|제목||[No.224 Special] Pokemon Bread is Back|
Pokemon Bread is Back
The Cheongdae Times Senior Reporter of Culture Affairs Jin-Hyeong Jo
In February 2022, Pokemon Bread was re-released. Since 2006, seven types have been released for the first time in 16 years. At the same time as the release, about 1.5 million pieces of bread were sold in one week, and the sales volume of 6 million pieces was achieved within one month of release, and the sales volume of 10 million pieces broke through 43 days after release.
Initially, it was only released at CU convenience stores, but a week after its release, it was gradually expanded to 7-Eleven, Ministop, E-Mart 24, and GS25.
Among the breads that were initially released, there are ‘Gastly chocolate cake’, ‘Sweet crispy squirtle bread’, ‘Pikachu Cheese Cake’, ‘Jigglypuff Strawberry Cream Bread’, ‘Diglett Strawberry Castard Bread’, ‘Charmander Hot sauce Bread’, ‘Team Rocket Choco Roll’.
As seven types of bread were so popular that they were in short supply, SPC Samlip introduced four additional types for refrigeration and one for room temperature storage, unlike existing breads that can be stored at room temperature, instead of expanding its production line in April.
Since then, Baskin Robbins has expanded its marketing by releasing five new Pokmon series products, two more Pokemon series from Harim, and three more Pokemon donuts from Dunkin Donuts.
It’s been more than two months since its release, but the heat hasn’t cooled yet. Rather, as online sales begin, bread’s popularity is growing. SPC Samlips’s official mall and eleventh Street and H mall are selling online at a set time every afternoon, but they were so popular that all the supplies were sold out within a minute.
As popularity grows, various marketing booms using Pokemon bread are taking place in the retail industry. Representative examples include “hotel marketing,” which presents Pokémon bread to guests, and “bundling marketing,” which sells products that do not sell well in Pokémon bread.
This re-released Pokemon Bread stimulated the nostalgia of those in their 20s and 30s, who were elementary and middle school students when they were first released in 1998 In addition to online purchases.
Currently, elementary school and middle school students who have seen a lot of TV animation and games, and even parents who want to buy Pokemon Bread for their children are gathering at once, causing a shortage.
In addition to online purchases, purchases are often made while chasing mart open runs, convenience store waiting, and convenience store logistics vehicles, making it difficult to purchase through other general visits.
The reason why SPC Samlip does not expand production lines despite such popularity is Paldo’s Kokomyeon and Haitai’s Confectionery’s honey butter chips, which were as popular as the existing Pokemon Bread, had a precedent where they expanded their production lines, but their popularity disappeared and sales plummeted as the shortage disappeared.
Therefore, even if the production volume is small, it is said that it will not expand more than this line.
SPC Samlip, who ignited the heat that followed, said. Currently, the cumulative sales of Pokemon Bread have exceeded 22 million, and sales in the same period this year increased by 11.1% compared to the first quarter of last year. The sales effect is expected to show up in earnest in the second quarter as sales volume has greatly expanded since April.
In addition, the food industry is actively riding on the craze following SPC Samlip. On the first of next month, the theatrical animation