in this article, we will share the second part of the ISUX design trend report, about our views on the IP industry. Because it can provide a friendly and positive image in the application of products or services, IP roles are usually used as marketing tools. With the increase in the number of childlike adults, the IP role market has been expanding recently. Although the role of IP was regarded as a child's thing in the past, now as a product culture related to consumption, it is more concentrated in the age of 21 to 31. People are eager to buy a limited edition designed by IP characters.
this study will first share the overall process of the IP market, and introduce some recent notable cases of IP brand cooperation.
Review in the past: Design Trends in 2119-2121: Graphics Summary by Tencent's Top Design Team
Overview of IP Market
Every country has its own culture and emotion, and their popular IP roles will be different. But when we browse these characters, we find that good characters are popular all over the world. This traditional IP role in animation, comics and games has been deeply loved. Nowadays, emoticons used by many people in communication apps are also favored. These online roles are not only online, but also used in various products to compete with the traditional IP roles in the offline market.
1. Growth of IP market
Global IP industry scale
According to the data of Korean creative content organizations, the global IP market grew by about $181.6 billion in 2118, an increase of 21% compared with 2119 ($151 billion).
characteristics of IP industry
We find that the IP market has four characteristics: first, unique story telling. Second, it is easier and more popular to cross the border than simple consumer goods. Therefore, sensitivity to multiculturalism is very important. Third, the business license is also very important, because it accounts for 51% of the total sales. Fourth, there are many cases of transforming and expanding the original content into various forms of "one source and multiple uses".
2. Mainstream changes of popular characters
Traditional IP characters born in comic books, TV and games have been popular for a long time. With the increase of communication apps such as Kakao and LINE, emoticons to help express users' emotions have become more and more popular. In addition, with the development of IP industry, many companies have created IP brands with unique stories based on artists. Molly in China, Sticky Monster Lab and Super Fiction in South Korea are representative examples.
3. The characteristics of popular characters
Creative stories
If you look at the characteristics of popular IP, you will find that they have a unique and memorable story, which is no different from our daily life and can easily cause * * *. Niniz and BT2, two newly designed IP images, have an interesting background story.
Humorous and interesting
As characters are used as emoticons, witty IP characters that can convey various emotions are becoming more and more popular. It is more popular than simply being cute, stupid and unique.
Simple shapes
IP characters with simple and lovely shapes have a high popularity. A simple-looking character is not only cute and beautiful in appearance, but also can apply its basic shape to various products.
high-quality 3D shapes and textures
with the development of 3D technology, 3D characters with vivid textures are also deeply loved. It is attractive even for adults.
4. Comparison of world-famous roles
China
South Korea
United States
Japan
The trend of role combination
Recently, many roles have expanded their business by cooperating with other industries. With fashion brands, popular artists or products with the most advanced technology, these collaborations can often expand the brand image of the role. From the perspective of a company or brand, a friendly and positive image can be conveyed through roles. We summarized several noteworthy cases of role cooperation.
1. Fashion
Covernat x Ryan (Kakao Friends)
The cooperation between Korean street brand Covernat and Ryan, one of Kakao friends' most popular characters. Role cooperation can easily become cute and cute, but because they only use Ryan without expression, it is also in line with Covernat's unique street brand image.
anti-socal social club xbt21
anti-socal social club used to apply their flexible logo to various phrases or brand names. This time, they combined the iconic logo with BT21' s role, brand name and the logo that lacked cuteness and was slightly clumsy, which well coordinated ASSC's unique brand style.
Nike x superficization
This is a joint name of Nike and superficization in 2119 Airmax day. Users can create role lottery tickets and upload them to Instagram using hashed tags. Super fiction's role characteristics have been well applied in Nike, and the activities of using SNS have attracted quite a few young consumers.
KAWS X SESAME Street X Uniqlo
Uniqlo, a fashion brand, launched a series of KAWS x SESAME STREET ut, which was co-operated by fashion artist kaws and children's TV program sesame street. UT (Uniqlo T-Shirt) is a unique T-shirt, which selects and applies many trendy cultural concepts, such as music, art, movies and animation.
Bape X Snoopy
Bape, a street fashion brand famous for its gorilla logo and patterns, celebrated its 21th anniversary with Snoopy. Bape applies its unique camouflage patterns to various products together with Snoopy characters.
