2019 – 2020 设计趋势 · IP形象篇
在本文中，我们将分享ISUX设计趋势报告的第二部分，关于对IP行业的见解。因为在产品或服务的应用中可以提供亲切而积极的形象，IP角色通常被用作营销工具。而随着童心成年人数量的增加，IP角色市场最近不断地扩大。虽然IP角色在过去被视作小孩的事物，但现在作为一种与消费相关的产品文化，更多集中在20到30岁。人们渴望买到由IP角色设计出来的限量版。
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.
本次研究将首先分享IP市场的总体流程，并介绍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.
每个国家都有各自的文化与情感，他们流行的IP角色也会不同。但当我们浏览这些角色时，我们发现好的角色在世界都受欢迎。 动画、漫画和游戏中这种传统上的IP角色已深受喜爱，如今， 被许多人在通信APP中使用的表情贴纸也备受青睐。 这些在线创造的角色，不仅仅停留于线上，还被应用在各种各样的产品中，与传统的IP角色在线下市场展开竞争。
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产业规模
根据韩国创意内容机构的数据，2018年全球IP市场增长约1806亿美元，比2009年（1510亿美元）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产业的特点
我们发现IP市场有4个特征。第一，独特的故事讲述；第二，比起简单的消费品，跨界更容易，也更受喜爱。因此对于多元文化的敏感度十分重要。第三，商业授权也很重要，因为它占总销售额的50%，第四，有很多把原始内容转换和扩展为各种形式的“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.
诞生于漫画书、电视和游戏中的传统IP角色流行了很长一段时间，随着Kakao和LINE等通信APP的增加，帮助表达用户情感的表情贴纸也变得越来越流行。此外，随着IP产业的发展，很多公司创造了许多品牌都希望与之合作的，以艺术家为基础的具有独特故事的IP品牌，中国的Molly，韩国的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. 创意故事
如果你看一下流行IP的特征，就会发现他们有一个独特而易记的故事，这个故事和我们的日常生活并没有什么不同，可以很容易引起共鸣。Niniz和BT2这两个新近设计的IP形象就有一个很有趣的背景故事。
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. 诙谐有趣
随着角色们被用作表情贴纸，可以传达各种情感的充满诙谐的IP角色正变得越来越流行。比起简单地可爱，蠢萌而独特更受欢迎。
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. 简约的形状
简单和可爱形状的IP角色有着很高的人气。一个看起来很简单的角色，不但外形可爱漂亮，还可以将它的基本形状运用到各式各样的产品中。
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. 高质量的3D形状和纹理
随着3D技术的发展，具有生动纹理的3D角色也深受喜爱。即使对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.
中国 China
1）各种动物角色备受欢迎。 2）来自其他国家的角色也有很高的人气。
1) Various animal characters are popular. 2) Characters from other countries are also popular in China.
韩国 Korea
1）在通信APP中的表情贴纸很受欢迎。 2）比起单个品牌形象，家族型更为流行。
1) Characters from online stickers in messenger apps are popular. 2) There are many characters family brands rather than an individual character brands.
美国 USA
1）动画中的角色颇受欢迎。 2）虽然样子有点粗糙，但在网络图梗中是有趣的存在。
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）大多具有独特的手绘风格。 2）多数来自游戏和动画。 3）被应用在各种各样的领域中，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.
