'Geumseong+Tteokbokki' Unique Collaboration Targeting MZ Generation in Food Industry

Launch of Collaborative Products in Experiential Space
Events Including Guseulchigi and Dalgona Also Held

Models are introducing the Shinsegae Bunsik menu.

[Asia Economy Reporter Lim Hye-seon] The food industry is focusing on unique collaborations. To attract MZ generation customers (born between the 1980s and 2000s) who value new experiences and seek enjoyment, companies are creating experiential spaces or launching collaborative products.

Geumseong Arcade + Shinsegae Bunsik

On the 25th, Shinsegae Food opened a ‘Shinsegae Bunsik’ pop-up store in collaboration with LG Electronics’ Geumseong Arcade at the fashion edit shop Soop in Seongsu-dong, Seoul. They introduced about 10 menu items by applying a chef’s recipe to Shinsegae Food’s ‘Allban’ home meal replacement products, specifically the air fryer-exclusive ‘Air Cook’ line. The signature menu items are ‘Cheongyang Mayo Glutinous Hot Dog,’ ‘Half Old-fashioned Fried Chicken,’ and ‘Sseuuk~ Geumseong Tteokbokki.’ The experience combines the fun of eating with the joy of taking photos.

The ‘Cheongyang Mayo Glutinous Hot Dog’ is an Allban glutinous hot dog topped with a sauce blending thinly sliced Cheongyang chili peppers and mayonnaise. The ‘Half Old-fashioned Fried Chicken’ includes Allban’s popular old-fashioned fried chicken paired with chili fritters. The ‘Sseuuk~ Geumseong Tteokbokki’ features tteokbokki made with Allban’s broth tteokbokki sauce, served inside tortilla chips fried in a crown shape. Offered at reasonable prices ranging from 1,000 to 5,000 KRW, these items allow the MZ generation to experience the brand without burden.

Shinsegae Food encourages visitors to the ‘Shinsegae Bunsik’ pop-up to post certification shots with hashtags on social media (SNS) for a chance to win various prizes through a raffle. Additionally, events such as marble games and dalgona (Korean sugar candy) picking are held inside the pop-up store to actively engage with the MZ generation.

Long-standing Products and Unique Collaborations

Jeong Food’s ‘Nelbosco Namchon Bakery’ and Ottogi’s ‘Rollipoli Cotto’ have become ‘hot places’ among young people. In June, Jeong Food launched the bakery cafe ‘Nelbosco Namchon Bakery’ near the old Namchon area in Hoehyeon-dong, Jung-gu. Nelbosco, meaning ‘in the forest’ in Italian, spans three floors with a total floor area of 967m² (262 pyeong). The first floor houses the bakery cafe, the second floor is a brunch restaurant, and the third floor contains a baking research lab and coffee bean roasting room. Ottogi’s complex cultural space ‘Rollipoli Cotto’ sells various unique menu items using Ottogi products such as Jin Ramen and curry on the first floor. The second floor showcases Ottogi merchandise.

Collaborative product launches between food and distribution companies are also active. Convenience store 7-Eleven partnered with Kyochon Chicken to release ‘Kyochon Chimaek’ (chicken and beer). Jin Lager, launched through a collaboration between Amazing Brewing Company and Ottogi, sold out its initial 700,000 cans within two weeks.

Lotte Confectionery released the ‘Petit Montshell Marron Mont Blanc Cake’ on the 14th in collaboration with the popular donut brand ‘Knotted.’ Emart24 introduced ‘Hot Bburinkle Triangle Kimbap’ and ‘Bburinkle Chicken Burger’ in partnership with bhc. Pizza Hut collaborated with Paldo to launch the ‘Palbulchul Pizza’ last month, characterized by the sweet flavor of bulgogi topping combined with bibimjang sauce. A food industry insider said, “To secure loyal customers among people in their 20s and 30s, we are developing products that spark curiosity and fun,” adding, “Collaborations between long-standing products and unique concepts are receiving positive responses.”