[Enterconomy] BT21 • Bunini • Minini... A million ways to love K-Pop idols

 July 19th, 2024

K-Pop artist IP is being used in various fields. In the past, it was only a portrait of an artist or an album-related goods. But recently, the fan experience and expanding to self-portraits with character IP and artist frames.

IPX (formerly Line Friends), which is in charge of the character IP business, will open a pop-up store to commemorate the release of (G)I-DLE's 7th mini album "I SWAY" at the Gangnam branch of the Line Friends store until the 21st. The venue is decorated with the concept of a new album, especially (G)I-DLE's character Minini, which was unveiled for the first time at the event, is drawing attention. (G) I-DLE's Minini is drawing attention. (G) I-DLE's Minini is a character created by reflected the charm of the members such as facial expressions, personalities, and appearances.

Besides (G) I-DLE, IPX is creating characters by utilizing various IPs of artists. BT21 is the most effective use case scenario, which was created through collaboration with BTS. BT21 is known to have created characters and narratives by participating in the character world view with fans. To celebrate Jin's discharge, IPX recently launched a global campaign titled "RJ The Foodie," which tells the story of RJ's visit to famous restaurants.

Bunini, the character of NewJeans that was created in August last year, is also loved by many people. More than 55,000 people visited the pop-up store that introduce Bunini for the first time in Korea last year, and Bunini continued to appear in music videos such as "ASAP," "How Sweet," and "Right Now" by NewJeans, drawing attention from fans.

In May and June this year, the company successfully held pop-up stores using Bunini in Korea and Japan to celebrate the release of the NewJeans' double single. In particular, Japan has drawn attention by selling products jointly produced by Takashi Murakami and Fujiwara Hiroshi, two Japanese design greats. Pre-orders for the first day of the pop-up stores in Korea and Japan were sold out in 20 minutes and 5 minutes, respectively, and more than 600 people lined up for the event in Japan just before the opening.

Self-portraits that can be captured in the same frame with your favorite artists are also attracting attention among fans. At the "2024 BTS FESTA" event, which was held offline last month to mark the debut day of BTS, a Photoism booth was operated. Fans were able to create special memories by taking commemorative photos using the FESTA frame.

Zerobaseone is collaborating with more than life four-cut stores around the world, including the U.S., the U.K., and Japan, including Korea. Each store will have a music video for "Feel The Pop," the title song of ZEROBASEONE's new album, and fans will be able to take photos with Zerobaseone's individual and unit frames.

Self-photography companies are showing considerable interest in K-Pop artists IP. This is because fans participate more even though it is about 40 percent more expensive than regular frames. As a result, companies are actively making frames using IO to coincide with the comeback of K-Pop artists. Currently, frames such as boy group NCT 127, Super Junior D&E, and singer Wheein of Mamamoo are used in Photoism, and the four-cuts include Seventeen's Jeonghan X Wonwoo, IU, Red Velvet, and Kiss Off Life.

Lee Hyungji, a researcher at Eugene Investment & Securities, said, "Photoism has been rapidly growing its appearance by releasing frames that collaborate with various artists since the second half of 2022, and if you look at sales in Seobuk, the operation of Photoism, the content sales estimated to be collaboration sales rose 380% year-on-year to 7.2 billion won in 2023," adding, "The collaboration sales that increase brand awareness and royalties will inevitably expand the future."

It is also impressive that artists are sharing their own photo with their fans. NCT member Jaemin held the first photo exhibition "NARCISSISM - Jaemin 1st Exhibition" for NCTzen (fandom name) on the theme of "Narcissism." Works featuring on Jaemin himself, NCT Dream members, and works that showing Jaemin's eyes facing various landscapes were displayed.

The exhibition was well received by fans in that they could see the daily lives of their favorite artists. Not only did Jaemin prepare a docent guide that recorded the description of the photos himself, but he also participated in the preparation process for the photo exhibition, from exhibition design to handwriting and goods productions. The response is that it is becoming a meaningful experience to communicate with artists beyond just viewing photos.

An industry official said, "The IP expansion of various types of K-Pop artists provides new fun and value to fans and creates a bond between artists and fans by making them feel the charm of artists anew. If creative attempts and collaborations continue to expand IP in the future, fans will also rally better."

Original article: Naver