最近很多角色都通过合作其他行业来扩展业务。有时尚品牌、人气艺术家或具有最先进技术的产品，这些合作往往能扩展角色的品牌形象。从公司或品牌的角度来看，通过角色可以传达友好而积极的形象。我们总结了几个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)
韩国街头品牌Covernat和Kakao Friends最受欢迎角色之一Ryan的合作。角色合作很容易变得激萌而可爱，但由于他们只使用了没有表情的Ryan，与Covernat独特的街头品牌形象也很吻合。
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曾经将他们灵活的logo应用在各式短语或品牌名称中。这次联名，他们把标志性的logo与BT21的角色，品牌名称还有缺乏萌性、略显笨拙的logo相融合，很好地协调了ASSC独特的品牌风格。
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
这是Nike在2019年Airmax day与Super Fiction的一次联名。用户可以创建角色彩票并使用散列的标签将其上传到Instagram上。Super fiction的角色特征在Nike上得到很好的应用，使用SNS的活动吸引了相当多的年轻消费者。
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
时尚品牌Uniqlo推出了由潮流艺术家KAWS 与儿童电视节目SESAME STREET 合作的KAWS X SESAME STREET UT系列。UT (优衣库T-Shirt)是一款独特的T恤，它选择和应用了许多潮流文化概念，如音乐、艺术、电影和动画等。
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和图案而闻名的街头时尚品牌Bape，和史努比合作庆祝它的20周年。 Bape将其独特的迷彩图案与史努比角色一起应用于各种各样的产品中。
Etude House X Disney
韩国领先的化妆品品牌Etude House与迪士尼可爱的猪角色Piglet合作庆祝2019金猪年。“Happy with Piglet Collection”是提供可爱包装和各种各样产品的限量版，可以打造带来新年好运的可爱妆容。
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
随着K-beauty市场的发展，VT Cosmetics将BT21和BTS作为其品牌的主要模型。他们在包装设计中使用BT21 的形象，还在最近开了一家快闪店。
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)
时尚杂志Esquire将Ryan描述为一个真实的自我，并让它成为他们的封面模特。3D Ryan与真实背景相结合的设计，使角色看起来更真实。
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
这是Super Fiction和全球时尚品牌Maison Kitsune的合作项目。他们设计了一个玩具形象，以此反映Maison Kitsun的狐狸特征。这只具有狐狸形象的大雕塑正在韩国第一家Maison Kitsune的商店门前展出。
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与代表瑞士现代主义的字体Helvetic有过一次独特的合作。因为是非物化字体与角色品牌的第一次，这次合作受到了设计界的关注，同时也给消费者带来新鲜感。
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与书法艺术家Kelly Park合作东京商店的开业。Kakao Friends经营的’Studio Kakao Friends’与来自世界各地且在不同领域的创作者合作。第一个合作者就是韩国的书法艺术家Kelly Park，Apeach粉红可爱的角色特征与Kelly Park强劲时尚的书法结合在一起，创造出独特而时尚的产品。
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
日本露营品牌Snowpeak与LINE Friends的一次联名。Snowpeak以其在野营装备行业的精细技艺而闻名，同时也以优秀的设计质量和热爱自然的精神而著称。它尝试将LINE Friends热情友好的的品牌基调运用到产品中，这种运用是出色的。
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与法国文具品牌Rhodia的合作，Rhodia是一个深受艺术家与设计师喜爱的品牌。LINE Friends可爱的角色形象被很好地应用在Rhodia充满奢华与艺术感的品牌形象当中。
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 江南旗舰店在三楼开设了第二家咖啡馆与四重奏面包店，并发布了两者合作的菜单与商品。除咖啡的所有包装之外， Kakao Friends的角色也被应用于面包之中，给四重奏品牌带来趣味性与机智性。
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
腾讯ISUX设计的新角色PUPU与中国流行的奶茶品牌奈雪的合作，它们在企鹅奇幻之旅的展览中被一同推出，并且正在中国深圳的奈雪店出售。
Bang & Olufsen X Brown (LINE Friends)
Brown与Bang＆Olufsen的合作项目，Bang＆Olufsen是丹麦一家生产昂贵音频设备的公司。 Brown的象征颜色和面部被限制性地用在最小设计中，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展开合作。这个版本使用了Brown的故事，它遇到小米后获得超级力量并成为“超级Brown”。小米和LINE Friends将继续会有更多的合作方式。
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梦/小黄人 X Clova Friends
Clova Friends是由LINE Friends的母公司Naver制作的AI扬声器品牌。他们用Brown和Sally两个Line Friends 的角色设计了一款可爱而友好的人工智能音箱。很多AI扬声器都倾向使用可爱的角色，因为这些角色可以让人们对设备感觉更友好，并且有情感上的接触。最近，他们与哆啦A梦和小黄人合作设计了一些特别版，这些版本都很受欢迎。
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提供服务的，热门PC游戏Battle Ground的合作。 Kakao Friends设计了一个在游戏中穿得像角色的Ryan玩偶，是Battle Ground游戏迷们喜欢的少数项目。
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 皇室战争 (Clash Royale Friends)
Supercell公司制作的著名游戏《皇室战争》与Kakao Friends一起做了一款小游戏，在这款游戏里，皇室战争和Kakao Friends的角色被重新设计。
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的手游正在陆续发布。 Sundaytoz已经发布了一款名为《Disney Pop》的移动休闲益智游戏。
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.
