WEBVTT

1
00:00:25.000 --> 00:00:29.000
Today's Success Case of character business is

2
00:00:29.000 --> 00:00:32.000
Newtro trend and the expansion of Digging character culture

3
00:00:32.000 --> 00:00:36.000
and the expansion of character and meme

4
00:00:36.000 --> 00:00:40.000
Newtro Trend

5
00:00:40.000 --> 00:00:43.000
Starting with Newtro

6
00:00:43.000 --> 00:00:48.000
Newtro coins new and retro

7
00:00:48.000 --> 00:00:53.000
It is not restoration, it reinterprets in a modern take

8
00:00:53.000 --> 00:00:57.000
to add a contemporary value to the culture

9
00:00:57.000 --> 00:01:01.000
It is the nostalgia of analog in the era of digital media

10
00:01:01.000 --> 00:01:07.000
Since analog contains the fundamental emotion and behavior patterns of a human

11
00:01:07.000 --> 00:01:10.000
Its value lies in how it is hard to copy quickly

12
00:01:10.000 --> 00:01:14.000
As those born in the 80s and 90s become the 30s and 40s now

13
00:01:14.000 --> 00:01:18.000
They are the ones with the biggest buying power

14
00:01:18.000 --> 00:01:22.000
And the young generation such as teens, without experience of analog media

15
00:01:22.000 --> 00:01:26.340
They approach this with curiosity and interest

16
00:01:26.340 --> 00:01:33.000
This fusion is the achievement of Newtro, a retro plus new

17
00:01:33.000 --> 00:01:38.000
And Newtro is different from retro in that the younger generation

18
00:01:38.000 --> 00:01:43.000
who hasn't experienced the era themselves can experience that 'new'ness

19
00:01:43.000 --> 00:01:47.000
and that they are the active participants

20
00:01:47.000 --> 00:01:50.380
So for an old-fashioned restaurant

21
00:01:50.680 --> 00:01:54.000
or their retro vibe in interior design

22
00:01:54.000 --> 00:01:58.000
Young generation feels 'this is new'

23
00:01:58.000 --> 00:02:02.000
Gen X is the core of the consumption nowadays

24
00:02:02.000 --> 00:02:07.000
Perhaps because they are the center of the Newtro trend

25
00:02:07.000 --> 00:02:13.000
The main quality of gen X as analyzed by the National statistical Office at the end of 2023

26
00:02:13.000 --> 00:02:17.000
is that they are as big as 8.28 million, born in the 70s

27
00:02:17.000 --> 00:02:23.000
Which is the biggest following the Baby Boomers, born in the 60's

28
00:02:23.000 --> 00:02:25.500
Meaning, gen X is now the center

29
00:02:25.500 --> 00:02:31.000
And compared to the 60s who are now retiring

30
00:02:31.000 --> 00:02:36.000
Gen X is still very active in their consumption

31
00:02:36.000 --> 00:02:40.000
According to the Statistics Korea 2023 Household Trends Survey

32
00:02:40.000 --> 00:02:46.580
Households headed by individuals in their 40s had the highest average monthly household expenditure of 5.08 million won

33
00:02:46.580 --> 00:02:50.660
Followed by households headed by individuals in their 50s with 4.93 million won

34
00:02:50.860 --> 00:02:54.960
Meaning, previously between Baby Boomers and gen MZ

35
00:02:54.960 --> 00:02:58.500
Gen X who never received much attention for over 20 years

36
00:02:58.500 --> 00:03:05.000
is revealed to be the generation forming the largest consumer base in our economy

37
00:03:05.000 --> 00:03:12.000
The director of Samsung Fashion Research Institute stated that it is necessary to wrap up the gloomy situation in 2024

38
00:03:12.000 --> 00:03:16.000
Like a pitcher’s preparatory motion for the final hope to end the game

39
00:03:16.000 --> 00:03:20.000
It's a big movement of the arms, the wind-up

40
00:03:20.000 --> 00:03:25.000
Wind-up has been selected as the fashion keyword for 2024

41
00:03:25.000 --> 00:03:31.000
Samsung Fashion Research Institute evaluated that the wealthiest Generation X will be born in 2024

42
00:03:31.000 --> 00:03:35.000
As in how Gen X is now present

43
00:03:35.000 --> 00:03:39.000
Because the fashion style of the 90's, the peak era of gen X, minimalism

44
00:03:39.000 --> 00:03:43.000
is what is rising nowadays

45
00:03:43.000 --> 00:03:47.000
Gen X was the first to be called a 'new generation' in Korea

46
00:03:47.000 --> 00:03:52.000
They were a generation as sensitive to trends and rich in sensibility as the MZ

47
00:03:52.000 --> 00:03:57.000
“Despite showing higher brand loyalty than MZ consumers,

48
00:03:57.000 --> 00:04:01.000
Gen X has been neglected in brand strategy and advertising

49
00:04:01.000 --> 00:04:07.000
Therefore the fashion industry needs to understand them with a broad perspective

50
00:04:07.000 --> 00:04:10.000
The keyword for 2024 fashion market, wind-up

51
00:04:10.000 --> 00:04:15.000
The X generation is leading another phase of the fashion industry

52
00:04:15.000 --> 00:04:20.000
as they dominate in areas such as

53
00:04:20.000 --> 00:04:23.000
business, branding, consumerism, style, and much more

54
00:04:23.540 --> 00:04:29.000
Expansion of Newtro is activated with the advent of various items

55
00:04:29.000 --> 00:04:35.000
December 2022, idol girl group NewJeans used in their Ditto Music VIdeo

56
00:04:35.000 --> 00:04:41.000
digital camcorders, which made the trend explode

57
00:04:41.000 --> 00:04:47.000
Online market still shows the popularity of digital cameras

58
00:04:47.000 --> 00:04:52.000
Bunjang, the largest online platform for secondhand goods trading in South Korea

59
00:04:52.000 --> 00:04:57.000
has 1685 posts regarding vintage digital camera to be sold

