Retailers ride on Japan marketing to boost sales

A new cinnamon roll dessert offered by Baskin-Robbins, operated here by SPC Samlip, features Sanrio characters. / Courtesy of SPC

By Kim Jae-heun

Domestic retailers are rushing to launch new products and promotional events utilizing popular Japanese animations as the nation's sentiment against Japan has thawed in recent months, according to industry officials Friday.

In 2019, local consumers declared a boycott on many Japanese firms after the neighboring country imposed trade sanctions on Korea over historical conflicts. However, after several popular Japanese animations including “The First Slam Dunk” and “Suzume” hit the jackpot here recently, consumers' anti-Japan feelings seem to have melted away.

Baskin-Robbins Korea, operated by SPC Samlip, has introduced a new “Cinnamon Roll in the Cloud” dessert in collaboration with Japanese animation character company Sanrio on Thursday.

Sanrio characters, which were introduced to Korea in 1998, have recently gained popularity again among teenagers and twenty-somethings. Based on the popular character Hello Kitty, various Japanese characters such as Kuromi and My Melody are riding on the retro craze.

Dunkin's new donut introduced in collaboration with Sanrio / Courtesy of SPC

SPC Samlip also launched 10 new types of Sanrio Character Cakes, which contains 102 random character stickers.

“Sanrio characters and Pokemon are global brands. They are too big to be perceived as Japanese products only. We see Japanese content differently. They are just characters that we loved when we were young. SPC introduced products in collaboration with animation characters that MZ Generation consumers loved and grew up with,” an SPC official said.

Lotte Group's convenience store firm 7-Eleven introduced six new food items and three kinds of fruit cups in collaboration with Sanrio to target picnickers in time for spring.

Shinsegae's convenience store brand Emart24 started selling a limited edition of Makoto Shinkai's popular novel package on Friday. Shinkai is the original author of the animated feature film “Suzume,” which has topped the local box office over the last month.

The Japanese movie sold a total of 4.95 million box office tickets in 38 days since its release on March 8.

Lotte Asahi Liquor, which had been in a business slump affected by the anti-Japan boycott, is launching a new beer product for the first time in four years.