Esther Bunny is a global character IP centered around the tagline “Love myself, Love yourself.” Since 2019, it has partnered with over 400 global companies and released more than 6,000 licensed products. The brand has built strong international recognition, ranking #1 in Japanese character IP trends and becoming the first Korean IP to win the Japan Character Award 2025 (Newcomer Award).
In Greater China, Esther Bunny continues to expand its reach through major collaborations with brands like Luckin Coffee, QQ Music, and Taobao 88VIP, with a new bakery partnership launching in H2 2026. Global expansion remains strong, with over 80 Japanese brand partners secured in its first year and major North American retail distribution through Hot Topic, Urban Outfitters, and Barnes & Noble. Moving forward, the brand is set to introduce high-profile dual-IP collaborations with Sanrio Characters, a popular Chinese comic IP, and a global merch project with a top K-pop girl group member.
Demonstrating exceptional versatility across diverse sectors—including fashion, beauty, F&B, home decor, and digital content—Esther Bunny continues to partner with global allies to explore and create fresh IP licensing opportunities.
