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E-Mart’s continuous “Snack Unlimited Pick-and-Pack” promotion has captured a lot of interest. For 25,000 South Korean won, shoppers can fill a specific box with as many snacks as they desire, and the campaign has gone viral like a “challenge” following online reviews that showed individuals piling snacks into towering stacks. Some buyers caused debate by selling the snacks they bought this way on resale sites.

As reported by industry sources on the 4th, E-Mart has been conducting the “Snack Unlimited Pick-and-Pack” promotion as part of its major sales event “Gorae-it Festa” since the 29th of last month. Initially planned to conclude on the 1st of this month, it was extended until the 2nd because of unexpectedly high customer interest.

Customers pay 25,000 South Korean won and can fill the specified container with as many snacks as they want. It’s okay if the contents exceed the box’s size, provided the stack can be transported to the checkout. The available snacks consist of 10 widely known Haitai Confectionery items like Matsdong-san, Honey Butter Chip, and Osatsu, with about 3 million packs prepared.

Online platforms are filled with images and videos showcasing massive snack towers. According to reviews, more than 100 snacks were included. A customer who assembled 181 packs mentioned, “Many people were already involved when I got there,” noting, “I thought it was my own challenge, but it seemed like the entire town came together to create a snack tower.” They showed appreciation: “Thank you to the man who gave advice, the staff who helped me and captured the historic moment, and everyone who supported me while I was stacking.”

Other suggestions such as “Use the wire on Matsdong-san to secure snacks and stop them from dropping,” “Pump air from the bottom before stacking,” and “Arrange them like Tetris” were also provided.

Amidst this, part-time opportunities emerged on secondhand platforms, where individuals could earn 10,000 Korean won by stacking more than 80 snacks at an E-Mart promotion. One seller on Karrot promoted, “Select 5 snack packages for 3,500 Korean won, all freshly made within the past two weeks.” Another listing provided 15 packs of Matsdong-san for 10,000 Korean won. Online users responded with comments such as, “This was meant to be enjoyable, but has it crossed the line?” “Did you just pack them to sell again?” “The original intent of the event has been lost.”

Meanwhile, E-Mart exceeded its sales goal by more than 150% from the 29th of last month up to the 2nd. Total snack category sales increased by roughly 34% compared to the same time frame last year. E-Mart expects an average of 50–60 packs per person, with some customers purchasing more than 100 packs. An E-Mart representative stated, “We believe the rapid spread of engaging events through media and social platforms has increased compared to previous times,” and added, “We will keep providing a variety of events that showcase the unique enjoyment of in-store shopping.”