Costco shoppers have been left puzzled by the appearance of an unusual SPAM gift set among the store’s aisles, with many questioning its place in the retailer’s usual product mix. However, there’s a clear and culturally significant explanation for its presence in the store at this time of year.
While Costco is renowned for offering a wide array of goods at discounted prices, including household essentials, electronics, and even seasonal items, the sight of a SPAM gift set raised eyebrows among some customers. The product, a pack featuring classic and hot and spicy varieties of the processed meat, seemed out of place to many who aren’t familiar with its cultural significance.
Appearing on the shelves in late January, the SPAM gift pack, adorned with an image of a horse, caught the attention of a TikTok user known as @newfoodspotteruk, who shared the find with their followers. In the video, one commenter humorously asked, “Who’s giving spam as a pressie?” But the inclusion of the horse symbol hinted at a deeper reason for the product’s arrival at this time.
The Lunar New Year Connection
SPAM, while often associated with wartime rations and processed meat in the West, holds a special place in South Korean culture, where it is seen as a premium gift, especially during the Lunar New Year celebrations. The product is highly regarded and symbolizes prosperity and thoughtfulness, making it a sought-after present for the occasion. In fact, South Korea is the second-largest consumer of SPAM globally, following the United States.
For Lunar New Year 2026, which will be celebrated on February 17, Costco is tapping into this cultural trend by offering the gift set to customers. The packaging, which features both classic and spicy flavors of SPAM, aligns with the upcoming Year of the Horse, as indicated by the horse image on the box. The Chinese zodiac, which assigns specific animals to each year, links the horse with vitality, self-reliance, and drive, attributes that are valued in the tradition of Lunar New Year gift-giving.
The gift set is priced between 20,000 to 120,000 Korean won, or approximately £10 to £60, in South Korea. While it may seem like an odd choice for a gift in the UK, its presence in Costco reflects the retailer’s strategy of rotating stock to meet seasonal demand and appeal to its diverse customer base, including those familiar with the traditions of Lunar New Year.
With the Lunar New Year fast approaching, the SPAM gift set at Costco serves as a timely reminder of the global connections in today’s marketplace and the unique ways in which products can take on different meanings in various cultures.
