"This Year Is the Year of the Rabbit" Rabbit Marketing Heats Up in Early-Year Retail Sector

CU is celebrating the Year of the Black Rabbit in the Gyemyo year by collaborating with global brands such as Miffy to launch a variety of rabbit-themed product series.

The distribution industry is enthusiastically engaging in marketing using rabbits to celebrate the Year of the Black Rabbit, Gyemyo Year (癸卯年).

According to the industry on the 10th, the convenience store sector is the most active in promoting New Year rabbit marketing. CU is collaborating with overseas rabbit-related brands to offer a variety of rabbit products. Partnering with three global brands?Miffy from Amsterdam, Esther Bunny from LA, and Rabbit Soju from New York?they have launched a total of 33 rabbit product series ranging from ready-to-eat meals such as lunch boxes, gimbap, and hamburgers to desserts, daily necessities, and alcoholic beverages.

GS25 also entered character marketing by releasing the ‘Bugs Bunny’ Bulgogi Hot Dog in collaboration with Warner Bros., the American company behind the iconic character Bugs Bunny. Seven Eleven launched planned products such as ‘Seven Select Buff Honey Butter Popcorn’ and ‘Rabbit’s Carrot Carrot Mini Salad,’ and incorporated rabbit designs into the packaging of eight food items including lunch boxes and triangular gimbap. Emart24 partnered with Instagram cartoonist ‘Kim Tokki Studio’ to introduce a total of 14 Kim Tokki collaboration products, including ready-to-eat meals and desserts.

The exterior view of the 'Bellito Rabbit's Carrot Farm' pop-up store opened by Lotte Homeshopping at Jamsil Lotte World Mall.

The department store industry is also actively creating spaces using rabbit characters. Lotte Home Shopping featured the popular character Belly Bear. Since the 27th of last month, Lotte Home Shopping has been operating a pop-up store called ‘Belly Tokki’s Carrot Farm’ at Lotte World Mall in Songpa-gu, Seoul. The pop-up store, covering a total area of 330㎡, includes a photo zone where visitors can take pictures with a 3-meter-tall Belly Bear dressed in a rabbit costume, a Belly Bear goods shop, and a space to write New Year wishes on Belly Bear postcards. Galleria Department Store decorated its Gwanggyo branch with the rabbit character ‘Miffy.’ The Gwanggyo branch set up Miffy photo spots at key locations such as the first-floor main entrance plaza, the third-floor cloud plaza, and the tenth-floor art wall, allowing visitors to enjoy taking commemorative photos.

The hotel industry is also busy attracting guests using rabbits. Paradise Hotel Busan is running a promotion in collaboration with the rabbit character ‘Molang.’ At the outdoor hot spring spa, Sea Mer, a ‘Molang and Piu Piu Photo Zone’ has been set up, allowing guests to enjoy a warm spa with a Haeundae ocean view while taking themed photos with various Molang characters celebrating the Year of the Rabbit. Glad Hotel offers the ‘Glad New Year with Love Benny Package’ featuring the rabbit character ‘Benny.’ This package includes a one-night stay, a set of three Love Benny stickers, and a Benny multipurpose pouch.