South Korea’s retail industry is embracing character-based IP marketing as consumers crave comfort and nostalgia in uncertain times. From Lotte’s “Bellygom” to GS25’s viral ramen collaborations, brands are finding success through emotion-driven campaigns that blend storytelling, familiarity, and fun — redefining how Koreans connect with products.

Pikachu and Snorlax have been appointed Japan’s official “sleep support ambassadors,” a clever fusion of public health and entertainment IP that offers valuable lessons for marketers.

Hey, fellow wanderers! Traveling is amazing, but your skin often pays the price. Dry airplane air, changing climates, and jet lag can wreak havoc. Don’t worry—I’ve got tried-and-true tips to keep your skin happy and glowing wherever your adventures take you.