RESCENE in CU's 'Every Scene of Daily Life' Campaign: 18,800 Stores and a Voice at the Checkout

What happened

The convenience store chain CU said on 1 September 2026 that it had begun the ‘Every Scene of Daily Life, CU’ brand campaign with its brand models RESCENE. News1, Herald Business and Bridge Economy all carried the announcement that day. Bridge Economy wrote that the campaign is focused on conveying, with RESCENE, the value of everyday life — the small pleasures and moments of happiness a customer meets at CU.

One axis of the campaign is the stores. Promotional material featuring RESCENE goes up in about 18,800 CU stores nationwide. According to News1, the images are placed in several formats: full-front posters, product notices and service notices. Herald Business and Bridge Economy reported the same store count and the same set of formats.

Inside the stores, each member holds a different place. According to News1, when a discounted product is paid for at the checkout, Woni’s voice says, “It’s a sale item!” Services are announced over the in-store speakers by time of day, with Minami and Zena promoting CU’s keeping coupons. The same report said a range of messages had been prepared for different times of the day.

Online there is Pocket CU, the chain’s own commerce app. According to News1, RESCENE content appears there too, and on CU’s official social channels the company plans a customer participation event that gives out photocards and signed Polaroids to people who post a picture of the in-store material or a scene from the brand film.

Why is it trending?

The campaign follows from the appointment of 1 July. BGF Retail, which operates CU, said on 1 July 2026 that it had named RESCENE brand models, an announcement this site set out in The brands and organisations RESCENE fronted in 2026. CBC News, in a 1 September round-up, also wrote that CU had selected RESCENE as brand models in July.

The kind of appointment CU describes is not a product deal but the face of the brand. Brand Brief wrote on 12 August that CU had put RESCENE forward as the face of the convenience store brand itself rather than as collaboration models for a particular product, and that according to CU this is the first time a K-pop idol group has been chosen as a convenience store’s brand model. The same report said BGF Retail gave as its reasons the group’s visibility and growth and its approachable image of communicating actively with fans.

What opened the campaign was the brand film. CU’s official YouTube channel posted the 1 minute 55 second film on 26 August, and Bridge Economy reported that it shows the members enjoying everyday life at CU each in their own way. In its 1 September announcement CU said the film had drawn 600,000 views and about 3,000 comments in its first day, figures Herald Business and Bridge Economy both carried. Herald Business wrote that comments such as “the fan club REMINE is hiding in the planning of this ad” and “it brought out the members’ appeal well” were coming in.

What you need to know

• The campaign is called ‘Every Scene of Daily Life, CU’, and CU said it runs from 1 September 2026.
• The scale is about 18,800 CU stores nationwide. RESCENE images go into full-front posters, product notices and service notices.
• The in-store voice lines are divided by role. Woni takes the announcement that plays when a discounted item is paid for at the checkout; Minami and Zena take the keeping-coupon announcements that run by time of day.
• The brand film is a 1 minute 55 second video posted to CU’s official YouTube channel on 26 August. CU said it drew 600,000 views in its first day.
• Collaboration products roll out from this month. Brand Brief reported that a half-and-half ice bar modelled on Liv and May, the ‘Liv & May Special Edition’, is due in September.