60
00:04:57.000 --> 00:04:59.000
For October, 2023

61
00:04:59.000 --> 00:05:02.000
In fact, smartphones are more than enough to take photos

62
00:05:02.000 --> 00:05:06.000
But the act to require digital camcorder and digital camera

63
00:05:06.000 --> 00:05:08.000
to take photos separately

64
00:05:08.000 --> 00:05:13.000
This action is called 'hip' or trendy

65
00:05:13.000 --> 00:05:15.000
to the new generation

66
00:05:15.000 --> 00:05:21.000
The 'hip' consumption and action, that is the newness of

67
00:05:21.000 --> 00:05:25.000
the very old yet new second-hand product used by the previous generation

68
00:05:25.000 --> 00:05:27.000
That's the analysis of the ternd

69
00:05:27.000 --> 00:05:30.000
Seotaeji's song 'Regret of the Times' in 2024

70
00:05:30.000 --> 00:05:32.000
It's a song from 1996

71
00:05:32.000 --> 00:05:35.000
And aespa remade this Regret of the Times

72
00:05:35.000 --> 00:05:39.000
And NCT remade Candy by H.O.T

73
00:05:39.000 --> 00:05:42.000
This aims both gen MZ and gen X

74
00:05:42.000 --> 00:05:46.000
This 'well-made Newtro music' is a big trend

75
00:05:46.000 --> 00:05:51.000
It's a warm nostalgia for gen X who lived through it

76
00:05:51.000 --> 00:05:55.000
And a new product for the current gen MZ

77
00:05:56.000 --> 00:05:58.000
'Wearing this makes me feel good'

78
00:05:58.000 --> 00:06:04.000
A 90's kid, a gen X of Seoul said this in a news interview

79
00:06:04.000 --> 00:06:09.000
And gen MZ is now mimicking that tone

80
00:06:09.000 --> 00:06:14.000
And this gen MZ, mesmerized in the tone of Seoul gen X in the 90's

81
00:06:14.000 --> 00:06:20.000
are also experiencing trend in shopping for both gen X and gen MZ

82
00:06:20.000 --> 00:06:24.000
And remake of classic animation of 80's and 90's

83
00:06:24.000 --> 00:06:28.000
They are coming back as spin-offs, which allow for

84
00:06:28.000 --> 00:06:31.000
gen X and gen MZ to enjoy

85
00:06:31.000 --> 00:06:34.000
And this is a big trend for gen MZ

86
00:06:34.000 --> 00:06:40.000
The classic merch sold in the past are now in transaction for more than 100,000 won

87
00:06:40.000 --> 00:06:43.000
With this return of retro content

88
00:06:43.000 --> 00:06:48.000
Rather than producing, funding and creating new work with the new demand

89
00:06:48.000 --> 00:06:53.000
Remaking the original is much more cost efficient

90
00:06:53.000 --> 00:06:59.000
This value in investment also strengthens the retro trend

91
00:06:59.000 --> 00:07:01.000
In my opinion

92
00:07:01.000 --> 00:07:04.000
The original animation Slam Dunk in 1993

93
00:07:04.000 --> 00:07:08.000
was back on January 2023 as The First Slam Dunk

94
00:07:08.000 --> 00:07:12.000
The First Slam Dunk brought about the 'Nongnol' trend

95
00:07:12.000 --> 00:07:16.000
Which referred to re-watching or re-reading Slam Dunk, a big trend in Korea

96
00:07:16.000 --> 00:07:20.000
As it hit 4.77 million audience

97
00:07:20.000 --> 00:07:24.000
It placed 6th for the entire box office in Korea in 2023

98
00:07:24.000 --> 00:07:27.000
to prove the Slam Dunk fever

99
00:07:27.000 --> 00:07:29.000
With its undying popularity

100
00:07:29.000 --> 00:07:34.000
It was re-released on CGV IMAX on December, 2023

101
00:07:34.000 --> 00:07:37.000
And January 2024, hitting the first anniversary

102
00:07:37.000 --> 00:07:40.000
It expanded its cinemas nation-wide

103
00:07:40.000 --> 00:07:44.000
It was the longest on cinema, for 410 days

104
00:07:44.000 --> 00:07:48.000
And on February 2024, it began the IPTV and VOD service

105
00:07:48.000 --> 00:07:54.000
to induce re-watching by the 20's and 30's in their bedrooms

106
00:07:54.000 --> 00:07:56.000
Since there are many main characters

107
00:07:56.000 --> 00:07:58.000
For basketball is a five-man game

108
00:07:58.000 --> 00:08:01.000
Every time they watch it, they identify with a different character

109
00:08:01.000 --> 00:08:04.000
So this will require watching it five times

110
00:08:04.000 --> 00:08:06.000
That's what 'Nth time watching' means

111
00:08:06.000 --> 00:08:11.000
Same audience watches the same IP movie or animation multiple times

112
00:08:11.000 --> 00:08:12.000
That's the 'Nth time watching'

113
00:08:12.000 --> 00:08:14.000
So for basketball, a five-man game, they watch it five times

114
00:08:14.000 --> 00:08:19.000
So that they can follow the story anew as a different character each time

115
00:08:19.000 --> 00:08:25.000
This is how the Nth time watching is being implemented not only in cinema but also in bedrooms

116
00:08:25.000 --> 00:08:30.000
through OTT, IPTV and VOD services

117
00:08:30.000 --> 00:08:31.000
That's the analysis

118
00:08:31.000 --> 00:08:35.000
CGV has opened 'Fandom Contest' in 2023

119
00:08:35.000 --> 00:08:37.000
in 11 stores nation-wide

120
00:08:37.000 --> 00:08:41.000
to run a cheering screening for The First Slam Dunk

121
00:08:41.000 --> 00:08:45.000
And on January 2023, The Hyundai Seoul at Yeouido

122
00:08:45.000 --> 00:08:48.000
had a Slam Dunk pop up store

123
00:08:48.000 --> 00:08:51.000
which had a revenue of 500 million won for 5 days

