"Entering the Virtual World, Returning to Reality"... Retail Industry's Mixverse Marketing

Metaverse Craze Sparks Product Launches Within Universes... Popup Store Opens
Solving Mystery Missions Connects to Real Locations

Design draft of the 'Kim Gap Saeng Halmeoni Kim Popup Store' opening at Lotte Department Store Main Branch.

[Asia Economy Reporter Lim Chun-han] The distribution industry is focusing on ‘Mixverse’ marketing that crosses between virtual metaverse worlds and the real world, riding the wave of the metaverse craze. This is part of a marketing strategy aimed at capturing the MZ generation (Millennials + Generation Z), who value new experiences. Following the previously popular live broadcasts featuring characters (sub-characters), various attempts such as actual product launches and popup store openings have recently been made.

◆ Bringing the Metaverse Worldview to Reality = Lotte Department Store announced on the 22nd that from the 23rd to the 29th, it will operate the ‘Kim Gap-saeng Halmeoni Gim Popup Store’ on the basement first floor food hall of its main branch, bringing to life the worldview of Lee Ho-chang, the third-generation chaebol character from the YouTube channel ‘Pisik University’s B-face Date.’ Lotte Department Store will also introduce the Kim Gap-saeng Halmeoni Gim popup store additionally at the Lotte Department Store Dongtan branch (opening in August) and Lotte Premium Outlet Time Villas (opening in September) in the second half of the year.

Kim Gap-saeng Halmeoni Gim consists of two types: traditional table gim and Chamdol Jaban, and also showcases a newly launched premium gim 3-series by Seonggyeong Food. Customers who visit the site will receive a card with a famous quote from Kim Gap-saeng Halmeoni Gim, such as “Only one sheet of gim can wrap white rice stained with seasoning.” When visitors upload a certification photo of their popup store visit along with a post containing the required hashtags on social media (SNS), five winners will be selected by lottery to receive a ‘Kim Gap-saeng Halmeoni Gim set.’

A Lotte Department Store official said, “The collaboration of content and products through metaverse and sub-character worldviews and Mixverse marketing is becoming a culture. We plan to continuously present issue content that fits the latest trends, allowing customers to enjoy shopping and the fun of new experiences together.”

Consumers are experiencing a detective game at the 'Detective Cupbanz Pop-up Store' operated by CJ CheilJedang last month.

◆ Solve YouTube Quizzes and Visit the Popup Store = CJ CheilJedang operated the ‘Detective Cupbanz Popup Store’ last month at Space Omae in Seongsu-dong, Seongdong-gu, Seoul. Featuring actress Na Moon-hee as a detective, it presented mystery mission content within a virtual worldview. The first mission was to find the missing Hetban Cupbanz researcher, and the second mission was to find Chairman Kim’s safe. By watching five mystery videos released on YouTube and solving quizzes, participants could discover the hidden location and password of the safe. The discovered location connected to a real popup store in the real world, creating a space that links the virtual worldview to reality.

The popup store was designed like an escape room game where visitors could directly experience the mystery missions. The culprit who stole Chairman Kim’s safe left clues throughout the study, and visitors to the detective agency had to solve the puzzles within 10 minutes to find out the safe’s password. Those who solved all the quizzes received gifts such as Hetban, Hetban Cupbanz BIG, and detective investigation kit goods.

11st also consistently presents entertainment-style live broadcasts with comedians from Pisik University, such as Choi Hae-jun’s sub-characters Choi Jun (cafe owner) and Cool J (Dongdaemun clothing store owner). On the 11th of last month, about 315,000 viewers tuned in to the ‘Baskin Robbins Flavor of the Month’ broadcast featuring Choi Jun, and over 25,000 e-coupons were sold. Previously, 11st collaborated with Seonggyeong Food to introduce Kim Gap-saeng Halmeoni Gim for the first time, which sold out in just one day.