随着各种各样的角色被创建，角色业务的竞争越来越激烈，因此有很多使角色与其他品牌区分开来的尝试。我们总结了最为突出的品牌角色案例，并罗列了角色相关业务的特征。
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.
最近有很多角色被设计成与明星相似，或者是由偶像明星参与提出概念再开发新角色的案例。明星的粉丝会自然而然成为这些角色的粉丝，角色品牌会很容易受到欢迎。在品牌策略中使用明星，给予角色故事也可以帮助品牌变得更加有趣。最近，由世界知名偶像组合防弹少年团和LINE Friends合作而诞生的角色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根据BTS成员所画的草图创建了一个角色品牌，并利用BTS的全球粉丝来提升这几个角色的人气。一年多来，BTS成员参与了从角色的初始草图、整体设计到角色个性和背景故事的所有过程。随着这些过程在制作电影里曝光，尽管还没有发布，BT21就收到了国内外粉丝的爆炸性响应。截至2019年1月，BT21在SNS的粉丝数量已达到1600万。匡威和 Antisocial Social Clubs等时尚品牌与BT21合作的产品在发布1-2小时后便全部售罄。
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与中国新一代偶像王源共同创造。王源与LINE Friends一起参与了角色的开发并首次在中国推出。 Roy6的主题曲《Will you》大受欢迎，一经推出便在中国主要音乐排行榜上名列第一。
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
这是LINE Friends用人气综艺节目《Running Man》制作的3D动画，每个角色都是根据节目中的真人明星而设计。基于节目的高人气，动画在全世界也广受欢迎。另外，他们还用这个3D动画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是由韩国著名造星公司YG娱乐创造的角色。以明星歌手为概念，你可以很轻易地在与YG相关的音乐视频、活动或广告中看到它。用于推广YG明星的各种Krunk商品和人物也很受欢迎。
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.
人气角色往往也受到全球的喜爱，因此很多角色品牌尝试通过开设线下商店或在海外举办活动来宣传自己的角色。我们研究了几个最近在品牌角色全球化方面做得比较成功的案例。
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在东京的表参道开设了一家以Apeach为主题的角色品牌店。在日本发布，为适应日本独特情感而改进的的Apeach角色与原始角色并不一样。在Apeach主题店，人们可以通过各种甜点和大型雕塑来体验角色品牌。基于其在日本的知名度，Apeach还被选为东京旅游公司的主角。
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最近在上海开了一家快闪店，这是他们在中国业务的开始。这家快闪店的概念是“第一次中国之旅”，他们在周围放了一个巨型角色形象供人们拍照。中国是有巨大商业潜力的国家之一，因此Kakao Friends也期待在中国市场会有所成就。
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去年在泰国开了一个名为“LINE Village”的小型主题公园。当人们参观这个世界上的第一个室内景点时，可以看到实际尺寸的角色和在23个不同主题的房间里享受。 LINE Friends商店不仅是一个销售商品的地方，也是可以让人们享受乐趣并拥有全新体验。今年他们也准备在上海开设另一个主题公园。
早期流行的角色以重复图像持续了一段时间后会使人感到审美疲劳。一些品牌角色尝试通过改变风格或者与其他品牌合作来带给大众新鲜感。也开发了一个使角色故事得到延展的新版角色，从而让品牌焕然一新。
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设计了一个婴儿版的角色家族“Kakao Little Friends” ，它们与原始角色并没有太大区别，形象却更柔和而温暖。此版本被应用于Kakao Friends的各种产品，尤其是与儿童相关的产品。
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
为BT21新设计的各种人物，传达了BT21亲朋好友的设计理念。这些不同的角色版本也受到BTS粉丝的喜爱。
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.
