TOOZ DESIGN STUDIO
CharacterOther
- Website : https://www.instagram.com/ddarimongddang/
- 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 have cultivated a loyal fandom across a wide range of age groups.
③ Credibility & Differentiation
Recognized for both cultural value and commercial potential, Ddarimongddang was designated a 2024 Excellent Cultural Product (K-RIBBON) by the Ministry of Culture, Sports and Tourism (Korea), proving its distinct position in the character IP market. Beyond borrowing traditional imagery, our IP integrates storytelling, design, product readiness, and scalability.
④ Sustainability & Format Expansion
Even before the “traditional concept” trend surged, Ddarimongddang spent three years consistently building the brand, securing originality and sustainable competitiveness. Its universe and characters can expand into webtoons, books, children’s musicals, games, and animation, enabling tailored content by channel and age group.
⑤ Collaboration References & Distribution Touchpoints
We hold multiple collaboration references, including CU’s 2025 Pepero Day special-edition products (nationwide rollout in late October), a cover and event collaboration with Children’s Math Dong-A (a leading children’s publisher), photoframe collaborations with Insaengnecut and Play in the Box (popular photo culture platforms), as well as projects with Incheon-based companies and renowned confectionery brands. These references support licensing expansion across F&B, stationery & toys, fashion, and lifestyle goods.
We also broaden consumer touchpoints through placements in Gwangjang Market and Insadong, operation of our online store, and ongoing discussions for overseas licensing, reaching both domestic and international audiences.
⑥ Partner Benefits
Backed by a compelling concept and powerful storytelling, Ddarimongddang creates emotional engagement and builds loyal fandom. Its formats are optimized for rapid spread across online communities and social media, generating rapid buzz and expanding audience reach. Partners benefit from distinctive consumer experiences, stronger brand awareness, and practical opportunities for licensing and distribution in both domestic and global markets.
“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 have cultivated a loyal fandom across a wide range of age groups.
③ Credibility & Differentiation
Recognized for both cultural value and commercial potential, Ddarimongddang was designated a 2024 Excellent Cultural Product (K-RIBBON) by the Ministry of Culture, Sports and Tourism (Korea), proving its distinct position in the character IP market. Beyond borrowing traditional imagery, our IP integrates storytelling, design, product readiness, and scalability.
④ Sustainability & Format Expansion
Even before the “traditional concept” trend surged, Ddarimongddang spent three years consistently building the brand, securing originality and sustainable competitiveness. Its universe and characters can expand into webtoons, books, children’s musicals, games, and animation, enabling tailored content by channel and age group.
⑤ Collaboration References & Distribution Touchpoints
We hold multiple collaboration references, including CU’s 2025 Pepero Day special-edition products (nationwide rollout in late October), a cover and event collaboration with Children’s Math Dong-A (a leading children’s publisher), photoframe collaborations with Insaengnecut and Play in the Box (popular photo culture platforms), as well as projects with Incheon-based companies and renowned confectionery brands. These references support licensing expansion across F&B, stationery & toys, fashion, and lifestyle goods.
We also broaden consumer touchpoints through placements in Gwangjang Market and Insadong, operation of our online store, and ongoing discussions for overseas licensing, reaching both domestic and international audiences.
⑥ Partner Benefits
Backed by a compelling concept and powerful storytelling, Ddarimongddang creates emotional engagement and builds loyal fandom. Its formats are optimized for rapid spread across online communities and social media, generating rapid buzz and expanding audience reach. Partners benefit from distinctive consumer experiences, stronger brand awareness, and practical opportunities for licensing and distribution in both domestic and global markets.
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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 & Consumer Touchpoints:
Operating our Smart Store and listed on online shopping platforms, alongside placements in major traditional marketplaces such as Gwangjang Market and Insadong, securing continuous exposure to domestic and international consumers and building a foundation for conversion.
Public Support Projects:
Selected for multiple programs by the Ministry of Culture, Sports and Tourism (Korea), the Korea Creative Content Agency (KOCCA), Incheon Technopark (Incheon TP), and the Korea Copyright Commission, thereby systematically advancing our IP and strengthening our foundation for global expansion.
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 & Consumer Touchpoints:
Operating our Smart Store and listed on online shopping platforms, alongside placements in major traditional marketplaces such as Gwangjang Market and Insadong, securing continuous exposure to domestic and international consumers and building a foundation for conversion.
Public Support Projects:
Selected for multiple programs by the Ministry of Culture, Sports and Tourism (Korea), the Korea Creative Content Agency (KOCCA), Incheon Technopark (Incheon TP), and the Korea Copyright Commission, thereby systematically advancing our IP and strengthening our foundation for global expansion.