marketernews · N.126 · KR · Strategy
The convenience store odd-collab wave
ENDED · momentum 78 · since 2026-07-09
From Hyundai Motor ice cream to Hello Kitty yogurt, Korean convenience stores are pulling IP from unrelated industries into a flood of summer launches. The shared formula: buzz comes from the unexpectedness of the pairing, not the product.
Editor's note
The less related the IP looks, the bigger the twist. Team up with the brand that seems least at home in your category and let the conversation start there.
How to do it
- Shortlist the most unexpected crossover IP candidates
- Drive repeat buys with limited runs and collectibles
- Sum up the twist of the combo in a single shot