124
00:08:51.000 --> 00:08:54.000
with the waiting list hitting 1,000

125
00:08:54.000 --> 00:08:59.000
full of people who visited to get the limited edition merch

126
00:08:59.000 --> 00:09:04.000
Meaning, Slam Dunk is no more the culture exclusive to those who actually watched the original

127
00:09:04.000 --> 00:09:07.000
Even for the new generation who first experience Slam Dunk

128
00:09:07.000 --> 00:09:11.000
It has become such an important product, as seen in this example

129
00:09:11.000 --> 00:09:16.000
Another retro content is the original IP in Disney+

130
00:09:16.000 --> 00:09:22.000
X-Men in 1992, its sequel X-Men '97

131
00:09:22.000 --> 00:09:25.000
was released on Disney+, March 2024

132
00:09:25.000 --> 00:09:28.000
X-Men '97 is not a remake

133
00:09:28.000 --> 00:09:33.000
It is a new story starting with 1997, when the series ended

134
00:09:33.000 --> 00:09:35.000
X-Men '97 shows how Disney

135
00:09:35.000 --> 00:09:39.000
did not overdo with character revision for political correctness

136
00:09:39.000 --> 00:09:42.000
It represented it as it was in the original

137
00:09:42.000 --> 00:09:45.000
It used the same original song

138
00:09:45.000 --> 00:09:47.000
And aside from the voice actors who passed away

139
00:09:47.000 --> 00:09:51.000
All the voice actors from 30 years ago participated again

140
00:09:51.000 --> 00:09:53.000
to redo the original

141
00:09:53.000 --> 00:09:57.000
People say your voices never get old

142
00:09:57.000 --> 00:10:01.000
That's how the old voice actors could come back

143
00:10:01.000 --> 00:10:03.000
to dub the old works

144
00:10:03.000 --> 00:10:06.000
as well as the remade new works

145
00:10:06.000 --> 00:10:11.000
This is a nice extension to the original storyline

146
00:10:11.000 --> 00:10:17.000
May 2023, Dooly The Little Dinosaur: The Adventure Of Ice Planet was re-released in 27 years

147
00:10:17.000 --> 00:10:22.000
And the villain character from the past, Go Gil-Dong is now put to the front

148
00:10:22.000 --> 00:10:27.000
to induce sympathy and touching sentiment from the now-adults gen X and gen Z

149
00:10:27.000 --> 00:10:32.380
For gen X who watched Dooly as children, Go Gil-Dong was a big adult

150
00:10:32.380 --> 00:10:35.000
But they are now as old as Go Gil-Dong

151
00:10:35.000 --> 00:10:39.000
And what is Dooly like to these adults?

152
00:10:39.000 --> 00:10:44.000
This is core to the consumption trend of a restored content

153
00:10:44.420 --> 00:10:48.500
They opened a pop up store themed as a video store in the 90's

154
00:10:48.500 --> 00:10:51.400
And this sold out the pre-order

155
00:10:51.400 --> 00:10:54.620
Through retro Gacha event photo booths

156
00:10:55.000 --> 00:10:58.000
This also induced participation from gen MZ

157
00:11:02.660 --> 00:11:06.500
Now let's look at Digging and character culture expansion

158
00:11:07.160 --> 00:11:14.000
Physical and digital character consumption by adults is now a settled culture

159
00:11:14.000 --> 00:11:18.000
Physical and digital character consumption is a normal culture now

160
00:11:18.000 --> 00:11:22.220
But investing in it and buying these products

161
00:11:22.260 --> 00:11:24.280
means that the adult culture is now shifting

162
00:11:24.480 --> 00:11:26.280
It is not just about buying character merch

163
00:11:26.280 --> 00:11:31.420
But also about bringing it to the daily life, by such as buying emoji to use that character

164
00:11:31.420 --> 00:11:34.640
In perspective of expanding preference and consumption

165
00:11:34.640 --> 00:11:37.580
This needs a close analysis

166
00:11:37.720 --> 00:11:42.400
For actual character consumption, children still rank first

167
00:11:42.400 --> 00:11:46.800
But the ratio of purchasing character-related products between 20s to 60s

168
00:11:46.800 --> 00:11:49.440
is becoming bigger than in the past

169
00:11:50.000 --> 00:11:53.000
They say character industry is not too active nowadays

170
00:11:53.000 --> 00:11:59.000
Because the market for children is decreasing

171
00:11:59.000 --> 00:12:01.000
who are the ones buying and collecting characters

172
00:12:01.000 --> 00:12:06.000
Because less children are born, the character products targeting them

173
00:12:06.000 --> 00:12:07.000
would sell less, they thought

174
00:12:07.000 --> 00:12:12.000
But in this corner of the shrinking market

175
00:12:12.000 --> 00:12:14.000
Adults started to come in

176
00:12:14.000 --> 00:12:17.000
These adults can buy much more of the

177
00:12:17.000 --> 00:12:19.460
expensive products

178
00:12:19.460 --> 00:12:22.000
And all the merch with the right fashion

179
00:12:22.000 --> 00:12:25.000
began to be selected by more consumers

180
00:12:25.000 --> 00:12:27.000
That's the gist of this trend

181
00:12:27.440 --> 00:12:32.440
In 2023, 76% of the people have experienced buying a character product

182
00:12:32.440 --> 00:12:37.000
75.8% have experience buying product using character IP

183
00:12:37.000 --> 00:12:43.000
More people are buying physical products with characters

184
00:12:43.000 --> 00:12:47.000
For 20s, 30s and 40s

185
00:12:47.000 --> 00:12:51.000
Comparing through 2013 to 2023

186
00:12:51.000 --> 00:12:57.000
We can see an increase of that character product purchase

187
00:12:57.320 --> 00:12:59.480
The term is 'Digging Momentum'

188
00:12:59.480 --> 00:13:02.000
Digging momentum, it's the keyword

189
00:13:02.000 --> 00:13:07.000
Digging, the best, and momentum, a trend

190
00:13:07.000 --> 00:13:11.000
Or a changing point of a trend

191
00:13:11.000 --> 00:13:12.540
That's a digging momentum

192
00:13:12.540 --> 00:13:17.000
People who immerse themselves in a field

193
00:13:17.000 --> 00:13:23.000
Are now over simple hobby or interest; they are the ones consuming and producing content

