Major Entertainment Firms Expand IP Distribution Partnerships
Four Companies Post Double-Digit Revenue Growth
High Accessibility Turns Stores into Test Beds
Specialized Outlets Rise as Fandom Community Hubs
Four Companies Post Double-Digit Revenue Growth
High Accessibility Turns Stores into Test Beds
Specialized Outlets Rise as Fandom Community Hubs
Convenience stores are teaming up with the entertainment industry and evolving into K-pop platforms. Beyond selling albums and merchandise, they are increasingly serving as community spaces for fans, extending the role of the neighborhood store into the K-pop ecosystem. Industry data show that idol merchandise and album sales at the four major convenience store chains grew by double digits last year compared with the prior year. CU’s related product sales rose 23% year over year. GS25’s idol-related album sales jumped 55% in the same period. Seven-Eleven and Emart24 reported increases of 68% and 130%, respectively.
The gains reflect deeper collaboration between entertainment companies and convenience stores. By making it easy to buy and pick up albums and goods through store apps or nearby locations, convenience stores have attracted more K-pop consumers. Major entertainment firms are supplying photocard sets and branded merchandise to convenience stores, expanding IP (intellectual property) distribution partnerships.
For entertainment companies, tapping into convenience stores’ nationwide networks lets them reach fans outside major cities. The stores also provide rapid consumer feedback on merchandise and co-branded products, effectively functioning as test beds.
From the retailers’ perspective, customers who visit to buy idol goods and albums often make additional purchases, boosting overall sales. Partnerships also allow stores to launch package products that leverage artists’ images. Examples include CU’s “Ahn So-hee Shimmer Wine” and “QWER Wine,” and 7-Eleven’s “Wishdoll,” which involved design input from NCT WISH members.
Recently, some specialty outlets have become de facto fandom hubs. Fans use convenience stores as offline meeting points on album release days to swap photocards and share information. CU currently operates a music-library concept store in Hongdae; GS25 runs K-pop specialty zones at key locations such as Sinchon and Jongno; and 7-Eleven operates a “Who’s Fan Store” in Myeong-dong.
Industry watchers say convenience stores’ role as K-pop platforms is likely to grow alongside rising numbers of foreign visitors. GS25’s sales to foreign customers rose 73% year over year in the first quarter, a record high. CU’s foreign-customer sales increased 65.1% over the same period. Because many visitors to Korea are fans of K-culture, retailers expect tourist growth to boost demand for K-pop products in stores. Observers say this year’s BTS concerts have further reinforced, at home and abroad, the view that convenience stores can be legitimate distribution channels for idol merchandise and albums.
Looking ahead, CU plans to strengthen online-offline synergy for K-pop merchandise sales around its specialty stores and the Pocket CU platform. GS25 plans to expand a two-track approach tying preorders in its Our Neighborhood GS app to in-store sales. 7-Eleven set up a service products team in the second half of last year and is expanding idol marketing and related businesses this year.
A convenience store industry official said, “Convenience stores combine nationwide infrastructure with a consumer base concentrated in their 20s and 30s, allowing them to overcome the cost limits of pop-up stores and become offline hubs for K-pop. We will continue experimenting with new marketing and experiential content tied to K-pop.”
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