設(shè)計(jì)干貨，2019 - 2020 設(shè)計(jì)趨勢 · IP形象篇

 

在本文中，我們將分享ISUX設(shè)計(jì)趨勢報(bào)告的第二部分，關(guān)于對IP行業(yè)的見解。因?yàn)樵诋a(chǎn)品或服務(wù)的應(yīng)用中可以提供親切而積極的形象，IP角色通常被用作營銷工具。而隨著童心成年人數(shù)量的增加，IP角色市場最近不斷地?cái)U(kuò)大。雖然IP角色在過去被視作小孩的事物，但現(xiàn)在作為一種與消費(fèi)相關(guān)的產(chǎn)品文化，更多集中在20到30歲。人們渴望買到由IP角色設(shè)計(jì)出來的限量版。

In this article, we will share our insight about the character industry, the second theme of the ISUX Design Trend Report. Characters are frequently used as a marketing tool because they can provide friendly and positive images by applying them to services or products. As the number of ‘Kidults’ has increased, the character market is expanding a lot recently. In the past, while characters were treated as things for young children, now the culture of consuming character-related products is more focused on the 20-30s. People are eager to buy the limited editions of character items designed by character collaborations.

 

本次研究將首先分享IP市場的總體流程，并介紹一些最近值得注意的IP品牌合作案例。

This research will first share the overall flow of the character market and introduce some recent character branding cases along with notable character collaborations.

 

 

 

每個(gè)國家都有各自的文化與情感，他們流行的IP角色也會(huì)不同。但當(dāng)我們?yōu)g覽這些角色時(shí)，我們發(fā)現(xiàn)好的角色在世界都受歡迎。 動(dòng)畫、漫畫和游戲中這種傳統(tǒng)上的IP角色已深受喜愛，如今， 被許多人在通信APP中使用的表情貼紙也備受青睞。 這些在線創(chuàng)造的角色，不僅僅停留于線上，還被應(yīng)用在各種各樣的產(chǎn)品中，與傳統(tǒng)的IP角色在線下市場展開競爭。

As all the countries have their own culture and emotions, popular characters in each country can be different. But when we look through the characters that are popular in various countries, we can see that well-branded characters can get global popularity. Traditionally, characters in animation, comics, and games have become popular but nowadays, characters from online messenger stickers are loved by many people regard to the usage of messenger apps. The characters created from online messengers are not only staying online but they are applied to various products and compete with traditional characters in the offline market.

 

 

 

 

全球IP產(chǎn)業(yè)規(guī)模 

根據(jù)韓國創(chuàng)意內(nèi)容機(jī)構(gòu)的數(shù)據(jù)，2018年全球IP市場增長約1806億美元，比2009年（1510億美元）增加了20％。

 

According to the Korea Creative Content Agency, the global character market grew about 180.6 billion dollars in 2018, which increased about 20 percent from 2009 (151 billion dollars).

 

 

IP產(chǎn)業(yè)的特點(diǎn)

 

 

 

我們發(fā)現(xiàn)IP市場有4個(gè)特征。

第一，獨(dú)特的故事講述；

第二，比起簡單的消費(fèi)品，跨界更容易，也更受喜愛。因此對于多元文化的敏感度十分重要。

第三，業(yè)務(wù)許可證也很重要，因?yàn)樗伎備N售額的50%，

第四，有很多把原始內(nèi)容轉(zhuǎn)換和擴(kuò)展為各種形式的“一源多用”的案例。

 

We’ve found there are 4 characteristics of the character market. First, unique storytelling is very important. Second, it is easier to cross borders and be loved than simple consumer goods, so multicultural sensitivity is important. Third, the license business is very important because it accounts for more than 50% of the total sales. Fourth, there are many cases of ‘One source multi use’ that transforms and expands original content into various forms.

 

 

 

 

誕生于漫畫書、電視和游戲中的傳統(tǒng)IP角色流行了很長一段時(shí)間，隨著Kakao和LINE等通信APP的增加，幫助表達(dá)用戶情感的表情貼紙也變得越來越流行。此外，隨著IP產(chǎn)業(yè)的發(fā)展，很多公司創(chuàng)造了許多品牌都希望與之合作的，以藝術(shù)家為基礎(chǔ)的具有獨(dú)特故事的IP品牌，中國的Molly，韓國的Sticky Monster Lab和Super Fiction是代表性的例子。

Traditionally, characters born in comic books, TVs, and games have been very popular for a long time. But recently, online sticker characters that help express emotions on messengers are becoming more popular as the use of messenger apps such as Kakao and LINE increases. In addition, as the character industry develops, artist-based companies create character brands with unique stories which a lot of brands wants to collaborations with. China's Molly, Korea's Sticky Monster Lab and Super Fiction are the representative examples.

