[On-site Video] "Can't Sell Because There's None" Pok?mon Bread 'Ttibusil' Enthralls 20s and 30s

[Asia Economy Reporter Han Seung-gon, PD Yoon Jin-geun] "They sell out as soon as they are stocked."

SPC Samlip's 'Pokemon Bread,' re-released last month, is sparking a buying frenzy among people in their 20s and 30s. Launched in 1998, Pokemon Bread enjoyed phenomenal popularity, selling an average of 5 million units per month at the time.

In particular, a craze for collecting the detachable and re-stickable stickers called 'Ddibusil' included with the Pokemon Bread led to frequent cases where people kept only the stickers and discarded the bread. This bread, which was hugely popular nationwide, was discontinued in 2006 but recently decided to be reproduced.

Among popular stars such as BTS, photos certifying 'Ddibusil' are shared on Instagram and other platforms, and Pokemon stickers are actively traded in the secondhand market. As a result, convenience store owners unanimously say they "can't sell enough because they run out."

BTS leader RM posted a photo of himself purchasing Pok?mon bread on social media. Photo by BTS RM, screenshot from Instagram.

The re-released Pokemon Bread comes in a total of 7 types, with 159 types of Ddibusil stickers. According to related industries, 3.5 million units were sold in less than three weeks after the re-release.

Convenience store owners selling Pokemon Bread emphasized that the bread sells out immediately upon arrival. In fact, there is even an "off-run" phenomenon where customers rush to buy as soon as the store opens. However, they complain that the popularity is so high that it interferes with their work.

Kim, in his 30s, who runs a convenience store in the Euljiro area of Jung-gu, Seoul, said, "We can't sell because there is none at all," adding, "There seem to be 3 to 4 types of bread, but we can only order one each." Kim also said that some customers come to buy Pokemon Bread exactly when it is stocked at the convenience store, showing the intense buying enthusiasm.

Another convenience store owner, Yoo (61), said, "Some customers come to buy Pokemon Bread and leave empty-handed." He added, "Even today, about 15 people came looking for (Pokemon Bread)." Yoo also lamented that the shortage of Pokemon Bread causes difficulties in running convenience stores.

The popularity of Pokemon Bread is also evident in sales figures. According to SPC Samlip, as of the 10th, sales of Pokemon Bread surpassed 3.5 million units within two weeks of release. This amounts to 250,000 units sold per day. As a result, supply cannot keep up with demand.

Meanwhile, some Ddibusil stickers are reportedly traded in the secondhand market for around 50,000 won on average. Park, a late-20s office worker, said, "If you search for 'Pokemon Bread' on apps where you can trade secondhand goods, transactions are active." He added, "I think many people buy it because it brings back childhood memories."

Experts analyze that a kind of small but certain happiness, known as 'So-hwak-haeng,' may be spreading among people in their 20s and 30s through Pokemon Bread. Professor Lee Eun-hee of Inha University's Department of Consumer Studies said, "Pokemon Bread can represent 'So-hwak-haeng' for today's young generation," adding, "They collect stickers and can communicate through SNS during the process."

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