[Valuable Intellectual Property] The 65-Year-Old 'Chupa Chups' Transforms... Now Available at Kyobo Bookstore

Handhug Sells Products Using Famous IPs
Adopts Global Brand Licensing Strategy
MLB, a Representative Case, Achieves Huge Success Overseas

Chupa Chups is a brand that has long been loved worldwide for its sweet and sour candies. Launched in Spain in 1958, it is now sold in over 150 countries with 100 different flavors. This year marks the 65th anniversary of the global brand Chupa Chups, which has signed a licensing agreement with the Korean small and medium-sized enterprise 'Handhug'.

Starting this month, more than 100 products featuring the Chupa Chups logo and candy illustrations, including daily necessities and stationery, will be available on the market. A licensing agreement refers to obtaining the rights to manufacture and distribute using a trademark and brand image within a specific region and product range. This utilizes the intellectual property (IP) of Chupa Chups, which has high recognition and reputation. Handhug will pay a certain portion of the product sales revenue to Chupa Chups, and the contract period is until March next year. Although Chupa Chups has previously collaborated with various clothing and food companies, this is the first time such a diverse product lineup is being launched in Korea.

Founded in 2015, Handhug is a creator commerce platform. It has partnered with over 500 creator teams producing characters and has gained recognition by selling various goods such as convenience store products. For example, bread featuring the character Kkotka was released at CU convenience stores and received great love. Handhug says this is also their first time launching a licensed brand in collaboration with a global brand like Chupa Chups. They plan to leverage their influence and expertise in the market they have secured so far. The contract with Chupa Chups was possible because Handhug has a one-stop system covering product manufacturing, distribution, design, marketing, and logistics infrastructure.

Handhug plans to apply Chupa Chups’ unique bright and fresh colors and diverse graphics to products such as stationery, miscellaneous goods, fancy items, living goods, and home decor. They aim to express flamboyance, joy, kitsch, and freedom. These products will first be available tomorrow (the 12th) at Kyobo Bookstore Hottracks located in Gwanghwamun and Yeongdeungpo, Seoul. They also plan to sell online through their own mall website. Kim Taesung, head of Handhug’s IP Publishing Team, said, "Chupa Chups design products, filled with cheerful vibes through vivid colors and bright tones, will create a refreshing change in everyday life," raising expectations.

There is a company that has hit the jackpot with a global brand licensing agreement. It is the domestic fashion company F&F. They adopted a strategy of acquiring overseas IPs such as MLB and Discovery and turning them into fashion brands. MLB has gained great popularity not only domestically but also overseas, surpassing 1 trillion won in overseas market sales last year. An industry insider explained, "Global brand licensing agreements have the advantage of securing a competitive edge with the core values and image of a single brand IP and more easily gaining consumer trust."

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