Business collaboration ― combining two industries or markets that were once considered irrelevant to each other ― is the hottest trend in the retail industry.

From food firms to lighter brands, companies are joining hands with unlikely business partners to bring fresh perspectives to product design, or for cross-promotion and publicity.

“With more people using various platforms and devices for shopping, and their eyes wide open to new things 24/7, bringing a breath of fresh air to products through collaboration will be crucial in retail,” said Yoon Hyun-sik, a Lotte Department Store official.

Artsy encounter

Domestic coffee shop franchise Angel-in-us in November renovated its branches near Gangnam Station and Hongdae Station into semigalleries, displaying art works of French graphic artist Malika Favre.

Alongside works of the artist were mugs, tumblers, party cups, eco-bags, mirrors and other merchandise designed by Favre and manufactured by the coffee shop brand. The staff were dressed in uniforms designed by the artist and customers were invited to take pictures at a special photo zone filled with Favre’s works. 

“We wanted to let people know that coffee shops can sell more than coffee, and that we share culture. The collaboration allows people to enjoy art over cups of warm beverages,” an Angel-in-us spokesman said.

Zippo, a global lighter-maker, recently presented five lighters designed by local artists. Illustrations of elephants and famous cartoons characters including Atom and Mikey Mouse were featured.

“We thought these limited editions ― each model has an identification number, up to 200 ― could make people smile. It is a good marketing (strategy), too,” a Zippo PR official said.

K-pop influence in retail

Lotte, whose business spans from Korea and Japan to Southeast Asia and even the U.S., has long joined hands with showbiz agencies to feature popular new content.

SM Entertainment, the label of stars including Girls’ Generation, EXO, Super Junior and TVXQ, opened the first SM Town store on the basement floor of Lotte Young Plaza in central Seoul, followed by YG entertainment, the label of Big Bang, 2NE1 and others.

The latest collaborator in the “K-Wave” project was boy band Beast, which filled its pop-up store on the seventh floor of Lotte Young Plaza with its EPs, hats, dolls, postcards and more.

“Because so many people, especially foreigners, visit Myeong-dong in central Seoul, where the store is situated, we are planning to invite more K-pop stars to join our project. This will help not only home fans but foreign fans to get access to their favorite hallyu stars,” a Lotte spokesman said. 

Food is not just about taste

Food is delicious. But with the help of an entirely different industry, food can also be fun.

With the help of Party Games, the producer of popular mobile game “I Love Pasta,” local food-maker Beksul released the tomato pasta sauce I Love Pasta for Kakao, which provides game users the opportunity to make pastas on their mobile phones. The packaging included a coupon, which could be redeemed for game money, in order to draw game players.

Fast-food restaurant chain Lotteria teamed up with legendary Japanese character Hello Kitty to give away five figurines to purchasers of bulgogi or teriyaki burger combos. “We have had similar collaborative events in the past and the results were good,” Lotteria PR officer Kim Jun-yeong said.

By Bae Ji-sook (baejisook@heraldcorp.com)