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Kakao Talk is the top 1 instant messenger in Korea with over 99% market share. Kakao Friends was introduced to the public as the first set of emoticons for mobile messenger in 2012. The brand original intension of Kakao Friends is to bring positivity, color and fun to every corner of our daily life. The characters Ryan, Appeach, Muzi, Con, Frodo, Neo, Tube and Jay-G all have distinct natures and their merchandise draw the consumer into a fresh and jubilant life with the emotional connection. Moreover, the abundant and colorful stories of the characters extend out various located based entertainment as Kakao Friends theme shops&cafés, Appeach theme shops and etc, which provides an marvelous brand experience with consumers. The brand lifestyle of Kakao Friends is a cheerful lifestyle.