Catch the MZ Generation... Food Industry's Unique Collaboration with the Gaming Industry

[Asia Economy Reporter Seungjin Lee] The food industry has launched efforts to capture the MZ generation (Millennials + Generation Z) through collaborations with well-known game brands both domestically and internationally.

On the 30th, according to the food industry, Ilhwa's barley carbonated drink ‘Makkol’ partnered with the global FPS game Call of Duty to release the limited edition ‘Makkol Call of Duty Black Ops War.’ Following the great response to the first collaboration product ‘Makkol Call of Duty Modern Warfare,’ which sold over 1.3 million units within two months of its release last summer, this is the second collaboration in succession.

KFC recently conducted a collaboration promotion with Devsisters' new mobile game ‘Cookie Run: Kingdom.’ The collaboration products include two types: the ‘Cookie Run Kingdom Pack’ and the ‘Cookie Run Kingdom Delivery Pack,’ available until the 8th of next month. The packages feature stickers depicting ‘Colonel Sanders’ transformed into a Cookie Run character alongside the ‘Brave Cookie’ wearing a KFC apron, adding visual enjoyment.

The Cookie Run Kingdom Pack includes the Colonel Ghost Hunter Burger, two pieces of Hot Crispy Chicken, Twister, Cajun Fries, coleslaw, and two drinks. The Cookie Run Kingdom Delivery Pack consists of the Colonel Ghost Hunter Burger, Zinger Burger, two pieces of Chirur Black Label Chicken, a biscuit, and two drinks, making it a suitable portion for families or couples.

HK Innoen’s beverage brand Heotgaesu partnered with Wemade’s mobile game ‘Mir4’ to launch ‘Heotgaesu Mir4.’ Both the game users and the product share a common main customer base of people in their 30s and 40s. To participate in the ‘White PET Bottle Campaign,’ which helps with recycling by removing labels from beverage bottles, the collaboration product hides a code inside the packaging label that can be used to obtain in-game items. This product has gained popularity among game users, leading to bulk orders on online shopping malls.

Additionally, convenience store CU introduced a ‘collaboration lunchbox’ last month with Nexon’s mobile MMORPG ‘Baram-ui Nara: Yeon.’ ‘Baram-ui Nara: Yeon’ is a mobile game that has surpassed 6 million cumulative downloads and is highly popular among young users, with 70% of players in their 20s and 30s. The collaboration lunchbox includes a coupon with a scratch-off number that, when entered in the game, randomly awards popular items based on probability.

Ilhwa’s Planning Director Nasangpoon said, "Collaborations with game companies are gaining renewed attention amid the non-face-to-face consumption culture caused by COVID-19," adding, "Besides the effect of increasing brand awareness, a major advantage is that offering benefits usable within the game can boost product repurchase rates."

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