Sayart.net - Convenience Stores in Korea Transform into Platforms for Music Promotion

Retail Chains Offer Albums from Renowned Artists, Expanding Cultural Influence

Courtesy of Universal Music

▲ The cover for "Chopin Etudes" / Courtesy of Universal Music

Emart24, a convenience store chain under Shinsegae's retail umbrella, has begun accepting pre-orders for pianist Lim Yun-chan's debut studio album, "Chopin Etudes," through its mobile app. The album, set to release on April 19, marks Emart24's foray into offering music by celebrated Korean artists, with Lim being the youngest winner of the Van Cliburn International Piano Competition in 2022.

In a strategic move to attract customers and diversify merchandise, Emart24 is exclusively offering Lim's album for pre-order until April 16. Industry experts speculate that convenience stores are increasingly leveraging music sales to engage international fans and drive foot traffic to their offline stores.
 

▲ Le Sserafim / Courtesy of HYBE

This initiative follows Emart24's previous venture into music retail in 2023, when it offered USB albums of renowned Korean singer-songwriter Cho Yong-pil's "Road to 20 - Prelude 2" album. The decision expanded Cho's fanbase by making his music accessible outside of concert venues.

Meanwhile, other major retailers such as GS Retail and BGF Retail have also tapped into the music industry to enhance their market presence. GS25, a convenience store chain operated by GS Retail, recently sold albums by K-pop groups Le Sserafim and Enhypen, both managed by HYBE, through its mobile app and select offline stores.

Similarly, CU, another convenience store chain, featured Tomorrow X Together's album "The Name Chapter: Freefall" as its new merchandise, with one store in Seoul transformed into a pop-up store for the group. BGF Retail's collaboration with YG Plus aims to provide K-pop content featuring artists under YG Entertainment, including BLACKPINK, across its stores.

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