194
00:13:23.000 --> 00:13:27.000
The word for this is digging momentum

195
00:13:27.000 --> 00:13:32.000
Escaping the anxious reality, they dig into their favorite field

196
00:13:32.000 --> 00:13:37.420
And this process of digging as a game culture in gen MZ

197
00:13:37.420 --> 00:13:40.000
Combine to create a new consumption culture

198
00:13:40.000 --> 00:13:46.260
For example, gen MZ collecting certain brand or limited edition shoes

199
00:13:46.360 --> 00:13:49.460
Purchasing all merch of a character

200
00:13:49.460 --> 00:13:55.600
Or collecting expensive professional tools for their certain hobby are some cases

201
00:13:55.600 --> 00:13:59.000
Some representative cases for gen MZ is

202
00:13:59.000 --> 00:14:05.480
Working part time for three full months

203
00:14:06.600 --> 00:14:13.000
And lining up, standing through the night for 3 days, to get the limited edition basketball shoes

204
00:14:13.000 --> 00:14:19.000
And after buying that expensive pair of shoes, they feel so great

205
00:14:19.000 --> 00:14:23.000
that they upload the photo on Instagram to be lauded by more people

206
00:14:23.000 --> 00:14:25.000
And that's the biggest happiness for this generation

207
00:14:25.000 --> 00:14:29.000
This is an example of digging momentum

208
00:14:29.000 --> 00:14:31.000
And how would their parent's generation understand it?

209
00:14:31.000 --> 00:14:37.000
They can't; spending three month's worth of money buying a pair of shoes

210
00:14:37.000 --> 00:14:42.000
And to do so, standing in line for three days, and after the purchase

211
00:14:42.000 --> 00:14:47.000
just displaying it in a glass box, what's the use of it?

212
00:14:47.000 --> 00:14:49.000
But gen MZ will reply

213
00:14:49.000 --> 00:14:52.000
This can be resold in a much higher price

214
00:14:52.000 --> 00:14:56.000
And this will be an investment into the product

215
00:14:56.000 --> 00:14:57.000
That's their logic

216
00:14:57.000 --> 00:15:03.000
So digging momentum, in the end, has an economical value as well

217
00:15:03.000 --> 00:15:05.000
There are various digging consumption trends

218
00:15:05.000 --> 00:15:08.000
One of them is 'concept'

219
00:15:08.000 --> 00:15:13.000
Concept diggers love any content with a clear concept

220
00:15:13.000 --> 00:15:18.440
And take the image that they are into as their own concept

221
00:15:18.440 --> 00:15:21.000
One example is pop up store

222
00:15:21.000 --> 00:15:25.000
Pop up store isn't just a space for transaction or promotion

223
00:15:25.000 --> 00:15:31.000
It is a multicultural space, where experienced content is highlighted centered around platforms

224
00:15:31.000 --> 00:15:38.000
Through the COVID, the consumption is now more online than offline

225
00:15:38.000 --> 00:15:40.000
and more mobile, to add more

226
00:15:40.000 --> 00:15:44.000
We check the product on our smartphone and order mobile

227
00:15:44.000 --> 00:15:45.000
And it arrives home

228
00:15:45.000 --> 00:15:49.000
However, this physical offline space of products

229
00:15:49.000 --> 00:15:51.000
This pop up store is physically visited

230
00:15:51.000 --> 00:15:54.000
Not to buy the product, but to experience the product

231
00:15:54.200 --> 00:15:58.600
And pop up stores created a multicultural space around Seongsu-dong

232
00:15:58.600 --> 00:16:02.000
And this is how that 'hip' space is being evaluated for

233
00:16:02.000 --> 00:16:07.000
The information and related content for pop up store

234
00:16:07.000 --> 00:16:11.000
will increase exposure on social media, which is an effective marketing strategy

235
00:16:11.000 --> 00:16:17.000
For department stores and shopping malls, character fandom visits result in more sales

236
00:16:17.000 --> 00:16:23.480
And a positive cycle is activated where they now collect the reactions and comments from them

237
00:16:24.000 --> 00:16:27.000
Bellygom, a character at Lotte Home Shopping

238
00:16:27.000 --> 00:16:32.000
operated a pop-up store at Shibuya 109, a large shopping mall

239
00:16:32.000 --> 00:16:35.000
in Tokyo, Japan, in December 2023

240
00:16:35.000 --> 00:16:38.000
Now working as a global character IP

241
00:16:38.020 --> 00:16:42.520
Lotte Home Shopping isn't an offline space to sell products

242
00:16:42.520 --> 00:16:44.000
It's an online space

243
00:16:44.000 --> 00:16:46.000
And it's not a shopping character by Lotte

244
00:16:46.000 --> 00:16:50.200
It's a home shopping character by Lotte, Bellygom

245
00:16:50.200 --> 00:16:54.000
And this bear is huge

246
00:16:54.000 --> 00:16:59.000
It's as big as a four- or five-story building

247
00:16:59.000 --> 00:17:02.000
And this big bear is exhibited offline

248
00:17:02.000 --> 00:17:06.000
Lotte Home Shopping is a mobile and online shopping place

249
00:17:06.000 --> 00:17:08.000
So it's an online space

250
00:17:08.000 --> 00:17:12.560
But by creating a virtual character in an offline space

251
00:17:12.640 --> 00:17:15.420
It attracts people, it is like an event

252
00:17:15.480 --> 00:17:19.000
Such things increase the potentials of the platform

253
00:17:19.000 --> 00:17:24.300
The official YouTube channel of Bellygom recorded 40% of its viewership from overseas

254
00:17:24.340 --> 00:17:26.640
With such a big international popularity

255
00:17:26.660 --> 00:17:30.000
In tourist sites such as in New York or Tokyo

256
00:17:30.000 --> 00:17:33.000
The Bellygom content filmed there

257
00:17:33.000 --> 00:17:36.000
has around 5 million views, proving its popularity

