Korea's Singles' Day fills up with Pokémon, Anpanman, and webtoon merch

South Korea's convenience stores have started the countdown to Singles' Day, November 11, with a marketing campaign focused on real-life products based on anime, video game, and webtoon characters. The country's four major chains are preparing gift sets with licenses such as Pokémon, Anpanman, and Crayon Shin-chan, plus collaborations with the webtoon The Remarried Empress.

According to industry data collected by Maeil Business Newspaper, GS25, CU, 7-Eleven, and E-Mart24 have designed their promotions to attract a public that no longer buys just for the chocolate or the cookies. The main hook is the keychains, plushies, blankets, and other collectible items that come with the sweets.

Pokémon and Tamagotchi lead CU's lineup

CU has presented 28 exclusive products under the slogan "the final evolution of adorable." Among them is a collaboration with Tamagotchi, Bandai's virtual pet, plus a line dedicated to Pokémon. The chain presents it as the first of its kind in the convenience store industry.

GS25 is preparing gift sets with Anpanman and Crayon Shin-chan for Singles' Day.mk.co.kr

The catalog includes plush hand warmers, keychains, wool blankets, and night lights. The chain says the weight of these differentiated products in its Singles' Day sales has grown every year: from 29.3% in 2023 to 31.9% in 2024 and 36.6% in 2025.

Until November 10, those who scan the member QR in the Pocket CU app and pay with the card linked to the promotion can get discounts of up to 50%.

GS25 bets on Anpanman and Crayon Shin-chan

GS25 has prepared gift sets that combine two of the most recognized licenses in the country: Anpanman and Crayon Shin-chan. It will also launch a limited edition of chocolate bars with its own characters, MOOMOO and friends.

CU will launch 28 exclusive products for Singles' Day, including Tamagotchi.mk.co.kr

The chain estimates that Singles' Day sales exceed those of a normal day by 30%, so this year it has reinforced the incentives. It offers 2+2 promotions and discounts of up to 50% when paying with credit cards linked to the campaign.

7-Eleven leans on Sanrio, Jo&Friends, and K/DA

7-Eleven has signed deals with three globally recognized IPs: Jo&Friends, Sanrio characters, and K/DA. The company is preparing 21 gift sets with a 20% discount.

7-Eleven offers sets with Jo&Friends, Sanrio characters, and K/DA.mk.co.kr

After recording a 120% sales increase on last year's Singles' Day, the chain will also open a pop-up store at Lotte World Mall in Jamsil, Seoul. The number of licensed products, including wines and other items, is growing by nearly 30% compared to the previous year.

E-Mart24 teams up with the webtoon The Remarried Empress

E-Mart24 has prepared more than 80 affordable gift sets, including six chocolate bars with designs from the webtoon The Remarried Empress, a series with a strong fan base among people in their twenties and thirties.

E-Mart24 launches six chocolate bars with the webtoon The Remarried Empress.mk.co.kr

Throughout November, the chain applies 1+1 and 2+1 promotions to more than 180 confectionery and snack products. Until the 10th, new users of its app receive a coupon to redeem a chocolate bar from the collaboration.

An industry representative cited by the outlet explains that demand has shifted toward the collectible items that come with the cookies, more than toward the cookies themselves. The competition to attract new app users and secure initial sales will intensify until the 10th, just before the main event.