In celebration of Pepero Day, convenience stores are dropping exclusive character collaborations to entice devoted collectors from those fandoms. In South Korea, Gen Z and Y are driving a revival in nostalgic characters from their childhood as they seek comfort in uncertain times.

South Korea is growing into a nation of kidults who turn to nostalgia for escapism. The country has become one of the largest markets for classic Japanese character company Sanrio, a brand experiencing a global resurgence across different sectors, including food, fashion, beauty, and lifestyle.

Gen MZ drives consumer culture in Korea, and their love of all things ‘newstalgia’ (or ‘newtro,’ as the Korean media call it) has inspired trends since 2018. With global and local brands cashing in on their love for newstalgia, what strategies can help stand out in a rapidly saturated trendscape?