A Study on Character Collaboration Strategies in Coffee Franchises - Focusing on Curendly Marketing

This study examines the use of character animation collaborations in the marketing strategies of South Korean coffee franchises. In a highly competitive market, brands like EDIYA Coffee, Twosome Place, and Mega MGC Coffee have adopted character collaborations to enhance emotional connections with consumers and reinforce brand loyalty. By focusing on key concepts like reliability and familiarity, the research demonstrates how these partnerships strengthen brand identity and create unique consumer experiences. The study highlights the strategic importance of such collaborations, offering insights into their role in driving consumer engagement and competitive differentiation.