Introduction
The article examines how character content created around K-Pop idols shapes fandom, branding, and the broader K-content ecosystem. It argues that idol characterization extends beyond music into fashion, beauty, tourism, and the broader character industries, with BT21 (BTS) and NewJeans’ rabbit characters as prominent examples. These characters appear across multiple platforms and media, broadening fan engagement. Revenue from character goods is positioned not merely as short-term profit but as a vehicle to convey the artist’s musical worldview and concept. Idol characters help present the artist’s image clearly to the public and can raise the character’s prominence. Webtoons, animations, and games featuring idol characters expand fan communities and strengthen brand loyalty, while cross-platform presence boosts profitability and audience engagement. The study highlights how character-based marketing strengthens fandom and brand loyalty, and serves as a strategic lever to leverage digital platforms for long-term profitability and global reach, thereby reinforcing K-Pop’s position in global entertainment. Keywords covered include Character Industry Market, K-Pop, Media Content, Character Design, Visual Communication, and K-Contents.
Key data points cited in the Introduction establish the economic and cultural context for character content in K-Pop: the rise of K-Pop within the broader Korean Wave, the global reach of idols as influencers, and the strategic diversification into character branding as a major growth engine for K-content firms.
Page references and structural context: the article is published in the International Journal of Internet, Broadcasting and Communication (Vol.16 No.4, 2024) and uses company sales data and public databases to assess the impact of character marketing on sales across the K-Pop idol ecosystem.
BTS Character Design
The article distinguishes between invented and real-character concepts in the idol character space. Invented characters are fictional creations, while real characters involve publicity rights of actual people. A prime example is BTS: the invented character BT21 versus the real character Titan. BTS members themselves participated directly in BT21’s character sketches, storytelling settings, and product planning, which contrasts with avatars that simply imitate the artist’s appearance. BT21 employs a simplified design with basic shapes and lines that convey cuteness, and uses an indicator symbol that creates an existential connection through a causal relationship with the represented object. Although BT21 is connected to BTS, it remains fiction and can be enjoyed independently of prior knowledge of the artists, broadening its appeal beyond existing fans. This approach has helped BT21 attract both the BTS fandom (ARMY) and Line Friends customers.
