As the Lunar Year of the Bingwu Horse approaches, PChome 24h Shopping is capitalizing on the Chinese New Year reunion dinner market by launching the “Premium New Year Feast” special selection zone, which features a wide range of reunion meals, premium fresh produce, and festive gift baskets.
This year, PChome 24h Shopping observes five major trends in online Chinese New Year meals: Star Chefs, Classic Restaurants, Seafood & Meat Delicacies, Pet Meals, and Healthy Vegetarian Options. The platform noted that to save time on complex preparation, many families are turning to online solutions where consumers can simply cut open the package, heat according to instructions, and serve, eliminating the need for further processing or cleaning. This “Cutter Economy” trend has driven a nearly 160% surge in searches for “ready-to-eat New Year meals” compared to the previous month, and sales have increased by nearly 30% compared to the same period last year.
- Mainstream Choices: Frozen New Year meals and large-portion sets for 10 or more people are the mainstream choices, with the lavish 8- to 10-person sets featuring over 10 dishes being the most popular, indicating that both traditional multi-generational families and modern smaller families prefer using e-commerce for high-efficiency New Year’s Eve dinner preparation. These sets offer rich variety, ample portions, and value for money, making them the top choice for this year’s reunion dinner.
- Pet Economy: With the concept of “pets as family” becoming widespread, New Year’s rituals for pets are also essential. PChome 24h Shopping found that many owners purchase extra meals for their beloved pets when buying New Year’s goods. The diverse selection of pet New Year meals, from exquisite platters to nutritious stews, has driven a 10% year-over-year increase in sales for this category.
PChome 24h Shopping is simultaneously offering multiple festive promotions. From now until January 31, selected New Year meals are available at up to 15% off. Customers who spend over NT$99 on designated food items can register to win a “Huanglong 1-Qian Gold Bar” (valued at NT$25,800), and those who spend over NT$2,888 can register to receive 500 P Coins, offering consumers a chance to test their luck for the Year of the Horse!Dine Like Royalty at Home! “Star Chef” Collaborative Meals See Strong Sales
Securing a reservation at major restaurants and hotels for New Year’s Eve is highly competitive, with many booking six months in advance. While dining out saves time and effort, the rising cost of labor and materials, with annual increases of about 2-16%, is making reunion dinners at tourist hotels increasingly expensive.
Many consumers are now purchasing New Year meal sets supervised by star-rated hotels or famous chefs. These are designed for simple reheating and serving, allowing the family’s “main chef” to effortlessly present a high-fidelity star-chef-level meal. PChome 24h Shopping has partnered with multiple renowned chefs and dining groups this year. The most popular lavish 8- to 10-person sets are priced between NT$4,500 and NT$6,000, and this “Cutter Economy” trend has driven a nearly 30% sales increase since the pre-order launch.
Hot Recommendations:
- Regent Taipei Golden Horse Galloping Reunion New Year Meal 6-Piece Set: Limited-time price of NT$6,988.
- Celebrity Chef Wu Bing-Cheng – Prosperous New Year Feast 10-Dish Set: Limited-time price of NT$5,888, personally supervised by the chef, both are highly anticipated choices this year.
From Queue-Worthy “Classic Restaurants” to “Seafood & Meat Delicacies” Delivered Exclusively!
PChome 24h Shopping currently offers nearly 5,000 items in the “ready-to-eat New Year meals” category. The platform has gathered Taiwan’s most sought-after restaurants and long-standing famous eateries, allowing customers to skip the queue and have classic dishes like Buddha Jumps Over the Wall and Dongpo Pork delivered frozen to their homes. This one-stop service saves the time spent on complicated preparation and exhaustive shopping, dedicating precious reunion moments to family.
The biggest highlight this year is the third-generation new brand from “A-Sha Restaurant,” which was recently visited by NVIDIA CEO Jensen Huang: Jin Xia Lou New Year Meal 6-Piece Set, limited-time price of NT$5,095, offering a taste of Tainan’s authentic flavors from Huang’s gourmet map. Also highly recommended for a premium reunion: Lao Xie Zhen Reunion Spring New Year Meal 3-Piece Set, limited-time price of NT$1,499.
Other Notable Selections:
- Shuang Yue New Year Meal 5-Piece Set (Bib Gourmand consecutive winner), limited-time price of NT$3,719.
- Jia Qi Wan Small Family New Year Meal 7-Piece Set (designed for small families), limited-time price of NT$1,599.
- Haiba King Classic Prosperous New Year Meal 5-Piece Set, limited-time price of NT$2,099, with an exclusive PChome flash sale offer of a free Shou Tao (peach bun) for purchases over NT$1,999.
- Yuan Jia’s Fresh Delivery Agate Feast New Year Meal 8-Piece Set (5-6 servings) for premium seafood and meat needs, limited-time price of NT$2,880.
- Tsukiji Ichiban Sen 15-Item Luxurious King Crab, Pomfret, and Lobster Seafood & Meat New Year Set, including lobster and king crab, limited-time price of NT$6,280.
Pets Celebrate the New Year, Bib Gourmand Vegetarian Meals Target Health-Conscious Consumers
Due to the impacts of low birth rates and an aging population, the pet economy and the demand for healthy vegetarian options are both on the rise. Taiwan currently has approximately 2.5 million pets, with an annual growth rate of about 10%, leading to an estimated annual market value of NT$58 billion. As owners increasingly view pets as important family members and prioritize the ritual of the Spring Festival reunion, pet food now emphasizes “human-grade, natural, and additive-free pet New Year meals.” PChome 24h Shopping is capitalizing on the pet economy during the New Year holiday, launching several diverse products with sales up nearly 10% compared to last year.
Recommended Pet Meals:
- Wang’s Wish “Shi Li Ma SAY” Pet New Year Gift Box (14 items) (five-star quality), limited-time price of NT$1,299.
- 【NiNiJA】Nina’s Pet New Year Meal, priced at NT$1,750, offering seven handmade dishes for a rich and fulfilling celebration for pets.
Furthermore, with the rise of flexitarianism and health consciousness, the vegetarian population in Taiwan is estimated to exceed 3 million, accounting for 13% of the total population. Consumers are opting for low-carbon, vegetarian meals to balance the rich holiday diet. PChome 24h Shopping recommends the Xiang He Vegetarian “Five Horses Send Joy” New Year Meal Set, a consecutive 8-year winner of the Michelin Bib Gourmand. It features carefully selected local ingredients combined with Szechuan cooking techniques, with a limited-time price of NT$1,199, offering a healthy and exquisite gourmet choice for consumers at home.
【Premium New Year Feast | Promotion Information】
- Gold Bar Draw: From 1/1 to 1/31, spend over NT$99 on designated food items in a single transaction to register for a chance to win a Huanglong 1-Qian Gold Bar (value NT$25,800), 2 winners.
- Early Bird Discount (1/6-2/28): 1 item gets 5% off, 2 items get 7% off, 3 items get 10% off.
- P Coin/Credit Card Offers:
- DBS PChome Prime Co-branded Card: Up to 21% cashback, plus up to 10% off selected brands (for designated items).
- Pi Wallet: Up to 10% cashback.
- Registration for 500 P Coins with spending over NT$2,888.
- Designated Food Items: 3 items get 15% off, spend over NT$1,800 to get NT$500 off, spend over NT$999 to get NT$210 off, spend over NT$599 to get NT$50 off.
- Event Details: https://24h.pchome.com.tw/activity/A451523