 

 

 

 

 

1. 創(chuàng)意故事 

 

 

如果你看一下流行IP的特征，就會(huì)發(fā)現(xiàn)他們有一個(gè)獨(dú)特而易記的故事，這個(gè)故事和我們的日常生活并沒有什么不同，可以很容易引起共鳴。Niniz和BT2這兩個(gè)新近設(shè)計(jì)的IP形象就有一個(gè)很有趣的背景故事。

If you look at the characteristics of popular characters, there is a unique and easy-to-remember story that is not so different from our everyday life which we can easily sympathize with. Niniz and BT21 characters which were designed recently also have interesting background stories.

 

 

 

2. 詼諧有趣 

 

 

隨著角色們被用作表情貼紙，可以傳達(dá)各種情感的充滿詼諧的IP角色正變得越來越流行。比起簡單地可愛，蠢萌而獨(dú)特更受歡迎。

As the characters are used as online stickers, witty characters that can convey various emotions are becoming more popular. Rather than simply a cute character, somewhat nerdy and unique characters are popular. 

 

 

 

3. 簡約的形狀

 

 

簡單和可愛形狀的IP角色有著很高的人氣。一個(gè)看起來很簡單的角色，不但外形可愛漂亮，還可以將它的基本形狀運(yùn)用到各式各樣的產(chǎn)品中。

A simple and cute shaped character is popular. A simple looking character is not only cute and pretty in shape, but also can be applied to various products using the basic character shape.

 

 

 

4. 高質(zhì)量的3D形狀和紋理 

 

 

隨著3D技術(shù)的發(fā)展，具有生動(dòng)紋理的3D角色也深受喜愛。即使對于成年人也具有吸引力。

As 3D technology develops, 3D characters with vivid textures are also loved by people. 3D characters with detailed textures can be attractive even for adults.

 

 

 

 

 

中國 China

1）各種動(dòng)物角色備受歡迎。 2）來自其他國家的角色也有很高的人氣。

1) Various animal characters are popular. 2) Characters from other countries are also popular in China.

 

韓國 Korea

1）在通信APP中的表情貼紙很受歡迎。 2）比起單個(gè)品牌形象，家族型更為流行。

1) Characters from online stickers in messenger apps are popular. 2) There are many characters family brands rather than an individual character brands.

 

美國 USA

1）動(dòng)畫中的角色頗受歡迎。 2）雖然樣子有點(diǎn)粗糙，但在網(wǎng)絡(luò)圖梗中是有趣的存在。

1) Characters from animation are popular. 2) It is a somewhat in rough form, but funny characters are popular in internet memes.

 

日本 Japan

1）大多具有獨(dú)特的手繪風(fēng)格。 2）多數(shù)來自游戲和動(dòng)畫。 3）被應(yīng)用在各種各樣的領(lǐng)域中，比如地方政府和交通卡。

1) There are many characters in unique hand drawing style. 2) Many characters are from games and animations. 3) Characters are used in various field of industries such as local governments and transportation cards.

 

 

 

 

最近很多角色都通過合作其他行業(yè)來擴(kuò)展業(yè)務(wù)。有時(shí)尚品牌、人氣藝術(shù)家或具有最先進(jìn)技術(shù)的產(chǎn)品，這些合作往往能擴(kuò)展角色的品牌形象。從公司或品牌的角度來看，通過角色可以傳達(dá)友好而積極的形象。我們總結(jié)了幾個(gè)值得注意的角色合作案例。

Recently, there are many cases in which character businesses are expanded by collaborating with various industries. And there has been a collaboration with trendy fashion brands, popular artists or products with state-of-the-art technology which tend to expand character’s brand images. From the standpoint of a company or a brand, it is possible to convey a friendly and positive image through a character. We have summarized the noticeable cases of character collaboration.

 

 

 

 

 

 

Covernat X Ryan (Kakao Friends)

 

 

韓國街頭品牌Covernat和Kakao Friends最受歡迎角色之一Ryan的合作。角色合作很容易變得激萌而可愛，但由于他們只使用了沒有表情的Ryan，與Covernat獨(dú)特的街頭品牌形象也很吻合。

This is a collaboration of Korea’s street brand Covernat and Ryan, which is one of the most popular character of Kakao Friends. A character collaboration can easily become cute but since they only applied Ryan which has with no expression on his face, it matched well with Covernat's unique street brand image. 

 

 

 

Anti Social Social Club X BT21

 

 

Anti Socal Social Club曾經(jīng)將他們靈活的logo應(yīng)用在各式短語或品牌名稱中。這次聯(lián)名，他們把標(biāo)志性的logo與BT21的角色，品牌名稱還有缺乏萌性、略顯笨拙的logo相融合，很好地協(xié)調(diào)了ASSC獨(dú)特的品牌風(fēng)格。

Anti Socal Social Club has used their flexible logo applying various phrases or brand names. In this collaboration, they applied their logo with the BT21 character, brand name and logo which is not too cute or awkward and harmonized well with the ASSC's unique brand style. 

