Why You Buy Jinro Ddukkeobi Figures... Consumer Psychology Stimulated by the 'Economics of Ownership'

Prolonged Domestic Slump Due to COVID-19... Brand Goods Reflecting Brand Identity and Fun Elements Gain Popularity
Diverse Goods Including Trendy Retro Items, Limited Editions, and Collaborations with Funding Sites

[Asia Economy Reporter Lee Seon-ae] The food industry is focusing on 'ownership marketing,' which stimulates consumers' desire to own through various goods. In a situation where consumption has stagnated due to the novel coronavirus infection (COVID-19), goods that reflect the brand's identity and fun elements have attracted attention as a strategy to increase loyalty among existing customers and secure young customers who are willing to pay for unique experiences. Accordingly, companies are providing consumers with unique experiences by releasing retro-style goods that evoke nostalgia, limited edition goods, or selling collaboration products using funding platforms.

According to the related industry on the 4th, Jeong Food, which produces and sells the original soy milk Vegemil and plant-based health drinks, recently introduced the 'Vegemil Retro Cup,' reflecting the trending retro sentiment. The retro design combines the Vegemil signature logo on a glass cup, making it practical while evoking the nostalgic taste of Vegemil enjoyed at grandmother's house during childhood.

The 'Vegemil Retro Cup' is currently being offered through consumer events on Jeong Food's official Instagram account. Last spring, Jeong Food also received a good response by releasing the 'Vegemil Stationery Set,' which includes various stationery items such as pencils, memo pads, and notebooks featuring a character shaped like a soybean. In addition, they are producing various goods such as the mini table 'Vegemil Gwiyeomsang' with the Vegemil logo, which are given as gifts when purchasing Vegemil through specific channels or via social network service (SNS) events.

A Jeong Food official said, "'Vegemil Retro Cup' was an item highly requested by consumers online, and its popularity comes from stimulating retro sentiment while being highly practical." He added, "We plan to strengthen communication with consumers through various goods and marketing activities and provide new experiences and fun to the MZ generation, who value brand experience."

Dong-A Otsuka recently launched the 'Demi Soda Masking Tape' as its first physical good and held a consumer giveaway event. Dong-A Otsuka opened a virtual goods Instagram account called 'Dong-A Goods' at the end of last year, where they imagine and upload goods for their beverage brands 'Pocari Sweat,' 'Demi Soda,' and 'Dejawa.' The newly introduced 'Demi Soda Masking Tape' is receiving a good response among young consumers, riding the wave of the 'dakku' (diary decorating) trend popular among the MZ generation.

Some companies are seeing significant sales increases through limited edition sales that stimulate the desire to collect. Recently, OB Beer opened a brand-exclusive store called 'OB Lager Store' on Naver Smart Store, selling various goods featuring the signature character 'Lalabear,' such as glass cup sets, coaster sets, and tube-type ice buckets. In July, T-shirts and hats released in collaboration with the fashion brand Guess sold more than half of the prepared stock during a three-day pre-sale period before the official launch.

Hite Jinro operates 'Dukkeop Sanghoe,' Korea's first liquor character shop that gathers Chamisul goods in one place. 'Dukkeop Sanghoe' sells various products, including the Chamisul backpack, which has been sold out and become a popular item, as well as Jinro's toad character figures, luggage tags, slippers, and more.

Some companies are increasing the visibility of their goods through crowdfunding platforms. Ottogi is currently conducting a goods funding project in collaboration with the startup Baekbandesign to commemorate the 50th anniversary of Ottogi Soup. This goods line is inspired by 'Santa Soup,' launched by Ottogi in 1970 as Korea's first soup, and maximizes the nostalgic feel of the original packaging. The goods include one dining table, one pot stand, one set of cup coasters, one set of magnets, and powdered soup, sold on the crowdfunding site Wadiz.

Sampeo's jerky brand 'Jiller' also introduced three types of 'Alone Jiller Tray' through Wadiz. It was planned with the popular character brand 'AJASSI,' featuring the 'AJASSI' character comfortably lying down and eating Jiller jerky in a humorous way. Participants in the funding can receive the 'Alone Jiller Tray,' Jiller jerky, glass mugs, and more depending on the amount contributed.

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