Opening Up the Artwork Sold the Mascots: Boogi and Kumamon

There are two main ways to sell products with a mascot. The owner can make and sell merchandise itself, or it can open up the artwork and let other companies make the products. Busan's Boogi and Kumamon of Japan's Kumamoto Prefecture took the second route.

Busan's Boogi

In 2021, Busan Metropolitan City opened use of the Boogi character to local companies free of charge, a first for a mascot of a South Korean local government. Local companies that applied for the opening numbered 18 in 2021 and 24 in 2022. The online store Boogi Town lists about 200 products made by 16 companies.

Jagalchi Boogi, released jointly by Lotte and Nongshim, sold more than 160,000 bags right after its launch. It was the first time in 42 years that the Jagalchi snack had collaborated with an outside character. Boogi won the grand prize at the 2025 Korea Character Awards.

Kumamoto Prefecture's Kumamon

Kumamon first appeared in March 2010 in a tourism campaign timed to the opening of the Kyushu Shinkansen. Kumamoto Prefecture grants permission to use the character without a fee when the purpose is to promote the prefecture's products and services, and in 2018 it extended this permission to overseas companies.

Sales of Kumamon-related products announced by Kumamoto Prefecture peaked at 166,389,220,000 yen in 2023. In 2025 they fell for a second straight year to 150,261,690,000 yen, but topped 150 billion yen for the eighth consecutive year.

Daejeon's Kkumssi Family

On the make-and-sell side, Daejeon's Kkumdori and the Kkumssi Family have produced results. Daejeon Metropolitan City said cumulative sales of related products from 2024 through April 2026 reached 6.492 billion won ($4.7 million). Kkumdori ramen and cup ramen sold 1.1 million units through December 2025.