'Jung Yong-jin Code' Consecutive Home Runs

SSG Landers Baseball Team's Starbucks Uniform
'Free Drinks with Tumbler' Eco-Friendly Event
Jeyrilla, a Character Resembling Jeong Yong-jin
Emotional Marketing Targets MZ Generation Preferences

[Asia Economy Reporter Lim Hye-seon] Chung Yong-jin, Vice Chairman of Shinsegae Group, who vowed to sweep the baseball scene, is hitting consecutive home runs by actively engaging in marketing across affiliated companies. Following Vice Chairman Chung's directive to "actively utilize the Starbucks brand," each affiliate is showcasing unique and creative marketing, establishing a new corporate image that is familiar and tailored to the tastes of the MZ (Millennial + Z) generation.

Uniforms as Starbucks Goods

On the 21st, SSG Landers will wear specially made limited-edition ‘Starbucks uniforms’ during the three-game home series against the LG Twins at Incheon SSG Landers Field. Unlike the existing red uniforms, these are green, symbolizing Starbucks, with ‘Landers’ written on them and the Siren logo added. The lower front of the uniform features mascots representing both Starbucks and SSG Landers. Logos of affiliates such as Peacock and Emart24 are also placed throughout the uniform.

The Starbucks uniform originated from Vice Chairman Chung’s idea. He said, "The fan base that enjoys baseball and Starbucks fans belong to the same generation," and ordered, "Find ways for all Emart affiliates to collaborate with Starbucks and SSG Landers." After his directive, CEOs born in the 1970s quickly took action. The idea to make the SSG Landers uniform a limited-edition Starbucks good was adopted. The uniforms worn by players from the 21st to the 23rd will be sold in a limited quantity of 500.

The uniforms also embody the meaning of ESG (Environmental, Social, and Governance) management. They are made from ‘recycled polyester’ yarn produced by recycling discarded PET bottles, and an event is held where customers who bring their own tumblers receive a free iced Americano. The aim is to reduce the use of disposable cups inside the baseball stadium. Among netizens, there is a welcoming atmosphere with comments like "Yong-jin hyung is treating us to Starbucks Americano."

For the game on the 23rd, Starbucks invited about 300 related partners, including the ChildFund Korea, Heart Heart Foundation, Beautiful Foundation, and Cultural Heritage Trust, which are involved in Starbucks’ social contribution projects. Representing 708 Starbucks partners with disabilities (based on legal disability standards), the Starbucks hearing-impaired store manager and assistant manager participated in the ceremonial first pitch and first batter, adding significance to the event.

Collaboration with Starbucks continues at SSG.com and Shinsegae Chosun Hotel. Earlier, on the 13th and 20th, SSG.com sold Starbucks e-frequency goods exclusively online. The stock prepared in 30 minutes was sold out. The boutique hotel Lescape, affiliated with Shinsegae Group, launched a package offering Starbucks goods. A hotel official explained, "One week after starting package sales, the reservation rate is three times higher compared to packages from other seasons."

The 1970s-born Chung Yong-jin-led Team

With Vice Chairman Chung directly leading marketing efforts, the atmosphere at Shinsegae Group is also changing. ‘Jayrilla,’ which is expanding its worldview centered on Shinsegae Foods, is one such example. Jayrilla, a character resembling Vice Chairman Chung, is set to enter the goods market.

Last year, Vice Chairman Chung placed executives born in the 1970s at the forefront of affiliate leadership. Among 13 affiliates, six saw changes in their CEOs, including Kim Jang-wook (53), CEO of Emart24, and Song Hyun-seok (52), CEO of Shinsegae Foods. The overall leadership of Emart affiliates was entrusted to CEO Kang Hee-seok (51), who was judged to have successfully led Emart last year. CEO Kang is focusing on instilling the ‘Chung Yong-jin sensibility’ across all affiliates.

A Shinsegae Group official said, "The retail industry has long been viewed as conservative and slow to innovate and change, but now things have changed. Vice Chairman Chung is leading the way, supported by the 1970s-born affiliate CEOs, speeding up decision-making and increasing cases where employees’ fun ideas are connected to marketing."

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