Market indicators illustrate BT21’s commercial traction: the BT21 Harajuku store in Japan attracted about 15,000 visitors in March 2019 and reported a 215% year‑over‑year sales increase. The Line Friends LA Hollywood Store, centered on BT21, drew over 18,000 visitors in the same period. As of 2024, BT21’s YouTube channel had 5,290,000 subscribers, and the estimated net worth of the BT21 property ranged from 194{,}000$ to 1{,}160{,}000(USD),reflectingsubstantialonlinepresenceandmonetizationpotential.Thiscasedemonstrateshowartistparticipationincharacterdevelopmentcanyieldenduringbrandvalueanddiversifiedrevenuestreams.Figurereferencesaccompanythesepoints,suchasFigure2:BT21ConceptArt.</p><p>FandomCulture<br>Anotablecasein2022isNewJeans’marketingapproach,whichusedfiverabbitcharacterstorepresenttheidentitiesofthefivegroupmembers.Importantly,thesecharacterswerepromotedwithoutusingtheartists’realimages.Therabbitcharactersappearedacrossmultiplemediaforms,includingalbumcovers,animations,signageforpop−upstores,merchandise,andlogos.BeginningwiththedebutalbumNewJeans,thecharacterswereconsistentlyusedinsubsequentreleasessuchasthesingleOMG,thepre−releaseDitto,thecollaborationsingleZero,andtheNJWMXremixalbum,withonlyminorstylisticchangesincolorandtexture.</p><p>TheOMGalbumachievedinitialsalesof7.01{,}000{,}000copiesandgeneratedabout13{,}000{,}000{,}000KRWinrevenue,illustratingthepowerofcohesivebrandingtodriveconsumerloyaltyandengagement.Thefandomname,“Bunnies,”reinforcesfanidentityandtiesfanstothecharacterbranding.Morebroadly,theuseofidolcharactersinmerchandiseandbrandinghelpsfansrecognizeeachotheroffline,suchthatwearingacharacterdollorkeyringsignalssharedsupportforasinger.ThediscussioninvokesSocialIdentityTheory(HenriTajfelandJohnTurner),explaininghowfansderiveself−esteemandbelongingbyidentifyingwithagroupthatprovidespositivereinforcement.Theauthorsemphasizethatthe“culturalcommunity”offandomextendsbeyondphysicalproximity,shapingsocialidentitiesandonline/offlineinteractions.Charactergoodsthusfunctionassocialsignalsthatfacilitatefaninteraction,strengthensolidarity,anddeepenfanengagementwiththeidol.</p><p>ExpandThroughCollaborationwithOtherIndustries<br>Thearticlehighlightscross‑industrycollaborationsasakeygrowthstrategyforidolcharacters.AnexampleisNCTCCOMAZ,SMEntertainment’sNCTunit,whichlaunchedagrocerystorethemedpop−upinApril2023tosellmerchandiseandpromotetheartists.Thisinitiativedemonstrateshowthemedretailspacescancreatedistinctiveconsumerexperiences,directlyengagingfansinphysicalenvironmentsandstrengtheningbrandloyalty.ThecollaborationwithSanrioexemplifieshowestablishedcharacterbrandscanbeleveragedtobroadenmarketpresenceanddiversifyproductofferings.Anillustrativeproductlineincludeslimited−editionNCTXSanriophotoframesmarketedbyPhotoSignature,adomesticfour−cutphotobrand,whichallowedfanstocapturemomentswithbothNCTandSanriocharacters.Inapparel,Spaoreleasedalimited−editionNCTXSanriopajamalineconsistingof22items,eachrepresentingamember’sindividualityandaccompaniedbyartistphotocards.Thesecross‑industrycollaborationsdemonstratediversifiedrevenuestreamsandenhancedbrandidentityforK−popgroups,andtheyprovidefertilegroundforresearchontheperformanceofcharacterbrandingacrosssectors.