Belligom Wins the Presidential Award at the '2022 Korea Content Awards'

Lotte Homeshopping's Own Character Bellygom Wins Presidential Award in Korea Content Awards Character Category
Leading Character Craze After Early April Mega Public Exhibition, Various Collaborations, Goods, and Global Expansion Achievements
Developed in 2018 from MZ Generation Employees' Ideas, 1.2 Million Fandom with Authentic Content

Bellygom and the Lotte Homeshopping Character Business Team members are taking a commemorative photo after receiving the Presidential Award in the Character category at the '2022 Korea Content Awards' ceremony (Photo by Lotte Homeshopping).

[Asia Economy Reporter Yuri Kim] Lotte Home Shopping announced on the 15th that its popular character with a fandom of 1.2 million, 'Belligom,' won the Presidential Award at the '2022 Korea Content Awards' ceremony held on the 14th at COEX in Gangnam-gu, Seoul.

Now in its 14th year, the Korea Content Awards is the most prestigious content awards ceremony in Korea, recognizing content and contributors who have advanced the Korean content industry. It is hosted by the Ministry of Culture, Sports and Tourism and organized by the Korea Creative Content Agency. Awards and recognitions were given in 36 categories across six fields including broadcasting video, games, characters, and animation.

Attendees at the ceremony included Lee Bo-hyun, Head of Media Business Division at Lotte Home Shopping, Jeon Byung-guk, Vice Minister of the Ministry of Culture, Sports and Tourism, and Cho Hyun-rae, President of the Korea Creative Content Agency. Lotte Home Shopping’s own character, Belligom, received the Presidential Award, the grand prize in the character category. While previous winners in the character category were mostly broadcasters and animation producers, this year the retail industry character Belligom was unusually selected. Following a massive public exhibition at Lotte World Tower in Jamsil, Seoul, which attracted 3.25 million visitors in April, Belligom was highly praised for leading the domestic character craze and rapidly growing as an independent brand. It has collaborated with numerous companies including those in retail, food industries, and public enterprises, and over 2 billion KRW worth of merchandise has been sold through pop-up stores and its own shopping mall. Approximately 40% of viewers on Belligom’s official YouTube channel are overseas, and this year it successfully showcased public exhibitions and surprise camera events in high K-content demand regions such as Dubai and New York, earning recognition for its global market entry achievements.

Meanwhile, Belligom was created through an internal venture program conducted by Lotte Home Shopping in 2018 targeting MZ generation (Millennials + Generation Z) employees. Based on the worldview of 'a bear that brings laughter to everyday life,' its goal is to spread great fun and positive influence. As a non-verbal character that does not speak, its cumulative content views have surpassed 370 million. Recently, it has expanded its activities by publishing essays and plans to further expand overseas market entry through animation production and collaborations with famous global IPs.

Lee Bo-hyun, Head of Media Business Division at Lotte Home Shopping, said, "We will continue to grow Belligom into an irreplaceable character loved by all through sincere content and various attempts utilizing the Belligom IP."

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