Portable jesa set priced at 5,000 won sells out before Chuseok; only 27% of households plan to hold ancestral rites this year; cost of a full ritual table rises to 303,750 won

A portable jesa (ancestral rite) set sold at Daiso. [Provided by Aseong Daiso]
A portable jesa (ancestral rite) set sold at Daiso. [Provided by Aseong Daiso]

As Chuseok approaches, products emphasizing value and convenience are gaining traction among shoppers preparing for ancestral rites and grave visits. With fewer households holding the traditional jesa ceremony and many simplifying their ritual spreads, a 5,000-won portable jesa set from Daiso sold out well ahead of the holiday.

According to the retail industry Thursday, Daiso Mall — the online shopping platform operated by Aseong Daiso — is running a Chuseok promotional event called "Essential Items for a Bountiful Hangawi Holiday." The lineup features a wide range of products for the holiday season, including jesa sets and artificial flowers, paper cups and plates, disposable utensils and chopsticks, airtight food containers, kitchen towels, cooking tools and cash gift envelopes.

The standout item is the 5,000-won portable jesa set, one of Daiso's signature Chuseok offerings sold every year ahead of the holiday. The product lets families perform simple ancestral rites — placing fruit, rice cakes, liquor and other offerings — without bringing a full ritual table.

The item is currently listed as temporarily out of stock on Daiso Mall, with no restocking date announced. The set includes one large ritual dish, two medium-sized ritual dishes, one ritual wine cup, one cup stand and a pair of chopsticks. When not in use, it folds in half like a bag and can be carried by its handle. Folded, it measures approximately 39 centimeters wide and 35 centimeters tall.

Artificial flowers for grave visits are also available in the 1,000- to 2,000-won range. A pack of three lily-of-the-valley artificial flowers is priced at 1,000 won, while chrysanthemum arrangements for grave visits sell for 2,000 won. Airtight containers, cooking tools and kitchen towels for storing and preparing holiday food are also part of the promotional event.

The popularity of simplified ritual products reflects a broader shift in how Koreans observe the holiday. More households are forgoing the jesa ceremony altogether, or scaling back the food and formalities when they do hold one. A survey of 1,000 household consumers conducted by the Korea Rural Economic Institute from Aug. 21 to Aug. 26 found that only 27.3 percent of households planned to hold ancestral rites this Chuseok — down 13.1 percentage points from 40.4 percent last year.

Among those who plan to hold the ceremony, the trend toward simplification was pronounced. More than half — 50.9 percent — said they would opt for a "simplified version following traditional etiquette." Another 20.1 percent said they would follow full traditional customs, while 13.2 percent planned to prepare food their family enjoys, and 8.8 percent said they would mix home-cooked dishes with store-bought items.

Even as the scale of ritual spreads shrinks, the cost of preparing them has risen. A survey by the Korea Price Research Center covering 28 ritual table items at traditional markets in six cities — Seoul, Busan, Incheon, Daegu, Gwangju and Daejeon — from Sept. 10 to Sept. 11 found that the cost of a Chuseok ritual spread for a family of four reached 303,750 won ($223) this year, up 4.1 percent from last year.

Breaking down the figures by item, five pears cost 27,300 won, up 16.0 percent from last year. Analysts attributed the increase to this year's earlier Chuseok date, which moved up the harvest schedule and reduced the share of large-grade pears — the variety most commonly used for ritual tables — even as overall pear production and supply remained stable. Beef brisket prices also rose 10.5 percent from a year earlier, while round and rump cuts came in at 29,760 won, up 11.9 percent. Chicken was priced at 7,230 won per kilogram, a 13.1 percent increase. Among vegetables, zucchini surged 92.8 percent from last year to 2,410 won.


korean@heraldcorp.com