The Return of White Day... Reopening Effects 'Strong'

GS25, White Day Sales Up 50.6%
Rapid Growth in Academy Districts
Popular Character Collaboration Products

As the full-scale reopening (resumption of economic activities) era begins this year, sales of White Day products at convenience stores have significantly increased. With the normalization of commuting and school attendance, purchases were made extensively in commercial areas such as offices, elementary, middle, and high schools, and university districts.

According to CU on the 13th, sales of White Day products from the 6th to the 12th of this month increased by 15.6% compared to the same period last year. By product category, desserts grew by 176.6%, chocolates by 19.3%, candies by 18.9%, wine by 18.1%, and snacks by 16%. During the same period, GS25 saw a 50.6% increase in White Day product sales, Seven Eleven an 80% increase, and Emart24 a 25% increase.

Primarily students and office workers purchased White Day products. Looking at sales by commercial area, GS25 experienced a sharp increase in sales growth rates in academy districts by 80.7% and offices by 72.1%. The highest performance was at stores near academy districts, where sales jumped 34 times. At Emart24, the sales growth rates for White Day products were 57% in academy districts, 34% in residential areas, 31% in offices, and 22% in entertainment districts.

Models at CU are introducing White Day products.
[Photo by BGF Retail]

Character products especially drove the sales growth. At CU, character products such as Miffy, Kkotka, and Esther Bunny gained popularity among consumers, resulting in differentiated product sales increasing by 104.8% compared to the previous year. The best-selling items included Mini Miffy eco bags, Wiggle Wiggle jelly bags, Miffy enamel pouches, App App lucky bags, Sanrio cube chocolates, App App eco bags, Wiggle Wiggle new jelly bags, and Kkotka mini carriers.

At GS25, the Crayon Shin-chan mini carrier once again became a 'sold-out item' following Valentine’s Day. Door to Seongsu is selling limited edition goods featuring the Crayon Shin-chan character and Balansa logo, including short-sleeve T-shirts, sweatshirts, hoodies, hats, and eco bags. Seven Eleven urgently restocked and re-released four types of Sanrio Characters carriers as exclusive White Day products and newly introduced a Pompompurin carrier. At Emart24, collaboration products with Kim Tokki Studio ranked within the top 10 in sales, receiving a positive response.

A convenience store industry official said, "The reopening effect has activated White Day marketing, leading to significant growth in performance," and added, "We will continue to introduce differentiated products reflecting the latest trends and offer abundant events."