At the end of last August, the 'Hy Hot Brew Americano Hazelnut Coffee,' which was sold exclusively in Japan, featured photos of the group BTS members. [Photo by Kim Delshawn]
[Asia Economy Reporter Hwang Sumi] Korean canned coffee, promoted with a marketing strategy featuring the group BTS, has entered the top 10 weekly sales rankings in the Japanese beverage market.
According to the "Nihon Keizai POS Information Service," surveyed and announced by the Japanese economic newspaper Nihon Keizai Shimbun from August 29 to September 4, the canned coffee "Hy Hot Brew Americano Hazelnut Coffee," manufactured and exported by a Korean company, ranked 9th in the beverage category.
The Nihon Keizai POS Information Service compiles and discloses weekly sales volumes of snacks and beverages sold at stores registered in 47 chains across the Tokyo metropolitan and Kinki regions, including Aeon, Izumi, and Izumiya.
"Hy Hot Brew Americano Hazelnut Coffee" features cans designed in green and red with photos of BTS members attached. The paper box holding the cans also displays photos of BTS.
This canned coffee is a limited edition product first unveiled in Japan and has been sold at retail stores in Hokkaido, Kanto, and Kansai since August 27.
According to Kimdelshon, the exporter of this product to Japan, all 400,000 bottles exported so far have been sold out. Orders for a total of 2.6 million bottles, scheduled for additional supply until December, have also been fully received.
A Kimdelshon official stated, "According to convenience store staff around Tokyo, mainly the Japanese BTS fan club 'ARMY' purchased multiple units at once for collection or gifts, and many fans even bought entire boxes."
He added, "Furthermore, there is high interest from major distributors such as Lawson regarding the growth of Korean coffee to a level comparable to Japan, known as the birthplace of hand drip coffee."
Kimdelshon plans to actively utilize the BTS brand to expand sales to other countries in the future.
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