage to its deep roots within the country’s history while elevating its appearance and maintaining its reputation as a high-quality and heartfelt gift.
Today’s consumers value choice, and CJ CheilJedang’s SPAM gift sets offer consumers multiple options to meet their culinary needs. Aside from various sizes, quantities and presentations of SPAM, the gift sets often pair SPAM with other cooking necessities. Consumers can choose from a diverse range of SPAM gift sets, including sets only containing SPAM cases and those offering both SPAM cans along with bottles of cooking oil.
Alternative Gift Options for Chuseok
Aside from SPAM, modern consumers continue to seek out new gift options for their Chuseok gift recipients. CJ CheilJedang has introduced a new line called Cheil Myeongin, which showcases traditional gifts such as premium sesame oil, beef jerky and traditional Korean confections (hangwa) crafted by skilled Korean food artisans. Additionally, the company has released Hanppuri Deer Antlers Black Ginseng Sticks as well as its Pomegranate Collagen Jelly supplements, providing a wider selection for gift-givers.
