Strengthening Fandom Marketing Targeting Teens and Twenties
Seven Eleven Sells SF9 Magazine
Emart24 Offers STAYC Album
"Convenience Stores to Become 24-Hour K-pop Playgrounds"
The convenience store industry is expanding collaborations with idol groups. They are strengthening fandom marketing targeting the core consumer base of convenience stores, the 10s and 20s age groups.
According to the convenience store industry on the 10th, convenience store Seven Eleven will sell a magazine containing concept photos of the idol group SF9’s new album at six stores in Seoul and Busan, including Dongdaemun Dundan Branch, and on the Seven app until the 16th. A 'SF9 Photo Magazine Planning Set' including Haribo jelly will also be released as a White Day limited edition product.
In the SF9 Photo Magazine Planning Set, customers can receive a lucky draw card that grants entry to a high-touch fan meeting (a fan signing event combined with high-fives with the artist) and a random digital photo card. Through a raffle, fans can also receive a member-signed Polaroid.
Previously, Seven Eleven’s offline album sales event for the K-pop group CIX held last month at the Dongdaemun Dundan Branch increased the store’s sales by 50% compared to the previous month. Additionally, the Jamsil Challenge Store saw a 30% sales increase through the same event. Building on these two successful artist collaborations, this time they partnered with the idol group SF9. Reflecting fans’ wishes, the number of participating stores was expanded to non-metropolitan areas, adding three stores in Seoul and Busan Seomyeon Central Branch to the existing locations.
Emart24 is exclusively selling girl group STAYC’s 5th single album nationwide through Emart24 stores and mobile app pre-orders until the 25th of this month. Visitors can purchase the album via barcode books at nearby Emart24 stores, and the albums will be sequentially shipped to the registered addresses starting from the 20th. Albums purchased through mobile app pre-orders can be picked up at the designated Emart24 store from the 29th.
Starting from the 25th, six types of ready meals and one dessert featuring photos of the members will be introduced. The collaboration products include ▲Jeongchan Dosirak (lunchbox) ▲Yubu Sushi ▲Sandwich ▲Spicy Pork Ham Roll Rice Ball ▲Kimchi Fried Rice Egg Roll Rice Ball, among others. All product packaging features STAYC’s IP.
Unique collaborations between convenience stores and artists are expected to continue expanding. Since 2023, Seven Eleven has been conducting marketing targeting strong fandoms such as characters, sports, and idols. Last year, through collaborations with the K League and Sanrio Characters, they planned the 'FC Seven Eleven' pop-up store, which achieved the highest sales among all pop-up stores held at Lotte World Tower. Emart24 has also sold albums from various artists such as Taylor Swift, Cho Yong-pil, Lim Yoon-chan, and Nuera.
Kim Tae-woo, Brand Marketing Manager of Seven Eleven’s Marketing Team, said, "Seven Eleven aims to target the demand of the 10s and 20s generation through collaborations with various artists this year and to grow as a platform where fandom culture can be more enjoyed. We will continue to provide fresh experiences to fans through unique collaborations with various artists and become a playground where K-pop culture can be enjoyed 24 hours a day."
Kim Sang-hyun, Team Leader of Emart24’s Service Platform Team, stated, "With the rising global status of K-POP and the opportunity to apply for STAYC’s fan signing event, we expect to attract many idol fandoms to Emart24. We plan to continuously introduce various artists through collaborations with entertainment companies and develop diverse services and content that captivate customers’ attention."
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