"Targeting Soccer Watchers"... Convenience Stores Offer Discounts on Alcohol and Snacks

CU, National Team Support Comment Event
GS25, Tottenham Shoe Tempura Sale

CU has appointed Son Heung-min as their brand model. (Photo by BGF Retail)

[Asia Economy Reporter Lim Chun-han] Convenience stores are targeting the 'Jipgwanjok'?people who watch the Qatar World Cup matches at home.

According to the industry on the 19th, CU is running the marketing campaign “Cheer Up Korea, Fighting Sonny!” this month to support the success of the Korean national team. Until the 22nd, they are holding a comment event cheering for Son Heung-min and the national soccer team on their membership app PocketCU and social networking services (SNS). On the 28th, the day of the match against Ghana, event winners will be invited to CGV theaters in Seoul, Gwangju, and Busan, where they will provide cheering goods and food to support the cheering event. On the days Korea plays, they have also prepared a special beer discount event.

GS25 introduced the Tottenham Shinbal Twigim, a collaboration product with Tottenham Hotspur. It is the first product under the official license agreement signed in August, the first in the industry. The product is fried chicken breast shaped like a soccer shoe, and the packaging is designed as a sneaker box to increase interest. It currently ranks first in total chicken product sales, with sales exceeding the second-place product by more than 30%, showing an explosive response.

7-Eleven prepared the “Korea Goal Mobile Gift Certificate Special Promotion.” On the 24th and 28th, when Korea plays, and on the 3rd of next month, if Korea scores a goal, mobile gift certificates will be sold at a discount ranging from 6% up to 15% depending on the number of goals. Until the 23rd, customers paying with Hana Card for four or more cans of 16 imported beer varieties can purchase them at a 10% discounted price, and from the 24th to the 2nd of next month, a 16% discount will be offered to wish for advancement to the round of 16. Until the day before Korea’s matches, Mankumangu chicken paid with Hana Card is discounted by 20%, and during Korea’s matches, the discount increases to 40%.

Emart24 is selling 120 types of beer at 13,500 KRW for six cans until the 30th and offering discounts on 25 types of wine and liquor from the 24th to the 30th. Targeting the Jipgwanjok who cheer for soccer games at home, they are running buy-one-get-one-free and buy-two-get-one-free promotions on about 30 types of snacks and convenience foods such as hot bars, frozen dumplings, makchang, and gopchang. Discounts are also provided on 10 popular snacks. On match days, customers paying with event cards can purchase 10 popular snacks such as dried filefish, squid, and beef jerky at a 30% discounted price.

An official from the convenience store industry said, “We prepared this event to commemorate the soccer tournament enjoyed by people worldwide and to support Korean players,” adding, “We will continue to expand opportunities for communication with consumers through various discounts and events.”

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