Apples for Lucky Students

Date: 11/10/2010
Source: The Korean Times. Date: 11/8/2010 Author: Kim Da-ye
http://www.koreatimes.co.kr/www/news/biz/2010/11/123_75976.html

Apples marketed as lucky charms

By Kim Da-ye As students are gearing up for their once-a-year chance to gain entrance to the universities they like, businesses are preparing to profit from students’ desperate wishes. With the College Scholastic Ability Test (CSAT) scheduled for Nov. 18, retailers, distributors, confectioners and restaurants are launching good luck gifts that target students and their parents. Because the CSAT takes place once a year products allegedly promoting good luck become hot sellers around this time. This year, apples that did not fall off trees when Typhoon Kompasu hit Korea in early September are being sold at the Apgujeong branch of the Hyundai Department Store. The Korean word for “to fall” also has the meaning “to fail.” Produced in South Chungcheong Province, the “passing apples” are on sale with branches attached, and each weighs more than 400 grams because the perfect score for the CSAT is 400. Porridge restaurant chain Bonjuk is also targeting test-takers, introducing the “Bulnak” porridge that contains bulgogi (marinated beef), and nakji, (small octopus). Bul from bulgogi and nak from nakji can also be interpreted as “bul” for not and “nak” for to fail. Another hit item is a necklace with a “Paul the Octopus” pendant. Paul gained fame for predicting Germany’s victory in seven matches at the 2010 World Cup hosted in South Africa. The necklace promoting good guesswork is sold at online shopping mall Gmarket (www.gmarket.co.kr). Such gifts for test-takers have become wittier and more creative. Traditionally, “yeot” or Korean-style toffy and “tteok” (rice cake) made of sweetened rice, were popular for their stickiness. The Korean verb for pass can carry the meaning of stick to. Tous Les Jours, a bakery chain owned by CJ Cheiljedang, launched 50 gift sets consisting of chocolate, yeot and tteok. Other websites specializing in CSAT gifts and online supermarkets have also come up with a wide range of confectionary including four-leaf-clover shaped rice cakes. Some gifts are rather practical. Most of the online shopping malls sell watches and timers specially designed for the candidates. Because the CSAT has often seen cold weather in the past, heating pads, cushions and small blankets are among the popular gifts. The flagship store of Lotte Department Store in central Seoul will sell winter clothes for test-takers between Nov. 12 and 21. Food supplement manufacturers and distributors do not want to miss the season during which “brain food” and energy boosters are sought by the students’ parents. Pulmuone Health & Living released the Greenche Brain Eye that the manufacturer says helps reinvigorates the brain and improves the memory. Ginseng tablets, Omega-3 pills and vitamins are also being actively promoted online and offline with the banner reading, “Praying for passing.”