Stores Market Year of the Golden Pig

With 2007, also called the year of “jeong hae,” just around the corner, “golden pig marketing” is in full swing in the distribution industry.

Taking advantage of the myth that the pig year 2007 is “the year of a golden pig,” which is believed to return every 600 years, many distributors are planning events related to golden pigs.

Department stores and discount stores have prepared special events for shoppers by offering golden pig shaped gifts or selling inexpensive products featuring pig characters.

From January 5 to 21, all branch offices of Hyundai department stores will pick customers among the store visitors to offer giveaways, including 13.25 ounce golden pigs and 3.6 ounce gold bars. Along with the events, Hyundai will offer boned rib pork at a 10 percent discount and those who purchase pork of specific brand will get piggy banks as gifts.

Shinsegae’s main department store and Gangnam branch will display events for shoppers, who purchase above 50,000 won by offering gifts, including 30-don golden pigs, pure gold cell phone accessories, and a ceramic piggy bank starting from January 5 to 11. All Shinsegae E-mart stores will offer golden piggy banks and other gifts for those who purchase more than 50,000 won in items on January 4 as well. From January 1 to 3, E-mart will hold a “pork event” by offering pork at low prices. Other event will follow from January 4 to 10, by offering products featuring pig characters at a deep discount.

Samsung Tesco Homeplus plans to open a “gold event” for the golden pig year until January 3 and plans to sell products featuring pig characters at low prices as well.

From January 2 to 7, Lotte Department store will locate an extra-large golden piggy bank in front of the gate at main department store in Sogongdong, Jung-gu, and launch a “love sharing campaign” to fundraise money for Unicef. Golden pigs will be provided as gifts for the donators.

Online shopping malls and markets are opening special events where they sell piggy banks with unique shapes. Interpark, an online shopping mall, is selling economic, business and self-improvement books at a 40 percent discount as part of their event. GS e-shop, another online shopping mall website, will interpret tarot cards for shoppers as part of a new fortune-telling marketing strategy.

imsoo@donga.com