Halloween marketing, once a signature autumn event for the retail industry, has again gone silent this year. Four years after the Itaewon tragedy in 2022, Halloween-related marketing continues to be quietly shelved. Retailers, including food and beverage companies, are instead pouring their efforts into marketing tied to Pepero Day and the College Scholastic Ability Test (CSAT).
According to industry sources on Monday, major retailers appear to be refraining from running any Halloween-related campaigns ahead of Halloween on Oct. 31. Just a few years ago, Halloween was a key marketing event for the retail sector.
As party and costume culture spread among younger consumers, convenience stores, large marts, department stores, theme parks, as well as cafes and restaurants, all rushed to unveil related products and events.
However, following the Itaewon tragedy on Oct. 29, 2022, public perception shifted regarding marketing that links festivals with consumption, and the retail industry halted related events out of consideration for the atmosphere of mourning and remembrance.
The industry is instead focusing on Pepero Day on November 11. Although more than two weeks remain until Pepero Day, Lotte Wellfood recently unveiled 10 season-limited Pepero packages. It is also pursuing collaborations leveraging popular intellectual properties (IPs), including global ambassadors Stray Kids, Sanrio Characters, and Ganadi.
GS25 is paying attention to the fact that this year's Pepero Day falls on a Wednesday. Anticipating concentrated gift demand from office workers and students, it plans to increase inventory of related products.
It has also prepared collaboration items and limited-edition goods featuring its in-house character "Mumucy." CU has set "healing" as the concept for this year's Pepero Day marketing. Utilizing familiar characters such as Pokémon and Tamagotchi, it has prepared a variety of products including squishies, keychains, blankets, and hot packs.
The retail industry is also going all out on marketing related to the CSAT, scheduled for November 19. Turejune, operated by CJ Foodville, has launched CSAT-season products featuring the popular character Miffy.
A representative product is a chocolate cake with a concept of making wishes, decorated with stars. Rice cakes, which are popular as gifts for examinees, are offered in four flavors: sweet potato, black sesame, red bean paste, and white bean paste.
Haitai Confectionery has released the CSAT limited edition "Manru Home Run Ball," cheering for examinees to score perfect marks. The product features increased chocolate cream compared to the standard Home Run Ball to differentiate it, and the gift set consisting of six packs includes instant-win lucky coupons. It is also running a CSAT support event targeting high schools, linking product sales with consumer participation.
The Summer Place has unveiled "Lucky Ganadi" products in collaboration with the character Ganadi. In addition to food items such as chocolate berry cake and cheesecake bread, it has expanded its product range to include lifestyle goods like squishies, action ballpoint pens, and plush cushion blankets.
Marketing leveraging seasonal changes is also active. Starbucks Korea has released Seon Bo-i-neun (CEO) beverages and new tea menus every autumn. It has relaunched the "Black Glazed Latte," a representative fall season drink, and newly introduced the "Hoji Glazed Tea Latte," utilizing domestically produced hojicha (roasted green tea). Hollys Coffee has unveiled five fall season menus utilizing Korean ingredients such as persimmons, dried persimmons, and black sesame.
An industry official stated, "From a corporate perspective, while sales are important, it is more crucial to approach consumption culture related to social tragedies with caution," adding, "Marketing strategies that consider the social atmosphere and consumer sentiments ultimately contribute to increased sales."
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