Catch the Vacation Crowd... Food Industry Sees Flood of 'Collaborative Marketing'

[Asia Economy Reporter Lim Hye-seon] The food industry has pulled out the ‘collaborative marketing’ card to target consumers planning vacations within Korea.

According to related industries on the 24th, food companies have carried out unique collaborations with companies related to the popular domestic travel destination ‘Jeju’ or launched camping products together with camping companies that have rapidly emerged due to COVID-19.

The region that consistently ranks as a preferred domestic travel destination is undoubtedly ‘Jeju Island.’ In fact, a survey conducted by JobKorea targeting office workers preparing for summer vacations showed that Jeju Island and Busan each ranked first with 17.3% as planned travel destinations. In response, the distribution industry has engaged in collaborations to indirectly provide the sentiment of traveling to Jeju.

Meal kit company MyChef partnered with Jeju Air to release ‘Jeju Meal Kit 3 Types,’ utilizing Jeju’s local specialties to ease the frustration of consumers facing travel restrictions during the holiday season due to the resurgence of COVID-19. This product is the first meal kit introduced through cross-industry collaboration in the airline industry.

The Jeju Meal Kit 3 Types consist of ‘Jeju Black Pork Butadon,’ ‘Jeju Black Pork Minari Stir-fry,’ and ‘Jeju Red Shrimp Seafood Jjamppong.’

Pizza Hut Korea also collaborated with Jeju Beer to launch the ‘Jeju Special Edition,’ allowing customers to experience Jeju’s vibe at home. The Jeju Special Edition includes a Mega Crunch Pizza featuring ‘Jeju Gorgonzola’ pizza, boneless herb chicken, two cans of Jeju Beer, and one Jeju Beer exclusive glass.

Collaborations targeting camping enthusiasts are also increasing. SPC Group’s Paris Baguette released a limited edition ‘Camping Goods Vol. 3’ in collaboration with Nordisk. Camping Goods Vol. 3 consists of a ‘wood cutting board and cup set,’ made from durable beech wood, featuring eco-friendly materials. The wood cup is designed in the style of a Kuksa cup (a camping cup hand-carved from solid wood by Northern European campers), and the wood cutting board boasts a soft curved design. This product sold out within two hours of pre-order opening, gaining strong interest.

Hollys Coffee also introduced ‘Camping Goods 3 Types’ in collaboration with Highbrow as part of its summer promotion goods. The Camping Goods 3 Types were released again this year due to the great consumer response to last year’s collaboration between Hollys and Highbrow. The set includes a ‘Slow Chair,’ ‘Mellow Table,’ and ‘Glow Lantern,’ characterized by emotional design and excellent practicality.

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