Emart24's '24BLACK' Selling Well in Partnership with Black Desert

by Jeon Jinyoung

Published 17 Jun.2022 06:59(KST)

People entering '24BLACK,' the popup store of Emart24 and Black Desert.

[Asia Economy Reporter Jeon Jinyoung] The popup store ‘24BLACK,’ jointly operated by Emart24 and Black Desert, has been receiving great responses.

On the 17th, according to Emart, the cumulative number of visitors to ‘24BLACK’ during the two-week operation period was confirmed to be over 14,000, with up to 1,800 visitors on weekends.

The number of visitors, which was around 600 to 700 during the first two days after opening, surpassed 1,300 on the first weekend. As word spread through gaming communities and social networking services (SNS), more than 900 visitors came on weekdays without rain, and about 1,800 visitors were recorded on weekends.

As the number of visitors increased explosively, sales at the store doubled (101%) compared to the previous year during the popup store operation period.

Emart24 analyzed that providing an opportunity for the MZ generation (Millennials + Generation Z), who seek unique experiences offline during the season of increased outdoor activities, was effective in reflecting their tastes.

Emart24 not only attracted customers’ attention by planning products and packaging faithfully based on the black concept but also received continuous positive responses from customers due to the focus on taste and quality.

An Emart24 official said, “Although we prepared with great care, we were worried that customers might ignore it, but as a result of the opening, we are experiencing a black whirlwind with greater customer response than expected. We completely overturned the negative perception that black color might reduce appetite and discovered the possibility that a consistent concept of black, connected to premium, and delicious, high-quality products can succeed. We expect this to be a driving force to continue innovative attempts in product development and marketing as before.”