KakaoTalk Gifting Nears 200M Transactions in 2025, Fueled by a Surprising Trend: Gifting Yourself

The biggest gift recipient on South Korea's top chat app may not be friends or family. It's oneself. According to new data from Kakao Corp., a notable trend of 'self-gifting' luxury items is reshaping the digital commerce landscape.

The company announced Thursday that its KakaoTalk gifting service was used nearly 200 million times this year. Data showed approximately 189 million gifts were sent through December 17, which translates to an average of 540,000 gifts per day. The platform now offers 640,000 types of gifts from some 8,700 brands.

The Rise of the 'Self-Gift'

One of the most significant trends identified in the data was users buying gifts for themselves. In this category, high-end brands dominated. British appliance maker Dyson ranked No. 1, while luxury cosmetic brands Dior and Prada ranked No. 6 and No. 3, respectively. This indicates a growing consumer behavior of purchasing premium products as a personal reward.

Practicality and Personal Choice Reign Supreme

For gifts sent to others, practical gift certificates remained the most popular choice. The top item was a Starbucks gift certificate, followed by vouchers for the food delivery app Baemin, discount retailer Emart, and beauty chain Olive Young. Reinforcing this trend, beauty gift certificates ranked first on users' "Wish Lists," showing a preference for gifts that allow recipients to choose based on personal taste.

The service was most heavily used on November 11, widely known in South Korea as Pepero Day—an informal holiday for exchanging gifts. This was followed by Valentine's Day and Teachers' Day.