South Korean consumers are increasingly turning to ultra-low-cost products as persistently high prices and a prolonged economic slowdown weigh on spending, with younger shoppers leading a shift toward what is being dubbed “extreme value” consumption.
As of April 7 local time, a crowd-sourced map service highlighting restaurants offering meals for under about $7 has gone viral online. The platform, known as “Geoji Map,” is an interactive, user-driven database that curates budget-friendly eateries nationwide. Users submit restaurant names, menu items, prices and categories, which are then displayed on a shared digital map.
The service prioritizes affordability while incorporating user-generated ratings and brief reviews, combining price transparency with community feedback. Users can search listings, browse and post reviews, and share information through an integrated community feature.
The platform was developed by the operator of “Geoji Room,” a savings-focused chat group on KakaoTalk. Since its launch on March 20, it has spread rapidly across social media and online forums, attracting about 570,000 users in roughly two weeks.
The “extreme value” trend is also spreading across South Korea’s food and beverage and restaurant sectors.
Regional liquor maker Sunyang Soju recently introduced a product priced at about $0.70 per bottle, roughly half the current average soju price of around $1.10. Marketed as “Good Soju 990,” the product reflects pricing levels from two decades ago.
According to the company, the launch is not merely a low-price strategy but an effort to ease consumer burden during the downturn, allowing customers to enjoy a bottle of soju at minimal cost. The product is being distributed primarily through small neighborhood stores rather than large retailers, with about 9,900,000 bottles planned for sale.
Bakery chain Paris Baguette has expanded its lineup of smaller, lower-priced bread products to meet demand for affordable snacks. Single-serving items are priced at around $0.75, while sandwiches are set just above $1.50, lowering the barrier to purchase.
Shinsegae Food, which operates No Brand Burger, is also reinforcing its budget strategy. Its recently launched “Amazing Bulgogi” burger focuses on a simplified offering, featuring a flame-grilled patty with bulgogi sauce, priced at around $2.
Industry observers say the trend reflects a broader shift toward maximizing value for money as household purchasing power declines. Younger consumers, in particular, are prioritizing utility over brand or premium features.
“Consumers are feeling a greater burden from rising prices, prompting companies to expand ultra-low-cost and small-portion offerings,” an industry official said. “Businesses are responding by minimizing margins or rolling out limited-time budget products to remain competitive.”
