The character mascot Maru, from the Naver Webtoon “Maru Is a Puppy”, is throwing the ceremonial first pitch at Jamsil Baseball Stadium in Songpa District, Seoul. (Yonhap)
SEOUL, May 13 (Korea Bizwire) — South Korea’s retail and consumer goods sectors are increasingly turning to character-based intellectual property (IP) marketing to boost engagement and drive sales, tapping into what experts are calling an era of “emotion-driven consumption.”
As consumers seek comfort and nostalgia amid prolonged economic uncertainty, brands are capitalizing on familiar or whimsical characters to deepen emotional connections and encourage spending.
According to a 2024 report by the Korea Creative Content Agency, nearly 69% of Korean consumers aged 10 to 69 said characters influence their purchasing decisions—up 3.5 percentage points from the previous year and continuing an upward trend since 2021.
Consumers reported spending an average of ₩66,169 per character-related purchase, with an annual average of 6.5 such transactions.
Webtoon “Even so, Ryan” (Image provided by Kakao Entertainment)
From food and fashion to convenience store products and toys, character IP tie-ins have become a marketing norm. Lotte Home Shopping’s original character “Bellygom” has been one of the sector’s biggest homegrown successes, generating over ₩20 billion in revenue since its 2022 launch.
The campaign also helped broaden Lotte’s customer base beyond its traditional 50s–60s demographic. Similarly, CJ CheilJedang introduced “Mansikzzang,” a lighthearted mascot used to promote products like Bibigo dumplings and Silbi kimchi via social media.
Convenience stores are leading collaborative efforts. GS25’s “Blue Archive Special Ramen,” created in partnership with Nexon’s mobile game, sold over 130,000 units in just 10 days. CU’s February release of “Catch! Teenieping Ramen” also proved a hit, selling over 250,000 units and prompting a second wave of 21 collaborative items in April.
The 15-meter giant Bellygom balloon installed at World Park in Lotte World Tower. (Image courtesy of Lotte Property & Development)
Pop-up stores are another popular strategy. Shinsegae Department Store launched a Snoopy-themed pop-up in Gangnam in April, rolling it out to additional locations in May with exclusive merchandise to mark the character’s 75th anniversary.
Character IPs resonate especially well with Gen Z and millennials, who embrace collectibles, stickers, and accessories tied to gacha culture. Meanwhile, “kidults”—adults who indulge in childhood nostalgia—continue to drive demand for emotional purchases, even during economic downturns.
Brands favor IP collaborations not only for their emotional pull but also for their broader cultural appeal. Recognizable characters transcend language and cultural barriers, offering Korean companies an easier entry point into global markets.
Still, IP marketing is not without its pitfalls. Fickle trends and the need for constant novelty make long-term sustainability difficult. Characters without compelling storytelling or audience resonance often fail to gain traction. This challenge is especially acute for companies developing proprietary characters rather than licensing established ones.
One such example is Shinsegae Group’s “Jililla,” a character based on vice chairman Chung Yong-jin’s online persona. Although initially successful as a viral campaign, the related bakery brand “Universe by Jililla”—launched in 2021 with a backstory involving bread from Mars—was shuttered in November 2024. Its official social media presence went silent in early 2025.
Despite concerns about overreliance on licensing and potential brand dilution, marketers see opportunity in IP-driven strategies—especially as marketing cycles grow shorter and consumer attention spans wane. Industry analysts predict that agility and emotional resonance will define the next phase of Korea’s IP-powered consumer economy.
Lina Jang (linajang@koreabizwire.com)
