"If You Don't Buy Now, You Can't Eat It"... Food Industry Enjoys 'Limited Edition' Effect

Paldo Bibim Men Spring Edition, Initial 2 Million Units Sold Out
Special Editions Flood Snack, Milk, and Bakery Products

The food industry is targeting consumers by changing the composition of popular brands or launching new products as limited editions. This strategy is based on the judgment that it is effective in stimulating consumer psychology and increasing product attention through social networking services (SNS) and word of mouth.

According to the related industry on the 29th, Paldo Bibimmyun, which began production in 1984 and celebrates its 40th anniversary this year, released the 'Paldo Bibimmyun Spring Edition' in a limited quantity of 2 million units starting from the 5th. It features a strawberry soup packet that provides strawberry flavor and aroma, considering seasonal demand. Consumer interest in the product was high, leading to the initial stock being completely sold out, and the company has started additional production. Since 2018, Paldo has released seasonal products as limited editions, such as the 'Winter Edition' with spicy fish cake broth soup attached to Paldo Bibimmyun every year and the 'Autumn Edition' containing maple syrup, achieving a cumulative sales volume of 33 million units for these limited edition products.

Paldo Bibim Men Spring Edition
Photo by Paldo

Crown Confectionery also supplied 80,000 units of the cup cereal product 'Eat-with Spoon Jollypong Marshmallow Cup,' which can be conveniently eaten by pouring only milk over the company's representative snack Jollypong, to Emart stores nationwide for two weeks starting from the 2nd. According to Emart, about 70% of this product has been sold recently. An Emart official said, "Considering it is a new product, the response is at a decent level." In fact, many consumer reviews introducing purchase experiences and product composition appeared through online communities and SNS. However, a Crown Confectionery official stated, "We plan to comprehensively review the response to the limited supply new product," but added, "There are no plans yet for additional production or official product release."

Seoul Milk X Lee Kyu-young Artist Collaboration Processed Milk Cartons 4 Types
[Photo by Seoul Milk Cooperative]

In addition, Seoul Milk Cooperative released a spring season limited edition package of processed milk in four flavors?chocolate, coffee, strawberry, and banana?featuring illustrations by artist Lee Gyu-young. SPC Samlip launched a limited edition 'Cream Daebbang,' which is 6.6 times larger than the 'Authentic Cream Bread' celebrating its 60th anniversary. Ottogi also recreated the spring season limited edition product 'Jukjangyeon Ppagaejangmyeon,' a savory traditional-style Ppagaejang with fragrant spring radish added, in collaboration with the premium traditional sauce brand 'Jukjangyeon,' following last year.

A food industry official explained, "Limited edition products inevitably increase production costs compared to existing product lines because they include additional ingredients, new designs, or larger volumes," but added, "They can highlight unique experiences and fun elements for consumers, and special editions help reinforce the original product’s image, overall contributing to increased attention."