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SAMG Entertainment Launches ‘Heartsping’s Laid-back Days’ Merchandise Line, Expanding Reach to Gen Z and Young Millennials

  • – GS25 exclusive sales begin, available on Emotion Castle Store from September 15
  • – Inclusion in KOSDAQ Large Cap Index marks new momentum in SAMG Entertainment’s leap as a global IP content company

Global IP content company SAMG Entertainment (KOSDAQ: 419530, CEO Suhoon Kim) has entered the lifestyle character merchandise market with the launch of its ‘Heartsping’s Laid-back Days’ line, targeting Gen Z and young millennial consumers.

At the end of August, SAMG Entertainment began exclusive sales of ‘Heartsping’s Laid-back Days’ merchandise at GS25 convenience stores, marking a strategic move from fandom-driven products to everyday lifestyle items. The collection features 17 lifestyle goods, including stationery and accessories such as notepads, stickers, and keyrings, designed for both style and practicality to appeal to a broad audience.

Sales began on August 28 across more than 1,000 GS25 locations nationwide, with plans for further expansion. Starting September 15, the merchandise will also be available online through SAMG Entertainment’s ‘Emotion Castle Store’, alongside new digital content on Instagram and other platforms to engage fans more directly.

Unlike typical character goods, the ‘Heartsping’s Laid-back Days’ series emphasizes both design and functionality, positioning it as a lifestyle-oriented IP product. Through this launch, SAMG Entertainment aims to broaden its brand beyond children’s content and strengthen its appeal among teens and adult consumers.

According to the Korea Creative Content Agency, the Korean character IP market is expected to reach approximately KRW 16 trillion by 2025, with lifestyle merchandise emerging as a key growth driver due to its everyday accessibility. The GS25 partnership, combined with expansion into online channels, underscores SAMG Entertainment’s shift from a traditional focus on children and female audiences to broader engagement with consumers in their teens through 30s.

A SAMG Entertainment spokesperson said, “Building on successful IPs such as ‘Catch! Teenieping’, we will continue releasing lifestyle-oriented products that allow fans to enjoy our characters in everyday life, in Korea and globally. Following our recent inclusion in the KOSDAQ Large Cap Index, we are committed to responsibly executing our mid- to long-term growth strategy and advancing as a comprehensive IP content company for audiences spanning from teens to adults.”