Emart24 Partners with Kimssine Fruit... Limited Edition T-Shirt Sale

A customer is purchasing a Kimssine Fruit collaboration T-shirt at an Emart24 store.

[Asia Economy Reporter Jeon Jinyoung] Emart24 announced on the 19th that it has partnered with ‘Kimssine Fruit’ to target Generation Z. Fruit-themed T-shirts are displayed in red baskets, and when customers purchase a T-shirt, it is given in a plastic bag; if multiple T-shirts are purchased, they are packed in a fruit box.

Emart24 carried out this collaboration to provide new fun experiences and to build rapport with younger customers. Additionally, from the 20th to the 23rd, events will be held for four hours each day at different stores.

Starting with the Emart24 Suwon City Hall branch on the 20th, followed by Daejeon Tanbang branch (21st), Daegu Main branch (22nd), and Yeouido SK branch (23rd), the collaboration T-shirts will be sold in limited quantities of 500 pieces per day from 12 PM to 4 PM.

The collaboration T-shirts are characterized by designs featuring items symbolizing convenience stores. The 15 types of T-shirts, priced at 30,000 KRW each (two for 50,000 KRW), include images associated with convenience stores such as triangular kimbap, gimbap, wine, and coffee. Along with this, stickers produced in collaboration with Emart24 will be given for free.

Notably, Kim Doyoung, the owner of Kimssine Fruit and the T-shirt artist, will wear an Emart24 convenience store staff uniform and sell the T-shirts directly at the POS. Furthermore, the T-shirts will be displayed in an open showcase refrigerator without a separate door, where convenience store FF (Fresh Food) products are usually displayed, adding an element of fun.

Emart24’s strategy is to raise awareness of Emart24 among Generation Z, the main customer base of convenience stores, by providing differentiated experiences and naturally making the brand memorable. Especially since Kimssine Fruit is a brand that has become a topic on social media channels, it is expected that customers who purchase the collaboration T-shirts will voluntarily create content, thereby promoting the brand.

Emart24 has been receiving great responses by conducting marketing aligned with MZ generation trends. In line with the MZ generation’s enthusiasm for financial investment, Emart24 has focused on unique marketing such as launching stock lunchboxes and holding events with limited-edition sneakers as prizes, tapping into the resell tech trend.

Lee Junghoon, team leader of Emart24 Delicious Lab Team, said, “Through proactive proposals from MZ generation team members, we have collaborated with a fashion brand that targets the sensibilities and fun of young customers. We expect that offering scarce products will help Generation Z recall Emart24 and contribute to enhancing brand awareness.”

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