A large shark spotted in the North Port waterfront park in Dong-gu, Busan, has become a national sensation, leading to a surprising boost in sales for the food and distribution industries. The influx of visitors drawn to see the shark has increased local sales, while online interest has spurred consumption of shark-themed products and characters, intensifying marketing competition among companies.
According to industry reports, the shark, measuring approximately 3.5 meters long, was first spotted in the North Port waterfront park on September 18. The sighting attracted a surge of visitors, with photos and videos shared widely on social media, leading to the affectionate nickname 'Bukan-i' for the shark. The city of Busan reported that visitor numbers to the waterfront park during the first weekend after the shark's appearance were four to five times higher than usual.
The presence of the shark has had an immediate positive impact on local businesses. BGF Retail, which operates CU convenience stores, reported that sales at nearby stores surged by 48.6% during the first weekend following the shark's sighting on September 19-20.
Sales of portable phone chargers skyrocketed by 815.5%, while toy sales increased by 422.7%. The demand for related products surged as visitors flocked to capture images of the shark. Sales of ready-to-eat meals rose by 166.2%, with bottled water (55.0%), ice (46.3%), and triangle kimbap (32.3%) also seeing significant increases, reflecting a preference for convenient food and drink options.
Nearby food and beverage franchises also experienced a boom in customers. The Ediya Coffee location near the waterfront park became a notable hotspot. In fact, another Ediya store announced it would temporarily close until September 27 to support the overwhelmed location, indicating the need to manage the influx of visitors.
As the excitement spread online, food and beverage companies joined in on meme marketing via social media. Ediya Coffee shared an AI-generated image of a shark holding a cup of coffee, captioned, 'Enjoy a cup of coffee and maintain a safe distance.' They also referred to the store near the shark sighting as 'Ediya Jaws Point' to maximize brand exposure.
Ice cream and confectionery companies creatively linked their products to the shark phenomenon. Lotte Wellfood released a composite video on its official ice cream social media account, featuring a giant 'Jaws Bar' floating next to the shark in the North Port. Orion posted content on its official Instagram showing a magnifying glass highlighting a shark in its Whale Snacks, enticing consumers with the message that they could find sharks in their products nationwide, even without visiting Busan.
Local franchises and alcohol companies also got involved. The Busan-based coffee franchise 'Blue Shark' utilized its name and logo, shaped like a shark fin, to introduce 'Bukan-i' as its 'friend' in a promotional event. Busan-based Daesun Brewery joined the meme trend by posting an AI video of a shark holding its soju product on its official Instagram.
Products related to the shark sighting have seen actual sales increases. BGF Retail reported that from September 19-21, sales of Jaws Bars at CU stores in Dong-gu, Busan, rose by 28.4% compared to the same days the previous week. Whale Snacks increased by 21.6%, and Pinkfong Baby Shark products saw a 33.3% rise. This indicates a trend of 'related consumption,' where shoppers purchase products featuring characters or images associated with the shark sighting.
This shark phenomenon has not been limited to Busan. Nationwide sales data from CU stores during the same period showed Jaws Bars up 12.5%, Whale Snacks up 10.5%, and Pinkfong Baby Shark products up 13.9%. The excitement surrounding the shark sighting has invigorated consumer interest in related products across the entire distribution network.
An industry insider noted, 'In the past, social issues or happenings often resulted in one-time spectacles or simple news stories. However, with the rise of meme culture centered around social media, the speed at which consumer engagement and product purchases occur has significantly accelerated.'
* This article has been translated by AI.
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