Delixer and Vegan Tiger Leading Value Consumption... "BTS Jungkook Bracelet Sold Out Craze"

‘Meaning Out’ Revealing Beliefs
Delixir Bracelet Proceeds Donated
Vegan Tiger Rejects Animal Abuse
MZ Customers Make Up Half of Total

Lee Sang-bong, CEO of Delixir (left), Yang Yoon-ah, CEO of Vegan Tiger.

[Asia Economy Reporter Lim Chun-han] "I feel happiness as a fan by copying BTS Jungkook's bracelet (Sonminsu, a term referring to imitating a specific person's behavior or clothing), and at the same time, I experience the double happiness of supporting abandoned animals."

On the 19th, according to global e-commerce platform Cafe24, the perspective of the MZ generation (Millennials + Generation Z) is spreading, viewing consumption not simply as purchasing goods but as a means of 'meaning out' that reveals the buyer's beliefs. According to a survey by the growth management application Grow in July last year, 8 out of 10 MZ generation respondents considered themselves value consumers. They rated the influence of ESG (Environmental, Social, Governance) factors on their choice of products or brands at an average of 3.5 points on a 5-point scale.

The brand Delixer is a good example illustrating the meaning out trend. Not only does it have a pretty appearance, but news that a portion of the bracelet's proceeds is donated to organizations helping abandoned animals spread by word of mouth among Jungkook fans, causing a sell-out frenzy. Even afterward, consumers continued to post online certifications of purchasing accessories and helping abandoned animals. Lee Sang-bong, CEO of Delixer, said, "Recently, meaningful consumption has been given various meanings, making it easy for anyone to participate," adding, "Especially when celebrities engage in such consumption, fans take an interest in social issue improvements and practice them together, which made me feel the influence."

Vegan Tiger is a vegan fashion brand that pursues fashion without animal cruelty. It is common to find consumers introducing Vegan Tiger as kind fashion on the internet. The proportion of customers aged 25 to 35 accounts for 42% of the total, showing its popularity among the MZ generation. Vegan Tiger's clothing is also famous for being worn by many celebrities. The tiger shirt worn by Yoo Jae-suk when playing the role of 'Jimmy Yoo' in the variety show 'Hangout with Yoo' Refund Expedition Team episode is from this brand. CEO Yang said, "I think it is very meaningful that celebrities popular with the public lead positive changes," and added, "Such support is a great strength for small brands pursuing value consumption."

Both brands built their own malls based on Cafe24 and use the 'Instagram Shops' feature to link and display their products on their own malls, employing a strategy to attract customers to their shopping malls. CEO Yang said, "The own mall is the most important space where consumers and brands meet," adding, "Because we communicate directly with customers without intermediate distribution processes, it is easy to understand customer demand and feedback." CEO Lee explained, "There are many cases where products go viral through active communication," and "Many consumers who purchase value consumption products also participate in communication by expanding their activities to various donations and volunteer work afterward."

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