【Seoul, South】Luxury Brands Target Korean Chuseok Market with Traditional Wrapping and Promotions

[Seoul=Newsis] Italian luxury jewelry brand BVLGARI’s Chuseok season event page (Photo=BVLGARI official online store) *Resale and DB prohibited
[Seoul=Newsis] Reporter Jeon Byung-hoon = Ahead of the Chuseok holiday, overseas luxury brands under LVMH, including Louis Vuitton, Dior, and BVLGARI, are unusually launching gift marketing campaigns, drawing attention.
These global luxury brands, which typically maintain their presence through ‘scarcity’ and ‘luxury image’ without special promotions, are now competitively offering ‘Chuseok-limited promotions’ targeting Korean consumers.
According to the retail industry on the 20th, Italian jewelry brand BVLGARI recently launched a promotion on its official online store offering special packages that include ‘bojagi’ (traditional Korean wrapping cloth) packaging and ‘norigae’ (traditional Korean ornament) decorations.
This limited-time offer is available to customers purchasing jewelry, watches, or handbags, excluding the Save the Children collection, and applies to orders placed from the 8th of last month to the 10th of next month.
Earlier, French luxury brand Louis Vuitton also encouraged consumer purchases for Chuseok with a ‘gifts for family’ concept.
[Seoul=Newsis] French luxury brand Dior is running a bojagi wrapping event for Chuseok. (Photo=Dior official online store) *Resale and DB prohibited
On its official online store, Louis Vuitton presents recommended products by category—women’s, men’s, and family gifts—and is running a promotion offering a special beauty kit with purchase.
Dior has also opened online-exclusive promotions named ‘Chuseok Women’s Gift’ and ‘Chuseok Men’s Gift’, offering ‘moon bojagi’ wrapping services.

Some interpret these promotions as a strategy to defend performance amid slowing consumption. While ultra-high-end products still show strong demand, entry-level or relatively lower-priced items are experiencing a sales slowdown.
There is also analysis that the so-called ‘N-th price increases’—where luxury brands raise prices multiple times a year—are part of this trend.
Ahead of the Chuseok holiday, a Kangkas Department Store branch in September is bustling with customers. *Resale and DB prohibited
Since the second half of this year, as luxury prices continue to rise before the Chuseok holiday, demand for second-hand luxury goods among value-conscious customers seeking ‘value consumption’ is also increasing. This reflects a movement to find high-quality luxury items at more affordable prices.
With customers seeking rare luxury items (scarce items) that are hard to find in regular stores, there is also high demand for ‘mint-grade’ (second-hand luxury goods comparable to new products).
For example, Kangkas Department Store in Samseong-dong, Gangnam-gu, Seoul—the largest mint-grade specialty store in Asia—houses various luxury brands in a single 12-story building. It is seeing an increasing number of customers looking for holiday-appropriate items.
The advantage of this large offline shopping center is that customers can inspect and compare products in one space for ‘experiential shopping’ without visiting multiple stores, and experts with over 10 years of experience authenticate luxury goods on-site, enhancing trust.

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