Netmarble MNB's intellectual property (IP) character 'Kongya Restaurants' is demonstrating its potential for expansion into various business areas. After focusing on digital content and merchandise sales to build brand recognition, the company is now venturing into offline festivals, local government marketing, and global markets. The fanbase for Kongya Restaurants has grown to 160,000, largely through social media meme content.
According to industry sources, Kongya Restaurants is recently broadening its offline activities in venues such as baseball stadiums and convenience stores. Last month, it held a collaborative pop-up event with the Doosan Bears at Jamsil Baseball Stadium and subsequently launched a Doosan Bears-themed convenience meal in partnership with CU.
Netmarble MNB anticipates that the success achieved by Kongya Restaurants online will translate into successful offline expansion. The company reported that a pop-up store held in Yeongdeungpo last May, titled '2025 Vegetable Star Athletics Championship,' attracted a cumulative total of 150,000 visitors during the event. Merchandise sold out quickly, and messenger emojis reached the top spot in popularity among the 20-30 age group.
In the second half of the year, the brand plans to engage in offline activities at university festivals and outdoor rock festivals, aiming to enhance brand affinity by interacting directly with audiences in these settings.
Netmarble MNB is also pursuing brand partnerships and public projects. Recently, Kongya Restaurants was appointed as a promotional ambassador for the 'Promotion of Our Agricultural Products' campaign by the National Agricultural Cooperative Federation. The marketing strategy, which leverages the character's vegetable motif, has received positive feedback. Additionally, the company plans to conduct relay collaborations with industries such as beauty and dining in the latter half of the year.
Furthermore, the company is developing public (B2G) marketing solutions in collaboration with local governments. Since last year, Kongya Restaurants has participated in local festivals in cities such as Gumi, Busan, and Gyeongju.
Netmarble MNB is accelerating its plans for Kongya Restaurants' entry into international markets. Last month, Kongya Restaurants participated in 'Content Tokyo 2026,' the largest expo in Japan, as a representative of K-content selected by the Korea Creative Content Agency. The company expects the character's unique B-grade sensibility and relatability to resonate positively in overseas markets, particularly in Japan, known for its strong character culture.
A Netmarble MNB representative stated, 'We are revitalizing local promotions by utilizing a character that is familiar and witty to the public, establishing ourselves as a versatile partner sought by both businesses and public institutions. We will continue to maintain business momentum through activities tailored to each brand's characteristics and limited-edition merchandise.'
* This article has been translated by AI.
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