These Days' Retail MZ Says "Omakase Popup Before Hanwoo Launch... Sending Representative Character to Space"

Distribution Companies Lead MZ Experimental Ideas in New Businesses and Projects
Lotte Mart's Premium Korean Beef 'Marble Nine' Popup Events Fully Booked Before Launch
Emart24's 'Delicious Idea' Promotion with 'Character Space Travel' Project
Lotte Homeshopping Continues 'Belligom' Public Exhibition with Cross-Collaborations and Merchandise Sales
"MZ Generation Beyond Trends to Key Customers... Companies to Strengthen MZ Projects"

Lotte Mart, 'Marvel Nine × Uwol Hommakase' Set.

[Asia Economy Reporter Yuri Kim] The distribution industry is strengthening new businesses and in-house projects led by MZ generation (Millennials + Generation Z) employees. These fresh attempts, which traditional distribution sectors would not typically undertake, are drawing attention and helping to transform channel images. The industry expects such initiatives to expand in the future, as the MZ generation has established itself as a key customer group that not only follows trends but also actively spends.

According to the distribution industry on the 7th, Lotte Mart's high-end Korean beef brand 'Marble Nine' held a Korean beef omakase pop-up event throughout July at 'Uwol' in Cheongdam-dong, Seoul, which was fully booked every day and gained great popularity. Marble Nine is Lotte Mart's high-end Korean beef brand that carefully selects BMS (Beef Marbling Score) No.9, the highest level awarded only when the 1++ (two-plus) grade meets top standards in intramuscular fat, meat color, fat color, texture, and maturity.

The 'Gwan-sim-geup-gu Project,' led by MZ generation employees at Lotte Mart who discover unique customer experiences, was inspired by the fact that premium Korean beef of the highest grade, previously only available at upscale restaurants in Cheongdam-dong and Hannam-dong, could now be found at large discount stores. They planned an event showcasing Marble Nine at a premium Korean beef omakase restaurant, which gained popularity. Lotte Mart said, "We not only raised consumer expectations before the launch but also succeeded in establishing a luxurious image for the high-end Korean beef brand." Especially, the takeout-only menu 'Marble Nine × Uwol Home Omakase' set, limited to 10 per day, became a hot topic on social media, leading to inquiries about whether bulk orders were possible ahead of Chuseok."

Lotte Mart officially launched Marble Nine on the 4th and will also sell the popular 'Marble Nine × Uwol Home Omakase' set in limited quantities at 22 stores including Zetaflex. The set includes 150g each of four cuts?tenderloin, sirloin, skirt, and chuck flap tail?along with four types of Uwol seasoning. Packaged in a drawer-style box, it allows customers to enjoy each cut in course order for added fun.

A video capture showing Emart24's character 'Wondungi' reaching the stratosphere.

Emart24 released a video documenting the process of sending its brand character 'Wondungi' to the stratosphere using a helium balloon aircraft, as part of promoting the slogan 'Delicious Idea' and other campaigns led by MZ generation employees.

On the 5th, Emart24 partnered with craft beer manufacturer The Sselaight Brewing and startup Nara Space Technology to send a Wondungi doll and craft beer 'Banana Planet Beer' aboard a helium balloon aircraft into space and then recover it, releasing a documentary video of the process. This project was led by the Delicious Exploration Team (Diltam), composed of employees in their 20s and 30s. Diltam reflects the demands of customers in their 20s and 30s, proposes ideas, establishes execution plans, and collaborates with related teams to provide differentiated value to customers through trendy content development.

Emart24 explained, "We planned a project to actually send Wondungi into space, partnered with two experienced companies, and successfully sent and recovered the helium balloon aircraft to an altitude of 13,000 meters, corresponding to the stratosphere. Based on this, we produced a documentary video."

The documentary video shows the preparation process for sending Wondungi and products aboard the helium balloon aircraft equipped with recording devices into space, the frustration after two failed attempts due to bad weather, the cheers after recovering the artificial satellite that ascended to the target altitude on the final attempt and confirming the entire process was recorded, and scenes of Wondungi filmed in actual space.

Emart24 undertook this project as a continuation of the SNS universe where Wondungi, who operates the 'Emart24 Hwaseong Store,' came to experience Earth convenience stores. They aimed to build an impactful space universe and support storytelling that Wondungi went to space to find a universal recipe to expand delicious products. Emart24 plans to continue various activities to build this space universe.

Emart24, the 'Delicious Expedition Team' made up of MZ generation employees.

The Character Business Team leading the 'Bellygom' project at Lotte Homeshopping is also composed entirely of MZ generation members. Bellygom is a character that started from an idea proposed by a second-year employee during an in-house venture program for MZ generation employees held by Lotte Homeshopping in 2018. Earlier this year, the team was reorganized into the Character Business Team and assigned to the media business division within the marketing headquarters. They are responsible for content planning, character management, public exhibitions, and merchandise related to Bellygom. Since the 'Amazing Bellygom' public exhibition, which installed a 15-meter oversized Bellygom at the outdoor lawn plaza of Lotte World Tower in April, it has been growing as an independent brand.

Bellygom will continue the 'Amazing Bellygom' relay exhibition at Signiel Busan until the 18th. Until September 18, smart service marketing using the Bellygom character IP is also being conducted in partnership with Incheon International Airport Corporation. At the departure floors of Terminals 1 and 2 of Incheon International Airport, 3-meter tall Bellygom sculptures such as 'Bellygom pulling a suitcase' and 'Bellygom holding balloons' are displayed, one at each terminal. At the self-check-in area, 210 kiosks are wrapped with Bellygom images, and boarding passes printed with Bellygom images are issued to travelers using self-check-in. Lotte Homeshopping said, "Domestic and international tourists visiting the airport line up to take 인증샷 (certification photos) with great popularity." Bellygom merchandise sales are held at The Hyundai Seoul's 5th floor Play in the Box until September 14.

An industry insider said, "The MZ generation has established itself as the main consumer group beyond just following trends. Since MZ generation employees are best suited to come up with ideas that appeal to their peers, such attempts across channels will be strengthened."

Lotte Homeshopping is conducting marketing using the Bellygom character at Incheon International Airport, where travelers are taking photos in front of the Bellygom sculpture.