TinyTAN Global Expansion Through Various Goods
LINE FRIENDS: Maison Kitsuné/BT21/Miiiverse/Starbucks Collections
KakaoFriends Targeting Chinese-Speaking Markets
Ryan and Chunsik Collaborate with French Tourism Office
Excerpted from the Ministry of Culture, Sports and Tourism's "2022 Character Industry White Paper." In 2021, continued COVID-19 accelerated Korean character IP global expansion through active domestic/overseas brand collaborations, TikTok/YouTube dance challenges, global OTT platform exposure, and appearances in US entertainment content.
Key overseas expansion cases: (1) Run Hany (달려라 하니) — JW Anderson unveiled accessories featuring the 1988 KBS animation character at its 2022 Fall/Winter collection in London, sparking global attention for vintage Korean IP revival. The collaboration required creator Lee Jin-ju's conditions: accurate character portrayal and Korean cultural context. (2) TinyTAN — BTS-inspired character merchandise expanded globally through webtoon adaptations, TinyTAN Universe animated shorts (100M+ YouTube views), and collaborations with McDonald's, Mattel, and MEDIHEAL. (3) LINE FRIENDS/BT21 — collaborations with Maison Kitsuné (French luxury brand, pop-up stores in Paris/Seoul), BT21 Universe content series, Starbucks Korea seasonal collections, and Miiiverse virtual influencer content. (4) KakaoFriends — Ryan and Chunsik characters partnered with French Tourism Office for a Korea-France tourism campaign; KakaoFriends China strategy targeting millennials via WeChat and Tmall flagship stores. (5) OTT expansion — Korean animations reaching global audiences via Netflix, YouTube Kids; Pororo available in 120+ countries; Larva (라바) popular on Netflix globally. (6) US content appearance — Korean character elements appearing in American popular media, reflecting growing global interest in Korean pop culture beyond K-pop into lifestyle and character IP.
