1 of 2 | Shoppers crowd the cooking oil section at an E-Mart store in Seoul as daily necessities are sold at half price during the 2026 Landers Shopping Festa. Photo by Asia Today
April 1 (Asia Today) — Large crowds gathered at discount stores across Seoul on Tuesday as consumers rushed to take advantage of steep price cuts, highlighting growing pressure from persistent inflation.
At an E-Mart store in Seoul’s Yongsan district, shoppers lined up before opening, with many heading straight to discounted meat and fresh produce sections as doors opened.
“Prices are so high these days. If not for chances like this, when else would I buy?” said a woman in her 60s, who said she arrived 30 minutes early to secure discounted items.
E-Mart launched its largest discount event of the first half of the year, running through April 12, offering up to 50% discounts on groceries and household essentials. The campaign involves affiliates across Shinsegae Group, including department stores, online platforms and shopping malls.
Fresh food items drew the biggest crowds. Pork belly and pork shoulder were sold at 1,490 won ($1.10) per 100 grams with membership discounts, while whole watermelons were priced at 11,900 won (about $8.80) for the day. Discounted Korean beef also attracted heavy demand, with some shoppers buying multiple packages.
Store employees said traffic during promotional events can be more than triple normal levels, as customers stock up on essentials.
In contrast, snack aisles were relatively quiet, reflecting a shift in consumer behavior toward necessities such as eggs, cooking oil and other basic goods. Analysts say prolonged inflation has led households to prioritize essential spending over discretionary purchases.
The retailer said it prepared its largest-ever promotion focused on everyday items, including discounts on detergents, diapers, batteries and processed foods when purchased in bulk. A special promotion also offers select products for 1,000 won (about $0.70).
The event, first launched in 2021, has grown rapidly, surpassing 1.3 trillion won (about $960 million) in sales last year. Shinsegae Group aims to expand it into a major national shopping festival comparable to global events such as Black Friday in the United States and Singles’ Day in China.
Company officials said this year’s extended promotion period and expanded product lineup are expected to drive record sales.
The surge in turnout underscores how rising prices are reshaping consumer behavior, with discount events becoming key opportunities for households to manage everyday expenses.
— Reported by Asia Today; translated by UPI
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Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260401010000280