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    • Jun 15, 2023
    • 2 min read

PORORO'S CHARACTER & BUSINESS PERSPECTIVE

EXPLANATION OF PORORO’S CHARACTER


First appeared in 2003, the Pororo character of Iconix Entertainment is represented by the image of a penguin with a golden helmet wearing pilot goggles. Pororo and Friends are extremely adorable in daily stories along with messages about friendship, courageous behavior, and dedication to achieving the goals. At the same time, the integration of educational and meaningful stories that have left an indelible mark on young audiences in more than 140 countries.

THE SUCCESS OF USING THE SYMBOLIC CHARACTER OF “PORORO BEVERAGE” FROM PALDO


The Paldo Food Company has successfully used the symbolic character Pororo in the children’s beverage industry which has become the No.1 best-selling children's beverage in Korea. Beyond that, Pororo drink has gained popularity in several Southeast Asia countries and takes a significant market share of 20% in the children's beverage category. Pororo drinks have generated total revenue of $3.8 million for the company.


REASON WHY BUSINESS SHOULD USE SYMBOLIC CHARACTERS?

  • Create the mark & identify the brand through symbolic characters

Symbolic characters can enhance a business's relationship with its customers by leveraging the characters' reputation. Additionally, these characters may function as a reminder of the business's image to customers.

  • Build relationships & interactions

Symbolic characters have the potential to benefit the relationship between businesses and customers and can create a connection to the business, potentially leading to increased trust and brand loyalty.

  • Simplify the transmission of messages

Symbolic characters can make message transmission easier and more intuitive, making complicated contexts easier to understand, thereby enhancing customer brand recognition and recognizing the products/services.

  • Develop a competitive advantage over the competitors

In a competitive market, a distinctive symbolic character may assist a company to differentiate itself from rivals by being recognized and closely connected with the brand, which can help the brand stand out and attract customers' attention.


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