Issue Focus

IPX’s “Doohambba!” Turns Introvert Lifestyle into Next-Gen Character IP

This article spotlights IPX’s fresh strategy of building global fandoms through emotionally relatable,

SNS-born character IPs—showing how “Doohambba!” transforms introverted lifestyle aesthetics into

a commercially and socially engaging K-character trend.

♦  SNS-Native Character Gains 200K Followers

      • IPX unveiled “Doohambba!” in 2023 featuring Doogi (duck), Hammurabi (hamster), Bbani (rabbit)

      • Short emotion-reaction content resonates with “this is totally me” relatability, building solid fanbase

          through everyday relationship humor

♦  Fan-Driven Pop-Up Mirrors Introvert Culture

      • First official pop-up “Doohambba! Minggijeok House” opens at Line Friends Square Seongsu

          (Oct 17-Nov 5) after fan requests

      • Space features “I♥HOME” theme with bed, pillow artworks reflecting introvert trend message:

          Not lazy, just recharging

♦  Direct Fan Input Shapes Product Line

      • Fan DM requests transformed into actual products debuting at 2025 Seoul Illustration Fair with 3,000+ visitor engagement

      • Expanded into Line, KakaoTalk, WeChat, Xiaohongshu stickers plus keyrings, plush toys, cushions, floor mats from pop-up

♦  Text-Free Format Drives Z-Gen Appeal

      • Characters communicate through simple movements without text or voice, creating laughter and

          universal empathy across demographics

      • IPX plans expanding online-offline touchpoints with diverse content and products maintaining

          Doohambba’s distinctive charm for global fans

Source

ZDNet Korea. (2025. 10. 19)

https://zdnet.co.kr/view/?no=20251018104646 (Korean version)

ZDNet Korea. (2025. 10. 19)

https://v.daum.net/v/20251019103311184 (for translate)