 

 

 

Nike X Super Fiction

 

 

這是Nike在2019年Airmax day與Super Fiction的一次聯(lián)名。用戶可以創(chuàng)建角色彩票并使用散列的標(biāo)簽將其上傳到Instagram上。Super fiction的角色特征在Nike上得到很好的應(yīng)用，使用SNS的活動(dòng)吸引了相當(dāng)多的年輕消費(fèi)者。

This is a campaign that Nike collaborated with Super Fiction on 2019 Airmax day. The user can create a character lottery ticket taste and can upload it on the instagram with a hash tag. The character identity of the Super fiction was applied well on Nike, and the campaign using SNS attracted the young consumers.

 

 

 

KAWS X SESAME Street X Uniqlo

 

 

時(shí)尚品牌Uniqlo推出了由潮流藝術(shù)家KAWS 與兒童電視節(jié)目SESAME STREET 合作的KAWS X SESAME STREET UT系列。UT (優(yōu)衣庫T-Shirt)是一款獨(dú)特的T恤，它選擇和應(yīng)用了許多潮流文化概念，如音樂、藝術(shù)、電影和動(dòng)畫等。

Global fashion brand Uniqlo has launched the KAWS X SESAME STREET UT collection, which is a collaboration between global pop artist KAWS and a popular children's TV program SESAME STREET. UT (UNIQLO T-Shirt) is a unique T-shirt applying the pop culture concept such as music, art, film and animation which Uniqlo has selected. 

 

 

 

Bape X Snoopy

 

 

以大猩猩logo和圖案而聞名的街頭時(shí)尚品牌Bape，和史努比合作慶祝它的20周年。 Bape將其獨(dú)特的迷彩圖案與史努比角色一起應(yīng)用于各種各樣的產(chǎn)品中。

A well known street fashion brand Bape, which is famous for their gorilla character logo and patterns, has done a collaboration to celebrate the 20th anniversary of Snoopy. Bape applied their unique camo pattern with the Snoopy characters and applied to various products.

 

 

 

 

 

 

 

Etude House X Disney

 

 

韓國領(lǐng)先的化妝品品牌Etude House與迪士尼可愛的豬角色Piglet合作慶祝2019金豬年。“Happy with Piglet Collection”是提供可愛包裝和各種各樣產(chǎn)品的限量版，可以打造帶來新年好運(yùn)的可愛妝容。

Korea's leading cosmetics brand Etude House collaborated with Disney's lovely pig character Piglet to celebrate the golden pig year of 2019. 'Happy with Piglet Collection' is a limited edition, offering a cute package and various products that can create a lovely makeup which will bring good luck to the new year.

 

 

 

VT Cosmetics X BT21

 

 

隨著K-beauty市場的發(fā)展，VT Cosmetics將BT21和BTS作為其品牌的主要模型。他們在包裝設(shè)計(jì)中使用BT21 的形象，還在最近開了一家快閃店。

As K-beauty market grew, VT Cosmetics applied BT21 and BTS as the main models for their brand. They used BT21 characters in package designs and recently opened a pop-up store.

 

 

 

 

 

 

 

Esquire X Ryan (Kakao Friends)

 

 

時(shí)尚雜志Esquire將Ryan描述為一個(gè)真實(shí)的自我，并讓它成為他們的封面模特。3D Ryan與真實(shí)背景相結(jié)合的設(shè)計(jì)，使角色看起來更真實(shí)。

The fashion magazine Esquire described Ryan as a real selves and applied him as their cover model. They designed the cover by compositing the 3D Ryan with a real background which make the character feel more like a real model. 

 

 

 

Maison Kitsune X Super Fiction

 

 

這是Super Fiction和全球時(shí)尚品牌Maison Kitsune的合作項(xiàng)目。他們設(shè)計(jì)了一個(gè)玩具形象，以此反映Maison Kitsun的狐貍特征。這只具有狐貍形象的大雕塑正在韓國第一家Maison Kitsune的商店門前展出。

This was a collaboration project of Super Fiction and global fashion brand Maison Kitsune. They designed a toy figure reflecting the identity of fox character of Maison Kitsune. In front of the first Maison Kitsune store in Korea, a large sculpture of this fox is being exhibited.

 

 

 

Helvetica X LINE Friends

 

 

LINE Friends與代表瑞士現(xiàn)代主義的字體Helvetic有過一次獨(dú)特的合作。因?yàn)槭欠俏锘煮w與角色品牌的第一次，這次合作受到了設(shè)計(jì)界的關(guān)注，同時(shí)也給消費(fèi)者帶來新鮮感。

LINE Friends had a very unique collaboration with Helvetica, the font that represents Swiss modernism. This collaboration has got attention from the design industry and also gave consumers a fresh impression since it was the first collaboration between un-materialized font and a character brand. 

