"Golf-Wear 'JRILLA'... Shinsegae Food, Full-fledged Expansion into Character Business"

Shinsegae Food Expands Character Business with 'JRILLA' Golf Wear Collaboration

Shinsegae Food announced on the 14th that the character 'JRILLA,' nurtured by Shinsegae Food, collaborated with Kolon Industry FNC Division (hereafter Kolon FNC), a golf-specialized online select shop 'THE CART/GOLF,' to unveil golf wear for golfers in their 2030s.

'JRILLA' is a compound word of the alphabet 'J' and 'RILLA,' which means gorilla. It made its official debut in April of last year on Instagram and at the opening game of Shinsegae's baseball team, SSG Landers, starting its full-fledged activities. 'JRILLA,' a gorilla born and raised in Hwaseong, is developing into a popular character based on the worldview of meeting friends from various fields on Earth, such as fashion, music, sports, and food.

The 'JRILLA X THE CART/GOLF' golf wear presented in collaboration with Kolon FNC features eye-catching lightning patterns, stylish colors, and the character of cute JRILLA used as design elements in padded vests, sweatshirts, shirts, pants, skirts, hats, socks, and more, totaling over 20 items.

Targeting young golfers who pursue free and trendy fashion, the golf wear not only enhances activity during golf rounds but also raises design sensibility and usability to enjoy casually as everyday fashion items.

To commemorate the launch of 'JRILLA X THE CART/GOLF' golf wear, Shinsegae Food will operate a pop-up store at Shinsegae Department Store Gangnam Branch 7th floor until the 23rd, showcasing the worldview of 'JRILLA' and initiating sales.

A Shinsegae Food official stated, "As part of expanding our character business through various cultural approaches using JRILLA, we have introduced trendy and emotional golf wear. We plan to continue nurturing the universal hipster character 'JRILLA' through collaborations with various brands that go beyond different fields."