"Couldn't Find It After Visiting Every Store"—SNS Buzzes with Buying Strategies as 1,000-Won "Price Disruptors" Sell Out [How We Shop Now]

Daiso's 1,000-Won Protein Shake Sells Out

Retail Industry Rolls Out Ultra-Low-Price Strategies

Editor's NoteWhat are people buying these days? From must-have household items at Daiso to cosmetics that sell out at Olive Young, and even bread you have to line up for. The familiar scenes of everyday consumption reflect the current market trends. "How We Shop Now" is a series that reads today's consumer trends through 'best-selling items' in everyday life. It explores, in a simple and engaging way, which products are chosen and what strategies unlock wallets—shedding light on the changing landscape of consumption.

Inside a Daiso store in downtown Seoul. Photo by Yonhap News Agency

With persistently high inflation, major brands in the food and dining sectors are aggressively promoting "value for money" products to attract consumers. As more companies roll out "entry-level strategies" to reduce price burdens and win back customers who have left, clear changes in consumer behavior are emerging across the industry.

"Is This Really 1,000 Won?"... Daiso Does It Again

Daiso is the most prominent example. Earlier this month, Daiso collaborated with Samjin Pharm to launch a protein shake priced at 1,000 won—about one-third of competing products on the market—which sparked an explosive response immediately after its release. The initial stock sold out within about ten minutes on the official online mall and was soon out of stock at offline stores as well.

Because it was released at a price roughly one-third lower than similar-sized products on the market, product reviews and comparison posts quickly went viral on social networks. On SNS, people shared everything from stories like, "I checked every Daiso in my neighborhood during the heavy rain but couldn't find it," to tips for checking stock and buying strategies.

The protein shake launched by Daiso earlier this month is sold out on the official online mall. Screenshot from Daiso Mall

Industry experts believe Daiso is cementing its role as an "ultra-low-cost trial channel." By lowering price barriers, the company enables consumers to try products more easily, creating a structure that encourages product experience.

"A Fruit Drink at Starbucks for Just 4,000 Won?"... The Pricing Strategy That Worked Amid High Inflation

Even Starbucks, known for its premium image, has responded to this new trend. Starbucks Korea’s "Pink Peach Refresher," launched on June 23, is priced at 4,900 won for a tall size, over 1,000 won less than most existing fruit blended or tea drinks, which are typically in the 6,000-7,000 won range. It is currently the most affordable fruit drink available at Starbucks.

This strategy has produced immediate results. As of July 19, the daily average sales per store for this drink had increased by about 70% compared to launch day. Roughly 68% of all purchasers were in their 20s and 30s, indicating a strong response from young, price-sensitive consumers.

Starbucks 'Pink Peach Refresher'. Starbucks Korea

Industry observers interpret this shift as a signal that even premium brands are starting to lower their price barriers to entry. Rather than simply adding cheaper menu items, this move is seen as an attempt to fundamentally change the customer acquisition structure.

Burgers and Bread Join the Movement... The "Value for Money" Boom

Paris Baguette also launched four new bread products priced in the 1,000 won range last month. Instead of lowering the prices of existing products, the company is expanding its range of lower-priced bread. The company plans to continue increasing its value-for-money offerings.

Paris Baguette signboard. Photo by Yonhap News

Shinsegae Food’s No Brand Burger has also found success with its 2,500 won "Amazing Bulgogi" burger, which has sold a cumulative 700,000 units in just five months, making it the second best-selling item among more than 30 burger options.

"Experience It Cheaply First"...Consumers Are Changing How They Shop

The underlying reason for these changes is shrinking consumer spending. As high prices persist, consumers are opting not to cut spending entirely, but to make "low-risk choices" instead.

In other words, rather than buying expensive products from the start, consumers are choosing to experience the brand through more affordable items and then expanding their spending. The industry's strategy of introducing "entry-level value-for-money menus" is a targeted response to this trend.

Ultimately, the spread of value-for-money offerings is best understood not as simple price competition but as a restructuring of consumption itself. For brands, it is a tool to draw customers back into stores; for consumers, it offers a realistic way to ease the burden of spending.

This content was produced with the assistance of AI translation services.