 

 

 

Kelly Park X Apeach (Kakao Friends)

 

 

Kakao Friends的Apeach與書法藝術(shù)家Kelly Park合作東京商店的開業(yè)。Kakao Friends經(jīng)營的'Studio Kakao Friends'與來自世界各地且在不同領(lǐng)域的創(chuàng)作者合作。第一個(gè)合作者就是韓國的書法藝術(shù)家Kelly Park，Apeach粉紅可愛的角色特征與Kelly Park強(qiáng)勁時(shí)尚的書法結(jié)合在一起，創(chuàng)造出獨(dú)特而時(shí)尚的產(chǎn)品。

Kakao Friends had a collaboration between calligraphy artist Kelly Park and Apeach to open Kakao Friends Tokyo store. Kakao Friends Tokyo runs 'Studio Kakao Friends', which collaborate with creators from various fields around the world. The first project was with Korean calligraphy artist Kelly Park. Apeach's lovely pink identity and Kelly Park’s powerful and stylish calligraphy were combined and created trendy and unique products.

 

 

 

 

 

 

 

Snowpeak X LINE Friends

 

 

日本露營品牌Snowpeak與LINE Friends的一次聯(lián)名。Snowpeak以其在野營裝備行業(yè)的精細(xì)技藝而聞名，同時(shí)也以優(yōu)秀的設(shè)計(jì)質(zhì)量和熱愛自然的精神而著稱。它嘗試將LINE Friends熱情友好的的品牌基調(diào)運(yùn)用到產(chǎn)品中，這種運(yùn)用是出色的。

This is a collaboration between Japan's camping brand Snowpeak and LINE Friends. Snowpeak is well known for their craftsmanship in the camping equipment industry and also famous for excellent design quality and nature-loving spirit. Snowpeak tried to apply the warm and friendly brand tone of LINE Friends into the their products which was outstanding. 

 

 

 

Rhodia X LINE Friends

 

 

LINE Friends與法國文具品牌Rhodia的合作，Rhodia是一個(gè)深受藝術(shù)家與設(shè)計(jì)師喜愛的品牌。LINE Friends可愛的角色形象被很好地應(yīng)用在Rhodia充滿奢華與藝術(shù)感的品牌形象當(dāng)中。

This is collaboration between LINE Friends and french stationary brand Rhodia, which is a especially loved by artists and designers. This is a case that LINE Friends' lovely character image was well applied to Rhodia’s luxury and artistic brand image.

 

 

 

 

 

 

 

Quartet X Kakao Friends

 

 

Kakao Friends 江南旗艦店在三樓開設(shè)了第二家咖啡館與四重奏面包店，并發(fā)布了兩者合作的菜單與商品。除咖啡的所有包裝之外， Kakao Friends的角色也被應(yīng)用于面包之中，給四重奏品牌帶來趣味性與機(jī)智性。

Café and bakery Quartet opened their second shop on the third floor of the Kakao Friends Gangnam flagship store and released the collaboration menu and goods. In addition to all the packages used in the cafe, the bakery also applied Kakao Friends’ characters, which gave the fun and wit to the Quartet brand.

 

 

 

Naixue X PUPU

 

 

騰訊ISUX設(shè)計(jì)的新角色PUPU與中國流行的奶茶品牌奈雪的合作，它們在企鵝奇幻之旅的展覽中被一同推出，并且正在中國深圳的奈雪店出售。

This is a collaboration between Tencent ISUX’s new character ‘PUPU’ and Naixue, a popular fruit tea brand in China. It is introduced along with the PUPU Fantasy Travel exhibition and is being sold at Naixue stores throughout Shenzhen, China.

 

 

 

 

 

 

 

Bang & Olufsen X Brown (LINE Friends)

 

 

Brown與Bang＆Olufsen的合作項(xiàng)目，Bang＆Olufsen是丹麥一家生產(chǎn)昂貴音頻設(shè)備的公司。 Brown的象征顏色和面部被限制性地用在最小設(shè)計(jì)中，以此保持Bang & Olufsen高端的品牌形象。

This is a collaboration project between Brown and Bang & Olufsen, a Danish company that manufactures expensive audio devices. Brown’s symbolic color and face were restrictively applied to the minimal design of Bang & Olufsen to maintain their high-end brand image.

 

 

 

小米 X LINE Friends

 

 

基于“Super Me（SUPER MI）”的概念，小米和Line Friends展開合作。這個(gè)版本使用了Brown的故事，它遇到小米后獲得超級力量并成為“超級Brown”。小米和LINE Friends將繼續(xù)會(huì)有更多的合作方式。

This is a collaboration between Xiaomi and Line Friends which is based on Xiaomi’s “Super Me (SUPER MI) concept. This edition applies the story of Brown, who has gained superpowers and became ‘Super Brown’ after he met Xiami. Xiaomi and LINE Friends will continue to have various collaboration.

