K-Pop artists who are sincere about their characters... Why did NewJeans join hands with an IP company?

 June 12, 2024

Entertainment industry actively engaged in pop-up store operation and character product development

Provide a sense of familiarity collaboration will character-specialized companies

From BT21 to Bunini, Miniv, and Zeroni... The opportunity and expand fandom

Despite the ongoing internal feud between HYBE and ADOR, NewJeans' comeback was highly sought after. The pop-up store in Sinsa-dong, Seoul, which NewJeans recently opened along with IPX, is also doing well. Pre-booking for the first day's visit was closed within 20 minutes, and goods are also being sold successfully. In particular, IP products such as PowerPuff Girls designed with the new single "How Sweet" costume and Bunini-related products based on NewJeans' iconic rabbit are especially popular. Character IP is releasing "synergy" with K-pop artist.

NewJeans How Sweet Pop-up will be held until the 17th at
Line Friends Square Shrine © IPX Provided

BT21 is the starting point... Background of IP becoming a 'strategic' in the entertainment industry

As the popularity of K-Pop has spread around the world, more and more artists and character companies are collaborating like NewJeans and IPX. The starting point of the trend is BTS's character BT21. BT21 is not just a character that is taken from the appearance of BTS members, but a character IP that the members directly participated in the production process to develop their personalities and narratives. Based on this, the company expanded its worldview and contents, and strengthened its contact with fandom by continuously carrying out global campaigns.

In the case of RJ, BT21's gorumet character, he is also an eating show influencer. Recently, RJ's welcome party-themed pop-ups were held at Line Friends flagship stores in Hongik University at the K-Food festival, Myeong-dong. RJ also appeared as a influencer at the K-Food festival, which has been taking place at Sejongno Park next to Gwanghwamun Square in Seoul since late last month, and communicated with fans.

RJ, surprise appearance at the K-Food Festival, began on May 29th
© IPX

Character IP provides fans with new experiences and creates a virtuous cycle of loyalty. Wizzy, the character of the group ITZY, boy group Treasure's global character IP True, and Cheech, which was designed and planned by Blackpink's Jisoo, were also hugely popular.

Recently, IVE's official character Miniv Minini and ZEROBASEONE's character Zeroni were born through collaboration with IPX. Previously, agencies and others released characters in terms of fan service, but after the success of BTS21, character IP has emerged as an important strategy in the entertainment industry.

It is also active in partnership that introduce related IPs and products in the long term. Currently, the hottest collaboration partner is NewJeans, and IPX has been supporting related products by forming an official IP product business partnership with NewJeans since last year. Even at the "How Sweet Pop-up," which opened at Line Friends Square Shrine on the 5th. Bunny character products caused a sell-out crisis.

The Powerpuff Girls product, which was newly designed based on the "How Sweet" costume, was also loved by fans who waited for NewJeans' comeback. In particular, it is said that the photo zone, with the concept of a vintage record shop that takes advantage of the atmosphere of NewJeans' new single "How Sweet" also aroused the curiosity of consumers, not fandom.

Courtesy of ZEROBASEONE's official character, Zeroni
© IPX

In addition to business expertise, IP products will be strengthened

NewJeans and IPX plan to increase their contact points with fans by continuously introducing pop-up stores and IP products. On the 26th, a pop-up will be opened to commemorate the release of the single "Supernatural," which will be presented along with NewJeans' debut in Japan. Through this, we will showcase NewJeans IP official products in collaboration with Japanese design masters Takashi Murakami and Fujiwara Hiroshi. Related products have already been released in pictorials of members posted on NewJeans' official Instagram.

Business expertise is behind the collaboration between K-pop artists and character companies. Character show various aspects and act as a medium to increase solidarity. Character IP, which was created by adding IP business expertise to the charm of existing K-pop artists, provides fans with new experiences and enjoyment.

This also increases the loyalty of fandom. It is analyzed that they are working with content companies hat are competitive in store design or content development because they need to gain the effect of introducing new fandom through IP products. 

An industry official said, "It is important to capture the charm and characteristics of artists, but in order for the popularity of K-Pop artist character IP to be maintained continuously, it is necessary to introduce high-quality products, store space experiences, and contents that can appeal to the public other than fandom."

Original article: Sisajournal