"Catch the MZ Generation"... Distribution Industry Character War

[Asia Economy Reporter Yuri Kim] In the new year, the distribution industry continues to steadily introduce character products aimed at winning the hearts of the MZ Generation (Millennials and Generation Z). Animation characters such as Snoopy and Disney, as well as brand characters like Ddokkaebi and Kakao Friends, are gaining popularity.

Design product specialty shopping mall 10x10 (Tenbyten) is increasing the proportion of character products as more customers seek design products to pursue their own tastes and enjoy unique pleasures. Self-produced products (PB) introduced through licensing agreements with Disney and Peanuts are representative examples. Thanks to the positive response to its self-produced character products, Tenbyten has been increasing the number of products every year. The Disney edition grew by 71% in 2020 compared to 2019, and Peanuts by 772%. The character product categories are expanding from design stationery to living·kitchenware, etc.

The Disney edition 'Princess Teapot Series' is a product inspired by scenes where the protagonists from Beauty and the Beast and Alice hold a tea party in the forest. It gained popularity as a gift item. The Peanuts edition 'Snoopy Sandwich & Waffle Maker,' which bakes Snoopy characters onto sandwiches or waffles, is also a representative product loved for its Snoopy design. The Disney edition, first introduced in November 2015, saw sales increase by 91% in 2018 and 121% in 2019 compared to the previous year. The Peanuts edition, first launched in 2019, saw sales increase by 1135% in 2020 compared to the previous year.

This year, the lineup of self-produced character products will be expanded mainly with home-stay items. The Peanuts edition will add design home appliances and interior lighting following last year's 'Snoopy Home Cafe' concept kitchenware line. The Disney edition will expand the previously well-received design stationery line and introduce new living products this year.

Collaborations with globally famous popular animation characters continue. GS25 has partnered with the world-renowned content producer Universal Studios (hereafter Universal) and last month introduced ▲Minions Fruit Jelly ▲Trolls Fruit Jelly ▲Jurassic Dinosaur Fossil Chocolate, expanding the introduction of character products. The Minions Fruit Jelly features characters from the upcoming movie Minions 2, scheduled for release this year, applied in the design.

Seven Eleven also collaborated with the British animation 'Peppa Pig,' which is rising as a global popular character, to exclusively release toy candy products. Peppa Pig is a cartoon warmly depicting the daily life of Peppa, a pink pig, and her family of four. The 'Peppa Pig Surprise Egg Jelly' is a toy candy product containing jelly and Peppa Pig toys inside an egg-shaped tin case. It includes wristbands (4 types) and stamps (6 types) designed with Peppa Pig characters.

Puma launched a collaboration collection with Peanuts this year. The 'Puma × Peanuts Collection' features Puma's unique sporty style playfully applied with Peanuts' main characters. The design depicts Peanuts characters enjoying sports activities such as basketball, baseball, and soccer in their own styles. The collection is developed mainly around sneakers and includes various items such as T-shirts, hoodies, sweatpants, and beanies for adults only.

Brand characters that serve as corporate mascots are also sparking a collaboration craze. Last year, Kkompyo from Daehan Flour Mills was a representative example. This year, HiteJinro's Ddokkaebi character is attracting attention.

HiteJinro has released collaboration products using the Ddokkaebi character through partnerships with CU, GS25, and Emart24. CU offers two desserts: macarons and calamansi cupcakes; GS25 offers four Jinro Is Back collaboration products: ▲Jinro Anju Platter ▲Ddokkaebi Potato Chips ▲Ddokkupmyeon Tteokbokki ▲Ddokkaebi Hovenia Gum; Emart24 releases two types of its private label (PL) product 'I'm Ddokkaebi Jelly.' HiteJinro plans to expand and operate the liquor character shop 'Ddokkupsanghoe,' which showcases Jinro character Ddokkaebi goods and popular HiteJinro goods, nationwide this year. The first regional pop-up store opened on the 18th in Jeonpo-dong, Jin-gu, Busan.

With the arrival of the Year of the White Ox, white ox character products are also being released. Starbucks launched a planned product (MD) themed on the white ox for the Year of the White Ox. The new MD products total 26 items, designed with the cute white ox theme. Representative products include ▲21 New Year White Cow Mug ▲21 New Year Cow Spoon Mug ▲21 New Year Lucky Pouch, among others.

Shinsegae Department Store also released seven new products using cute ox characters and organic milk from Shinsegae Food's premium bakery 'The Menagerie' to celebrate the Year of the White Ox. The representative product, the 'New Year White Cow' cake, features a white ox expressed with pure white fresh cream and cute horn-shaped chocolate.