Nothing says Year of the Ox like cow promotions

To celebrate the Year of the Ox, retailers and food companies are going full cow.

Ox-themed desserts introduced at Shinsegae Department Store’s The Menagerie in celebration of the Year of the Ox. [SHINSEGAE DEPARTMENT STORE]

To celebrate the Year of the Ox, retailers and food companies are going full cow.

Desserts, including cow-shaped cupcakes and cow-patterned macarons, cow watches and discounts on beef are some of the offerings that have already been introduced this year.

Lotte Mart is offering up to 30 percent off on Australian beef to its member customers through Jan. 13. The highest ranked Korean beef is sold at 12,530 won ($11.5) per 100 grams (3.5 ounces), while a slightly lower-rated Korean beef costs 11,340 won per 100 grams.

Emart is offering 30 percent off on soup beef, with 100 grams selling for 3,850 won.

Hyundai Department Store is focusing online by offering a similar promotion throughout this month via the Hyundai Green Food platform. A 20 percent discount is offered on beef dishes, like bulgogi and galbijjim (braised short ribs).

For those with sweet tooth, Shinsegae Department Store has introduced ox-shaped cupcakes and ox-patterned macarons through The Menagerie bakery. A macaron set of five macarons costs 15,000 won, while a cupcake costs 7,500 won.

Maeil Dairies, which sells Maeil Milk and Sangha Farm products, collaborated with 7-Eleven to sell a roll cake made with easily digested milk, and Baskin Robins in Korea to introduce an ice cream cake shaped with a smiley-faced ox.

A cow-themed key chain by Starbucks. [STARBUCKS KOREA]

Starbucks is offering a cow key ring and a mug with the face of a cow. CU also plans to introduce a limited number of cow-inspired blankets, mugs and lighters starting Thursday. Swatch released a watch with oxen images.

Department stores have been less proactive on new year promotions, as Covid-19 cases has reduced the number of customers.

The three major department stores — Lotte, Shinsegae and Hyundai — typically open the year with a promotion in January, but the continued spread of the Covid-19 has put brakes on their annual event.

“The operational hours of department stores are the same as usual under Level 2.5 social distancing measures — to 8 p.m. on weekdays and to 8:30 p.m. on weekends — but we’ve decided not to hold promotions this year to minimize gathering of the crowds,” said Yoon Ji-sang, a spokesperson for Shinsegae Department Store. “We’re offering sales through our brands though.”

The decision was in response to a Seoul city government document sent to the three major department stores requesting them not to hold promotions in January.

BY JIN MIN-JI [jin.minji@joongang.co.kr]