'It took 1 second to sell 8888 cans'.. The power of fandom marketing

[Financial News] The convenience store industry is strengthening fandom-based marketing by not limiting collaborations with celebrities to one-off events but turning them into series. By re-releasing successful collaborations the following year or diversifying items, they are targeting the Z generation consumer base with high 'fandom loyalty'.
CU recently introduced the third series 'Daisy Highball' of the 'Peaceminusone and Highball' collaboration with G-Dragon (GD). At the end of April, the first collaboration product 'Black Highball' sold out 8888 cans prepared in limited quantity on CU's PocketCU application in just 1 second upon release. The second series 'Red Highball', released in May, continued its success as limited quantities were sold out daily at pop-up stores. The third 'Daisy Highball' sold 60,000 cans within 3 hours of pre-order opening on the 16th. The Peaceminusone Highball series is setting new records, such as the shortest time to sell out and the highest daily sales in the history of CU products.

GS25 is partnering again with Nexon Games' subculture mobile RPG 'Blue Archive' following last year. The 'Blue Archive Bread', released for a limited 3-month period last year, sold 3 million units during that time, and a shortage crisis occurred as people collected the included 'Tibutibu Seal' (stickers that can be peeled off and reattached).
Therefore, GS25 will continue its second collaboration with Blue Archive until September 30. The 7 types of 'Blue Archive Bread' re-released this time surpassed cumulative sales of 200,000 units within 6 days of release, three times faster than the first release of the same series last year. In addition to bread, they are expanding collaboration items to include lunch boxes and snacks, and limited goods are sold at six special stores nationwide. During last year's collaboration period, a culture emerged where the game's fandom gathered to share seals, and they aim to transform special stores into a kind of 'fan meeting space' targeting this tendency.
The industry is expected to further strengthen marketing utilizing celebrity fandom in the future.
A GS Retail official said, "Through this re-collaboration with Blue Archive, we once again confirmed that the customer response is explosive when collaborating with popular intellectual property (IP) such as games and artists, and combining collectible content elements," adding, "We will continue to expand collaboration products that satisfy consumers, brands, and fandoms alike."
CU also plans to exclusively launch New Zealand wine 'Shimmer', which actress Ahn Sohee, who is expanding her fandom through her personal YouTube, participated in planning, on the 30th. CU has been expanding the scope of celebrity marketing by continuing liquor collaborations with SHINee's Key, indie band Idles, and girl band QWER.
They are also conducting snack product and album-linked pop-up stores in collaboration with K-pop idol Tomorrow X Together (TXT). CU is releasing four types of 'Star Gather Snack' reflecting the concept of TXT's 4th regular album 'The Name Chapter: TOGETHER' and operating offline pop-up stores. They are drawing 'fandom power' by offering limited edition photo cards and opportunities to enter video call fan sign events with album purchases.
Professor Lee Eun-hee of Inha University's Department of Consumer Science analyzed, "Celebrities are people who know well how to induce public popularity," adding, "By having them participate in the planning stage rather than just hiring them as models, 'fandom power' as well as discovering selling points will have a positive impact on securing actual product power."


localplace@fnnews.com Kim Hyunji Reporter