Convenience Stores and Fashion Brands Leverage K-pop Idols as Ambassadors to Boost Global Marketing

The domestic retail and food industries are intensifying their marketing strategies by using K-pop idols as ambassadors and in collaborative product lines. Convenience stores are opening K-pop-themed outlets to sell idol albums, while the food industry focuses on global marketing campaigns featuring these idols. Fashion brands are also targeting younger consumer groups. GS25, a convenience store chain, released limited-edition sets in collaboration with popular idol groups such as IVE and ZEROBASEONE ahead of White Day on the 14th. After analyzing sales data from three major holiday periods last year—White Day, Ppero Day, and Valentine’s Day—GS25 found that White Day generated the highest proportion of sales among Generation 1020 consumers at 34.6%, prompting the company to pursue collaborations with idol groups popular among this demographic. Additionally, a pop-up store at GS25’s flagship store is open until the 23rd, allowing visitors to experience the concept behind IVE’s new album. The chain has also been selling idol albums through pre-order systems since 2023. CU opened an entertainment-focused store called “Music Library (CU AK&Hongdae Store)” near Hongik University in Seoul in October last year. This 82㎡ store features a large screen measuring 6m wide and 2m tall that displays idol music videos, along with over 200 idol albums and related products. Convenience stores are expanding their idol collaborations to attract new customers, including foreign visitors. Data from pre-order sales of K-pop albums via the GS25 app shows that foreign customers accounted for 54% of all pre-order buyers, purchasing an average of 47 albums per person—2.6 times more than domestic customers. CU’s tax refund sales data also revealed that SEVENTEEN albums ranked third among the most purchased items by foreign tourists. The food industry is selecting K-pop idols as models to expand into global markets. Ottogi appointed BTS member Jin as the global model for its Jin Ramyun, exporting products containing Jin’s face to countries such as the United States, Canada, China, Vietnam, and Indonesia. The company plans to include stickers featuring Jin’s handwriting and his character “Utteo” in multiple product packages. Lotte Wellfood has used NewJeans as the model for its sugar-free and low-sugar brand “ZERO” since 2024, helping the brand exceed a cumulative sales target of 100 billion won. Since its launch in May 2022, ZERO has consistently surpassed annual sales targets, reaching over 50 billion won in 2024—representing a growth of approximately 214% compared to its first year. The new product “ZERO Choco Pie,” released in October last year, sold 6 million packs (500,000 boxes) within just 50 days of launch. Global fashion brand GUESS has appointed the idol group IVE as its new ambassador for GUESS Asia. Paul Marciano, co-founder and creative director of GUESS, stated, “IVE’s confident attitude and dynamic performances align perfectly with GUESS’s philosophy. We are excited to introduce trendy denim series that will appeal to younger consumers.” This collaboration will be available across all GUESS Asia stores, including those in Korea and Japan. An industry insider explained, “Idol fanbases have higher loyalty than regular customers, often purchasing products solely to obtain exclusive items offered at certain convenience stores. Foreign customers also show strong interest, which is driving an increase in such collaborations.” However, advertising expenses have risen. Lotte Wellfood’s advertising spending from the first three quarters of last year amounted to 66.4 billion won, a 10.5% increase from the same period the previous year (60.1 billion won).