Catch the MZ Generation... Collaboration Trend Among Food and Beverage Brands

Popular Products from Each Company Unite
Capturing Consumer Attention and Boosting Sales Revenue

[Asia Economy Reporter Lim Hye-sun] A collaboration trend is sweeping through food and beverage brands. As the marketing market expands to social network service (SNS) channels where brand diffusion is rapid, collaboration ideas targeting the MZ generation are expected to continue pouring out.

According to industry sources on the 20th, beef specialty brand Ichadol and Jinro Soju conducted a unique collaboration by featuring each brand's characters. From the 9th to the 23rd of last month, they held the 'Ichadol i Yeongi Awards' event on major SNS channels including the mobile video platform TikTok. They showcased SNS advertisements parodying actress Lee Si-young’s ‘one person two roles comic video,’ and ran consumer prize events such as ‘video mimicry’ and comment participation. During the 15-day event on SNS channels like TikTok and Instagram, the collaboration advertisement videos recorded a total of 2.12 million views.

Ottogi and Binggrae transformed their existing flagship products into each other’s signature items. Ottogi used Binggrae’s popular product ‘Kkotgerang’ to create ‘Kkotgerangmyeon,’ a cup noodle featuring chewy noodles and savory, refreshing crab soup broth. Binggrae released ‘Chamkkaeramyeontime,’ a snack version of Ottogi’s popular sesame ramen.

Sempio’s jerky brand ‘Jilleo’ and the renowned India Pale Ale (IPA) manufacturer ‘Platinum Craft Beer’ launched ‘Jilleo Beer’ earlier this year. Reflecting their ambition to accompany every moment of the nation by providing taste and enjoyment to consumers in line with the name ‘Jilleo,’ the ‘Jilleo Beer’ was born by incorporating the design of the ‘Jilleo Charcoal BBQ’ product into the Korean IPA beer package. It is popular among young people for the fun experience of enjoying jerky and beer together.