“I made 1800 kinds of goods only with Shinbi Apartment IP” [fn이사람]

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파이낸셜뉴스 채널구독이벤트

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CJ ENM Animation Division L&M Business Team Team Leader Byun Gye-poong
The most memorable product is Tteokbokki.
Eat, play, and have fun collecting tickets
Naver Easy Cooking Ranked 2nd

Products utilizing intellectual property rights (IP) are generally called ‘goods’. An ordinary product meets IP and becomes a special product.

Byun Gye-poong (pictured), head of the L&M (Licensing and Merchandising) business team of CJ ENM’s animation division, is the main character who successfully developed and distributed numerous IP products such as ‘Sinbi Apartment Tteokbokki’, which caused a lot of buzz online. He emphasizes that the most important foundation in the commercialization business is ‘products’.

Team leader Byun said, “I think that making goods into good products to be ‘Good+s’ is an important fundamental mission of the licensing business.” “Creating products that can give happiness in real life helps the growth of IP. “he explained.

The L&M business team is developing and distributing more than 2,500 kinds of IP products together with 120 specialized business operators using 20 domestic and foreign IPs owned by CJ ENM Animation Division.

Shinbi Apartment, the representative IP of the division, has a special meaning for Team Leader Byun. The most impressive IP application product for him is Sinbi Apartment Tteokbokki. This product is designed so that you can enjoy mobile augmented reality (AR) games while eating tteokbokki, and even get the fun of collecting plastic scabs.

Team leader Byun said, “From the initial product planning stage to the taste of tteokbokki, game ideas, ticket development, marketing development, and distribution network development, we worked hard with our joint business partners. In Naver, we achieved a splendid achievement by ranking second in the simple cooking category.”

Sinbi Apartment pioneered a new genre called ‘Children’s Horror’ and established itself as Korea’s most popular and unique IP by repeating the seasons. Sinbi Apartment recorded the highest viewership rating of 10.2% and target share of 60% (ages 4 to 13), as well as ranked first in the animation sector in video-on-demand (VOD) sales, the cumulative audience of two theaters of 1.57 million, and the cumulative download of 13 million mobile games. It has proven its box office power in various business fields.

In response, the L&M business team, including team leader Byun, collaborated with large companies in various industries to continuously introduce 1800 types of products. The Shinbi Apartment IP commercialization business has grown by more than 500% compared to 2017, and the cumulative sales volume based on consumers has also exceeded 200 billion won.

As the reason why various commercialization projects were possible with only a single IP, team leader Byun cited the unique charm and strategic business development of the work of Sinbi Apartment itself. Team leader Byun introduced that the business is evolving this year, including direct distribution in the form of joint projects with small and medium-sized enterprises specializing in each field, focusing on toys and food.

Team leader Byun said, “I will do my best to develop Sinbi Apartment into Korea’s representative IP,” and “A good product that maximizes synergy between well-made IP, secondary content business, and merchandising business, with Sinbi Apartment at the forefront, giving consumers unlimited pleasure I will show you guys,” he said aspirations.

[email protected] Reporter Jo Ji-min







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