2. Cosmetics
Etude House X Disney
Etude House, a leading cosmetics brand in Korea, cooperated with Piglet, a cute pig character of Disney, to celebrate the Year of the Golden Pig in 2119. "Happy with Piglet Collection" is a limited edition offering cute packaging and various products, which can create cute makeup that brings good luck in the New Year.
VT Cosmetics X BT21
with the development of K-beauty market, VT Cosmetics takes BT21 and BTS as the main models of its brand. They used the image of BT21 in packaging design and recently opened a pop-up shop.
3. Art and culture
Esquire X Ryan(Kakao Friends)
Esquire, a fashion magazine, described Ryan as a true self and made him their cover model. The design of 3D Ryan combined with the real background makes the characters look more real.
Maison Kitsune x superficization
this is a cooperative project between superficization and global fashion brand maison kitsune. They designed a toy image to reflect Maison Kitsun's fox characteristics. This big sculpture with the image of a fox is on display in front of Maison Kitsune, the first shop in Korea.
Helvetica x line friends
Kelly Park x Apech (Kakao friends)
Apech of Kakao friends cooperated with calligraphy artist Kelly Park to open a Tokyo store. Studio Kakao Friends, run by Kakao Friends, cooperates with creators from all over the world in different fields. The first collaborator is Korean calligraphy artist Kelly Park. Apeach's pink and lovely character features are combined with Kelly Park's powerful and fashionable calligraphy to create unique and fashionable products.
4. lifestyle
Snowpeak X LINE Friends
a joint name of Japanese camping brand Snowpeak and LINE Friends. Snowpeak is famous for its fine skills in camping equipment industry, as well as its excellent design quality and love for nature. It tries to apply the warm and friendly brand tone of LINE Friends to its products, which is excellent.
Rhodia x line friends
the cooperation between line friends and French stationery brand Rhodia, which is deeply loved by artists and designers. The lovely character image of LINE Friends is well applied in Rhodia's brand image full of luxury and artistic sense.
5. Food and Beverage
Quarter x Kakao Friends
Kakao Friends Jiangnan flagship store opened the second coffee shop and quartet bakery on the third floor, and released the menu and products of their cooperation. In addition to all the packaging of coffee, the role of Kakao Friends is also applied to bread, which brings fun and wit to the quartet brand.
Naixue X PUPU
The new character PUPU designed by Tencent ISUX cooperates with Naixue, a popular milk tea brand in China. They were launched together in the exhibition of Penguin Fantasy Journey and are being sold in Naixue Store in Shenzhen, China.
6. Technology
Bang &; Olufsen x brown (line friends)
a cooperative project between Brown and Bang＆Olufsen, a Danish company that produces expensive audio equipment. Brown's symbolic colors and faces are used restrictively in the minimum design to keep Bang &; Olufsen's high-end brand image.
Xiaomi X LINE Friends
Based on the concept of "Super Me(SUPER MI)", Xiaomi and Line Friends started cooperation. This version uses the story of Brown, who gained super power after meeting Xiaomi and became "Super Brown". Xiaomi and LINE Friends will have more ways to cooperate.
Doraemon/Minions X Clova Friends
Clova Friends is an AI speaker brand made by Naver, the parent company of LINE Friends. They designed a lovely and friendly artificial intelligence speaker with the roles of Brown and Sally as Line Friends. Many AI speakers tend to use cute characters, because these characters can make people feel more friendly to the device and have emotional contact. Recently, they cooperated with Doraemon and Minions to design some special editions, which are very popular.
7. Games
Kakao Friends x Battle Ground
Kakao Friends is a service provided by Kakao Games, which cooperates with the popular PC game Battle Ground. Kakao Friends designed a Ryan doll dressed like a character in the game, which is one of the few projects that Battle Ground fans like.
Kakao Friends X clash royale
clash royale, a famous game made by Supercell, and Kakao Friends made a small game together, in which the roles of clash royale and Kakao Friends were redesigned.
Sundaytoz X Disney Pop
Mobile games using Disney IP are being released one after another. Sundaytoz has released a mobile leisure puzzle game called Disney Pop.
Role brand strategy
With the creation of various roles, the competition of role business is becoming more and more fierce, so there are many attempts to distinguish roles from other brands. We summarized the most prominent brand role cases and listed the characteristics of role-related businesses.