"Demand for Re-release of 'Chueok-ui Gwaja' Grows
Consumer Requests Flood Website and SNS
Retro Trend Leads to Actual Re-releases"
Discontinued Orion snacks 'Mini Pol', 'Igudongseong', and Lotte Confectionery's 'Outer'.Photo by Online Community Capture
[Asia Economy Reporter Song Seung-yoon] Amid the ongoing 'retro craze' in the food industry sparked by the release of Pok?mon bread, there is a surge in demands from 'boisumer' consumers to re-release nostalgic snacks that have already been discontinued. Boisumer is a compound word of 'voice' and 'consumer,' referring to consumers who assert their opinions to companies to bring about changes in products or company policies.
According to the industry on the 19th, Orion has been receiving requests from customers to re-release products continuously this year as well as last year, which are being conveyed to relevant departments for feasibility review. In particular, there are persistent demands for the re-release of chocolate snacks like 'Mini Pol' and pizza-flavored snacks like 'Igudongseong.' Last year, over 100 official inquiries were received through the website alone for each product, and similar inquiries continue this year amid the trend of re-releasing past products.
Products such as Lotte Confectionery's 'Tinkle' and 'Air Cell,' Nongshim's 'Strawberry Cone,' and Haitai Confectionery's 'Miss Tender' are also frequently requested for re-release. Customers flood the companies' social media channels and phone lines with inquiries asking, "Is there any plan to bring the product back?"
In fact, many of these demands have led to actual re-releases. Paldo responded to years of consumer requests by re-releasing 'Ppuyo Soda,' a must-have item for past picnics, last December after 24 years. Orion also recently reintroduced 'Sun of the Sun,' 'Chicken Pop,' and 'Bebe,' followed by 'Wakle' last month. Binggrae plans to re-release Linky Bar, discontinued since 2016, this month.
From a corporate perspective, since the products already have a certain level of recognition and demand can be gauged, there is a strong preference for re-releasing products. An industry insider said, "Since these products have been released once before, the launch process is simpler, so when the retro trend cycles around, re-released products tend to do well. However, there is pressure to faithfully reproduce the nostalgic taste and scent, so companies often consider only minor renewals."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
