Riding the Popularity of 'Ddibuseal', Seven Eleven PB Bredaum Sales Surge

The Bredaum Castella featured in the drama "Twenty-Five Twenty-One."

[Asia Economy Reporter Jeon Jinyoung] The ‘Ddibuseel’ featured in tvN’s popular drama Twenty-Five Twenty-One is becoming a hot topic. Set in 1998, when Ddibuseel was all the rage, the drama shows the female lead ‘Na Heedo’ developing an attachment to and collecting the cute character stickers (Ddibuseel) she finds while eating bread. Following the broadcast, sales of the product surged.

Convenience store 7-Eleven announced on the 14th that sales of its premium bakery private brand (PB) ‘Bredaum’ products, which include Ddibuseel stickers, have significantly increased after being featured in the popular tvN drama Twenty-Five Twenty-One. Sales during the week starting from the 7th tripled compared to the previous week after the product aired on TV. Three Bredaum items containing Ddibuseel ranked 2nd to 4th in overall bread sales at 7-Eleven, following the Pok?mon bread, which has recently gained fame for its Ddibuseel, clearly showing the Ddibuseel effect.

On the 6th, the female lead was shown decorating her diary with Ddibuseel after eating ‘Bredaum So Sweet Castella’ and gifting ‘Bredaum 24-Layer Mont Blanc Pastry’ to friends to collect more Ddibuseel stickers.

A 7-Eleven product manager said, “The scene where the male lead Baek Yijin collects Ddibuseel and gives it to Na Heedo sparked curiosity among many viewers and evoked nostalgia for collecting stickers in childhood. As a result, inquiries about products containing Ddibuseel have increased significantly since the broadcast.”

‘Bredaum’ is a premium bakery brand launched by 7-Eleven in April last year, combining ‘Bread’ and ‘Daum,’ meaning characteristics or qualifications. There are three products containing Ddibuseel: ‘So Sweet Castella (3,200 KRW),’ ‘Sweet Cream Bread (1,600 KRW),’ and ‘Brioche Red Bean Bread (1,500 KRW).’ The ‘24-Layer Mont Blanc Pastry (2,000 KRW)’ featured in the drama will be released later.

7-Eleven is also running the ‘2521 Ddibuseel Challenge’ event until the end of March. One person who collects all 24 types of Ddibuseel will be drawn to receive 1 million KRW, and seven people who collect eight types will receive a ‘Signiel Hotel accommodation voucher.’ Additionally, 100 participants will be drawn to receive a 10,000 KRW 7-Eleven mobile gift card. The event details can be found on 7-Eleven’s official Instagram, and participants can upload a certification photo after collecting the stickers.

Hwang Ilju, a promotion manager in 7-Eleven’s marketing team, said, “Recently, there is a trend where items that evoke nostalgia for older generations and provide new experiences for the MZ generation are enthusiastically collected. We will continue to respond quickly to trends and carry out various marketing activities that resonate with consumers.”

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