一年送出近2億份！KakaoTalk數據揭曉南韓消費新風貌：犒賞自己成主流
南韓通訊巨頭KakaoTalk公布年度數據，其送禮服務全年使用近2億次。數據顯示，除了傳統送禮，購買Dyson、Dior等奢侈品「犒賞自己」已成風潮，凸顯出重視個人品味與實用性的消費新趨勢。
一年近2億次，南韓的數位送禮市場規模驚人。但數據背後，一個更值得關注的趨勢正在浮現：人們不再只是送禮給別人，而是更常犒賞自己。通訊軟體龍頭 KakaoTalk 的年度送禮數據，揭示了南韓消費市場正經歷一場深刻的質變。
驚人數據：融入日常的送禮文化
根據母公司 Kakao Corp. 在12月25日發布的數據，截至12月17日，今年透過 KakaoTalk 送出的禮物高達約1.89億份，相當於平均每日送出54萬份。該服務平台集結了約8,700個品牌，提供64萬種禮品選項。
最受歡迎的品項由「星巴克（Starbucks）」禮物券獨占鰲頭，其後則依序為外送平台「Baemin」、大型賣場「Emart」及美妝連鎖店「Olive Young」。
「自我犒賞」風潮蔚然成風
今年數據中最引人注目的，是使用者為自己購買禮物的趨勢。在這類「犒賞自己」的消費中，英國家電品牌「Dyson」高居第一，奢侈品牌「Dior」和「Prada」也分別位居第六和第三名。這顯示數位送禮已從平價的咖啡券，延伸至高單價的奢侈品消費。
此外，數據也反映出消費者對「實用性」和「個人品味」的重視。「願望清單」中最受歡迎的是美妝禮物券，讓收禮者能依自身喜好選擇商品。送禮高峰期與去年相同，落在11月11日的「 빼빼로데이 (Pepero Day)」，其次是情人節和教師節。
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