[Gi Ha-yeong's Lifestyle Card] Targeting MZ Generation Preferences... Blackpink and BTS Cards Released

BC Card to Launch 'BLACKPINK Card' on 19th
Shinhan Card to Release 'BTS Card' in Second Half of Year

Is there anyone these days without at least one credit card? In modern society, anyone can have a card if they want. Credit cards have brought unparalleled convenience to daily life. Now, wherever you go, you can easily see people paying with credit cards or smartphones. As demand has increased, cards with various benefits are being released almost daily. In response, Asia Economy delivers diverse stories related to cards, which are inseparable from our consumer life, through the weekly 'Cards in Daily Life' corner, including introductions of new cards, industry behind-the-scenes, and guides for card beginners.

Card companies are launching various products to target the MZ generation (Millennials + Generation Z). The MZ generation collectively refers to the 'Millennial generation' born from the early 1980s to early 2000s and the 'Generation Z' born from the mid-1990s to early 2000s. They are familiar with digital environments and tend to pursue the latest trends and unique experiences. To capture this emerging main customer base in the consumer market, card companies plan to release cards targeting idol fandoms and metaverse-specialized cards.

BC Card launched the 'BLACKPINK Card' as the first in Korea through a partnership with the artist. Until now, idol cards were mainly check cards, but BC Card introduced this product in the form of a credit card. It offers up to 10% monthly billing discounts in three areas favored by the MZ generation: ▲ fandom services (app payments, albums/books, streaming, tickets, etc.), ▲ shopping services (convenience stores, department stores, memberships, etc.), and ▲ lifestyle services (games, beauty, public transportation, delivery, etc.). The benefits apply up to a total of 30,000 KRW, with a maximum of 10,000 KRW per category.

In particular, the BLACKPINK Card attracted attention because BLACKPINK directly participated in the card design. The front design of the card was released in 10 types, including individual photos of each member and images symbolizing BLACKPINK, and customers can choose one to apply for. Despite being a credit card targeting idol fandoms, it reportedly received a great response, with over 1,000 applications on the first day after its release on the 19th. BC Card plans to provide a limited package, including a photocard printed with photos of all BLACKPINK members, autographed and engraved with a serial number, to 1,000 customers selected by lottery among those who apply by the 25th.

Shinhan Card plans to release a 'BTS Card' in the second half of this year. Shinhan Card signed a private label credit card (PLCC) partnership agreement with Weverse Company, a global fandom platform company. Through this agreement, the two companies plan to develop specialized exclusive cards for fans of major artists listed on the global fan commerce platform Weverse Shop and launch them in the second half of this year. Weverse Shop hosts 27 domestic and international artists, including BTS, communicating with fans in 233 regions worldwide.

Additionally, Shinhan Card signed a business agreement with Naver Z, the operator of the global metaverse 'ZEPETO,' becoming the first financial institution to do so, and plans to introduce a prepaid card tailored for Generation Z. The prepaid card can be issued with only identity verification without complicated registration procedures and will offer teen-friendly discount benefits usable in ZEPETO. The card design will reflect the customer's ZEPETO avatar, and considering the cash usage patterns of middle and high school students, the card will add a cash charging function in addition to existing account or point charging options.