CU·GS25 Showcase 'Short-Form Content' on YouTube
Targeting 'Funsumers' Who Seek Both Fun and Consumption
"Imprinting Brand Image and Naturally Exposing Products for Sale"
GS25 introduced 'A Day in the Life of Convenience Store Part-timer Park Jaebeom' through YouTube. Photo by GS25 Official YouTube Channel 'Iri Onora' capture.
[Asia Economy Reporter Park Hyun-joo] Convenience stores have entered the competition for video content. Their strategy is to approach consumers in a friendly manner through comedic content such as variety shows and dramas rather than overt advertisements. Experts analyze that this kind of marketing can naturally imprint the brand image on consumers while also stimulating the interest of 'Funshumers (Fun+Consumer)' who seek both entertainment and consumption.
CU's official YouTube channel 'CUtube' released the short-form drama 'Convenience Store Veteran,' which surpassed 100 million views 39 days after its release. The drama humorously depicts the daily life experiences of 'Haru,' a part-timer with nine years of experience working at a convenience store. Additionally, GS25's official YouTube channel 'Come Here'?which has presented content such as 'Uneducated Guys,' 'Convenience Store Gourmet,' and 'God Life Project'?exceeded 1 million subscribers on the 5th and received a Gold Play Button from YouTube.
Most content themed around events occurring in convenience stores is produced in 'short-form.' These are brief videos lasting between 1 to 10 minutes, designed for easy consumption on mobile phones. This targets the popularity of 'Snack Culture' content among people in their 20s and 30s, who enjoy light entertainment during spare moments such as commuting, lunch breaks, or rest periods.
Kim (28) said, "I often saw 'Convenience Store Veteran' videos on Instagram and watched them because they were fun. I then looked them up on YouTube. The fast dialogue and plot progression make it easy to watch even on the subway without feeling burdened." Office worker Baek, who has experience working part-time at a convenience store, commented, "Through episodes like the 'Pok?mon Bread craze' and the 'Honey Butter Chip frenzy,' the content naturally portrayed troublesome customers and part-timer hardships, which I could relate to."
The convenience store CU introduced the short-form drama "Convenience Store Veteran" through YouTube. Photo by CU official YouTube channel 'CUtube' capture.
The industry expects this to increase the familiarity and affinity toward convenience store brands. The strategy is to imprint brand images through comedic video content such as dramas and variety shows rather than blatant advertisements, aiming to secure loyal customers in the long term.
It is also possible to naturally expose products for sale. In episode 4 of 'Convenience Store Veteran,' Haru's ideal type 'Siwoo' purchases popcorn, cup noodles, and beer, which appear naturally during the checkout process. In 'A Day in the Life of Convenience Store Part-timer Park Jaebeom,' singer Park Jaebeom mentions cup noodles and kimchi as foods that pair well with the elemental soju he launched, naturally showcasing the products. Additionally, the content introduces new and popular products or presents recipes combining convenience store items to create new dishes.
Experts see this as a strategy targeting Funshumers who pursue both consumption and entertainment. Professor Lee Eun-hee of Inha University's Department of Consumer Studies explained, "(Not only dramas but) various content that combines items purchasable at convenience stores to create new foods is being introduced to younger generations," adding, "Consumers will come to perceive convenience stores as spaces for various attempts and experiments, as well as enjoyable places through video content."
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