Kakao Entertainment announced on the 31st that it launched "Crushology 101: Special Edition" on KakaoPage and KakaoWebtoon on the 29th.
This special edition is a commemoration of the new MBC Friday-Saturday drama "Crushology 101," which will first air at 9:50 p.m. on the 4th, amid expectations for synergy between the webtoon and the drama, drawing attention as a case of Kakao Entertainment's intellectual property (IP) value chain.
The webtoon "Crushology 101" tells the campus romance story of a fine arts student, Bunny, and the five handsome men surrounding her. It captivates readers with a shared experience of youthful, awkward love in their early 20s, bursts of unexpected humor, and intense immersion due to curiosity about which of the five characters Bunny will start dating, achieving a cumulative view count of 170 million on KakaoPage and KakaoWebtoon. The main series concluded with a total of 180 episodes and 4 spin-offs in 2023.
The webtoon special edition being serialized depicts Bunny, now a successful sculptor in her late 20s, and her close friend, Sora, navigating their romantic lives. Notably, it is reported that the male protagonists from the main series will appear one after another, raising interest in whether new changes await Bunny. Additionally, Sora, flustered among handsome men like 21-year-old Bunny, will be coached in romance by Bunny, adding a delightful touch.
"Crushology 101" has garnered significant anticipation as a case of the IP value chain developed by Kakao Entertainment, from original IP discovery to expansion into video. Kakao Entertainment took charge of the drama planning and production, based on the original webtoon "Crushology 101." They planned and produced the work by incorporating not only the fun elements of the original webtoon based on a deep understanding but also differentiated enjoyment unique to the drama. Once aired, it is expected that the special edition and the completed main series will generate synergy.
The original creator, Lee Eun, noted, "In the special edition, I depicted Bunny's romantic life in her late 20s and how she advises on romance based on her own experiences from her early 20s. I portrayed the characters with the same affection I had for them in the main series," adding, "I hope for much anticipation for what Bunny, now in her late 20s, considers a good romance and what kind of partner she will meet, coinciding with the upcoming airing of the drama and the serialization of the webtoon special edition."
Meanwhile, KakaoWebtoon and KakaoPage will host various events to commemorate the serialization of the "Crushology 101" spin-off and its adaptation into a drama. First, pre-airing events will include giving out webtoon coupons for "Crushology 101" and a set of three side dishes as part of the "Pre-registration Event," and providing a set of volumes 1-5 of the original webtoon and up to 1,000 cash lottery tickets in the "Original Preview Event."
After the drama starts, users who binge-watch the original webtoon will be eligible for giveaways including a fourth-generation AirPods with active noise cancellation, Lotte Cinema two-person viewing tickets in the "Receive a Flirting Message! Event," and a signed poster of the main cast along with Photoism vouchers in the "Flirting Comments Event." Detailed information can be found on the event page within the KakaoWebtoon and KakaoPage apps.