The 2024 Character Licensing Fair, the nation's largest event for licensing content intellectual property, will run from July 18-21 at COEX Mall in Seoul's Gangnam-gu District. Shown is a parade of characters at last year's fair in July 2023 at the same venue. (Fair's official website)

By Margareth Theresia

The nation's largest event for licensing content intellectual property (IP) starting this week in Seoul will feature famous Korean characters such as Pororo and Kongsuni.

The Korea Creative Content Agency (KOCCA) on July 11 announced the 2024 Character Licensing Fair from July 18-21 at COEX Mall in Seoul's Gangnam-gu District.

Marking its 23rd edition, this year's fair under the theme "It-Da: Content IP" will display the connectivity and expandability of content IP across genres and industries.

The upscaled event will have 724 booths and 190 IP businesses participating, and the free admission policy seeks to expand opportunities for the public to enjoy culture and stimulate the content IP industry.

Leading character companies participating in the fair include Choirock, which created Hello Carbot; Iconix, whose Pororo the Little Penguin and Tayo the Little Bus are famous in Korea; and Young Toys, which made Kongsuni and Secret Jouju.

Companies in related industries that actively pursue content IP will also take part including Shinhan Bank (Shinhan Friends), LG U Plus (Moono Crew) and Hyundai Department Store (Heendy). 

In addition to attractions like exhibitions and sideline and on-site events, the fair will host the annual Licensing Conference, which presents the latest trends in IP licensing.

From July 18-19, the conference will feature trends in IP licensing of domestic and foreign content and potential strategic directions for companies.

Under the theme "Connecting and Expanding Licensing Businesses and Content IP Login," the event will discuss the synergy effects of linking and enlarging genre IPs and the full transition to a content IP business era.

More information on the fair is available on the event's official website 

(https://characterfair.kr/).

"Granting free admission to our Character Fair, which has been loved by the public for about 20 years, allows more people to directly see the power of our content IP," KOCCA President Jo Hyunrae said. "KOCCA will continue supporting the discovery and development of global super IPs that transcend various genres and industries."

This is the official poster for the 2024 Character Licensing Fair. (Korea Creative Content Agency)