Catch the MZ Generation: Convenience Store 'YouTube War'

CU's 'CUtube' Surpasses 300,000 Subscribers
GS25 Reaches 220,000 Subscribers, Mukbang and Cookbang Popular
Younger Audience Visits Stores After Watching Videos

CU announced on the 23rd that the number of subscribers to its official YouTube account, 'CUtube,' has surpassed 300,000. (Photo by YouTube)

[Asia Economy Reporter Seungjin Lee] The convenience store industry is in the midst of a fierce 'online battle' to secure YouTube subscribers. The MZ generation (Millennials + Z, young people born after 1980), who are familiar with using videos, have emerged as the core consumer group, intensifying competition to target them.

According to the convenience store industry on the 23rd, CU's official YouTube channel 'CUtube' surpassed 300,000 subscribers. After reaching 100,000 subscribers earlier this year, the number of subscribers has rapidly increased, exceeding 300,000 within six months for the first time in the convenience store industry.

The 'Paycoin' advertisement video released last April recorded a blockbuster with over 2.6 million views. Paycoin payment service is a virtual currency payment service based on blockchain, and CU gained great popularity by incorporating the so-called B-grade sensibility known as 'byungmat culture,' which the MZ generation enthusiastically embraces, into the advertisement.

GS25's YouTube subscribers also exceeded 220,000. GS25 offers a variety of content including traditionally popular formats such as 'mukbang' (eating broadcasts) and 'cookbang' (cooking broadcasts), as well as content featuring famous celebrities. Their self-produced character 'Samgimi' stars in a series of animated content centered on episodes experienced at convenience stores, receiving positive responses.

GS25 is serializing its self-produced character animation content 'Samgimi' on YouTube. (Photo by YouTube capture)

Seven Eleven recently joined the online battle by reaching 100,000 YouTube subscribers. Posting 1 to 2 videos weekly, they stand out by utilizing idol singers to target young customers in their early teens. Seven Eleven plans to diversify its content further to increase YouTube engagement.

YouTube awards a Silver Button when a channel surpasses 100,000 subscribers, and only the three major convenience store chains in the distribution industry have received this award. Department stores and large supermarkets also use YouTube accounts, but none have yet received a Silver Button. The reason convenience stores pay particular attention to YouTube is that the MZ generation has become their main consumer base.

This generation spends a significant amount of their leisure time watching YouTube and visits convenience stores at least once a day. As the convenience store market becomes increasingly saturated, securing young future customers by dominating their primary media channels is considered crucial.

An industry insider from the convenience store sector explained, "In the past, many customers preferred to touch and examine products before purchasing, but over the years, more people are encountering content on social network services (SNS) like YouTube first, then visiting stores," adding, "The industry plans to focus more on communication through videos."

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