[BizHanKook] There are many ways for a brand to capture people's attention. Some follow trends, while others revive old memories. While some companies demonstrate grand technologies in a single scene, others focus on retelling long-held values rather than adding something new. It is difficult to conclude which method is more effective; what matters is how well the approach aligns with the brand itself.
In an era where brands are remembered beyond their products—through senses, experiences, and attitudes—people now prioritize what they are drawn to and what experiences they remember over merely what they buy. Bizhankook presents the ‘Brand of the Month’ every month in collaboration with the brand community Bemyb. We share the new sensibilities and trends captured by Bemyb, exploring the context behind why currently trending brands are being chosen.
The movements of brands that drew attention in October were diverse. Le Mouton, a maker of comfortable shoes, walked slowly alongside its customers, while Captain Q, returning after 11 years, turned the time since its discontinuation into a story. Design House, celebrating its 50th anniversary, highlighted Korean creativity rather than its own achievements. Tesla created global buzz with a single scene of a new sports car floating into the air. The cute character Chiikawa appeared on a Korean music broadcast stage and danced like an idol.
The brand community Bemyb selected Le Mouton for ‘Wearing’, Captain Q for ‘Eating/Drinking’, Design House for ‘Staying’, Chiikawa for ‘Enjoying’, and Tesla for ‘Using’ in October. Every month, they review around 100 brands, selecting those worthy of attention based on identity, timeliness, differentiation, communication, and buzz.
What is noteworthy in this month’s cases is that each of the five different brands utilized what they do best. Rather than chasing new trends, they understood their own strengths and unfolded them in a way that resonates with consumers.
Wearing: ‘Le Mouton’, talking about walking when everyone else is running
As the running craze continues, speed and records have emerged as key competitive factors in the sneaker market. Shoes that are lighter and more elastic, or technology that helps people run faster, capture consumer interest. However, Le Mouton tells a slightly different story: not about how to run faster, but the joy of walking comfortably.
Le Mouton is a comfort shoe brand that highlights its lightweight and cozy fit. They increased brand awareness with the advertising slogan "Le Mouton when you walk" and develop products under the principle of "not launching if it's not comfortable." Their strategy focuses on fit and perfection rather than flooding the market with seasonal new products.
Their flagship product, 'Mate', has surpassed 2 million pairs in cumulative sales since its launch in 2021. To celebrate, Le Mouton held a "Mate Day" on October 9 in Yongin, Gyeonggi Province, where customers and employees walked together. Participants joined a 4km walk and enjoyed various programs. The walking event, which has been held since last year, is not about records or competition; it emphasizes walking and spending time with loved ones.
They maintained this direction in their advertising as well. Park Hye-jin, an editor at Minumsa, appeared in the "Le Mouton People" ad released on October 8. Instead of grandly explaining the product's functions, the ad featured her walking habits and daily lifestyle. It told a story about the mindset behind walking rather than how far one can go in the shoes.
It seems natural for a shoe brand to talk about walking. However, it is quite different to actually get consumers to walk together and to highlight the life of the person walking in advertisements. Le Mouton connected its products, campaigns, and customer events into a single message. It is a structure where the functional strength of the shoes leads to the brand's philosophy of life.
Eating/Drinking: The legendary liquor ‘Captain Q’ returns after 11 years
“If you drink it, you wake up the day after next.” This is a joke that has long circulated among those who remember Captain Q. Although it was a liquor that led the popularization of Western spirits with its affordable price, stories of severe hangovers always followed it. That is why the name was not forgotten even after it was discontinued in 2015.
Launched by Lotte Chilsung Beverage in 1980, Captain Q sold over 10 million bottles in its first year alone. At the time, its strength was the ability to enjoy a Western-style spirit at a relatively low price. After its discontinuation, the memories and personal experiences from those days kept the brand’s vitality alive more than the liquor itself.
Lotte Chilsung Beverage re-released Captain Q on October 21 after an 11-year hiatus. While the exterior, such as the dark green bottle and retro-style label, retains traces of the past, the contents have changed. It is manufactured using rum base from the Caribbean region and undergoes a two-step aging process. They preserved the image of the old product while recreating it as a liquor suitable for today's consumers.
In marketing, they actively utilized Captain Q's long absence. They hired comedian Lee Sun-min as a model to parody old advertisements and operated the "Captain Blue" Instagram account, where Lotte Chilsung employees appeared directly. It’s a method where employees handle everything from planning to filming and editing to promote the brand. Additionally, they released a limited-edition "Captain Q Treasure Box," with the premise that the captain had returned from an 11-year voyage with treasure. 1,980 out of the 12,000 sets contained pure silver coins, creating a real treasure hunt experience.
