Held from June 19 to 21
A treasure-hunting adventure with Whaleit
Limited-edition Whaleit merchandise for mission participants
Peacock X Hyundai Card collaboration product tastings
Plenty of attractions including a photo booth
Emart announced on the 19th that it will participate in Hyundai Card’s cultural convergence event “Da Vinci Motel” from the 19th to the 21st, opening a “Whaleit Island” pop-up store on the first floor of Vinyl & Plastic in Itaewon.
The Da Vinci Motel event, which first began in 2019, marks its fifth edition this year. Emart has participated each year with a new concept to broaden its connection and enhance communication with customers in their 20s and 30s.
This year, Emart has chosen its marketing innovation, the “Whaleit Campaign,” as the core theme, aiming to make products, prices, and discounts more accessible and familiar to customers. The pop-up store features a bright sailing ship backdrop reminiscent of a treasure ship, creating a voyage atmosphere where visitors set out in search of treasure with Whaleit.
The Whaleit character was inspired by flipping Emart’s alphabet “e,” which resembles a whale, and incorporates a wordplay on the English word “great.” The company expects that, combined with the treasure ship interior, this will attract significant customer attention.
As a main event, visitors who present coins found in a treasure chest can sample popular Peacock menu items, including hot dogs, nachos & chili con carne, and whole chicken drumsticks.
Additionally, those who participate in QR code missions hidden throughout the venue will have the chance to win prizes such as Whaleit plush toys and keyrings, large Trader’s shopping bags, and Peacock and “OK Price (5K PRICE)” products through a raffle.
A “Time Attack Event” will also feature tastings of collaborative products from Peacock and Hyundai Card. On the 4th, Emart and Hyundai Card launched Peacock RMR (restaurant meal replacement) products featuring popular dishes from local favorite restaurants, based on actual customer purchase data. Signature items include Hongbok’s Yuni Jjajangmyeon and Yurimgi from Namdaemun, Lamura’s Black Ramen and Chicken Skin Dumplings from Seongsu, and Yakitori Pano’s Tare Sauce from Cheongdam.
Emart is actively pursuing a variety of external collaborations to communicate with even more customers. In July, it partnered with Sono Hotels & Resorts to host a pop-up event themed “Yellow Week Festival” at Ocean World. Over two days, more than 4,000 customers participated in the large whale balloon photo zone and roulette prize event, and the Whaleit Song dance challenge drew significant attention.
Kim Jungmin, head of branding at Emart, said, “The Whaleit Campaign is a project designed to let customers enjoy the Emart brand in their daily lives,” adding, “We will continue to engage with more customers through a diverse range of marketing activities.”
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