Trending PR Campaigns
Minumsa Bread
Publisher Minumsa partnered with GS Retail to sell bread in convenience stores, turning an unlikely publisher-food pairing into a collectible experience. Each loaf came with one of more than 20 randomly distributed literary bookmarks, prompting sellouts, store-hopping and online trading as shoppers tried to complete the set.
Why it worked: It hacked scarcity culture with blind-pack literary bookmarks in a mass channel, turning a grocery run into a collectible chase story.
The lesson: Consider bundling blind-pack, limited-run inserts into an everyday product via a ubiquitous retailer to trigger store-hopping and social trading.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| koreatimes.co.kr | Book lovers flock to buy cover art, collectibles, literary buns - The Korea Times | Monday 24th August, 2026 |
| koreajoongangdaily.com | GS25 book bread craze boosts Minumsa classic literature sales in Korea | Tuesday 8th September, 2026 |
| heraldcorp.com | 'A publisher selling bread?' Why crowds are flocking to Minumsa's bread [20's Choice] | Thursday 10th September, 2026 |