Marking Apple’s inaugural store outside of Seoul, Apple Hanam covers an area of around 330 square meters, maintaining the distinctive aesthetics of other Apple stores. (Image courtesy of Apple)
SEOUL, Dec. 12 (Korea Bizwire) – Commemorative tumblers featuring Apple’s iconic logo sporting a blue wave motif have taken South Korea by storm. These limited-edition tumblers were distributed on a first-come, first-served basis during the grand opening of the Apple Hanam store in Gyeonggi Province, the company’s sixth store in the country, on December 9.
A considerable number of resellers sought to profit from the buzz, advertising the tumblers on online secondary markets such as Karrot Market, with prices ranging from 60,000 to 100,000 won.
Marking Apple’s inaugural store outside of Seoul, Apple Hanam covers an area of around 330 square meters, maintaining the distinctive aesthetics of other Apple stores.
The overwhelming response can be largely attributed to the allure of souvenir tumblers. Apple’s San Francisco headquarters offers similar merchandise, including tumblers, T-shirts, and eco-bags featuring the iconic Apple logo, priced between $20 and $50.
This isn’t the first time Apple has capitalized on exclusive merchandise during store openings in Korea. Past events included the distribution of Apple T-shirts at the opening of Apple Store Garosu-gil in 2018 and eco-bags at subsequent store openings in Yeouido, Myeongdong, Jamsil, and Gangnam. However, the distribution of tumblers marks a unique move.
While some critics argue that Apple categorizes South Korea as a tertiary launch country for its iPhones, Apple’s strong and dedicated fanbase is undeniable. This loyalty is reflected in the significant turnout at Apple Hanam. Notably, in the ’2023 Customer Loyalty Company Ranking’ by BrandKids, an IT market research firm based in the U.S., Apple secured the top spot for the second consecutive year in the smartphone category, while Samsung Electronics ranked eighth.
There is a perception within Samsung that the iPhone’s popularity is an elusive aspiration primarily for teenagers. (Image from an online community source)
Interestingly, Samsung’s Mobile Experience (MX) division, responsible for the company’s smartphone business, is facing challenges. Despite opening a flagship store, Samsung Gangnam, on June 29, located a mere 500 meters from Apple’s Gangnam store, it has struggled to attract customers, unlike the successful run witnessed by Apple Hanam.
Internally, there is a perception within Samsung that the iPhone’s popularity is an elusive aspiration primarily for teenagers. However, there is also an acknowledgment that strategies need revisiting to engage and convert iPhone loyalists, particularly among younger consumers. Discussions are underway to redesign marketing strategies to captivate this fandom.
Kevin Lee (kevinlee@koreabizwire.com)
