South Korea's largest discount store E-Mart is now catering to a growing culture in the country, which consists of people who live and do things alone. This new group of consumers are called "honsul," which translates to "solo drinkers."
This rising culture of eating and drinking alone has been observed in recent years in the country, and is thought to be due to a rise in the number of people who are choosing to live alone. With the birthrate rapidly lowering in South Korea, this cultural shift will likely continue. E-Mart's decision to cater to this newly formed demographic comes with its offering of "honsul" gift packages, which feature beer and miniature alcoholic sets that are small enough for people to consume on their own. E-Mart is also offering easy-cook recipes to further cater to this emerging demographic.
Cultural Shift Retailer Adaptions
E-Mart is Now Offering Food for its 'Honsul' Customers
Trend Themes
1. Solo Culture Retail - Retailers can adapt to the rising trend of people who live and do things alone, such as offering products and services tailored to the solo consumer.
2. Culinary Convenience Packages - Catering to the emerging solo drinker demographic with 'honsul' gift packages that feature easy-to-consume alcoholic sets and accompanying easy-cook recipes.
3. Custom Retail Services - Providing customized services, like 'honsul' gift packages, that cater to the specific needs of emerging demographics provides an opportunity for retailers to gain market share in a rapidly evolving economy.
Industry Implications
1. Retail - Retailers can adapt to the changing consumer habits of the 'honsul' demographic and offer products and services tailored to the solo consumer trend.
2. Food and Beverage - As more people adopt the solo drinking and dining trend, there is an opportunity to create unique food and beverage offerings to cater to their preferences and needs.
3. Hospitality - Hotels and restaurants can tap into the 'honsul' trend by designing spaces and offering services that cater to the growing number of people who prefer dining and drinking solo.