LG Uplus is introducing the K-character ‘Munner’ in Japan, known as the home of characters.
On the 26th, LG Uplus announced that, together with IP platform startup ‘Inabooth’, it opened a pop-up store at the famous shopping mall ‘Shibuya 109’ in central Tokyo, showcasing merchandise of its iconic character ‘Munner’ until the 31st.
Following their participation in the world’s largest character IP exhibition, the ‘2024 Licensing Expo’ held in Las Vegas this May, this pop-up store is located on the 8th floor of Shibuya 109, frequented by Japanese women in their 20s and 30s, where 75 types of merchandise are being displayed. ‘Shibuya 109,’ known as the ‘mecca of Hallyu and characters,’ has become a staple location for domestic IP companies’ pop-up stores.
This is the fourth time that LG Uplus has showcased Munner in Japan, after previously operating pop-up stores at ‘Abeno Q’s Mall’ in Osaka last November and ‘MIO Mall’ in Osaka in April this year, and participating in the ‘Tokyo Licensing Fair’ in July.
According to 2022 data, the Japanese character market is estimated to be worth approximately 22.76 trillion won, making it the largest market in the world. Additionally, with the rising popularity of K-content in Japan, interest in K-characters is also on the rise. LG Uplus explained that it opened the pop-up store in Japan to develop Munner into a global character.
The achievements in Japan have been encouraging, with over 150,000 visitors attending the two pop-up stores opened last year and this year. Earlier this year, LG Uplus signed a licensing export contract with the local IP trading agency ‘INTO Corporation’ and began selling localized merchandise. Furthermore, discussions are underway for a licensing agreement with local manufacturers to produce merchandise directly in Japan this second half of the year.
LG Uplus plans to analyze customer feedback and continuously expand its merchandise categories as it enters global markets such as the U.S. and Japan. The range of Munner merchandise has expanded from over 100 types of design stationery and items in 2021 to fashion accessories, home living, and interior items, projected to reach over 200 types by 2024.
Kim Darim, head of IMC (Integrated Marketing Communication) at LG Uplus, said, “We plan to target the global market by leveraging Munner’s unique design and distinctive story.” She added, “Entering the Japanese market, localization and retail partnerships are our top priorities. Based on this pop-up store, we will seek opportunities through various retail channels and licensing strategies.”
Munner is the representative character of LG Uplus, embodying the confident persona of a K-professional from the MZ generation. Last year, it received significant acclaim from the MZ generation by delivering relatable messages for young professionals both online and offline, winning the Minister of Culture, Sports and Tourism Award in the character category at the ‘2023 Korea Content Awards.’ This pop-up store was also selected to participate in the ‘Global Open Innovation’ government support program under the Korea Creative Content Agency.
Lee Sang-jin daedusj@autodiary.kr