In 3 minutes, ticketing will start. I hope it works out!
Isn't it possible for those under 14 to participate? That's too bad. My child will be disappointed...
On the 11th at 10 a.m., a sense of tension filled the Kakao open talk room ahead of ticket sales for the 'SanrioXOlive Young Cutie Run 2025 Seoul,' which will be held in September in Yeouido, Seoul, with an expected attendance of 15,000 people. The ticket sales closed in 20 minutes. Considering the ticket price of 80,000 won and the fact that only one ticket can be purchased per person, it has been a success.
Many believe that the success of this marathon owes much to the Sanrio characters. It has been analyzed that the limited edition T-shirts, hats, gym bags, and other merchandise given to all participants, along with the special medals engraved with Sanrio characters presented to finishers, captured consumers' hearts. Sanrio characters are popular among elementary school students and the MZ generation (Millennials + Generation Z, born between 1980 and 2004), and even among older age groups.
Running was once regarded as a pastime for middle-aged men. However, since the COVID-19 pandemic, the running culture has expanded to the MZ generation and seems to be establishing itself as a family hobby. Recently, it has also been utilized for playdates (where children spend time playing with friends outside of school).
Im Yoo-jung (42), who has an 8-year-old child, said, "My child often hangs out with four friends, and this time they wanted to participate in the Sanrio Marathon, so I tried to book tickets," adding, "Since the 'SanrioXOlive Young Cutie Run' is only for those aged 15 and up, we couldn't participate, but I definitely want to succeed in booking for another marathon."
It is not only Sanrio that holds marathons. Disney characters also host marathons. The 'Disney Run Seoul 2025' is set to take place in October. The Disney Run is a global running event that originated at Disney World in the U.S., featuring experiential theme runs with Disney characters. There will be three to four Disney theme zones set up along the running route. At the 1 km mark, there will be a Frozen Elsa-themed booth, and at the 3 km mark, there will be a Lion King jungle-themed booth.
Participants who express Disney characters well can enter the 'Costume Contest' to win merchandise. Finishers will receive commemorative medals engraved with Mickey Mouse, Minnie Mouse, Donald Duck, and others. Additionally, booths where participants can obtain limited Disney merchandise and figures will be set up before and after the running course.
The reason corporations hold running events is that it is a way to attract consumers in a 'healthy and fun' manner. With characters involved, it is calculated that they can appeal across generations. This approach can include not only the MZ generation but also teenagers, who will someday become the backbone of consumer culture.
As some forward-thinking corporations have incorporated characters into running events, the retail industry anticipates that this trend will expand in the future. The marathon featuring Sanrio characters, hosted by Olive Young, has been consistently held overseas in Japan, Taiwan, Malaysia, Singapore, and others, but this is the first time in Korea. Likewise, the Disney Run has been held multiple times abroad, but this year marks its debut in Korea.
Eun Hee Lee, an honorary professor of consumer studies at Inha University, noted, "As countries become more developed, the number of runners tends to increase, and considering that the trend in Korea is similar, it seems that this trend of trying various integrations in running events will continue in the future."