Samyang Ani has launched PeppoWorld.com, the official platform for PEPPO, the newest character intellectual property (IP) inspired by the globally popular Buldak brand, as it seeks to expand its digital fan community and strengthen its character business.
According to Samyang Roundsquare on Monday, the platform, operated by its affiliate Samyang Ani, is designed to serve as a key communication channel with consumers worldwide. More than a simple character introduction website, Peppo World offers an immersive digital experience where users can explore PEPPO's universe and actively participate in creating and sharing content.
The platform features a variety of interactive services, including AI-powered image generation, digital card collection and messenger-style missions. It also connects directly to future merchandise offerings, creating an integrated brand ecosystem centered on the PEPPO character.
The website reflects PEPPO's quirky and adorable personality while incorporating the bold and energetic identity of the Buldak brand. Retro-inspired design elements have also been applied throughout the site to provide a familiar and engaging user experience.
Through the "About PEPPO" section, visitors can learn about the character's personality and preferences, while "PEPPO.ZIP" introduces PEPPO's origin story through an original animation. According to the story, PEPPO was born from a red-yolked egg laid after Hochi ate a chili pepper.
One of the platform's flagship features is its AI image creation service. Under the "Paint" menu, users can customize PEPPO images by selecting simple options or using suggested prompts. The completed images can then be uploaded to an online gallery and shared with users around the world.
The website also offers a "Card Collection" feature, where users can collect illustrations and digital cards featuring PEPPO. Special prizes will be awarded to users who obtain rare gold cards.
Another interactive feature is a messenger-style event in which users combine three emojis related to PEPPO's origin story to uncover the secret behind the character's birth. Korean users who answer correctly will receive a "Peppo's Burning Days" KakaoTalk sticker coupon, while overseas users will be rewarded with digital image content.
In addition, the "PEPPO SHOP" section is scheduled to open in August, offering a range of character merchandise, including plush toys, key rings and cushions.
Industry observers say the launch marks an important step in expanding the Buldak brand beyond food products into character and content businesses. As global consumers increasingly seek emotional connections with brands through characters and storytelling, companies are actively investing in intellectual properties that can generate long-term fan engagement.
Experts also note that the platform's AI-driven user participation features are expected to boost customer engagement and create viral marketing effects by encouraging fans to produce and share their own content.
"Character IPs have significant growth potential because they can expand into merchandise, animation, games and licensing businesses once a dedicated fan base is established," an industry official said. "Given Buldak's strong global recognition, PEPPO also has the potential to grow into an independent global character IP."
Samyang Ani said it plans to continue expanding its touchpoints with global consumers through Peppo World and develop new growth engines by linking digital content, merchandise and licensing businesses around the PEPPO brand.
