Sells Better in Tough Times... Denmark's National Object 'Hoptimist' [Corporate Lab]

Hoptimist Spreads Joy and Happiness
Launched to Overcome the Scars of War in the 1960s
Korean Editions Featuring Ryan and Chunsik to Be Released

Editor's NoteSouth Korea ranks second in the world for corporate research and development (R&D) expenditure (as of 2022) and fourth for the number of patent applications filed in the United States (as of 2020). However, the annual average growth rate of corporate productivity dropped sharply from 6.1% between 2001 and 2010 to 0.5% between 2011 and 2020. This is due to the slowdown in productivity growth among 'innovative companies'?businesses that are proactive in innovation activities. Without change, companies will be ignored by the market. To help the industry revive its innovation DNA, we look at cases of innovation led by renowned global companies. Innovative companies will be the catalyst to boost South Korea's sluggish economic growth rate.

Even if a single grain of poetry

cannot save the whole world

it can still be a small comfort

that brings a smile in hard times

This is a line from the poem "A Small Wish" by Sister Lee Haein. Laughter has the power to lift one's mood, even if only briefly, and to enhance happiness. What if you could always keep such laughter by your side?

There is an object that offers gentle comfort through a smile. The more you look at it, the more it feels like a small work of art rather than a simple decorative item. This is the Danish national object, the Hoptimist.

Hoptimist displayed at the F&H Group showroom in Copenhagen, Denmark. Photo by Hyunju Lee

The Hoptimist was first created in 1968 by Danish woodworking designer Gustav Ehrenreich. It was designed to remind Europeans, who were experiencing difficult times due to events such as the Vietnam War and the Troubles in Ireland during the 1960s, of happiness and hope. The name "Hoptimist" is a combination of "Hope" and "Optimist." It embodies the idea of bringing happiness and smiles to those who are weary and struggling.

When we think of a smiling face, we usually imagine a change in the shape of the mouth. However, the Hoptimist has no mouth. Instead, its spring body, which moves up and down with a gentle press, seems to represent a smiling mouth. The smooth, round face is another feature of the Hoptimist that Ehrenreich designed. His core idea was to use circles and ovals to create the Hoptimist.

The first Hoptimists were two characters: Bumble and Bimble. While the Bumble and Bimble collections form the basic line, they are not limited to their original forms. They are produced in more than 15 colors and in sizes ranging from 7 cm to 23 cm, allowing for a variety of combinations. There are also Hoptimists that can be used as table lamps. In addition, special lines such as Pierrot, Viking, and Golf are released, as well as seasonal designs for occasions like weddings, birthdays, graduations, Christmas, and Easter. Every year, new Hoptimists are introduced with these customized designs.

The Hoptimist brand has adopted a strategy of releasing products tailored to major markets in Asia, the United States, and Europe. As part of this, a Hoptimist inspired by the twelve zodiac animals will be launched in South Korea. In October, Hoptimists featuring Kakao Friends characters Ryan and Chunsik will also be available. Additionally, Hoptimist will be introduced through a partnership with Amorepacific.

During the 3daysofdesign event, a giant Hoptimist was exhibited at 'Design Dock'. Photo by Hyunju Lee

Hoptimist's popularity in South Korea is experiencing a resurgence. When Hoptimist was first introduced to the country in 2019, sales surged during the COVID-19 pandemic. Domestic Hoptimist sales were about 300 million won in 2020, but the projected sales for this year are 2 billion won, a sevenfold increase. Hoptimist sales are also rising across the United States and Europe. This year's projected sales are more than 400% higher than in 2020.

Although founder Gustav Ehrenreich has passed away, his family has inherited the rights and continues to participate in quarterly discussions about the brand. The family's rights have been preserved even after the Hoptimist manufacturing and sales company was acquired by a large corporation. In 2021, Hoptimist was acquired by F&H Group, the largest living and kitchenware brand in Northern Europe. Paul Kristoffersen, who previously led the Hoptimist brand, now serves as F&H's brand director.

Kristoffersen told Asia Economy, "I want to collaborate more with companies that share our brand values," adding, "I expect that it will be possible to work with even more companies worldwide." He continued, "This is meaningful because it allows us to spread joy and happiness through Hoptimist. We need more smiles. Hoptimist is the perfect gift for that."