An office worker, a person surnamed Park (32), will run the 10-kilometer course at the Chuncheon Marathon (Chunma) on the 26th. Park said the thrill of finishing is good, but also paid 80,000 won to sign up for the Chunma 10-kilometer because Park wanted the "commemorative T-shirt." Park said, "Chunma caught my eye because the staff windbreaker jacket is pretty," and added, "Early this year I couldn't even run 3 kilometers, but I practiced with my eyes only on the Chunma commemorative T-shirt." Park plans to buy more workout clothes with the brand discount coupon provided as a race souvenir.
As more people join running clubs, marathon race souvenirs are gaining popularity every year. Some even say, "Finishing is good, but the souvenirs are better." Participants post photos of the souvenirs on social media (SNS) even before they run, and they try new races to get the goodies they like. Some buy souvenirs from races they could not attend through secondhand transactions.
◇When souvenirs arrive, they "verify" on SNS… "It's fun to get different goodies at each race"
According to the Ministry of Culture, Sports and Tourism and the Korean Sport & Olympic Committee (KSOC), as of 2022 there are about 8.83 million runners in Korea. The industry sometimes sees the number as surpassing 10 million. As running has taken hold as a bona fide hobby, marathons are being held across the country. Organizers' efforts to attract runners have led to the development of goodies. In the past, souvenirs were mostly just finisher medals and bib numbers, but these days runners sometimes decide whether to enter a race based on what goodies are offered.
For Chunma, the souvenirs are a black T-shirt, finisher medal, socks, running energy gel, sunscreen, and Xylimelts (gum-attached xylitol candy). Park said, "The 10-kilometer entry fee is 80,000 won, and I think just getting the souvenirs alone makes it worth it."
As souvenirs gain popularity, "unboxing" has also become a trend. Marathon participants open the box that arrives with the bib and post a verification on SNS, and after finishing they upload photos with the souvenirs as the backdrop.
Many people also share lists of races with abundant souvenirs even before race day. An office worker, a person surnamed Seo (35), is one of the so-called "souvenir runners." Seo paid 40,000 won to enter a regional race for the first time last year and received not only a T-shirt, sunscreen, headband, and drinks as souvenirs, but also sports massage and timing services. Seo said, "Running itself is fun, but it's also fun to get different goodies at each race."
◇T-shirts with the Infinite Challenge logo, hats with Hello Kitty too
Souvenir competition is fiercer at event-style races. The "Infinite Challenge Marathon" held in May had a 99,000 won entry fee for the 10-kilometer course, but sold out two minutes after registration opened. The reason was undeniably the goodies. A set of T-shirt, shorts, and socks with the Infinite Challenge logo was provided, along with cosmetics and health supplements.
The apparel items could be purchased separately even without entering the race, and buying them all cost more than 80,000 won, prompting reactions that "the entry fee is cheap." An office worker, a person surnamed Kim (23), who ran the race, said, "It felt like a 'limited edition.' I thought I would regret it if I missed it."
Marathons collaborating with characters are also popular. A person surnamed Kim (34) started running for the first time to enter the "Sanrio Character Run" held in September. Kim paid 80,000 won to enter and received a hat, T-shirt, socks, drawstring bag, cosmetics kit, character medal, and other abundant souvenirs.
The souvenirs feature various Sanrio characters, including Hello Kitty, Cinnamoroll, My Melody, and Kuromi. Kim said, "In the past, you could only see these character-sponsored goodies at overseas races, but I'm glad such races have been created in Korea."
Experts said marathons are establishing themselves as a new leisure culture combining consumption and experience. Heo Kyung-ok, a professor of consumer science at Sungshin Women's University, said, "It's the result of the mindset of receiving gifts while exercising combined with 'the human instinct to like free things,'" adding, "It's a phenomenon where the interests of all sides align, with sponsors gaining marketing effects, organizers cutting operating costs, and participants gaining satisfaction."