CU Launches LINE FRIENDS Specialty Zone in Mongolian Stores Featuring Popular Character Products
BGF Retail partners with LINE FRIENDS to showcase popular character products at CU stores in Mongolia.
View original image[Asia Economy Reporter Lim Chunhan] BGF Retail announced on the 19th that it will collaborate with the global character brand LINE FRIENDS to showcase LINE FRIENDS' original characters Brown & Friends and the globally popular character BT21 products at CU stores in Mongolia.
BGF Retail selected 10 stores located in key commercial areas such as shopping districts and university areas, including CU Shangri-La Store, Grand Office Store, Naadam Center Store, and Crystal Town Store in Mongolia, to introduce LINE FRIENDS specialized zones. This is the first time LINE FRIENDS is meeting Mongolian consumers in offline stores.
In particular, the CU Crystal Town Store will feature PLAY LINE FRIENDS, a second retail brand launched by LINE FRIENDS to expand contact points with global consumers, in a shop-in-shop format. This store is located 500 meters from the International University of Ulaanbaatar, a major university in Mongolia, attracting many young customers in their teens and twenties.
The CU Crystal Town Store has a 10㎡ space designated as PLAY LINE FRIENDS. This space is wrapped with Brown & Friends and BT21 characters on the walls and display shelves, and all display shelves are operated exclusively for LINE FRIENDS character products. The products introduced were selected by analyzing CU Mongolia's sales data, focusing on about 200 items such as digital devices, stationery, and fashion accessories that have a high sales proportion among customers in their teens and twenties.
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A BGF Retail official said, "Trendy products that captivated customers under 30, who make up about 70% of Mongolia's population, were the key to CU's successful penetration of the Mongolian market," adding, "As a global franchiser, we will continue to offer differentiated products and marketing that can enhance brand competitiveness in the global market, as demonstrated by this collaboration with LINE FRIENDS."
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