"Even Avatars Take a Bite of Cream Bread" CU Yonsei Milk Cream Bread Launches Metaverse Marketing

CU's 'Yonsei Milk Cream Bread' Zepeto item.

[Asia Economy Reporter Jeon Jinyoung] CU announced on the 30th that it will conduct metaverse collaboration marketing using its hit product, Yonsei Milk Cream Bread.

CU will introduce a total of 14 Zepeto items inspired by Yonsei Milk Cream Bread. These include four types of Yonsei Milk Cream Bread (Milk, Chocolate, Sweet Red Bean, Melon) packaged products using real images, as well as slippers and sleepwear shaped like the bread.

Customers can equip these items on their avatars to simulate scenes such as eating the bread or taking a "half-cut shot" photo by splitting the bread in half, just like in real offline settings. These items can be purchased at the Zepeto item shop and on the feed account of CU’s official character, "Haru."

Alongside this, CU is partnering with gift cards, which have a high purchase rate among Generation Z, the main users of Zepeto. About 62% of the total gift card sales at CU come from the 10-20 age group of Generation Z. CU has installed gift card display stands and photo walls where avatars can take pictures at the CU Zepeto store and is conducting various promotions.

By touching CU’s payment terminal (POS) in Zepeto and entering the code of a gift card purchased offline, the first 3,000 users will receive an additional 1,000 points. There is also an event where users who post a screenshot of their avatar holding the gift card on their feed with a hashtag will be entered into a draw to win CU mobile gift certificates for 220 people.

Since CU opened its store in Zepeto, about 50 million users have visited the related map, and CU-related posts, views, likes, and comments have reached approximately 14 million. About 1.1 million CU-exclusive items have been sold so far.

Yeon Jeongwook, Marketing Director of BGF Retail, said, “CU is activating communication with Generation Z, our future potential customers, through unique digital collaboration marketing that aligns with the rapidly evolving metaverse culture. We will continue to develop new content that provides fresh fun and experiences to enhance CU’s brand power.”