As 'fandom consumption,' in which consumers buy character-related products and services, has recently emerged as a major trend, collaborations using popular character IP are booming.
The fashion industry is also expanding collaborations to keep pace with the trend.
Musinsa has exclusively launched a collaboration collection between American heritage sportswear brand Discus Athletic and NEXON Games' popular subculture game Blue Archive. It will also run a limited-edition pop-up at MUSINSA Store Yongsan and MUSINSA Store Hongdae to mark the release.
The collection consists of 34 items inspired by six popular characters from Blue Archive. To let fans bring their favorite characters into everyday style, the lineup combines Discus Athletic's sporty mood with each character's unique personality. Six pre-order outerwear items, including lightweight padded jackets, flight jackets and fleece pieces, will be available through Musinsa Edition starting June 29, with shipments rolling out sequentially from September. Other apparel and goods, such as ball caps and graphic T-shirts, will be sold through the end of July. From next month, the collection will also be available at MUSINSA Store Yongsan and MUSINSA Store Hongdae. Tickets for the offline pop-up can be reserved on 29CM starting June 24. The sales period runs through July 31 online and at MUSINSA Store Yongsan, while MUSINSA Store Hongdae will carry it through July 14.
Offline events have also been prepared. At MUSINSA Store Yongsan, a 'Teacher Verification Event' will be held from July 3 to 5. In Blue Archive, 'teacher' is the title used for players. For every 50,000 won spent on collection items, customers will receive one lucky draw entry, up to a maximum of five. Winners will get a live-printing T-shirt, while non-winners will still receive an in-game coupon. From July 1, a stamp rally will also run with Cafe Memorial, offering postcards, photo cards and in-game coupons depending on the number of missions completed. The event will run through July 31 at Yongsan and through July 14 at Hongdae.
Series, the menswear brand operated by Kolon Industries FnC Division, held a pop-up store collaboration with the animation GTO (Great Teacher Onizuka) at RSG Seongsu on Yeonmujang-gil in Seongdong District through the 10th of last month.
The Japanese manga GTO, which has been loved worldwide since the 1990s, follows Eikichi Onizuka, a former biker gang member who becomes a teacher and tackles school incidents in unconventional ways.
Series built the entire space around GTO's theme of 'RAW BOYHOOD,' or an imperfect but passionate youth. It reinterpreted Onizuka's rough energy through Series' own lens, allowing visitors to experience and immerse themselves in the character's lifestyle. The space featured school-inspired settings such as a classroom with a blackboard, a nostalgic school canteen and a cabinet sticker photo booth, creating the feeling of stepping into the GTO universe. Outside, the brand also displayed footage of Onizuka riding a motorcycle alongside a classic bike, creating a distinctive photo spot.
An industry insider said that character IP with a loyal fan base has become a 'sellout formula' in the fashion industry. The insider added that marketing has evolved from simply producing clothing with characters on it to more experience-focused, hands-on pop-ups and events.
Kim So-hyeong compact@sportschosun.com