通过收集角色形象，消费者可以以最完整的形式拥有自己喜欢的角色。随着童心成年人数量的增加，制作精良的角色形象也正在迅速增长。人们喜欢收集许多特别的版本。跟随这一趋势，角色品牌们将其角色塑造成玩具形象，让人们通过拥有它来对其有更多的感情。
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公司设计和生产的可收藏玩具。通过与著名品牌还有艺术家的合作，他们设计了各种不同版本的熊，这些熊的形状有着鲜明的特色，长期以来深受收藏家的喜爱。
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是香港设计师Kenny Wang创作的角色，通过与各种品牌的合作，Molly被制作成玩具人物。这个脾气暴躁、外表可爱的女孩在世界各地有很多粉丝，他们对她的限量版充满狂热。
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为他们的角色制作了很多高品质的形象，还设计了大尺寸的雕塑作为艺术品。
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是最近在中国大陆和香港都很流行的，由韩国小型工作室设计的角色品牌。他们与韩国的一个电子支付系统Lpay合作，该系统利用Avofriends来进行推广宣传。
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.
角色线下展可以使人们更深入地了解角色品牌。由于人们喜欢在有趣的地方拍照并分享到SNS，很多角色品牌都倾向于用开展览的方式来宣传角色，并让人们与喜欢的角色合影。
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
街头品牌Bape在东京开了一个大型合作展览庆祝25周年。由10位艺术家定制的角色baby Milo和与各种品牌合作的产品被放在展览里一同推出。
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 展览
全球角色品牌LINE Friends在上海的东方明珠塔推出了一个名为“I am Sally”的展览。这是LINE Friends的首次单独角色展览，它在Sally生日当天开幕，周末有超过6万名当地粉丝和游客参观。展览放置的4.6米高的大型Sally尤为特别地吸引了人们的注意，里面还设计了各式各样Sally主题的展览摊位和快闪店。
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 艺术展
Momo Planet用其新设计的图形海报在中国开了一个艺术展，传达与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.
众所周知，许多角色都通过与其他品牌合作来扩展业务。但近年来，拥有自己IP的公司已经开始在原有领域开展不同的业务，尤其是餐饮业。
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为主要模型的独特零食品牌’Sunday cheezzzball’。从Ryan喜欢奶酪球的背景故事开始，Kakao Friends将Sunday cheezzzball的销售网扩展到线下。以“给日常忙碌而孤独的人们提供治愈式零食”为概念，他们还设计了一个快闪店。
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，基于奶酪球的主题，Kakao Friends正准备在首尔南山塔开设第一个VR冒险乐园。人们可以享受VR的吸引力，同时也可以享用各种与Sunday Cheezzzball相关的食品，饮料和商品。
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在香港国际机场开了第一家Brown and Friends主题餐厅BITE＆BITE with LINE Friends。这个基于LINE Friends的餐饮品牌旨在通过LINE Friends的角色提供最佳口味和愉快体验。 LINE Friends一直在推出各种流行饮料和零食产品，并通过在韩国和中国经营“BROUND”等咖啡馆继续扩大其餐饮业务。
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)
韩国网络漫画平台Naver Webtoon，用人气漫画《Yumi’s cell》的部分故事做了一款Babi 小吃，这是一款出现在webtoon上的产品，它尝试在口味上与有着30多年历史的传统炒年糕保持一致。《Yumi’s cells》在故事中用描述炒年糕哲学和绝佳美味的方式来吸引读者，目前，这款炒年糕正在网上商店出售，为了Yumi’s cells的粉丝， Babi餐车已在全国各地巡游了6个月。
Naver Webtoon has made ‘Babi Snack’ which was part of the story in the popular webtoon ‘Yumi’s cell’. ‘Babi Snack’ is a product that tried to make the same taste with the 30-year-old traditional tteokbokki that appears in the webtoon. Yumi’s cells attracted readers with their philosophy of tteokbokki and its excellent taste description in the story. Currently, they are selling this tteokbokki in the online store and Barbie food trucks have traveled throughout the country for six months for their fans.
现在角色已不再是出现在儿童电影或动画中的事物，高品质的角色甚至被当作是一门艺术，许多有童心和有购买力的成年人对此展现出非一般的狂热。
Now the character is no longer a thing that appears in children’s movies or animation. There are high-quality characters that can be treated even as an art, and many Kidults with purchasing power are enthusiastic about it.
3D和VR技术的发展使角色能够以更高质量的方式展示，同时也越来越生动越来越逼真。我们期待IP产业的快速发展与变化。
The 3D technology or VR allows the characters to be expressed in a high quality, and it is possible to show the characters more vivid and realistic. We are looking forward to the growth of the character industry which is rapidly developing and changing.
