CJ Olive Young said on the 27th that it will expand collaborations using popular characters and other IP (intellectual property) and carry out its first collaboration of the year with the domestic character mangomee for the month of Feb.
Olive Young confirmed the potential last year through a collaboration with Sanrio Characters and Pop Mart Korea. Brand sales with Sanrio characters for the month of Jul. increased 60% from a year earlier. The pop-up store drew 33,000 visitors over three weeks, the most ever.
During the Olive Young N Seongsu Pop Mart pop-up store period in Dec. last year, foreigners accounted for 70% of sales, clearly showing the effect of visits and purchases by global customers.
Based on these results, Olive Young will aggressively expand collaborations with major domestic and overseas IP this year. By leveraging the content competitiveness of IP to broaden customers' brand experiences, Olive Young will also establish its own IP collaboration structure to lower the barrier to participation for brands while boosting marketing effectiveness.
The first collaboration character of the year is mangomee by the domestic creator Yoorang. Mangomee has steadily won love with story content that candidly captures everyday emotions. It now boasts a powerful fan base, with 700,000 followers on its official social media.
Through this collaboration, it will introduce 119 products planned with 21 brands, focusing on a product lineup that naturally blends into customers' daily lives by reflecting the character's universe.
Character designs are applied to the packaging of a variety of beauty products, including basic skincare and color cosmetics, and pouches and coin purses are included as giveaways. Lifestyle items with collectible value, such as plush keyrings and tumblers, will also be released.
Limited-edition goods are also prepared. During the event period, customers who spend 70,000 won or more at Olive Young stores and the online mall can receive mangomee goods. At Trendpot by Olive Young Hongdae, which draws many global customers, a pop-up space themed "in mangomee's special dream" will be unveiled from Feb. 1 to 22.