Adult Stationery Store 'Dukkeop Sanghoe' Attracts 10,000 Visitors... Enthusiasm for Toad Dolls and Hanbangul Glasses

[Asia Economy Reporter Lee Seon-ae] Korea's first liquor character shop, Ddukkeop Sanghoe, has successfully concluded.

HiteJinro announced on the 28th that the adult stationery store 'Ddukkeop Sanghoe,' opened in Seongsu-dong, Seoul, successfully ended its run after attracting over 10,000 cumulative visitors during the 70 days from August 17 to October 25. This averages to about 140 visitors per day.

Ddukkeop Sanghoe was a pop-up store selling Jinro's character Ddukkeobi goods, as well as popular goods and promotional items from HiteJinro. It was planned in response to the overwhelming demand from customers who could not obtain HiteJinro goods and to repay their continuous love.

Despite the implementation of social distancing level 2.5 for COVID-19 prevention from August 30 to October 12, just after the opening of Ddukkeop Sanghoe, a smart waiting system was introduced to reduce waiting times, and strict quarantine rules were applied to ensure both customer safety and the store's success.

The most popular goods at Ddukkeop Sanghoe were drinking glasses such as the Yojeum Somac glass, Jinro soju glass, and Hanbangul glass, influenced by the trend changes due to COVID-19 and home drinking culture, as well as Ddukkeobi character items like Ddukkeobi figurine dolls and keyrings. In particular, the Yojeum Somac glass, which sold over 10,000 units, was purchased by nearly every visitor with at least one per person, becoming an essential purchase item at Ddukkeop Sanghoe. The Chamisul backpack, which sparked buzz on various SNS and communities, was sold in a limited quantity of three per day with a one-per-person rule, and was sold out daily with customers waiting one to three times, proving its popularity.

Through Ddukkeop Sanghoe, HiteJinro delivered a unique brand experience to customers and successfully led character and goods marketing, which was unfamiliar in the domestic liquor industry. HiteJinro plans to continue repaying customer love and showcasing differentiated marketing through various methods.

Oh Seong-taek, Executive Director of HiteJinro Marketing Division, said, "Ddukkeop Sanghoe was prepared as a way to repay customers who have cherished Jinro, the original soju, and the clean lager Terra," adding, "We will continue to carry out differentiated marketing activities with HiteJinro's unique sensibility so that Jinro and Terra can become brands loved by even more people."

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