'Chiikawa' surpasses 730,000 in six days ... Nikkei analyzes secret behind craze: "K-pop-style marketing"

Synergy between young people's realities and K-pop marketing

The Japanese animated film 'Chiikawa: The Secret of Mermaid Island' is generating an unusually strong box-office buzz in South Korea, prompting a major Japanese media outlet to take an in-depth look at the phenomenon.

The Nihon Keizai Shimbun, known as the Nikkei, recently reported that 'Chiikawa' had become an explosive topic immediately after its South Korean release. The newspaper highlighted the film's formidable ticket-selling power: It began screening on the 30th of last month and surpassed 730,000 admissions in just six days.

Known among South Korean fans by the nickname 'Munjakwi' — short for "something small and cute" — the character has taken over social media with a distinctive world that goes beyond simple cuteness. Fans have especially embraced scenes in which the characters take a 'grass-pulling certification exam' or go about their modest daily lives.

The characters work and earn money to make a living, struggle to obtain certifications and sometimes are sent on dangerous missions that put their lives at risk. The Nikkei analyzed the story as having forged a powerful connection with young South Korean viewers living in a fiercely competitive society. Young people facing real-world challenges, including a difficult job market, competition over résumés and soaring home prices, are immersing themselves in the lives of characters who work day to day to get by.

The film is a megahit in Japan, where it opened July 24 and drew 11.33 million moviegoers through Aug. 20. In the South Korean market, it also reached No. 2 at the box office during the extended holiday period from the 2nd through the 5th, demonstrating sustained momentum.

Another key driver of the film's success is the localized marketing strategy of distributor 'CJ ENM'. The Nikkei said the market-specific 'K-pop-style' marketing had been highly effective, highlighting the unconventional steps of broadcasting the characters' live dance stage through music channel 'Mnet' and holding stage greetings in the manner of an idol group. The newspaper added that a pop-up merchandise store in central Seoul has drawn long lines of customers arriving before opening each day, creating a constant throng outside.

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