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在本文中，我们将分享ISUX设计趋势报告的第二部分，关于对IP行业的见解。因为在产品或服务的应用中可以提供亲切而积极的形象，IP角色通常被用作营销工具。而随着童心成年人数量的增加，IP角色市场最近不断地扩大。虽然IP角色在过去被视作小孩的事物，但现在作为一种与消费相关的产品文化，更多集中在20到30岁。人们渴望买到由IP角色设计出来的限量版。
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.
本次研究将首先分享IP市场的总体流程，并介绍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.
每个国家都有各自的文化与情感，他们流行的IP角色也会不同。但当我们浏览这些角色时，我们发现好的角色在世界都受欢迎。 动画、漫画和游戏中这种传统上的IP角色已深受喜爱，如今， 被许多人在通信APP中使用的表情贴纸也备受青睐。 这些在线创造的角色，不仅仅停留于线上，还被应用在各种各样的产品中，与传统的IP角色在线下市场展开竞争。
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产业规模
根据韩国创意内容机构的数据，2018年全球IP市场增长约1806亿美元，比2009年（1510亿美元）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产业的特点
我们发现IP市场有4个特征。第一，独特的故事讲述；第二，比起简单的消费品，跨界更容易，也更受喜爱。因此对于多元文化的敏感度十分重要。第三，商业授权也很重要，因为它占总销售额的50%，第四，有很多把原始内容转换和扩展为各种形式的“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.
诞生于漫画书、电视和游戏中的传统IP角色流行了很长一段时间，随着Kakao和LINE等通信APP的增加，帮助表达用户情感的表情贴纸也变得越来越流行。此外，随着IP产业的发展，很多公司创造了许多品牌都希望与之合作的，以艺术家为基础的具有独特故事的IP品牌，中国的Molly，韩国的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. 创意故事
如果你看一下流行IP的特征，就会发现他们有一个独特而易记的故事，这个故事和我们的日常生活并没有什么不同，可以很容易引起共鸣。Niniz和BT2这两个新近设计的IP形象就有一个很有趣的背景故事。
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. 诙谐有趣
随着角色们被用作表情贴纸，可以传达各种情感的充满诙谐的IP角色正变得越来越流行。比起简单地可爱，蠢萌而独特更受欢迎。
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. 简约的形状
简单和可爱形状的IP角色有着很高的人气。一个看起来很简单的角色，不但外形可爱漂亮，还可以将它的基本形状运用到各式各样的产品中。
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. 高质量的3D形状和纹理
随着3D技术的发展，具有生动纹理的3D角色也深受喜爱。即使对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.
中国 China
1）各种动物角色备受欢迎。 2）来自其他国家的角色也有很高的人气。
1) Various animal characters are popular. 2) Characters from other countries are also popular in China.
韩国 Korea
1）在通信APP中的表情贴纸很受欢迎。 2）比起单个品牌形象，家族型更为流行。
1) Characters from online stickers in messenger apps are popular. 2) There are many characters family brands rather than an individual character brands.
美国 USA
1）动画中的角色颇受欢迎。 2）虽然样子有点粗糙，但在网络图梗中是有趣的存在。
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）大多具有独特的手绘风格。 2）多数来自游戏和动画。 3）被应用在各种各样的领域中，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.
