Limited-edition merchandise McDonald's released with G-Dragon began appearing on resale platforms at several times its retail price within hours of launch.
Sold Out in Stores, Marked Up Online
McDonald's Korea began selling goods created with PEACEMINUSONE, G-Dragon's fashion brand, at stores nationwide from 10:30 a.m. on Sept. 28, according to industry sources on the 2nd.
Customers who bought any menu item, including the gochujang butter burger, could add one piece of merchandise to their order. Purchases were capped at one item per person. In-store prices were set at 12,000 won for a vintage cap, 20,000 won for a shoulder bag and 10,000 won for a pin set.
Interest centered on the vintage cap. The item appeared in the music video for G-Dragon's "Too Bad" and replicates the design of a McDonald's crew cap worn in the United States in the 1980s.
Listings priced in the 30,000-won range appeared on secondhand platforms immediately after launch, and prices have since climbed to around 60,000 won. Resale posts aimed at shoppers who missed out in stores followed in quick succession.
The appeal is attributed to the chance to own a PEACEMINUSONE collaboration design at a relatively low price, combined with the limited-quantity sales format.
A Premium Pattern That Repeats With Every Limited Release
Nike sneakers, CU highballs and Monami keyrings that G-Dragon previously released through PEACEMINUSONE also sold out shortly after going on sale. Those items likewise moved to the secondhand market and changed hands above retail price.
Online reactions included comments such as "I want it more because it's a limited edition" and "It has collector value for the design alone," alongside others asking, "Why would anyone pay a premium for this?" and "Does anyone actually wear it?"
This is not the first time a limited McDonald's item has become hard to find. A similar case emerged with the World Cup set released in June ahead of the North American World Cup.
That set paired a Big Mac, medium French fries and a medium soft drink with a randomly selected reusable cup featuring a well-known soccer player. Nine designs were produced globally, but the first domestic release included only five: Lamine Yamal, Ronaldinho, Thierry Henry, David Beckham and Grimace.
Scarcity grew once word spread that the Son Heung-min cup had been left out of the domestic lineup. Son's contract as a model for a Korean food-service company reportedly made it difficult to use him for another brand in the same industry during the contract period.
The cup drew shortages in Mexico, and listings on Korean secondhand platforms ranged from 55,000 won to 110,000 won. Posts on Karrot mostly offered it at 80,000 to 90,000 won. Against the set price of 8,900 won, that amounted to more than 10 times retail at the high end.
