Rising Power in the Food Industry... Target the Generation Z

As the purchasing power of Generation Z, referring to those in their late teens to twenties, gradually increases, many industries are implementing various marketing strategies targeting them. The food industry is also targeting Generation Z customers through diverse methods such as university student-focused promotions and collaborations with popular games and characters.

According to the 23al industry, KFC is currently conducting promotions ahead of the May festival season to create special memories for students on university campuses.

Under the title "Nationwide University Festival Attack! KFC Shoots," this event allows customers to participate directly and provides daily rankings, adding fun by stirring up school spirit.

To participate in the event, customers can purchase over 15,000 KRW through any channel and then vote for their favorite school on the voting page set up on the website. Based on the votes cast by the 24th, the top five schools with the most votes will receive festival support.

Pizza Alvolo is collaborating with the popular game among the 10s and 20s, "Genshin Impact," to hold a special event.

Pizza Alvolo released special pizza menus using Genshin Impact characters "Jin" and "Barbara," titled “Pizza with ‘Jin’s’ Heart” and “A Bit Spicy ‘Barbara’,” respectively, and also prepared a side menu called “This Is Not Emergency Rations,” inspired by the image of Paimon, nicknamed emergency rations.

When purchasing event menus, customers receive special cards and various limited-edition goods, and at the Pizza Alvolo Mokdong main store, a pop-up store event for game users was also organized inside the store.

SPC Samlip launched "Sanrio Characters Bread," featuring Hello Kitty, Cinnamoroll, My Melody, Kuromi, and others, which are highly favored by the 10s and 20s generation.

In line with the trend of customization, 102 types of Ttibuseal (stickers that can be peeled off and reattached) are included in the products, stimulating the desire to collect.

Until the 14th of next month, a "Sanrio Characters Bread Vending Machine Mini Pop-up" will be operated, and through Samlip’s official SNS, a Sanrio Characters Bread Vending Machine Bread Pilgrimage event will be held, planning to carry out a brand campaign utilizing Sanrio characters.

An industry insider said, “Generation Z, now in their twenties, is emerging as a major market force, and many industries are actively working to target them. Since Generation Z tends to actively consume content they find fun and like, marketing strategies reflecting the trends and interests of this generation are crucial.”