Kancho Mania: Beloved Korean Snack Drives Record Sales with Personalized ‘Name Finding’ Event
Seoul, South Korea – A playful marketing campaign by Lotte Well Food is sending shockwaves through South Korea, turning the classic Kancho snack into a national obsession. The “Find My Name” event, launched to celebrate Kancho’s 40th anniversary, has sparked a viral sensation, boosting convenience store sales by an astonishing 289.6% and creating a unique cultural moment.
The ‘Find My Name’ Challenge: A Recipe for Viral Success
The premise is simple, yet brilliantly engaging. Lotte Well Food randomly printed 500 popular Korean newborn names, alongside four brand character names, onto individual Kancho biscuits. Consumers are encouraged to purchase the snack, search for their own name (or the names of friends and family), and share their findings on social media platforms using dedicated hashtags. Even those without a matching name can participate by posting creative photos and tags, fueling the challenge’s widespread appeal.
The campaign has exploded across platforms like Instagram, TikTok, and short-form video sites, with users documenting their “Kancho hunts” and celebrating successful discoveries. The challenge has evolved beyond simple name-finding, with participants playfully searching for idol names and creating letter combinations, demonstrating the campaign’s adaptability and organic growth. A particularly popular meme, dubbed “Kansho Ball” – a playful mashup with the Japanese anime Dragon Ball – is circulating widely online, further amplifying the buzz.
Convenience Store Chaos: Demand Outstrips Supply
The surge in popularity has led to significant increases in Kancho sales across major convenience store chains. News1 reported that average daily sales jumped nearly 300% compared to the previous month. Specific chains saw impressive gains: B convenience store experienced an 180.8% year-over-year increase and a 207.4% month-over-month surge from November 11th to 16th. C and D convenience stores also reported substantial growth, with increases of 150% and 102% respectively. The demand has been so high that some stores are experiencing temporary stock shortages, a testament to the campaign’s unexpected success.
Beyond the Hype: The Power of Personalization in Marketing
This Kancho campaign offers a fascinating case study in the power of personalization and gamification in modern marketing. While limited name availability has drawn some criticism, the core concept of connecting a beloved product with individual identity has clearly resonated with consumers. This strategy taps into a fundamental human desire for recognition and belonging, transforming a simple snack purchase into a shareable, emotionally engaging experience.
The success of “Find My Name” highlights a growing trend in the food and beverage industry: leveraging social media challenges and user-generated content to build brand awareness and drive sales. It’s a departure from traditional advertising methods, focusing instead on creating a community around the product and empowering consumers to become brand advocates. This approach is particularly effective in South Korea, a nation known for its high levels of social media engagement and trend adoption.
Lotte Well Food’s official statement emphasizes the campaign’s goal: to provide a unique and memorable experience for Kancho’s 40th anniversary. It’s safe to say they’ve exceeded expectations, creating a cultural phenomenon that’s likely to be discussed and remembered for years to come. As the Kancho craze continues, it serves as a compelling example of how a little creativity and a focus on personalization can transform a classic snack into a viral sensation, driving significant business results and capturing the hearts (and stomachs) of a nation.
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