Eight Collaborative Products to Celebrate the 10th Anniversary of the Korean Performance
Three Types of Macarons for 2,300 KRW, Dark Chocolate Pretzel for 2,000 KRW, and More
From Girl Groups and Games to Musicals... "Differentiating Products through IP Collaboration"
Emart24 will sequentially launch eight collaborative products with the musical "Phantom" starting from the 27th.
The musical "Phantom" is based on the French novel "The Phantom of the Opera." This year marks the 10th anniversary of its Korean performance. Starring musical stars such as Park Hyoshin, Kai, and Jeon Dongsuk, the production is attracting significant attention among musical enthusiasts.
Emart24 announced on the 27th that it will launch eight collaborative products using the intellectual property (IP) of the musical "Phantom." Provided by Emart24.
The products being introduced this time include: ▲Picnic Sandwich (3,900 KRW) ▲Black Beef Cheese Burger (4,900 KRW) ▲Neapolitan Cheese Pork Cutlet Triangle Kimbap (1,400 KRW) ▲Soft-boiled Omelet Rice Set (5,500 KRW) ▲Dark Chocolate Pretzel (2,000 KRW) ▲Three types of Macarons (2,300 KRW), among others.
In particular, these collaborative products are characterized by incorporating the story and setting of the musical "Phantom" into the items. Inspired by the picnic scene in the musical, Emart24 developed the "Picnic Sandwich," and to reflect the dark atmosphere of Phantom, it introduced the "Black Beef Cheese Burger" and "Dark Chocolate Pretzel."
Drawing inspiration from the fact that the story is set in France, Emart24 used French desserts such as macarons and French dishes like omelets to create new products. The three types of macarons are topped with chocolate shaped like a mask, a phantom, and a rose.
For one month in June, customers who purchase these products and collect mobile app stamps will be entered into a drawing, where a total of 100 winners will each receive two R-seat tickets to the musical "Phantom."
The reason Emart24 decided to launch collaborative products using musical IP is that its main customer base in their 20s and 30s tends to spend generously on cultural activities such as musicals, plays, and performances, showing high levels of interest. According to the Statistics Korea Household Expenditure Survey, the generation in their 20s and 30s had the highest proportion of total spending on entertainment and culture last year, accounting for 6.69%.
Previously, Emart24 had also launched collaborative products using the IP of the girl group STAYC and the game "Battlegrounds."
Lee Eunbora, MD of the PL Development Team at Emart24, said, "We have sensed a trend where people in their 20s and 30s, who were introduced to musicals through social media shorts, are becoming a new audience segment in the musical industry. This led us to plan differentiated products in collaboration with musical IPs for the first time in the industry. As trend competition intensifies within the industry, we plan to continue various collaborations that can stimulate customers' curiosity and fandom."
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