CU, 100,000 Units Sold Out in 5 Days of Neighbor Tongtong's Yakgwa and Cookies...

CU announced on the 18th that the 'Iutjip Tongtong-i Yakgwa Cookie,' released in collaboration with the popular Apgujeong Rodeo cafe 'Iutjip Tongtong-i,' is creating a nationwide shortage due to its explosive popularity among the MZ generation (Millennials + Generation Z).

A model is introducing 'Iutjip Tongtongyi Yakgwa Cookies' at CU
[Photo by BGF Retail].

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According to CU, all 100,000 initial units of the product were sold out within five days of launch. CU stated, "We initially prepared the stock for about a month of sales, but due to unexpected explosive demand, orders have been repeatedly stopped and resumed because of supply shortages." They explained that all existing inventory has been depleted, and currently, all manufacturing plants are operating at full capacity to maximize production.

Due to the product's popularity, CU's sales of yakgwa from April 1 to 16 this month surged 9.6 times compared to the same period last year. Overall sales of room-temperature desserts containing yakgwa also jumped 88.5%. This is a remarkable increase compared to last month's sales growth rate of 18.6%.

Yakgwa, traditionally made primarily from glutinous rice, has been perceived as a snack for middle-aged and older generations, but the Iutjip Tongtong-i Yakgwa Cookie is notable for its enthusiastic reception among the MZ generation. Hundreds of purchase verifications and tasting reviews have been posted on social media and various online communities.

CU's analysis of sales by age group for this product showed that customers in their 20s accounted for 40.9%, and those in their 30s made up 42.2%, together comprising over 80% of total sales. The share of customers aged 50 and above was less than 5%. This is interpreted as a reflection of the recent 'Halmaennial' trend, where the older generation's traditional tastes and preferences are being embraced. 'Halmaennial' is a portmanteau of 'halmae' (grandmother) and 'millennial,' referring to a generation or consumer phenomenon that reinterprets and enjoys the culture of the grandparent generation.

This Halmaennial craze is also evident in other products besides yakgwa. CU's sales of injeolmi and black sesame products in the first quarter of this year rose 186.5% compared to the same period last year, and the injeolmi fresh cream cup, developed in collaboration with Yonsei Milk, sold over 300,000 units within a month.

Meanwhile, to facilitate easier purchase of the Iutjip Tongtong-i Yakgwa Cookie, CU has started discounted sales of six-piece sets through home delivery on PocketCU, CU's commerce application (app).

The signature salt bread series from Iutjip Tongtong-i cafe will also be exclusively available in the industry on PocketCU. The lineup includes Classic, Pollack Roe, and Yellow Cheese Cream Salt Breads, as well as four sampler sets that allow customers to taste all varieties.

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