Emotional Appeal Drives Character IP Marketing Boom in South Korea

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 [...]