‘Strawberry desert buffets’ are almost becoming an annual event at luxury hotels in South Korea, as a growing number of consumers now think of ‘gashimbi’ as a main factor to consider when spending money. (Image: InterContinental Hotel)
SEOUL, Jan. 11 (Korea Bizwire) – With a new consumer tendency that prioritizes satisfaction over cost-effectiveness sweeping across South Korea, an increasing number of luxury hotels are introducing strawberry buffets to target trendy consumers.
‘Strawberry desert buffets’ are almost becoming an annual event at luxury hotels in South Korea, as a growing number of consumers now think of ‘gashimbi’ as a main factor to consider when spending money.
Unlike conventional consumption concepts like cost effectiveness, gashimbi, which roughly translates to ‘feel-good value’ in English, indicates how good our purchase makes us feel, typifying the latest trend that’s sweeping across the country.
At the forefront of the consumer trend are strawberry buffets at luxury hotels, which are targeting an increasing number of South Korean consumers – particularly those in their 20s and 30s – who are willing to splash out on a serious afternoon tea session.
The idea of spending 40,000 to 50,000 won for a dessert buffet didn’t sit well with most people around 2007 when hotels offering high-cost dessert buffets mainly targeted hotel guests.
However, strawberry buffets gained popularity over the last few years, despite the sluggish economy in South Korea, as more people began to recognize hidden values such as being able to flaunt a luxurious lifestyle on social media.
The strawberry buffet at the Grand InterContinental Seoul Parnas was a huge success last year, having filled nearly all the seats.
Sheraton Seoul D Cube City Hotel, which held a similar strawberry-themed dessert buffet, enjoyed a 60 percent increase in customers.
On the back of growing appreciation for the ‘feel-good value’, strawberry buffets are back again this year at even more hotels in Seoul, including the Grand Hyatt Seoul which is jumping on the bandwagon.
“At the forefront of the consumer trend are strawberry buffets at luxury hotels, which are targeting an increasing number of South Korean consumers – particularly those in their 20s and 30s – who are willing to splash out on a serious afternoon tea session.”
With a new consumer tendency that prioritizes satisfaction over cost-effectiveness sweeping across South Korea, an increasing number of luxury hotels are introducing strawberry buffets to target trendy consumers. (Image: Lotte Hotel)
At both the Grand InterContinental Seoul Parnas and the InterContinental Seoul COEX, home to the first strawberry buffet in South Korea, the trendy event continues this year from this month until April 15.
At Sky Lounge, located on the 30th floor of the InterContinental Seoul COEX, a dessert buffet under the theme of ‘strawberry garden’ will take place, welcoming guests with strawberry brulee, strawberry flambé coupled with potato gnocchi, and other special strawberry-themed desserts.
Lotte Hotel has also responded to the whims of trendy consumers, holding a strawberry dessert buffet that runs until April featuring 35 types of desserts including strawberry cakes and macarons.
Hyunsu Yim (hyunsu@koreabizwire.com)
