Lee Min-hyung joined The Korea Times in 2014 and has worked as a journalist mainly in Korea’s finance, tech and automotive industry. He specializes in content creation, breaking news and in-depth analysis currently on transportation and mobility. You can reach him via mhlee@koreatimes.co.kr.
Retail firms accelerate dragon marketing on New Year
Special drinks offered by Starbucks Korea to mark the Year of the Dragon / Courtesy of Starbucks Korea
By Lee Min-hyung
Retail firms are in a marketing craze over the onset of the Year of the Dragon, launching special beverages, foods and fashion goods to attract the attention of customers aspiring for a fresh beginning in 2024.
Starbucks Korea launched a free drink event on the first day of the year, providing its special blue dragon milk tea or latte to 24 customers at each store on a first-come-first-served basis.
The event was designed to draw interest from customers and support them in the New Year, the company said. Customers were seen lining up in front of some stores even before their opening time.
Fashion and sportswear firms are also scheduled to launch fashion items symbolizing the dragon. Nike plans to release special Air Force and Dunk Low shoes with textures reminding customers of dragon’s scales in January and February.
Luxury brands are also jumping on the dragon marketing craze. Fendi is scheduled to launch a special bag featuring dragon characters from Pokemon.
Daiso, the nation’s largest dollar-store chain, is holding a promotional event marking the New Year, launching a package of special products with images of dragons. The items include dolls and key rings.
Paris Baguette, one of the most popular bakery chains here, is also running a special discount event, offering a cup of Americano coffee for 990 won ($0.76) until Jan. 14.
Convenience store chains are some of the most aggressive retail players engaging in New Year marketing. Starting from Jan. 10, GS25 is set to launch five special burgers featuring Dragon Ball Z characters.
Last month, 7-Eleven launched Dragon Soju, with a view to bringing the attention of the young generation to the premium distilled alcoholic beverage. CU will also hold a two-for-one event for some instant noodle products, which the convenience store chain said was designed to alleviate consumers' financial burden amid the economic slowdown.