SAMG Entertainment Launches "Hachuroun Life" Goods
Accelerates Expansion Toward the 10s to 30s Demographic
SAMG Entertainment, a global IP content company led by CEO Kim Suhoon, has officially entered the lifestyle character goods market with a target expansion strategy aimed at consumers in their teens to thirties.
At the end of August, SAMG Entertainment began the exclusive sale of character goods featuring "Hachuroun Life" at GS25, expanding its reach beyond fandom to lifestyle items that can be used in everyday life. The newly launched goods include a total of 17 types of fancy items such as notepads, stickers, and keyrings, representing a strategic effort to broaden connections with a wider range of age groups.
Sales started on August 28 at approximately 1,000 GS25 stores nationwide, with the number of locations expected to gradually increase. Through convenience store sales, consumers can access "Hachuroun Life" goods more easily in their daily lives. Additionally, starting at 3:00 p.m. today (September 15), online sales will begin on SAMG Entertainment’s own "Emotion Castle Store," and the company also plans to introduce various content to communicate directly with fans via social media platforms such as Instagram.
These goods are distinguished by their emphasis on design and practicality, going beyond simple character merchandise to become IP products. SAMG Entertainment plans to expand its IP into a lifestyle brand that encompasses fandoms from teenagers to adults.
According to the Korea Creative Content Agency, the domestic character IP market is expected to grow to approximately 16 trillion won by 2025. In particular, character products combined with lifestyle goods offer high consumer accessibility and are emerging as a new growth engine. The exclusive sales at GS25 and the expansion to the company’s own online store represent a strategic move to target consumers in their teens to thirties, moving beyond the traditional focus on children and young girls in the character market.
A SAMG Entertainment representative stated, "We will continue to introduce products that can be enjoyed in everyday life by utilizing various IPs, including 'Catch! Teenieping,' and will expand our connection with fandoms." The representative added, "With our recent inclusion in the KOSDAQ large-cap index following the Korea Exchange’s regular index revision, we will pursue mid- to long-term growth strategies with greater responsibility and strive to become a comprehensive IP content company that encompasses everyone from teenagers to adults."
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