Open Events and Accommodation Reservations... Another Case of Pokemon Bread Bundling

First-Come, First-Served Giveaway at Store Opening
Another 'Open Run' Event
Hotels Also Offer Accommodation Vouchers
Bundled Packages Draw Criticism
Shortages Further Fuel Buying Frenzy

The Return of Pok?mon Bread by SPC Samlip.

[Asia Economy Reporter Jeon Jinyoung] Homeplus is drawing consumers' frowns by including free giveaways of Pokemon bread in its store renewal opening events. Although it is part of marketing aimed at attracting customers, there are many criticisms that it further fuels the shortage phenomenon.

According to the industry on the 13th, Homeplus held an event at its Banghak branch renewal opening, giving away one Pokemon bread for free to the first 100 customers from June 9 to 11. Every day at 10 a.m., waiting tickets were issued at the entrance of the food section on the basement 2nd floor, and once the prepared 100 items were all gone, the event for the day ended. The Banghak branch opening event became another kind of opening rush.

Homeplus Banghak branch has already been selling Pokemon bread on a first-come, first-served basis, limiting the purchase quantity to three per person. With the giveaway event added, confusion arose among consumers, with questions like "What time should I go and stand in line on weekends?" and "If I succeed in the opening rush for Pokemon bread, can I also receive the first-come, first-served event products?"

Office worker Kim Seongeun (31), who collects Pokemon bread stickers as a hobby, said, "The quantity coming into regular convenience stores is so small that no matter how much I go around, it's hard to get even one or two a day. Is it really possible to sell 100 pieces for several days as an opening event?"

In response, Homeplus stated that there is no problem because they have been steadily preparing the stock separately. A Homeplus official said, "This event was planned before the Banghak branch opening," and added, "Considering the small quantity distributed, we have been steadily preparing."

Seoul Garden Hotel has also recently drawn criticism by offering Pokemon bread as a bundled gift with accommodation vouchers. From May 3 to June 30, the Garden Hotel is selling a ‘Bread Bread Package’ that randomly provides two types of Pokemon bread in Superior rooms.

Marketing exploiting shortage phenomena repeats every time a popular product is released. A representative case is Honey Butter Chips in 2014. It caused a nationwide sell-out frenzy, and on secondhand trading platforms, Honey Butter Chips priced around 1,000 won were traded at 60,000 won for three bags, creating a bizarre phenomenon. Some stores sparked controversy by only allowing purchases bundled with the same confectionery products.

Pokemon bread is still often bundled with unpopular products like old snacks and cereals at some retail stores, or sold only to customers who purchase over a certain amount. Recently, local real estate offices have also attracted attention by giving two Pokemon breads when customers visit the office to submit documents and three breads upon signing contracts as part of their marketing.

Experts pointed out that these marketing techniques are part of corporate promotional events but exploit consumers' purchasing psychology. Professor Lee Eunhee of Inha University’s Department of Consumer Studies said, "Although it is part of marketing, it actually exploits consumers' psychology who find it difficult to easily obtain Pokemon bread," and expressed concern that "it may further stimulate purchasing psychology amid the shortage phenomenon."