Hello Kitty is entering the K-pop fandom with JISOO of BLACKPINK as a new co-star.
CJ OnStyle announced this Monday that it has signed a memorandum of understanding (MOU) with MuseM, a global artist intellectual property (IP) company, to develop a commerce ecosystem built around artists, characters, and K-content. The first partnership under this MOU is a collaboration between Hello Kitty of SANRIO and JISOO, a member of BLACKPINK.
Under the agreement, the two companies will work across the entire value chain, from product planning and manufacturing to marketing and distribution. CJ OnStyle stated that the goal is to go beyond one-off merchandise and build a content-commerce model that directly connects IPs with fan communities, or fandoms.
The first release centers on Hello Kitty x JISOO. CJ OnStyle has secured domestic distribution rights for certain items, including plush toys and character keychains, and will manage the commercial operations in Korea.
The launch is being carried out with KREAM, a limited-edition resale platform. The products were offered through a raffle-based sale on KREAM until noon on Monday. The lineup includes five versions of a 40-centimeter Hello Kitty plush and 11 types of random plush keychains.
CJ OnStyle said it plans to gauge initial fan demand through fast-response fandom platforms before expanding sales to its own channels, including mobile and television shopping.
JISOO of BLACKPINK appears on an official poster for her Asian fan tour, “Lights, Love, Action!”
CJ OnStyle and KREAM will also operate a pop-up store from Wednesday through January 20 at KREAM’s flagship store near Dosan Park in southern Seoul.
The company has previously collaborated on IP-based products with CJ ENM, the KBO, and the collectible toy company Pop Mart, building experience in fan-focused merchandise operations.
Last December, CJ OnStyle created a dedicated IP organization, the IP-X Team, short for IP Expansion and Experience Team.
The IP-X Team is tasked with identifying fandom-based IPs in areas such as global characters, artists, and K-content, as well as planning collaborations and connecting them to CJ OnStyle’s commerce channels.
CJ OnStyle said it is expanding what it calls its “IP universe” strategy, shifting its focus from mobile live commerce to a broader, IP-based community commerce model. The company views IP-driven content commerce as a growth area that combines storytelling, fan engagement, and retail across multiple platforms.
Journalist: Shawn
Translator: Shawn
Source: SNS Hello Kitty
