[Exclusive] "'Belligom' Goes Overseas"... Export Contracts Signed with Japan, Thailand, and Vietnam

Considering Goods Sales and Collaboration Product Launches
Expanding Exports to 7 Countries Including Singapore

Lotte Homeshopping's self-developed character 'Belligom' has signed export contracts with companies in Japan, Thailand, and Vietnam, marking the start of its full-scale overseas expansion. Lotte Homeshopping plans to strengthen its overseas intellectual property (IP) by broadly opening various sales channels, including the sale of related goods and the launch of collaborative products through licensing agreements.

People are gathering to visit the 'Belly Dive' exhibition held at Yeongdeungpo Times Square on the 14th.
[Photo by Lotte Homeshopping]

According to industry sources on the 18th, Belligom, developed by Lotte Homeshopping, has officially signed export contracts with overseas companies in Japan, Thailand, and Vietnam. This comes about two months after participating as a representative Korean character at the 'Licensing Expo 2023' held in Las Vegas, USA, in June. At that time, some overseas buyers who visited the Belligom booth showed interest in fashion-related goods such as Belligom T-shirts and swimsuits, as well as animation, entertainment, and games, leaving export inquiries. Since then, Lotte Homeshopping has maintained close consultations with some overseas company representatives and recently agreed on export contracts with companies in Japan, Thailand, and Vietnam. Belligom completed trademark registration in eight countries, including Japan, since last year, finishing the preparatory steps for overseas expansion.

Through this contract, Lotte Homeshopping plans to target overseas markets by broadly opening business directions such as selling related goods, launching collaborative products through licensing contracts, and exporting products via entry into 'TikTok Shop.'

A Lotte Homeshopping official said, "Not only at the US Licensing Expo but also afterward, export inquiries from various companies poured in from multiple directions," adding, "We have not fixed a single business direction yet and are discussing various business models utilizing the IP as candidates." He further emphasized, "We plan to export Belligom-related goods to more than seven countries, including Singapore and Malaysia, in the future."

Meanwhile, to strengthen its IP business capabilities, Lotte Homeshopping reorganized its structure on the 1st of this month by establishing an IP Business Team and a Content Planning Team, and expanded the existing content division into the New Media Commerce Division.

Since its development in 2018, Belligom has led the domestic character craze, recording cumulative sales of 20 billion KRW and 760,000 YouTube channel subscribers. Among the total subscribers, the proportion of overseas fans exceeds 40%, and more than half of the video comments are written in multiple languages, proving its competitiveness in the global market.

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