The food and dining industry is accelerating collaboration marketing that leverages game intellectual property (IP). It is evolving beyond simple new product launches into experiential content that combines game universes, characters and merchandise. The industry says this trend is taking hold as a box-office driver, aligning with the traits of Generation Z (born in the late 1990s to early 2010s), who view consumption as an experience.
On the 3rd, according to related industries, game company Nexon rolled out limited-time menu items at Ttang's Army Stew through a collaboration with "DUNGEON & FIGHTER Mobile" and linked them to in-game events. Nexon has also steadily expanded collaborations with food companies, including a previous tie-up with NeNe Chicken on "ELSWORD."
Food companies are also ramping up marketing that uses game IP. Mom's Touch teamed up with HoYoverse's hit game "Genshin Impact," bundling burger and chicken set menus with merchandise to draw the attention of players. It also introduced theme stores reflecting the game universe and online-offline linked events.
OTOKI formed a partnership with esports club Gen.G and is expanding touchpoints with game fandoms, including by operating a brand experience zone inside GGX, a gaming-and-culture complex in Dongdaemun, Seoul.
In addition, Papa John's collaborated with "Cookie Run" to launch new set menus bundling pizza and desserts with game coupons. Gong cha worked with "Honkai: Star Rail," and The Venti teamed up with the "Super Mario" IP to spur character merchandise-centered consumption. Food service company Samsung Welstory collaborated with Battlegrounds to decorate cafeterias with a game concept and introduce experiential events, expanding collaboration even in the B2B (business-to-business) realm.
Convenience stores are also actively collaborating with game IP. GS Retail's GS25 convenience stores launched a variety of products such as boxed meals, hamburgers and snacks using the "Arknights" IP from Gryphline. The products include photo cards and game item coupons. GS25 has also worked with various games such as "MapleStory" and "Blue Archive," and said cumulative sales of game-related products have surpassed 20 million units.
The industry says the trend stems from aligned interests between game companies and food firms. Game companies can raise brand awareness and attract new users through offline touchpoints, while food companies can secure highly loyal game fandoms as a new customer base. Beyond simple product tie-ups, many have succeeded at the box office by running events that, for example, grant in-game currency when buying the product. In fact, some collaboration items sell out right after launch or see a surge in sales, translating into results.
The core success factors cited are the highly loyal fandom that game IP commands and its amplification power through social media (SNS). A food industry official said, "Collaboration products with game IP always become a hot topic, and when we release related merchandise along with the products, sales increase. Most are trending toward success," adding, "The game industry also has demand to expand offline touchpoints with users, and the food industry can attract loyal, high-spending game fandoms, so the synergy effect is clear."
Some, however, say it is disappointing that these do not become long-term products and end up as one-off events. A food industry official said, "Game fandoms should enjoy collaboration products, and that satisfaction should lead to steady purchases, but most efforts rely only on providing in-game currency, and it's rare to see demand sustained for long," adding, "Even the popularity of the game IP itself often has a short life span, so flexible responsiveness is essential."