Celebrating its 10th anniversary in Korea, 'Phantom' is a musical based on the French novel 'The Phantom of the Opera.' It began its domestic performances on the 31st of last month. The collaboration with emart24 aims to appeal to the convenience store's main demographic, people in their 20s and 30s, who are known for their willingness to spend on cultural activities like musicals, plays, and performances.
The products released by 'Phantom' and emart24 include: ▲Picnic Sandwich (3,900 KRW) ▲Black Beef Cheeseburger (4,900 KRW) ▲Napolitan Cheese Pork Cutlet Triangle Kimbap (1,400 KRW) ▲Half-Boiled Omelet Rice Set (5,500 KRW) ▲Dark Chocolate Pretzel (2,000 KRW) ▲Macarons in three flavors (2,300 KRW each), among others.
The thick steak in front of the rice was juicy and well-seasoned. It had no fishy smell and paired well with the rice. The vegetables were soft and easy to chew, and the white kimchi was refreshing and tangy, enhancing the appetite.
However, there was a downside in terms of convenience. As a ready-to-eat product, many customers might consume it at the convenience store. While plastic forks or spoons are provided, cutting the steak with them seemed challenging.
The 1,400 KRW triangle kimbap featured a pork cutlet wrapped in cheese, reminiscent of the Napolitan sauce flavor from the omelet rice. The rice was red, containing ketchup and Napolitan sauce, evoking a risotto-like feel.
The sandwich, priced at 3,900 KRW and consisting of four pieces, was ordinary, with each piece costing about 1,000 KRW. The bread retained moisture, offering a soft texture. The sauces inside, including cheese, mayonnaise, and strawberry jam, were sweet and harmonious, and the fresh vegetables, romaine, and tomatoes provided a crisp texture.
The burger, priced at 4,900 KRW, seemed surprisingly affordable given its size and thickness. It tasted similar to a fast-food bulgogi burger. The black bread was soft and chewy, and the tomatoes inside were fresh. The combination of charcoal barbecue sauce and mayonnaise was excellent, and it featured various cheeses, including cheddar and mozzarella.
After the main dishes, sweet desserts awaited. The 'Phantom' macarons were comparable in size and price to other brands. What set them apart was the addition of chocolate shaped like masks, ghosts, and roses on top, reminiscent of the musical 'Phantom.' These chocolates were similar to edible decorations on cakes but were not overly sweet.
The raspberry macaron had a strong strawberry aroma, thanks to the raspberry jam, strawberry jam, and strawberry cream inside. Unlike other brands, it contained finely chopped almonds, offering a delightful crunch. The blueberry macaron was tangy, while the chocolate macaron contained chocolate jam instead of chocolate cream, with a texture akin to raw chocolate.
After enjoying the desserts, the final treat, the dark chocolate pretzel, was yet to be tasted as it hadn't been released. It will be available at emart24 starting the 26th.
These products drew inspiration from scenes in the musical 'Phantom.' The sandwich was developed from a picnic scene, while the dark-themed burger and pretzel were inspired by the Phantom's dark atmosphere. Additionally, the French setting of the story led to the release of traditional French foods like omelets and macarons.
The products were reasonably priced, with good quantity and quality. Given this quality at such prices, the collaboration between 'Phantom' and emart24 could set a positive precedent for other musicals. A manager at an emart24 store stated, "These eight products have never been discarded due to expiration."
The product range also showed attention to detail, offering items appealing to the 20-30 age group. The ability to enjoy a full meal from main dishes to desserts with Phantom products was a plus.
There were some drawbacks. A customer noted, "It would have been better if the packaging included musical information and a QR code linking to preview videos or ticket booking sites." Although there is an event where purchasing collaboration products allows customers to collect stamps on the emart24 app for a chance to win musical tickets, this information was missing from the packaging.
The collaboration products between the musical 'Phantom' and emart24 went on sale on the 27th of last month. 'Phantom' is based on the novel 'The Phantom of the Opera' (1910) by French author Gaston Leroux. It can be seen at the Seoul Sejong Center for the Performing Arts until August 11.
Dayeon Jeong, TenAsia Reporter light@tenasia.co.kr