'Bebefinn' Lands in Osaka, Japan... "Targeting All of Japan Beyond Tokyo"

Pop-up store at Namba Marui from the 11th to the 23rd
Fandom built through Netflix and TBS broadcasts
Pursuing an integrated online and offline strategy

The Pinkfong Company, which entered the global kids market with Baby Shark, is stepping up its push into Japan. The company plans to expand its fandom, which has formed mainly around Tokyo, to Osaka in order to strengthen its dominance in the offline market.

The Pinkfong Company announced on the 9th that it will operate a Bebefinn pop-up store at the Namba Marui department store in Osaka from the 11th to the 23rd. Building on its successful experience with pop-up stores at Marui department stores in the Tokyo area, including Ueno and Mizonokuchi, the company will be planting its flag in Namba, the largest commercial district in the Kansai region, for the first time.

Namba is a tourism hub connected to Kansai International Airport and a location where local foot traffic is heavily concentrated. The Pinkfong Company plans to gauge the purchasing power for its intellectual property (IP) by observing the reactions of both domestic Japanese customers and foreign tourists.

The pop-up store will be decorated with a pink theme to match the Valentine’s Day season. Around 70 types of merchandise using the company’s flagship IPs, including Pinkfong, Baby Shark, Bebefinn, and Silluk, will be showcased. A representative of The Pinkfong Company said, “Popular products that have already been validated in the local market, such as the ‘Bebefinn Mother Goose Pad,’ which ranked No. 1 in the music toy category on Amazon Japan, as well as sound books and large plush dolls, will be placed at the forefront,” adding, “We will also hold six character photo sessions where the three Bebefinn siblings will meet fans in person, which will help attract family visitors.”

Bebefinn became the first Korean animation to rank No. 1 in the Netflix Kids category in 11 countries, including the United States, and its cumulative number of YouTube subscribers has surpassed 70 million. In Japan, it has expanded its recognition by airing on TBS, one of the five major terrestrial broadcasters. Related toy products have been sweeping the top ranks on Amazon Japan, translating into substantial sales.

A representative of The Pinkfong Company said, “We will continue to increase touchpoints with fans across Japan so that online popularity leads to offline experiences.”