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

Lotte Mart has continuously collaborated with virtual artists since 2024. In October 2024, the two types of 'PLAVE Lotte Pepero' released in collaboration with the virtual boy group 'PLAVE' sold about 90% of the prepared stock within one hour of the store opening and were completely 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. Subsequently, in the second sale held in December, the stock at metropolitan stores was sold out within one day of release, and sales were completed at nationwide stores within a week.

Based on these achievements, Lotte Mart collaborated with the virtual girl group 'Stellive' last year. The 'Cookdas X Stellive' product released in September last year sold out within three minutes of starting online 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 regular products' monthly sales."

GS25 also led a 'convenience store open run' through collaboration with PLAVE. Since January, GS25 has released five types of bread, Kkokkalcorn grilled corn flavor, T-money transportation cards, and other collaboration products with PLAVE. Each product randomly included limited goods such as random seals, photocards, and exclusive stickers, reflecting fans' collection demands. Three products introduced through pre-orders before the offline release sold all 11,000 prepared units within 15 minutes of the sales start. At the popup store operated from January 16 to 31, 'open runs' continued with visitors flocking from early dawn before store openings. The cumulative sales of PLAVE collaboration products have 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.

This fandom marketing strategy in the distribution industry is attracting consumer interest and leading to actual sales increases. The cases of Lotte Mart and GS25 demonstrate that collaboration with virtual artists has established itself as an effective marketing strategy. Marketing leveraging fandom power is expected to continue playing an important role in the distribution industry.