1. Why Character IP Collaborations are Taking Over in South Korea
If you’ve walked into a CU convenience store, sipped coffee at Ediya, or watched a movie at CGV recently, chances are you’ve stumbled upon a collaboration featuring Detective Conan, Sanrio, or Kakao Friends. These character IP partnerships are no coincidence—they’re a part of a growing trend in South Korea where brands are leveraging beloved characters to connect with consumers in fresh, creative ways.
And it’s working. Did you know that 75.8% of South Korean consumers bought a character IP product in 2023? From nostalgia to novelty, these collaborations bring emotional resonance to everyday products, making them irresistible.
Let’s dive into why they’re so effective and what we can learn from the brands doing it best.
2. Success Stories: CU, Ediya Coffee, CGV
CU x Detective Conan
Picture this: A “ Suspicious Spicy Curry Lunch Box” and “ Suspicious Spicy Curry Burger” inspired by a Detective Conan episode, complete with collectible hologram stickers. That’s exactly what CU offered fans during its Conan collaboration, which racked up 23% of all CU mentions online. What’s more, excluding the First Conan Detective Conan Best Cafe (32%), the campaign generated buzz across fan communities like DC Inside, proving that when you align your product with a beloved storyline, fans will respond enthusiastically.
Ediya Coffee x Sanrio
Ediya Coffee knows how to cater to different audiences. For women, they launched adorable Sanrio figure magnets featuring Cinnamoroll and My Melody, while male gamers got special Blue Archive drink sets with in-game item rewards. This dual-targeting strategy worked wonders, boosting sales by 30% in just one week and lighting up platforms like Women’s Era with excited chatter.
CGV x Kakao Friends
Chunsik and sweet potatoes—name a more iconic duo. CGV used the Kakao Friends character’s love for this humble root vegetable to create themed popcorn, lattes, and even photo zones. Tying this collaboration to movie releases during Chuseok and year-end holidays ensured high visibility and a steady stream of visitors, resulting in 42% of mentions for Kakao Friends in GCV/s category.
3. Why South Koreans are Obsessed with These Collaborations
Let’s face it: South Koreans love their characters, whether it’s for nostalgia or fandom. These collaborations hit the sweet spot by:
Building Emotional Connections:
- Characters evoke nostalgia and personal memories, turning products into emotionally meaningful experiences. Kakao Friends x CGV incorporated Chunsik’s love for sweet potatoes into themed snacks like popcorn and lattes, turning everyday items into meaningful experiences.
- Collaborations that recreate iconic moments or stories resonate deeply with fans, fostering brand loyalty. Detective Conan x CU recreated iconic moments with products like the “Suspicious Spicy Curry Lunch Box,” connecting fans emotionally to the character’s world.
Offering Collectibles:
- Limited-edition items and randomized goods create excitement, urgency, and repeat purchases. Limited-edition items like Ediya Coffee’s Sanrio figure magnets and CU’s hologram stickers created excitement and urgency, driving repeat purchases.
- Collecting becomes a cultural experience, encouraging fans to trade, share, and compare their finds. Randomized goods added an element of surprise, making purchases interactive and engaging for fans eager to collect all variations.
Tapping into Fan Communities:
- Platforms like Instiz and Naver Cafe buzz with activity whenever a new collaboration drops, spreading the word fast organically.
By leveraging these strategies, brands in South Korea transform character collaborations into cultural events that go beyond simple transactions, creating lasting consumer connections.
4. Conclusion: The Future of Marketing in South Korea
Character IP collaborations have become a cornerstone of South Korean marketing, seamlessly blending nostalgia, fandom, and creativity into campaigns that captivate consumers. Brands like CU, Ediya Coffee, and CGV have demonstrated how emotional connections, exclusive collectibles, and fan community engagement can turn ordinary products into cultural phenomena.
The key to success lies in understanding the audience—tapping into their love for characters while offering unique experiences that feel personal and meaningful. These collaborations don’t just sell products; they foster loyalty, spark excitement, and create lasting memories, proving that character IPs are far more than a passing trend—they’re becoming a norm in marketing for South Korean market.
