LG Uplus to Launch 'Galaxy S23 Super Malcha Picnic Edition' Starting from the 16th

Sold Out 1,000 Units Within 12 Hours of Pre-Order Opening

LG Uplus announced on the 16th that it has begun the official activation of the 'Galaxy S23 Super Malcha Picnic Edition' (hereinafter referred to as the Super Malcha Edition). The Super Malcha Edition was exclusively released in a limited quantity of 1,000 units on the 9th and sold out within 12 hours of pre-order.

The Super Malcha Edition is a limited edition Galaxy model introduced by LG Uplus in collaboration with Samsung Electronics, the casual matcha specialty brand ‘Super Malcha’, and the Galaxy specialty brand ‘SLBS’ to target MZ generation customers. It is based on the Galaxy S23 256GB Cream color, featuring a dedicated Super Malcha theme applied to the screen. The package goods are designed with a picnic and camping concept, which have recently become popular hobbies among the MZ generation, including an eco-friendly exclusive phone case co-developed with Super Malcha, a picnic mat, and a cooler bag. The retail price is 1,199,000 KRW.

Among the pre-order customers of the Super Malcha Edition, the proportion of those in their 20s and 30s reached 86%. LG Uplus analyzed that the main reason for the success of the Super Malcha Edition was not only the collaboration brands and design but also the reflection of the main customer group's trends and preferences throughout the entire pre-order process, from the application platform to prize selection and offline experience centers.

In fact, LG Uplus conducted pre-orders in the form of funding on the life design funding platform ‘Wadiz’ separately from its official online mall ‘Uplus.com’. The target amount was achieved 100% within two days of opening on the 11th.

The pre-order raffle prizes and offline experience centers also actively reflected the preferences of the MZ generation. The sneakers provided as prizes were products that could only be obtained through a ‘raffle’ system, where only winners selected by random draw are given the right to purchase the product. Additionally, the locations for the experience spaces where customers could directly check the limited edition products were selected considering the regional preferences of the 20s and 30s generation, choosing Gangnam Station (Il-sang Bi Il-sang-ui Teum) and Seongsu-dong (Super Malcha Flagship Store).