258
00:17:36.000 --> 00:17:40.000
Even in Myeongdong, where demand for Hallyu cultural products is high

259
00:17:40.000 --> 00:17:46.000
Bellygom opened a pop up store, themed a circus, on April 2024

260
00:17:46.000 --> 00:17:49.000
So it's not just a character

261
00:17:49.000 --> 00:17:53.000
While conducting global marketing efforts, they are also building a unique virtual world

262
00:17:53.000 --> 00:17:56.000
This strengthens the brand identity

263
00:17:56.000 --> 00:17:59.000
and forms a fandom, centered around gen MZ

264
00:17:59.000 --> 00:18:02.000
And from that, a character called Saerogumi (saero9mi) is born

265
00:18:02.000 --> 00:18:03.000
It's a Soju character

266
00:18:03.000 --> 00:18:05.000
Soju brand Saero's Gumiho character

267
00:18:05.000 --> 00:18:09.000
Saerogumi, this advertisement on YouTube

268
00:18:09.000 --> 00:18:11.000
has 11.32 million views

269
00:18:12.000 --> 00:18:16.000
And in a year of release, this Soju marked

270
00:18:16.000 --> 00:18:19.000
a sales revenue of 100 billion won, which is a mega hit

271
00:18:19.000 --> 00:18:21.000
proving its success in winning over gen MZ

272
00:18:21.000 --> 00:18:26.000
Lotte Chilsung has started by opening a pop-up store in Seongsu-dong

273
00:18:26.000 --> 00:18:28.000
to celebrate the 1st anniversary of its new release in September 2023,

274
00:18:28.000 --> 00:18:32.000
and is now proceeding with a global pop-up store world tour

275
00:18:32.000 --> 00:18:34.000
This may have surprised you

276
00:18:34.000 --> 00:18:38.000
As Saero, a very low-alcohol Soju was released

277
00:18:38.000 --> 00:18:42.000
It used a music video animation featuring a Gumiho as its advertisement

278
00:18:42.000 --> 00:18:46.000
And that Gumiho was named Saerogumi

279
00:18:46.000 --> 00:18:50.000
And this new type of content and the new trend

280
00:18:50.000 --> 00:18:51.000
drew attention

281
00:18:51.000 --> 00:18:55.000
And this marketing concept of the virtual world

282
00:18:55.000 --> 00:18:58.000
induced curiosity towards the product

283
00:18:58.000 --> 00:19:02.600
And this product now had a trend concept of character licensing

284
00:19:02.600 --> 00:19:05.320
leading to repeated purchase, focused purchase

285
00:19:05.320 --> 00:19:07.000
as well as fandom purchase

286
00:19:07.000 --> 00:19:10.000
That's the important trend of digging consumption content

287
00:19:10.000 --> 00:19:13.000
in the 'concept' type

288
00:19:13.000 --> 00:19:16.340
In Naver Webtoon, serialized starting in 2022

289
00:19:16.340 --> 00:19:20.200
Maru Is A Puppy as a famous scene

290
00:19:20.220 --> 00:19:22.220
in episode one, became a meme

291
00:19:22.280 --> 00:19:25.000
and boosted its IP usage

292
00:19:25.000 --> 00:19:28.000
Maru Is A Puppy has run

293
00:19:28.000 --> 00:19:30.000
three pop up stores in Seoul and Busan

294
00:19:30.000 --> 00:19:34.000
Around 170K people visited, which proved the success

295
00:19:34.700 --> 00:19:38.300
Through limited edition products only available on site

296
00:19:38.300 --> 00:19:41.000
this induced more interest

297
00:19:41.000 --> 00:19:47.000
July 2023, at Starfield Coex, the pop up store for Webtoons

298
00:19:47.000 --> 00:19:49.000
Maru Is A Puppy and Meow Man

299
00:19:49.000 --> 00:19:52.000
resulted in 55,700 visitors

300
00:19:52.000 --> 00:19:56.000
which was the biggest among all Webtoon pop up stores in history

301
00:19:56.000 --> 00:19:58.000
As visitors stay

302
00:19:58.000 --> 00:20:01.740
in order to deliver strong and positive experience of the character

303
00:20:01.740 --> 00:20:04.380
It is less a mere character product sales store

304
00:20:04.380 --> 00:20:07.000
It's where people are able to directly

305
00:20:07.000 --> 00:20:09.000
communicate with the characters

306
00:20:09.000 --> 00:20:12.000
The online and mobile character

307
00:20:12.000 --> 00:20:14.000
met in an offline space

308
00:20:14.000 --> 00:20:16.000
It's not a live action character

309
00:20:16.000 --> 00:20:19.000
It's a Webtoon character, a designed character

310
00:20:19.000 --> 00:20:21.540
But just having that character in an offline space

311
00:20:21.540 --> 00:20:23.460
by having it next to me

312
00:20:23.460 --> 00:20:25.440
and taking a photo of it

313
00:20:26.400 --> 00:20:29.400
allows people to think

314
00:20:29.420 --> 00:20:32.000
that they are having a shared experience

315
00:20:32.000 --> 00:20:36.000
As random product led to expansion of collection desires

316
00:20:36.000 --> 00:20:38.000
More character random products are consumed

317
00:20:38.000 --> 00:20:41.520
in daily places such as convenience store or supermarkets

318
00:20:41.520 --> 00:20:44.000
This is digging consumption trend in type 'collection'

319
00:20:44.000 --> 00:20:46.000
For collection digging

320
00:20:46.000 --> 00:20:48.000
It is beyond mere collection

321
00:20:48.000 --> 00:20:51.000
They do unboxing of their collection online

322
00:20:51.000 --> 00:20:53.000
and exhibit it on their social media

323
00:20:53.000 --> 00:20:56.640
Thus, this expands to a production and consumption of that content

324
00:20:56.640 --> 00:21:00.000
Unboxing, meaning you buy something new and open it

