After Pokemon, Now Maple Bread Sells Like Hotcakes... How Long Will the Nostalgic Character Bread Craze Last?

This Time, the 'Maple Bread Craze'... 550,000 Sold in Just 10 Days
Also Selling Like Hotcakes in the Secondhand Market
"Nostalgic Characters Stir MZ Generation's Nostalgia... Stickers Also Serve as a 'Consumption Incentive'"

Five types of MapleStory bread introduced by GS25. Photo by GS25

[Asia Economy Reporter Park Hyun-joo] Following the Pok?mon Bread craze that caused a sell-out frenzy, MapleStory Bread (Maple Bread) is now gaining popularity. The Ttibuttib Seal (sticker) provided with the bread is stirring nostalgic memories among the MZ generation (Millennials + Generation Z), becoming the target of a 'collecting craze.'

Earlier, SPC Samlip re-released 'Pok?mon Bread,' originally launched in 1998, in February. Collecting the Pok?mon stickers included with the bread became a trend among students, leading to monthly sales reaching up to 5 million units at one point. Even after 16 years, the re-release maintained its popularity, as it evoked nostalgia among the MZ generation who spent their school days during the initial launch. Convenience stores experienced daily shortages with tens of thousands of units sold each day, and customers lined up before opening hours in 'open runs' to buy the bread.

Following the popularity of Pok?mon Bread, the current craze centers on Maple Bread. Within four days of its release, the maximum production volume of approximately 259,000 units sold out, causing sell-out situations nationwide. The bread comes with game character stickers, and collecting 20 stamps provided upon purchase can be exchanged for rare in-game items or merchandise. According to GS25 on the 28th, Maple Bread surpassed cumulative sales of 550,000 units within 10 days of its release on the 17th, and sales are expected to exceed 1 million units this month.

MapleStory, an online game launched by Nexon in 2003, was one of the most popular games among the MZ generation during their childhood. It currently has 190 million users worldwide. Mr. Jo, in his 20s, who enjoyed playing MapleStory as an elementary school student, said, "During the Pok?mon Bread craze, I visited many convenience stores but couldn't buy any, and this time, I visited three convenience stores but couldn't get any Maple Bread either."

Additionally, Jin, a member of the popular group BTS, mentioned Maple Bread on a fan community, saying, "I went to 15 convenience stores. I didn't buy all of them for the people behind me," which further fueled its popularity. Born in 1992, Jin is also known to have enjoyed MapleStory since elementary school.

Some people use secondhand trading to obtain Maple bread or the included Ttibu Ttibu seals (stickers). Photo by Danggeun Market capture

The popularity of Maple Bread is also evident in the secondhand market. Some people buy large quantities of Maple Bread and resell them on secondhand trading sites at a premium. Stickers alone are sometimes sold separately, with popular and rare stickers like 'Pink Bean' selling for more than the bread's retail price. There are also posts about buying and selling stamps or 'Maple Monster Tickets.'

In this regard, Professor Lee Eun-hee of Inha University's Department of Consumer Studies explained, "This product targets the diverse desires of the MZ generation. Nowadays, consumers do not decide whether to purchase based solely on the product's function or quality but also seek related enjoyment. It's a kind of inducement."

She added, "The popularity of character bread can be interpreted in various ways. It can be seen as the adult MZ generation buying nostalgic character bread to regain childhood memories and pursue a kind of 'healing.' It can also be viewed as the multiple types of stickers stimulating consumers' collecting desires. Collecting provides a small sense of achievement and leads to discovering additional enjoyment."