The Gompyo Legend Sweeping Convenience Stores
What if someone unauthorizedly uses a company’s brand or products? A typical company might have treated this as a problem to be resolved through lawsuits or settlements. However, there is a brand that viewed this situation in a fresh light and turned it into an ‘opportunity’ for collaboration with the other company. This is the story of ‘Gompyo’, a leading figure in collaboration success. Since 2018, Gompyo has continuously engaged in fun collaborations with a variety of brands. What interesting stories lie behind the brand ‘Gompyo,’ which is already well-known to so many that it might be easier to find someone who doesn’t know it?
Gompyo doesn’t stop at one-off collaborations but consistently releases various items and continuously attempts to communicate with consumers. What exactly is so special about it?how much and in what way?that it has been steadily loved by the MZ generation and that many of its products have become hits?
It all started with Daehan Flour Mills. During the Korean War in June 1950, the country suffered from food shortages, and a lot of relief supplies including food and grain aid were provided. Among these, wheat accounted for a significant portion, and the importance of flour mills increased as wheat needed to be processed into flour. At that time, Daehan Flour Mills was established by utilizing an abandoned flour mill building near Incheon Station.
That’s right. The mascot and brand of Daehan Flour Mills is ‘Gompyo.’ The pure white and snowy image of the polar bear resembles flour, and its strong and persistent yet cute image was considered suitable to symbolize Daehan Flour Mills’ flour. Around the same time, the naming trend ending with ‘OOpyo’ like ‘Sempio,’ ‘Buchaepyo,’ and ‘Malpyo’ also contributed to the birth of ‘Gompyo.’
Gompyo’s Success Points
▶ Turning a Problem into an Opportunity
As mentioned earlier, the start of Gompyo’s collaborations was ‘unauthorized use of the trademark.’ Sounds absurd? Here’s how it began: an employee of Gompyo found out that a clothing shopping mall was producing and selling T-shirts with the ‘Gompyo’ logo without prior agreement and reported it to the company. However, instead of treating this as a problem, Gompyo took an interest and chose the path of collaboration.
▶ Maintaining Fundamental Attributes
Gompyo has a principle of attempting collaborations based on wit, product attributes, fun synergy, and detail. Ultimately, it releases products related to the fundamental identity of ‘Gompyo = flour’ to make the brand known to more people. Products that highlight the connection to flour’s pure white and snowy image, or that actually use Gompyo flour, are prime examples. Collaborations include toothpaste and flour cleansing foam inspired by the whiteness of flour, as well as tteokbokki, nuggets, and seafood pancake meal kits made with Gompyo flour. Besides collaborations with other companies, Gompyo also launches its own products.
Starting with the Gompyo padding jacket released in collaboration with the clothing brand 4XR, Gompyo has challenged collaborations across various genres. From Gompyo flour cushion (Swanicoco), Gompyo tteokbokki (Cookat Market), Gompyo wheat beer (Seven Brau), Pyomun Makgeolli (Hangang Brewery), to Gompyo Sikhye (BIRAK Sikhye), Gompyo’s reach extends to cosmetics, clothing, food products, and even alcoholic beverages. This has allowed them to meet a wide range of consumer demands and maintain continuous interest.
What’s Next for Gompyo?
Based on Instagram posts, the hashtag 'Gompyo' has about 34,000 entries, and the hashtag 'Gompyo Beer' has about 46,000 entries uploaded.
Last May, ‘Gompyo Wheat Beer’ caused such a sensation that it was nearly impossible to find at convenience stores around town, and just last month, ‘Pyomun Makgeolli’ was released. Even now, you still have to search hard to get them. To continue the long-running success of Gompyo, which has lasted about three years, it will be necessary to discover items that are natural and attention-grabbing without feeling forced. Some might think ‘it’s time to stop now.’ But Gompyo’s stance might be different. Not all products have been hits, but those that succeeded have shown results beyond imagination.
You can find Gompyo not only online but also at offline pop-up stores in places like The Hyundai Seoul in Yeouido and Hyundai Department Store Kintex branch. Recently, they have been sharing ongoing collaboration news through ‘Gompyo House.’ If you want to check out Gompyo collaboration products and cute merchandise, visit Hyundai Department Store Kintex branch by the 23rd of this month.
The popularity of Gompyo isn’t over until it’s over!
Photo by Kim Taein
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