Consumer response was swift. Searches for Captain Q on the 7-Eleven app exceeded 300,000, and the pre-order volume prepared by convenience stores sold out. This can be seen as a result of new consumers' curiosity being added to the nostalgia of consumers who remembered the past.
The revival of a discontinued brand does not guarantee success. If one simply relies on past recognition and re-releases a product, it may end up as a momentary buzz. Captain Q used the 11-year gap itself as the subject of their story. They turned the return of an old liquor into an event.
Staying: Design House celebrates its 50th anniversary with the single character ‘Mak’
The word chosen by the design firm to commemorate its 50th anniversary was, unexpectedly, "Mak." It is a word commonly used in daily life, as in "Mak-chum" (improvised dance), "Mak-guksu" (buckwheat noodles), or "Mak-geolli" (rice wine). It seems somewhat distant from design, which brings to mind precise and sophisticated results. It was exactly that gap that Design House focused on.
Since its founding in 1976, Design House has recorded Korean design and lifestyle culture by publishing magazines like *Monthly Design*, *Happy-Filled Home*, and *Luxury*. It later expanded its reach into exhibition businesses such as the Seoul Living Design Fair and the Seoul Design Festival, and also operates digital channels like the pop-up platform Hey Pop and the creator platform Design Plus.
To mark its 50th anniversary, Design House planned a cultural campaign titled "Mak, Creative!". Here, "Mak" signifies an attitude of attempting things freely without being bound by established formats. They focused on creativity—the act of creating something even if it is amateurish—rather than perfectly polished results.
26 creators from various fields—including space, fashion, food, and design—participated in the commemorative exhibition "MAK" held at the company's office in Jangchung-dong, Seoul, on October 26. Fabric artist Kim Eun-ha created a 50th-anniversary birthday table inspired by the feast tables of the Joseon royal court. The creator group Dada Friends reinterpreted chairs from the Italian furniture brand Kartell through their own perspectives. In *Monthly Design*, Design House also explored the meaning of "Mak" through interviews with creators.
It is standard for a company celebrating its 50th anniversary to summarize its achievements and announce future visions. Instead, Design House turned its gaze to the people and lifestyle culture they have focused on over the past half-century. They turned their anniversary celebration into a place to examine Korean creativity rather than a corporate history exhibit.
Enjoying｜Cute characters became idols, ‘Chiikawa’
Small characters appeared on a music show featuring idol groups. The protagonists of the Japanese character series *Chiikawa* performed on the stage of Mnet's *M Countdown* and even participated in the popular K-pop content "Relay Dance." Even though they weren't singers releasing a new track, they used the same promotional methods as music shows. The scene where cute characters met Korean idol culture spread rapidly online.
This unique promotion was timed with the domestic theatrical release of the movie. *Chiikawa the Movie: Secret of the Mermaid Island*, released on September 30, drew 120,000 viewers on its first day, recording the highest opening performance for an animated film this year. Within 17 days of release, it surpassed 1.5 million cumulative viewers. A work that had already seen massive success in Japan continued its popularity in Korea.
The movie's popularity spilled over into the character merchandise market. Queues formed at the Chiikawa Shop in Yongsan I-Park Mall from the night before opening, and theater collaboration merchandise and screening benefits sold out quickly. Character popcorn buckets introduced by CGV sold out multiple times, leading to additional pre-orders. On the second-hand trading platform Bungaejangter, search volume for Chiikawa in the first week of October increased by about 14 times compared to three months ago.
Chiikawa's competitive edge is hard to explain by cuteness alone. The world in which these small, lovable characters live is surprisingly realistic. They prepare for certification exams to find work and apply for housing subscriptions to secure a home. The cute drawings contain real-world worries about employment, housing, and livelihood. This is why adults resonate with Chiikawa.
They utilized this feature well in their domestic promotion. Instead of explaining the character's worldview at length or repeatedly introducing the movie's plot, they borrowed K-pop promotional methods familiar to Korean consumers. The unexpectedness of characters appearing on music shows like idols created buzz, and in the process, Chiikawa’s greatest charm—cuteness—was naturally revealed.
Using: Tesla sends a car into the sky, the power of a single scene
A car drives up a ramp, then surges into the air amidst smoke. It rotates in the sky and jumps over another car.