[Challenges Left by K-Pop Demon Hunters]⑤"K-Content IP Secures Sustainability by Joining Forces with Related Industries"

Successful Case of Domestic IP Expansion: "Pinkfong Baby Shark"
Expanding Online and Offline Touchpoints, Targeting a Global Fandom
"Expanding into Films, Music, and Apps for Long-Running IP"
Government Pursues "Next-K" Vision: "Growth with Related Industries"
KOCCA Supports Content-Related Businesses and "K-Expo"

As popular web novels are increasingly adapted into webtoons and further into dramas or films, the sustainability of content intellectual property (IP) is expected to become even more important.

'Pinkfong Baby Shark' 10th Anniversary Special Logo. Provided by The Pinkfong Company

The global expansion of "Pinkfong Baby Shark" by The Pinkfong Company, a leading example of successful domestic IP expansion, continues even after 10 years. The song that begins with "Baby Shark doo doo doo doo doo doo" is used as the background music for "Pinkfong Baby Shark Dance," which currently holds the top spot on YouTube with a cumulative view count of 16.1 billion.

This year, marking its 10th anniversary, the brand is targeting its global fandom. Last month, it launched a collaboration theme zone with Everland and produced a limited edition vinyl (LP) album. A music video in collaboration with the London Symphony Orchestra is also set to be released through the YouTube channel. In August, the company opened its first exclusive pop-up store at the Marui Main Building in Shinjuku, Tokyo, where a long queue formed on the opening day. In the United States, last May, it became the first Korean character to be invited to the "Focus Art Fair New York 2025," which features galleries from about 40 countries each year.

Kwon Bitna, Chief Strategy Officer (CSO) of The Pinkfong Company, stated, "To create a long-running IP, it is important to expand touchpoints both online and offline so that people can encounter it anytime and anywhere in their daily lives." She added, "Based on a '360-degree IP' and 'localization strategy,' we are expanding our business areas from YouTube to films, animation series, music, performances, and mobile applications."

A long queue formed on the opening day of The Pinkfong Company's first exclusive pop-up store set up in the Marui Main Building in Shinjuku, Tokyo. Photo by The Pinkfong Company

The government and the Korea Creative Content Agency have presented "Next-K" as the direction for the content industry. Their aim is to build an ecosystem where related industries grow together, centered around content IP. Six ministries and eleven organizations are collaborating to create a joint overseas expansion platform for content and related industries, and recently held the "K-Expo" in Toronto, Canada, with great success. The K-Expo is also scheduled to be held in Madrid, Spain, and Dubai, United Arab Emirates, within this year.

Son Taeyoung, Head of the Content IP Strategy Team at the Korea Creative Content Agency, explained, "For sustainable growth of the content industry, we must transcend the limitations of content made in Korea and by Koreans." He continued, "Next-K means moving beyond cultural and geographical boundaries to become a global standard, where there is no longer a need to attach the 'K' label."

He added, "We are not only providing stepping stones for various genres of IP to connect with different industries and create new businesses and added value, but also opening up opportunities for revenue diversification through product development and distribution support projects utilizing IP."

This approach stems from the belief that without supplementary businesses utilizing IP, it will be difficult for Korea to become an IP powerhouse like the United States or Japan. According to the American media outlet Title Max, the world's most profitable IP is Japan's "Pokemon," with merchandising accounting for 65% of its revenue. In contrast, Korea shows weaknesses in monetization. This is why strengthening "licensing business" capabilities is essential.

From August 9 to 12, at the comprehensive Korean Wave Expo '2025 K-Expo' held in Toronto, Canada, the audience is enthusiastically enjoying the K-Pop performance. Provided by Korea Creative Content Agency

Experts point to "creative capabilities" as Korea's competitive edge compared to the United States, Japan, and China. As part of this, there is a call for innovation in K-content, starting with changes to the educational system and its practical content.

Hong Kyungsoo, Professor of Cultural Content Studies at Ajou University, said, "The development of Korea's video content industry in the 2000s was greatly aided by the influx of talented personnel. They advanced films, dramas, and entertainment shows, laying the foundation for the Korean Wave." He pointed out, "However, there is now a growing gap between the curricula of media, broadcasting, and film studies and the needs of the field."

He added, "It is necessary to establish specialized content schools, recruit outstanding talent globally, and innovate university education. If creative individuals produce competitive content through startups, content with platforms and IP, as well as distribution organizations, can also be revitalized."