'Patriotic marketing' gains steam amid deepening Seoul-Tokyo feud

Major convenience stores and large discount stores are turning to "patriotic marketing" as the "Boycott Japan" movement intensifies, according to industry officials, Friday.

Following the widespread boycott as a result of Japan's export curb on high-tech materials, convenience store GS25 said they will exclude Japanese beer from an "eight cans for 15,000 won ($12.6)" discount event.

"Considering the negative public sentiment toward Japan, we've decided to remove Japanese beer from the weekly discount event," the company official said.

Likewise, CU and 7-Eleven also joined the boycott movement by excluding Japanese beer from their imported beer discount promotions.

Three major discount stores ― E-mart, Lotte Mart and Homeplus ― said they will suspend new orders for Japanese beer as sharp drops in sales has created a large inventory surplus.

E-mart said Japanese beer sales dropped by 38.2 percent between July 1 and 24 compared to the same period a month ago.

Asahi slipped to sixth place from second in popularity, while Kirin beer fell to 10th place from seventh as demand fell for fourth straight week in July.

During the same period, local beer sales increased 6.8 percent.

A Lotte Mart official said that if the inventory increases due to low sales, new orders are automatically suspended by the order system.

"We will continue to sell Japanese beer that is in stock, but suspend new orders due to low demand," the official said.

The patriotism marketing is also gaining steam ahead of Liberation Day celebrated annually, August 15.

This year, Korea will celebrate the 74th anniversary of its liberation from Japan's colonial rule from 1910-1945.

E-mart 24 rolled out patriotism-themed products, such as military burgers and military rice balls, joining hands with a movie titled "The Battle: Roar to Victory" set to be released August 7.

The movie is about independence fighters who battled and won against the Japanese military during the 1910-1945 colonial period.

"We've been planning this project since earlier this year. We hope to connect with consumers through the rising tide of patriotism," an E-mart official said.