It is now common to see people attaching small dolls or charms to their bags. These items, commonly known as "keyrings," are emerging as a new battleground in the retail industry.
Keyrings are used not just as accessories but as a way to promote brands. Observers say collaborations between brands and limited-edition releases are stirring consumers' desire to collect.
According to related industries on the 24th, convenience stores and beauty brands are actively using keyrings in their marketing. CU, a convenience store operated by BGF Retail, collaborated in the first half of this year with "Ganadi," a popular dog-shaped character, to make beverage caps in the shape of the character's face. After finishing the drink, the cap could be used as a keyring, and five different facial expressions were included to trigger the desire to collect. As a result, 30,000 units sold out in two days after launch, and as of today, cumulative sales have surpassed 800,000.
GS25, a convenience store operated by GS Retail, also joined the keyring war. On the 17th, it held an event with the popular mobile game "Arknights," giving away limited-edition goods including keyrings, and the 10,000 giveaway items prepared for the event were snapped up within two days. Consumers lined up in front of special themed stores selling the collaboration goods.
Beauty brand AMUSE is selling a tint keyring that lets users hang a miniature version of its signature "Dew Tint" on a strap. Fwee launched cheek-and-lip keyring sets, turning them into fashion items that can be attached to bags, and MERZY introduced lip-and-cheek keyring products that also spurred consumers' desire to collect.
Hyundai Department Store released a series of flat plush dolls and keyrings using its own character "HYNDI," and fashion brand "Love Is True" is launching keyrings with a different concept every month.
A retail industry official said, "Because keyrings are popular with younger generations, promotion of brands and new products related to keyrings is spreading quickly through social media."
The popularity of keyrings also shows signs of spreading worldwide on the back of the K-content boom. According to the Korea Tourism Organization (KTO), shopping accounted for 37.8% of expenditure among foreign tourists visiting Korea this year, the highest share. Demand is rising for souvenir accessories such as keyrings and badges that are light and collectible. At character shops such as Kakao Friends, LINE FRIENDS, and BT21 in areas including Myeong-dong, Hongdae, and Gangnam in Seoul, tourists from countries such as Japan and Taiwan often line up to buy limited-edition keyrings.
In the cross-border e-commerce market, so-called "K-keyrings" are considered strong sellers. On platforms such as Qoo10 Japan and Shopee Singapore, the scale of goods transactions, including K-keyrings, is reportedly increasing. A retail industry official said, "Even if they cannot travel to Korea, overseas consumers are drawn to the idea that they can own the sensibility of Korean brands."
The retail industry believes that keyrings can not only raise brand awareness but also sustain consumption among enthusiasts through word of mouth on social media. A retail industry official said, "Keyrings are the first entry point to a brand and a platform product that connects fandom, tourism, and cross-border e-commerce," adding, "If companies continue to differentiate with limited editions and collaborations, they will grow into a long-term revenue source."
Lee Eun-hee, a professor of consumer studies at Inha University, said, "Keyrings that use characters or images that have already become a 'smash hit' are easy to link and expand into other product categories, so their ripple effects will grow across the industry."