GS25 Strengthens "Space Marketing" Amid Popup Store Popularity
20,000 Visitors Flock to 'Super Malcha25 Popup' Held with Hit The Tea
Increase in Collaboration Proposals from Famous Brands... "We Will Expand Space Marketing Through GS25"
[Asia Economy Reporter Yuri Kim] GS Retail's GS25 announced on the 4th that its 'space marketing' jointly promoted with famous brands is gaining popularity.
GS25 stated that as a result of a 17-day popup store collaboration with the global beer brand Heineken, beer sales at GS25 Hapjeong Premium Store in Mapo-gu, Seoul, and GS25 Inguh Beach Store in Yangyang-gun, Gangwon Province, surged by an average of 2.5 times compared to the same period just before the popup store operation.
The two companies operated a popup store from July 15 to 31 at two GS25 stores frequented by the 20s and 30s age group, using 'Heineken Silver,' planned by Heineken for the MZ generation (Millennials + Generation Z), as the main theme.
Heineken Silver, the beer used as the main theme of the popup store, gained great popularity at the two GS25 stores, ranking first in overall beer sales. It was explained that Heineken Silver recorded sales 5.1 times higher than the average sales of other beer products (excluding Heineken Silver), significantly boosting overall beer sales.
On the same day, the 'Super Malcha 25 Popup Store,' launched in collaboration with HIT THE TEA, a brand gaining attention from the MZ generation with 'Super Malcha,' attracted 20,000 customers at The Hyundai Seoul in Yeouido. Super Malcha 25 was designed with a deep green color that intuitively evokes matcha, under the concept of 'bringing all things matcha closer.' Various Super Malcha products jointly developed by the two companies and collaboration goods sold exclusively at Super Malcha 25 were available for customers to experience. GS25 explained that collaborative products such as Super Malcha Pint, Super Malcha Heim, and Super Malcha Langue de Chat cookies were especially popular.
Super Malcha 25 is scheduled to continue in relay at Hyundai Department Store Trade Center (August 1?7) and Hyundai Department Store Pangyo (August 12?18). The two companies expect the cumulative number of customers at Super Malcha 25 to reach up to 100,000 by the 18th.
GS25 plans to strengthen 'space marketing,' such as popup stores that connect customers with various brands, leveraging the strengths of its nationwide offline platform. The scope will be expanded not only to famous brands but also to excellent small and medium-sized partner companies, providing growth opportunities.
Meanwhile, GS25 has previously drawn customer responses centered on the MZ generation through the Won Soju popup store opened in Busan and the Godsaeng Planning popup store presented in Seongsu-dong, Seoul.
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