Emart24 Launches Jelly Product Featuring 'Jinro Ddukebi'

[Asia Economy Reporter Seungjin Lee] HiteJinro's character Ddukkaebi has been reborn as jelly.

Emart24 will launch two types of its private label (PL) products, "I'm E Ddukkaebi Jelly," using HiteJinro's character Ddukkaebi on the 21st. Released in two flavors, green plum and plum, this product is a jelly made from the alcoholic beverage industry's character Ddukkaebi. The price is 1,500 won each.

From the product planning stage using Ddukkaebi, Emart24 considered products that could embody Ddukkaebi and appeal to the MZ generation (born from the 1980s to early 2000s), and chose jelly as it met both conditions. The strategy is to capture the hearts of the MZ generation with jelly shaped like Ddukkaebi and cute Ddukkaebi character packaging.

Starting with the launch of the jelly product, Emart24 plans to introduce Ddukkaebi goods targeting the upcoming Valentine's Day.

Eunbora Lee, buyer of Emart24's general food team, said, "Unlike in the past when taste was the main criterion for choosing products, the MZ generation selects products based on various criteria such as taste, fun, cuteness, and uniqueness," adding, "As sharing unique and cute products on social networking services (SNS) has become routine, we considered unique products that could attract customers and decided to introduce this Ddukkaebi character product."