Last week, Licensing Magazine attended the Licensing Expo in Las Vegas as a Media Partner. Among the many novelties, we noticed a significant increase in the number of Asian companies attending as exhibitors.
As always, the Licensing Expo is a globally significant event that sets new trends in the licensing industry. This year, one of the standout features of the event was the notable increase in Asian exhibitors.
During our busy schedule at the Licensing Expo, we focused primarily on the vibrant Korean Pavilion, expertly organized by KOCCA. There, we identified several properties that we believe are particularly interesting and have strong potential for international development. We have made a selection for you, as it follows.
TOMARMON BY IFORM
We first encountered this Korean brand at the Bologna Licensing Trade Fair / Kids last April. #Tomarmon seamlessly combines publishing, licensing, and a lifestyle approach to consumer products, appealing to a diverse range of fans, from children to young adults. Tomarmon is a monster character whose “food” is people’s worries. These monsters live among us, devouring our troubles. Always silly and playful yet warm-hearted, they help keep us happy. The licensor, IFORM, is developing an extensive publishing program and will soon launch two brand-new titles for children. The wide variety of collectible characters has also led to the creation of plush toys. While the books target children, the licensed products, like bags and t-shirts, are aimed at Gen Z.
Discover more about this colourful world at www.tomarmon.com.
BELLYGOM
Bellygom, a giant pink bear, is a Korean property that has been gaining impressive traction year after year. Born from a bubble gum dropped by a child in a haunted house at an amusement park, this playful bear is famous for popping up unexpectedly in various locations, going viral, and becoming a social media sensation, especially among South Korean Gen Z fans. #Bellygom boasts over 866,000 YouTube subscribers, 759,000 TikTok followers, and 57,000 Instagram followers. The brand has quickly expanded beyond Korea, now gaining popularity in nine countries across the APAC region, including Thailand, Japan, Taiwan, China, Singapore, Malaysia, Indonesia, Vietnam, and the Philippines.
Notable collaborations include partnerships with NIVEA, Krispy Kreme, L’Oréal, Baby Cinno, Bandai Namco, and CP Group (Thailand).
Learn more at www.bellygom.com.
HWAHWA STUDIO
HwaHwa Studio is the owner of an original IP titled MeoShín’Ké. In Las Vegas, we met the creator and owner, who shared the story behind the concept of this property, which revolves around discovering the ghostly creatures that are part of the popular history of the Asian region, even many Asians are unaware of. From this concept, the world of #MeoShín’Ké has been born, providing a treasure trove of untouched, virgin stories about the ghosts, monsters, and bizarre creatures of ancient Asian mythology.
Everything began with postcards that have become part of an exhibition in South Korea. After collecting the first 50 postcards, they created a book that profiles each illustrated monster. Since then, other books have been released, including a collection of Korean comics. Additionally, they have started exploring animation production and met Canadian producer Kevin Gillis, who is partnering with them to develop the overarching storytelling of this franchise beyond the books.
The big news announced at the Licensing Expo is the release this Fall of their first two books in the US market by Simon & Schuster.
If you can’t wait to discover all the Asian ghosts, come back to life thanks to Hwa-Hwa, follow their Instagram page to https://www.instagram.com/meoshinke/reels/
ROYAL TABLE
From #webtoons to books and beyond, BIGHOUSE Entertainment Ltd introduced “The Cartoon Royal Table” at the Licensing Expo for the first time. This fantasy webtoon follows children on magical journeys through the pages of an enchanted book. Each time they open it, they’re transported to a different time and place, meeting new people, exploring diverse cultures, and discovering the rich stories and traditions behind royal cuisine from around the world. Along the way, they grow through teamwork, curiosity, and self-discovery. Food becomes a magical thread, connecting people, memories, and history across generations. With gentle storytelling and a touch of wonder, this whimsical series invites young readers into a world where every adventure begins with a turn of the page.
The first season features 20 episodes. This IP, with its anime-inspired style and Korean webtoon flair, is capturing the hearts of children and teens worldwide. We recommend keeping an eye on its development—it’s poised for international success!
Find out more at www.bighouseent.com.
K-VISION
K-Vision presented Esther Bunny, another hugely successful Korean character brand that has quickly expanded beyond its home market to become a phenomenon across Asia. Esther Bunny is beloved by Gen Z women throughout Asia, especially in Japan, for its charming, trendy visuals and empowering message of self-love. The brand has already partnered with over 300 companies and launched more than 3,000 licensed products across Korea, Japan, Taiwan, Thailand, China, and Hong Kong.
Since entering the Japanese market in late 2023, Esther Bunny has experienced remarkable growth, hosting over 30 pop-up stores, securing more than 60 brand collaborations, and being named the No. 1 character among Gen Z. Key partners include 7-Eleven, Bandai, SEGA, Kodansha Ltd., Loft, Parco, Isetan, Hyundai Motor Company (현대자동차), Lotte, CU, CJ OLIVE YOUNG, Casetify, and GU.
K-Vision plans to expand the brand further into North America and Europe with upcoming collaborations with Crocs, Inc. and Urban Outfitters (USA), and Minga London (UK). The brand is also accelerating its growth with the upcoming release of the mobile puzzle game Esther Bunny Pop Girl, produced in partnership with CyberAgent, and a planned Japanese TV animation series.
We can’t wait to see Esther Bunny’s continued global expansion!
Learn more at www.k-vision.com
DAEWOON MEDIA
Our meeting with this company has been the very last of the Licensing Expo and one of the most interesting conversations I had at the show.
Daewon Media is a competitive global entertainment company that leads the animation content industry and has made significant contributions to the history of Korean animation since 1987. Along with Korea’s first animated TV series, Wandering Magpie, Run, Hanyi, and Young-Shim, Daewon Media has produced SFX animations like Earth’s Warrior, Vectorman and 3D animations such as Noonbory and the Super 7 and GON. With the production of the 3D live-action animation Armored Saurus, South Korea showcases its ability to produce high-quality 3D animation.
Daewon Media has self-produced animation movies that have been exported internationally, while also importing famous animations from abroad and distributing them in Korea. Currently, Daewon Media is working on full-length movies based on popular TV animations, such as Doraemon and Crayon Shin Chan, among others. On the Brand Licensing side, Daewon Media is present in all areas where characters are featured, ranging from apparel and toys to F&B, stationery, everyday items, digital products, and miscellaneous goods.
To learn more about this giant of the Korean content production industry, go to https://daewonmedia.com/en
From July 17 to 20, we will attend the Korea Character Licensing Fair COEX in Seoul for the first time as Media Partners. We can’t wait to share with you soon further Korean IPs with a global appeal!
