SPC Samlip's 'KBO bread,' launched in collaboration with the Korea Baseball Organization (KBO) and the Korea Professional Baseball Players Association, is gaining popularity, leading to expectations that investor sentiment toward SPC Samlip will revive, according to reports on the 25th.
According to IBK Securities, KBO bread contains 215 types of stickers featuring mascots and affiliated baseball players from nine teams (excluding the Lotte Giants), strongly stimulating baseball fans' desire to collect. One million units were sold within three days of the launch.
Kim Tae-hyun, a researcher at IBK Securities, noted that the pace of selling one million units of KBO bread is faster than the 2022 Pokémon bread craze. Kim stated, “During its first three days, 750,000 units of Pokémon bread were sold, which allowed SPC Samlip's bakery sector to achieve double-digit growth consecutively for five quarters starting in the second quarter of 2022.” He added that “the fact that KBO bread surpassed one million units more quickly than Pokémon bread raises expectations.”
Kim predicted that the higher main consumer age group for KBO bread compared to Pokémon bread will also benefit SPC Samlip. He mentioned that “while the primary consumer demographic for Pokémon bread was in their teens and twenties, KBO bread’s main consumer group is in their twenties and thirties, with stronger purchasing power,” and added that “the price of KBO bread, at 1,900 won each, is higher than general mass-produced breads like Pokémon bread and cream bread, which will help improve operating profit margins.”
Kim noted, “Following the success of Pokémon bread, various character breads were launched, including Sanrio bread (April 2023), Atom bread (December 2023), Dragon Ball bread (February 2024), Bang Bang bread (August 2024), and Arcane bread (November 2024), but they achieved disappointing results.” He added that “the KBO bread revives consumer interest in character breads after three years, suggesting that the recovery of investor sentiment toward SPC Samlip is expected to continue for the time being.”