[E-Daily Reporter Kim Hyun-ah ] MNB’s ( Netmarble Corporation(251270) ) popular IP “Kungya Restaurants,” which has built a strong fan base through social media memes, is proving the limitless potential of the IP business by expanding beyond digital content and merchandise sales to include offline festivals, marketing partnerships with local governments, and even the global market.

Corporation

Unlimited Offline Engagement… From Baseball Stadiums to College Festivals

The most notable aspect of “Kungya Restaurants”’ recent activities is its proactive engagement that blurs the lines between online and offline. The collaboration pop-up with the DOOSAN Bears, which set Jamsil Baseball Stadium ablaze last June, is cited as a successful example of expanding its fan base by integrating with a sporting event.

This momentum naturally carried over to the launch of “DOOSAN Bears Collaboration Ready-to-Eat Meals” in partnership with the CU convenience store chain, generating powerful marketing synergy that extends beyond specific venues into everyday retail channels.

Active offline engagement will continue into the second half of the year. Following the appearance of a giant Kungya mascot costume stepping off the screen to visit baseball stadiums and World Cup match venues, the mascot is scheduled to tour college festivals and outdoor rock festivals in the coming months.

The plan is to interact directly with audiences at these events—which are primarily attended by people in their 20s and 30s—to foster strong brand loyalty that goes beyond mere likability.

Corporation

Establishing a Position as a “Customized Marketing Partner” Spanning B2B and B2G

Kungya’s widespread popularity is also expanding through active brand partnerships and public service projects. Its recent appointment as a “Promotional Ambassador for the Consumption of Local Agricultural Products” by Nonghyup Economic Holdings was met with a great response, as it playfully highlighted the essence of the IP as a “vegetable-themed character.”

A series of collaborations with various cross-industry partners—including the beauty and food service sectors—is scheduled for the second half of the year, and the company is expected to maintain steady business momentum through activities tailored to each brand’s characteristics and limited-edition merchandise.

Furthermore, the brand is steadily solidifying its position as a B2G (public sector) marketing solution through partnerships with local governments. Last year, it confirmed positive synergies between local government festivals and its character IP in cities such as Gumi, Busan, and Gyeongju, and these efforts will continue this year.

By utilizing characters that are familiar and witty to the public to breathe new life into regional promotion, the company has established itself as a versatile partner sought after by both corporations and public institutions.

Corporation

Proven Track Record of Attracting 150,000 Cumulative Visitors—Now Heading to the Global Stage

This expansion is backed by MNB’s proven, tangible results on the ground. Last May, the pop-up store “Yayukdae” held in Yeongdeungpo became a massive hit, drawing a cumulative total of 150,000 visitors during the event period.

With merchandise selling out early at every pop-up event and its messenger emojis consistently ranking No. 1 in popularity among the 20s and 30s demographic, the company has successfully transformed its 160,000 digital followers into a powerful real-world consumer fanbase.

Now, MNB is setting its sights on overseas markets. Last June, as a representative of K-content selected by the Korea Creative Content Agency, MNB participated in “Content Tokyo 2026”—Japan’s largest trade show—marking the official start of its global expansion. The industry is watching closely to see if Kungya, which has captivated the domestic market with its unique B-grade charm and cross-generational appeal, will continue its successful run on the global stage, including in Japan—a powerhouse of character culture.