Retail Industry Gearing Up for 2020 with 'White Rat' Marketing Strategy | Be Korea-savvy

Retail Industry Gearing Up for 2020 with ‘White Rat’ Marketing Strategy

Shinsegae Food Inc.'s rat-shaped cake. (image: Shinsegae Food)

Shinsegae Food Inc.’s rat-shaped cake. (image: Shinsegae Food)

SEOUL, Jan. 2 (Korea Bizwire)As the 2020 is the Year of the White Rat on the Chinese zodiac calendar, retailers are expected to present related products and hold special promotional events.

Emart24, Shinsegae Group’s convenience store chain, will begin selling white mouse-shaped marshmallows made by the German company Aseli from Saturday.

Furthermore, Shinsegae Department Store began selling rat-shaped cakes and macarons from Thursday. Lotte Department Store currently sells baby goods with mouse characters on them.

Meanwhile, South Korean food and beverage giant SPC Group will hold a 2020 design campaign with the characters “Tom and Jerry.”

Seven brands under SPC’s wing, including Paris Baguette and Baskin-Robbins, plan to introduce a variety of products, including cheesecake and cream cheese doughnuts, as cheese is commonly known to be a favorite for rats and mice.

Online shopping mall 11st is holding a “lucky mouse” promotion during the month of January.

Every day at 11 a.m., the shopping mall will issue 20 percent discount coupons exclusively for customers born in the year of White Rat, on a first-come, first-served basis.

D. M. Park (

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