There’s a joke going around that the biggest breadwinner in Seoul is a lion. That’s a reference to mobile messenger company Kakao’s character Ryan.
In fact, according to the IT community, pre-orders of Kakao Mini, the company’s new smart speaker, sold out in just 38 minutes after it was released on Sept. 18.
But the reason demand for the speaker was exceptionally high was because of the Ryan doll was offered as a free gift with pre-orders.
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Ryan is also thought to be the driving factor behind the success of Kakao Bank’s debit cards. The online bank issued over 2.2 million debit cards in just a month after its launch in late July.
Customers can pick one of the four Kakao characters to be featured on their debit card. It turns out 53.4 percent of customers chose Ryan.
As a result, the character has been given nicknames by the public. He is called “Ryan jeonmu, ” meaning senior managing director, an executive position, or “the all-time best sales employee.”
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Ryan was created to act as the leader of Kakao’s seven other characters including the puppy Frodo, radish Muzi and peach Apeach.
The story behind Ryan is that the lion has a complex about his lack of a mane and is often shy about it. Another is that he doesn’t have a long tail.
Ryan was in line to become the king of a remote island, but ran away as a young cub because he wanted a free life. His tail got shorter as it makes it harder for him to be caught.
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“When it comes to local sentiment, if a character is too perfect, it loses appeal and is hard to form sympathy for, ” said Lee Soo-kyung, Kakao Friends’ spokesperson.
“Every person has a weakness and we wanted to create a character that has that human quality so that anyone could feel familiarity.”
Korea College of Media Arts professor Park Seok-hwan explained that the character seems to appeal to consumers because of the contradicting features of being a ferocious beast but also having a cute look. Many people are also attracted to the flawed and humanized character.
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“As you can see in the teddy bears that have a lot of popularity globally, [Ryan] resembles a bear, which is a design with wider appeal, ” said Lee Mun-jong, a researcher at Shinhan Investment Corp.
The company’s flagship store in Gangnam has even installed a table and chair where visitors can sit across from a Ryan doll, which has far more exposure than other characters.
With the popularity of Ryan skyrocketing, Kakao Friends was able to report revenue of 70.5 billion won ($62.3 million) with an operating profit of 23.7 billion won. The operating ratio to revenue was 34 percent.
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“Unlike the manufacturing industry, it’s difficult to find a differentiated tangible look, ” said an industry insider, requesting anonymity. “There aren’t many tools in creating a brand that could reach customers with familiarity and that’s why they are developing characters.”
According to the Korea Creative Content Agency, the local character market is estimated to be worth almost 11 trillion won as of last year. The market expanded fivefold compared to 2 trillion won in 2005.
“As adults are more clumsy in expressing their feelings than children they are immersed in the simple clarity of the characters and use them in communicating, ” said Korea College of Media Arts professor Park.
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Kakao Frids has be used in various products and commercials, and has gained popularity and have become beloved characters in South Korea.
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Beginning in Sinchon in April 2014, the company oped a store in the form of a pop-up store in major departmt stores in major cities such as Daegu and Busan, and several stores were established as regular stores. In addition to the character products sold in stores, KaKao Frids characters are used in collaboration with other companies in other fields.
In 2018, Kakao has released Kakao Little Frids Phone, a smartphone dedicated to elemtary school studts that has hanced protection for their childr.
After seeing the structure in which Daum Kakao owns all the copyrights of Kakao Frids, the character illustrators do not receive profits from the sale of Kakao Frids character products, some criticized whether it was the second Cloud Bread incidt. However, the Daum Kakao official said that Daum Kakao had all the copyrights at the time of the first contract with the HOZO writer. Although the Kakao Talk emoticon revue is shared, the Kakao Frids business does not pay a separate fee to the artist. The author also stated that he is in a position to avoid controversy about this issue.
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The fact that the character description of 'Panda', whose last name is 'only one', contains the phrase, The goal is to dry out all the polar bears, and Cobb & Panya, introduced as a detective duo, has a stalker temperamt and likes to follow. , etc. has be raised. People criticized it, pointing out that the main users of the character were minors.Who is Ryan?… He’s someone you are not ready for, a lion to stand out from the rest. He is surely unique in all his glory.
Ryan might look like a teddy bear, but he’s actually a male lion without a mane or even a tail; both are sources of great insecurity. He was born to be king of a faraway island but ran away in search of more freedom. While he was running, his tail got shorter so he would be harder to catch.
Ryan was introduced to Kakao Friends in Korea around late 2015 and mid-2016, he almost immediately became a favorite amongst many because of his cute face and stern expression.
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RYAN, the newest member of the Kakao Friends, is a male lion born without a mane. This broad and burly lion has the heart of a lamb, which is a part of why the Kakao Friends quickly adopted him as their loyal leader. Ryan was prepared to ascend to the throne as the ruler of Doong Doong Island, but he decided island royalty wasn’t for him. The other Kakao Friends claim they would be lost without Ryan’s wisdom and guidance.
He was created to lead the other characters in 2016 and he’s now the most popular Kakao Friend by a wide margin. When Kakao Bank launched character debit cards in 2017, 53.4% of userschose Ryan’s card. Because he’s so popular, he’s nicknamed Ryan Jeon-mu (or managing director).
He is a strong, independent male lion. At first glance, he looks like a bear, but he is actually a maneless lion.Ryanwas a successor to the throne of Dung Dung Island, but he decided royalty was not for him. He currently is the advisor to the Kakao Friends where he leads them with his wisdom and guidance.
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Ryan shows quite a range of emotions that show off his persona, which are quite wide and unique! With attitudes ranging from pride, compassion, playfulness, sadness to nervousness, he is an ever-evolving character.
There have been thousands of Ryan branded merchandise that have been sold throughout South Korea. From home appliances that range from bathing and cooking to vanity and makeup accessories, Ryan has played a big role in branding and collaboration with companies.
Here are some of the themes that Ryan from kakao Friends has been featured in throughout the years since his debut in 2016:
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