Creating Everyday Brand Touchpoints to Trigger Fans’ Desire to Own
Trend Hunter | KBO Pro Baseball Evolves into a Cultural Phenomenon
Baseball fans in their 20s and 30s differ from older generations in how they enjoy the sport. As a generation with a real passion for fandom culture, they bring an unmatched level of enthusiasm. Baseball clubs are tapping into this demographic as a key driver of growth.
Brings cute characters to baseball fans
Clubs are actively leveraging cartoon characters popular among millennials and Gen Z, using their positive appeal to strengthen brand affinity. Doosan Bears are seeing strong results from their collaboration with Manggom, a character adored by women in their 20s and 30s. Their pop-up store featuring branded uniforms and merchandise brought in 730 million KRW in sales over one week. The Manggom Bears Day event, which included a ceremonial first pitch and photo zones, drew such high enthusiasm that fans began camping out the night before. LG Twins also captured the attention of younger fans through character-driven marketing, teaming up with the popular webtoon character Maru is a Puppy.
Surprise merch that sparks fans’ collecting instinct
Clubs are launching products with a fun twist, adding surprise elements to keep the fans guessing. Lotte Giants is making the most of its connection to the Lotte Group, which owns both food brands and distribution channels. For the 2025 season, the club launched a lineup of seven co-branded items—including beer, ice cream, and snacks—combining their club IP with Lotte’s consumer products. Among the lineup, Lotte Wellfood’s Tingcle has generated notable buzz. Reintroduced after 20 years, this nostalgic snack has struck a chord with fans who grew up enjoying it. Each pack includes a randomly inserted sticker featuring Lotte Giants players—tapping into fans’ collecting instincts. As baseball’s popularity continues to grow, this kind of surprise-based marketing is expected to gain even more traction.
Fashion brands give team uniforms a stylish edge
Clubs are collaborating with fashion brands beloved by younger generations to turn club uniforms into limited-edition merchandise. Samsung Lions collaborated with San San Gear, an outdoor label so popular among millennials and Gen Zs that they are resold at premium prices. The collaboration—featuring uniforms, hats, and windbreakers—sparked such a frenzy that it even caused the online store to crash. Kiwoom Heroes collaborated with Musinsa on a collection featuring jumpers, beanies, and more. The collection design was well received by fans for its strong alignment with the club’s identity. As baseball clubs are focused on expanding their younger fan base, more of these collaborations are likely on the way.