Old-fashioned, Attractive... Why Does the 'Retro Sentiment' Resonate?

7080 Retro Sentiment Brand Image, Targeting MZ Generation Preferences
Gompyo, Maxim, Jinro, and Other Newtro Products "Selling Out Due to High Demand"

[Asia Economy Reporter Choi Saeng-hye] "The more rustic, the better it sells."

Alongside memes (online play culture and trending content using words, photos, videos), 'Newtro' (New + Retro) has firmly established itself as a major marketing trend. The past designs and popular products of brands, which may feel rustic, are being reinterpreted as so-called 'fun' brands by meeting the sensibilities of the 2030 generation. Since it can target all age groups rather than a specific group, it has become a core business strategy.

◇Gompyo Flour, Success Wherever It Meets= On the 10th, Gompyo, a flour brand with over 70 years of tradition from Daehan Flour Mills, is creating success stories wherever it collaborates. Last month, Daehan Flour Mills and convenience store CU teamed up to launch 'Gompyo Wheat Beer,' which sold out its initial production of 100,000 units in just three days. Cumulative sales surpassed 300,000 units within a week. This is CU's best performance in three years since it first introduced craft beer in the industry in 2017. The beer cans feature Daehan Flour Mills' polar bear mascot 'Pyogom' and the distinctive retro font and package design of Gompyo flour. Thanks to this, it also captured the taste of the 4050 generation, who had little interest in craft beer. According to CU, 81.7% of last year's craft beer sales were by the 2030 generation, with only 5.6% by those in their 40s. In contrast, the proportion of customers in their 40s for Gompyo Wheat Beer jumped to 14.3%.

A CU official evaluated, "Not only is it the number one domestic craft beer category, but it also ranks among the top 10 in total domestic beer sales, standing shoulder to shoulder with formidable large manufacturers' products." Gompyo is being commercialized across the board, including clothing company 4XR's 'Gompyo Padding,' Aekyung Industrial's 'Gompyo 2080 Toothpaste,' and Swanicoco's 'Gompyo Flour Cushion.' The somewhat rustic product design reminiscent of flour sacks is attracting the full attention of the young 2030 generation.

◇Maxim's Red Thermos Full of Rustic Charm= The nostalgic red thermos tumbler released by Dongseo Foods' Maxim, the originator of 'Dabang Coffee,' is also a star of the retro craze. The 'Maxim Retro Thermos,' launched as a limited edition product in April by Dongseo Foods, caused an online sell-out immediately after release. It faithfully reproduces the thermos that Dongseo Foods used to give as a free gift when buying coffee in the 1980s. The bright red background with a large Maxim logo is impressive, and advertisements using old fonts targeted the retro sensibility that the MZ generation is enthusiastic about.

Actress Gong Hyo-jin, dressed in clothes popular in the 1980s, says "It feels good when you drink it in a mug" in a vintage-style study, evoking nostalgia for the middle-aged and providing fresh fun for the 2030 generation. As more consumers sought the Maxim Retro Thermos, Dongseo Foods resumed sales both online and offline on the 28th of last month, but immediately after re-release, it dominated the real-time rising search rankings on various portal sites and quickly sold out again.

◇Toad Soju Stimulating Nostalgia of the 5060 Generation= Hite Jinro's blue toad 'Jinro Is Back,' returning after 50 years, is also maintaining hot popularity. Hite Jinro's annual target was 10 million bottles, but sales exceeded the target in just 70 days. Since then, the number of people seeking Jinro Is Back rapidly increased, surpassing 50 million bottles in September last year and 100 million bottles in November. This means it sold 5.4 bottles per second.

Hite Jinro explained, "The popularity is attributed to the concept featuring the 'Toad' that stimulates nostalgia for the 5060 generation and the transparent bottle, as well as lowering the alcohol content from 25 degrees in the past to 16.9 degrees to create a smooth and clean taste." The pop-up store 'Toad House,' recreating the pubs of Jinro's heyday, attracted about 13,000 visitors during its 45-day operation period and became a big topic online.

An official from the distribution industry said, "As the MZ generation, so-called 'fun consumers,' emerge as the main consumers, the Newtro concept that can target all age groups will remain a core marketing strategy for companies for the time being."

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