In Asia, the act of gift-giving transcends mere tradition—it is a profound expression of love, respect, and gratitude. Among countless gift ideas there is something that is always trending, no matter what: food.
For example, Japan’s Valentine's Day is centered around chocolate. Women give giri choco (obligation chocolate) to colleagues and acquaintances, while honmei choco (true love chocolate) is lovingly prepared for romantic partners. Homemade chocolates are especially cherished, reflecting effort and affection. In recent years, jibun choco (self-gifted chocolate) has also gained popularity. In 2024, the average spending per person on Valentine's Day chocolates was approximately 3,000 yen (around $20). Premium brands like Godiva and Royce reported high sales, particularly for their seasonal collections.
Japan's Valentine's chocolate market generates over 50 billion yen ($350 million) annually, highlighting its massive economic and cultural impact.
In Thailand, 11.11 (also known as Single’s day) has evolved into a blend of e-commerce and celebration. Popularized by e-commerce platforms like Lazada, Shopee, and JD Central, the festival sees a massive surge in the purchase of edible gifts such as specialty chocolates, gourmet hampers, and seasonal snacks. Food and beverages consistently rank among the top categories during these sales, driven by heavy discounts and promotional bundles. The trend of food gifting during 11.11 is fueled by the Thai love for culinary experiences, with items like dried fruit assortments, artisanal desserts, and premium teas becoming popular choices. Gifting food during this event is not just about indulgence but also a reflection of Thailand's gift-giving culture, where shared meals and treats symbolize care and community.
Chuseok, often referred to as Korea's Thanksgiving, is a harvest festival deeply rooted in ancestral traditions. Gift-giving plays a significant role, symbolizing respect and goodwill. Popular gifts during Chuseok include fresh fruits, premium beef, health supplements, and packaged foods. A 2024 survey conducted by the research firm PMI revealed that 53.9% of participants favored monetary gifts, followed by fruits (25.8%) and health products (21.1%). Other popular gift choices included meat (19.3
percent), processed foods (11 percent) and traditional food products (10 percent). For modern convenience, companies now offer pre-packaged holiday-themed gift sets and ready-to-eat Chuseok lunch boxes, reflecting evolving preferences. Alcohol, such as traditional rice wines, is also a popular choice for gifting.
Chinese New Year, the most celebrated holiday in China, places food gifts at the heart of its traditions. Gifting food symbolizes wishes for prosperity, health, and harmony in the new year. Modern gift hampers combining traditional and contemporary food items (e.g., nuts, dried fruits, and imported chocolates) remain extremely popular. In 2024, retailers reported a 20% increase in gift hamper sales, with many tailored for business gifting. Baijiu and premium wine are also commonly exchanged, especially in corporate settings or among elders. Baijiu sales during Chinese New Year account for approximately 30% of the annual market revenue, reflecting its enduring importance in celebrations. In total, the Chinese New Year food gifting market generates billions in revenue, reflecting the holiday's cultural and economic importance. The focus on both traditional and modern items highlights a balance between preserving heritage and embracing contemporary consumer preferences.
These festivals showcase the profound cultural importance of food in Asia while opening doors for Western companies to enter vibrant markets with premium food products that resonate with tradition and innovation. From chocolates to gourmet hampers, the sweet tooth of Asia’s gift-giving traditions not only delights taste buds but also strengthens bonds, proving that in this region, food truly is the most relevant love language.
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