Collaborative product development with celebrities gains momentum in convenience store industry in South Korea

GS Retail, which operates the convenience store "GS25," has partnered with American chef Edward Lee. Lee has been involved from the recipe stage. On the 25th, "Lee Gyun Matcha Ma
Seven Korea, which operates Seven-Eleven, will be selling "Art Wine," a product planned in collaboration with actor Ha Jung Woo, who is also a wine lover. After its release on July 28th, it will be on sale for three weeks.
All 200,000 bottles prepared during the campaign were sold. BGF Retail, which operates CU, is collaborating with singer G-DRAGON to sell three types of "Peace Minus One Highball."
The reason why convenience stores are focusing on collaborations with celebrities is that consumers in their 20s and 30s are more concerned with brand than price, and they care about who made it.
Another reason is the worsening situation in the convenience store business due to the economic stagnation and shrinking consumption.
A person involved in the convenience store industry said, "Collaboration products with celebrities and influencers are a hot topic in the short term, but they are out of touch with young people.
However, rather than relying solely on celebrities, the company is also focusing on implementing differentiated strategies such as strengthening its product lineup and developing exclusive recipes.
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