 

 

 

哆啦A夢/小黃人 X Clova Friends 

 

 

Clova Friends是由LINE Friends的母公司Naver制作的AI揚(yáng)聲器品牌。他們用Brown和Sally兩個(gè)Line Friends 的角色設(shè)計(jì)了一款可愛而友好的人工智能音箱。很多AI揚(yáng)聲器都傾向使用可愛的角色，因?yàn)檫@些角色可以讓人們對設(shè)備感覺更友好，并且有情感上的接觸。最近，他們與哆啦A夢和小黃人合作設(shè)計(jì)了一些特別版，這些版本都很受歡迎。

Clova Friends is an AI speaker brand made by LINE Friends' mother company, Naver. Using the LINE Friends character Brown and Sally, they designed a cute and friendly artificial intelligence speaker. A lot of cute characters are tend to be applied to AI speakers since characters can make people feel more friendly to the device and have emotional access to it. Recently, they have designed some special editions through collaboration with Doraemon and Minions which were very popular.

 

 

 

 

 

 

 

Kakao Friends X Battle Ground

 

 

Kakao Friends和由Kakao Games提供服務(wù)的，熱門PC游戲Battle Ground的合作。 Kakao Friends設(shè)計(jì)了一個(gè)在游戲中穿得像角色的Ryan玩偶，是Battle Ground游戲迷們喜歡的少數(shù)項(xiàng)目。

A collaboration of the popular PC game Battle Ground, which is being serviced by Kakao Games. Kakao Friends designed a Ryan doll who dressed like a character in the game and also few items that fans of Battle Ground game would love.

 

 

 

Kakao Friends X 皇室戰(zhàn)爭 (Clash Royale Friends)

 

 

Supercell公司制作的著名游戲《皇室戰(zhàn)爭》與Kakao Friends一起做了一款小游戲，在這款游戲里，皇室戰(zhàn)爭和Kakao Friends的角色被重新設(shè)計(jì)。

Supercell's famous game Clash Royale and Kakao Friends made a snack game together in which the characters of Clash Royale were redesigned with Kakao Friends characters.

 

 

 

Sundaytoz X 迪士尼 (Disney pop)

 

 

使用迪士尼 IP的手游正在陸續(xù)發(fā)布。 Sundaytoz已經(jīng)發(fā)布了一款名為《Disney Pop》的移動(dòng)休閑益智游戲。

Mobile games using Walt Disney's IP are being released one after another. Sundaytoz has released 'Disney Pop' which is a mobile casual puzzle game.

 

 

 

 

 

隨著各種各樣的角色被創(chuàng)建，角色業(yè)務(wù)的競爭越來越激烈，因此有很多使角色與其他品牌區(qū)分開來的嘗試。我們總結(jié)了最為突出的品牌角色案例，并羅列了角色相關(guān)業(yè)務(wù)的特征。

As various characters are created, there are a lot of attempts to make each characters distinctive from other brands since character business is getting more and more competitive. We have summarized the most prominent cases of character branding and also organized the characteristics of character-related businesses.

 

 

最近有很多角色被設(shè)計(jì)成與明星相似，或者是由偶像明星參與提出概念再開發(fā)新角色的案例。明星的粉絲會(huì)自然而然成為這些角色的粉絲，角色品牌會(huì)很容易受到歡迎。在品牌策略中使用明星，給予角色故事也可以幫助品牌變得更加有趣。最近，由世界知名偶像組合防彈少年團(tuán)和LINE Friends合作而誕生的角色BT21就很火爆。

Recently, there were few cases to design a character resembling a star or develop new characters by participating in an idol star for the making character concept. The fans of the star naturally become a fan of the character so the character brand can easily get the popularity. By using a star in the brand strategy, it can also help to give a story to the character which makes the brand more interesting. Recently, the BT21 character is very popular which was developed by LINE Friends with the world-renowned K-pop artist group BTS.

 

 

 

BT21

 

 

LINE Friends根據(jù)BTS成員所畫的草圖創(chuàng)建了一個(gè)角色品牌，并利用BTS的全球粉絲來提升這幾個(gè)角色的人氣。一年多來，BTS成員參與了從角色的初始草圖、整體設(shè)計(jì)到角色個(gè)性和背景故事的所有過程。隨著這些過程在制作電影里曝光，盡管還沒有發(fā)布，BT21就收到了國內(nèi)外粉絲的爆炸性響應(yīng)。截至2019年1月，BT21在SNS的粉絲數(shù)量已達(dá)到1600萬。匡威和 Antisocial Social Clubs等時(shí)尚品牌與BT21合作的產(chǎn)品在發(fā)布1-2小時(shí)后便全部售罄。

LINE Friends created a character brand based on the sketches of BTS members, and this BT21 characters were able to use the worldwide fandom of BTS to enhance the popularity. Over a year, BTS members participated in all the processes from initial sketch of the character to the overall design, character personality and the background story. As the process was revealed in a making film, BT21 received explosive responses from domestic and foreign fans even before its launch. The number of SNS followers for BT21 already reached 16 million on January of 2019. The fashion brands such as Converse and Antisocial Social Clubs collaborated with BT21 characters and those products were sold-out 1-2 hours after their release.

