LGU+ Character 'Muneo' Targets Japanese Market... Shibuya109 Pop-up Store

Introducing 75 Types of Mune Goods in Tokyo
Japan, World's Largest Character Market
Export Contracts Signed and Local Sales Underway

LG Uplus is introducing its character 'Muneo' in Japan with government support.

A local Japanese customer is visiting and browsing the Muneo popup store opened at the famous shopping mall 'Shibuya 109' in Tokyo, Japan.
[Photo by LG Uplus]

LG Uplus, together with the intellectual property (IP) platform startup 'Innerbooth,' is opening a pop-up store at the famous shopping mall 'Shibuya109' located in central Tokyo, showcasing 75 types of Muneo goods until the 31st. Shibuya109 is a popular pop-up location for domestic IP companies featuring K-pop and characters.

Muneo delivers messages that resonate with young working adults, gaining strong popularity among the MZ generation. This pop-up store is being held as part of the Korea Creative Content Agency's 'Global Open Innovation' government support project.

This is the fourth time LG Uplus has introduced Muneo in Japan, following two pop-up stores held last November at Osaka's 'Abeno Q's Mall' and in April at Osaka's 'Mio Mall,' as well as participation in the 'Tokyo Licensing Fair' in July.

The Japanese character market was valued at approximately 22.7637 trillion KRW in 2022, making it the largest market worldwide. Additionally, as preference for K-content has recently increased in Japan, interest in K-characters is also on the rise. Accordingly, LG Uplus explained that it opened the pop-up store in Japan, the world's largest character market, to nurture Muneo as a global character.

The actual results in Japan have been encouraging. Earlier this year, LG Uplus signed a licensing export contract with the local IP trading agent 'Into Corporation' and began selling localized goods. They are also negotiating a licensing contract with a local manufacturer to produce goods directly in Japan in the second half of this year.

LG Uplus plans to expand into global markets such as the United States and Japan, analyze customer responses, and continuously increase the variety of goods. The number of goods using Muneo has nearly doubled from about 100 items of design stationery and accessories in 2021 to around 200 items this year, expanding into fashion accessories, home living, and interior decor products.