PEPPERANDSALT Accelerates Strategic Partnership with Hong Kong-Listed “Maoyan Entertainment” Affiliate

PEPPERANDSALT Co., Ltd. announced that it has signed a strategic Memorandum of Understanding (MOU) with Beijing Menggu Cultural Media Co., Ltd. (北京萌谷文化传媒有限公司), an affiliate of one of China’s leading entertainment platforms, to expand its global IP business. The partnership aims to establish a cooperative framework connecting the Korean and Chinese content and IP markets.
 

[Image by PEPPERANDSALT Co., Ltd.]

Beijing Menggu Cultural Media is affiliated with Maoyan Entertainment (猫眼娱乐), one of China’s most influential entertainment platform companies. Maoyan Entertainment is listed on the Hong Kong Stock Exchange and operates a technology-driven entertainment platform business spanning online movie ticketing, content production, investment, distribution, marketing, live events, and entertainment services. The company has also established itself as one of China’s largest online movie platforms, achieving the No.1 market share in movie ticketing while continuously expanding its influence across the Chinese entertainment industry.
 
Through this agreement, the two companies plan to collaborate in various areas, including:
 
IP licensing and commercialization in Korea and China
Exchange of IP portfolios
Cooperation in IP valuation and business strategy
Exploration of strategic investments and new business opportunities

 
In particular, the companies will jointly launch the Chinese market expansion of the K-SNS character IP “UMEUS” as their first collaborative project. UMEUS, featuring popular characters “Gomdoljjing” and “Tokkijjing,” has rapidly grown through social media and currently holds more than 300,000 global followers. With its cute emotional storytelling and relatable content, the IP has built a strong fanbase among MZ consumers in Korea and is increasingly being recognized for its expansion potential across content and merchandise businesses.
 
By combining Maoyan Entertainment’s extensive platform infrastructure and entertainment network in China with PEPPERANDSALT’s expertise in IP commercialization, the two companies plan to jointly develop localized content businesses, licensing programs, popup stores, merchandise, and offline projects for UMEUS in the Chinese market. Industry insiders expect the project to become a meaningful example of a successful Korean SNS-based character IP entering China.
 
PEPPERANDSALT is a specialized IP commercialization and popup store company that has recently strengthened its competitiveness in offline content business through various global IP projects, including TEENIEPING, Numberblocks, and Teletubbies. The company also operates its own proprietary IP analysis system and one-solution business model covering planning, design, manufacturing, and operations.
 
A representative from PEPPERANDSALT stated, “This agreement is meaningful in that it establishes a long-term foundation for cooperation between the two companies in the global content and IP market, beyond a simple business partnership. Starting with the launch of UMEUS in China, we plan to actively pursue various global IP business opportunities together.”
  

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