Character Marketing Gains Popularity in South Korea amid Economic Slowdown
Creatrip Team
a year ago
Character IP (intellectual property) marketing is on the rise in South Korea as a strategy to attract consumers even during economic slumps. By evoking nostalgia or emotional comfort, characters encourage people to spend. For example, confectionery company Orion is partnering with fashion platform Musinsa to promote its limited-edition 'Kobuk Chip Caramel Popcorn.' The character 'Kobuki' is dressed in trendy streetwear, appealing especially to younger audiences. This kind of marketing also helps target foreign tourists in popular areas. Other examples include Dr. You Jeju Lava Water featuring the 'Radu' character, which saw a significant sales boost. Companies like HiteJinro are using character collaborations across different sectors to appeal to the MZ generation (Millennials and Generation Z). Though effective, character IP marketing comes with challenges like extra costs and potential for weakened brand identity. It is expected to evolve with shorter marketing cycles to quickly respond to trends.
