A Superhero Entering the Food Industry... Sales Soaring

Jeonggwanjang Reflects Vitality with Batman and Tom and Jerry
30,000 Sets Sold Out in Two Months

Paris Baguette's 'Powerpuff Girls' Cake Also Popular
Evokes Customer Nostalgia and Enhances Product Appeal

The food industry is enjoying considerable success by utilizing 'superhero' characters, which have gained great popularity through movies and animations, in their products. By leveraging globally recognized intellectual property (IP), they are not only sparking curiosity among both middle-aged and younger generations but also highlighting a healthy and positive brand image, resulting in sales increases of over 20%.

KGC CheongKwanJang 'Vitality Superhero Box' Batman & Superman Edition (left) and Tom and Jerry Edition
[Photo by KGC Ginseng Corporation]

According to industry sources on the 19th, Korea Ginseng Corporation's top health functional food brand, CheongKwanJang, saw a 24% increase in sales before and after the launch of the 'Vitality Superhero Box (Tom and Jerry Edition),' released earlier this month in collaboration with Warner Bros., a world-renowned content producer known for its popular animation characters 'Tom and Jerry.'

This product features a hero theme with Tom and Jerry dressed as Superman engaged in a chase scene through the city reflected in the product design. It embodies the concept of "a product that quickly recharges vitality when energy is needed." The collaboration aligned with Warner Bros.' desire to expand promotions in the Korean market during its 100th anniversary last year, resulting in a limited edition for mobile gifting.

A representative from KGC Ginseng Corporation stated, "Through lively and familiar characters that appeal across all generations, we have seen an effect of expanding the purchasing age group for health functional foods," adding, "Among CheongKwanJang's new product lines, the collaboration products rank high in sales."

Previously, in May last year, CheongKwanJang also introduced the 'Vitality Superhero Box' featuring DC Comics superhero characters Batman, Superman, and The Flash from Warner Bros. This product sold out all 30,000 prepared sets within two months of release. Sales increased by approximately 21% in the two weeks before and after launch compared to existing vitality products. The superhero stickers included with the product could be used to decorate various accessories such as phone cases and laptops, attracting strong interest from young consumers familiar with mobile culture, the company explained.

Paris Baguette's collaborative product, the 'Superhero Powerpuff Girls Cake'
[Photo by Paris Baguette]

SPC Group’s bakery brand Paris Baguette also received a positive response last month by collaborating with the popular American animation 'Powerpuff Girls' on a superhero-themed product, the 'Super Hero Powerpuff Girls Cake.'

Powerpuff Girls, created by Hanna-Barbera under Warner Bros., tells the story of three superhero sisters with powerful superpowers and strength: Blossom, Bubbles, and Buttercup. The show has been broadcast worldwide for 25 years, building recognition. The cute yet friendly main characters have resonated with Korea’s familiar 2030 generation as well as the 'Jalpa Generation (Z Generation + Alpha Generation),' with the cake selling over 1,000 units daily since its launch. The 'Keyring Set' merchandise released alongside the cake has also received a favorable response.

An industry insider commented, "Superhero characters that exert positive influence evoke consumer nostalgia and effectively highlight product features," adding, "Global content producers are also positive about collaborations with K-food and food companies, so related products are expected to expand."

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