This Year’s Pepero Day Boom: "Jjanggu and Wiggle Wiggle... Differentiated Products Worked"

A customer is purchasing Pepero at the convenience store Emart24. (Photo by Emart24)

원본보기 아이콘

[Asia Economy Reporter Lim Chun-han] This year, the Pepero Day boom continues without fail. Despite the lack of large-scale marketing due to the Itaewon tragedy, Pepero sales have significantly increased. In the past, it was criticized as a baseless commercial tactic, but now it has firmly established itself as an important commemorative day.

According to CU on the 11th, Pepero sales from the 7th to the 9th of this month increased by 58.3% compared to the same period last year. During the same period, GS25 saw a 70.4% increase, and 7-Eleven saw a 65% increase. Compared to last week, Pepero sales exploded. At CU, sales surged by 358%, GS25 by 231.5%, 7-Eleven by 360%, and Emart24 by 275%.

Differentiated products introduced by each convenience store drove the sales increase. CU launched numerous character collaboration products such as Doguri, Wiggle Wiggle, and Up Up. These products were designed to include limited edition goods with Pepero or use recyclable packaging to enhance practicality. Looking at CU’s Pepero Day product sales rankings, 1st place was Wiggle Wiggle Jelly Bag, 2nd Wiggle Wiggle Lucky Bag, 3rd Doguri Square Cake, 4th Wiggle Wiggle Carrier, and 5th Up Up Eco Bag. GS25’s Jjanggu Trash Can Pepero and Jjanggu Backpack Pepero gained popularity through word of mouth on social media (SNS). 7-Eleven introduced Pepero featuring Sanrio friends and Pok?mon, and these products ranked high in sales.

By commercial district, sales growth rates were high in university and academy areas as well as office districts. With the end of social distancing, students and office workers commuting to school and work purchased Pepero nearby. At CU, growth rates were highest in university areas (130%), followed by office areas (79%) and residential areas (46%). At GS25, sales were highest in academy areas (61.8%), office areas (60.2%), and residential areas (52.1%). Emart24 saw strong sales in entertainment districts (150%), academy areas (125%), residential areas (48%), and office areas (40%).

Sales proportions by age group showed a relatively even distribution. This is because Pepero Day is a commemorative day that men and women of all ages can easily celebrate. Looking at GS25’s Pepero sales proportions, teenagers accounted for 14%, people in their 20s 34%, 30s 30%, 40s 17%, and those 50 and older 5%.

A convenience store industry official said, "With the endemic phase (periodic outbreak of infectious diseases), the floating population has increased, and differentiated products have gained popularity, leading to increased Pepero sales," adding, "We have prepared various products to be small but warm gifts to share affection."

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.