Issue Focus

Chun-sik Enters the Upside Down: Kakao Friends × Netflix’s Transmedia Play

This collaboration illustrates how character IPs can extend beyond merchandise into immersive,

platform-based storytelling, offering a compelling reference for global buyers exploring fandriven,

transmedia IP partnerships.

♦  Kakao Friends × Stranger Things 5: World-Building Meets Character IP

      • Kakao Friends reimagines Chun-sik within ‘Stranger Things 5’ key locations including the Byers House,

          Creel House, and the "Upside Down" world

      • The collaboration spans FaceTalk video filters, limited-edition merchandise items, and a Hongdae

          flagship store photo zone recreating the Byers House living room

♦  Social Buzz and Fan Engagement Ahead of Release

      • Pre-launch “Chun-sik Superstar Road” series, documenting Chun-sik’s journey to Netflix’s Tokyo event,

          surpassed 1.4 million total views across social channels

      • The “Upside Down” FaceTalk filter with screen-flipping effects and collaboration illustrations ranked

          among the top-used video effects daily since launch

♦  Expanding into Culinary Entertainment with Culinary Class Wars 2

      • Kakao Friends launched Instagram webtoon “Chun-sik the Chef” on Nov 11, introducing Chun-sik as

          a "black spoon" chef

      • Fans voted for Chun-sik’s competition nickname “Nom Nom Punch,” while the webtoon runs weekly

          alongside Tuesday episode releases

♦   Cross-Platform Merchandising Strategy

       • ‘Stranger Things’ collaboration includes keyrings and lenticular notebooks, while ‘Culinary Class Wars 2’

           features Ryan and Chun-sik doll keyrings

      • Kakao aims to build new IP experience models by combining global content with KakaoTalk,

          merchandise, and spatial experiences, expanding future opportunities

Source

No Cut News (2025.12.18)

https://www.nocutnews.co.kr/news/6444857