 

 

 

Roy6

 

 

Roy 6角色由LINE Friends與中國新一代偶像王源共同創(chuàng)造。王源與LINE Friends一起參與了角色的開發(fā)并首次在中國推出。 Roy6的主題曲《Will you》大受歡迎，一經(jīng)推出便在中國主要音樂排行榜上名列第一。

Roy 6 character was created by LINE Friends with China's next-generation idol 王源 Roy Wang. Roy Wang participated in the character development with LINE Friends and first launched the Roy6 in China. The campaign song of Roy6 'Will you' was a big hit that it took the first place on the main music charts of China right after it was released.

 

 

 

Running Man

 

 

這是LINE Friends用人氣綜藝節(jié)目《Running Man》制作的3D動(dòng)畫，每個(gè)角色都是根據(jù)節(jié)目中的真人明星而設(shè)計(jì)?；诠?jié)目的高人氣，動(dòng)畫在全世界也廣受歡迎。另外，他們還用這個(gè)3D動(dòng)畫角色制作了一款手游。

This is a 3D animation that LINE Friends made with the 'Running Man’, an TV entertainment program which is very popular. Each of the characters were designed based on the real stars in the program. Based on the popularity of the program, animation has also become popular all over the world. In addition, a mobile game was also made with this 3D animation characters.

 

 

 

Krunk

 

 

Krunk是由韓國著名造星公司YG娛樂創(chuàng)造的角色。以明星歌手為概念，你可以很輕易地在與YG相關(guān)的音樂視頻、活動(dòng)或廣告中看到它。用于推廣YG明星的各種Krunk商品和人物也很受歡迎。

A character made by YG Entertainment, Korea's leading agency that produces a lot of stars. Krunk can be easily seen in music videos and events or advertisements related to YG, with the concept of being a star singer. And various goods and figures of Krunk which is for promotion of YG artists are also popular.

 

 

 

 

 

人氣角色往往也受到全球的喜愛，因此很多角色品牌嘗試通過開設(shè)線下商店或在海外舉辦活動(dòng)來宣傳自己的角色。我們研究了幾個(gè)最近在品牌角色全球化方面做得比較成功的案例。

Popular characters are also tend to be loved globally, so character brands try to promote their characters by opening offline shops or holding events in overseas. We have researched the cases that have recently succeeded in globalization of the character brand.

 

 

 

Apeach Omotesando

 

 

Kakao Friends在東京的表參道開設(shè)了一家以Apeach為主題的角色品牌店。在日本發(fā)布，為適應(yīng)日本獨(dú)特情感而改進(jìn)的的Apeach角色與原始角色并不一樣。在Apeach主題店，人們可以通過各種甜點(diǎn)和大型雕塑來體驗(yàn)角色品牌?；谄湓谌毡镜闹?，Apeach還被選為東京旅游公司的主角。

Kakao Friends opened a character brand shop in Omotesando, Tokyo, with the theme of Apeach. The Apeach character released in Japan is different from the original character which was modified to suit the unique sensibility of Japan. People can experience the character brand through various desserts and large sculptures of Apeach character in Apeach Omotesando shop. Based on its popularity in Japan, Apeach was selected as a main character of Tokyo Tourism Corporation.

 

 

 

上海 Kakao Friends 商店

 

 

Kakao Friends最近在上海開了一家快閃店，這是他們在中國業(yè)務(wù)的開始。這家快閃店的概念是“第一次中國之旅”，他們在周圍放了一個(gè)巨型角色形象供人們拍照。中國是有巨大商業(yè)潛力的國家之一，因此Kakao Friends也期待在中國市場會(huì)有所成就。

Recently, Kakao Friends opened a pop-up store in Shanghai which was a start for their business in China. This pop-up store had a concept of a 'first trip to China' that they placed big character figures around for people to have photos with it. China is one of the country where there is a big potential in character business so Kakao Friends will be also looking forward for their success in China market. 

 

 

 

LINE Village Bangkok

 

 

LINE Friends去年在泰國開了一個(gè)名為“LINE Village”的小型主題公園。當(dāng)人們參觀這個(gè)世界上的第一個(gè)室內(nèi)景點(diǎn)時(shí)，可以看到實(shí)際尺寸的角色和在23個(gè)不同主題的房間里享受。 LINE Friends商店不僅是一個(gè)銷售商品的地方，也是可以讓人們享受樂趣并擁有全新體驗(yàn)。今年他們也準(zhǔn)備在上海開設(shè)另一個(gè)主題公園。

 

 

 

 

早期流行的角色以重復(fù)圖像持續(xù)了一段時(shí)間后會(huì)使人感到審美疲勞。一些品牌角色嘗試通過改變風(fēng)格或者與其他品牌合作來帶給大眾新鮮感。也開發(fā)了一個(gè)使角色故事得到延展的新版角色，從而讓品牌煥然一新。

The characters that have been popular in the early days can also feel bored with repeated images after a certain period of time. Some character brands try to change the styles or collaborate with other brand to give fresh feeling, but they also develop a new version of characters that can expand the character story which will revitalize the character brand.

