[E-Daily Reporter KIM JUNG YOU ] With extreme weather expected to cause prolonged heat waves this year, the domestic retail industry is adjusting its product and marketing strategies. As the onset of summer heat arrives earlier each year and lasts longer, retailers are bringing forward the launch dates for summer products or strategically increasing the proportion of certain items in their lineups. The industry appears to be increasingly adopting a flexible approach, establishing systems to respond to weather conditions in real time.

According to industry sources on the 8th, the convenience store chain “GS25,” operated by GS Retail(007070), plans to nearly double the number of dedicated smoothie machines currently in use at 160 stores to 300 stores by the end of July. The smoothie machines, introduced to GS25 stores in December 2024, can make fresh smoothies on the spot in just one minute. GS Holdings developed this initiative to capitalize on changing summer dessert consumption trends as summer heatwaves have grown longer in recent years due to abnormal weather patterns. The price is 3,000 won per cup.

With the early heatwave beginning in May—marked by recent heat wave advisories—sales of these smoothies have been on the rise. From June 1 to 28, GS25’s smoothie sales increased by 172.4% compared to the same period last year. The early heatwave, combined with the “Healthy Treasure” consumer trend—which prioritizes health—and the products’ value for money, is driving strong consumer demand.

Lee Kyu-hyuk, head of the GS25 Dessert Team, said, “The smoothies we launched to keep pace with changing summer dessert consumption trends are performing better than expected,” adding, “We will focus on developing them as strategic products to respond to recent climate changes, such as the lengthening heat waves, and to that end, we will expand the number of stores carrying them and broaden our new menu lineup.”

The hotel industry is also significantly expanding its lineup of convenient meals—centered on shaved ice and nourishing dishes—in response to the recent prolonged heatwave. In fact, as the peak of summer arrives earlier each year, hotels have been selling premium shaved ice since early May, and there is a growing trend of bundling summer-limited food and beverage (F&F) menus with room packages to attract guests.

In fact, since the beginning of this month, luxury hotels across the country have been simultaneously launching nourishing cuisine menus. The Westin Seoul Parnassus is featuring signature nourishing dishes—such as spicy wild yellowtail soup, haesintang (seafood soup), grilled eel, and samgyetang (ginseng chicken soup)—at its buffet restaurant, “On:Table,” through July 31. In addition, Seoul Dragon City is offering an online-exclusive home meal replacement (HMR) product, “Black Fungus Native Samgyetang,” while Walker Hill Hotel & Resort is running its own gourmet promotion featuring nourishing ingredients. The Chosun Palace is also offering a summer package combining F&B items—such as apple mango shaved ice—with accommodations through the end of August.

A hotel industry official stated, “As the recent heat waves have gradually become longer, there is a growing trend toward increasing ‘summer staycation’ packages that bundle summer-limited F&F menus—such as shaved ice and nourishing dishes—with room benefits,” adding, “Various experiential and social media-friendly elements, such as shaved ice—which symbolizes summer hotels—can be linked to room sales to generate additional revenue.”

This resurgence of sweltering heat appears to be driving changes in the fashion industry as well. Companies are bringing forward product planning and expanding the use of cooling fabrics. For example, while product strategies were previously based on the seasons, they are now responding in real time based on temperature and weather conditions. This strategy reflects the fact that consumers no longer purchase clothing based solely on seasonality but are driven by immediate changes in temperature.

Recently, due to the early heatwave, demand for clothing made with cooling materials has emerged as early as spring. In fact, sales of “Cool Air Cotton,” a cooling-material product from “Top Ten”—an integrated manufacturing and distribution (SPA) fashion brand operated by ShinsungTongsang(005390)—increased by 50% year-over-year in March. Top Ten has been actively responding to this trend by strategically incorporating cooling materials into its product strategy starting in the first quarter to capture this demand early.

A fashion industry insider stated, “The range of cooling products has recently expanded significantly to include shirts, pants, and business wear, and companies are also adapting by dividing the seasons into smaller segments and refining their order units,” adding, “Compared to the past, there are increasing efforts to implement data-driven marketing strategies.”

The retail industry forecasts that this prolonged heatwave will gradually shift future consumer trends. Rather than operating strategies based on distinct seasonal divisions as in the past, the industry expects a shift toward selling summer merchandise earlier and for a longer period. A retail industry official said, “Since climate change will be a constant factor going forward, the retail industry must also adopt proactive climate marketing and establish a flexible supply chain system,” adding, “In particular, inventory strategies themselves will need to be formulated in a more granular manner.”