Retail Sector Focuses on Quiet February Valentine’s Marketing
Department Store Dessert Pop-ups... Attracting Domestic and International Brands
Sanrio, Miffy, Jjanggu... Convenience Store Character Goods Competition
Hotels Offer Valentine’s and White Day 'Anniversary Packages'
Employees are introducing products at the M&M's pop-up store on the 5th floor of The Hyundai Seoul in Yeongdeungpo-gu, Seoul. Photo by Hyundai Department Store
The distribution industry is focusing on 'Valentine's Day marketing' in February, which has no Lunar New Year holidays. The strategy is to capture consumers' attention by using various items ranging from famous dessert shops to popular character goods, moving beyond the plain 'all-chocolate Valentine's Day.'
According to the distribution industry on the 6th, Lotte Department Store will hold a popup store featuring famous domestic and international dessert brands from the 10th to the 14th at its main and Jamsil branches. At L?derach, known for its Swiss handmade chocolate recipes, truffles and chocolate bars made with Alpine milk will be showcased. Belgian chocolate brand Leonidas will sell its main product, fresh chocolates. British premium tea, coffee, and cocoa brand Whittard will also present its signature white hot chocolate. Among domestic brands, Maison Once Year, a famous dessert brand in Apgujeong directed by a chef with 30 years of hotel experience, and Boy Planet, a fresh fruit macaron specialty brand, will also be available. Lotte Department Store stated, "Last year, bakery and dessert product sales during Valentine's Day, White Day, and Christmas grew by up to more than double compared to the previous year," and added, "With the expansion of dessert consumption among the MZ generation (Millennials + Gen Z), we will expand the attraction of popular dessert shops on SNS this year."
Shinsegae Department Store has strengthened its online gift service. SSG.com Shinsegae Department Store Mall gathered over 200 brands for Valentine's Day gifts. They increased the quantity of cosmetics priced under 100,000 KRW by 30% to capture customer demand for easy-to-give and receive gifts. They also held a Valentine's Day special 'Shinbae Live Broadcast,' featuring brands like Godiva and Rosemont. A Shinsegae official said, "The gift service at SSG.com Shinsegae Department Store Mall, first launched in 2016, has seen sales double every year," adding, "Sales growth is expected around this year's Valentine's Day as well."
Hyundai Department Store sought differentiation by emphasizing 'handmade chocolates.' They incorporated Valentine's Day into cultural center classes. On the 11th, 'Valentine's Day Couple Baking: Choco Tea Crepe' and 'Valentine's Furoshiki Art Class' with a chief designer of luxury packaging will be held at The Hyundai Seoul CH1985. Additionally, The Hyundai Seoul will operate a global chocolate brand M&M's popup store until the 16th and introduce various dessert brands.
Models are introducing representative Valentine's Day products at Seven Eleven (Photo by Seven Eleven).
Competition over character goods has intensified in convenience stores. Among Sanrio goods introduced by Seven Eleven, items like the 'My Melody Mini Carrier' are so popular that they are hard to find nationwide. Online posts about stock status and purchase confirmations of these products have appeared. Seven Eleven has launched over 100 event products, including exclusive differentiated items featuring Sanrio and Ppomppom, entering full event mode. CU also introduced various goods featuring the rabbit character Miffy to celebrate the Year of the Rabbit and expanded its collaboration with Wiggle Wiggle, which had previously been successful. GS25 sought differentiation through a 'three-party collaboration' combining the kitchenware brand Growcanyon, popular among the MZ generation, with the character Jjanggu. Convenience store officials said, "The number of customers wanting to purchase the Jjanggu Growcanyon Mini Carrier is exceeding expectations, so additional stock is being urgently arranged."
The hotel industry has prepared unique 'anniversary packages' for the month from Valentine's Day to White Day. The Westin Chosun Seoul offers a package including one night’s stay, champagne, and a wedding shoes gift. Paradise City prepared performances by talented musicians including singer Harim at the Plaza Square. They also offer couple-friendly content such as treasure hunt events, giant balloon art photo zones, and a Valentine's Day market. They have also prepared for the increased cake demand on the weekday Valentine's Day. Signiel Seoul prepared whole cakes and mini cakes at the 79th-floor pastry salon to cater to diverse customer tastes. The Fairmont Ambassador Seoul The Atrium Lounge will sell limited quantities of Pink Heart Fromage Cake and Valrhona Rose Cake decorated with red rose petals until the 14th.
A distribution industry official said, "Marketing is expanding in various forms as many people not only confess love on Valentine's Day but also give gifts to themselves or take care of those around them."
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