Melamate's indie character collab with Gamjasoongi

RISING · momentum 74 · since 2026-08-13

Melamate, CJ Wellcare's night-routine brand, launched a limited gummy pack with indie character Gamjasoongi and is running a 'my room' concept pop-up at Olive Young N Seongsu through August 29. A random insert from a set of 4 figures pokes at the collecting itch too.

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Editor's note

Pair with an indie character that's rising right now instead of major IP, the cost stays low and the fandom density stays high. At offline fairs like the Seoul Illustration Fair, the booth with the longest line is your next collab candidate.

How to do it

1. Scout rising characters at illustration fairs and merch events where your target age group gathers
2. Design the bundle around where the product's use case (before bed) and the character's world overlap
3. Include one random merch item to drive repeat buys and photo posts