- IPX (formerly LINE FRIENDS) collaborated with Monamhee, a famous celebrity keyring brand, to open the first exclusive pop-up “MONAMHEE'S CLOSET (MONAMHEE'S CLOSET)”... Since then, global business development related to Mo Nam Hee's IP in Japan and China

- Pop-up design with the concept that Mo Nam-hee's signature character “Bling” came into the closet... A stylish photo zone with an eye-catching black dress and an open run procession with key rings for Bu Nam Hee, Blay, and Ping Ping, which are released exclusively

- IPX, which is developing overseas business for promising domestic character IPs, supports the growth of a 'key ring brand' to character IPs by showcasing Mo Nam-hee to Gen Z and fashion people around the world

‍

[May 24, 2024] Digital IP Entertainment IPX (formerly LINE FRIENDS) collaborated with Monam Hee, a famous celebrity keyring brand, to develop a global IP business, opening the first exclusive pop-up and showcasing Monam Hee's new appeal as a character IP.

Mo Nam-hee is loved by celebrities and influencers, including the MZ generation in Korea for its kitschy design and collectible keyring and packaging. Starting as a grocery store, it has become a trendy keyring brand by collaborating with famous brands such as Samsung Galaxy, Camel, and Levi's.

Through this partnership, IPX will expand Mo Nam-hee's IP business to Japan and China by utilizing the IP business expertise and creative capabilities built up at home and abroad based on various popular IPs targeting Gen Z around the world. Furthermore, in addition to content businesses such as various products and messenger emoticons, the company plans to strengthen global awareness through collaboration with professional partners and artists that can create synergy with Mo Nam-hee, and expand points of contact with fans through overseas pop-ups.

The “MONAMHEE'S CLOSET (MONAMHEE'S CLOSET)” pop-up store, which announced the beginning of the collaboration, will be held at LINE FRIENDS Square Sinsa from May 24 to June 3. Decorated with the concept of coming from the closet of Mo Nam-hee's signature character “Blping Yi,” this pop-up drew attention by decorating the space with a kitschy and trendy sensibility using black and pink, such as the photo zone where Blping's black dress stands out. In particular, in this pop-up, in addition to the “Bu Nam Hee,” “Blay,” and “Ping Ping Yi” key rings, which were released exclusively through a collaboration between LINE FRIENDS BROWN (BROWN) and Mo Nam-hee, the Colle Petit Closet and Plush Pouch attracted great interest, and the open run procession continued.

Fans who visited the pop-up said, “Isn't Ping Ping's black dress closet lovely that I saw for the first time today?!” , “Is it now possible to see Bluffing and Bread from overseas?” , “After all, Mo Nam-hee lives with her sensibility... she's much prettier than my closet,” and “I don't just hang a key ring... it looks like the details of an art museum exhibition” have received enthusiastic responses.

An IPX official said, “Through this partnership, we want to expand our encounter with Monam Hee overseas and bring joy to global fans with a different look that adds a reinterpretation of IPX to the appeal that Monam Hee had as a domestic key ring brand,” and “We will strive to become a brand that provides diverse IP experiences to fans around the world beyond the key ring that IPX wants through the global IP business developed by IPX.”

An official Mo Nam-hee added, “As a company leading the IP industry with character IP brands loved around the world, I was deeply impressed by IPX, which deals with character IP with sincerity,” and “I hope that meeting with IPX will be a great opportunity for Mo Nam-hee to inspire fans not only in Korea but around the world through more diverse IP activities than before.”

Meanwhile, IPX is expanding promising domestic IPs such as Joguman, Sealook, Mysterious Apartment, and Dinotang into a global business, promoting various product lineups, licensing and collaboration with famous brands, and content businesses, and expanding the base of the IP experience for domestic and international fans of all ages.