▲Models are posing with MapleStory bread and figures. (Photo courtesy of GS25)
This year, the distribution industry is seeing a lot of character thanks to the word ‘the era of character heyday’. In particular, it is characterized by the fact that the characters that are popular recently are characters that were popular for at least several years and at most ten years ago. Not only that, when bag snacks and baguettes, which have recently fallen in consumption, reappear with characters, they even cause a sell-out situation, making the retail price laugh.
According to an EToday report on the 27th, it was found that GS25 has imposed order restrictions on Maple Bread for store owners twice in the past week.
Since the sale began on the 17th, the maximum order quantity per day has been exhausted, and orders have been limited to 1 quantity for 5 types of products per store. .
A GS25 official said, “The production of 5 maple breads is over 10,000 per product, which is the maximum daily production by manufacturers. operate,” he explained.
This bread is a product released by GS25 in partnership with Nexon’s online game ‘Maple Story’. MapleStory started its official service in 2003 and now has 190 million users worldwide. On the first day of release, all 100,000 units of Maple Bread were sold out, and since then, 50,000 units, the highest order quantity per day, are also sold out every day. In particular, recently, Jin of BTS, which is popular worldwide, has become more famous when he posted a photo of maple bread along with a photo of ‘I went to 15 convenience stores’ to the fan community.
In addition to the sticker called ‘Tibbu Seal’, the stamp that can be obtained together with this product is considered a factor in its popularity. In the package, there are 80 stickers using bread and 5 popular monsters in the game. GS25 is holding an event to earn stamps when you buy maple bread and to give away a gift when you collect a certain amount of stamps. Items that can be used in the game and game figure sets are provided on a first-come, first-served basis to stimulate the purchase desire of users.
Samyang Foods’ ‘Jjanggu’, launched in 1973, is also experiencing special occasions. In November of last year, before the release of Pokemon Bread, Crayon Chan-gu released the first ‘World Travel Series’, but there was no great response. Then, last February, when Pokemon Bread came out, the so-called ‘jackpot’ exploded, and from March of this year, Jjanggu, which included the second ‘vocational travel series’, also climbed along with it. It is interpreted that as the popularity of the Pokemon Tibutibu Seal grew, consumers turned to the relatively easy-to-buy Changu.
As a result, Jjanggu, which recorded monthly sales of 300 million won on average, recorded 540 million won in April and 800 million won in May, showing a vertical increase in sales. This is an increase of 63.6% and 135.3%, respectively, compared to the same period last year.
An official from Samyang Foods said, “Currently, the Wonju plant has increased production by 60% compared to last year, but as demand increases, it is difficult to supply the quantity even at the request of distribution channels. We plan to present it,” he said.
▲Pokemon bread products (photo provided by SPC Samlip)
The beginning of the popularity of these retro products can be seen as the Pokemon Bread released by SPC Samlip in February. As of the 20th, 38.4 million bags were sold as of the 20th, with the entire production of Pokémon Bread being sold to the extent that an open run still occurs. About 10 million bags are sold every month, so it is not difficult to see a line at convenience stores and marts waiting for delivery vehicles to arrive.
As such, distribution prices are offering various analyzes considering the popularity of characters, bandages, bagbread, and bagged snacks that have already passed their peak of fashion as an unusual phenomenon.
First of all, the 2040 generation, which has recently emerged as a new consumer group, or MGeneration ZIt is believed that people feel nostalgic for products or characters they encountered as a child, leading to purchases. In addition, as SNS authentication is solidified as a process, there is also a lot of demand to certify popular products.
An official from a distribution industry said, “The shortage of products that the MZ generation, who have acquired purchasing power, have experienced as a child leads to purchases, and a shortage phenomenon is frequently occurring. A growing circulatory structure is being formed.”
