Sales Extension and New Releases... Character Cards Continue to Perform Well This Year (Comprehensive)

KB Kookmin Pengsoo Noricheck Card Sales Extended Until February Next Year
Hana Jinro Ddukkoebi Card Also Released in Second Edition

[Asia Economy Reporter Ki Ha-young] The popularity of character cards shows no signs of waning. Credit card companies are targeting the potential customer base of the 2030 generation by extending sales periods or reissuing cards in response to customer requests.

According to the industry on the 8th, KB Kookmin Card extended the sales period of the 'KB Kookmin Pengsoo Nori Check Card,' launched last year, by one year until February 16 next year. This card was the first in the industry to feature the EBS character 'Pengsoo,' who has absolute support from the 2030 generation, in its design, and surpassed 400,000 issued cards within a year of its launch. It recorded 200,000 issued cards 26 days after launch and then exceeded 300,000 cards 95 days after launch. Over the past year, customers in their 20s accounted for the largest share at 37.5%, followed by those in their 30s (29.6%), 40s (15.1%), and teens (8.3%). By gender, women accounted for 69.3%, more than twice the number of men (30.7%).

Hana Card also recently reintroduced the 'Annie Plus Credit Card Jinro Toad Limited Edition' (Toad Card), which was initially launched in November last year. This card was released as part of a newtro collaboration marketing campaign with Hite Jinro and sold out on a first-come, first-served basis, but due to the popularity of the Jinro Toad character applied to the plate, it was reissued.

New character cards continue to be launched. IBK Industrial Bank of Korea, buoyed by the success of the 'Moomin Check Card' launched in October last year, newly released the 'Moomin Credit Card.' It enhanced benefits such as 20% discounts on social commerce platforms like Coupang and TMON, and 20% discounts at coffee shops, while applying a new design. The check card expanded customer choices by adding a new design featuring the Moomin character to the existing three types. The Moomin Check Card also recorded the fastest subscription of 10,000 accounts.

Character Cards Targeting the Collecting Desire of the MZ Generation

Character cards have proven to be successful cases in recent years. Typically, check cards are classified as hit products if they exceed 300,000 issued cards annually, and check cards featuring popular characters are quickly surpassing 300,000. NH Nonghyup Card introduced the 'Ryan Cheese Check Card' and 'Apeach Sweet Check Card,' featuring Kakao Friends' representative characters Ryan and Apeach on the card plates, and surpassed a combined issuance of 1 million cards by the end of November last year. Shinhan Card's Minions card, launched in March 2019 in partnership with NBCUniversal, also continues its popularity, surpassing 1.09 million issued cards as of the end of February this year.

Samsung Card introduced a product featuring the Payco Mate character design on 'Payco TapTap,' and BC Card partnered with Cartoon Network to apply the 'We Bare Bears' characters to member company check cards. Woori Card also launched a check card featuring the 'Cookie Run' character.

In a situation where it is difficult to differentiate card benefits, card companies are launching character partnership cards to target the potential MZ generation (Millennials + Generation Z) customers. Although character cards require payment of brand royalties to licensed companies, they are releasing products aimed at the collecting desires for specific characters among this emerging consumer group with purchasing power.

An industry insider said, "As it becomes increasingly difficult to launch cards with differentiated benefits, card companies are focusing on characters," adding, "They are using this as a means to broaden their customer base while targeting the 2030 generation."

This content was produced with the assistance of AI translation services.