Year-End Diary Expo Opens... 'Dakku' Concept Targeting MZ Generation Gains Popularity

A Flood of Benefits with the Launch of the '2021 Diary'

[Asia Economy Reporter Lee Seon-ae] The food and beverage industry is competing to launch the ‘2021 Diary.’ Following various goods that sparked consumers’ desire to collect in the first half of the year, the momentum is expected to continue with diaries in the second half. Especially this year, diaries with the ‘Dakku’ concept, popular among the MZ generation who want to express their unique personalities, have been released by several brands, drawing attention.

According to the related industry on the 29th, Gongcha Korea recently released the ‘2021 Gongcha Diary Set.’ Collaborating with the emotional stationery brand ‘Indigo,’ the ‘2021 Gongcha Diary’ was launched in two colors: warm beige and fresh mint. It is richly composed of three types of stickers, one type of sticky notes, one masking tape, and one stamp, stimulating the collecting desire of Dakku enthusiasts. In addition to various Dakku items, the set includes four 1+1 milk tea coupons, and emotional character illustrations depicting daily life with Gongcha catch the eye throughout the pages.

To receive the ‘2021 Gongcha Diary,’ customers must purchase a total of 10 drinks, including 5 promotional drinks, and accumulate frequency stamps through the Gongcha membership app. The promotional drinks include 14 types in total: three winter new menu items released on October 28 (Toffee Nut Milk Tea + Pearls, Chocolate Toffee Nut Smoothie, Dark Chocolate Milk Tea + Pearls) and 11 types from the 2020 season menu. Notably, when purchasing promotional drinks, stamps are accumulated on both the frequency card and the regular stamp card, so after drinking 10 cups, customers can receive the diary and free drinks, enjoying a double benefit. Consumers who wish to purchase separately can buy it at stores for 28,000 KRW.

Pascucci introduced the ‘2021 Pascucci Planner Kit’ in collaboration with the design stationery brand ‘Luka Lab.’ The planner comes in two types: a ‘DIY Planner Kit’ consisting of a book pouch, planner, and stickers that allow users to decorate their own diary, and an ‘Illustration Planner Kit’ featuring a planner, pouch, and stickers with illustrations based on Pascucci. The ‘2021 Pascucci Planner Kit’ can be purchased for 15,900 KRW when buying coffee or manufactured beverages.

Caffe Bene launched the ‘2021 Caffe Bene Planner Set’ under the concept ‘Present,’ which carries the meanings of ‘now’ and ‘gift.’ The set includes two half-year planners (red, blue), three types of memo pads (checklist, consumption tracking, monthly goal achievement), four types of stickers (two daily life stickers of Bene Cat, two for Dakku), one masking tape, one magnet book clip, and a Caffe Bene discount coupon. Considering user convenience and portability, the planner is designed as a 6-month planner rather than a perpetual planner. Customers can receive the planner set for free by collecting 10 frequency stamps after ordering Caffe Bene drinks, including one winter new menu drink.

Starbucks Coffee Korea is holding a Christmas e-frequency event until the 31st of next month, selling ‘2021 Starbucks Planner 4 types.’ Customers who purchase 17 manufactured drinks, including 3 mission drinks, and complete e-sticker accumulation will receive the planner, or they can purchase it for 32,500 KRW per book (limited to 2 types).

The planners were created in collaboration with the Italian premium diary brand Moleskine and come in four types: a standing scheduler (white) that can be used like a desk calendar, a handy scheduler (green), a routine diary (mini), and a note keeper (Armani). The standing scheduler comes with a portable mini calculator. The handy scheduler, routine diary, and note keeper each include a mini pocket that can be attached to the planner or used as a card or business card holder.

Ediya Coffee’s ‘2021 Diary Set,’ released this month, features designs in collaboration with illustrator SUBSUB. It captures the small happiness and warmth of daily life given by a cup of coffee in the artist’s uniquely comfortable illustrations.

The product consists of six highly practical items: two types of calendar and pouch sets, stickers, and a ballpoint pen. The illustration on the back of the calendar is designed to be used as an interior accessory, enhancing usability. The two pouches (for travel and daily use) use beige canvas material to add a warm feeling. The ‘2021 Diary Set’ can be purchased at stores for 25,000 KRW.

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