[Youth Report] 'Malgeun Nun-ui Gwangin' Open Run to Buy... MZ Truly Passionate About Goods

Kungya·Slam Dunk Popup Store 'Open Run'
4 out of 5 Millennials Say "Positive Goods Trend"
Why Are Goods Popular? Because of Scarcity

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The distribution industry is fervently engaging in 'goods marketing' to stimulate the consumption psychology of the MZ generation (Millennials + Generation Z). 'Goods' is a term derived from the English word 'goods,' referring to various items made using characters and the like. Some young people who value rarity have even been willing to participate in 'open runs' (lining up before store opening) to obtain unique goods.

Recently, the first pop-up store of Netmarble's popular character 'Kungya,' called 'Kungya Restaurants Lucky Shop,' opened and attracted attention. Located at Hyundai Department Store D-Cube City in Guro-gu, Seoul, the pop-up store saw a continuous line of consumers participating in open runs to purchase goods from the 10th to the 19th. 'Kungya' is considered a representative character of the so-called 'clear-eyed madman' trend popular these days, gaining high popularity. Riding on this popularity, Kungya goods such as seal stickers, smart talks, and mouse pads sold at this pop-up store were sold out early.

Consumers waiting to visit 'Kungya Restaurants Lucky Shop.'
[Image source=Netmarble]

This is not the first time consumers have endured open runs to purchase goods. In January, at The Hyundai Seoul in Yeouido, a 'Slam Dunk Pop-up Store' attracted long queues of consumers waiting to get limited edition figures and uniforms.

Especially as the movie's popularity grew day by day, premium transactions of goods occurred in the online secondhand market. For example, special design original tickets available only at some theaters were traded between 20,000 and 25,000 KRW each. Also, hologram cards of five types sold at Megabox soared to 80,000 KRW in the secondhand market, twice the original price. In addition, various movie-related items such as posters, illustration cards, postcards, and puzzles are actively traded in the secondhand market.

'Goods,' Once Mere Freebies, Transform into Marketing Tools

A citizen is choosing a Slam Dunk comic book at Kyobo Bookstore Gwanghwamun branch in Jongno-gu, Seoul.
[Image source=Yonhap News]

Originally, goods were planned as giveaways for product promotion. However, they gained even greater popularity than the main products, attracting the attention of the MZ generation, leading companies to utilize them as a key marketing tool. From a corporate perspective, goods marketing can enhance brand awareness and increase sales, making it positive. Accordingly, the types of goods have diversified from physical products such as cushions, dolls, socks, masks, and diffusers to online goods like wallpapers and emoticons.

A netizen who said they participated in an open run to buy 'Slam Dunk' goods stated, "Even though I arrived early, there were already 200 people waiting ahead of me," adding, "I had a list of goods I wanted, but when I entered the pop-up store, they were all sold out." They continued, "I feel proud to have bought the Slam Dunk figure and uniform," and added, "It was worth the wait."

The biggest reason goods stimulate young consumers' psychology is their rarity as limited editions. Young people value individuality and rarity, making them the generation most interested in limited edition goods.

In fact, a 2020 survey by JobKorea and Albamon targeting 2,128 Millennials found that 81.3% of respondents had a 'positive' view of the goods trend.

The reasons included ▲the feeling of owning a limited edition product (58.8%) ▲being able to encounter preferred brand or singer products more often (45.2%) ▲finding collecting goods fun and a hobby (37.1%). Notably, 74.2% of respondents reported having purchased goods from their favorite brands or celebrities.

Experts predict the goods marketing craze will continue. Professor Eunhee Lee of Inha University's Department of Consumer Studies said, "Goods marketing will continue in the future," adding, "Goods create a 'lock-in' effect that continuously attracts loyal customers and serve to reinforce brand recognition among consumers."