Suneung D-50... Collaboration Master CU Partners with Top Suneung Instructors

[Asia Economy Reporter Seungjin Lee] Convenience store CU has launched a campaign to support exam takers through collaboration with star instructors.

According to CU on the 1st, during the week of October 14-20, when the College Scholastic Ability Test (CSAT) was 50 days away, sales of processed milk and chocolate at stores located in Daechi-dong, Mok-dong, and Junggye-dong?areas densely populated with academies in Seoul?increased by 21.4% and 26.9% respectively compared to the same period last month. Sales of refrigerated coffee containing caffeine and energy drinks also rose by 19.1% and 17.9% respectively during the same period. This was influenced by the reopening of special lecture classes for CSAT preparation following the downgrade of social distancing to level 1 starting from the 12th.

In line with this trend, CU will sequentially launch the ‘Eungwonhaeyu Processed Milk 3 Types’ aimed at the CSAT starting from the 1st of this month. Eungwonhaeyu processed milk is a CSAT support product jointly planned by CU and the online education company Megastudy Education. Among CU’s beverage category, processed milk accounts for the highest sales proportion among teenage customers. The price is 1,800 KRW.

The front of the packages of these products feature profile photos of Megastudy star instructors Hyun Woojin (coffee flavor), Kim Dongwook (strawberry flavor), and Jo Jeongsik (chocolate flavor), along with mock exam questions from the subjects each instructor is in charge of. Encouragement phrases derived from their representative lecture titles, such as “Achieve your desired grade improvement,” “Trust everything as you wish,” and “Make your wishes come true,” are also included.

The back of the package has a blank space where the giver can write a personal encouragement message, making it suitable for gift-giving. Binggrae, the manufacturer of the steady-selling banana-flavored milk at convenience stores, is responsible for producing these products.

CU, Megastudy, and Binggrae are also holding a raffle event for a self-produced ‘Eungwonhaeyu Kit’ until the 15th of this month to coincide with the launch of the Eungwonhaeyu processed milk. The Eungwonhaeyu Kit consists of a limited edition planner for the first semester of 2021, a DIY Monami ballpoint pen gift set engraved with the initials and encouragement phrases of Megastudy instructors, and a 30,000 KRW discount voucher for Megastudy courses in 2022. Customers can participate by purchasing Eungwonhaeyu processed milk and uploading a certification photo with an encouragement message on their personal SNS with the hashtag (#)Eungwonhaeyu.

Lee Yeonju, product planner (MD) of BGF Retail’s beverage food team, said, “We planned this product with the hope that exam takers will stay strong until the end despite the difficulties in normal classes due to COVID-19,” adding, “CU will continue to introduce various events and products that can offer warm support and small smiles to students taking the 2021 CSAT.”