Unfamiliar Name to Older Generations 'Monamhee Keyring'
Levi's Collaboration Sparks 'Jalpa Craze'
Major Distributors and Global Brands Reach Out to Ride the Wave of 'Cute Rare Item' Hype
Major distribution companies and global brands partnering with 'keyrings' are seeing significant success in capturing the attention of the Jalpa generation (Gen Z + Alpha generation), who are obsessed with cute items. Although unfamiliar to older generations, the 'Monamhee' keyring, which sparked online open runs among the Jalpa generation, attracted crowds of Jalpa visitors when it was brought to the global denim brand Levi's popup store.
On the 17th, visitors crowded the Levi's-Monamhee popup store on the B1 floor of AvenueL at Lotte Department Store Jamsil Branch. [Photo by Lotte Department Store].
According to the distribution industry on the 19th, the Levi's popup store held on the basement 1st floor of Lotte Department Store's Jamsil AvenueL since the 17th to commemorate the 150th anniversary of the launch of Levi's representative product '501' is receiving explosive responses, causing 'open runs' and 'sold-out chaos.' This is because the 1020 generation is lining up to get the 'Monamhee keyring wearing Levi's upcycled denim,' which is limited to 150-200 pieces sold daily at the popup store.
On the first day, although the Monamhee keyring sales started at 3 p.m., the purchase waiting line began as early as 2 a.m. that day. The line grew longer, and by 8:50 a.m., distribution of entry number tickets ended the sales waiting, resulting in early sell-out. Those who waited overnight to get number tickets had to return at 3 p.m. when sales resumed, but those within the numbers smiled broadly, while those who heard about the early sell-out could not hide their disappointment. On the second day, the 18th, even more visitors flocked, and sales waiting ended as soon as number tickets were distributed again.
The Monamhee keyrings sold at the popup store come in two types: black 'Beulpingi' and brown 'Bread,' characterized by wearing clothes made from upcycled Levi's denim. A total of 1,002 pieces were produced, meaning 501 pieces each representing Levi's 501, and with only 150-200 pieces sold daily, open runs have continued throughout the Monamhee popup period. Lee Hyun-soo, buyer of Lotte Department Store's Casual 2 Team, explained, "Most visitors are 'Monamhee true fans' who purchase not for resale but to own and collect directly," adding, "Not only the Monamhee keyring but also tailoring services using Monamhee characters such as embroidery and patches are popular." This open run and early sell-out situation is expected to continue until the popup ends on the 22nd. Although priced at 68,000 won each, despite the overnight open runs, it is a situation where 'they can't be obtained because they are sold out.'
The Jalpa generation is a newly coined term combining Gen Z, born in the mid-1990s to early 2000s, and the Alpha generation, born after 2010. Growing up in an environment familiar with digital devices, they are characterized by being trend-savvy and adept at using social networking services (SNS). According to the UN, by 2025, the Jalpa generation will account for 25% of the global population, becoming the largest generation in history, surpassing the Baby Boomers (born 1946?1964). This is why the distribution industry cannot ignore the trends and flow of the emerging Jalpa generation.
The Jalpa generation willingly opens their wallets for cute character items that hit their tastes. Among them, attaching small doll keyrings to bags has recently become a huge trend. Some characters, led by Monamhee, continue to experience sold-out situations that cannot be resolved even with money. The black doll Beulpingi made by Monamhee is sometimes resold online at more than twice the original price. If they manage to get these hard-to-find items, they must boast about them on SNS. All these factors combined are analyzed by the industry as the reason why this popup store is so popular. The situation has led to a scenario where the denim brand Levi's, widely known in the global market, features a keyring character 'unknown to adults' at its commemorative event.
Marketing that captures the Jalpa generation's attention through 'cuteness' is spreading. It goes beyond simply collaborating with characters and imprinting them on products; companies are also adopting characters as promotional models. Disney, celebrating its 100th anniversary this year, is collaborating with various companies, and among them, the 'Mickey keyring' goods released with Starbucks have become items that cannot be bought due to resale prices doubling or more. Since last year, the Daesang Group has gained attention by launching a 'Respect Campaign' as a group PR advertisement, featuring the 'Insignificant Dinosaurs' characters from Joguman Studio as models.
An industry insider said, "Cute and charming items that can be owned for relatively little money are loved not only by the Jalpa generation but also by millennials seeking healing through them," adding, "The way the distribution industry utilizes characters will broaden further in the future."
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