H Mart Launches Hongbao Promotion for Lunar New Year

H Mart is adapting its Lunar New Year celebrations to reach a multi-ethnic customer base by launching a special “Hongbao” (Chinese red envelope) promotion starting February 4, 2026. This move reflects a shifting landscape for Korean American (한인) markets as they cater to a broader range of Asian American consumers during the holiday season.

The promotion offers a set of two envelopes to Smart Card members who purchase $30 or more at participating locations. The giveaway operates on a first-come, first-served basis and will end once supplies are exhausted. Customers who are not yet members can sign up at the in-store service desk to participate immediately.

In Chinese culture, “Hongbao” (紅包, red envelope) refers to the custom of gifting cash in red envelopes during the Spring Festival to wish for blessings, luck, and wealth. While the item may be unfamiliar to some in the Korean American community, H Mart has consistently held this event for several years to engage Chinese-speaking customers. This year’s promotional materials are printed in Korean, English, and Chinese to ensure accessibility.

Other Asian communities share similar customs during this period. For example, the Vietnamese community hands out “Lixi” or “lucky money” to children during Tet (Vietnamese New Year). While Korean Americans typically hand cash directly as 세뱃돈 (Sebaetdon, New Year’s money), demand for decorative design envelopes is reportedly on the rise within the community.

In regions like Southern California, which has a high concentration of Asian Americans, Lunar New Year is considered the peak spending season of the year. Families from China, Taiwan, Hong Kong, Macau, and Vietnam gather to pray for health and prosperity. These traditions, including lion and dragon dances and local parades, drive significant sales growth across the region.

Economic activity peaks in areas with established Chinese communities, such as Monterey Park, San Gabriel, and Los Angeles Chinatown, where sales of gift sets and food skyrocket. Similarly, the Little Saigon districts in Garden Grove and Westminster, home to large Vietnamese populations, experience a significant boost in business.

“Red envelopes are symbolic items of Asian traditional culture, and we produced them specifically as a gesture of customer appreciation,” stated the H Mart marketing team. “Through holiday marketing aimed at a multicultural customer base, we have strengthened our strategy to target consumer demand and expand sales during the New Year season.”

The event is running simultaneously across 16 California stores, including the three branches in Los Angeles Koreatown. To coincide with the holiday, H Mart has also significantly increased its inventory of specialized products, including ingredients for 떡국 (Tteokguk, rice cake soup), fresh produce, and premium gift sets.

BY EUNYOUNG LEE [lee.eunyoung6@koreadaily.com]