900원 짜리 ‘유혹’ 완판…불황형 가성비 제품 뜬다

South Korea's coffee market has witnessed a surge in "boughai" or bargain-priced products due to the extended recession and rising costs. Amidst increasing production costs such as raw materials, labor, and logistics, lowering prices has become a necessary strategy for businesses. One such example is Lotte Food's new 200ml French Café Hell cup coffee, priced at 900 won, which is half the price of a regular Americano.

This product has seen orders exceeding 120,000 units just three weeks after its release, leading to complete sale of the production batch and prompting Lotte Food to plan for further product diversification to cater to varying consumer standards. The trend of offering smaller, affordable portions is also expanding to convenience store quick-service markets, with CU convenience stores recently launching a 13-item "Mini Quick Cuisine" featuring bite-sized main dishes like daily mini cups, one-almond bibimbap, and mini sandwiches.

Convenience store executives attribute this development to the growing demand for easy, unburdensome meals, especially among smaller households, and note that consumer surveys reveal a clear preference for minisized quick meals due to concerns over portion sizes, calorie intake, and food waste.