Gungjung Bichak announced on the 31st that it will be hosting a special exhibition for its children's line in collaboration with popular illustrator YUMMA, running until May 31 on its official online store, Gungjung Bichak Mall.

This collaboration centers around the children's line's signature characters, Chokchoki and Pom Pom, aiming to emotionally convey children's vibrant energy and rich imagination. Through YUMMA's warm and lively artistic style, the exhibition brings to life whimsical scenes of characters within a palace setting, encapsulating the bright and healthy brand essence of Gungjung Bichak’s children’s line.

Significantly, this project employs a content-driven approach to seamlessly fuse Gungjung Bichak's brand identity with YUMMA's illustrations, strategically expanding consumer touchpoints. This mirrors current trends in experiential retail where storytelling and character-driven narratives captivate audiences and enhance brand loyalty.

To celebrate this collaboration, Gungjung Bichak Mall will feature exclusive promotions until the end of the month. Customers purchasing children’s line products will receive limited edition postcards and children’s puzzle merchandise, alongside a special product set highlighting the brand's commitment to engaging young audiences.

The standout offering, a Kids Facial Care Kit, will include a children's puzzle adorned with YUMMA's illustration, along with a 100ml Kids Bubble Facial Cleanser and an 80ml Kids Moisture Face Lotion, all at a 37% discounted price. This strategic pricing not only attracts consumers but also encourages repeat purchases, enhancing customer lifetime value (LTV).

Additionally, the company is launching a raffle for customers who submit photo reviews, with prizes including accommodation vouchers and Starbucks coffee coupons, reflecting an integrated customer engagement strategy designed to drive interaction and enhance brand attachment.

Following this initiative, Gungjung Bichak plans to unveil a new design of limited-edition collaboration sets and merchandise targeting the upcoming summer vacation period in June. A spokesperson for Gungjung Bichak commented, "This collaboration with YUMMA aims to convey children’s healthy energy and joyful imagination more accessibly through the characters Chokchoki and Pom Pom. We plan to introduce various initiatives allowing our customers to experience the bright and healthy brand spirit of Gungjung Bichak’s children's line truly."

The illustrator YUMMA, who boasts 118,000 Instagram followers, is celebrated for her warm color palette and emotional character designs. She has published books such as *Drawing Illustrations with YUMMA* and *Hand-drawn Illustrations with YUMMA*, and remains active through numerous brand collaborations and exhibition projects. This collaboration not only solidifies Gungjung Bichak's market positioning but also signals a broader trend in the beauty industry towards artistic synergies and narrative-led consumer engagement.