"Unprecedented Collaboration Begins"... CJ OnStyle Attempts Fandom Commerce with Labubu

Pop Mart Section Opens on Mobile App
Limited Quantities Released Daily at 11 a.m. and 8 p.m.

CJ OnStyle announced on October 13 that it will carry out a massive collaboration with the Chinese art toy brand Pop Mart during "Come On Style," the largest shopping festival of the second half of the year, which will be held from the 17th to the 26th.

This collaboration is an attempt to introduce a new form of fandom commerce by combining art toy IPs, which are popular among Millennials & Gen Z, with CJ OnStyle’s mobile live commerce (live broadcast) content IP.

CJ OnStyle announced on the 13th that it will carry out a massive collaboration with the Chinese art toy brand Pop Mart during the largest shopping festival of the second half of the year, "Come On Style," which will be held from the 17th to the 26th. Photo by CJ OnStyle

Come On Style is an event that CJ OnStyle holds twice a year, in the first and second halves. Earlier this year, CJ OnStyle opened its first-ever offline pop-up store in Seongsu-dong, and for the second half of the year, it is collaborating with Pop Mart.

During this event, CJ OnStyle will open a dedicated Pop Mart section on its mobile app and sequentially release a limited quantity of 10 representative characters-Labubu, Molly, Skullpanda, Dimoo, Hirono, Crybaby, Twinkle Twinkle, Pino Jelly, Hachipupu, and Jigger-every day at 11 a.m. and 8 p.m.

In addition, starting with Labubu & Crybaby live broadcast hosted by Ki Eunse at 10 a.m. on the 17th, popular celebrities such as Gweto will host mobile live broadcasts at 7 p.m. on the 20th, 22nd, and 24th.

The "Mega Space Molly" lineup will also be featured. These products, which come in sizes of 30-40 cm and approximately 70 cm, are highly popular among enthusiasts as interior collectible items. Customers who order the character released daily at 11 a.m. by 12 p.m. can receive same-day delivery through the "Today Arrival" service in all areas of Seoul and certain parts of the metropolitan area.

A CJ OnStyle representative said, "We planned this collaboration so that customers can enjoy a variety of content and a differentiated shopping experience at 'Come On Style,' the largest shopping festival of the second half of the year," and added, "Please look forward to the fandom synergy that will be created by the combination of CJ OnStyle’s content IP and Pop Mart’s character IP."