SNS Hot Item 'Jeong Yongjin Potato Chips'...The Story Behind Being Selected as Hyundai Department Store MD's Pick

Major Conglomerate Heads' Clothing, Food, and Housing Moves
Humble SNS Communication Draws Public Attention↑
Impact Extends to Competing Retailers

[Asia Economy Reporter Cha Min-young] Recently, the 'truffle potato chips' posted by Chung Yong-jin, Vice Chairman of Shinsegae Group, on his personal social network service (SNS) have become a hot topic, gaining the so-called 'Chung Yong-jin halo effect.' The story of 'snacks eaten by a conglomerate heir' added to the product has aroused curiosity.

According to the related industry on the 26th, the 'Aroma Truffle Black Summer Truffle Potato Chip Original' sold on the Hyundai Department Store Food Hall mobile application (app) had already sold more than 30% of the initially prepared stock as of the 25th. This was less than a week after sales began. The product is currently also listed in the recommendation corner of Hyundai Department Store's MD.

The truffle potato chip product became a hot topic after Vice Chairman Chung introduced it on his personal Instagram on the 23rd. Chung posted a photo with the hashtags '#BlackSummer Truffle Potato Chip #Purchased at Market Kurly.' It is known that purchases at Market Kurly, which was directly mentioned, surged more than fivefold compared to before. As the selling price was known to be the lowest (9,900 won) at Hyundai Department Store Food Hall, Hyundai Department Store also benefited.

Market Kurly took a step further. They lowered the product price to 9,675 won, a 25% discount from the regular price, implementing a lowest price policy. They also offered a reward points compensation policy to customers who purchased just before the sale, receiving positive responses from customers. Customer A said, "The taste is excellent, but I was surprised by Market Kurly's service," adding, "A seller who understands the feelings of consumers who might feel unfair after purchasing and then seeing a discount?this is why it's Market Kurly," in a review.

The interest in what the group heir Chung Yong-jin wears and consumes is interpreted as leading to sales effects. Chung has shown a bold approach by posting photos not only of Shinsegae Group affiliates' products and services, such as their own 'No Brand' chili shrimp and the newly renovated Emart Wolgye branch, but also of other companies like Lotte Hotel's 'Signiel Busan,' introducing both his own and other companies' offerings indiscriminately. The jeans Chung wore, 'Page Jean,' also gained fame. News that Chef Choi Soo-jin of 'Kkongble Studio' directly sold 'Kkongble Curry Powder,' made together with Dongchun Sanghoe, caused related products to surge in popularity.

The positive and friendly image built through such Instagram management unexpectedly led to a win-win management effect. In December last year, at the request of Baek Jong-won, CEO of The Born Korea, Chung sold out 30 tons of 'ugly potatoes' through Emart, SSG.com, Emart Everyday, and Shinsegae TV Shopping. Later, in April, he also succeeded in selling 450 tons of Haenam sweet potatoes.