[비즈한국] The winners by category for the ‘Object by Prize,’ which recognizes the most notable merchandise of the year, have been decided. With winners selected across six categories, the ‘Goods of the Year 2024,’ which serves as the grand prize, is scheduled to be revealed at an awards ceremony held at the Four Seasons Hotel Gwanghwamun on October 17.
Hosted by Bizhankook, ‘Object by Prize’ was decided following a fair judging process again this year. Targeting brand activities including merchandise released by companies and organizations in Korea over the past year, winners in six categories were determined through a first round of online judging and a second round of offline evaluation.
The expert group participating in this year's judging was composed similarly to last year to ensure consistency. Members include: △Kim Bong-chan, Head of Brand Strategy at Daishin Securities003540 △Park Young-ha, former Head of Design at Starbucks Korea △Baek Jong-hwan, CEO of WGNB △Shin Myung-sup, Advisor at Plus X △Lee Eui-hyun, CEO of Rawrow △Jeon Woo-sung, CEO of Seaside City △Jo Myung-kwang, CEO of Detris △Choi Jang-soon, CEO of LMNT △Heo Jong-hoon, Head of Marketing Business at Team Mint. The judging panel was led for the second consecutive year by Na Gun, a professor at Hongik University who serves as the General Director of the Gwangju Biennale and a juror for the Red Dot Design Award.
The judging comprehensively evaluated planning ability, design perfection, brand synergy, messaging, and user experience. Na Gun, head of the Object by Prize judging committee, commented, "Our companies' brand communication capabilities are becoming increasingly sophisticated and detailed. We have reached a level where ordinary merchandise can no longer capture the attention of consumers," adding, "This year, we awarded high points to fresh and meaningful attempts that other companies might want to emulate."
Best Creative: Lotte Wellfood280360 ‘Xylitol Music Box’
Lotte Wellfood’s ‘Xylitol Music Box’ was selected as the winner in the Best Creative category. The Xylitol Music Box is a product that combines the functions of a music box and a gum dispenser. It plays the iconic CM song of Lotte Gum, and each time the music ends, a piece of Xylitol gum is naturally dispensed. Beyond the mere function of dispensing gum, it provides an emotional experience to consumers through the brand's sound. Lotte Wellfood has been conducting various marketing activities to revitalize the recently stagnant gum market, and the Xylitol Music Box was created as part of that initiative.
The Xylitol Music Box was evaluated as an original result that combined delicate design with practicality, integrating the music box sound and gum dispenser into one. In particular, it was noted for providing value beyond a simple container for gum, and for being planned to allow consumers to rediscover the essence of the product through interaction with the brand. The judges remarked, "The quality of the design is excellent, and the planning ability that combines music box sounds with gum dispensing is highly impressive." Its effective use of future-oriented materials and brand sound also received positive evaluations.
Best Design: Daesang ‘Jongga Kimchi Blast’
Daesang’s ‘Jongga Kimchi Blast’ was chosen as the winner of the Best Design category. This project broke stereotypes about the traditional Korean food kimchi and reinterpreted it with a modern sensibility, drawing significant attention. By deconstructing and reconstructing kimchi ingredients, it transformed kimchi not just into food, but into an element that provides a new visual experience. It is particularly meaningful as an attempt to reignite the interest of the younger generation, specifically targeting Gen Z.
‘Jongga Kimchi Blast’ presented a new perspective on kimchi through a pop-up exhibition, inducing consumers to consume kimchi in new ways. In particular, new products like Kimchi Powder emphasized portability, allowing consumers to utilize kimchi more easily in their daily lives. The project stood out for attempting a modern and practical approach while maintaining the traditional image of kimchi.
The judges commented, "The reconstruction of kimchi from a modern perspective is very impressive, and the planning ability that provides a new experience to consumers deserves high praise." They also stated the reason for the selection: "The attempt to express kimchi in an artistic and sensory way seems sufficient to draw positive reactions from a wide range of consumers, from the younger generation to the middle-aged."
Best Campaign: Hana Bank ‘Money Luck’ Goods ‘Seed Money’
Hana Bank’s ‘Money Luck’ goods ‘Seed Money’ was selected as the winner in the Best Campaign category. ‘Seed Money’ is a product made by recycling discarded banknotes and combining them with seeds; it symbolically expressed the growth of assets through the process of consumers planting them in soil, watering them, and watching gold poppies and Japanese black pines grow. Through Seed Money, Hana Bank aimed to convey the message that asset growth and the earth's greenery grow together, and the product received a great response from various consumer groups, including Gen Z. It was praised for providing a unique brand experience to consumers by combining the two themes of environmental issues and finance. Seed Money was provided through an event on Hana Bank’s representative smart banking app 'Hana 1Q,' which recorded a 284% increase in app downloads in the first month of the campaign alone.
