[Report] Capturing Customers in Their 20s... KT Leads with 'Y' Instead of Telecom

Garosugil Nice Weather Collaboration Popup Store Opens
'Y Box' Revamped... Targeting the Sensibilities of People in Their 20s

Storefront of 'Nice Weather'. Photo by Oh Su-yeon

[Asia Economy Reporter Oh Su-yeon] KT's brand exclusively for people in their 20s, 'Y', has partnered with the popular curated shop among 20-somethings, 'Nice Weather'. This is the first project of the 20s-exclusive benefit platform 'Y Box', marking the beginning of active brand promotion.

On the 12th, Y opened a pop-up store at 'Nice Weather', a convenience store concept curated shop located in Garosugil, Gangnam-gu, Seoul. The pop-up store operates for five days until the 16th under the slogan "Keep the Youth Forever".

The pop-up store visited on the 12th was decorated with a blue and Y's mint color theme, based on Nice Weather's concept of 'the sea in the city', giving a refreshing feeling.

KT Y and Nice Weather's pop-up store. Photo by Oh Su-yeon

Upon entering the Nice Weather curated shop, there is a door painted with a beach scene on the right. Although it does not actually open, it symbolizes the door leading to the Y pop-up store located on the opposite side of the store.

Following the corridor to the Y pop-up store, lively music can be heard. A grand opening party was scheduled for that evening, featuring famous DJs.

The space is composed of an exhibition area reminiscent of a resort beach, a large media wall, and an emotional photo zone. Next to the DJ booth, under a rattan parasol exuding summer vibes, Y goods and Samsung Electronics' new flagship smartphones Galaxy Z Fold4 and Flip4, released on the 10th, are displayed.

Popup store of KT Y and Nice Weather. Photo by Oh Su-yeon

An interesting point is that KT is nowhere to be found. Instead, large collaboration logos of Nice Weather and Y are prominently displayed throughout. In fact, the only telecom-related good is a Galaxy Z Flip4 palette case. Where telecom goods are absent, stylish T-shirts and eco bags are hung, and unrelated items such as keyrings, glass cups, and beach towels are exhibited. This is a thorough targeting of the tastes of people in their 20s.

Choi Chan-wook, Team Leader of KT Seg. Marketing Team 3, said, "While establishing Y's identity, we thought about how to better promote the brand and approach customers. Previously, we released collaboration products with beer and cosmetics, and recently inserted illustrations drawn by Y artists in the popular drama 'Extraordinary Attorney Woo'." He added, "(Nice Weather) matches well with Y's colors and is a brand that produces lifestyle products that Y pursues."

Since July, KT Y has accelerated brand growth by revamping the data-only app 'Y Box' with new features such as goods sales and music playback that appeal to people in their 20s. This strategy is interpreted as targeting the core customer base's tastes with the new brand Y, rather than well-known existing brands, to build intimacy and strengthen overall brand loyalty.

Team Leader Choi said, "There are many planned collaborations ahead," and added, "We will establish ourselves as a brand that approaches people in their 20s."