As heat wave advisories continue across most of the country day after day, the retail industry is moving faster to capture summer demand. With sales of related products such as cooling apparel, cooling cosmetics, and frozen treats surging, companies are ramping up production, expanding new products, and strengthening promotions. The industry said the heat wave has moved beyond a seasonal variable to become a key factor reshaping product planning, inventory operations, and marketing strategy.
According to the Korea Meteorological Administration on the 13th, daytime highs were forecast at 30–37 C. Through the 14th, the maximum heat index across most regions nationwide is expected to reach around 33 C, and in the central region as well as North Jeolla and North Gyeongsang, around 35 C. On the 12th, an extreme heat emergency warning was issued for Gyeongsan and Pohang in North Gyeongsang. The extreme heat emergency warning was introduced to warn of "extreme heat" that cannot be sufficiently cautioned against with a standard heat wave warning and has been in operation since June 1; this is the first issuance.
In response, convenience store chains are expanding summer product sales with a focus on beverages, frozen treats, and ice. The GS25 convenience store operated by GS Retail(007070) plans to expand its on-site smoothie machines, which have been in operation since the end of last year, from 160 stores to 300 stores by the end of this month. Smoothie sales in June rose 172.4% from a year earlier. The company noted that the "healthy pleasure" trend and value-for-money consumption have combined to make smoothies a signature summer product. From June 1 to July 12, ice cream sales increased 32.6% year over year, ice 27.3%, deodorant 19.2%, and cooling arm sleeves 11.0%.
Sales of heat wave-related products also grew sharply at CU convenience stores operated by BGF Retail(282330). In the first quarter of this year, ice sales were up 31.5% from a year earlier, ice cream 26.7%, and beverages 14.6%. Convenience store chains are also securing additional supplies of related products ahead of the peak summer season.
Food companies are also increasing production of signature summer items. Lotte Wellfood(280360) launched "Seolleim Coolish," which gained popularity in Japan, and even introduced German ice-making equipment to create fine ice particles. Since launch, the Seolleim lineup's convenience store sales increased 26% in May and 14% in June. Despite cost pressures, Binggrae(005180) cut prices on some ice cream in March and rolled out new products such as "Deowisanyang low sugar" and "Bungeo Ssamanko low sugar" to get a jump on peak-season demand.
Fashion brands are responding with cooling fabrics and UV-protection products. At LF Corp. Daks Accessories, parasol production was increased 25% from last year, and Hazzys moved up the arrival of parasols by about three weeks. Jill Stuart New York expanded parasol volume fivefold from a year earlier, while Beanpole in the Samsung C&T(028260) fashion division collaborated with Hunter to unveil climate-response products under the "Any Weather, Anywhere" concept.
On LF Mall, searches related to cooling at the start of this month were up 66% from a year earlier. According to Musinsa, in June alone, searches for "sal-an-ta-tem" rose 81% year over year, cooling 68%, cooling innerwear 210%, and UV protection 54%. During Musinsa's "Very summer Black Friday" held from the 14th to the 24th of last month, combined online and offline sales reached 283 billion won, marking a record performance.
The beauty industry is also enjoying a heat wave windfall. According to CJ Olive Young, sales of cooling care products from April to June this year increased 42% from a year earlier. Sales of trouble care products rose 41%, oil and sweat care 29%, and UV-protection products 27%. The trend appears driven by "survival beauty" consumption aimed more at lowering skin heat and protecting skin from UV rays than at simple aesthetics.
A retail industry official said, "Recently, we have shifted to planning products and managing inventory based on temperature rather than season," adding, "As the heat wave is expected to be prolonged, we plan to continue expanding production and promotions for related items such as cooling apparel, cooling products, and beverages."
The industry believes climate change is reshaping the retail sector's business strategy itself. With real-time temperature-based ordering, production, and logistics gaining importance over seasonal product operations, summer products are being launched earlier and sold for longer. A retail industry official said, "In the past, the summer peak season lasted only a month or two, but now, as the heat wave lengthens, the structure is shifting to launching related products earlier and selling them longer," adding, "Going forward, product planning and marketing will become more climate-centered rather than season-centered."