最近很多角色都通过合作其他行业来扩展业务。有时尚品牌、人气艺术家或具有最先进技术的产品，这些合作往往能扩展角色的品牌形象。从公司或品牌的角度来看，通过角色可以传达友好而积极的形象。我们总结了几个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)
韩国街头品牌Covernat和Kakao Friends最受欢迎角色之一Ryan的合作。角色合作很容易变得激萌而可爱，但由于他们只使用了没有表情的Ryan，与Covernat独特的街头品牌形象也很吻合。
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曾经将他们灵活的logo应用在各式短语或品牌名称中。这次联名，他们把标志性的logo与BT21的角色，品牌名称还有缺乏萌性、略显笨拙的logo相融合，很好地协调了ASSC独特的品牌风格。
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
这是Nike在2019年Airmax day与Super Fiction的一次联名。用户可以创建角色彩票并使用散列的标签将其上传到Instagram上。Super fiction的角色特征在Nike上得到很好的应用，使用SNS的活动吸引了相当多的年轻消费者。
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
时尚品牌Uniqlo推出了由潮流艺术家KAWS 与儿童电视节目SESAME STREET 合作的KAWS X SESAME STREET UT系列。UT (优衣库T-Shirt)是一款独特的T恤，它选择和应用了许多潮流文化概念，如音乐、艺术、电影和动画等。
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和图案而闻名的街头时尚品牌Bape，和史努比合作庆祝它的20周年。 Bape将其独特的迷彩图案与史努比角色一起应用于各种各样的产品中。
Etude House X Disney
韩国领先的化妆品品牌Etude House与迪士尼可爱的猪角色Piglet合作庆祝2019金猪年。“Happy with Piglet Collection”是提供可爱包装和各种各样产品的限量版，可以打造带来新年好运的可爱妆容。
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
随着K-beauty市场的发展，VT Cosmetics将BT21和BTS作为其品牌的主要模型。他们在包装设计中使用BT21 的形象，还在最近开了一家快闪店。
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)
时尚杂志Esquire将Ryan描述为一个真实的自我，并让它成为他们的封面模特。3D Ryan与真实背景相结合的设计，使角色看起来更真实。
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
这是Super Fiction和全球时尚品牌Maison Kitsune的合作项目。他们设计了一个玩具形象，以此反映Maison Kitsun的狐狸特征。这只具有狐狸形象的大雕塑正在韩国第一家Maison Kitsune的商店门前展出。
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与代表瑞士现代主义的字体Helvetic有过一次独特的合作。因为是非物化字体与角色品牌的第一次，这次合作受到了设计界的关注，同时也给消费者带来新鲜感。
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与书法艺术家Kelly Park合作东京商店的开业。Kakao Friends经营的’Studio Kakao Friends’与来自世界各地且在不同领域的创作者合作。第一个合作者就是韩国的书法艺术家Kelly Park，Apeach粉红可爱的角色特征与Kelly Park强劲时尚的书法结合在一起，创造出独特而时尚的产品。
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
日本露营品牌Snowpeak与LINE Friends的一次联名。Snowpeak以其在野营装备行业的精细技艺而闻名，同时也以优秀的设计质量和热爱自然的精神而著称。它尝试将LINE Friends热情友好的的品牌基调运用到产品中，这种运用是出色的。
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与法国文具品牌Rhodia的合作，Rhodia是一个深受艺术家与设计师喜爱的品牌。LINE Friends可爱的角色形象被很好地应用在Rhodia充满奢华与艺术感的品牌形象当中。
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 江南旗舰店在三楼开设了第二家咖啡馆与四重奏面包店，并发布了两者合作的菜单与商品。除咖啡的所有包装之外， Kakao Friends的角色也被应用于面包之中，给四重奏品牌带来趣味性与机智性。
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
腾讯ISUX设计的新角色PUPU与中国流行的奶茶品牌奈雪的合作，它们在企鹅奇幻之旅的展览中被一同推出，并且正在中国深圳的奈雪店出售。
Bang & Olufsen X Brown (LINE Friends)
Brown与Bang＆Olufsen的合作项目，Bang＆Olufsen是丹麦一家生产昂贵音频设备的公司。 Brown的象征颜色和面部被限制性地用在最小设计中，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展开合作。这个版本使用了Brown的故事，它遇到小米后获得超级力量并成为“超级Brown”。小米和LINE Friends将继续会有更多的合作方式。
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梦/小黄人 X Clova Friends
Clova Friends是由LINE Friends的母公司Naver制作的AI扬声器品牌。他们用Brown和Sally两个Line Friends 的角色设计了一款可爱而友好的人工智能音箱。很多AI扬声器都倾向使用可爱的角色，因为这些角色可以让人们对设备感觉更友好，并且有情感上的接触。最近，他们与哆啦A梦和小黄人合作设计了一些特别版，这些版本都很受欢迎。
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提供服务的，热门PC游戏Battle Ground的合作。 Kakao Friends设计了一个在游戏中穿得像角色的Ryan玩偶，是Battle Ground游戏迷们喜欢的少数项目。
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 皇室战争 (Clash Royale Friends)
Supercell公司制作的著名游戏《皇室战争》与Kakao Friends一起做了一款小游戏，在这款游戏里，皇室战争和Kakao Friends的角色被重新设计。
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的手游正在陆续发布。 Sundaytoz已经发布了一款名为《Disney Pop》的移动休闲益智游戏。
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.
