TOOZ DESIGN STUDIO
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- Types of genre
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Character
Story
Other
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- Location
- 601-558 179 Wanjeong-ro, Seo-gu, Incheon, Republic of Korea
① Brand Story
“Thought it was a Bottari (bundle)? Surprise—it was a Dokkaebi!”
Long ago, our ancestors regarded the Bottari (bundle) as bok—a blessing—believing that when you handed someone a bottari, you passed on blessings as well.
Born from that bottari, the Dokkaebi Ddaribossi brings you a bundle of blessings today and every day.
<Ddarimongddang>, a traditional character brand that modernly reinterprets Korean Dokkaebi folklore, restores the warm, friendly image of the Dokkaebi through the worldview of the “Blessing-bearing Bottari (bundle) Dokkaebi,” and broadens new, appealing perceptions of Korean tradition.
② Fandom Built on a Distinct Concept
Breaking away from the image long overlaid by the Japanese Oni, we define the Dokkaebi as hornless, kind and friendly, and a traditional Korean guardian spirit. This differentiated concept highlights both familiarity and novelty, generating strong appeal and cultural buzz. With powerful storytelling, we evoke emotional resonance and
“Thought it was a Bottari (bundle)? Surprise—it was a Dokkaebi!”
Long ago, our ancestors regarded the Bottari (bundle) as bok—a blessing—believing that when you handed someone a bottari, you passed on blessings as well.
Born from that bottari, the Dokkaebi Ddaribossi brings you a bundle of blessings today and every day.
<Ddarimongddang>, a traditional character brand that modernly reinterprets Korean Dokkaebi folklore, restores the warm, friendly image of the Dokkaebi through the worldview of the “Blessing-bearing Bottari (bundle) Dokkaebi,” and broadens new, appealing perceptions of Korean tradition.
② Fandom Built on a Distinct Concept
Breaking away from the image long overlaid by the Japanese Oni, we define the Dokkaebi as hornless, kind and friendly, and a traditional Korean guardian spirit. This differentiated concept highlights both familiarity and novelty, generating strong appeal and cultural buzz. With powerful storytelling, we evoke emotional resonance and
Video
Business Description
Convenience Store Collaboration (2025):
Partnering with CU, one of Korea’s leading convenience store brands, on a 2025 Pepero Day special-package collaboration. Launching in late October, the “Hip Traditional” concept is slated for nationwide exposure among younger consumers.
Publishing & Education Collaboration (2024):
Collaborated with Children’s Math Dong-A (cover & event), delivering a friendly yet engaging experience for children and parents and receiving strong positive feedback.
Photo Culture Partnerships (2023–2025):
Co-created photo-frame collaborations with Insaengnecut (Life Four Cuts) and Play in the Box, blending “moments to remember” with traditional imagery to create MZ-oriented play-culture cases.
Local (Incheon) Collaborations (2024):
Ran local collaboration projects with Incheon-based companies and renowned confectionery brands, embedding regional identity and demonstrating the fusion potential between traditional character IP and local culture.
Distribution & Con
Partnering with CU, one of Korea’s leading convenience store brands, on a 2025 Pepero Day special-package collaboration. Launching in late October, the “Hip Traditional” concept is slated for nationwide exposure among younger consumers.
Publishing & Education Collaboration (2024):
Collaborated with Children’s Math Dong-A (cover & event), delivering a friendly yet engaging experience for children and parents and receiving strong positive feedback.
Photo Culture Partnerships (2023–2025):
Co-created photo-frame collaborations with Insaengnecut (Life Four Cuts) and Play in the Box, blending “moments to remember” with traditional imagery to create MZ-oriented play-culture cases.
Local (Incheon) Collaborations (2024):
Ran local collaboration projects with Incheon-based companies and renowned confectionery brands, embedding regional identity and demonstrating the fusion potential between traditional character IP and local culture.
Distribution & Con