"Ordering Pizza Like a Game"... Food and Beverage Industry Enhances Entertainment Elements

Entertainment Marketing Targeting Fun-Seeking MZ Generation Trends
Guinness, Foam with Photo Print... Unique Experience
Domino's Pizza, Order Pizza Like Playing a Game
Sempio, Launches DIY Panty Kit Planning Pack with BYC

[Asia Economy Reporter Choi Sunghye] An era has arrived where even a plate of tteokbokki or a glass of beer won't sell unless it's fun. This phenomenon emerged as the MZ generation (Millennials + Z generation born after 1995), who avoid boredom and uniformity and value unique experiences and individuality, have risen as new consumers. Accordingly, the food and beverage industry is repeatedly making efforts to incorporate entertainment elements into both new product launches and marketing.

According to the related industry on the 20th, Diageo Korea recently expanded the number of Guinness Master venues offering the 'Guinness Stouty Service' from 17 to 100 by the end of this month.

The Stouty Service is a service that prints letters or images on the unique smooth foam of Guinness to create a 'beer of my own,' first started at the Guinness Storehouse in Dublin, Ireland, the home of Guinness. The Stouty Service has especially stimulated the sensibilities of Millennials who value unique experiences, generating a strong response. Although specialty cafes offering fun print services on coffee foam, such as 'Ssangyok Latte,' were popular in Korea several years ago, services based on beer foam have been hard to find.

Additionally, the Stouty Service can even print photos, making it popular among consumers who want to keep special memories with friends. Currently, on social networking service (SNS) Instagram, posts certifying visits to Guinness Master venues with printed faces of themselves or acquaintances on beer foam can be easily found.

Domino MyKitchen App Main Screen

Domino's Pizza My Kitchen App

Domino's Pizza has targeted the MZ generation through its mobile DIY ordering app 'My Kitchen.' My Kitchen features a three-dimensional space and objects rendered in 3D, applying dynamic effects throughout the pizza-making process. Consumers can select dough, toppings, sauces, and other ingredients from a list and choose the size via the app. They can stretch the dough with their fingers and shake their smartphones to add toppings. It’s a system where you make and order pizza as if enjoying a cooking game. A Domino's Pizza official explained, "since the app service introduction, the number of orders from loyal customers has been on the rise." In fact, from the 1st to the 14th of this month, the number of My Kitchen orders increased by about 24% year-on-year, a significant growth.

Pulmuone has been continuously engaging in entertainment marketing through a partnership promotion with the cooking simulation game ‘My Little Chef.’ My Little Chef is a cooking adventure game released by Grampus in 2016, where players can make distinctive dishes from around the world across 32 stages.

From February 27 to March 31, a promotion with the I’m Real (fresh fruit juice) brand was held in My Little Chef. Users of My Little Chef made I’m Real juices squeezed from seasonal fruits in the ‘Fruit House Restaurant,’ which offers various fruits and desserts within the game. A Pulmuone official stated, "When players completed the ‘Chef Mission’ in the game, they were entered into a draw to win a box of I’m Real. During this period, new member registrations on our official mall, Pulmuone Shop, increased about 4 to 5 times the monthly average."

Due to the strong response to the first promotion, a second noodle tteokbokki promotion was held from April 28 to May 31. Users of My Little Chef could make Pulmuone’s tteokbokki within the game, and purchasing Pulmuone tteokbokki products offline rewarded them with in-game currency and other benefits.

Saempo has attracted attention with unique entertainment marketing through its jerky brand 'Jilleo.' On the 4th, to celebrate 'Jerky Day,' they launched a DIY kit called 'Sori Beotgo Panty Jilleo' in collaboration with BYC. The Sori Beotgo Panty Jilleo DIY panty kit includes ▲ Jilleo Charcoal BBQ 60g ▲ one BYC cotton panty ▲ one heat-adhesive sticker. Users can freely arrange the lively designed stickers on the panty and attach them with an iron’s heat to create their own 'Jilleo Panty.'

An official from the distribution industry said, "Companies are increasingly trying to expand brand touchpoints through fun experiences for the mobile culture-centered MZ generation," adding, "Marketing targeting fun consumers (Fun+Consumer) will become even more active in the future."

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