Why Koreans Are Obsessed with Cute Characters (and Why You Will Be Too)

When you land in Korea, at every shop, subway station or cafe, you’ll notice something right away which is cute characters everywhere. From plushies and stationery to skincare packaging and even banking apps, these characters aren’t just for kids. Koreans of all ages love them, and it’s easy to see why. Let’s dive into the world of aegyo (cuteness) and discover why character culture is sohuge in Korea.

Everyday Companions, Not Just Cartoons

In Korea, characters like Kakao Friends, Line Friends, and Moolang aren’t just merchandise, they’ve become part of everyday life. You’ll see Ryan the lion on subway cards, Apeach on notebooks, and BT21 characters on phone cases. They’re not just cute, they bring joy to ordinary routines.

The Psychology of Cuteness (Aegyo)

Korean culture has a special word for cuteness: aegyo (애교). It’s about being charming, sweet, and approachable and characters embody that perfectly. For many people, carrying a cute Ryan keychain or using a Chimmy notebook adds a small spark of happiness to their day.

Characters as Lifestyle Brands

In Korea, characters go way beyond plushies. They’re part of lifestyle branding:

• Character Cafés: Sip lattes topped with foam art of Brown & Cony from Line Friends.
• Skincare Collabs: Face masks featuring Kakao Friends or BT21 designs.
• Home Goods: Mugs, blankets, and even kitchen tools shaped like your fave characters.

This makes them feel less like “toys” and more like companions in daily life.

When K-Pop Meets Characters

The obsession goes global when K-pop idols join in. BTS’s BT21, Stray Kids’ SKZOO, and SEVENTEEN’s doodle mascots aren’t just side projects, they’re fan favorites. Fans buy plushies, pajamas, and even suitcases covered in idol-designed characters. Owning them feels like owning a piece of your bias’s creativity.

Why You’ll Fall in Love Too

Even if you don’t think you’re into “cute” things, Korean characters have a way of growing on you. They’re simple, relatable, and designed to express emotions we all feel shy, happy, tired, mischievous. Once you start, it’s hard not to collect just one more plushie, keychain, or notebook.

Where to Find Them

• Kakao Friends Stores – Flagships in Gangnam, Hongdae, and Busan.
• Line Friends Stores & Cafés – A must for Brown, Cony, and BT21 fans.
• Pop-Up Shops – Seasonal character events with exclusive designs.
• Daebak Box Online – Exclusive K-character and idol collab merch shipped worldwide.

Koreans aren’t just obsessed with characters, they’ve turned them into part of everyday life. Whether it’s Ryan, Apeach, Brown, or Cooky, each one brings a little happiness to your day. And trust us: spend a little time around them, and you’ll be obsessed too.