Korea's Beloved Character Teenieping Meets the MZ Generation
Realworld x Teenieping Seongsu Collaboration News
Catch! Teenieping has established itself as one of the strongest IPs in the domestic kids' content market. It has built high brand recognition and purchasing power among infants and toddlers, with such strong consumer influence that parents have coined nicknames like 'spine-breaker-ping' and 'bankruptcy-ping'.
And naturally, the next question emerged: Now that the children who first encountered Teenieping have grown up, can this IP continue to expand its age range? And can it reach the MZ generation, who have strong purchasing power, in new ways beyond kids' content?
This is where SAMG and UniqueGood joined forces, both individually and together.
In Seongsu, the holy land of the MZ generation! If we could get the MZ generation and families, who have strong purchasing power and viral influence, to experience Teenieping in Seongsu, we could create a new turning point.
The Teenieping: An MZ Store That Captures Your Persona
Teenieping is already being consumed like an emotional language among the younger generation. Online, it's used as memes to describe one's state, like 'tired-ping' or 'leaving-work-ping'. Since each character symbolizes distinct emotions and tendencies, Teenieping naturally has a structure that allows people to project their own emotions or personas. The pool of hundreds of characters is also a linguistic asset that can express various emotions and states.
In this context, Seongsu-dong was the most suitable place for SAMG's The Teenieping to expand to the next level. At SAMG's The Teenieping store, visitors can check out toys and goods related to major Teenieping characters all in one place, and experience 'MYPING', where visitors can select doll heads, outfits, and accessories to create their own unique character. This experience operates through in-store kiosks where options are selected and assembled products are received on-site.
Realworld Seongsu: An Experiential Space for the Hatchu-ping Universe
While The Teenieping is a store space for owning and containing 'MYPING', the adjacent Realworld Seongsu expanded the Teenieping universe with main character Hatchu-ping as the motif to develop experiential content appealing to the MZ generation and opened a pop-up store.
Hatchu Signal! I'm Hatchu-ping but I Want to Date!
'I'm Hatchu-ping but I Want to Date!' is playable content in the form of a dating simulation that follows Hatchu-ping, set as perpetually single, as she challenges herself to date. Participants become Hatchu-ping and directly decide what to say and what choices to make in dating situations as the story progresses. It allows indirect experience of the awkwardness, excitement, and subtle emotional changes that occur during the dating process through the character of Hatchu-ping.
For this, we created full exposure from the Realworld app's splash screen to the main home screen to build anticipation among Realworld users, and promoted to those looking for things to do in Seongsu, including Seongsu Bible! The results showed tremendous response from many people who visited Realworld Seongsu with great interest.
Reward Planning That Permeates Young Generation's Daily Life
Realworld wanted to make Teenieping seep into the MZ generation's daily lives. We hid such devices in each reward provided after game completion.
For example, we provide various types of Hatchu-ping card stickers that can be attached to credit cards, with phrases like 'Payment is all about momentum' and 'Does a princess have to pay too? Chu?' By overlaying Teenieping's language and attitude onto everyday moments, the character operates not as an object of consumption but as a means of expressing personal attitudes and emotions.
Every time you take out your credit card, you encounter Teenieping infused with your sensibility, naturally serving as a device to internalize Teenieping!
This structure ensures that participants don't just experience Teenieping's story once, but continue to relate to Teenieping in their daily lives afterward. The emotions and choices experienced in the game are repeatedly summoned through goods, and Teenieping naturally becomes part of one's identity, a persona.
In other words, Realworld was an attempt to expand Teenieping from an object of consumption to 'a being to be with', creating a connection point with the MZ generation.
Confirming Generational Expansion Potential as an Experiential Brand
This Teenieping × Realworld collaboration confirmed on-site that by maintaining an IP's universe while changing the experience method and context, it can sufficiently approach new generations with a different face. Therefore, rather than immediately converting Teenieping's main consumer base, this is an important case of experimenting with and validating the possibility of age expansion.
SAMG and UniqueGood are having intensive discussions about developing and supplying content that appeals to various generations across different regions and spaces!
The transition from watching and purchasing to experiencing,
Please look forward to the full-scale cooperation between SAMG and UniqueGood!
Thank you.