Hyundai LIVART said on the 28th it will release six figures made from its own characters. The aim is to target people in their 20s and 30s.
According to Hyundai LIVART, the share of customers in their 20s and 30s among its product buyers roughly doubled from 15.1% in 2020 to 30% from January to August this year. As the sales share of younger customers increased, Hyundai LIVART has been strengthening businesses aimed at people in their 20s and 30s. Earlier, on Jun. in Seongsu-dong, Seongdong District, Seoul, it opened an offline pop-up store (temporary store) at the EQL select shop. The specialty section "LIVART Workshop," which introduces workshops for handmade furniture and crafts such as solid wood and najeonchilgi (mother-of-pearl inlay), has been operating on the LIVART Mall since last year.
The six figures unveiled by Hyundai LIVART are 3D versions of the company's official characters, which anthropomorphize furniture and interior accessories such as sofas, bookshelves, tables, and lighting as family members. The lineup consists of "Cabby (father)," "Rond (mother)," "Artisan (grandfather)," "Atelier (grandmother)," "Plee (son)," and "Lumi (daughter)." The characters have an independent universe and different personality types (MBTI), and act as "life artists" who reflect on the essence of furniture and art in everyday life.
A Hyundai LIVART official said, "The figures released this time are intended to expand communication with people in their 20s and 30s, who value identifying with brand values through storytelling content," adding, "Ultimately, we produced them to imprint the LIVART brand on younger customers."
Hyundai LIVART plans to continue focusing on attracting new customers in their 20s and 30s. Through the automated production facility "Smart Work Center," it plans to unify the links of existing and new furniture parts to expand customizable products and options that can be freely combined to suit customer preferences.
It also plans to introduce a variety of content tailored to the sensibilities of people in their 20s and 30s. In addition, it will expand and strengthen "The Room Solution," a new-concept interior package aimed at parents in their 20s and 30s. A Hyundai LIVART official said, "Attracting customers in their 20s and 30s is an essential factor for securing loyal customers and for the sustainable growth of the company," adding, "We will continue to expand trendy products and services targeting customers in their 20s and 30s to establish ourselves as 'a total interior company that adds new value to everything about the home.'"