Strategic Partnership Between Japan and Korea Through the Popular Character Bonobono

The Evolution of Bonobono in Korea

The beloved character Bonobono, created by Mikio Igarashi, has been delighting audiences since the comic's debut in 1986. With a cumulative circulation of over 9.5 million copies and a lasting legacy across different media, Bonobono has established a unique bond with fans in both Japan and Korea. This summer, a significant milestone was reached as Lotte Holdings signed a master license agreement with Eiken, the company responsible for producing anime and managing the rights for Bonobono, marking a new chapter in Bonobono's journey to global expansion, especially within the Korean market.

Backstory of the Master License Agreement

The renewed partnership follows an earlier character licensing agreement established in May 2024. Since then, Lotte Group's collaboration with Eiken has seen multiple successful events leveraging Bonobono's charm at Lotte World, a popular theme park located in Seoul, Korea. Over 60,000 attendees enjoyed these events, which were also widely promoted through various marketing channels including social media and subway advertisements.

Now, with the master license agreement in place as of June 27, 2025, the plan is more comprehensive. Lotte World will play a pivotal role in overseeing events and licensing operations within Korea, while simultaneously expanding Bonobono's presence in other markets such as Vietnam, partnering with local businesses to tap into new audiences.

Utilizing IP for Cross-Cultural Exchange

This partnership leverages Lotte's robust capabilities in cross-border business. Japan is known for its rich pool of cultural content, while Korea's entertainment industry, renowned for K-POP, holds universal appeal. This synergy aims to enhance market vitality by combining the strengths of both countries' offerings, ultimately aiding in the growth of Bonobono as a memorable character for both children and adult fans alike.

Bonobono's Resurgence Among Korean Youth

Bonobono first made waves in Korea when it aired on Tooniverse in 1996, quickly gaining traction among viewers. The character has remained embedded in the memories of the MZ Generation (Millennials and Gen Z). The recent revival of the anime series in 2016 has captured the hearts of younger audiences, reflecting Bonobono's continuing relevance.

A notable success was the book titled "I Wish I Could Live Like Bonobono" by Shin-Hwa Kim, published in 2017, which sold over 100,000 copies in Korea, showcasing the character's resurgence and the cultural impact it continues to wield within the Korean publishing market.

Upcoming Events and Promotions

Lotte's approach also includes interactive promotions such as the Bonobono "Pop-Up Store Episode 1: Hello! Find the Shells" planned for September 11-22, 2024. This will be the first standalone large-scale pop-up store in Korea dedicated to Bonobono and is expected to draw significant attention, following the success of prior events.

Future Strategies for Content IP Business

With a robust framework now established, Lotte Group's intent to utilize both Japan's and Korea's assets underlines a promising growth strategy. Their vision is to amplify Bonobono's global outreach while enhancing cultural exchanges between Japan and Korea through co-branded events. By tapping into local preferences and leveraging existing expertise, the goal is to create a robust platform for culturally relevant content that resonates across borders.

Lotte Holdings, a dynamic entity with operations spanning diverse sectors including candy, finance, and healthcare, remains committed to innovating its food business. The company's historical roots trace back to 1948 with the production of chewing gum in Tokyo, evolving into a global conglomerate today.

In conclusion, the recent master licensing agreement is a significant step in Bonobono's journey to becoming an iconic character that not only fulfills entertainment needs but also strengthens cultural ties between Japan and Korea. As Lotte Holdings embarks on this new venture, fans can expect exciting developments and a consistent presence of Bonobono in both countries.

For more information about Bonobono, visit the official pages: Website, Twitter, Instagram, and Facebook.