</p><p>LeverageaVarietyofMediaPlatforms<br>Characterscanembodyrealartists’traitswhileextendingtheirpresenceintospaceswhereartistscannotalwaysappear.ThearticlecitesasnowARfilteremoticonfeaturingBT21charactersandthemobilegamePuzzleStarBT21,whichachieved1{,}000{,}000downloadsworldwidewithintwodaysoflaunch,exemplifyingrapiddigitalengagement.Long‑termmediacontentincludesthewebtoonseriesDARKMOON,featuringENHYPENfromHiveLabel’sBeliftLab.OnNaverWebtoon,therearethreeseries:DARKMOON:TheAltaroftheMoon,DARKMOON:GrayCity,andChildrenofBamfieldbyDARKMOON.ThesewebtoonsareanchoredinENHYPEN’smusicalworldviewandhavebeenserializedinaboutninecountries,attractinganewwebtoonfandomdistinctfromtheexistingartistfandomandreaching100,000,000cumulativepageviews.ArelatedpromotionalachievementisthecollaborationbetweenLotteWorldandENHYPEN’sDARKMOONseries,the“DarkMoonCastle”event,heldfromSeptember1toNovember19,2023,whichledtomorethana1774{,}000{,}000;BlackpinkYouTubesubscribers93{,}000{,}000;BT21YouTubesubscribers5{,}290{,}000;HYBEassets5.523 imes 10^{12}KRW;HYBE2023sales2.1781 imes 10^{12}KRW;HYBEoperatingprofit2.958 imes 10^{11} KRW; CJ E&M sales 4.3683 imes 10^{12} KRW; CJ E&M operating losses -1.46 imes 10^{10}KRW.TheNewJeansOMGsalesfigureis7.01 imes 10^{6}copieswithrevenue1.3 imes 10^{10}KRW,andtheDARKMOONwebtoonseriesachieved100{,}000{,}000cumulativepageviewsacrossninecountries.Thesequantitativereferencesanchorthequalitativeanalysisofcharactermarketing’simpactacrossplatformsandindustries.</p><p></p><p>요약본!</p><p>ThearticleexploreshowK−Popidolcharactercontent,exemplifiedbyBT21(BTS)andNewJeans’rabbitcharacters,shapesfandom,branding,andtheK−contentecosystem.Thesecharactersextendartists′influencebeyondmusicintofashion,beauty,tourism,andotherindustries,generatingrevenueandcommunicatingtheartist’sworldview.</p><h5id="0e9fb036−d687−4432−a6a0−d9b9e55a6f62"data−toc−id="0e9fb036−d687−4432−a6a0−d9b9e55a6f62"collapsed="false"seolevelmigrated="true">BTSCharacterDesign</h5><p>BTSdistinguishesbetweeninventedcharacters(e.g.,BT21)andrealcharacters(e.g.,Titan).BTSmembersactivelyparticipatedinBT21’sdesign,creatingasimplified,cutestylewithindependentappealthatattractsbothARMYandLineFriendscustomers.BT21’scommercialsuccessisevidentthroughhighstorevisitornumbers(e.g.,Harajuku:15{,}000inMarch2019,LA:18{,}000),aYouTubechannelwith5{,}290{,}000subscribers,andestimatednetworthbetween194{,}000and1{,}160{,}000(USD).</p><h5id="b89adbd4−23fc−42c5−bbad−17feaea139d9"data−toc−id="b89adbd4−23fc−42c5−bbad−17feaea139d9"collapsed="false"seolevelmigrated="true">FandomCulture</h5><p>NewJeansusedfiverabbitcharacterstorepresentitsmembers,promotingthemwithoutrealartistimagesacrossalbumcovers,animations,andmerchandise.Thisbrandingdrovesignificantsales,withtheOMGalbumachieving7.01{,}000{,}000copiesandgeneratingabout13{,}000{,}000{,}000KRW.Thefandomname“Bunnies”reinforcesidentity,andcharactermerchandisefunctionsassocialsignals,strengtheningfansolidarityandengagement,consistentwithSocialIdentityTheory.</p><h5id="7b1220c0−1e6a−4015−b022−622a14c854a6"data−toc−id="7b1220c0−1e6a−4015−b022−622a14c854a6"collapsed="false"seolevelmigrated="true">ExpandThroughCollaborationwithOtherIndustries</h5><p>Cross−industrycollaborationsarecrucialforgrowth.ExamplesincludeNCTCCOMAZ’sgrocerystorepop−upandNCTXSanriopartnerships(e.g.,PhotoSignatureframes,Spaopajamalinewith22items).Theseinitiativescreateuniqueconsumerexperiences,diversifyrevenuestreams,andenhancebrandidentity.