"Worn-Out Doors from the Heatwave... 1 Million of These Sold Out in Two Days [The Way We Shop Now]"

Convenience Store Sales Surge Amid Heatwave... Emerging as Urban Retreats
One Million Ice Cups Sold in Just Two Weekend Days
Bottled Water and Watermelon Sales Reach New Highs for the Year

Editor's NoteWhat are people buying these days? From must-have household goods at Daiso, to cosmetics at Olive Young that often sell out, to bakeries where people line up just to get bread. The familiar scenes of shopping reflect the current direction of the market. "The Way We Shop Now" is a series that examines today’s consumer trends through the lens of everyday best-sellers. It delves into which products are being chosen, which strategies motivate people to open their wallets, and breaks down shifts on the consumer frontlines in an accessible and engaging way.

In front of the convenience store Emart24. Emart24

"It feels stuffy just staying at home, but going somewhere far is a burden, too."

During the stifling heatwave that swept across the country last weekend, office worker Seong Mo (27) chose a convenience store near his home as his summer getaway—not a cafe or a shopping mall. He went to enjoy what is called "Pyeonkangseu" (a combination of the Korean words for 'convenience store' and 'vacation'), cooling off by sipping an iced beverage in an air-conditioned store. As more people look for instant relief from the heat at places close to home rather than heading far away, convenience stores are now emerging as new "urban summer retreats."

"1 Million Ice Cups in 2 Days"—A Heatwave Indicator... Watermelon and Ice Cream Sales Also Soar

Ice cup sold at a convenience store in Seoul. Photo by Yonhap News

According to GS25 on July 17, more than 1 million ice cups were sold over just two days last weekend, when daytime temperatures in Seoul topped 30 degrees Celsius. This marks a surge of 55.9% compared to the same period the previous week. In particular, sales of the 400g 'XL' ice cup—which allows customers to pour in a large beverage and enjoy it cold for a long time—jumped by over 66% during the same period, underscoring how severe the heat has been.

The "Pyeonkangseu" trend is not limited to ice cups alone. Over the same period at GS25, sales of seasonal fruits such as watermelon spiked by 107.2%; ice cream, 62.8%; cold beverages, 49.1%; bottled water, 39.3%; and sports drinks, 27.9%—with all summer products recording their highest sales. Canned beer sales also rose by 17.6%, benefiting from the hot weather boost.

A customer is looking at Häagen-Dazs products at the GS25 convenience store. GS Retail

The same pattern can be seen at other convenience stores. At CU, sales of ice cups (20.3%), ice cream (17.2%), and iced Americano (17.1%)—all staple summer items—increased by double-digit percentages compared to the same period last year. At Seven Eleven, sales of smoothies and pearl ice cream skyrocketed by an eye-popping 450%, closely followed by ice cups (26%) and sports drinks (21%).

'The Heatwave Is Changing Shopping Habits... "Closer, Faster, and Cheaper"

The way people consume is also changing. Whereas in the past, people sought out places like cafes or shopping malls to relax and escape the heat, these days, "instant consumption" to cool down in a short time is becoming more common. Many shoppers now buy an ice cup or cold drink at a convenience store to quickly lower their body temperature and move on. With the rise of single-person households and growing electricity bills, convenience stores are increasingly seen as the most cost-efficient places to escape the heat in terms of energy costs.

Convenience store chains are working to attract these "Pyeonkangseu" customers by offering unique and entertaining products. They are targeting Millennials & Gen Z "fun-sumers," who look for enjoyment in their purchases, with strategies aimed at increasing average purchase value.

CU 'Pat and Mat' Half-and-Half Bar. BGF Retail

CU has released the "Pat and Mat Half-and-Half Bar," featuring the beloved global cartoon duo Pat and Mat, drawing attention with an eye-catching design inspired by cooling performance shirts, appealing to younger consumers. Recently, CU has also announced upcoming special editions featuring "Liv" and "May," members of the popular girl group Laysenne, directly targeting "fandom spending."

Seven Eleven has drawn interest with an unexpected collaboration: "Chicken Kkekki Ice," created in partnership with chicken brand Harim. This ice cream boasts a unique chicken flavor, prompting social media users to comment, "What does this taste like?" and "I want to try it." In addition, GS25 has launched an unusual dessert ice cream called "Hyeonchaneun Bangbang" ("Car Beep Beep"), in collaboration with Hyundai Motor Company, to entice store visits.

Seven Eleven recently launched 'Chicken Kkekki Ice (4900)', a collaboration with Harim's Mexican Chicken. Seven Eleven

Experts say, "As heatwaves become a regular part of daily life, consumer standards are shifting toward what is close by, fast, cost-effective, and even fun." They added, "As more people look to save money on travel and stay costs while gaining immediate benefits, the longer and hotter summers get, the more the "Pyeonkangseu" trend of using convenience stores as summer retreats will spread."

This content was produced with the assistance of AI translation services.