325
00:21:00.000 --> 00:21:03.000
Collaboration between Lotte Confectionery and Sanrio introduced

326
00:21:03.000 --> 00:21:06.000
Sanrio Watta Bubble Gum

327
00:21:06.000 --> 00:21:08.000
had a cute random sticker in it

328
00:21:08.000 --> 00:21:11.000
And in a week after the release

329
00:21:11.000 --> 00:21:14.000
It hit 300% of sales compared to other gums

330
00:21:14.000 --> 00:21:16.000
And sales at GS25 convenience stores

331
00:21:16.000 --> 00:21:19.000
also increased by 63% compared to the last month

332
00:21:19.000 --> 00:21:21.000
proving the popularity

333
00:21:21.000 --> 00:21:23.000
This trend is something amazing

334
00:21:23.000 --> 00:21:25.000
It's just a bubble gum

335
00:21:25.000 --> 00:21:28.440
But it has a random sticker in it

336
00:21:28.440 --> 00:21:33.000
And for collectors who have to buy gum to get the stickers

337
00:21:33.000 --> 00:21:37.000
This is a very important marketing point

338
00:21:37.000 --> 00:21:41.000
This is consumption trend, digging consumption trend, type 'collection'

339
00:21:41.000 --> 00:21:44.000
Next is digging consumption trend 'relationship'

340
00:21:44.000 --> 00:21:48.000
In the past, digging was being part of a fan cafe of a celebrity

341
00:21:48.000 --> 00:21:50.000
or having some regular meetups there

342
00:21:50.000 --> 00:21:52.000
Nowadays, it doesn't limit to celebrities

343
00:21:52.000 --> 00:21:57.300
The groups are for a character, an influencer, a certain product

344
00:21:57.300 --> 00:22:01.000
Where people produce and consume their own contents

345
00:22:01.000 --> 00:22:04.000
In 2022, Pengsu, an EBS character

346
00:22:04.000 --> 00:22:07.000
had a first fan meetup event

347
00:22:07.000 --> 00:22:10.000
where 20,000 people signed up for 2,000 seat

348
00:22:10.000 --> 00:22:12.760
and sold out all seats in 5 minutes

349
00:22:12.760 --> 00:22:17.600
There were cheering sticks and even fan rice, proving for the big popularity

350
00:22:17.600 --> 00:22:20.420
In 2023, there was a second fan meetup event

351
00:22:20.420 --> 00:22:23.000
And this shows how strong Pengsu's character IP is

352
00:22:23.000 --> 00:22:27.000
Much more than the first event, 3,000 seats, were also sold out

353
00:22:27.260 --> 00:22:30.700
And to differentiate with the previous fan meetup

354
00:22:30.760 --> 00:22:36.800
It included a trending Y2K vibe with '20th Century Pengsu'

355
00:22:36.800 --> 00:22:41.000
So it was relationship as well as retro

356
00:22:41.000 --> 00:22:43.000
After it discontinued in 2006

357
00:22:43.000 --> 00:22:46.400
In 2022, Pokemon Bread was re-released

358
00:22:46.400 --> 00:22:48.400
And there was scarcity

359
00:22:48.400 --> 00:22:51.000
It is the reproduction and expansion of culture

360
00:22:51.000 --> 00:22:54.000
By reproducing the nostalgic flavor from the 90's

361
00:22:54.000 --> 00:22:57.000
as well as having the 'Tibu Seal' sticker with Pokemon

362
00:22:57.000 --> 00:23:00.000
It induces nostalgia and collection desire from gen MZ

363
00:23:00.000 --> 00:23:02.000
And that was a trend born out of it

364
00:23:02.000 --> 00:23:04.000
'Tibu Seal', it's not Chinese

365
00:23:04.000 --> 00:23:07.000
It literally means 'stickers to stick and take off'

366
00:23:07.000 --> 00:23:12.000
So the full name would be 'Stick and take off stickers'

367
00:23:12.000 --> 00:23:14.000
But that's a bit weird

368
00:23:14.000 --> 00:23:16.000
So it is called 'Tibu Seal'

369
00:23:16.000 --> 00:23:19.000
Having collected all 159 kinds of Tibu Seal

370
00:23:19.000 --> 00:23:21.000
is said to be sold online

371
00:23:21.000 --> 00:23:23.000
at a very high price point

372
00:23:23.000 --> 00:23:28.500
After the trend of Pokemon Bread, other character IP's such as Shinchan,

373
00:23:28.500 --> 00:23:30.000
Yurang's Gom, Cookie Run

374
00:23:30.000 --> 00:23:32.000
were also sold in products

375
00:23:32.000 --> 00:23:34.000
with such Tibu Seals

376
00:23:34.000 --> 00:23:38.000
Detective Conan collaborated with CU in 2023

377
00:23:38.000 --> 00:23:42.000
and sold products with 80 kinds of Tibu Seals

378
00:23:42.000 --> 00:23:45.000
It even made Tibu Seals out of

379
00:23:45.000 --> 00:23:48.000
Non-characters, just the props in the original work

380
00:23:48.000 --> 00:23:51.000
The sticker you stick on and take off

381
00:23:51.000 --> 00:23:54.000
When you buy a product, there are one or two of it

382
00:23:54.000 --> 00:23:56.000
And if you buy many

383
00:23:56.000 --> 00:23:58.000
You can get various kinds of Tibu Seals

384
00:23:58.000 --> 00:24:00.600
and ultimately collect the whole thing

385
00:24:00.600 --> 00:24:05.000
This collection is what makes you buy the product

386
00:24:05.000 --> 00:24:07.000
Voting certification by the 20s and 30s

387
00:24:07.000 --> 00:24:10.000
started with the 21st general election in 2020

388
00:24:10.000 --> 00:24:13.000
Due to COVID19 at the time

389
00:24:13.000 --> 00:24:16.420
Since it was not allowed to stamp the voting stamp on the back of the hand

390
00:24:16.420 --> 00:24:19.200
They prepared for a separate piece of paper to verify for one's voting

