7-Eleven ratchets up sports marketing to take on GS25, CU

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7-Eleven ratchets up sports marketing to take on GS25, CU - Korea Economic Daily

Quick Summary:

It recorded the largest-ever sales for a pop-up store operated within the Lotte World Tower.“We opened the pop-up store because of the popularity of K-League soccer cards that we have sold since last year, and it was a huge hit," said a 7-Eleven official.7-Eleven has unveiled seven types of sports trade cards in collaboration with the Korea Baseball League, the Korea Volleyball Foundation and the Korea Baseball Organization, as well as with the K-League.

7-Eleven, the third-largest convenience store chain in South Korea, is challenging its bigger rivals GS25 and CU, attracting customers with Korean professional football clubs’ jerseys with uniform numbers decorated with Hello Kitty and trade cards of their players.

With the addition of 2,500 Ministop stores, 7-Eleven's outlet number rose to 13,130 stores as of the end of 2023, narrowing its gap with GS25 and CU that each runs about 17,000 stores.7-Eleven will write off most of the goodwill it paid for the Ministop acquisition this year, so the purchase will unlikely put a dent on its earnings next year.