As Labor Day approaches in South Korea, KT Alpha has unveiled the most popular gifts chosen by corporate managers for employees, highlighting a significant trend in mobile gift certificate usage. The company, which operates the enterprise-focused mobile gift certificate service 'Giftishow Biz', reported on April 23, 2025, that the issuance of mobile gift certificates surged dramatically in anticipation of the holiday on May 1, 2025.
According to the data shared by KT Alpha, the issuance of mobile gift certificates on April 30, 2025, the day before Labor Day, saw an impressive increase of approximately 70% compared to the average daily issuance from April 1 to May 1. Furthermore, the sales volume of these certificates skyrocketed by 167%. This spike is attributed to the fact that May 1 is a public holiday, prompting companies to distribute gifts to employees the day prior.
Among the most popular gifts selected by companies, Starbucks coffee and desserts topped the list, accounting for 36.4% of all issued gifts. Other notable mentions included Shinsegae and E-Mart gift certificates at 11.1%, Naver Pay point coupons at 8.9%, GS25 and CU convenience store gift certificates at 8.1%, and MegaMGC Coffee at 6.5%. The preference for Starbucks coffee coupons reflects a broader trend of employees favoring practical and enjoyable gifts that can enhance their daily lives.
KT Alpha's analysis also revealed that the increase in mobile gift certificate issuance is expected to continue into early May, influenced by additional holidays such as Children’s Day and Parents’ Day, which are celebrated in May. This timing has created a perfect storm for companies looking to reward their employees during a month filled with family-oriented celebrations.
In light of the current economic climate, characterized by rising inflation and budget constraints, companies are increasingly seeking cost-effective alternatives for employee gifts. KT Alpha noted that while the issuance of Starbucks coffee coupons has seen a slight decline, the popularity of MegaMGC Coffee coupons has surged, with issuance increasing more than 100-fold compared to the previous year. This shift indicates that businesses are adapting to economic pressures by exploring more budget-friendly gifting options.
To further incentivize companies, Giftishow Biz is running a promotional event offering discounts of up to 8% on popular gift certificates such as Starbucks e-cards, Baedal Minjok, and Shinsegae Department Store vouchers. This initiative is designed to make it easier for businesses to reward their employees without straining their budgets.
Additionally, Giftishow Biz has introduced a customizable customer benefit system, allowing corporate clients to choose between discount and accumulation options during the purchasing process. When opting for discounts, the price is adjusted accordingly, while selecting accumulation allows clients to earn points that can be redeemed as Biz Money after the purchase.
KT Alpha's CEO, Park Seung-pyo, emphasized the importance of adapting to the current economic conditions, stating, "The ongoing economic recession and high prices are impacting companies' welfare budgets, prompting corporate managers to seek reasonably priced alternatives for employee gifts." This sentiment encapsulates the challenges many businesses face today as they strive to maintain employee morale amidst financial constraints.
As Labor Day draws near, the findings from KT Alpha’s Giftishow Biz serve as a reminder of the evolving landscape of employee gifting in South Korea. With a focus on practicality and affordability, companies are not only recognizing the value of employee appreciation but are also navigating the complexities of the current economic environment.
In conclusion, as businesses prepare to celebrate Labor Day, the trends in mobile gift certificate usage reflect a broader shift towards thoughtful, practical gifts that resonate with employees' needs. The popularity of specific items, such as Starbucks coffee and the rise of alternative options like MegaMGC Coffee, underscores the importance of adapting gift choices to align with both employee preferences and economic realities.
