Bapsnu and Yonsei Milk Collaboration Products
Sales Surge Ahead of College Entrance Exam... The Power of University Brands
As the 2026 College Scholastic Ability Test approaches on November 13, traditional scenes of shelves filled with yeot (Korean taffy) and glutinous rice cakes have disappeared. Instead, “good luck gifts” featuring university brands, health supplements, and practical gift sets are capturing the attention of consumers.
According to the industry on November 11, since Emart24 launched its Yak-kong Soy Milk Bread in collaboration with Bapsnu, a technology holding company of Seoul National University, dessert sales from the 1st to the 7th of last month increased by 73% compared to the same period last year. In particular, the Yak-kong Soy Milk Bread series-including “Cookie-Covered Cream Bread,” “Castella Blanket Bread,” “Yak-kong Cream Bread,” and “Caramel Yak-kong Cream Roll”-swept the top four spots in dessert corner sales. Bapsnu is a brand that has built recognition with soy milk and protein snacks, emphasizing its image as a “health food made with Seoul National University technology.”
University Brands and Practical Products Take Center Stage
CU, the convenience store chain operated by BGF Retail, is also reaping the benefits of university brand collaborations. The “Yonsei Milk Cream Bread” series, launched in partnership with Yonsei Milk, has become known as a “good luck bread” during the exam season, with sales increasing every year. According to CU, sales of Yonsei Milk Cream Bread from October 28 to November 6 this year rose by 26.7% compared to the previous year. The product saw a growth rate of 160.7% in 2023 (from October to the first week of November) and 58.4% in 2024, continuing its upward trend this year as well.
A food industry official commented, “College entrance exam marketing, which used to focus on the emotional appeal of ‘stick-to-it’ yeot, is evolving into a form that combines practical consumption with elements of fun.”
“O-shaped Snacks” and “Bousse”: Support Marketing with Wit and Storytelling
Health supplements that help with condition management and stamina maintenance have also emerged as a core part of college entrance exam marketing. Korea Ginseng Corporation’s CheongKwanJang is giving away a “CSAT Sharp” study pencil to customers who purchase the “iPass Energy Shot” for test-takers. hy is running an event where customers who buy the “Fermented Red Ginseng K-Stick” receive a “Good Luck Wristwatch.” Starbucks has launched a CSAT gift set that bundles clover (good luck) design thermal lunch boxes and bottles with desserts and chocolates.
“Idea products” featuring messages of encouragement for test-takers are also being introduced. In September, Nongshim released a limited-edition “Onion Ring CSAT Package” shaped like a correct answer “O.” With the concept of “symbol of the correct answer,” only one million units were produced. The company stated, “All units have been shipped to distributors,” and added, “We are close to selling out all one million packs.”
Haitai Confectionery, buoyed by last year’s popularity, has again released the “CSAT Home Run Ball” and the large “Mega Home Run Ball” this year. Matching the approximately 500,000 CSAT test-takers, 500,000 units of this product were released as a limited edition and have already sold out. The chocolate brand Ferrero Rocher is running a school competition support campaign with the slogan “Make This Moment Golden,” offering gifts to all students at the school that receives the most support. Paris Baguette has launched a gift set of the traditional French dessert “Bouchee,” cleverly named “Bousse” to play on the Korean word for “stick” (as in “stick the exam”), wishing success for test-takers.
Beverages have also benefited. Dong-A Otsuka’s “Dejawa” saw its sales during the CSAT season (September to November) over the past three years increase by 20% compared to June to August. “Dejawa” is a milk tea made from black tea extracted from young tea leaves from Java, Indonesia, containing 55mg of caffeine per 240ml can. A Dong-A Otsuka representative explained, “From 2022 to 2024, average sales during the CSAT season were about 20% higher than in the off-season, and the gap between the highest and lowest sales months exceeded 40% for three consecutive years.” The representative added, “In interviews with users of the dedicated ‘Dejawa’ vending machine installed at Seoul National University, many said it was easy on the stomach even when fasting and, with lower caffeine than an Americano, was suitable for all-night study sessions.”
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