Text Hip Trend and Brand Cases
Recently, "Text Hip" has gained attention among Generation Z as a culture that values reading as a stylish activity. This trend emerges as digital content fatigue increases, making analog reading a unique experience. Brands are leveraging the Text Hip trend in marketing, leading to various case studies aimed at enhancing emotional connections with consumers and elevating brand values.Brand Cases:
Starbucks Korea (Sep 2024)
💚 Collaboration: Partnered with Penguin Random House to create a special promotion combining reading and coffee.
💚 Event Details: Gave away paperback-sized books, like "Moby Dick," with in-store purchases over a certain amount. Notably, "Moby Dick" is a cherished work of Starbucks founder Howard Schultz, reinforcing the brand's history and identity.
💚 Brand Message: Aims to strengthen emotional connections with consumers through autumn-themed reading content.
💚 Collaboration Spaces: Set up special reading areas in the Seoul Jung-gu and Gwanghwamun Kyobo Bookstore locations for leisurely reading.
Hite Jinro (Aug 2024)
💛 Collaboration: Planned an event combining reading and beverage culture with the reading platform "Millie's Library."
💛 Nectack Event: Consumers participated by scanning a QR code on Kelly products for a chance to win a one-month free subscription to Millie's Library.
💛 Badge Incentive: Customers sharing their healing recipes in a reading diary received collaboration badges for various prize draws.
💛 Purpose: To create a new healing experience by encouraging the enjoyment of reading alongside beer.
Emart24 (July 2024)
💜 Collaborative Product Launch: Collaborated with Yes24 to launch three editions of 'CJ Instance Rice Minumsa World Literature Collection' and hosted a commemorative event.
💜 Campaign Planning: Aimed to combine food and books, making reading more accessible in daily life.
💜 Giveaway Event: Gave away one edition with purchases over 30,000 won including Minumsa books.
💜 Gift Card Event: Registered YES gift cards in the new edition package for a chance to receive random gift cards worth up to 10,000 won.
💜 Collaboration Background: Yes24 and E-Mart24 signed an MOU in December to promote reading culture through joint marketing efforts throughout 2024.
Munhakdongne (July 2024)
💙 Event Hosting: Offered a poetry reading experience through the 'Find Your Life Poem Phone Event,' creating significant buzz.
💙 Participation Method: Encouraged participation by calling the '070-XXX-XXX' number and sharing the title of the poem in the comments.
💙 Reading Results: Recorded nearly 290,000 readings in a month, showcasing high engagement.
💙 Idea Generation: Developed the event through brainstorming sessions during the Seoul International Book Fair.
💙 Purpose: To strengthen emotional connections with consumers and enhance brand value through a unique auditory experience.
Shilla Seoul Hotel (Oct 2024)
💛 Package Launch: Introduced a 'Book-cation' package that combines reading and relaxation.
💛 Collaboration: Partnered with the independent bookstore "Eojjeoda Bookstore" to provide tailored book selections.
💛 Curation Themes: Offered 10 selected books randomly based on themes like 'City,' 'Art,' and 'Stroll.'
💛 Customer Experience: Designed to allow guests to read in a beautiful environment, complete with snack kits.
💛 Purpose: To create a conducive environment for reading and enhance brand value.
Nespresso Korea (June 2024) 
ⓒ Nespresso / Choi In-a Bookstore
💚 Event Hosting: Held a book talk event at Choi In-a Bookstore focused on the relationship between coffee and books.
💚 Product Introduction: Introduced Number 20 coffee and pairing dessert biscotti to highlight product uniqueness.
💚 Aroma Experience: Provided tastings of Number 20 coffee, combining jasmine and orange blossom scents for an impressive experience.
💚 Purpose: To deepen consumer experiences through coffee and reading culture while reinforcing the brand's luxurious image.
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