CU Launches 'Malpyo' Comprehensive Beauty Care Gift Set

[Asia Economy Reporter Seungjin Lee] CU has launched the ‘Malpyo Comprehensive Gift Set’ on the 12th as a unique White Day gift, collaborating with Malpyo Industrial, a brand famous for shoe polish, containing beauty care products.

Malpyo Shoe Polish, first introduced in 1967, is a representative long-selling product that has been consistently loved for over 50 years and still sells about 20 million units annually, making it a million-seller. The name Malpyo was given because horse leather, the best shoe material at the time, was highly regarded.

The Malpyo Comprehensive Gift Set features packaging shaped like the familiar brown Malpyo shoe polish tin, but it actually contains various beauty care products mainly used by women in their 20s and 30s, not shoe polish.

The set includes Malpyo lip balm (Cherry Blossom scent), hand cream (Cotton Blossom scent), and foot cream (Freesia scent), all contained in a shoe polish tin case. To capture the newtro concept, the product design reflects the evolution of the Malpyo logo from the 1960s to the present.

To make it easy to carry these products, a makeup pouch embroidered with the Malpyo logo is also included in the set. The Malpyo Comprehensive Gift Set is a seasonal product targeting the upcoming White Day and will be exclusively sold at CU in a limited quantity of 7,000 units.

CU has been steadily releasing surprising products that catch customers’ attention through unique collaborations with different brands, like the Malpyo Comprehensive Gift Set, achieving significant sales effects.

Bear Brand popcorn, made with Daehan Flour’s flour sacks, increased CU’s total popcorn sales by more than 40% with its innovative volume and unique packaging. Tom N Toms’ Tteokbokki served in a takeout coffee cup sold out early within a week of its release, limited to 20,000 units.

Additionally, unique products that reinterpret long-selling snacks over 40 years old, such as Byulppoppai, Satobap, and Jjanggu, into completely different products like fried noodles or yakisoba, have sparked great interest on social networking services (SNS).

Choi Yujeong, MD of the Household Goods Team at BGF Retail, said, “We aimed to give customers new enjoyment by reinventing differentiated convenience store products using highly recognized brands. As fun consumers who seek enjoyment beyond the product’s original function are increasing, a shift in ideas is occurring across various products.”

This content was produced with the assistance of AI translation services.