South Korean retailers embracing rat marketing strategies

As the 2020 is the Year of the White Rat on the Chinese zodiac calendar, South Korean retailers are planning rat-related products and special promotional events.

Emart24, Shinsegae Group’s convenience-store chain, will begin selling white mouse-shaped marshmallows made by the German company Aseli from tomorrow.

Furthermore, Shinsegae Department Store began selling rat-shaped cakes and macarons yesterday. Lotte Department Store currently sells baby goods with mouse characters on them.

Meanwhile, South Korean food and beverage giant SPC Group will hold a 2020 design campaign with the characters “Tom and Jerry.”

Seven brands under SPC’s wing, including Paris Baguette and Baskin-Robbins, plan to introduce a variety of products, including cheesecake and cream cheese donuts, as cheese is commonly known to be a favourite food of rats and mice.

Online shopping mall 11st is holding a “lucky mouse” promotion during the month of January.

Every day at 11am, the shopping mall will issue 20-per-cent discount coupons exclusively for customers born in the year of White Rat, on a first-come, first-served basis.


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