South Korea Falls for 'Camping Folding Box'... Dunkin, Lotteria, and Chilsung Join In

Dunkin·Hollys Folding Box Event Sells Out Early on First Day
Long Lines at Stores from Dawn to Get Folding Boxes
Popularity of Home Camping Drives Demand... Competition Among Food Service and Beverage Companies Accelerates

[Asia Economy Reporter Choi Saeng-hye] Camping folding boxes are heating up South Korea. The surge in home camping enthusiasts due to COVID-19, heatwaves, and monsoon seasons, along with the popularity of such items among the MZ generation (those born between the 1980s and 2000s) who seek fun in consumption, are cited as the reasons behind the folding box craze.

According to the industry on the 1st, Dunkin's 'Nordisk Folding Box,' introduced as a customer event at each store on the 31st of last month, sold out within half a day, showcasing immense popularity. People lined up early in front of stores before opening hours to purchase the folding boxes, and even after all boxes were sold out, consumer visits and purchase inquiries continued. Some customers even asked about the possibility of a second sale or reservations.

Nordisk is a Danish outdoor brand loved for over 100 years. It produces and sells camping gear such as tents, sleeping bags, and mats using eco-friendly materials. Its products are popular among campers for their design and convenience. The folding box features an ivory-colored top panel with a wood-like feel, making it a versatile box. When not in use, it can be folded for easy storage, maximizing space efficiency. The event starting on the 31st allowed customers to purchase the folding box for 8,900 KRW when buying coffee or donuts worth over 10,000 KRW at the store.

Dunkin's folding box sellout was already anticipated. The folding boxes available for pre-order through the Happy App starting on the 27th of last month sold out within half a day. Dunkin held an event from that day until the 30th, allowing customers to purchase the Nordisk folding box via pre-order, but due to overwhelming demand, the stock was depleted early, and pre-orders were closed. The event offered a 10,000 KRW exchange voucher and a Nordisk folding box when purchasing a 18,900 KRW coupon at a discounted price of 16,900 KRW. The pre-orders surged from the morning, causing even the Happy Order app to experience connection issues. A Dunkin representative stated, "There are no plans for additional sales yet."

Earlier, Hollys Coffee's 'Multi Folding Cart,' launched as a summer promotion product in June, also sold out within hours on the first day of the event. On social networking services (SNS), posts expressing frustration about not being able to get the folding cart despite lining up from early morning have been appearing one after another. On a mom cafe, a post read, "I lined up from 6:45 AM, but people ahead took two each, so I couldn't get the multi folding cart," followed by "What’s with Hollys... Hollys chaos."

Experts attribute the limited-edition goods craze to consumers' desire to collect and show off 'goods that cannot be bought with money.' Professor Seo Yong-gu of the Department of Business Administration at Sookmyung Women's University explained, "Among millennials and younger generations, uncertainty about the future is increasing, and anxiety about reality is growing, leading to a strong preference for limited editions that can be held immediately."

Riding the wave of folding box popularity, Lotteria also introduced a portable picnic ‘Pepsi Picnic Folding Box.’ The Pepsi Picnic Folding Box is a foldable picnic box measuring 34 cm wide, 25 cm long, and 13 cm high, provided with customizable point stickers and packaged in a carrying bag for easy transport. The folding box was sold from 10 AM on the 31st of last month at 9,500 KRW each when purchased as part of a set, and 16,000 KRW for single purchases.

Lotte Chilsung Beverage is also selling a 2L capacity Chilsung Sensibility Folding Box through Chilsung Mall. This limited edition product is specially designed with Chilsung Cider’s green color and vintage typography. Along with a rubberwood top panel, it can be used as a table, storage cabinet, chair, and more. When equipped with a separately purchased dedicated cooler bag, it transforms into a waterproof cooling box.

Visitors to Chilsung Mall can purchase a set including Chilsung Cider, Pepsi Cola, Milkis, Hot6 The King Power 330ml (2 types * 6 cans) totaling 12 cans + folding box + wood top panel for 34,900 KRW at once.

An industry insider said, "Compared to past price discounts or low-quality disposable giveaways, the increase in branded or practical goods has raised consumer interest," adding, "Since this type of goods marketing is cost-effective compared to expensive commercial advertisements or large offline events, it is expected to become more active among food and beverage companies in the dining industry for some time."