HINAKUU, a retro-inspired IP centered around its lead monkey character Kusung, evokes nostalgic vibes reminiscent of 90s Sanrio, San-X, and Animal Crossing. Across its social media platforms, the brand has built a dedicated fandom exceeding 100,000 followers.
On the commercial front, HINAKUU officially broke into the mainstream when its first collaboration with Lotte World completely sold out within less than a month, with a second joint series slated for release in July. Furthermore, its partnership with GS25, South Korea’s No. 1 convenience store, saw over 250,000 collaboration breads sold and 2,000 camera keyrings sell out in just five minutes—prompting an expansion into new categories, including chocolates and ice cream.
Dubbed “the cutest monkey in the world,” HINAKUU captured strong industry attention during its week-long solo pop-up at The Hyundai Seoul in June, generating nearly RMB 1.6 million (approx. KRW 300 million) in sales. Looking ahead to the second half of this year, the brand plans to launch apparel, makeup, skincare, and stationery collections, while aggressively expanding its licensing business across Japan and China in time for the upcoming Year of the Monkey.
