[E-Daily Reporter Kim Ji-woo ] CJ CheilJedang Corp(097950), which previously sold holiday gift staples such as Spam and cooking oil, has expanded its gift set lineup to include fresh foods like fruits and meat products. As demand for fresh food gifts has grown, the company has moved to broaden its holiday gift set portfolio, which had previously focused on processed foods.

According to industry sources on the 17th, CJ CheilJedang Corp. recently launched “Bondam,” a limited-edition fresh gift set brand for the Chuseok holiday. The company is currently selling four types of fruit sets featuring apples and pears, as well as four types of meat sets. CJ CheilJedang Corp. is responsible for product planning and design, while collaborating with specialized distribution partners to bring the products to market. The company aims to expand beyond its existing gift sets—which have primarily focused on processed foods such as Spam and cooking oil—to include fresh foods. It plans to initially target corporate customers before broadening its customer base in the future.

Analysts note that the price range for “Bondam” products is set higher than that of large supermarkets but lower than that of department stores. For example, the “Bondam” 9-piece apple and pear mixed set weighs approximately 4.1 kg and contains 5 apples and 4 pears, with a list price in the 110,000 won range. HYUNDAIDEPARTMENTSTORECO.,LTD’s “Sandeulnaeum Apple and Pear 9-Piece Set,” which has a similar composition, weighs 4.2 kg and costs 130,000 won, while a gift set sold by E-MART Co., Ltd.—containing 6 apples and 4 pears totaling 6.5 kg—is priced at 79,000 won.

CJ CheilJedang Corp. appears to be targeting consumers who prioritize product quality and brand trust while seeking prices more reasonable than those at department stores. The strategy is to leverage the brand recognition of a food manufacturer to target the price range between department stores and large supermarkets. The diversification of consumer preferences and purchasing criteria for holiday gifts is another factor behind the expansion of the product lineup. CJ CheilJedang Corp. unveiled a total of 260 gift sets for this year’s Chuseok, an increase of about 50 varieties compared to last Lunar New Year.

CJ CheilJedang Corp is also responding to demand for premium cooking oils. Through its premium gourmet gift brand “Le Goûter,” the company has expanded its product lineup, focusing on items such as “Noblezza Eco Day” olive oil. The plan is to broaden consumer choices by offering products from different regions with distinct characteristics.

Pulmuone Corporate is targeting demand for premium fresh foods through its affiliate, Olga Holfood. For this year’s Chuseok, the company released 169 types of gift sets. It highlights as a key differentiator that these products—including eco-friendly agricultural, livestock, and seafood products—are produced by “Olga Meister Producers,” who hold the company’s own master craftsman certification. Representative products include organic fruits from growers with over 40 years of experience cultivating apples and pears, Hanwoo beef raised in animal-welfare-friendly environments, and antibiotic-free shrimp. Olga Whole Foods’ “Meister Organic Apple and Pear Gift Set (5.7 kg),” for example, costs 300,000 won.

These fresh food gift sets from food companies are characterized by their premium image, reflecting their established brand identities. Holiday gift sets released by food manufacturers have traditionally consisted mainly of processed foods such as ham and cooking oil. This was largely due to high demand for bulk purchases by companies to distribute to employees and business partners. However, as gift-giving preferences have shifted, these companies are now targeting the demand for premium fresh foods as well.

According to market research firm Macromill Embrain Co., Ltd., sales of fresh food in this year’s Lunar New Year gift set market totaled 812.4 billion won, accounting for 32% of the total and ranking first. This represents an 8.3 percentage point increase from last year’s share of 23.7%. In contrast, health foods—which held the top spot last year with a 25.6% share—saw sales drop to 497.6 billion won (19.6%) this year, falling to third place. Processed foods recorded sales of 591.4 billion won (23.3%) this year, a slight increase from the previous year (22.4%), securing second place.

However, some observers note that it remains to be seen whether food manufacturers’ fresh food gift set businesses will establish themselves as a stable source of revenue. This is because premium fresh foods rely more on individual purchases than on corporate bulk orders, and additional costs arise from maintaining product freshness and during the delivery process. Competition with department stores, as well as local and specialty markets, regarding quality and price also poses a challenge.

A food industry official stated, “It may be difficult for food manufacturers to turn a profit when handling fresh food gift sets due to the costs associated with distribution and quality control,” adding, “This is because consumers who carefully compare price and quality tend to purchase larger quantities of higher-quality fruit at specialty markets such as Garak Market.”