GS25's Mr. Mumu Merchandise Tops 1 Million Units in Just Over a Year

Merchandise featuring Mr. Mumu, the in-house character of GS Retail's convenience store chain GS25, has passed 1 million units in cumulative sales just over a year after launch. Sales of Mr. Mumu goods total about 1.6 billion won ($1.2 million), according to a report on Feb. 22, 2024.

Mr. Mumu also drew crowds at offline events. About 35,000 people visited the pop-up store "Door to Seongsu" over roughly two weeks, and more than 40,000 people visited when GS25 took part in the Seoul Illustration Fair.

The emoticons went quickly too. All 25,000 limited-edition emoticons GS25 handed out were gone within 15 minutes.

In October of the same year, GS25 released five kinds of Pepero featuring its own characters, a first in the industry. At the pop-up "Door to Seongsu Ppestival," Mr. Mumu and Mr. Sunnam held a parade in Seongsu-dong (reported Oct. 31, 2024).

Besides Mr. Mumu, the GS25 characters include Mr. Meoyong the Geuraeseo Panda, Mr. Anjeure the Bukkeu Tokki and Mr. Sunnam the Sigol Gomnyangi.