A large shark spotted in the North Port waterfront park in Busan has become a national sensation, leading the food and distribution industries to experience an unexpected 'shark boom.' The influx of visitors drawn to see the shark has boosted local sales, while online interest has sparked a surge in the consumption of shark-themed products and characters, intensifying marketing competition among companies.
According to industry reports, a shark measuring approximately 3.5 meters was first spotted in the North Port waterfront park on September 18, attracting a crowd of onlookers. Photos and videos taken by citizens quickly spread across social media and online communities, leading to the affectionate nickname 'Bukan.' The city of Busan reported that the number of visitors to the waterfront park during the first weekend after the shark's appearance was four to five times higher than usual.
The sighting of the shark in the urban waterway has resulted in an immediate sales boost for local businesses. BGF Retail, which operates CU convenience stores, reported that sales at stores near the waterfront park surged by 48.6% during the first weekend following the shark's appearance on September 19-20.
Sales of specific items saw remarkable increases, with portable phone chargers up 815.5% and toys up 422.7%. The demand for related products grew as visitors continued to flock to the area to capture images of the shark. Sales of ready-to-eat meals increased by 166.2%, while bottled water (55.0%), ice (46.3%), and triangle kimbap (32.3%) also saw significant growth, reflecting a preference for convenient food and drink options.
Nearby food and beverage franchises were also overwhelmed with customers. The Ediya Coffee location at the North Port waterfront park became a notable hotspot. In fact, another Ediya store nearby announced it would temporarily close until September 27 to support the high demand generated by the shark sighting, indicating that staff from other locations would be dispatched to assist.
As the excitement spread online, food and beverage companies joined in on 'meme marketing' via social media. Ediya Coffee posted an AI-generated image of a shark holding a cup of coffee on its official social media, captioned, 'Enjoy a cup of coffee and keep a safe distance.' They also referred to the store near the shark sighting as 'Ediya Jaws Point' to maximize brand promotion.
Ice cream and confectionery companies creatively linked their products to the shark phenomenon. Lotte Wellfood shared 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 waterway. Orion posted content on its official Instagram showing a shark in its Whale Snacks, using a magnifying glass against a sea backdrop. This messaging encouraged consumers to seek out the shark-themed products nationwide, even if they couldn't visit the North Port.
Local franchises and liquor companies also participated in the trend. The coffee franchise 'Blue Shark,' which originated in Busan, actively utilized its shark-themed brand name and logo to introduce the 'Bukan' as its 'friend' in a promotional event. Busan-based liquor company Daesun Soju also joined the meme wave 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 Busan's Dong-gu area rose by 28.4% compared to the same days the previous week. Whale Snacks increased by 21.6%, and Pinkfong Baby Shark products rose by 33.3%. 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 that Jaws Bars increased by 12.5%, Whale Snacks by 10.5%, and Pinkfong Baby Shark products by 13.9%. The consumption of related products has surged not only in the North Port area but across the entire national distribution network.
An industry insider noted, 'In the past, social issues or happenings often resulted in one-time spectacles or simple news stories. However, recently, the combination with meme culture centered on social media has accelerated the transition to consumer participation and product purchases.'
* This article has been translated by AI.
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