"Emart24×Black Desert Alliance"... Opening Popup Store '24BLACK'

Luxury Platform 'Mustit' Also Participates
'Premium Black' Concept On-Off Marketing
Introducing 9 Food Items Using Black Ingredients

Emart24×Black Desert Popup Store '24BLACK'.

[Asia Economy Reporter Yuri Kim] Convenience stores, gaming, and luxury platforms have launched premium strategies to target the MZ generation (Millennials + Generation Z).

Emart24 announced on the 2nd that it will open a pop-up store called '24BLACK' in collaboration with the MMORPG 'Black Desert' and the luxury platform 'Must It' until the end of this month.

For the pop-up store '24BLACK,' Emart24 Samcheong-dong branch was transformed into a premium black concept store. Instead of the Emart24 signboard, the pop-up store name '24BLACK' was displayed, and the storefront was decorated with fashion photo shoots featuring black-and-white photos where only the products held by the models were highlighted in color, along with lighting. Inside, visitors can feel as if they are inside a space within the Black Desert game.

The store consists of a first-floor 'Photo Booth & Convenience Store Space' and a second-floor 'Exhibition & Experience Space.' Visitors can find Black Desert goods such as Dark Knight figures, Emart24×Black Desert collaborative food products called 'Delicious Black,' and luxury items from Must It. Luxury items on the second floor can be purchased by accessing the Must It website through QR codes installed inside the store. At the 'Photo Booth,' visitors can take commemorative photos, and at the 'Event Zone,' adding the KakaoTalk Plus Friend and posting on SNS can earn gifts.

Emart24 stated, "Emart24, which is redefining the convenience store space, 'Black Desert,' which continues black marketing using its naming, and the online luxury platform 'Must It,' which aims to expand customer touchpoints, have joined hands to provide customers with a differentiated experience that adds the premium concept of 'black' and fun that has never existed before." Emart24 expects customers to feel surprise and enjoyment from the display of game character figures, goods, luxury bags worth millions of won, and convenience store food products all together in a luxurious space like a luxury shop.

Along with the BLACK24 pop-up store, Emart24 stores nationwide will sell nine types of 'Delicious Black' collaborative products with Black Desert on a limited basis until the end of July. These products use black ingredients to create a luxurious taste and feature packaging designs based on black to attract customers' attention.

The nine Black Desert collaborative products include ▲Black Triangle Black Pepper Chicken ▲Black Triangle Spicy Chicken Mayo ▲Black Needle Black Pepper Chicken Shrimp Gangjeong ▲Black Burger Grilled Steak Burger ▲Black Noodles Squid Ink Pasta ▲Mal-eun Desert Cheese Spicy Chicken Kimbap ▲Black Dessert Black Sesame Cream Cheese Rice Cake ▲Black Churro Chocolate Churro Snack ▲Black Coffee.

Various events will be held to celebrate the launch of the Delicious Black products. Until the end of this month, customers who purchase collaborative products and scan the integrated barcode on the Emart24 mobile application (app) to collect stamps will be entered into a draw to win luxury fashion items from Chanel, Maison Margiela, Bottega Veneta, and others for 12 customers. The Emart24 official Instagram Black Desert event will also run until the end of this month.

Black Desert collaborative products can be purchased at a 50% discount when paying with event cards throughout June.

Shin Hosang, Marketing Director (Executive Vice President) of Emart24, said, "We expect to deliver Emart24’s unique premium sensibility to customers through the pop-up store offering a completely different and differentiated experience and the Black Desert collaborative products available nationwide at Emart24." He added, "We will continue to build Emart24’s distinctive image through innovations that go beyond the convenience store framework."

Emart24×Black Desert Collaboration Food 'Delicious Black'.

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