Untact-Style Samiljeol Event Planning
Game '1921, What Is Your Mission?' Launch
Players Perform Missions as Independence Activists
Dokdo Soju Made with Ulleungdo Deep Sea Water Released
CU sells a total of 3,100 sets of the '40240 Dokdo Soju Package' and the '40240 Dokdo Soju Special Package.' The '40240 Dokdo Soju' is a product designed to inform the world that Dokdo is Korean territory with the postal code 40240.
[Asia Economy Reporter Kim Yuri] BGF Retail announced on the 25th that it has partnered with Daegu Bank to launch a unique adventure game commemorating the upcoming Samiljeol (March 1st Movement Day) titled "1921, What Is Your Mission?"
BGF Retail has been conducting various online and offline events every year on independence-related commemorative days such as Samiljeol and Liberation Day, including Taegeukgi (Korean flag) photo certification events, dispatching groups to visit sites related to An Jung-geun’s independence movement, and creating maps of forgotten domestic independence movement historical sites.
"1921, What Is Your Mission?" is an online escape room-style patriotic event concept, planned for the first time in the industry in response to the avoidance of offline events involving large gatherings due to COVID-19. In this game, players become members of a fictional independence movement group active 100 years ago and carry out independence-related missions through the Instagram accounts of game characters and virtual web spaces. Players must complete missions assigned to each character, such as meeting secret envoys, deciphering codes at mission sites, and receiving supplies. To proceed to the next mission stage, players need to solve mysterious codes or use appropriate items.
The game is open to anyone via CU’s official Instagram account. During the event period (February 25 to March 7), CU will select the first 1,000 customers who complete all missions daily and award them mobile vouchers redeemable for one of CU’s three best-selling triangular kimbap products. Daegu Bank will provide a variety of prizes, including laptops, earphones, and CU triangular kimbap, to a total of 3,100 winners through a lottery for customers who complete all missions and subscribe to Daegu Bank’s Samiljeol commemorative savings account.
BGF Retail and Daegu Bank selected BeAdventure, a preliminary social enterprise designated by the Ministry of Culture, Sports and Tourism, as the game developer and operator, bearing all costs required for the game’s development to support promising startups in Korea. BGF Retail and Daegu Bank plan to collaborate with BeAdventure to launch an Alternate Reality Game (ARG) linked to historical events in the Daegu region and actual CU stores, timed with the end of the COVID-19 pandemic.
Alongside the event, limited-edition products commemorating Samiljeol will be released. CU will exclusively sell a total of 3,100 sets of the "40240 Dokdo Soju Package (7,000 KRW)" and the "40240 Dokdo Soju Special Package (12,000 KRW)." The "40240 Dokdo Soju" was created to promote to the world that Dokdo is Korean territory with the postal code 40240. It is a distilled soju made primarily from domestic rice and deep-sea water from Ulleungdo. The manufacturer is the traditional liquor brewery "Seorak Provence Pear Blossom Village."
The "40240 Dokdo Soju Package" consists of two bottles of 40240 Dokdo Soju in a specially made Dokdo gift box and is sold in a limited quantity of 3,000 sets. The "40240 Dokdo Soju Special Package" contains two bottles of 40240 Dokdo Soju and a "Dokdo Love Mask (5,000 KRW)" designed with beautiful images of Dokdo and Seodo. This product will be available for pre-order at a special price of 10,000 KRW starting March 2 through CU’s membership app "Pocket CU," with only 100 sets available.
Oh Myung-ran, Marketing Director of BGF Retail, said, "We planned this Samiljeol event and products to create an opportunity to reflect on the noble meaning of Samiljeol, even if only in a non-face-to-face way."
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