 

 

 

Kakao Little Friends

 

 

Kakao Friends設(shè)計(jì)了一個(gè)嬰兒版的角色家族“Kakao Little Friends” ，它們與原始角色并沒有太大區(qū)別，形象卻更柔和而溫暖。此版本被應(yīng)用于Kakao Friends的各種產(chǎn)品，尤其是與兒童相關(guān)的產(chǎn)品。

Kakao Friends designed a baby version character family ‘Kakao Little Friends’ which is not much different from the original characters, but has more soft and warm image. This version is applied to various products of Kakao Friends and especially goes well with the children related products.

 

 

 

BT21 Universe

 

 

為BT21新設(shè)計(jì)的各種人物，傳達(dá)了BT21親朋好友的設(shè)計(jì)理念。這些不同的角色版本也受到BTS粉絲的喜愛。

Various characters were newly designed for BT21, conveying the concept of designing the family and friends of BT21. These various character versions were also loved by BTS fans.

 

 

 

 

 

通過收集角色形象，消費(fèi)者可以以最完整的形式擁有自己喜歡的角色。隨著童心成年人數(shù)量的增加，制作精良的角色形象也正在迅速增長。人們喜歡收集許多特別的版本。跟隨這一趨勢，角色品牌們將其角色塑造成玩具形象，讓人們通過擁有它來對其有更多的感情。

By collecting character figures, consumers can possess their favorite characters in the most complete form. The value of a well-made figures is increasing rapidly as the number of Kidults are growing. A lot of special editions are designed and people love collecting them. Following this trend, character brands make their characters in to a toy figure, allowing people to feel more affection for their characters by possessing it.

 

 

 

Bearbrick

 

 

Bearbrick是日本MediCom Toy公司設(shè)計(jì)和生產(chǎn)的可收藏玩具。通過與著名品牌還有藝術(shù)家的合作，他們設(shè)計(jì)了各種不同版本的熊，這些熊的形狀有著鮮明的特色，長期以來深受收藏家的喜愛。

Bearbrick is a collectable toy designed and produced by the Japanese company MediCom Toy. They design various editions through collaboration with famous brands and artists in bear-shaped figures which become their signatures, and they are loved by the collectors for a long time.

 

 

 

Molly

 

 

Molly是香港設(shè)計(jì)師Kenny Wang創(chuàng)作的角色，通過與各種品牌的合作，Molly被制作成玩具人物。這個(gè)脾氣暴躁、外表可愛的女孩在世界各地有很多粉絲，他們對她的限量版充滿狂熱。

Molly is a character created by Hong Kong designer Kenny Wang, and is produced as a toy figure through collaboration with various brands. This grumpy but cute-looking girl character has a lot of fans around the world, and they are enthusiastic about Molly's limited edition.

 

 

 

Super Fiction

 

 

Super Fiction為他們的角色制作了很多高品質(zhì)的形象，還設(shè)計(jì)了大尺寸的雕塑作為藝術(shù)品。

Super Fiction makes a lot of high quality figures of their characters and also designs a large size of sculptures as an art piece.

 

 

 

Avofriends

 

 

Avofriends是最近在中國大陸和香港都很流行的，由韓國小型工作室設(shè)計(jì)的角色品牌。他們與韓國的一個(gè)電子支付系統(tǒng)Lpay合作，該系統(tǒng)利用Avofriends來進(jìn)行推廣宣傳。

Avofriends is a character brand designed by a small studio in Korea, and it is recently getting popular in China and Hong Kong. They had a collaboration with one of the electronic payment system in Korea, Lpay which used Avofriends for their promotion.

 

 

 

 

 

角色線下展可以使人們更深入地了解角色品牌。由于人們喜歡在有趣的地方拍照并分享到SNS，很多角色品牌都傾向于用開展覽的方式來宣傳角色，并讓人們與喜歡的角色合影。

By opening a character exhibitions in offline, it can make people understand more deeply about the character brand. And since people like to take photos in an interesting places to share on their SNS, a lot of character brands tend to open an exhibition to promote their characters and let people take photos with their favorite characters.

 

 

 

Bape XXV 25周年展

 

 

街頭品牌Bape在東京開了一個(gè)大型合作展覽慶祝25周年。由10位藝術(shù)家定制的角色baby Milo和與各種品牌合作的產(chǎn)品被放在展覽里一同推出。

Celebrating their 25th anniversary, street brand Bape opened a large collaboration exhibition in Tokyo. 10 artists customized baby Milo characters which was placed in the exhibition and various brand collaboration products were introduced.

