[Edaily Reporter YU JIN-HEE ] KMPHARMACEUTICAL Co.,Ltd.(225430), the company behind the “Pororo” phenomenon that dominated the infant and toddler oral care market, is now launching a global K-culture marketing campaign featuring “Haech’i,” the official mascot of Seoul. Following the recent announcement of a Seohan aimed at a head-on breakthrough after being designated as a “monitored stock”—which demonstrated the company’s commitment to structural reform—this move is a strategic step to drive a turnaround in performance by securing a character intellectual property (IP) that is sure to attract foreign tourists.

KMPHARMACEUTICAL Co.,Ltd., a life care specialist, announced on the 20th that it has signed a licensing agreement with Iconix, one of Korea’s leading animation companies, for toothpaste and toothbrush products featuring the new character “Hatchi.”

This agreement has drawn anticipation from the capital markets as it represents a joint effort between KMPHARMACEUTICAL Co.,Ltd. and Iconix, which have maintained a strong partnership for over 20 years. KMPHARMACEUTICAL Co.,Ltd. first entered the infant and toddler oral care market in 2005 by signing a licensing agreement with Iconix for “Pororo.” In 2017, the company made a surprise move to acquire a 4% stake in Iconix’s common stock to enhance synergies.

The resulting Pororo toothpaste and toothbrushes have been mega-hits for nearly 20 years, riding the wave of the explosive popularity of Korean animation in not only the domestic market but also in China and Southeast Asia, becoming the company’s core growth engine.

The Hatch toothpaste and toothbrushes, set for a surprise launch in the domestic market in the second half of this year, are also expected to follow this same formula for success. “Hatch,” the brand applied to these new products, is the official mascot of Seoul and the protagonist of the 3D animated series *My Secret Friend Hatch*, produced by Iconix. By reinterpreting Hatch—a mythical creature from legend—with a modern and approachable sensibility, the brand has secured high name recognition.

KMPHARMACEUTICAL Co.,Ltd. has set the main target audience for this Hatch lineup as foreign tourists visiting Seoul with their families. The strategy is to elevate the product’s value beyond mere hygiene items to “K-culture merchandise” that visitors can collect to commemorate their trip to Korea, thereby contributing to foreign exchange earnings.

The actual market environment is extremely positive. According to the Korea Tourism Organization, driven by the global K-culture craze, the number of foreign tourists visiting Korea this year has already surpassed 10 million. As of May of this year, their domestic card spending exceeded the 2 trillion won mark for the first time since relevant statistics were first compiled in 2018. Notably, unlike in the past, spending is no longer limited to duty-free shops; tourists are increasingly spending freely across various retail channels, including street shops, drugstores, and novelty shops in major commercial districts such as Myeongdong.

KMPHARMACEUTICAL Co.,Ltd. plans to maximize exposure for its Haechi brand by focusing on high-traffic retail stores and large gift shops located in major tourist areas, including Myeongdong in Seoul—a location with the highest accessibility for foreign buyers and tourists.

An official from KMPHARMACEUTICAL Co.,Ltd. stated, “Seoul is the heart of global K-culture and the ideal market for foreign tourists seeking unique shopping experiences,” adding, “We will significantly ramp up our online and offline campaigns, including large-scale pop-up stores that combine the Haechi character’s signature humor with relatable stories.”