Even 20,000-Won Pepero Sets 'Fly Off Shelves'... Character Merch Drives 'Record Sales' at Convenience Stores

GS25 Sales Up 31.2%, CU Up 22.5%; 7-Eleven Sales Triple
Merchandise Sets Bundling Snacks with Keychains and Blankets Drive Sales
CU Sales in University Areas Rise 71.5%, Highest Growth Among Trade Areas

The three convenience store chains posted record-high sales during the Pepero Day season, their biggest sales period of the year. Gift sets bundling snacks with character keychains, blankets, pouches and other items proved popular. Demand for practical, collectible merchandise added to the appeal of giving snacks as a way to express affection.

According to the convenience store industry on Nov. 12, sales of Pepero Day-related products at GS25 from Nov. 1 to 11 rose 31.2% from the same period a year earlier. Over the same period, sales at CU increased 22.5%, while those at 7-Eleven soared to about three times last year’s level. All three companies said their Pepero Day-related sales reached record highs.

Pepero Day is one of the biggest sales occasions for convenience stores. An analysis by GS25 of daily sales last year found that Nov. 11 was the highest-sales day of the year. Sales that day were more than 30% higher than the daily average for the year. At GS25, single-pack Pepero sales in November accounted for about half of its annual sales.

Models for GS25 (from left), CU, and 7-Eleven introduce Pepero products. Courtesy of the three convenience store chains.

Adding Merchandise to Snacks Boosts Sales and Average Spending

Character merchandise drove this year’s sales growth. Sales of individual products such as Pepero and Pocky at GS25 rose 24.1%, while sales of gift sets featuring merchandise based on Crayon Shin-chan and Anpanman surged 155.1%. More than 90% of the inventory of most of its differentiated products was sold.

The top-selling merchandise gift set was the “Anpanman Tape Measure Keychain Pepero Set.” It was followed by the “Shin-chan and Shiro Snap Blanket Set” and the “Anpanman Nail Clipper Pepero Set.” Prices ranged from 12,500 to 19,900 won. The expansion in sales of merchandise sets, which cost more than individual snack products, is believed to have raised average spending per purchase and contributed to sales growth. GS25 spent about eight months preparing character merchandise and discounts for the promotion.

At CU, sales of differentiated products featuring Pokémon and Tamagotchi rose 30.5%. The share of differentiated products in total Pepero Day-related sales rose from 31.9% in 2024 to 36.6% last year and 39.1% this year.

At 7-Eleven, character collaboration products accounted for 70% of sales, up 25 percentage points from last year. Character products, including Choco Hello Kitty and Joe & Friends, also took the top five spots in the ranking of related product sales. Items for everyday use, such as quilted pouches and lightweight umbrellas, proved popular alongside plush keychains.

Sales Growth Highest in University Areas

Among CU’s trade areas, sales growth was highest in university areas, at 71.5%. They were followed by factory areas (66.4%), office districts (56.9%), gas stations (56.7%) and hospitals (55.7%). The company said character products that let consumers express their personal tastes were popular among university students, who are sensitive to trends. Bestsellers in university areas included Tamagotchi squishies, Pokémon stickers, Pokémon clickers and large desk mats. Demand spanned a range of products, from small items to press and touch for fun to products for decorating diaries and desks.

CU’s top-selling differentiated product overall was the “Pokémon Clicker Keychain.” The tactile merchandise makes a clicking sound when pressed and can also be attached to a bag as a decoration. Pokémon stickers, large desk mats, Charmander hand warmers in plush form and fleece blankets also ranked among the top sellers.

A 7-Eleven representative said, “Pepero Day has recently become more than just an occasion for giving snacks. As it has taken root as a day for expressing personal tastes and sharing special experiences, the importance of differentiated products continues to grow. We reflected consumers’ careful consideration not only of popular IP but also of practical features they can use regularly in their daily lives, collectible value and how complete the products are as gifts. This helped meet consumers’ needs.”

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