CU Partners with Virtual Artist 'Sagong Yiho'

Collaboration content between CU and Sagongiho. (Photo by BGF Retail)

[Asia Economy Reporter Jeon Jin-young] Convenience store CU announced on the 16th that it will collaborate with virtual artist ‘Sagong Iho’ to present branded content themed around a convenience store tied to Sagong Iho’s universe. This is the first time a distribution company has conducted universe marketing jointly with an entertainment company utilizing a virtual artist.

Sagong Iho is a metaverse-based three-member group that draws empathy from the MZ generation (Millennials + Generation Z) based on an underdog image, a universe that differentiates them from typical idols. The group consists of main vocalist ‘Ssunie’, producer and DJ ‘Ori Al C’, and drummer and dancer ‘Itaewon Pak’. They officially debuted in June and released a new album on the 11th featuring the tracks ‘CIRCUS DA’ and ‘Nolja’.

In Sagong Iho’s universe, the members form connections through a convenience store. Ssunie works as a convenience store staff member and is cast by Ori Al C, who visits as a customer while she is singing. She frequently encounters Itaewon Pak as staff and customer, recognizes each other’s presence, and through Ori Al C’s introduction, the group is formed.

CU will reveal the process of Sagong Iho members coming together from Ssunie’s perspective through its official Instagram account until early next month. It will introduce Ssunie’s daily life working at the convenience store, scenes of writing lyrics to become an artist, and performing while cleaning, showcasing her growth story.

Additionally, on the 24th, CU plans to release a ‘CU LIVE’ video on its official YouTube channel ‘CUtube’, featuring live concerts by famous artists set in CU stores. Sagong Iho’s new song will also be unveiled.

Yeon Jeong-wook, head of marketing at BGF Retail, said, “We expect that the meeting of Sagong Iho’s universe, which is based on unrestricted imagination and freedom, and CU, which aims to be a playground for MZ generation content, will offer a unique enjoyment. We will continue to analyze the needs of core users by channel and build a fun, differentiated CU universe with unique content.”

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