"Cookie Run" Meets Traditional Crafts as Media Art: Expanding Character IP Experiences

Collaboration with 10 Intangible Heritage Masters and Artists
"Positive Response from Overseas Fans... Plans for Exhibitions in the US and Beyond"

Korean traditional craftworks have been reimagined as media art through a collaboration with the popular intellectual property (IP) "Cookie Run."

Joo Gilhyun, CEO of Devsisters (right), and Jeong Giwan, Head of Marketing Strategy Business Team at Devsisters, are speaking at the press conference for the 'Cookie Run: Kingdom' Art Collaboration Project Special Exhibition held on the 22nd at Ara Art Center in Insadong, Jongno-gu, Seoul. Photo by Noh Kyungjo

On January 22, Devsisters held a press conference for the special exhibition "Legacy of the Great Kingdom," an art collaboration for "Cookie Run: Kingdom," at Ara Art Center in Insadong, Jongno-gu, Seoul.

Devsisters, in partnership with the media artist collective NAU, will unveil ten traditional craft pieces reinterpreted with the touch of master artisans, inspired by "Cookie Run: Kingdom" characters, starting January 23. The exhibition will be open to the public until April 12.

This exhibition aims to expand the stories of the characters "Beast Cookie" and "Ancient Cookies" beyond the game, while introducing the elegance and beauty of Korean traditional crafts to fans worldwide. According to Devsisters, they have been collaborating with ten intangible heritage masters and artists since 2024.

Joo Gilhyun, CEO of Devsisters, stated, "We are actively investing in and pursuing initiatives that connect Cookie Run characters with Korean traditional culture. Character IPs can be integrated into various fields. Rather than settling for a single experience, I believe that providing new experiences in line with the changing world is key to business success."

He added, "Just as the United States has Disney and Japan has Pok?mon, we want the Cookie Run character IP to become a long-lasting legacy in Korea, with a lifespan of 50 or even 100 years."

A Buncheong ceramic work by artisan Park Sangjin exhibited at the "Cookie Run: Kingdom" art collaboration project special exhibition inside the Ara Art Center in Insadong, Jongno-gu, Seoul. Photo by Noh Kyungjo

The exhibition spans from the first floor to the fourth basement level of Ara Art Center. In Exhibition Hall 1, visitors can see a piece themed "Resolution" by Son Daehyun, Korea's first master of mother-of-pearl lacquerware, and a sand art piece expressing "Emptiness" by sand artist Chae Seungwoong. Master Son shared, "My dream and hope is to promote mother-of-pearl lacquerware not only in Korea but also globally. If 300 million people around the world encounter my work, even briefly, it will remain as the achievement of a lifetime."

In Exhibition Hall 2, visitors will find works by Park Sangjin, a buncheongware master, and Kim Kiho, a master of gold leaf craft, each embodying contrasting values of "Destruction" and "Abundance," enhanced by dazzling laser effects and lighting. Exhibition Hall 3, themed "Knowledge," features a piece expressing "Falsehood" by Shin Jeongcheol, a master of traditional mask-making, and a work inspired by "Truth" by Hanji (Korean paper) sculptor Park Myeongok.

Exhibition Hall 4 explores choices on the path to "Happiness," presenting "Laziness" embroidered by Choi Jeongin, a Seoul intangible heritage embroidery master, and "Passion" created by Lee Jaeman, a national intangible heritage horn craft master. Jeon Youngil, a master of traditional lantern-making, completed a lantern symbolizing "Freedom" as "Saint Lily Cookie." In the final exhibition hall, visitors can create their own cookie characters inspired by the theme of "Harmony" and experience the media art piece "Haewon" accompanied by traditional Korean music.

A gold leaf craftwork by artisan Kim Kiho exhibited at the 'Cookie Run: Kingdom' art collaboration project special exhibition inside Ara Art Center in Insadong, Jongno-gu, Seoul. Photo by Kyungjo Noh

With "expansion" as its main theme for the year, Devsisters plans to bring this exhibition to various locations abroad, starting with the United States. CEO Joo said, "From the preparation stage, we considered overseas expansion. We are looking at not only the United States, but also Taiwan, Thailand, other Southeast Asian countries, as well as Japan, the United Kingdom, Canada, and Australia-anywhere with a strong user base."

Jeong Giwan, Head of Marketing Strategy Business Team at Devsisters and chief planner of the exhibition, commented, "At first, we were concerned about how overseas fans would respond, but the reaction has been better than expected. It was impressive to see international fans asking and answering questions about 'horn craft' in their communities."

Additionally, the company plans to expand its traditional culture connections into trading card games (TCG) and other areas. CEO Joo said, "The TCG 'Bravers,' launched in the United States in July last year, settled into the market well. Previously, we released a card featuring a traditional folk painting style, and the response was extremely positive. We are preparing follow-up series and plan to collaborate with various cultures in the future."