Convenience Stores Also Focus on 'Content IP'... CU's 'Geurreu Galk: Gipdae' On Air

A Home That Enhances Brand Image Over Product Promotion

CU, a convenience store operated by BGF Retail, announced on the 28th that it will launch an original content series titled 'Geurreu Galk'. CU plans to strengthen its intellectual property (IP) development through this new content.

'Geurreu Galk' is a newly coined term that mimics the sound made when pulling a convenience store chair. It is a meme from online communities that sitting on a convenience store chair leads to deep conversations that make you lose track of time.

CU will release 'Geurreu Galk: Gipdae', created in collaboration with Playtown, a studio specializing in observational and talk content, on its official YouTube channel. It can also be viewed on 'Kizle', a YouTube channel operated by the production company Playtown.

'Geurreu Galk: Gipdae' is themed around convenience store table talks and consists of three episodes about moments when deep conversations are needed while sitting on convenience store chairs. In episode 1, a male friend who had grown distant appears as a special guest in front of the protagonist who came to pick up a convenience store parcel. Although they had drifted apart for various reasons in the past, the two friends meet again after a long time and build a new relationship while sitting face-to-face at the convenience store Geurreu Galk and talking. Episodes 2 and 3, to be released later, will depict honest talks of various people who need deep conversations, offering empathy and emotion to viewers. To celebrate the launch, CU will hold an SNS customer event until the end of next month.

The reason CU focuses on content marketing that incorporates fun elements such as its own short-form dramas and web variety shows is to build a CU brand fandom by increasing empathy with the MZ generation, the main consumer group of convenience stores. Considering the viewing habits of the MZ generation, CU’s strategy is to provide engaging video content like short-form web dramas with high attention and accessibility instead of direct product promotion, thereby naturally enhancing brand intimacy in daily life. Previously, CU released the convenience store web drama series 'Convenience Store Go-inmul', which achieved a cumulative 300 million views.

Kang Byung-hak, head of BGF Retail’s brand marketing team, said, “We wanted to express fun trends related to convenience stores through content and create fresh episodes that anyone can relate to,” adding, “We will continue to enhance brand intimacy through high-quality CU-exclusive content that people want to revisit.”