The purpose of this study is to examine how the Japanese word “Gamsaje” is used in Korean newspaper articles and analyze its influence and integration within the sociolinguistic context. The term “Gamsaje” is frequently employed in newspaper articles across various categories.
Two types of “Gamsaje” are identified: one is the expression of gratitude toward God, while the other is a thanksgiving festival involving special sales for customers.
The usage of “Gamsaje” demonstrated a higher frequency of occurrence after 2015 and from 1990 to 2022. Furthermore, 2019 had the highest number of appearances (15.1%), followed by 2018 (10.4%) and 2015 (8.4%). Starting from a reference point of 8.4% in 2015, the number of appearances that previously did not exceed 3% exhibited an annual increase and decrease of more than 5%.
It has been observed that Uniqlo’s “Gamsaje” has also gained widespread usage in Korean society. However, after 2019, domestic brands have displayed a slight decline in their use of “Gamsaje.” This can be attributed to the adoption and utilization of alternative terms to replace “Gamsaje” with domestic brands.
The expansion of “Gamsaje” in Korea has been noted across various categories. Instances within diverse sectors such as clothing, fashion, household goods, furniture, food and beverages, cosmetics, science and technology services, games, electronics, education services, applications, travel services, sports, arts and entertainment, corporate welfare services, and pharmaceutical products were examined.