"Providing Differentiated Experiences to the MZ Generation" BGF Retail and Sandbox Sign Business Agreement

Utilizing Over 15,000 Nationwide Stores as Digital Content Hubs, "Providing Differentiated Experiences for the MZ Generation"
Joint Initiatives Including Creator-Linked Product Launches, Online Channel Collaboration, and Social Contribution Campaigns

(From the right) BGF Retail CEO Lee Geon-jun and Sandbox Network CEO Lee Pil-seong are taking a commemorative photo at the business agreement ceremony.

[Asia Economy Reporter Yuri Kim] BGF Retail, the operator of CU, announced on the 6th that it has signed a 'Strategic Business Agreement for the Activation of Digital Commerce' with digital entertainment company Sandbox Network, targeting the MZ generation.

The business agreement ceremony held on the 5th at Sandbox headquarters in Yongsan-gu, Seoul was attended by Geonjun Lee, CEO of BGF Retail, Pilseong Lee, CEO of Sandbox, and other officials. Based on this agreement, both companies will carry out ▲launching new products linked to creator content ▲collaboration between online channels ▲development of social contribution campaigns.

BGF Retail will utilize over 15,000 CU stores nationwide as digital content hubs based on Sandbox's unique intellectual property (IP) and online network, providing differentiated experiences to the MZ generation.

Starting with the processed egg series in collaboration with webtoon artist and creator Juhomin on the 22nd, BGF Retail plans to launch various products in categories such as ready-to-eat meals and home meal replacements (HMR) planned together with creators affiliated with Sandbox.

Video content using popular CU products will also be introduced. Various collaborative videos produced based on the representative content of affiliated creators will be released on CU's official YouTube channel, 'CUtube.' CU stated, "The collaborative videos have received great responses from the MZ generation," adding, "The 'White Day Live Date' broadcast held last month with Kim Haejun recorded about 2,000 simultaneous viewers."

BGF Retail plans to promote social contribution campaigns such as 'iCU,' a campaign to prevent missing children and child abuse, and the environmental protection campaign 'Be Green Friends' together with creators, encouraging the MZ generation to participate in these campaigns.

Geonjun Lee, CEO of BGF Retail, said, "We partnered with Sandbox, Korea's leading multi-channel network (MCN) company, to provide new fun through various channels to the MZ generation, the core consumer group of convenience stores," adding, "We will develop a digital commerce collaboration model with Sandbox reflecting rapidly changing trends and provide differentiated content."

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