Idol-character collaboration is attracting attention as a new collaboration trend as popular idol stars are competing to present characters and unique collaborations to target the MZ generation who pursue fun and emotion and want unique experiences.
Until now, many idol collaborations have been in the form of presenting new musical attempts and results through collaboration with artists of various genres at home and abroad. Recently, several idols have joined hands with popular characters as new collaboration partners to release music and MVs (music videos). It is capturing the hearts of MZ generation fans through various activities ranging from pop-up stores, special goods, and birthday cafes.
(G)I-DLE's Soyeon, an artist who possesses the ability to produce, write lyrics, and compose, recently released a collaboration song and MV 'I'm OK' with LG U+'s 'Moono', a popular MZ generation character. was revealed. Jeon So-yeon, an icon of confidence, delivered a bold message of support telling her to take on the challenge of 'anyoneke', breaking down her bold character of saying what she wants to do and doing what she wants. In particular, Jeon So-yeon drew the sympathy of MZ generation listeners through her own rap lyrics, such as 'They tell me to take the easy path and say I'm crazy', but 'If someone talks to me in my life, I'll take care of whether I fail again or fail further'.
In fact, the Amuneke MV is receiving a high response, recording 9 million cumulative views and 1.35 million engagements (likes, retweets, etc.) within a week of its release. Fans who heard the MV said, ‘I like the song because it’s so exciting and the message is Soyeon’, ‘Soyeon did it’, ‘The song is so cool and positive that it’s addictive’, ‘Thanks to the gorgeous MV, my eyes are so full of joy. There were high responses such as ‘It’s fun’.
Idol and character collaborations are not limited to music and MVs, but have also expanded into activities that fans can participate in and enjoy together by incorporating the idol's personality into the character. On August 25th, to celebrate the birthday of (G)I-DLE's Soyeon, who participated in the LG U+ Collapsing Anyoneke collaboration project, a 'Birthday Cafe' was run at a cafe in Seongdong-gu, offering limited edition goods such as tattoo stickers, photo employee ID cards, and cup holders. It was given as a gift to fans. In addition, we took advantage of the fan culture familiar to MZ fans to get closer to them by holding a birthday cafe SNS authentication event and a cheering message event for Jeon So-yeon and Muneul.
