BTS RM Also Hooked on 'Pok?mon Bread'... Why It Captivated the MZ Generation [Heo Midam's Youth Report]

'Sold Out Frenzy' of 'Pokemon Bread' Re-released After 16 Years
BTS RM on Pokemon Bread Shortage... "Please Sell More"
Expert: "Pokemon Bread Evokes Nostalgia Among Young People"

Recently, posts certifying the purchase of 'Pokemon Bread' have been continuously uploaded on social networking services (SNS). Photo by Instagram screen capture.

Editor's NoteHow is your youth remembered? From teenagers to college students and office workers, we bring you the joys and sorrows, worries and laughter unique to 'youth.'

[Asia Economy Reporter Heo Midam] "Where can I find Pokemon bread?"

Since the re-release of 'Pokemon bread,' which was popular among teenagers in the past, it has been a hot topic every day, causing shortages at convenience stores. First launched in 1998, Pokemon bread was once so popular that monthly sales reached 5 million units. In particular, the Pokemon 'Ttibuseal' (stickers that can be peeled off and stuck back on) inside the bread stimulated students' desire to collect at the time.

Pokemon bread, re-released after 16 years, has gained great popularity, selling 1.5 million units in just one week. One of the reasons for the Pokemon bread craze is said to be the nostalgia it evokes among people in their 20s and 30s who were students when it was first launched. Experts analyzed that the stickers inside the Pokemon bread triggered the younger generation's desire to collect.

Recently, on social networking services (SNS) and other platforms, reviews of purchasing Pokemon bread have been pouring in. One netizen posted photos of various types of Pokemon bread, saying, "I searched all over convenience stores morning and night to buy this," and added, "Pokemon bread, which you have to wait in line to buy, is really hard to get." BTS leader RM also posted a photo of Pokemon bread on Instagram on the 9th with the caption, "Please sell more."

BTS leader RM posted a photo of himself purchasing Pok?mon bread on social media. Photo by BTS RM, screenshot from Instagram.

Previously, Pokemon bread, launched in 1998, gained popularity as collecting the 'Ttibuseal' stickers inside the bread became a trend, but it was discontinued in 2006. However, it was re-released about 16 years later on the 24th of last month and has since been enjoying tremendous popularity. According to the manufacturer SPC Samlip, more than 1.5 million units of Pokemon bread were sold within a week of its re-release. This figure is more than six times higher than the average sales of new bakery products from SPC Samlip during the same period.

Due to the high popularity of Pokemon bread causing shortages, an 'open run' phenomenon (rushing to buy as soon as the store opens) is occurring, with people waiting for delivery trucks in front of convenience stores. Some netizens are sharing information about sales locations and stock status of Pokemon bread through online communities.

A 20-something office worker, Mr. Lee, said, "I clearly remember eating Pokemon bread and collecting stickers when I was young," adding, "I felt a bit disappointed when the bread disappeared at some point, so I was happy to hear about its re-release."

He continued, "I had to visit about five convenience stores to finally buy Pokemon bread," and said, "The saying that trends come full circle seems true. Not only adults reminiscing about those days but also current students seem to like Pokemon bread."

A notice related to Pokemon bread posted at a convenience store. The notice contains a message urging not to damage the Pokemon bread. Photo by Online Community Screenshot.

However, problems have arisen as some people press and damage the bread to choose the sticker inside.

On the 26th of last month, a photo of a notice from a convenience store owner asking customers not to pinch or flip the bread before buying was posted on an online community. The notice read, 'Dear customers, pinching or flipping the bread won't show you the Ttibuttibu sticker inside. The bread gets damaged. Please leave it to chance and choose.' The Ttibuseal contains one random character out of 159 Pokemon, and the character cannot be confirmed until the packaging is opened.

Experts analyzed that Pokemon bread serves as a medium that can provide 'small but certain happiness' (So-hwak-haeng) to young people.

Professor Lee Eunhee of Inha University's Department of Consumer Studies said, "People in their 20s and 30s face difficulties as they start their careers. They need some medium to heal even a little when times are tough. In other words, Pokemon bread can provide a certain degree of 'small but certain happiness' to today's young generation."

She added, "Also, people in their 20s and 30s probably collected Pokemon bread stickers at least once during their childhood. Pokemon bread stimulates nostalgia for the past," adding, "Even now, many young people collect the stickers. It arouses the younger generation's desire to collect. Moreover, by collecting stickers, they can communicate with their peer groups through SNS."