Bindaetteok (Image courtesy of Yonhap)
SEOUL, Jul. 1 (Korea Bizwire) – On rainy summer days in Seoul, South Koreans are more likely to indulge in traditional comfort foods like bindaetteok (mung bean pancakes) and sujebi (hand-pulled dough soup), according to recent credit card data.
The analysis, conducted by KB Kookmin Card, reveals a shift in dining patterns influenced by weather conditions.
The study, which examined personal credit and debit card transactions in conjunction with public data, focused on consumption patterns in Seoul from June to August of last year. It compared offline restaurant and food delivery app sales on rainy days with those on clear days.
The findings show that on days with rainfall exceeding 10mm, sales at bindaetteok restaurants surged by 35% compared to clear days. Similarly, establishments specializing in sujebi experienced a 13% increase in transactions during wet weather.
Interestingly, jjamppong (spicy seafood noodle soup) restaurants, another dish often associated with rainy days, showed no significant correlation between weather and sales volume.
In contrast, raw fish restaurants saw a sharp decline in business during rainy weather, with sashimi restaurants experiencing a 28% drop and mulhoe (raw fish soup) establishments suffering a staggering 46% decrease in sales.
A representative from KB Kookmin Card’s Data Strategy Group commented, “Our analysis of card transaction data across key sectors confirms that the old saying ‘rainy days call for bindaetteok’ still holds true.”
The study also revealed broader trends in consumer behavior during heavy rainfall. While offline businesses generally saw a decrease in sales, food delivery apps experienced mixed results. On weekdays with significant rainfall, delivery app transactions in Seoul decreased by 4.6%. However, weekend rainy days saw a 3.8% increase in delivery orders.
Offline businesses consistently experienced reduced sales during rainy weather, regardless of whether it was a weekday or weekend. Bars and pubs were particularly affected, with a 16.2% decrease in transactions, followed closely by cafes at 15.1%. Restaurants and taxi services both saw an 8.4% decline in sales compared to clear days.
Ashley Song (ashley@koreabizwire.com)
