'Sold Out in 1 Minute at 48,000 Won... The Scene Just Before Pepero Day'

Ahead of the 11th, MZ Generation's 'Small Luxury' Continues

The 'small luxury' trend among the MZ generation is still appearing ahead of Pepero Day on the 11th. Small luxury is a compound word combining 'small' and 'luxury,' referring to gaining psychological satisfaction through small indulgences.

The price of limited-edition chocolates sold at a handmade chocolate specialty store in Gangnam-gu, Seoul, is 40 times more expensive than regular chocolates, yet they sell out within one minute of release. This is the result of a successful sales strategy targeting the MZ generation, who are currently following the 'small luxury' trend.

'Piap' pre-order purchase site. The pre-sale stock sold out in less than a minute.
[Photo by Piap Naver Shopping capture]

According to the industry on the 10th, the limited-edition reservation for anniversary chocolates sold at a handmade chocolate specialty store in Gangnam-gu, Seoul, sold out in less than a minute. The price of the chocolate is 48,000 won. The chocolate, which is so quickly sold out that the term 'picketting (piaf + ticketing)' has emerged, features high-end ingredients such as Macallan 12-year Double Cask Single Malt Whiskey, a matchstick-shaped design similar to Pepero, and a stylish illustrated package, attracting attention.

Adore's Pepero Day limited edition.
Photo by Adore Instagram

Although processed food prices have been rising recently, demand for high-priced anniversary gift desserts continues. So much so that a popular phrase has emerged: 'I have money, but I can't buy it.'

On KakaoTalk Gift, a separate category is operated for Pepero Day. The highest-priced item in this category is handmade Pepero from Otera, priced at 120,000 won. Following that are ▲Otera handmade macarons whole 20-piece set (100,000 won) ▲Otera handmade macarons whole 15-piece set (75,000 won) ▲Godiva Gold Collection 20 pieces (73,000 won) ▲Ferrero Rocher chocolates 42 pieces (70,000 won) ▲Lotte Confectionery extra-large Big Heart Pepero 40-piece gift box (65,900 won), among others.

This statistic reflects prices for food-only products such as Pepero and chocolates, excluding items unsuitable for the occasion or inedible products like bouquets and health vitamins.

Will marketing led by NewJeans and Meonjakkwi work?

Lotte Pepero Global Ambassador NewJeans.
Photo by Lotte Wellfood

Meanwhile, convenience store industries are also putting effort into Pepero Day marketing. On the 10th, delivery app Yogiyo announced it will hold a Pepero Day commemorative live commerce broadcast through its app's 'Store Live.' The broadcast will feature the 'Meonjakkwi (something small and cute)' series, which is based on a Japanese manga and has recently built a strong fandom, as well as the 'NewJeans Cake,' with the idol group NewJeans appearing on the front of the package, offering various and special 'Pepero' set products.