Cass Actively Utilizes Brand with Limited Edition 'Constellation Edition' Launch, Featuring Popular Astrologer Performances and Unique Digital Content to View Constellation Horoscopes
#Office worker Kim Jinkyu (29 years old) checks his daily horoscope on his phone every morning during his commute. Although it is a short time, it allows him to momentarily escape from daily life and gain advice on problems he has been pondering for several days through the fortune reading.
Fortune-telling, which involves reading future fortunes and divination, is gaining popularity on social media among young consumers. Unlike in the past when it was perceived as a face-to-face service sought mainly by middle-aged and older people who revered shamanism or those facing major events such as marriage or business, more young people now accept fortune-telling as a form of entertainment.
From relatively accessible fortune-related services like zodiac horoscopes and tarot readings to hardcore shamanistic divinations that were only available in person, fortune-telling services have recently been launching channels on Instagram and YouTube, gaining popularity. This trend exemplifies the younger generation’s acceptance of shamanism as a form of play. For example, the YouTube channel ‘Tarot Master Jeonghoedo,’ which offers tarot readings, has over 80,000 subscribers, and ‘TV Yonggun,’ which provides shamanistic divinations, has recorded approximately 72.64 million total views since its launch in 2012.
Amid the rising popularity of fortune-telling on social media, a company has attracted attention by presenting unique content linked to astrology.
Kars Unveils Unique Content Featuring Popular Astrologer Yeonju and Zodiac Horoscopes... Recently Released Zodiac Edition Also Gains Popularity
OB Beer’s Kars recently released unique digital content called ‘2020 Kars Zodiac Horoscope’ in collaboration with the famous astrologer and YouTuber ‘Yeonju,’ allowing viewers to check their zodiac horoscopes via official YouTube and Instagram channels.
Released in conjunction with the launch of the ‘Kars Zodiac Edition,’ this content consists of videos introducing the horoscopes of the 12 zodiac signs engraved on the product, including Aquarius, Pisces, Aries, and Taurus, on social media. Each video provides detailed fortunes such as personality traits, overall luck for the year, employment luck, love luck, and interpersonal relationships, attracting attention and being shared mainly among young consumers facing major events like graduation and school entrance.
As the videos gained popularity, interest in the ‘Kars Zodiac Edition’ has also increased. The limited-edition package recently launched by Kars features a sleek design with the 12 zodiac signs applied on a blue background, Kars’ signature color, and includes a QR code on the side that allows consumers to check their zodiac horoscopes, stimulating purchasing desire among young people. On social media, posts about visiting large supermarkets and convenience stores to buy the limited edition product can be easily found.
Nam Eunja, Vice President of OB Beer’s core brand, said, “We planned this content to encourage young people in Korea who live with various concerns such as employment and love through the medium of zodiac horoscopes,” adding, “We also ask for consumers’ great interest in the recently released Kars Zodiac Edition.”
Retail Industry Launches Services and Products Linking Fortune-Telling and Tarot Cards to Attract Consumers
The retail industry has also launched services and products inspired by fortune-telling. Lotte Department Store held a free New Year fortune event called ‘The One Has Come’ from January 2 to 27 at its main store, Gwangmyeong branch, Pyeongchon branch, and Busan main store. Customers with purchase receipts were given capsules containing 2020 fortunes and discount coupons usable at the department store, offering a unique experience.
Makeup brand M.A.C released a limited edition ‘M.A.C Pony Collection’ last October inspired by tarot cards. This collection, launched in collaboration with popular beauty creator and makeup artist Pony, applied tarot card illustrations such as the sun, moon, and stars to the product packaging, receiving favorable reviews among female consumers.
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