1.6 Trillion Kidult Market... Lotte Mart Opens 'Pokemon' Store
[Asia Economy Reporter Cha Min-young] As the kidult character industry has grown to a scale of 1.6 trillion KRW, Lotte Mart has opened a character specialty shop to target the market.
On the 17th, Lotte Mart announced that it had set up a 'character specialty shop' at its Guro branch with a sales area of 83㎡ (approximately 25 pyeong). The store is decorated with the 'Pok?mon' character, which is especially popular among kidults. The product lineup includes various categories such as toys, stationery, snacks, electronic games, and fashion accessories, with the representative products being the 'Pok?mon Snack 7 Types' exclusively offered at Lotte Mart. There are also items like the 'Pok?mon Fancy Set' and 'Pok?mon Wireless Keyboard.'
Lotte Mart opened the character specialty store because the domestic character industry is growing in scale every year. According to the '2018 Content Industry Statistical Survey Report' by the Korea Creative Content Agency, the character industry market size showed continuous growth with sales increasing by 8.8% from 2015 to 2017.
In particular, according to the Korea Creative Content Agency, the kidult character industry is continuously increasing along with the rise in single-person households, estimated to be around 1.6 trillion KRW in scale. It is analyzed that the market size could grow up to approximately 11 trillion KRW in the future with consumer expansion.
The proportion of kidult products in Lotte Mart's toy sales is also increasing. The sales share, which was only 10.2% in 2017, steadily grew to 14.1% in 2018 and 16.3% in 2019.
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Kim Kyung-geun, Lotte Mart's Toy MD (Merchandiser), said, "As the character industry grows, we planned and launched the specialty shop considering customers' demand for character products. We hope customers can enjoy popular character products, which were previously only available short-term at pop-up stores, at Lotte Mart throughout the year."
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