The convenience store chain GS25’s own character series, “Moomoo and Friends.” (Image courtesy of GS25)
SEOUL, Nov. 17 (Korea Bizwire) — South Korean retailers are increasingly turning to character-based intellectual property to differentiate products and drive sales, with convenience stores and department stores intensifying competition through collaborations with popular global and domestic characters.
According to industry data released Friday, convenience stores saw sharp sales gains during this year’s Pepero Day shopping period, fueled by limited-edition snacks and goods featuring well-known characters.
CU reported a 32.4 percent increase in Pepero-related sales from Nov. 1–11, with character collaboration items jumping 55 percent to an all-time high. Seven-Eleven said its Sanrio-themed products lifted sales 120 percent from a year earlier.
Convenience stores, which are quick to respond to trends, have become a key battleground for character-driven merchandising. Korea’s three major chains — GS25, CU and Seven-Eleven — all posted significant year-on-year growth in character-collaboration product sales, with CU more than doubling its figure.
CU expanded its character lineup from about 50 items in 2021 to some 370 this year, led by the viral “Ganadi” series, which has sold more than 4 million units.
The shift reflects the growth of Korea’s character-content economy, which reached 18 trillion won (US$13.7 billion) last year, up more than 30 percent over five years, according to the Korea Creative Content Agency.
Image of “Joyful Holiday in Lotte World Mall” at Lotte Jamsil World Mall
(Provided by Lotte Department Store)
Retailers are now moving beyond one-off collaborations toward building original intellectual property and full “worldviews” around their characters. GS Retail is developing a broader universe around its own character lineup, while major department stores are embracing IP as a new customer-engagement tool.
Hyundai Department Store has launched pop-ups featuring its character “Hindy,” and Lotte Department Store is preparing a large-scale “Super Mario” pop-up in Seoul, designed as an immersive experience rather than a simple merchandise display.
Industry experts say character-based marketing has become a central strategy for retailers facing intensifying competition and limited avenues for product differentiation. As brands race to secure the most resonant characters — and the emotional narratives they carry — the battle for IP dominance in Korea’s retail sector is expected to grow even more competitive.
Lina Jang (linajang@koreabizwire.com)
