Fierce Convenience Store Content Competition... "Catch the MZ Generation"

Focusing on Establishing Brand Identity through Web Dramas, Variety Shows, and Online Performances

[Asia Economy Reporter Lim Chun-han] Convenience stores are fiercely competing in content to target their main customer base, the MZ generation (Millennials + Generation Z). Through various video contents such as web dramas, web variety shows, and non-face-to-face concerts, they are focusing on imprinting their brands on consumers rather than direct product advertising or sales.

As of the 22nd, looking at the number of YouTube subscribers of major convenience stores, GS25's 'Irieonora' has 922,000 subscribers, ranking first, about 140,000 ahead of CU's 'CUtube' (779,000). Since launching their YouTube channels in 2012, the two companies have been competing closely in subscriber numbers. Seven Eleven's 'Boksepyense' ranked third with 261,000 subscribers.

Convenience store web dramas have established themselves as a trending content. GS25 plans to release the metaverse (extended virtual world) drama 'My Beautiful World' on the 5th of next month. The drama, produced in collaboration with the famous Zepeto creator Hari, is a healing romance set against the backdrop of GS25. It will be released simultaneously on Zepeto's Matisseong Samgimi Prince channel and the Irieonora YouTube channel. CU introduced the short-form drama 'Convenience Store Veteran' last month, which has gained huge popularity with over 60 million cumulative views. After releasing this content, the number of new subscribers increased by about 50,000, and the Social Network Service (SNS) Content Reaction Index (PIS), which measures viewers' direct responses, reached 2.1 million. 'Convenience Store Veteran' comically depicts the daily life of Hari, a CU staff member with nine years of part-time experience. The episode about the ideal customer visiting, which resonates with part-timers, recorded the highest views at about 8.5 million.

CU's short-form drama Convenience Store Veteran.

Convenience store variety shows are also a popular genre. GS25 is presenting 'Uneducated Guys Season 5' featuring comedian Lee Yong-jin and rapper Sleepy, which has surpassed 16.5 million cumulative views. CU's 'Ssweopaman Season 3' features singer Defconn playing mini-games with customers visiting stores using CU products, offering product purchase vouchers if the customer wins. The main viewers of Ssweopaman are aged 18 to 34, with an average increase of 400 subscribers per episode. Seven Eleven's 'Sebunilnaelbun' is an office web variety show where broadcaster Jang Ye-won and comedian Park Sung-kwang serve as main hosts, becoming Seven Eleven daily employees and completing missions with guests; it has surpassed 870,000 cumulative views. Emart24 is delivering everyday worries and episodes along with wine stories through the 'Empathy Talk Show, Wine Fine & Jew.'

Online concerts by famous singers are also killer content. Since June last year, Seven Eleven has been presenting 'Seven Stage,' a live concert series held at unique stores nationwide. So far, singers Park Jae-jung, Lee Mujin, Ailee, Lee Jung, and Wonstein have participated, with average video views reaching 580,000.

A convenience store industry official said, "We are producing videos tailored to the tastes of the MZ generation to provide customers with fun and enjoyment," adding, "We plan to actively discover diverse and trendy content going forward."

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