Japan crisis, TV reality shows shape consumer patterns here

By Yoon Ja-young

Instant coffee was the best-selling item in the online open market over the past few months, statistics showed. Kelp, which is known to provide protection against radioactive iodine, sold massively amid fears as a result of damage to nuclear power plants in Japan following a massive earthquake and a tsunami on March 11.

Auction, the country’s popular online open market operated by eBay, announced the top 10 best-selling items so far this year.

The top item was so-called ``coffee mix,'' instant coffee, powder cream and sugar in small sachets. There have been over 1.19 million purchases of the product at Auction so far this year, which is up 75 percent from a year ago.

“Amid soaring inflation here following surges of global liquidity during the past year, budget items have been selling well. Big bundles containing hundreds of coffee mix sachets were especially popular as consumers sought cheaper products,” a representative for Auction said.

Previously, the coffee mix was usually popular among the self-employed seeking convenience at the workplace, but it is widely consumed at home these days due to its inexpensive price. A sachet usually costs slightly over 100 won.

Electric mattress pads ranked second in terms of popularity as people were obviously trying to cut gas consumption amid soaring energy prices. The number of oversized pads accommodating three people totaled over 850,000 as the whole family preferred to sleep together instead of using separate pads in each room.

“Low-price, high-efficiency products are popular amid high inflation. They are likely to continue selling well in the second half of the year as well since inflationary pressure is likely to grow,” the representative said.

People’s concern over radiation in Japan and yellow dust from China, known to be mixed with heavy metal while being blown over the industrial region of China, also affected their shopping.

Wet tissue, which helps instantly get rid of dirt, recorded 500,000 purchases at Auction. “Wet tissues are usually popular as a sanitary item for babies, but the consumer base has been expanded due mainly to yellow dust. Products effective in killing bacteria were especially popular,” the representative said.

Sea mustard and kelp, which are known to protect people from radiation poisoning, soared on the sales list. Auction has received orders for over 120,000 packs thus far this year.

Smartphones continue to be popular with Auction seeing 200,000 orders, ranking them fourth on the popularity list. Auction said that following the release of budget smartphones, teenagers and senior citizens seem to have joined the smartphone consumer group.

Following the popularity of audition and survival programs for singers on TV, CD sales surged to 76,000 on the heels of hair dye which chalked up over 90,000 orders as light hair colors are apparently in vogue. “Black box” recording devices for cars ranked eighth, selling 40,000, as more drivers look for ways to defend themselves amid growing fraud cases involving traffic accidents.