Hotel Buffets & Senior Lunch: The ‘Grandma Lunch’ Trend

Women in their 70s and 80s meet at a hotel buffet on weekdays… “Communication is more important”

Active seniors who save up a month’s money to go out for lunch in the 20,000-30,000 won range

“It’s nice that there are so many different types of vegetables. It takes a lot of work to season them all at home….”

A buffet at a 3-star hotel in Myeong-dong, Jung-gu, Seoul around noon on the 19th. As lunch time began, instead of tourists, women in their 70s and 80s wearing bright scarves began to line up to enter. Haengmi Jeong (74) entered the buffet smiling like a girl, arm in arm with a friend who had just arrived. Most of the seats were elderly people with gray hair. It was a scene where a hotel restaurant in downtown Seoul became a modern-day living room for ‘active seniors.’ Mr. Jeong, who was making abalone porridge, said, “My friends and I save 100,000 won a month and go out to eat at a hotel. Now that I have raised my children, I want to spend money on my body and happiness.”

‘Hotel lunch’ is just an excuse… The real purpose is ‘communication’

“Social isolation is a risk factor for dementia”

Experts recommend going out and maintaining relationships

The consumption landscape of the elderly is rapidly changing as the number of ‘active seniors’ (older people living actively, enjoying leisure, consumption, and social activities even after retirement) who choose to go out and communicate through reasonably priced hotel meals is increasing.

The so-called ‘Haljumma (a portmanteau of grandmother and ajumma) lunch’ is far from the luxury of a luxury hotel restaurant where a meal costs well over 100,000 won. Most buffets are offered on weekdays in the 20,000-30,000 won range, but for seniors, this meal not only provides a meal, but also gives them a reason to get out of the house. Mr. Lee (73), who lives in Gwangjin-gu, Seoul, said, “When I’m at home, I end the day just watching TV, but when I come out like this, I pick out clothes, put on makeup, and meet people. The fact that we hang out is more important than food.” A hotel official said, “After changing to permanent operation, more than 90% of the guests have changed to those in their 60s and 80s, and many people come alone.” He added, “Naengmyeon, which whets the appetite of the elderly, is the most popular menu.”

Experts see this kind of landscape as an alternative form of ‘disbanded community’. Park Seung-hee, a professor of social welfare at Sungkyunkwan University, said, “Commercial spaces are taking the place of the disappearance of private rooms and neighborhood gatherings,” and analyzed, “The act of coming out and communicating, even if it means paying money, is a kind of choice for survival.” From a medical perspective, this type of outing is also recommended for the elderly. Choi Seong-hye, professor of neurology at Inha University Hospital (chairman of the Korean Dementia Society), said, “Social isolation is one of the important risk factors for dementia,” and explained, “The process of elderly people having conversations and maintaining relationships is itself brain activity.”

Even elderly people waiting in line at the soup kitchen… “Polarization must be resolved”

Hotel lunch is crowded, but there is still a long line at the soup kitchen.

Consumption driven class and welfare dependent class… Polarization of the elderly population

Some are concerned that the new ‘senior consumption’ pattern may lead to polarization of the elderly population. According to the Ministry of Public Administration and Security on the 20th, Korea has entered a super-aging society in December 2024, with the proportion of the population aged 65 or older exceeding 20%. Senior consumption is also rapidly increasing. According to an analysis released by the National Data Agency at the end of last year, the total consumption of people over the age of 65 in 2023 is 243.8 trillion won, an increase of 12% compared to the previous year. In particular, as consumption for leisure and dining out increases significantly, market leadership is shifting to the elderly.

Professor Park Seung-hee pointed out, “While there are elderly people who maintain relationships with 30,000 won, there are still long lines at soup kitchens in Seoul,” and “polarization of consumption can lead to a gap in social relationships.” He went on to suggest, “Policy alternatives are needed to bridge the gap between the elderly who lead private consumption and the elderly who depend on the welfare system.”