Consumers are opening their wallets for retro products. The return of the liquor "Captain Q," after an 11-year hiatus, has sparked a surge in retro marketing across the retail sector, including discontinued ramen, nostalgic snacks, and retro fashion. This trend resonates with older generations as a trip down memory lane while appealing to younger consumers with new tastes and curiosity.
According to the retail industry, Lotte Chilsung Beverage's limited edition "Captain Q Treasure Box," which was supplied to convenience stores and large supermarkets starting October 14, has completely sold out, with 10,000 sets gone. The remaining 2,000 sets from the total planned quantity of 12,000 began selling through the Nonghyup distribution channel last week. Since October 21, single items have been gradually supplied to stores.
As of October 25, CU reported that all 10,000 single units and 1,200 limited edition sets of Captain Q were sold out. GS25 also noted that approximately 99% of its inventory of both limited edition and single items was sold by the same date. From October 15 to 26, Captain Q consistently ranked 2nd or 3rd in daily search rankings on the GS25 "Our Neighborhood GS" and PocketCU app.
Famous for the saying, "You wake up two days later after drinking it," Captain Q was first launched in 1980 and discontinued in 2015. The revived version maintains the original green bottle design while altering its ingredients and aging process. Sales data from CU shows that 37.9% of Captain Q purchases were made by consumers in their 30s, followed by 26.5% in their 40s, 18.4% in their 20s, and 17.2% aged 50 and above.
The limited edition also added a collectible aspect. Among the 12,000 sets, 1,980 included a silver commemorative coin randomly placed inside, with the set priced at 19,800 won. The coin has been listed on resale platforms with asking prices as high as 180,000 won.
Three retro-themed advertisements featuring comedian Lee Sun-min have garnered a combined view count of approximately 12.26 million as of today. Due to the initial popularity, Lotte Chilsung Beverage has initiated additional production. A company representative stated, "We are proceeding with additional production to ensure stable product supply."
The revival of discontinued products is also gaining traction in the food industry. Nongshim is re-releasing its ramen "Bokkeummyeon" in limited quantities on October 27, following consumer requests. This product, discontinued in 2024, accounted for a significant portion of the re-release requests received by Nongshim over the past two years. Samyang Foods is joining the retro trend with its ramen "Samyang 1963," which reinterprets traditional manufacturing methods.
Collaborations with long-standing brands are also thriving. GS25 expanded its product line to include butter cream bread and Oranda bread after selling 2.7 million units of ice cream in collaboration with Taegeukdang by the end of last month. Daiso has applied the original packaging designs to nine classic snacks, including Choco Pie, Joripong, and Matdongsan.
The retro trend has also emerged in the fashion market this summer. According to Kakao Style's Zigzag, searches for "jelly bags" surged by 3,798% and transactions for "jelly shoes" increased by 3,397% from May 10 to June 9 compared to the previous year. Jelly shoes, made of plastic and popular from the 1990s to early 2000s, are regaining popularity with various colors and designs.
Outlets and department stores are utilizing retro as experiential content. Lotte Premium Outlet in Uiwang is hosting a pop-up store until October 28 to celebrate the 40th anniversary of the World Cone, showcasing historical packaging and advertisements. The Hyundai Seoul operated a pop-up from October 8 to 14, allowing visitors to enjoy nostalgic games like "Hancom Typist" and "Pan-Dwi-Jipgi" while purchasing limited edition products.
Heo Kyung-ok, a professor in the Department of Consumer Industry at Sungshin Women's University, stated, "For generations that experienced past products, it evokes memories, while younger generations find novelty and excitement in products they have not encountered before. Retro consumption is a phenomenon that has always existed, albeit with changing content and types."
* This article has been translated by AI.
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