391
00:24:19.200 --> 00:24:22.000
And that vote-verifying paper for the 20s and 30s

392
00:24:22.000 --> 00:24:24.000
became a meme

393
00:24:24.000 --> 00:24:25.000
and became a merch

394
00:24:25.000 --> 00:24:27.420
As soon as the 22nd National Assembly election ended

395
00:24:27.420 --> 00:24:30.000
Social media was full of such various

396
00:24:30.000 --> 00:24:33.000
photos that verify their votings

397
00:24:33.000 --> 00:24:35.320
A unique character vote-verifying paper

398
00:24:35.320 --> 00:24:37.000
was shared on social media

399
00:24:37.000 --> 00:24:40.000
And as gen MZ enjoys showing off stuffs

400
00:24:40.000 --> 00:24:42.000
This became a way to verify one's voting

401
00:24:42.000 --> 00:24:45.000
And as a trend of cultural reproduction and expansion

402
00:24:45.000 --> 00:24:47.000
In 2023, Kakao Bank

403
00:24:47.000 --> 00:24:49.000
aimed at the gen MZ fandom

404
00:24:49.000 --> 00:24:52.000
in their 'bias savings plan'

405
00:24:52.000 --> 00:24:55.000
And 400K people joined the plan in 10 days after pre-register period began

406
00:24:55.000 --> 00:24:59.000
It was focused less on the amount and more on the entertainment

407
00:24:59.000 --> 00:25:02.000
to help people enjoy the act of saving money

408
00:25:02.000 --> 00:25:05.120
Providing a service to record savings and meaningful moments

409
00:25:05.120 --> 00:25:10.000
with loved ones through ‘collecting rules’

410
00:25:10.000 --> 00:25:13.720
And the cover of the account could be customized with one's own bias

411
00:25:13.760 --> 00:25:16.000
so it was very popular among fans

412
00:25:16.000 --> 00:25:18.000
And there was a fun 'share' template

413
00:25:18.000 --> 00:25:20.000
so that one's current status could be

414
00:25:20.000 --> 00:25:22.000
shared with others in a fun way

415
00:25:22.000 --> 00:25:27.540
This enabled all actions such as purchasing items, showcasing products,

416
00:25:27.540 --> 00:25:30.000
and opening savings accounts to be integrated with social media

417
00:25:30.000 --> 00:25:32.000
which was the secret behind their success

418
00:25:32.000 --> 00:25:34.000
And the culture of photo card

419
00:25:34.000 --> 00:25:38.340
Where images of idol members or characters are printed in a card sized paper

420
00:25:38.340 --> 00:25:42.000
And there are both official merch and unofficial photo cards

421
00:25:42.000 --> 00:25:44.520
produced by fans for the latter

422
00:25:44.520 --> 00:25:47.400
The popularity of a fandom culture

423
00:25:47.400 --> 00:25:51.400
Where your bias joins your daily life became a trend

424
00:25:51.400 --> 00:25:55.000
And decorating a photo card is called 'topkku'

425
00:25:55.000 --> 00:25:57.000
A short form of top loader decoration

426
00:25:57.000 --> 00:26:00.000
Acrylic sleeve, acrylic top loader

427
00:26:00.000 --> 00:26:03.000
and surface protector sticker were trending

428
00:26:03.340 --> 00:26:06.000
Third one is the creation of characters and memes

429
00:26:06.000 --> 00:26:10.000
As prosumers participating in character content supply

430
00:26:10.000 --> 00:26:12.000
Consumers now have more power

431
00:26:12.000 --> 00:26:15.480
and influence in the character industry through character meme

432
00:26:15.480 --> 00:26:18.000
Consumers participate in creating the character culture,

433
00:26:18.000 --> 00:26:20.000
get involved in the process,

434
00:26:20.000 --> 00:26:22.480
and identify with the character one has created

435
00:26:22.480 --> 00:26:26.000
in order to increase love and preference towards a character

436
00:26:26.000 --> 00:26:29.000
It is not a one-directional consumption of buying something

437
00:26:29.000 --> 00:26:30.000
Activating a character meme,

438
00:26:30.000 --> 00:26:33.000
strengthens an interaction between the character and the consumer

439
00:26:33.000 --> 00:26:35.000
So this is not a mere consumer

440
00:26:35.000 --> 00:26:38.000
They are producers and consumers simultaneously

441
00:26:38.000 --> 00:26:40.000
By creating this line of sympathy

442
00:26:40.000 --> 00:26:42.000
This is Zanmang Loopy

443
00:26:42.000 --> 00:26:46.000
A middle schooler in 2019 used a photo editing application

444
00:26:46.000 --> 00:26:48.000
to edit the character Loopy in Pororo

445
00:26:48.000 --> 00:26:50.000
by distorting its face

446
00:26:50.000 --> 00:26:53.000
And this funny and new face of Loopy became viral

447
00:26:53.000 --> 00:26:56.000
And this meme became trending

448
00:26:56.000 --> 00:27:00.000
This comic image of Loopy on social media

449
00:27:00.000 --> 00:27:04.000
became a meme and produced a new IP

450
00:27:04.000 --> 00:27:07.000
Pororo is a children's animation

451
00:27:07.000 --> 00:27:09.420
And among gen MZ who grew up with that animation

452
00:27:09.420 --> 00:27:12.000
This meme became very popular

453
00:27:12.000 --> 00:27:15.740
And with this distorted, memified character

454
00:27:15.740 --> 00:27:19.000
There were emojis, Instagram account, and YouTube presence

455
00:27:19.000 --> 00:27:22.000
And other bi-directional communications

456
00:27:22.000 --> 00:27:25.000
The clear-eyed maniac, Koongya Restaurant

457
00:27:25.000 --> 00:27:27.000
Koongya Restaurants opened their

458
00:27:27.000 --> 00:27:30.000
Official Instagram account on April 2022

459
00:27:30.000 --> 00:27:36.000
And in 20 months it reached 160K followers, and it is still growing

460
00:27:36.000 --> 00:27:39.000
The accumulated number of likes on Instagram is 6.8 million

