Hyundai Department Store's 'Heundi' Enters Convenience Stores... "Expanding Character Business Territory"

Release of Original Character Heindi Jelly, Simultaneously Sold with CU

Hyundai Department Store is partnering with BGF Retail to introduce jelly candies designed with its own character, 'Heundi.' This marks the first case of expanding beyond the department store space into external distribution channels. Hyundai Department Store plans to broaden its own intellectual property (IP) business using its character through this collaboration.

On the 11th, Hyundai Department Store announced that it will launch the 'Heundi and Jelly Seeddan' jelly candies at its own souvenir shop 'The Hyundai Present' located on the 5th floor of The Hyundai Seoul and at CU convenience stores nationwide on the 12th.

Heundi is an original character introduced in 2019 by Hyundai Department Store, inspired by a white puppy, to share the message of 'remembering moments of happiness' with customers. The jelly product being released this time comes in 50g bags and is priced at 1,600 KRW. It consists of four types of jelly: yogurt-flavored jelly shaped like Heundi, peach-flavored jelly shaped like Heundi's friend character Jelping, and plum-flavored jellies shaped like Jelbong and Jelppo, along with Heundi stickers included.

To commemorate the product launch, Hyundai Department Store and BGF Retail will hold a promotion for customers who purchase the product from the 17th of this month until the 31st of next month.

Hyundai Department Store expects that this jelly launch will further expand customer touchpoints and increase recognition of its own character. A Hyundai Department Store official said, “Since we develop our own characters and operate licensing businesses, various product developments and external collaborations are possible. In the future, we plan to actively collaborate with related organizations and startups to present more diverse secondary works based on the Heundi IP, enabling more customers to experience Heundi.”