🔥Minumsa bread is done and it actually got people buying books
Turns out the little cream bun I hunted down back in August was a much bigger deal than I thought. GS25 teamed up with the publisher Minumsa and wrapped the buns like their World Literature covers, Pride and Prejudice and all, with a random mini bookmark inside, 20 to collect. Final orders went in on October 7 and they ended up selling about 2 million.
The part that actually made my day: the four books on the wrappers sold around 60% more while the bread was out, and the two poetry collections roughly tripled. When it launched, plenty of people were sneering that it was "text hip" vanity, everyone buying the bookmark and never the book. Apparently not.
Now there's poetry gum and a book-app cream bread following it onto the shelves. Took me three convenience stores in Busan to find one bun, and the bookmark is still sitting in the paperback I'm halfway through, so I reckon it did its job.
🔎 Ref
- 🔗Financial News — 책갈피 구하러 오픈런… 유통가로 번진 '텍스트힙'https://www.fnnews.com/news/202610141826248807
- 🔗Munhwa Ilbo — '민음사 빵' 터지자 책도 빵빵 터졌다https://www.munhwa.com/article/11623329
- 🔗Dong-A Ilbo — 빵에 책갈피, 껌에 시집 구절…먹거리로 번진 '텍스트 힙' 열풍https://www.donga.com/news/Economy/article/all/20261013/134831585/2
- 💬Community postRuliweb 유머 — 요새 편의점 콜라보 상품 겁나 보기힘드네https://bbs.ruliweb.com/community/board/300143/read/77023713
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