- BLACKPINK's Jisoo collaborates with Hello Kitty to combine K-pop fandom and renowned character IP to create product experiences.
- The partnership will involve limited-edition merchandise and a Seoul pop-up to connect fans across numerous channels.
- As per industry reports, Korean entertainment organizations continue to rely heavily on merchandise, licensing, and fan-driven items for revenue.
BLACKPINK member Jisoo, is advancing her commercial career through a strategic content-and-commerce relationship with Sanrio's Hello Kitty, suggesting an industry shift toward fandom-driven lifestyle shopping.
The collaboration, announced in an agreement between CJ OnStyle and global IP curator MuseM, intends to incorporate character IP and artist personality into merchandised experiences that connect content, community, and commerce, rather than one-off products.
The partnership's first product, co-branded Hello Kitty × Jisoo, launched on Kream, a limited-edition resale marketplace, with a draw-based release till Monday noon. The set included five 40-cm Hello Kitty plush doll versions as well as 11 plush keychain types.
Jisoo X Hello Kitty Plush Keychain
CJ OnStyle has obtained domestic distribution rights and will oversee larger Korean commerce operations, including mobile and television channels, after evaluating early demand. A pop-up store at Kream's flagship in Dosan Park in Seoul is also scheduled to open from Jan 14 to Jan 20, 2026.
CJ ENM's commerce unit, CJ OnStyle, has previously worked on IP-based items with its parent firm, as well as the Korea Baseball Organization (KBO) and collectible toy company Pop Mart, gaining expertise across fan-driven retail and merchandise operations.
Last December, CJ OnStyle established a specialized IP-X team, which stands for IP Expansion and Experience Team. The IP-X team is in charge of finding fandom-based IP in fields such as worldwide popular characters, artists, and Korean content, as well as developing collaborations and connecting them to CJ OnStyle's commerce channels.
Merchandising Drives Revenue in K-pop
Character and licensed merchandise continue to be a significant global development engine for K-pop agencies. In the third quarter of 2025, HYBE claimed ₩ 249.8 billion (~ $170 million USD) in indirect participation revenue, which includes merchandise, IP licensing, fan club memberships, and content-related purchases, as per company filings quoted by Korean media. Merchandise and IP licensing alone contributed for ₩168.3B (~ $120M), highlighting the size of company-led tangible and licensed products sales.
Industry reports in Dec 2025, further stated that SM Entertainment and JYP Entertainment generated total revenues of ₩ 321.6B and ₩ 232.6B, respectively; with merchandise accounting for ₩ 50.3B at SM and ₩ 29.3B at JYP. YG Entertainment reported ₩ 28.1B in merchandise revenue on total sales of ₩ 173.1B.
As per local publications, insiders of the finance sector predicted that combined product income from the four major entertainment organizations would reach ₩ 1T(~$770M) in 2025, up 26% from ₩ 791.3B in 2024.
Jisoo × Hello Kitty Collab: Iconic IP Meets K-pop Fandom
The partnership unites two significant cultural brands. Hello Kitty, owned by Sanrio, has sold over 50,000 products across 130 countries, and Jisoo's influence in music and fashion further broadens the status of the deal.
By combining a timeless iconic character with modern K-pop popularity, the collaboration shows how companies are monetizing fan communities across various formats. From plush dolls to pop-up experiences, businesses are increasingly centered on cultural stories rather than individual items.