 

 

 

I am Sally 展覽

 

 

全球角色品牌LINE Friends在上海的東方明珠塔推出了一個(gè)名為“I am Sally”的展覽。這是LINE Friends的首次單獨(dú)角色展覽，它在Sally生日當(dāng)天開幕，周末有超過6萬名當(dāng)?shù)胤劢z和游客參觀。展覽放置的4.6米高的大型Sally尤為特別地吸引了人們的注意，里面還設(shè)計(jì)了各式各樣Sally主題的展覽攤位和快閃店。

The global character brand LINE Friends opened the exhibition ‘I am Sally’ at the Shanghai landmark Oriental Pearl Tower in China. This first solo character exhibition of LINE Friends was opened on the birthday of Sally, and more than 60,000 local fans and tourists visited over the weekend. In particular, 4.6 meter tall mega Sally placed in the exhibition attracted attention and various exhibition booths and pop-up stores on Sally's theme were designed.

 

 

 

Momo Planet 藝術(shù)展

 

 

Momo Planet用其新設(shè)計(jì)的圖形海報(bào)在中國開了一個(gè)藝術(shù)展，傳達(dá)與原始角色完全不同的品牌形象。

Momo Planet opened an art exhibition in China with their newly designed graphic posters which delivers different image from their original character brand.

 

 

 

 

 

眾所周知，許多角色都通過與其他品牌合作來擴(kuò)展業(yè)務(wù)。但近年來，擁有自己IP的公司已經(jīng)開始在原有領(lǐng)域開展不同的業(yè)務(wù)，尤其是餐飲業(yè)。

As we know, a lot of character brands try to expand their business by collaborating with various brands. But in recent years, companies who owns their IP have started different businesses with their original field, especially in F&B business.

 

 

 

Sunday Cheezzzball (Kakao Friends)

 

 

Kakao Friends推出了一款以Ryan為主要模型的獨(dú)特零食品牌'Sunday cheezzzball'。從Ryan喜歡奶酪球的背景故事開始，Kakao Friends將Sunday cheezzzball的銷售網(wǎng)擴(kuò)展到線下。以“給日常忙碌而孤獨(dú)的人們提供治愈式零食”為概念，他們還設(shè)計(jì)了一個(gè)快閃店。

Kakao Friends launched 'Sunday cheezzzball', a unique snack brand which used Ryan as the main model. Started with a background story that Ryan loves cheese ball, Kakao Friends expanded its distribution network to offline with their own snack brand 'Sunday Cheese Ball'. They also designed a pop-up store with the concept of ‘A healing snack for people who feel somewhat lonely in the busy daily life’.

此外，基于奶酪球的主題，Kakao Friends正準(zhǔn)備在首爾南山塔開設(shè)第一個(gè)VR冒險(xiǎn)樂園。人們可以享受VR的吸引力，同時(shí)也可以享用各種與Sunday Cheezzzball相關(guān)的食品，飲料和商品。

In addition, based on this cheese ball theme, Kakao Friends are preparing to open the first VR adventure park in Namsan N tower in Seoul. People can enjoy VR attraction as well as various food, drinks and goods applying Sunday Cheezzzball story.

 

 

 

 BITE & BITE with LINE Friends 

 

 

LINE Friends在香港國際機(jī)場開了第一家Brown and Friends主題餐廳BITE＆BITE with LINE Friends。這個(gè)基于LINE Friends的餐飲品牌旨在通過LINE Friends的角色提供最佳口味和愉快體驗(yàn)。 LINE Friends一直在推出各種流行飲料和零食產(chǎn)品，并通過在韓國和中國經(jīng)營“BROUND”等咖啡館繼續(xù)擴(kuò)大其餐飲業(yè)務(wù)。

LINE Friends' first 'Brown and Friends' theme restaurant 'BITE & BITE with LINE Friends' was opened in Hong Kong International Airport. LINE Friends' partnership based F&B business brand was designed to provide the best taste and enjoyable experience with LINE Friends characters. LINE Friends has been introducing a various of popular beverages and snack products, and has continued to expand its F&B business capabilities by operating cafés such as 'BROUND' in Korea and China.

 

 

 

Babi Snack (Naver Webtoon)

 

韓國網(wǎng)絡(luò)漫畫平臺(tái)Naver Webtoon，用人氣漫畫《Yumi's cell》的部分故事做了一款Babi 小吃，這是一款出現(xiàn)在webtoon上的產(chǎn)品，它嘗試在口味上與有著30多年歷史的傳統(tǒng)炒年糕保持一致?！禮umi's cells》在故事中用描述炒年糕哲學(xué)和絕佳美味的方式來吸引讀者，目前，這款炒年糕正在網(wǎng)上商店出售，為了Yumi's cells的粉絲， Babi餐車已在全國各地巡游了6個(gè)月。

Naver Webtoon has made ‘Babi Snack’ which wa