Are you familiar with character branding? It refers to a comprehensive “butterfly effect” where companies use characters to increase awareness of the brand, expand the scope of potential customers, and create new business in the merchandise market. According to the Creative Content Agency (KOCCA), characters have such an enormous influence on brands that this tool is now the primary consideration among customers when purchasing products. Many cases can be found where companies utilize character branding in South Korea, and one of the most famous examples is Kakao. They sell various goods both online and offline. It all started with emoticons. Kakao’s characters improved the image of the brand and they had a significant impact on rising awareness with their attractive design and backstories. Character branding marketing is often used as a strategy for successful companies. Let’s take a closer look at character branding through the goods released by Kyonggi University’s ‘Bada’ student council.

 ‘Kiryong’ is now the symbolic character of Kyonggi University. Based on the 2023 spring festival, it’s positioned as a representative character. How was the marketing conducted during this spring festival? The 36th student council ‘Bada’ produced unique goods for Kyonggi University and opened a goods shop at the student council booth in front of E-square. Before the festival, there were no character goods that symbolized Kyonggi University. Therefore, students had always wanted distinctive goods of Kyonggi University. Bada prepared goods such as a tumbler and key ring to meet the students’ demand. Among them, the most popular one was the Kiryong doll. The Kiryong doll led students to become interested about the history of Kiryong.

 Originally, Kiryong was planned by the Student Support Team for delivering welcome kits to freshmen. In the process of planning the welcome kit, the need for a character emerged. The Student Support Team and Bada student council discussed the issue and adopted Kiryong, which won 2nd prize in a 2020 character contest hosted by the Admissions Office. They planned to put a Kiryong doll in the welcome kit. However, it was changed to a key ring due to a deadline problem. The welcome kit business was completed with a key ring instead of a doll. However, the making of the dolls continued. The Student Support Team negotiated and delivered 3,000 dolls to Bada. In the spring festival, each doll was sold for 5,000 won. As a result, Bada was able to make 13 million won in profit at the spring festival. Bada donated the 13 million won to the development of the school. Kiryong conveys the meaning of character branding in that it helped improve the image of the student council. The opinions of the students who purchased the goods were also positive. Pharos decided to learn more about Kiryong through interviews with both Bada and a customer who purchased the item.

  Bada student  

Q1 - Please explain in detail about the background of Kiryong’s birth.

A1 - Kiryong was born in the school mascot contest. There were 5 candidates including Kiryong.

Q2 - How much was the profit from Kiryong goods?

A2 - In the spring festival, over 2000 Kiryong rag dolls were sold, and the proceeds totaled 12.4 million won. In all, the total profit reached 13 million won, including the proceeds from dolls sold by school staff.

Q3 - Why did you decide to donate the profits from the sale?

A3 - Kiryong goods were produced using the school budget, not from student union fees. We judged that all the proceeds should go back to the school budget and used for the students’ welfare and educational environment.

Q4 - Do you have any plans to release goods similar to Kiryong in the future?

A4 - It took over 6 months to produce Kiryong, so there is no plan to distribute another character or other goods this year. However, the school has plans to issue welcome kits to freshmen every year. I think students will be able to meet Kiryong once again at the fall festival.

 Next, Pharos interviewed a Kyonggi University student who purchased Kiryong goods.

  Customer  

Q1 - What did you buy and why did you buy it?

A1 - I bought a Kiryong doll and key ring because the character Kiryong was cute. I had heard that the key ring was sold only at the spring festival, so I thought it was a good idea.

Q2 - How satisfied are you with Kiryong?

A2 - I am really satisfied with Kiryong because it gives me school spirit since the character symbolizes the university. Also, the key ring is small and solid, so I can hang it on my bag every day. I love it!

Q3 - If there were other goods besides Kiryong, what would you like to see?

A3 - I hope to see a tumbler with the Kiryong character and the name of Kyonggi University. It could be used over and over. Writing supplies with Kiryong on them would also be nice goods that students could use in their daily routines.

 As you can see, character branding is not a simple temporary trend but a big field with a high growth potential. The reason for a character’s popularity is not just that it is lovely and cute, but also that it approaches us with a direct image, so it can stimulate consumers’ senses. Furthermore, it acts as a great advantage in that it can evoke consumers’ emotions and form a close connection. When we go around the school, students with Kiryong doll key rings are seen here and there, so it makes me feel connected to them. I think that character branding using Kiryong may create a new 

connection among the Kyonggi University students.

80th Reporter • CHOI JUN HONG • chloi0058@naver.com