With Children's Day in May, the retail industry is pushing so-called "childlike-heart marketing" to broaden touchpoints with consumers and strengthen brand awareness. Beyond simple product discounts, companies are rolling out a variety of programs, including hands-on events that children and families can join together.
According to the industry on the 5th, the bakery and cafe sector is unveiling new products that use characters familiar to children. Paris Baguette teamed up with The Pinkfong Company, which owns the Baby Shark character, to launch the "Undersea Baby Shark cake." The inside of the cake is filled with chocolate cream and crunch to create an undersea atmosphere where the shark family lives. It also released the "Pororo, let's go to the amusement park!" cake, decorated with Pororo and friends having fun at an amusement park.
A TWOSOME PLACE joined hands with the penguin character "Pingu" to launch a range of products including cakes, beverages, and ice cream. After limited-edition goods last winter drew a strong response, it expanded the collaboration across the food category. The flagship item is the "Pingu chocolate fudge cake," which faithfully reproduces Pingu's look. Using a dedicated mold, it was released as both a large and a small cake, widening options so even single-person households can buy without burden. It also introduced shakes and ice cream items with a crisp texture.
Chicken chains, which are popular with children, are pairing discount promotions with social contribution activities for the holiday. Dining Brands Group Co., which operates BHC Chicken, is running a discount event through the 17th of this month. During the event, it offers daily coupons worth up to 8,000 won per item, and will give away prizes such as chicken exchange vouchers and mobile gift certificates to customers who use the coupons through a drawing.
Genesis BBQ Group, which operates BBQ Chiken, carried out a "chicken relay," personally visiting underserved neighbors and remote areas to deliver chicken. It delivered 50 servings of signature menu items, including Golden Olive Chicken, Crunch Boneless Cracker, and cream cheese balls, to Jungsan Elementary School in Jeongseon, Gangwon Province.
Kyochon F&B, which operates Kyochon Chicken, also provided chicken to a total of 62 people, including 33 students and faculty, at Gibuk Elementary School and Jukjeon Elementary School in Buk-gu, Pohang, North Gyeongsang Province. A food truck was deployed on-site to cook and deliver 130 orders of "single wing trio (soy sauce, red, honey)" and 40 orders of wedge potatoes.
Department stores, which attract many family customers, prepared experiential events alongside discount sales. Hyundai Department Store is partnering with Disney Korea to hold events themed on "Toy Story" at department stores nationwide and Hyundai Outlet locations. Stores will be decorated with a Toy Story concept, with family-friendly events such as face painting and balloon giveaways.
At the Trade Center branch, a 7.6-meter-tall photo zone will be set up and popular character installations such as Woody, Buzz, and Alien will be placed so visitors can take pictures. Customers who post event reviews will be entered into a drawing for travel vouchers worth 3 million won.
Lotte Department Store set up a "Kids Art Station" where visitors can experience the world of the film "Star Wars." At Jamsil World Park Plaza, it installed a 10-meter-tall sculpture using characters from the movie, and also held a children's art contest to boost the on-site atmosphere. Across all department stores, it is offering discounts of up to 30% on about 50 kids brands.
Lotte Department Store is also running a "Korea Board Games" pop-up store on basement level one of Jamsil Lotte World Mall through the 26th, selling more than 300 kinds of board games at discounts of up to 70%.
Shinsegae Department Store is holding a "Kids in Wonderland" event across all stores, selling products from 35 children's brands at discounts of up to 50%. At the Daegu, Daejeon, and Uijeongbu branches, it prepared the "Poovilla selfie box" where families can take photos, and is also running brand pop-up events at Bonatz in the Centum City branch and The Future Shop in the Gangnam branch.
Hotels introduced package products targeting family customers. Lotte Hotel Jeju rolled out the "Hello Kitty Camellia Edition" for Family Month, offering a family twin room, breakfast for two adults and one child, and a Hello Kitty camellia doll. It also prepared a "multi-generation pool villa" package for three-generation families or multi-children households.
Hanwha Hotels & Resorts is selling an "all-inclusive" package that allows guests to enjoy accommodations, dining, and facilities all at once. The product combines rooms, meals, and activity admission, and is designed so guests can use the pool, sauna, theme park, and more together.