Shinsegae Food's JRilla getting a bakery chain with outer-space theme

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Shinsegae Food's JRilla getting a bakery chain with outer-space theme

JRilla featured in a marketing poster for Universe by JRilla. [SHINSEGAE FOOD]

JRilla featured in a marketing poster for Universe by JRilla. [SHINSEGAE FOOD]

 
JRilla, a gorilla character born on Mars that loves to cook, is getting his own bakery chain.  
 
Universe by JRilla will be opened at SSG Food Market in Cheongdam-dong, southern Seoul, on Nov. 11, Shinsegae Food said in a statement.
 
It will be an outer space-themed bakery.
 
The JRilla character is trademarked by Shinsegae Food and was introduced to the public in April. Retailers have been focusing on character-based businesses as a marketing strategy, following on the success of Kakao’s Ryan the maneless lion.
 
JRilla’s bakeries connect with the mascot’s backstory, with spaceship interiors and fantasy-like videos playing on large digital screens.
 
Baked goods and other items sold at the bakery will adhere to the space theme. Aurora Bagels will have a swirl of various colors to look like the aurora borealis, or the northern lights. Mercury Crush, a mousse cake, will resemble the planet Mercury.
 
“We created Universe by JRilla by combining visual experience and unique tastes, two factors customers highly value,” said a spokesperson for Shinsegae Food.  
 
 
 

BY LEE TAE-HEE [lee.taehee2@joongang.co.kr]
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