Asian cultures are gaining momentum with their outstanding heritage of vibrant imagery and rich storytelling. Among the wide range of cultures composing the tapestry of Asian heritage, Korea leverages a rich asset of mythology, folktales, and legends. With The Legends of MeoShín’Ké, the Korean HwaHwa Studio offers a brilliant example of how to leverage these local assets to cater to international audiences.
In the fantasy animated series The Legends of MeoShín’Ké, Jimin, a 10-years old girl from the West, visits Korea – her mother’s homeland – after her grandmother’s passing. Joining forces with Hoon, an Asian boy, Jimin meets an apparently ordinary cat who reveals to be the powerful god Meoshin, the 13th celestial animal – excluded from the 12 zodiac animals – and the guardian of the realm of MeoShín’Ké.
Each 11-minute, standalone episode rolls out a complex narrative centered around the mysteries of Korean world and culture. Drawing inspiration from Korean mythologies, ancient scripts, and historical records, the company crafted a real guide to Korean mythology through their compelling characters, authentic Korean monsters, and unique creatures inhabiting the fantasy realm of MeoShín’Ké.
This intricate architecture of storytelling, mythical creatures, and a legendary background led the way to the development of a content ecosystem rooted in Korean culture and spanning publishing, animation, games, and merchandise – an introduction to Korean mythology aimed at international audiences, metaphorically bridging the gap between East and West, leveraging local content for a worldwide reach.
HwaHwa Studio’s licensing adventure started back in March 2022, when the MeoShín’Ké IP secured a major investment from Daekyo Kids TV for its animation series, laying the foundation for future expansion. This was followed by its selection in June 2022 for the “Star Project Production Support” by the Busan IT Industry Promotion Agency (BIPA), and in December 2022, the premiere of the short-form animation series The Legends of MeoShín’Ké aired in South Korea.
In December 2023, a new licensing agreement for a book series with Andrews McMeel Universe marked MeoShín’Ké successful entry into global literary and entertainment markets. The five volumes of MeoShín’Ké Indispensable Encyclopedias delve into Korean mythology, offering detailed descriptions and illustrations of over 300 mythical creatures. Each book includes stories, powers, relationships, and background of this rich tapestry of figures. Book 1 and 2 of the series, by Andrews McMeel Universe, will be available in English by the end of 2025.
Leveraging an impressive array of characters, the world of MeoShín’Ké also expands into several categories other than publishing – including collectable cards, gadgets, and home décor items.
