Marketing utilizing virtual idol intellectual property (IP) is actively progressing in the distribution industry. This marketing is increasingly leading to actual store visits and product purchases based on fandom power comparable to that of real idols.

Lotte Mart has been continuously collaborating with virtual artists since 2024. In October 2024, they collaborated with the virtual boy group 'PLAVE' to launch two types of 'PLAVE Lotte Pepero.' About 90% of the prepared stock was sold within one hour of the store opening, and the entire stock was sold out within two days. As a result, Lotte Mart's total Pepero sales increased by about 5% compared to the previous year until Pepero Day. In December, a second sale was conducted, with the metropolitan area store stock sold out within one day and nationwide store sales ending within a week.

Based on these achievements, Lotte Mart collaborated last year with the virtual girl group 'Stellive.' The 'Cookdas x Stellive' product released in September last year sold out online within three minutes of the start of sales and quickly sold in offline stores as well. As additional collaboration requests continued in fan communities, Lotte Mart introduced the 'Haim x Stellive' product in December of the same year. This product also sold out online on the same day, and queues formed at stores. A Lotte Mart official stated, "The Stellive collaboration products recorded sales performance more than five times higher than the monthly sales of regular products."

GS25 also led an unprecedented 'convenience store open run' through collaboration with PLAVE. Since January, GS25 has released various collaboration products with PLAVE, including five types of bread, Kkokkalcorn grilled corn flavor, and T-money transportation cards. Each product randomly included limited goods such as random seals, photo cards, and exclusive stickers, reflecting fans' collecting demands. Three products introduced through pre-orders before the offline launch sold all 11,000 prepared units within 15 minutes of the start of sales. The 'open run,' where visitors flocked from early morning before store openings, continued at the pop-up store operated from January 16 to 31. The cumulative sales volume of PLAVE collaboration products has exceeded one million units to date. In particular, due to the influence of 'PLAVE Kkokkalcorn,' sales of Kkokkalcorn grilled corn flavor increased by 257.4% compared to the same period last year as of the 4th. A GS25 official explained, "This collaboration was planned with a focus on expanding fan experiences to offline stores."

Virtual idol marketing offers high utility for companies and has advantages in risk management as it is free from privacy controversies. An industry insider said, "Virtual idols are gaining attention as new marketing activities that broaden contact points with the digitally savvy Generation Z and enable interaction between brands and fans," adding, "The ability to expand content based on diverse worldviews and storytelling, with fewer time and space constraints, is also an advantage."

This trend is expected to continue, and marketing strategies utilizing virtual idols will become more diversified. Distribution companies plan to strengthen product planning and marketing strategies reflecting these trends.