BTS Jin’s Discharge Celebration: IPX Launches Global Foodie Campaign with BT21’s RJ
Digital IP entertainment company IPX (formerly Line Friends) announced on the 4th the launch of the ‘RJ The Foodie’ global campaign featuring BT21 character RJ. This campaign is in celebration of BTS member Jin’s recent discharge from military service.
IPX has prepared various events showcasing RJ’s adorable charm. The Line Friends flagship store in Hongdae and Line Friends Square in Myeongdong have been newly decorated with an RJ welcome party theme, attracting numerous visitors. The stores feature photo zones where RJ, holding a spoon instead of a microphone, delights the MZ generation who flock to take commemorative photos. Additionally, RJ-themed plush toys and keyrings have received positive reactions.
Moreover, since the 29th of last month, RJ has been making a splash at the ‘K-Food Festival Neokkong’ held at Sejongro Park next to Gwanghwamun Square. A gigantic 8-meter tall Mega RJ photo zone, dressed in an apron and giving a thumbs up, welcomes festival-goers, creating a buzz on social media with posts about RJ sightings.
The BT21 official Instagram account has also released short videos of RJ’s food adventures, adding to the excitement. These videos humorously depict RJ visiting various hidden eateries, enjoying the food with blissful expressions, and awarding the restaurant an ‘RJ Foodie Badge.’
The ‘RJ The Foodie’ campaign is set to expand globally to countries including the United States, Japan, and Singapore, anticipating great enthusiasm from international fans.
BT21 is a character IP created through a collaboration between IPX and BTS members. The BTS members were deeply involved in the character development process from the initial sketches to defining the characters’ traits, preferences, and values. This collaboration has resulted in the rich world of ‘BT21 Universe,’ resonating with fans worldwide.
This campaign not only holds special significance for BTS and their ARMY but also highlights the creativity of the BTS members and their strong connection with their global fanbase.
