Emart24 Sends Brand Character to Space

A scene capturing Wondungi actually reaching space (the stratosphere).

[Asia Economy Reporter Jeon Jinyoung] Emart24 announced on the 4th that it is carrying out a project to send its brand character ‘Wondungi’ all the way to outer space.

On the 5th, Emart24 will release a documentary video capturing the process of sending Wondungi dolls and craft beer Banana Planet Beer, produced by craft beer manufacturer The Satellite Brewing, into space via a helium balloon aircraft and then retrieving them, in collaboration with startup Nara Space Technology (hereafter Nara Space).

The Satellite Brewing is a craft beer manufacturer with a strong interest in space. In 2020, it partnered with Nara Space to launch its ‘Space IPA’ beer to the stratosphere.

Emart24 planned the project to actually send Wondungi into space and, partnering with the two experienced companies, successfully launched and retrieved a helium balloon aircraft up to 13,000 meters above ground, corresponding to the stratosphere, and produced a documentary video based on this.

The documentary video includes scenes of preparing to send Wondungi dolls and products into space aboard the helium balloon aircraft equipped with recording devices, moments of frustration after two failed attempts due to bad weather, cheering after confirming the entire process was recorded following the recovery of the satellite that ascended to the target altitude and then descended, and footage of Wondungi actually filmed in space.

In April, Emart24 created a worldview where Wondungi, who operates the Emart24 Hwaseong branch, came to experience a convenience store on Earth. This project was planned to continue building the space worldview through this space exploration and to create storytelling that Wondungi went to space to find recipes to expand delicious products.

Shin Hosang, Executive Director of Marketing at Emart24, said, “This project, which naturally connects the SNS worldview and reality by sending Wondungi, who existed on social media, into actual space to film videos, will be a representative case demonstrating the limitless ideas, challenging spirit, and bold execution of the Delicious Exploration Team composed of employees in their 20s and 30s. We expect that the story and products connecting SNS and offline stores, tailored to a modern society familiar with space, will resonate with customers and lead to increased sales at franchise stores.”

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