Unlock Your Running Potential: Join the ‘Wally Run’ Marathon in Seoul with Exclusive Discounts!
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CJ OnStyle is rolling out a running-themed live commerce program centered on the popular character Wally. The initiative pairs marathon ticket sales with discounts on running gear to tap into growing demand among recreational runners.
On May 14, CJ OnStyle said it will exclusively sell tickets for the Find Wally! Run with Shinhan Card (Wally Run) during a mobile live broadcast that begins at 7 p.m. on the 18th and runs through the 27th.
The Wally Run is scheduled for June 21 at Yeouido Park in Seoul. The event will offer 10 km (6.2 miles) and 5 km (3.1 miles) routes and accommodate up to 9,000 participants. Universal Studios is hosting, with Shinhan Card as a sponsor.
Where’s Wally—known as Where’s Waldo in the U.S.—is an illustrated book series by British artist Martin Handford. The franchise has sold roughly 65 million copies worldwide.
For the official ticket launch broadcast on the 18th, CJ OnStyle will present a \”Wally in Seoul\” theme, showcasing Seoul running landmarks such as Seoul Forest, the Han River and Gwanghwamun. The program will stage a chase storyline to recover marathon tickets allegedly stolen by Odlaw, the series’ villain.
Every ticket purchaser will receive a start pack containing a Wally Run uniform, socks, a string bag and a race bib. Packs will ship beginning on the 2nd of next month, and Shinhan Card payments qualify for a 20% discount.
On race day, finishers will get a completion pack with a protein shake, mixed nuts and a sheet mask. Organizers also plan to run on-site experience booths.
Observers say the event is designed to capture the surge in running participation. A Gallup Korea survey estimates South Korea’s running population topped 10 million last year, and the share of people who have tried jogging or running rose from 23% in 2021 to 32% in 2023.
As running culture spreads, markets for shoes, apparel and health products are expanding quickly. Euromonitor estimates South Korea’s sneaker market grew from 2.77 trillion KRW in 2021 to roughly 4 trillion KRW in 2024 (about $2.08 billion and $3.00 billion USD, respectively).
A CJ OnStyle spokesperson said the company plans to keep strengthening content-driven commerce that reflects lifestyle trends.
Reporter Kim Myung-geun meang@viva100.com
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