Meet the Funsumer: Why Fun is the Secret Sauce to Winning Hearts

In a market as dynamic and competitive as South Korea, traditional marketing tactics are often not enough. Enter funsumers—a demographic that prioritizes entertainment, excitement, and memorable interactions with brands. But who exactly are these fun-loving consumers, and how are they reshaping the marketing landscape?

Who Are Funsumers?

Funsumers—short for “fun + consumers”—are individuals who actively seek engaging, entertaining, and highly immersive brand experiences. For this group, fun is not just a bonus—it’s a prerequisite. They thrive on creative products, vibrant events, and social media campaigns that spark joy and resonate with their lifestyles.

How Funsumers Have Changed the Marketing Game

1. Branded Characters and Goods

From LG Uplus to Soonshop and Ottoogi, Korean companies are leveraging mascots to create emotional connections. These characters are more than cute designs; they’re personalities that consumers identify with, offering both practical and trendy merchandise to keep the fun alive.

2. Unique Product Designs

Everyday items have been transformed into collectibles that are as functional as they are playful. Meme-inspired keyrings or condiment-themed toys not only attract attention but also become conversation starters.

3. Experiential Marketing

Immersive pop-ups and product launches, like LG U+’s Moono-themed events or Soonshop’s trendy campaigns, provide consumers with unforgettable, shareable experiences. These aren’t just marketing strategies—they’re cultural phenomena.

Why Does It Work?

The formula for funsumer marketing success lies in its ability to forge emotional connections, generate buzzworthy content, and foster brand loyalty. By offering tangible keepsakes and moments of joy, brands create experiences that consumers want to revisit—and share.

Mascots That Matter: The Case of LG U+’s Moono

Meet Moono, LG U+’s iconic mascot, more than just a character—it’s a cultural icon. Representing the relatable struggle of Korea’s millennial workforce, Moono has captured the hearts of over 300,000 fans globally. With 230+ branded items, Moono blends humor, charm, and practicality, creating an emotional connection that resonates deeply with customers.

Moono’s Global Reach

Events like the “Moono Spring Picnic,” Seoul’s largest pop-up event, and international pop-ups in Tokyo have brought Moono’s charm to a wider audience. Through storytelling and merchandise, Moono has become a symbol of emotional connection, fostering a loyal fan base.

Why Moono Works for LG U+

1. Story-Driven Marketing

Moono’s narrative creates a persona that resonates with LG U+’s target audience. This storytelling approach keeps fans engaged, making Moono a lifestyle symbol rather than just a marketing tool.

2. Merchandising as a Touchpoint

With over 230 branded items, Moono’s products blend daily utility with exclusivity, driving demand and building brand loyalty.

3. Social Media Buzz

Moono’s events and merchandise inspire organic, shareable content, turning fans into advocates and amplifying LG U+’s brand reach.

LG U+’s Moono exemplifies how a well-crafted brand character can transform marketing efforts into cultural phenomena. By representing the relatable struggles of Korea’s millennial workforce, Moono has built a deep emotional connection worldwide. Events like the “Moono Spring Picnic” and international pop-ups expand Moono’s reach, turning it into a global icon through storytelling, creative merchandising, and social media buzz.

Leveraging Memes for the MZ Generation: Soonshop

Soonshop has perfected the art of meme-driven marketing by transforming everyday items like keyrings and phone cases into playful, must-have accessories. By combining humour, creativity, and cultural trends, Soonshop captures the essence of individuality and fun that defines the MZ Generation.

How Soonshop Connects with the MZ Generation

Through whimsical characters like Yujinsu and Flower, Soonshop goes beyond mascots to create cultural symbols that resonate with the MZ audience. With vibrant, meme-inspired designs and practical products, they turn everyday essentials into trendy collectibles that celebrate self-expression.

Why Soonshop’s Strategy Works

1. Cultural Relevance

Soonshop taps into humor and memes, aligning its brand with the ever-evolving trends that define MZ culture. This makes its products not just accessories, but statements of individuality.

2. Feel-Good Factor

By blending creativity and fun, Soonshop creates a sense of joy that turns customers into fans, building a loyal community that eagerly shares their favorite products and experiences online.

Soonshop proves that marketing to MZ isn’t about flashy campaigns—it’s about understanding their world. By turning humor and trends into tangible products, they’ve created a brand that’s not just cool but deeply connected to its audience.

Ottoogi’s Yellows: Everyday Companions with Personality

Ottoogi, a staple in Korea’s food industry, embraced funsumer culture with its beloved mascot trio, the Yellows: Ttugi (the foodie), Mayo (the chill dog), and Chabi (the big-eating chick). These characters bring joy to consumers’ daily lives through collectible plush toys and condiment-themed merchandise.

Why Ottoogi’s Yellows Work

1. Emotional Engagement & Brand Messaging

The Yellow’s infuse personality and warmth into Ottoogi’s brand, transforming everyday products into sources of joy that resonate emotionally with consumers.

2. Merchandising That Excites

Creative and collectible items, from plush toys to themed merchandise, spark excitement and exclusivity, driving customer loyalty and creating a tangible connection with the brand.

The Yellows perfectly demonstrate how funsumer-focused branding can elevate a traditional industry, By blending emotional engagement with exciting merchandising, Ottoogi has turned its products into more than just pantry staples—they’re apart of a playful, relatable lifestyle. Through these loveable characters, Ottoogi has redefined how food brands with connect consumers, proving that creativity and joy can be key ingredients for long-term loyalty and success.

Conclusion: Lessons from Korea’s Funsumer Success Stories

What do these examples teach us? The funsumer trend transcends industries, proving that playful marketing is not just for a niche audience—it’s a universal strategy. Whether it’s LG Uplus’ relatable mascot Muno, Soonshop’s meme-inspired appeal, or Ottoogi’s heartwarming Yellows, each brand demonstrates how fun can lead to meaningful connections.

The Takeaway

• Adapt to your audience: Understand their desires and create experiences that resonate authentically.
• Embrace creativity: Incorporate humor, bold designs, and interactive campaigns.
• Stay memorable: Offer keepsakes or experiences that consumers can cherish and share.

In Korea’s vibrant and ever-evolving market, fun isn’t just a marketing gimmick—it’s a strategy for success. Curious to learn more about South Korea?

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