MZ Generation K-Workers 'Muneo' Released in 2020
Considering Animation Production and Goods Store Establishment
LG Uplus announced on the 5th that the cumulative sales related to its representative character 'Muneo' have exceeded 4 billion KRW. Sales have increased by more than 450% in five years since the character's launch.
The Munna Crew booth at the 'Character Licensing Fair' held in July at COEX, Samseong-dong, Seoul / Photo by LG Uplus
'Muneo' is LG Uplus's representative character with the persona of a confident MZ generation K-office worker, launched in 2020. Last year, it won the Minister of Culture, Sports and Tourism Award in the character category at the '2023 Korea Content Awards' through messages that resonate with young adults starting their careers.
Since its launch, Muneo has generated revenue by selling goods through digital channels and some offline stores. Subsequently, through collaborations with other companies, license sales and online and offline goods sales have increased, leading to overall sales growth.
In 2020, 99.8% of Muneo-related sales came from digital sales, but this year, the sales structure has diversified to ▲digital sales 11.3%, ▲offline sales 49.7%, and ▲license sales 39%.
License sales have increased significantly through collaborations in various fields such as sports and arts. Goods launched in collaboration with the professional baseball team 'LG Twins' in September last year saw sales increase by 570% compared to April of the same year. Products launched in collaboration with Emart's private brand 'No Brand' in January and June sold out within two and three months, respectively.
To increase awareness, Muneo also participates in online and offline events. In May, LG Uplus introduced 'Muneo' as Korea's representative character at the '2024 Licensing Expo' held in Las Vegas, USA. In May and June, an event zone was set up at Yeouido Hangang Park.
In July, Muneo was also introduced at the 'Character Licensing Fair' hosted by the Ministry of Culture, Sports and Tourism and jointly organized by the Korea Creative Content Agency and COEX.
LG Uplus plans to expand Muneo's intellectual property (IP) and is also promoting the production of an animation featuring Muneo as the main character. The establishment of a dedicated Muneo goods store called 'Muneo Shop' is also under consideration.
Kim Darim, head of Integrated Marketing Communication (IMC) at LG Uplus, said, "We are conducting marketing that reflects the trends and preferences of the character's fan base so that Muneo can become a character loved by various age groups. We will create marketing cases that generate revenue through Muneo while providing customers with valuable consumption experiences."
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