MZ Generation Leading Distribution... Products Sold Out as MZ Generation Chooses and Creates Them

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'Dangdang Chicken' also MZ planning... Let MZ take charge, performance up↑

Lotte Department Store's in-house MZ employees are attending a colleague's baking class as part of 'Sabu's Class,' where they share hobbies.

[Asia Economy Reporter Jeon Jinyoung] In the distribution industry, the MZ generation (Millennials + Generation Z) is emerging as the main driving force of companies, beyond just being 'big-spending customers.'

According to the industry on the 8th, GS Retail introduced the 'MZ Generation Interviewer' system for its second half open recruitment, which runs until the 19th of this month. Employees with 4 to 7 years of experience directly participate in the first round of practical interviews to select candidates. A GS Retail official said, "It is the perception of selecting colleagues we want to work with," adding, "We will support the creation of an environment where MZ generation applicants can maximize their capabilities."

Department stores are also involving the MZ generation in the interview process. Lotte Department Store changed the convention in the first half of this year’s open recruitment, where only executives with over 10 years of practical experience participated as interviewers, by including MZ employees with 3 to 5 years of experience as interviewers. They plan to continue a similar approach in this year’s recruitment. Hyundai Department Store also has supervisors and assistant managers in their 20s and 30s participating as interviewers.

Homeplus MZ Generation Buyers.

Additionally, Lotte Department Store holds 'Master’s Classes' where employees share their hobbies. For example, a buyer with a baking certificate runs a 'Home Cafe Making' class. The Jamsil branch has an MZ project team that launched an MZ-exclusive membership called 'Y Community,' which started in March last year and now has over 2,000 cumulative members. Hyundai Department Store has a future business team composed of people in their 20s and 30s, and within the young fashion team, there is a peer team responsible for operating a street brand select shop. Except for one deputy manager, all members are in their late 20s to early 30s.

The mart industry, including Lotte Mart, is also experiencing the 'MZ effect.' Two MZ employees in Lotte Mart’s advertising department are running the 'Urgent Recruitment Project.' Ideas such as the pop-up store opened in Dongmyo for the launch of Lotte Signature Wine in April, and the omakase event held with 'Uwol' in Cheongdam ahead of the launch of the high-end Korean beef brand 'Marble Nine,' originated from this project. Homeplus is also seeing MZ generation lead its performance. About 45% of the deli business team, which developed Dangdang Chicken, including buyers and team members, are in their 20s and 30s.

An industry official said, "As the MZ generation leads consumption trends, the industry has started to consider ways to target the tastes of the MZ generation," adding, "Since the products are developed by the same generation as the consumers, the response from consumers is generally positive."

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