Starbucks, Shinsegae Department Store, and now Emart... Jeong Yong-jin Adds Color to Baseball

Jung Yong-jin, Vice Chairman of Shinsegae Group, revealed the uniforms and hats that players will wear during the SSG Landers 'Emart Day' on August 13-14 on his SNS on the 21st. Vice Chairman Jung said, "I hope the green ground will soon be filled with cheers as the COVID-19 situation settles."

[Asia Economy Reporter Yuri Kim] Chung Yong-jin, Vice Chairman of Shinsegae Group, has launched color marketing through the professional baseball team SSG Landers. During home games, they hold 'OO Day' events featuring affiliated companies and showcase uniforms in colors symbolizing those companies.

SSG Landers announced on the 22nd that they will hold 'Emart Day' during the home games against the KIA Tigers at Incheon SSG Landers Field on the 13th and 14th of next month in collaboration with Emart. The day before, Vice Chairman Chung revealed the SSG Landers uniforms and caps created in cooperation with Emart on his social network service (SNS). The uniforms feature yellow, the signature color of Emart, as a point color. The year 1993, when Emart first opened, is also printed on the uniform. The team logo on the cap is also expressed in yellow. Introducing the uniform and cap, Vice Chairman Chung added, "I hope the green field will soon be covered with cheers as the COVID-19 situation calms down."

Shinsegae Group aims to imprint its brands on baseball fans and increase loyalty through the 'OO Day' events held during SSG Landers home games with its affiliates. While naturally exposing the affiliated companies through the uniforms worn by players during games, they also create buzz both online and offline by selling limited edition uniforms. Baseball fans visiting the stadium become familiar with the brands through the uniforms and events, and customers visiting the brands also increase intimacy by experiencing various discount events linked with SSG Landers.

In the first 'Starbucks Day' held in May, green uniforms and caps symbolizing Starbucks were introduced. The 300 uniforms prepared sold out within three minutes of going on sale at the team’s online shop, leading to a second sale through SSG.com. On the 2nd of last month, during 'Shinsegae Day,' uniforms featuring 'Poovilla and Friends,' Shinsegae Department Store’s own characters, were showcased. The red uniforms symbolizing Shinsegae Department Store were patched with a label promoting the beauty edit shop 'Chicor.'

A Shinsegae official said, "We will continue to engage in various marketing activities using the unique colors of each affiliate in collaboration with them."