Source: Global Times
From 140,000 won (about 750 yuan) of hamburgers to 16,000 won of "coffee cocktails", a large number of well-known overseas catering companies have recently rushed to enter the Korean market. These brands target Korean consumers who are "more expensive and better" and adopt a strategy of "more advanced than local", triggering a "high-price controversy".
According to South Korea's "East Asia Daily" recently reported that the famous British chef Gordon Ramsay founded a chain of hamburger shops in Seoul earlier this month, one of the burgers priced at 140,000 won is only sold in South Korea, all the tables and chairs in the store are all handmade, and the price of each chair is about 900,000 won. Despite the high price, the first 2,000 reservations were sold out.
According to the analysis of the Korean circulation industry, many international top catering brands are competing to enter South Korea, and they all play the "premium" card, mainly because of the concept of "the more expensive the better" of Korean consumers. Although some brands have once caused high-price controversy, relevant people in the catering industry said that the reaction of Korean consumers to high-priced food is not "too expensive to eat", but "because it is expensive, but more curious", especially the price of these foods is more "close to the people" than luxury goods, plus young people like to "post pictures" on social platforms, so the strategy is more likely to attract the attention of young consumers. (Han Wen)