</p><h5id="1e024edb−a4f1−48e4−8d9f−21216598e5c1"data−toc−id="1e024edb−a4f1−48e4−8d9f−21216598e5c1"collapsed="false"seolevelmigrated="true">LeverageaVarietyofMediaPlatforms</h5><p>Idolcharactersextendartists′presencedigitallyandintolong−formcontent.ExamplesincludeBT21snowARfiltersandthemobilegamePuzzleStarBT21,whichachieved1{,}000{,}000downloadsintwodays.WebtoonserieslikeDARKMOON(featuringENHYPEN)havegained100{,}000{,}000cumulativepageviewsacrossninecountries.AcollaborationbetweenLotteWorldandENHYPEN’sDARKMOONseriesledtoovera1774{,}000{,}000;BlackpinkYouTubesubscribers93{,}000{,}000;BT21YouTubesubscribers5{,}290{,}000;HYBE2023sales2.1781 imes 10^{12}KRW;HYBEoperatingprofit2.958 imes 10^{11}KRW;andDARKMOONwebtoonseriesachieved100{,}000{,}000cumulativepageviews.Thearticleusesdiverseacademicandindustrysources.</p><p>ThearticleexploreshowK−Popidolcharactercontent,exemplifiedbyBT21(BTS)andNewJeans’rabbitcharacters,shapesfandom,branding,andtheK−contentecosystem.Thesecharactersextendartists′influencebeyondmusicintofashion,beauty,tourism,andotherindustries,generatingrevenueandcommunicatingtheartist’sworldview.</p><h5id="014abcdd−15a4−47a5−9616−cfdbb1361ee6"data−toc−id="014abcdd−15a4−47a5−9616−cfdbb1361ee6"collapsed="false"seolevelmigrated="true">BTSCharacterDesign</h5><p>BTSdistinguishesbetweeninventedcharacters(e.g.,BT21)andrealcharacters(e.g.,Titan).BTSmembersactivelyparticipatedinBT21’sdesign,creatingasimplified,cutestylewithindependentappealthatattractsbothARMYandLineFriendscustomers.BT21’scommercialsuccessisevidentthroughhighstorevisitornumbers(e.g.,Harajuku:15{,}000inMarch2019,LA:18{,}000),aYouTubechannelwith5{,}290{,}000subscribers,andestimatednetworthbetween194{,}000and1{,}160{,}000(USD).</p><h5id="5d79d71e−673e−48ea−ab76−0b1c63bf32c5"data−toc−id="5d79d71e−673e−48ea−ab76−0b1c63bf32c5"collapsed="false"seolevelmigrated="true">FandomCulture</h5><p>NewJeansusedfiverabbitcharacterstorepresentitsmembers,promotingthemwithoutrealartistimagesacrossalbumcovers,animations,andmerchandise.Thisbrandingdrovesignificantsales,withtheOMGalbumachieving7.01{,}000{,}000copiesandgeneratingabout13{,}000{,}000{,}000KRW.Thefandomname“Bunnies”reinforcesidentity,andcharactermerchandisefunctionsassocialsignals,strengtheningfansolidarityandengagement,consistentwithSocialIdentityTheory.</p><h5id="de47fc2b−582d−4695−bbfa−99e352e83da2"data−toc−id="de47fc2b−582d−4695−bbfa−99e352e83da2"collapsed="false"seolevelmigrated="true">ExpandThroughCollaborationwithOtherIndustries</h5><p>Cross−industrycollaborationsarecrucialforgrowth.ExamplesincludeNCTCCOMAZ’sgrocerystorepop−upandNCTXSanriopartnerships(e.g.,PhotoSignatureframes,Spaopajamalinewith22items).Theseinitiativescreateuniqueconsumerexperiences,diversifyrevenuestreams,andenhancebrandidentity.</p><h5id="a3ace2b6−03db−4bf5−84a2−9c5d7f6dab83"data−toc−id="a3ace2b6−03db−4bf5−84a2−9c5d7f6dab83"collapsed="false"seolevelmigrated="true">LeverageaVarietyofMediaPlatforms</h5><p>Idolcharactersextendartists′presencedigitallyandintolong−formcontent.ExamplesincludeBT21snowARfiltersandthemobilegamePuzzleStarBT21,whichachieved1{,}000{,}000downloadsintwodays.WebtoonserieslikeDARKMOON(featuringENHYPEN)havegained100{,}000{,}000cumulativepageviewsacrossninecountries.AcollaborationbetweenLotteWorldandENHYPEN’sDARKMOONseriesledtoovera1774{,}000{,}000;BlackpinkYouTubesubscribers93{,}000{,}000;BT21YouTubesubscribers5{,}290{,}000;HYBE2023sales2.1781 imes 10^{12}KRW;HYBEoperatingprofit2.958 imes 10^{11}KRW;andDARKMOONwebtoonseriesachieved100{,}000{,}000$$ cumulative page views. The article uses diverse academic and industry sources.