The judges evaluated Seed Money, saying, "The idea of combining the concepts of 'seed' and 'money' is very original, and it is excellent in terms of connecting financial and environmental issues." The fact that it was designed to allow consumers to visually experience the concept of asset growth through the process of planting and growing seeds was also mentioned as a major advantage. This campaign was highly evaluated for not stopping at promoting financial products, but simultaneously realizing social messages and environmental responsibility.
Best Collaboration: Lotte Chilsung005300 Beverage ‘Chilsung × Playmobil Project’
Lotte Chilsung Beverage’s ‘Chilsung × Playmobil Project’ won the Best Collaboration category, making it the only recipient of the honor for two consecutive years. The collaboration between Chilsung Cider and the global figure brand Playmobil received significant attention for going beyond simple product promotion to propose a new camping culture and strengthen interaction with consumers. Based on the brand concept ‘Chil & Play’ that Chilsung Cider has been consistently promoting, it presented original merchandise by combining a camping mood with Playmobil figures. Various camping goods such as signature mini-bottles symbolizing the joy of camping, cute figures, patches, and cutting boards gained great popularity among consumers.
Beyond simple merchandise sales, they provided practical brand experiences to consumers through experiential pop-up stores. The pop-up store offered various experiential elements such as large figure boxes, air balloons, and digital games, achieving a great success with approximately 40,000 visitors. The judges evaluated, "The planning that expanded the target audience of Chilsung Cider to a younger demographic and combined it with kidult culture was very interesting." The unique collaboration that combined camping and play contributed significantly to enhancing the brand image, and it was evaluated that various experiential elements and merchandise left a strong impression on consumers.
Best Place: SPC Samlip ‘Cream Atelier’
SPC Samlip’s ‘Cream Atelier’ was selected as the winner in the Best Place category. This pop-up store presented a unique space that reinterpreted the heritage of Samlip’s representative product, the authentic Cream Bread, with a modern sensibility to celebrate its 60th anniversary. ‘Cream Atelier’ focused on the ‘cream,’ the core of the Cream Bread, and provided various experiences targeting the younger generation while maintaining its traditional image. The pop-up store was themed ‘Cream Master’s Secret Recipe’ and consisted of various experiential spaces showing the past, present, and future of cream.
Cream Atelier consisted of a ‘History Zone’ containing the history of Cream Bread, a ‘Recipe Zone’ where one can taste various creams, a ‘Voting Zone’ where visitors vote for their preferred cream flavor, and a ‘Goods Zone’ selling Cream Bread-related merchandise. The pop-up store was designed to allow consumers to discover the new charms of Cream Bread within a mysterious and sweet atmosphere reminiscent of a pink mansion.
The judges commented, "They reinterpreted the old brand image in a modern and sophisticated way," noting that "the effort to communicate with the younger generation while maintaining Samlip's tradition stood out." In particular, they evaluated, "In terms of expanding to product lines that the new generation can consume, thereby driving sales, it had a higher level of perfection in all aspects compared to pop-ups that only try to create publicity and figures."
Best Public: Korea Heritage Service ‘Deoksugung Palace Cultural Products’
The Best Public category, which selects the best merchandise created by public institutions and organizations, was awarded to the Korea Heritage Service’s ‘Deoksugung Palace Cultural Products.’ The Deoksugung Palace cultural products drew significant attention for reinterpreting the historical value of Deoksugung Palace with a modern design and implementing it as small items that consumers can easily encounter in their daily lives.
In particular, oil lamps, wireless earphone cases, and glass cups that captured the plum blossom pattern—a symbol of the Korean Empire—and the sculptural beauty of the Seokjojeon Hall received high interest from consumers. These products, crafted so that the cultural elements of Deoksugung Palace could be utilized practically in daily life, set a record by selling out within 3 days of release.
The judges evaluated the Deoksugung cultural products, saying, "The fact that they expressed the heritage of the past with modern design and high perfection is very impressive." Furthermore, they stated the reason for the award: "By unfolding traditional elements of Deoksugung Palace, such as the plum blossom pattern, with a modern sensibility, it stood out for delivering the historical value of the palace to consumers in a new way. Each craft also possesses both exquisite design and high practicality."