随着各种各样的角色被创建，角色业务的竞争越来越激烈，因此有很多使角色与其他品牌区分开来的尝试。我们总结了最为突出的品牌角色案例，并罗列了角色相关业务的特征。
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.
最近有很多角色被设计成与明星相似，或者是由偶像明星参与提出概念再开发新角色的案例。明星的粉丝会自然而然成为这些角色的粉丝，角色品牌会很容易受到欢迎。在品牌策略中使用明星，给予角色故事也可以帮助品牌变得更加有趣。最近，由世界知名偶像组合防弹少年团和LINE Friends合作而诞生的角色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根据BTS成员所画的草图创建了一个角色品牌，并利用BTS的全球粉丝来提升这几个角色的人气。一年多来，BTS成员参与了从角色的初始草图、整体设计到角色个性和背景故事的所有过程。随着这些过程在制作电影里曝光，尽管还没有发布，BT21就收到了国内外粉丝的爆炸性响应。截至2019年1月，BT21在SNS的粉丝数量已达到1600万。匡威和 Antisocial Social Clubs等时尚品牌与BT21合作的产品在发布1-2小时后便全部售罄。
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与中国新一代偶像王源共同创造。王源与LINE Friends一起参与了角色的开发并首次在中国推出。 Roy6的主题曲《Will you》大受欢迎，一经推出便在中国主要音乐排行榜上名列第一。
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
这是LINE Friends用人气综艺节目《Running Man》制作的3D动画，每个角色都是根据节目中的真人明星而设计。基于节目的高人气，动画在全世界也广受欢迎。另外，他们还用这个3D动画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是由韩国著名造星公司YG娱乐创造的角色。以明星歌手为概念，你可以很轻易地在与YG相关的音乐视频、活动或广告中看到它。用于推广YG明星的各种Krunk商品和人物也很受欢迎。
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.
人气角色往往也受到全球的喜爱，因此很多角色品牌尝试通过开设线下商店或在海外举办活动来宣传自己的角色。我们研究了几个最近在品牌角色全球化方面做得比较成功的案例。
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在东京的表参道开设了一家以Apeach为主题的角色品牌店。在日本发布，为适应日本独特情感而改进的的Apeach角色与原始角色并不一样。在Apeach主题店，人们可以通过各种甜点和大型雕塑来体验角色品牌。基于其在日本的知名度，Apeach还被选为东京旅游公司的主角。
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最近在上海开了一家快闪店，这是他们在中国业务的开始。这家快闪店的概念是“第一次中国之旅”，他们在周围放了一个巨型角色形象供人们拍照。中国是有巨大商业潜力的国家之一，因此Kakao Friends也期待在中国市场会有所成就。
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去年在泰国开了一个名为“LINE Village”的小型主题公园。当人们参观这个世界上的第一个室内景点时，可以看到实际尺寸的角色和在23个不同主题的房间里享受。 LINE Friends商店不仅是一个销售商品的地方，也是可以让人们享受乐趣并拥有全新体验。今年他们也准备在上海开设另一个主题公园。
早期流行的角色以重复图像持续了一段时间后会使人感到审美疲劳。一些品牌角色尝试通过改变风格或者与其他品牌合作来带给大众新鲜感。也开发了一个使角色故事得到延展的新版角色，从而让品牌焕然一新。
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设计了一个婴儿版的角色家族“Kakao Little Friends” ，它们与原始角色并没有太大区别，形象却更柔和而温暖。此版本被应用于Kakao Friends的各种产品，尤其是与儿童相关的产品。
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
为BT21新设计的各种人物，传达了BT21亲朋好友的设计理念。这些不同的角色版本也受到BTS粉丝的喜爱。
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.