461
00:27:39.000 --> 00:27:41.260
The highest like in a post, 190K

462
00:27:41.260 --> 00:27:45.520
It is recording a high engagement rate and response rate compared to the follower numbers

463
00:27:45.520 --> 00:27:51.000
Yangpa Koongya, the first emoji at Koongya Restaurants made a debut

464
00:27:51.000 --> 00:27:53.000
And became the most popular emoji

465
00:27:53.000 --> 00:27:55.000
Ranking the first

466
00:27:55.500 --> 00:27:58.500
The storytelling of each character,

467
00:27:58.500 --> 00:28:04.000
When linked to social media, could exercise such a big influence

468
00:28:04.000 --> 00:28:06.000
As seen in Koongya Restaurant

469
00:28:06.000 --> 00:28:07.000
Maru Is A Puppy

470
00:28:07.000 --> 00:28:10.000
It's a Naver Webtoon, still serialized

471
00:28:10.000 --> 00:28:13.480
And Maru, a puppy who became a human, first talks to the main character

472
00:28:13.480 --> 00:28:17.000
With the line, 'I'm a human now, how cool is that?'

473
00:28:17.000 --> 00:28:18.000
'Look at this hand, amazing'

474
00:28:18.000 --> 00:28:20.000
This scene became a meme

475
00:28:20.000 --> 00:28:22.000
And was parodied by many

476
00:28:22.000 --> 00:28:25.000
In 2023, The Hyundai Seoul opened

477
00:28:25.000 --> 00:28:27.000
a 90-pyung big, the biggest ever pop up store

478
00:28:27.000 --> 00:28:30.000
within total 507 products on sale

479
00:28:30.000 --> 00:28:33.000
Its online pre-registration was sold out in two hours

480
00:28:33.000 --> 00:28:35.000
And in less than an hour after the opening

481
00:28:35.000 --> 00:28:37.560
The Favorite Toys collection, five pieces in total, was sold out

482
00:28:37.640 --> 00:28:40.580
which proved for the big popularity of that Webtoon IP

483
00:28:40.580 --> 00:28:44.000
And with this offline popularity of Maru Is A Puppy

484
00:28:44.000 --> 00:28:48.000
Maru Is A Puppy also gained more profit on its Webtoon platform as well

485
00:28:48.000 --> 00:28:50.000
So there is a linkage between the two

486
00:28:50.000 --> 00:28:51.140
Between online and offline

487
00:28:51.220 --> 00:28:53.420
Its second exclusive pop up store

488
00:28:53.420 --> 00:28:56.000
was open now in the near Seoul area but in Busan

489
00:28:56.000 --> 00:29:00.940
And adding 40 more products, it had 322 products on sale

490
00:29:00.940 --> 00:29:02.040
Hemging

491
00:29:02.040 --> 00:29:06.000
It's not a corporation character, it's a doodling

492
00:29:06.000 --> 00:29:10.000
by a famous Webtoon artist when she was a student

493
00:29:10.000 --> 00:29:12.000
This hamster Hemging became trendy in gen MZ

494
00:29:12.000 --> 00:29:16.000
The biggest reason why Hemging became trending for gen MZ is

495
00:29:16.000 --> 00:29:20.000
that it is a fun parody of other trending memes

496
00:29:20.000 --> 00:29:24.000
Hemging is a comical representation of those

497
00:29:24.000 --> 00:29:28.000
who hate to go to work or school

498
00:29:28.000 --> 00:29:32.000
If you search for Hemging at Weibo, a popular Chinese social media,

499
00:29:32.000 --> 00:29:34.000
You get a lot of Hemging images

500
00:29:34.000 --> 00:29:37.000
And the account that translates Hemging content to Chinese

501
00:29:37.000 --> 00:29:39.000
has 190K followers

502
00:29:39.000 --> 00:29:43.000
And every day around 10,000 people visit the account

503
00:29:43.000 --> 00:29:46.000
In making a character known to people

504
00:29:46.000 --> 00:29:49.000
And making a fandom, the most important act

505
00:29:49.000 --> 00:29:51.000
is the meme by its daily consumers

506
00:29:51.000 --> 00:29:53.000
That's the gist of this

507
00:29:55.211 --> 00:29:56.861
Neutro Trend
1. What is Neutro?
Reinterpreting old things in a modern context and imbuing them with contemporary values
Neutro is enjoyed actively by younger generations who appreciate its freshness

508
00:29:56.861 --> 00:29:58.361
Newtro Trend
Gen X
Vintage digital recording device
Well-made Newtro music

509
00:29:58.361 --> 00:29:59.961
Return of retro content
Remake or spinoff of classic animation works
The First Slam Dunk, X-Men '97, Dooly The Little Dinosaur: The Adventure of Ice Planet

510
00:29:59.961 --> 00:30:01.261
2. Digging and Expansion of Character Culture
Digging Momentum
A trend of those 'digging' into a field now producing and consuming their own content

511
00:30:01.261 --> 00:30:02.511
An gen-MZ trait of enjoying a game culture creates a new consumption culture
Repeated, focused, and fandom purchases

512
00:30:02.511 --> 00:30:03.811
Trends of Digging Consumption
Type Concept: These diggers love contents with solid concept

513
00:30:03.811 --> 00:30:05.061
Type Collection: These diggers collect and expand contents through actions of production and consumption
Type Relationship: These diggers produce and consume their own contents through various meetups

514
00:30:05.061 --> 00:30:06.811
Reproduction and Expansion of Culture
Using various character IP, inducing purchase through 'Tibu Seal' sales
Character voting verification representing the 20s and 30s
'Bias savings plan' for gen MZ fandoms

515
00:30:06.811 --> 00:30:08.461
Activation and interaction of character memes
Consumers participate in creating character culture, immerse themselves in the process, and empathize with the characters they create, thereby increasing their affection and preference for the characters

516
00:30:08.461 --> 00:30:09.610
Zanmang Loopy, Yangpa Koongya, Maru Is A Dog, Hemging