The K League and Sanrio Characters will continue their partnership for the 2025 season.
The Korea Professional Football League (President Kwon Oh-gap, hereinafter referred to as 'the League') announced that, following last year, it will collaborate with the global character corporation Sanrio Korea to work with the K League this year.
Last year, the League and Sanrio Characters operated a pop-up store using collaborative artwork at Lotte World Mall in Jamsil, Seoul, and Lotte Premium Outlet in East Busan, creating much buzz. The Seoul pop-up store achieved the highest sales ever among single pop-up stores at nationwide Lotte department stores and Lotte outlets on its first official day of operation, attracting daily lines of more than 600 people for the 'open run' and recording a total of approximately 250,000 visitors.
The two companies are partnering again this year, building on last year's success, and this time, all 26 teams in K League 1 and K League 2 will participate, adding significance to the collaboration.
The League plans to reveal team-specific artwork in collaboration with Sanrio Characters through its official K League Instagram in early April, and the pop-up store will open at the end of April.
This pop-up store will sell a variety of products, including plush keychains, scarves, and DIY embroidery patches that received a warm response last year, as well as beach towels, mats, eco bags, and random photo cards. In addition, detailed information regarding the pop-up store's location and operating schedule will be disclosed later through the official K League Instagram.
Furthermore, the League plans to actively conduct marketing activities linked with clubs, including hosting events with My Melody, which is celebrating its 50th anniversary this year. This aims to enhance the brand awareness of the K League and its clubs while providing fans with diverse experiences.
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