通过收集角色形象，消费者可以以最完整的形式拥有自己喜欢的角色。随着童心成年人数量的增加，制作精良的角色形象也正在迅速增长。人们喜欢收集许多特别的版本。跟随这一趋势，角色品牌们将其角色塑造成玩具形象，让人们通过拥有它来对其有更多的感情。
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公司设计和生产的可收藏玩具。通过与著名品牌还有艺术家的合作，他们设计了各种不同版本的熊，这些熊的形状有着鲜明的特色，长期以来深受收藏家的喜爱。
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是香港设计师Kenny Wang创作的角色，通过与各种品牌的合作，Molly被制作成玩具人物。这个脾气暴躁、外表可爱的女孩在世界各地有很多粉丝，他们对她的限量版充满狂热。
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为他们的角色制作了很多高品质的形象，还设计了大尺寸的雕塑作为艺术品。
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是最近在中国大陆和香港都很流行的，由韩国小型工作室设计的角色品牌。他们与韩国的一个电子支付系统Lpay合作，该系统利用Avofriends来进行推广宣传。
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.
角色线下展可以使人们更深入地了解角色品牌。由于人们喜欢在有趣的地方拍照并分享到SNS，很多角色品牌都倾向于用开展览的方式来宣传角色，并让人们与喜欢的角色合影。
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
街头品牌Bape在东京开了一个大型合作展览庆祝25周年。由10位艺术家定制的角色baby Milo和与各种品牌合作的产品被放在展览里一同推出。
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 展览
全球角色品牌LINE Friends在上海的东方明珠塔推出了一个名为“I am Sally”的展览。这是LINE Friends的首次单独角色展览，它在Sally生日当天开幕，周末有超过6万名当地粉丝和游客参观。展览放置的4.6米高的大型Sally尤为特别地吸引了人们的注意，里面还设计了各式各样Sally主题的展览摊位和快闪店。
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 艺术展
Momo Planet用其新设计的图形海报在中国开了一个艺术展，传达与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.
众所周知，许多角色都通过与其他品牌合作来扩展业务。但近年来，拥有自己IP的公司已经开始在原有领域开展不同的业务，尤其是餐饮业。
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为主要模型的独特零食品牌’Sunday cheezzzball’。从Ryan喜欢奶酪球的背景故事开始，Kakao Friends将Sunday cheezzzball的销售网扩展到线下。以“给日常忙碌而孤独的人们提供治愈式零食”为概念，他们还设计了一个快闪店。
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，基于奶酪球的主题，Kakao Friends正准备在首尔南山塔开设第一个VR冒险乐园。人们可以享受VR的吸引力，同时也可以享用各种与Sunday Cheezzzball相关的食品，饮料和商品。
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在香港国际机场开了第一家Brown and Friends主题餐厅BITE＆BITE with LINE Friends。这个基于LINE Friends的餐饮品牌旨在通过LINE Friends的角色提供最佳口味和愉快体验。 LINE Friends一直在推出各种流行饮料和零食产品，并通过在韩国和中国经营“BROUND”等咖啡馆继续扩大其餐饮业务。
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)
韩国网络漫画平台Naver Webtoon，用人气漫画《Yumi’s cell》的部分故事做了一款Babi 小吃，这是一款出现在webtoon上的产品，它尝试在口味上与有着30多年历史的传统炒年糕保持一致。《Yumi’s cells》在故事中用描述炒年糕哲学和绝佳美味的方式来吸引读者，目前，这款炒年糕正在网上商店出售，为了Yumi’s cells的粉丝， Babi餐车已在全国各地巡游了6个月。
Naver Webtoon has made ‘Babi Snack’ which was part of the story in the popular webtoon ‘Yumi’s cell’. ‘Babi Snack’ is a product that tried to make the same taste with the 30-year-old traditional tteokbokki that appears in the webtoon. Yumi’s cells attracted readers with their philosophy of tteokbokki and its excellent taste description in the story. Currently, they are selling this tteokbokki in the online store and Barbie food trucks have traveled throughout the country for six months for their fans.
现在角色已不再是出现在儿童电影或动画中的事物，高品质的角色甚至被当作是一门艺术，许多有童心和有购买力的成年人对此展现出非一般的狂热。
Now the character is no longer a thing that appears in children’s movies or animation. There are high-quality characters that can be treated even as an art, and many Kidults with purchasing power are enthusiastic about it.
3D和VR技术的发展使角色能够以更高质量的方式展示，同时也越来越生动越来越逼真。我们期待IP产业的快速发展与变化。
The 3D technology or VR allows the characters to be expressed in a high quality, and it is possible to show the characters more vivid and realistic. We are looking forward to the growth of the character industry which is rapidly developing and changing.
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