As Character Tie-Ins Multiply, Retailers Risk Losing Their Own Identity

SEOUL, Feb. 9 (Korea Bizwire) —  In South Korea’s retail and beauty markets, character collaborations have become a near-default marketing strategy. From convenience stores to cosmetics counters, brands have leaned heavily on popular intellectual property to ignite short-term buzz and drive sales. But after years of explosive growth, signs are emerging that the strategy may be [...]