[Anchor]
Discontinued snacks and alcoholic beverages are increasingly making comebacks, or products are being re-released in packaging from decades ago. This marketing strategy centered around nostalgia is gaining massive popularity.
Reporter Chae Heesun has the details.
[Reporter]
This is a commemorative event marking the 40th anniversary of a famous ice cream brand.
Visitors receive ice cream dressed in its original vintage packaging from when it was first launched and try their luck at winning nostalgic prizes.
[Pan sticker: This is a very rare item. Congratulations.]
Standing in front of the familiar packaging brings childhood memories back to life.
[Kim Hyejeong / Uiwang, Gyeonggi Province: When I was young, my mother used to buy me ○○ whenever I did well on my exams.]
A domestic whisky that once gained popularity for its affordable price has also returned after 11 years.
It sold out immediately upon release, making it hard to find even when checking the shelves.
[(I think it was around here.) Looks like they are all sold out.]
[Park Jaeyong / Gongju, South Chungcheong Province: I heard adults say that if you drink it, the next day disappears because of the hangover, and I was so curious that I came to buy some.]
Social media videos recreating past advertisements and stories of that era that young consumers had only heard about have drawn them in.
All 12,000 bottles released to hypermarkets and other stores starting on October 14 have been sold, and searches for stock continue to rise.
The focus of interest on nostalgic products is translating directly into sales performance.
A ramen brand popularized by this type of advertisement sold 10 million packs within three months of its re-release last year.
Middle-aged and older consumers are seeking the memories tied to the products, while younger generations are looking for designs and fun they have never experienced before.
Experts analyze that companies can also reduce sales uncertainty by leveraging familiar brands.
[Jeon Mi-young / Research Fellow, Trend Korea Company: Whenever launching a new product, risks always follow. Reinterpreting past successful experiences can make it much safer.]
In a climate of high inflation where the retail industry must open consumers' wallets,
retro marketing that simultaneously stimulates the nostalgia of older generations and the curiosity of younger generations is expected to continue for the time being.
(Photo: Yonhap News) Reportes by Kim Min-chul | Video by Kim Jong-tae | VJ: Jung Han-wook
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