Seoksu, Choco Pie, 3-Minute Curry Retro Packaging Release
Beyond Older Generations, Stimulating Collecting Desire of 'Hipjaengi' Young Generation
Longevity brands that emerged in the 20th century have returned to consumers wearing decades-old styles. This kind of 'retro marketing' does more than just evoke nostalgia among the older generation who grew up with these products. It captivates younger generations who embrace past cultures as 'hip,' opening the wallets of various age groups.
According to the industry on the 28th, HiteJinro Beverage released 'Retro Seoksu 1ℓ,' applying the 1980s package design of Seoksu, Korea's first-generation drinking mineral water. Retro Seoksu was designed to convey Seoksu's unique tradition and sentiment. The product name and seal were engraved in bold and strong typography, and the label background design featuring a gray and white combination representing natural bedrock water between rock layers was recreated. A 'SINCE 1982' stamp was also added to emphasize Seoksu's heritage.
A HiteJinro Beverage official said, “This new product was launched to stimulate the nostalgia of the parent generation amid the ongoing retro craze and to provide a fresh experience for the younger generation, offering empathy and fun that spans all generations. We plan to continue experimenting with various changes based on Seoksu’s unique history.”
In the food industry, products recalling past packaging continue to be released. Recently, Orion celebrated the 50th anniversary of 'Choco Pie Jeong (情)' by launching a limited edition featuring nostalgic packaging. Four special editions were produced, capturing the nostalgic designs from the first release in 1974, 1989, 2006, and the present, stimulating consumers’ collecting desires. Comparing the changing Orion logos is also enjoyable.
Earlier, Ottogi sold a limited edition '3-Minute Retro Curry and Jjajang' that faithfully reproduced the original packaging of '3-Minute Curry,' first introduced in 1981. The limited edition, reflecting a design from over 40 years ago, used primary colors like blue and orange and vintage typography.
Additionally, Lotte Nestle Korea released a mini-sized version of the 'Tasters Choice Original,' loved in the 1980s, featuring the past glass bottle packaging. Not only the packaging but also the original recipe was used to allow consumers to enjoy the harmonious and rich taste and aroma of medium-roasted coffee.
Initially, retro marketing mainly aimed to stimulate the 'experiential nostalgia' of the older generation who had directly experienced past products. Those recalling their childhood through retro packaging expressed emotional satisfaction through consumption.
However, recently, the target of retro marketing has expanded beyond the older generation to include younger generations. For them, analog is not outdated but is perceived as a 'hot and hip' unique culture. Among the younger generation, some consume retro products based on 'vicarious nostalgia' formed through stories from elders or movies, even if they have never actually experienced the products themselves.
An industry insider said, "While the core of the existing retro trend was the nostalgia of middle-aged and older adults, recently, the difference lies in younger generations accepting and reinterpreting past cultures as something fresh and consuming them."
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